Reactivation isn't a campaign. It's an admission that your onboarding failed.

Across every org I've operated in, the same pattern: a database of past inquiries treated as inventory, not as a pipeline. Leads went cold because no one owned the second touch.

• Built a unified scoring model across product lines and segments
• Designed reactivation tracks by dormancy window and prior intent signal
• Automated handoff rules between marketing and sales by score threshold
• Closed the loop with revenue attribution back to nurture stages

I'd stop calling it 'reactivation' internally. The word makes leadership think of it as a recovery program, not a primary channel. It's the cheapest pipeline you own — name it accordingly and it gets the budget it deserves.