Drip marketing is a marketing technique that involves sending targeted messages to prospects over time to educate them about a business and its offerings. The document discusses how a drip marketing system allows users to create customized email campaigns with multiple messages sent automatically over time. Users can track metrics like click-through rates for each message and handle opt-outs. The benefits mentioned are that drip marketing saves time by engaging prospects simultaneously without constant effort, drives prospects to a website through repeated exposures, and generates leads, inquiries and sales by nurturing prospects through multiple messages.