Overview

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Marketing automation can save time, but only when it’s built and managed correctly. This course teaches you how to design workflows that behave as intended, deliver relevant experiences, and improve over time. You’ll start by learning how automation actually works. You’ll configure triggers, actions, and branching logic to control who enters a workflow and what happens next. Then, you’ll design multi step sequences that guide subscribers through onboarding and nurturing journeys with the right timing and message flow. Next, you’ll move beyond setup and focus on performance. You’ll learn how to interpret automation metrics, identify issues like trigger drift or audience mismatch, and diagnose why workflows succeed or fail. Throughout the course, you’ll apply your skills using HubSpot and Klaviyo in a consistent e-commerce scenario. You’ll build workflows, create sequences, and analyze real performance data, developing both technical and strategic automation skills. This course is best suited for email marketers, marketing automation specialists, CRM marketers, and other marketing professionals responsible for designing, managing, or optimizing customer communication workflows. Basic familiarity with digital marketing concepts or email marketing tools is helpful for success in this course. By the end of the course, you’ll have the skills to design, evaluate, and improve marketing automation workflows that support more effective customer engagement and business outcomes.

Syllabus

Automation: Triggers, Actions, and Branching Logic

Marketing automation is only effective when workflows are built with clear logic, accurate triggers, and reliable decision paths. This module introduces the operational foundations of automation design, including triggers, actions, conditional branching, and workflow sequencing within HubSpot. You will explore how automation logic shapes customer experiences and practice configuring workflows that respond dynamically to subscriber behavior. The module emphasizes structured workflow thinking and execution accuracy rather than platform memorization. By the end of this module, you will be able to configure automated workflows using triggers, actions, and branching logic that support scalable lifecycle marketing operations.

Automation: Multi-Step Sequences

Automated sequences allow marketing teams to deliver timely, personalized communication at scale without relying on manual execution. This module focuses on designing multistep onboarding and nurturing sequences that guide customers through a structured engagement journey. You will examine how sequence timing, message progression, and behavioral triggers influence customer experience outcomes, then apply those principles in Klaviyo through a practical workflow build. The module emphasizes repeatable automation strategy and workflow integration across marketing operations. By the end of this module, you will be able to create multistep automated sequences that support onboarding, engagement, and customer nurturing objectives.

Automation: Performance Analysis

Building automation workflows is only part of the process; marketers also need to evaluate whether those workflows are performing as intended. This module focuses on analyzing automation performance through flow reports, trigger accuracy, engagement metrics, and conversion behavior across HubSpot and Klaviyo environments. You will practice interpreting workflow data to identify operational weaknesses, audience friction points, and opportunities for optimization. The module emphasizes analytical decision-making and continuous workflow improvement within real marketing operations. By the end of this module, you will be able to assess automation performance and identify workflow adjustments that improve engagement and lifecycle progression.