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Journey Orchestration

Automate CRM Record Creation and Updates from Journeys

Conversive now lets you use the Action Node in Journey Builder to create or update CRM records directly as part of a Journey. Select your connected CRM, object type, and configured fields, then provide the values needed to create or update a record. The Action Node runs the CRM operation automatically as the Journey executes, with each execution tracked in the Activity Log.

Demonstrating the Action Node in a Journey

Hello, I’m going to demonstrate the action node in a journey. Let’s explore the functionality of the action node and how it executes nodes within the journey.

Use Case Overview

For this use case, I am collecting data from the web, which I then sync into the HubSpot CRM contact object. The data collected includes:

  • First Name
  • Last Name
  • Phone Number
  • Email

Additionally, the city and gender will be collected by the chat AI agent, which will resolve the context and pass it to the action node.

Integration Configuration with HubSpot

First, I’ll show the integration configuration with HubSpot. I have created this conversation flow to collect the first name, last name, phone number, and email, creating a lead. Afterwards, I am triggering a chat agent to gather additional lead data, which will include the gender and city of the contact.

Journey Configuration

After collecting the initial data, we notify the user that the lead data is collected, and then the action node is triggered.

This is just a notification and action node in this step. Let me show you the configuration:

  • The chat agent resolves the context, specifically the gender and city. Go to Edit.
  • This data is utilized in the action node to update a lead for the HubSpot contact type with city and gender.
  • While executing this node, other lead update actions will occur.

Executing the Journey

Let’s review the lead update here. I will trigger this journey first and see the conversation flow being triggered. Let me share the lead data here and review the conversation flow:

  1. The conversation flow is completed, and the lead collection agent has started.
  1. The lead is captured in the CRM.
  1. The chat agent asks for the city, and I respond with “Navi Mumbai”.
  1. It’s ready for the next question, and I share the gender.
  1. No more questions from my side.
  1. The lead collection agent is completed, marked as completed, and the notification is triggered as well.
  1. The action node is triggered, and the journey execution is completed here.

Let’s wait for the data to be sent. As we can see, the data, which includes Navi Mumbai and the gender male, passed through the AI context, is now sent to the CRM through the action node.

That’s it for the action node. Thank you.