Re-Engage Dead Leads

The challenge

Your pipeline is full of promising accounts that went dark after showing genuine buying intent. Manual follow-up efforts are inconsistent and time-consuming, leaving qualified opportunities to competitors. This playbook will give you a systematic way to re-engage dormant accounts and turn them into won customers.

The goal

Transform stalled accounts into active opportunities using stage-aware, automated sequences that deliver the right message at the right time based on where prospects stopped engaging.

Tools you’ll be using:

• 6sense Intelligent Workflows
• 6sense AI Email Agents
• 6sense Intent Data
• 6sense AI Predictions
• CRM
• Marketing Automation Platform
• Sales Engagement Platform

How it works

By segmenting dormant accounts based on their last active buying stage and engagement patterns, you’re able to trigger personalized, multi-touch sequences that address stage-specific concerns and objections.

This creates systematic re-engagement that adapts messaging and content type to each account’s demonstrated interest level and buying journey position, automatically moving re-engaged accounts back into active sales workflows.

Click-through interactive demo

Step-by-Step

1. Start with your audience segment

Choose the audience segment you want to reach with the campaign. If you want to use a broad audience definition, you can use decision nodes later in the workflow to separate the audience into more granular categories, like industries, company sizes, or keywords being researched. You can see some of those examples in the video above.

For this walk-through, we’re going to keep it simple.

2. Filter by days since account activity

Time to set up the first Decision node. Drag the Decision icon from the right panel onto the workflow canvas. Click and hold the dot the right side of the ICP node to drag a path that connects to the Decision node.

For this Decision node, we check to see if the account had been inactive for 90 days or more.

3. Filter by buying stage

The next Decision node filters based on whether accounts were early in their buying stage when we last spotted activity.

If yes…

• We enroll them in an AI Email campaign designed to re-engage them. The AI Email looks at past activity to determine the best ways to re-open conversation.
• We add them to a Display Ad campaign also designed for re-engagement. If you follow the Display Ad workflow, you’ll see that we set a timer that removes accounts from the campaign if they don’t engage within 30 days.

If no…

• Late-stage accounts are added to a different Display ad campaign
• They are also added to a Salesloft cadence for BDR outreach.

4. Set conditions for your SEP outreach

6sense uses Salesloft. When you hover over the node, you’ll see a pencil icon you can click to call up options for who will receive the emails, which BDR will be assigned to the outreach, and other conditions.

5. Publish your workflow!