Design marketing automation workflows with triggers, conditions, and multi-channel touchpoints. Use when building automation programs.
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Use this skill when:
Before building automation, clarify:
| Trigger | Use Case | Example Workflow |
|---|---|---|
| Form submission | Lead magnet delivery, contact form follow-up | Welcome sequence + lead magnet delivery |
| Product purchase | Post-purchase experience | Thank you, onboarding, cross-sell |
| Cart abandonment | Revenue recovery | 3-email abandoned cart sequence |
| Trial signup | User activation | Onboarding sequence with feature education |
| Webinar registration | Event nurture | Pre-event reminders, post-event follow-up |
| Support ticket closed | Customer satisfaction | Feedback survey, knowledge base recommendation |
| Subscription cancellation | Churn recovery | Exit survey + winback offer |
| Trigger | Use Case | Example Workflow |
|---|---|---|
| Page visit (pricing page) | Sales intent signal | Notify sales, send case study |
| Feature used for first time | Activation milestone | Congratulate, suggest next feature |
| Inactivity (no login X days) | Churn prevention | Re-engagement campaign |
| Email link clicked | Interest signal | Send related content or offer |
| High engagement score | Lead qualification | Move to sales sequence or hand off to sales team |
| Video watched | Content engagement | Follow up with related resource |
| Trigger | Use Case | Example Workflow |
|---|---|---|
| Subscription renewal date | Retention | Renewal reminders at 30, 14, 7, 1 day |
| Customer anniversary | Relationship building | Anniversary thank you + loyalty offer |
| Birthday | Personalization | Birthday discount or greeting |
| X days since signup | Lifecycle progression | Day 7, 14, 30 milestone emails |
| Seasonal date | Campaigns | Holiday promotions, annual events |
Wait/Delay
If/Then/Else (Branching)
IF [condition is true]
THEN [action A]
ELSE
[action B]
Common conditions:
Split (A/B Testing)
Goal
Exit Conditions
| Channel | Best For | Timing | Opt-In Required |
|---|---|---|---|
| Detailed content, nurture, education | Not time-sensitive | Yes (CAN-SPAM, GDPR) | |
| SMS | Urgent alerts, reminders, short offers | Time-sensitive | Yes (TCPA, explicit consent) |
| Push notification | App engagement, real-time alerts | Immediate | Yes (device permission) |
| In-app message | Feature adoption, contextual help | When user is active | No (user is in the app) |
| Direct mail | High-value prospects, reactivation | Long-lead | Mailing address required |
| Retargeting ads | Awareness, reminders | Ongoing | Cookie/pixel consent |
TRIGGER: Cart abandoned (product added, checkout not completed within 1 hour)
Hour 1: [Email] Browse abandonment email with product image and link
WAIT 4 hours
IF cart recovered → EXIT
Hour 5: [Push notification] "You left something behind! Complete your order"
WAIT 20 hours
IF cart recovered → EXIT
Day 1: [Email] Second email with social proof (reviews, popularity)
WAIT 24 hours
IF cart recovered → EXIT
Day 2: [SMS] "Your cart is waiting! [short link] — items may sell out"
WAIT 48 hours
IF cart recovered → EXIT
Day 4: [Email] Final email with discount incentive
IF cart recovered → EXIT
ELSE → Move to retargeting audience for 14 days
Lead scoring assigns numerical values to contacts based on their attributes and behaviors. When a score reaches a threshold, it triggers an action (sales handoff, sequence change, offer).
Demographic/Firmographic Scoring (Fit)
| Attribute | Score |
|---|---|
| Target job title (VP, Director, C-level) | +15 |
| Target company size | +10 |
| Target industry | +10 |
| Non-target role (student, intern) | -20 |
| Personal email (gmail, yahoo) for B2B | -10 |
Behavioral Scoring (Intent)
| Behavior | Score |
|---|---|
| Opened email | +1 |
| Clicked email link | +3 |
| Visited pricing page | +15 |
| Downloaded case study | +10 |
| Requested demo | +25 |
| Attended webinar | +10 |
| Multiple page visits in one session | +5 |
| Inactive for 30+ days | -10 |
| Unsubscribed from emails | -50 |
| Score Range | Label | Action |
|---|---|---|
| 0-20 | Cold | Nurture sequence |
| 21-50 | Warm | Targeted content, increase frequency |
| 51-80 | Hot | Sales sequence, notify sales team |
| 81+ | Sales-ready | Immediate sales handoff, demo offer |
Every workflow should have external documentation (not just the platform interface):
WORKFLOW NAME: [Name]
OWNER: [Person responsible]
CREATED: [Date]
LAST REVIEWED: [Date]
PURPOSE:
[One sentence — what does this workflow accomplish?]
TRIGGER:
[What starts the workflow]
AUDIENCE:
[Who enters this workflow — segment or criteria]
EXCLUSIONS:
[Who should NOT enter — suppression rules]
FLOW:
Step 1: [Action] — Delay: [time] — Condition: [if applicable]
Step 2: [Action] — Delay: [time] — Condition: [if applicable]
[Continue for all steps]
EXIT CONDITIONS:
- [Condition 1]
- [Condition 2]
CONNECTIONS TO OTHER WORKFLOWS:
- [Workflow name] — [How they connect]
KPIS:
- [Metric 1]: Target [value]
- [Metric 2]: Target [value]
REVIEW SCHEDULE: [Monthly / Quarterly]
TRIGGER: Trial signup
Day 0: [Email] Welcome + first step
Day 1: [In-app] Feature tooltip for key action
Day 2: [Email] Quick win tutorial
IF completed first action → Path A
ELSE → Path B
Path A (Activated):
Day 5: [Email] Advanced feature introduction
Day 9: [Email] Customer success story
Day 12: [Email] Trial ending in 2 days + upgrade CTA
Day 14: [Email] Trial ended + final upgrade offer
Path B (Not Activated):
Day 4: [Email] "Need help getting started?"
Day 6: [Push] "Your trial is waiting — try [feature]"
Day 8: [Email] Video walkthrough
Day 11: [Email] 1-on-1 help offer
Day 13: [Email] Trial ending + support CTA
Day 14: [Email] Trial ended + extended trial offer
EXIT: Upgraded to paid plan at any point
TRIGGER: Order confirmed
Hour 0: [Email] Order confirmation + tracking
Day 2: [SMS] Shipping notification (if opted in)
Day 5: [Email] Product tips / how to get the most from your purchase
Day 14: [Email] "How are you liking [product]?" + review request
Day 30: [Email] Cross-sell recommendation based on purchase
Day 45: [Email] Replenishment reminder (if consumable) OR loyalty offer
Day 60: IF no second purchase → [Email] Win-back with incentive
IF second purchase → Move to VIP segment
EXIT: Unsubscribed or entered a returns/support workflow
| Capability | Must-Have | Nice-to-Have |
|---|---|---|
| Email automation | Yes | — |
| Behavioral triggers | Yes | — |
| Branching logic (if/then) | Yes | — |
| A/B testing in workflows | — | Yes |
| Lead scoring | Yes (B2B) | — |
| SMS integration | — | Yes |
| CRM integration | Yes (B2B) | — |
| E-commerce integration | Yes (B2C) | — |
| Visual workflow builder | Yes | — |
| Reporting per workflow | Yes | — |
| API access | — | Yes |
| Multi-channel (push, in-app) | — | Yes |
Before launching any automation workflow, verify: