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Triggers
A trigger is the event that starts the workflow. Common triggers include: a contact fills out a form, an appointment is booked or missed, a tag is added, a contact replies to a message, a deal moves to a new pipeline stage, or a specific date arrives (for birthdays or renewal reminders).
You can add conditions to triggers so the workflow only fires for certain contacts. For example, start only if the contact tag is "website lead" and not "existing client".
Actions
Actions are what the workflow does. You can send SMS, email, or voicemail drops. You can add or remove tags, update a field, move a contact to a pipeline stage, assign the contact to a team member, create a task, book an appointment, or call a webhook to connect with outside tools.
AI-based actions are also available: you can pass a message to an AI agent that will reply on your behalf or score a lead automatically.
Wait steps and conditions
Between actions you can insert a wait step. You can wait a fixed time (like 2 hours or 3 days), wait until a specific time of day, or wait until a condition is met (like the contact opens an email).
If/else branches let the workflow make decisions. If the contact booked a call, go one way. If they did not, go another. This keeps follow-up relevant instead of generic.