Definition. Contacting prospects only when a live signal indicates the problem you solve is current, such as a new hire in the role you sell to, a fresh funding round, a job post for the function you replace, or a recent filing, rather than working through a static list.
Triggers versus lists
A list-based campaign builds an ICP filter and works through everyone who matches. A trigger-based campaign waits for a signal that the ICP match also has the problem now. The list is smaller and refreshes continuously, and the message can reference the trigger, which is the most natural personalisation there is.
The number behind it
Across 12 trigger-sourced campaigns in algoacquisition's April–October 2026 data, it took 44 contacts to produce one interested reply. Across list-based campaigns in the same period it took 192, a 4.4× difference from sourcing alone, before anyone touched the copy. The best trigger campaign converted one in 21. Full methodology and caveats here.
Common triggers in B2B
New executive hires, job postings for roles your service replaces or supports, funding announcements, office openings, product launches, regulatory filings, and technology changes visible in job ads. The right trigger is specific to the offer, and finding it is part of message-market fit.
Related terms
- Message-market fit — The point at which an outbound message reliably gets the right stranger to reply with interest. It is found by testing ICP, sourcing, front-end offer, angle and channel in order, and it is the asset a client keeps after any outbound engagement ends.
- Interested lead — A reply from a person at a company matching the agreed ICP that expresses intent to learn more, see pricing, receive information or book a call. Connection accepts, opens and polite declines do not count.
- Connection acceptance rate — The share of LinkedIn connection requests that are accepted. Across 163,868 requests in algoacquisition's 2026 campaign data the average was 19.8%; campaigns with a single, tightly defined segment ran at 30–39%.
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