Marketing Automation

What This Does

Design marketing automation workflows.

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Quick Start

Step 1: Create a Project Folder

Create a dedicated folder for this workflow (e.g. ~/marketing/marketing-automation).

Step 2: Download the Template

Click Download above and save the file as CLAUDE.md in that folder.

Step 3: Run the Workflow

Open the folder in Claude Code and describe your goal. Claude will prompt you for any missing inputs, follow the structured process, and produce a complete deliverable.

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Inputs You'll Need

Claude will prompt for the brand context, objective, and any asset references needed to produce the deliverable.

How It Works

Primary Workflow: Automation Strategy & Build

1. Lifecycle Stage Definition

   • Map the full lifecycle from anonymous visitor through advocate
   • Define explicit criteria for each stage transition (scoring threshold, action trigger, or time-based)
   • Identify which stages are marketing-owned vs. sales-owned
   • Establish SLAs for stage transitions (e.g., MQL-to-SQL response time)

2. Lead Scoring Model Design

   • Build explicit scoring based on demographic/firmographic fit
   • Layer implicit scoring from behavioral engagement signals
   • Add negative scoring for disqualifiers and inactivity decay
   • Set MQL and SQL thresholds with the sales team
   • Define the handoff process and feedback loop for scoring accuracy

3. Workflow Architecture

   • Map all required automation workflows (welcome, nurture, scoring, handoff, re-engagement, etc.)
   • For each workflow, define: trigger, entry criteria, steps, branching logic, wait times, exit conditions, and success metric
   • Design cross-channel coordination rules (when to email vs. SMS vs. push)
   • Build suppression and frequency capping logic to prevent over-communication

4. Nurture Sequence Design

   • Map content to each lifecycle stage and persona
   • Design cadence and timing based on business model (B2B vs. B2C) and industry benchmarks
   • Layer personalization: name, company, industry, behavior-based content blocks, stage-appropriate messaging
   • Define exit triggers (converted, unsubscribed, disqualified, moved to different sequence)
   • Plan A/B tests within sequences (subject lines, send times, content variants)

5. Implementation & Testing

   • Build workflows in the MAP with proper naming conventions
   • Test every branch path with sample contacts before activation
   • Verify integrations fire correctly (CRM sync, scoring updates, handoff notifications)
   • Confirm suppression rules prevent conflicts between active workflows
   • Set up monitoring alerts for error rates and unexpected drops in flow completion

6. Optimization & Reporting

   • Define KPIs per workflow (completion rate, conversion rate, time-to-convert, engagement rate)
   • Build reporting dashboard for automation program performance
   • Establish review cadence (weekly for active campaigns, monthly for scoring model accuracy)
   • Document learnings and feed back into workflow refinement

Secondary Workflow: Automation Audit & Optimization

1. Pull inventory of all active workflows, their trigger conditions, and current performance
2. Identify zombie workflows (active but no contacts entering), underperformers (low completion or conversion), and conflicts (overlapping triggers or suppression gaps)
3. Audit lead scoring accuracy by comparing score-to-conversion correlation
4. Review data hygiene (duplicate rates, field completeness, decay)
5. Assess deliverability health (bounce rates, spam complaints, authentication status)
6. Prioritize fixes by revenue impact and implementation effort

What You Get

A complete, brand-aligned deliverable ready to review, share, or hand off to execution.