Trigger Event Templates

Opt In | Ep. 62

Note – this was shamelessly stolen from the good people at 30MPC. Click here to view the original source material (under “Things You Can Steal”)

Trigger events – situations that present an SDR with a relevant reason to reach out to an account – are an important part of the SDR research process.

Rather than calling/emailing someone because they’re just a name on a list, trigger events (like a round of funding, an acquisition, or a new hire announcement) help an SDR tailor their message and solidify why they’re reaching out to someone.

…If they do it properly.

More often than not, SDRs take a trigger event and simply slap it onto the beginning of their standard outbound email template. Then, they hard pivot from that observation into a pitch for their product.

The issue with that is the message lacks continuity. The email feels forced. And it’ll likely end up in the prospect’s trash folder.

Instead of the hard pivot, Armand @ 30MPC recommends you do this:

Figure out the problem that the news creates and weave that into how you solve that problem.

AJ and Alex talk about their experiences with this idea in our latest Opt In. They cover what good and bad look like, how and why reps should adopt this approach, and the common pitfalls to look out for.

Opt in to providing solutions, not observations.