Beyond the buyer journey: Using job tracking to nurture relationships

Written by
David Bromberg
June 14, 2024
Beyond the buyer journey: Using job tracking to nurture relationships

In the fast-paced world of B2B SaaS sales, it's easy to get caught up in the excitement of landing new accounts. But if you want to achieve long-term success and keep that revenue engine running smoothly, you can't afford to neglect your existing customers. The key to sustaining growth and driving net revenue retention (NRR) lies in nurturing customer relationships long after the deal is closed. And one of the most effective ways to do that? Tracking job changes.

Customer retention: The fuel that keeps your SaaS engine running

You've probably heard it before, but it's worth emphasizing: customer retention is crucial for B2B SaaS success. A mere 5% increase in customer retention can boost your profits by an impressive 25-95%. When customers stick around, they provide a steady stream of recurring revenue and open up opportunities for upsells and referrals.

But here's the thing: churn is the silent killer of B2B SaaS growth. On average, companies lose around 5% of their customers every month. That might not seem like much, but it can quickly add up and put a serious dent in your growth plans. Churn can happen for various reasons, such as a bumpy onboarding process, lack of engagement, or the departure of a key decision-maker.

Job change tracking: Your secret weapon for maintaining customer relationships

Speaking of key decision-makers, when one of them leaves a company, it can put your relationship with that account at risk. Their replacement may have different priorities or be unfamiliar with the value your product provides.

That's where job change tracking comes in. By monitoring your customers' job changes, you can proactively reach out to new decision-makers, reintroduce your product, and offer to help them get up to speed. This proactive approach shows that you're invested in their success and helps maintain the relationship, reducing the risk of churn.

But it's not just about playing defense. When a product champion moves to a new company, it presents a fantastic opportunity for account expansion. By staying in touch and leveraging their positive experience with your product, you can potentially land a new customer and expand your market presence.

Actionable strategies for implementing job change tracking 

So, how can you put job change tracking into action? Here are some practical tips to get you started:

  1. Use sales intelligence tools to monitor job changes: Leverage tools like LinkedIn Sales Navigator, ZoomInfo, or Lantern to track job changes across your customer base and target accounts. Lantern’s AI-powered tool integrates with your CRM and tracks job changes across your customer base and target accounts, providing real-time alerts and insights to help you prioritize your outreach efforts.
  2. Develop a standardized outreach process: Create a playbook for reaching out to new decision-makers and product champions who have changed jobs. Include personalized messaging, relevant resources, and an offer to provide guidance and support during their transition. Lantern’s Workflow builder makes this process simple. 
  3. Foster cross-functional collaboration: Encourage your sales, customer success, and marketing teams to work together closely. Align on messaging, value propositions, and customer success stories to ensure a seamless experience for your customers.
  4. Measure and optimize your efforts: Track key metrics like response rates, meeting bookings, and account expansions to gauge the ROI of your job change tracking initiatives. Use this data to continually refine your approach and make data-driven improvements. 

In B2B SaaS, the buyer journey is just the beginning of a long-term partnership with your customers. By implementing job change tracking and proactively nurturing those relationships, you can reduce churn, expand accounts, and fuel sustainable growth. And with Lantern's Champion Chaser, you've got a powerful tool in your corner to help you stay on top of job changes and make the most of every opportunity.

So go ahead, keep that spark alive, and show your customers some love long after the honeymoon phase. Your revenue engine will thank you.

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