The Basics of Drip Campaigns

pardot marketing automation THE BASICS OF DRIP CAMPAIGNS BENEFITS, EXAMPLES, AND BEST PRACTICES FOR NURTURING YOUR LEADS YES OPEN? NO YES 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 LEAD NURTURING EASY AUTOMATION BE RELEVANT CREATE LEADS WORK SMARTER 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. 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. 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 EDUCATIONAL DRIPS RE- ENGAGEMENT DRIPS Top-of-Mind drips help keep your leads engaged with your company throughout the sales process. Educational drips provide relevant product information to prospects to prepare them for purchase. Re-engagement drips are designed to win back the interest of your colder leads. COMPETITIVE DRIPS PROMOTIONAL DRIPS TRAINING DRIPS Competitive drips target your competitor's customers with the benefits of switching to your product. Promotional drips entice prospects with limited-run promotions and special pricing offers. 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 process could work. NO END OF DRIP Remove unengaged prospects or add them to re-engagement campaigns to reach out later. OPEN? NO VIDEO E-BOOK Provide content for a deeper analysis of the product and it's benefits. YES OPEN? WHITE PAPER NO VIDEO OVERVIEW Provide lighter, more engaging content to keep prospects interested in your product. YES E-BOOK OPEN? PRODUCT DEMO DEMO YES Once a prospect shows significant interest, you can schedule a personal call or meeting. 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 TARGET YOUR CAMPAIGNS DESIGN FOR YOUR AUDIENCE TEST, TEST, AND TEST AGAIŃ UTILIZE YOUR TOOLS 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. 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 your campaigns effectiveness and continually evaluate which aspects are working best. Review campaign goals, KPIS, and metrics like opens, click-throughs, and bounces. 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 Pardot marketing automation