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Plays are automated workflows that turn account intelligence into action. When accounts meet specific criteria—like visiting your website, showing intent, or hiring a key role—Plays automatically prospect contacts, enrich their data, and deploy them into your sales and marketing systems.

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What Are Plays?

Plays are the orchestration engine of Seam AI. While Fit, Intent, Signals, and Audiences tell you who to target and when, Plays handle the how—automating the entire process from signal detection to contact deployment.
Think of Plays as “If This, Then That” for B2B sales: If an account meets your criteria, then automatically find the right people, get their contact info, and add them to sequences.

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The Plays Workflow

Every play follows a four-step workflow:
1

Trigger & Audience

Define when the play runs and which accounts qualify
  • Set trigger conditions (intent spike, website visit, new hire)
  • Define audience criteria using Fit, Intent, Signals, Reach
  • Choose always-on (continuous) or one-off (single run)
2

Auto-Prospect

Automatically find the right contacts within accounts
  • Use predefined personas to identify buying committee
  • Specify how many contacts per account (e.g., 3-5 people)
  • AI searches for people matching persona criteria
3

Enrichment

Get verified contact information
  • Email addresses with triple verification
  • Mobile phone numbers with validation
  • Multi-provider waterfall for best data quality
  • Duplicate checking against existing CRM records
4

Deployment & Routing

Push contacts into your systems with proper assignment
  • Route to appropriate sales rep (territory, account owner, round robin)
  • Deploy to CRM (Salesforce, HubSpot)
  • Add to sales sequences (Outreach, SalesLoft)
  • Push to ad platforms (LinkedIn, Google Ads)

Configure Routing

Learn how to set up routing rules for plays

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Types of Plays

Continuous automation that runs whenever criteria are metWhen to use:
  • High-intent website visitor engagement
  • New hire tracking and outreach
  • Competitor mention monitoring
  • Mid-tier account air cover
How it works:
  • Play monitors audience continuously
  • When account enters audience, actions trigger
  • Runs indefinitely until you pause it
Example: “Whenever an A/B fit account visits pricing page 3+ times, find 3 contacts and add to sequence”

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Pre-Built Play Templates

Seam includes 30+ pre-configured plays for common use cases:
  • High-Intent Outreach - Target accounts with strong buying signals
  • Website Visitor Engagement - Automatically engage site visitors
  • Pricing Page Visitors - Fast response to high-intent page views
  • Content Download Follow-Up - Engage based on content engagement
  • LinkedIn Ad Retargeting - Re-engage ad clickers who didn’t convert
  • Google Ads Follow-Up - Prospect companies from ad campaigns
  • Multi-Channel Ad Coordination - Sync LinkedIn and Google audiences
  • New Executive Outreach - Welcome new VPs and C-level hires
  • Job Opening Intelligence - Target companies hiring relevant roles
  • Champion Tracking - Follow customers to new companies
  • Promotion Triggers - Engage newly promoted decision-makers
  • Multi-Threading - Expand single-threaded accounts
  • Department Expansion - Sell to new departments in customer accounts
  • Executive Sponsor Plays - Engage C-level at existing accounts
  • Competitor Mention Targeting - Engage when competitors mentioned on social
  • Competitive Displacement - Target known competitor customers
  • Win-Back Campaigns - Re-engage churned customers
  • LATAM Automation - Coverage for Latin America markets
  • EMEA Follow-Up - European market engagement
  • APAC Expansion - Asia-Pacific territory coverage
Start with a pre-built play and customize it to your needs. This is faster than building from scratch and follows proven patterns.

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Building a Play

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Step-by-Step Configuration

1

Choose Play Type

Decide if this is always-on or one-off based on your use case
2

Define Your Audience

Use the Audience Builder to set criteria:
  • Fit Score: A or B (only target good-fit accounts)
  • Intent: Visited website 3+ times in past 7 days
  • Signals: Not in open opportunity
  • Exclusions: Not competitors, not existing customers
3

Configure Prospecting

Set up contact sourcing:
  • Select personas to target (e.g., VP Marketing, Director Demand Gen)
  • Set contacts per account (3-5 for most plays)
  • Enable/disable prospecting if contacts already exist
4

Set Enrichment Options

Configure data quality:
  • Email verification level (standard or triple-verified)
  • Mobile number enrichment (optional, costs more credits)
  • Duplicate checking (recommended to avoid over-contacting)
5

Configure Routing

Assign contacts to the right reps:
  • Account owner (most common)
  • Round robin (for fair distribution)
  • Custom field (for complex territory logic)
6

Set Up Deployment

Choose where contacts should go:
  • CRM: Create/update records in Salesforce or HubSpot
  • Sales Sequences: Add to Outreach, SalesLoft, or Apollo
  • Ad Platforms: Push to LinkedIn or Google matched audiences
  • Marketing Automation: Trigger Marketo campaigns
7

Test and Launch

  • Preview the audience size
  • Test with a small subset first (10-20 accounts)
  • Monitor results for 1-2 weeks
  • Scale up once validated

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Multi-Channel Deployment

Plays can deploy contacts to multiple systems simultaneously:
Salesforce & HubSpot
  • Create contact and account records
  • Update existing records with new data
  • Set custom fields (fit score, intent signals, play name)
  • Create tasks for assigned reps
  • Trigger CRM workflows
Coordination Example: When an account enters a play, Seam can simultaneously:
  1. Create contacts in Salesforce with fit/intent scores
  2. Add contacts to SalesLoft sequence from assigned rep
  3. Push account to LinkedIn matched audience for retargeting
  4. Send Slack notification to account owner
  5. Create high-priority task in CRM
All of this happens automatically within minutes of the trigger firing.

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Common Play Examples

Goal: Engage companies showing strong buying intent on your websiteTrigger: Account visits pricing or product pages 3+ times in 7 daysAudience Criteria:
  • Fit Score: A or B
  • Not in open opportunity
  • Not a competitor
  • Not existing customer
Actions:
  1. Find 3 contacts matching “Marketing Leadership” persona
  2. Enrich with triple-verified emails
  3. Route to account owner (or round robin if new)
  4. Add to “High-Intent Pricing Page” sequence in SalesLoft
  5. Push to LinkedIn retargeting audience
  6. Create task for SDR: “High-intent account—visited pricing 5x”
Expected Results: 15-20% response rate, 48-hour follow-up time
Goal: Engage new decision-makers in their first 90 daysTrigger: VP or C-level hire detected at A/B fit accountAudience Criteria:
  • Fit Score: A or B
  • New hire in past 60 days
  • Title: VP, SVP, or C-level
  • Function: Sales, Marketing, or Revenue Operations
Actions:
  1. Enrich new executive’s contact info
  2. Find 2 additional stakeholders (direct reports or peers)
  3. Route to territory owner
  4. Add executive to “New Leader Welcome” sequence
  5. Send personalized Slack alert to AE with context
  6. Schedule task: “New VP hired—tech stack evaluation likely”
Expected Results: 30% response rate (warm timing), 60% meeting conversion
Goal: Provide automated coverage for B/C accounts without manual effortTrigger: B/C fit account shows medium intent but isn’t assigned to repAudience Criteria:
  • Fit Score: B or C
  • Intent Score: Medium or High
  • Not assigned to SDR
  • Not in active opportunity
Actions:
  1. Find 1-2 contacts (primary decision-maker only)
  2. Enrich with standard email verification
  3. Add to automated nurture sequence
  4. Push to programmatic ad audience
  5. Monitor for intent spike (if high intent, escalate to sales)
Expected Results: 5-8% conversion to MQL, zero SDR time required
Goal: Efficiently process and engage conference attendeesTrigger: Manual upload of attendee list CSVAudience Criteria:
  • One-off play (run once)
  • All attendees in uploaded list
  • Score each for fit
Actions:
  1. Enrich attendees with additional data
  2. Score each account for fit (A/B/C/D)
  3. Find additional buying committee members at A/B accounts
  4. Route A/B fit to sales with high priority
  5. Route C/D fit to marketing nurture
  6. Add all to “Post-Event Follow-Up” sequence with custom message
Expected Results: 500 attendees processed in 24 hours, 25% A/B fit rate
Goal: Expand coverage at single-threaded accountsTrigger: Account in active opportunity with only 1 contact engagedAudience Criteria:
  • Opportunity stage: Discovery or later
  • Number of contacts: 1
  • Fit Score: A
  • Deal value: Over $50K
Actions:
  1. Find 4-5 additional buying committee members
  2. Prioritize personas: Economic Buyer, Executive Sponsor, Champion, Technical Evaluator
  3. Enrich all contacts
  4. Route to opportunity owner (maintain consistency)
  5. Add to “Multi-Threading” sequence with context about opportunity
  6. Create coordinated outreach plan task
Expected Results: 60% increase in buying committee coverage, 20% faster close rates
Goal: Target accounts using competitor productsTrigger: Social mention of competitor name or account identified as using competitorAudience Criteria:
  • Fit Score: A or B
  • Mentioned “6sense” or “Demandbase” on LinkedIn
  • Not existing customer
  • Not in closed-lost within 6 months
Actions:
  1. Find marketing operations and demand gen personas
  2. Enrich with contact data
  3. Route to competitive sales specialist
  4. Add to “Competitive Displacement” sequence with comparison content
  5. Push to LinkedIn audience with competitive positioning ads
  6. Alert sales team: “Active competitor evaluation detected”
Expected Results: 20-25% response rate, 40% win rate against named competitors

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Integration with Intelligence Layer

Plays are powered by all the intelligence features you’ve configured: 
Fit Score ─────┐
               ├──► Audience ──► Play Trigger ──► Actions
Intent Score ──┤
               │
Signals ───────┤
               │
Reach Score ───┘

Personas ──────────────► Auto-Prospect Step

Routing ───────────────► Deployment Step
Example: A play that combines everything:
  • Fit: Only A/B accounts
  • Intent: Website visit + Bombora surge
  • Signals: New hire in past 30 days
  • Reach: Low (not currently engaged)
  • Personas: Find CMO + VP Demand Gen + Director MarOps
  • Routing: Assign to territory owner
  • Deploy: SalesLoft sequence + LinkedIn ads + Salesforce task
This level of sophistication would require significant manual work without Plays.

Configure Fit Scoring

Set up ICP scoring for play filtering

Build Audiences

Create segments that trigger plays

Define Personas

Set up buying committee targeting

Set Up Routing

Configure contact assignment rules

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Best Practices

Your first play should be straightforward: “High-fit accounts that visited website → find 3 contacts → add to sequence.” Once that works, add more conditions and channels.
Never run plays without filtering by Fit Score. Automating outreach to poor-fit accounts wastes credits and damages brand. Always start with A/B fit minimum.
  • A-tier accounts: 5-7 contacts (full buying committee)
  • B-tier accounts: 3-4 contacts (key decision-makers)
  • C-tier accounts: 1-2 contacts (primary only)
More contacts = better coverage but higher costs.
Run plays on 20-50 accounts before scaling to thousands. Verify routing works, sequences load correctly, and messaging resonates.
“HighIntent_PricingPage_ABFit_3Contacts” is better than “Website Play 1”. You’ll have dozens of plays eventually—clear names help you manage them.
Plays consume credits based on prospecting and enrichment volume. Track credit burn rate and adjust contact limits or audience size if needed.
If deploying to both ads and sales sequences, consider timing. You might want ads to run for 2 weeks before sales outreach, warming up accounts first.
Always exclude:
  • Competitors
  • Existing customers (unless expansion play)
  • Accounts in late-stage opportunities
  • Recently closed-lost accounts
Track which plays generate pipeline. Double down on high-performing plays, pause or refine underperformers.
Work with sales team to ensure plays support their workflow. If SDRs prefer warm intros, don’t auto-add to cold sequences. Match automation to human process.

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Monitoring Play Performance

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Key Metrics to Track

  • Accounts processed: How many accounts entered the play
  • Contacts found: Prospecting success rate
  • Contact quality: Email deliverability and mobile accuracy
  • Response rates: Engagement with deployed sequences
  • Pipeline generated: Opportunities attributed to the play
  • Cost per opportunity: Credits spent divided by opps created

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Play Analytics Dashboard

Seam tracks performance for each play:
  • Trigger frequency (how often play fires)
  • Prospecting success rate (contacts found per account)
  • Enrichment quality (email/mobile validation rates)
  • Deployment success (contacts successfully added to systems)
  • Downstream engagement (opens, clicks, responses)
  • Pipeline attribution (opportunities and revenue)
Use these metrics to optimize plays over time.

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Common Questions

Most customers run 5-15 active plays. Start with 2-3 core plays (high-intent, new hire, mid-tier air cover), then expand based on results.
Yes. An account could trigger a website visitor play AND a new hire play. Seam handles deduplication to avoid over-contacting the same people.
Seam monitors play execution and alerts you if actions fail (e.g., CRM API error, routing failure). Failed actions can be retried manually.
Yes. You can pause, edit, or archive plays anytime. Paused plays stop processing new accounts but don’t affect contacts already deployed.
Most plays complete within 5-15 minutes from trigger to deployment. Prospecting and enrichment take 30-60 seconds per account, plus deployment time.
Absolutely. Pre-built plays are templates. Clone them and modify audience criteria, personas, routing, or deployment channels to fit your needs.
Yes. Seam checks against CRM do-not-contact fields and unsubscribe lists before deployment. You can also add custom suppression rules.