Playbook templates: what each one does

Playbooks are workflows that run on their own: something happens (a reply, a signal, a form, a schedule), and the playbook does the follow-up work for you. Topo comes with 20 ready-made templates. This article explains what each one does, in a few lines.

To use one: go to Automate > Playbooks, click New playbook, then From a template. Every template can be used as it is or edited. You can also ask the AI Agent to set one up for you.

You stay in control. A playbook only contacts someone if it's built to do so, and several templates wait for your approval before sending anything. Running a playbook is free. Only enrichment uses credits, as it does when you enrich by hand.

When a prospect replies

These start when a reply lands in a sequence, and handle what you'd otherwise do by hand.

Referral reply → New lead

"You should talk to my colleague." The playbook reads the thread to find who the prospect pointed you to, saves and enriches that colleague, and notes who referred them. It then enrols them in your referral sequence and lets the owner know. Your copy can mention who sent you and why.

Left company → Successor outreach

"X has left the company." The playbook uses the successor named in the reply, or searches for whoever took over the role. It qualifies and enriches that person before anything goes out, then enrols them with the context of the handoff.

Out of office → Pause & backup

An auto-reply comes in. The playbook reads the return date and pauses the sequence until then. If the auto-reply names a colleague to contact in the meantime, it enrols that colleague.

Bad timing → Comeback later

"Not now, try me in March." The playbook reads when the prospect asked to be contacted again and waits until then. When the date comes, it checks they've stayed quiet in between, and after your approval it lifts the exclusion and enrols them again, with the previous exchange available for your copy.

Positive reply → AE handoff

An interested reply. The playbook assigns the account to the next AE in your pool and sends them a brief with company news and a suggested next step. Once the AE approves, it creates the deal in your CRM.

Not interested → Objection radar

Every negative reply is tagged with its objection theme. Each Monday, the team gets a summary of why prospects said no that week, with the competitors they mentioned. No outreach, just insight.

Inbound

These start from your own data: a form, a product event, an import or an event list.

Demo request → Routed & enrolled

Someone requests a demo. The playbook enriches them and scores them against your ICP. Strong fits get a rep assigned, an alert and a fast-track sequence. Others go into a nurture sequence, and clear misfits are excluded.

Product signup → Buying committee

Someone signs up to your product. The playbook checks their company against your ICP, finds and enriches its decision makers, and enrols them. The account owner gets a heads-up. Your copy can reference how the account uses your product.

Pricing visit → Buyer outreach

An account visits your pricing page. If it's already engaged, the playbook alerts the owner. If not, it finds the buyers at that company and enrols them. It reacts at most once per company every 30 days, so nobody gets chased for browsing twice.

Lead import → Right sequence

You import a list of leads. For each one, the playbook reads the company website, matches the lead to one of the three segments you define, and enrols it in that segment's sequence, with a research hook ready for the first line.

Event list → Tailored follow-up

You upload the CSV from a webinar or event. The playbook saves and enriches every row, writes an opener tied to the event (and to their question, if they asked one), and enrols each group in its own sequence: people who asked a question, people who attended, and no-shows.

These templates start from events you send to Topo (a demo request, a signup, a page visit). If those aren't connected yet, see the Topo events API.

Signals

These start when one of your signals finds a match.

Hiring signal → Hiring manager

A company posts a job that matches your signal. The playbook reads the job post to work out the role and who it reports to, finds and enriches that hiring manager, and enrols them with a why-now line tied to the hire.

Champion moved → Follow & backfill

One of your champions changes company. The playbook does two things. It enrols the champion at their new company, if that company fits. And it finds their successor at the old account and warns that account's owner, so the relationship doesn't go quiet.

Competitor signal → Takeout play

An account turns out to use a competitor. The playbook skips accounts already in your CRM pipeline, drafts a takeout angle from your battlecards, and sends it to the owner. Once the owner approves the angle, it enrols the buyers.

Hot lead → Multi-thread

A lead is engaging with your sequence. The owner gets a call task due today. Meanwhile, the playbook finds and enriches colleagues at the same company and enrols them, mentioning their engaged colleague.

Accounts and pipeline

These work on accounts and deals, on a schedule or when something happens in a sequence.

Strategic accounts → Weekly news

Every Monday, the playbook searches the news for each account on your strategic list, summarises only the articles that weren't reported before, and sends each owner a digest of their own accounts.

Closed lost → Win-back

Every month, the playbook picks deals lost six to twelve months ago and drafts a win-back angle for each, from the loss reason and recent news. You approve the shortlist, then it enrols one contact per deal.

Domain → Account plan

You type a domain. The playbook researches the company, qualifies its people, and sends you an account plan with the best entry points. Once you approve the angle, it enrols the qualified people.

No reply → Next best persona

A sequence ends with no reply. The playbook waits five days in case of a late answer, then picks another persona at the same account, finds and enriches that person, and enrols them.

Meeting booked → Deal & prep

A meeting is booked. The owner gets a prep brief with company news. If the account has no open deal, the playbook creates one in your CRM, and after your approval it logs the brief there too.