What are Knock's Product workflows

A product workflow turns something that happens inside your product into a conversation with a rep.

Someone signs up, reaches a plan limit, finishes setup or invites a teammate. Your product tells Knock, and Knock takes it from there: it enriches that person and their company, sends them to the right rep, and opens the conversation on LinkedIn while they are still in your product. It works the same way as a form workflow. The only difference is what starts it - a moment in your product instead of a form submission.

How it works

1. Your product sends the moment to Knock. A developer connects the Knock SDK once.
2. Knock checks your conditions. If you only want to act on some of these moments - paid plans, large teams - only those continue.
3. Knock enriches the person and their company.
4. Your routing rule picks the owner.
5. A LinkedIn message goes out from that rep's own account.
6. Everything is written to your CRM - the owner, the status and the outcome.

What teams use this for

Reach new signups while they are still in the product

Moment: Sign-up. Narrow it to the accounts worth a rep's time - a paid plan, a work email, a company over a certain size. The rep reaches out while the person is still looking around, instead of picking it up from a list two days later.

Act on expansion the moment it shows

Moment: Limit reached. Someone pressing against what they are paying for is the clearest buying signal you get. Route it to whoever owns the account and let them offer the next tier before the customer works around the limit.

Follow the team spreading inside an account

Moment: Invite sent. One person bringing colleagues in means the product is taking hold. A good moment to ask what the team is trying to do and whether a bigger plan fits.

Step in when onboarding stalls

Moment: Setup completed, used in reverse - build the workflow on the step people reach before the one they get stuck on. A short message from a real person unblocks accounts that would otherwise quietly stop using the product.

Separate your best signups from the rest

The same moment can feed two workflows with different conditions. Enterprise plans go to a named rep with a personal message. Everyone else goes to the round robin with a lighter one.

Connecting Knock to your product

Before anything can run, your product needs to send moments to Knock. That is a one-time job for a developer, and you never need to touch code yourself.

From the Product Workflows page, open Set up Knock SDK. You will see the instructions, and from there you can copy them, send them to a developer, or verify the connection once it is done. Everything the developer needs is in the Knock SDK guide.

Once the connection is live, every moment your product sends is available to everyone on your team, in as many workflows as you like.

Step 1 - Pick the moment

If nothing has arrived yet, you will see suggested moments to start from: Sign-up, Limit reached, Setup completed and Invite sent. You can also create your own - give it a name and a short description of what it means.

If Knock has already received moments from your product, you will see them listed with how often each one happened in the last 90 days, most frequent first.

You can build a workflow on a moment your product does not send yet. It appears as Waiting for implementation and goes live on its own the first time that moment arrives.

Asking a developer to set it up

When you pick a moment that has not reached Knock yet, Knock offers to send the request for you. Choose a teammate, and the message explains what the event is, why it is needed and where the instructions live. You can edit it before sending.

Signals

Each moment carries a signal - a short label like Activated or Upgrade ready that appears on the person's record and their account, so reps can see what someone has been doing without opening the workflow.

• Knock gives you a set of signals to start with.
• You can rename them to match how your team talks.
• One signal can cover several moments. Sign-up and Setup completed can both be Activated.

Narrowing a moment with properties

Your product can send details along with a moment - the person's plan, their seat count, where they came from. These are properties, and you can use them to decide which moments are worth acting on.

For example: Sign-up, only when plan is Pro.

• Add as many conditions as you need. All of them have to match.
• With no conditions, every occurrence counts.
• If a moment arrives without a property you filtered on, it does not match.

Which comparisons you get depends on the kind of value:

Properties can also be dropped into your LinkedIn message, so you can mention someone's plan or team size instead of writing something generic.

Step 2 - Routing and outreach

Choose the routing rule that decides who owns this person. These are the same rules your form workflows use.

Then write the LinkedIn message. Knock suggests one based on the moment you picked - a signup and a plan limit should not get the same opener - and you can edit it or start again. As you write, Knock shows what a good message looks like: a personal greeting, a clear reason for the message, one easy question, and short enough to read in a glance.

Using variables

Type / anywhere in the message to drop in a variable. Knock fills it in for each person when the message is sent, so one message reads as if it were written for everyone who gets it.

You can use:

• The lead's details - first name and company name, from enrichment.
• The rep who was assigned, and your company name.
• The moment that triggered the workflow.
• Any property sent with it - their plan, their seat count, whatever your product sends. This is the part a form workflow cannot do: you can write "saw you're on the Pro plan with 25 seats" without writing it yourself.

If a variable has no value for someone, Knock removes it rather than leaving a gap in the message.

You can also turn outreach off. People are still enriched, routed and written to your CRM, no message is sent, and the workflow is marked Outreach deactivated.

Managing a live workflow

Each workflow has an Overview, and tabs for the moment, routing and outreach. The overview shows what happens to every lead and the message that will be sent.

To reuse a workflow, duplicate it. The copy opens at the first step so you can change anything before it goes live, and it is named Copy of the original until you rename it.

How often someone gets contacted

• A person can enter each workflow once. If they trigger the same moment again, it is recorded, but they are not enriched, routed or messaged a second time.
• The same rep will only ever send one automated LinkedIn message to the same person, across every workflow. If a different rep is assigned later, that rep can reach out.

When someone replies

The conversation happens in Slack. Reps do not need to sit in LinkedIn waiting for a response.

When a lead replies, Knock posts a card to the assigned rep and to your Slack channel, naming the workflow it came from. The card carries the person, their company, what Knock enriched about them and the reply itself, so the rep can answer from Slack with the full picture instead of asking who this is.

What lands in your CRM

• Product workflow status and Product workflow owner on the contact, in a new Product group.
• Product workflow owner on the company, for HubSpot and Salesforce.
• Contacts and companies are created according to your existing setting - when someone enters the workflow, only once they qualify, or not at all.

Measuring it

The dashboard shows what your workflows produced: moments triggered, people qualified, outreach sent, replies, deals and revenue, each with the last 30 days alongside. Every workflow is listed with its status, routing rule and results.

If a workflow is quiet, start here - it tells you whether moments are arriving at all, or arriving but not matching your conditions.

If moments stop arriving

If Knock has not received a moment for seven days, it is flagged with the date it was last seen. Usually something changed in your product, so it is worth asking whoever set it up.

Nothing is lost and there is nothing to switch back on. As soon as the moments start arriving again, the workflow carries on.

• What are Knock's Product workflows
• How it works
• What teams use this for
• Connecting Knock to your product
• Step 1 - Pick the moment
• Asking a developer to set it up
• Signals
• Narrowing a moment with properties
• Step 2 - Routing and outreach
• Using variables
• Managing a live workflow
• How often someone gets contacted
• When someone replies
• What lands in your CRM
• Measuring it
• If moments stop arriving
• FAQ