CRM Re-engagement Playbook

No-shows, stalled deals, closed-lost deals and churned customers from the last twelve months go on one watchlist.

• Put four groups from HubSpot on the watchlist:
  • No-shows: booked a meeting and never showed
  • Stalled deals: open, with no movement
  • Closed-lost: deals you lost
  • Churned customers: accounts that stopped paying, picked up six to nine months after they left
• Keep each contact's history with them: campaigns, replies, calls and the last touch.

• HubSpot

Anyone who is already covered, or asked not to hear from you, comes off the watchlist.

• Current customers and open deals stay with their owners.
• Contacts already in an active sequence are left out until it ends.
• Anyone who opted out never comes back.

The lost reason in a CRM dropdown is often a guess. Claude Code reads the calls and writes down what actually stopped the deal.

• Claude Code reads each deal's Gong recordings and the notes on its HubSpot record.
• It names the blocker in one line, with the quote that shows it:
  • Budget: no money for it this year
  • Timing: another project came first
  • Product: a feature they needed was missing
  • Buyer: the champion had no authority, or left
  • Incumbent: under contract with someone else
• It also writes down what would have to change for the answer to be yes.
• No-shows never had a call, so their blocker is logged as timing.
• For a churned customer, the blocker is why they left, from the last calls and notes before they cancelled.
• When the dropdown and the recording disagree, the recording wins.

• Gong
• Claude Code
• HubSpot

Every parked deal is checked against what has changed at the account since it died.

• Sumble: hiring, team growth and tech-stack changes, like the team that was too small now hiring, or the incumbent's tool leaving the stack.
• RB2B: a return visit to your site, above all to the pricing page.
• LinkedIn: a champion changed jobs, caught by job-change alerts.
  • New company: someone who already evaluated you is now buying somewhere else.
  • Old account: a new person now owns the problem.
• PredictLeads: a new executive or senior hire at the account, reported in the news.
• Funding and your own releases count too. The feature they were missing may have shipped.
• Each change is logged on the account's HubSpot record with its type and time.

• Sumble
• RB2B
• LinkedIn
• PredictLeads
• HubSpot

A change only counts if it answers the objection. If nothing has, the deal is parked and checked again in 90 days.

• Each blocker is matched to the changes that answer it:
  • Budget: new funding, or a new fiscal year
  • Timing: the project that came first has shipped
  • Product: the missing feature is live
  • Buyer: a new leader owns the problem, or the champion resurfaced somewhere new
  • Incumbent: the renewal date they gave you is coming up
  • Churned: the reason they left is fixed, or the tool they moved to is up for renewal
• Moved: the account goes on to enrichment, verification and scoring.
• Unchanged: parked for 90 days, then checked again. No enrichment or verification credits are spent on it.
• Claude Code writes its reason on the record, so a rep can overrule the call.

• Claude Code

People move on after a deal dies, so the contacts at each account are found again.

• Contacts change after a deal dies, so nobody is emailed from old data.
• Map the buying committee at each account:
  • The decision maker
  • A likely champion
  • A day-to-day user
• The enrichment waterfall uses IcyPeas, Prospeo, LeadMagic and GetLeads.
• Each vendor only sees the contacts the ones before it missed.

• IcyPeas
• Prospeo
• LeadMagic
• GetLeads

Every email is checked twice before anything sends.

• Old addresses go bad over time, so every one is checked again, even if it passed before.
• MillionVerifier checks every address first, then BounceBan checks every address that passes.
• Sort each address by the result:
  • Valid: kept for the campaign
  • Catch-all: kept only if BounceBan marks it deliverable, and sent from its own campaign so its results read separately
  • Invalid, disposable or unknown: removed
• An enrichment vendor's own check never counts as one of the two.
• A contact that fails keeps its place on the list with a flag, so no qualified person is silently lost.

• MillionVerifier
• BounceBan

Each account is scored against today's ICP, with the change that moved the blocker as part of the score.

• Jev and OpenRouter score fit against your ICP as it stands today, and timing from the change that moved the blocker.
• They classify and score only. Neither one enriches.
• The tier comes from fixed rules on top of their answers:
  • Tier one: a strong fit, and a change that fully answers the objection
  • Tiers two and three: a partial fit, or a change that only partly answers it
  • No fit: left out

• Jev
• OpenRouter

A Slack alert names the objection and what changed, then the owner works the account one to one.

• A Slack alert goes to the account owner with the objection, the quote from the call, and the change that answers it.
• The owner then works it one to one:
  • A warm call on Salesfinity
  • A personal note on LinkedIn or Gmail that picks up from the last conversation
  • A short personal video
• Whatever the rep does from the alert is written back to the CRM.

• Slack
• Salesfinity
• LinkedIn
• Gmail

Automated emails open on the objection they gave you and what has changed since.

• Emails in EmailBison open on their own objection:
  • "When we spoke in [month], [the blocker] was the problem. Since then, [what changed]. Worth another look?"
• The change has to answer the blocker. A budget objection gets the funding news, not a feature list.
• Say it the way a person would remember the call, never as a quote from the recording.
• An account that engages moves up to tier one.
• Frequency caps limit how often any one person hears from you.
• Sent from separate inboxes, so re-engagement never touches your new cold outreach.

• EmailBison