Overview
Automated Events extend your workflow functionality by executing actions based on triggers like newly created leads or specific user actions. They allow you to build intelligent delays, schedule executions within specific time windows, and automatically nurture or update leads based on your business rules.
Key Functionalities
Dual Trigger System: Activate automations either when a New Lead is created or after an Action is Executed
Flexible Delay Timing: Set delays in minutes, with lead re-qualification after the delay period
Execution Windows: Restrict automation to run only within specified hours and days based on lead timezone
Multi-Criteria Filtering: Qualify leads using Lead Criteria, Lead Field Criteria, and Lead Action Criteria
Multiple Action Types: Update lead status, add to nurture campaigns, send emails, update fields, or trigger web calls
How to Create an Automated Event
Step 1: Create and Configure Basic Settings
Click Create Automated Event
Enter a descriptive Name
Select the Trigger Type:
New Lead: Triggers when leads are created
Action Executed: Triggers after specific workflow actions are taken
Select the applicable Lead Type (record type)
Hit Create
Step 2: Define Qualification Criteria
Set conditions that leads must meet to trigger the automation:
Lead Criteria: Source, channel, campaign, status, ownership, age
Lead Field Criteria: Custom field values specific to your account
Lead Action Criteria: Actions previously executed on the lead
Configure Delay (in minutes) if needed:
0 = immediate execution (if no execution window)
>0 = lead qualifies twice (at trigger and after delay)
Important: If using a delay, leads must meet criteria both at trigger time AND after the delay period.
Step 3: Set Execution Window (Optional)
Define when automations can run based on lead timezone:
Select default Time Zone for leads with undetectable timezone
Set OPEN/CLOSE times for each day
The system will wait until the execution window opens if delayed processing falls outside allowed hours
Step 4: Configure Automation Events
Add the actions that execute when automation triggers:
Set Status: Move lead to a new workflow status
Add To Nurture: Enroll lead in a nurture campaign
Send Email Template: Send automated email to lead
Configuration Web Call: Send lead data to external systems
Lead Field Updates: Update one or more lead field values
Best Practices
Use descriptive names that clearly indicate the automation's purpose and trigger
Start with simple criteria and gradually add complexity as you validate automation behavior
Combine Action Executed triggers with action counts to create sophisticated nurture paths based on engagement
Use execution windows to respect lead timezones and business hours for better customer experience
Test delays with small time increments first to verify timing works as expected before implementing longer delays
Document complex automation logic for future reference and troubleshooting
Regularly review automation performance to ensure they're still meeting business objectives
Use field updates strategically to track automation triggers and build lead intelligence
Troubleshooting
Automation not triggering
Verify the automation is Enabled in Basic Information
Check that leads meet all criteria at the time of execution
For Action Executed triggers, confirm the correct actions are configuredDelays not working as expected
Check if an Execution Window is preventing immediate processing
Verify delay is set in minutes (not hours)
Remember leads must re-qualify after delay periodExecution Window causing unexpected behavior
Confirm the correct default Time Zone is selected
Check that execution hours cover your expected processing times
Review lead timezone data quality if executions are inconsistentActions not executing on qualified leads
Verify the lead still meets all criteria at execution time
Check that action configurations (email templates, nurtures, statuses) are still valid and active
For web calls, verify endpoint URLs are accessible and properly configuredHigh volume of leads not processing through automation
Review criteria to ensure they're not too restrictive
Check system processing logs for errors or bottlenecks
Verify lead data quality matches your criteria field requirements