What leads your clients to look for a solution like yours?
What makes them realize they have a problem?
The answers to these questions matter.
Because when you know your clients’ buying triggers, you can:
- Build your product/service for their context
- Talk to their real needs with your messaging
- Target them more easily
Think about the buying triggers in our lives.
Like becoming a parent.
Your life changes when you learn you’ll become a parent.
You start looking for parenting books, furniture for the baby’s room, and even look for a bigger house.
So the buying trigger occurs.
Suddenly, you are willing to spend on dozens of new things.
It’s the same for B2B services.
Buying triggers make businesses willing to pay for solutions they’d never considered.
The only difference is that in the B2B world, triggers can be obscure.
Some examples:
Let’s say you identified raising money as a buying trigger for your clients.
So they get an investment.
Infusion of that money makes a new problem obvious, and they start looking for solutions like yours.
Great.
Now you can use this insight to:
- Shape your ideal client profile (e.g., recently funded fintech companies)
- Address them on your home page, content, and ads (e.g,. “Just raised series B?”)
- Talk about common problems after an investment round (related to your service) using your content
- Create specific guides/webinars/videos that can help your buyers with those problems
- Create case studies on how you helped other companies following an investment round
- Track companies that get investments
- Run ads targeting them
- Partner with investors who invest in your ideal client profile
You see how one insight fuels different parts of marketing and makes everything more effective?
Because finding buying triggers allows you to get specific.
You understand your potential clients’ context.
You can tell what they need to hear, when they need to hear it.
And they say, “These people get it.”
So think about your clients.
What happens in their lives before they buy from you?
–
Enjoyed this article?
Then you’ll love the How Brands Win Newsletter.
Get the “7 Positioning Sins That Cost B2B Brands Millions” guide when you join. It’s free.
