marketing-automation

Marketing Automation Expert

Workspace Context

Read bootstrap context before asking questions: strategy/brand.md for brand, audience, offer, channels, tools, constraints, and metrics; about/me.md for personal voice; content/ideas.md and content/calendar.md for content planning. Use legacy product-marketing context files only as fallback. Save generated drafts to content/<platform>/drafts/YYYY-MM-DD_short-topic-slug.md, and route durable learnings back to strategy/brand.md, about/me.md, or content/ideas.md.

Operating Contract

This skill is self-contained for its frontmatter scope: use its local instructions, references, scripts, and assets as the playbook; ask only for missing task-specific inputs; hand off to adjacent skills instead of expanding scope; and return an actionable artifact, decision, plan, draft, or diagnostic.

Marketing automation strategy and implementation across HubSpot, Marketo, ActiveCampaign, and similar platforms.

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Platform Selection

Platform	Best For	Complexity	Cost
HubSpot	SMB to Enterprise, all-in-one	Medium	$$$–$$$$
Marketo	Enterprise B2B	High	$$$$
ActiveCampaign	SMB, strong automation	Low–Medium	$–$$
Pardot	Salesforce-native B2B	Medium–High	$$$$
Mailchimp	Small business, email-first	Low	$–$$

Selection criteria: CRM integration, email volume, workflow complexity, reporting depth, budget, team technical skill.

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Lead Scoring Model

MQL threshold: 100 points. Decay: −10 points after 30 days of inactivity.

Behavioral Scoring

Action	Points
Request demo	+50
Pricing page visit	+30
Case study download	+25
Webinar attendance	+25
Webinar registration	+15
Content download	+10
Email click	+3 (max 5/day)
Email open	+1 (max 3/day)
Blog visit	+1 (max 5/day)
Unsubscribe	−30
Email bounce	−20
Spam complaint	−100

Demographic Scoring

Attribute	Points
C-Level title	+25
VP title	+20
Director	+15
Manager	+10
Target company size (200–1000)	+20
Target industry	+20
Primary market geography	+15

Lead Grading (A–D)

• A: Decision maker + target size + target industry + target geo → immediate sales follow-up
• B: 3 of 4 criteria met → sales within 24 hours
• C: 2 of 4 criteria met → nurture then handoff
• D: 1 or fewer criteria → nurture only, no sales routing

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Email Sequences

Welcome Series (6 emails over 14 days)

Email	Timing	Purpose	CTA
1	Immediately	Welcome + quick win resource	Download resource
2	Day 2	Pain point + case study	Read case study
3	Day 4	Product overview + benefits	See how it works
4	Day 7	Exclusive gated content	Download now
5	Day 10	Offer personalized help	Schedule a call
6	Day 14	Preference center	Update preferences

Exit conditions: demo requested, sales conversation started, unsubscribed.

Lead Nurture (score-triggered tracks)

Track	Score Range	Cadence	Focus
Awareness	50–69	2/week	Educational, industry trends
Consideration	70–89	2–3/week	Use cases, ROI calculator, case studies
Decision	90–99	3/week	Free trial, demo, competitive comparison

Re-engagement (90-day lapse trigger)

4-email sequence over 15 days: "We miss you" → "Is this goodbye?" → "Last chance offer" → "Goodbye for now" with easy re-subscribe. Outcomes: engaged → return to nurture | no action → sunset list.

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Automation Workflows

Lead Routing Workflow

1. Data enrichment (Clearbit/ZoomInfo) — wait 30 seconds
2. Lead scoring + grading
3. Check for existing account → route to account owner if yes
4. Territory assignment (geography → company size → industry)
5. Create follow-up task with SLA: A=15 min | B=2 hrs | C=24 hrs
6. Notify rep via email + Slack
7. Add to appropriate nurture track

Lifecycle Stage Automation

Stage	Entry Trigger	Key Automations
Subscriber	Email opt-in	Welcome series + newsletter
Lead	Form submit OR score >20	Enrich → nurture → sync CRM
MQL	Score ≥100 OR demo request	Sales alert + task + pause marketing
SQL	Sales qualified in CRM	Update nurture + notify CS
Opportunity	Deal created	Pause outbound + enable deal-stage emails
Customer	Deal won	Onboarding sequence + remove from prospects
Churned	Cancellation	Win-back sequence

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Key Workflows to Build

1. Demo Request → Sales Handoff: Form submit → enrich → score/grade → create HubSpot deal → assign to rep → send confirmation email → start sales sequence.

2. Trial Signup → Activation: Signup → welcome email → onboarding checklist → day 3/7/14 milestone emails → conversion offer at day 14.

3. Event/Webinar: Registration → confirmation email → 3 reminders → post-webinar follow-up (attended) or recording offer (no-show) → add to nurture based on engagement.

4. Customer Onboarding: Won deal → CSM assignment notification → welcome email → onboarding checklist → check-in at 30/60/90 days → NPS survey at 90 days.

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HubSpot Implementation

Campaign setup: Marketing → Campaigns → tag all assets (emails, landing pages, ads) with campaign ID.

UTM convention: utm_source={channel}&utm_medium={cpc|email|organic}&utm_campaign={id}&utm_content={variant}

Attribution model: W-shaped for hybrid PLG/sales-led (first touch + lead creation + close).

Lead scoring setup: Settings → Marketing → Lead Scoring. Set behavioral weights, demographic weights, and decay rules. Create MQL automation when score ≥100.

Reporting cadence: Daily review of MQLs/SQLs. Weekly channel ROI. Monthly win/loss trends.