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Decoding the Jargon

Workflow

Also called Automation, flow, journey

AutomationTerm

The set of steps an automation follows: who enters, what happens next, how long to wait, and which branch to take based on what the person does.

Example

Meera's post-purchase workflow: when an order is placed, wait 2 days, send a care guide; wait 30 days, and if no new order, send new arrivals in the same category.

How you'll hear it

“Add a branch to the workflow so people who already bought skip the discount email.”

Don't confuse it with

Trigger: only the starting event; the workflow is everything that follows.
Drip campaign: a simpler, mostly linear kind of workflow.

Sources

Create workflows, HubSpot Knowledge Base
What Is Marketing Automation?, Mailchimp (Intuit)

Checked 1 October 2026. Examples use a fictional business; figures are illustrative.

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