Building a Workflow
Triggers: what starts a workflow
Every trigger available, what each one fires on, and choosing the right one.
Last updated September 2, 2026
The trigger decides who enters a workflow and when. It is the single most consequential choice in the whole thing.
| Trigger | Fires when |
|---|---|
| Bucket entered | Somebody falls into a customer bucket. Leave the bucket empty to fire on any bucket. |
| Bucket exited | Somebody leaves one. |
| Enquiry submitted | They send an enquiry. |
| Call received | A tracked call comes in from them. |
| Quote created | You quote them. |
| Sale completed | A sale finishes. |
| Product purchased | They buy something — optionally limited to a product bucket. |
| Lifecycle stage changed | They move to a new stage. |
| Calendar event created | An appointment is booked with them. |
| Promotion ended | A promotion finishes. Leave it empty to fire on any. |
| Manual | Somebody adds them by hand. |
| Scheduled | On a schedule rather than an event. |
Choosing well
- Prefer a specific event over a bucket where one exists — "sale completed" is unambiguous, a bucket depends on rules that might change.
- Use a bucket where the condition is a state rather than a moment: lapsed, unconverted, high value.
- Leave the optional filter empty deliberately. An empty bucket or promotion filter means any of them, which is a much wider audience than people expect.
A TRIGGER FIRES FOR EVERYONE WHO MEETS IT, FOREVER
Not just today's customers — every future one too. Before going live, ask how many people will hit this in a normal month, and whether you would be happy sending all of them the first email.