Writing to a Trigger Event

Detecting a trigger — a funding round, a new executive hire, a job posting, a technology change — is only half the work. The message built on top of it has to reference the trigger in a way that reads as genuine, timely relevance, not as evidence you've been monitoring the company closely enough to feel invasive. The line between those two readings is narrower than it looks and depends almost entirely on phrasing and specificity.

The trigger has to connect logically to the outreach, not just chronologically

Weak     "Congrats on your Series B! We help companies like yours
         with [generic pitch]" — the connection between funding and
         the specific pitch is unstated and unclear
Strong   a message where the trigger creates a specific, logical
         reason the timing matters for the specific thing offered

"Congratulations" alone, followed by an unrelated pitch, is recognized instantly as a templated trigger-based outreach and reads as opportunistic rather than genuinely relevant. The trigger should create an actual, statable reason the timing matters — new funding often means new hiring, which means a specific operational need; a new VP often means a mandate to change something specific, which is the actual logical link worth stating.