Trigger Marketing for B2B Marketers: Tie Your Marketing Communications Into Key Events In A Company’s Life
As anyone who has ever done cold-calling and appointment setting will tell you, it is difficult to penetrate the mind-set of ‘if it ain’t broke, don’t fix it’. How can you sell into a company which is embedded with another supplier? Sometimes you just get lucky and your cold call hits the buyer when there is trouble with the existing supplier – a price rise, a delayed job – and the buyer is in the mood to make a change.
You can increase your new business success rate by contacting companies when they are likely to be hiring new suppliers.
We’ve identified a company merger or acquisition as being a key moment in a corporate’s life for hiring new suppliers.
When a company buys or merges with another company, it triggers a change in its purchasing habits. It may buy in services to help it cope with the challenge of merging or absorbing the new corporation. The company may not have all the experience it needs to deal with new issues the merger is throwing up. This is when it looks to outsource and when, by being in the right place at the right time, you can win business.
As well as being timely, you can make your communication relevant to the prospect. You can grab their interest in the first line by talking about their company’s situation. Instead of presenting your excellent credentials, you can explain how your company’s expertise can help them; either by removing a problem from their in-tray or by taking their business forward.
Electric Marketing tracks merger and acquisition activity in M&A News. M&A News isn’t just a list of mergers and acquisitions; it gives you contact details for the key personnel in the companies involved so that you can make your pitch at a time when the company is in a state of flux and momentous change.
M&A News focuses on the people who are likely to be buying in services: chief executive, marketing director, HR director, finance director, IT director and legal director. At just £145 for 12 datafiles, one every month for a year, it is the cheapest information for trigger marketing campaigns available. See M&A News for details.
There’s more about trigger marketing on Electric Marketing’s website
Yes they are all big brands with a solid British heritage, but they are no longer in British hands. All of these brands have received major investment from Asia and are majority Asian-owned.
If you can see a business opportunity targeting companies with overseas parent companies, Electric Marketing now offers mailing lists with email addresses sorted by nationality of parent company.
We have lists of companies operating in the UK owned by Chinese, French, German, Indian, Italian, Japanese, Scandinavian, South Korean and US companies. The lists don’t just feature British brands but brands from those countries with a market presence in the UK such as EDF (France), BMW (Germany), Honda (Japan) and Samsung (South Korea),
We don’t believe any other UK mailing list company offers this as a selection criteria.
The mailing lists are ideal for any company focusing its marketing efforts on multinational corporations; from international marketing and advertising agencies to multilingual market research teams, from translation agencies, international relocation agents and business language training schools to companies offering legal advice on visa and immigration issues.
As with all Electric Marketing mailing lists, all data has been checked within the last 4 months by calling the companies and checking that the information we have is spelt correctly and is up-to-date.
See how many contacts we have for each country or region and order your lists on these pages. There is no extra charge for using this marker as a selection criteria.
Are you interested in companies from other nations? Email email@example.com and we’ll put your chosen country at the top of our research list and get back to you within the week with a quote.
For 30 years the UK Government has pursued a policy of attracting inward investment. From the Nissan factory in Sunderland to the new owners of Land Rover (Indian car maker Tata Motors) and owners of Ribena and Lucozade (Japanese Suntory), overseas companies have invested heavily in UK manufacturing.
Retailer House of Fraser has sold an 89% stake to Chinese conglomerate Sanpower and UK high streets host overseas retailers Muji and Uniqlo (Japan), Zara and Mango (Spain) and H&M (Sweden). Wind back to the 1980s and the high street looked quite different.
Each company that comes to the UK to do business brings its own culture, language and ways of working. If your company offers services to overseas companies in the UK or if you can offer a particular understanding of a nation’s culture and sensibility, you might want to target companies by the nationality of their parent company.
This week, we’re adding a new marker to our mailing and email lists; you can now select companies by country of origin. So far we can offer companies who originate from or whose parent company is based in Japan
But we’ll be adding India, China, South Africa, Brazil and USA plus any other country of origin for which there is client demand. Just email Robert at electricmarketing.co.uk with the nation which interests you.
These lists are ideal for business language schools, translation services, visa and immigration lawyers, international relocation advisers and M&A advisers or any company that wishes to target companies whose parent company is not based in the UK.
If you are using these mailing lists, it is best not to specify a turnover band or number of employees limit. Mostly these companies do not publish annual sales for the UK only or give details of employee numbers country by country. Their annual reports feature Europe-wide or even worldwide sales figures which we don’t record.
Suffice to say that if a Japanese, US, Chinese or Indian company is in the UK, it is a big company with budget to spend and worthy of your marketing team’s attention.
Spot the odd one out: SW SE NW NE WC EC
A young graduate was given the job of appointment setting for the marketing director who wanted to ‘touch base with our London clients’ and have a few lunches in Soho. The Cambridge graduate selects a list of London clients using these postcodes and gets down to making the phone calls. He makes four appointments and proudly hands the marketing director the lunching schedule.
“Newcastle! Why am I spending Thursday afternoon in Newcastle!” yells the director.
Rest of team sniggers; the trainee assumed that if London has postcodes for South West, North West and South East, it also has one for North East London. It doesn’t – NE1 is the postcode for central Newcastle.
If you’ve put the time in selecting your mailing lists by postcode, you probably have a postcode map of your local area in your head. But if not, here’s a link to the Electric Marketing postcode map, for you to bookmark www.electricmarketing.co.uk/map.html
Selecting mailing lists by postcode may seem laborious and nerdy, but it does save time and budget if you are buying data for a campaign inviting people to an event. Admit to yourself that however triumphant your breakfast seminar, few executives from Exeter will make the trip to Manchester for breakfast. So don’t bother mailing or emailing them. Save your budget, look at the postcode map and only invite companies from within a certain radius. You don’t need to get into numbered postcode districts for business marketing – that really is nerdy – using the first letters of the postcode is usually enough. You won’t send out as many invitations, but your response rate will be more impressive and you will save budget on data, print and postage or ebroadcasting.
For (almost impartial) advice on buying and selecting mailing lists, see our guide How To Buy Mailing Lists For Email & Telemarketing Campaigns
I have always accepted the industry standard that business-to-business data decays at a rate of 30% a year and good sceptic that I am, assumed that the data industry was talking this up to encourage repeat orders.
Last week, we were pricing a list research project for a client and we happened to put this to the test.
We took a data file from June 2013, ran the exact same search again, compared the two files and found that 50% of the records had changed. Whether this was companies moving offices, email address changes, new phone numbers and most often, people switching jobs, we found that over the course of a year, this file of Electric Marketing data had decayed at a rate of 50%. Can’t be right (there’s that sceptic again), so we tested another, larger file of data. Same result. We tested a third file. Same result.
Why are we so far off the industry standard?
Theory One: the industry standard has not been tested since before the dawn of email. Email addresses are changed more frequently than postal addresses and these are pushing the rate of decay up from 30% to 50%. This was my first thought but I reckon that our more profit-focused competitors will have tested their rate of data decay within the last 12 years and I assume found no change in the rate of 30% data decay.
Theory Two: The focus of Electric Marketing email data is on large, dynamic businesses where staff are promoted and switch jobs more frequently; where merger and acquisition activity makes for more office moves, company name changes and email address changes. Dynamic companies where change is frequent make good sales prospects as they are receptive to new ideas and changing suppliers.
Theory Three: 30% is an industry average which would include all the micro-businesses employing under 5 people. They are characterised by people setting up a business and running it for 30 years until they retire; change in these businesses runs at a slower pace – they may still be dynamic businesses but the contact details for the MD are likely to remain static for longer periods. These small businesses are not included on Electric Marketing’s datafile.
Theory Four: The changes to our data included all the new managers and directors we had added to the data file over the year. Our cycle of updating and researching new names is more aggressive than other data providers.
So the bad news is that if you bought a file of data from Electric Marketing in summer 2013, half of it is probably incorrect. And this likely applies to any data you hold on large businesses.
If you’d like to fix this, Electric Marketing offers 50% discount on any list which you have bought within the last 12 months. But if you are reading this thinking about buying new data, consider our LeadStream service where we alert you to changes in email addresses on your datafile and send you new contacts that we’ve added to your datafile every month. See http://www.electricmarketing.co.uk/leadstream.html
It is not hard to find a business which has had a bad experience of buying an email list. And there are plenty of bloggers who preach building your own email list organically by getting people to sign up on your website. This is good eMarketing practice but building a sizeable list of clients, prospects and interested parties can take years.
If you aren’t sure whether buying an email list is right for your company, ask yourself if your business fits into any of these categories.
Your business is a new start up with a handful of happy customers and you want to find more customers. Quickly.
Your business is an established business which has surplus stock or unexpected spare capacity to take on new work.
Your business is looking at expanding into new markets eg a conference company runs events on HR issues is moving sideways into conferences on health & safety. The company sells places at the new conference to its existing client base of HR managers and wants to tell health & safety managers about the conference too. The company buys list of email addresses of health and safety managers.
Your business has ambitious growth targets and wants to expand. Companies which use email marketing lists include Google, IBM, HP, Oracle, Dell, Fujitsu.
Email lists and mailing lists are essential for businesses which want to attract new customers. For a small business or a start up, email marketing is the cheapest way to tell more people about your business.
You need not buy a million email addresses and overload yourself and your email server. Email marketing, like direct marketing* can be done in small, manageable chunks. A good email list provider will not insist that you buy the entire list at once. You can start out with a campaign to 500 or 1,000 email addresses. Take it steady while you learn what sort of emails work for your business and your marketplace.
If you have not bought email lists before, read our handy guide to the basics of sourcing an email list from a reliable company and avoiding the email list cowboys.
*for younger readers, direct marketing was widely practised in the last century and involved marketing using leaflets, envelopes and postage stamps.