Build new pipeline with former buyers & post-sale sponsors

Step 1 | Option 1 | You had the relationship I Day 1

Content: You personally worked with this contact at a previous customer and are now reaching out at their new company.

Approach: Leverage your past relationship to restart the conversation with a warm, personal message.

Goal & CTA: Reconnect and explore how you can support them again. Aim to book a call.

To: Former Customer
Subject: Congrats on the new role. Let’s catch up. 

Hi {{first_name}},

Just saw that you made the move! Congrats on the new role at {{new_company}}! They’re lucky to have you.

I really enjoyed working with you at {{past_company}} and thought I’d reach out now that you’re getting settled. I’d love to hear what you’re focused on at {{new_company}} and see if there’s any way {{your_company}} might be able to support you again.

Let me know if you're up for a quick catch-up. I'm happy to send over my {{meeting_link}} if easier.

Cheers,
‍{{get_intro_from}}

P.S. [something personal]

Step 1 | Option 2 | A teammate had the relationship I Day 1

Content: If Get Intro from is populated, ask your colleague to introduce you using this template

Approach: Use a warm intro and name drop to establish trust and continuity.

Goal & CTA: Reconnect and start a conversation. Aim to book a call or get a reply.

To: Former Customer
Subject: Intro from {{Get Intro From}}

{{first_name}} -

[include something personal if relevant] Saw you started a new gig at {{company}} - congrats on the move and hope you’re off to a great start!

I wanted to connect you with {{sender.first_name}}. They're working to see if {company}} would find MYCO valuable. Are you open to an intro?

Let me know if there's anything I can help with re: your new role!

Cheers,
{{sender.first_name}}

Lavender score: 90

Step 1 | Option 3 | No known relationship I Day 1

Content: The contact was at a customer account, but neither you nor your teammates knew them personally.

Approach: Mention their past customer experience to show relevance, but treat it as cold outbound.

Goal & CTA: Generate interest and get a response or discovery call.

To: Former Customer
Subject: Congrats on the new role. Let’s catch up. 

‍{{first_name}},

I saw you were pretty involved with MYCO at {{past_account_name}}. I'd love to hear your thoughts on what was most valuable. Are you seeing a similar [approach to managing problem/initiative] at {{company}}?

Worth a chat? 

Cheers,
‍{{get_intro_from}}

Step 2 | LinkedIn | Day 2

Engage with the contact on LinkedIn after sending your outreach. This increases visibility and creates a warm touchpoint.

Always send a connection request (unless already connected)

Choose the message that fits the relationship:

• If you had the relationship:

"Hey {{first_name}}, congrats on the new role! Great working with you at {{past_company}}. I would love to reconnect."

• If a teammate had the relationship:

"Hey {{first_name}}, congrats on the new role! I worked closely with {{name_drop}} at {{past_company}}, and I’ll be your new point of contact here at {{your_company}}. Looking forward to staying in touch."

• If there was no prior relationship:

"Congrats on the new role, {{first_name}}! Hoping to connect."

Based on activity:

• Option A: They posted about their new role
  • Like the post
  • Comment: "Congrats on the new role!"
• Option B: They post regularly (but no job post)
  • Like their most recent post
  • Leave a relevant, thoughtful comment:
    • Reference something specific
    • Ask a related question
    • Add a short POV if it contributes meaningfully
• Option C: They don’t post regularly
  • No engagement needed beyond connection request

Step 3 | Call | Day 4

Step 4 | LinkedIn | Day 7

Find a new resource, feature, event since the contact left their old company

Not sure if you're still on the MYCO mailing list so I wanted to [share asset with you, invite you to event]!

Step 5 | Email | Day 9

Thread 1 Followup

To: Former Customer
Subject: Re: {{past_account_name}} -> {{company}} + [your company]

Hey – any insight on your thinking is appreciated!‍

Based our work together back at {{past_account_name}}, we thought you’d have a good sense if/when it may make sense to open a dialogue at some point.

‍{{sender.first_name}}

Lavender Score: 93

Step 6 | Email | Day 12

To: Former Customer
Subject Line: MYCO 

{{first_name}},

I've been working with a few other {new role}. They all say  [focus/initiative] is becoming a bigger priority. Is this something you're seeing too?

Given your past experience with MYCO - we thought you’d have a good grasp on [focus] and if there was an opportunity for us to work together.

{{sender.first_name}}

Lavender Score: 91

Step 7 | Call | Day 14

Step 8 | Email | Day 30

To: Former Customer
Subject Line: MYCO update + potential at {{company}}

Hi {{first_name}},

How's [team/initiative] it going at {{company}}? [insert relevant observation or insight about the company to show you know]

There’s been a few changes with MYCO since we last worked together. [asset/release/etc with link] seems like the most relevant for your new role - [customer example].

Do you think it makes sense to connect our team’s at some point?
- {{sender.first_name}}