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.
We are following the progress of the proposed EU Regulation on Data Protection very closely.
While the MEPs voted overwhelmingly for a set of proposals which would outlaw list broking, cold telemarketing and cold mailing to named contacts, the Ministers of Justice & Home Affairs from each of the 27 EU nations are taking a more business-friendly, risk-based approach. They met on 10 October to agree their own set of proposals. They will meet again in January 2015 to try to reach agreement on the issue of the ‘right to be forgotten’.
When the Ministers of Justice & Home Affairs have reached agreement, then the three-way negotiations with the European Parliament and the European Commission begin. This is likely to happen in the second half of 2015.
According to the DMA (Direct Marketing Association), this progress means that the Regulation could be passed into EU law by late 2015. The UK then has two years to implement the law, which means that the Regulation could be enforced in the UK by late 2017 or more likely, early 2018.
To increase the uncertainty of what may happen in direct marketing, David Cameron has promised an ‘in/out referendum’ on Britain’s membership of the EU before 2018. It seems unlikely, but by 2018 we might be negotiating our way out of the EU.
To read the full text of the DMA’s article, written by solicitor James Milligan, see here.