A trigger, or trigger event, is a change at an account that creates a reason to reach out now: a funding round, a new executive setting strategy, a company moving beyond founder-led sales, a wave of hiring. Each one opens a short window where your outreach is timely rather than random, especially when you also have a warm path into the account.
Typical triggers include funding rounds, leadership or executive changes, a champion moving into a target account, fast hiring in a relevant function, product launches, and reorgs. Each is a public or observable change that suggests the account may be ready to move.
The best moment to reach out is when a fresh trigger meets a warm path: a real reason to act and a trusted route to use it. Triggers give outreach its timing, and warm paths give it trust. Together they sit at the top of the warm outbound spectrum.
Via watches your network for triggers as they happen, like a contact landing at a target account, and surfaces the warm path to act on them at the same time. The reason to reach out and the route in show up together.