Play actions

Documentation Index

Fetch the complete documentation index at: https://docs.unifygtm.com/llms.txt

Use this file to discover all available pages before exploring further.

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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 Agent 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.

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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. 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 returns a list of people at that 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, then each subsequent persona. You can also specify a limit on the number of people to find per company. The limit must be between 1 and 10.

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Prospecting methods

The prospecting method determines whether Unify should use people that already exist in Unify or your CRM, pull fresh contact data, or do both. Unify prospecting uses 2 credits per person. If credits are exhausted, the action cannot find net-new people. If Prioritize existing records is selected, the action can still return matching existing people.

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Persona order and filters

Personas are matched in the order shown in the action. Drag personas to set the preferred order. You can select up to five personas in one Prospect action. Optional filters refine the search:

• Phone enrichment attempts to enrich phone numbers for returned people.
• Keywords search information associated with prospects and rank matching prospects higher.
• Countries only return people located in selected countries.

The Prospect action returns a list of people. To enroll those people in Sequences, connect the Prospect action to a Sequence action and configure persona routing there.

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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 routing configuration provides a way to specify which mailboxes and Sequences should be used for people this action runs on. You can route by persona, send everyone to one Sequence, or add an Everyone else route for people who do not match a configured persona.

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Persona routing

For persona routes, Unify compares the person’s title to each configured persona in order. The first matching persona determines which Sequence and mailbox route is used. If Route all personas together is enabled, every configured persona uses the same Sequence and mailbox route. If the Play has an upstream Prospect action, Unify can detect prospect personas that are not yet routed and offer Add prospect personas in the Sequence configuration. The optional Everyone else route catches people who do not match any configured persona. If there is no matching persona route and no Everyone else route, the action skips that person because there is no routing target.

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Mailbox routing

For each route, choose how Unify should select the sending mailbox: When owner-based routing is selected, you must also select fallback mailboxes. Unify uses the fallback mailboxes if the record is unowned or if the owner does not have an eligible mailbox. Only eligible mailboxes are used. A mailbox must be assigned to an active user, not deleted, not paused, and eligible to send. Unify Email Delivery mailboxes must be warm or explicitly marked warm; Gmail mailboxes do not require Unify warmup.

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Enrollment limits and skips

You also have the option to set Max. enrollments per Company, which is generally recommended to avoid over-targeting a single company. This limit checks active Sequence enrollments for people at the same company across all Plays in Unify. If the company already has that many active enrollments, the action skips additional people from that company. The Sequence action can also skip a person when:

• The person is already enrolled in a Sequence that prevents another enrollment.
• The selected Sequence has been deleted or has no published version.
• No route matches the person and there is no Everyone else route.
• No eligible mailbox can be selected for the route.

See Sequence enrollments for more detail on enrollment lifecycle and eligibility.

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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 contents of the messages can be customized with template variables, so you can include information about the record that triggered the action. 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.

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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.

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Webhook

The webhook action allows you to send an HTTP request to any URL with configurable options and a custom payload. This can be used to integrate with any tool that accepts webhooks, such as Zapier, n8n, or internal tooling. Here are the available configuration options:

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Utility actions

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A/B test

The A/B test action allows you to route records down a specific path based on a set probability. This is useful for testing different sequences or actions.

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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. This action is particularly useful when combined with if-else actions. For example, when a person visits your website, it can be useful to wait a few minutes before taking action to see which pages they visit 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 prospecting for new people.

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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 a specific path based on the result. This allows you to perform different actions on different records based on criteria that you specify. 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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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.