If you’ve been in B2B for more than five minutes, you’ve probably had this happen.
A customer loves your product. I mean really loves it. They sing your praises in meetings, they use your name like it’s a magic spell in budget discussions, and when someone complains about the software, they leap in to defend it like you just insulted their firstborn.
Then one day, they leave the company.
In the moment, it stings. You might even mutter something about “losing our biggest ally.” But here’s the funny part: that person doesn’t just disappear into the ether. They pop up somewhere else — maybe in a bigger role, maybe at a company you’ve had your eye on for years. And if you play your cards right, they can open doors you didn’t even know existed.
I’m talking about your past champions — those people who know your product, trust your company, and, if you stay in touch, can become a renewable source of growth. Not a one-time customer, but a customer for life… just spread out over several jobs.
The trouble is, most companies treat past champions like summer camp friends: “That was nice, hope you’re doing well,” and then never speak again. Which is a shame, because the numbers on this are ridiculous. Research from UserGems shows that having an internal champion in a target account can double your win rates, shorten the sales cycle by about 12%, and even increase deal sizes by over 50%. And in today’s market, about one in five of your contacts will change jobs each year. That’s a lot of potential “old friends” to reconnect with.
So, why aren’t we better at this? Because it’s not in the playbook. Which is exactly what we’re going to fix right now.
The Long Game: Nurturing Champions for Life
Think about your favorite restaurant. You don’t stop loving it just because you moved across town — you just need a reason to go back. Champions are like that. They already know you, they trust you, and they’ve seen your product work. Your job is to make sure they still think of you when the moment’s right, whether that’s next month or five years from now.
That starts with three things:
- Knowing when they move.
If you can’t see them change jobs, you can’t show up with congratulations and a warm handshake (real or virtual). - Keeping the relationship alive.
Not “checking in” in that needy, salesy way — but actually staying connected like a normal human being. - Being there when they need you next.
When they’ve got a new budget, a new challenge, and the same problem you solved before.
Step 1: Spot the Move
In the old days, tracking someone’s career meant relying on gossip or the Christmas card list. Now, you’ve got tools.
For starters, LinkedIn and other tools will do the heavy lifting if you let them. If you’re connected to your champions, you’ll get a neat little “So-and-so has a new job” alert. Sales Navigator takes this up a notch — you can save those contacts, get notified the moment they change roles, and sometimes even grab a new email.
If you want to get fancy, there are dedicated tools like UserGems, Champify, and Lantern that will quietly monitor your champion list in the background. The moment one of them pops up somewhere new, your CRM gets updated, and your sales team gets a friendly nudge. The big companies love these because they can’t keep track of thousands of names by hand. But for a smaller team, even a simple spreadsheet and a once-a-month LinkedIn sweep can work wonders.
The point isn’t the tool — it’s having a system. Without it, you’re just relying on luck.
Step 2: The “Hey, Congratulations!” Moment
When a champion lands somewhere new, you have a golden 7-to-14 day window. This is when they’re excited, posting about their new gig, and updating their headshot to something suspiciously well-lit.
Here’s what you don’t do:
- Send them a pitch on day one.
- Make it about you.
- Act like you’ve been waiting to sell them something since they left.
Here’s what you do instead:
Send a warm, genuine congratulations. Reference something you accomplished together. Keep it short. Keep it human.
“Congrats on the new role! I still tell people about the rollout we did at [Old Company] — you made it look easy. Wishing you the best at [New Company].”
That’s it. No pitch yet. This is about reminding them of your shared history and planting the seed for what comes next.
For senior folks, consider an executive-to-executive note from your CEO. It’s flattering, it shows respect, and it makes the later sales conversation feel like a continuation of a relationship, not a cold call.
Step 3: Bring Value to the New Role
When the dust settles at their new job, that’s when you start connecting the dots between your solution and their new challenges. This is where doing your homework pays off.
If you know what the new company does — and you should — frame your product in the context of what they’re trying to achieve. Better yet, share something useful: a case study, a quick tip, an industry report that applies to their world.
The magic here is that you’re not re-selling your product. You’re helping them succeed. The product just happens to be part of the plan.
Step 4: Give Them Ways to Champion You (Again)
Sometimes your champion has the power to make the decision themselves. Sometimes they don’t. Either way, they can still open doors.
Ask for introductions. Invite them to speak at your events. Feature them in a customer spotlight. The more they’re able to share their story — and how your product helped them win in the past — the more likely they are to do it in front of the right people.
And don’t forget to say thank you. It’s amazing how far a handwritten note, a coffee card, or even just a thoughtful email can go in cementing that bond.
Step 5: Stay on Their Radar
This is the slow-burn part. If you disappear for two years, you can’t expect them to drop everything and buy from you the minute they have budget.
Stay visible in ways that don’t feel forced. Comment on their LinkedIn posts. Share an article they’d enjoy. Invite them to a roundtable or webinar. Treat it like any other friendship: small, thoughtful touches over time.
If you have a small enough customer base, you can do this manually. If you’ve got a bigger list, light-touch digital tactics like retargeting ads or a champions-only newsletter can help keep your brand in the back of their mind without feeling intrusive.
Tools for the Job
For small teams, the “tech stack” for this doesn’t need to be overwhelming. At a minimum:
- CRM or Spreadsheet: Keep a “champions” list with notes on where they’ve been and where they are now.
- LinkedIn (Sales Navigator): To see moves in real time.
- Other Tracking Tools: UserGems, Champify, Lantern if budget allows.
- Email Reminders: Even a simple calendar ping to check in quarterly can make a difference.
The tool is there to make sure the human part happens. Not the other way around.
Why This Works So Well for Smaller Companies
Big companies talk a lot about “customer advocacy programs” and “pipeline acceleration.” Smaller companies? You’ve got something better: intimacy.
You can remember the names of your champions. You can tailor your outreach to the little details — the workflow they designed, the problem you solved together, the joke you shared during onboarding.
When they move to a new job and you show up with that kind of personal touch, you’re not a vendor chasing a sale. You’re an old ally, showing up right when they could use a win. And that’s hard to say no to.
The Bottom Line
Past champions aren’t just a “nice to have” in your Rolodex. They’re a growth strategy hiding in plain sight.
The companies that win at this don’t leave it to chance. They track moves. They reach out with genuine warmth. They offer value before asking for anything. And they stay in touch long after the contract is signed.
Because here’s the thing: champions are people. People remember how you made them feel. And if you made them feel smart, supported, and successful the last time around, they’ll be more than happy to bring you along for the next ride.
More articles by Gordon Johnson:
- Your Website Won’t Matter in 2 Years. Here’s What Will.
- Why Most Marketers Have Ditched PRWeb—And What They’re Doing Instead
- The Marketing Playbook for Custom Training Content Providers
- How to Grow a Massive Audience for Your LinkedIn Newsletter
- eBook: Go-To-Market Strategies: The Secret Sauce Behind Learning Tech Products That Take Off
About the Author
Gordon Johnson is the founder of FlashWorks Marketing, with 20 years in learning and HR tech marketing. As an expert in content marketing, marketing strategy, and lead generation, Gordon champions Human-Centered and Authentic Marketing.