Master Outreach Triggers for Seamless Sales Automation

Automation is a significant part of Outreach strategy and it can transform how teams operate and power the customer lifecycle. While there are multiple workflow automations you can implement, we wanted to highlight one of our favorites: Triggers.

Within the Outreach platform, a trigger is an automation process that runs predefined actions when specific conditions are met. For example, if a certain activity occurs (like a prospect filling out a contact form), Outreach can automatically take actions based on that event (like putting the prospect in a sequence or alerting the sales rep).  

Triggers make it possible to automate repetitive tasks, ensure timely follow-ups, and maintain consistency with your sales process. Triggers can also help boost productivity and give sellers more time to focus on high-value interactions. 

It is important to identify where and when automation fits into your sales process before you start to configure triggers. If not implemented thoughtfully, triggers can create inefficiencies or lead to missed opportunities. We want you to get the most out of Outreach.

3 questions to ask before getting started with triggers

What kind of automation does your sales process require? 

Just because a process can be automated doesn’t mean it should. For instance, having an automated email go out to a prospect who has lodged a complaint may not go down too well. Start by identifying which elements in your sales process can be streamlined — follow-ups, task creation, or lead nurturing — without sacrificing personalization. Consider the stage of the sales cycle you're targeting (top, mid, or bottom funnel), and your key goals, whether they're improving engagement, increasing efficiency, or shortening sales cycles.

What kind of automation is compatible with your workflows and processes?

Ensuring your triggers integrate smoothly with your existing CRM, data structure and workflows, so they enhance, rather than disrupt, your sales cadence is another vital part of the equation. Triggers often rely on data from your CRM to execute actions like updating lead statuses or moving prospects between sequences. If your CRM fields, tags, or lead stages aren't properly mapped with Outreach, automations may fail or lead to inaccurate data syncing. 

What systems do you have in place to effectively scale and manage your trigger library over time?

When your business grows and your sales processes evolve, the amount of triggers can become overwhelming if not managed correctly. Without scalability in mind, too many or overly complex triggers can create confusion, data inaccuracies, or workflow bottlenecks. Ensuring there is a system and people to monitor and optimize your trigger library helps avoid operational headaches and keeps automation aligned with business goals. 

Outreach’s most commonly-used triggers 

Once you have established what degree of automation supports your business needs and what your possibilities are, you’ll want to start setting up your own triggers. While every business is different, here are a couple of commonly-used triggers that can help you optimize your sales process and make the most of Outreach's automation capabilities.

01. Inbound MQL into Sequence trigger

Ensuring your MQLs can automatically be added to a predefined sequence when they meet certain criteria can help ensure a timely follow-up. This trigger can be useful for quickly engaging high-potential leads as soon as they show interest, reducing response time, and increasing conversion chances.

02. Meeting No-show trigger

If a prospect misses a scheduled meeting, this trigger automatically sends a follow-up email or reassigns them to a new sequence. No missed meeting will go without a prompt follow-up, increasing the likelihood of it being rescheduled and the sales process moving forward.

03. Upcoming renewal trigger (time-based) 

When a customer's renewal date is approaching, time-based triggers can be set up to alert the sales team and allow them to engage proactively. It's essential for managing retention and renewal efforts, giving reps ample time to handle contract discussions or address any client concerns before the renewal deadline comes around.

04. Time-zone triggers 

Time-zone triggers schedule outreach activities according to the prospect's local time, ensuring messages are sent at optimal times for engagement. This improves the chances of responses by delivering communication when prospects are most likely to be available.

05. Campaign-based trigger (custom object)

Custom Objects allow customers to bring data specific to their unique business needs into the Outreach platform from CRM, beyond standard objects like leads or contacts. You can use custom objects tied to specific campaigns to automate follow-ups or task creation based on campaign interactions. It's useful for targeting prospects based on their campaign activity, ensuring relevant and timely engagement that aligns with their demonstrated interests.

Outreach was designed to support the entirety of the sales cycle, and beyond. Triggers are just one way to protect sellers’ and account managers’ time, thoroughly engage with prospects and customers, and increase efficiency.