Workflows in marketing are a series of automated actions triggered based on customers’ behaviors, events or contact information. Its foundation is the journey, which is the communication plan you design. Workflows or customer journeys help to create formal relationships with your customers. Once you’ve established formal relationships, you can automate them using marketing automation platforms.

For example, you can create a workflow to engage your silent customers by trying different channels synchronously to maximize the responses and figuring out the customer’s most preferred channel and time.