Scenario
A champion at a new company already knows what your product does, because they used it. They sat through onboarding, saw the results, and may have argued for the renewal.
When that person changes employers, two things happen at once. Your current account loses an advocate. A new account gains someone who can open the door for you. This play covers the second half: reaching the champion at their new company while the relationship is still warm.
It only works if you hear about the move. Contact records go stale when people change jobs, so run this play on top of job change alerts that update the record and tell the account owner. To compare the tools that do this, see our guide to champion tracking software.
Trigger
A user or advocate of your product moves to a new employer.
The new company fits your ideal customer profile and doesn't use your product yet.
Actions
Confirm the move. Check the new title and company before you write, so the email doesn't go to an address they no longer use.
Check fit. Make sure the new company matches your ideal customer profile and isn't already a customer. If it is a customer, hand the lead to that account's owner.
Reach out early in the new role, while they're still working out which tools and priorities the new team needs.
Lead with the shared history. Name the result or use case they had with your product at their last company, then ask about the new team.
Make the ask small: a 15-minute call or a short walkthrough for the new team.
Tell the owner of the old account. Losing a champion is a renewal risk, and that team needs a new advocate.
Run this play in ZoomInfo
ZoomInfo's GTM Workspace includes the Pulse Feed, which surfaces up to 1,000 daily signals across 15+ signal types, grouped by account. Job changes are one of those signal types. ZoomInfo's Agent Teams coordinates specialized agents that run complete GTM plays, such as reactivating a champion who changed jobs, within the approvals and limits your team sets.
Frequently asked questions
What is a customer champion?
A customer champion is a person at a customer account who uses your product, gets value from it, and advocates for it inside their company. Champions often support renewals and expansions, and they can bring your product with them when they move to a new employer.
What should you say to a former champion at a new company?
Congratulate them on the new role, name what they achieved with your product at their previous company, and offer one small next step, such as a 15-minute call. Keep the pitch for later, once you know what the new team needs.
When should you contact a champion who changed jobs?
Contact them once you've confirmed the move and checked that the new company fits your ideal customer profile. Early in the new role is a good time, while they're still deciding which tools and priorities the new team needs.
How do you know when a champion changes jobs?
Use job change alerts from a B2B data provider or a champion tracking tool. These watch the contacts you track and flag a new employer or title. Without them, you might only find out from a bounced email or a social media update.