customer-win-backlisted

# Customer Win-Back ## Overview This skill covers how to re-engage dormant leads and win back churned customers in B2B marketing contexts. It addresses sequencing, tone, sender selection, and messaging strategy for both cold/dormant prospects and fully churned accounts. All practices are sourced exclusively from Exit Five podcast guests; only what those guests explicitly recommended is included here. --- ## Re-engaging Dormant or Cold Leads When reaching out to leads who were previously in your sales process but have gone cold, follow this sequence: 1. **Do not lead with product features or benefits.** Open with acknowledgment of the prior relationship, not a pitch. (Source: Sheri Otto, Episode #247) 2. **Give them a reason why now is a good time to reconnect.** This could be a relevant new case study, a meaningful product update, or an exclusive incentive — something that makes the outreach feel timely and earned rather than arbitrary. (Source: Sheri Otto, Episode #247) 3. **Ask for their input before you tell them anything.** Invite them to share what has changed on their end or what their current challenges are. This signals genuine interest and reestablishes dialogue. (Source: Sheri Otto, Episode #247) 4. **Send as a plain-text email from a specific person** — ideally someone the lead has interacted with before — not a branded marketing template. The goal is to feel like a human reaching out, not a campaign firing. (Source: Sheri Otto, Episode #247) 5. **Include an e