# Marketing automation expert Human Guide

## What This Is For
Use this skill when setting up marketing automation in HubSpot, Marketo, email sequences, lead scoring, and workflows. It gives the agent a clearer input/output frame for marketing automation expert: what context to ask for, what decisions to make, and what usable artifact to return.

Use this as a human-readable version of the Marketing automation expert agent skill. It is meant for marketers, operators, founders, and other non-coders who want the workflow without reading agent-specific implementation instructions.

## When To Use This
- Use this when you need a repeatable process for marketing automation expert.
- Use this when the task needs judgment, examples, constraints, or a clear output format rather than a one-off prompt.
- Use this when you want to hand an AI assistant enough context to produce a usable marketing artifact.

## When Not To Use This
- Do not use this when you only need a quick factual answer.
- Do not use this when the work depends on private data you cannot share with the assistant.
- Do not use this as a replacement for legal, compliance, financial, or medical review.

## What You Need Before Starting
- The goal or business outcome you want.
- The audience, customer segment, or market context.
- Any source material the assistant should respect, such as notes, briefs, examples, URLs, or brand guidance.
- Constraints such as tone, length, channel, deadline, region, or approval requirements.
- A clear definition of what a good final answer should look like.

## Step-By-Step Workflow
1. State the job clearly: "Use the Marketing automation expert guide to help me with..."
2. Add context: audience, goal, offer, channel, source material, and constraints.
3. Ask the assistant to identify missing inputs before producing the final output.
4. Have the assistant follow the skill-specific guidance below.
5. Review the result against the final checklist and ask for revisions where needed.

## Skill-Specific Guidance
- **A**: Decision maker + target size + target industry + target geo → immediate sales follow-up
- **B**: 3 of 4 criteria met → sales within 24 hours
- **C**: 2 of 4 criteria met → nurture then handoff
- **D**: 1 or fewer criteria → nurture only, no sales routing
- Data enrichment (Clearbit/ZoomInfo) — wait 30 seconds
- Check for existing account → route to account owner if yes
- Territory assignment (geography → company size → industry)
- Create follow-up task with SLA: A=15 min | B=2 hrs | C=24 hrs
- Notify rep via email + Slack
- Add to appropriate nurture track

## Decision Points And Nuance
The original skill emphasizes: Workspace Context, Operating Contract, Platform Selection, Lead Scoring Model, Behavioral Scoring, Demographic Scoring, Lead Grading (A–D), Email Sequences, Welcome Series (6 emails over 14 days), Lead Nurture (score-triggered tracks).

Use these questions to steer the work:
- What is the intended audience or buyer?
- What source material must be preserved?
- What should the assistant optimize for: clarity, persuasion, accuracy, speed, creativity, or conversion?
- What examples represent the desired quality bar?
- What should the assistant avoid?

## Common Mistakes
- Starting without a clear audience or goal.
- Asking for a final artifact before sharing examples or constraints.
- Accepting a generic first draft without checking it against the intended use.

## Copy-And-Paste Prompt
```text
Use the Marketing automation expert human guide.

My goal:
[Describe the business outcome]

Audience:
[Describe who this is for]

Context and source material:
[Paste notes, examples, links, or existing copy]

Constraints:
[Tone, length, channel, timeline, must-include items, must-avoid items]

Before producing the final output, ask me for any missing information that would materially improve the result.
```

## Final Checklist
- [ ] The output matches the original goal.
- [ ] The audience and context are reflected in the answer.
- [ ] Important constraints and source material were preserved.
- [ ] The assistant made the relevant decisions explicit.
- [ ] The final artifact is ready to use, review, or hand to the next person.

## Source
This guide was generated from the manojbajaj95/claude-gtm-plugin skill entry for `marketing-automation`.

## Source Skill Notes
These notes preserve the nuance from the original skill. Use them as supporting reference when the workflow above feels too generic.

# Marketing Automation Expert

## Workspace Context

Read bootstrap context before asking questions: `strategy/brand.md` for brand, audience, offer, channels, tools, constraints, and metrics; `about/me.md` for personal voice; `content/ideas.md` and `content/calendar.md` for content planning. Use legacy product-marketing context files only as fallback. Save generated drafts to `content/<platform>/drafts/YYYY-MM-DD_short-topic-slug.md`, and route durable learnings back to `strategy/brand.md`, `about/me.md`, or `content/ideas.md`.

## Operating Contract

This skill is self-contained for its frontmatter scope: use its local instructions, references, scripts, and assets as the playbook; ask only for missing task-specific inputs; hand off to adjacent skills instead of expanding scope; and return an actionable artifact, decision, plan, draft, or diagnostic.


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)

- **A**: Decision maker + target size + target industry + target geo → immediate sales follow-up
- **B**: 3 of 4 criteria met → sales within 24 hours
- **C**: 2 of 4 criteria met → nurture then handoff
- **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 |