In a previous article, we introduced trigger event marketing to you. This means the use of events that affect the industry, the company or the person of one of your potential customers as a concrete reason for sales and marketing approaches. Trigger event marketing is much more promising than classical cold calling, but researching and keeping track of potential contact occasions can quickly become very time-consuming. However, with various technical tools you can automatize parts of this process and significantly increase the efficiency of your trigger event marketing.
News about the company and the industry
The classic way to identify trigger events for your leads is to monitor public media. Is there news about the company in question? Are there new topics driving the industry? Instead of searching through various online portals manually, tools such as Google Alerts, Ubermetrics or Meltwater can help you to track reports on specific keywords for the German market. A notification informs you as soon as a new result matches your search criteria. Relevant news articles automatically end up in your inbox and only need to be evaluated.
Monitoring Social Media
Entries in social networks and career portals can give you a lot of information about what your leads are up to, what topics they are dealing with or how they relate to certain events. And: They may be talking about your company. With monitoring tools such as TweetDeck, Hootsuite or Social Mention you keep an eye on the discussion on the Social Web – whether about your company or currently relevant topics. In addition, updates in career networks such as Xing (still very popular in Germany) and LinkedIn let you know when one of your contacts receives a promotion or changes companies, for example. Valuable information and promising contact events.
You can also create some trigger events yourself. For example, opening one of your e-mails by a lead can be a good reason to follow up over the phone (although this neat feature might be compromised in the future due to the GDPR). With Hubspot Signals or Yesware you will notice when your mails are clicked – and can then react to them.
Algorithm driven monitoring
However, all of the methods mentioned above have one disadvantage: they are relatively difficult to configure or only cover part of the German-speaking area. With Implisense Pro, you can significantly simplify your monitoring process for this market. With a few clicks you create a list of the companies to be monitored – the algorithm does the rest. Automatically, the software is constantly searching for new information, changes and trigger events for your desired companies. You will be informed immediately about new features and can react instantly. Using the Implisense API, you can even integrate the service and the data obtained into your existing system very easily. This allows you to achieve maximum efficiency in identifying promising trigger events.
Crucial: React quickly and carefully
However, no matter how you have identified an interesting trigger event, it is important to react quickly and carefully. Reflect on what the trigger event creates for changes in your lead and what added value you can add in this context. The more detailed you have designed your added value argumentation for certain trigger events in advance, the easier it will be to address them and the easier it will be for you to be heard by your lead.
Automate your trigger event monitoring and make addressing your leads more successful and much more efficient.