Not every lead will turn into your customer on first contact (only 2% typically do!), so it’s important you keep in front of that prospect so you can have the opportunity to reach them when they are ready to buy. Creating an automated, follow-up email (drip) campaign after your initial consultation will keep your company in front of your prospect on a regular basis. This will in turn lead to some of them converting into sales when they get to a point where they are ready to buy. The fact that the email campaign is automated means that it requires little management from you.