Buying triggers (or purchase triggers) are company events that indicate a potential customer might be ready to make a purchase. Examples of triggers include funding events and leadership changes. Such triggers can help salespeople time their outreach and make their messages particularly relevant.
Another indication could be an uptick in certain types of online activity. Imagine knowing that your top prospect recently increased consumption of cloud storage articles by 300% (or any other technology topics). This information could be used in conjunction with surveys and business contact data to determine when spending is happening and who the chief decision maker is.