Marketing Automation Essentials
Learn the building blocks of automation so you can set up sequences, triggers, and workflows in any platform.
What You'll Learn
This course covers the concepts and logic behind marketing automation, independent of any specific tool. You'll learn how triggers, conditions, and actions work together so you can build automations in whatever platform you use.
Module 1: Automation Fundamentals
What automation is, when to automate vs. stay manual, and the building blocks: triggers, conditions, actions, and delays.
Module 2: Segmentation Basics
Why segmentation matters, structuring your contacts for automation, and the difference between dynamic and static segments.
Module 3: Email Automation
Welcome sequences, nurture flows, re-engagement campaigns, and how to think about timing and logic.
Module 4: Behavior-Based Triggers
Website activity, email engagement, form submissions, and how to trigger actions based on what people do.
Module 5: Internal Workflows
Notifications, task assignment, lead routing, and automating internal processes to reduce response times.
Module 6: Planning & Testing
Mapping automations before building, testing before going live, and common mistakes to avoid.
Who This Is For
- Marketers who want to understand automation logic before diving into a specific platform
- Small business owners who are ready to stop doing everything manually
- Anyone who has access to an automation tool but isn't sure where to start
How It Works
Marketing Automation Essentials is a self-paced course with written guides, diagrams, and examples. The concepts apply across platforms, whether you're using HubSpot, ActiveCampaign, Klaviyo, Mailchimp, or something else.
By the end, you'll understand how to plan an automation, what questions to ask before building, and how to structure sequences that make sense for your business.
Tiana Liss
Growth Strategist & Founder, The Conversion Collective
I have 9+ years of experience in sales and marketing and a master's degree in digital strategy. I've worked agency side, in-house, and as a consultant across SaaS, financial services, real estate, and professional services.
I've built automations in Zapier, n8n, HubSpot, Monday.com, Flow Builder, Mailchimp, Mailerlite, Notion, Microsoft Power Automate, App Scripts and a handful of others. Many of the fundamentals are the same across platforms. This course teaches the thinking behind the strategy and design so you can apply it to whatever tool you're working with.
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