Sales
Marketing
Mastering Trigger Event Marketing: Tips and Strategies
Boost response rates with timely, relevant messages that prospects want to read.
Boost response rates with timely, relevant messages that prospects want to read.
Imagine opening your inbox to find it flooded with generic sales emails. These one-size-fits-all pitches often end up in the trash folder fast. But what if there was a way to cut through the noise and get your prospects' attention?
Good news! There is. Trigger event marketing can help you stand out in a crowded inbox. You can leverage timely, relevant events in your prospects' lives or businesses to spark meaningful conversations they want.
This blog will dive into trigger event marketing. We'll explore trigger events, why they matter, and how you can use them to boost your outreach success. Transform your sales approach from "just another email" to "Wow, this person gets me!"
Think of a trigger event as a golden opportunity—a moment when your prospect will more likely be receptive to your message. It's like showing up with an umbrella right when it rains. It’s about perfect timing.
Simply put, a trigger event is a significant change or occurrence in a prospect's personal or professional life that opens a window for meaningful engagement. It could be anything from a company announcing a new round of funding to an individual starting a new job role.
Here are some examples to paint a clearer picture:
Now, why do these trigger events matter so much? Timing has a bigger impact than many realize. 91% of buyers are more likely to shop with brands that send them offers and recommendations relevant to them.
Trigger events are your ticket to creating outreach that resonates. Let’s break down two benefits of using trigger events:
Trigger events help you craft outreach that feels tailor-made for each prospect. Instead of generic "Hey, wanna buy my stuff?" messages, you can say, "Congrats on your new role! Here's how we can help you crush it."
These events give you insight into what's top-of-mind for your prospects right now. If a company just raised funding, they're probably thinking about growth strategies—which is where you can offer value.
Personalization in content marketing can increase conversion to sales by 21%. When your outreach is tied to a specific, relevant event, it immediately differentiates you from the generic sales pitches flooding your prospect's inbox.
It can also help you boost engagement. 72% of consumers say they only engage with personalized messaging.
Because your message is timely and relevant, you will likely see higher open and response rates. It's the difference between shouting in a crowded room and having a one-on-one conversation.
Acknowledging and responding to significant events in your prospect's world shows that you're paying attention and genuinely interested in their success.
Now that we've covered trigger events and why they're so powerful, let's break them down into two main categories:
Picture these as the significant, company-wide events that make headlines. They're the corporate equivalent of a wedding or a house move—significant changes that affect the whole organization. They might be the news in a press release or a business journal.
Examples:
These events signal that a company might be ready for new partnerships, solutions, or strategies. They've put up a "Now Open for Business" sign!
These are individual-level events—the professional equivalent of a birthday or a graduation. They discuss what's happening in a specific person's career or online activity.
They're often more subtle than organizational events but can be as powerful for building connections.
Examples:
Personal trigger events allow you to connect more individually, showing that you're paying attention to their journey and interests.
Tracking trigger events doesn't have to be a full-time job. With the right tools and some strategy, you can set up a system that does most of the heavy lifting for you.
Think of yourself as a detective, gathering clues about your prospects. Here are practical ways to keep your finger on the pulse of your prospects' worlds:
Think of Google Alerts as your news service. It's like having a team of researchers working around the clock to find relevant information for you.
How to set it up:
Start with broad topics and refine as you go. For example, you might begin with "AI in marketing" and later narrow it down to specific companies or technologies.
LinkedIn is a goldmine for personal and professional trigger events. It's like having a backstage pass to your prospects' career moves.
How to leverage it:
Engage with your prospects' posts regularly. Comment thoughtfully on their articles or updates. This will keep you on their radar and provide additional touchpoints.
Subscribing to industry newsletters is like having a seasoned industry expert whispering the latest news in your ear.
How to make the most of it:
Look for newsletters that offer weekly roundups. These often distill the most important news into an easy-to-digest format.
Earnings calls are quarterly events where publicly traded companies discuss their performance and plans. It's like being a fly on the wall in the boardroom.
How to tune in:
Many companies provide a transcript of the call. Skim this for phrases like "new initiative," "strategic partnership," or "upcoming launch."
There are over five billion social media users around the world. Social media platforms are where many companies and individuals broadcast their news first. It's like having a backstage pass to both personal and organizational updates.
How to set it up:
Don't just lurk! Engage with posts by liking, commenting, or sharing. This keeps you visible and memorable to your prospects.
Remember, the goal isn't to stalk your prospects (creepy!) but to stay informed about relevant changes and events in their world. Then, reach out at the right moment with a genuinely resonating message.
Alright, you've got your trigger events lined up—now what? It's time to turn those golden opportunities into successful outreach. Try to be helpful, not pushy. You're not just trying to make a sale but positioning yourself as a valuable resource at the right moment.
Let's break down some trigger events and how to approach them:
A company just secured a hefty round of funding. They're probably feeling pretty good right now but also thinking, "Okay, how do we make the most of this cash?"
Your job is to ride that wave of excitement while offering practical help. Congratulate them sincerely, then pivot to how you can help them use that funding wisely.
For example, you can say you’d love to share how you've helped other newly funded startups optimize their spending and accelerate growth. You can even ask them to join you in a call to chat about strategies that have worked well for companies in similar positions.
Pro tip: Do your homework. If possible, mention specific plans they've announced for the funding and tie your offering to those goals.
When companies merge, it's exciting but also chaotic. There's a lot of restructuring, and decision-makers are looking for ways to streamline operations.
Position yourself as a steady hand in turbulent times. Offer support and show how your product or service can help smooth the transition.
Congratulate them on the merger, mention your experience with post-merger tech integration, and offer to discuss scaling your platform across the newly merged organization. Then, invite them to a call.
Pro tip: If you have experience with similar mergers, briefly mention a success story to build credibility.
Launching a new product is exhilarating but stressful. Your prospects are likely focused on making a splash in the market.
Congratulate them on the launch and offer specific ways you can amplify their success.
After congratulating them, you can share some marketing strategy ideas that could boost their launch momentum. Focus on their specific goals and pain points. For example, say you have ideas to target early adopters in their industry.
Pro tip: If possible, try their product and include a genuine compliment or observation about a specific feature.
Expanding to a new location signals growth, but it also comes with logistical challenges and the need to establish a presence in a new market.
Offer resources and insights specific to the new location, positioning yourself as a local expert or expansion guru.
For example, congratulate them on the expansion and offer insights into the local business culture, talent pool, and marketing strategies. Then, suggest a chat to share your guide on scaling in the new location.
Pro tip: Include a small, relevant fact about the new location to show you've done your homework.
New leaders are often looking to make their mark quickly. They're open to new ideas and solutions that can help them succeed in their role.
Welcome them to their new position and offer resources tailored to their specific challenges.
Then, you can mention resources you've developed for industry leaders and offer to discuss strategies that apply to their goals.
Pro tip: If you have mutual connections, mention them (with permission) to establish credibility.
When someone takes on a new role, especially at a new company, they often look to prove their value quickly. Congratulate them and offer to help them hit the ground running in their new position.
Perhaps you can reference how they used your product in their previous role and suggest exploring how your solution can help them make an impact in their new position.
Pro tip: If they're moving to a new industry, offer resources to help them get up to speed quickly.
When someone publishes an article or gives a presentation, they're often excited to discuss their ideas further. Engage with their content sincerely and use it as a springboard for a deeper conversation.
For example, compliment their article, mention a specific point you found interesting, and suggest a chat to discuss how your tools relate to their ideas.
Pro tip: Reference specific points from their content to show you've engaged with their ideas.
After attending an industry event, people often buzz with new ideas and look to implement them. Follow up quickly, referencing specific aspects of the event and tying them to your offering.
Mention a specific session they attended, remind them of your brief chat at the event, and offer to share relevant case studies.
Pro tip: If you attended the same event, mention a speaker or session you both enjoyed to build rapport.
When someone engages with your content, they signal interest in the topic. Strike while the iron is hot! Reference the specific content they accessed and use it to start a conversation about their current challenges or goals.
You can acknowledge the content they accessed, ask what prompted their interest, and offer to discuss how it relates to their current challenges.
Pro tip: Reference any specific parts of the content they spent more time on or interacted with.
Social media activity can provide great insights into your prospect's current thinking. Genuinely engage with their posts, then follow up with a more substantial message that ties their interests to your offering.
Compliment their post, mention how it relates to a project you're working on, and offer to give them a preview of your solution.
Remember, you need relevance and timing for successful trigger event outreach. You're not just selling—offering value when it's most needed. Keep your messages personal, focused, and tied directly to the trigger event.
Pro tip: Don't just talk about your product—engage with their ideas and show how your offering can help bring their vision to life.
Trigger events are powerful tools for increasing the effectiveness of your sales outreach. They help you reach out at the right time with relevant messages, increasing the chances of a positive response.
To get started, pick one or two types of trigger events to track for your prospects. This could be as simple as setting up a few Google Alerts or checking LinkedIn once a day. The important thing is to make it a regular habit.
Remember, the goal is to be helpful, not pushy. Use trigger events as a way to start meaningful conversations and offer value.
Ready to take your outreach to the next level? Lunas has more expert resources waiting for you. From advanced prospecting techniques to mastering follow-ups, we have the insights you need to succeed in today's competitive market.
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