Automation workflows

CRM automation with 15 triggers and 49 actions

Pick what starts the workflow (a call, a text, a form, a review, a date or a change in the CRM) and let BaseCloud run the follow-ups, routing, reminders and admin. Build it on a visual canvas, or start from one of the worked examples below.

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The basics

What is CRM automation?

CRM automation means your CRM does the routine steps for you. Something happens (a form is submitted, a call comes in, a review is posted, a status changes, a date comes up) and the workflow runs the next steps: create or update the client, assign it, send a text or email, book a meeting, raise an invoice, or ask AI to read and reply. In BaseCloud you build these workflows on a visual canvas, with no code needed.

What it does for you

  • Track where your leads come from: calls, emails, forms, ads and date-based events
  • Respond in seconds, with a text, an email or a call from Call Connect
  • Assign work and send notifications automatically, so nothing waits on a person remembering
  • Update client records, tables, quotes and invoices without retyping
  • Connect Google Sheets, Xero, Stripe, your ad accounts and anything with an API
The automation workflow builder in BaseCloud CRM

The builder

Built for real processes, not just reminders

A trigger, then as many actions as the job needs. The canvas handles the parts simple automation tools leave out.

  • Branches and conditions

    If Statements send each run down the right path.

  • Loops, delays and variables

    Repeat steps for every item in a list, wait between steps, and keep values for the run.

  • Code and SQL when you need it

    Run your own JavaScript or Python, or query a MySQL database, as a step.

  • Run history and retries

    See every run with the data each step received and returned, and run again when something fails.

  • Campaigns with goals

    Enroll everyone who matches your criteria into a sequence, and take them out when they reach the goal.

  • Buttons that start workflows

    Put a button on a client field or a table row, and a click runs the workflow.

  • AI as a step

    Summaries, sentiment, extraction or an AI agent with tools, on the model you choose.

  • No per-task fees

    Workflow runs aren’t billed per task. You pay the usage they create, such as texts, calls and AI.

Every task in the builder

15 triggers and 49 actions

Grouped by what they do. Each one links to its step-by-step page on docs.basecloudglobal.com.

Triggers (15)

Where a workflow starts: a call, a message, a form, a review, a date or a change in the CRM.

  • Webhook In

    Receive data from any form, app or tool at your own webhook URL, and start a workflow with it.

  • CRM Trigger

    Start a workflow on CRM events: a client or contact field changes, a table row is added or a cell changes, a quote or invoice changes, a client is created, a Workflow Note changes, or someone clicks a field or table button.

  • Timer Trigger

    Run on a schedule: every so many minutes, hours, days, weeks, months or years.

  • Client Date Trigger

    Run for each client whose date field comes up: renewals, birthdays, anniversaries, service dates.

  • Call Connect Trigger

    Start a workflow on Call Connect events, when the rep and the lead are connected.

  • Call Tracking Number

    Create a tracking number and start a workflow on every call to it, answered or missed, with the recording.

  • Inbound Email

    Start a workflow when an email is sent or forwarded to the task’s own address.

  • Website Form

    Start a workflow when someone submits one of your BaseCloud website forms.

  • Facebook Lead Ads Trigger

    Start a workflow seconds after someone fills in a Facebook or Instagram lead form.

  • Google Sheets Trigger

    Watch a Google Sheet for new rows, row updates or cell changes.

  • WhatsApp Message Received

    Start a workflow when a WhatsApp Business message arrives.

  • Text Message Received

    Start a workflow when a text message arrives on one of your numbers.

  • Google Review Received

    Start a workflow when a new review is posted on your Google Business Profile.

  • Campaign Trigger

    Enroll everyone who matches your criteria into a sequence, and take them out when they reach the goal.

  • Calendar Trigger

    Start a workflow when a meeting is booked, rescheduled or canceled, is about to start, or has ended.

Clients and records (8)

Find, create and update the records your team works from.

  • Create New Client

    Create a client and tag the event to it.

  • Edit Client

    Update one client, or a list of clients.

  • Match to Client(s)

    Find the client, or clients, that match the details you give, and tag the event to them.

  • Contact

    Get one contact or many, add a contact or edit one.

  • Workflow Note

    Create, fetch or edit a Workflow Note: the task or follow-up your team works from.

  • Table

    Fetch one row or all rows, or add, edit or delete a row in a custom table.

  • Files

    Download, save and list files, and create folders.

  • Accounting

    Create a quote or invoice, fetch one, mark it paid or list them.

Messaging and calls (7)

Reach clients and your team by email, text, WhatsApp and phone.

  • Email

    Send an email to the addresses you choose, with data from the workflow.

  • SMS

    Send a text message from one of your numbers.

  • WhatsApp Business

    Send templates, text and media through Meta’s official WhatsApp Business Cloud API.

  • WATI

    Five WATI operations, including sending messages and files.

  • Call Connect

    Ring your rep, then connect them to the lead.

  • Chat Thread

    Load a WhatsApp or text conversation, so an AI chat agent replies with memory of it.

  • Assign Chat Thread

    Assign a WhatsApp or text conversation to a person in the shared inbox.

AI and documents (3)

Let AI read, write and listen, and produce documents.

  • AI Prompt

    Summary, sentiment, extraction, transcription, your own prompt or a chat agent, on the AI model you choose. Agents can use tools.

  • Speech to Text

    Turn a recording into text.

  • PDF

    Create a PDF from HTML, or add a password to an existing PDF.

Calendar (1)

Book and manage meetings on your team’s calendars.

  • Calendar

    Book, move or cancel a meeting, find meetings, or find free time.

Marketing and reviews (5)

Ads, conversions, Google reviews and local rankings.

  • Google Ads

    Pull campaign metrics, upload offline conversions or run a custom query.

  • Meta Ads

    Campaign, ad set and ad performance, list campaigns, pause or enable campaigns and ads, and send Conversions API events.

  • Google Places

    A Google Maps local rank grid, a business lookup or a competitor snapshot.

  • Reply to Google Review

    Post a public reply to a review on your Google Business Profile.

  • Everlytic

    Create or edit a contact in Everlytic.

Accounting and payments (4)

Accounting software and payment links.

  • Xero

    Eight operations for Xero contacts and invoices.

  • Sage

    Six operations for Sage customers, quotes and tax invoices.

  • Stripe

    Charge a customer or create a payment link.

  • Paystack

    Charge a customer or create a payment link.

Google Workspace (2)

Spreadsheets and documents in Google Drive.

Logic and data (19)

Decide what happens next, wait, repeat, share the work out, reshape data and run your own code.

  • Webhook Out

    Send data as JSON to any other system.

  • If Statement

    Only continue when your conditions are met.

  • Delay

    Wait for a set time before the next step.

  • Loop

    Repeat steps for every item in a list.

  • Variable

    Store and update a value for this run of the workflow.

  • Merge Data

    Combine the outputs of several steps into one.

  • Coalesce

    Use the first value in a list that isn’t empty.

  • Key Match

    Look up a value by its key, such as a rep’s number for an area.

  • Random Select

    Pick an item from a list at random.

  • Round Robin Select

    Share items out evenly, such as new leads across a team.

  • Math Formula

    Calculate with a formula and values from the workflow.

  • Text Formatter

    Change text case and format.

  • Date Formatter

    Format a date, or add and subtract days.

  • Phone Number Formatter

    Format a phone number for a country.

  • Extract Pattern

    Pull values out of text with a regular expression.

  • Find and Replace

    Replace text or characters in a value.

  • Hash

    Turn a value into a hash string.

  • Code

    Run your own JavaScript or Python.

  • MySQL

    Run a query against a remote MySQL database.

Worked example

Phone Call Tracking Workflow

You miss every call you don’t take. Call tracking in BaseCloud CRM gives each campaign its own phone number. Every call to it is recorded, time-stamped and linked to the right client, or used to create a new one.

  • Never miss a lead

    Missed calls reach the workflow too, so they can be flagged to the right manager.

  • Automatic call logging

    Calls are recorded and attached to the client.

  • Client matching & creation

    New callers are saved as leads with the source filled in.

  • Track performance

    Use a different tracking number for each ad source.

What is a call tracking number?

A call tracking number looks like an ordinary phone number, but each one belongs to a single marketing source. When someone calls it, the call is forwarded to you as normal and the CRM records which campaign, ad or listing produced it.

Here’s how it works:

  • Give each marketing source its own tracking number (for example a billboard, a Facebook ad or your website).
  • When a lead calls that number, the call reaches you as normal, and the CRM logs the source.
  • Missed calls reach the workflow too, so the right person can be notified straight away.
  • Recordings can be summarized or checked for sentiment with AI, so you see not only where the lead came from but how the conversation went.

Why it matters for your business:

  • See exactly which campaigns are working (and which aren’t).
  • Respond quickly to missed opportunities.
  • Get better data from every call without extra effort.

How it works

  1. A customer calls a unique tracking number.
  2. The CRM checks whether they are an existing client.
  3. The call is logged, recorded and assigned.
  4. If it was missed, it’s flagged for follow-up with automated steps.

Easy setup

  1. Create the tracking number: add a Call Tracking Number trigger, then choose the country, area code and destination number.
  2. Review the set-up: view or edit tracking and destination numbers at any time.
  3. Use the call data: caller number, tracking number, call status, duration and the recording link are passed to the next steps.
  4. Automation:
    • Match to Client → if matched, send a Workflow Note with the recording.
    • If not, Create New Client, assign with Round Robin Select, and send the note and recording.
  5. Missed calls:
    • Use an If Statement on the call status or a talk duration of 0.
    • Start a follow-up, such as a text back.

More on call tracking

Worked example

Web Forms & Integrations Workflow

Connect everything, automate anything. Website forms and webhooks bring data in from your website, ads and other apps, and run automations inside BaseCloud CRM.

  • Capture form data

    Pull in data from websites, landing pages and lead forms.

  • Centralize external input

    Collect leads from every channel in one place.

  • Keep profiles up to date

    Update CRM records automatically, or create new ones.

  • Trigger workflows

    Use the submitted data to start the next steps.

How it works

  1. A form is submitted, or another service sends data to your webhook URL.
  2. The CRM captures and logs it.
  3. The data creates or updates a client and starts the next steps.

Easy setup

  1. Choose the trigger: Website Form for BaseCloud forms, Webhook In for anything else.
  2. Activate it and copy the webhook URL into the external tool, if you use one.
  3. Build your workflow:
    • Receive the lead’s details.
    • Use Match to Client or Create New Client.
    • Send a Workflow Note with the details, or assign a manager.

More on lead tracking

Worked example

Email Capture Workflow

Match & route incoming emails. Email Capture connects shared inboxes like info@your-company.com to BaseCloud CRM. Emails are matched to existing clients or used to create new ones, with routing and attachments kept.

  • Centralize inboxes

    Manage shared or low-priority inboxes from one place.

  • Ensure fast routing

    Tag the right person to a task automatically.

  • Create or match leads

    Every sender is checked and saved as needed.

  • Log communication

    Messages are saved to the CRM with context and files.

How it works

  1. An email is sent to a monitored mailbox.
  2. BaseCloud receives the sender, recipient, subject, body and attachments.
  3. The workflow checks for an existing client and logs the email, or creates one.
  4. The rest of the workflow follows from there.

Easy setup

  1. Add an Inbound Email trigger: it gets its own address.
  2. Auto-forward your shared mailbox (e.g. info@) to that address.
  3. Build the automation:
    • Use Extract Pattern to pull out details.
    • Match to Client or Create New Client.
    • Send an Email or a Workflow Note with the details.

More on email and shared inboxes

Worked example

Call Connect Events Workflow

Instant calls, instant conversations. Call Connect turns a form submission into a live call between your sales rep and the lead. The CRM does the dialing, the prompt and the logging, within seconds.

  • Respond quickly

    Call leads right after they submit.

  • Impress customers

    An instant call-back builds trust.

  • Route intelligently

    Use form answers to send the call to the right person.

  • Follow up missed calls

    Build in a retry if the first attempt fails.

How it works

  1. A form is submitted (Website Form or Webhook In).
  2. The CRM works out the rep’s and the lead’s numbers.
  3. The rep hears a voice prompt and accepts the call.
  4. The call is connected and everything is logged.

Easy setup

  1. Trigger on the form: capture details like name, area and service.
  2. Key Match the area to the rep’s phone number.
  3. Pre-call logic:
    • Match to Client or Create New Client
    • An If Statement to hold calls after hours
  4. Call Connect task:
    • Leg A = the rep’s number
    • Leg B = the lead’s number
    • Whisper = the prompt the rep hears (e.g. “Lead from Sandton. Press 1 to connect.”)
  5. Handle the outcome:
    • Log call data, durations and recordings.
    • If it failed, add a Delay and a second Call Connect attempt.

More on Call Connect

Worked example

System Triggers Workflow

Respond to every action in real time. The CRM Trigger watches for changes inside the CRM (field edits, status changes, new rows, button clicks) and starts a workflow the moment one happens.

  • React to changes instantly

    Run flows when a field or table changes.

  • Automate common actions

    Trigger tasks without manual input.

  • Guide team workflows

    Alert the team when a record changes.

  • Keep profiles consistent

    Sync field changes to other systems.

How it works

  1. A field or action in the CRM changes.
  2. BaseCloud detects it, with the details of the change.
  3. The workflow runs and the next steps follow your logic.

Easy setup

  1. Add a CRM Trigger and pick the event: a field change, a button click, a new row and more.
  2. Choose the field to watch (e.g. Status or a custom field).
  3. Automation logic:
    • An If Statement checks the new value (e.g. “Status = Lost”).
    • If fields are empty, prompt an update with a Workflow Note.
    • Use Delay to check again or follow up.

Worked example

Date Triggers Workflow

Automate based on important dates. The Client Date Trigger runs automations from date fields on your clients: birthdays, renewals, expiry dates or service reminders.

  • Send time-based alerts

    Schedule notifications to your team or your clients.

  • Run marketing campaigns

    On birthdays or anniversaries.

  • Ensure regular follow-ups

    Tie workflows to monthly or yearly cycles.

  • Trigger checklists

    Set actions in motion on key dates.

How it works

  1. A date field is added to the client.
  2. BaseCloud watches for the date to come up.
  3. The workflow runs according to your rules.

Easy setup

  1. Add a Client Date Trigger.
  2. Select the date field (e.g. “Maintenance Date”).
  3. Choose the frequency: daily, weekly, monthly, quarterly or yearly.
  4. Set the offset: e.g. “5 days before” or “on the date”.
  5. Set the time it runs (UTC), e.g. 08:00.
  6. Build the workflow:
    • An If Statement to check the client’s status
    • A Workflow Note to the team
    • Update a table, or send an email or text

Lead tracking

UTM Parameter Tracking

What are UTM parameters?
UTM parameters are short tags added to the end of a link to show where a visitor came from: the source (who sent the traffic), the medium (the channel, like email or social), the campaign, the term (the keyword, for paid search) and the content (the ad or link). They tell you which marketing efforts bring in leads, so you can spend where it works.
How does BaseCloud CRM use UTM parameters?
BaseCloud forms and the BaseCloud WordPress plugin save the UTM values and Google Analytics data with every lead, so each lead arrives with the campaign, ad and keyword that produced it. Workflows can then send the outcome back to Google Ads as an offline conversion. More on lead tracking and attribution.
Why do we use them?
Without knowing which ad, campaign, keyword or channel produced a good lead, you can’t tell which spend is profitable or improve it.

Read the UTM tracking case study

One platform

Automation runs through every BaseCloud feature

Calls, texts, WhatsApp, email, AI, quotes and ads all feed workflows and are driven by them. See how automation works in each.

See every BaseCloud CRM feature

FAQ

CRM automation questions

What is CRM automation?
CRM automation means your CRM does the routine steps for you. Something happens (a form is submitted, a call comes in, a review is posted, a status changes, a date comes up) and the workflow runs the next steps: create or update the client, assign it, send a text or email, book a meeting, raise an invoice, or ask AI to read and reply. In BaseCloud you build these workflows on a visual canvas, with no code needed.
How many triggers and actions does BaseCloud have?
15 triggers and 49 actions, all listed on this page with a link to the step-by-step docs for each one.
Do I need to code to build a workflow?
No. Workflows are built on a visual canvas by picking a trigger and adding actions. The Code and MySQL steps are there for when you want them, not because you need them.
Will someone build our first workflows with us?
Yes. The 48-Hour Switch onboarding includes custom automation build time, and further builds are available at the ad-hoc rate on the pricing page. Our Customer Success Managers can also build and refine workflows for you.
Does automation cost extra?
Workflows are included on every plan and runs aren’t billed per task. What a workflow does can create usage, such as a text, a call minute or AI tokens, billed at the published rates.
Can a workflow use AI?
Yes. The AI Prompt action can summarize, check sentiment, extract data or transcribe, and an AI agent can use tools to check calendars, book meetings, find clients and work with Google Sheets. More on AI in BaseCloud.
What is a call tracking number?
A call tracking number looks like an ordinary phone number, but each one belongs to a single marketing source. When someone calls it, the call is forwarded to you as normal and the CRM records which campaign, ad or listing produced it.

See your process as a workflow

Book a demo and we’ll sketch one of your own processes in the builder, or start a free trial and build your first workflow today.

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