Purpose: Competitive drips are designed to engage the clients or prospective clients of your competitors. This drip is focused on differentiating your service and highlighting the advantages of your service over that of your competitors.
Benefits: This drip program allows a salesperson to continue to build rapport, stay top of mind with prospects and educate them in regards to key competitor differences without spending valuable time sending one-to-one emails. The rep can stay focused on current opportunities while still keeping tabs on these non-sales ready prospects. If the prospect clicks on a link in the email or visits the website, the sales rep can see this via LeadDeck or an email notification depending on his preference.
Time: An email in this sample program is sent every 2-3 days. This timing is geared towards spurring interest over a week-long period and then allowing the sales rep to finish out with a demo offer. The timing also depends on a prospect’s interest level, the typical length of the sales cycle, budget/ fiscal calendar, and the industry itself.
Content: Sending educational and research-based pieces of content establishes the sales rep and the company as a trusted and reputable resource and also explains the value of a product in comparison to the competitor without being overly aggressive. Tip: Make sure to add the personalized variable tags so that the email will address a prospect by their first name, mention their company, and have the assigned sales rep’s specific contact information included in the salutation. For step-by-step instructions on creating a drip program, see Drip Programs.
For more tips and tricks for effective email campaigns, see Email Marketing Best Practices. Click the image below to see an example of a competitor drip program in Pardot. The image will open in a new window.