What is Event-Triggered Marketing?

Event-Triggered Marketing, also known as trigger-based marketing, is a strategy where marketing actions are automatically initiated based on specific customer behaviors or events. It's a way to deliver more timely and relevant messages to prospects and customers.

In B2B contexts, triggers might include actions like visiting a pricing page, downloading a whitepaper, or reaching a contract renewal date. These events signal potential interest or important moments in the customer lifecycle.

The goal of event-triggered marketing is to reach out to prospects or customers with the right message at the right time. This can lead to higher engagement rates and more effective marketing overall.

Common types of triggered marketing include welcome emails for new subscribers, abandoned cart reminders, re-engagement campaigns for inactive customers, and upsell offers based on past purchases.

Marketing automation platforms play a crucial role in event-triggered marketing, allowing businesses to set up complex workflows that respond to various triggers automatically.

It's important to use event-triggered marketing judiciously. Too many triggered messages can overwhelm recipients. The key is to focus on the most important triggers and ensure each message provides value.