Most B2B companies have piles of content about their products and how great their company is, but how many of you have content designed around Triggering Events that impact your prospective customers?
You may be running a terrific nurturing campaign where you've been measuring good response and noted an increase in momentum. Life looks good, right? Then it suddenly stalls. This doesn't necessarily mean your prospects and customers have lost interest, but it may very well indicate a priority shift that influences which business objective has their primary attention. Instead of letting them go, re-engage them by using trigger content.
This is when monitoring the industries you serve for changes that can shuffle priorities can help you develop content that answers the Urgency Catch Factor. [Haven't read the eBook yet?]
Triggering events within an industry can be new legislation, new innovations by top competitors in the industry, mergers and acquisitions, etc. Company specific triggering events can also be executive shake-ups, end-of-quarter results and a variety of others.
Take a look at how your products and offerings can help them answer these new challenges and keep them moving forward. Pare everything but the essentials away and address the most urgent component your expertise can impact. This means getting rid of all the jargony expressions that include robust, dramatic, expansive, etc. Focus on the meat and nail their concerns quickly, concisely and with evidence that shows you deliver what you promise. Don't expect them to figure out that your offering solves their newly framed problem on their own. They don't have the time. You need to make sure it's obvious.
A shake-up in the status quo has ramifications across the enterprise that may have your prospects and customers scrambling to accommodate. A spot-on communication that simplifies what they're trying to grasp will get their attention—and get you in the conversation.
If you're keeping your ear tuned to the industries you serve and applying your insights to the results your nurturing programs are producing, you can react quickly, boost your credibility, and actually gain momentum by staying relevant with your prospect's priorities.
