🔴 Challenge: Metadata's target audience, B2B marketers, have high turnover rates. Without a systematic approach to track champion job changes and new executives joining accounts, the team was missing out on new pipeline opportunities and putting renewals at risk.

🟡 Solution: A few key reps were running job change plays independently, but there was no formalized program in place. After evaluating UserGems and finding that ~25% of their database had grown stale, they knew they wanted to build an intentional engine for tracking job change signals.

🟢 Results: 81% shorter deal cycles and result in 17% bigger contract sizes from UserGems leads. Plus, the signal-based approach created more alignment between the Head of Marketing and Sales!