Published: 08 May 2023
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.
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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