What if the fastest path to growth isn’t finding new customers, but reactivating the ones you already had? In this episode, Dan Pfister shares the surprising math behind winback programs, why dormant accounts are a hidden revenue engine, and how enterprise teams can turn trust and tribal knowledge into a repeatable expansion strategy. Packed with research, practical examples, and sharp insights, this one’s a blueprint for account growth in 2025.

Key takeaways:

• Why winback and reactivation are underutilized in enterprise account strategy
• 26% average return rate of lost customers (up to 31% per Harvard study)
• Reactivated customers have 2x lifetime value
• Cost of winback is drastically lower (as low as $5k per SMB campaign)
• Peak-end rule & Pratt-Fall effect: psychological science behind winback success
• Strategic segmentation: not all “lost” accounts are the same—some are dormant
• Winback Propensity Model and Customer Journey Mapping for program design
• Internal referrals as the most powerful path to account expansion
• Using trust, tribal knowledge, and insights to reactivate and expand accounts
  Tactical advice: how to build a scalable, repeatable program inside large enterprises

Guest:
Dan Pfister, Founder of WinBack Labs