Automated drip nurturing is often one of the most alluring features of marketing automation for potential buyers, and understandably so. The concept of allowing cold leads that may otherwise have been lost to gradually educate themselves to a sales-ready state — well, it’s the perfect meeting place for email and inbound marketing.

But as we’ve talked about before, the drip marketing capabilities that marketing automation offers can be utilized for far more than just nurturing cold leads. Let’s take a look at a few ways that you can use drips to enhance the experience of your current customers.

Using Drips [...]

Lead nurturing is a hot topic, and for good reason. Annuitas group cites that nurtured leads make 47% larger purchases than non-nurtured leads. But if there’s one question that comes up over and over again with regards to lead nurturing, it’s this: what’s the perfect timing for lead nurturing emails? If you’ve ever wondered the answer to this question, listen up.

Lead nurturing is a technique that involves automatically engaging with leads over a period of time. Nurturing can be used to automatically stay in front of non-sales-ready leads, find hidden leads in cold databases, mitigate churn rates, and enable sales [...]

Lead nurturing is one of the most powerful tools that marketing automation software has to offer. The ability to deliver content based on a customer’s interaction with your emails increases your conversion rates, drives more engaged traffic to your website, and helps organize lead management.

Here’s how a real business and Pardot client, KANA Software, executed their drip programs (and some of the best practices they walked away with):

The Business

KANA software is a customer service software company based out of California with multiple products and brandlines. They work internationally with offices in the UK, the Netherlands, and Australia. They have both [...]

Are you crafting your nurturing emails for success or failure?

Most of us would like to think all of our emails are masterpieces that make readers jump at the chance to purchase our products — but the truth is, if your lead nurturing emails aren’t crafted appropriately, you may just be sending the world’s most advanced spam to your customers.

Drip nurturing emails need to be carefully designed and planned in order to move leads through the sales funnel. This is no small feat for a simple email campaign. Emails need to be focused on educating your audience and providing value with [...]