Triggered outreach

Outbound that fires in response to a specific event (funding, hiring, role change, tooling shift) rather than on a calendar. The contrast is calendar-based cadences where SDRs work the list in order regardless of what's happening at each account.

Typically 2 to 4x for first-touch emails. The lift comes from relevance. The email arrives when the prospect is actively thinking about the trigger event.

Signal feed (intent, hiring, funding, role change), evaluation logic (does this trigger meet the threshold for this account?), and a sequencer that accepts API-driven enrollment. All three are necessary.

Firing on every trigger without quality filtering. Some triggers are weak (one website visit) and some are strong (multi-touch over 14 days). Treating them equally produces spam at scale.

By unifying signal sources into a single feed, scored per account, exposed via webhook. The orchestration tool subscribes; the sequencer fires; the SDR works the resulting queue.