Every workflow starts with a trigger. The trigger is what wakes the workflow up. Pick the right one and the rest of the workflow falls into place.
Trigger types
Webhook
An HTTP POST from any external system. Each webhook trigger has a unique URL. Use this for:
- CRM events (new lead, deal stage changes)
- Form submissions from your website
- Billing events (new subscription, cancellation)
- Bridges from Zapier, Make.com, and other automation tools
Schedule
Runs on a cadence — hourly, daily, weekly, monthly, or via a custom cron expression. Use this for:
- Daily reports
- Weekly cleanup jobs
- Monthly billing summaries
Message event
Fires when a customer sends a message matching certain criteria — a keyword, a channel, a sentiment. Use this for:
- Routing high-priority messages to a different agent
- Triggering follow-ups when specific words are mentioned
- Capturing intent signals across all conversations
Lead capture
Fires when a lead is captured by any agent in the team. The lead details are passed in. Use this for:
- Routing leads to the right team based on attributes
- Enriching lead data from external services
- Sending welcome sequences
Conversation event
Fires on conversation-level events: started, ended, escalated, rated. Use this for:
- Post-conversation analysis
- Quality scoring
- Driving customer success workflows
Conditions and branching
Every step's output is available to later steps. A Condition step compares values from earlier outputs and branches the flow:
- "if
lead.country == 'KE'" - "if
conversation.intent contains 'refund'" - "if
customer.plan == 'enterprise'"
Looping
For workflows that need to iterate over a list (e.g. "for each lead in this batch, send an email"), use a Loop step. It runs the contained steps once per item.