Marketing Automation
Marketing automation: a practical guide
Marketing automation uses software and rules to coordinate repeatable marketing actions based on customer data, timing, and behavior.
What marketing automation actually does
At its simplest, an automation listens for a trigger, evaluates what is known about a contact, then performs one or more actions. A welcome sequence might begin after a form submission. A lead-nurture flow might branch when someone visits a pricing page. A re-engagement flow might activate after a defined period of inactivity.
The building blocks
TriggersEvents that start or advance a workflow.
ConditionsRules that determine which path a contact follows.
ActionsEmail, CRM updates, notifications, tags, waits and other steps.
MeasurementSignals that show whether the automation supports the intended outcome.
Where to go next
Learn the mechanics in our marketing automation workflows guide, then see how lead nurturing and segmentation fit together.
Evaluating a platform?
Compare the best marketing automation software or read our ActiveCampaign review.