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A workflow trigger is the event or condition that starts an automation. When the trigger fires, the workflow executes its sequence of actions. Choosing the right trigger — and configuring it with precise filters — ensures your automation reaches exactly the right contacts at exactly the right time.
Understanding workflow triggers article

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Why this matters

Every workflow must start somewhere. Triggers are the “if this happens” part of the automation — the starting gun. Without a well-configured trigger, your automation either never fires, or fires at the wrong time for the wrong people. A properly filtered trigger is the difference between a workflow that runs precisely and one that spams contacts or misses its mark.

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Common trigger types

Fire when something changes on a contact record:
  • Contact Created: Fires when a new contact is added to the platform
  • Tag Added / Removed: Fires when a specific tag is applied to or removed from a contact
  • Contact Updated: Fires when a contact field changes
  • Contact Birthday: Fires on a contact’s birthday date
Fire when a contact submits a form or survey:
  • Form Submitted: Fires when a specific form is submitted
  • Survey Submitted: Fires when a survey is completed
Fire based on appointment activity:
  • Appointment Status: Fires when an appointment is booked, confirmed, cancelled, or completed
  • Appointment Date: Fires X days before or after an appointment date
Fire when a contact interacts via messaging:
  • Customer Replied: Fires when a contact sends any message (filterable by channel and keyword)
  • Trigger Link Clicked: Fires when a contact clicks a specific tracked link
  • Email Opened / Email Not Opened: Fires based on email engagement
Fire based on pipeline movement:
  • Opportunity Status Changed: Fires when an opportunity moves to a different stage or status
  • Opportunity Created: Fires when a new opportunity is created for a contact
Fire based on payment activity:
  • Payment Received: Fires when a payment is completed
  • Order Submitted: Fires when an order form is submitted

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How to configure workflow triggers

1

Open a workflow

Go to Automation > Workflows and open or create a workflow. You will see the workflow canvas with the trigger area at the top.
Workflow automation builder
2

Click Add Trigger

In the workflow builder, click the Add Trigger button at the top of the canvas.
3

Select a trigger type

Browse or search the trigger library and select the trigger that matches the event you want to respond to.
Trigger type selection
4

Add filters to the trigger

Click Add Filter within the trigger configuration to narrow down which contacts or events activate the workflow.For example, if using Customer Replied as your trigger:
  • Channel: SMS (fires only for text message replies)
  • Reply Type: Exact Match — KEYWORD (fires only when the message matches your exact keyword)
Always use trigger filters when possible. An unfiltered “Contact Created” trigger will fire for every single new contact — which is usually not what you want. Filters ensure precision.
5

Add multiple triggers (optional)

A single workflow can have multiple triggers. Click Add Trigger again to add a second entry point. This is useful when the same automation should fire in response to different events — for example, both a form submission and a tag being added.
6

Test the trigger

Use a test contact to simulate the trigger condition and confirm the workflow starts as expected before publishing.
Workflow trigger testing

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Key points

A trigger is any event or condition that starts a workflow. It is the “if this happens” component of automation — when the trigger fires, the workflow begins executing its action sequence. Without a trigger, a workflow never runs.
Filters narrow down which specific contacts or events activate the automation. An unfiltered trigger like “Contact Created” fires for every single new contact. Adding a filter — for example, “Tag Added = VIP Customer” — ensures the workflow only runs for the right people in the right context.
A single workflow can have multiple triggers for different entry points. This is useful when the same automation should fire in response to different events — for example, both a form submission and a tag being added. Each trigger is an independent entry point into the same action sequence.
The most effective automations use precise trigger plus filter combinations. For example: trigger = “Customer Replied,” filter = “Channel: SMS, Reply Type: Exact Match, Value: GUIDE.” This ensures the workflow fires only when someone texts your exact keyword — not for every SMS reply.

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Key benefits

Triggers initiate workflows automatically without any manual intervention.
Filters ensure only the right contacts receive each automation, keeping messaging relevant.
Triggers fire the moment the specified event occurs — enabling instant, timely responses.
Automating trigger-based tasks frees up time to focus on high-value activities.
Trigger events provide a record of contact behavior and engagement throughout their journey.
Last modified on March 8, 2026