Trigger Event Marketing

I found a link to the full report "Trigger Marketing - Timing is Everything" by Jeff Zabin of Aberdeen research.

Here is the link - http://www.conclusivemarketing.com/aberdeentriggermarketing.pdf

Please let me know if you find resources that can be posted on this group or it's sister group on LinkedIn.
...
Thanks!

Craig EliasSee More

Link to full article here - http://bit.ly/8853VW

Prospect Corner (Using News Alerts or RSS Feeds to help generate new prospects) – Roger Demers

Internal or external changes within a target group company can mean opportunity. The following tools (among others) can be employed to track news relating to specific organizations or industries: Bing Alerts, Google News Alerts, Yahoo News Alerts, and Te...chnorati Watch Lists.

When you incorporate Trigger Event Marketing into your daily activities:
- Prospects with the greatest likelihood of buying are identified.
- You have a reason to engage the prospect and the basis for a meaningful conversation.
- You get a jump on critical relationship building. When competitors have comparable capabilities, relationships drive the buying decision.
- You can customize the message and medium to fit the situation, since you have specific insight into the prospect's situation.
- You can prioritize and invest precious sales effort where it's most likely to produce results-shortening the sales cycle.
- You can engage the prospect on your terms, allowing you to influence the buying conditions.

Here are some of the Triggers you can use when setting up Alerts:

Money - a company has won a new contract, gained a new line of credit, attracted new investors, received a grant or experienced a substantial rise in revenue. Or, perhaps they have decided to sell an asset or entered into a joint venture. They have more loot to work with.

Transitions - ownership of a business has changed through a straight purchase, merger or acquisition, or maybe a company is preparing to expand-by adding employees, locations, products, or size to their office, factory or warehouse. Or an organization has new leadership or management in key positions. New people, new places, new software?

Achievements - personal or organizational; a company has won an award, or a business person has been honored. These events may seem less relevant than the money or transitions categories, but remember, it is people with whom you're doing business with.

Clues you can use: The triggers are primarily related to success and open the door for a meaningful communication with a potential prospect. Almost any happening that can be preceded by the word "congratulations" and generally falling into one of the above named categories could be considered a trigger event indicating a propensity and motive to buy.

Be prepared to delete a lot of messages before hitting a news item that fits your criteria. The search tool will trim the results down immensely, but you still need to do a lot of quick reading. If you're too narrow with your search terms, the results you have to examine will be reduced, and a lot of good possibilities can be missed.See More

Full article found here - http://bit.ly/7qhY6N

This paper identifies the system requirements and marketing process impacts of trigger or event-based marketing in promoting products and services in a financial services organization.

Customer life cycle events
... In this case the marketing activities are focused around a customer or prospect lifecycle event. Typical customer lifecycle events include:
• Birthdays
• Changes in family status
• Changes in employment status or type
• Changes in wealth
• Inheritance

Product life cycle events
In this case the marketing activities are aimed at product lifecycle events for current or historical customers. These events are normally associated with key dates or product-based transactions. Typical product life cycle events include:
• Account opening
• Account closure
• Anniversary dates
• Maturity dates
• Renewal dates
• Acquisition of a particular product combination

Customer trigger events
In this case the marketing activities are aimed at customer trigger events for current customers. These trigger events are generated as a result of an inward bound communication from the customer (or third party e.g. solicitor) or a change in customer-bank behaviour. Typical customer trigger events would include:
• Change of core customer data e.g. address changes
• Customer complaint
• Product or service information request e.g. deed request, tax status change
• Account activity e.g. abnormal transaction

This paper focuses on the last three types of communication. Collectively called trigger or event based marketing their importance is growing as organisations recognise the value of making communications timely and relevant.

Definition
In the past the terms event and trigger have been used interchangeably. For the purpose of this paper I would like to use the following definition.
• A trigger is a change in data that could provide input into an event definition e.g. change of address
• An event is defined by one or more triggers e.g. change of address combined with change of marital status implies an customer life cycle event: marriage
A trigger or an event may be used to drive a marketing communication where they provide evidence of a financial need that can be served by an organisation.

Importance of customer centricity
Product life cycle events have played an important role in the past in driving marketing communications, as they have been easy to execute, even when the organisation’s system(s) are product centric. Customer life cycle and customer trigger events on the other hand, have required the organisation to be able to execute customer centric communications. Generally speaking this is now becoming the norm, certainly in most financial service organisations and is facilitating customer life cycle and trigger event marketingSee More

The report from Aberdeen suggests that the best time for marketers is when customers are communicating through their actions...

You may think you're familiar with all the different kinds of marketing out there, but have you heard of "trigger" marketing? Whether you have or not, there's a chance the technique, which relies on customer behavior, is worth a shot -- perhaps now more than ever. In fac...t, according to a recent report released by Aberdeen Group, leading companies who have already successfully implemented (and have seen quantifiable results from) trigger marketing, and the research firm believes that this recession is the perfect time for the average and below-average companies to invest in the approach.

Full story and a link to download the report available at http://bit.ly/6nsuNn

Call my cell phone (+1.403.874.2998) or Skype me (Craig.Elias) if you have any questions about how to make this work for your organization.See More

Marketing Executives Networking Group MENG releases list of 20 most read blogs

Full story with links to the blogs at http://bit.ly/5JdBqb

Seth Godin’s Blog and Mashable Top the List, With Godin’s Blog Also Named “Favorite,” “Most Valuable,” and “Most Enjoyable to Read”
...
Old Saybrook, CT (PRWEB) January 11, 2010 -- Though there were a number of “Best of Blogs” lists offered by a variety of blogging connoisseurs to close out 2009, the Marketing Executives Networking Group (MENG) chose to survey their nearly 2,000 executive marketing members to determine which marketing blogs, written by non-MENG members for objectivity, were actually being read by marketing executives.

Seth Godin’s blog, well-known and respected in the executive marketing community, was the most-read blog capturing 59% of the member responses. It also garnered 34% of the vote for “favorite marketing blog,” 24% of the vote for “most valuable marketing content,” and 35% of the vote for “most enjoyable marketing blog to read,” leading all three categories.

With 38% of MENG members reading Mashable, it ranks as the second most-popular marketing blog, followed with a tie for third place by blogs penned by Chris Brogan (30%) and Guy Kawasaki(“How to Change the World”) (30%), and a tie for fifth place by Tom Peters (20%) and John Jantsch (Duct Tape Marketing) (20%).

Each of these aforementioned blogs, along with the following 10 top blogs, received votes in all three of the coveted categories: “favorite marketing blog,” “most valuable marketing content,” and “most enjoyable marketing blog to read.”

They include:

* David Armano’s Logic + Emotion
* Mack Collier’s The Viral Garden
* Steve Hall’s AdRANTs
* Joseph Jaffe’s Jaffe Juice
* John Moore’s Brand Autopsy
* Jeremiah Owyang’s Web Strategy
* Shelly Palmer’s MediaBytes
* David Meerman Scott’s Web Ink Now
* Brian Solis’s BrianSolis.com, Defining the Convergence of Media + Influence
* Denise Lee Yohn’s Brand as Business Bites


Other Top 20 marketing-focused blogs being read by MENG members, but not listed above include:


* Andy Beal’s Marketing Pilgrim
* Valeria Maltoni’s Conversation Agent
* Ben McConnell & Jackie Huba’s Church of the Customer
* Avinash Kaushik’s Occam’s RazorSee More

An informative blog post that I came across before I started this page. It recently came to my attention again, hence I am posting it here for everyone to benefit from.

Thank you Tracy for your contribution to the conversation about how to use Trigger Events in your marketing efforts...

Zeroing in on events that prompt prospects to realize it’s time for a new solution (aka “trigger events”) are ...a great way to find new prospects because it focuses your efforts on a market of ready or nearly ready buyers.

Whether you love or hate him, the election of President Bill Clinton was a HUGE trigger event for the D.C. area. It had been 12 years since Democrats had been in the White House, plus he was not a Washington insider. So it brought a tsunami of new people to town to work for the new administration and Congress.

Realtors got a lift from people needing to buy and sell homes. Savvy restaurateurs opened new eateries designed to satisfy the influx of southern palates. And the list goes on and on.

Some professions and industries are masters at trigger-event marketing…

–Recruiters often reach out to companies who have announced expansion plans in the local paper.

–Financial planners have long sought out job changers because helping them transfer a retirement account is a foot-in-the-door to future business.

But every small business should be looking at the events going on around us today to figure out which ones they can leverage to bring in new business.

You can read the complete story here - http://bit.ly/c4GhLY
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Two more excellent examples of Trigger Event Marketing by TD Canada Trust.

Get a new job - http://ShiftSelling.com/files/images/TD-Canada-Trust-New-Job-Trigger-Event.png

Become engaged - http://ShiftSelling.com/files/images/TD-Canada-Trust-Engagement-Trigger-Event.png
...
Let me know if you find others.

CraigSee More

For those new to the idea of Trigger Event Marketing, it is getting the attention of individuals who recently experienced a Trigger Event as a result are highly likely to change their current buying pattern and become your customer.

In other words it how you use marketing to "Get the attention of the right people and tell them what they want to hear" so they want to become your customer.

For exa...mple a CEO who recently experienced the Trigger Event of losing his/her best employee(s) is more likely to be interested in solutions that allow them to attract and retain the most desirable employees.

Call (+1.403.874.2998 or toll free 866.744.7904), Skype (Craig.Elias) or email me (Craig.Elias@TriggerEventMarketing) when you have time for a no-charge 15 minute call on how you can apply Trigger Event Marketing to your business.See More

I have started a series of blog posts on the top seven Trigger Event Marketing strategies - http://ShiftSelling.com/category/top-seven-sales-and-marketing-strategies/

The series shows how to harness Trigger Events to capture the attention of the best prospects and uses written content, videos, and external resources to explain each strategy.

Each month I also seek out resources that reinforce th...e concepts so if you know of a resource you think should be included in a blog post you can call me (+1.403.874.2998), Skype me (Craig.Elias), email me (Craig.Elias@ShiftSelling.com) or use the contact form found at http://ShiftSelling.com/Contact

So far I have published the first three strategies and each month I publish the next Trigger Event Marketing strategy.See More