Revive Closed Lost Opportunities

Re-engage previous closed lost accounts to drive new pipeline.

Key Signals

Job Changes

Playbook Overview

When should you run this playbook?

When an interesting moment happens within a company with a closed lost opportunity such as a past champion joining or there’s members from the company visiting your website.

Who to target?

Past Champions, persona matching new hires & promotions, persona matching buyers.

Playbook goal?

Re-engage previous closed lost accounts to drive new pipeline.

Responsible teams?

Outbound Sales teams and Marketing teams responsible for building pipeline.

Identify Interesting Moments

Interesting moments are buying signals that indicate renewed potential for engagement. They fall into two categories:

1. Contact-Level Signals

Past Champions: Previous advocates who may still favor your solution.
New Hires & Promotions: New decision-makers or influencers who may bring fresh perspectives.

2. Account-Level Signals

Website Activity: Visits to high-intent pages (pricing, demo request, case studies).
New Funding: Recently announced funding rounds, which often precede budget allocations.
Customer Competitors: a competitor of theirs came on as a new customer or has reached a successful milestone as a customer.

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Why Account Level Signals Aren’t Enough

Account-level signals like website visits or new funding are valuable for identifying when an account is primed for engagement. However, they lack the granularity needed to effectively re-open deals. Teams need specific contacts to target within those accounts, as decisions are ultimately made by people—not just the organization.

To bridge this gap, successful re-engagement requires plays that focus on:

New Hires & Promotions: Identifying new decision-makers or influencers (e.g., a recently hired VP of Marketing) who may be open to revisiting the solution or have a fresh perspective on addressing past objections.
Multi-Threading: Expanding outreach beyond a single contact to engage multiple personas who match key buyer profiles (e.g., CFO, Director of Operations). This ensures wider coverage and minimizes reliance on a single champion.

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Create Workflows & Messaging

Each type of trigger requires a tailored outreach strategy.

<div class="pro-tip">Pro tip: use Gem-E AI messaging to automatically create messaging for each combination of signals dynamically.</div>

Here are a few examples:

Past Champions

Objective: Leverage goodwill and familiarity. Personalize outreach acknowledging the past relationship and addressing current challenges.

New Hires & Promotions

Objective: Reposition your solution as solving challenges they’re likely tackling early in their role. Personalize the email based on the Closed Lost Opp notes.

Website Visitors

Objective: Identify high-intent pages visited. Then send timely outreach referencing their activity to relevant contacts by using Multi-thread signal.