UserTesting makes millions in sales pipeline + an 18X ROI

"UserGems is the type of tool that I've been looking for quite a while. Your alumni customers are your lowest hanging fruit, and if you offer a great product or service, these champions will remember and likely bring you into their next organization. The key is to reach out at the right time with the right message, and UserGems helps us achieve that at scale."

Steve Jones, VP of Demand Generation

UserTesting is an on-demand consumer research platform.

The platform is one of the fastest ways for brands to gather quality consumer data and insights at scale.

Challenge — how to take advantage of warm leads

With a large customer base of more than 2,000 organizations in 45 countries, UserTesting explored ways to find out when their customer contacts moved into new roles or new companies.

Previous customers who had moved to new companies and held similar roles were more likely to be interested in using UserTesting again, making the prospecting process much more manageable.

With an enormous database (active CRM contacts + the general user base) like theirs, it would be frustrating and almost impossible to comb through thousands of customers and users. Resource-wise, it wasn't sustainable.

"These contacts are people who have used our product before. So, if UserTesting was useful for them before, it'll most likely be useful for them in their current role at the new company."

Nathan Bennett, Director of Sales Ops and Strategy

‍‍Solution — using UserGems to make the most of job change triggers

UserTesting kicked off a cross-functional project between Marketing, Sales Ops, and Business Systems teams. Using the UserGems job-change trigger functionality, the team reported back 1,300 job-changer leads within a week.

These new job-changer leads were automatically fed into UserTesting’s Salesforce, along with their new email addresses, new job titles, and new companies. This happened once monthly.

The sales development reps (SDRs) got alerts from the UserGems software once they had new job-changer leads. Next, the SDRs selected the warm prospects whom the marketing team would be reaching out too with congratulatory messages.

"It was very popular for both the marketing and sales team. I remember getting calls from the sales team asking, 'When's the next batch of UserGems leads going to come through?' and 'When are we going to do more with UserGems?'"

Nathan Bennett, Director of Sales Ops and Strategy

The marketing team used Alyce (a B2B AI-powered gifting/swag platform) to send direct mails (i.e. gifts) to these previous customers. The messages were short and sweet—thanking these previous customers for using the product in the past and congratulating them on their new jobs.

The next step in the outreach cadence was an email from the SDR asking the recipients if they would like to set up a meeting to discuss if UserTesting would be a value-add to their new role.

UserTesting created a custom email sequence for these UserGems leads to ensure the messaging was personalized while the outreach process is automated, scalable, and easy for sales reps to use.

Nathan's focus then was to operationalize this initiative so that the team's continuous flow of UserGems (alumni customers) leads to growing their pipeline. The entire process is now mostly automated and requires minimal manual effort from the teams.

"The UserGems leads are always quality, hot leads. The process is easy and well-thought-out which builds good results and helps us continue to build momentum to get even more adoption from within the company."

Nathan Bennett, Director of Sales Ops and Strategy

Results 🎉 🎉 🎉 🎉 🎉 🎉 🎉 🎉

Their preparation paid off. In less than one year after implementation, UserTesting had generated millions in the pipeline and over $1M in closed-won revenue.

"It's been wildly successful! The team is ALWAYS happy [about UserGems]. Every time we talk UserGems, we always get a smile."

Nathan Bennett, Director of Sales Ops & Strategy

‍‍Best Practices 💡

For companies looking to implement a buyer-job-change playbook, Nathan recommends having a close partnership between sales, sales ops/enablement, and marketing to get reps' adoption.

"We have a great Sales Enablement team that partners closely with the Marketing team to build the direct mail program, the email sequences, and to train the reps. All that make it very easy for the reps to use. They're not doing anything out of the ordinary, except flagging the UserGems leads that they want the Marketing team to send gifts to."

Steve Jones, VP of Demand Generation

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