Drip marketing uses automated communications over time to gently encourage prospects towards taking action, rather than direct selling. It leverages marketing automation to send top-of-mind, educational, re-engagement, competitive, promotional, and training communications. Companies that effectively use drip marketing generate 50% more sales-ready leads at 33% lower cost compared to those that don't, and nurtured leads result in 20% increase in sales and 47% larger purchases.

1. Lead Nurturing through Drip
Campaigns
"Drip Marketing is any marketing communication broken down into bits and spread
across an extended period to gently nudge the prospect to take action, instead of selling-
point blank." - LeadSquared
33%
14%
33%
50%
20%
47%
0
20
40
60
Companies that excel at
lead nurturing generate
50% more sales-ready
leads at 33% lower cost
Nurtured leads produce,
on average, a 20%
increase in sales
opportunities
Nurtured leads make
47% larger purchases
than non-nurtured leads
IMPACT OF MARKETING AUTOMATION
Drip marketing leverages marketing automation for communication
TYPES OF DRIP CAMPAIGNS
TOP-OF-MIND
DRIPS
EDUCATIONAL
DRIPS
RE-ENGAGEMENT
DRIPS
COMPETITIVE
DRIPS
PROMOTIONAL
DRIPS
TRAINING DRIPS
Top-of-mind drips help
keep leads engaged with
the brand throughout the
sales process
Educational drips provide
relevant information to
prospects to prepare them
for purchase
Re-engagement drips are
designed to win back the
interest of colder leads
Competitive drips target
competitor's customers with
the benefits of switching
Promotional drips entice
prospects with limited-run
promotions and special
pricing offers
Training drips are used for
new clients or internally
used to move readers
through a training program
BEST PRACTICES
TARGET YOUR
CAMPAIGNS
DESIGN FOR YOUR
AUDIENCE
A/B SPLIT TEST THE
CAMPAIGN
UTILISE YOUR TOOLS
A
B
KEY BENEFITS
Copyright © 2016 ICFAI E.D.G.E. All Rights Reserved.
SOURCES:
https://www.leadsquared.com/what-is-drip-marketing/
Forrester Research
State of Demand Generation, Pardot
TIMELY INFORMATION LEAD NURTURING EASY AUTOMATION