Purple banner titled '18 Buying Triggers for B2B Cycles' with icons
Purple banner titled '18 Buying Triggers for B2B Cycles' with icons

Monitoring buying triggers is no longer optional for B2B sales and marketing—it’s now a crucial part of the marketing and sales process.

Why? There’s a hard line between buyers who are in-market (solution-seeking) and those who aren’t really interested. 

The reality is that most people don’t buy unless something happens that causes them to buy.

This is where buying triggers come into play — once you understand how to monitor, identify, and act on these triggers, you’re going to be a lot more effective with SaaS sales and  marketing. 

When you understand buying triggers, you'll gain insight into:

  • The types of trigger events exist in the world of your buyers. 
  • The most effective methods for reaching out to them.
  • Timing and personalization — what to say, and when. 

This information helps fill your pipeline with relevant, ready-to-buy leads. It also improves sales close rates since you’re not wasting time with top-of-funnel, uninterested prospects. 

So what are the most common buying triggers in B2B? How do you identify and track them? And most importantly, how can you use them to your advantage?

What Are Buying Triggers?

Buying triggers are significant events or organizational changes in a company that suggest readiness to make a purchase. These triggers are important because they reveal the moment when a prospect might be more receptive to a sales pitch.

Here are some common examples of buying triggers:

  1. Company Changes Including funding rounds, mergers & acquisitions, new product launches, new job postings, and other organizational updates. 
  2. Industry Shifts Including new regulations, economic changes, technological innovations, etc.
  3. People Level Triggers — For example, new job changes or promotions about a key person from your network. This might even be the champion from one of your current customer accounts moving to a new company. 

Why do buying triggers matter?

Buying triggers help pinpoint the moments when potential customers are most likely to make a purchase. Overall, they help you better understand their thought process when looking for specific solutions, as well as their unique buying process.

B2B marketers can tailor content ads and messaging to match the prospect’s needs and timing, increasing the effectiveness of ABM efforts

B2B sales teams can take advantage of a wide variety of buying triggers and apply that knowledge to create more personalized outreach, especially if you’re selling to C-level decision-makers. Some are more obvious, like a company expansion, or they can be subtle, like a shift in industry regulations. 

1. Timely Engagement

Buying triggers act as signals that a potential customer is moving from the awareness phase into a more active consideration stage. By recognizing these triggers, you can strike while the iron is hot, increasing the likelihood of a positive response from a prospect at the point of peak interest.

2. Increased Relevance

The sales and marketing world is overloaded with generic messages. Triggers provide insights into a prospect's specific pain points, challenges, or aspirations. This information allows you to tailor your sales pitch, highlighting how your product or service directly addresses your prospect’s unique needs. 

3. Improved Conversion Rates

Engaging with prospects based on buying triggers ensures that your sales efforts align better with the buyer's journey. A timely and relevant sales approach naturally translates into higher conversion rates. This guide to pipeline acceleration also shares useful techniques for improving demo to closed won conversion rates. 

4. Strategic Advantage

Monitoring buying triggers enables the proactive identification of potential opportunities, offering a competitive edge. By reacting swiftly and effectively, you establish yourself as the preferred solution provider even before competitors come into play.

5. Resource Optimization

Sales triggers prevent your team from wasting time and energy on cold leads who are unlikely to convert. By focusing on prospects showing buying signals, you maximize the return on your sales efforts and optimize resource allocation. Some companies think outsourcing sales development is the answer to their problems, but the best solution is prioritizing accounts that are most likely to be in-market. 

18 Most Common Buying Triggers for B2B Sales & Marketing

Here are the top triggers that signal a potential B2B customer is ready to buy. Use them to prioritize your sales efforts and hit quota easier!

1. Fiscal Cycle

Recognizing the rhythm of a company's financial cycle is key. New budgets at quarter and year beginnings fuel demand for solutions that jumpstart projects or capitalize on opportunities.

Year-end evaluations and budget resets present another window as companies utilize remaining funds, invest in new initiatives, or leverage year-end deals. By aligning your offerings with these financial milestones, you can position yourself to become a partner in driving their growth and optimizing performance.

2. Key Person Gets Promoted 

When individuals are promoted or assigned new job roles within a company, they often seek tools, resources, or services to help them excel in their new positions. This could include software for managing tasks, training programs to develop new skills, or consulting services to navigate their expanded responsibilities. 

3. Mergers & Acquisitions 

Company ownership or structure changes can create new sales opportunities as organizations adapt and consolidate. Mergers and acquisitions often lead to restructuring, necessitating new vendors or solutions. Companies may seek services to optimize operations, adopt technology for efficiency, or streamline processes. These triggers signal potential large-scale procurement and offer a chance to establish long-term partnerships during transformation.

4. New Product Launch/Service Announcement

The announcement of a new product or service generates excitement and anticipation among consumers and businesses. This triggers buying behavior as customers seek to be among the first to experience the innovation, driving initial sales momentum. 

Additionally, competitors may respond by adjusting their offerings or launching counter-strategies, influencing strategic purchasing decisions. As the launch date approaches, marketing efforts intensify, further stimulating consumer interest and purchase intent. 

This trigger is crucial as it represents a unique opportunity to capture market share, establish brand presence, and generate revenue from early adopters, setting the stage for long-term success.

5. Industry News & Major Developments

Keeping up with industry news and developments enables salespeople to spot opportunities arising from market shifts or emerging trends. An example of this might be updated guidelines for AI and data privacy — if you’re selling into CISOs, this material can be used in personalized outreach. By understanding what’s happening in the world of your ICP, you can proactively tailor your pitch to demonstrate how your product or service addresses the evolving industry landscape. 

6. New Funding Rounds

New funding rounds act as a buying trigger for businesses selling solutions or services because they signal a company's shift into a growth phase. This influx of capital translates into a larger budget for the newly funded company, making them more receptive to investing in tools, support, or partnerships that can fuel their expansion. By monitoring funding rounds, sales teams can identify companies with a heightened demand for solutions that support their growth goals, presenting a prime opportunity to introduce their offerings.

7. Company Expansion & New Offices

When companies expand or open new offices, they may require additional products, services, or infrastructure to support their growth. This expansion may necessitate scaling their operations, requiring new technologies for efficiency, or providing services to a wider customer base. Understanding a company's expansion plans can help you identify specific areas where your solutions can make the transition smoother and support their continued success. 

8. New Executives & C-Suite Changes

Leadership changes can bring shifts in strategic priorities or initiatives, opening doors for salespeople to engage with new decision-makers. New executives often want to make an impact, which may translate to implementing new systems, technologies, or processes. By aligning your pitch with the incoming leader's vision, you can position your solution as a key tool for achieving their goals.

9. New Legislation & Regulatory Changes

Changes in regulations or legislation can force organizations to adapt, seek new solutions, or modify existing ones, creating sales opportunities. Staying informed on industry-specific regulations allows you to proactively address potential compliance issues and offer solutions that help businesses navigate the new landscape smoothly.

10. Layoffs & Workforce Changes

Workforce restructuring may lead to efficiency-seeking measures or changes in needs, presenting opportunities for sales professionals to offer solutions. This can include technologies that automate tasks, optimize workflow, or provide solutions that employees previously handled. 

It's essential to be sensitive to the situation while demonstrating how your product or service can help the company overcome challenges and streamline operations during a transition.

11. Company Announces New Job Postings

New job roles may signify growth or changes within the organization, leading to increased demand for products or services that support these transitions. 

12. Product/Service Updates or Enhancements

Product or service upgrades can reignite interest from existing and potential customers, boosting sales. These enhancements showcase innovation and market responsiveness, creating opportunities to re-engage past prospects, upsell current clients, and position your solution as the leading choice for new buyers.

13. Company Relocation

Company moves create sales opportunities as new locations often require different services or solutions. Relocation challenges like logistics, infrastructure overhaul, or adapting to a new market present openings for sales teams to offer solutions that smooth the transition and ensure success in the new environment.

14. Reaching a New Financial Milestone

Tracking financial milestones (revenue growth, profitable quarters) helps identify companies with potential budgets for your offerings. Strong financial performance indicates increased disposable resources and openness to invest in solutions that further contribute to the company's success.

15. Press Releases & Public Announcements

Monitor press releases and announcements for signs of organizational changes (product launches, partnerships, etc.). Understanding these shifts allows you to tailor outreach and capitalize on new opportunities for engagement.

16. Receiving an Award or Recognition

Awards and recognition boost confidence in a company's products, services, or overall performance. This validation triggers buying because it signifies trustworthiness and credibility to consumers and other businesses. 

Increased visibility, positive publicity, and a stronger brand reputation attract and retain customers, differentiating the company from competitors.  This trigger not only drives immediate sales but also fosters long-term relationships and customer loyalty.

17. Economic Uncertainty 

Economic downturns trigger cautious spending by consumers and businesses. Price sensitivity increases, buying decisions are delayed, and essential goods and services become the focus. Companies prioritize cost-cutting, renegotiate contracts, or seek affordable alternatives.

However, some strategically invest in innovations that offer cost savings or efficiency improvements. This trigger requires adapting to market conditions, identifying opportunities amidst challenges, and building financial resilience to navigate economic turbulence.

18. Attending a Conference

Attending a conference provides individuals and businesses with opportunities for networking, learning, and discovering new products or services. The exposure to industry trends, insights from thought leaders, and demonstrations of innovative solutions often spark buying decisions. 

Attendees may be inspired to invest in products or services that address pain points, improve efficiency, or align with emerging trends discussed at the conference. Additionally, conferences serve as platforms for vendors to showcase their offerings, engage with potential customers, and generate leads. This trigger is essential as it leverages the momentum and enthusiasm generated during the event to drive sales.

How to Identify Buying Triggers of Your Target Accounts

Now, when it comes to identifying the most powerful buying triggers, a multifaceted approach is key. You typically need to combine data analysis, market research, and leveraging various tools. 

1. Perform customer data analysis

Customer data offers a wealth of insights beyond basic audience demographics. By analyzing how customers interact with your brand, you can identify the key factors that drive their decision-making process.

Here's how to leverage customer data to identify buying triggers:

  • Product Usage: Provides insights on how often customers are using your product, what they do with it, and how long they have been users. 
  • Website Analytics: Track key metrics like page visits, time spent on product pages, and abandoned carts. This data can reveal product interest, urgency, and potential roadblocks in the buying journey. Tools like Google Analytics provide valuable insights into website traffic, highlight popular pages, and pinpoint where customers drop off.
  • Customer Purchase History: Analyze purchase history to identify buying patterns and preferred products. Combine this with insights from past interactions (conversations, meetings) to personalize your sales approach based on individual motivators and decision criteria.
  • Email Campaign Performance: Open rates, click-through rates, and responses to specific calls to action within your email campaigns all indicate interest levels and the triggers that resonate most strongly with your audience.

2. Monitor signals happening in the market

Staying ahead of the curve in your industry is crucial. Understanding market trends and your competitive landscape allows you to influence buying decisions. 

  • Monitor Industry News: Track new regulations, competitor announcements, or major industry shifts that could impact your target customers. These external events, also known as sales trigger events, can create a sense of urgency or fear of missing out, triggering purchases. If you’re just getting into SaaS sales and struggling to break the ice with prospects, this is one of the best ways to reach out more organically. 
  • Track Social Media Conversations: Follow industry influencers and monitor customer conversations on social media platforms. Use sentiment analysis to identify emerging desires or frustrations you can leverage as buying triggers.
  • Perform Competitive Analysis: Deconstruct your competitors' marketing and sales tactics. Look for effective strategies they use, such as limited-time deals, social proof endorsements, or positioning focused on addressing specific pain points.

3. Leverage Sales Intelligence Tools

Sales intelligence tools go beyond traditional CRM data, providing a deeper understanding of your target accounts and potential buying triggers. 

  • Company & Contact Insights: Sales intelligence platforms like UserGems, LinkedIn Sales Navigator, LeadIQ, etc, compile and enrich data on companies and contacts within your target market. This data can include firmographics, technographics, news mentions, and funding rounds. By analyzing these insights, you can identify companies experiencing growth, undergoing digital transformation, or facing challenges that your solution can address, all of which can be potential buying triggers.
  • Buying Intent Signals: Advanced sales intelligence tools can gather intent data and identify buying intent signals within your target accounts. This might include website visits to specific product pages, downloads of relevant white papers, or participation in industry events focused on challenges your solution addresses. By recognizing these signals, you can prioritize outreach and tailor your sales and marketing message to the specific needs and buying journey stage of each prospect.

Marketing Strategies for Engaging Target Accounts

By identifying buying triggers within your target accounts, you can tailor marketing strategies that resonate and drive sales conversations. 

1.  Tailored Content Marketing Campaigns

  • Time-Sensitive Content: Once you identify a buying trigger (e.g., industry regulation change, competitor announcement), create targeted marketing material or content (blog posts, articles, white papers) that directly addresses the new challenge or opportunity. Highlight how your solution solves the pain point triggered by the event.
  • Success Stories: Showcase success stories from similar companies who faced the same trigger and benefited from your product/service. This social proof builds trust and demonstrates the effectiveness of your solution.

2. Personalized Outreach & Engagement

  • Relevant Email Campaigns: Leverage marketing automation to send targeted emails based on buying signals. For example, if a prospect downloads a white paper on a specific topic, send a follow-up email with relevant case studies or a personalized offer.
  • Account-Based Marketing (ABM): For high-value accounts, develop personalized ABM campaigns that align with their specific buying triggers. This could involve targeted social media ads showcasing solutions addressing their current challenges, or personalized SEO landing pages highlighting relevant benefits.

3. Leveraging Social Media

  • Industry News & Insights: Share relevant industry news and insights on social media platforms often visited by your target accounts. Engage in discussions and position yourself as a thought leader aware of the market dynamics impacting their buying decisions.
  • Social Listening: Utilize social listening tools to track online conversations and identify buying triggers within your target accounts. If a prospect tweets frustration with a competitor's product, reach out with a helpful message about your solution. Engage in relevant conversations and demonstrate expertise.

4.  Promotions & Incentives Based on Triggers

  • Limited-Time Offers & Exclusive Access: Create a sense of urgency (FOMO) with limited-time offers or exclusive deals triggered by specific events. For example, if a competitor raises prices, offer a limited-time discount to capture potential customers seeking alternatives.

5. Targeted Webinars & Events 

  • Host webinars or join industry events relevant to the buying trigger. Offer valuable insights and showcase how your solution addresses the specific challenge or opportunity at hand.

6. Social Proof & Influencer Marketing

  • Leverage social proof through testimonials, user-generated content, or influencer endorsements to build trust and credibility. Partner with influencers or join relevant podcasts relevant to the buying trigger to promote your solution to their audience.

How to Track Buying Triggers with UserGems

The most common way to track buying triggers is via marketing, CRM and sales intelligence tools. Fortunately, UserGems can take care of this process for you. 

UserGems is specifically designed to help sales and marketing teams identify and act on buying triggers such as job changes, new hires, and other significant organizational events. The platform offers several features that make it invaluable for tracking buying triggers:

  • New Hire Signals: UserGems provides real-time notifications about job changes and new hires within your target accounts. This feature ensures that your sales team can act quickly on these buying triggers.
  • Contact Discovery and Tracking: UserGems helps you discover new contacts that fit your ideal customer profile (ICP) within your target companies. This is particularly useful for expanding your reach within an organization..
  • Contact Job Change Signals: UserGems keeps you updated on job changes among your contacts, ensuring you take advantage of every opportunity to reconnect with a prospect who moves to a new company or role
  • CRM Integration: UserGems seamlessly integrates with popular CRM systems. This integration automatically updates contact information and job changes, keeping your database up to date without manual intervention.
  • Personalized Outreach: By leveraging the information gathered through UserGems, sales teams can personalize their outreach messages. Personalization based on recent changes or events increases the relevance and effectiveness of the communication.

Get The Job Done With UserGems

Job change view within the UserGems platform

UserGems gets the job done by tracking when your best buyers, past customers, and prospects join new target accounts. UserGems can automate the whole process from end-to-end to make it easier for sales reps to follow up on these warm leads — from lead capturing & creation in your CRM all the way to targeted outreach and ads. 

What do you have to lose? Get started with UserGems today.

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