Marketing automation

A conversion path is the specific sequence of steps a visitor takes from anonymous traffic to identified contact to qualified lead. Classic conversion path: visit a blog post, click a call-to-action, land on a landing page, submit a form, receive a thank-you page, get added to a nurture. The conversion path is the unit of measurement for a marketing program's effectiveness.

A drip campaign is a sequence of pre-scheduled marketing emails sent to a contact over time, triggered by an event (form submission, content download, lifecycle stage change). The emails are paced (one every few days), often educational, and designed to build relationship and qualification signal without overwhelming the recipient. Drip campaigns are the basic unit of email-driven lead nurturing.

Lead nurturing is the practice of building relationship with prospects over time through relevant content and personalized communication so they are ready to engage with sales when they are ready to buy. It covers the long middle of the funnel between the first touch and the qualified sales conversation, and it is usually automated through email workflows, content programs, and behavioral retargeting.