Identifying a qualified lead is easy. But a qualified lead that isn’t engaging with your content isn’t worth much. Most business models have some sort of workflow that allows you to assess the lead’s initial engagement. For example, a user who is on the final step of the customization flow of the Tesla website and has visited the site more than two to three times is considered engaged. Engaged users should be receiving unique messaging through drip campaigns to push them over the finish line

The most successful drip campaigns are those that are able to connect the dots between engagement and messaging. For example, if a user fell out of a workflow for a high-end home builder after completing just the first step of an intake form, then they should be hit with campaigns to encourage them to revisit the site. However, a user who fits all the pre-requisites for a highly qualified lead for a luxury home builder (who resides in the desired states of operation, high budget, and has desires to build now) should be getting hit with campaigns to schedule a call with the sales team.

After you have implemented an automated workflow with messaging that is catered towards a unique user, you should begin to think about segmentation for your batch campaigns. For example, if you are an e-commerce business, sending generic mailings to both buyers and non-buyers results in inefficiencies. However, messages and offers that speak specifically to the buyers and non-buyer will result in higher levels of engagement and conversion.