Trigger marketing or event-driven marketing usually refers to consumer marketing but by focusing on key moments in a company's life, you can use trigger-marketing in marketing to business. You can increase your sales by contacting companies when they are likely to be hiring new suppliers.
The hiring of a chief executive can mark the start of a new chapter in a corporate’s life.
A new chief executive is expected to make changes to the way things are done at a company but the saying that 'a new broom sweeps clean' also applies to departmental directors and managers heading up teams. In many corporate cultures it is essential to look busy and not accept the status quo. An ambitious new hiring needs to get noticed; he will often fire suppliers and bring in new partners with fresh ideas.
And this is the time to get your business card, your website or your LinkedIn profile, in front of the new manager to make sure that you are on the pitch list.
As well as being timely, you can make your initial communication relevant to the prospect, maybe offer congratulations on the new job.
Electric Marketing tracks new appointments in a series of monthly updates, giving you contact details of newly appointed managers and directors in the high-spending departments of large UK companies.
We focus on the people who are likely to be buying in services: chief executive, marketing director, HR director, finance director, IT director , sales director, CRM manager and training manager. Once a month, we email our subscribers a list of all the new appointments we have identified (we phone every company on the list a few days beforehand) with their full contact details. At just £355 for 12 datafiles, one every month for a year, it is the most effective information for b2b trigger marketing campaigns available.
We offer ten lists of new appointments, every month, each one focusing on a corporate department. See the full range of new appointments mailing lists here.
By being in the right place at the right time, you can win business.
Read more about trigger marketing.