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

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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.

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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.

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Time Event

Time Delays are optional components that can postpone an action.

Example: Wait 3 days before proceeding to the action.

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Actions are the event that happens as a result of matching the Trigger and Filters.

Example: A notification email is sent.

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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.

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A Prospect fills out a “Estimate Request” form.

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The Prospect is from “Wisconsin”.

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Time Event

The Prospect is emailed a personalized “Wisconsing Thank You” email.

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The Sales Manager is automatically emailed about the opportunity.

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The Salesperson for “Wisconsin” is automatically emailed about the opportunity.

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A task is created for the salesperson to follow-up with the Prospect.

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The Prospect is added to the mailing list “Wisconsin Prospects”.

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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.

Email Drip Campaign Diagram

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