Trigger Event
A trigger event is a change at a company or in a person's role, such as new funding, a leadership hire, an expansion or a new regulation, that can create a need or a window for a purchase.
Also called: trigger events, sales trigger
Why it matters
Buyers are more open to new solutions when something has just changed. A new leader often reviews existing tools, a funding round brings budget and growth targets, and a new office or market brings new problems. Reaching out soon after such an event gives the message a real reason and makes it more relevant than a generic pitch.
Trigger events are a kind of buying signal. Teams watch for them in news, job postings, funding databases, LinkedIn job changes and company announcements, then decide which events matter for their product. The event should connect to a real problem the product solves; mentioning it without that link reads as surveillance rather than relevance.
Example
A company selling sales training software watches for new heads of sales at mid-sized software companies. When one starts a new role, an SDR waits a few weeks, then sends a short note that mentions the new role and offers a guide on assessing a sales team in a leader's first quarter.
Turn the definition into a working system.
We build the Account-Based Marketing systems behind terms like this one. Tell us where your pipeline breaks and we will show you what we would fix first.
