Glossary
Trigger event
A trigger event is a specific change at a company - such as a hire, funding round, or product launch - that creates a timely reason to reach out.
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In short
A trigger event is a specific change at a company - such as a hire, funding round, or product launch - that creates a timely reason to reach out.
Trigger events are a concrete subset of buying signals. Where "buying signal" can describe any indicator of readiness, a trigger event is a discrete, datable occurrence: "raised a Series A on March 3," "posted 12 RevOps roles," or "migrated to a new ERP."
Because trigger events are tied to a date and a source, they make outreach defensible and personal. The first line can reference exactly what changed, which is far harder to ignore than a generic pitch.
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