Make past customers new customers again

Churned customers for the win

Tyler Pleiss
December 08, 2024

When your customers churn it freaking sucks.

But it’s not the end of the world.

This past week I was at our holiday party and was chatting with a sales rep when he mentioned that churned accounts were his biggest source for new deals.

And our data backs that up.

Higher win rates
Higher ACV
Multi-year renewals

Your customers churn for a variety of reasons, but it doesn’t mean you should just ignore them. For most of us, our customers churned due to the pandemic. The others can be due to product features or limitations.

By now those former customers should hopefully be in a better position and so should your product and the teams that help your customers be successful.

This past Q3 we curated a list of churned customers since 2020 and filtered them down by specific churned reasons.

We then enabled our outbound teams with messaging and templates that addressed those churned reasons so they could be as relevant as possible.

On the marketing side we engaged these accounts with accompanying messaging and content. Notably, we targeted these accounts with social proof to showcase how some of the largest brands in the world were driving revenue by using our product.

The end results have been pretty remarkable. We drove 18 new meetings with former customers, with 14 of those turning into qualified opportunities worth over $1.2m in new pipeline for our sales team.

Here’s the best part, we have a very good chance to turn a decent portion of that into revenue fairly quickly. About six-figures worth.

There’s a new year upon us. You have new product features and offerings.

Look at your churned customers identify a portion that are good fits for new conversations.

It’s a great way to kick off the new year that can drive pipeline and revenue.

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