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