Marketing Automation

Description

Designs and implements marketing automation across HubSpot, Marketo, and ActiveCampaign. Covers lead scoring models with behavioral and demographic weights, six-email welcome series, score-triggered nurture tracks, lifecycle stage automations, four core workflow templates, and HubSpot campaign tracking with W-shaped attribution.

What this skill does

1. 1Designs a lead scoring model with behavioral and demographic weights, MQL threshold, decay rules, and A-to-D lead grading for sales routing.
2. 2Builds a six-email welcome series and score-triggered nurture tracks (awareness, consideration, decision) with exit conditions per track.
3. 3Maps lifecycle stage automations — subscriber through churned — with entry triggers, key actions, and CRM sync for each stage.
4. 4Configures four core workflows: demo request to sales handoff, trial signup to activation, event registration to follow-up, and customer onboarding to NPS.
5. 5Sets up HubSpot campaign tracking with UTM conventions, W-shaped attribution, and a daily-weekly-monthly reporting cadence.

When to use

• You are setting up marketing automation in HubSpot, Marketo, or ActiveCampaign and need scoring, sequences, and routing configured.
• Your lead-to-MQL handoff is inconsistent and you need a scoring model with grading criteria and SLA-based sales routing.
• You want lifecycle automation that pauses marketing when sales engages and resumes when deals are lost.
• You need a welcome or trial-activation email sequence built with exit conditions and milestone-based triggers.

Tools used

Frequently asked questions