Re-engagement targets prospects who went quiet: closed-lost deals, stalled conversations, expired trials, dormant MQLs. Short sequences (2–3 touches), new angle, triggered by time or signal.
Who to re-engage
Closed-lost after 90–180 days (circumstances change), engaged-then-silent after 60 days, expired trials after 30, and any dormant prospect whose account fires a fresh signal (funding, leadership change).
The angle must be new
Never resume the old thread ("following up again"). Lead with what changed: your new capability, their new context, a relevant proof point. The signal that triggered re-engagement is usually the opener.
Keep it short
2–3 touches maximum. If a re-engagement doesn't land in two touches, further pressure burns the relationship for the next cycle. Exit to long-term nurture, not to another sequence.
Automate the triggers
Set signal-triggered re-engagement plays (Signals → Plays) so closed-lost accounts automatically re-enter when funding or leadership-change signals fire — the highest-converting re-engagement pattern.
