name: marketing-automation
description: Marketing automation workflows, lead nurturing, segmentation, and lifecycle marketing.
allowed-tools: Read, Glob, Grep
Marketing Automation
Scale personalized marketing through intelligent automation.
1. Automation Strategy
| Level |
Focus |
Examples |
| Basic |
Time-based triggers |
Welcome series, drips |
| Behavioral |
Action-based triggers |
Cart abandonment, browse |
| Predictive |
AI-driven |
Churn prevention, recommendations |
2. Lead Lifecycle Stages
| Stage |
Definition |
Automation |
| Subscriber |
Email opt-in |
Welcome series |
| Lead |
Showed interest |
Nurture sequence |
| MQL |
Marketing qualified |
Score + handoff |
| SQL |
Sales qualified |
Sales notification |
| Opportunity |
In pipeline |
Sales support |
| Customer |
Converted |
Onboarding |
| Advocate |
Loyal |
Referral program |
3. Lead Scoring
Scoring Criteria
| Category |
Factors |
Points |
| Demographic |
Job title, company size |
+10-30 |
| Firmographic |
Industry, revenue |
+10-30 |
| Behavioral |
Page views, downloads |
+5-20 |
| Engagement |
Email opens, clicks |
+2-10 |
| Negative |
Unsubscribe, bounce |
-10-50 |
Score Thresholds
| Score |
Status |
Action |
| 0-25 |
Cold |
Nurture |
| 26-50 |
Warm |
Educate |
| 51-75 |
MQL |
Sales alert |
| 76+ |
SQL |
Immediate handoff |
4. Common Automation Workflows
Welcome Series
| Email |
Timing |
Content |
| 1 |
Immediate |
Welcome, deliver promise |
| 2 |
Day 2 |
Best resource |
| 3 |
Day 4 |
Your story |
| 4 |
Day 7 |
Social proof |
| 5 |
Day 10 |
First offer |
Lead Nurture
| Email |
Timing |
Content |
| 1 |
Trigger |
Related to action |
| 2 |
+3 days |
Educational |
| 3 |
+7 days |
Case study |
| 4 |
+14 days |
Demo offer |
| 5 |
+21 days |
Limited offer |
Cart Abandonment
| Email |
Timing |
Content |
| 1 |
1 hour |
Reminder |
| 2 |
24 hours |
Benefits |
| 3 |
48 hours |
Urgency/discount |
Re-engagement
| Email |
Timing |
Content |
| 1 |
30 days inactive |
"We miss you" |
| 2 |
45 days |
Best content |
| 3 |
60 days |
Special offer |
| 4 |
75 days |
Last chance |
| - |
90 days |
Sunset from list |
5. Segmentation Strategies
Segmentation Types
| Type |
Examples |
| Demographic |
Age, gender, location |
| Firmographic |
Industry, company size |
| Behavioral |
Purchases, page views |
| Psychographic |
Interests, values |
| Lifecycle |
Lead stage, tenure |
Dynamic Segments
| Segment |
Criteria |
| Highly engaged |
Opened 3+ emails last 30 days |
| At risk |
No opens 30 days |
| Power users |
10+ sessions/month |
| High value |
LTV > $1000 |
| Trial users |
On trial, < 7 days left |
6. Trigger-Based Automation
Behavioral Triggers
| Trigger |
Automation |
| Form submission |
Thank you + nurture |
| Page visit |
Related content email |
| Product view |
Browse abandonment |
| Cart add |
Cart abandonment |
| Purchase |
Onboarding + upsell |
| Milestone |
Celebration email |
Time-Based Triggers
| Trigger |
Automation |
| Signup anniversary |
Celebration + offer |
| Last purchase +30 days |
Win-back |
| Trial ending |
Conversion push |
| Contract renewal |
Renewal sequence |
7. Personalization
Personalization Levels
| Level |
Example |
| Basic |
Name, company |
| Behavioral |
Based on actions |
| Predictive |
AI recommendations |
Dynamic Content
| Variable |
Use |
| {{first_name}} |
Greeting |
| {{company}} |
Reference |
| {{last_product}} |
Cross-sell |
| {{industry}} |
Relevant examples |
| {{stage}} |
Stage-specific content |
8. Multi-Channel Automation
Channel Orchestration
| Channel |
Best For |
| Email |
Nurturing, detailed info |
| SMS |
Urgent, time-sensitive |
| Push |
App re-engagement |
| In-app |
Contextual guidance |
| Retargeting |
Re-engagement |
Cross-Channel Workflow
Trigger: Cart abandonment
→ Wait 1 hour
→ Email: Cart reminder
→ Wait 24 hours
→ If no purchase: SMS reminder
→ Wait 48 hours
→ If no purchase: Retargeting ad
9. Automation Metrics
Flow Metrics
| Metric |
Target |
| Completion rate |
>60% |
| Conversion rate |
Varies by goal |
| Unsubscribe rate |
<0.5% per email |
| Revenue attribution |
Tracked to flow |
Email Metrics
| Metric |
Benchmark |
| Open rate |
20-30% |
| Click rate |
2-5% |
| Unsubscribe |
<0.5% |
10. Automation Platforms
| Platform |
Best For |
| HubSpot |
All-in-one, B2B |
| Klaviyo |
E-commerce |
| ActiveCampaign |
SMB automation |
| Marketo |
Enterprise B2B |
| Customer.io |
Product-led growth |
| Braze |
Mobile-first |
Remember: Automation should feel personal, not robotic. Use data to deliver the right message at the right time.
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