Some tools to identify trigger events in Germany

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.

trigger events contract conclusion
The challenge of keeping track of news on specific leads.

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.

Opening e-mails

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.

Trigger Events topics
Which topics are moving your customers at the moment?

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.

Trigger Events monitoring

Targeted trigger event monitoring using the Implisense algorithm: Regularly and automatically receive current trigger events for your leads.


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What is Trigger Event Marketing?

The main issue of our blog posts are about identifying companies that can become profitable customers. But not only the question of “who?” is interesting for efficient and successful marketing. More and more it is about “When?”! The right moment can generate demand so that you sell quicker and with less amount of effort.

Small events can have major effects – also on your sales success

Examples of trigger events

Trigger events are internal or external events that generate changes in the evaluation of existing solutions for a potential customer. This can create the need for new solutions – your offer. Trigger events can occur in a single company or affect an entire industry.

Examples of trigger events:

  • A start-up receives an investment. This forces it to quickly build up structures for the targeted growth.
  • A new data privacy law comes into force. This forces companies to revise existing data processing processes.
  • A hidden champion received a major order. New specialists must be found quickly.
  • There is a change of personnel in top management. In a few months the priorities for investments will be redefined.
  • Two large companies merge. All other market players must adapt their strategies.

 How to use trigger events

By identifying such trigger events, you can identify specific contact occasions and tailor your marketing or sales activities to the current needs of your target group. While events that affect an entire industry still allow for relatively broad diversification, company-specific trigger events require a high degree of personalization. Thanks to a much higher conversion rate, however, this method is still extremely efficient. Of course, trigger event marketing is not only worthwhile for approaching potential new customers, but also for identifying and exploiting opportunities for upselling or cross-selling. Meet with sales and marketing people to discuss which triggering events make it easier for potential customers to listen to you. Create a Top 10 list of triggering events and check how you can continuously integrate them into your sales and marketing process.

Develop a list of trigger events that have historically promoted your acquisition

How to get trigger events

Once you have clarified which triggering events are relevant for you, the technical part begins. The basis of successful trigger event marketing is the monitoring of trigger events at potential companies. Start testing free solutions to assess the data potential at low risk. Free services such as Google Alerts or Google News can give you a first impression.

Note that free services are usually difficult to configure to obtain accurate results that you can easily integrate into your processes. With Implisense, you can manually monitor a list of companies in the Implisense Pro software with less effort. The Implisense API provides the best offer for integrating data into marketing and sales processes. This automates trigger event marketing at low running costs.

Keep up to date with your current and potential customers.

Implisense Pro delivers promising trigger events free to your door – completely automatically.

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