A trigger is a single actionable moment in time that creates a business opportunity. Trigger events can be reported in news articles, press releases, public filings, financial documents, and corporate filings. For example, if a business announces it is opening 5 new facilities in California, that announcement can prompt others to reach out to the expanding company.

Monitoring actionable business events and evaluating what they mean and how they translate into selling opportunities or building new relationships is important to growth. Business signals allow companies to hyper-segment the market they want to reach. D&B Hoovers database offers a way to search for business triggers. Relevant triggers range from assets to bankruptcy, to employee growth, to plant closures, to executive changes, to legal events.

The overall goal when monitoring business triggers is to be able to leverage the information gathered to grow your business. If you are aware of what is happening to a prospective client or competitor, you can tailor your message to match either pain points or growth projections. It helps build knowledge for planning and outreach.

There are a variety of ways to monitor growth or pain points including setting up Google Alerts regarding certain companies or particular industries. Many commercial databases also allow you to set up alerts to track growth or new developments. Be sure to include social media listening tools such as LinkedIn in your strategy to monitor changes in a company’s growth. Emma Brudner with HubSpot does a good job of identifying 30 types of trigger events and gives practical advice on how to track and leverage the trigger events effectively.

Access/Information understands that businesses are continually changing. We can help you monitor and respond to business events to facilitate growth.