AiSDR Product Spotlight #9: Track Champions Who Started a New Job
With over a decade in Marketing, I have a handful of systems I love and take with me to whichever company I land at.
Like HubSpot. Or Canva. Or Ahrefs. Or a few others.
With each, I’ve canceled a paid subscription more times than I can remember.
And when I entered a new position, I made sure to secure a budget for the essential tools because they help me do my everyday job.
But these are just the tools I use all the time that remain at the front of my mind regardless.
Yet there’s a bunch of software I’ve used that didn’t make it to the top priority list – either because I used it less often, or maybe because at a new position I’d hesitate to get the budget, or I didn’t yet feel secure driving too much of a shift from the status quo.
Because… you know 👇😂
BUT.
All of this could change with the right nudge from the vendor, a good offer, and a personal message from an AE I already have a working relationship with.
That would help me make a good case with the new team, loop in my previous experience, and skip starting from scratch.
And that’s the outreach scenario we’ve made possible for you inside AiSDR.
Introducing champion tracking
As of now, when building a list of leads using Advanced Search, you can easily track people who used your software before, but moved on to a different company.
The set-up is a no-brainer:
- Pick Sales Navigator as your data provider.
- Check the box ‘Recently changed jobs’.
- Drop the names of businesses you work with in the ‘Past company’ field.
- Voila!
Now whenever someone from those brands (whether they are your existing clients or churned because the main user left the company) switches to a new role, you can message them at their new position to get their eyes on your offer and keep the relationship going.
Why is it cool?
Well first and foremost, you’ve already completed a sale with this person.
Which makes them more likely to buy again (given that they enjoyed the client and user experience).
But either way, your odds of converting them are considerably higher since you’re building on a case of successful communication.
And because you’ll be presenting an offer when product benefits and impact on their operations are still fresh in their memory.
On top of that, tracking when product champions switch jobs lets you:
- Expand your market penetration – Your champions already understand the value of your product and use that to influence buying decisions at a new company, organically bringing you new business.
- Lock the existing revenue – If your product champion was the main user at a previous company, this likely leads to churn when they leave. By engaging with the stakeholders in a new position, you protect the revenue you generate.
- Spark word-of-mouth – There’s but one step between a product champion and advocate (think me and the tools I listed before), and repeated use of the solution is the best way to trigger this leap. With that, you get continuous expansion of your network by having organic referrals, meaning you don’t depend on standalone relationships anymore.
- Faster time-to-revenue – Since your champions are familiar with what your product does, you get a head start that shortens the decision-making process and reduces sales cycle length.
- Increase your ACV – Oftentimes switching jobs means moving to a more senior position. With that comes more control over the budget and more weight in buying decisions, leading you to larger checks.
- New market segments and use cases – Some people choose to stick to the industry they are familiar with. But folks like me like a challenge, and whenever I’m changing jobs, I prefer working in a new niche altogether. This means a new possible market vertical (or even geography) for you to tap into as you engage with your champions.
More so, whenever a new person joins the company, the team generally expects change – from operations to products used.
This makes it a really good time to pitch your offer and show how much of a positive change it could be.
Tips on how to use champion tracking
Whether this will be your first campaign of its kind, or you’re an expert at using Sales Nav for champion outreach, I’ve got a few tips on how you could use this feature inside AiSDR:
- Use performance data from the previous company for personalization – Seeing the tangible impact your product has already made makes it easier to restate the value at the new company.
E.g. “Remember how AiSDR booked you 10 meetings in the first week, and helped you grow your revenue by 15% month-on-month?”
- If more than one champion moves to the same new company, target all of them! – Several people vouching for the value of your product doubles your chances of closing a deal
- Group your campaigns by use cases and market segments – On top of performance data from the previous company, it’s best to support your pitch with case studies and social proof relevant to the company your champion joined.
- Throw in a loyalty discount, extended trial, or personalize your product offer – Few things help solidify relationships better than being grateful to your customers for picking you before, and supporting it with an exclusive offer not available otherwise to ensure they pick you again. More so when they just started and are extra mindful about overspending.
🤫 Next week’s sneak peek
Ever wanted to reach out to folks who engaged with your competitors’ posts on LinkedIn to win them over? You can once we launch our new cool feature next week. Stay tuned!
