Ever wondered what happens to your loyal customers when they switch jobs? They could become your secret marketing weapon. Turning former users into advocates is a powerful tactic that smart B2B companies are using to grow their business. It's all about keeping in touch with satisfied customers, even after they've moved on to new roles.

This approach isn't just about maintaining relationships – it's about leveraging them for growth. When a happy ex-user joins a new company, they bring their positive experiences with them. They're in a unique position to recommend your product to decision-makers in their new organization, potentially opening doors that would otherwise remain closed.

While it requires effort to track and engage with former users, the payoff can be substantial. By nurturing these relationships, you're not just chasing new leads – you're activating a network of trusted voices who can speak to the real-world benefits of your product. This personal touch can be far more persuasive than traditional marketing efforts.

Implementing this strategy doesn't have to be complicated. With the right tools and a bit of creativity, you can turn job changes into opportunities for growth. By offering small incentives or simply reaching out at the right moment, you can encourage former users to become powerful advocates for your brand in their new roles.

Why this works

This tactic works exceptionally well for several reasons:

1. Trust and credibility. Former users who had positive experiences with your product are credible advocates. Their firsthand knowledge and satisfaction carry more weight than traditional marketing messages.

2. Insider access. When former users join new companies, they often have direct access to decision-makers. This bypasses typical gatekeepers and can significantly shorten the sales cycle.

3. Reduced acquisition costs. Leveraging existing relationships is more cost-effective than pursuing cold leads. It's essentially a form of warm referral marketing.

4. Multiplier effect. Each successful conversion through this method can lead to multiple new users within the new organization, especially for team-based tools.

5. Long-term value. This approach fosters lasting relationships that can pay dividends across multiple companies over time.

To implement this strategy effectively:

• Use LinkedIn Sales Navigator. This tool can help you track job changes among your user base and identify potential opportunities.

• Implement a "boomerang" program. Create a structured approach to re-engage former users when they change jobs. This could include personalized outreach, special offers, or migration assistance.

• Offer incentives. Consider providing referral bonuses or extended free trials for former users who bring your product into their new organization.

• Provide resources. Equip your advocates with case studies, ROI calculators, and other materials that make it easy for them to pitch your product internally.

• Personalize your approach. Tailor your outreach based on the user's history with your product and their new role.

Examples of successful implementation:

• SaaS company. A project management tool noticed a 30% increase in enterprise leads after implementing a program to track and engage former users who moved to director-level positions.

• Marketplace app. A freelance platform saw a 25% boost in high-value client acquisitions by offering premium features to former freelancers who became hiring managers.

• E-learning platform. An online course provider achieved a 40% conversion rate on enterprise deals by offering personalized demos to former students who became L&D leaders.

Remember, the key to success is maintaining genuine relationships and providing value, not just pushing for sales. By nurturing these connections, you're building a network of brand ambassadors who can drive sustainable growth for your business.

How you can steal this

Here's how you can implement this powerful advocacy strategy for your internet business:

1. Set up a tracking system. Use tools like LinkedIn Sales Navigator, SifData, or UserGems to monitor job changes among your user base. Set up alerts for key roles that are likely to influence purchasing decisions in their new companies.

2. Segment your former users. Categorize ex-users based on factors like:

   • Level of engagement with your product
   • Seniority in their new role
   • Potential impact on purchasing decisions
   • Industry or company size of their new employer

3. Create a personalized outreach plan. Develop a series of touchpoints tailored to each segment. This could include:

   • Email sequences. Send a congratulatory message on their new role, followed by reminders of how your product could benefit their new organization.
   • LinkedIn connections. Reach out personally through social media to maintain the relationship.
   • Targeted content. Share relevant case studies or whitepapers that align with their new company's needs.

4. Offer incentives for advocacy. Design a program that motivates former users to champion your product:

   • Referral bonuses. Provide cash rewards or product credits for successful introductions.
   • Extended free trials. Offer an extended trial period for the advocate's new company.
   • Exclusive features. Grant access to beta features or premium support as a thank you for their advocacy.

5. Provide advocacy tools. Equip your former users with resources to make promotion easy:

   • ROI calculators. Help them demonstrate the value of your product in concrete terms.
   • Customizable pitch decks. Offer templates they can tailor to their new company's needs.
   • Product roadmap previews. Share upcoming features to generate excitement.

6. Implement a "boomerang" program. Create a structured approach for re-engaging former users:

   • Welcome back package. Offer a special onboarding experience for returning users.
   • Data migration assistance. Help them transfer their previous settings and data to their new account.
   • Personalized demo. Provide a refresher on your product, highlighting new features since they last used it.

7. Measure and optimize. Track the success of your advocacy program:

   • Conversion rate. Monitor how many former users successfully introduce your product to their new company.
   • Time to conversion. Analyze how quickly these introductions lead to new accounts.
   • Lifetime value. Compare the LTV of customers acquired through this method versus other channels.

8. Scale with automation. As your program grows, use marketing automation tools to:

   • Trigger outreach based on job change notifications
   • Personalize messaging at scale
   • Track engagement and follow up accordingly

9. Foster a community. Create opportunities for your advocates to connect and share experiences:

   • Virtual events. Host webinars or online meetups for former users in similar roles.
   • Exclusive Slack channel. Provide a space for advocates to network and discuss best practices.
   • Recognition program. Highlight successful advocates through case studies or testimonials.

10. Continuously nurture relationships. Remember that advocacy is an ongoing process:

    • Regular check-ins. Schedule periodic touchpoints to maintain the connection.
    • Product updates. Keep former users informed about new features that might be relevant to their new role.
    • Career support. Offer resources or introductions that can help them succeed in their new position.

By implementing these steps, you can transform job changes from a potential loss into a powerful growth opportunity for your internet business. Remember to always provide value and maintain authentic relationships – your former users should feel genuinely supported, not just targeted for sales.

Examples of how to turn former users into advocates

Here are some detailed examples of how to turn former users into advocates for internet businesses:

• SaaS company. A project management tool implemented a "boomerang" program for former users who changed jobs. They offered a personalized onboarding experience, including a migration of the user's previous settings and data. This resulted in a 40% conversion rate for new enterprise accounts.

• E-learning platform. An online course provider created a "Learning Ambassador" program. They offered former students who became L&D leaders at new companies a free refresher course and exclusive access to new content. This led to a 35% increase in corporate subscriptions.

• Marketplace app. A freelance platform noticed when former power users became hiring managers. They offered these users a premium account upgrade and dedicated account manager for their new company. This strategy resulted in a 50% increase in high-value client acquisitions.

• B2B software startup. A data analytics tool used LinkedIn Sales Navigator to track job changes among their user base. They created a tailored email sequence for former users in new roles, offering a free ROI analysis for their new company. This approach generated 25% more qualified leads than their traditional outbound efforts.

• Subscription box service. A B2B office supply subscription service implemented a "Welcome Back" program. They offered former users who joined new companies a 50% discount on their first three months of service. This resulted in a 30% increase in new account sign-ups.

• Digital product creator. An e-book publisher tracked when their most engaged readers changed jobs. They offered these former customers a free "leadership library" of their top business books to share with their new team. This led to a 45% increase in bulk orders from corporate clients.

• Cloud storage provider. A file-sharing platform created a "Data Migration Specialist" role to assist former power users in setting up their new company with the service. This personalized approach resulted in a 60% success rate in converting these leads to enterprise accounts.

• Marketing automation tool. A email marketing platform offered former users who became marketing directors at new companies a free "Email Strategy Workshop" for their team. This not only reactivated the former user but also introduced the product to potential new users, resulting in a 55% conversion rate to paid team accounts.

• Customer feedback software. A survey tool implemented a "Voice of the Customer Champion" program. They provided former users who changed jobs with a customized case study showcasing their previous success with the platform. This approach led to a 40% increase in enterprise demo requests.

• Project collaboration platform. A team communication tool created a "Productivity Pioneer" initiative. They offered former users who joined new companies a chance to beta test upcoming features and provide feedback. This not only reengaged the user but also often led to their new company adopting the platform, resulting in a 30% increase in team signups.

Remember, the key to success with this strategy is personalization and timing. Tailor your approach based on the user's history with your product and their new role. Always focus on providing value and solving problems for their new organization, rather than just pushing for a sale.