Win-back buyers from churned customers or closed lost deals
Type of contact that qualifies for this playbook
Churned account contacts that match target buyer profiles
Open opportunity contacts
Closed lost account contacts that match target buyer profiles
Why do this campaign ?
As per research by Zoominfo, it takes an average of 1.8 opportunities to win a new account. Check the data within your CRM to see how many opps it takes on average before your company wins the deal at an account - might be a good way to create some pipe before the year ends.Through the win-back campaign, you are tracking and following up with key contacts after job changes from your ‘almost-customer’ list
What actions to take with these contacts
Alerts
For all contacts: alert SDRs
Programs
Auto-add to relevant sales engagement sequence
USP
These are buyers who have evaluated or used you in the past so they are very likely to be interested in taking a look at you again
Outreach Sequence
Step 1 | Research | Day 0
Review the contact's previous account emails, and talk to the corresponding AE on Slack to uncover any paths to warm introductions
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Current Job Changes
Hi <CSM/AE>,
Can you put me in touch with {first_name} from {New_company}? A refresher: You worked together when he was at {old_company}, and now he has moved to {new_company} (last month).
Don’t forget to congratulate him on his move! Sending a couple of sample mails to set you up.
Regards, <BDR Name>
Hindsight Job Changes
Hi <CSM/AE>,
Can you put me in touch with {first_name} from {New_company}? A refresher: You worked together when he was at {old_company}, and now he has moved to {new_company} (6+ months ago).
Sending you a couple of sample mails that you can use when helping me out with a referral.
Regards, <BDR Name>
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Step 2.a | Email from Warm Intro | Day 10
Current Job Changes
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Mail 1 ( Wishes ): Send when we get lead
Hi {First_name},
Congratulations on your move to {New_company}! Wishing you all the best in your new endeavor.
Let's catch up some time! Would love to learn more about your new role.
Regards, <CSM/AE>
Mail 2 ( Referral ): Send after a week
Hi {First_name},
How's it going? Hope your new colleagues are exciting to work with!
<BDR_name> from my team asked me if I could connect the two of you. He's looking to chat with you and explore if {Our_company} could be a good fit at {New_company}.
Are you okay if I connect the both of you over email?.
Regards, <CSM/AE>
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Hindsight Job Changes
Hi {First_name},
How's it going? It's been a long time. Hope you've settled in well at {New_company}.
<BDR_name> from my team asked me if I could connect the two of you. He's looking to chat with you and explore if {YourCo} could be a good fit at {New_company}.
We've launched a bunch of new things since the time we worked together, so it might help as a refresher for you. Are you okay if I connect the two of you over email?Let's catch up separately some time. Would love to learn more about your new role.
Cheers, <BDR Name>
Step 2.b | Cold, not able to get a warm intro | Day 10
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Mail 1 ( Wishes ): Send when we get lead
SUBJECT: Congrats, {first_name}!
BODY: Hey {first_name} -- congrats on your new role!
We miss working with you at {previous_company}, but we're confident you're going to accomplish great things at {current_company}.
Here is recent product webinar that has some of our latest offerings - {link to some recent asset}
Regards, {BDR_name}
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Email 2
SUBJECT: Same as previous - reply mail
BODY: Hey {first_name},
We have {Customer A} and {Customer B} who are similar to your current company and they use us to {value 1} and {Value 2}. Are any of these in your first 90 day priorities?
Must be really exciting for you at {New_company}! Hope we get a chance to catchup!
Regards, {BDR_name}
Step 3 | LinkedIn invitation message
Review the contact's previous account emails, and talk to the corresponding AE on Slack to uncover any paths to warm introductions
Current Job Changes
Hi {First_name},
I'm an AE over here at {YourCo}. First off, congratulations on joining {New_company}! Wishing you an exciting journey in this new role.I'd like to add you to my professional network. I've also dropped you an email.
Looking forward to hearing from you!
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Hindsight Job Changes
Hi {First_name},
I'm an AE over here at {YourCo}. Would like to add you to my professional network!I've also dropped you an email.
Looking forward to hearing from you!
Step 4 | Invitation to webinar/roadshow/personalized event
Current Job Changes
Hi {First_name},
Are you open to meeting some of your peers from {Customer A} and {Customer B} and learn how they are solving {Value 1} and {Value 2} using our solution?
This is an invite only event with <20 leaders and I would love to block one for you
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Hindsight Job Changes
Hi {First_name},
Are you open to meeting some of your peers from {Customer A} and {Customer B} and learn how they are solving {Value 1} and {Value 2} using our solution?
This is an invite only event with <20 leaders and I would love to block one for you
Step 5 | Call
Step 6 | Email
SUBJECT: YourCo product update + potential at {{company}} Hi {First_name},
How are you ramping up at new {{company}}? [insert a relevant challenge that she may face at the new company] There have been a few product updates with YourCo since we last worked together. [feature/case study with link] seems like the most relevant for your new role - [case study]. Do you think it makes sense to connect our teams at some point? - {{BDR Name}}
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Step 7 | Call
How Much Pipeline Can Boomerang Generate?
Get 50 recent job change leads and evaluate your pipeline's growth potential
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