Drip Campaign Development

Sales Training

Michael Halper

What is a drip campaign?

• A marketing campaign that sends multiple messages to a prospect over a period of time

• Goals– Trigger a response– Educate the prospect– Build their interest in what you have to offer– Stay fresh in a prospect’s mind

Why is this critical?

• A “no” is very often “no, not right now”

• It is difficult to time it perfectly so that you are in front of your prospect exactly when they need you

• You need a way to stay in contact and stay fresh in their mind

• It is also difficult to share all the information that you want to communicate at one time

• A drip campaign allows you to decrease both of these challenges

Audience Segmentation

• One of the most critical steps to effective drip campaigns

• You need to segment the total audience into particular groups

(Suspects, Prospects, Clients, etc.)

• Each segment will typically need different messages

• This will allow you to build messages and campaigns that are tailored for different segments making them more effective

Audience Segmentation

Segment DescriptionNew Prospects Targeted prospects that are being pursued but have not

actively engaged, don’t know who you are (suspects)

Hot Prospects Actively engaged with discussions and meetings

Warm Prospects Know who you are, want more information, on the fence, won’t commit to forward movement

Cold Prospects Not going to purchase in near future

Closed Prospects

Have communicated a firm no and zero interest - no potential to ever buy

Current Clients Currently purchasing products and services

Past Clients Have purchased products or services in the past

Referral Partners Partners that refer business

Campaign Tiers

• Create tiered campaigns– Allows you to target different segments with different campaigns

and messages– Allows you to have campaigns for different stages of your sales

cycle

• 5-tiered approach– Tier 1 – Lead Generation– Tier 2 – Building Interest– Tier 3 – Cross Selling– Tier 4 – Staying in Touch– Tier 5 – We Want You Back

Tier 1 – Lead Generation

Details DescriptionAudience Segment New Prospects

Goal To generate leads

Content Focus Prospect focused

Number of Emails 3 to 6

Frequency Daily, Bi-daily, or weekly

Type of content Value you offer, pain you resolve, qualifying questions

Tier 2 – Building Interest

Details DescriptionAudience Segment Warm Prospects

Goal To educate, to build interest, and stay in touch

Content Focus The company/product

Content Subjects FAQ topics, objection responses, credibility, differentiation, threats of doing nothing, company facts

Number of emails 5 to 10

Frequency Daily, Bi-daily, or weekly

Tier 3 – Cross-Selling

Details DescriptionAudience Segment Current Clients

Goal To cross-sell new products to existing and old clients

Content Focus New products that the client is not currently purchasing

Content Subjects FAQ topics, objection responses, credibility, differentiation, threats of doing nothing, company facts

Number of emails 1 to 3

Frequency Daily, Bi-daily, or weekly

Tier 4 – Newsletter, Keeping in Touch

Details Description

Audience Segment New Prospects, Hot Prospects, Warm Prospects, Cold Prospects, Current Clients, Past Clients, Referral Partners (all except closed)

Goal To stay in touch and fresh in the recipient’s mind

Content Focus Informational

Content Subjects Industry news, best practices/tips, company news, articles, blog posts, whitepapers, ebooks, etc.

Number of emails 6 to 12

Frequency Monthly, bi-monthly, quarterly

Tier 5 – We Want You Back

Details Description

Audience Segment Past clients

Goal To get client to come back, to educate, to build interest

Content Focus The company/product

Content Subjects FAQ topics, objection responses, credibility, differentiation, threats of doing nothing, company facts

Number of emails 5 to 10

Frequency Daily, Bi-daily, or weekly

Developing Content

• Convert content topics into consumable content– Quick and dirty

• Short messages• Links to external content

– Thorough and detailed• Blog posts• Ebooks• Whitepapers• Articles• Videos

• Use email to distribute content– Include links to locations where content is accessed

Distributing Content

• Use an email marketing solution to:– Build campaigns– Manage contact email database– Automate the delivery of future emails– Track activity (opens/clicks)

SalesScripter

www.salesscripter.com

What do you sell? ___________

How does it help? ___________

What problems do you fix? ___________

What questions should you ask? ___________

1. Asks all the key questions 2. Maps answers to document library

If You Want More Help• The Cold Calling Equation – Problem Solved

– Available on Amazon - $15.95

• Web-based training program– Week 1: Ideal Sales Process and Communicating Value– Week 2: Finding Prospect Pain– Week 3: Ideal Prospect and Qualifying– Week 4: Dealing with Objections and Getting Around the Gatekeeper– Week 5: Building Rapport, Interest, and Credibility– Week 6: Generating Leads and SalesScripter Overview– Week 7: Improving the Connect Rate– Week 8: Inner Game– Week 9: Managing Prospecting Meetings and Managing Sales Cycles– Week 10: Improving the Close Rate and Disqualifying

• SalesScripter– www.salesscripter.com – Walk-through services available

• SalesScripter Demonstration – Every Thursday

www.salesscripter.com | info@salesscripter.com | 713-802-2026