Event-driven marketing aimed to land at critical junctures should be part of the B2B marketer's arsenal of tactics, according to this article. Make sure you're tracking product-driven triggers such as expired contracts and end-of-product-life dates, as well as organic triggers such as a company's expansion and "black swan" triggers such as the effect of natural disasters and unexpected changes in tax codes, Vince Stuntebeck and Trevor Jones write.

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