Triggers and signals are all the rage in B2B marketing at the moment. We have website visitor identification companies like RB2B!, Clearbit, and Dealfront making plenty of noise. We have intent data vendors trying to sell you lists of people more likely to be ‘in-market’.
In this eye-opening episode of The B2B Playbook, we dive deep into the world of B2B signals and triggers. We explore what they mean for marketers, sales teams, and leaders, and how to use them effectively in your strategy.
Tune in and learn:
+ How to identify quality signals that actually indicate buying intent
+ The power of customer interviews in uncovering true buying triggers
+ Why tech platforms aren't the silver bullet for B2B signal success
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00:00 Unveiling the Power of B2B Signals and Triggers
01:24 The 5 B's Framework: Your Roadmap to B2B Success
02:34 Decoding Modern B2B Triggers: From Job Changes to Website Visits
03:44 Old School vs. New School: The Evolution of B2B Signals
05:20 Common Pitfalls: Where Marketers Go Wrong with Signals
06:51 The Art of Signal Interpretation: Quality Over Quantity
08:33 Lessons from the Past: Traditional B2B Signal Gathering
09:50 The Tech Trap: Why Platforms Aren't the Silver Bullet
11:05 Case Study: When Signal Tracking Goes Overboard
12:50 Nurture vs. Hard Sell: Striking the Right Balance
14:30 The Customer Interview: Your Secret Weapon for Signal Discovery
16:30 Uncovering Buying Triggers: Key Questions to Ask Your Customers
18:18 Cataloging Your Market: A Step-by-Step Approach
19:50 Putting It All Together: ICP, Triggers, and Cataloging
21:30 Key Takeaways: Mastering B2B Signals and Triggers
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S06 E154 - The B2B Playbook
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