The art of marketing automation (Chapter – 2)

What makes up an actual workflow?

In the previous chapter we had discussed about what workflows are and how they can help you improve your business efficiently. In this second chapter we will tell you about what makes up an actual workflow. There are a few ways to start a workflow. You can set a workflow to start manually, on a condition (list workflows), or automatically when an item is created. To start a workflow automatically, you need to have a workflow designer. An ideal workflow app provides these three options for a starting condition:

1)      A form is submitted

This is useful when you want to send emails to follow up to a specific operation on your site. For example, let’s say you have a landing page with a form to download a specific product. Maybe you want to set up a nurturing campaign to engage the people who download this product with more content about that specific topic. You can create a workflow with emails tailored to these topics and automatically enter any lead that downloads this product into that workflow.

2)      A smart list is triggered

If a certain lead meets the specific criteria by the customer behavior these lists are triggered. For example, you can create a smart list of leads, who have visited your website a certain number of times, or a list of leads who have requested a free trial of your product, or a list of leads that live in a specific area and have fewer than 30 employees, etc. Creating a smart list not only lets you to categorize your customer, but also gives you a wide range of possibilities for the rules you can set up for each of your workflows.

3)    No starting condition

Lastly, you should also set up a workflow that has no starting condition. The idea behind setting this up is that you only want to add contacts to the workflow manually. Sometimes we all need a little manual labor to get our bodies performing as they should be; this is as similar as that.


Much like starting conditions, another important aspect in a workflow is that the sequence of actions that it triggers a workflow.

Actions are the building blocks of workflows. Each workflow is made up of a series of actions, and each action is a single step that performs a particular function. When you run a workflow, each action is run in sequence from the first action in the workflow to the last. By arranging actions that perform individual tasks together in specific ways, you can define how a workflow will act as it progresses through each step.

As you already know by now, Timing is EVERYTHING. Who, What, Where, When and Why matters a lot in Business. Like we discussed in the first chapter with workflows, you can just schedule everything to send automatically in the right time and you don’t have to worry about keeping track of who needs to get what on which days. And more importantly, you can time your marketing based on what’s best for your leads, not what’s easiest for your busy schedule.

The last main component of a workflow is its settings. There are various settings that you can arrange to refine the way your workflows operate, and you can use these to your advantage to make your workflows more effective.

Conclusion of this chapter; To build a workflow, you must first select a starting condition, then choose the actions you’d like the workflow to trigger, determine the order and timing of those actions, and adjust the workflow settings as appropriate. Once you have these four main components covered.

Posted on: 21/07/17

Rahul Krishnan

- Content Writer