You can have the perfect script, a clearly defined value proposition, and a product that solves every problem your prospect has. But if you catch them at the wrong time, none of that matters. You are just another interruption in their day.

The "spray and pray" method fails precisely here. Sending hundreds of generic emails leaves success to chance. Strategic prospecting hinges on something more dependable: trigger events.

A trigger event is a specific occurrence that disrupts a prospect’s status quo. It creates an opening where a company or individual is simply more receptive to buying.

When things are stable, businesses rarely change vendors. Change requires effort, training, and risk. But when a trigger event happens—a merger, a new executive hire, a round of funding—that stability breaks. The perceived cost of staying the same suddenly outweighs the risk of changing.

Identifying these moments means you stop selling to people who aren't ready and start helping those actively looking for solutions.

Many potential triggers exist, but three consistently deliver the best results for your time.

1. The Champion Migration (Job Changes)

This is arguably the strongest buying signal in B2B sales. When a decision-maker leaves Company A for Company B, it creates two clear opportunities:

1. The New Role: Someone moving to a new job is eager to prove their value. They often have a fresh budget and a directive to make changes. If they loved your product at their old job, they're likely to bring it to their new one.
2. The Backfill: The empty seat at Company A will eventually be filled. The new person coming in will also review existing contracts and tools.

About 20% of the workforce changes jobs annually. If you track 1,000 contacts, that means roughly 17 opportunities each month where a warm lead has landed in a new potential account.

2. Funding and Expansion

When a company raises Series B funding or announces a new regional office, they aren't just celebrating; they're spending. This new capital typically means aggressive growth targets. They need new tools, more seats, and better infrastructure to hit those goals.

3. Regulatory Changes

New laws or industry standards force companies to adapt. If your product helps with compliance or efficiency under new regulations, a legal shift is an immediate reason to reach out. The prospect doesn't just want your solution; they legally need it.

Knowing a trigger event happened is only half the battle. You need to act fast. Your competitors are likely watching the same news feeds, so speed matters.

The "Congratulations" Approach
For job changes, your outreach should be human first. A simple note congratulating a former contact on their new Head of Marketing role makes a big difference. You're not pitching yet; you're re-connecting. Since you tracked their move, you're likely the first vendor in their inbox, which establishes you as a partner, not a cold caller.

Automating the Watchtower
Manually checking LinkedIn profiles or Google News for thousands of prospects is impossible. It drains hours that should be spent closing deals.

Sales teams are increasingly automating this tracking. Platforms like Flux.report let you upload key contacts and receive alerts the moment someone updates their employment status. This eliminates guesswork. Instead of wondering who to call, you wake up to a list of leads who've just signaled they're open to a conversation.

By focusing your prospecting on these concrete events, you shift from cold outreach to warm, timely engagement.