Reconnecting with past clients is a highly effective way to generate warm leads, especially when using tools like Sales Navigator. Those who have previously used your product already understand its value and may be open to exploring its potential in their new roles. Here’s a straightforward 8-step process for leveraging Sales Navigator to re-engage with these past customers.
Step 1: Export Your Customer List from the CRM
Start by exporting your existing customer list from your CRM. This will serve as the foundation for identifying prospects who have moved to new companies.
Step 2: Upload the List to Sales Navigator
Once you’ve exported your customer list, upload it to Sales Navigator and save it as an Account list. This step allows you to focus on the specific businesses your product or service has previously served.
Step 3: Navigate to Lead Filters
In Sales Navigator, go to Lead Filters. This is where you’ll begin narrowing down potential leads by their current and past roles.
Step 4: Use the “Past Companies” Field
In the “Past Companies” filter, enter the names of the companies on your customer list. This will help identify individuals who have moved on from these companies but were once familiar with your product.
Step 5: Exclude the “Current Company”
To avoid targeting individuals who still work for the same company, use the “Current Company” filter to select your customer list and click “Exclude.” This ensures that you’re only focusing on those who have moved to new organisations.
Step 6: Target Buyer Personas
Now that you’ve refined your list, use additional filters in Sales Navigator to look for your buyer personas. Whether you’re targeting specific roles, industries, or other criteria, this will help you find leads who are most likely to benefit from your product again.
Step 7: Identify Job Changes
One of the key features of Sales Navigator is the “Changed Jobs” filter. By clicking on this, you can pinpoint those who have recently moved to new companies. These prospects may now be in positions where they can introduce your product to a new audience.
Step 8: Save the Search
Finally, save your search so you receive notifications of any new results. This will keep you updated when your prospects continue to move roles, ensuring you don’t miss out on future opportunities to reconnect.
Warmer Leads Through Reconnection
By following these steps, you’ll have a refined list of prospects who are already familiar with your product and may have had a positive experience using it. These leads are naturally warmer than cold outreach targets, as they understand how your solution can solve key problems. Additionally, they may be facing similar challenges in their new roles, making them more receptive to hearing from you.
Suggested Reconnection Email Sequence
Once you’ve identified the right prospects, it’s time to reach out. Below is an example email sequence designed to re-engage these leads:
First Email: Value-First Approach
Subject: {{past_account_name}} ➡️ {{new_company}}
Hi {{first_name}}, congratulations on your new role!
I’ve attached a 90-day plan that other leaders have found useful as they settle into their new position. Hopefully, it helps you as well.
I’ll check in with you in a few weeks to see if we can assist with {{challenge you can solve}}.
Second Email: Building on Past Experience
Subject: {{past_account_name}} ➡️ {{new_company}}
Hi {{first_name}},
I noticed you were closely involved with {{our product/company}} at {{past_account_name}}. I’d love to hear your thoughts on what was most valuable.
Are you encountering a similar approach to managing {{problem/initiative}} at {{new_company}}?
Key Tip: Exclude Current Employees
When using Sales Navigator’s filters, remember to exclude those still at the same company. By excluding current employees, you’ll avoid targeting individuals who have been promoted but haven’t moved companies, ensuring you’re only reaching out to those genuinely in new roles.
While there are several tools available to track job changes, Sales Navigator provides a straightforward and effective way to reconnect with past clients. By following these steps, you’ll be able to identify and engage with warm leads who are already familiar with your product, increasing your chances of success.
