December 17

job postings are trigger events

Marketing Strategy

1  comments

I met with a client today and the subject of trigger events came up. They look for companies that have an executive leadership opening or an active search in process. Job openings are trigger events or they are a leading indicator that a bigger trigger event is about to happen. Job postings are created during mergers, acquisitions, expansions, reductions, resignations etc. You just need to understand how each of these trigger events has a different consequence. What they do Their process is to search various job sites like Monster.com, Hotjobs.com and industry job sites for certain positions that are relevant to their value proposition. They use the job posting information they have collected to build a list of potential opportunities which they research further before making first contact.

About the author 

Brian Carroll

Brian Carroll is the CEO and founder of markempa, helping companies to convert more customers with empathy-based marketing. He is the author of the bestseller, Lead Generation for the Complex Sale and founded B2B Lead Roundtable LinkedIn Group with 20,301+ members.

  1. Brian is right.

    A change in people on the customer/buyer end is a great ‘Trigger Event’ because a new person VERY often has different expectations and has different psychographics.

    The reason this is so important is that all ‘Trigger Events’ change the buyers level of satisfaction.

    As long as the buyer’s perception of the performance of their current solution is greater than or equal to the buyer will remain in ‘Status Quo” and continue their current buying pattern.

    When a ‘Trigger Event’ lowers the buyers perception of the current suppliers performance or raises a buyers expectations the buyer enters the ‘Window of Dissatisfaction’ and now adds look for new solution/provider on their ‘to do’ list.

    Your close ratio is typically 500% higher when you get to these highly motivated buyers before they start ‘Searching for Alternatives’.

    Keep mind that a change in people actually creates three opportunities:
    1) If the person who left use to buy from you, follow them and they are highly likely to buy from you again

    2) If the person who left did not buy from you, the person replacing them is more likely to buy from you

    3) The person who just took the role at your customer/prospect where did they come from and who will be taking their place. If this company/prospect did not buy from you in the past, they are more likely to buy from you now.

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