Hoffman's sales training has supported thousands of sales professionals over the company's 20+ year tenure, and many early trainees have grown into leaders with their own teams. In all this time, Hoffman had not implemented a process for reactivating past customers - but we knew there was a huge opportunity in doing so.

In the spring of 2025, I planned an in-person sales training workshop exclusively for Hoffman alumni. Leveraging existing CRM data as well as data enrichment tools, I partnered with our sales team to combine targeted LinkedIn campaigns with direct sales outreach to extend an invitation to past "Closers." 

As a follow-up piece to support our sales team with outreach after the onsite event, I also developed an AI prompt playbook to train our students on how to think about leveraging AI tools within their sales roles.

This playbook served as a thought leadership piece for the Hoffman team and our training programs, highlighting insights from our trainers. It also was able to be recycled as a valuable piece of sales enablement collateral, and also as a gated lead generation tool for a successful LinkedIn ad campaign several weeks later.