Playbook

Getting started

Job changers are ideal prospects. That goes double if they used your product in their previous role.

But not every former customer is a power user. You want to zero in on the people who are actually familiar with your product and the value it delivers 🔍

In this playbook, we’ll show you how to automatically surface former product users who recently joined new organizations, highlight the leads with the highest fit, and kick off a conversation.

What you’ll need:

Step 1: Create segment

Let’s say we want to spotlight previous product users who changed jobs in the past six months.

We’d log in to Common Room and go to Segments.

If the segment doesn’t already exist, we’d click New segment and create one for individuals.

All we have to do is set the criteria for who gets added to this segment by adding the appropriate filters 💪

We’d start by adding the Org change filter and customizing the time frame.

Common Room will automatically pull in data from digital channels—in this case, LinkedIn—to uncover recent job changes.

Next we’d add an Organization tags filter for previous customers. This will highlight people whose prior employer is a customer.

Then we’d filter our Salesforce data to hone in on people whose new company isn’t a current customer.

Finally, we’d filter our Snowflake data to spotlight people who were active in our product before they switched jobs.

We can drill down into specific product usage if we want to uncover true power users. The key thing to remember is that the time frame for when someone was last active in our product needs to be before they changed jobs.

Once our filters are in place, any person who matches these criteria will automatically be added to this segment.

Step 2: Filter segment

Now that we’ve got a list of former product users who started new roles, let’s focus on fit.

First we’d use Organization tags to filter our segment for people who work at organizations that match our ideal customer profile.

Then we could use Contact tags to filter for people who match our ideal persona.

If we don’t have these tags set up in Common Room, we can always do it manually by adding filters for industry, annual revenue, job title, and other firmographic or demographic details.

We could also concentrate on people with budget authority by adding a filter for economic buyers 💰

Bam—we’ve now got a list of leads who used our product in the past and recently joined a company that matches our ICP.

Step 3: Prospect former product users

Time to get in touch.

We can add prospects to personalized Outreach or Apollo sequences tailored for former product users or reach out on other channels where they’re active—such as LinkedIn or Slack—directly from Common Room.

We want to tailor our outreach based on the previous company’s use case. If it makes sense, we could also call out new product updates that might catch the prospect’s attention.

It might look something like this:

We can also check out the person’s Person360™ profile to get a sense of their recent cross-channel activities and help us personalize our message further.

If you had a relationship with the user at their previous role—or you know that they were a product champion—you could personalize the message based on that.

That may look something like this:

We can always set up automated notifications to make sure we’re alerted when someone is added to our segment and ready to reach out lightning-fast ⚡

Wrapping up

Picking back up with former product users just became a breeze 🍃

Now you can surface prior product users automatically, drill down into the best fits, and get a conversation off the ground—all from the same place.

Want to see a playbook on a different topic? Get in touch. And if you haven’t already, try Common Room for free.