Trigger campaigns have become a crucial tool in marketing - and for good reason. The benefits of trigger campaigns include:
Helping increase user engagement, leading to higher click-through rates and conversions.
Improving the user experience.
Increasing customer retention.
But what exactly is a trigger campaign, and how can it be used in B2B marketing?
Below, we detail what a trigger campaign is, types of trigger campaigns, and how to use them in B2B situations to nurture leads.
What is a trigger campaign?
A trigger campaign is a type of marketing message that follows a when this, send that formula. If a user performs a specific action, a response will be “triggered” and sent to the user. You can use trigger campaigns at any stage of the consumer journey, from sending a welcome message to reporting milestones as a retention strategy.
Picture this:
Your landing page converted a new user or prospect, which triggered a welcome message. Perhaps your landing page targeted a specific product, service, or vertical. You now number indonesia have the opportunity to go into more depth and detail about your value proposition or maybe introduce another point of value.
What are the benefits of trigger campaigns?
Firstly, they save you a lot of time through outbound sales automation. Think how long it would take to manually send a welcome email to each new subscriber! It allows you to spend your time on more impactful work.
And just as important, trigger-based marketing provides greater personalisation. This helps increase engagement and ultimately spark action for the user.
Triggered marketing has another big plus - relevance. Trigger marketing software only sends messages when the user meets specific conditions. This allows you to stay top-of-mind without bombarding them with irrelevant messaging.
Types of trigger campaigns
Whether you’ve just acquired a new customer or are trying to move an existing customer closer to purchase, trigger campaigns are a handy tool in all stages of the customer journey.
Here are some types of trigger campaigns that can be particularly helpful at different stages in the B2B customer journey:
1. Welcoming and onboarding
Your welcome message is your first chance to make an impression on your customers and tell them what your company is about.
In B2B marketing, welcome and onboarding messages can help the customer understand your company - but be careful not to overwhelm them with messages, or you’ll be at risk of having them unsubscribe.
2. Drip campaigns
Drip campaigns are typically done through email and are particularly effective with B2B companies. Drip campaigns send a sequence of pre-written messages to the customer over time, helping them follow a specific customer journey. They’re typically automated and are usually triggered by an email sign-up.
You can also personalise drip campaigns based on the specific trigger. For example:
A customer entering their email address to get past an information gate could lead to a different drip campaign than a current subscriber who clicked on a link in an email.
The drip campaign should reflect the stage of the journey the customer is perceived to be at.
3. Time-sensitive triggers
Triggered campaigns can be particularly helpful in sparking action in a time-sensitive situation. For example:
Sending out a trigger for a special limited-time promotion can be valuable to pushing customers towards purchase.