Trigger Events – Keys to Sales Success


B2B Lead Generation: Harnessing Trigger Events

Knowing whom to call and precisely when to call is the Holy Grail of B2B marketing and sales today. A good friend, Craig Elias, has written the definitive book on Trigger Events, Shift. And another good friend, Bob Apollo of Inflection Point wrote a great article called Trigger Event Marketing.

Trigger events are things happening on the buyer side which make them stand up and take notice. Let’s say they hire a new VP of Sales and he needs to expand the sales team, and you are a headhunter. Perfect time to call him.

InTouch and Brian Carroll produced a nice graphical display in their article,

The Physics of Trigger Events for Lead Generation

with all your options on trigger events. I share it here. Click on the image to expand it.

Knowing exactly when to call and what to say is a very valuable asset in B2B sales and marketing today.

Google Alerts, InsideView and iSell by our former client, OneSource, are three products that alert you to trigger events. (Please note: The B2B Sales Lounge used to post daily when we managed it, now it posts only 2-3 times a month.)

What do you think about Trigger Events? Do you use them? What kind of results have you seen? We love your comments.

Jeff Ogden is President of the B2B lead generation consultancy, Find New Customers. We help companies with between 150 and 5,000 employees who sell complex products to businesses to implement world-class lead generation programs. As companies struggle to create quality sales opportunities, they turn to lead generation companies like Find New Customers.

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One thought on “Trigger Events – Keys to Sales Success

  1. There is a silver bullet in sales it s called timing when you get to highly motivated decision makers at EXACTLY the right time after they experience a Trigger Event BUT before they call your competition. an entirely new perspective on things that are hiding in plain sight for all sales professionals.

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