Best ABM Strategies to Re-engage Closed-Lost Opportunities in 2025

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Not every "no" means "never." In sales, timing and approach can transform closed-lost opportunities or stalled deals into significant wins. Whether a deal fell through because of indecision or a lack of follow-up, reengaging potential customers with a strategic plan can put you back in the game.

Here's how:

Step 1: Identify the Opportunities

The first step is to focus on the right accounts. Using your HubSpot CRM, identify closed-lost sales opportunities from the past 180 days. Pay close attention to deals that stalled due to no decision or ghosting.

Example: A B2B SaaS company reviewed deals marked as "no decision" in the last six months. They found several accounts had engaged heavily with trial versions but hadn’t committed due to budget freezes. These accounts were prime targets for reengagement after the fiscal year reset.

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Step 2: Leverage Data Insights & Create Segments 

Raw data is powerful, but actionable insights drive results. Sync your HubSpot CRM account list with 6sense to create a segment of these accounts.

6sense uses intent data and advanced analytics to provide deeper visibility into account behaviors and preferences. For example, you can track accounts researching your competitors or visiting your pricing page.

Additionally, tailor your messaging for these accounts according to the closed-lost reason (e.g., timing, budget, competitor). Broaden your outreach to include the entire buying committee, as new stakeholders may have come on board since the initial engagement.

Example:A cybersecurity firm used 6sense to identify which closed-lost accounts were showing intent signals, such as reading articles about ransomware solutions. They prioritized these accounts for reengagement, focusing their outreach on those specific pain points.

Step 3: Target Strategically

Option 1: Create a 6sense Campaign for LinkedIn

Leverage LinkedIn's robust advertising tools to stay top-of-mind. A 6sense campaign ensures your ads are reaching the right people in the right accounts.

Example: A marketing automation company ran LinkedIn ads featuring case studies of businesses like those in their closed-lost segment. One ad drove 20% of viewers to a demo, reigniting conversations with previously stalled accounts.

Option 2: Sync the Segment to LinkedIn for Peer-to-Peer Campaigns

Run personalized conversational campaigns on LinkedIn to engage prospects directly. This approach fosters trust and demonstrates your commitment to addressing their needs.

Example:A healthcare technology provider launched a conversational campaign targeting key stakeholders in previously stalled deals. Using LinkedIn messages, they offered a free whitepaper addressing regulatory changes—a top concern in earlier discussions. This helped reopen doors for further conversations.

Step 4: Add a Personal Touch

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Reengagement isn’t just about visibility—it’s about connection.

Use these personalized tactics to stand out: 

• Host Virtual Events: Leverage your segments to invite key accounts to events featuring tailored landing pages and curated experiences.

  
  

Example: A fintech company hosted a webinar on overcoming budget constraints during economic uncertainty. They invited their closed-lost accounts, which reopened conversations with several decision-makers.

• Highlight Customer Success Stories: Share examples that resonate with your audience, showcasing how your solution delivers real, measurable value.

  
  

Example: A CRM provider shared a case study about how they helped a similar-sized business boost customer retention by 30%. This resonated with a closed-lost account, leading to a renewed contract discussion.

• SDR Outreach: Empower your Sales Development Representatives (SDRs) with personalized messaging. A well-crafted message can remind buyers why your solution is the perfect fit.

  
  

Example: A SDR team personalized outreach with details about specific pain points discussed in earlier calls. One message mentioned the client’s delayed implementation plans and offered a flexible pilot program. The client reengaged within two weeks.

Leverage AI to send personalized emails, showcasing recent updates and inviting them to a no-obligation introductory call.

Step 5: Use Hiring Signals 

Strategic hiring patterns often signal new projects and initiatives. AI can assist in identifying companies that are recruiting for roles aligned with your Ideal Customer Profile (ICP).

• Create segments in your sales and marketing platforms to target accounts within your ICP that are currently hiring.

• Filter by job titles featuring relevant keywords.

• Use AI to send tailored emails to decision-makers, highlighting how your solutions can support their objectives.

  
  

Example: if your ICP includes mid-sized SaaS companies, filter for job postings such as "Head of Marketing" or "Sales Operations Manager."

Filter job titles using relevant keywords like "Digital Transformation," "Customer Experience," or "Cloud Solutions" to pinpoint the most promising leads.

Why It Works

Buyers’ priorities are fluid. An account that wasn’t ready six months ago may now face challenges that your solution can solve. By combining data-driven targeting, strategic engagement, and personalized follow-up, you create opportunities to reenter the conversation on favorable terms.

With an effective ABM strategy, those closed-lost opportunities might become your greatest successes. Additionally, implementing an account-based marketing approach changes the way businesses engage with their customers and significantly boosts revenue growth.

If you'd like to start or accelerate your ABM practice, please book a 30-minute strategy session (free) or DM on LinkedIn.

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