Reactivate

Dormant lists are the sanctioned experimentation playground — these accounts already knew us once, nobody else is working them, and a swing-and-miss costs nothing. That freedom has one price: never pretend it's a first touch. A re-entry that ignores the history reads as either automation or amnesia, and both kill whatever warmth is left.

Before you mine

Read ${CLAUDE_PLUGIN_ROOT}/references/icp.md, references/messaging.md, and references/guardrails.md if not already in context. Confirm with the rep which pool and how many (default 15, hard cap 25 per run — same as build-list).

Step 1 — Pull the pool (HubSpot)

The four pools, in rough order of value:

1. Unbooked demo requests — asked for a demo, never scheduled. Warmest dormant contacts that exist.
2. Closed-lost > 6 months — pull the closed-lost REASON with each one; it determines the angle.
3. Ghosted threads > 90 days — replied once, then went dark mid-conversation.
4. Stale trials — signed up for the free tier, never meaningfully activated (or activated and drifted).

If the connector can't run a pool query, ask the rep to paste an export. Guardrail #1 still applies: anything that has since become a customer or grown an open deal → out, immediately.

Step 2 — Why would NOW be different?

For each account, two checks:

• History read (HubSpot): what actually happened last time — the closed-lost reason, the last thing they said, who they talked to. Quote it.
• Delta check (Exa, ~1 search per account): what changed since — a relevant new hire, a launch, funding, the competitor they chose getting acquired, renewal window opening. A dormant account plus a fresh trigger is the best lead in this plugin — score it like signal-watch would and rank those first.

No delta + weak history = leave it dormant. Re-entering with nothing new to say spends the last of the goodwill.

Step 3 — Match the angle to the exit reason

Every re-entry email: acknowledges the history in the first line, brings the ONE new thing, ≤80 words, one CTA. All write-email rules and the voice profile apply.

Output format

# Reactivation run: [pool] · [date] · [N] accounts

## Hot — dormant + fresh trigger (work these first)
| Company | Last time (reason + date) | What changed | Angle | Contact |
|---|---|---|---|---|

## Standard re-entry
[same table]

## Leave dormant (no delta, no angle)
[company → why — so the next run doesn't re-litigate them]

## Excluded — became customer / active pipeline
[company → status]

## Sample re-entry drafts
[2-3 full emails from the Hot tier, per the angle table]

End with: this pool is where experiments belong — if you want to test a new angle or subject-line style, run it here first and tell what-works how it went. Track reactivation replies separately in the weekly review; they should beat cold rates (5-8%+) or the pool/angle needs rethinking.