136: How to Leverage Buyer Job Movements to Win More Deals

September 22, 2022 00:28:16
136: How to Leverage Buyer Job Movements to Win More Deals
B2B Revenue Acceleration
136: How to Leverage Buyer Job Movements to Win More Deals

Sep 22 2022 | 00:28:16

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Show Notes

When attempting to close more deals, it's common for business leaders to focus on making new connections and building brand awareness with prospective customers.

While this is an important step in accelerating sales, they often forget to leverage their existing business relationships and personal contacts. After all, a previously loyal customer moving jobs is a great trigger to engage in a sales conversation.

It's also all too common for companies to fail in effectively keeping track of the aforementioned contacts, or to simply forget to nurture the relationship and keep in contact consistently.

Leveraging buyer job movements can drastically help to increase closing rates and boost revenue growth, so it’s well worth sustaining and strengthening network connections.

To help with this, our host Aurelien Mottier (Co-Founder and CEO, Operatix ) sat down with Christian Kletzl (CEO at UserGems). They discuss best practices for leveraging both current relationships and buyer movements to win more deals, as well as interesting statistics that prove its importance.

To hear this interview and many more like it, subscribe to B2B Revenue Acceleration on Apple Podcasts, Spotify, our website, or anywhere you get podcasts.

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Episode Transcript

WEBVTT 1 00:00:01.040 --> 00:00:05.280 You weren't listening. To be. To be revenue acceleration a podcast dedicated to 2 00:00:05.320 --> 00:00:09.560 helping software executives stay on the cutting edge of sales and marketing in their industry. 3 00:00:10.039 --> 00:00:13.560 Let's give them to the show. This podcast is sponsored by Gong. 4 00:00:14.119 --> 00:00:20.440 Gong empowers your entire go to market your organization by operationalizing you almost valuable asset, 5 00:00:20.920 --> 00:00:26.679 your customer interactions. Transform your organization into a revenue machine or unlocking reality 6 00:00:26.920 --> 00:00:31.679 and helping your people reach their full potential. Get started now at Gong dot 7 00:00:31.679 --> 00:00:35.000 Io. Hi you welcome. To be. To be a revenue acceleration. 8 00:00:35.320 --> 00:00:40.880 My name is m here and I'm here today with Christian Glatzel. See you 9 00:00:41.079 --> 00:00:43.840 and go from dot whose or gems. How are you doing to the eight? 10 00:00:43.880 --> 00:00:48.280 Christian? Al Right, pretty good. I mean San Francistco and I 11 00:00:48.320 --> 00:00:52.000 think with one of the warmest, most pleasant days, so I think it's 12 00:00:52.000 --> 00:00:54.560 it's a really good day. Well, that's good to add. Today one 13 00:00:54.679 --> 00:01:00.159 labor days. You're living the Austrian time in the US and being with us. 14 00:01:00.679 --> 00:01:03.040 Thank you so much for being with us on Labor Day. Would you 15 00:01:03.079 --> 00:01:07.000 mind giving us a little bit of an introduction to yourself, but also the 16 00:01:07.079 --> 00:01:11.920 organization that you're president choose on gems. Yes, superhappy. So you mentioned 17 00:01:11.040 --> 00:01:15.959 already a little bit. I'm originally from Austria, born in Saltzburg, which 18 00:01:15.040 --> 00:01:19.400 I think, at least for the American it's the sound of Music Association that 19 00:01:19.480 --> 00:01:23.239 typically comes to Saltzburg. Worked there for Microsoft, like, studied their work 20 00:01:23.280 --> 00:01:27.200 there and then came to the US to do my m B A and started 21 00:01:27.200 --> 00:01:32.040 working here, worked at Google and then um about a few years ago, 22 00:01:32.239 --> 00:01:37.200 started the company us a chance, together with my identical twin brother. So 23 00:01:37.560 --> 00:01:42.560 it's especially September is all about conferences and I think in conferences is always really 24 00:01:42.640 --> 00:01:45.920 dangerous. Have you talked to me or have you talked to my twin brother 25 00:01:46.000 --> 00:01:49.200 and CO founded? Because for some people it's really hard to differentiate. Absolutely 26 00:01:49.519 --> 00:01:55.200 you are exactly identical. I think. If you ask other people, I 27 00:01:55.200 --> 00:02:00.760 think the answers. Yes, I think JEN UH. I think it's hard. 28 00:02:00.959 --> 00:02:02.280 If you if you just get to know us, I think it's hard 29 00:02:02.319 --> 00:02:06.840 to different that's that's kind of funny. I'm sure you event lots of lots 30 00:02:06.840 --> 00:02:10.639 of interesting confusing, confusing conversation with lots of people. When you who walk 31 00:02:10.639 --> 00:02:15.360 around an event in someone grab you. Yeah, it's always like you, 32 00:02:15.159 --> 00:02:19.800 do I know this person and I forgot, do not know this person? 33 00:02:19.879 --> 00:02:23.039 Is always like the very first question for myself. That's pretty cool. That's 34 00:02:23.039 --> 00:02:25.719 pretty good, I think. Don't remember the name of someone and they catch 35 00:02:25.759 --> 00:02:30.719 you can just pretend that you are your brother. Fantastic situation as well. 36 00:02:30.360 --> 00:02:35.199 Yeah, so what did you that you guys do? I choose our gems, 37 00:02:35.280 --> 00:02:38.840 as you mentioned, chopped by a movement. So basically we automate pipeline 38 00:02:38.120 --> 00:02:45.319 by turning buyers Chop Movement into hopefully a R R. So Um in this 39 00:02:45.560 --> 00:02:50.240 we focus on two components. So it's you have this this large list of 40 00:02:50.599 --> 00:02:53.840 people that that bought your product, will use your product, and we all 41 00:02:53.879 --> 00:02:58.560 know people are changing the job more rapidly than ever before. And so when 42 00:02:58.599 --> 00:03:01.199 these people moved to new orgast stations, what the very best stays people should 43 00:03:01.199 --> 00:03:07.039 be doing is actually like noticing this, tracking and down, reaching out to 44 00:03:07.080 --> 00:03:10.639 these people again and making sure that once they settled, then organization, hey 45 00:03:10.639 --> 00:03:15.319 it could there be a need for the product again. So that's really what 46 00:03:15.439 --> 00:03:19.000 we do. Is like the larger the list the better, because about twenty 47 00:03:19.039 --> 00:03:23.000 percent of people change their job every year. So, depending on the size 48 00:03:23.039 --> 00:03:25.919 of the organization, this can actually be really meaningful in terms of like seeing 49 00:03:27.039 --> 00:03:30.240 thousands or tens of thousands of past buyers and users change their job. Ye, 50 00:03:30.719 --> 00:03:34.479 see that. That's really useful. Uh, and I think you know 51 00:03:34.719 --> 00:03:38.000 I wanted you to really voise that for audience because obviously we were speaking together. 52 00:03:38.080 --> 00:03:40.280 So I know I know what your company does, but one of the 53 00:03:40.319 --> 00:03:45.639 reasons why we wanted to speak to you today is because it's such and and 54 00:03:45.680 --> 00:03:50.159 particularly let me step back a little bit. We we started to really push 55 00:03:50.360 --> 00:03:55.960 what we call the customer success Johnny autopatics Um and as we are growing, 56 00:03:57.680 --> 00:04:00.840 most of the people that we are on the trenches selling or operating the business 57 00:04:00.879 --> 00:04:05.120 are kind of getting more and more away from the business. Okay, but 58 00:04:05.240 --> 00:04:12.680 also because we've been at it for eleven years now, pretty much a lot 59 00:04:12.719 --> 00:04:16.639 of clients, a lot of individual within clients organization that is a progressed internally 60 00:04:16.720 --> 00:04:20.639 or externally the organization. So they've got differ drops somewhere else. A fair 61 00:04:20.680 --> 00:04:26.439 few have retired as well and they go fishing now of some of other stuff. 62 00:04:26.879 --> 00:04:29.879 And then there is all the new ones that are coming in. But 63 00:04:29.959 --> 00:04:33.639 it's our sells team closing them. It's more for maybe some of the less 64 00:04:33.639 --> 00:04:39.680 senior operation people dealing with the campaign. So we don't see them. And 65 00:04:39.839 --> 00:04:44.079 I was asked to build a list of all my I'd like to call some 66 00:04:44.160 --> 00:04:46.600 of them close friends, so people we've been doing business with, people where 67 00:04:46.600 --> 00:04:53.079 I know there is a respectful, you know, engagement and literally in certain 68 00:04:53.160 --> 00:04:56.519 years I was able to scribble three pages on my notebook. So there's quite 69 00:04:56.560 --> 00:04:59.000 a few people and when you think about what you've got, that linked and 70 00:04:59.040 --> 00:05:01.240 you see all the connection got in common and then it's kind of it's kind 71 00:05:01.279 --> 00:05:05.600 of very granular and sending a few emails to those people to say hey, 72 00:05:05.800 --> 00:05:09.879 here is an update, this is what we're trying to do, we've spoken 73 00:05:09.879 --> 00:05:12.680 for a little while. You always get something back. It is all a 74 00:05:12.800 --> 00:05:16.160 great conversation or and I collect for what you've done or an update on their 75 00:05:16.199 --> 00:05:20.480 life from news about kids being born or whatever. But you're right, you 76 00:05:20.519 --> 00:05:25.279 also get a lot of business. So yeah, I guess my question to 77 00:05:25.319 --> 00:05:29.199 you is it's all good that I'm doing that. Now he's making and thinking 78 00:05:29.240 --> 00:05:33.160 about it, but how important is the consistency in that process and how do 79 00:05:33.199 --> 00:05:36.439 you keep it consistent, because that has been my issue. My issue is 80 00:05:36.480 --> 00:05:41.879 that I've got those people and I'm very opportunistic myself to reach out to them. 81 00:05:42.000 --> 00:05:46.120 I think they are really opportunistic themselves, and we only reach out each 82 00:05:46.160 --> 00:05:48.800 other technically when we eat each other. Is that? I don't know. 83 00:05:50.079 --> 00:05:55.000 Yeah, man, on on so many things that are important. I think 84 00:05:55.000 --> 00:05:57.839 that that the biggest one is actually how difficult this is to do it at 85 00:05:57.879 --> 00:06:01.120 scale, like I mean you're talking, you're thinking about the relationships and the 86 00:06:01.120 --> 00:06:04.319 people that you know, and then you go to your sales team and they 87 00:06:04.360 --> 00:06:09.319 have their own people that they know, but certainly maybe a sales person like 88 00:06:09.480 --> 00:06:14.240 leaves your organization and certainly the knowledge of the salesperson and the relationships they have 89 00:06:14.319 --> 00:06:16.879 also leave. But I think that that's that's actually touched on the most important 90 00:06:16.879 --> 00:06:20.480 thing that you said, which is like this kind of like a little bit 91 00:06:20.519 --> 00:06:25.680 being opportunistic, and I think that's what you say, where it's all about 92 00:06:25.720 --> 00:06:30.160 creating actually a relationship. So we need to think more the B two. 93 00:06:30.160 --> 00:06:34.480 B thinking always was about like these our organizations that buy my product, but 94 00:06:34.680 --> 00:06:38.879 more and more we actually should learn from B to see where it's all about 95 00:06:38.879 --> 00:06:42.360 actually the individuals. It's not the organization that advice the product, it's the 96 00:06:42.360 --> 00:06:45.519 individual that advised the product. It's the individual that uses it, it's the 97 00:06:45.519 --> 00:06:48.160 individual that's the champion. So if we, if you apply more a B 98 00:06:48.279 --> 00:06:54.079 to c thinking versus to be thinking, then this means that now I have 99 00:06:54.120 --> 00:07:00.360 a relationship with a ton of individual people, and in relationships it's it's really 100 00:07:00.399 --> 00:07:05.199 important that I think about how can I also provide value into this relationship, 101 00:07:05.199 --> 00:07:09.839 and I obviously provide value with my product. I also provide value in a 102 00:07:09.879 --> 00:07:14.600 situation where maybe I don't immediately directly get something out of it, and that's 103 00:07:14.600 --> 00:07:17.560 why how can I stay in touch with this person and, for example, 104 00:07:17.680 --> 00:07:24.319 I connect with them on Linkedin, or sometimes you you give before you get, 105 00:07:24.439 --> 00:07:28.879 like if if this person used my product and now maybe the company has 106 00:07:28.920 --> 00:07:31.680 some difficulties, maybe there layoffs, and I can practively reach out and see 107 00:07:31.680 --> 00:07:34.319 how I can help this person. Now, how can I help them with 108 00:07:34.360 --> 00:07:38.759 introductions, like sometimes I can make sure that if this is, for example, 109 00:07:38.759 --> 00:07:41.519 a saying Lather, then I can introduce them to other companies that are 110 00:07:41.519 --> 00:07:45.879 now that are currently looking for slast. So I think really changing this from 111 00:07:45.920 --> 00:07:48.120 okay, it's a business relationship, to actually a bit to see it's it's 112 00:07:48.160 --> 00:07:53.360 it's a real relationship between people. Yeah, I really love what you are 113 00:07:53.439 --> 00:07:57.360 saying about providing some value. That is not, you know, using my 114 00:07:57.439 --> 00:08:01.879 stuff straight away. And and the example all of helping them to find a 115 00:08:01.000 --> 00:08:05.519 job or helping them to where the few people had had to lay off people 116 00:08:05.560 --> 00:08:09.439 in the team and did not really have a house for them, like you 117 00:08:09.480 --> 00:08:11.360 know that, and they were feeling bad because they were maybe laying off people 118 00:08:11.360 --> 00:08:16.160 for the wrong reason, and reaching out and said look, we could speak 119 00:08:16.240 --> 00:08:18.279 to them, we can try. You know, it's kind of cool, 120 00:08:18.360 --> 00:08:22.439 but I was trying with my team to think about some other stuff we could 121 00:08:22.439 --> 00:08:26.800 do. How can we bring value without being pompous, you know, without 122 00:08:26.800 --> 00:08:30.000 being painful, without sending too many messages, because I think there is a 123 00:08:30.560 --> 00:08:35.559 there is a thin line Um. So so what are the type of activities 124 00:08:35.799 --> 00:08:39.120 have you seen being successful in that sort of you know, bringing values but 125 00:08:39.279 --> 00:08:46.279 without being too much of in the face? It's always good to put yourself 126 00:08:46.360 --> 00:08:50.159 into their shoes and I think, at least for me, this doesn't come 127 00:08:50.240 --> 00:08:52.600 natural. So it's kind of like, Um, what are they going through 128 00:08:52.679 --> 00:08:56.399 in the situation. There could be something that could be something negative. This 129 00:08:56.480 --> 00:09:01.399 could be something positive if they started in job somewhere. Um, but there's 130 00:09:01.440 --> 00:09:05.639 still this anxiety of like, okay, now I have all this pressure of 131 00:09:05.799 --> 00:09:09.559 performing at the beginning. So, for example, what we've seen is, 132 00:09:09.879 --> 00:09:13.679 Um, let's maybe see this person. They were my customer, my relationship 133 00:09:13.720 --> 00:09:16.759 here. They moved to a new organization. Um, if I know what 134 00:09:18.080 --> 00:09:20.799 job they're doing now, is there something like some information I can provide, 135 00:09:20.840 --> 00:09:24.519 for example, if someone Um starts as a new VP of sales? I 136 00:09:24.919 --> 00:09:28.519 reached out a few times to people and said, Hey, I just saw 137 00:09:28.559 --> 00:09:31.840 it from the other side, because we just tired advp of sales. Here 138 00:09:31.840 --> 00:09:35.080 are the things that I think should matter like to you. Hear the things 139 00:09:35.120 --> 00:09:39.080 that I think matter to your boss and and just provide a little bit more 140 00:09:39.080 --> 00:09:41.519 information. And, by the way, he is a blog post that's really 141 00:09:41.519 --> 00:09:45.840 helpful in the first three six and she's to be to be nest with you, 142 00:09:45.960 --> 00:09:50.440 the two things that I'm really doing myself is a little bit of Gossiping. 143 00:09:52.200 --> 00:09:54.759 You know, people want to know what other people are doing. So 144 00:09:54.039 --> 00:09:58.080 when you happen to know a lot of people in the same sort of space, 145 00:09:58.120 --> 00:10:01.240 they cannot know what the movements are and they want speak about the industry 146 00:10:01.240 --> 00:10:03.320 and what's happening, what's selling, what's not selling, what's going on and 147 00:10:03.360 --> 00:10:07.960 stuff like that. So that's probably around I'd say, Seventy eight parts of 148 00:10:09.000 --> 00:10:11.519 my conversation and then the rest is very much the first one, which is 149 00:10:11.559 --> 00:10:15.679 really around the job. So I see something moving or see them looking for 150 00:10:15.840 --> 00:10:20.120 something or them posting something on Linkedin and in steff responding to Australians and them 151 00:10:20.159 --> 00:10:22.240 a DM or called the mobile, or as them what'Sapp you know, and 152 00:10:22.279 --> 00:10:26.279 say hey, we've not connected. I know someone who's done that. So 153 00:10:26.639 --> 00:10:31.080 it may not be a job, but it's about connecting people with each other. 154 00:10:31.559 --> 00:10:33.559 We were trying to think about what else can we do and it's always 155 00:10:33.600 --> 00:10:39.639 quite interesting that that sort of line of bringing value without being too much in 156 00:10:39.679 --> 00:10:43.080 their face, because you don't want to break this relationship by being too needy. 157 00:10:43.279 --> 00:10:46.639 At the same time. That's kind of from leading me to another thing 158 00:10:46.679 --> 00:10:50.159 that I've seen Makee tehim doing and again. You know, for me Christian, 159 00:10:50.200 --> 00:10:54.480 I say to myself as get my videas, have been a videre myself, 160 00:10:54.600 --> 00:10:56.399 you've got to be a portunistic. If you see someone moving, this 161 00:10:56.519 --> 00:11:01.720 is a fantastic trigger to get in touch with them. But someone take that 162 00:11:01.840 --> 00:11:05.639 without a pitch of salt. They take it like literally and what they do 163 00:11:05.639 --> 00:11:09.240 is Christian moving. And the day you post the job, basically that you 164 00:11:09.360 --> 00:11:13.399 move, they're gonna try to get into your inbox and I think there is 165 00:11:13.440 --> 00:11:16.480 a time before you do that sort of things. And and there is also 166 00:11:16.840 --> 00:11:18.120 maybe a method. You don't want to say, Oh, you move, 167 00:11:18.200 --> 00:11:22.320 so use my stuff in a new company. So yes, I'd like your 168 00:11:22.399 --> 00:11:24.360 thoughts about that. Not In time of the content and the value, because 169 00:11:24.360 --> 00:11:28.480 we can discuss it briefly, but more on the term of time frame when 170 00:11:28.519 --> 00:11:31.360 someone needs I think the most important thing. When you talk about value, 171 00:11:31.360 --> 00:11:37.240 I mean ultimately I ask the seller the DR I strowly believe that my product 172 00:11:37.240 --> 00:11:39.600 can help them. Right. I think, as you said, it's more 173 00:11:39.639 --> 00:11:43.639 a matter of what is the right timing for this, and the way we 174 00:11:43.720 --> 00:11:48.240 think about this is that there are three distinct phases. As someone starts your 175 00:11:48.279 --> 00:11:52.279 new job, and I briefly mentioned it, like three six days. The 176 00:11:52.320 --> 00:11:56.600 way we see like a good like a new sales leader, when they started 177 00:11:56.600 --> 00:12:00.720 the new organization, they're not immediately implementing new things. Right like what they 178 00:12:00.720 --> 00:12:03.879 do is in the first phase, the first three days they're listening, they're 179 00:12:03.960 --> 00:12:07.919 learning everything in the organization. In the second phase, the next three days 180 00:12:07.919 --> 00:12:09.600 they're thinking. So what? What are the things that should be changing? 181 00:12:09.720 --> 00:12:15.679 What would tools, processes, people could I be bringing in to bring this 182 00:12:15.799 --> 00:12:18.840 organization forward? And then the third phase, day sixty two, I need 183 00:12:18.879 --> 00:12:22.919 that's when they're implementing. And that's why what you want to do in the 184 00:12:24.000 --> 00:12:26.039 listening phase, you're not going in and say hey, use my product, 185 00:12:26.240 --> 00:12:28.840 but the other the way we do it is if we identified it one of 186 00:12:28.879 --> 00:12:31.600 our champions, one of our power you just change their job. Then we 187 00:12:31.759 --> 00:12:37.080 go in Um send an email pretty quickly in the first week, but basically 188 00:12:37.120 --> 00:12:39.639 just thanking them for working with us, for using the product at the previous 189 00:12:39.639 --> 00:12:45.080 company and and wishing them all the best in that transition. There's no asking 190 00:12:45.159 --> 00:12:46.960 this. We might even add a gifting step into this, like hey, 191 00:12:48.000 --> 00:12:50.320 and to make it to make the transition easier, is a little bit like 192 00:12:50.360 --> 00:12:54.279 he's a small gifting. Are Right, and then in the range of two 193 00:12:54.320 --> 00:12:58.039 to three weeks later, that's from Reading Hey. Now that you're settled. 194 00:12:58.559 --> 00:13:01.039 Um, could it be interesting to explore if we can help you at a 195 00:13:01.080 --> 00:13:05.240 new job as well? Yeah, and then from then on. So basically, 196 00:13:05.399 --> 00:13:09.519 we talk here isn't about a sequence. So we talked about the first 197 00:13:09.519 --> 00:13:11.879 step within the first week, just taking them two to three weeks later, 198 00:13:11.960 --> 00:13:16.840 that's when the real sequence starts and that's when we have these eight nine steps 199 00:13:16.960 --> 00:13:22.000 over two three weeks with the phone calls and emails and Linkedin messages. Yes, 200 00:13:22.080 --> 00:13:26.440 so not straight away on them. You mentioned something, though, about 201 00:13:26.039 --> 00:13:31.480 sending them potentially a present. That's something that tell makes him not to do. 202 00:13:31.799 --> 00:13:33.679 I'll find it a bit that. That's why I think you and and 203 00:13:33.759 --> 00:13:37.600 you know that is I'm talking about a matter of opinion. I'm not saying 204 00:13:37.600 --> 00:13:41.519 it's right or wrong. It's my opinion. I'm not saying it's the best 205 00:13:41.519 --> 00:13:45.600 practice. I just find it a little bit weird when someone send me something 206 00:13:45.600 --> 00:13:48.399 fun of thing, even if it's a yeah, it's is, or something 207 00:13:48.440 --> 00:13:52.480 that I don't fually need or don't fully five dollar about show for for starbucks 208 00:13:52.519 --> 00:13:56.120 that I can't choose because they live in London and they would not take it. 209 00:13:56.159 --> 00:13:58.600 Helus on you to get our show with me and remember I've got it 210 00:13:58.600 --> 00:14:01.559 when I'm in the US and then you go to some stuff that I maybe 211 00:14:03.879 --> 00:14:05.080 a little bit over the top, like, you know, a nice bottle 212 00:14:05.080 --> 00:14:09.240 of whiskey or a nice bottle of wine or bottle of champagne and things like 213 00:14:09.279 --> 00:14:13.000 that. So it's just that I don't really know how to do it and 214 00:14:13.039 --> 00:14:16.399 I think it's a little bit I don't want to use that word, but 215 00:14:16.480 --> 00:14:20.039 it doesn't sound it's not bribery, but it's almost feel like, you know, 216 00:14:20.039 --> 00:14:22.480 I want to give you something, so, you know, you feel 217 00:14:22.480 --> 00:14:24.559 like you've got to give something back. And when I resist stuff from people, 218 00:14:24.639 --> 00:14:26.960 I don't like it because what they're telling me. They say, I'm 219 00:14:26.960 --> 00:14:31.200 going to give you something, not because my artists full of kindness, but 220 00:14:31.360 --> 00:14:35.840 I'm gonna do it because my my wallet is full of space and I would 221 00:14:35.879 --> 00:14:39.559 like your money in it. So and I think it's kind of you know, 222 00:14:39.759 --> 00:14:41.799 if you give a present to someone, it's got to be for an 223 00:14:41.840 --> 00:14:43.200 occasion, it's got to be for something. You shouldn't just be like that. 224 00:14:43.279 --> 00:14:46.799 So, you know, keep me a nest. Correct me if I'm 225 00:14:46.799 --> 00:14:50.480 wrong. What are your sorts on the whole gifting situation? Yeah, very 226 00:14:50.519 --> 00:14:54.519 interesting. Because I think in certain situations I fully agree with you. The 227 00:14:54.919 --> 00:15:00.960 interesting thing is we always talk about relationships, like, at least here and 228 00:15:00.639 --> 00:15:03.039 and these are certainly people. This, this is this is a person that 229 00:15:03.159 --> 00:15:07.720 previously purchased the product. Right, this might be the person that brought you 230 00:15:07.799 --> 00:15:13.360 into the previous organization. From there it's bread and now several departments used the 231 00:15:13.399 --> 00:15:18.039 product. Um, if this person leaves the organization, I literally want to 232 00:15:18.039 --> 00:15:20.240 thank them like Hey, thank you very much for actually working with us here, 233 00:15:20.279 --> 00:15:24.240 for bringing us here. I can see that it can be misunderstood, 234 00:15:24.519 --> 00:15:28.000 but especially, do you already have a relationship? I don't. I don't 235 00:15:28.000 --> 00:15:30.799 see this bribery. I see this. This is what I would be doing 236 00:15:31.240 --> 00:15:35.399 to a friend as well. I think it's about but what you're saying is 237 00:15:35.799 --> 00:15:39.799 the size of the gift should be appropriate to the action that I'm doing. 238 00:15:39.080 --> 00:15:41.919 Right, if this, if this is a person that locked and twice into 239 00:15:41.960 --> 00:15:46.559 my product, I'm not sending a bottle of some pain. But if this 240 00:15:46.639 --> 00:15:50.279 is the person that brought me into a large organization and made sure that they 241 00:15:50.279 --> 00:15:54.039 are sticking around them and staying like that. And then I think about of 242 00:15:54.080 --> 00:15:58.519 Champain. It's totally appropriate, similarly to actually, for example, we did 243 00:15:58.559 --> 00:16:02.720 when we when companies were still in there, but we visited them, we 244 00:16:02.799 --> 00:16:07.200 brought them about of Champain for Christmas. I think it's very yeah, I 245 00:16:07.240 --> 00:16:11.399 think when you visit the clients or if you organize an event. So I 246 00:16:11.440 --> 00:16:12.919 think it's nice to do. One of the thing that we may want to 247 00:16:12.919 --> 00:16:17.120 do is to do like even if people find it weird. I think we're 248 00:16:17.120 --> 00:16:18.759 gonna get back to normal, but people still find a little bit busy after 249 00:16:18.759 --> 00:16:22.720 talk of it to go networking and get out of the office sometimes. But 250 00:16:23.039 --> 00:16:26.679 we used to do a client's Christmas party. We are basically we have our 251 00:16:26.720 --> 00:16:30.279 clients, but also all the champions in the market that you know, speak 252 00:16:30.360 --> 00:16:33.960 Frea daily of us, and so you don't need to be a client to 253 00:16:33.000 --> 00:16:37.600 come and it's a fantastic networking event because you're read with them, you meet 254 00:16:37.639 --> 00:16:41.919 with the rest of the community. Um. So that's spending at the moment 255 00:16:42.080 --> 00:16:48.720 because we have seen our clients running a fair few events and particularly when it's 256 00:16:48.759 --> 00:16:52.000 their own events, we see attendance right not being fantastic. So we've got 257 00:16:52.000 --> 00:16:56.279 it in the in the back of our heads us of that. We sort 258 00:16:56.320 --> 00:17:00.279 of doing is something a bit more meaningful, you know, like a meaning 259 00:17:00.320 --> 00:17:02.799 full in time of how much it costs, but meaning full in the sense 260 00:17:02.840 --> 00:17:06.759 of we took the time to write a note to right account the psych you 261 00:17:06.839 --> 00:17:08.680 caud you know. So actually taking the time to write a sank you card 262 00:17:08.799 --> 00:17:12.480 is not something that you can do at scale. And you know, congrats 263 00:17:12.480 --> 00:17:17.839 on your new job and getting all the team that was working on the project 264 00:17:17.880 --> 00:17:21.559 when they were in the previous company to sign and obviously put a little world 265 00:17:22.200 --> 00:17:26.559 but again there is complexity in doing that because without not all in the same 266 00:17:26.599 --> 00:17:30.960 office now anymore. Now it gets hurt. You could just walk around with 267 00:17:32.039 --> 00:17:34.359 the envelope and the thing and get it done like literally in thirty minutes, 268 00:17:34.880 --> 00:17:37.480 and then the only problem you had after that is find the address to send 269 00:17:37.480 --> 00:17:40.759 it. Would you send it too? So, so do you think is 270 00:17:40.880 --> 00:17:44.519 purely online, or do you do you also consider getting some off flying touch? 271 00:17:44.640 --> 00:17:47.480 Do you think building a community? I guess that's where I'm going, 272 00:17:48.160 --> 00:17:52.359 is also away. And then what about the meaningful, the kind of and 273 00:17:52.599 --> 00:17:56.079 written type of things, which is almost kind of maybe too close, but 274 00:17:56.279 --> 00:17:59.440 it doesn't cost you anything, but maybe it will make people smile because we 275 00:17:59.480 --> 00:18:02.640 don't freee caught anymore. I actually still have a hard time in the new 276 00:18:02.720 --> 00:18:08.200 environment to say what what this means in terms of events and communities that you're 277 00:18:08.200 --> 00:18:14.759 creating online offline. Um, I think that, for example, the office 278 00:18:14.880 --> 00:18:19.400 visit or or sending the cards to the home address, both of which are 279 00:18:21.240 --> 00:18:25.400 really hard to do in this new environment. I actually I actually don't have 280 00:18:25.440 --> 00:18:30.599 an answer to this because I think I'm in San Francisco right now with actually, 281 00:18:30.720 --> 00:18:34.640 like there's so many conferences specifically in San Francisco in September. So I 282 00:18:34.640 --> 00:18:40.079 think maybe this is actually a chump starts, hopefully, the in person events. 283 00:18:40.119 --> 00:18:44.920 Again, considering how much people moved outside the city, even in San 284 00:18:44.960 --> 00:18:48.279 Francisco, I think it gets harder and harder, like it's to think about 285 00:18:48.480 --> 00:18:53.960 visiting and a really large customer in person that they haven't moved it in person. 286 00:18:55.039 --> 00:18:57.160 It's probably really hard to actually find the day where the three people that 287 00:18:57.200 --> 00:19:00.680 I'm in touch with are all in the office. Yeah, it was difficult 288 00:19:00.720 --> 00:19:04.279 before. You remember, before Covid San Francisco, the bay area being one 289 00:19:04.319 --> 00:19:10.079 of the area where you call clients and some coming and yeah, but let's 290 00:19:10.119 --> 00:19:12.279 do a call anyway. You don't need to. You're like I'm coming, 291 00:19:12.319 --> 00:19:17.000 I'm I'M gonna be literated on the road. I mean something like I know 292 00:19:17.079 --> 00:19:22.440 exactly why you are going to be starting on other meters away from your office. 293 00:19:22.720 --> 00:19:26.119 Let me walk by. And you know, even before, I think, 294 00:19:26.119 --> 00:19:29.079 there's been that sort of that sort of thing, that it's okay to 295 00:19:29.119 --> 00:19:32.759 be online. You know, another format I would think of is potentially doing 296 00:19:32.839 --> 00:19:36.119 videos, but again you need to have the team together to be able to 297 00:19:36.119 --> 00:19:37.319 do a video or you have to record it on your phone and then do 298 00:19:37.319 --> 00:19:41.359 a little bit of a montage and send it to say thank you. It's 299 00:19:41.400 --> 00:19:42.839 it's that's that's how issue at the moment. You know, I think getting 300 00:19:42.839 --> 00:19:47.759 the trigger is one thing, and that's by is how do we paste it 301 00:19:48.000 --> 00:19:51.960 so we don't jump on you know it's a bit too much, but also 302 00:19:52.039 --> 00:19:56.240 how do we make sure that's gonna Compass in the in what we are doing 303 00:19:56.240 --> 00:20:00.559 with the interaction after and I think Um and this, I think that the 304 00:20:00.599 --> 00:20:04.720 really interesting thing for exactly when we talk about the chop change trigger, because 305 00:20:06.000 --> 00:20:10.279 obviously we talked about the champions here, we talked about probably like senior people 306 00:20:10.519 --> 00:20:15.319 in the role, like the decision makers and that's where the thought process. 307 00:20:15.400 --> 00:20:18.799 What if this is manner work versus what is automation comes in? Or do 308 00:20:19.319 --> 00:20:22.319 what's in a sense, if I add a gifting step, what's the size 309 00:20:22.319 --> 00:20:26.759 of the gifting step? But what's actually really interesting is if you can broaden 310 00:20:26.799 --> 00:20:30.480 this. So when we talk about the champions in the easier way to talk 311 00:20:30.519 --> 00:20:34.519 about this is a close one opportunity context. If we talk about then a 312 00:20:34.559 --> 00:20:41.440 says prosmatic here, but Um, we're actually the real large value comes out 313 00:20:41.440 --> 00:20:44.759 of this is when I broaden it and when I said how many people actually 314 00:20:44.839 --> 00:20:48.279 used my product? So these are the people where I might not even have 315 00:20:48.319 --> 00:20:52.960 a relationship. They weren't included in the buying process. Maybe my CSM knows 316 00:20:52.000 --> 00:20:56.960 about them, maybe not. But even if the CSM knows, they're passing 317 00:20:56.960 --> 00:21:00.440 this information onto the sales person. Basically never happens. But this is oftentimes 318 00:21:00.440 --> 00:21:03.799 like if you if you have a SAS product, that's the difference between let's 319 00:21:03.799 --> 00:21:08.480 say four people being involved in the purchasing process but two hundred people using my 320 00:21:08.559 --> 00:21:12.039 product. And if I tracked these two hundred people, they might not be 321 00:21:12.079 --> 00:21:15.519 a decision maker here, but they can be the decision maker at the next 322 00:21:15.599 --> 00:21:21.920 organization or they report to the decision maker and now they're kind of like my 323 00:21:21.920 --> 00:21:26.960 my internal even spy that can help me work the organization. And so in 324 00:21:27.000 --> 00:21:32.160 this case then it's actually less about, let's say, adding a gifting step 325 00:21:32.240 --> 00:21:36.279 or not, because maybe there was no relationship. But it certainly it actually 326 00:21:36.359 --> 00:21:41.720 changes the game of prospecting where, instead of the code outreach to the decision 327 00:21:41.720 --> 00:21:44.319 maker, I can do that as well, but I can also go to 328 00:21:44.440 --> 00:21:47.720 the people that use the product and kind of like do the P L G 329 00:21:47.920 --> 00:21:51.599 motion through the organization. I think this is this is this is portant Christian. 330 00:21:52.079 --> 00:21:53.640 Um Actually look at it that way. So it's it's it's a very 331 00:21:53.680 --> 00:21:57.720 spotant comment. Um. Based on that, I've got a question that I've 332 00:21:57.720 --> 00:22:00.839 got to ask you is, do you have any stats? Do you have 333 00:22:00.839 --> 00:22:07.480 any like odd numbers that you can share with audience about how much existing relationship, 334 00:22:07.839 --> 00:22:11.400 nicely leverage after a job move, can actually entry to impact the top 335 00:22:11.440 --> 00:22:15.519 line? Yes, Um, so I think that the biggest one we we 336 00:22:15.559 --> 00:22:19.680 always started with is just looking at the outrea trade. Um. So that's 337 00:22:19.720 --> 00:22:23.799 the first one. We just see. We're doing this play internally user terms 338 00:22:23.799 --> 00:22:29.880 I think we published the statistics on our website, but I think it's something 339 00:22:29.880 --> 00:22:33.480 in the range of eighty to nine percent open rate, five to six acts 340 00:22:33.559 --> 00:22:37.319 the response rate. So we're looking at like thret response right on these emails. 341 00:22:37.319 --> 00:22:41.000 Obviously they have their relationship, but ultimately there's also this conversion rate to 342 00:22:41.039 --> 00:22:45.720 opportunities, which is about three acts. To any other outreach that you can 343 00:22:45.960 --> 00:22:49.759 can be doing. But I think the biggest number that we see consistently is 344 00:22:49.799 --> 00:22:56.160 that Um, tracking new champions, your power users, ultimately result in ten 345 00:22:56.319 --> 00:23:02.680 to fift off your whole pipeline, which means that if you're not doing display 346 00:23:03.039 --> 00:23:07.480 underson losing out on ten to fifteen of the partin. And what's really interesting 347 00:23:07.480 --> 00:23:12.559 here is that this it's probably the only marketing activity that actually scales with the 348 00:23:12.599 --> 00:23:17.799 business. Like it's really hard, if your linkedin advertising works, to actually 349 00:23:17.799 --> 00:23:19.599 say, okay, now I like the organization is growing, I need to 350 00:23:19.640 --> 00:23:25.079 have two X my linkedin advertising, because suddenly I'm spending way, way more. 351 00:23:25.319 --> 00:23:29.200 But as my organization grows, as I'm have more users, more champions, 352 00:23:29.319 --> 00:23:30.759 it also means that contract more people. It also means that now I'm 353 00:23:30.759 --> 00:23:34.880 generating more business from them. So ultimately it's ten to fifteen percent, and 354 00:23:34.960 --> 00:23:41.279 that's actually fully on autopilot. When you want to set this up, once 355 00:23:41.319 --> 00:23:44.759 you have like you track all your users. Um, like in our case. 356 00:23:45.200 --> 00:23:48.240 What user chance does is literally feed these new leads into your sades first, 357 00:23:48.279 --> 00:23:53.079 preferably feed on directly into an out each sequence. Um In our case. 358 00:23:53.680 --> 00:23:59.319 Um, it literally our a es and SDRs realize about this with a 359 00:23:59.319 --> 00:24:03.039 new meeting shows up in their calendar. Now I agree, I think. 360 00:24:03.079 --> 00:24:07.839 The one stutard I'm not sure I coude is the two to three x opportunities. 361 00:24:07.839 --> 00:24:10.880 So are you saying that you create two to three x small opportunity from 362 00:24:10.920 --> 00:24:15.839 initial conversation? That's what you are saying. No, like Um. If, 363 00:24:15.000 --> 00:24:21.839 basically, if your team, let's sate a hundred target Um Um. 364 00:24:22.000 --> 00:24:26.000 Sorry, let's say VPS, and of saying the marketing that I'm targeting perscuse 365 00:24:26.039 --> 00:24:30.680 a hundred people that have used my product before, then basically doing the same 366 00:24:30.720 --> 00:24:33.880 effort, like reaching out, putting them all in a sequence, taking care 367 00:24:33.880 --> 00:24:38.000 of my actions, resulting in about three times the opportunities. Then your target 368 00:24:38.039 --> 00:24:42.920 then your regular target lists. It's three day more productive technically than picking up 369 00:24:42.920 --> 00:24:47.039 difference trying to eat. Yeah, some, some, some people that should 370 00:24:47.079 --> 00:24:51.200 never had a relationship with. That's that's justful. The last thing really you 371 00:24:51.279 --> 00:24:53.759 mentioned, you know, passing onto the sales team. So again, from 372 00:24:53.759 --> 00:24:59.039 my own experience of it, people who probably would appreciate to have the interruption 373 00:24:59.119 --> 00:25:00.720 with me, and that's that's one of the things. We kind of stop 374 00:25:00.799 --> 00:25:04.200 to do it a little bit because I can't be sending proposal as much as 375 00:25:04.200 --> 00:25:07.400 I used to at the beginning and it took focus on someone the stuff. 376 00:25:07.440 --> 00:25:11.759 Now, so I'm trying to involve the sales team, but they still ring 377 00:25:11.839 --> 00:25:14.519 me if they want something, if they want to progress. You know, 378 00:25:15.039 --> 00:25:18.720 my team removed me from the email. They had me back. So is 379 00:25:18.759 --> 00:25:22.599 there a balance around that? You have rules around that from your clients, 380 00:25:22.640 --> 00:25:25.160 or it's just like, you know, it doesn't matter for me to get 381 00:25:25.200 --> 00:25:29.440 involved. I just can't be doing the day to day's full sell cycle anymore. 382 00:25:29.519 --> 00:25:33.119 Unfortunately. I love it and I'm trying not to do it because I 383 00:25:33.160 --> 00:25:37.640 really like it, but unfortunately, you know, I need to focus on 384 00:25:37.640 --> 00:25:41.400 someone ourselves. So No, stract like I totally hear what you're saying. 385 00:25:41.480 --> 00:25:45.880 Like it's very similar innocence. I think both you and I I was the 386 00:25:45.920 --> 00:25:48.319 first day person of the organization, that was the first customer success person of 387 00:25:48.400 --> 00:25:52.680 the organizations that I evolved in relationships with the very early people. I think, 388 00:25:52.920 --> 00:25:57.880 Um, typically, I tried to treat them kind of like relationships, 389 00:25:59.000 --> 00:26:02.519 which means that I um, I want to make sure that at some point 390 00:26:02.599 --> 00:26:07.160 I'm part of the touch and so this means there's actually an outreach step that 391 00:26:07.279 --> 00:26:11.799 involves with these people. So there's there's a step where I reach out and 392 00:26:11.480 --> 00:26:15.799 this could be the first one or this could be the fourth one, and 393 00:26:15.839 --> 00:26:19.839 then ultimately I'm trying to be like the further down it goes to the funnel 394 00:26:21.319 --> 00:26:22.960 Um, the more I want to be involved. So at least like in 395 00:26:23.279 --> 00:26:26.559 one of the final conversations, I want to if if that's a person that 396 00:26:26.599 --> 00:26:30.519 I previously worked with, then I try to make sure that I'm still involved. 397 00:26:30.599 --> 00:26:33.440 And I think it all comes like, yes, like that, like 398 00:26:33.480 --> 00:26:37.680 a million things that that we all can be doing, but I think it 399 00:26:37.720 --> 00:26:41.240 all comes down to actually focusing on creating the relationship and I think that's part 400 00:26:41.240 --> 00:26:44.119 of it. Excellent. Well, thank you so much, Christian. Um. 401 00:26:44.240 --> 00:26:47.519 Lots of great insights here. If anyone wants to push you, the 402 00:26:47.519 --> 00:26:51.079 conversation with you or engage with you. The jams and and and I do 403 00:26:51.200 --> 00:26:52.759 not know you guys can help them, because I think one of the top 404 00:26:52.880 --> 00:26:56.039 that we've not even touches. What do you do with sells them sells people 405 00:26:56.160 --> 00:27:02.400 coming and living your own organization and retaining that information should go a big part 406 00:27:02.400 --> 00:27:06.240 of yours. But if anyone of audience wants to wants to push you, 407 00:27:06.279 --> 00:27:07.599 the conversation with you. Was the best way to get all of your questions 408 00:27:07.720 --> 00:27:11.319 now I think that that's a great point. Like, ultimately, what we 409 00:27:11.359 --> 00:27:12.960 do here is pretty much where we talked about here, right. So, 410 00:27:14.440 --> 00:27:18.440 Um, we we take your input, which is like all the people that 411 00:27:18.559 --> 00:27:22.119 purchased the product, all the people that use the product, regardless of who 412 00:27:22.160 --> 00:27:23.240 they worked with, as you say, like to says, person at leaves, 413 00:27:23.279 --> 00:27:26.559 etcetera, and then push it directly into your states first. So if 414 00:27:26.640 --> 00:27:30.160 if you're interested in learning more about this, then please reach out to me. 415 00:27:30.519 --> 00:27:36.799 Email addresses Christian at User Jams Dot Com. Wonderful. Well, thank 416 00:27:36.799 --> 00:27:38.079 you so much for our time, Christian. Today was an absolute pleasure to 417 00:27:38.160 --> 00:27:41.599 be on the show. Austin. was great chatting. Thank you so much 418 00:27:41.640 --> 00:27:45.680 for having me here. You've been listening to be to be revenue acceleration. 419 00:27:45.319 --> 00:27:48.640 To ensure that you never miss an episode, subscribe to the show in your 420 00:27:48.640 --> 00:27:52.720 favorite podcast player. Thank you so much for listening. Until next time, 421 00:27:53.160 --> 00:27:57.359 this podcast is sponsored by Gong. Gong and power is your entire going to 422 00:27:57.440 --> 00:28:04.480 mark your organization by Operationalizing Your Most Valuable Asset, your customer interactions. Transform 423 00:28:04.599 --> 00:28:10.720 your organization into a revenue machine by unlock in reality and helping your people reach 424 00:28:10.759 --> 00:28:14.359 their full potential. Get started now at Gong dot Io.

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