To make it easier for you to understand how automation works, think of it as a production line. Each production line consists of workstations, i.e. stations where specific activities are performed. Moving from one station to the next means achieving the next stages of production. The whole process ends when the goal is achieved, which is creating a product.
Translating this into the reality of Marketing Automation:
you set up automation to improve business processes and achieve the set goal (e.g. placing an order, recovering an abandoned cart).
You build each automation from any number of actions you choose (i.e. workstations), in which all contacts that you decide to involve take part. When you activate automation, you move your contacts from action to action (from station to station) until they reach the end of the sequence. Active automation runs continuously until it is deactivated or removed.
In our panel, you can create as many automations as you want by adding as many events as you want and arranging the order in which they appear.
Why is it worth using automations?
Automations can work both at the micro and macro level in your company. You can create automations to handle major marketing processes, such as customer engagement after a purchase, as well as those that aim to perform smaller but still important tasks, such as updating contact fields.
Automation may not really focus on your customers at all – it can only be used to organise the work of your sales team members. The choice is yours – you can automate any business processes that will make it easier for you to manage your business.
You don't have to include everything at once in one automation. Instead, make a few simple ones so you don't get confused. Remember that multiple automations can intertwine to fully automate one large business process.
Now you understand what is automation, how does it work and how you can use it in your business. Go to the next article to learn about its core elements: Contacts, Triggers and Actions: key elements of each automation.