Account Manager Enriched Her CRM to Find Clients Ready to Upgrade Before They Asked
An account manager at a software company used behavioral intent data to enrich her existing client list — identifying which accounts were actively researching upgrade options or competitor alternatives before renewal conversations.
The Situation
An account manager managing 80+ mid-market software accounts had no early warning system for churn risk or upsell opportunity. She was finding out that clients were evaluating competitors only when they asked to cancel. By then it was too late to influence the decision.
How It Was Done — Step by Step
Exported Her Full Client List for Enrichment
She exported all 80+ accounts from the CRM — company name, domain, and primary contact information — and submitted them to Smart Marketer for behavioral enrichment.
Matched Accounts to Real-Time Browsing Behavior
Smart Marketer cross-referenced the account list against intent data to identify which companies had employees actively browsing competitor websites, upgrade comparison pages, or enterprise pricing pages within the past 30 days.
Flagged High-Risk and High-Opportunity Accounts
Accounts with employees browsing competitor sites were flagged as churn risk. Accounts browsing her own company’s upgrade or enterprise pages were flagged as expansion opportunities. She now had a prioritized call list before her week started.
Ran Proactive Outreach to Risk Accounts Before Renewal
For at-risk accounts, she initiated proactive outreach 60-90 days ahead of renewal — not to pitch retention, but to schedule a genuine check-in. By engaging before the evaluation was complete, she could address concerns while the decision was still open.
Offered Expansion Proposals to Intent-Positive Accounts
For accounts showing upgrade intent, she reached out with a personalized expansion proposal tailored to what they’d been researching. The fact that she reached out at exactly the right moment consistently surprised contacts and accelerated expansion discussions.
The Result
A 23% increase in expansion revenue and a 61% reduction in surprise churn — driven entirely by knowing which accounts were in research mode. The CRM data hadn’t changed. What changed was the behavioral intelligence layered on top of it.
“I went from finding out someone was leaving when they told me, to reaching out weeks before they made a decision. That’s the difference between keeping an account and losing it.”
Senior Account Manager — Mid-Market SaaS Company
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