2024's guide to tracking customer job changes for revenue teams

Discover how tracking job changes can unlock new revenue opportunities, accelerate ABM penetration, and bigger expansions.
Shankar Ganapathy
Co-Founder, BuyerAssist.io
Nov 29, 2023
5 mins

Building new customer relationships and nurturing existing ones are central to sales success, especially in the world of software sales. 

Whether it's a promotion to a different role, a move to another department, or a switch to a new company, job changes present an expanding opportunity for pipeline generation for any sales team. So how to track the maximum customer job change-based pipeline in 2024?

Why should you track job changes?

According to CNBC or LinkedIn research, at least 25%+ of people have changed jobs last year and 60%+ professionals are seeking a job change over the next 12 months. Whether it's a promotion to a different role, a move to another department, or a switch to a new company, job changes present an expanding opportunity for pipeline generation for any sales team. Most revenue teams miss 85-90% of such job changes resulting in huge loss in revenue. 

Here are 5 benefits of tracking customer job changes:

  1. Warm intro to target accounts

A past customer in a new job can either evaluate you directly or do a warm intro to the right person. Mapping the customer job changes over target accounts will provide you with more effective way to break into target accounts. 

  1. Accelerated expansions

When a company hires a new VP or executive, they typically come in with a new mandate and also want to bring in new change. When this happens in a customer account, this could present a great opportunity to make a case for upsell or cross-sell. Monitor such signals and map it whats happening in that business. 

  1. Better customer marketing:

A lot of customer marketing initiatives like city tours, user conference, product training webinars, etc needs an accurate and up-to-date of key contacts in a customer. But more often than not, this data doesn’t exist in the CRM. Tracking job changes ensures you are monitoring new hires, departures, and promotions in your existing customer accounts. 

  1. Preventing churn in long-tail customers

If you have 100s or 1000s of customers, chances are that you may not have named CSMs for your mid-market and SMB customers. Knowing buyer and power user arrivals, promotions and departures will ensure you actively engage the customer during such events to mitigate any churn risks.

  1. Clean CRM

30-45% of CRM contact data goes stale every year. Monitoring job changes using a tool like Boomerang ensures an always up-to-date CRM contact database This also saves lots of seller time and frustration since they no longer need to manually export contacts from Zoominfo and the likes. 

What job change plays to activate?

There are 5 different job change plays that can help create a high-quality pipeline. 

#1 Customer job change plays
#2 Warm intros from power users and champions play
#3 Competitors' customers for job change play
#4 Play for accounts that have hired several product users
#5 Upsell play by tracking current customers for new hires

You can learn more about them in a blog I wrote previously

How to track job change plays

Your team is probably doing some version of this with either LinkedIn Sales Navigator or with your data provider (Zoominfo/Lusha etc). While it may not come at any additional cost, we have seen 80-90% of monthly job changes get missed by these solutions. You can find the comparison between Boomerang and LinkedIn here and between Boomerang and ZoomInfo here.

Tracking job changes with Boomerang

Don't leave revenue behind! If you are looking for cost-effective and high-quality revenue, consider tracking customer job changes. Boomerang pipeline generation software enables companies like yours to track customer job changes and automate follow-ups to create a predictable revenue channel. Our tool can help you in::

  • Automating pipegen by notifying you about job changes in active or former key contacts
  • Enhancing your ABM campaign effectiveness by identifying accounts with past champions
  • Accelerating expansions by identify job moments in install base

What’s a Rich Text element?

The rich text element allows you to create and format headings, paragraphs, blockquotes, images, and video all in one place instead of having to add and format them individually. Just double-click and easily create content.

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A rich text element can be used with static or dynamic content. For static content, just drop it into any page and begin editing. For dynamic content, add a rich text field to any collection and then connect a rich text element to that field in the settings panel. Voila!

How to customize formatting for each rich text

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  1. Headings, paragraphs, blockquotes, figures, images, and figure captions can all be styled after a class is added to the rich text element using the "When inside of" nested selector system.
  2. Headings, paragraphs, blockquotes, figures, images, and figure captions can all be styled after a class is added to the rich text element using the "When inside of" nested selector system.
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  • Headings, paragraphs, blockquotes, figures, images, and figure captions can all be styled after a class is added to the rich text element using the "When inside of" nested selector system.

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How to customize formatting for each rich text

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