Faced with a largely inactive CRM database, Air Liquide launched a large-scale strategic re-engagement effort to uncover new business opportunities.
In a complex B2B environment, the company wanted to reduce churn, get more value from its existing CRM, and drive real business impact without starting from scratch. Through fine-grained segmentation and targeted multichannel campaigns, Air Liquide aims to reactivate up to 15% of its dormant contacts while making lasting improvements to data quality.
+15%
target reactivation rate
-20%
expected reduction in churn rate
+30%
improved CRM quality
Air Liquide wanted to capitalize on a dense but underused CRM database to quickly generate new business opportunities. The goal: build a precise, multichannel action plan to effectively re-engage dormant leads while respecting the regulatory and operational constraints specific to B2B.
Optimizing CRM data
To surface new business opportunities, Air Liquide rolled out a comprehensive reactivation strategy. The goal: segment dormant contacts intelligently and reach them with personalized campaigns on the right channels at the right time, all while maintaining strict GDPR compliance.
Réactivation B2B à grande échelle sur plusieurs canaux
B2B – Multicanal – CRM
The Junto team supported Air Liquide, working hand in hand with its teams to build an effective, sustainable reactivation plan
Building a multichannel reactivation strategy
To unlock the full potential of Air Liquide's CRM databases, Junto designed a multichannel strategy for reactivating dormant contacts, segmented by type of inactivity. Each channel — email, retargeting, SMS, LinkedIn, WhatsApp, and phone calls — was activated in a targeted way, with content tailored to each profile and level of inactivity.
Fine-grained CRM segmentation
Contacts were classified by their precise interaction history (cold leads, recently or long-since churned customers, lost opportunities), their industry, and their profile (company size, role). This approach put a previously underused database back in motion.
Sales and marketing alignment
Through joint work between the marketing, sales, and operations teams, a rigorous message-validation process was put in place before each activation. The goal: ensure strategic consistency and maximize operational efficiency.
GDPR compliance
A deep clean of the databases, removal of outdated contacts, and deliverability improvements ensured strict GDPR compliance while raising the overall quality of the CRM.
Reaching their goals
The program enabled Air Liquide to reactivate dormant databases, generate new business opportunities, and strengthen alignment between teams.
By implementing a rigorous reactivation strategy, Air Liquide was able to get far more out of its CRM, targeting dormant contacts with sequences tailored to each level of inactivity.
Progressively activating each channel — email, retargeting, social ads, phone calls — generated interest signals, re-engaged lost leads, and lifted overall marketing performance.
In parallel, database cleaning and cross-validation with the internal teams restored a high level of data quality while ensuring strict GDPR compliance.
The expected impact: a higher reactivation rate, rising CLV, and time saved on the sales side.
Re-engaging dormant leads
CRM databases were reactivated through a targeted multichannel approach
Improved data quality
Rigorous cleaning and fine-grained segmentation to sharpen marketing effectiveness
A streamlined sales process
A program validated internally, making life easier for field teams
Better team alignment
Stronger collaboration across marketing, sales, and operations
Raphaël Le Corre, CEO of Junto, supported Air Liquide's teams in designing and rolling out an ambitious B2B reactivation program. Through a strategic approach combining advanced CRM segmentation, multichannel orchestration, and sales/marketing alignment, he helped turn a database of dormant contacts into a genuine growth lever.
This tailored support also embedded lasting processes on the Sales Ops and Marketing Automation side, while strictly respecting GDPR compliance requirements.
Want to reactivate your own dormant B2B leads?
With our personalized multichannel approach, we help companies turn inactive CRM databases into new business opportunities. By structuring re-engagement processes, aligning sales and marketing teams, and ensuring GDPR compliance, our support could deliver the same results we achieved with Air Liquide.