How do I send audience data to Slack and/or my CRM using Plays?

When a Play matches a company or contact, you often want to do two things in parallel: alert your team in Slack so they can react, and sync the record into your CRM so it's tracked there too. Both happen as actions inside the Play.

Sending audience data to Slack

Slack alerts are configured as a Slack notification action in the Play Builder.

Setup

1. In the Play, add a Send Slack alert action after the trigger (or anywhere in the flow where the contact has been qualified).

2. Connect Slack via Settings → Integrations → Slack if you haven't already.

3. In the Slack action's settings: - Pick the destination channel. - Compose the message. You can include dynamic fields like the company name, person's name, persona, persona match reason, prospecting source, intent signal, or AI agent output. - Configure mentions if you want to ping a specific user or role based on routing.

1. Save and publish.

What's useful to include in the message

• Company + contact name and title — the essential identifying info.

• Source / trigger — why the Play fired (e.g., visited pricing page, posted a job, replied to a sequence).

• AI agent output — if you have an AI qualification step, include its reasoning so the rep can act on it.

• A link to the record in Unify and the CRM — saves the rep clicking around.

• The assigned BDR / owner — if routing assigns the record, surface that in the message.

Conditional alerts

Use if/else branches in the Play to route different types of matches to different Slack channels. Common patterns:

• By tier: Enterprise accounts → exec Slack channel; SMB → BDR channel.

• By persona: Technical buyers → SE channel; economic buyers → AE channel.

• By intent strength: High intent → immediate ping; mid intent → daily digest channel.

Syncing audience data to your CRM

CRM sync is configured via the Sync to Salesforce or Sync to HubSpot action.

Setup

1. Connect Salesforce or HubSpot via Settings → Integrations.

2. In the Play, add a Sync to Salesforce or Sync to HubSpot action at the point where you want the record pushed.

3. In your integration settings, configure: - Object type — Account, Contact, or Lead for Salesforce; Company or Contact for HubSpot. - Field mapping — which Unify fields write to which CRM fields. - Default field values — static defaults for fields not present on the Unify record (see How to Set Default Field Values on Plays). Useful for campaign tags, source attribution, default owner, lifecycle stage.

1. Save and publish.

Common patterns

• Lead creation from Web Intent. Web Intent trigger → AI qualification → Sync to Salesforce (Lead) → Slack alert. Sales sees the lead in CRM and gets pinged in real time.

• Account research dump. Manual trigger → AI research agent → Sync to Salesforce with research notes written to a custom field.

• HubSpot enrichment via Unify. Trigger on Audience match → Prospect → Sync to HubSpot (Contact) with enriched fields like LinkedIn URL and phone.

Ordering matters in parallel branches

If you have both a Slack alert and a CRM sync in the same Play, two notes about order:

• Nodes in parallel branches run sequentially, not simultaneously. If one branch needs the output of another (e.g., Slack message references the CRM record ID), put them on the same branch in the correct order.

• CRM sync is not instant. If the Slack alert needs to link to the CRM record, place the Sync action before the Slack alert and add a short delay if your CRM is slow to surface new records.

Troubleshooting

• Slack message didn't send. Confirm the Slack integration is connected. Check the Play's Execution Logs for the Slack action — failures are logged there.

• CRM record wasn't created. Open the Logs tab on the Sync action. Common causes: missing required CRM fields (you'll see the validation error in the log), insufficient permissions on the Salesforce integration user, or HubSpot field type mismatch.

• Wrong fields populated. Check the field mapping on the Sync action, including default values. The Default values section will overwrite any Unify-source field for fields you've explicitly set there.