The Trigger

The feed is filtered on what matters: topic, industry, event type, sentiment, country and article quality. Each company lands with the article that surfaced it, so the reason to reach out arrives attached — you are never guessing why this account, this week.

The filter that changes everything is time. Pulling on a rolling last-few-days window instead of a fixed start date turns the source into a feed that renews itself: the same query reruns and only ever hands over what's newly true.

The feed filters on industry codes, not on the loose phrase you have in your head. The free resolver turns "fintech" or "logistics software" into the codes the source actually understands, and it costs nothing to run.

Doing it first is the cheap-before-expensive rule again: resolve the codes, then pull, and every credit spent downstream is spent on companies that were in the right industry to begin with.

A single funding round is written up by a dozen outlets. Left alone, that is a dozen rows for one company and a pipeline that looks bigger than it is. Grouping articles and keeping only the primary mention collapses the noise back into accounts.

It also protects the numbers. A funnel built on article counts flatters itself; a funnel built on deduped companies tells the truth about how many real accounts the event actually produced.

This is the read the whole recipe turns on. A funding round or an expansion points one way — new budget, hiring, momentum to spend well. A layoff, especially with a run of weak reviews behind it, points the other — strain, retention risk, a team doing more with fewer people.

Same feed, same industry, completely different account. The event is not a tag to file; it is the decision about which of the two campaigns this company belongs to.

Aggregated employee-review ratings turn a layoff headline into a real internal-pain verdict — weak, strong or none against your threshold. It is by far the most expensive check in the block, so it runs only on the Profile B shortlist that already has a layoff or a strain signal, never on the whole feed.

A weak rating is the trigger when you sell anything that touches retention, culture or management load. Gate it hard: the point is to spend the credit on the accounts where the answer changes what you write, not to score everyone.

The growth trigger gets the spend-it-well conversation: the new budget, the hiring, the thing they can now afford to fix. The pain trigger gets the strain conversation: what the layoffs and the ratings say out loud, and the offer that speaks to it directly.

Cross the wires and the email is worse than ignored. Congratulate a company on momentum the week it cut a third of its team and the trigger you were so proud of finding is the reason you get blocked.

An explicit gate: out go events too old to be a reason to write, companies whose article turned out to be about a namesake, and accounts whose only trigger is a topic you don't actually sell into.

The discards are read, not dumped. If a whole event type keeps importing off-target companies, that's a filter to tighten on the feed pull, not a recurring cleanup downstream.

Only now is a human attached, and the event decides who. A funding round makes the founder or a new VP the natural recipient; a layoff and weak reviews point at whoever owns people and retention. The trigger is not just the reason to write — it is the map to the right inbox.

As everywhere in this catalogue, the person is last because they're the most expensive to find. The shortlist that reaches this step has already survived a fresh event, a clean dedupe and a matching profile.