The complete guide to tracking job changes for revenue teams

Table of Contents

We’ve all seen the headlines—people are changing jobs at an unprecedented rate

Here’s what we know about the so-called Great Resignation (also referred to as the “Great Reshuffle”):

What does the Great Resignation mean for revenue teams?

It means they need to be more proactive than ever to prevent churn and keep a competitive edge in their markets. With workers resigning left and right, B2B companies need to stay hyper-aware of how resignations affect their accounts...and present new challenges or opportunities. 

This is why teams need to prioritize tracking job changes for their account contacts. 

Think about it this way: if 3-6% of your contacts change jobs every month, don’t you want to keep up with those changes? Job movements can translate to new leads for a sales team. Teams can get the most out of every contact by following up with contacts who have changed jobs.

In a nutshell, tracking contact job changes can result in:

  • A bigger pipeline with warm leads
  • Shorter sales cycles
  • Cleaner CRM data
  • Lower email bounce rates
  • Reduced risk of customer churn
  • Less manual tasks for busy sales teams

And that’s probably why you’re reading this guide right now. Or maybe you still need to be convinced 😉

Keep reading to learn how tracking job changes can drive timely, relevant engagement, grow your pipeline, and reopen missed opportunities. 

An introduction to tracking job changes

If you’re new here, you might be wondering what it means to “track job changes.” Good question!

Tracking job changes means monitoring your key contacts -- whether customers or users or prospects -- for any job movements, and then enriching them with new contact information such as email address, phone, new title, new company, and so on . Keeping track of these job-change trigger events is a valuable tool for revenue teams when done right. 

Job changes that can (and should) be tracked include:

  • A contact leaves a job
  • A contact is promoted to a new position
  • A contact switches departments
  • A contact joins a new company

Every year, about 20% of people change their jobs. And with the Great Resignation, this number continues to increase which means a lot of your customers and prospects have already changed their roles, or they soon will. Every change is an opportunity for your revenue team… but only if you know how to operationalize it. 

Revenue teams can leverage job-change trigger events to find new decision-makers and influencers in their target accounts, determine their new priorities, and get information about an organization’s tech stack. That’s a lot of valuable data from a seemingly small piece of information (and that’s just a sample of what savvy SDRs can gather). 

Plus, if you ask anyone in sales, tracking job changes of your former customers and users is one of the easiest ways to fill your pipeline with warm leads. These contacts already know you, your company, and your product, and they won’t need to be sold on the value you provide. In essence, this is the most significant benefit of tracking job changes—you already have some relationships with these leads.

If you already know why tracking job changes will help grow your pipeline, skip to section "What contact types should you track for job changes?"

Why cold targeting struggles to deliver results

cold outreach vs. relationship based outreach


  • 60% of companies say it's getting harder to get the attention of buyers.
  • 60% say that their customer acquisition cost has increased in the past three years.
  • 57% of salespeople expect to miss their quota.

Why?

Consumer behavior has changed

Raise your hand if you like receiving cold calls.

Raise your hand if you like making cold calls.

Did you know that 94% of unknown calls go unanswered? In 2014, this figure was only 80%

What used to be a well-accepted part of sales has changed drastically. That’s because consumer behavior has changed.

Today, less than one-fifth of the B2B buyers’ journey is spent interacting with sales. Prospects prefer to go through the majority of the buying journey alone until they’re ready to make a purchase. 

Companies are using a standardized playbook

The more information you have about a prospect, the better you can tailor conversations to their needs. Unfortunately, every company now has access to the same data. 

As every B2B company employs the same contact database and email automation to reach the same buyers, cold targeting isn’t effective anymore. Sales and marketing teams need a better way to cut through the noise.

Automation enables targeting at scale but lacks personalization or relevance

Not only is data more accessible than ever, but it’s also easier to use data and automation to target prospects at scale. As much as we appreciate automation, too many companies rely on automation alone, producing generic emails and calls to the same generic list of target buyers. This results in lower response rates, more expensive customer acquisition costs, and lower win rates.

These factors have led to revenue teams missing out on their monthly quotas. To stand out in a sea of generic ads and emails, savvy SDRs, sales reps, and revenue teams have turned to relationship-based targeting — going after key contacts that changed their jobs (aka tracking job changes or job-change trigger events), referrals, and more.

How tracking customer job changes boosts your pipeline?

It takes a lot of resources to win new customers and additional resources to keep them happy. So when a buyer leaves their role, they become your “pre-sold” prospects—warm leads that will likely convert and do so quicker than your average leads.

Let’s break down how tracking job changes can boost your company’s demand generation efforts. 

Supply a steady flow of relevant, warm leads

Past purchasers and past users are more likely to buy again and buy faster because they have already established a relationship with your business. When your organization starts tracking job changes, you will discover new opportunities with old leads...old leads who have become new again! 

past customers are more likely to buy again

Don’t forget that new hires and promotions are also a great trigger because these prospects will typically have a budget to spend, and they will spend it quickly. Use job change triggers to create timely communications so your company can stay top-of-mind during the critical window of their first 100 days. 

"This has been a game-changer for us. It’s one of our best sales plays— being on top of it once any of our buyer personas lands a new job because they’re more willing to evaluate our learning management software at that point"
Mikey Pawell, Director of Business Development at WorkRamp

Keep your database updated

With buyers switching jobs frequently, the information in your database becomes outdated faster, which results in email bounces and prospect ghosting. It’s impractical (and practically impossible) to manually keep up with key stakeholders’ job movements. Your sales and customer success teams will be alerted when critical information needs to be updated by setting up triggers around job changes.

An updated database can mean a healthier email list, more robust targeting data for ads, lower acquisition costs, more powerful account-based marketing tactics, and improved sales productivity. 

Enable B2B influencer marketing

B2B influencers don’t have the same reach as a Kardashian-Jenner, but they’re still a huge asset for your business. Even better, they can be found anywhere—including within an organization. 

What does this mean? Tracking job changes can help you get a pivotal stakeholder to do your bidding on the inside 😈

Internal influencers, such as coworkers and direct reports, are the most critical influencers in B2B. Even more so if they are already familiar with your product. Keep track of where your contacts are so that you can call on champions for new accounts when you need them. 

Embrace the new normal of B2B purchasing

As much as we may like B2B buying to be as simple as convincing the right person to take the leap, realistically, a company will have to engage multiple decision-makers within a buying group. According to Gartner, the typical buying committee involves six to 10 decision-makers. That can mean a different set of pain points, expectations, and concerns...meaning that each member will need to be convinced with a different approach. 

Tracking job changes arms revenue teams with incredibly valuable information—a way to keep up with the changing landscape of B2B purchasing. Businesses don’t just need to keep up with one contact, but multiple. When a key contact moves, job change triggers can help demand generation teams cover multiple touch-points for an account. 

Allows for zero learning curve

Tracking job changes can bring in buyers who see the value of your solution in a shorter time frame. Previous users are knowledgeable users. Knowledgeable users are successful customers. 

Think about it this way: a lot goes into winning and onboarding a new customer. Depending on the complexity of the solution, there is a huge learning curve. Even with less complex solutions, there will be friction for the customer. Data-driven customer success is an essential component of retention and reducing churn, and it’s a lot easier for a previous customer to achieve success faster. 

Bringing in “new” customers who have experience with your solution can significantly reduce your average sales cycle, onboarding, training, and helping the user get the most out of the product. 

"Your alumni customers are your lowest hanging fruit. The key is to reach out at the right time with the right message."
Steve Jones, VP Demand Generation at UserTesting

What contact types should you track for job changes?

Tracking job changes sounds awesome! But who should I be tracking?

Since we've been doing this for ourselves and other companies for awhile, here's how you can segment your contacts.

Contacts to track for job changes


Tracking job changes sounds awesome! But who should I be tracking?

Since we've been doing this for ourselves and other companies for awhile, here's how you can segment your contact types 👇


Tier 1: Contacts associated with Customer accounts

Your first thought is probably Key Contacts associated with Closed Won opportunities, and you're not wrong there:

  • Primary contacts
  • Decision-makers
  • Champions and influencers

If your team hasn’t been as diligent at adding contacts to opportunities or assigning Contact Roles, then it would be good to track all contacts associated with the Customer accounts

But that's not all.

Tier 2: Product Users

At UserGems, we often say "optimize for love". Your users might not exist in your CRM, but they know your product -- sometimes more than the decision-maker does, and they can champion for you at their next company.

So, don't forget to track your users' job movements:

  • Admin users
  • Power users
  • Regular users with high NPS scores

Work with your product team to sync your user base and NPS scores to CRM. This will help you identify those who loved your product and likely champion for you again.

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Tier 3: Contacts from Open Opportunities

Similar to Tier 1, you should also track Decision makers and Influencers associated to Open Opportunities.

Even though they haven’t purchased, these contacts are already familiar with your product and have built relationships with your sales team—key foundations that can lead to quick sales.

This also alerts Account Executives (AE) if their Opportunities are at risk when a primary contact leaves.

Tier 4: Contacts from Closed Lost Opportunities

On the flip side, if these key prospects were blockers on a previous deal, knowing they’ve left can open an opportunity (excuse the pun) for you to restart the conversation with the new decision-makers.

Tier 5: Contacts from Churned accounts

You should handle this tier a bit more delicately. For one reason or another, they were unhappy with your product and ended the relationship. But that doesn't mean there's no hope (never say never, amiright?).

You must know the reasons they left before reaching out. Work with your CSM team to get all the details for a personal message. If they churned less than 6 months ago, you shouldn't expect a warm welcome but focus on re-building trust:

  • whether the churn reasons are still relevant at the NEW company
  • if they are, what are your proposed solution?
  • re-earn their trust that you understand what matters to them

Play the long game.

More ways to grow your pipeline with job-change triggers:

  • Prospects that used to work at your customer accounts. They don't know you (yet), but referencing their past employers makes for a warmer intro and helps boost your credibility. 
  • Monitor your target accounts for new hires & recent promotes – even if they didn’t use your product before. New execs spend 70% of budget in the first 100 days. Reaching out at the right time will increase your chances by 40%.
  • Monitor your competitors’ customers accounts. When any key persona left those accounts, it could be a good time to reach out. How to find those accounts? Check your competitors' customer testimonials. 😈

Now that you're well-versed in tracking contacts and monitoring accounts for job-change triggers, let's look at ways to effectively engage with these hot leads.

5 tactics to re-engage customers who have changed jobs

We’ve covered why to track job changes and who to keep tabs on, but how can revenue teams engage contacts who have changed jobs? In some cases, re-engaging a previous customer can be as simple as sending an email.

However, sometimes your demand generation team might need to get a little more creative. Let’s check out some effective ways to keep in touch.

creative outreach tactics for past prospects


  1. User surveys - This is a great way to solicit honest feedback and show the contact they’re still on your radar. Bonus points: their answers can act as a quick temperature check on how likely they are to champion your product. 
  1. Direct mail - Email inboxes are so crowded these days, but we’ve never heard of anyone complaining about a personalized note in the mail. Direct mail paired with timely outreach can produce high conversion rates, especially when sent to previous customers. 
  1. Email outreach - You can easily sync your job change leads with email sequences to nurture your new (old) leads. Don’t get overly sales-y in these messages, but do provide value that keeps your business top-of-mind. 
  1. Referrals - Leverage the connections you have to get referrals. Previous users are some of your best champions and referrals are a great way to utilize internal B2B influencers. 
  1. Targeted ads - Level up your demand generation efforts with relevant ads on social media. Upload job change leads to create custom audiences on LinkedIn and retarget those prospects across Facebook, Instagram, Twitter, and YouTube. 

What sales intelligence software can you use to track job changes?

There are multiple data enrichment tools that businesses can use to track job changes. The top three include LinkedIn Sales Navigator, ZoomInfo, and UserGems. Here’s a quick overview of each solution.

LinkedIn Sales Navigator

LinkedIn Sales Navigator is a sales management tool that helps sales reps discover leads and manage their pipeline using LinkedIn data. There are three plan levels for this solution.

Strengths

  • Real-time notifications.
  • Advanced search functions.

Drawbacks

  • Users receive a lot of notifications, but not all of them are useful.
  • Don’t provide email or phone numbers.

ZoomInfo

ZoomInfo is a sales intelligence solution that provides profiles for millions of business professionals and businesses. 

Strengths

  • Largest B2B contact database, especially for the North American market.
  • Account enrichment and news related to the company.
  • A suite of products.

Drawbacks

  • Update frequency is every 6-9 months.
  • Does not combine relationship data with contact data (i.e. track customers for job changes).

UserGems

UserGems is a sales intelligence tool that helps sales reps get in front of opportunities by automatically surfacing customers who have changed jobs as new leads.

Strengths

  • Accurate data (less than 5% bounce rate) and monthly refresh.
  • Multiple integrations with CRM and various sales/marketing software.
  • Optimized and automated workflows to minimize manual steps for users and RevOps.

Drawbacks

  • Focus on job-change triggers only. Does not offer account enrichment.
  • A newcomer compare to the other two vendors above

A sales intelligence tool that delivers only warm leads

Revenue teams are set to benefit from leveraging relationship data in their go-to-market approach.

Here’s how tracking customer/prospect/user job changes can help you win more:

  • Generate more warm leads for your pipeline.
  • Cut through the noise by referencing and maintaining their relationships with your company.
  • Keep databases updated to get the most out of your marketing programs and improve your sales productivity. A database is only valuable if it's accurate and actionable. 
  • Get more value out of your CRM and product user database. 

Don’t leave opportunities behind! If you’re seeking a smarter way to prospect and target, you should look into tracking job changes.

Why UserGems

UserGems helps companies generate more revenue by combining relationship data with trigger events to surface the most relevant buyers within target accounts. With UserGems, customers get a bigger pipeline and win more often.

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