EP. 53 - Past Customers = 25% Annual Revenue I Scrappy Playbooks

In this episode of Scrappy ABM, host Mason Cosby interviews Trinity Nguyen, VP of Marketing at UserGems, about how to implement champion tracking to generate predictable pipeline from existing customers and prospects. Listeners will learn best practices for setting up champion tracking, including who to track, what sequences to use, how to distribute content, and key results from UserGems' program.

Key discussion points:

- What is champion tracking?

- Track customers, users, champions as they move through careers

- Re-engage when they join target/ICP accounts

- Who UserGems tracks

- Closed-won opportunity contacts

- Admins and power users

- Sequences used

- 6 sequences segmented by past customer vs. prospect and role level

- Key pipeline and revenue results

- 16% of sales accepted pipeline

- 23% of total closed-won revenue