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 or “nurturing” is the process of automatically “dripping” relevant information, usually via email, to sales leads over a period of time, based on either user action or a predefined time interval.1
In simple terms, these automated campaigns allow 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, these campaigns can be customized for virtually any purpose, including:
Keeping Your Company Top-of-Mind – Drip 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 campaigns help 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 these programs work? The following infographic provides an example of how an automated drip campaign can nurture a prospect:
Whether you are trying to turn leads into customers, guide prospects through the sales cycle, or maintain engagement with current clients, our certified Pardot Specialists can help you create an automated drip campaign that gets results. For more information, call Jeremy Sterling, at 734-546-5434 or drop him a line at firstname.lastname@example.org.
1“The Basics of Drip Campaigns [INFOGRAPHIC],” by Matt Wesson, Salesforce/Pardot, August 22, 2014. https://www.pardot.com/blog/basics-drip-campaigns-infographic/