You can also create drip campaigns that closely match your prospect and the position they are currently in. When you segment your leads in this way, you speak directly to your prospect. Email drip campaigns are cost-effective, scalable and measurable. You can use lead scoring to track how each recipient interacts with your emails. With the right software, once you have crafted your messaging, your drip campaign works away in the background, delivering qualified leads excited to buy. And it works. Research by Marketo found that B2B companies that run drip campaigns generate 50% more sales-qualified leads at a 33% lower cost. Where does it fit into the sales cycle? B2B sales teams love prospects who have been through a drip email marketing campaign. When the sales team come to speak to the prospect, they know that the email campaign has done a lot of the hard work already. The email campaign will have started building a relationship with the prospect. It will have educated them about how the product works and the problems it solves. It will also have measured the prospect’s responses, so salespeople can assess how engaged they are. Drip campaigns should also have the prospect placing more trust in the sales rep. The emails have already established credibility and provided value. It makes the salesperson’s job a lot easier. The Inbound Marketing Playbook / 58