Trigger events
also: sales triggers, event signals
Discrete, dated events, funding, leadership changes, M&A, launches, hiring surges, that often come before a purchase.
A trigger event is a specific thing that happened on a specific date. Unlike a slow-moving trait (industry, size), a trigger event has a timestamp and a source, which makes it both perishable and verifiable.
Different triggers mean different things. Funding creates budget. A new executive creates a mandate and a buyer who wants a quick win. Hiring surges reveal where a team is scaling and, by inference, where it hurts. M&A starts a year of integration decisions. A launch creates go-to-market urgency.
Working triggers well is a race against decay: the value of a trigger is highest in the days after it fires and falls off as the account gets flooded by everyone else who noticed.
How Intakra treats it
Trigger events are what Intakra looks for. It records them with dates for the accounts on your list, groups related ones into a single project, and emails you the ones that fit what you sell, usually with a few weeks or months to spare.
See it in practice