A Powerful Marketing Strategy for SaaS: Drip Marketing Campaigns

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Introduction: What is a Drip Marketing Campaign

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?

  • 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

2. Sync Your Systems

3. Create Your Emails

Send emails every two to four days, over the course of a month.

As your drip marketing campaign draws nearer, you will need to send an exit email, to tell your prospects that your offer will be ending soon. This email should create urgency and a feeling of scarcity. Consider including a limited-time offer to encourage immediate action. With the exit email, you are basically telling your prospects that they will miss their chance if they don’t buy right away.

How Drip Campaigns Fit in the Customer Purchase Journey

This means being able to determine a prospect’s position with regards to making a purchase decision. Marketer Joanna Wiebe describes the “Five Stages of Awareness” every person moves through on their way to purchase. These include:

Unaware. In the first stage, buyers are unaware. They don’t fully understand their pain or that a solution exists. The right content will make them better articulate their pain point and move them to the second stage.

Pain aware. In the second stage, thanks to your content, they know they have a problem and thy start looking for a solution.

Solution aware. The third stage is the solution awareness stage. By now, your audience knows that a solution exists. However, they have not yet zeroed in on a specific solution provider.

Product aware. At this stage, they know about your product. They are also actively looking at competition. Positive reviews, and helpful content are helpful factors to help them make their decision.

Most aware. Finally, the audience gets to a point where they have decided on a specific product. They know that you, and not the competition, are the answer to their pain. At this point, they will sign up for a trial, give you contacts for a sales call or make a purchase.

Below are 5 types of drip emails that will nudge your audience through the 5 stages of awareness. Prospects coming out of the “most aware” stage are qualified leads.

1. Activation

Your approach: Segment everyone coming to your site, and score all leads. By so doing, you can:

  • Target ideal buyers with nurturing campaigns. For example, an enterprise customer who is highly engaged with your content is a likely candidate for a free trial. They have great potential for conversion.
  • Use content to build goodwill and educate visitors who are not ready to convert (those with a lower lead score).

Activation emails (the email you send on initial contact with a prospect when they first visit your site) is a great way to segment your audience. Within that email, you could ask visitors:

The answers they provide will give you a better idea of where they are in the five stages mentioned above.

Note: Each activation drip email should include a call-to-action asking subscribers to try out your service. More importantly, it should address your lead’s core challenges and offer a solution.

2. Onboarding Email

To prevent this, after your customers purchase, send an onboarding email not only to welcome them to your product, but to also remind them why they bought from you in the first place. Show them how your product will solve their problem. As well, guide them on their user journey. For instance, after your welcome line, say something like, “Before you begin, watch this short video to get more acquainted with our product”.

The entire tone of your email should be to remind customers that choosing you was the right decision.

3. Upsell Emails

  • The product is taking too long to solve the problem
  • They believe the competition has a better solution
  • You closed the wrong customers
  • Shifting financial priorities
  • If the key users are no longer making use of your solution
  • Product malfunction/underperformance
  • Lack of customer service

While you may not be able to do much about reasons like financial decline of your customers, the other reasons boil down to one thing: providing good customer experience. Majority of businesses agree that good service provision is the key to driving customer loyalty and stable retention.

Once your retention is stable, focus on getting more revenue from your existing customers through upsells and cross sells, so that it exceeds what you are losing in churn. David Skok calls this “ negative churn “.

Email is a great channel for boosting upselling efforts. Send emails to existing subscribers, asking them to sign up for a more premium service, or to pay for an annual subscription instead of a monthly subscription. Upsells usually have a cost-saving aspect attached to them. They also highlight the fact that the customer will get better for a lesser cost.

4. Churn Prevention

Emails that stack benefits prevent churn; take advantage of this at every stage of the funnel.

5. Reactivation

It is important to survey customers whenever they leave, to help you know how to address their issues. If for instance they didn’t find a certain feature useful, keep them in your mailing list and send them emails in future whenever there are feature updates. You can also email them about webinars and tradeshows when you have them planned.

Conclusion

Setting up and sustaining a drip marketing campaign is no easy feat. It requires discipline, patience, flexibility, the right tools, and the right level of expertise to pull it off. If you fall short on either of these qualities or are having difficulty defining your campaign objective, consider using B2B lead generation services. Lastly, as you run your campaign, keep your eyes on the future. Your lead generation efforts may not get you the conversions immediately, but given time and with the right consistency, your efforts will pay off.

Originally published at https://www.unboundb2b.com on June 11, 2019.

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