Win-Back Nurture

[avaroglu]

I'm wanting to set up a Win-Back lead nurture program, targeting closed/lost opportunities. I feel like it makes sense to set it up as a trigger campaign when the opportunity is updated to closed lost, but I'm wondering what the ideal time frame for this would be? Who else has experience setting up a nurture program to target closed/lost opportunities? Thanks!!

[Miray]

hi @avaroglu 

This can vary depending on your company structure and needs, and it might also change based on your sales cycle. From my experience, it's best not to start a win-back nurture right away. Instead, wait for a cooling period of about 15-30 days before beginning. So, you probably don't need to set up a trigger campaign . 

[uditmathur]

HI @avaroglu,

This will totally depend on the type of product/services your company is offering. 

That means if the offering which has a large life span you should wait for a time period so as to allow your customers to understand the pros & cons of the product they have purchased & be able to compare your offering with what they have bought (an ideal time frame for long life cycle periods could be 3-4 months).

Similarly, if your offering is a fast moving item or recurring service you can start your re-nurture with a shorter cooling time as mentioned by @Miray .

Hope this helps 😊

[Darshil_Shah1]

Agreed with above comments that this is very subjective and what works for others might not work for you — this depends on how you market to your leads, sales out reach process, industry, type of product/service, and several other factors. To give you a ballpark from my experience, the ideal timeframe depends on your sales cycle—if deals typically close quickly, reaching out within 30–60 days keeps you top of mind. For longer cycles, waiting 90–180 days allows time for circumstances to change. Also, you’d not want to wait too much or too little here to get the best possible results. A multi-touch approach with value-driven content, industry insights, and potential incentives can re-engage prospects (as you’d want to nurture leads to conversion). You can also consider segmenting by reason lost to tailor messaging.