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What are Knock's Product workflows

What are Knock's Product workflows

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, starts a trial, invites a teammate or reaches their plan limit. Your product tells Knock, and Knock takes it from there: it finds out who that person is, sends them to the right rep, and opens the conversation 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 Knock to your product 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: Signed up. Narrow it to the accounts worth a rep's time - a work email, a company over a certain size, a paid plan. The rep reaches out while the person is still looking around, instead of picking it up from a list two days later.

Catch trials before they go cold

Moment: Started a trial. The person is already committed enough to try it. A message in the first hours turns a self-serve trial into a conversation, and gives the rep something specific to open with.

Act on expansion the moment it shows

Moment: Limit reached, or Seats filled. 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. Good moment for a rep 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 setup 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 you can build anything, your product needs to be sending moments to Knock. This is a one-time job for a developer.

From the Product workflows page, open Set up Knock SDK. You will see the instructions and the code for the common moments - Signed up, Limit reached, Setup completed, Invite sent. From there you can:

  • Copy the instructions.
  • Send them to a developer, so you do not have to explain it yourself.
  • Verify the connection once they are done.

You never need to touch code. Once the connection is live, every moment your product sends is available to you and to anyone else on your team, in as many workflows as you like.

Step 1 - Pick the moment

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

If nothing has arrived yet, you will see suggested moments to start from: Signed up, Limit reached, Setup completed, Invite sent. You can also create your own - give it a name, and Knock will offer to send the details to a developer.

A moment you create appears straight away as Waiting for implementation. You can keep building the workflow around it. It simply cannot do anything until your product sends it for the first time.

Signals

Each moment carries a signal - a short label like Activated or Upgrade ready that shows up 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. Signed up and Started a trial can both be New signup.

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: Signed up, only when plan is Pro.

  • Add as many conditions as you need. All of them have to match.
  • With no conditions, every occurrence of the moment 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:

Kind of value
You can use
Text
is, is not, contains
Number
is, greater than, less than
Yes or no
is true, is false
Date
before, after, is

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.

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 as Outreach deactivated.

Going live

A workflow with a moment your product is already sending goes live as soon as you finish setting it up.

A workflow built on a moment that has not arrived yet waits. The first time your product sends it, the workflow goes live on its own - there is nothing for you to come back and switch on.

Status
What it means
Waiting for implementation
The moment has not reached Knock yet
Live
Moments are arriving and being acted on
Paused
You switched it off, nothing happens
Warning
It is running, but something is stopping part of 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.

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.
  • When someone replies, Knock marks them as connected and notifies the assigned rep and your Slack channel.

Credits

Product workflows use a Product credit category, so you can see this spend separately.

  • One credit when Knock finds the person's LinkedIn profile, one when it finds the company.
  • Nothing is charged if Knock already has the data, or if enrichment finds nothing.
  • Repeat moments from the same person never cost anything again.
  • A first reply to a message charges one connection credit. Later replies in the same conversation do not.

Measuring it

Each workflow shows what it produced: moments triggered, people qualified, outreach sent, replies, deals and revenue. 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, the workflow shows a warning with how long it has been. Usually this means 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.

Common questions

Do I need a developer?

Once, to connect Knock to your product. After that you build and change workflows on your own.

Can I reuse a workflow?

Yes. Duplicating one opens a copy at the first step so you can change anything before it goes live. It is named Copy of the original until you rename it.

Can one moment start more than one workflow?

Yes. The rules above still apply, so nobody receives two messages from the same rep.

Who can create and change workflows?

The same people who manage your CRM integration. Everyone else can see them.

What happens to people who came through before it went live?

They are not contacted. The workflow acts on moments that arrive from the time it goes live.