Drip Campaign
A drip campaign is a series of automated, pre-scheduled email or SMS messages sent to leads over time — designed to educate, nurture, and progressively convert prospects through the buyer's journey — common in B2B nurture sequences and onboarding workflows.
Why This Matters
Drip campaigns automate the nurture function at scale. A typical B2B drip: day 1 welcome, day 3 educational content, day 7 case study, day 14 product overview, day 21 ROI calculator, day 30 demo invitation. Trigger-based variants (behavioral drips) advance recipients based on engagement actions rather than fixed schedule — opening one email may trigger the next message immediately rather than waiting 7 days. Marketing automation platforms (HubSpot, Marketo, Pardot, ActiveCampaign) execute drip campaigns with personalization, A/B testing, and engagement tracking.
Frequently Asked Questions
Frequently Asked Questions
How long should a B2B drip campaign run?
Educational nurture campaigns: 30-90 days with 8-15 messages. Product evaluation drips: 21-45 days with 6-10 messages. Onboarding drips: 30 days with 4-8 messages. Re-engagement drips: 30 days with 3-5 messages. Match duration to buyer journey stage and content depth.
Drip campaign vs. sales cadence — what's the difference?
Drip campaigns are typically marketing-owned, automated, and content-focused. Sales cadences are typically sales-rep-owned, semi-automated, and conversion-focused. Drips nurture future buyers; cadences convert active prospects. Both have roles in mature B2B operations.