Reach Out to Past Champions When They Change Jobs

Step 1: Who to track for job changes?

For maximum coverage, you can group your champions into three categories. And prioritize them based on your business needs. Our recommended categories are:

• ‍Key Champions: your Closed Won Opportunity contacts, Power Users, and Admin Users. ‍
• End users: your product end-users with high net promoter scores (NPS) or high product usage; trial users.‍
• Key prospects: your Open Opportunity contacts, and Closed Lost Opportunity contacts.

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Step 2: Filter for the most relevant job changes

Not all job changes are created equally.

You want to surface only the most relevant signals or job changes to your team. Why? They start to ignore these leads if there’s too much noise. 

We recommend setting up two filters:

• ‍ICP criteria: Filter the job changes using firmographic, technographic criteria such as employee count, geography, revenue, tech stack, etc. 
• ‍Target persona: Filters here include job function and seniority. Don’t forget to account for title keyword inclusions and exclusions.

These two filters ensure your job change lists aren’t flooded with irrelevant job change alerts.

<div class="pro-tip">Pro tip: use UserGems AI to automatically define ICP and Persona based on what has been successful historically.</div>

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Step 3: Automate outreach

Auto-enroll the new contacts to the right email sequences based on the following criteria:

• Their current persona
• Their current company type
• Combine with other data points for stronger context, like: if their new company previously evaluated your solution, etc.

<div class="pro-tip">Pro tip: Automate this step (adding prospects to the sequence & sending the first email) so that you're in touch with the champions ASAP, increasing the conversion rates.</div>

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Important:

• Do NOT ask for a meeting in the first email. Focus on them & be human first.
• Schedule the second email/touch points 2-4 weeks after the first email

<div class="pro-tip">Pro tip: add a gifting step to add some human touch and increase response rates!</div>

Examples:

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Optional: Notify the reps

After messaging your champion with a ‘Congrats!’ email, send a notification via Slack or email to the account owner as an FYI / for visibility.

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Set Up This Playbook in UserGems

1. Create an Audience of "Target/ICP Accounts"
2. Select Signals -> People -> Champions
3. Create a "Champion joins Target Account" workflow
4. Select your email sequence
5. Activate Gem-E
6. Preview Gem-E's AI messaging. Add custom prompt if needed
7. Save

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Additional Resources

• Tips to improve your job change outreach (steal our templates)