The Ultimate Guide to B2B Sales Triggers and How to Track Them

Here is a very important truth: People buy when they are ready to buy, not when you are ready to sell. And this means, by definition, you have to be in front of folks when they’re ready to buy. In other words, you have to follow up with them . . . religiously!

This dysfunctional relationship between Sales and Marketing is the kiss of death in a buyer-driven world. Buyers begin their journey online, conducting research on the problems they are experiencing or the opportunities they would like to pursue. Marketing needs to own this initial stage of engagement, nurture buyers through the initial phases of t

If you want your business to thrive and keep the sales coming in, you need to obsess about triggers!

If you’re triggering marketing campaigns or sales handoffs only after single activities, such as content downloads, your number of leads may continue to increase, but your conversions probably will go down.

With a well-formed buyer matrix in place, let's get back to the original question. When should each type of lead be passed to sales?

When you define the sales stages, you also should define which specific triggers you’ll use to launch the channel activity you’ve defined for each stage.