Trigger Events & Cold Emails
27: Cold email outreach at its finest...
Hello ladies, gents, cartoon animals, and others.
2 months have passed since thinking about the initial idea of writing an article about trigger events and their importance.and did the justice with their amazing complete breakdown instead. There is not much you can add to their article when it comes to trigger events.
Read below before going further.
To summarize trigger events in our own words:
Change happening inside the organization (company) impacts the department or the whole company (logic) itself.
Department change → organization change. There is a direct connection between those two.
On the other hand, trigger events serve as insights into companies business and how things work out for them. Sometimes they are positive & sometimes they are negative.
You should not care as long as they are helping you with hitting quota.
No reason to overcomplicate it. To put things into perspective here we splitting examples into department and organization ones. This is for someone who has yet to dive deeper into the trigger events and their purpose.
The logic behind “split” is to learn to position your offer better and play it to your advantage.
Examples of department triggers:
Hiring / Layoffs in department
Worked in the past at XYZ
Examples of organization triggers:
Repeating ourselves. Read the post above from those two gentlemen. Where you can find more triggers that will help you gather the bigger picture. For most, there are zero reasons to bother yourself with what type of trigger it is. Saving time and making more impact instead of doing the typical personalization.
So what about the cold emails and even triggers?
Shoutout to Alen Mayer for the graphic above.
Cold Emails & Trigger Events
What’s the typical? Create a personalized first line based on prospects’ certain criteria. Those that are more advanced are creating segmentation types of personalized first-line outreach.
What are we going to do?
Your goal should be to take it further and throw in the trigger events + personalization for the maximal spectrum coverage. Giving you the most hope your cold email campaign will work in the long run.
To paint the picture in your head → efficiency order when it comes to cold emails would like:
Personalized + trigger events → Personalized Segmentation + first lines → Personalized first lines
Keep it light since there are millions of available options out there. But the impact you will have when doing the outreach based on trigger events vs. personalized first lines is night and day.
Back to the main topic…
We will look for clear signals (trigger events) that the company needs our help. What’s left here is understanding what you are selling and how to help them.
Meaning that not all triggers are gonna apply to your solution.
For example, you are selling logistics software and the VP of sales got fired. How will that help you sell your solution?
Logistics and sales maybe… But not in this context.
Your solution should complement the trigger events to make it work.
Combine Cold Emails & Trigger Events
Since we covered what trigger events and cold emails. Now it’s time to give you a few applicable examples. In case you are still learning and wondering where you should get the leads + find even triggers check the article below.
Got the setup in place? The only thing left to do is combine cold emails and trigger events. Perfect.
One of the easiest trigger events you could use in your outreach - Funding
Meaning the company has finished getting money and is ready to spend it.
Now it’s on you to convince them your solution is exactly what they need.
Crunchbase is one of the websites where you can get insights on funding rounds for example.
New technology installed trigger
The company got running new technology on their site? Have you got an opportunity to tie it with your current offer?
Applications such as BuiltWith will help you with it. We are not big fans of this trigger event. But there is space for it in your arsenal if used right.
Job opening - posting trigger
They are hiring for the role your solution can take care of. Push for it and do the outreach based on it. Scrap the job posting and reformat it for your outreach.
Article / News / LinkedIn article trigger
New information came out and could be used to your advantage to offer your solution? Exactly what you will be looking for when it comes to a trigger such as this one. Personalization based on recent news and events works.
Past company trigger
One of the easiest ones you could use to your advantage. Someone who used to work in X but now is in company Y. While the X company did use your service in the past. Giving you a perfect opportunity to try to sell “again” into a new one.
Low “investment” one since it can be done with the LinkedIn profile.
Visit your site trigger
Will not explain more. Check the article below.
Hiring / Firing trigger
Are they hiring for X roles because of Y reasons? Does your offer solve the Y problem? Exactly why this is such a good trigger.
You don’t need much more than a LinkedIn profile to do this. Low investment with huge benefits.
The same can be applied to new team members → best if done for higher positions. LinkedIn Sales Nav has a solid built-in option for this set of filters.
Examples should make you think about possibilities. They are endless.
Trigger events are constantly being “generated” since they are business byproducts. Important you get set up right and be on the lookout for those. Your goal here is to find insights and leverage them.
Giving you a personalization based on the relevance of their own business.
Understanding trigger events
Learn where and how to look for them
Use trigger events → create relevant offers based on them
Send cold email
Material like this won’t be found “regularly” when discussing cold emails. This gives you a huge advantage in your cold outreach if done right.
Enjoy the rest of your weekend.
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Trying to break into Tech Sales? Break Into SaaS - affiliate
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