Workflows & Actions
Overview
Campaign workflows in UserGems allow you to turn signals into action by automating various processes, such as:
- Creating or updating prospects in your CRM
- Sending notifications via Email and/or Slack
- Enrolling prospects in sequences
Campaigns now run on a unified canvas with two branches — an Outbound branch for sales actions and a Marketing branch for ad audience sync — so sales and marketing can work from the same audience in one place.
This guide will walk you through setting up a campaign workflow step by step.
Getting Started
Before creating a workflow, decide which campaign you want to run. If you need ideas, check out the Campaigns Library for common use cases.
Select "New Campaign"
- If this is your first workflow, click "Create from Templalte."
- Review the prebuilt workflows for common use cases or choose to build a custom workflow.
- Select or create and audience ansd start adding workflow actions (e.g. Create or Update Prospect in CRM, Add to sequence, Send Slack notification)
Campaign Workflow Actions
1. Audience
Audiences define the shared entry criteria for the entire campaign. Both the Outbound and Marketing branches start from this same audience — it is the foundation that both branches build on top of. If you've already created an audience on the Prospect Audiences page, you can select it from the dropdown.
Branch-level audience filters (new)
Each branch of your workflow can apply additional filters on top of the main audience. For example, your Outbound branch might filter for Engagement: Contacted = No to only target prospects who haven't been reached before — while the Marketing branch uses no extra filters and advertises to the full audience. This means the same audience drives both motions without duplication.
Example: Creating an Audience for "Account W/ Funding Swarm"
- Add a filter for "Company Signal" → Select "Funding" to capture funded accounts.
- Add a filter for "People Signal" → Select "Multi-Thread" to identify key buying committee members.
- Save the audience with a relevant name, e.g., "Funding Account Swarm"
- Add a filter for "Has Email" (to the Outbound Branch) → Select "Yes" to ensure contacts have valid email addresses.
- Add a filter for "Last Activity Date" (to the Outbound Branch)→ Select "Empty or before X mos ago" to target unengaged prospects.
2. Configure Schedule and Limits
Within each branch you can configure when and how the actions run.
Options for Outbound Branch:
- Choose frequency: Daily, weekly, or monthly.
- Run campaigns on specific weekdays only (e.g., Monday–Friday).
- Set limits: Cap the number of prospects per account or rep.
- Choose execution timing: Run the workflow for all matching prospects immediately or only for future matches.
- Choose campaign schedule (start and end dates)
Options for Marketing Branch:
- Choose frequency: Daily, weekly, or monthly.
- Run campaigns on specific weekdays only (e.g., Monday–Friday).
- Choose campaign schedule (start and end dates)
3. Create or Update Prospect in CRM
This step determines how new records are created in your CRM.
- By default, records are created based on your primary CRM Export Settings.
- You can override these settings for specific workflows, but this is not recommended unless necessary.
- If overriding, review the CRM Export Settings help article first.
4. Assign Ownership
UserGems supports basic record assignments within workflows.
Common Use Cases:
- Basic round robin assignment for unowned/unworked UserGems.
- Assigning by territory/segment if no routing tool is used.
- One-off reassignments (e.g., if a rep leaves).
Assignment Options:
- Contact/Lead Owner Field → e.g., "Contact SDR Owner"
- Account Owner Field → e.g., "SDR Owner on Account"
- Specific User → e.g., "Jane Doe"
- Round Robin → e.g., "Jane Doe, John Doe, Jack Doe"
5. Slack Notifications
Send UserGems alerts directly to Slack for real-time updates.
"Send To" Options:
- Contact/Lead Owner Field
- Past Contact/Lead Owner Field
- Account Owner Field
- Past Account Owner Field
- Specific User
- Slack Channel
- Slack Group
Message Customization:
- Format messages (bold, italicize, add links).
- Use UserGems/CRM field variables (e.g., $Current Title for job titles).
- Add emojis using their name format (e.g., :gem-stone: for 💎).
🔹 Optional: Enable Email Template (toggle) to include a pre-generated email that the recipient can send with one click.
6. Email Notifications
If your team prefers email alerts for UserGems signals, you can send notifications directly to their inbox.
"Send To" Options: (Same as Slack Notifications)
- Contact/Lead Owner Field
- Past Contact/Lead Owner Field
- Account Owner Field
- Past Account Owner Field
- Specific User
- Slack Channel
- Slack Group
Customization: (Same as Slack Notifications)
7. Task Creation
If your team manages tasks within the CRM, you can automate task creation.
Options:
- Set due dates.
- Pre-fill task fields with context.
- Add static text to define task actions.
8. Add a Delay
You can add a delay between workflow actions.
🔹 Common Use Case: Adding a delay after creating a new prospect to allow routing tools to assign new records.
9. Send a Webhook
Use this action to send UserGems data to an external source.
Examples:
- Creating UserGems prospects in Smartlead or Instantly.
Setup:
- Add Webhook URL
- Select Webhook Method
- Enter Key/Values (if needed)
- Add Webhook Payload
10. Generate AI Messaging (Gem-E)
This action creates dynamic AI messaging based on account & contact signals.
🔹 Important: To use AI-generated messages in sequences, additional SEP/CRM setup is required.
Direct Integrations:
- Outreach
- Salesloft
- Gong
Indirect Integrations:
- Groove, Apollo, HubSpot, Salesforce
11. Add to Sequence or Cadence
For Outreach/Salesloft customers, this step automatically enrolls prospects in a designated sequence.
Options:
- Create prospect in SEP if they don’t exist.
- Assign the prospect to the CRM owner.
- Select the sequence/cadence.
- Define enrollment ownership:
- Record Owner
- Account Owner Field
- Specific User
- Optional: Remove them from other sequences if applicable.
12. Update CRM Fields
You can update CRM fields as part of a workflow.
🔹 Common Use Case: Adding Gem-E messaging to contacts/leads when using SEPs other than Salesloft/Outreach.
13. Sync Audience to LinkedIn, Meta, or Google
By activating the Marketing Branch you can sync your UserGems audience directly to ad platforms like LinkedIn, Meta, or Google. Audiences are kept in sync as prospects enter or leave your UserGems audience.
🔹 Important: To use Ad Audience Sync in the Marketin Branch, additional connections are required. See the Ad Audience Sync help article for full connection setup and configuration details.
Testing, Launching, and Monitoring Campaigns
Testing a Workflow
Before fully activating a workflow:
- Run a sample of 10 records to validate the setup.
- Navigate to the three-dot menu → "Run Workflow" → Limit to 10 prospects.
- Review results before activating the full workflow.
Monitoring Campaigns
Each branch is tracked independently.You can monitor the following stats per branch:
- Pending: Prospects matching criteria but not yet processed.
- Done: Number of records processed over time.
- Last: Last run date.
- OK: Successful records in the last run.
- Errors: Failed records in the last run.
If a campaign has two branches, each is shown as a separate line in the campaign list. Single-branch campaigns show as one line. You can activate or deactivate each branch independently.
