Context. Every pipeline accumulates leads that went quiet a month ago and get quietly written off. Ours had a pile of them, but a hunch told me they were worth revisiting.
What I did. I built a small re-engagement campaign for the stale enterprise leads, ran it, and reported the results to the team with the numbers attached rather than an impression. Around 60 sends produced 2 email conversations and 3 booked calls. Then came the actual point: I proposed that any lead inactive for a month should flow into this campaign automatically, so re-engagement stops depending on someone remembering.
What happened. Sales leadership signed it off on the spot and a colleague copied the approach for the SME side of the pipeline. What started as an afternoon experiment became a standing workflow.
What I’d reuse. The shape of the play: do it manually once, measure it, then propose the automated version with the evidence in hand.