A Powerful Marketing Strategy for SaaS: Drip Marketing Campaigns
Introduction: What is a Drip Marketing Campaign
Drip marketing refers to sending a stream of marketing messages (usually via email) to prospects, leads and customers, to stimulate conversion. This process is usually coordinated with the help of marketing automation software. The long sales cycle experienced in SaaS buying and selling makes drip marketing integral in keeping prospects focused on your offering throughout your engagement with them.
The question, “How do I sell my SaaS product?” comes up quite often when discussing SaaS marketing. The fact is, although SaaS is different from other business models, your SaaS marketing efforts should begin with growing traffic. The rationale behind this is that you cannot send emails if you don’t have an email list. Only after growing traffic and your email list can you embark on drip marketing campaigns.
What Makes a Good Drip Email Campaign?
For a drip email campaign to work, it should:
- Target the right person
- Contain the right message
- Be sent at the right time
A properly executed lead generation campaign can increase sales opportunities by 20% on average. However, once the difficult part is done, you can set your campaign and leave your automation software to do the rest. Better yet, to avoid dropping the ball, you can outsource Lead generation services especially if you are tied up managing other areas of your business.
That said, follow these steps to create your campaign:
1. Choose a Lead Magnet
First, identify and create a lead magnet that will help you to fulfill your marketing objectives. For instance, if you want to educate, will a webinar or eBook do? If you want to encourage purchasing, how about a free trial? Set up your forms to capture new emails at every stage of the marketing funnel.