How Marketing Automation Works
Marketing automation is a series of events that are triggered by a user’s actions. By combining various Triggers, Filters and Actions, you can create a whole host of customer interactions – without having to lift a finger.
Standard Marketing Automation Functions
Triggers are required to start workflows. A Trigger is an “Event” that happens that fires off the workflow.
Example: When a contact fills out a form.
Filters are an optional part of a trigger, used to narrow the scope of the trigger.
Example: When a contact selects “Wisconsin” as their state on a form.
Time Delays are optional components that can postpone an action.
Example: Wait 3 days before proceeding to the action.
Actions are the event that happens as a result of matching the Trigger and Filters.
Example: A notification email is sent.
Use multiple Triggers, Filters, Time Delays and Actions to create autonomous functions: Notify sales staff, update email lists, send reminders, create sales tasks and opportunities – and more!
The Power of Automation: Example 1
A detailed example of what can be achieved with one filter.
A Prospect fills out a “Estimate Request” form.
The Prospect is from “Wisconsin”.
The Prospect is emailed a personalized “Wisconsing Thank You” email.
The Sales Manager is automatically emailed about the opportunity.
The Salesperson for “Wisconsin” is automatically emailed about the opportunity.
A task is created for the salesperson to follow-up with the Prospect.
The Prospect is added to the mailing list “Wisconsin Prospects”.
Note: Multiple filters can be applied to a trigger.
IE. You could create separate workflows for each sales territory.
The Power of Automation: Example 2
Creating Email Drip Campaigns with filters, time delays and custom emails.
