to move leads through an automated process ➤ Trigger examples: ➤ User fills out a form ➤ User makes a purchase ➤ Action examples: ➤ User gets sent a series of emails over several days (aka drip campaign) ➤ User gets assigned to another list
effectiveness of your marketing efforts ➤ Conversion rate ➤ Open rate ➤ Click thru rate ➤ Cost per lead ➤ etc. ➤ May also include A/B testing, website analytics etc.