How to Create Your First Play

Intro to Plays

Plays in Unify are automated workflows that orchestrate your audiences, personas, and sequences into intelligent outbound campaigns. Each play determines who to contact, when to do it, and with what messaging—based on behavioral data or CRM signals like website activity, job changes, or lifecycle stage. This system allows you to run dynamic, highly-targeted outreach programs without any manual lift.

To begin creating a play, log into your Unify instance and navigate to the Plays tab in the left-hand menu. Click on “New Play” and choose “Create from Scratch.” This brings you into the Play Builder, where you’ll see a blank workflow canvas with a default Trigger node. The trigger is the condition that starts your play—essentially, when and why a contact should enter the automation.

As an example, let’s say you want to email executive buyers when they visit your website. First, name your play something like “Website Visitors – Executive Buyers.” Then click into the Trigger node and configure it to activate when a record enters a specific audience. You might select an audience such as “Website Visitors That Are Executive Buyers,” which you created earlier using intent and persona filters. This setup ensures that only qualified visitors will be enrolled in the play.

Next, define your outreach step by dragging a Sequence node onto the canvas and connecting it to the Trigger. This enrolls matched contacts into a predefined email sequence—such as a follow-up cadence tailored to inbound website visitors. To make your outreach even more precise, you can enable persona-based routing by clicking “Add Routing” within the Sequence node. For example, if someone matches the “Head of Engineering” persona, you can route them into a specialized sequence like “Heads of Engineering Website Follow-Up.” This allows you to customize messaging by role without building multiple plays.

Once your workflow is built, review the nodes and connections to ensure everything is functioning as expected. Then, click “Publish” to activate your play. From that point on, any contact who enters your defined audience—like a VP of Engineering visiting your pricing page—will automatically be enrolled in the correct sequence based on their persona. There’s no need for manual handoffs or campaign creation.

You’ve now built your first live play in Unify. This play connects dynamic signals, personalized sequences, and persona-based logic into a single workflow—automating the full outreach process. It’s a foundational step toward running sophisticated outbound strategies that scale with your business. To learn more, check out additional Unify University videos or dive into advanced tutorials on the Unify YouTube channel.