Drip Marketing 101

By January 7, 2020 Blog No Comments

What is drip marketing? An engaging way to supplement your sales team’s efforts.

Imagine being able to reach out to prospects or existing customers based on the actions they take on your website, what information they engage with or where they are in the buyers’ journey, in a timely manner, without monopolizing the resources of your sales and marketing team. With automated drip campaigns, that can be a reality.

Drip marketing—also known as “nurturing”—automatically “drips” relevant information, most often by email, to sales leads over a period of time, based on either user action or a predefined time interval.1

In simple terms, drip email marketing allows you to send the right messages or content to sales leads or existing customers at the right moment in the sales cycle. Keeping in touch with leads or clients with relevant information was once a tedious, time-consuming process, but marketing automation has made it simple. What’s more, drip campaigns can be customized for virtually any purpose, including:

Keeping Your Company Top of Mind

Drip email campaigns that are sent throughout the buyers’ journey help remind prospects of the benefits your product/brand offers. This is especially valuable for B2B companies with lengthy, complicated sales processes.

Educating Prospects

By providing relevant product information during the awareness, consideration and decision phases, drip marketing helps prospects make more informed choices.

Re-Engaging Prospects

When leads go cold, how do you regain their interest? Drip campaigns can be designed to re-engage prospects with new product information, special offers or educational information.

Targeting Competitors’ Customers

Drip campaigns that showcase the benefits of your products or provide useful information that makes life easier for people, can lure customers from competitors who may be dissatisfied or looking for alternatives.

Featuring Promotional Offers

The timeliness of drip campaigns makes them perfect for limited-time offers or special pricing.

How do drip email campaigns work? This infographic provides an example of how an automated drip campaign can nurture a prospect:

A look at how drip campaigns can automatically nurture prospects through your sales pipeline. Check out the full infographic here on Pardot’s website.


Discover Drip Marketing for Yourself

Whether you’re trying to turn leads into customers, guide prospects through the sales cycle, or maintain engagement with current clients, you can create an automated drip marketing campaign that gets results.

To learn more about how drip campaigns can work for your business, call our chief marketing automation officer Jeremy Sterling at 734-546-5434, or drop him a line at jsterling@sprypub.com.