7. Promotional Drips 10. Renewal Campaign As your prospects near the purchase stage of the sales The renewal drip can be a convenient way to funnel, a well-timed promotion or special discount can remind your existing customers that it’s time to be just the catalyst they need to pull the trigger on a renew their contracts. This drip can be triggered purchase. Consider offering special pricing or additional a month (or more) before the renewal date, features based on their individual needs, especially if send multiple reminder emails over a specified you’re working with bigger accounts where closing the period of time, and notify the assigned user deal is critical to growing your business. in the marketing automation tool if no action takes place. This makes it far less likely that your 8. Onboarding Campaign clients will miss the renewals on their contracts, Onboarding a new client will always be a high-touch and it takes the tedium out of the process for and manual process, and rightly so. However, nurturing your service reps. campaigns allow you to automate some of the more repetitive tasks involved in onboarding, like providing Sales Enablement Drip introductory training resources, a list of next steps after Lead nurturing can be a critical tool for enabling your close, timelines for product kickoffs, and frequently internal sales teams. By dripping your sales team with asked questions. These helpful resources can help your new marketing content that they can use to help sell new clients get started on their own without having to your product, you can position marketing as a valuable wait on a customer service rep for assistance. resource to sales. This includes content like data sheets, new e-books, competitive one-sheeters, and even Take a look at a case study of our own efforts to build educational videos that provide selling tips from other an onboarding drip at Pardot. sales reps. However, consider making this drip opt-in for your sales team — you don’t want to risk becoming a 9. Upsell Drip nuisance by cluttering up their already busy inboxes. The upsell (or cross-sell) campaign is designed to capitalize on your existing pool of clients. By providing Check out this case study of our own efforts to build a your clients with information and incentives to expand sales enablement drip at Pardot. the list of products they are using, you can drive more revenue with little effort from your sales team. 26 / Pardot