Lead Gen & CRM allows you to create powerful automation based on a lead's behavior. Automation in Lead Gen & CRM consists of workflows and action groups.
In turn, workflows and action groups are composed of various actions or events.
This article will provide an overview of the available triggers, filters, and actions for workflows and action groups.
Article Contents
- Automation Terminology
- Email Engagements
- Lead Engagements
- Site Engagements
- Opportunity Engagements
- Account Engagements
- Referral Engagements
- Form Engagements
- Campaign Engagements
- List Engagements
- Social Engagements
- Media Engagements
- Meetings Engagements
- Action Group Engagements
- Automation Comparisons
- Regarding Rules-Based Lists
- Understanding Action Groups
- Communication Actions
- Notification Actions
- Referral Actions
- List Actions
- Contact Edit Actions
- Account Edit Actions
- Sales Optimizer Actions
- Opportunity Actions
- Ads Engagements
- Workflow Engagements
Trial | ✓ | |
Essential | ✓ | |
Advanced | ✓ | |
Ultimate | ✓ |
Administrators | ✓ | |
Company Managers | ✓ | |
Marketing Managers | ✓ | |
Sales Managers | ||
Salespersons | ||
Jr. Salespersons |
Automation Terminology
The following is a list of terms that are considered the foundation of Lead Gen & CRM automation:
Term | Description |
action |
An event that happens as a result of an action group running. An example of an action is an automated email send. |
action group |
A set of actions grouped together to accomplish a desired result. |
automation |
A set of triggers and filters that is attached to one or more action groups. An automation includes at least one trigger, and can |
branch |
A collection of actions created for use within a visual workflow or action group that branch out from the action group and are dependent upon additional criteria in order to function. |
comparison |
A modifier that determines how a trigger fires:
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filter |
An optional part of a trigger that is used to narrow the scope of triggers. Filters are only evaluated when triggers are fired. An example of a filter is when a contact has the industry field equal to Marketing. |
repeatable action group |
An action group that can be scheduled more than one time to the same |
rule group |
The collection of conditions that modifies a trigger within a filter:
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trigger |
A lead action or change on the contact record that fires a workflow. Only triggers can start a workflow, and at least one trigger is necessary for workflows to fire. An example of a trigger is when a contact fills out a form. |
workflow |
A workflow is a sequence of triggers, filters, and actions. This is represented in the same manner as a flow chart. Automation workflows A trigger is required to start a workflow. |
yes / no branch |
A yes/no filter branch is a branch that evaluates if a specific criteria is met or not, then filters down to its own Yes and No action groups. |
Email Engagements
The following is a list of triggers and filters that are available for email engagements:
Term | Description | Options | Trigger | Filter |
visits from the email |
When a lead clicks on a link in a specific email and is directed to a page on your site where tracking is established within Lead Gen & CRM. |
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✓ | ✓ |
has not opened the email |
When a lead has not opened a specific email that you have identified. |
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✓ | ✓ |
has been sent the |
When a lead has been sent a specific email that you have identified. |
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✗ | ✓ |
has not been sent the email |
When a lead has not been sent a specific email that you have identified. |
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✗ | ✓ |
has opened the email |
When a lead has opened a specific email that you have identified. |
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✗ | ✓ |
returns from any email |
When a tracked lead clicks a link in any email and is directed to a page on your site with Lead Gen & CRM tracking code. |
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✓ | ✓ |
visits from an email with the tag |
When a tracked lead visits any tracked page from any email that includes the tag selected from the drop-down menu. |
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✓ | ✓ |
has low engagement |
When a lead has a contact engagement score of four or less (not including zero). |
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✗ | ✓ |
is unengaged |
When a lead has a contact engagement score equal to zero. |
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✓ | ✓ |
opens |
When a lead opens the specified email. Activates at least five minutes after the lead opens the email. |
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✓ | ✓ |
opens |
When the lead opens any email sent to them. Activates at least five minutes after the lead opens any email. |
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✓ | ✓ |
Lead Engagements
The following is a list of triggers and filters that are available for lead engagements:
Term | Description | Options | Trigger | Filter |
has the field |
As a trigger: When a lead has a field (can be either a standard field or any custom field you create) that is changed and saved to a specific value. As a filter: When a lead has the field (can be either a standard field or any custom field you create) that contains a specific value. |
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✓ | ✓ |
has the lead score |
When a lead as their lead score hit a designated value. Lead score decay is a natural event, not a save event. As such, lead scores that fit criteria through decay will not trigger dynamic lists or workflows. Lead scores that are updated through lead actions (such as a site visit) will fire. However, if someone's lead score naturally decays past a threshold designated in a trigger, then the trigger will not fire. |
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✓ | ✓ |
is owned by |
When a lead is assigned to a designated user of your platform (such as a Salesperson). |
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✓ | ✓ |
has the date field |
When a lead has a specific date field (such as Contract Renewal Date or Last Customer Meeting Date), change to any value. |
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✓ | ✓ |
is not owned by |
When a lead is not assigned to a designated user of your platform (such as Salesperson). |
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✗ | ✓ |
is explicitly opted-in to receive email |
When a lead has opted in through any of five specific methods. This rule will prompt you to choose at least one method. |
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✓ | ✓ |
is not explicitly opted-in to receive email |
When a lead has not opted in through any of five specific methods. |
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✗ | ✓ |
is the persona |
When a lead is assigned the persona as selected from the drop-down menu. |
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✓ | ✓ |
has the tag |
When a lead is assigned the tag specified from the drop-down menu. |
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✓ | ✓ |
does not |
When a lead is not assigned the tag specified in the drop-down menu. |
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✗ | ✓ |
is owned by User with tag |
When a lead is assigned to a user of your platform with a specified tag from the drop-down menu. |
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✓ | ✓ |
is not owned by User with tag |
When a lead is not assigned to a user of your platform with a specified tag from the drop-down menu. |
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✓ | ✓ |
is created |
When a lead is created on a specific date that you have identified. |
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✗ | ✓ |
Site Engagements
The following is a list of triggers and filters that are available for site engagements:
Term | Description | Options | Trigger | Filter |
visits the important page |
When a lead visits a specific page that you have identified as an important page in your VisitorID settings. |
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✓ | ✓ |
visits any important page |
When a lead visits any page that you have identified as an important page in your VisitorID settings. |
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✓ | ✓ |
returns to the site |
When a lead returns to a page for any of your tracked sites in Lead Gen & CRM. |
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✓ | ✓ |
visits the website |
When a lead visits any page of your site with Lead Gen & CRM tracking code. If you are tracking multiple domains, you can choose the specific domain here. |
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✓ | ✓ |
visits the page |
When a lead visits a specific page of your site with Lead Gen & CRM tracking code. |
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✓ | ✓ |
has not seen the page |
When a lead has not seen a specific page of your site with Lead Gen & CRM tracking code. |
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✗ | ✓ |
abandons a |
When a lead does not complete checkout for a shopping cart transaction in a certain amount of time (where the time frame is set in Site Settings). If you have multiple domains with shopping carts, you can choose the specific option here. |
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✓ | ✓ |
Opportunity Engagements
The following is a list of triggers and filters that are available for opportunity engagements:
Term | Description | Options | Trigger | Filter |
has the field |
When an opportunity has a specified field that you select from a drop-down menu. |
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✓ | ✓ |
is assigned to owner |
When an opportunity is assigned to an owner that you specify from a drop-down menu. |
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✓ | ✓ |
is not assigned to owner |
When an opportunity is not assigned to an owner that you specify from a drop-down menu. |
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✗ | ✓ |
has a contact added |
When a contact is added to an opportunity. |
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✓ | ✗ |
is added to an opportunity |
When a contact is added to an opportunity. |
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✗ | ✓ |
has the stage |
When an opportunity has a specific pipeline opportunity stage. |
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✓ | ✓ |
has the status |
When an opportunity is set to Open, Won, Lost, or Archived. |
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✓ | ✓ |
Account Engagements
The following is a list of triggers and filters that are available for account engagements:
Term | Description | Options | Trigger | Filter |
has the field |
When a lead belongs to an account that has a specified field that you select from a drop-down menu. |
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✓ | ✓ |
is owned by |
When a lead belongs to an account that is assigned to an owner that you select from a drop-down menu. |
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✓ | ✓ |
is not owned by |
When a lead belongs to an account that is not assigned to an owner that you select from a drop-down menu. |
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✗ | ✓ |
is added to an account |
When a contact is added to an account. |
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✓ | ✓ |
is added to |
When a contact is added to an account that has a specific tag. |
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✓ | ✓ |
Referral Engagements
The following is a list of triggers and filters that are available for referral engagements:
Term | Description | Options | Trigger | Filter |
is referred |
When a lead is referred (using referral fields) on a specific form that you are currently tracking in Lead Gen & CRM. |
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✓ | ✓ |
Form Engagements
The following is a list of triggers and filters that are available for form engagements:
Term | Description | Options | Trigger | Filter |
fills out the form |
When a lead submits a specific form that you specify in the text input. The form must be a tracked form in Lead Gen & CRM (including native and third-party forms that have been tracked). |
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✓ | ✓ |
fills out any form |
When a lead submits any tracked form in Lead Gen & CRM (including native and third-party forms that have been tracked). |
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✓ | ✓ |
has not |
Checks to see if a lead has yet to submit a form that you specified in the text input. |
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✗ | ✓ |
Campaign Engagements
The following is a list of triggers and filters that are available for campaign engagements:
Term | Description | Options | Trigger | Filter |
is assigned to campaign |
When a lead is assigned |
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✓ | ✓ |
is not assigned to campaign |
When a lead is not assigned |
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✗ | ✓ |
is assigned to campaign with tag |
When a lead is assigned a campaign with a tag. You select the specific tag |
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✗ | ✓ |
is not |
When a lead is not assigned You select the specific tag |
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✗ | ✓ |
List Engagements
Important: List engagement triggers only fire when a contact change event occurs. Creating a dynamic list, manually rebuilding a list, or importing contacts to a list will not cause these triggers to fire.
The following is a list of triggers and filters that are available for list engagements:
Term | Description | Options | Trigger | Filter |
is not member of the list |
When a lead is not the member of a specific list that you identify. |
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✗ | ✓ |
is not member |
When a lead is not the member of a list with a specific list tag. Select the list tag by choosing from a drop-down. |
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✗ | ✓ |
Social Engagements
The following is a list of triggers and filters that are available for social engagements:
Term | Description | Options | Trigger | Filter |
interacts with |
When a lead interacts with a specified social account. |
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✓ | ✓ |
Media Engagements
The following is a list of triggers and filters that are available for media engagements:
Term | Description | Options | Trigger | Filter |
has not viewed the media |
When a lead has not viewed a specific item from your Media Center. |
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✗ | ✓ |
views the |
When a lead views a specific item from your Media Center. |
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✓ | ✓ |
Meetings Engagements
The following is a list of triggers and filters that are available for meetings engagements:
Term | Description | Options | Trigger | Filter |
books any meeting |
When a lead books any meeting that is owned by a specified user. |
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✓ | ✗ |
cancels any meeting |
When a lead cancels any meeting that is owned by a specified user. |
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✓ | ✗ |
reschedules |
When a lead reschedules any meeting that is owned by a specified user. |
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✓ | ✗ |
Ads Engagements
The following is a list of triggers and filters that are available for ads engagements:
Term | Description | Options | Trigger | Filter |
clicks an ad |
When a lead clicks an ad. |
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✓ | ✓ |
Workflow Engagements
The following is a list of triggers and filters that are available for workflow engagements:
Term | Description | Options | Trigger | Filter |
is active in the workflow |
When a lead is making its way through a specified visual or opportunity workflow's path. |
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✗ | ✓ |
is not in the workflow |
When a lead is not in a specified visual or opportunity workflow. |
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✗ | ✓ |
has completed |
When a lead has made it to the end of a specified visual or opportunity workflow's path. |
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✗ | ✓ |
Action Group Engagements
The following is a list of triggers and filters that are available for action group engagements:
Term | Description | Options | Trigger | Filter |
is active in the workflow |
When a lead is part of a specified action group. |
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✗ | ✓ |
is not in the workflow |
When a lead is not in a specified action group. |
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✗ | ✓ |
has completed |
When a lead has made it to the end of a specified action group. |
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✗ | ✓ |
Automation Comparisons
The following is a list of comparisons that are available for automation:
Parameter | Definition | Example |
Values |
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exactly |
Value listed must match value in field in order to meet the criteria. Text fields are not case-sensitive. |
When the contact has the field First Name, change to Test exactly | Acceptable: Test, test Unacceptable: Testing |
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not equal |
Value listed must not match value in field in order to meet the criteria. |
When the contact has the field First Name change to anything except Test |
Acceptable: |
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or more |
Value listed must match value in field or be higher. Uses alphanumerical order. This only operates with numerical text input. |
When a contact has the lead score of 100 or more |
Acceptable: |
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or less |
Value listed must match value in field or lower. Uses alphanumerical order. This only operates with numerical text input. |
When a contact has the lead score of 100 or less. |
Acceptable: |
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included | Value listed must contain the characters in the field. This is not case-sensitive. | When the contact has the field Email with @gmail.com included |
Acceptable: |
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not included |
Value listed must not contain the characters in the field. This is not case-sensitive. This comparison is available in the workflow builder, but it is unavailable in the list builder. |
When the contact has the field Email change to @gmail.com not included |
Acceptable: |
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in multiple |
At least one of the values in the comma separated list must match exactly to the value that is stored in the field. |
When a contact has the field First Name with one of the following values: Bob, Tom, Sue |
Acceptable: Bob, Tom, Sue Unacceptable: Tim, Bobby, Susan |
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not in |
None of the values in the comma separated list should match exactly to the value that is stored in the field. |
When a contact has the field First Name with anything except Bob, Tom, Sue | Acceptable: Tim, Bobby, Susan Unacceptable: Bob, Tom, Sue |
Regarding Rules-Based Lists
List triggers and filters work in the same way that visual workflow triggers and filters work. The filter criteria has to be true at the time that the trigger occurs. Unlike workflows, list criteria can apply retroactively to leads in the Contact Manager. Click the apply to contacts already in the database checkbox to do so.
For rules-based lists, leads will be added as they meet trigger and filter criteria. When a trigger evaluates as true, the filter criteria will be evaluated. Once a list member no longer meets the list criteria, they will be removed from the list.
Understanding Action Groups
Action groups in Lead Gen & CRM are actions, or a series of actions, that occur over a designated period of time. Action groups are incredibly diverse and can be used to build out simple auto-responders for form submissions, or to build out complex multi-step nurture campaigns that include various actions occurring over days, weeks, or months. Action groups can be manually assigned to a specific lead, manually scheduled across a list, or triggered in a workflow.
Action groups differ from branches. Action groups are a collection of standalone events that can be referenced within a visual workflow or be manually scheduled to a list. Branches are not action groups. Branches refer to a collection of actions created for use within a visual workflow or action group. As the name implies, this collection of actions branch out from the action group and are dependent upon additional criteria in order to function. Branches will not be added as reusable, standalone action groups.
There are four categories of action groups that you can build:
Category | Description |
event-based |
These action groups are comprised entirely of after events. This means |
recurring |
These action groups are reliant on actions that will recur in a specified frequency—be it either weekly, monthly or yearly—based on the value in a Date or Date/Time field. |
repeatable |
Where event-based action groups can only be scheduled a single time to a lead, repeatable action groups can be scheduled as often as we like. A lead will only be ineligible to receive a repeatable action group if they get excluded from the action group. When clicking the checkbox in an action group for repeatability, the action With repeatable branches, it is important to know why you |
time-based |
These action groups utilize Custom Date/Time fields that you can create. The timing of events in time-based action groups are based on the value |
Communication Actions
The following is a list of actions that are available for communications:
Term | Description | Options |
send the |
Sends a specific email to the leads added to the action group. Select the email by searching for the email's name in the text box. |
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Notification Actions
The following is a list of actions that are available for notifications:
Term | Description | Options |
send a |
Sends a notification to a specified email address. This email does not need to be associated with a user in Lead Gen & CRM. |
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send a |
Sends notification to a specific user in Lead Gen & CRM. The notification is sent to the email address for that user. |
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postback |
Posts lead information in a form-data format to an external web application through use of that application's postback URL. |
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Referral Actions
The following is a list of actions that are available for referrals:
Term | Description | Options |
send the |
Sends a specific email to the referrer for the lead that triggered the action group. Select the email by searching in the text box. |
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send a |
Sends notification to the referrer for the lead that triggered the action group. |
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List Actions
The following is a list of actions that are available for lists:
Term | Description | Options |
add to list |
Adds the lead to a specific list in Lead Gen & CRM. Select the list by searching in the text box. |
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add to lists with tag |
Adds the lead to lists with a specific list tag. Select the list tag by choosing from a drop-down. |
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remove from list |
Removes the lead from a specific list in Lead Gen & CRM. Select the list by typing in the text box. |
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remove from lists with tag |
Removes the lead from lists with a specific list tag. Select the list tag by choosing from a drop-down menu. |
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Contact Edit Actions
The following is a list of events that are available for contact edits:
Term | Description | Options |
remove |
Removes the lead from a specific action group. Select the action group by searching in the text box. Removing a contact from an action group two separate times results in the contact being considered as excluded. Excluded contacts cannot be added to the action group again. |
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remove |
Removes the lead from a visual workflow. Select the visual workflow by searching in the text box. |
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assign contact to campaign |
Assigns the lead to a specific campaign. Select the campaign by searching in the text box. Organic campaigns (Google Search, Word of Mouth, Direct Traffic, etc.) cannot be assigned via automation. |
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assign contact owner |
Assigns a lead owner of your choosing. Also includes an option for round robin assignment. |
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change contact field |
Changes a specific lead field (standard fields, as well as Custom Fields) to a value that you designate. |
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increment the counter field |
Increments a specific text field by a value that you set. This can be used to trigger additional automation. |
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decrement the counter field |
Decrements the text field by a value that you set. This can be used to trigger additional automation. |
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change contact status |
Allows for you to change the lead status across the options:
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change |
Allows for you to change the lead persona from those that have been created. |
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assign |
Assigns a lead tag to the lead, which will group the lead with any number of others together under the same tag. |
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remove |
Removes the lead tag assigned to the lead. |
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assign |
Assigns the lead to an account. Begin typing the name of the desired account owner in the text field. The field will populate available users for you to choose from. |
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Account Edit Actions
The following is a list of events that are available for account edits:
Term | Description | Options |
assign to |
Assigns an Account owner and populates the Account field “Assigned To”. Begin typing the name of the owner in the text field. The field will populate available users for you to choose from. |
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change account field |
Updates account system fields or custom fields, as long as the field is one of the following field types:
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assign tag to account |
Adds a single tag to an account that is associated with the lead who is scheduled to the workflow or the action group. Begin typing the tag in the text field to search existing tags. |
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remove tag from account |
Removes a single tag from the account that is associated with the lead who is scheduled to the workflow or the action group. Begin typing the tag in the text field to search existing tags. |
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increment |
Increments a specified Account field by a given number. Begin typing the field name to search existing account fields. |
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decrement |
Decrements a specified Account field by a given number. Begin typing the field name to search existing account fields. |
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account |
Posts account information in a form-data format to an external web application through use of that application's postback URL. |
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assign |
Assigns the lead to an account. Begin typing the name of the desired account owner in the text field. The field will populate available users for you to choose from. |
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Sales Optimizer Actions
The following is a list of actions that are available for the Sales Optimizer:
Term | Description | Options |
create new |
Creates a new opportunity on a pipeline. Opportunity is assigned to either a lead owner or a specific user. Opportunity has specific naming conventions. Opportunity can be set to close after a set date. |
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create sales |
Creates a sales task. Sales task is assigned to a specified user once conditions are met. Sales task is displayed in the Task Manager. |
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Opportunity Actions
The following is a list of actions that are available for opportunity workflows:
Term | Description | Options |
create sales |
Creates a sales task. Sales task is assigned to a specified user once conditions are met. Sales task is displayed in the Task Manager. |
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change |
Changes an opportunity's field based on interactions. Tracks and changes content based on who interacts with it in a specific manner. |
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change |
Changes when and how opportunities can move across stages within a pipeline. |
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change |
Changes opportunity status to won or lost, depending on interactions. |
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assign opportunity owner |
Assigns an owner to an opportunity. |
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remove from |
Removes sales tasks from leads that have already been processed. |
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