What you need to provide
- A trigger — the activity that starts the moment (e.g., Trial Ending Soon, Payment Failed, Product Usage Dropped)
- End conditions — what counts as success or failure (e.g., success = customer upgrades, failure = trial expires)
- Action steps — what happens automatically (send an email, post to Slack, create a CRM task)
Good first moments to try
| Moment | Trigger | Success end | Actions |
|---|---|---|---|
| Trial conversion | Trial Ending Soon | New Business (customer pays) | Send email reminder, notify team on Slack |
| Failed payment recovery | Payment Failed | Payment Recovered | Send email to customer, alert CS team on Slack |
| Re-engage dormant accounts | Entered Dormant Stage | Entered Engaged Stage | Send re-engagement email sequence |
How to create
- Click Moments in the top navigation
- Click New Moment
- Name it, choose a goal (Activate, Convert, Grow, or Recover)
- Configure your start rule, end rules, and action steps
What you unlock
- Automated outreach that runs 24/7 without manual effort
- Measurable success/failure rates per moment so you can optimize over time
- A clear view of how many accounts are in each playbook at any time
Moments require at least one data source to be connected. Payment data powers revenue-based moments (trials, payments, churn). Product data powers usage-based moments (engagement drops, feature adoption). Connect both for the full range of triggers.