Drip marketing has been around for a while now, but many marketers still misunderstand the ways which “drips” can move leads through the sales funnel. Some forget that prospects are at different stages of the buying cycle at any one time, and send the same message to every contact. Others treat drip marketing as purely a lead generation tactic (drip marketing can be effective after the sale!). However, one of the primary ways to use drip marketing is to move leads from acquisition to conversion.
There are several objectives with a drip campaign:
Improved customer experience
So, companies should certainly use drip marketing as a way to generate leads.