Champion Move Outreach
Tracks known buyers, champions, and power users for job changes. When someone who already knows your product moves to a new company, that's the highest-conversion outbound signal in B2B — they already trust you, they're in a new role trying to make an impact, and they have firsthand experience with what your product delivers.
Why this is the #1 signal: Every other signal (funding, hiring, leadership change) targets strangers. This targets people who already know, like, and trust your product. Conversion rates on champion-move outreach are 3-5x higher than cold outreach because:
- They don't need to be educated on what you do
- They have a positive experience to anchor on
- They want quick wins at the new company (bringing in a tool they trust IS a quick win)
- They can internally champion the deal because they have firsthand results to cite
When to Auto-Load
Load this composite when:
- User says "track my champions", "check for job changes", "who moved from our customer accounts", "champion tracking"
- User has a list of past buyers/users and wants to know if anyone changed jobs
- An upstream workflow (TAM Pulse) triggers a champion change check
Step 0: Configuration (One-Time Setup)
On first run for a client/user, collect and store these preferences. Skip on subsequent runs.
People to Track
| Question | Purpose | Stored As |
|---|
| Where does your list of people to track come from? | Defines the input source | people_source |
| What categories of people are you tracking? | Determines outreach tone per person | tracked_categories |
People source options:
- CRM export (Salesforce, HubSpot) — pull closed-won contacts, active users, power users
- CSV file — manually curated list
- Supabase
people table — filter by lead_status = 'customer' or similar
- Manual list — names + LinkedIn URLs
Tracked categories:
| Category | Who They Are | Why They Matter | Stored As |
|---|
| Past buyers | Signed the contract at their previous company | Can sign again. Know the ROI. Can articulate value to new leadership. | past_buyers |
| Past champions | Advocated for your product internally, drove adoption | Will champion again. Often have stronger conviction than the original buyer. | past_champions |
| Power users | Used your product daily, know it deeply | Can demonstrate value hands-on. Often become the internal expert at the new company. | power_users |
| Lost deal contacts | Evaluated your product but chose a competitor or no decision | Weaker signal but still valid — they know you exist. New company = fresh start. | lost_deal_contacts |
ICP Definition (for qualifying the new company)
| Question | Purpose | Stored As |
|---|
| What industries do you sell to? | Filter out non-ICP companies | target_industries |
| What company sizes? (employee count ranges) | Filter out too-small or too-large | target_company_size |
| What geographies? | Filter if relevant | target_geographies |
| Any disqualifiers? (e.g., government, non-profit, specific verticals) | Hard no's | disqualifiers |
| What's the minimum viable deal? | Don't chase companies too small to pay | minimum_deal_size |
Signal Detection Config
| Question | Options | Stored As |
|---|
| How should we detect job changes? | LinkedIn profile monitoring / Apollo job change data / Web search / Manual check | detection_tool |
| How often should we check? | Weekly / Biweekly / Monthly | check_frequency |
Outreach Config
| Question | Options | Stored As |
|---|
| Where do you want outreach sent? | Smartlead / Instantly / Outreach.io / CSV export | outreach_tool |
| Email or multi-channel? | Email only / Email + LinkedIn | outreach_channels |
Your Company Context
| Question | Purpose | Stored As |
|---|
| What does your company do? (1-2 sentences) | New company research context | company_description |
| What results did customers typically see? | Proof points for outreach | customer_results |
| Any specific results from the tracked person's previous company? | Strongest possible proof | specific_results |
Store config in: clients/<client-name>/config/signal-outreach.json or equivalent.
Step 1: Detect Job Changes
Purpose: For each person in the tracking list, determine if they've moved to a new company.
Input Contract
tracked_people: [
{
full_name: string # Required
linkedin_url: string # Strongly recommended (most reliable for matching)
email: string | null # Previous email (will be outdated after move)
last_known_company: string # The company they were at when you knew them
last_known_title: string # Their title when you knew them
category: "past_buyer" | "past_champion" | "power_user" | "lost_deal_contact"
relationship_context: string | null # e.g. "Signed $50K deal in 2025", "Led implementation"
}
]
Process
For each person, use the configured detection_tool:
-
Check current position against last_known_company:
- LinkedIn: Visit profile (or use scraping tool) → compare current company to
last_known_company
- Apollo: People search by name + LinkedIn URL → check current employer
- Web search:
"{full_name}" AND ("{last_known_company}" OR "joined" OR "new role") — look for announcements
- Any other tool: Must return the same output contract
-
For each person, determine:
- Are they still at the same company? → No signal, skip.
- Have they moved? → Signal detected. Capture new company + new title.
- Has their profile gone dark (no updates, no activity)? → Flag for manual check.
-
For each mover, extract:
- New company name
- New title
- Approximate start date at new company
- New company domain (for research in Step 2)
- Was this a promotion (higher title) or lateral move?
Output Contract
movers: [
{
person: {
full_name: string
linkedin_url: string
category: string # "past_buyer", "past_champion", etc.
relationship_context: string
previous_company: string
previous_title: string
}
move: {
new_company: string
new_company_domain: string
new_title: string
start_date: string # ISO date or approximate
days_in_new_role: integer
is_promotion: boolean # Higher title than before?
}
}
]
no_change: [
{ full_name: string, still_at: string }
]
unable_to_verify: [
{ full_name: string, reason: string } # Profile private, no data, etc.
]
Human Checkpoint
## Job Change Detection Results
Tracked: X people
Moved: Y people
No change: Z people
Unable to verify: W people
### People Who Moved
| Name | Category | Was At | Now At | New Title | Days In |
|------|----------|--------|--------|-----------|---------|
| Jane Doe | Past buyer | Acme Corp | NewCo Inc | VP Sales | 45 days |
| Bob Lee | Power user | Beta LLC | StartupX | Sales Manager | 12 days |
| ... | ... | ... | ... | ... | ... |
### Unable to Verify
| Name | Reason |
|------|--------|
| Sam Chen | LinkedIn profile set to private |
Proceed to research their new companies? (Y/n)
Step 2: Research New Company & Qualify Against ICP
Purpose: For each mover, research their new company and determine if it's a fit for your product. This is the critical gate — just because someone you know moved doesn't mean their new company is a prospect.
Input Contract
movers: [...] # From Step 1 output
icp_criteria: {
target_industries: string[]
target_company_size: string # e.g. "50-500 employees"
target_geographies: string[]
disqualifiers: string[]
minimum_deal_size: string
}
your_company: {
description: string
}
Process
For each mover's new company:
-
Research the new company using web search (tool-agnostic — always available):
- What does the company do? (1-2 sentence summary)
- What industry are they in?
- Approximate company size (employees)
- Location/HQ
- Funding stage (if applicable)
- Any recent news (funding, product launches, leadership changes)
-
Qualify against ICP:
| Criterion | Check | Pass/Fail |
|---|
| Industry | Is new_company.industry in target_industries? | Hard filter |
| Size | Is employee count within target_company_size range? | Hard filter |
| Geography | Is location in target_geographies? (Skip if no geo filter) | Soft filter |
| Disqualifiers | Does the company match any disqualifiers? | Hard filter |
| Deal viability | Could this company afford minimum_deal_size? | Judgment call |
-
Assess the person's position at the new company:
| Factor | What to Check | Why It Matters |
|---|
| Authority level | Is their new title at or above their old title? | Higher = more budget authority |
| Department fit | Are they in a department that buys/uses your product? | Must be in the right department |
| Influence trajectory | Promoted into a leadership role? | More influence = stronger champion |
| Seniority mismatch | Were they a user before, now they're a VP? | Adjust outreach — they're a buyer now, not a user |
-
Determine outreach approach based on category + new position:
| Category at Old Company | New Position Level | Approach |
|---|
| Past buyer → Buyer-level title | Re-sell: "You bought us before, bring us to [new company]" | |
| Past buyer → Higher title | Executive re-sell: "Now that you run [department], [product] scales with you" | |
| Past champion → Buyer-level title | Upgrade: "You championed us internally — now you own the budget" | |
| Past champion → Same level | Lateral champion: "Bring what worked at [old company] to [new company]" | |
| Power user → Any level | Bottom-up: "You know the product inside out — want to bring it to your new team?" | |
| Lost deal contact → Any | Fresh start: "Different company, different needs. Worth a second look?" | |
Output Contract
qualified_movers: [
{
person: {
full_name: string
linkedin_url: string
category: string
relationship_context: string
previous_company: string
previous_title: string
}
move: {
new_company: string
new_company_domain: string
new_title: string
start_date: string
days_in_new_role: integer
is_promotion: boolean
}
new_company_research: {
description: string # What the company does
industry: string
employee_count: string # Approximate
location: string
funding_stage: string | null
recent_news: string[] # 2-3 relevant items
}
qualification: {
icp_fit: "strong" | "moderate" | "weak"
icp_reasoning: string # Why it's a fit or not
authority_level: "buyer" | "influencer" | "user"
outreach_approach: string # "re-sell", "upgrade", "lateral champion", "bottom-up", "fresh start"
}
priority_tier: "tier_1" | "tier_2" | "tier_3"
}
]
disqualified_movers: [
{
full_name: string
new_company: string
disqualification_reason: string # "Industry not in ICP", "Company too small", etc.
}
]
Tier Assignment
- Tier 1 (Act Today): Past buyer or champion + strong ICP fit + <30 days in new role. This is the warmest possible lead.
- Tier 2 (Act This Week): Past buyer/champion + moderate ICP fit, OR power user + strong ICP fit, OR any category + strong fit but 30-60 days in.
- Tier 3 (Queue): Lost deal contacts + strong fit, OR any category with moderate fit and 60+ days in.
- Disqualify: New company doesn't pass ICP hard filters.
Human Checkpoint
## New Company Research & Qualification
### Tier 1 — Act Today (X movers)
| Name | Category | New Company | ICP Fit | Approach | Days In |
|------|----------|-------------|---------|----------|---------|
| Jane Doe | Past buyer | NewCo Inc (Series B, 120 employees, SaaS) | Strong | Re-sell | 45 days |
Research: NewCo Inc is a logistics SaaS platform. 120 employees, Series B,
HQ in Austin. Recently launched an enterprise tier. Strong fit — same
industry, right size, Jane has budget authority as VP Sales.
### Tier 2 — Act This Week (X movers)
| ... |
### Disqualified (X movers)
| Name | New Company | Reason |
|------|-------------|--------|
| Sam Lee | TinyStartup | 8 employees, pre-revenue — below minimum deal size |
Approve before we draft outreach?
Step 3: Find New Contact Details
Purpose: Get the mover's new email address and any additional context at the new company.
Input Contract
qualified_movers: [...] # From Step 2 output
contact_tool: string # From config
Process
-
Find new work email — their old email is outdated. Use the configured contact_tool:
- Apollo: Search by name + new company domain → email
- Clearbit: Prospector lookup by name + domain
- Web search:
"{full_name}" AND "@{new_company_domain}" or company contact patterns
- LinkedIn: InMail or connection request (flag for manual if no email found)
-
Verify the email is at the new company — don't accidentally email their old address.
-
Flag contacts without email — these should be routed to LinkedIn outreach instead.
Output Contract
contactable_movers: [
{
...qualified_mover_fields,
new_email: string
email_confidence: "verified" | "likely" | "pattern_guess"
preferred_channel: "email" | "linkedin" | "both"
}
]
email_not_found: [
{
...qualified_mover_fields,
linkedin_url: string # Fall back to LinkedIn
preferred_channel: "linkedin"
}
]
Human Checkpoint
## Contact Details
| Name | New Company | Email | Confidence | Channel |
|------|-------------|-------|------------|---------|
| Jane Doe | NewCo Inc | [email protected] | Verified | Email |
| Bob Lee | StartupX | — | Not found | LinkedIn |
X contacts with email, Y LinkedIn-only
Approve before we draft outreach?
Step 4: Draft Personalized Outreach
Purpose: Draft outreach that leverages the existing relationship. This is NOT cold email — these people know you. The tone, length, and approach are fundamentally different from the other signal composites. Pure LLM reasoning — inherently tool-agnostic.
Input Contract
contactable_movers: [...] # From Step 3 output
your_company: {
description: string
customer_results: string[] # General results customers see
specific_results: { # Results at their specific previous company (if available)
[company_name]: string # e.g. "Acme Corp: reduced call handling time by 40%"
}
}
sequence_config: {
touches: integer # Default: 3
timing: integer[] # Default: [1, 7, 14] (more spaced — less urgency, warmer relationship)
tone: string # Default: "casual-direct" (you know this person)
cta: string # Default: "quick catch-up call"
}
Process
-
Tone is fundamentally different from cold outreach:
| Cold Outreach | Champion Move Outreach |
|---|
| Formal introduction | Casual reconnection |
| Prove you're legitimate | They already trust you |
| Signal-Proof-Ask framework | Relationship-Context-Ask framework |
| "I noticed..." | "Hey — congrats on the move!" |
| 50-90 words Touch 1 | Can be shorter — no education needed |
| Professional-sharp tone | Casual-direct tone (you know each other) |
-
Build the email around the relationship, not the product:
| Element | Source | How to Use |
|---|
| Relationship anchor | relationship_context | "You were one of our first champions at [old company]" |
| Their results | specific_results or customer_results | "The 40% improvement your team saw at [old company]..." |
| New role congratulations | move.new_title + move.new_company | "Congrats on VP Sales at NewCo" |
| New company relevance | new_company_research | "NewCo's push into enterprise makes this a natural fit" |
| Category-specific angle | category + qualification.outreach_approach | See table below |
-
Email angle by outreach approach:
| Approach | Touch 1 Template Shape | Example |
|---|
| Re-sell | Congrats + "remember the results?" + "bring it to [new company]" | "Hey Jane — congrats on the VP Sales gig at NewCo. You saw what [product] did at Acme (40% faster call handling). NewCo's sales team could see the same lift. Worth a quick catch-up?" |
| Upgrade | Congrats + "you championed this" + "now you own the budget" | "Congrats on the promotion. You pushed for [product] at [old company] — now you actually control the budget. Want to talk about bringing it to NewCo?" |
| Lateral champion | Congrats + "you know what works" + "replicate it" | "Hey — saw you landed at NewCo. You know firsthand what [product] does. If the team there has the same [pain], happy to help you set it up." |
| Bottom-up | Congrats + "you were a power user" + "your new team will love it" | "Congrats on the move. You were one of our best users at [old company]. If you want [product] on your desk at NewCo, I can get you set up quickly." |
| Fresh start | Congrats + acknowledge the past + "different situation, worth a second look" | "Hey — congrats on the move to NewCo. I know the timing wasn't right when we spoke at [old company]. Different company, different needs — open to a fresh conversation?" |
-
Sequence design (warmer, more spaced):
| Touch | Day | Purpose | Length | Notes |
|---|
| Touch 1 | 1 | Reconnect + congrats + soft ask | 40-70 words | Shorter than cold — they know you |
| Touch 2 | 7 | Share a relevant result or update | 30-50 words | New feature, new customer in their industry, case study |
| Touch 3 | 14 | Low-pressure check-in | 20-30 words | "No rush — whenever the timing is right" |
Key difference from cold sequences: More spacing between touches (they're not a stranger you'll lose if you wait), warmer tone, and Touch 3 is a check-in not a breakup.
-
Follow email-drafting hard rules with one exception: Rule 6 ("never lie about how you found them") is flipped — you SHOULD reference exactly how you know them. That's the whole point.
Output Contract
email_sequences: [
{
contact: {
full_name: string
new_email: string
new_title: string
new_company: string
category: string
relationship_context: string
outreach_approach: string
}
sequence: [
{
touch_number: integer
send_day: integer
subject: string
body: string
personalization_elements: {
relationship_anchor: string # How the relationship was referenced
their_results: string | null # Specific results referenced
new_role_reference: string # How the new role was acknowledged
new_company_relevance: string # Why new company is a fit
}
word_count: integer
}
]
channel: "email" | "linkedin"
}
]
Human Checkpoint
Present samples covering different outreach approaches:
## Sample Outreach for Review
### Jane Doe — VP Sales @ NewCo Inc
Category: Past buyer | Approach: Re-sell | 45 days in new role
**Touch 1 — Day 1**
Subject: Congrats on NewCo — quick thought
> Hey Jane — congrats on the VP Sales move to NewCo. Your team at Acme
> saw a 40% improvement in call handling after going live with [product].
> NewCo's enterprise push could see the same lift.
>
> Worth a 15-minute catch-up?
**Touch 2 — Day 7**
Subject: NewCo + [product] — a few ideas
> Quick follow-up — we just launched [new feature] that would've
> been perfect for the workflow your team ran at Acme. Happy to
> walk you through it.
**Touch 3 — Day 14**
Subject: Whenever the timing is right
> No rush on this. If [product] makes sense for what you're building
> at NewCo, I'm a quick call away. Either way, congrats again on the role.
---
### Bob Lee — Sales Manager @ StartupX (LinkedIn only)
Category: Power user | Approach: Bottom-up | 12 days in new role
**LinkedIn Message:**
> Hey Bob — congrats on StartupX! You were one of our most active users
> at Beta LLC. If you want [product] set up for your new team, happy
> to fast-track it. Let me know.
---
Approve these samples? I'll generate the rest in the same style.
Step 5: Handoff to Outreach
Identical to funding-signal-outreach Step 5. Package contacts + email sequences for the configured outreach tool. Route LinkedIn-only contacts to linkedin-outreach skill.
Additional Note for This Composite
Some contacts will be email, some will be LinkedIn-only. Split the output:
- Email contacts → outreach tool (Smartlead, Instantly, CSV, etc.)
- LinkedIn contacts → LinkedIn automation tool (Dripify, Expandi) or manual LinkedIn queue
Output Contract
campaign_package: {
email_campaign: {
tool: string
file_path: string
contact_count: integer
}
linkedin_campaign: {
file_path: string # CSV for LinkedIn tool or manual queue
contact_count: integer
}
total_contacts: integer
sequence_touches: integer
next_action: string
}
Human Checkpoint
## Campaign Ready
Signal type: Champion/buyer/user job change
Email contacts: X people → [outreach tool]
LinkedIn contacts: Y people → LinkedIn message queue
Total: Z people across W companies
Sequence: 3 touches over 14 days
Ready to launch?
Execution Summary
| Step | Tool Dependency | Human Checkpoint | Typical Time |
|---|
| 0. Config | None | First run only | 5 min (once) |
| 1. Detect job changes | Configurable (LinkedIn, Apollo, web search) | Review movers list | 2-5 min |
| 2. Research + qualify | Web search (always available) | Approve qualified movers | 3-5 min |
| 3. Find new email | Configurable (Apollo, Clearbit, etc.) | Review contact details | 1-2 min |
| 4. Draft outreach | None (LLM reasoning) | Review samples, iterate | 5-10 min |
| 5. Handoff | Configurable (Smartlead, CSV, etc.) | Final launch approval | 1 min |
Total human review time: ~15-25 minutes
Key Differences from Other Signal Composites
| Dimension | Funding / Hiring / Leadership | Champion Move |
|---|
| Relationship | Cold — they don't know you | Warm — they know and (hopefully) like you |
| Input | List of companies | List of people |
| Signal about | The company | The person |
| Qualification | Is the company relevant? | Is the NEW company relevant? (Person is already qualified) |
| Tone | Professional, prove credibility | Casual, reference shared history |
| Conversion rate | 2-5% reply rate | 10-25% reply rate |
| Sequence spacing | Tight (Day 1/5/12) | Relaxed (Day 1/7/14) |
| Touch 3 | Breakup | Check-in (leave door open) |
Tips
- Run this check monthly, not daily. Job changes don't happen overnight. Monthly cadence catches moves within the first 30 days, which is the optimal outreach window.
- Keep your tracking list fresh. Add new champions, buyers, and power users as deals close. Remove people who've left the industry entirely.
- Specific results beat generic proof. "Your team saw 40% improvement" is 10x better than "our customers see great results." If you have specific data from their previous company, use it.
- Don't be pushy. These are warm contacts. A desperate tone ("We need your business!") destroys the relationship advantage. Casual and helpful wins.
- Promotions are the best sub-signal. Someone who was a champion and is now a VP is the warmest possible lead — they already believe in your product AND now control budget.
- Lost deal contacts are worth tracking too. "Different company, different needs" is a legitimate re-engagement angle. Their objection at the old company may not apply at the new one.
- LinkedIn is often better than email for this signal. The relationship is personal, not company-to-company. A LinkedIn message feels more natural than a cold-looking email from a sales tool.
- If the person was a VERY close contact (executive sponsor, etc.), skip the automated sequence. Pick up the phone or send a personal email from the founder/AE. Don't automate relationships that deserve a personal touch.
Claude
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OpenClaw