UserTesting Generates Millions in Sales Pipeline + an 18X ROI by Monitoring their Customers for Job Changes
UserTesting is an on-demand consumer research platform.
The platform is one of the fastest ways for brands to gather quality consumer data and insights at scale.
Challenge — how to take advantage of warm leads
With a large customer base of more than 2,000 organizations in 45 countries, UserTesting explored ways to find out when their customer contacts moved into new roles or new companies.
Previous customers who had moved to new companies and held similar roles were more likely to be interested in using UserTesting again, making the prospecting process much more manageable.
With an enormous database (active CRM contacts + the general user base) like theirs, it would be frustrating and almost impossible to comb through thousands of customers and users. Resource-wise, it wasn't sustainable.
Solution — using UserGems to make the most of job change triggers
UserTesting kicked off a cross-functional project between Marketing, Sales Ops, and Business Systems teams. Using the UserGems job-change trigger functionality, the team reported back 1,300 job-changer leads within a week.
These new job-changer leads were automatically fed into UserTesting’s Salesforce, along with their new email addresses, new job titles, and new companies. This happened once monthly.
The sales development reps (SDRs) got alerts from the UserGems software once they had new job-changer leads. Next, the SDRs selected the warm prospects whom the marketing team would be reaching out too with congratulatory messages.
The marketing team used Alyce (a B2B AI-powered gifting/swag platform) to send direct mails (i.e. gifts) to these previous customers. The messages were short and sweet—thanking these previous customers for using the product in the past and congratulating them on their new jobs.
The next step in the outreach cadence was an email from the SDR asking the recipients if they would like to set up a meeting to discuss if UserTesting would be a value-add to their new role.
UserTesting created a custom email sequence for these UserGems leads to ensure the messaging was personalized while the outreach process is automated, scalable, and easy for sales reps to use.
Nathan's focus then was to operationalize this initiative so that the team's continuous flow of UserGems (alumni customers) leads to growing their pipeline. The entire process is now mostly automated and requires minimal manual effort from the teams.
Results 🎉 🎉 🎉 🎉 🎉 🎉 🎉 🎉
Their preparation paid off. In less than one year after implementation, UserTesting had generated millions in the pipeline and over $1M in closed-won revenue.
Best Practices 💡
For companies looking to implement a buyer-job-change playbook, Nathan recommends having a close partnership between sales, sales ops/enablement, and marketing to get reps' adoption.