Marketing automation

Since 2012, I’ve built B2B marketing automation systems for my own two agencies, for scale-ups, and for enterprise teams. It’s one of the areas I know inside out. I’ve seen what works, what breaks, and what actually moves leads forward.

In this playbook, I’ll show you the exact workflows I always build—ones that activate, engage and nurture leads without overwhelming them. These aren’t generic sequences. They’re designed to be useful, timely and aligned with how B2B buyers actually think.

Before I worked in B2B, I ran an e-commerce marketing automation agency. That world was ahead in how it nurtured leads, triggered emails based on behaviour, and brought people back at the right time. I’ve taken those principles and adapted them for B2B, where the sales cycle is longer and trust matters more.

This playbook gives you the systems, logic and examples to build email flows that make a real difference. Whether you’re using HubSpot or any other tool, these strategies are built to convert.

Integrates with your existing tools

Confirm the platform has native connectors—or at least reliable webhooks—for your CRM, ad channels, and webinar software. Otherwise you will burn time on work-arounds before the first campaign even ships.

Drag-and-drop workflow builder

A clear visual interface lets marketers sketch a journey, set delays, and add conditions without touching code. Complex campaign logic stays readable and easy to tweak after launch.

Email deliverability tools

High open rates start with solid sender reputation. Look for automatic domain authentication (SPF, DKIM), warm-up guidance, and real-time spam checks so your messages land in the inbox rather than the junk folder.

Lead scoring and segmentation

The platform should help you rank prospects by behaviour and profile, then trigger personalised workflows. This stops sales chasing unqualified leads and keeps nurture content relevant.

Reporting that shows pipeline impact

Vanity metrics are cheap. You need clear attribution from first touch through to signed deal, plus cohort and velocity reports that surface weak spots in the journey.

Pricing that scales with growth

Most vendors charge by contact count or email volume. Model your database size one year ahead and map the cost curve so success does not blow up the budget.

Security and data compliance

GDPR-ready data processing agreements, role-based access, and two-factor authentication protect both customers and brand reputation. Ask where data is stored and how long backups last.

What is B2B marketing automation?

B2B marketing automation is software that sends the right message to the right contact at the right moment without manual effort. It scores leads, triggers e-mails, updates the CRM, and nudges sales when a prospect crosses a threshold. For a fuller walk-through see our separate page What is B2B marketing automation?

How does it differ from a CRM?

A CRM stores contact history and pipeline stages. Marketing automation handles the actions that move contacts through those stages—welcome sequences, webinar reminders, and lead-scoring updates. In practice the two tools talk constantly: automation writes engagement data to the CRM, the CRM supplies deal status back to automation so it knows when to stop or switch tracks.

When is the right time to adopt it?

Introduce automation once manual e-mail sends and spreadsheet lead lists start to slip. A common trigger is missing follow-ups or inconsistent nurture cadence. If you handle fewer than 100 new leads a month you can delay; anything above that risks revenue leakage without automated workflows.

Which channels can it manage?

Most platforms cover e-mail out of the box and add web hooks, forms, SMS, and ad retargeting as your stack matures. Map the buyer journey first, then turn each manual touchpoint into a rule. A lean setup might only send onboarding e-mails; a mature one syncs webinar attendance, scores intent, and routes hot leads straight to sales calendars.

How do you measure success?

Track three numbers: lead-to-opportunity conversion, average deal velocity, and revenue influenced by automated journeys. Compare pre-automation and post-automation periods over at least one sales cycle to avoid seasonal noise. If conversion rises or velocity shortens, the workflows are doing their job.

What compliance checks matter?

GDPR and CAN-SPAM rules apply the moment you store personal data or send marketing e-mails. Confirm the platform supports contact consent fields, easy unsubscribe links, and regional data storage. Build suppression lists for opted-out contacts and test them monthly; fines aside, sending unwanted e-mails erodes trust fast.

Treat marketing automation as an engine that scales personalised outreach rather than a silver bullet. Start with one high-impact journey, measure the lift, and only then layer on more rules. The compound gain over a quarter often dwarfs the headline feature list.