--- title: "Drip Campaign: How to Build One in Six Steps" description: "Build a B2B drip campaign in six steps: define the audience, plan the sequence, write each email, set stop rules, connect sales follow-up and review." image: https://www.finemediabw.com/hubfs/Blog/Marketing%20Automation/Consideration/Drip%20Campaign%20-%20How%20to%20Build%20a%20B2B%20Drip%20Campaign%20in%20Six%20Steps/drip-campaign-share-1200x630.png --- [![Fine\_Media\_logo\_Set\_HubSpot Website Logo Stacked](https://www.finemediabw.com/hubfs/Fine_Media_logo_Set_HubSpot%20Website%20Logo%20Stacked.svg "Fine_Media_logo_Set_HubSpot Website Logo Stacked")](https://www.finemediabw.com/) - Solutions - [Inbound Marketing](https://www.finemediabw.com/inbound-marketing) - [Website Design](https://www.finemediabw.com/website-design-and-development) - [Sales Enablement](https://www.finemediabw.com/sales-enablement) - [Customer Success](https://www.finemediabw.com/customer-success) - [HubSpot Services](https://www.finemediabw.com/hubspot-services) - [Insights](https://www.finemediabw.com/blog) - [About](https://www.finemediabw.com/about-us) Show submenu for About - [About us](https://www.finemediabw.com/about-us) - [Meet the Team](https://www.finemediabw.com/our-team) - [Our Story](https://www.finemediabw.com/our-story) - Solutions - [Inbound Marketing](https://www.finemediabw.com/inbound-marketing) - [Website Design](https://www.finemediabw.com/website-design-and-development) - [Sales Enablement](https://www.finemediabw.com/sales-enablement) - [Customer Success](https://www.finemediabw.com/customer-success) - [HubSpot Services](https://www.finemediabw.com/hubspot-services) - [Insights](https://www.finemediabw.com/blog) - [About](https://www.finemediabw.com/about-us) Show submenu for About - [About us](https://www.finemediabw.com/about-us) - [Meet the Team](https://www.finemediabw.com/our-team) - [Our Story](https://www.finemediabw.com/our-story) - [Contact us](https://www.finemediabw.com/contact) - [Contact us](https://www.finemediabw.com/contact) ![Drip Campaign: How to Build a B2B Drip Campaign in Six Steps. White and steel-blue type on a deep blue-grey ground, Propello.](https://www.finemediabw.com/hubfs/Blog/Marketing%20Automation/Consideration/Drip%20Campaign%20-%20How%20to%20Build%20a%20B2B%20Drip%20Campaign%20in%20Six%20Steps/drip-campaign-share-1200x630.png) Oct 15, 2026, 10:28:47 PM | [Customer Acquisition & AEO](https://www.finemediabw.com/blog/tag/customer-acquisition-aeo) # Drip Campaign: How to Build a B2B Drip Campaign in Six Steps Build a B2B drip campaign in six steps: define the audience, plan the sequence, write each email, set stop rules, connect sales follow-up and review. Share - [mailto:?&subject=Drip%20Campaign:%20How%20to%20Build%20a%20B2B%20Drip%20Campaign%20in%20Six%20Steps&body=Drip%20Campaign:%20How%20to%20Build%20a%20B2B%20Drip%20Campaign%20in%20Six%20Steps%0A(https%3A%2F%2Fwww.finemediabw.com%2Fblog%2Fdrip-campaign)](mailto:?&subject=Drip%20Campaign:%20How%20to%20Build%20a%20B2B%20Drip%20Campaign%20in%20Six%20Steps&body=Drip%20Campaign:%20How%20to%20Build%20a%20B2B%20Drip%20Campaign%20in%20Six%20Steps%0A(https%3A%2F%2Fwww.finemediabw.com%2Fblog%2Fdrip-campaign)) - - - If you run marketing or revenue operations at a B2B company, a drip campaign is the quickest way to give every new lead the right next message without anyone writing it by hand. A good one answers a buyer's next question at the moment they ask it, then hands the buyer to a person at the right time. This guide is for marketing leads, RevOps owners and founders who send follow-up by hand today. You get six steps, each with a finish line, plus the checks to make first and the mistakes that make a drip campaign noisy.   | **Drip Campaign** A drip campaign is a planned series of automated emails sent to a defined audience on a schedule or after a trigger event, ending when the contact acts or the series finishes. | | --- | ## By the end you will have a drip campaign you can switch on A finished drip campaign is small, specific and easy to explain to a new hire. - One named audience and one goal, written in a sentence. - A drip sequence with a purpose for every email and a reason for every gap. - Drip emails written in the voice of the audience, each with one clear action. - Stop rules that remove people the moment the series no longer fits them. - A handoff that tells sales when a contact is ready, and what the contact has read. - A review date and the measures you will check on it. ## What to have in place before you start ![A hub with four spokes: a platform tied to the CRM, a consent record, a usable audience field and a single owner.](https://www.finemediabw.com/hs-fs/hubfs/Blog/Marketing%20Automation/Consideration/Drip%20Campaign%20-%20How%20to%20Build%20a%20B2B%20Drip%20Campaign%20in%20Six%20Steps/ma04-drip-campaign-readiness-spoke-hub-blog-1600x900.png?width=1600&height=900&name=ma04-drip-campaign-readiness-spoke-hub-blog-1600x900.png) Drip marketing works only when the data behind it is trustworthy, and drip marketing campaigns depend on it more than a one-off send does. Close these gaps first. - **An email marketing platform connected to your CRM.** The tool that sends the emails must read the same contact records that sales uses. Automated emails sent from a disconnected tool cannot stop when a deal opens. - **A consent record.** Every contact in the series has agreed to hear from you, and every email carries a working unsubscribe link. - **A usable audience field.** You need a property such as lifecycle stage, persona or product interest so you can build a target audience instead of mailing the whole database. Follow email marketing laws and watch deliverability from the first send. - **A single owner.** One person owns the sequence, the copy and the review, even when sales and marketing both contribute. If your lifecycle stages are still loose, read [HubSpot lifecycle stages](https://www.finemediabw.com/blog/hubspot-lifecycle-stages) first, because a drip campaign is only as precise as the stage that triggers it. ### How a drip campaign differs from a newsletter and a broadcast Drip marketing campaigns, also called email drip campaigns or a drip email campaign, are a core part of digital marketing for B2B teams. This guide shows how to run drip marketing so it supports customer relationships instead of cluttering inboxes. An email blast sends one message to everyone on one day. A newsletter sends the same issue to subscribers on a fixed rhythm. A drip campaign sends different messages to different people, depending on when they joined and what they did. That difference is what makes it feel like a conversation. It is also why it is a form of [email marketing](https://www.finemediabw.com/blog/what-is-email-marketing) that depends on [marketing automation](https://www.finemediabw.com/blog/what-is-marketing-automation) rather than on someone pressing send. For the wider family of formats, see the [types of email marketing](https://www.finemediabw.com/blog/types-of-email-marketing). Here is how drip marketing works in practice. A contact does something, such as filling in a form. That trigger event starts an email sequence. The platform sends the first message, waits, checks what the contact did and sends the next one. Every step follows a predetermined course that you design in advance. ### Why drip marketing earns its place The key benefits of drip marketing are practical. It keeps a small marketing team in touch with every lead without manual work. It lets you remind customers and prospects of the next step at the right moment, which keeps customers engaged between conversations. And it gives you a record of what each contact has seen. Automated drip campaigns also serve more than one goal. The same email marketing software and automation tools can nurture new leads, onboard paying customers and bring back inactive subscribers. Email drip marketing is one method, not a cure for a weak offer, so do not expect it to boost sales without good relevant content behind it. Good drip marketing campaigns build customer relationships through useful, personalized emails. They rely on audience segmentation and on user behavior, such as the pages a contact visited, to decide what to send. Marketing emails that ignore both read as noise. Watch for increased engagement across the series as a signal that the content fits. A drip campaign emails program built on this logic supports customer acquisition and customer retention with one set of tools. That is what makes an effective drip campaign worth the setup time. ### Common drip email campaign types Most B2B teams start with a few proven patterns. Each one fits a different part of the customer journey and the sales funnel. - **Welcome series.** New subscribers get a welcome email, then two or three messages that explain what to expect and where to start. - **Lead nurture sequence.** Potential customers who showed interest move through educational drip emails toward a conversation. - **Event and webinar follow-up.** Attendees and no-shows get different messages that remind customers of what was covered. - **Onboarding series.** New users learn the product or service in the order that matters to them. - **Re-engagement series.** Inactive subscribers get a few messages to re-engage them before you move them off the list. - **Post-purchase series.** Existing customers and loyal customers receive guidance based on purchase history, such as what they bought first and what usually comes next. Product recommendation emails suggest related items after a purchase, and online shops also use abandoned cart emails to bring shoppers back, although those are less common in B2B. Choose one. A single, well-run drip campaign teaches you more than five half-built automated campaigns. One note on the word. A drip campaign is also a term in agriculture and in the way some companies pace paid media. This guide covers the email meaning only. ## How to build a drip campaign in six steps ![One route through six steps in three groups: plan, write and stop, and hand off and improve.](https://www.finemediabw.com/hs-fs/hubfs/Blog/Marketing%20Automation/Consideration/Drip%20Campaign%20-%20How%20to%20Build%20a%20B2B%20Drip%20Campaign%20in%20Six%20Steps/ma04-drip-campaign-six-steps-path-blog-1600x900.png?width=1600&height=900&name=ma04-drip-campaign-six-steps-path-blog-1600x900.png) Work through the steps in order. Each one ends with what done looks like, so you can tell when to move on. ### 1. Define the audience and the goal Start with who receives the series and what you want them to do at the end. A series for new subscribers who downloaded a guide is a welcome series. A series for leads who attended a webinar and have not booked a call is a follow-up series. Each one needs its own drip campaign and its own drip sequence. Choose the trigger next. A trigger can be a user action, such as a click or a form fill, or a specific date, such as the day after an event. Pick one goal per sequence. Good goals are concrete actions: book a call, start a trial, attend an event or reply to a sales rep. A goal such as "stay in touch" gives you nothing to measure. Relevance matters more than volume. Gartner's survey of 632 B2B buyers, conducted in August through September 2024, found that [73% of B2B buyers actively avoid suppliers who send irrelevant outreach](https://www.gartner.com/en/newsroom/press-releases/2025-06-25-gartner-sales-survey-finds-61-percent-of-b2b-buyers-prefer-a-rep-free-buying-experience). A tight audience is your protection against being one of them, and it is the first rule of drip marketing. Use what you know about customer behavior to narrow the group. Specific audience segments, such as customers with a first purchase in the last month, need different messages from those with older past purchases. [Behavioral segmentation](https://www.finemediabw.com/blog/behavioral-segmentation) groups people by what they did, such as pages visited or content downloaded, and those user actions make better triggers than job titles alone. You are done when one sentence names the audience, the trigger that enrolls them and the single action you want. ### 2. Plan the sequence and the spacing Map the series on one page before you write a word. Decide how many emails you need by counting the distinct questions your buyer has between the trigger and the goal. Do not pad the series to reach a round number. Give each email one job. A typical B2B drip campaign moves through these jobs: - **Welcome and orient.** Confirm what the contact asked for and what happens next. - **Teach one useful thing.** Share a point that moves the buyer's thinking forward. - **Show how others solve it.** Use an example, a checklist or a short guide, not a sales claim. - **Invite a next step.** Offer the call, the trial or the demo. - **Close the loop.** Say what you will do if they stay quiet. Then set the spacing. Space emails by how long the buyer needs to read and act, which depends on your sales cycle. A short cycle can carry a daily or every-other-day rhythm in the first week. A long, committee-driven cycle needs gaps of a week or more. As an illustration only, a welcome series might send on day zero, day two and day six. In HubSpot, the workflow tool handles the timing. A [delay action](https://knowledge.hubspot.com/workflows/choose-your-workflow-actions) pauses a contact for a set number of days, hours or minutes, or until a specific day of the week or time of day, so you can send on the weekday your audience reads email. You are done when the map lists every email with its job, its trigger or delay and the action it asks for. ### 3. Write each email Write for one reader. Open with the reason they are receiving this message, give them one idea and ask for one action. Keep each email short enough to read on a phone between meetings. Subject lines do most of the work of getting an email opened. Say what is inside in plain words and avoid tricks. Test one change at a time, such as a question against a statement, and keep what wins. Personalized messages need more than a first name. The Content Marketing Institute's 2025 survey of 1,015 B2B marketers found that [89% personalize content, yet 59% describe their personalization as basic](https://www.contentmarketinginstitute.com/articles/b2b-content-marketing-trends-research/), meaning simple changes in one or two channels. Go further by adapting the example, the problem and the proof to the segment, and use dynamic content where your platform allows it. End with a clear call to action that tells the reader what to do next. Keep the voice of your drip emails consistent across the series so it reads like one person writing over several days. Reference the previous email where it helps, and never repeat it. Check each draft against three questions: does it help, does it ask for one thing and would you send it to a customer you respect? You are done when every email is written, reviewed by the owner and tested by sending it to yourself on a phone. ### 4. Set the stop rules A drip campaign that cannot stop is the main reason people dislike automation. Decide in advance who leaves the series and when. Write these rules down: - **Goal reached.** A contact who books the call, buys or replies leaves the series at once. - **Sales conversation open.** A contact with an open deal or an active sales task leaves, so a prospect does not get an automated email the day after a negotiation call. - **Unsubscribe or bounce.** Respect the choice immediately and permanently. - **Disengagement.** Contacts who ignore the whole series move to a quieter list, not to a second series that repeats the first. - **Re-entry.** Decide whether a person can enter the same series twice and under what conditions. In HubSpot workflows, records enroll only the first time they meet the enrollment triggers unless you [turn re-enrollment on](https://knowledge.hubspot.com/workflows/create-workflows), and you can also set unenrollment criteria in the same settings. Use both deliberately, because the defaults will not know about your deals. You are done when every exit above is configured in your tool and you have tested each one with a dummy contact. ### 5. Connect the drip to sales follow-up A drip campaign that ends in silence wastes the interest it created. Decide what sales sees and when. Choose a signal that means "ready for a person". It might be a click on the pricing page, a reply to an email, a form fill or a [lead score](https://www.finemediabw.com/blog/lead-scoring) that crosses a line you set together. When the signal appears, the workflow should create a task for the owner of the contact, show which emails the contact opened and pause the series. Routing matters as much as the signal. If nobody owns the contact, the task goes nowhere. The guide to [lead routing as your first GTM workflow](https://www.finemediabw.com/blog/lead-routing-first-gtm-workflow) shows how to assign each contact an owner before the first email goes out. For a wider view of which tasks to hand to software, see [CRM automation: what to automate](https://www.finemediabw.com/blog/crm-automation-what-to-automate). Agree the rules with sales in writing. Sales agrees to act within a stated time, and marketing agrees to send only contacts that meet the signal. You are done when a test contact who triggers the signal produces a task, a note of the emails they read and a paused series. ### 6. Review and improve campaign performance Launch to a small group first if the list is large, then widen it once the emails render and the stop rules work. Put the review date in the calendar before launch. At each review, look at what the series is meant to do. Track key metrics that match your goal: the share of contacts who reach the goal action, the click-through rate on the main link, replies, unsubscribes and the number of contacts handed to sales. Compare opens and clicks email by email to find the one that loses people. Engagement and conversion rates together show whether a message earns attention and whether it earns action, so read them side by side. Read results as a conversation, not a verdict. A drop-off at the third email tells you the message or the timing is wrong for that audience. Change one thing, then watch the next cohort. Refresh your audience segments as new data and feedback arrive, and keep testing variations. Retire what does not work. Every drip campaign needs maintenance as offers, prices and buyers change, and an old series sending outdated claims does damage. Good campaign performance comes from small repeated fixes. To judge whether the effort is worth it, use the approach in [automation ROI](https://www.finemediabw.com/blog/automation-roi). You are done when the review is held, the changes are written down and the next review has a date. ## Mistakes that stop a drip campaign from working A successful drip campaign avoids a short list of errors. Check yours against this list, and use it again each time you manage drip campaigns at review. - **Enrolling everyone.** Mailing the full database turns targeted campaigns into a blast with extra steps. - **Writing a sales pitch in every email.** Teach first, then ask. - **Having no stop rules.** Buyers in conversation with sales should never receive a generic automated email. - **Starting without a goal.** If you cannot name the action, you cannot measure the sequence. - **Spacing emails by habit.** Space them by your buyer's sales cycle, not by your convenience. - **Treating the series as finished.** Offers and buyers change, and a stale sequence quietly harms customer relationships. - **Forgetting existing customers.** Customers who bought last year should not receive a series written for prospects. - **Ignoring inactive subscribers.** Keep sending to people who never open and you hurt deliverability for everyone else. - **Launching without tracking.** If you cannot see the series in your CRM, you cannot judge it. ## What you gain when this is done properly ![Three overlapping groups, sales, marketing and customer success, sharing data.](https://www.finemediabw.com/hs-fs/hubfs/Blog/Marketing%20Automation/Consideration/Drip%20Campaign%20-%20How%20to%20Build%20a%20B2B%20Drip%20Campaign%20in%20Six%20Steps/ma04-drip-campaign-team-gains-venn-blog-1600x900.png?width=1600&height=900&name=ma04-drip-campaign-team-gains-venn-blog-1600x900.png) A well-built drip campaign gives each team something different, and all three gains depend on the same shared data. ### Sales gets better conversations Sellers receive contacts from the drip campaign who have read useful material and asked for a next step. The note on the record shows what each contact read, so the first call starts from their interest and not from a cold open. ### Marketing gets a repeatable way to nurture leads The marketing team writes the sequence once and reuses it for every new contact in the segment. Nurturing leads stops depending on whoever remembers to follow up, and the review shows which message deserves the next investment. ### Customer success gets a voice at the right moments Customer success can use the same drip marketing method for onboarding and for re-engaging customers who go quiet. Each message arrives when the customer needs it, which supports customer retention without extra manual work. ## Build the drip campaign on a connected system A drip campaign is a communication strategy, a decision about who hears what and when. Write it down in six steps, test the stop rules and agree the handoff with sales before the first email goes out. For the full picture, read our complete guide to [marketing automation strategy](https://www.finemediabw.com/blog/marketing-automation-strategy). Propello designs and builds connected go-to-market systems on HubSpot. If you want your audiences, workflows and handoffs set up so that the campaign runs from clean data, an audit is the place to start. [Book a Propello GTM Audit](https://www.finemediabw.com/contact) ## Frequently asked questions What is a drip campaign in marketing? A drip campaign is a series of automated emails sent to a defined audience on a schedule or after a trigger, such as a form fill. Each message has one job, and the series ends when the contact reaches the goal, opts out or finishes the sequence. How many emails should be in a drip campaign? Count the questions a buyer must answer between the trigger and the goal, and write one email for each. Many B2B sequences use a handful of messages. Do not pad the series to reach a number, because every extra email gives a contact a reason to leave. How do drip campaigns work? A trigger, such as a form fill, enrolls a contact in the series. The tool sends each email after the delay you set, checks what the contact did, and stops when the goal is reached or the contact opts out. You choose the audience, the content and the rules. Why is it called a drip campaign? The name comes from the idea of a slow drip of water: messages arrive a little at a time instead of all at once. Spacing the emails gives the buyer room to read, think and act, and it keeps your brand present between decisions. How is a drip campaign different from lead nurturing? Lead nurturing is the wider practice of building a relationship with leads until they are ready to buy. A drip campaign is one automated tool within it, a fixed series of emails. Nurturing can also include sales calls, content and ads. ![Tumisang Bogwasi](https://app.hubspot.com/settings/avatar/77d7e2eaad8ff71b24463dcc39a31e9e) ### Written By: Tumisang Bogwasi Tumisang Bogwasi is the founder and CEO of Propello, a HubSpot partner that designs and builds connected go-to-market systems. [mailto:tumib@finemediabw.com](mailto:tumib@finemediabw.com) ## You May Also Like ### [![Lead Nurturing Emails: How to Set Up a Sequence That Moves Leads Toward a Sale. Dark and slate type on a light grey ground, Propello.](https://www.finemediabw.com/hubfs/Blog/Inbound%20Marketing/Consideration/Lead%20Nurturing%20Emails%20-%20How%20to%20Set%20Up%20a%20Sequence%20That%20Moves%20Leads%20Toward%20a%20Sale/lead-nurturing-emails-share-1200x630.png) *Oct 15, 2026, 10:26:26 PM | Demand Generation* Lead Nurturing Emails: How to Set Up a Sequence That Moves Leads Toward a Sale](https://www.finemediabw.com/blog/lead-nurturing-emails) ### [![Email Marketing Strategy: How to Build One for B2B in Six Steps. Dark and slate type on a light grey ground, Propello.](https://www.finemediabw.com/hubfs/Blog/Marketing%20Automation/Consideration/Email%20Marketing%20Strategy%20-%20How%20to%20Build%20One%20for%20B2B%20in%20Six%20Steps/email-marketing-strategy-share-1200x630.png) *Oct 15, 2026, 10:29:16 PM | Customer Acquisition & AEO* Email Marketing Strategy: How to Build One for B2B in Six Steps](https://www.finemediabw.com/blog/email-marketing-strategy) ### [![Email Automation: What It Is and How It Works for B2B Teams. Dark type on a pale blue-grey ground, Propello.](https://www.finemediabw.com/hubfs/Blog/Marketing%20Automation/Awareness/Email%20Automation%20-%20What%20It%20Is%20and%20How%20It%20Works%20for%20B2B%20Teams/email-automation-share-1200x630.png) *Oct 15, 2026, 10:28:42 PM | Customer Acquisition & AEO* Email Automation: What It Is and How It Works for B2B Teams](https://www.finemediabw.com/blog/email-automation) [Learn More](https://www.example.com) [![Fine\_Media\_logo\_Set\_HubSpot Website Logo Stacked White BG White-1](https://www.finemediabw.com/hubfs/Fine_Media_logo_Set_HubSpot%20Website%20Logo%20Stacked%20White%20BG%20White-1.svg "Fine_Media_logo_Set_HubSpot Website Logo Stacked White BG White-1")](https://www.finemediabw.com) We help you propel growth at every stage of the customer journey with inbound marketing and Hubspot. ![provider-horizontal-white](https://www.finemediabw.com/hubfs/provider-horizontal-white.svg "provider-horizontal-white") Blogs [What is Inbound Marketing](https://www.finemediabw.com/blog/what-is-inbound-marketing) [Why work with a HubSpot Agency](https://www.finemediabw.com/blog/why-work-with-hubspot-agency) [Benefits of a Website](https://www.finemediabw.com/blog/the-power-of-website-design-a-cornerstone-of-brand-identity) [Ultimate Guide to Closing more Deals](https://www.finemediabw.com/blog/how-to-close-more-deals-with-sales-enablement) [Why Every Business Needs Customer Success](https://www.finemediabw.com/blog/why-customer-success-is-important) Services   [Inbound Marketing](https://www.finemediabw.com/inbound-marketing) [Website Design](https://www.finemediabw.com/website-design-and-development) [Sales Enablement](https://www.finemediabw.com/sales-enablement) [Customer Success](https://www.finemediabw.com/customer-success) [HubSpot Services](https://www.finemediabw.com/hubspot-services) Quick Links   [Home](https://www.finemediabw.com/) Services [About us](https://www.finemediabw.com/about-us) [Contact](https://www.finemediabw.com/contact-us) © 2026 Fine Media (Pty) Ltd. 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[Legal Notice](https://www.finemediabw.com/user-agreement) | [Privacy Policy](https://www.finemediabw.com/privacy-policy)  ```json { "@context" : "https://schema.org", "@type" : "BlogPosting", "author" : { "@type" : "Person", "name" : "Tumisang Bogwasi", "url" : "https://www.finemediabw.com/blog/author/tumisang-bogwasi" }, "datePublished" : "2026-10-15T20:28:47.000Z", "headline" : "Drip Campaign: How to Build One in Six Steps", "image" : [ "https://www.finemediabw.com/hubfs/Blog/Marketing%20Automation/Consideration/Drip%20Campaign%20-%20How%20to%20Build%20a%20B2B%20Drip%20Campaign%20in%20Six%20Steps/drip-campaign-share-1200x630.png" ], "mainEntityOfPage" : { "@id" : "https://www.finemediabw.com/blog/drip-campaign", "@type" : "WebPage" }, "publisher" : { "@type" : "Organization", "logo" : { "@type" : "ImageObject", "url" : "https://www.finemediabw.com/hubfs/Fine_Media_logo_Set%20copy_HubSpot_Logo_Long_Stacked.svg" }, "name" : "Fine Media" } } ``` ```json { "@context" : "https://schema.org", "@type" : "FAQPage", "mainEntity" : [ { "@type" : "Question", "acceptedAnswer" : { "@type" : "Answer", "text" : "A drip campaign is a series of automated emails sent to a defined audience on a schedule or after a trigger, such as a form fill. 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