They say that “good things come to those who wait,” and the truth of those words is clear in the case of drip marketing. A drip marketing campaign aims to influence its target market over time, delivering a series of messages that follow a predetermined course. The way these messages are sent out, or “dripped,” is usually tailored to match the behaviour or status of its target recipients.
Timing is key when it comes to making the sale, and sometimes marketers are eager to send a lead on to the sales time. While 61% of B2B marketers send all of their leads directly to sales, only 27% of those leads are actually qualified. By creating an effective drip marketing system, built with the proper tools, you can slowly nurture those leads and convert them to sales rather than scaring them off early on in the process.
According to Gleanster Research, 50% of sales leads are qualified but aren’t yet ready to buy. At the same time, 30%–50% of sales go to the vendor who responds first. Basically, to make the sale, it’s important to find leads quickly, and then allow them to progress gradually. With a drip marketing campaign, you’ll be working the long game, knowing that your patience will pay off eventually.