You may have great clients, loyal to your product or service, but how do you stay in touch with them when they switch jobs?
That was the dilemma faced by Ellie von Reyn, Conductor’s Director of Demand Generation. “Our customers love our technology and our service team. We’ve got thousands of customers, but marketers switch companies every couple of years. We wanted to reach out to this loyal user base, but we didn’t have an easy way to do that.” Automated contact tracking turned out to be the answer.
Connecting with past users when they move on
Whether you call it “labor market fluidity” or “job hopping,” the trend is clear — people change jobs more frequently now than in the past. In 2016, LinkedIn data revealed that people who graduated between 2001 and 2010 (aka millennials) worked for an average of 3-4 companies in the first 5 years post-graduation.
For companies that sell goods and services to B2B clients, the high rate of job churn means that today’s contacts may have moved on by next week (or tomorrow.) This is inherently challenging when trying to maintain a long-term relationship with a customer. But it also presents an opportunity for B2B marketers, assuming they can reconnect with their existing contacts when they inevitably move on to different companies.
Conductor, an enterprise SEO and content management platform, caters to marketers — meaning, they tend to switch jobs frequently.
Von Reyn saw an opportunity to connect with Conductor’s past users as they moved to new companies, but she also knew their approach for doing this was not ideal: her team looked for former contacts on LinkedIn or reached out on a one-to-one basis — a time consuming and manual process. She began researching tools that could help automate this process and ultimately found a solution.
“We found UserGems, a tool that essentially does the heavy lifting for us,” said von Reyn. “The technology identifies when contacts from our existing customers move to a new company. We’re now able to automate email campaigns that get in front of previous users — we call them our past-user campaigns.”
Von Reyn onboarded UserGems while working with Conductor’s VPs of revenue operations and marketing to get them on board with the new technology and approach. There wasn’t much training or implementation involved once they moved forward with the tool.
“We connected UserGems to Salesforce,” said von Reyn, “We did some preliminary training with our revenue organization to get them up to speed about what we were doing and where these new contacts were coming from. They didn’t have to learn anything new because the information was in Salesforce, a tool they were already using.”
With UserGems, von Reyn’s team can orchestrate past user outreach using a more consistent, planned approach. When a contact switches jobs on LinkedIn, Conductor gets an alert that says the contact left X company and moved to Y company. Conductor’s past-user campaigns typically include a list of recent product updates and news that the contact might have missed during their transition.
“The entire process is automated. We can reach out via email to congratulate them on the new role and see if we can be of any help at their new company,” said von Reyn.
Conductor runs quarterly email campaigns to a list of past users with customized messaging that addresses this very specific audience.
“We include marketing messaging and communications from our revenue organization,” said von Reyn, “Typically we share new assets and creative content like invitations to webinars. This enables us to get our marketing materials in front of former users, but also leverage custom messaging acknowledging that the contact has worked with Conductor in their past role and offering to help them in their current role.”
Sales intelligence as a category
The UserGems solution seems fairly unique, but it does fall within the overall category of sales intelligence. We asked Michael Gigante, Senior Market Resear