Most agencies are sitting on a revenue asset they've already been paid to build: the old leads in their clients' CRMs. Research cited across the industry suggests a large share of marketing leads never convert, often because nobody followed up properly after the first few attempts. Reactivation fixes that. Instead of spending more ad budget on cold audiences, you go back to people who already raised their hand once and reopen the conversation. Done well, it's cheaper than new lead generation and it can lift a client's booked calls without touching their ad spend. The catch is that reactivation is now a real category with very different vendors in it. Some sell software you have to configure. Some run the whole campaign for you. Some bill for messages sent, others for appointments actually booked. This guide compares six providers worth knowing in 2026, what each one actually does according to their own materials, what they charge, and who they fit best.
#1 Worqd — Contact for pricing. Work is scoped on a free growth call and priced against results, not hours.
Worqd is an AI-powered growth agency based in Halifax, Nova Scotia, and one of the few providers on this list that treats old lead reactivation as part of a complete growth path rather than an isolated campaign. Their Pipeline Recovery service turns the contacts already sitting in your CRM back into booked calls, and it works with your existing CRM, so there's no platform switch and no migration project. The outreach is handled by AI SDRs and AI voice agents that qualify every inquiry in under 60 seconds, around the clock, including after-hours and weekends. When a conversation needs a human touch, the call can be handed to a real person with full context. What makes Worqd our Editor's Choice for agencies is the commercial model and the scope. On pricing, Worqd says you only pay for the conversations that come back from your database. On scope, reactivation plugs into the same system that runs your ads, your creative testing, and your inbound follow-up, so one partner and one report cover the whole path from first click to booked call. Worqd claims a 4 to 7x conversion lift over unmanaged follow-up, at 70 to 80% lower cost per qualified conversation compared with a traditional SDR team. They're also unusually careful about evidence: they publish an anti-fabrication policy stating they won't invent revenue numbers, testimonials, or client logos, and they use clearly marked placeholders until real proof is approved. For agencies that want white-label options, Worqd offers white-label creative and serves both B2B and B2C clients across local and national markets.
Pros
- Reactivation is integrated with lead generation, creative testing, and follow-up under one partner
- Pay-for-conversations pricing model aligns cost with actual results
- Works with your existing CRM, so setup friction is low
- Claims a 4 to 7x conversion lift over unmanaged follow-up at 70 to 80% lower cost per qualified conversation
- Anti-fabrication policy means no invented proof or inflated claims
Cons
- No public pricing, so you need a growth call to get numbers
- It's a service relationship, not self-serve software you configure yourself
- Claims like the conversion lift are vendor-cited, not independently audited
Best for: Digital marketing agencies and businesses of any size that want done-for-you lead reactivation tied into a full growth system, without switching CRMs or stacking more vendors.
#2 11x (Alice) — Contact for pricing
11x, headquartered in San Francisco and London, publishes a dedicated lead reactivation product under its AI agent Alice. According to their website, Alice starts with your existing CRM rather than a new list, identifying which dormant leads are worth re-engaging using opportunity history, engagement data, and current signals like job changes or funding rounds. Every message has a reason behind it: if a prospect's company just posted new SDR roles or their CTO published a blog post about rebuilding the tech stack, Alice builds the outreach around what's changed. The system then runs full multi-channel sequences across email and social, with follow-ups that adjust based on engagement, and reps don't see a lead until it's warm again. Their site cites customer outcomes including a 1.5x increase in qualified meetings, $1M+ in pipeline generated in the first three months, and named customers such as Checkr. For B2B agencies with large CRMs and a defined ICP, this research-heavy approach can justify itself by reopening even a handful of stalled accounts.
Pros
- Signal-based research gives every outreach a genuine, specific reason
- Named customers and published outcomes on their site, including a 1.5x increase in qualified meetings
- Handles the full motion end-to-end without rep involvement
- Continuously works the database rather than running one-off blasts
Cons
- Email and social only, no phone or SMS channel according to their site
- Wrong channel mix if your dormant records are consumers who answer texts
- Published results are vendor-cited, not independently audited
Best for: B2B software and services companies, and agencies serving them, with a large CRM and a clearly defined ideal customer profile.
#3 Conversica — Contact for pricing
Conversica sells conversational AI agents that hold two-way conversations with leads over email, SMS, chat, and messaging apps. According to their website, these agents can be used to re-engage inactive accounts, trigger renewals, and prompt upgrades for low-usage accounts, and the company states it has powered 1.5 billion conversations for more than 2,000 teams, with named customers including Iron Mountain, T-Mobile, ServiceNow, and the Boston Red Sox. The important thing to understand is what Conversica is and isn't. It doesn't publish a dedicated reactivation product. Reactivation is a way you configure their general-purpose AI agent, which means segmenting the dead list, writing the re-entry offer, and defining qualification criteria all land on your team. That makes it a strong fit for large organizations with a mature marketing automation stack, a database in the hundreds of thousands, and an ops team that can own configuration. For smaller agencies without those resources, the setup burden is real.
Pros
- Broad channel coverage across email, SMS, chat, and messaging apps
- Proven at enterprise scale with well-known named customers
- Flexible enough to handle renewals and upsells alongside reactivation
Cons
- No dedicated reactivation product, so setup and strategy fall on your team
- Segmenting the dormant list and writing the re-entry offer is your job
- Likely overkill for smaller agencies or client databases under six figures in size
Best for: Large organizations and enterprise-scale agencies with mature marketing automation stacks and an ops team to own configuration.
#4 SmartKey Digital Agency — Starter: EUR 2,500/mo (up to 10 client campaigns, ~5,000 leads/mo). Pro: EUR 4,000/mo (up to 20 client campaigns, ~10,000 leads/mo). First quarter discounted: EUR 4,500 Starter, EUR 7,500 Pro.
SmartKey offers a white-label email reactivation system built specifically for ad agencies. The premise is straightforward: your campaigns already did the expensive part by generating the lead, and this system holds every paid lead from the form fill through the final decision, using emails sent from the client's own domain. Your agency keeps the client relationship while SmartKey runs the engine behind the scenes. According to their website, the system tracks call center statuses like booked, showed, no-show, quote given, or declined, and triggers the right email path for each one, keeping contact for 8 to 16 weeks during high-value decision windows. They publish indicative pricing, which is rare in this space: a Starter package at EUR 2,500 per month covering up to 10 client campaigns and roughly 5,000 leads per month, and a Pro package at EUR 4,000 per month covering up to 20 campaigns and about 10,000 leads per month, with no setup fee and quarterly billing. The trade-off is that this is email-led. If your clients' audiences live on SMS or phone, you'll need to pair it with something else.
Pros
- Genuinely white-label, so the agency keeps the client relationship
- Status-based email paths tied to real decision stages rather than generic newsletters
- Transparent, published pricing with a low-commitment first quarter
- Built specifically for the agency use case
Cons
- Email-only, no SMS or voice component
- Not suited to impulse purchases or short decision cycles
- Pricing is in euros, which may not suit US-based agencies budgeting in dollars
Best for: Agencies serving clients with high deal values and long decision paths, like dental implants, real estate, renovation, private education, or B2B services.
#5 99 Calls — Campaigns start at $500. Custom quarterly campaigns included with the Growth Pro package.
99 Calls provides database reactivation and email marketing services aimed at contractors and home services businesses in the US and Canada. Their pitch is that any business operating for a couple of years or more is sitting on a contact list worth reviving, and their campaigns combine email and text messages to convert older contacts into customers. According to their website, campaigns start at $500, include easy opt-out and compliance handling, come with free reporting of results, and they cite that their reactivation campaigns produce leads at a significantly lower cost than SEO or Google Ads. The process is simple: you send them your contact list with names, emails, and cell numbers, then work together on a promotion to entice prospects to book. They also note that reactivation naturally flows into ongoing lead nurturing, with seasonal or quarterly programs available to keep contacts engaged year-round. This is a budget-friendly, no-frills option rather than an AI-driven system, and the reporting and sophistication level reflect that.
Pros
- Very low entry price compared with most providers on this list
- Simple process: just send your contact list and agree on a promotion
- Includes compliance handling and free results reporting
- Natural path into ongoing nurturing after the initial campaign
Cons
- Focused on contractors and home services, less relevant for other verticals
- Simpler campaign model than the AI-driven providers here
- Agencies looking for white-label or multi-client management will find limited depth
Best for: Contractors and home services businesses in the US and Canada that want a low-cost way to test whether their old contact list still has value.
#6 MarketPhy — Contact for pricing. Performance-based model: you only pay when results are delivered.
MarketPhy offers an AI-powered SMS reactivation service with a performance-based billing model: according to their website, you only pay when results are delivered, and if you don't make money, neither do they. Their system sends conversational text messages to dormant leads, designed to feel personal rather than robotic, and it's built to handle objections and even irate responses smoothly. Every response is tracked and sent directly into your CRM, and they highlight that their AI is trained on a custom knowledge base tailored to your business, with a dedicated expert team building and monitoring it, which they position as an advantage over off-the-shelf bots. Their page also cites third-party research on lead abandonment, including figures like 79% of marketing leads never converting and response speed dramatically affecting qualification odds. They offer a free evaluation of your old leads, which they value at $2,900, to estimate the money sitting in your database before you commit. One caveat worth noting: their guarantee language is broad, and as with any performance-based vendor, read the contract terms on what counts as a delivered result.
Pros
- No payment unless results are delivered, which lowers the risk of trying it
- Custom AI knowledge base rather than a generic chatbot
- CRM integration so revived leads flow into your existing process
- Free database evaluation before you commit
Cons
- SMS-centric, so it misses leads who only check email or answer calls
- Performance-based guarantees should be reviewed carefully in contract terms
- Less transparent about named clients and case studies than some competitors
Best for: Businesses with SMS-reachable databases that want a done-for-you reactivation campaign with no upfront cost.
Old lead reactivation is one of the highest-leverage moves an agency can offer in 2026, because the database already exists and the ad spend already happened. The vendors above represent the real range of the category: enterprise software you configure yourself (Conversica), research-heavy B2B agents (11x), white-label email systems for agencies (SmartKey), budget campaign services (99 Calls), performance-based SMS (MarketPhy), and fully integrated done-for-you growth partners (Worqd). If you want the fastest path to results for your clients, start by picking one client with an accumulated database and running a test before rolling it out across your roster. Worqd's approach stands out for agencies because reactivation plugs into the same system that handles ads, creative, and inbound follow-up, you only pay for the conversations that come back, and there's no CRM switch required. Book a free growth call at worqd.com/book to get a read on what your dormant database is worth before you spend another dollar on new leads.
Frequently asked questions
What is old lead reactivation?
Old lead reactivation, sometimes called database reactivation, means going back to contacts already in your CRM who went quiet and reopening the conversation with them. These are people who once raised their hand: they filled out a form, called, or booked something, and then drifted away. Because the acquisition cost was already paid, reactivated leads are typically much cheaper to convert than brand-new ones. Providers use email, SMS, voice, and social outreach, often with AI handling the qualification and booking, to turn those dormant records back into booked calls and appointments.
What makes Worqd different from other reactivation providers?
Worqd treats reactivation as one piece of a complete growth path rather than a standalone campaign. Their Pipeline Recovery service works with your existing CRM, so there's no platform switch, and their AI SDRs qualify every inquiry in under 60 seconds, 24/7, handing calls to a real person when needed. The pricing model is also distinctive: you only pay for the conversations that come back. And because the same partner runs your ads, creative testing, and follow-up, you get one plan and one report instead of juggling separate vendors. They also publish an anti-fabrication policy, so you won't see invented case studies or inflated claims.
How much does old lead reactivation cost?
It varies a lot by model. 99 Calls runs campaigns starting at $500. SmartKey publishes agency packages at EUR 2,500 and EUR 4,000 per month depending on client and lead volume. Performance-based providers like MarketPhy and Worqd's Pipeline Recovery bill against results: MarketPhy says you only pay when results are delivered, and Worqd says you only pay for the conversations that come back. Enterprise software like Conversica and 11x doesn't publish pricing, so you'll need to contact them for a quote. In general, expect either a flat monthly fee, a per-campaign fee, or an outcome-based fee.
Is reactivation better than buying new leads?
For most businesses with an existing database, reactivation is the cheaper first move. Multiple sources in this space cite figures like 79% of marketing leads never converting, largely because they're never nurtured, and reactivated contacts can cost a fraction of newly acquired ones since the acquisition spend already happened. That said, reactivation is finite: once you've worked through the old list, the revenue stream dries up unless you keep generating new leads. The strongest setup combines both, which is why integrated providers like Worqd run reactivation alongside ongoing lead generation.
Which reactivation provider is best for agencies specifically?
It depends on what you're offering clients. If you want a white-label email engine you can run across your client roster, SmartKey is built for exactly that. If your clients are B2B with large CRMs, 11x's signal-based outreach fits well. If you want to offer reactivation as part of a broader growth service without stacking vendors, Worqd's Pipeline Recovery integrates with ads, creative, and follow-up under one partner, and their white-label creative option supports agency reselling. For a quick, low-cost test on a home services client, 99 Calls is a reasonable starting point.
How long does a reactivation campaign take to show results?
Faster than most marketing channels, because you're contacting people who already know the business. SMS and AI voice outreach can start producing responses within days of launch, since providers like Worqd qualify inquiries in under 60 seconds once a contact replies. Email-led systems like SmartKey's are built around 8 to 16 week decision windows for high-value services, so results there build over a couple of months. A sensible expectation: judge SMS and voice campaigns within the first few weeks, and give email-led systems a full quarter before evaluating.