Most automation confusion comes from not understanding triggers. Once you know when to use each type, building workflows becomes almost trivial.
The Main Trigger Types
Form Submitted
Fires when someone fills out a form on your website or landing page.
Use for: Lead capture, appointment requests, contact forms
Tag Added/Removed
Fires when a specific tag is added to or removed from a contact.
Use for: Segmentation-based campaigns, interest tracking
Pipeline Stage Changed
Fires when a deal moves to a specific stage.
Use for: Stage-specific follow-ups, team notifications
Appointment Booked/Cancelled
Fires when someone books or cancels an appointment.
Use for: Confirmation sequences, reminder sequences, rebooking
When to Use Each Trigger
Decision Framework
- • New contact entering system? → Form Submitted
- • Contact behavior/interest change? → Tag Added
- • Sales progress milestone? → Pipeline Stage Changed
- • Scheduling event? → Appointment triggers
Common Trigger Mistakes
Using form triggers for existing contacts
If someone fills out multiple forms, they'll get multiple welcome sequences. Use tags instead.
Not adding filters to triggers
Without filters, everyone triggers the workflow. Add conditions to target the right contacts.
Creating circular automations
Automation A adds a tag → triggers Automation B → which adds another tag → triggers Automation A again...
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