Champion Move Outreach — the warmest signal in B2B — Claude Skill

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

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:

ICP Definition (for qualifying the new company)

Signal Detection Config

Outreach Config

Your Company Context

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    email: string | null          # Previous email (will be outdated after move)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:

1. 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

2. 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.

3. 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:

1. 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)

2. 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

3. 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

4. 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

1. 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)

2. Verify the email is at the new company — don't accidentally email their old address.

3. 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

1. 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)

2. 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

3. 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?"

4. 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.

5. 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

Total human review time: ~15-25 minutes

Key Differences from Other Signal Composites

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.