Triggers: A Key Tool for B2B Marketing and Risk Management

Triggers: A Key Tool for B2B Marketing and Risk Management: "Another way to refine a trigger-based strategy is to deploy multiple triggers. A lender or B2B raw material provider may wish to watch for score changes greater than 10 points but not prospects for which there has been a UCC filing. That allows credit providers to drill down further to the exact set of desired customers. For example, a business seeking credit might be likely to respond but undesirable if that business is desperately applying for many loans. The use of multiple triggers and thresholds helps weed out likely responders that are unlikely to be approved.
The bottom line is marketing cost savings. For example, consider a company that requests a list of all businesses that have a new lien or judgment in a month, which produce 27,000 businesses. Assume the average cost for a direct-mail piece, including postage and creative work, is 43 cents per piece. If the criteria exclude marketing to anyone who has a lien or a judgment, triggers can help the company avoid dropping that mail piece on those 27,000 businesses - translating into a savings of $11,610. Not only is the cost of the mailing saved, but the cost of processing a claim that results in a 'no' also is avoided."