👤 Managers and Technical Admins have access to these settings in Hook

Automate your Workflow with Conductor

Conductor is Hook’s automation tool that helps you stay ahead of accounts. It handles routine tasks—like flagging risk or kicking off outreach—so you can focus on the strategic work that drives renewals, expansions, and stronger customer relationships.

List of automations built in an organisation

Automations can drive efficiency and improved experiences across your customer base

Conductor helps you work more efficiently by automating key parts of your workflow so you can respond faster to accounts that need your attention. Conductor can:

Monitor accounts and trigger alerts for notable changes in Engagement Level or user activity
Automatically assign signals to accounts based on usage dips or using AI with Echo
Update Hook fields and trigger alerts for important account updates, such as a key champion leaving the business
Add users to cadences to re-engage stakeholders
Sending contacts into key email communications with wait and branching logiv

Automation Triggers and Actions

An automation has two key components: a trigger (we call this a 'when') and an action (we can this a 'then'). Automations run daily at midnight GMT when a trigger condition is met.

When...

With Conductor, you can set up triggers and automate the action that forms the response. A trigger is an event that changes an account or user in Hook. You can create an automation using a single trigger, or a combination of triggers. For example, if an account drops by two Engagement Levels and the percentage of Zombie users increases by at least 20%.

First of all, you should choose your automation type:

Automations based on customer-level activity

Customer filters are met

When customers hit a specific criteria, e.g. entering a new lifecycle stage or being 90 days from their renewal. This can be any field available in the Customers table or in Customer details.

Signal filters are met

New or updated signals e.g. a new detected signal for an account over a certain ARR. This can be any field in the Signals table

An engagement level change event occurs

Changes in Engagement Level over a period of time e.g. account moves from Low to Very Low Engagement Level within a month.

A key metric change event occurs

Changes in product usage data (Key Metrics) e.g. 20% increase in license utilisation. This can be for account metrics or user metrics.

Echo only: When Hook’s AI agent detects something

Echo uses data across meetings, support tickets and emails to surface insights about accounts. This could be detecting a signal from support tickets raised. Find out more about Echo here.

Automations based on user-level activity

User filters are met

User updates e.g. active users who become admins. This can be any field in the Users table.

Then...

The action is what you want to happen if an customer or user meets the criteria. An automation can respond to triggers with multiple actions. For example, creating an alert when the percentage of active users drops below 30%, and adding inactive users to a cadence.

The automation actions available are:

Create a signal
Add a user or an account to a cadence
Create an Alert
Populate a Custom Field (note: this feature is currently in beta)
Send a message to Slack
Send an email
Echo only: Let Hook’s agent take the relevant action e.g. auto-schedule meetings with account stakeholders. Find out more about Echo here
Agents only: Fire a custom agent e.g. activator based on specific criteria

Automation actions can be selected in the Then… section

Related Article: Stay Ahead with Slack Notifications

Building Automations with Conductor

Automations can be created with Conductor in Automations settings.

Go to Automation settings and click Create automation.
Enter a name for the automation, and select Begin configuration.

Enter a name for the automation
Choose your automation type
Choose your automation type
Select a trigger for your automation by selecting 'When...'
1. To create a multiple triggers that work as an 'OR' condition, click the (+) in the When... section
After entering the conditions for the trigger, click 'Then...' to choose the action you want to be triggered
1. Select how often the action should be done if nothing changes. For example, if you're creating an alert that is triggered for every customer below 25% license utilisation, you can choose for this to only create a new alert 30 days after the first alert, rather than creating a new alert every da
  
  Customise how often the automation action is completed if the trigger is met
From here, you can add additional steps to your automation, including 'Wait...' and further triggers and actions
You can branch these automations by choosing 'Split' enabling you to have different
When you're finsihed click Finalise automation. The automation is now saved. The automation trigger(s) and action(s) will appear in the When… and Then… sections of the automation workflow respectively.
To set this automation as Active, click the Active toggle. You will only be able to set it to active, if the automation is complete.

Set an automation to Active

For automations with multiple actions or triggers, click on the action on trigger and select Delete action or Delete trigger to remove it from the automation.

Automation Use Cases

Learn how to build automations using different triggers with the use cases below.

Customer filters are met: Create an alert when total Power Users drops below 5

Build an automation to create an alert

Select Create automation in Automation settings. Enter a name for the automation and select Begin configuration.
Choose the trigger Customer filters are met.
Select Add filter, and click Power users. Enter 4 for the max and click Save.
To see which accounts this automation would be applied to, click These filters will match [number] customers. This will share a filtered view of the Customers table. Use the back button in your browser to return to the automation page.
Editing existing filters: To remove a filter, click the cross (X) icon next to the filter. To change the trigger for this automation, click Change trigger type and select Navigate away. Any filters applied for this current trigger will be lost.
Click Next: Add action.
Select Create an alert as the automation action.
Enter the Alert type. This is the name of the alert which will be used to filter alerts.
In Alert template, enter the message for the alert.
To customise the alert message for fields specific to accounts, use variable fields. Click Insert variable and select a field from the Customers table. In the example below, the alert message has one variable {{products.default.metrics.total_power_users.value}} to display the number of power users for the account, as this will vary between 0 to 4 depending on the accounts triggered by this automation:

Variable included in alert template
Add a playbook (optional): Select the pencil icon under Include a playbook to add the playbook name and playbook URL that will be linked to this alert.
For customers with multiple products in Hook: Select the product from the dropdown that this alert applies to. This alert will only be triggered for accounts that satisfy the automation trigger and are subscribed to this product.
Alert scheduling (optional): Select how often the alert should be created if nothing changes. If this alert should only be triggered once if the filters are satisfied, select Never (this is the default option). If the alert should be triggered on a schedule every time the filters are satisfied, select After a certain amount of time. Enter the frequency in days that the alert should trigger.
Select Finalise automation. To set this automation as Active, click the Active toggle and then click Save.

The filters available for the Customer filters are met trigger are all fields that appear in the Customers table. When creating an automation with the trigger User filters are met, the filters available are all fields that appear in the Users table. Follow the steps above to create a similar automation triggered by user filters being met.

Engagement Level change: Add users to a cadence when Engagement Level drops by 2 levels

Build an automation to add users to a cadence

Select Create automation in Automation settings. Enter a name for the automation and select Begin configuration.
Choose the trigger An engagement level change event occurs.
Apply the following options in the dropdowns:
1. Where the engagement level: Decreases
2. By: 2 levels
3. Over: 1 month
For customers that match these filters (optional): Apply additional filters that must be met for this automation to be triggered, using fields from the Customers table. For example, customers where ARR is greater than $50k.
To see which accounts this automation would be applied to, click These filters will match [number] customers. This will share a filtered view of the Customers table. Use the back button in your browser to return to the automation page. Filters can also be edited.
For customers with multiple products in Hook: Select the product from the dropdown that this automation should be applied to. This automation will only be triggered for accounts that satisfy the automation trigger and are subscribed to this product.
Click Next: Add action.
Select Add to a cadence or sequence as the automation action.
Choose the cadencing Platform and the Cadence for the users to be added to from the dropdown.
Emails can be sent from different roles by selecting the relevant mailbox from the Send from a specific role dropdown. Roles are determined using the account roles from your organisation’s CRM. Select the mailbox the email should be sent from. If there are no individuals associated with the role selected on that account, then select the backup mailbox that this email should be sent from.
Choose whether to add users, contacts or both to the cadence. Contacts are important people associated with an account in your organisation’s CRM.
User filters are met (optional): Filter users to be added to this cadence using fields available in the Users table. For example, only add inactive users to this cadence.
Select Finalise automation. To set this automation as Active, click the Active toggle and then click Save.

Key metric change occurs: Create a signal and populate a custom field when % Videos shared externally decreases by 25%

Build an automation to create a signal and populate a custom field

Select Create automation in Automation settings. Enter a name for the automation and select Begin configuration.
Choose the trigger A key metric change event occurs.
For customers with multiple products in Hook: Select the product from the dropdown that this automation should be applied to. This automation will only be triggered for accounts that satisfy the automation trigger and are subscribed to this product.
Apply the following options in the dropdowns:
1. For the metric: % Videos shared externally (choose a metric visible in the Customers table)
2. Where the metric: Decreases
3. By: 25 (%)
4. Over: 1 month
For customers that match these filters (optional): Apply additional filters that must be met for this automation to be triggered, using fields from the Customers table. For example, customers where ARR is greater than $50k.
To see which accounts this automation would be applied to, click These filters will match [number] customers. This will share a filtered view of the Customers table. Use the back button in your browser to return to the automation page. Filters can also be edited.
For customers with multiple products in Hook: Select the product from the dropdown that this automation should be applied to. This automation will only be triggered for accounts that satisfy the automation trigger and are subscribed to this product.
Click Create a signal as the automation action.
Enter the Signal type e.g. High Risk and the Reason e.g. Adoptions. The options shown are configured in Signal settings.
Add the Owner for the signal. Choose to assign the signal to someone with a specific role (e.g. CSM, Account Manager), or assign the signal to anyone on the account regardless of role. The signal owner can also be a virtual agent. Reach out to support@hook.co to customise the options available for virtual agents.
Add the Executive summary for the signal to explain why the signal is being raised. E.g. Likely to churn due to reduction in video usage. To customise the Executive summary for fields specific to accounts, use variable fields. Click Insert variable and select a field from the Customers table. In the example below, the executive summary has one variable {{accounts.pct_videos_shared_externally}} to display the metric value, as this will vary depending on the accounts triggered by this automation:

Create a signal with variables included in the Executive Summary
Choose the Signal type. A Detected Signal can be made into an active signal later after review. If Active Signal is selected, choose which action to take if a signal already exists for an account that satisfies the trigger for this automation.
For organisations with multiple products: Select the Product that this signal should be associated with.
Signal creation scheduling (optional): Select how often the signal should be created if nothing changes. If this signal should only be created once if the filters are satisfied, select Never (this is the default option). If the signal should be created on a schedule every time the filters are satisfied, select After a certain amount of time. Enter the frequency in days that the signal should be created.
Click Save. To add the next automation action, click the plus (+) icon next to Then…
Select Populate a custom field.
Choose the custom field from the dropdown and the value the field should be updated to.
If needed, change the setting for Set how often this custom field updates if nothing’s changed. If the custom field should be updated every time the automation trigger is satisfied, select After a certain amount of time. Enter the frequency in days that the field should be updated.
Select Save. Set the automation to Active when it’s ready to be triggered for accounts.

Set an Automation as Active or Inactive

Click the toggle next to the automation in Automation settings, and click Activate to confirm. The toggle will update to Active when the automation is activated. Switch the toggle again to mark the automation as inactive.

Activating then de-activating an automation

Delete an Automation

Edit the Automation from Automation settings.
Select Delete automation.
Click Confirm and the automation will be deleted.

Delete an automation

Set an automation to Inactive instead of deleting it in case you need to enable the automation again in the future.

❓Frequently Asked Questions

How often do automations run?

Automations are triggered daily at midnight (GMT) and immediately after the automation is created.

Can an automation have more than one trigger and more than one action?

Automations can be built with multiple triggers and multiple actions.

How do I know if an automation has successfully run?

Check the automation logs by selecting an automation output under Then... and clicking the View Logs button in the top right corner.

Conductor: Build Automations in Hook