What a marketing workflow is
A marketing workflow is a structured sequence of automated steps used to capture leads, segment contacts, and trigger actions based on behavior.
Workflows that usually perform well
- Welcome series: intro email + resources + quick question.
- Nurture: content sequence based on interests.
- Recovery: abandoned cart or inactive lead.
- Qualification: scoring and handoff to sales.
How to build it
1) Define audience and goal
Examples: demo bookings, trial activations, or newsletter conversions.
2) Choose triggers
Form submission, key page visit, open/click events, purchase.
3) Add actions and conditions
- If opened, send email #2
- If not opened, resend with a different subject
- If clicked, create a sales task
Metrics to track
- Conversion by stage
- Time to conversion
- Lead quality outcomes
FAQ
When should I automate?
When your messaging is validated and you want to scale consistently.