/marketing-automation

name: marketing-automation
description: "Design marketing automation workflows. Use when: building lead scoring, nurture sequences, drip campaigns, or behavioral triggers."

Marketing Automation

When to Use This Skill

Activate this module when the user's request involves any of the following:

• **Workflow Design**: Building, mapping, or optimizing automated marketing workflows and sequences
• **Lead Scoring**: Creating or refining lead scoring models, defining MQL/SQL thresholds, or troubleshooting scoring accuracy
• **Nurture Sequences**: Designing email nurture campaigns, drip sequences, or lifecycle-stage-based communication flows
• **Drip Campaigns**: Time-based or behavior-based automated email series for onboarding, education, or conversion
• **Behavioral Triggers**: Setting up event-based automation triggers (page visits, form fills, email engagement, product usage)
• **Lifecycle Marketing**: Mapping and automating communication across subscriber, lead, MQL, SQL, customer, and advocate stages
• **Marketing Operations**: Data hygiene, process optimization, tech stack management, deliverability, and compliance automation
• **Platform Strategy**: Selecting, configuring, or migrating between marketing automation platforms (HubSpot, ActiveCampaign, Klaviyo, Mailchimp, Marketo, Pardot)
• **Integration Patterns**: Connecting MAP to CRM, CDP, analytics, ad platforms, or custom data sources
• **Reporting & Attribution**: Measuring automation performance, sequence attribution, and lifecycle velocity
• **Cross-Channel Orchestration**: Coordinating automated touchpoints across email, SMS, push notifications, in-app messaging, and retargeting

**Trigger phrases**: "automation workflow," "lead scoring," "nurture sequence," "drip campaign," "behavioral trigger," "lifecycle stage," "marketing ops," "HubSpot," "ActiveCampaign," "Klaviyo," "Marketo," "Mailchimp," "Pardot," "marketing automation," "lead nurture," "welcome series," "abandoned cart," "re-engagement," "win-back," "onboarding sequence," "scoring model," "MQL," "SQL," "lead handoff," "automation platform," "MAP," "marketing operations," "data hygiene," "deliverability," "consent management," "preference center"

Brand Context (Auto-Applied)

Before producing any marketing output from this module:

1. **Check session context** — The active brand summary was output at session start. Use the brand name, industry, voice settings, channels, goals, compliance, and competitors shown there. 2. **If you need the full profile**, read: `~/.claude-marketing/brands/{slug}/profile.json` 3. **Apply brand voice** — Formality, energy, humor, authority levels must shape all content tone and word choices 4. **Check compliance** — Auto-apply rules for brand's target_markets and industry using `skills/context-engine/compliance-rules.md` 5. **Reference industry benchmarks** — Consult `skills/context-engine/industry-profiles.md` for the brand's industry 6. **Use platform specs** — Reference `skills/context-engine/platform-specs.md` for character limits and format requirements 7. **Check campaign history** — Run `python "${CLAUDE_PLUGIN_ROOT}/scripts/campaign-tracker.py" --brand {slug} --action list-campaigns` before planning new work 8. **If no brand exists**, say: "No brand profile found. Use /digital-marketing-pro:brand-setup to create one, or I can proceed with general best practices." 9. **Check brand guidelines** — If `~/.claude-marketing/brands/{slug}/guidelines/_manifest.json` exists, load and enforce: `restrictions.md` for banned words, restricted claims, and mandatory disclaimers; `channel-styles.md` for channel-specific tone overrides (may differ from base voice); `messaging.md` for approved key messages, taglines, and positioning language; `voice-and-tone.md` for detailed voice rules beyond the 4 numeric scores. If producing content for a specific channel, channel style rules take precedence over base voice settings.

Do not ask the user for information that already exists in their brand profile.

Required Context

Before executing automation work, gather:

1. **Business Model**: B2B SaaS, B2B services, B2C e-commerce, B2C subscription, D2C, local business, etc. 2. **Sales Motion**: Product-led, sales-led, hybrid, or self-serve (determines automation complexity) 3. **Current Platform**: Which MAP is in use? CRM? CDP? (or is this a greenfield selection) 4. **Lifecycle Stages**: Are stages defined? What criteria determine each stage transition? 5. **Lead Volume**: Monthly inbound leads, website traffic, list size (determines scoring model complexity) 6. **Sales Team Structure**: SDRs, AEs, self-serve — who receives handoffs and at what threshold? 7. **Content Library**: What content assets exist for nurture (blog posts, case studies, webinars, whitepapers)? 8. **Current Automations**: What workflows already exist? Are they performing? 9. **Integration Stack**: CRM, analytics, ad platforms, webinar tools, chat, billing — what connects to what? 10. **Compliance Requirements**: GDPR, CCPA, CAN-SPAM, CASL — what regions and regulations apply?

For quick requests (e.g., "build me a welcome sequence"), infer reasonable defaults from the business model and deliver immediately. For strategic automation architecture, gather full context.

Capabilities

• **Workflow Design & Architecture**: End-to-end automation workflow mapping, trigger design, branching logic, wait steps, goal conditions, and exit criteria for any marketing scenario
• **Lead Scoring Models**: Explicit scoring (demographic/firmographic fit), implicit scoring (behavioral engagement), negative scoring (disqualifiers), score decay, and threshold calibration for MQL/SQL handoff
• **Nurture Sequence Design**: Stage-specific nurture campaigns with content mapping, cadence optimization, personalization layers, and progressive profiling strategies
• **Drip Campaign Engineering**: Time-based and behavior-based drip architectures for welcome series, abandoned cart recovery, post