Sales trigger events show you when prospects are ready to buy.
These specific signals, like a new executive hire or funding round—tell you exactly when to reach out with relevant context.
In this guide, you’ll learn about 23 different sales trigger events and how sales teams can capitalize on them.
What are sales trigger events?
Sales trigger events are specific occurrences within a company or individual's situation that indicate a heightened potential for a sale. These events can signal changes in needs, priorities, or decision-making processes, making prospects more receptive to your solution.
Common examples include new executives joining a new company, funding rounds, product launches, or major organizational changes.
These events present an ideal opportunity for you to initiate a conversation and position your offering as the perfect solution.
Why are sales triggers important?
Sales triggers improve your timing. Instead of cold outreach, you engage when prospects show clear buying signals, when they're actively evaluating solutions.
Personalize your conversation openers: Referencing a specific trigger event shows that you've done your homework and understand the prospect's unique situation. This allows you to write the perfect trigger-based emails and make highly personalized pitches.
Identify the perfect time for an approach: Sales triggers help you make your offer at an ideal time, when your target decision-makers are actively seeking solutions.
Uncover upselling and cross-selling potentials: Existing customers experiencing trigger events may be open to expanding their relationship with your company. For instance, if they have received an award, there’s a good chance they’ll be open to doubling down on what brought them that success.
Act faster than your competitors: By staying alert to trigger events and buying signals, you can beat your competition to the punch and be the first to offer a solution, positioning you to have a higher chance of closing your offer.
Integrate seamlessly into your existing processes: Sales triggers can be easily incorporated into your current prospecting, outreach, and follow-up workflows, meaning there’s little input for a significant upside.
When you act on sales triggers, you spend less time on cold outreach and more time on conversations that convert to pipeline.
Common sales trigger examples
Here are 23 sales trigger events and how to act on them.
1. New executives
Trigger event: The appointment of new C-suite executives indicates a potential review of existing vendors and openness to new solutions.
Action: Selling to C-level executives Executive buyers think strategically. They want to see how your solution supports their key objectives, not a list of features. Tailor your messaging to focus on strategic outcomes, not immediate benefits. Highlight your expertise and how your solution aligns with their potential goals.
How to track: Monitor LinkedIn, executive bios, and industry newsletters for updates on leadership changes.
2. Major company performance changes
Trigger event: Significant performance changes, such as missing revenue targets, stock decreases, or legal battles, can indicate a need for cost-saving solutions, process improvements, or brand reputation management.
Action: Offer solutions that directly address their potential challenges and demonstrate your understanding of their current situation.
How to track: Stay up-to-date on financial reports, press releases, and legal news related to your target companies.
3. New funding round
Trigger event: A new funding round often signals expansion plans, product development, or increased marketing budgets, creating new opportunities for your business.
Action: Show how your product supports their growth plans—whether that's expanding into new markets, launching products faster, or building out their team.
How to track: Monitor company announcements, financial news, and investor relations websites for information on funding rounds.
4. Company relocation
Trigger event: A company's decision to relocate to a new office or region can indicate expansion into new markets or a need for local support and services.
Action: Reach out with specific ways you can help, local vendor connections, market insights, or services they'll need in the new location.
How to track: Monitor company announcements, real estate news, and industry publications for relocation updates.
5. Mergers & acquisitions
Trigger event: When companies merge or acquire new businesses, it often leads to organizational restructuring, process changes, and the need to consolidate vendors and solutions.
Action: Show how your product can help them consolidate vendors, cut duplicate costs, or integrate systems faster during the transition.
How to track: Follow financial news, company announcements, and industry publications for merger and acquisition activities involving your target companies.
6. Major competitive move
Trigger event: If a competitor releases a game-changing product, enters a new market, or secures a significant partnership, it can disrupt the playing field and create urgency for companies to re-evaluate their strategies.
Action: Position your solution as a way to counter the competitive threat and maintain a strong market position.
How to track: Stay informed about industry news, product announcements, and strategic moves by competitors in your target market.
7. Good quarter/bad quarter
Trigger event: A company's financial performance, whether positive or negative, can influence decision-making and budgets for the upcoming quarter or year.
Action: After a strong quarter, show how your product helps them scale what's working—whether that's expanding to new segments or launching faster. For a poor quarter, offer solutions that can streamline operations, reduce costs, or improve efficiency.
How to track: Track financial reports, earnings calls, and analyst coverage for insights into your target companies' performance.
8. New product/service announcement
Trigger event: When a company launches a new product or service, it often signals a need for complementary solutions, training, or support services.
Action: Reach out and position your offering as a valuable addition to their new product or service, enhancing the overall customer experience.
How to track: Watch company websites, press releases, and industry publications for announcements related to new product or service launches.
9. Awards
Trigger event: Companies that receive industry awards or recognition may be looking to capitalize on their success and increase their visibility in the market.
Action: Congratulate them, then show how your product helps them double down on what earned the recognition.
How to track: Follow industry organizations, award ceremonies, and publications to stay informed about companies receiving recognition.
10. New legislation
Trigger event: Changes in regulations or industry-specific legislation can create a need for companies to adapt their processes, products, or services to remain compliant.
Action: Show how your product helps them meet the new requirements, whether that's updated reporting, data handling, or process changes.
How to track: Monitor government websites, industry associations, and legal publications for updates on relevant legislation affecting your target companies.
11. New hires
Trigger event: Companies making significant new hires, especially in leadership or strategic roles, may be looking to bring in fresh perspectives and drive change.
Action: Reach out to new hires with specific ways your product helps them hit their first 90-day goals.
How to track: Set up alerts on LinkedIn, company websites, or use new hire signal tracking to stay informed about new hires at your target companies.
12. New office
Trigger event: The opening of a new office location can indicate expansion into new markets or regions, creating opportunities for localized solutions and support.
Action: Offer specific local support, market data, regional partnerships, or services they'll need to launch in the new location.
How to track: Monitor company announcements, real estate news, and industry publications for updates on new office openings.
13. Hosting conferences or events
Trigger event: Companies hosting industry conferences or events may be looking to increase their thought leadership, visibility, and brand awareness.
Action: Explore sponsorship opportunities or offer solutions that can enhance the attendee experience or support their event goals.
How to track: For information on upcoming conferences or events, follow industry calendars, event listings, and company announcements.
14. Major industry development or changes
Trigger event: Significant developments or changes within an industry, such as technological advancements, regulatory shifts, or market disruptions, can create a need for companies to adapt and innovate.
Action: Show how your product addresses the specific changes, whether that's new technology requirements, market shifts, or competitive threats.
How to track: Stay informed by following industry publications, trade associations, and thought leaders in your target market.
15. Company expansion
Trigger event: Companies expanding into new markets, product lines, or service offerings may require additional support, resources, or infrastructure as they begin selling to new customers themselves.
Action: Show how your product supports their expansion, whether they need to handle more volume, enter new markets, or serve customers in different regions.
How to track: Monitor company announcements, press releases, and industry news for information on expansion initiatives.
16. Title and role changes
Trigger event: When individuals within a company receive promotions or take on new roles, it can signal a shift in priorities, responsibilities, and decision-making authority, offering the perfect opportunity for you to help them.
Action: Reach out to the individuals in their new roles and offer solutions that can support their goals and initiatives.
How to track: Use sales intelligence tools, set up alerts on LinkedIn, company websites, and industry publications to stay informed about role changes at your target companies.
Recommended reading: Learn how tracking buyers for job changes with UserGems helped these four companies generate millions of dollars in pipeline.
17. Patent update
Trigger event: Companies filing for or receiving new patents may be looking to protect their intellectual property and potentially commercialize their innovations.
Action: Show how your product helps them bring the patented technology to market, whether that's manufacturing support, go-to-market strategy, or distribution channels.
How to track: Monitor patent databases, company announcements, and industry news for updates on new patent filings or approvals.
18. Product recall
Trigger event: In the event of a product recall, companies may be seeking solutions to mitigate the impact, improve quality control, or enhance customer satisfaction.
Action: Show how your product helps them fix the quality issue, manage the recall faster, or communicate with affected customers.
How to track: Monitor company announcements, industry news, and regulatory websites for information on product recalls.
19. New partnerships
Trigger event: Companies forming strategic partnerships or joint ventures may require additional resources, products, or services to support their collaborative efforts.
Action: Show how your product fits with the partnership, whether that's integrating with their partner's technology, serving joint customers, or enabling new use cases.
How to track: Follow company announcements, LinkedIn, Google Alerts, press releases, and industry news for information on new partnerships or joint ventures.
20. Rebranding
Trigger event: Companies undergoing a rebranding initiative may be looking for solutions to support their new brand identity, messaging, and marketing efforts, offering you a great opportunity to position yourself as a solution.
Action: Show how your product helps them launch the rebrand, whether that's updating customer communications, training teams, or managing the rollout across channels.
How to track: Monitor company websites, social media channels, and industry newsletters for announcements related to rebranding efforts.
21. Analyst reports
Trigger event: Analyst reports or industry research can highlight trends, challenges, or opportunities that companies may need to address.
Action: Use the report's findings to show how your product addresses the specific challenges or opportunities the analysts identified.
How to track: Follow industry analysts, research firms, look at SEC filings and earnings calls, and publications for relevant reports and analyses related to your target market.
22. Entrance into new market
Trigger event: Companies expanding into new geographic markets or industry verticals may require localized solutions, market-specific expertise, or additional resources to support their growth.
Action: Show how your product helps them enter the new market, whether that's local expertise, market data, or product configurations for regional needs.
How to track: Monitor company announcements, press releases, and industry news for information on market expansion initiatives.
23. Layoff announcements
Trigger event: Layoffs may signal a need for companies to streamline operations, reduce costs, or restructure their workforce.
Action: Show how your product helps them do more with fewer people, whether that's automating manual work, consolidating tools, or cutting operational costs.
How to track: Stay informed about company announcements on LinkedIn and industry publications for information on workforce reductions or restructuring efforts.
How to identify and track sales triggers
Now that we understand the significance of sales triggers and have identified some examples you can leverage, let's explore how to identify and track these events effectively.
Trigger events tell you when to reach out. Act on them, and you'll spend more time on conversations that convert to pipeline. Here are several sources that will alert you to these events as they occur.
Public sources
Earnings calls: Earnings calls are publicly available internal discussions about a company’s performance and future prospects. Regularly check your target’s “investor relations” section on their website to find out when these calls are happening, so you can listen in. Monitor company announcements regarding performance and future plans.
SEC filings: If your target is a publicly traded company, then they’re required to send the Securities and Exchange Commission (SEC) financial statements. You can check these to see if your target can afford your product or service.
LinkedIn alerts: By following your target companies, you can get alerts when people change jobs or roles on LinkedIn. When someone starts a new job or has a promotion, it can be an ideal opportunity for salespeople to reach out with an offer.
Google alerts: Google lets you set notifications and track whenever specific words or names get mentioned online. Set up Google alerts for the company and people's names you want to target, and should they pop up in news articles, you'll know right away.
Industry newsletters: Reading newsletters about the industries your customers work in is super helpful. These often share news about company changes or events that could lead to new sales opportunities for you.
Tools and platforms
Public sources work, but they take time and consistent monitoring to be effective.
Dedicated tools and platforms, such as social listening tools or sales intelligence platforms like UserGems, do all this for you.
As the leading sales intelligence tool, UserGems provides comprehensive data and insights to help you identify and track sales triggers. With advanced features like contact tracking, new hire signals, and real-time updates, you know exactly when your prospect targets are ripe for your pitch.
Similarly, social listening tools let you monitor social media conversations around your target companies and industry trends to uncover potential trigger events. These are more targeted versions of Google Alerts and industry newsletters.
By leveraging sales intelligence platforms and social listening tools, sales leaders can ensure their in-house and/or outsourced SDRs focus on the hottest leads at the most opportune times. These tools automate much of the monitoring process, freeing up reps to work on targeted outreach and build strong relationships with potential customers.
Recognize and monitor sales triggers with UserGems
Successful outbound comes down to timing, reaching the right buyer when they're actually ready to buy.
UserGems automates this entire process.
UserGems tracks sales triggers automatically and surfaces them in your CRM when they happen. By partnering with UserGems, you'll benefit from:
Optimized pipeline generation: No more guesswork. UserGems automatically identifies and prioritizes key decision-makers in your target accounts, so you know who to reach out to and when, helping you create a consistent, flowing pipeline.
Streamlined multi-threading: UserGems finds the missing contacts in your target accounts, so you can build relationships with multiple stakeholders. Establish multi-threaded relationships with ease and unlock new avenues for success.
Relevant and timely outreach: UserGems syncs directly to your CRM with real-time updates, so your outreach is based on current, accurate data.
Ready to automate trigger tracking? Schedule a UserGems demo to see how we help revenue teams turn signals into pipeline.
