Job Changes

Because we know in sales, especially in public sector, everything you do is about mindset.

And when someone new enters seat, they have that fresh lens, that fresh mindset of what am I going to do in my first 90 days, my first year in this role.

And one of those big things is typically reassessing vendor ecosystem and their stack.

so it's really good to get in front of them asap.

The next level of this that I think is super important is tracking is that person that came into seat in a new account in a new role.

Actually someone that used us before.

So having champion tracking and being able to identify.

Okay.

Nicole Baldiseri is now the mayor of New York City and she previously comes from director of public works in Union County.

We used at Union County, XYZ Technology, XYZ partner.

Okay, great.

Now that she's at New York City, she used us before.

I want to reach out because she's probably expecting our call.

We need to maintain that relationship.

And now it opens up a new door.

So the first level is booking top of funnel pipeline and meetings with job changes.

Then it's champion tracking.

On the flip side, I don't know Jen, if you've heard this from our customers, but I've seen people exploring.

What about detractor tracking?

So if someone comes into my active opportunity that we know is a die hard stand for a competitor because they used that competitor at their last, district, at their last city, etc.

How does that now put my deal into jeopardy?

I think that's a super interesting use case for job changes too, don't you think?

Yeah, I totally agree.

Actually at Corestog where we sold a higher ed, one of our big use cases for job changes and why it was so critical was really more for upsell opportunities and tracking customer health versus net new business.

Because at Corestog if our exec champion left, that was oftentimes a really big flag to us that we should be re engaging with that said account.

Yeah, yeah.

I think now we've actually unlocked another use case.

Right.

So your top of funnel BDR type vibes setting meetings, then you have your AES.

Is the account now at risk or bumped up on the priority scale because of champions there?

and then cs, same thing.

If you turn your champion and they go somewhere else.

my God.

I better be multi threaded in that account or unfortunately like I need to go find someone and I think with Starbridge, which I'm about to show you, knowing that someone has announced their resignation or is switching jobs in six months from now is actually critical because that could throw an entire deal for me.

Or if I'm thinking about my upsell renewal and they're leaving at that point of renewal, what do I do then?

Or if it's right before that renewal, are they going to sign something that their successor then has to use?

Or are they just going to be totally averse to doing anything?

Or checked out in the case of reality where they're like new things, I'm out of here.

so now you're seeing how one go to market play as cut and dry as job changes actually affects many stakeholders in the org at your company.

So for the lovely attendees, you are getting a front row seat to Starbridge Live.

If you have questions, post them in the chat.

We're real people doing a real live webinar as you can tell, and I am going to share my screen into a real instance of Starbridge.

Okay, I'm hoping everybody can see this, but essentially here are all the areas of Starbridge where I can effectively build my play or run my play.

One of them is job changes.

So if I wanted to build a job change bridge from scratch, I'm going to say best webinar ever is the name.

I can track those key titles at my target buyers or I could just upload like a list that I want to track.

But in this case I'm looking at my tam, I'm planning, this is what I'm doing.

You have the ability to choose from people taking on a new title.

You could also include just promotions or they're currently at their, their title or role and they're just taking on a new title and then departure.

So people who are actively retiring, like a CIO retires or president at a college is retiring and what that could mean in this case I'm just going to search for new joiners because I'm looking for that fresh blood.

And I want to see CIO May VP of it, Director of Public works.

Because I am a gov tech company and these are some of my Personas.

Now luckily, because I put it in this way, we'll actually match those weird permutations, of titles so you don't have to be like public works director, director comma public works.

All of this will get captured with Starbridge, which I think is a huge time saver.

And then I can filter to my big budget ICP buyers.

I want to see anyone with an operating budget 180mil to 500mil.

And I want to see things within the Last three months let's say, because I'm going to run a dedicated play for my SDRs to go outbound these people.

For instance here you can see I can even include job changes that have been announced where the individual hasn't started yet.

So getting that pre, pre, pre intent maybe for my CS team especially to track renewal season and churn, or even my SDRs to make sure that we're adding these people on LinkedIn where appropriate, or we're sending a direct mail gift congratulating them on that tradition so that we're top of mind in the departure but also in the arrival because we're going to be hitting them again using Starbridge, of course.

And then I can track how many job changes I want to see at each account.

Let's say I want to see 10 of them.

So I'll actually go and create this bridge and you'll see my best webinar ever bridge in real time is going out and finding all of those job changes for my buyers.

You can see We've already found 32 changes for 30 buyers out of 978 total on my list.

This is super different from like legacy providers or you know, a zoom info or even LinkedIn Sales Navigator because all of that depends on this being publicly announced that this person has changed jobs.

But as you saw in that building screen, I'm, I'm checking when they're just been announced that it's changing in six months from now, not that it's been formally on their LinkedIn profile that they changed jobs because they updated it three months late anyway.

And if we go ahead, I was gonna say, I would give another example that at Coursedog we use a provider called database.

Wonderful company.

But their process was manually going and identifying job changes and they would only do it every three to four months.

And so it created all these salesforce discrepancy issues for us where like one they would just like send us a CSV of job changes and then our rev ops did team would have to go in and make those updates in the CRM oftentimes created a lot of confusion for the sales team.

But also we were always basically three or four months delayed.

And at corestock, you know our average ACV was about 100, 200K.

And it was really important to us that we had strong signals for customer health.

And so if we were three months delayed on the fact that a provost or a Chancellor had left, we were really playing catch up in order to you know, re engage with that account.

So true, so true.

And in the just like any good food cooking show, I already have something done for you.

We don't have to wait for the bridge to load and go scrape 900 buyers.

So this is an example of a job change bridge that you can use in your outbound, in your account, planning for new reps in your cs, churn renewal prediction sort of mapping.

Here you'll see we give you the actual job changes, like is it a new hire, was it just a title change or is it a departure?

So you'll get that instant classification, you'll get the job title itself, that buyer's name, where that buyer is located when this change becomes effective.

So you could see this is two months from now, this is next month.

Like we're early on some of these versus things that happened last week.

And then we're getting that contact information.

So Daniel Nason for instance, director of Public works.

Obviously he doesn't have an email yet.

If he comes from a different org entirely.

This is just announcing that the change is coming.

A quick summary from that snippet of where he came from, maybe priorities, things like that.

And you even get this previous contact field.

So Daniel came from being a town admin at Harvard Mass.

And we have all his contact data here.

So that means this ID can be synced to your Salesforce or HubSpot ID for the contact so that we can actually effectively track champions, which is just music to everybody's ears.

And so now if Daniel was using my product at his town admin role, but now he's becoming director of Public works for Hudson Mass.

Boom.

I've got my target locked in for someone I'm going to be outbounding because he's most likely to convert into an opportunity as he gets into seat.

I'll pause here.

Any questions on building a job change bridge or running this play and then getting the output of results for the folks in the audience today?

My next move would be showing you how we can actually automate a task in your CRM coming off of this data and what that might look like.

Not only will we be able to update records, like if they just get a promotion, we'll update the job title field in Salesforce accordingly and then you can trigger an automation based on that field being updated itself.

but also what you can do is create a task and.

And now if I bring in I gotta share my new tab.

Nicole.

I do one quick question here.

Do you mind giving overview of how Starbridge goes and actually aggregates these job changes, like what data sources are we looking for?

Is it LinkedIn, is it news articles?

How exactly is it doing the scraping?

It's a yes and right because LinkedIn is not comprehensive enough for, for public sector.

I mean what we've learned is that Daniel, my example here, probably not super pumped to say he's the town admin at a small town in Massachusetts on LinkedIn or even Director of Public Works.

Like they are not necessarily updating LinkedIn.

So that's not the most reliable wholehearted mechanism.

It has to be local news, press releases, a blog post on that town's website where they're announcing the change even in the board meeting minute that StarBridge is scraping six months before where they say this person has been approved or we're interviewing candidates for president and then the next one comes out and they say we've narrowed it down to these two people.

The next one comes out and says we've picked this person and here's their start date.

Like you are truly getting full journey mapping.

And I think that's the real beauty of Starbridge being that source of your job changes versus a point solution or even relying on sales navigator for your public sector sales team.

Anything else Jen, that you were thinking?

No.

That was it for now.

Sweet.

So here's a, quick example.

I can automate that same update like hey, a new provost was appointed for instance, in this account and I can give that task description.

Any comments?

And if I wanted to do champion tracking, I could have a field here that says previous employment and then champion.

Yes, no, based on the account field having customer status for instance and us pulling that forward as a field.

So showing you not only can this live in Starbridge and you know me creating alerts for my sales reps that they'll see in their feed or in their email digest, but also being able to automate things like tasks or live update fields on the contact record for job title for instance, all in real time, all without exporting, importing all of that nasty headache because the integration is native.

Thanks Steve, I appreciate it.

I'll be here all week.

Literally.

there's a reason why Nicole is both our enterprise and she was our founding ae.

She was the first sales rep that we brought on.

That is true.

I'm like enterprise entertainment.

That's really why they keep me around.

I'm trying to think of other.

Go ahead.

I see one here.

Curious.

How does or how do you see customers actually use job changes in their day to day Workflows.

I feel like this brings it back to the beginning.

Right.

It job changes itself are super important play that often feel like table stakes to me as someone who sells in B2B.

Right.

But I feel like people aren't leveraging maybe enough in the public sector space.

But as a sales rep for customers in their day to day, they're getting those feed alerts when one of their top tier accounts has a job change in a high ranking title that they target, for instance, because that's going to prompt me to message them on LinkedIn if they have one, to message them via email to call them to send something in a direct mail campaign because they're my top tier account.

And now this job change has happened.

That's the AE lens or sales lens.

Then SDRs, they're pumping this data because it's a sheet into outreach, into salesloft and running a campaign where the first email is like congratulations on your appointment as DA da da.

We notice that you're interested in these top three things.

This is how we're helping Citi down the road do the same exact thing that you're hoping to do that you literally said in your press release, like those kinds of automations that you can do at scale for top of funnel growth.

So that would be on the SDR.

And then they're implementing those tasks, for instance for CSMs to monitor current accounts.

What big stakeholder job changes are happening that could shake things up because we don't want to leave it to the CSM finding out super late or getting on that success check and being like, you're retiring next week.

Great.

Glad, glad we saw that coming.

now you actually can see that coming with Starbridge.

So I think it's a combination of living where people live, and also supporting workflows for those stakeholder groups that make sense.

And Starbridge has the flexibility for you to architect the best possible experience.

Experience for all of them.

Yeah, I was, I was just saying this to a customer.

I feel like one of the principles of selling to the public sector is that you have to treat every agency or every district as a, unique entity.

And they want to feel like they are unique and they're not like any other agency or district around.

And a big part of that is this like personalized, outbound and doing really comprehensive research.

And Steve, to your point, that was really difficult to do historically.

And the goal of Starbridge is how can you kind of automate this comprehensive research at scale across your sales team?

Yeah, I call this My special Snowflake philosophy.

Everybody is the most special snowflake that I have ever met.

You know, every prospect I talk to is a special snowflake.

Even though all of these Personas share, the same pain, the same goals.

Like, you gotta make them feel like they're the only special snowflake.

So how do we do that?

We pay attention to the little teeny tiny breadcrumbs that are hiding under the couch cushions.

Like a job change that you don't see on LinkedIn because then it's too late.

Or that board meeting minute where they express something super direct, like, you need to be able to capture that to be personal, not just personalized in this AI era.

Special Snowflake trademarked.

I see Jose has a question.

Do you want to fire that one off, Jen?

Yeah.

So Jose asked question K12.

You have sudden exits 100.

Are you able to track that as well?

The reason why I asked this question is because when there's a sudden exit, that means a workload gets spread among others until they find a replacement.

It's a really good point with the caveat if they ever do, because if everybody else can do the job, we don't need to rehire.

Right?

Yeah.

Everybody's taking on that workload and they're like, no, please fill this job.

yes.

So sudden exit would be that screen where it says departures.

I can filter for departures.

You can also run how often you want to be searching for these changes.

Is it monthly?

Is it semi annually?

Is it once a year that you're doing a big job change campaign?

And I would say monthly is safe.

otherwise I would just be scraping board meeting minutes, which is another bridge type and probably another webinar that we'll be doing, for the meeting minutes where they say, like, a super sudden departure of XYZ title.

And then you'll be able to see, in the meeting minute, they discussed this person's upcoming departure, or put in their notice, whatever it is, and then you'll be right on the scene as soon as it happens.

Love it.

Well, I know we're right about a time.

Any final questions from this group here?

What do you think of our new webinar, platform?

This is our first time.

Also grateful for everyone's patience at the start when I was probably talking to literally no one until the call.

God, I know.

I'm like, hello, Jen, is this thing on?

What the heck is going on?

Yeah, I think, Steve, I saw that you're also a marketer.

SQL IO is the new webinar software that we're using.

And I have to say, like, the functionality in terms of conversion optimization is quite strong and you can embed it directly on your site.

So that's a nice little added benefit.

But there's always troubleshooting to be done at the start.

We may be an AI company, but we are real people doing real work and figuring it out in real time.

Yeah, there, there's only, upward, it's only upwards from here.

You know, I do think SQL is better than Zoom webinar.

Nicole, you're probably like, no, but I still, I mean, I.

If it works for you, it works for me.

As long as, the people can hear me and see me, that's all I need.

Well, Steve, you'll have to let us know after this webinar is over.

Whether or not you think SQL is a good webinar platform.

Is sequel a keeper the real moral of the story today.

Exactly.

Exactly.

Well, really appreciate everyone joining us today.

Nicole, you did an awesome job as always.

Yeah, thank you so much.

Thank you.

Our webinar will be Trilogy IO Tune in next time to find out if we use Trilogy or contrast.

my God.

I actually then Loki googling these and marking them for next month SQL, it's a month by month contract, so we don't have to keep with this one.

Okay.

Well, Jose and Steve, thank you for the recommendations.

I'm literally going to go check them out after this call.

Really?

We love the mutual benefit of knowledge sharing amongst our peers.

Yes, exactly, exactly.

And then Steve, you have to say hi to Ryan James for us.

True Comp was.

It is an absolutely fantastic customer.

They did a great job of setting all this up between Storvision, their CRM integration and Ryan is an expert on all of it.

Incredible.

Well, thanks everyone.

Okay, valuable.

Thank you so much.

Bye.