The problem this solves
Churned customers know the product, know the price and once had a reason to buy. A winback campaign to them converts at rates a cold audience cannot approach, and it is rarely run because the churn list lives in the CRM and the ad platforms live somewhere else. Eighteen months is long enough for circumstances to have changed - a new leader, a new budget, a competitor that disappointed - and short enough that the relationship is remembered.
Two platforms give two chances. Meta reaches the people through the accounts they use personally; Reddit reaches them in the communities where they research tools. Building both audiences from the same churn list, with the match rates reported side by side, shows where the winback message will actually land and lets the campaign budget follow the reach.
How the mission runs
- Read churned customers from Pipedrive. The Audience Agent reads Pipedrive for organizations and people marked churned in the last 18 months, using the status field or the lost-deal reason you name, and collects the identifiers the platforms match on.
- Clean and suppress. Contacts who returned as customers since churning are removed, as are those marked do-not-contact. Duplicates across organizations are merged, and the churn date and reason are kept for segmenting the message later.
- Stage both custom audiences. A Meta custom audience and a Reddit custom audience are staged on your connected accounts, each hashed and formatted to its platform's specification and named for the winback campaign, shown with counts before creation.
- Create and report the match rates. On approval both audiences are created, and once each platform reports its matched size, the agent posts both match rates to #paid with the audience names and a note on which platform reached more of the list.
The prompt
This is the exact objective the agent receives. Swap the obvious placeholders for your own domain, segment or channel and run it as-is from the console, Slack, or the API.
What comes back
A Meta custom audience and a Reddit custom audience of customers who churned from Pipedrive in the last 18 months, created on your connected accounts, with the matched sizes and match rates for both posted to #paid. The churn list with dates and reasons is saved in the workspace so the winback message can be tailored by why each customer left.
Make it yours
- Split by churn reason - pricing, product fit, champion left - into separate audiences with different messages.
- Add a LinkedIn contact-matched audience for a third channel.
- Pair with the winback sequence playbook so email and ads run to the same people at the same time.
- Read churn from HubSpot or Attio instead of Pipedrive.
- Exclude customers who churned within the last 60 days if you prefer to let the relationship rest first.
Frequently asked questions
Why is the match rate different between platforms?
Each platform matches against the accounts its users registered with, and business emails match less often on consumer platforms. Reporting both rates shows where the audience is actually reachable.
Can I exclude customers who churned for reasons we cannot fix?
Yes. Name the churn reasons to exclude and they are removed before the audiences are staged, with the count reported.
Is anything written back to Pipedrive?
No. The CRM is read only; ask for a tag on the audience members if you want it recorded.
How should the winback message differ by platform?
Meta tends to reach people in a personal context and suits a short reminder of what changed; Reddit reaches them where they research tools and suits a specific comparison. The churn reason saved on the list helps tailor both.
Can I add customers who downgraded rather than churned?
Yes. Name the status or plan change and they are included as a separate audience so the message can address the downgrade.