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.