Marketing Automation and Workflows
This domain tests whether you can design automation that enrolls the right records, branches on data, and stops when the goal is met. Expect workflow scenarios with triggers, delays, if/then branches, and suppression.
Core rules and concepts
- Workflows can be contact-based, company-based, deal-based, ticket-based, or quote-based. Enrollment triggers can include form submission, list membership, property change, or a filter-based audience.
- Re-enrollment is off by default. Enable it only for repeatable actions, such as a recurring newsletter opt-in, otherwise contacts can receive the same sequence repeatedly.
- Build order matters: enrollment trigger, then delay or branch, then action. An if/then branch evaluates the record at that point; later property changes do not retroactively change the path already taken.
- Goals unenroll records that complete the desired action, such as requesting a demo, so they do not keep receiving nurture emails. Suppression lists and unenrollment triggers prevent unwanted sends.
- Lead scoring combines fit and engagement. A score threshold can set lifecycle stage to MQL; negative points can disqualify poor fits. Marketing email still requires the contact to be a marketing contact.
Worked example
A welcome workflow triggers on form submission for a guide. Delay one day, then branch: if persona is Operations, send the operations case study; otherwise send the general onboarding email. Delay three days, then send a demo invite. Set the goal to demo request. Reasoning: the branch uses known data to tailor content, the delays prevent an immediate hard sell, and the goal stops the sequence once the contact converts. Keep re-enrollment off so a duplicate form fill does not restart the welcome series.
Traps
Turning on a workflow does not reliably backfill every record that qualified before activation; check enrollment. Forgetting a goal can keep emailing converted contacts. Misordering a delay and branch changes evaluation. Enabling re-enrollment accidentally can create repeated sends. Sending marketing email to non-marketing contacts fails.