👤 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
Focus on Strategy, Not Repetitive Tasks
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 flag risks on accounts based on set criteria 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
This frees up time for strategic activities like account planning and relationship building to deliver better outcomes for customers across your book of business.
Automation Triggers and Actions
An automation has two key components: a trigger and an action. Automations run daily at midnight GMT when a trigger condition is met.
Triggers
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%.
An automation can be triggered by:
Customer filters are met
CRM updates on accounts e.g. customer lifecycle stage changes to Adoption. This can be any field available in the Customers table or in Customer details.
Risk updates e.g. a Risk is closed on an account.
User filters are met
User updates e.g. active users who become admins. This can be any field in the Users 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 risk from support tickets raised. Find out more about Echo here.
Automation triggers can be selected in the When… section
Actions
The response to a trigger is the action the automation takes when a specific event occurs. 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 Risk
Add a user or an account to a cadence
Create an Alert
Populate a Custom Field
Echo only: Let Hook’s agent take the relevant action e.g. auto-schedule meetings with account stakeholders. Find out more about Echo here
Automation actions can be selected in the Then… section
Multiple automations can be created for your organisation. An automation can be set as Active or Inactive (if not ready to be enabled yet).
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
Select a trigger for your automation.
After entering the conditions for the trigger, click Next: Add action. You will see the trigger appear under the When… section in the automation flow. Multiple triggers can be added by clicking the plus (+) icon in the When… section.
In the When… section, one Customer filter is applied as the trigger for this automation
Select an action as a response to the trigger for this automation. For Create an alert, Create a risk or Populate a custom field, select how often the action should be done if nothing changes. For example, an alert can be created every day for an account that has less than 25% license utilisation, or only once when license utilisation drops below 25%.
Customise how often the automation action is completed if the trigger is met
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 and then click Save.
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:
Where the engagement level: Decreases
By: 2 levels
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.
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 risk and populate a custom field when % Videos shared externally decreases by 25%
Build an automation to create a risk 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:
For the metric: % Videos shared externally (choose a metric visible in the Customers table)
Where the metric: Decreases
By: 25 (%)
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 risk as the automation action.
Enter the Risk e.g. High Risk and the Reason e.g. Adoptions. The options shown are configured in Risk settings.
Add the Owner for the risk. Choose to assign the risk to someone with a specific role (e.g. CSM, Account Manager), or assign the risk to anyone on the account regardless of role. The risk owner can also be a virtual agent. Reach out to [email protected] to customise the options available for virtual agents.
Add the Executive summary for the risk to explain why the risk 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 risk with variables included in the Executive Summary
Choose the Risk type. A Potential risk can be made into a published risk later after review. If Published risk is selected, choose which action to take if a risk already exists for an account that satisfies the trigger for this automation.
For organisations with multiple products: Select the Product that this risk should be associated with.
Risk creation scheduling (optional): Select how often the risk should be created if nothing changes. If this risk should only be created once if the filters are satisfied, select Never (this is the default option). If the risk 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 risk 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).
I’ve created an automation and set it to Active. When will this automation trigger for the first time?
The automation will trigger at midnight (GMT) the day that it is set to Active.
Can an automation have more than one trigger and more than one action?
Automations can be built with multiple triggers and multiple actions.