Marketing Automation Playbook

Sends the right message to the right person at the right time, triggered by their behaviour, so no lead falls through the gaps between human touchpoints; automation does not replace the human relationship.

Use When

• Map what happens automatically after sign-up, first purchase, an abandoned cart or a quiet spell: acquisition, engagement, purchase and lifecycle triggers.
• Set message timing rules, personalisation tokens and a quarterly review of every running sequence.
• Assess how mature our automation is, decide which tasks are worth automating and plan a week-by-week no-code build in Zapier, Make or ManyChat with a maintenance schedule.
• Design an AI agent workflow (PRAL loop, BDI decision boundary, OODA cycle) that monitors brand sentiment or routes complaints, with human-in-the-loop escalation.
• Automate WhatsApp follow-ups for East African customers through the WhatsApp Business API.

Do Not Use When

• playbook-chatbot-strategy for bot conversation flows, FAQ answers and human handoff in the inbox.
• 07-email-marketing-strategy for the email programme, list building and lifecycle strategy.
• meta-tools-stack-evaluation for choosing or replacing the software stack.
• Stop before switching on live sequences, connecting customer lists or letting an agent act without a human checkpoint and the client's written approval.

Required Inputs