1. Welcome Campaign 4. Product-Focused Campaign Welcome emails are highly anticipated, frequently As prospects progress through the sales process opened, and simple to automate. Keep in mind that and begin to seek out more product-focused new prospects in your database should be treated content, you’ll want to make sure they’re getting differently than the ones that have been with you for that information from you and not a competitor or weeks or months. By turning your welcome emails biased third party. focus on your prospects’ pain into a drip campaign, you can introduce these new points, how your product can address them, and the prospects to your company, product, or service at key features and benefits that can help. a comfortable pace instead of flooding them with information right off the bat. 5. Competitive Drips This campaign focuses on differentiating your 2. Top-of-Mind Campaign product or service from your competitors by The top-of-mind drip is designed to engage highlighting the advantages of using your product, with your not quite sales-ready leads at regular as well as the disadvantages of not using it. (note: intervals, preventing leads from forgetting about Refrain from bashing your competitors, since this your company and getting scooped up by your can come off as distasteful.) Tailor your content competitors. This drip takes place over a longer to your prospects’ priorities and the competitors period of time, providing sales with consistent touch that come up most frequently in deals with your points, and provides the prospect with valuable company. content. 6. Industry Expertise Drip 3. Re-Engagement Campaign As prospects move closer to the middle and bottom not all of your prospects will make it through of the funnel, it becomes more and more important the sales process and become a closed deal. At to reinforce that your company is the right choice. any given time, your database will likely contain Pass on any helpful press releases, industry reports, a number of leads who became inactive at some or high-traffic content as part of this drip to point during the sales process. Re-engagement establish your company’s authority. campaigns are targeted toward these inactive leads. The goal is to encourage leads to take a “hand- raising” action that will indicate that they are ready to reenter the sales process. 25 / Pardot