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Triggers in Account Automation

A trigger is the starting point of your automation. You can start an automation when –

  • A New Account is Added
  • An Account is Updated

If you’re new to account automation, see How to Create an Account Automation.

account triggers


New Account

This option triggers your automation when a new account is created. Here are some examples of use cases you can automate –

  • Update an account field when a new account is added.
  • Notify an account owner when a new account is added.

Once you select the New Account trigger, choose an Account Type and set Additional Conditions.

new account trigger

Note: You can also set exit conditions to remove an account from the automation.

For example, if you want accounts from a certain account field (say, City) to enter your automation, you could set it up using the additional conditions.

account criteria


Account Update

This option triggers your automation when an account is updated (account field is changed). Here are some examples of use cases you can automate –

  • Notify an account owner to take action when the account stage changes from prospect to opportunity
  • Notify users when stakeholder meetings, renewals or other important activities are posted on accounts.

Similarly, when you select the Account Update trigger, you’ll have to select an Account Type and add Additional Conditions.

account update trigger

Note: The Run only once per account checkbox lets you run the automation for the account only once (for example, the account will enter the automation when the stage changes the first time. Subsequent stage changes will not trigger the automation again).


Account Automation Actions

Conditions you set here must be followed by account automation actions.


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