The Basis Of Drip Campaigns. Benefits, Examples, and Best Practices For Nurturing Your Leads
Drip nurturing is the process of automatically "dripping" relevant information, usually via email, to sales leads over a period of time, based either on user action or a predefined time interval.
- Benefits of drip campaigns: 1) Be relevant. Deliver the right information, exactly when your users need it. The content delivered through drip programs is triggered by how a user is interacting with your brand and where
they are in the sales cycle 2) Created leads. Drip marketing nurtures early stage leads until they are sales ready. Drip campaigns can provide your sales team with a continuous supply of leads that are ready to close,
maximizing marketing and sales effectiveness; 3) Work smarter.Automate the most tedious part of the sales process by allowing drip campaigns to educate and nurture your leads for you. Spend less time pitching your
product and more time closing deals.
- Types of drip campaigns: 1) Top-of-Mind drips help keep your leads engaged with your company throughout the sales process; 2) Educational drips. Educational drips provide relevant product information to prospects to
prepare them for purchase; 3) Re-engagement drips. Re-engagement drips are designed to win back the interest of your colder leads; 4) Competitive drips. Competitive drips target your competitor’s customers with the
benefits of switching to your product; 5) Promotional drips. Promotional drips entice prospects with limited-run promotions and special pricing offers; 6) Training drips. Training drips can be used for new clients or internally
use to move readers through a training program.
- Drip programs can be customized and tailored to an infinite number of different uses. marketers are only limited by their creativity!
- Example drip campaign. Drip campaigns can be employed to nurture prospects to a sales ready state automatically, with no involvement from a marketing or sales team. Below is an example of how this nurturing could
work (keys: white paper; No; Open; Yes; Video, E-Book): 1) End of drip. Remove unengaged prospects or add them to re-engagement campaigns to reach out later (white paper - open - no - video - open - no);
2) E-book. Provide content for a deeper analysis of the product and it's benefits (white paper open- no - video - open - yes); 3) Video overview. Provide lighter, more engaging content to keep prospects interested in your
product (white paper - yes - E-book - open - no); 4) Product demo. Once a prospect shows significant interest, you can schedule a personal call or meeting (white paper - yes - E-book - open - yes).
- There are many different types of drip campaigns. The example above merely illustrates one way in which drip campaigns can be used to nurture prospects. Drip campaigns can be easily customized for any purpose.
- Best practices: 1) target your campaigns. Tailor your campaigns so that they target each segment of your prospect list with precise, personal messages. The deeper your segmentation, the more personal your messages
can be; 2) Design for your audience. make it easy and painless for your prospects to express their preferences regarding frequency of messages, type of content they would like, and how they would like
to receive that content; 3) Test, test, and test again. Test your campaigns' effectiveness and continually evaluate which aspects are working best. Review campaign goals, KPIs, and metrics like opens, click-throughs, and
bounces; 4) Utilize your tools. Marketing automation tools also provide segmentation tools, social media connectors, analytics, and CRM integration that make drip marketing campaigns even easier.
Pardot - Marketing Automation.
For more information about drip marketing, visit Pardot.com.