Triggers

Imagine a B2B software company that uses triggers throughout their customer journey. When a prospect downloads a white paper from their website, a trigger automatically adds them to a nurturing email sequence and notifies the appropriate sales representative. Later, if that prospect visits the pricing page three times within a week, another trigger increases their lead score and prompts the CRM to flag them as sales-ready. Once they become a customer, triggers monitor their product usage patterns—when they haven't logged in for 14 days, the system automatically sends a re-engagement email with helpful tips. Meanwhile, if they use a specific feature extensively, a trigger initiates an in-app message suggesting related advanced features they might benefit from. Through this network of intelligent triggers, the company delivers personalized experiences at scale without requiring constant manual intervention from marketing and sales teams.