Online marketing makes it possible to use automated programs such as drip marketing and lead nurturing to do part of your lead cultivation. Automated programs are easy to set up, and they're a reliable way to replicate your most successful marketing campaigns and run them with less resource and effort.
Drip email marketing campaigns engage your prospects and customers with a series of email messages delivered at scheduled intervals. Over time, as people respond, you'll learn more about their needs and interests. “Weekly Special” programs and onboarding programs are often drip marketing programs.
Nurture email marketing campaigns are a type of drip marketing program that takes undecided prospects along an educational path, keeping your brand top of mind until the prospect becomes sales-ready. SiriusDecisions' research shows that 80% of marketing-generated leads that are disqualified by sales will probably buy from someone within 24 months; nurturing helps you remain in consideration.