B2B Drip Campaign Best Practices

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B2B Drip Campaign Best Practices

Some best practices for drip campaigns/nurture series include: segmenting the audience, providing relevant content, and tracking/ optimizing for results. Some best practices to close B2B leads include: lead scoring, crafting compelling offers, and integrating sales and marketing well.

Best practices for drip campaigns/nurture series include:

SEGMENT YOUR EMAIL RECIPIENTS

PROVIDE RELEVANT CONTENT

  • Description: provide only information that aligns with the interests of the recipient
  • Analysis of B2B email campaigns shows link texts such as “more info” converts better than “try me now” or “buy now”, 90% of the time
  • Audiences at different stages are likely to interested in different content
  • Several email marketing experts advocate providing valuable content before selling

TRACK AND OPTIMIZE THE EMAILS


Some best practices to close B2B leads include:

SCORED LEADS CLOSE BETTER

COMPELLING OFFERS CLOSE BETTER

INTEGRATED SALES & MARKETING CLOSE BETTER

  • Description: create an engine that integrates sales and marketing to pursue common goals
  • Effective integration is key to cater to B2B buyers that have dramatically changed their way of content consumption, making informed buying decisions, and engage with salespeople
  • Companies that integrate well see up to 30% increased marketing efficiencies, up to 50% improvement in ROI, and up to threefold lead conversion
  • Other benefits include higher customer retention and sales win rates, more revenue and increased annual growth rate

RESEARCH STRATEGY

We first qualified best practices by gathering methods that are cited/ advocated by marketing experts, or common within the industry. We then ranked them according to their prominence/ frequency mentioned in guides. Finally, we selected practices that cover the various stages of successful drip campaigns and conversion/ closing for greater applicability.
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