New executive arrivals at accounts with closed-lost opps

New Champify Contacts (Former Customers)

Approach:

• Whenever possible, get an intro from or name drop your colleague that worked with the former customer at the past role.

Content:

•  Reference, link, or attach any relevant materials from the prior opp.
•  Customize the value prop based on the past customer’s use cases, prior lost opp, and persona of the new exec.

Goal & CTA:

•  Intel, engagement, awareness, and/or intro call.

First Touch Template:

Subject: MyCo & past convos at company

‍Name- given your experience with MyCo at past-co, and our prev convos with company, we’re interested in your advice.

While past-opp-contact previously explored MyCo, exec-name’s recent entrance suggests this priority may be more top of mind.

What’s your perspective on how we can help?

- sender‍

Previously Contacted Champify Contacts (Former Customers)

Approach:

• Since the contact has already engaged, you may not need to reach out as if it was a net new Champify.

Content:

• If previous engagements were meaningful, call it out specifically. Otherwise, you can leverage prior opp learnings / and new company initiatives.

Goal & CTA:

• Intel, engagement, awareness, and/or intro call
• CTA: if prior engagement with the contact was strong/positive, you can use a more direct CTA. Otherwise, aim to open a dialogue with soft CTA.

First Touch Template:

Subject: MyCo & your new exec title

‍Name- noticed exec name recently came on and that relevant objective may be a pat of their strategy.

Given your experience with MyCo at Past Company - do you think it makes sense to start a conversation? 

- sender

Prior Opp Contacts

Note: If your team does not attach active contacts to opportunities our opportunity matching feature can help

Approach:

•  If you did not run the previous opp, leverage the past opp owner for intro, name drop / cc
•  See if any clear business initiative ties to the new exec – usually there’s an announcement.

Content:

• Reference, link, or attach any relevant materials from the prior opp.
• Customize the value prop and reference customers based on the past customer’s use cases, prior lost opp, and persona of the new exec.

Goal & CTA:

• Intel, engagement, awareness, and/or intro call
• Direct CTA if: contact was closely involved in prior opp, new exec initiatives tie to your solution & previous opp lost reason
• Soft CTA if: less warmth with the contact and/or less confidence in the relevancy of new exec & new priorities

First Touch Template:

Subject: Exec-Name / MyCo Reconnect

‍Past-evaluator-name - impressed with positive-company-change since your last convos with past-opp-rep.

‍With exec-name joining to initiative, we’d imagine the complexities surrounding it are scaling as well. reference customer was at a similar inflection point when they brought on MyCo, and achieved ref company results. 

Do you think timing is better to revisit our discussions?

‍Sender

Warm Contacts

These are often marketing contacts or contacts who have had some past experience with your company, like attending events

Approach:‍

• Use an existing thread if you have one. And if it was a former AE, have them intro or add you to their thread.

Content:

• Reference the past engagement(s) they’ve had – such as an email response or marketing materials/education. “Scale Event” is an example

Goal & CTA:

• NO ASK OR INTEREST-BASED CTA → this is to establish a potentially useful connection

First Touch Template:

Subject A: use existing thread
Subject B: MyCo & your new exec-title

‍Name - with Exec-name joining to initiative typically relevant-tech is part of the puzzle.

Your past-engagement - suggests you might be close to the initiative &  projects.

Any advice for how we can help at this point?

‍-Sender

Relevant Cold Contacts

Use this in cases where there is no warmth

Approach:‍

• name drop past evaluator(s) that still work there

Content:

• Incorporate learnings from the previous opportunity in your messaging and use that to deliver value through a relevant case study or customer reference

Goal & CTA:

• INTEREST-BASED CTA → this is to establish a potentially useful connection

First Touch Template:

Subject A: MyCo - past-opp-contact-name(s)
Subject B: MyCo - new context strategy + new exec title

Name - filling you in on our past convos with past-opp-contact(s).

Primary-past-opp-contact was exploring MyCompany to help company’s old initiative – is this one of your new exec-title’s top priorities?

Reference Customer was at a similar inflection point and used MyCompany to results.

Would it make sense to explore? 

- Sender

New Exec Hires

Approach:

•   Try to engage other people on the account first

• Ghost write an update to be sent from an exec

EMAIL Content:

•  Name drop with relevant insights

•  NO ASK OR INTEREST-BASED CTA → this is to establish a connection and get on their radar. If relevant they will bump this with the internal team. 

•  Provide value → relevant case study

First Touch Template:

Subject: MyCo - context from prior project

Exec-name - no ask - filling you in on our previous conversations with the company team to initiative as you ramp up at Company.

Context: 

- past-opp-contact was proactively preparing for company’s value-area with MyCo 
- We put things on hold given lost-reason, which {why now is different} 

It seems like the title of exec at reference customer was in a similar position when we helped them achieve outcomes.

Currently reaching out to {prior-evaluators + champify/warm-contats} team to see if a conversation makes sense.

Cheers,
Sender

‍