Marketing Automation
Last update:
07/21/2026
Completed
In this topic
Marketing Automation Overview
- Introduction to Marketing Automation
- Building a Campaign Workflow
- Testing, Starting & Monitoring a Campaign
- Campaign & Activity Analytics
Building a Campaign
Testing & Running a Campaign
Reporting & Analysis
Introduction to Marketing Automation
Beyond a Single Mailing
Email Marketing sends one mailing to one list. Marketing Automation instead defines a workflow of several chained steps that runs individually for every record entering it, branching based on how each person actually responds — "wait 3 days, then if they didn't open the first email, send a different follow-up; if they clicked, send the upsell instead."
Core Concepts
| Concept | Description |
|---|---|
| Campaign | The overall workflow: which model it targets (Leads, Contacts, Sales Orders...), the entry filter, and its activities. |
| Activity | One step in the workflow — send an email, or run a server action — with its own trigger and delay. |
| Participant | One specific record (e.g. one contact) that has entered the campaign and is moving through its activities. |
| Trace | The log of one activity's execution for one participant — whether it was sent, opened, clicked, etc. |
What It Can Target
A campaign isn't limited to Contacts — target any model with an email field (CRM Leads, Sales Orders, Event Registrations) so the same branching-workflow engine drives onboarding sequences, post-purchase nurture, or lead-warming, not just newsletters.
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