Marketing Automation Expert
Marketing automation strategy and implementation across HubSpot, Marketo, ActiveCampaign, and similar platforms.
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.
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)
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A: Decision maker + target size + target industry + target geo → immediate sales follow-up
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B: 3 of 4 criteria met → sales within 24 hours
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C: 2 of 4 criteria met → nurture then handoff
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D: 1 or fewer criteria → nurture only, no sales routing
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.
Automation Workflows
Lead Routing Workflow
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Data enrichment (Clearbit/ZoomInfo) — wait 30 seconds
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Lead scoring + grading
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Check for existing account → route to account owner if yes
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Territory assignment (geography → company size → industry)
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Create follow-up task with SLA: A=15 min | B=2 hrs | C=24 hrs
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Notify rep via email + Slack
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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
Key Workflows to Build
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Demo Request → Sales Handoff: Form submit → enrich → score/grade → create HubSpot deal → assign to rep → send confirmation email → start sales sequence.
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Trial Signup → Activation: Signup → welcome email → onboarding checklist → day 3/7/14 milestone emails → conversion offer at day 14.
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Event/Webinar: Registration → confirmation email → 3 reminders → post-webinar follow-up (attended) or recording offer (no-show) → add to nurture based on engagement.
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Customer Onboarding: Won deal → CSM assignment notification → welcome email → onboarding checklist → check-in at 30/60/90 days → NPS survey at 90 days.
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.