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Guides marketing automation setup in HubSpot, Marketo, ActiveCampaign, and similar platforms. Covers platform selection, lead scoring models, and email sequences.
How this skill is triggered — by the user, by Claude, or both
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/gtm-skills:marketing-automationThe summary Claude sees in its skill listing — used to decide when to auto-load this skill
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 d...
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.
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 | 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.
MQL threshold: 100 points. Decay: −10 points after 30 days of inactivity.
| 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 |
| 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 |
| 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.
| 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 |
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.
| 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 |
1. Demo Request → Sales Handoff: Form submit → enrich → score/grade → create HubSpot deal → assign to rep → send confirmation email → start sales sequence.
2. Trial Signup → Activation: Signup → welcome email → onboarding checklist → day 3/7/14 milestone emails → conversion offer at day 14.
3. Event/Webinar: Registration → confirmation email → 3 reminders → post-webinar follow-up (attended) or recording offer (no-show) → add to nurture based on engagement.
4. Customer Onboarding: Won deal → CSM assignment notification → welcome email → onboarding checklist → check-in at 30/60/90 days → NPS survey at 90 days.
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.
npx claudepluginhub manojbajaj95/claude-gtm-plugin --plugin gtm-skillsDesigns and optimizes marketing automation workflows including lead scoring, nurture sequences, drip campaigns, and behavioral triggers. Activates on marketing operations or platform strategy requests.
Designs revenue operations systems, lead lifecycle management, and marketing-to-sales handoff processes. Covers stage definitions, scoring, routing, and CRM automation.
Designs and optimizes revenue operations systems: lead lifecycle, scoring, routing, handoff SLAs, and CRM automation for marketing-to-sales alignment.