Contact Reports
Reports for the contacts to monitor.
Decide who you would like to monitor for job changes.
Champify is going after familiarity of contacts who are significantly more likely to want to evaluate or buy your product. We recommend tracking people who already know and have had positive experiences with your company. When these people who you have already built relationships with change roles, you can re-engage them. On average Champify contacts are 6x more likely to evaluate than cold prospects.
Valuable segments to monitor include (roughly from strongest to weakest signal):
- Closed won opportunity contacts
- Primary post-sale stakeholders (CSM or Account Management contacts)
- Admin users
- Power product user - “power” can be defined by usage levels, permission levels, number of logins, relevant titles, or more (remember, many of these lower level users will get promoted into buying roles over time)
- Closed lost opportunity contacts (stage 3+). Example: great fit prospects who made it to the middle of your sales funnel but lost for a specific set of reasons.
- All paid product users
- Free users (starting with the most active or best titles)
By monitoring these segments for job changes, you’ll be able to notify Sales when there is a potential new business opportunity or expansion opportunity (if they land in another customer account), and Customer Success when a key contact departure could introduce risk into an account. These segments will be created via Salesforce reports.
Why specificity matters
It’s important to personalize messaging to Champifys to get the best results. A former user vs buyer have different relationships that should inform how you re-engage them. We recommend tracking granular segments of contacts that provide richer context on their past relationship with your company. This specificity will dictate playbooks and will impact results. Specific > Generic.
Opportunity Contacts
Rather than bucketing all opportunity contacts into a single bucket, you could track different segments for champions, decision makers, economic buyers (by contact role or seniority), technical champions, and a catch-all for other opportunity contacts
Product Users
Free vs paid product users have very different relationships with your company. One may have seen value while another is familiar with pricing and had ROI justification conversations. Tracking as distinct relationships will make it easier for your sales and SDR teams to get context to inform messaging.
Have a broad set of products? Add specific relationships for each product line so that your team can customize messaging that is more likely to resonate.
Last updated on September 20, 2023