How To Turn Job Change Signals Into Pipeline In HubSpot
Target active buyers, and convert up to 3x more discussions to opportunities.
👋 Hey, I’m Stuart, and welcome to ConnectedGTM. This edition has been made available for 💸 FREE 💸 by LoneScale | Monitor job change signals, automate your outbound to target active buyers, and convert 3x more discussions into opportunities.
There’s no question that signal-based selling is hot right now.
But while many sales teams have tried using signals, they often run into frustrating issues that cause friction and ultimately waste time as they try to scale…
1. Inaccurate signal data
2. Delayed signal information
3. Lack of integration with existing systems
These problems result in a lack of activation by reps, who end up ignoring the signals altogether. The classic "garbage in, garbage out." scenario.
Yet, despite all the new buzz around signals, the best sales reps have been successfully leveraging signals for years.
Job change signals, for example, are one of the clearest, most easily triggered, and widely available signals for sales opportunities, often resulting in a 10-50% increase in pipeline generated.
New executives spend 70% of their budget in the first 3 months
Today, we’re digging into how you can use job change (and related) signals to fill your sales pipeline in HubSpot without adding operational complexity, enabled by LoneScale.
Highlights
→ Monitor your current customers and past opportunities for job changes and upcoming projects to turn their company changes into new opportunities.
→ Identify target accounts using the tools you're partnering with, integrating into, or competing against, and identify expansion opportunities as former customers join open opportunities.
→ Capture job changes at scale as tasks or custom objects in HubSpot and automatically enroll contacts in relevant sequences and ad audience lists.
As always, the exact steps to implement this playbook in HubSpot can be found at the bottom of the post. Let’s get into it.
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Accurate job change signals are so valuable as a trigger for sales outreach because:
Past buyers are 5x more likely to convert into closed-won revenue than cold leads
89% of previous customers don't come back on their own when they start a new role
So why do new hires convert to pipeline at a higher-than-normal rate?
New hires (especially executives) are looking to make an impact quickly and leveraging familiar tools will likely be part of their initial plan.
Capturing job changes of existing customers enables reps to leverage their existing relationships in a new context instead of starting cold.
Job changes often signal company growth or new initiatives which translate to budget and willingness to spend to accelerate outcomes.
Yet most sales teams are leaving money on the table by not consistently tracking and acting on these triggers.
🕰️ Old way of tracking job changes:
• Manually checking LinkedIn for job changes
• Inconsistent data entry in the CRM
• No systematic follow-up process
• Limited visibility into pipeline impact
🚀 New way:
• Automated job change tracking
• Real-time CRM integration
• Prioritized outreach based on ICP fit
• Clear reporting on pipeline generated from job change signals
The key to success is simplification not added complexity. Creating an efficient sales engagement workflow is especially important as sales teams shift towards a full-cycle model where reps are responsible for both prospecting and closing. They need:
• Easy access to all the necessary data in their daily workflow
• Automated task creation for high-priority job change follow-ups
• Clear playbooks for different job change scenarios
If you don’t want reps stuck manually monitoring LinkedIn or navigating your CRM each time a contact at a target account switches roles, LoneScale can help.
Features
LoneScale is available in the HubSpot app marketplace and provides high-intent signals to help generate pipeline without needing reps to adopt and train on yet another platform.
Accurately track Job Changes of your existing contacts
Track changes at your key clients, closed-lost accounts, and open opportunities to identify potential opportunities to align your offer with the changing needs of the business. LoneScale tracks job changes at accounts specified in HubSpot lists ensuring you are paying attention to the accounts that matter to you.
💡 LoneScale double-checks the LinkedIn URL to reduce false positives, making sure the contact’s details match across domains and job history.
Track new hires at target accounts
Unlike job changes, where you already have a relationship with the contact. Tracking new hires targets existing accounts where someone new has recently joined (often decision-makers specifically).
💡 LoneScale recommends tracking executives within their first 100 days, as they’re more likely to evaluate new tools and make changes.
Identify upcoming projects
New job postings can often contain indications of upcoming projects that your target accounts are ready to invest in. These postings can make it possible to find potential leads using the tool you're partnering with, integrating into, or competing against.
💡 LoneScale extracts relevant information from job postings beyond just their existence as a signal, such as the company mission and potential tools being used to help reps craft the most relevant outreach messages and reduce the number of additional research steps.
Enrich HubSpot records with signal data
Ensuring HubSpot records always include accurate contact information for sales outreach is critical to save reps time and ensure new signals are activated quickly.
LoneScale provides native integrations with providers like Apollo and ZoomInfo to enable automated enrichment of contact information. These enrichment workflows can also be run on a schedule ensuring stale info is regularly refreshed.
Create custom objects (or tasks) in HubSpot for new signals
The best case when implementing new tech is to make your reps' lives easier, not add another tool to their already overflowing stack. LoneScale offers flexibility and a lot of customization for how to integrate signal data with HubSpot.
Option 1: Custom Objects: Ideal for reporting on signals over time, custom objects allow you to track job changes and new hires as unique records. You can associate these changes to both contact and company records for deeper insights.
⚡️ Intent custom objects can be customized and created automatically in HubSpot from your LoneScale settings.
Option 2: Tasks: If you prefer a simpler setup (or don’t have a HubSpot enterprise subscription), tasks can be automatically created to notify your team of changes and include relevant context to inform the next step.
How to take action on job change signals in HubSpot to build your pipeline (step-by-step)
LoneScale’s HubSpot integration enables reps to engage prospects with new job change signals directly. Here’s how it works step-by-step:
Step 1. Create a Job Change Workflow in LoneScale
LoneScale is designed to automatically track job changes and new hires within your specified accounts.
In LoneScale, navigate to the Track Job Changes button in the top right. In the Input section search and import your HubSpot contact lists (either active or static) to start tracking job changes.
Optional* Enable LoneScale’s data enrichment to pull additional details
→ Select your desired data providers (e.g. ZoomInfo, Apollo, or Waterfall.io)
→ Set your preferences for data enrichment (e.g. enrich only if empty, replace, or add new information).
Optional* Enable LoneScale’s contact sourcing feature
→ Define the personas you want to target (e.g. C-suite, department heads)
→ Choose sourcing criteria (e.g. company size, location, or industry)
→ Configure enrichment for sourced contacts to retrieve their email and phone numbers before importing them into HubSpot.
💡 Make sure your tracking includes both inbound (new hires at target accounts) and outbound (contacts moving to new companies) job changes.
💡To get started consider uploading a CSV with a small number of accounts to see what data is captured and identify any tweaks needed before fully automating your process. Once you’re confident in the data accuracy, switch to an automated flow where LoneScale integrates directly with HubSpot. The data can be updated regularly (e.g., every 30 days) to ensure you’re always working with the latest information.
Step 2. Connect intent data to HubSpot
The ROI of using a tool to identify buying signals at scale like LoneScale ultimately happens when job change data flows automatically into HubSpot enabling you to:
→ Automatically update contact records
→ Trigger tasks for sales reps
→ Include job change info in account views
So what options do you have when LoneScale identifies a new signal?
Option 1: Create HubSpot tasks
The simplest way to start notifying your reps of new signals at your designated accounts is to create tasks using LoneScale’s pre-built template.
You can customize the tasks by selecting:
→ the task assignee
→ the priority of the task
→ the title of the task
→ the content of the task (Contact data, Company data, Job postings data, Your category & highlighted context)
Here’s an example of the LoneScale template for new hiring signal tasks:
💡Consider creating a job change signal task queue in HubSpot for sales reps so they can prioritize their outreach to new hires or job changes efficiently.
🚨 The downside of using tasks to track new intent signals in HubSpot is they are difficult to report on and gather insights about over time to determine what’s working well and what is not.
Option 2: Create a custom object in HubSpot
Creating a custom object to track newly identified intent signals in HubSpot provides the most flexibility for how different scenarios are operationalized and reported on.
It’s critical to consider how your intent data will be activated in your reps’ workflow and design your custom object accordingly.
💡 LoneScale checks if contacts already exist in HubSpot and updates them instead of creating new records, unless specified otherwise to avoid duplicate records.
💡 You can maintain multiple email addresses for a contact in HubSpot, with the ability to designate which one is primary.
Here’s how to create your new custom object for Intent:
Create a Custom Object in HubSpot called “Intent”.
Add an “Intent Type” property
→ Radio Select field with options for Job Postings and Job Movements
→ Optional* add additional options for Website Visits, Comparison Search, Content, Community, Competitor, Event, Social Selling, and Fundraising.
Define the available associations for the Intent object
→ Add an available association to company records
→ Add an available association to contact records
For each Intent Type add relevant property groups
→ Job Signals (Hiring): Category, Stack, Department, Level, Id, Job board name, Keywords, Context
→ Job movements (Job Changes + New Hires): Changed company, Changed job, Promotion, Is New Hire, Job title, Department job title, Level job title, Old job title, Old Company, Tenure company length, Tenure position length, Start company date, Start position date
Customize your record view to display job change intent data in the left sidebar.
→ Update the “About this Intent” card to only show the date, intent type, and country.
→ Add an additional section called “Job Movements” which is only displayed when the intent type is Job Movement.
→ Add the custom Job Movement properties to this record customization card.
Step 3. Trigger proactive engagement playbooks
Not all job change signals are created equally. It’s a good idea to have an account prioritization system based on factors like:
• ICP fit of the new company
• Seniority of the new role
• Previous relationship with the contact
• Relevance of your solution to likely priorities in the new role
🔥 Bonus: Don't forget job changes at your existing customers can be great expansion opportunities. Make sure your customer success team is looped in to these triggers.
We can use automated scoring and workflow enrollment to ensure your team focuses on the highest-value opportunities first. Here’s how it works:
1. Create an intent-based workflow
⚡️ Trigger Criteria: Object Creation
🌴 Branch: Based on Filter Criteria
→ If “Intent Type” is “Job Movements” go to the Job Movements Branch
→ Optional* Add additional branches for other intent types you are tracking
IF Intent Type is any of “Job Movements”
🤖 Set property value
→ Primary company property “Intent” to “Job Movements”
🔔 Send a Slack notification
→ Notify: the #sales channel
→ Message: 🚨 New {{ enrolled_object.intent_name }} identified
✅ Create a task to enroll the contact in a sequence
→ Add this task to the “Job Changes” task queue
Repeat these branched steps for each intent type you would like to automate your playbook and reporting for.
2. Send personalized outreach communications
The key to success with job signals is to pair 1) the reason for reaching out (signal, or stack of signals) with 2) the right message in a well-crafted, multi-touch outreach strategy.
📧 By combining an existing relationship with a new signal (job change in this example) we can send a highly relevant message at the right time.
Looks like you've moved on from {intent.previous_company}, {contact.first_name}.
Congrats on the new gig! I'm sure you're just getting your feet under you at {new_company}, but do you think it makes sense to link back up in a month or two once you've got an understanding of how {process} works at {new_company}?
🤝 If we have not previously connected, or if this is a new account added to our list we could also send a LinkedIn connection request and follow up a couple of days later with a relevant message.
🎯 Depending on the size and value of a new account, you could also add them to an audience for targeted ads. Whenever possible match the creative and message of the ads with the new priorities and context of the new role.
💡 Pro Tip: Create templates and sequences specifically for job change scenarios.
Step 5. Build an intent signals dashboard
What gets measured, gets managed. Set up dashboards to understand the influence of job change signals rep’s outreach and deal outcomes.
Report #1 - Response rates to job change-triggered outreach
📀 Primary data source of "Sequences"
💿 Secondary data source of “Intents”
📊 Use the Vertical Bar chart type:
→ X-Axis: Timestamp - Monthly
→ Y-Axis: Count of replies from sequence
→ Breakdown by: Intent Type
→ Filter: Intent Type is any of Job Movements or Job Postings
Report #2 - Pipeline generated from job change opportunities
📀 Data sources of "Deals"
💿 Secondary data source of “Companies”
📊 Use the Vertical Bar chart type:
→ X-Axis: Create Date - Monthly
→ Y-Axis: Sum (Amount)
→ Breakdown by: Intents
→ Filter: Pipeline is any of Sales Pipeline
→ Filter: Intents is any of Job Movements or Job Postings
Report #3 - Closed-won deals originating from job change alerts
📀 Data sources of "Deals"
💿 Secondary data source of “Companies”
📊 Use the Vertical Bar chart type:
→ X-Axis: Close Date - Monthly
→ Y-Axis: Sum (Amount)
→ Breakdown by: Intents
→ Filter: Deal stage is any of Closed Won (Sales Pipeline)
→ Filter: Intents is any of Job Movements or Job Postings
Regularly review these metrics and refine your approach based on what's working best. Remember, consistently following a simple process is key. Make job change outreach a core part of your sales motion, and you'll see the pipeline grow!
Job change signals are a powerful, yet often underutilized tool for sales teams. Focus on integrating high-quality signals and implementing them in a way that doesn't disrupt your rep’s existing processes.
As always, it’s important to test new products with your own workflows and data, so get in touch with the LoneScale team if you have questions or want to try the product for yourself and see how job change signals can be leveraged to drive pipeline.
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