Inbound workflow best practices

Overview

The goal of an optimized inbound workflow is to get prospects from form submission to viewing a scheduler as quickly as possible. This Speed to Lead approach ensures prospects can book meetings immediately while their intent is highest.

This guide categorizes workflow actions based on their impact on load time, helping you build workflows that maintain optimal performance.

Key Principle

Actions that write to external systems, send notifications, or introduce delays should occur after the prospect has been shown scheduling options.

Only perform quick, non-blocking operations before displaying the scheduler.

Action Categories

Safety Level	Reason
🟩 SAFE	Fast, lightweight actions safe to use before the scheduler
🟨 CAUTION	May introduce variable delays; test thoroughly before use
🟥 AVOID	Place these actions after the scheduler to prevent delays

✓ Safe to Use Before Scheduler

These actions are fast and non-blocking. They complete quickly and do not delay the prospect from reaching the scheduler.

Actions	Notes
If / Else	Conditional branching based on attributes
Add Tag to Lead	Quick tagging for segmentation
Enrich with Apollo	Fast data enrichment API call
Enrich with Wiza	Fast data enrichment API call
Enrich with Amplemarket	Fast data enrichment API call
Enrich with Harmonic	Fast data enrichment API call
Abstract API Geolocation	IP-based location lookup
Abstract API Email Reputation	Email validation check
Match Salesforce Record	CRM record lookup (read-only)
Match HubSpot Record	CRM record lookup (read-only)
Match Attio Record	CRM record lookup (read-only)

⚠ Use with Caution

These actions may introduce variable delays depending on external factors. Test performance thoroughly before deploying in production workflows.

Actions	Notes
Send to Webhook	External API calls may introduce latency depending on endpoint response time
AI Prompt	AI processing can add variable delays; test thoroughly before production use

✗ Avoid Before Scheduler

These actions should be placed after the scheduler in your workflow. They involve write operations, notifications, or intentional delays that will slow down the prospect experience.

Actions	Notes
Create/Update Marketo Record	CRM write operations
Create Loops Contact	External system creation
Time Delay/SLA	Intentional delays
Redirect to URL	Use only as final step
Round-Robin (Route)	Place on [Meeting not booked] path
Send Slack Message	Notification actions
Create Slack Channel	Channel creation overhead
Add Members to Slack Channel	Multiple API calls
Create Attio Record	CRM write operations
Update Attio Record	CRM write operations
Create Salesforce Record	CRM write operations
Update Salesforce Record	CRM write operations
Convert Salesforce Lead	Complex CRM operation
Create HubSpot Record	CRM write operations
Update HubSpot Record	CRM write operations
Create HubSpot Engagement	CRM write operations
Create HubSpot Association	CRM write operations

Workflow example:

In depth guide of this workflow releasing soon!