‘Free Trial’ drip campaign The purpose of James’ ‘Free Trial’ campaign is to engage with prospects who’ve been shown value. The success rate for these campaigns should be higher because you’ve already established yourself as a valuable contact. Cognism recently offered 25 free leads to people searching for B2B data. Upon signing up for this, they’re entered into James’ drip email campaign, where they’ll be sent further advice on how to contact the leads they’ve generated. James explained more about this campaign: “The goal here is to demonstrate thought leadership and personal support. This adds depth to the trial and the human interaction will make you more memorable.” “If this campaign sounds more direct than the ‘Rekindle’ campaign, it’s because it is. We already know these prospects are interested in B2B lead generation, and they already know we can provide it. Now, it’s just a case of breaking the ice!” The Inbound Marketing Playbook / 63