FIG. 02 · MEASURED RUN / LIFECYCLE · B2B SAAS

B2B SaaS: +31%

Lapsed-customer winback rebuilt as a scored, QA’d agent run — measured against a 10% holdout.

Context

A ~40-person B2B SaaS company, marketing team of six, HubSpot + a billing export nobody had joined. Winback was one generic email, sent quarterly. Baseline reactivation over 6 weeks: 4.8%.

What was built

An implementation sprint (5 weeks): a scoring agent ranking 4,180 lapsed accounts, a drafting prompt with hard guardrails, a QA agent routing low-confidence drafts to a human, and a 10% holdout wired into the send. The team runs it themselves now — the runbook is theirs.

The full technical write-up, with the annotated prompt and the run log, is in field note FIG. 12.

The result

RESULT — 6 WEEKS POST-SEND
control
4.8%
agent
6.3% — +31% reactivation
[ before/after dashboard screenshot ]

“The part that sold our CFO wasn’t the lift — it was that there was a control group at all.”

— Head of Lifecycle, B2B SaaS client