Based on https://saashacker.substack.com/p/the-bucket and Digital Marketer / Ryan Deiss "The Machine"
"what happens to the 90% of marketing qualified leads/free trials that enter our systems and never respond to outreach from sales?
Image https://cdn.substack.com/image/fetch/w_1100,c_limit,f_auto,q_auto:good/https%3A%2F%2Fbucketeer-e05bbc84-baa3-437e-9518-adb32be77984.s3.amazonaws.com%2Fpublic%2Fimages%2Ffdb6f17e-dff3-4198-bdd0-3f4e8e9e06ce_800x618.jpeg
First popularised by Digital Marketer in 2015, The Machine is an email marketing structure that nurtures, segments, converts and up-sells leads that come in your system, before they hit The Bucket.
5 phase follow-up machin
Autopilot simplified version:
1. Send a “top of the funnel” awareness email every week to everyone in The Bucket. If a lead doesn’t click that’s fine, the lead stays in The Bucket.
2. If a lead does click through, they receive a “middle of the funnel” email with a customer story, case study or invite to a webinar.
3. If a lead then interacts with this content, send another email with an invite to a free trial or demo with the sales team.
This means that leads that don’t engage only receive high value, content emails designed to educate the market, and don’t get pitched regularly.