Who This Is For / When to Use
Use Set Event Start Date when you need to:
Send reminders before a scheduled event
Trigger actions exactly at an event time
Run follow-ups after an event completes
Coordinate automation around webinars, calls, appointments, or deadlines
What the Set Event Start Date Action Does
The Set Event Start Date action stores a specific date and time that other workflow actions, especially Wait → Event / Appointment Time — can reference using Before, After, or Exact time rules.
The Event Start Date allows you to build automation around a specific date & time. Once you set the Event Start Date, all the items in that workflow can be sent in relation to that day and time using the 'before' action in each workflow action. This is useful for reminders for both in-person and online events with a set time for the entire group of leads (e.g webinars, conferences, etc.).
This action does not pause contacts by itself. It only defines the event timestamp.
Step 1: Add the Set Event Start Date Action
Go to Automations > Workflows.
Open an existing workflow or click Create Workflow.
Click the + icon where you want to add the action.
Select Set Event Start Date from the action list.
Step 2: Configure the Event Start Date
Choose how the event date and time should be set:
Available Types
Custom Field
Maps the event start date to an existing date-based custom field.
Use only date or datetime fields
If using a text field, the value must match a supported format
Specific Date/Time
Sets a fixed date and time for all contacts entering the workflow.
Specific Day
Sets the event to occur on a specific day (for example, next Monday).
Save the action once configured.
Supported Date Formats (Custom Field)
If you map a text-based field, the value must match one of the following formats:
MM-DD-YYYY HH:MM
Example:12-21-2021 08:30 AMDD-MMM-YYYY HH:MM
Example:21-OCT-2021 08:30 AM
Incorrect formatting will prevent downstream Wait actions from working.
Step 3: Use the Event Start Date with a Wait Action
To trigger automation relative to the event time:
Add a Wait action after the Set Event Start Date step.
Set Wait for to Event / Appointment Time.
Configure the Until section:
Before (for reminders)
After (for follow-ups)
Exact time (for real-time actions)
Example: Waiting 2 days before the event sends a reminder two days prior.
Handling Past Event Times
If a contact reaches the Wait step after the event time has already passed, choose
how the workflow should proceed:
Move to the next step
Move to a specific step
Skip outbound communication until the next Wait or Event Start Date step
This prevents contacts from getting outdated reminders.
Repeatable Usage
You can add multiple Set Event Start Date actions in the same workflow.
This is useful when:
Managing multiple events in one workflow
Updating the event date dynamically
Running reminder sequences for recurring events
Common Issues and Fixes
Wait action does not trigger
Ensure a Set Event Start Date action exists before the Event/Appointment Time wait.
Reminders send at the wrong time
Verify date format, time zone settings, and Before/After values.
Contacts skip the wait unexpectedly
Check how the workflow handles past event times in the Wait configuration.
FAQs
Can I use multiple Event Start Dates in one workflow?
Yes. You can add multiple Set Event Start Date actions as needed.
What happens if a contact enters after the event time has passed?
The workflow follows the behavior configured in the Wait step for past dates.
Is a Wait action required?
No, but without a Wait action, the Event Start Date does not affect workflow timing.
How do time zones affect this action?
The event time is set in the account’s time zone and adjusted per contact if time zone handling is enabled.
Can I update the Event Start Date later in the workflow?
Yes. A new Set Event Start Date action will overwrite the previous value.