How a SaaS Startup Boosted Keap Customer LTV by 15% through Targeted Re-engagement of Restored Contacts

Client Overview

Global Talent Solutions (GTS) is a rapidly growing SaaS startup revolutionizing the recruitment industry with an AI-powered platform that streamlines candidate sourcing, screening, and engagement. Serving a diverse clientele of HR departments and recruiting agencies, GTS prides itself on delivering innovative solutions that reduce time-to-hire and improve candidate quality. As a core component of their sales, marketing, and customer success operations, GTS relies heavily on Keap (formerly Infusionsoft) for CRM, marketing automation, and managing their extensive contact database. Their business model is subscription-based, making Customer Lifetime Value (LTV) a critical metric for sustainable growth and profitability.

The company had experienced significant growth over its five years, expanding its user base and product features. However, with rapid expansion often comes unforeseen challenges, particularly around data management and system integration. Their Keap database, while robust, contained a wealth of historical information that wasn’t being fully leveraged, and in some instances, vital contact data had become dormant or even temporarily inaccessible due to previous system migrations and accidental deletions.

The Challenge

Despite their strong growth trajectory, GTS faced a persistent challenge: a significant portion of their valuable Keap contact database had become inactive. This wasn’t solely due to natural churn; rather, a series of historical data migrations, software updates, and human error had resulted in a substantial number of contacts becoming “lost” or effectively dormant within their system. These were contacts who had previously engaged with GTS, expressed interest in their services, or even been past customers whose subscriptions had lapsed.

The implications were severe. Each dormant contact represented a missed opportunity for re-engagement, upselling, cross-selling, and ultimately, a direct hit to their potential Customer Lifetime Value. GTS recognized that simply having data wasn’t enough; they needed to actively revive and re-engage these contacts. Manual efforts were proving inefficient, time-consuming, and lacked the necessary personalization to be effective at scale. Their sales and marketing teams were focused on new lead generation, often overlooking the fertile ground within their existing, albeit dormant, database. Without a systematic approach to identifying, restoring, segmenting, and re-engaging these contacts, GTS was leaving significant revenue on the table, hindering their ability to maximize LTV and achieve their ambitious growth targets.

The core problem boiled down to:

1. **Data Discrepancies:** Inconsistencies and gaps in contact records post-migration made accurate segmentation difficult.
2. **Lack of Systematic Restoration:** No clear process existed to identify and fully restore valuable contacts that had become inactive or were partially deleted.
3. **Ineffective Re-engagement:** Generic, broadcast campaigns failed to resonate with diverse segments of dormant contacts.
4. **Lost Revenue Potential:** The untapped value of these contacts translated directly into lower LTV than what was achievable.
5. **Resource Drain:** Manual attempts to sift through old data and initiate outreach consumed valuable time from high-value employees.

GTS needed a solution that could not only restore their valuable contact data but also implement an automated, personalized re-engagement strategy within Keap to reactivate these contacts and drive a measurable increase in LTV.

Our Solution

4Spot Consulting partnered with Global Talent Solutions to implement a comprehensive strategy aimed at restoring, segmenting, and re-engaging their dormant Keap contacts, thereby boosting Customer Lifetime Value. Our approach leveraged our proprietary OpsMap™ framework to diagnose the underlying data issues, followed by an OpsBuild™ implementation to construct a robust, automated solution.

Our solution was multi-faceted, focusing on:

1. Comprehensive Data Audit and Restoration:
We began with an in-depth audit of GTS’s Keap database, cross-referencing it with other historical data sources (e.g., old spreadsheets, previous CRM exports, backup files) to identify all contacts that were either partially restored, marked as inactive incorrectly, or simply dormant due to lack of engagement. Using advanced data matching techniques and custom scripts, we meticulously cleaned, deduplicated, and enriched these contact records, ensuring each restored contact had complete and accurate information within Keap. This included updating contact details, tagging them appropriately based on their historical status (e.g., “Former Customer,” “Engaged Prospect – Dormant”), and ensuring data integrity.

2. Advanced Segmentation Strategy:
Once the data was clean and restored, we collaborated with GTS to develop a sophisticated segmentation strategy. Instead of treating all dormant contacts uniformly, we categorized them based on several key criteria:

• Last Known Interaction Date: Grouping contacts by recency of engagement.
• Previous Product/Service Usage: Identifying past subscribers or users of specific GTS features.
• Engagement Level: Distinguishing between truly dormant contacts and those who might have shown sporadic interest.
• Source of Acquisition: Understanding how the contact originally entered the database.

This granular segmentation allowed us to craft highly personalized re-engagement pathways.

3. Automated Re-engagement Campaigns within Keap:
The core of our solution involved designing and implementing a series of automated, multi-channel re-engagement campaigns directly within Keap. These campaigns were triggered based on the new segments and designed to bring contacts back into active consideration.

• “Win-Back” Sequences for Former Customers: Personalized emails and SMS messages offering special re-activation discounts or showcasing new product features.
• “Nurture to Re-engage” Flows for Dormant Prospects: Content-rich sequences providing valuable industry insights, case studies, and invitations to webinars to re-establish interest.
• “Product Update” Streams for Previously Engaged Contacts: Highlighting significant improvements or new offerings in the GTS platform that might pique renewed interest.
• Personalized Outreach Triggers: For high-value segments, the automation would trigger internal tasks for the sales team to initiate a personalized phone call or email, armed with comprehensive contact history.

We integrated these Keap campaigns with other tools where necessary, using Make.com (formerly Integromat) for advanced automation workflows that ensured seamless data flow and triggered external actions when required, such as updating an internal CRM or scheduling a follow-up task.

4. Ongoing Monitoring and Optimization:
Our solution wasn’t a one-time fix. We established dashboards and reporting mechanisms within Keap to continuously monitor the performance of these re-engagement campaigns. This allowed GTS to track open rates, click-through rates, subscription reactivations, and overall LTV impact in real-time. We also provided training and guidance to the GTS team on how to conduct A/B testing on subject lines, content, and offers to continually optimize campaign effectiveness, embodying our OpsCare™ philosophy.

By systematically addressing the data challenge and implementing intelligent, automated re-engagement, 4Spot Consulting empowered GTS to unlock significant dormant value within their Keap database, directly contributing to their LTV and overall business growth.

Implementation Steps

The implementation of our solution for Global Talent Solutions followed a structured, phased approach, ensuring thoroughness and minimal disruption to their ongoing operations. Our OpsBuild™ methodology guided each step:

Phase 1: Deep Dive Data Audit & Restoration Strategy (Weeks 1-2)

We initiated an intensive audit of GTS’s existing Keap database. This involved analyzing historical data exports, cross-referencing with any legacy systems or backup files, and identifying all contacts that were either marked inactive, partially corrupted, or simply dormant due to age or previous system incidents. Our team meticulously cleaned and deduplicated the identified contacts, standardizing data formats and enriching missing fields where possible. A critical step was tagging these restored contacts within Keap with specific identifiers like “Source: Restored Data – [Previous Status]” to allow for accurate tracking and segmentation.

Phase 2: Segmentation and Re-engagement Pathway Design (Weeks 3-4)

Working closely with GTS’s sales and marketing leadership, we developed a detailed segmentation matrix for the restored contacts. Segments were based on criteria such as:

• Recency of last activity: (e.g., 0-12 months, 1-3 years, 3+ years dormant)
• Previous relationship type: (e.g., former paid subscriber, free trial user, qualified lead, webinar attendee)
• Demographic data: (e.g., company size, industry, job role)

For each segment, we designed a unique re-engagement pathway. This included outlining specific campaign objectives, messaging themes, content types (email, SMS), and desired calls to action. The strategy prioritized a gentle reintroduction to GTS, offering value before asking for a commitment, building trust with personalized communication.

Phase 3: Keap Campaign Development & Automation Setup (Weeks 5-8)

This phase involved the direct construction of the re-engagement campaigns within Keap. We built out:

• Multi-step email sequences: Crafted with compelling subject lines, personalized content, and clear CTAs.
• SMS components: Integrated for high-priority segments or as a follow-up to emails.
• Dynamic content: Utilizing Keap’s personalization features to tailor messages based on contact tags and fields.
• Automation triggers and goals: Setting up Keap campaigns to automatically enroll contacts into the appropriate re-engagement sequence based on their newly applied tags and to exit them once a desired action (e.g., website visit, form submission, demo request) was achieved.

For more complex integrations or external data triggers, we leveraged Make.com. For instance, if a restored contact updated their profile on the GTS platform, Make.com would update their Keap record and potentially move them to a different, more advanced nurture sequence, ensuring a “single source of truth” for contact data.

Phase 4: A/B Testing, Launch, and Optimization (Weeks 9-12)

Before a full-scale launch, we implemented A/B tests on key campaign elements such as subject lines, initial email body copy, and specific offers to determine the most effective approaches. Following successful testing, the re-engagement campaigns were launched. Our team worked alongside GTS to monitor performance metrics daily, including open rates, click-through rates, unsubscription rates, and most importantly, the number of reactivated leads and customers. We conducted weekly review sessions, making iterative adjustments to messaging, timing, and campaign flows based on real-time data and feedback. This continuous optimization under our OpsCare™ philosophy ensured maximum effectiveness and ROI.

Phase 5: Training and Handover (Week 13)

The final phase involved comprehensive training for the GTS marketing and sales teams. We provided detailed documentation on the implemented Keap campaigns, automation workflows, and reporting dashboards. The training covered how to monitor campaign performance, interpret results, and make future optimizations independently. This empowered GTS to own and evolve their re-engagement strategy, ensuring long-term success and sustainability.

The Results

The targeted re-engagement strategy implemented by 4Spot Consulting for Global Talent Solutions yielded significant, measurable results that directly impacted their bottom line and strengthened their customer relationships. The project not only recovered lost data but transformed it into a powerful engine for growth.

Key quantifiable outcomes include:

• 15% Increase in Customer Lifetime Value (LTV): By successfully reactivating dormant customer accounts and nurturing lapsed prospects into new subscriptions, GTS saw a direct and measurable 15% uplift in the overall Customer Lifetime Value across the targeted segments within six months of the campaigns’ launch. This translates into millions of dollars in increased predictable revenue over the lifespan of these customers.
• 28% Re-engagement Rate for Dormant Contacts: The personalized and automated campaigns achieved an impressive 28% re-engagement rate among previously dormant contacts. This metric includes actions such as opening emails, clicking through to the website, downloading resources, or responding to direct outreach.
• $350,000 in New Annual Recurring Revenue (ARR) from Reactivated Customers: Within the first 90 days, the re-engagement efforts directly resulted in $350,000 of new ARR from former customers who renewed their subscriptions or upgraded to higher-tier plans, and from qualified prospects who converted into paying clients.
• Reduced Churn by 8% in High-Risk Segments: Proactive re-engagement with contacts showing early signs of inactivity helped GTS retain an additional 8% of customers in previously high-risk segments, preventing potential churn before it occurred.
• 30% Improvement in Data Accuracy and Health: The initial data audit and restoration phase led to a 30% improvement in the overall accuracy and completeness of GTS’s Keap database, reducing inconsistencies and improving the reliability of their marketing and sales efforts. This also saved significant time for sales reps who no longer had to manually clean contact records.
• Saved 40+ Hours/Month in Manual Outreach: The automation of re-engagement sequences freed up over 40 hours per month for GTS’s sales and marketing teams, allowing them to focus on high-value activities such as closing new deals and strategic planning, rather than manual data sifting and generic outreach.

These results underscore the immense value of a strategic approach to data management and automated re-engagement. 4Spot Consulting not only helped GTS recover critical assets (their contact data) but also transformed those assets into a sustained source of revenue and customer loyalty. The success of this initiative reinforced the importance of proactive data protection and the power of intelligent automation in driving business growth.

Key Takeaways

The case of Global Talent Solutions vividly illustrates several critical lessons for SaaS businesses, particularly those reliant on robust CRM platforms like Keap, and underscores the strategic importance of data management and intelligent automation:

1. Data is an Asset, Not Just Information: Dormant or lost contact data isn’t merely a record-keeping issue; it’s a direct representation of untapped revenue and diminished Customer Lifetime Value. Proactive data protection, restoration, and hygiene are paramount for sustainable growth.
2. The Power of Targeted Re-engagement: Generic outreach to inactive contacts is largely ineffective. A segmented, personalized, and automated re-engagement strategy, tailored to specific historical interactions and needs, significantly increases the likelihood of reactivation and conversion.
3. Automation Amplifies Human Effort: Leveraging tools like Keap’s campaign builder and external platforms like Make.com allows businesses to execute complex, multi-channel re-engagement strategies at scale without consuming excessive human resources. This frees up high-value employees for more strategic tasks.
4. LTV as a Growth Driver: Focusing on boosting LTV through existing customer relationships and reactivating dormant ones can be a more cost-effective and predictable growth strategy than solely pursuing new lead acquisition. It builds resilience and profitability.
5. The Value of Expert Partnership: Navigating complex data issues, designing intricate automation workflows, and integrating disparate systems requires specialized expertise. Partnering with experienced consultants like 4Spot Consulting provides the strategic insight and technical execution necessary to achieve significant, measurable results quickly and efficiently.
6. Continuous Optimization is Key: Initial implementation is just the beginning. Ongoing monitoring, A/B testing, and iterative refinement of re-engagement campaigns are crucial for maximizing their effectiveness and adapting to changing customer behaviors.

This case study serves as a powerful reminder that investing in data health and automated, intelligent customer lifecycle management is not just a best practice, but a direct pathway to unlocking significant revenue potential and securing a competitive edge in today’s fast-paced digital economy.

“Working with 4Spot Consulting was a game-changer for us. We knew we had valuable contacts hidden in our Keap database, but we lacked the strategy and tools to bring them back. Their methodical approach not only restored our data but turned it into a revenue-generating asset, directly impacting our LTV. We’re now far more strategic about our customer engagement.”
— Sarah Jenkins, COO, Global Talent Solutions

If you would like to read more, we recommend this article: Keap Data Protection & Recovery: The Essential Guide for HR & Recruiting