How to build an effective SaaS behavioral drip campaign (Step by step guide)
This article will be a go-to guide for digital marketers in SaaS SMBs to kick start your behavioral drip campaigns across your customer lifecycle.
Table of contents:
Chapter 1: Ideal customer profile
Chapter 2: Designing customer journey for onboarding
Chapter 3: Design value messaging
Chapter 4: Tracking events along with properties and sync them to your tools (Email platforms, Ad Platforms)
Chapter 5: Segment your audience and create campaigns to nudge them
Chapter 1: Building ideal customer profile
When we built our first tool Action Recorder — To set up event tracking without relying on developers, we had few hypotheses; our tool was built for digital marketers in SMBs who don’t have access to developers.
Our Approach:
However, when we started our exercise to build our ideal customer profile — we realized a few things. I’ll quickly explain the steps we’ve followed and how we concluded on our ideal customer profile.
There are only two ways you can get visitors into your site a) Demand Generation b) Demand Fulfillment.
Demand Generation: Outbound (Problem exists, but people in this category don’t have a pressing need right now).
Demand Fulfillment: Inbound (people who are actively searching for the solution right now).
While doing this exercise it occurred to us that, though event tracking is done for digital marketing purposes predominantly — event tracking set up is presently done by developers. Hence we had to include developers in the ideal customer profile.
Since the developers also will be targeted, the entire messaging, positioning changed for the product, drip campaigns, and other marketing communications.
Pro tip: Ideal customer profile is someone whom you can reach out based on their demographics, technographic, behavior, industry and other factors by which you can influence. What’s the use of having ideal customer profile and you cannot reach out to them or multiply them?