--- name: marketing-automation description: Set up and manage marketing automation workflows including lead nurturing, scoring, segmentation, drip campaigns, trigger-based emails, A/B testing, and automation platform management. Use when building email workflows, setting up lead scoring, automating campaigns, creating drip sequences, or managing marketing automation platforms. Triggers on phrases like "marketing automation", "lead nurturing", "drip campaign", "lead scoring", "workflow automation", "trigger email", "nurture track", "email sequence", "automation platform", "MAP". --- # Marketing Automation Design and execute automated marketing workflows to nurture leads, score prospects, and drive conversions at scale. ## Workflow ### 1. Platform Setup & Foundation 1. **Marketing automation platform selection**: - Platform evaluation (HubSpot, Marketo, Eloqua, Pardot, ActiveCampaign) - Feature requirement mapping (email, workflow, scoring, segmentation) - Integration capability assessment (CRM, web, analytics) - Scalability and performance evaluation - Total cost of ownership analysis 2. **Data model and architecture**: - Contact and lead data model design - Field definition and data hygiene standard - List and segmentation architecture - Custom object and relationship setup - Data synchronization strategy (bi-directional CRM sync) 3. **Email infrastructure configuration**: - Domain authentication (SPF, DKIM, DMARC) - Sending domain and IP warmup strategy - Email template library and design system - Preference center and unsubscribe management - Deliverability monitoring and inbox placement ### 2. Lead Management & Scoring 1. **Lead scoring model development**: - Explicit scoring (job title, company size, industry, budget, timeline) - Implicit scoring (page visits, email opens, content downloads, event attendance) - Negative scoring (unsubscribe, spam complaint, irrelevant engagement) - Score threshold definition (MQL, SQL, disqualification) - Score decay and recency factor 2. **Lead routing and notification**: - MQL definition and handoff criteria - Lead routing rules (territory, vertical, product interest) - Real-time notification to sales team - Lead response time SLA tracking - Lead recycling and re-engagement 3. **Lead lifecycle management**: - Lead status definition and transition logic - Lead source attribution and tracking - Duplicate detection and merge strategy - Lead re-engagement and re-activation - Lead lifecycle reporting and dashboard ### 3. Nurture Campaign Development 1. **Nurture track design**: - Buyer journey mapping and stage alignment - Content mapping to nurture journey - Segment-specific nurture track development - Frequency and cadence optimization - Multi-channel nurture integration (email, ads, social) 2. **Drip campaign creation**: - Welcome series for new subscribers - Educational nurture for awareness-stage leads - Consideration-stage comparison and proof content - Decision-stage case study and demo request - Re-engagement series for dormant leads 3. **Trigger-based automation**: - Behavior-triggered email (page visit, content download, demo request) - Lifecycle-triggered email (status change, score threshold, event) - Event-triggered email (webinar registration, event attendance) - Time-based trigger (anniversary, contract renewal, follow-up) - Multi-step trigger workflow design ### 4. Segmentation & Personalization 1. **Audience segmentation strategy**: - Demographic and firmographic segmentation - Behavioral and engagement-based segmentation - Buyer persona alignment - Account-based segmentation (for B2B) - Dynamic vs static list management 2. **Personalization implementation**: - Dynamic content blocks by segment - Personalization token usage (name, company, role) - Behavioral personalization (product interest, content preference) - Send time optimization by individual - A/B test personalization approach 3. **Journey orchestration**: - Cross-channel journey design (email, web, ads, social) - Journey branching and conditional logic - Frequency capping and contact fatigue management - Journey analytics and optimization - Multi-touch attribution within journey ### 5. Optimization & Governance 1. **Performance testing and optimization**: - A/B testing framework (subject line, content, CTA, send time) - Multivariate testing for advanced optimization - Statistical significance and test duration - Winning variation implementation and learning - Continuous testing calendar 2. **Deliverability and compliance**: - Inbox placement monitoring and optimization - Spam trigger identification and avoidance - CAN-SPAM, GDPR, CASL compliance - Consent management and preference center - List hygiene and suppression list management 3. **Reporting and ROI measurement**: - Campaign performance reporting - Nurture program effectiveness analysis - Revenue attribution and pipeline influence - Cost per lead and cost per acquisition - Automation ROI calculation ## Templates & Frameworks ### Lead Scoring Model ``` LEAD SCORING MODEL ==================== EXPLICIT SCORING (DEMOGRAPHIC/FIRMOGRAPHIC): Job Title: C-Level: +20 points VP/Director: +15 points Manager: +10 points Individual Contributor: +5 points Student/Unemployed: -20 points Company Size: 1000+ employees: +15 points 200-999 employees: +10 points 50-199 employees: +5 points <50 employees: 0 points Industry: Target industry: +10 points Adjacent industry: +5 points Non-target industry: -10 points Geography: Target region: +5 points Non-target region: -5 points Budget signals: Budget indicated: +15 points Timeline indicated: +10 points IMPLICIT SCORING (BEHAVIORAL): Website: Visited pricing page: +15 points Visited demo/trial page: +12 points Visited comparison page: +10 points Downloaded whitepaper: +8 points Attended webinar: +12 points Multiple page views (same session): +5 points Email Engagement: Email open: +2 points Email click: +5 points Link click (high intent): +8 points Content Engagement: Case study download: +10 points Product guide download: +8 points Blog post read: +3 points Video watched (>50%): +5 points Social Engagement: LinkedIn profile view: +3 points Social content engagement: +2 points NEGATIVE SCORING: Unsubscribed: -50 points (automatic disqualification) Spam complaint: -50 points (automatic suppression) Bounced email (hard): -30 points Inactive > 90 days: -15 points Job title mismatch: -20 points SCORING THRESHOLDS: Marketing Qualified Lead (MQL): ≥ 40 points Sales Accepted Lead (SAL): MQL + sales acceptance Sales Qualified Lead (SQL): SAL + qualification call completed Disqualified: ≤ 10 points OR negative score trigger Recycle back to nurture: < 40 points after 30 days SCORE DECAY: Monthly decay: -10% of total score Max score after decay: Prevent negative floor at 0 Recency boost: Recent activity (+5 points within 7 days) ``` ### Nurture Campaign Framework ``` NURTURE CAMPAIGN FRAMEWORK =========================== WELCOME SERIES (NEW SUBSCRIBER): Email 1 (Day 0): Welcome + primary value proposition + brand story Email 2 (Day 2): How-to guide + getting started content Email 3 (Day 5): Customer success story + social proof Email 4 (Day 8): Product feature spotlight + use case Email 5 (Day 12): Call to action (demo/trial/consultation) EDUCATIONAL NURTURE (AWARENESS STAGE): Cadence: 2 emails per week for 8 weeks Week 1-2: Industry insight and thought leadership Week 3-4: Problem identification and education Week 5-6: Solution overview and comparison framework Week 7-8: Social proof, case studies, next step CTA CONSIDERATION NURTURE (EVALUATING SOLUTIONS): Cadence: 3 emails per week for 4 weeks Week 1: Product deep-dive and feature benefit Week 2: Competitive differentiation and ROI case Week 3: Implementation and onboarding overview Week 4: Offer and urgency (limited-time incentive) RE-ENGAGEMENT NURTURE (DORMANT LEADS): Trigger: No engagement in 60+ days Email 1: "We miss you" + content refresh Email 2: New feature/product announcement Email 3: Exclusive offer + last-chance CTA Email 4: Unsubscribe reminder (clean list if no response) MULTI-CHANNEL INTEGRATION: Email: Primary nurture channel Ads: Retargeting based on email engagement Web: Personalization based on nurture stage Social: Lookalike audience expansion Direct mail: High-value account escalation ``` ## Integration Points - Marketing automation platforms (HubSpot, Marketo, Eloqua, Pardot): Core automation engine - CRM platforms (Salesforce, HubSpot CRM): Lead and opportunity sync - Web analytics (Google Analytics, Adobe Analytics): Behavior tracking - Email delivery services (SendGrid, Mailchimp, Amazon SES): Email delivery - CDP platforms (Segment, Tealium): Customer data unification - Advertising platforms (Google Ads, LinkedIn): Retargeting and audience sync - Webinar platforms (Zoom, Demio, GoToWebinar): Event tracking - Survey platforms: Feedback integration for scoring ## Edge Cases - **Complex B2B buying committees**: Multi-thread nurture by role; account-based nurture; committee-level scoring; champion advocacy program - **Data quality challenges**: Regular data hygiene cadence; deduplication process; field validation; enrichment integration; data stewardship - **Global multi-region campaigns**: Time zone and local time sending; language and content localization; regional compliance (GDPR, CCPA); regional preference center - **Platform migration**: Data migration strategy; workflow recreation testing; sending domain transition; user training; parallel run period - **Over-automation leading to impersonal experience**: Human touchpoint integration; personalization depth; feedback loop; manual outreach for key accounts ## Output ### Marketing Automation Dashboard ``` MARKETING AUTOMATION DASHBOARD — April 2025 ============================================= CAMPAIGN PERFORMANCE: Active campaigns: 47 Contacts engaged: 89,400 Emails sent: 234,700 Open rate: 28.4% (↑ 1.2% ✓) Click-through rate: 4.8% (↑ 0.3% ✓) Conversion rate: 2.1% (→ no change) Unsubscribe rate: 0.3% (within threshold ✓) LEAD PIPELINE: New leads (this month): 2,340 Marketing Qualified Leads: 847 (36.2%) Sales Accepted Leads: 612 (72.3% of MQL) ✓ SQLs generated: 234 Opportunities created: 156 Pipeline influenced: $4.2M Closed revenue attributed: $890K NURTURE PERFORMANCE: Active nurture programs: 12 Contacts in nurture: 45,600 Nurture conversion rate: 8.7% Avg nurture duration to MQL: 23 days Nurture revenue influence: $2.1M LEAD SCORING: Avg lead score at MQL: 52 Lead score accuracy (SAL conversion): 72.3% Score threshold adjustment: None needed Disqualified leads: 456 (19.5%) Recycled leads: 234 DELIVERABILITY: Inbox placement rate: 96.8% ✓ Spam complaint rate: 0.05% ✓ Hard bounce rate: 1.2% ✓ Domain reputation: Good ✓ Sending volume trend: On pace ✓ REVENUE IMPACT: Marketing sourced pipeline: $8.7M Marketing influenced pipeline: $14.2M Cost per lead: $18.50 Cost per MQL: $51.10 Cost per SQL: $148.20 Marketing ROI: 3.4x ``` ## Trigger Phrases "marketing automation", "lead nurturing", "drip campaign", "lead scoring", "workflow automation", "trigger email", "nurture track", "email sequence", "automation platform", "MAP", "MQL", "lead routing", "journey orchestration", "A/B testing", "deliverability"