Gartner Research

Generate Leads Faster With Campaigns Based on Trigger Events

Published: 08 May 2023

Summary

Developing campaigns for the most fruitful selling opportunities is a vital activity in go-to-market strategy. To accelerate sales cycles and improve go-to-market success, product marketers should implement demand generation campaigns that focus on the buyer’s trigger events.

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Overview

Key Findings
  • Demand generation approaches that focus on the “what” we have to sell, and/or the “who” we can sell to, are missing a critical focal point — the buying situation — which is more likely to align purchases with an urgent decision to act.

  • Trigger events for enterprises are prompts that serve to initiate solution exploration, yet many demand generation campaigns may be focused on a market segment-based strategy rather than the trigger circumstances or the buyer’s situation.

  • Even though 69% of buyers are developing a quantified business case that is based on either key performance indicators, financial return, or both,

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Analysts:

Alan Antin

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