Mimecast tracked one event: past customers and champions changing jobs. In eight months it produced more than $18 million of pipeline across 276 opportunities.
Mimecast, the email security company, set up an alert for a single event: a past customer or champion moving to a new job. When one of them joined a company Mimecast wanted to sell to, a new record was created there and the person went straight to the sales development team as a lead, with the earlier relationship attached and the right sequence lined up.
When a key contact left an existing customer, the alert went the other way. Customer success was told to build ties with other people in that account.
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In eight months the programme produced more than $18 million of new pipeline across 276 opportunities, and became Mimecast's second-highest converting channel after demo requests (UserGems case study, 23 March 2023).
Cold outreach asks a stranger for attention. A job change sends you to someone who already knows the product, and the timing comes from their move rather than from your campaign calendar. The email has a reason to exist before a word of it is written.
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The $18 million is pipeline, not revenue, and the case study was published by UserGems, which sells the tracking software. It gives no closed revenue figure. On my arithmetic it works out at roughly $65,000 of pipeline per opportunity, which tells you the size of deal the signal was feeding, not what it won.
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The data and tools for a first test cost a few hundred dollars a month. Check the outreach rules in each country you send to before the first email goes out.
Sources: UserGems, Mimecast case study (23 March 2023). Checked 1 November 2026.