reengagement-segmenterlisted

Segment a lapsed audience by the actual blocker that stalled each relationship, then plan a distinct reengagement motion per segment, including the segment that should be left alone. Works on dormant pipeline, lapsed customers, cold trial users, or an inactive list. Applies a blocker taxonomy (never activated, timing, lost to incumbent, price, trust damage, drifted, unknown), enforces hard exclusions first (unsubscribed, complaints, active competitor contracts), flags records whose stated reason contradicts their evidence, and drafts sequences through the outbound-engine gate. Use whenever the user says "win-back", "reengagement", "re-engage", "lapsed customers", "dormant accounts", "stalled deals", "gone quiet", "cold pipeline", "churned users", or wants to revive a list without blasting it. Consumes icp-research and brand-voice-guide; sequences inherit outbound-engine's no-send discipline.
esmefong/gtm-skills · ★ 0 · AI & Automation · score 72

Install: claude install-skill esmefong/gtm-skills

# Reengagement Segmenter Turn "the lapsed list" into distinct audiences with distinct reasons for silence, and treat the reason as the segment. The design rests on one argument: **win-back blasts fail because they treat silence as one condition, when silence is the least informative signal a contact can send.** A deal stalled at security review, a user who never reached value, and a buyer who signed with the incumbent all look identical in a recency report and need three different messages, or none. The other half of the argument is the repo's standing one: the most valuable output of a reengagement pass is often the list of people you decide not to contact, documented. ## What this consumes | Input | From | What it provides | |---|---|---| | The lapsed records | CRM export, deal notes, product events, support history | The evidence each blocker call rests on | | ICP | `icp-research` | Disqualifiers (bad-fit lapse is leave-alone, not win-back), triggers for the why-now | | Voice directory | `brand-voice-guide` | The register sequences are written in | | What changed on your side | The user | Reengagement needs a why-now; "we miss you" is not one | The last row is the load-bearing one. A reengagement sequence exists because something changed: your product closed the gap that stalled them, their situation visibly shifted, or a trigger from the ICP fired. No change, no sequence; that cohort waits. ## The workflow Five phases. Show the user the segment map (end of Phase 3)