In today's fast-paced job market, where professionals are constantly on the move, tracking job changes has become essential for sales and marketing teams. Understanding when your prospects and customers change jobs allows you to maintain and nurture valuable relationships, capitalize on new opportunities, and drive revenue growth. In this article, we will explore why tracking job changes is crucial for sales and marketing success and discuss the best tools and strategies to stay ahead of the game.

Why Tracking Job Changes Matters

The job market is dynamic, with professionals frequently seeking new opportunities and making career advancements. According to statistics, around 70% of people are actively looking for jobs, and the average U.S. worker changes jobs every 1-5 years. With such high turnover rates, it is imperative for sales and marketing teams to keep track of job changes to ensure they don't miss out on valuable prospects and customers.

1. Maintaining Valuable Relationships

When a prospect or customer changes jobs, they already have a pre-existing connection with your team and are familiar with your product or service. By staying updated on their job changes, you can maintain these valuable relationships and continue to nurture them. Your existing customers can become your lowest hanging fruit, as they are more likely to evaluate your offerings when they transition to a new role or company.

2. Expanding Your Pipeline with Warm Leads

When a previously satisfied buyer or prospect changes jobs, they become warm leads rather than cold leads. They are already familiar with your team and product, making it easier to initiate conversations and build a new pipeline. By maintaining a connection with these individuals, your sales team can reach out to new companies through someone who already knows and trusts your offering, resulting in a higher likelihood of conversion.

3. Shortening Sales Cycles

Following up with warm leads who have previously purchased your product or shown interest in your solution significantly shortens the sales cycle. These qualified leads are already aware of your offering and have a connection with your team. As a result, you can expect higher conversion rates and close deals faster compared to approaching cold leads. By staying updated on job changes, you can identify these warm leads and prioritize them in your sales efforts.

4. Keeping CRM Data Accurate and Updated

As people switch jobs, their contact information and roles within companies can change. This can quickly render your CRM data outdated and inaccurate. By using B2B prospecting tools like SMARTe or UserGems, you can set up alerts to track job changes and ensure your CRM database remains up to date. This saves your sales team from manually searching for contact details and enables them to follow up promptly with critical customers who switch jobs.

5. Enhancing Email Deliverability and Engagement

Tracking job changes also helps improve your email deliverability and reduce bounce rates. When a contact changes jobs, their email address may change as well. By staying updated on job changes, you can ensure you have the most accurate and up-to-date email addresses for your prospects and customers. This reduces the chances of your emails bouncing and increases the likelihood of engagement and conversion.

6. Minimizing Customer Churn

Maintaining a low customer churn rate is crucial for businesses. By tracking job changes and nurturing relationships with customers who transition to new roles or companies, you decrease the risk of losing touch with them and reduce customer churn. By addressing their concerns, providing solutions, and demonstrating your ability to meet their needs in their new environment, you can retain these valuable customers and drive long-term loyalty.

7. Streamlining Sales Team Efforts

Tracking job changes with the help of tools like SMARTe streamlines your sales team's efforts and reduces manual tasks. Setting up triggers and alerts to notify your team of job changes ensures that they do not miss critical information and enables them to follow up effectively. By automating the process of tracking job changes, your sales team can focus on more productive tasks, such as prospecting, building relationships, and closing deals.

8. Leveraging B2B Influencer Marketing

In B2B sales, influencers don't necessarily have to be well-known personalities. They can be individuals familiar with your product or service who are willing to advocate for it within their networks. By maintaining relationships with these influencers, you can leverage their influence when they change jobs or companies. They can help your sales team establish connections with new accounts and drive business growth through referrals.

What Job Changes to Track

To effectively track job changes, it is important to identify the right contacts your sales team should be monitoring. Here are the key categories of job changes to focus on:

Tier 1: Contacts Associated with Customer Accounts

Your primary focus should be on tracking key contacts associated with customer accounts. These contacts are already familiar with your product or service and have a positive relationship with your team. Key contacts include primary contacts, decision-makers, champions, and influencers. By staying updated on their job changes, you can maintain and nurture these valuable relationships, ensuring you don't miss out on potential opportunities.

Tier 2: Product Users

Product users, such as admin users, power users, and regular users with high Net Promoter Scores, are another important group to track. They have in-depth knowledge of your product and can champion it within their organizations. By monitoring their job changes, you can identify potential new business opportunities and tailor your sales and marketing efforts accordingly.

Tier 3: Contacts from Open Opportunities

Tracking job changes of decision-makers and influencers associated with open opportunities is crucial. These contacts are warm leads and have already established a connection with your team. By staying updated on their job changes, you can seize the opportunity to close deals faster and capitalize on their familiarity with your product or service.

Tier 4: Contacts from Closed Lost Opportunities

Job changes can present an opportunity to potentially resurrect closed lost opportunities. By learning that a contact who previously blocked a deal has left their position or company, you can reach out to the person who replaced them and build a new relationship. This approach provides a chance to address concerns and demonstrate how your product or service can solve their problems in their new environment.

Tier 5: Contacts from Churned Accounts

Churned accounts require a different approach when it comes to tracking job changes. Although the relationship with the contact ended, there may be potential opportunities at their new company when they change jobs. By reaching out, addressing their concerns, and offering potential solutions, you can rebuild trust and demonstrate your ability to meet their needs in their new role or company.

Tools for Tracking Job Changes

To effectively track job changes, it is essential to leverage the right tools and technologies. Here are some of the top tools available:

1. SMARTe

SMARTe is an enterprise-grade sales prospecting platform that helps sales teams book more meetings, close deals faster, and build better pipelines. It offers contact tracking capabilities, CRM enrichment, list building and chrome extension to prospect anywhere, all in one platform. SMARTe provides a cost-effective solution that covers all the bases, eliminating the need for multiple point solutions and ensuring a seamless sales prospecting experience.

2. UserGems

UserGems is a sales intelligence tool specifically designed to help sales teams track job changes. It provides accurate data and monthly updates, ensuring that your CRM database remains up to date. UserGems integrates with various CRM and sales/marketing software and offers optimized and automated workflows to minimize manual tasks for users. While UserGems focuses primarily on job changes, it is important to note that it is only one piece of the puzzle and should be used in conjunction with other sales intelligence tools.

3. LinkedIn Sales Navigator

LinkedIn Sales Navigator, also known as SalesNav, is a sales management tool that utilizes LinkedIn data to uncover new leads and opportunities. It provides real-time notifications and lead recommendations, allowing sales teams to stay updated on job changes. While Sales Navigator offers access to valuable data, it can be pricey and has limited integration capabilities with other software.

4. ZoomInfo

ZoomInfo is a comprehensive lead generation tool that helps sales teams identify leads, build pipelines, and maintain accurate contact databases. While it has the largest B2B contact database on the market, the data is manually updated only a few times a year, which can result in outdated and inaccurate information. Additionally, ZoomInfo's contact tracking solution lacks the same level of team support and workflow automation as other tools.

5. Manual Spreadsheets and Google Alerts

An alternative method for tracking job changes is using manual spreadsheets and Google Alerts. While this approach does not require additional purchases, it is time-intensive and increases the chances of missing job changes if alerts are not properly set up or mistakes are made during manual data entry.

Conclusion

Tracking job changes is a critical aspect of sales and marketing success in today's fast-paced job market. By staying updated on job changes, sales teams can maintain valuable relationships, expand their pipeline with warm leads, shorten sales cycles, and reduce customer churn. Utilizing tools like SMARTe, UserGems, LinkedIn Sales Navigator, or ZoomInfo can streamline the process and ensure accurate and up-to-date data. By leveraging the right tools and strategies, sales and marketing teams can capitalize on job changes and drive revenue growth in an ever-changing business landscape.

Track job changes with SMARTe

Find more opportunities within your CRM. Looking for new ways to prospect and target, you should look into tracking job changes to get the low-hanging fruits.

SMARTe can help you:

  • Track job change updates to know when your champion or prospect has joined a target account. Append contact information with new details.
  • Get updates when your champion or a member of your buying committee leaves. Reduce churn with information on other key contacts/buying committee in the existing opportunity.

Book a demo to see how you can track job changes to help expand your sales pipeline.

Robin Ittycheria

Robin is SMARTe's Head of Products. He is passionate about translating data insights into actionable contact data.

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