Like most wars are won in the General's tent, the best deals are won based on your strategy and approach. For example, suppose you are using an AI lead generation tool with a trigger-based approach for your sales outreach. In that case, your success rate hinges a lot on the kind of triggers that you use.

In this blog post, based on our experience from 150k+ campaigns (our customer campaigns and Plena's campaigns combined), we shed light on some uncommon triggers used in campaigns that yielded a 57% or more response rate.

But first—let's understand what triggers are.

In the sales context, triggers refer to events that happen in your prospect's organization, which help you establish relevance when you begin conversations with them.

Common examples of triggers include:

• Headcount increase
• Promotion or hires for specific roles
• Job openings listed
• Event attendance 
• Marketing Intent (downloads, webinars etc)
• Content engagement
• Location and more

The idea of using triggers is to show you care and wish to add value. 

The triggers shared above are common data points that you'll be able to find with some research efforts. The more uncommon your triggers are, the higher your chances of capturing attention and paving the way for deeper engagement.

And that is where an AI lead generation tool comes into play.

How can you use AI for B2B lead generation?

With AI, each step of your B2B lead generation can be faster, more efficient, and more accurate once you understand your ideal customer profile. 

For instance, using a tool like Plena, you can build lead lists based on relevant attributes from sources such as LinkedIn, Google Maps, Sales Navigator, and more. 

As a next step, you enrich those leads with data points such as technologies used, recent funding events, job changes, etc, which become your triggers for outreach. 

Once you have the list and data points, the tool also helps you personalize your email copy and reach out across multiple channels such as email, voicemails, SMS, LinkedIn, and more.

With that, let's now look at how uncommon triggers help in lead generation and higher response rates.

Why uncommon triggers get higher response rates

Uncommon triggers refer to specific events or changes within a company or industry that are not widely utilized as a basis for lead generation strategies. These triggers can range from internal shifts within a company, such as leadership changes or product launches, to external factors, like changes in legislation or sector announcements. 

By identifying and acting upon these triggers, Plena can uncover and target leads that are more likely to convert due to the timely and relevant nature of the outreach.

Unlike common triggers, such as job postings or marketing intent signals, uncommon triggers offer a unique advantage. They enable marketers to craft personalized and highly relevant messages that resonate with the recipient on a deeper level. This not only improves the chances of engagement but also positions your brand as insightful and attentive to the current and emerging trends affecting your prospects.

Here are some examples of uncommon triggers:

• IPO / Mergers / Acquisition
• Leadership changes
• Funding/investment 
• Using a complimentary service or product
• Case studies 
• Lookalike customers
• Viewed your profile
• Relocation / New Offices
• Rebrands / Website Updates
• Good press/awards
• Social content
• Using a competitor
• Product launches
• Changes in legislation
• Geographic expansion 
• Headcount decrease
• Good product reviews
• Good employee reviews
• Sector/industry announcements
• Bad product reviews (G2)
• Bad employee reviews (Glassdoor)
• Company performance
• Bad press/crisis
• Mention in an analyst reports

What makes uncommon triggers work better?

Uncommon triggers are particularly effective in niche markets, where understanding the specifics of a target audience's industry, challenges, and needs can make or break a lead generation campaign.

You don’t want to spray and pray because a generic approach often fails to address the unique context in which these businesses operate.

For instance, a company undergoing a rebrand or launching a new product in a highly specialized industry may need services to help it gain a competitive edge during this transformative period. 

In such situations, here's what an AI lead generation software like Plena brings to the table compared to traditional tools:

As part of list building, Plena identifies these uncommon triggers and initiates outreach, significantly increasing your chances of getting a response and consequently converting these prospects into customers. 

By demonstrating an understanding of the company's specific challenges and opportunities, the outreach becomes more than just another sales pitch but a valuable proposition that is hard to ignore.

These triggers, when identified and acted upon promptly, can offer a competitive edge in highly saturated markets.

Consider the case of a company that has recently secured a round of funding. While a common trigger might suggest this company is poised for growth, an uncommon trigger, such as a specific type of investor involved in the funding round, can reveal much more.

For instance, if the investor is known for pushing for rapid technological advancements, this could imply that the company will soon be investing in new tech. Using this data point, an AI lead generation tool can help you tailor your message to resonate with the priorities of the decision-makers at your prospect's company.

Setting up multi channel outreach using the triggers

Adopting a strategy centered around uncommon triggers requires a nuanced understanding of the market and the ability to interpret signals that many might overlook. This entails not just recognizing an event like a geographic expansion or a rebrand but understanding the implications of these triggers.

Let's delve into the example of geographic expansion. 

When a company announces plans to expand into a new region, this could indicate various underlying needs, from logistical support to local market intelligence. An effective AI lead generation tool would not only flag this expansion as a trigger but also analyze related factors, such as the chosen market's competitive landscape, to craft outreach messages that offer specific solutions. 

For instance, if the expansion is into a region known for regulatory complexity, the outreach could focus on offering consulting services that navigate these challenges, thereby providing a direct solution to an imminent need.

The beauty of utilizing uncommon triggers in lead generation lies in the ability to personalize messaging to an unprecedented degree and engage your prospects across multiple channels—email, social media, calls, voicemails, SMS, and more.

Imagine receiving a message that not only acknowledges a recent achievement of your company but also addresses a challenge that is currently at the top of your mind. For instance, a message that recognizes your company's recent product launch and offers a complimentary service tailored to enhance its market acceptance. 

This level of personalization, informed by an uncommon trigger, makes the message relevant and invaluable to the recipient, thereby fostering a connection that is primed for conversion.

Summing up…

Throughout this exploration of uncommon triggers in AI lead generation, it's clear that the traditional, broader approaches to lead generation are giving way to more nuanced, targeted strategies. 

The key to leveraging these uncommon triggers lies in intelligent data analysis and interpretation, coupled with a creative, personalized outreach strategy. As AI technology continues to evolve, so too will the sophistication with which it can identify and act upon these triggers.

For businesses looking to stay ahead of the curve, integrating these insights into their lead generation efforts offers a promising path to not only capturing high-quality leads but also building meaningful engagements that drive conversion and growth.