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HOW TO: Use marketing trigger data

How B2B marketers can use trigger data effectively 

Trigger or event data is used widely in B2B marketing to identify events within a business environment that can lead to a reaction such as a trigger to buy. These reactions - or triggers - could include seasonal factors or information relating to business relocation, new contacts employed, office opening or other business events.

Used correctly, trigger data can enable businesses to gain a more complete view and understanding of its customers and prospects. With a more in-depth knowledge of customers' behaviour, marketers can put in place the most appropriate marketing strategies to hit the business/decision maker at the most appropriate time with an individually targeted and more relevant message.