What is a Flow Step in marketing automation?

A Flow Step in marketing automation refers to a single action taken against a person or a set of people within a marketing campaign. This concept is crucial because it allows marketers to automate specific tasks that can be performed based on set criteria or triggers. For example, a Flow Step could involve sending an email, updating lead information, or notifying sales teams about a lead's activity. Each Flow Step is a component within a larger process, allowing marketers to design sequences of actions that guide prospects or customers through their journey.

This focused approach allows for greater efficiency and personalization in marketing efforts, as each interaction can be tailored to the individual or group based on their behavior or attributes. Understanding Flow Steps is fundamental for implementing effective marketing automation strategies, thereby enhancing engagement and ultimately driving conversions.

The other options describe elements that are related to marketing but do not specifically embody the concept of a Flow Step. The overall strategy employed in campaign setup signifies a broader view of campaign design and goals rather than the individual actions that make it actionable. Reporting on campaign performance is about analyzing results and metrics, which is separate from the actions taken during the campaign. Managing candidate applications pertains to recruitment processes and does not relate to marketing automation's core elements.