Event-based Marketing

What is Event-based Marketing?

Event-based marketing is a marketing approach in which actions are automatically triggered by specific events or behavioral signals. These events occur along the customer journey and enable timely and context-aware communication with target accounts. In B2B environments, event-based marketing is used to increase relevance, efficiency, and conversion probability.

How does Event-based Marketing work?

Event-based marketing connects data sources, marketing technologies, and predefined triggers. When a relevant event is detected, an automated marketing or sales action is initiated. Execution typically spans multiple channels and integrates with existing marketing automation and CRM systems. The focus shifts from fixed campaign schedules to situational, demand-driven interactions.

Triggers, Data, and Processes

Events can originate from digital interactions, sales processes, or external data sources. Common triggers include content engagement, pipeline status changes, contract milestones, or firmographic updates. These signals are evaluated through defined rules and translated into automated workflows that activate marketing or sales activities.

Typical B2B Use Cases

In B2B marketing, event-based marketing is widely used to nurture leads based on concrete actions, support sales processes, and strengthen customer relationships. Typical use cases include reactivating dormant leads, triggering follow-ups after proposal phases, supporting onboarding processes, or enabling account-based marketing initiatives.

Benefits of Event-based Marketing in B2B

Event-based marketing increases relevance by aligning messages with real decision-making moments. It improves operational efficiency by activating measures only when meaningful triggers occur. Marketing and sales teams benefit from stronger alignment, resulting in shorter sales cycles, higher lead quality, and improved return on investment.

Event-based Marketing vs. related concepts

Unlike traditional direct mail or email marketing, event-based marketing does not rely on static lists or fixed schedules. Compared to classic marketing automation, it goes beyond predefined sequences and emphasizes real-time, context-driven responses. Event-based marketing enhances existing automation strategies by focusing on timing and situational relevance.

How does eesii support Event-based Marketing?

A direct mail automation platform like eesii enables physical mail to be integrated into event-driven marketing workflows. By connecting with CRM and marketing systems, relevant events can trigger automated postal mailings. This approach turns direct mail into a scalable, data-driven component of modern marketing automation architectures.