Course Outline:

Module 1: Introduction to Lead Nurturing & Drip Campaigns

• Importance of nurturing in the sales funnel

• Types of drip campaigns (onboarding, re-engagement, upsell)

• Overview of tools: HubSpot, Mailchimp, Salesforce Marketing Cloud
  Case Study: How a SaaS firm used drip campaigns to reduce churn

Module 2: Building a Lead Nurturing Framework

• Mapping customer journeys and touchpoints

• Defining MQLs, SQLs, and lead scoring models

• Identifying triggers for automation workflows
  Exercise: Build a lead nurturing framework for a sample company

Module 3: Audience Segmentation for Nurturing

• Demographic, behavioral, and intent-based segmentation

• Dynamic vs static lists in CRMs

• Using LinkedIn Sales Navigator & Clearbit for enrichment
  Case Study: Personalization through micro-segmentation

Module 4: Content Strategy for Drip Campaigns

• Types of content: educational, promotional, engagement-based

• Writing compelling subject lines & CTAs

• Using AI tools (ChatGPT, Jasper) for content creation
  Practical Exercise: Draft a 5-email drip sequence

Module 5: Designing Automation Workflows

• Setting up workflows in HubSpot & ActiveCampaign

• Branching logic, time delays, and behavioral triggers

• Integrating workflows with CRM data
  Exercise: Build an onboarding drip campaign with branching paths

Module 6: Multi-Channel Nurturing Campaigns

• Email, SMS, WhatsApp, and social media drip campaigns

• Retargeting with Facebook, Instagram, and LinkedIn Ads

• Integrating cross-channel touchpoints in one workflow
  Case Study: Multi-channel drip nurturing in a B2B setting

Module 7: Testing & Optimization

• A/B testing subject lines, CTAs, and workflows

• Analyzing deliverability, open rates, and CTR

• Using Power BI & HubSpot dashboards for insights
  Practical: Run and analyze a test campaign performance report

Module 8: Compliance & Ethical Considerations

• GDPR, CAN-SPAM, and data protection laws

• Double opt-in & consent management

• Avoiding over-automation and customer fatigue
  Case Study: Compliance breach and lessons learned in email marketing

Module 9: Advanced AI-Driven Lead Nurturing

• Predictive lead scoring with AI

• Personalized content recommendations

• Chatbots & conversational marketing integrations
  Exercise: Build an AI-powered drip campaign in HubSpot

Module 10: Capstone – Designing a Complete Drip Campaign Strategy

• End-to-end campaign design (lead capture → nurturing → conversion)

• Reporting ROI to leadership teams

• Scaling automation across teams and markets
  Capstone Project: Create and present a drip campaign strategy for your organization