Play actions

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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 action enrolls people in a published template sequence. Use it to turn a play’s qualification or prospecting results into scheduled outreach. Each route selects a sequence and a sending mailbox for the people who reach the action. Publish the sequence and connect a sending mailbox before configuring the route. Review the sequence’s ruleset and send schedule to set who can enroll and when emails can send. For per-person content generated with AI, use the agentic enrollment flow.

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Configure routing

Open the sequence action, then click Add persona routing. For a configured action, click Edit persona routing. Choose the mailbox routing method and the sequence for each route, then click Done. To send everyone to one sequence, configure the Everyone route. Add persona routes when different job functions need different messaging.

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Persona routing

Unify compares the person’s title with the configured personas in order. The first match determines their route. Enable Route all personas together when all listed personas should use the same sequence and mailboxes. If an earlier prospecting action uses personas that are missing from the routes, Add prospect personas adds them for you to configure. The Everyone else route handles people who do not match a persona. Leave it set to No action to skip those people.

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Mailbox routing

Choose how Unify selects the sending mailbox: Owner-based routing also requires fallback mailboxes. Unify uses them when the record has no owner or the owner has no eligible mailbox. A mailbox must be assigned to an active user and unpaused. Unify-managed mailboxes must also be warm. See mailbox operations if an expected mailbox is unavailable. The sequence’s task assignment settings determine who receives tasks. For example, you can assign tasks from automatic enrollments to the sending mailbox’s owner or a specific teammate.

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Enrollment limits and skips

Set Max. enrollments per company to limit simultaneous outreach at a company. The count includes active enrollments throughout the workspace, including those added manually or by other plays. When the limit is reached, the action skips additional people at that company. A person may also be skipped because:

• No route matches, or the route has no eligible mailbox.
• The selected sequence has no published version or has been deleted.
• Simultaneous enrollment or re-enrollment settings prevent enrollment.
• The person opted out, is marked do not email, or matches an applicable exclusion or engagement restriction.

Check the action’s result in the play logs to understand a skipped enrollment. After enrollment, use the sequence’s enrollment table to track progress and results to evaluate outreach. Filter results by the enrolling play to see its contribution. Emails wait for the sequence’s send schedule and the mailbox’s available capacity.

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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

This action creates or updates HubSpot records for the companies or people reaching the node. It uses your workspace HubSpot connection and saved field mappings. Bidirectional syncs must be enabled. The play determines when this action runs, independently of the integration’s automatic sync rules. Open Advanced to set default field values for this action. These fill empty CRM fields when a mapped Unify value is missing and take precedence over defaults in integration settings. For example, a description of “Qualified in Unify” can label records synced by this play when no description is otherwise available. Review the write and its connection in the integration’s Sync log.

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Sync to Salesforce

This action creates or updates Salesforce records for the companies or people reaching the node. It uses your workspace Salesforce connection and saved field mappings. Bidirectional syncs must be enabled. The play determines when this action runs, independently of the integration’s automatic sync rules. Open Advanced to set default field values for this action. These fill empty CRM fields when a mapped Unify value is missing and take precedence over defaults in integration settings. For example, a description of “Qualified in Unify” can label records synced by this play when no description is otherwise available. Review the write and its connection in the integration’s Sync log.

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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.