Plays 201 (Sales)

Plays 201

Welcome to Plays 201, your advanced guide to designing scalable, intelligent outbound workflows in Unify. If Plays 101 taught you how to trigger outreach based on simple signals like website visits, Plays 201 shows you how to turn your go-to-market strategy into a programmable system. By the end of this module, you’ll know how to use every node in the Play Builder—from AI agents to Slack alerts, A/B tests, If/Else logic, and more.

You’ll start by enhancing foundational plays using AI agents for account-level qualification. For example, you can qualify uploaded target accounts by asking whether they’re B2B and use seat-based pricing. Once accounts meet your AI-based criteria, Unify can prospect for ICP-aligned contacts like Heads of Marketing and enroll them into tailored sequences via a loop node. This repeatable structure can scale across different industries, regions, or product lines.

Plays can also be optimized for person-level qualification. Instead of starting with a company list, you might run an AI agent that checks individual job history—for example, identifying people who’ve built internal tools. If a contact qualifies, you can skip the prospecting step and directly enroll them into a personalized sequence, creating a leaner, faster path to engagement.

Unify also offers templated Plays like “Prospect and Sequence G2 Visitors,” which automatically responds to repeated visits to your G2 profile. This play handles everything from prospecting to sequencing and syncing with Salesforce—perfect for converting inbound interest into booked meetings.

To enhance team collaboration, you can add Slack alerts directly into your Plays. These real-time messages keep your reps informed when a target account hits a key signal—like raising funding or launching a new product. You can personalize alerts with variables like company name or signal type, ensuring timely follow-up without extra admin work.

For nuanced routing, If/Else nodes give you branching logic based on attributes like persona or geography. Let’s say you’re running campaigns in multiple cities. You can prospect and loop through your audience, then send New York leads into one sequence and San Francisco leads into another—creating region-specific messaging paths in a single workflow.

Unify also supports A/B testing with dedicated nodes. You can split your audience across different sequences to test variations in subject lines, tone, or CTAs. This lets you optimize what works—without needing to run separate campaigns manually.

You’ll also find utility nodes like Time Delay, Get Company of Person, and Get People at Company useful for bridging complex logic. These help your play transition smoothly between record types and maintain context across steps.

As you build more sophisticated Plays, two key rules will keep you on track. First, remember that you can only send sequences to people, not companies—so if your play starts on a company trigger, you’ll need to prospect for people first. Second, a Prospecting node must be followed by a Loop node, since it retrieves multiple people and requires a step-by-step flow to enroll each one individually.

With Plays 201, you’ve now learned how to design outbound workflows that qualify, route, notify, and test at scale—all from a single canvas. From here, you’re ready to architect your outbound engine. Start with your first 10–20 plays, expand to 50–100 over time, and treat them like reusable components in your GTM operating system.

To keep growing, check out Unify’s Outbound Play Series on YouTube and follow Unify on LinkedIn for fresh weekly breakdowns. This course will be updated quarterly with new tutorials and best practices—so revisit often and keep iterating.