Outbound Glossary
Trigger event
A buying signal with a clock on it. The value is not that it happened, it is that the window closes.
A trigger event is a change that opens a short period during which a decision is likely: a new executive in their first quarter, a funding round before the spend plan hardens, a contract approaching renewal.
Because the window is short, speed beats polish. A message that reaches someone in the second week of a relevant change outperforms a better message that arrives in month four, which is the main argument for monitoring rather than campaigning in batches.
Catching the window rather than the anniversary is the whole argument for monitoring a market instead of checking it. That is what SONAR™ runs.