B2B Lead Blog

Have you ever wondered why some sales happen twice as fast others?

This is a true story.  I’ve changed my friends name because she didn’t want to her competitors to know what she was doing and she is busy like all of us. Let’s call her Kristin.   

Kristin, a marketing manager, works for a B2B company that sells to executives in mid-sized to Fortune 500 companies. Her marketing budget was cut by 50% mid-year, yet her CEO expected her to still meet her revenue contribution goal. She told me about how she used trigger events to focus her marketing efforts and exceed her revenue plan by 25%.

Here’s her secret…

Her key to success
In short, she studied, trigger events. She only targeted companies that were highly likely to need their solutions based on their trigger event and ideal customer profile.

Her VP of Sales requested a meeting. It turned out that he wanted to know, "what she was doing?" Bottom line: he was seeing more sales activity and hearing good things from his sales team.

During their meeting her VP shared their sales forcast. Later, she took that information and plotted out her lead generation results against his sales forcast. She compared leads with trigger events against those leads with out trigger events. Companies with trigger events appeared 400% more likely to buy than companies with out trigger events.

Kristin’s initial trigger events list

What are your trigger events?
Below are some questions to help you define your events.

Collecting trigger events?
You can research new business opportunities based on trigger events, for little to no cost, by leveraging press releases, websites and news wires. If you have a corporate librarian or business library they can help you find what you need. You can also bring a leading business library to you desktop and do research on HillSearch Business Intelligence for around $50 per month.

You can try
HillSearch Membership risk free for one month.

I suggest you read my entry about "Getting Marketing/Sales on the Same Team" I didn’t cover this key point about trigger events.

Please note: I’ve changed certain parts of "Kristen’s" story to protect her competitive advantage but wanted to share this valuable insight with you.

Cold Calling, Lead Generation, Marketing Strategy, ROI Measurement