Trigger Events

The B2B Sales and Marketing Blog by Vainu

A DIY Dashboard To Track New Sales Opportunities [Template Included]

What was a terrible lead yesterday, is a solid opportunity today. What happened?! 

Businesses change. All the time. Subtle shifts, like the hire of a senior-level employee, or earth-shattering changes, like a merger or a funding round, create a window of opportunity. The types of changes that lead to a sales opportunity are commonly known as trigger events.

Trigger events are your sixth sense in sales prospecting, but how can you distinguish between meaningful company changes that create new sales opportunities and noise? How do you turn data into actionable insight?

That's a good question. The trick is to figure out what happened at a company right before they booked a meeting with you, requested a demo, or became your customer. Tune into the right channels and detect relevant company changes and you’ll contact a prospect when they need it most. 

Here’s how you create a simple dashboard to visualize the most effective trigger events. You'll only need a spreadsheet and trigger event data feeding into your CRM.

🚨 We've included a handy template to help you get started. 

R.I.P. FTP Servers, Hello, Workflow Triggers

Imagine if Microsoft Teams, Slack, or email would work like this: to read new messages, you first have to load all messages, and then, compare them to the previous batch of downloaded messages and figure out if there’s anything new.

Wouldn’t make any sense, right?

And yet, that’s what you often do to find out what changed in your CRM data.

For decades, companies have employed interns, junior analysts, consultants, and data researchers to try to make sense of their CRM data and keep records up-to-date. It was—still is in many cases—a constant flow of files back and forth between systems and people. The era of FTP servers, as one might call it. Not a simple process, but it allowed data analysts spot changes in any data point. For salespeople, such analysis is critical because it helps discover new sales opportunities.

We’re well into the 21st century, so yes, there’s a better way. Let’s take a look at one easy way to keep track of changes in your CRM data, and do it without exporting and importing files.

Outbound Sales: How to Improve Your Timing (Free Tool Included)

Inbound leads versus outbound deals. Easy choice if you ask most sales professionals. Many will say they prefer incoming leads, such as demo requests and so-called “hot-leads”, over spending time manually prospecting and connecting with potential customers. But the truth is, outbound deals can be equally as good—sometimes even better—than inbounds. It all comes down to timing.

Prospect vs. Lead vs. Buying Signal

The terms prospect, lead and buying signal are all well-known to B2B sales professionals, but their differences can be unclear. In part, the reason is that different CRM and marketing automation providers are using the terms in different ways. That's why we feel a clarification between prospect, lead and buying signal, and their roles in sales process, seems appropriate.

Our definition is very close to the framework used by HubSpot among others, and helps unify the conversation within a sales team, and further enhance sales and marketing alignment, or smarketing. Be sure to clarify sales terminology in your sales playbook!

How buying signals Improve Timing in Sales and Speed up Sales Cycle

Nothing is harder to sell around than a prospect unwilling or unready to buy. A company that checks every box in your ideal customer profile doesn’t hold weight if the decision maker isn’t in a position to sign a deal with you now.

According to HubSpot, as many as 25 percent of the deals that are marked closed-lost are because of timing, or rather, the lack of it. The best way to not fall into these statistics is to track and act smartly on buying signals. 

How Sales Intelligence Helps Salespeople be More Timely

Imagine picking up the phone for a cold call, getting the right decision maker on the line, delivering your sales pitch and then hearing this: “Thanks for calling, your timing is great! We’re just in the need of what you’re offering. Tell me more.”

This little dream scenario might sound silly here, however, the idea of reaching out to a company that can clearly benefit from your offer just as they’ve seen an increased need for your product or service can definitely happen. And, it’s not just about getting lucky.

You will have a significantly better timing in your sales outreach and win more deals when you

  1. Include the right buying signals in your ideal customer profile, and
  2. Find out how you can (use a sales intelligence platform to) track these relevant changes that reveal a window of opportunity in your target accounts.

How? We'll tell you that in this article.

Use Buying Signals to Understand When Customer is Ready to Buy

Nothing is harder to sell around than a prospect being unwilling or not ready to buy. A company that ticks every box in your Ideal Customer Profile doesn’t hold weight if the decision maker isn’t in a position to sign a deal with you now. Fortunately, with modern technology, it's possible to follow buying signals from public and open data to know when a customer is ready to buy.

Buying Signals that Staffing Professionals Should Jump On

There are many tell-tale signs that a company's hiring needs are increasing. In this post we list 14 tried-and-tested buying signals that staffing sales professionals should act on now.

Keep Track of Key Accounts by Following Buying Signals

While sales is the foundation on which some organizations are built, there are also many companies that are far less sales-driven. These companies, for example creative agencies and consultancy firms, will get most of their deals from existing customers or connections.

4 Easy Ways to Exploit Buying Signals

No one ever said finding new B2B sales leads is easy. It's not enough to find companies that match your Ideal Customer Profile, you also have to know when they are ready to buy to catch them at the right time. For that, use insights from buying signals.

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