Mural is the leading visual collaboration platform used by global teams to brainstorm, plan, and build together. Mural’s lifecycle marketing team used Inflection to launch a measurable reactivation campaign across dormant segments—including a whopping 126% lift in reactivation among users inactive for three to six months and 117% improvement among those inactive for seven months or more. What began as a single campaign to test automated re-engagement quickly evolved into a scalable retention system that now runs continuously and drives ongoing customer activation.

By using Inflection, the team built a behavior-driven lifecycle framework that listens for user activity, automatically triggers outreach at the right time, and personalizes each message based on how and when a user last engaged. The result is a faster, self-sustaining motion that eliminates manual effort while keeping Mural’s user base active and growing.

Mural’s Challenge with Scaling Lifecycle Campaigns

Before Inflection, Mural’s lifecycle marketing team ran reactivation the way most growth teams did, through manual lists, scheduled sends, and a constant cycle of campaign maintenance. Their existing marketing automation system couldn’t keep up with the speed at which engagement changed. When users stopped creating murals or collaborating, identifying and re-engaging them required operational lift: exporting data, building static segments, and launching separate email tracks by hand.

The team needed to hit customers at the right moment with the right message. They knew when those moments happened, but couldn’t act. Their legacy marketing automation tool depended on scheduled triggers, not real-time product signals, leaving reactivation opportunities untapped.

The team needed a way to listen for behavioral cues, react instantly, and give marketers the power to iterate without operational bottlenecks.

How Inflection Became the Engine Behind Mural’s Lifecycle Marketing

The only viable way of attempting a reactivation campaign with their existing set up was if someone from Mural’s lifecycle marketing team pulled lists of inactive users manually from an external source (like a data warehouse, or CDP etc), exported and cleaned the data, uploaded to the MAP as static lists. There was no reliable last-activity signal to qualify users in or out, no way to detect mid-campaign reactivation, and a real risk of messaging people who had already returned.

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Inflection changed that completely. Mural could run a reactivation campaign triggered by user activity—automatically detecting when a user goes quiet and enrolling them in the right journey. Every message is triggered by real user signals, so communication stays timely and credible. With Inflection, the team gained a platform they could operate without developer dependency or cross-functional bottlenecks.

“Before Inflection, we couldn’t run reactivation at all. We were stuck with static lists and no visibility into who had come back. Now everything runs automatically and updates in real time — it’s the difference between guessing and knowing.” ‍

Kendall McGill

Senior Lifecycle Marketer

Mural

With Inflection’s journey builder, Mural’s marketers can map and launch complex lifecycle flows in hours instead of weeks. Inflection enables instant updates and testing, while token logic powers personalization that drives higher engagement. The result is a lifecycle system that operates continuously, listening for signals, re-engaging users automatically, and producing measurable activation outcomes without operational overhead.

Their customer marketing campaigns are not just easy to run but are more effective. Each journey now triggers on live user behavior, ensuring every message lands when it matters most and keeps customers coming back.

Inside Mural’s Win-Back System

Mural’s lifecycle marketing team used Inflection to build a reactivation system that tracks when a user last took a key action—like creating a sticky, or Mural, or both. And, Inflection automatically enrolls them in the appropriate sequence. If a user goes fourteen days without activity, they receive a series of tailored prompts: encouragement to return to collaboration if they had already been active, an invitation to start a new mural if they had created one but stopped, or a simple nudge to explore the platform if they never completed their first.

Each sequence runs over three emails in roughly three weeks, all personalized through Inflection’s dynamic logic. If users respond and re-engage, they get a celebratory email and exit the flow automatically. If they remain inactive, they move into a final win-back track—the team’s “Hail Mary”—a last, contextual reminder that their workspace and projects are still waiting.

The automation delivered measurable results. Reactivation among users inactive for three to six months more than doubled–a 126% improvement. Even users dormant for more than seven months showed a 117% lift. The success of these campaigns convinced leadership to make the campaign a permanent, always-on part of Mural’s lifecycle strategy.

Inflection’s segmentation also improved performance among Mural’s most valuable audiences. Users identified as part of their sales-focused ICP showed higher engagement within the onboarding and reactivation series than the general user base, validating the precision of Inflection’s targeting and content personalization.

What Comes Next

Mural’s marketing leadership underscored the impact. Following the results of their win-back campaign, the team is scaling Inflection usage across customer journey. What began as a reactivation experiment is now a recurring motion.

The Mural team is looking forward to integrating Inflection’s newest AI capabilities into lifecycle operations. The AI agent will help surface missed engagement opportunities, recommend new journeys, and validate strategy, extending marketing automation beyond execution into insight generation.

TL;DR

‍Mural’s lifecycle marketing team used Inflection to turn win-back from a one-off experiment into a scalable, behavior-driven system. By re-engaging users based on what they were already doing in the product, Mural doubled reactivation rates across dormant segments and built a scalable retention engine that runs automatically, adapts in real time, and keeps users active without manual effort.

See how Inflection can power the same outcome for your team. Request a demo.