RevOps · build guide
Lead Reactivation
Scores dormant CRM leads, personalizes outreach, and routes engaged replies to sales.
What it does
Lead Reactivation works the pipeline you already paid for. It pulls every CRM contact with 90-plus days of no activity, scores each one on recency, source, and ICP fit, and sorts them into three tracks: high-ICP re-engagement, mid-fit value reintroduction, and long-dormant win-back-or-suppress. Each track gets its own 4–6 touch sequence, with industry, role, and original lead source shaping the subject line, pain hook, and call to action.
Because the loop feeds itself, the returns stack. Engaged leads route straight to sales, non-responders move to nurture or a suppression list, and every send, open, and routing decision lands in a trigger/action/impact log. Each cycle leaves your list cleaner and your scoring sharper — which matters, because most companies are sitting on 12–18 months of leads nobody ever properly followed up on.
Run the whole loop on a monthly CRM export and a scoring spreadsheet — no integrations required. You do the scoring in Google Sheets, load sequences into your email platform by hand, and route engaged leads yourself. It suits teams with one CRM, a few thousand dormant leads, and no engineering support.
Connect your CRM and email platform to an agent via MCP so the loop runs continuously instead of monthly. The agent scores newly dormant leads, drafts personalized touches from an approved rules engine, and routes engaged replies — while you approve copy and anything above the caps. It suits teams with API access to their stack and a steady flow of leads going cold.
Before you start
Prerequisites.
Path A
Build it with manual data extracts.
Run the whole loop on a monthly CRM export and a scoring spreadsheet — no integrations required. You do the scoring in Google Sheets, load sequences into your email platform by hand, and route engaged leads yourself. It suits teams with one CRM, a few thousand dormant leads, and no engineering support.
Export your dormant leads
In your CRM, filter for contacts with no activity in 90+ days and export to CSV. Include last activity date, lead source, campaign attribution, firmographics, and email engagement history. This file is the raw input for everything that follows.
Score and segment in a spreadsheet
Build scoring columns for recency band, source quality, and ICP fit (industry and role match against your written ICP). Bucket leads into three segments: high-ICP and recently dormant, mid-fit, and long-dormant or low-fit. Before anything else, flag hard bounces and prior unsubscribes into a suppression tab so they never enter a sequence.
Draft three sequences, review every message
Write a 4–6 touch sequence per segment. Use Claude to draft variants keyed to segment attributes — an industry pain hook, a role-specific CTA, a subject line that references the original source. You read and approve every message before anything ships; nothing goes out unreviewed.
Load segments and send in capped batches
Import each segment into your email platform as a static list and schedule the sequence. Cap daily sends to protect deliverability rather than blasting the whole list at once. Tag every imported lead in the CRM so you can identify — and undo — everything this workflow touched.
Review engagement weekly and route by hand
Export opens, clicks, and replies back into the sheet. Anyone who clicked gets a CRM task assigned to sales. Opened-but-no-click after three sends moves to your nurture list. No opens after the full sequence gets a suppressed tag for list hygiene.
Keep a trigger/action/impact log
Maintain a running tab: date, segment, action taken, result. That log is your audit trail, your report to leadership, and the input that improves next month's scoring weights.
Cadence: Monthly export-and-score cycle; once sequences are live, the weekly engagement review takes about an hour.
Path B
Integrate it with MCP connections.
Connect your CRM and email platform to an agent via MCP so the loop runs continuously instead of monthly. The agent scores newly dormant leads, drafts personalized touches from an approved rules engine, and routes engaged replies — while you approve copy and anything above the caps. It suits teams with API access to their stack and a steady flow of leads going cold.
Connect read-scoped first, grant narrow writes later
Start with read-only connections to your CRM and email platform and let the agent score leads without touching anything. Once you've validated its scoring against a sample you check by hand, grant write scope limited to three things: tags, sequence enrollment, and suppression status. Nothing broader.
Encode the scoring and personalization rules
The segmentation model and personalization rules live in a versioned config the agent reads — recency bands, ICP signals, and the mappings from segment attributes to message variables. The agent can propose rule changes with evidence from the log, but it cannot change its own rules silently.
Run the loop on a schedule
On a daily or weekly schedule (n8n, Zapier, or Make works as the scheduler), the agent pulls contacts that just crossed the 90-day dormancy line, scores them, assigns a segment, drafts touches from your approved templates, and enrolls them — always inside the daily send cap.
Gate what matters, auto-approve what's safe
New copy variants, any enrollment batch above your threshold, and any change to routing rules land in Slack or email for your sign-off before execution. Conservative actions — suppressing bounced addresses, tagging for list hygiene — are pre-approved because they only ever shrink risk.
Route and log automatically
A click routes the lead to the sales queue as a high-priority CRM task. Opens with no click after three sends move the lead to nurture. Every trigger, action, and outcome writes to the impact log with a timestamp and the specific rule that fired.
Review weekly, tighten, and stay reversible
You review the impact log, spot-check routed leads, and adjust scoring weights or caps. Because every write the agent makes carries an automation tag, any batch of enrollments or routings can be isolated with one filter and rolled back.
Tools & guardrails
Run it safely.
- Approval gate: new sequence copy and any enrollment batch larger than the threshold you set (a few hundred leads is a sane default) require human sign-off before sending
- Send caps: a daily send ceiling protects deliverability — the agent queues sends, it never bursts the full list
- Reversibility: every CRM write carries an automation tag, so any batch of tags, enrollments, or routings can be filtered out and rolled back in one pass
- Audit log: every trigger, action, and routing outcome is recorded with a timestamp and the rule that fired — nothing moves without a record
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We stand this automation up as a governed sprint on the stack you already run — scoped, built, and handed over with the guardrails configured. No new platform, no migration.