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Overview

Plays chain together actions to perform anything from simple automations to complex and dynamic outbound campaigns. Below are the actions you can choose from when creating a Play.

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Core actions

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AI qualification

AI agents are powerful tools for researching companies or people and answering questions about them. In Plays, the answers provided by an agent can be used to determine whether a company or person is qualified or not. When you select the agent qualification action, you will be able to choose an existing agent or create a new one. Every agent has a set of questions that it will answer about the given record. In the action configuration panel, you can select which answers are required for the record to be considered qualified.

The configuration for an agent action.

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Assign owner

The owner assignment action allows you to assign a record to a specific owner in Unify. Every company and person record in Unify has an owner, and this action allows you to set or change the owner of a record.

The configuration for an assign owner action.

When you connect a CRM to Unify, the owner of the corresponding records in the CRM will be synced into Unify. For records that don’t yet have an owner or don’t yet exist in the CRM, you can use this action to assign an owner. You can also choose to update the owner if desired.

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Prospect

One of the most common use cases for Plays is to find new people to reach out to. The prospecting action takes a company record as input and finds new people at the company matching specific personas and criteria. When you select the prospecting action, you can specify one or more personas to search for. The personas are considered in order, so the first persona will be preferred over the second, and so on.

The configuration for a prospecting action.

You can also specify a limit on the number of people to find per company. If the Include existing people option is enabled, existing people at the company already in Unify will count towards this limit. This can be useful if you want to save prospecting credits on companies you already have relevant contacts for.

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Sequence

The sequence enrollment action makes building automated outbound campaigns easier than ever. You can choose which sequences to send people to based on which personas they match.

The configuration for an sequence enrollment action.

The routing configuration provides a way to specify which mailboxes and sequences should be used for people this action runs on. You can specify a set of mailboxes to use or choose to use a mailbox associated with the company or person record owner.

The routing configuration for a sequence enrollment action.

You also have the option to set a limit on how many people to enroll per company, which is generally recommended to avoid overtargeting a single company. This limit applies globally across play runs, so if multiple Plays run on the same company, this limit will be shared across all of them.

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Slack alert

The Slack alert action allows you to send a customized Slack message at any point in a Play. You can send messages to any public channels or DM any users in your workspace.

The configuration for a Slack alert action.

The contents of the messages can be customized with template variables, so you can include information about the record that triggered the action.
If the value for a template variable is missing, the message will still be sent, but the variable will be replaced with Unknown.
You may optionally tag the owner of the account (e.g. @John Doe), so they can be easily notified of the alert. You can also include intent signal information containing recent website visitors, G2 page views, and more. This action is available when Slack connected to Unify. See the Slack Integration Guide for information on integrating Slack with Unify.

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Sync to HubSpot

The HubSpot sync action allows you to create or update a record in HubSpot based on a company or person record in Unify. This action will use the settings you’ve configured for HubSpot in the Unify settings. You also have the option to specify additional default field values. These will be written to HubSpot unless a different Unify field is already mapped to the HubSpot field.

The configuration for a HubSpot sync action.

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Sync to Salesforce

The Salesforce sync action allows you to create or update a record in Salesforce based on a company or person record in Unify. This action will use the settings you’ve configured for Salesforce in the Unify settings. You also have the option to specify additional default field values. These will be written to Salesforce unless a different Unify field is already mapped to the Salesforce field.

The configuration for a Salesforce sync action.

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Utility actions

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Loop

In order to fully understand the purpose of loops and how to use them effectively, it’s recommended that you read about action inputs and outputs first.
Most actions run on one record at a time. Loops are a simple way to run one or more actions on every record in a list. For example, a Prospect for new People action will return a list of people. You can connect a loop action to the prospecting action and then add actions within the loop. The first action in the loop will receive one person at a time.

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If / Else

The if-else action creates a branch in a Play, evaluates some conditions for records, and sends them down one of two paths based on the result. This allows you to perform different actions on different records based on criteria that you specify.

The branch created by an if-else action in a Play.

This action enables you to solve a wide variety of more complex use cases using Plays. For example, you can enroll people into different sequences based on their company firmographics, exact job title, or custom CRM field values.

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A/B Test

The A/B test action allows you to route records down one of two paths at random. This is useful for testing different sequences or actions.

The branch created by an A/B test action in a Play.

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Delay

The Delay action waits for a specified amount of time before continuing to the next action in a Play. This can be useful for spacing out actions in a Play and ensuring that actions are performed at the right time.

You can customize the amount of time to wait before the next action.

This action is particularly useful when combined with if-else actions. For example, when a person visitors your website, it can be useful to wait a few minutes before taking action to see which pages they end up visitor or whether they fill out a form.

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Get Company

If you have a person record, you can use this action to fetch the company that the person works at. If the person does not have a company associated with them, this action will not return any result.

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Get People

If you have a company record, you can use this action to fetch people that work at the company. Unlike the Prospect for new People action, this action only looks for people that already exist in Unify rather than prspect for new people.

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Coming soon

There are lots of additional actions in the works including more powerful AI features and deep integrations with third-party tools. If you’re interested in an action that isn’t available yet, let us know! We’ll get you in the beta as soon as it’s ready.