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Every B2B company has a group of accounts that should be producing way more revenue than they are.
The funny thing?
They’re not cold prospects.
They’re former customers.
And yet most sales teams barely touch them.
When we looked at the data, churned customers consistently outperformed every other “warm” segment:
Higher conversion rates to pipeline
Higher win rates
Higher ACV
But… shockingly low sales activity
In other words, the most profitable path was the least traveled.
Here’s why they’re gold:
They’ve already bought from you.
They know your value.
They just need the right reason to come back.
When I was running this play, it was dead simple:
🎯 The GTM Goal
Increase sales activity, pipeline and bookings from former customers.
✅ How We Picked Accounts
All churned customers since COVID
Filtered by why they left (so we could address it head-on)
Manually inspected by sales for approval
✉️ The Messaging
Acknowledge their past experience
Show them what’s changed (product, process, results)
Paint the ROI they’re missing today
📆 The Timeline
We ran this for three months from August up to Thanksgiving.
The result?
Six-figures in pipeline.
Six-figures in revenue.
All within six months.
If your team’s ignoring churned customers, you’re leaving the warmest, most profitable accounts to collect dust in your CRM.
I’ve built an exact, repeatable process for finding and re-engaging them inside The ABM Targeting System.
Today I’m excited to announce that you can start implementing the system today with the ABM Targeting System Power Hour.
Reply “ABM” to this email and I’ll send you the details on what comes with it.
Limited Sponsorship Spots Now Open for August!
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