The Basics of Drip Campaigns [INFOGRAPHIC]

Wouldn’t it be nice to have the tedious process of nurturing leads to a sales-ready state automated for you? Your emails to leads would always be relevant, your sales pipeline would have fewer leaks, and you would have more time to focus on projects that matter. Sounds pretty good right? Well drip marketing campaigns do all of that and more for marketing and sales teams everyday.

Drip campaigns are automated processes that send a set of messages or content to sales leads at the right moment to move them through the sales cycle.  Drip campaigns allow you to consistently “touch” leads with relevant information based on time intervals, actions taken by prospects on your website, or other parameters, freeing up valuable marketing and sales resources without neglecting your prospects

Want a deeper look at drip marketing? We’ve put together the infographic below to showcase just a piece of what you can do with drip campaigns. Review several popular types of drip campaigns, hone your skills with best practices, and see for yourself what a drip campaign can do with an illustrated example. Take a look!

Infographic: The Basics of Drip Campaigns. See longer description at bottom of page.
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Infographic Text Version

The Basics 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

Timely Information

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.

Lead Nurturing

Create 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.

Easy Automation

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

Top-of-Mind Drips

Top-of-Mind drips help keep your leads engaged with your company throughout the sales process.

Educational Drips

Educational drips provide relevant product information to prospects to prepare them for purchase.

Re-engagement Drips

Re-engagement drips are designed to win back the interest of your colder leads.

Competitive Drips

Competitive drips target your competitor’s customers with the benefits of switching to your product.

Promotional Drips

Promotional drips entice prospects with limited-run promotions and special pricing offers.

Training Drips

Training drips can be used for new clients or internally used 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 process could work.

Whitepaper: If opened, send e-book. If not opened, send Video.

E-book: if opened, send product demo. Once a prospect shows significant interest, you can schedule a personal call if meeting. If not opened, send a video overview. Provide lighter more engaging content to keep prospects interested in your product.

Video: if opened, send e-book: provide content for a deeper analysis of the product and its benefits. If not opened, end the drip. Remove unengaged prospects or add them to re-engagement campaigns to reach out later.

There are many different types of drip campaigns. The ex maple 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

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.

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.

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.

Utilize Your Tools

Marketing automation tools also provide segmentation tools, social media connectors, analytics, and CRM integration that make using drip marketing campaigns even easier.

For more information about drip marketing, visit Pardot.com

 

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