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Playbook · Signal motion

Cold email on a job change

The cheapest pipeline source most sales orgs ignore. Every existing customer is 5-10 future buyers waiting to move companies. The job-change tracker setup, the 30-day outreach window, and the exact 'congrats on the move' template that converts. This page consolidates the play that the templates in this family draw on; the canonical reference is the sibling entry Job change tracker: turning past customers into future pipeline.

01The signal

Summary
The cheapest pipeline source most sales orgs ignore. Every existing customer is 5-10 future buyers waiting to move companies. The job-change tracker setup, the 30-day outreach window, and the exact 'congrats on the move' template that converts. This page consolidates the play that the templates in this family draw on; the canonical reference is the sibling entry Job change tracker: turning past customers into future pipeline.
Trigger
A former customer/champion moves to a new company
Timing window
Days 21-60 after the move — past honeymoon, before they buy your competitor
Target persona
The mover themselves at their new role
Success metric
Conversation about adopting/expanding the product at the new company.

02Cadence

The step-by-step rhythm we use to run this play. Skipping steps usually loses more than it saves — the asymmetric spacing is part of why it works.

Day 21 linkedin Connect + warm congratulations, no pitch
Day 28 email Reference past relationship + ask if you can support them in the new seat
Day 42 email Specific offer based on their new role
Day 60 email Clean break-up
First-message template TPL-144 — "first month at {{new_company}}" →

03Expected outcome

Outcome: 22-30% reply rate. Closes 3-5x faster than cold outbound because past relationship exists.

Success metric: Conversation about adopting/expanding the product at the new company.

04Anti-patterns · do not run this when

  • Do not assume they remember you fondly — confirm before pitching
  • Do not skip the 21-day wait — they're onboarding
  • Do not let the tracker miss them — set up alerts before they move
Playbook entry · ships as-of {date('M Y')}. Operator-written, no theory inflation. If you've run this play and the numbers don't match yours — or the rhythm needs a tweak — write to [email protected] and we'll revise.
Signal-anchored outbound, no theater

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