Lead nurturing is an important part of lead generation and marketing efforts. It involves crafting meaningful messages for prospects through different stages of their buying journey using tactics like personalization, content customization, and drip marketing. Drip campaigns, which involve launching a series of marketing messages based on a lead's behaviors, are an effective lead nurturing strategy. Research shows companies that excel at lead nurturing see increased sales opportunities and lower costs compared to those without nurturing strategies.

1. Lead Nurturing through
Drip Campaigns

2. Lead generation is an integral part of today’s performance-oriented
marketing efforts.

3. There are two key post-lead-generation activities that
marketers must pursue vigorously:
A. Lead Scoring
B. Lead Nurturing

4. While lead scoring helps assign a number to individual leads and
provides a sense of priority, lead nurturing lays down the path of
interaction to skilfully guide leads through the buying journey.

5. Not all prospects are ready to become paying customers
when they first submit their personal information..
Therefore, it is very important to understand the
prospects’ stage in the journey in order to craft
meaningful messaging suited for their consumption.

6. There are many tactics to lead nurturing. These include,
personalisation, content customisation, drip marketing, etc.

7. Drip marketing involves launching a series of marketing
messages based on behavioural actions of leads.
Drip marketing is a great way to nurture leads…

8. As marketers focus on increasing their lead count, it is
important to have an effective lead nurturing strategy.

9. LEAD NURTURING
Lead Nurturing is a critical component of the lead
conversion cycle.

10. Research conducted by Forrester shows that marketers “see an average
20% increase in sales opportunities from nurtured vs non-nurtured leads.”
The research further reveals that “companies that excel at lead nurturing
generate 50% more sales at a 33% lower cost.”

11. Marketing Automation aligns strongly with an
organisation’s lead nurturing process..

12. Drip campaigns must be thoroughly analysed to measure its
effectiveness in terms of lead conversion, ticket-size,
performance versus traditional channels, etc.

13. Drip Campaigns can carry-out different objectives.
These include:

14. About ICFAI Flexible Learning Programs
ICFAI Flexible Learning Programs are designed primarily for Working Professionals to pursue their
management program while they continue to work. These programs provide them with the Skills, Knowledge
and Strategic Perspectives required for them to succeed at their workplace and promote their career
progression.
The programs range from Modular >> Certificate >> PG Diploma >> MBA in the functional areas of Finance,
Marketing, Operations, HR etc. and covers the industry sectors like IT/ITES, Health Care, Pharma, Telecom,
Banking, Financial Services and Insurance, etc.
Features - Flexible Learning Programs:
✓ Convenient and Flexible Mode of Learning
✓ Innovative learning methodology backed by Contemporary Curriculum
✓ Quality Courseware along with new-age learning aids as part of the Hub & Spoke Learning Model
✓ Online Counseling Classes
✓ Web support for the students
✓ Easy fee payment patterns including EMIs
✓ Examination thru Computer Based Testing (CBT) pattern – conducted 4 times in a year, giving flexibility to
the working-class in choosing the schedules

15. Thank You
Phone: 1-800-200-9977
Email: FLP@ICFAIUNIVERSITY.IN
Website: www.flexible.icfaiuniversity.in