> ## Documentation Index > Fetch the complete documentation index at: https://docs.getseam.ai/llms.txt > Use this file to discover all available pages before exploring further. # Plays > Automated workflows that prospect, enrich, and deploy contacts based on fit, intent, and signals 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. ## 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. ## The Plays Workflow Every play follows a four-step workflow: **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) **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 **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 **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) Learn how to set up routing rules for plays ## Types of Plays **Continuous automation that runs whenever criteria are met** **When 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" **Single-run campaigns for specific initiatives** **When to use:** * Event follow-up campaigns * Product launch targeting * Named account list expansion * Quarterly ABM campaigns **How it works:** * Play runs once on current audience members * Completes after processing all accounts * Can be re-run manually if needed **Example:** "Process list of 500 conference attendees, enrich data, and route to sales" **Highly targeted campaigns for top-tier accounts** **When to use:** * Named account lists (top 50-100 accounts) * Enterprise deal acceleration * Multi-threaded account expansion * Executive engagement programs **How it works:** * Manually defined account list * Deep prospecting (5-7 contacts per account) * Multi-channel coordination (ads + email + SDR) * Often combined with personalized content **Example:** "Find entire buying committee at 25 target Fortune 500 accounts and coordinate multi-channel outreach" ## 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 **Outreach, SalesLoft, Apollo** * Add to specific sequences/cadences * Route to correct rep's inbox * Set priority or tag for context * Schedule first touch timing * Track engagement back to play **LinkedIn Ads & Google Ads** * Build matched audiences automatically * Update audiences in real-time as accounts qualify * Remove accounts when they exit criteria * Coordinate timing with sales outreach * Measure ad engagement as intent signal **Marketo & Other MAPs** * Add to nurture campaigns * Trigger email sends * Update lead scoring * Segment for targeted content * Sync status back to Seam **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. ## Common Play Examples **Goal:** Engage companies showing strong buying intent on your website **Trigger:** Account visits pricing or product pages 3+ times in 7 days **Audience 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 days **Trigger:** VP or C-level hire detected at A/B fit account **Audience 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 effort **Trigger:** B/C fit account shows medium intent but isn't assigned to rep **Audience 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 attendees **Trigger:** Manual upload of attendee list CSV **Audience 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 accounts **Trigger:** Account in active opportunity with only 1 contact engaged **Audience 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 products **Trigger:** Social mention of competitor name or account identified as using competitor **Audience 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 ## 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. Set up ICP scoring for play filtering Create segments that trigger plays Set up buying committee targeting Configure contact assignment rules ## 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. ## Monitoring Play Performance ### 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 ### 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. ## 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.