Re-engagement Brief
Walk back into a dormant account with a reason to call — not 'just checking in' fatigue.
A new interim CEO + a 6-unit reorg = every vendor relationship up for grabs
in 12 months
| Signal | What changed | AE angle |
|---|---|---|
| 🔴 CEO change | 7-yr tenure ended Oct 2025; interim GC now in seat — no inherited vendor stack loyalty | Day-1 reset |
| 🔴 Reorg (Mar 2026) | 2 giant divisions → 6–7 standalone units; each needs its own demand-gen + audience data motion | 6–7 new buyers |
| 🟢 Stack gap | Oracle Eloqua still anchored; no ABM, CDP, or modern B2B data layer confirmed across 30 categories | Open whitespace |
Overview
Reviving a dormant account starts with knowing what's actually changed — not 'just checking in' fatigue. This workflow pulls leadership shifts from HG contact_search, new tech-stack additions from technographic intensity, fresh SEC filings, and emerging intent topics since your last touch — then ranks the 3 most consequential changes for the buying environment. Your AE walks back in with a reason to call, not a pretext.
Use cases
Pipeline revivals ranked by what actually changed
Your reps run the dormant book quarterly and treat every account the same — generic 'circle back' messaging that gets 2% reply rates. This workflow batch-runs across the dormant set, ranks accounts by the size of HG signal change since last touch (new C-suite hires, 3+ tech-stack additions, material 8-Ks, intent topics surging), and surfaces only the accounts where something concrete moved. The 'work the dormant book' Friday becomes a ranked list of 5, not 50.
CSM expansion conversations rooted in what's new
When your CSM re-opens a customer conversation, 'how are things going?' gets a polite nothing. This workflow pulls the customer's HG signals since last QBR — new VP of Engineering joined, Snowflake first-seen 3 months ago, recent 10-K language about a strategic initiative — and gives the CSM a 4-sentence opener tied to one specific named change. The conversation pivots from check-in to discovery.
View workflow prompt
# Re-engagement Brief
## Parameters
- `{{domain}}` *(required)* — Target company domain HG Insights uses for lookup. Example: `siemens.com`
- `{{last_touch_date}}` *(optional)* — ISO date of the last meaningful touch — defaults to 12 months ago if empty. Example: `2025-05-01`
- `{{product_context}}` *(optional)* — What you're selling — calibrates which leadership / signals matter. Example: `data platform for B2B marketing`
## Purpose
You are an AE reviving a dormant {{domain}} account. The output gives the AE a then-and-now snapshot since {{last_touch_date}} (or the last 12 months if empty), the top 3 changes that change the buying environment, and a 4-sentence opener tied to one specific named change — not "just checking in."
## Process
1. **Anchor the window** — if {{last_touch_date}} is provided, use it. Otherwise default to 12 months ago. Call out the window explicitly in the brief header.
2. **Leadership changes** — call `contact_search` to identify current decision-makers. Use `web_search` for any changes since {{last_touch_date}}: new hires, departures, role changes — especially in roles that buy {{product_context}}.
3. **Tech-stack changes** — call `company_technographic`. Surface adds (first-seen since {{last_touch_date}}) and drops (last-seen before {{last_touch_date}}) in categories relevant to {{product_context}}.
4. **Strategic signals** — call `sec_filing_section` and `sec_full_text_search` for filings since {{last_touch_date}}. Capture material news: acquisitions, restructuring, layoffs, funding events.
5. **Intent shifts** — call `company_intent` for the last 90 days. Surface topics newly trending or trending up — especially in the {{product_context}} category.
6. **Top 3 changes** — pick the 3 most consequential changes for the buying committee. Tag any change that directly affects the economic buyer or technical buyer as **high-leverage**.
7. **Opener** — draft 4 sentences:
- Sentence 1: Reference one specific named change (a person, a deal, a filing).
- Sentence 2: Why that change matters for {{product_context}}.
- Sentence 3: A specific question that opens a path to discovery.
- Sentence 4: A low-friction next step (15-min call, async DM, intro).
## Output Format
Markdown with these sections in order:
- `# 🔄 {{domain}} — Re-engagement Brief` (header + window line)
- `## Then-and-Now Snapshot` (table: Dimension | Then ({{last_touch_date}}) | Now | Change Type)
- `## Top 3 Changes` (each tagged high-leverage / supporting, with evidence)
- `## 4-Sentence Opener`
Cite every change with its source (HG product, SEC filing, web URL).
## Quality Checklist
- Every change has a date that anchors it inside the window
- Top 3 changes name specific people, deals, or filings — never "leadership transitions"
- High-leverage tag explicitly cites which buying-committee role the change affects
- Opener references ONE named change, not three (more dilutes the hook)
- No "just checking in" or "wanted to circle back" phrasing — must lead with the signal