Most buyers aren't ready to buy when we're ready to sell. This trite but true observation has significant implications when it comes to lead generation. It means that we must continue to nurture viable prospects until they are ready to buy. But what about the prospects who are not in your nurturing database yet?

This dilemma has led me to think about how trigger events are related to one of the basic laws of physics. Newton?s first law of motion (also called the law of inertia) is often stated as ?an object at rest tends to stay at rest and an object in motion tends to stay in motion with the same speed and in the same direction unless acted upon by an unbalanced force.?

The first law of motion can act much like one of your potential prospects. Unless there is an ?unbalancing force? acting on them that is sufficient to move them away from the status quo (as rest), then they will not change their direction. In this context, trigger events can be seen as the sufficient force or event that moved and changed the status quo.

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