The Ultimate Guide to Using LeadGenius Champion Monitoring to 3x Your Pipeline
Why Champion Tracking Matters for B2B
Champion tracking is the savvy practice of keeping tabs on your past users, former buyers, and influential advocates as they change roles. These are the kind of warm leads that practically beg to be nurtured—the ones that pave the way for quick connections with new target accounts and provide a jumpstart to your pipeline.
A Story for the Books
Back in my product marketing days, I was absolutely obsessed with a certain call recording tool—we’ll call it Tool A. I championed it with an almost evangelical zeal. Then, life happened: I moved to a new company that didn’t use Tool A. Meanwhile, Tool B, their competitor, was busy appearing in my LinkedIn feed like an old friend showing up at the right time. Tool B’s content was fun, informative, and relentless. By the time one of their sales reps slid into my inbox, I was already sold. I went from Tool A devotee to Tool B’s newest, loudest fan.
Had the folks at Tool A been tracking my move, who knows how that story might have ended?
Why Champion Tracking Is Critical Today
Banking on former champions returning on their own is a risky game. Here’s why: the B2B world is teeming with options. Buyers are naturally curious and will explore new vendors unless you proactively engage them.
Seven Reasons to Track Your Champions
1. Budget Pressures and Higher ROI
Tight budgets and sky-high targets are the current market norms. Champion tracking allows you to extract more ROI from your marketing spend by tapping into existing trust. If your former champion has moved, you can turn them into a repeat buyer.
2. Unite Sales and Marketing
Champion tracking ensures sales and marketing are on the same page, working in unison to target the most promising buyers. This kind of alignment leads to smoother campaigns and fewer “Hey, why is marketing emailing my prospect?” moments.
3. The Expanding Buying Committee
These days, buying decisions involve an ever-growing committee. We’re talking six, eight, maybe even twelve stakeholders. A champion advocating for you inside that room increases your win rate by 114%.
4. Warmer, Faster Conversations
Engaging a former customer is like reconnecting with an old friend. The trust is there, the results are known, and the need to educate from scratch is gone. These warm conversations translate to a 12% shorter sales cycle.
5. Always-On Pipeline Generation
With 20% of people changing jobs annually, champion tracking feeds a continuous stream of high-quality leads into your pipeline with minimal effort. Automation tools like LeadGenius keep your pipeline flowing smoothly, ensuring these valuable contacts don’t slip through the cracks.
6. Prevent Churn
One of your champions leaving can feel like a ticking time bomb. With champion tracking, you can spot departures and double down on nurturing relationships with other stakeholders. Plus, follow your champion to their new company and pitch them there.
7. Supersize Your Deal Size
Deals involving champions who already trust you can be 54% larger. They know your value and aren’t afraid to buy big.
Four Key Questions Before You Begin
1. Where Does Champion Tracking Fit in Your Current Process?
Examine your current sales and marketing workflows and slot in champion tracking where it fits best. LeadGenius can automate the process, giving your team the insight to act without breaking a sweat.
2. Who Are Your Champions?
Understand your champions’ roles—decision-makers and end-users. Decision-makers can buy; end-users can advocate. Tailor your outreach strategies accordingly.
3. Build or Buy?
Manual champion tracking is a slog and often inaccurate. Building an internal solution demands engineering resources. Automating with LeadGenius provides an integrated, seamless experience right in your CRM.
4. Is Your Team Aligned?
Get your sales and marketing teams singing from the same hymn sheet. Set SLAs and expectations to keep everyone on track.
Best Practices for Sales
1. New Logo Acquisition
Leverage champions now at new companies.
Subject: Congrats on the new role, [Name]!
Body:
Hey [Name],
Huge congrats on your move to [New Company]! We loved working with you at [Old Company] and noticed your new team might benefit from [Product/Service]. Let’s catch up and make some magic happen again!
2. Customer Expansion
When a champion lands in a different department at an existing client’s company, this is your cue for cross-sell opportunities.
3. Deal Acceleration
Re-engage champions who join your target accounts mid-deal.
Example Email to Buying Committee:
Hey [Team],
Quick heads-up: [Champion’s Name] just joined your team. They’ve worked with [Product/Service] before at [Old Company]. Definitely worth a chat!
4. De-Risking In-Flight Deals
Losing a champion mid-funnel? Don’t panic. Champion tracking helps you multi-thread within the account so one person’s departure doesn’t tank the whole deal.
Best Practices for Marketing
1. Direct Mail Magic
Send a “Congrats on Your New Role” gift. Nothing too flashy—think classy desk gear with a note that reads, “Let’s grow your new chapter together.”
2. Ask for Referrals
Use champions to connect you with decision-makers at their new company.
3. Targeted Ads
Create job change audiences for retargeting campaigns on LinkedIn and other channels.
4. Exclusive Invitations
Invite your champions to webinars, dinners, or private roundtables. Keep them in the loop with valuable content and a personal touch.
Your Path to a Thriving Pipeline
Leave chance to the amateurs. LeadGenius champion monitoring automates the process, ensuring warm leads find their way into your pipeline. Embrace it, and watch your sales numbers skyrocket.
Ready to turn past champions into future deals? Let LeadGenius do the tracking while your team does the closing.
