#154: B2B Triggers and Signals Explained – the Right and Wrong Way to Use Them for Demand Gen

The B2B Playbook

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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