Targeting
Trigger Event Outreach
Timing outreach to a specific, observable event at the account that makes the problem you solve urgent right now.
What is trigger event outreach?
Trigger event outreach means waiting for a reason before you write. Instead of contacting an account because it matches a filter, you contact it because something changed: a funding round, a new VP of Engineering, a job posting for six backend roles, a product launch, an office opening, a migration announced on the engineering blog.
Trigger events that matter in B2B software
| Trigger | What it usually means |
|---|---|
| Series A or B raised | Hiring and tooling budget unlocked for 6 to 12 months |
| VP Sales or CTO hired | New leader rebuilding the stack and the process |
| Ten plus open engineering roles | Delivery capacity is the constraint |
| Competitor migration posts | Stack decisions are open again |
| Expansion into a new market | Pipeline needed in a region with no network |
Why it lifts reply rates
A relevant message sent in the wrong quarter still gets ignored. Trigger events do not make your offer better, they make it timely, and timing accounts for a large share of reply rate variance on outbound.
How we use it
Every account on a target list carries a trigger field. If we cannot name the trigger, the account waits. That single rule keeps volume low and relevance high.