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Automate nurturing for buying stages

 

Drip marketing campaigns are an extremely valuable addition to the marketer’s toolbox. According to DemandGen, B2B marketers who have successfully deployed lead nurturing programs (a popular type of drip campaign) average a 20% increase in sales opportunities from nurtured leads versus non-nurtured leads.

Drip marketing simply means sending marketing messages in a specific tempo. Like the drip irrigation systems they’re named after, these messages land right where they’re supposed to go, over time, with a minimum of waste.

In this article, we'll help you:

  • Create Programs for the top, middle, and bottom buying stages
  • Identify different nurture metrics

AOmegaphonesmall.pngInstructor-Led Training Course Available!

This is where automation takes place. In this course, we’ll talk about drip programs and nurture campaigns. We’re going to build an automated program that allows you to nurture your prospects with a series of emails designed to optimize engagement.

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To Do:


  1. Ensure that you have defined & created your top stage segment
  2. Click here if you haven't created the segment yet
  3. Create your email content based off your Top of Funnel. Be sure to consider not only the content but also the cadence and conditions in which it will be delivered
  4. Focus on solutions and help your prospects evaluate buying criteria
  5. Send whitepapers, eBooks, analyst reports, videos, and checklists

AOmegaphonesmall.pngWhy is this important?

It is important to provide quality content to those at the top of your funnel so you can move them through the buyers journey and towards the middle of your funnel.

To Do:


  1. Ensure that you have defined & created your middle stage segment
  2. Click here if you haven't created the segment yet
  3. Create your email content based off your Middle of Funnel. Be sure to consider not only the content but also the cadence and conditions in which it will be delivered.
  4. Nurture Middle-of-Funnel Leads with Content about Your Offerings
  5. Deliver a series of messages that present the products or services offered by your company that are looking for a specific call to action, such as a “view a demo” page or “contact us.” Direct engagement with one of these actions removes the contacts from this program and converts them to qualified lead.

AOmegaphonesmall.pngWhy is this important?

Continue to provide compelling and targeted content to those at the middle of your funnel in order to move them through this step towards Sales Qualification.

To Do:


  1. Ensure that you have defined & created your bottom stage segment
  2. Click here if you haven't created the segment yet
  3. Create your email content based off your Bottom of Funnel. Be sure to consider not only the content but also the cadence and conditions in which it will be delivered.
  4. Convert Bottom-of-Funnel Leads with Sales Engagement
  5. Send a series of personalized messages from a real person, such as a sales representative or a business development manager requesting a meeting and providing more information. These programs can be set to trigger alerts to the sales team when key actions or behaviors are taken.

AOmegaphonesmall.pngWhy is this important?

Successful delivery of content targeted to prospects at the bottom of your funnel will help move them out of the funnel and get them ready for Sales Qualification.

To Do:


  1. Focus on building interest and engagement
  2. Identify which programs are effective
  3. Find out if prospects are dropping or stalling at a particular stage
  4. Identify content that increases engagement

AOmegaphonesmall.pngWhy is this important?

This is the stage when you're educating and building trust with your prospect. Focusing on this stage will help your prospect consider your solution and brand.


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