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10 sales triggers to track in 2021

November 27, 2020

It’s almost the end of 2020 -  a year that many have likened to the Red Wedding in Game of Thrones. 😱

How about we turn things around in 2021 and truly take advantage of the Roaring Twenties 2.0?

To do this, you’re going to need to up your B2B prospecting strategy and it all starts with sales triggers.

What are sales triggers? 🤷

Sales triggers are events that create an opening for you to engage with your prospect. They can be anything from a company merger to a new recruit and they’re great opportunities to personalise your outreach and make a deeper connection.

To help you get started, we’ve created a list of 10 sales triggers you should track for B2B sales success in 2021!

Here they are 👇

1 - Growth and scale 🏗️

Company growth triggers unlock a myriad of opportunities and are possibly the most lucrative.

If a company is expanding, that means they’ll have a lot of incoming revenue that they don’t mind spending. For a lot of companies, especially those in the B2B SaaS sales sector, extra spend is vital for scaling their business and meeting their growth targets.

This also means they’ll need a range of services - services you specialise in.

To tell if a company is growing you need to look out for:

  • The mass hiring of employees
  • One or more new office locations
  • Multiple fundraising events

To track this trigger manually: set up Google Alerts for your prospects and follow their press releases.

2 - A financial dip 📉

You might think a company that’s suffering from financial issues isn’t worth the investment. But if you’re someone who can offer a solution to their problem, this trigger is well worth tracking.

A prospect isn’t likely to divulge their money problems, but it can be discovered by yourself; all you need to do is keep an eye out for anything that links to:

  • Bankruptcy
  • Stock decreases
  • Missing revenue
  • Legal battles

You might find that there are deeper issues at work than just money problems. For instance, there could be an underlying compliance issue, and if you can help them stay out of hot water or generate revenue, the deal is likely yours.

To track this trigger manually: monitor SEC filings, earnings calls and industry news.

3 - Customer announcements 📣

It's not all doom and gloom in tracking outbound sales triggers.

Often, a prospect will announce a key new client or multiple new clients. This is your chance to jump in and offer them some insight on how to invest their new earnings - say in your product or service?

It’s not only investing in a product or service that benefits their business. Often, the more significant the client, the more problems they'll need help solving.

To track this trigger manually: set up Google Alerts, follow industry news, their press releases and their social media.

4 - Event announcements 🎪

Every industry has conventions and conferences exclusive to them. While the current coronavirus pandemic has impacted the events sector, many events have now gone virtual. It's a good idea to stay on top of these events if you want to leverage sales in your specific B2B market.

After all, events mean more lead generation opportunities for you.

Watch out for any events your prospect may be hosting or attending, such as:

  • Conferences
  • Conventions
  • Celebrating a new client
  • Launching a new product

They'll need assistance, and you might offer the exact kind of help they need.

To track this trigger manually: set up Google Alerts, follow the industry news, company press releases and their social media.

5 - Position changes 👨‍💼

Depending on what you sell, the increase or decrease in employees at your prospects' company is an important trigger event.

But an even better trigger to track is the hiring and firing of executives. New executives want to make an impact and they are going to work hard and explore all their options to do that. 

Meaning: they're going to be making some big changes, setting up new initiatives and spending their budget on products that can add value to the business.

If an executive you worked with in the past is leaving the company, it's not a train smash. You can reach out and ensure they take your product with them to their new organisation.

To track this trigger manually: via LinkedIn, social media, company press releases, following industry news and setting up Google Alerts.

6 - Mergers and acquisitions 📈

This trigger works out great if one company involved in a merger is already a customer. It just means you can expand your services with them.

Sometimes you'll find a merger or acquisition means a change in headcount or organisation structure. If the company is still working in an office, they may start looking into upsizing or downsizing their office space.

Whatever the reasoning, your prospect will need a whole range of new services and products that you can upsell them.

Look out for any news regarding:

  • Expansion
  • Consolidation
  • Relocation

To track this trigger manually: set up Google Alerts, follow industry news, keep an eye on LinkedIn and look out for press releases to follow this event.

7 - New product or service 🎁

New products and services often mean launches, marketing campaigns and various types of support, creating numerous opportunities for vendors like you.

Perhaps your prospect is attempting to launch a product before their competitor or their industry rival has beaten them to it. If you can help them outshine their competition then you'll be welcomed with open arms.

To track this trigger manually: keep track by following your prospect on social media, setting up Google Alerts and following industry news and their press releases.

8 - New legislation ⚖️

Be on the lookout out for any new laws or compliance updates that might affect your prospect's industry. Chances are you might be able to help them get used to a new way of working, keep them out of trouble or offer a solution to any problems that may arise.

To track this trigger manually: you can keep track of this trigger by following industry news.

9 - Industry recognition 🏆

When prospecting, stay alert for any awards your prospect may have won, or even any great press coverage or industry recognition.

When a company does well, they'll be happier to listen to your pitch, especially if you can help them stay on top and far ahead of their competition.

To track this trigger manually: keep track of this trigger with Google Alerts, industry news and their press releases.

10 - Email open rates 📧

Lastly, and probably the easiest trigger to track and gain sales from, is monitoring when a prospect has opened your email.

If you contact them soon after, you'll be fresh in their mind and it will be easier to hold their attention.

To track this trigger manually: via the analytics supplied by your outbound email automation tool.

Track trigger events with Prospector 🚀

As we move into 2021, knowing the best time to engage with your prospects is going to be more crucial than ever.

We’ve given you advice for tracking these event-based triggers manually. But trust us, this is a very time-consuming process. And if like us you’re working at the coalface of B2B sales, we’re sure you don’t have time to waste!

Which is where our flagship tool, Cognism Prospector, comes in. With Prospector, you get instant intel on the sales triggers that matter, meaning that you and your team can reach out to prospects when they’re most likely to buy.

Try Prospector for yourself today and never miss a revenue opportunity again. Click 👇 to schedule in your demo!

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