Automation / Workflow
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An automation (or workflow) is a predefined set of triggers, conditions, and actions that run without manual intervention once activated. It orchestrates email, SMS, internal notifications, and data updates based on customer behavior or time-based milestones.
- Components:
- Trigger: What starts the workflow (e.g., new subscriber, trial start, order placed, inactivity).
- Conditions/branches: Logic that routes contacts down different paths based on data and behavior.
- Actions: Emails, SMS, delays, field updates, webhooks, task creation, etc.
- Typical use cases:
- Onboarding new subscribers or users
- Nurturing leads toward an MQL or SQL state
- Post-purchase upsell and cross-sell journeys
- Renewal and expansion motions
- Strategic value: Automations standardize best-practice customer journeys and scale them consistently, reducing reliance on manual one-off campaigns.
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