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What is a Buying Trigger?

A Buying Trigger is a structured profile of an event, signal, or change that indicates a prospect has elevated purchase intent. These aren’t demographic filters — they’re temporal signals that create urgency or open budget. A company that just hired a new CRO is in a different buying posture than one that hasn’t changed leadership in three years. Buying Triggers help agents distinguish between these states so they can prioritize outreach and reference the signal directly — making messaging timely and relevant rather than generic and interruptive. Examples: a company hires a new CRO, closes a Series B, announces a digital transformation initiative, or has a contract renewal coming up with a competitor.

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What a Buying Trigger contains

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How Buying Triggers connect to other entities

  • Personas — which buyer roles are most affected by this trigger
  • Segments — which market segments commonly exhibit this trigger
  • Motions — milestone Motion Playbooks (narrative type MILESTONE) activate when a specific buying trigger fires
  • Alternatives — alternatives that prospects outgrow when this trigger fires
Agents use Buying Triggers in two ways: during qualification (scoring whether a prospect is in a buying window) and during outreach (referencing the trigger to make messaging timely and relevant). A cold email that says “saw you just brought on a new VP Sales” is more effective than one that doesn’t — and agents pull that framing from the Buying Trigger entity.

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Managing Buying Triggers via API

  • GET /api/v2/buying-trigger/list — list all buying triggers
  • GET /api/v2/buying-trigger/get — get a specific buying trigger
  • POST /api/v2/buying-trigger/create — create a new buying trigger
  • POST /api/v2/buying-trigger/update — update an existing buying trigger
  • DELETE /api/v2/buying-trigger/delete — remove a buying trigger