Intro to Plays

Intro to Plays

Plays are the automation engine inside Unify—tying together your audiences, personas, AI agents, enrichment, and sequences into a single, coordinated workflow. Each Play determines when and how outreach should occur based on real-time signals, ensuring your prospects receive the right message at precisely the right time. In this module, you’ll walk through creating your first Play and learn how to use its most common building blocks to design both simple and advanced outbound automations.

To start, navigate to the Plays tab and click “New Play > Create from Scratch.” Give your Play a clear name (like “Pricing Page Visitors – CMOs & VPs of Sales”), and you’ll be dropped into the visual Play Builder, where a Trigger node will already be waiting for you on the canvas. The Trigger is what starts the Play. In this case, you’ll set it to fire when a record enters an audience—specifically, contacts who have recently visited your pricing page and match personas like CMOs or Heads of Sales.

Next, you’ll route each matched contact into the correct sequence using a Sequence node. After dragging it onto the canvas, you can configure routing so that each persona receives tailored messaging—for example, CMOs go to your “CMO Sequence” and VPs of Sales go to your “Sales Leader Sequence.” Once everything looks good, click Publish. Remember, publishing a Play makes it available but doesn’t send anything until new audience members match the trigger criteria.

Beyond this basic setup, Unify supports many other trigger types. Plays can be launched by LinkedIn engagement, website visits, job changes, CRM field updates, or even filters like “record matches criteria.” For outbound motions that begin with a company list rather than specific contacts, you’ll use the Prospecting node to find relevant leads—such as CEOs or Heads of Marketing—within those companies. You can then enrich and filter those leads by job title, location, and other attributes before looping through them and routing each into the right sequence.

If you want to layer in dynamic qualification, the AI Agent node is where Unify really shines. Agents can be programmed to evaluate unstructured criteria, such as whether a company is B2B, if it uses a particular technology, or if it has poor customer sentiment online. If the agent returns “true,” the Play continues. From there, you can prospect, loop through matched leads, and sequence them just like you would in any other workflow.

For more advanced automation, Plays include additional nodes like Loops, If/Else branches, A/B Tests, and Delays—giving you powerful logic to build multi-path, behavior-based outbound campaigns. While those advanced configurations are covered in Unify 201, the foundation you’ve just built equips you to design highly effective, personalized Plays today.

You’ve now created your first Play and learned how to leverage key tools like audience triggers, persona-based routing, prospecting, AI qualification, and sequence logic. Plays are at the heart of Unify’s outbound automation, and mastering them gives you unmatched control over your GTM motion.