Follow up with
every lead,
automatically.
Marketing automation sends the right message to each lead at the right moment: nurture emails, lead scoring, CRM updates and sales alerts, based on what they actually do. Reinforce Lab designs, builds and runs these workflows on the platforms you already use, with deliverability and consent built in, and measures them in pipeline, not opens.
Trigger
- Form fill
Nurture
- Email · guide
- Clicked? Yes: email · case study
- Clicked? No: wait · new angle
Score
- Lead score
- MQL
Handoff
- Sales alert
- CRM · deal created
Trigger · nurture · score · handoff
What does marketing automation cover?
Everything between a lead arriving and a salesperson calling, plus the campaigns that keep customers engaged.
Forms & lead capture
Forms, consent and routing that put every lead in the right place with the right permissions.
Email nurture journeys
Sequences triggered by behaviour (downloads, visits, clicks) that answer the next question a buyer has.
Lead scoring
A scoring model agreed with sales, so "ready to talk" means the same thing to both teams.
CRM workflows & data
Lifecycle stages, field rules, deduplication and syncs that keep your CRM trustworthy.
Sales alerts & handoff
Instant alerts and tasks when a lead is ready, with the context sales needs.
Email marketing
Newsletters and campaigns planned, written, designed, tested and sent.
Social publishing workflows
Scheduling, approval and reporting for social posts, so publishing runs on a system.
Deliverability
SPF, DKIM and DMARC, list hygiene and spam-rate monitoring, so your email reaches the inbox.
Reporting & attribution
Which journeys and campaigns create qualified leads, pipeline and revenue.
What rules does your marketing email have to follow?
Since February 2024, Gmail has enforced sender requirements, and privacy law has always applied. Five things we still hear, and what the rules actually say.
"Email authentication is only for big senders."
All senders must set up SPF or DKIM. Senders of more than 5,000 messages a day to Gmail accounts need SPF, DKIM and DMARC.
Source →"Hide the unsubscribe link to keep the list big."
Bulk senders' marketing messages must support one-click unsubscribe and show a clearly visible unsubscribe link, and keep spam rates below 0.3%.
Source →"B2B email is exempt from spam law."
CAN-SPAM "makes no exception for business-to-business email". Opt-outs must be honoured within 10 business days.
Source →"Buy a list and start emailing."
In the UK you must not email individuals without specific consent. The "soft opt-in" covers your own previous customers, not bought-in lists.
Source →"Our agency sends it, so compliance is their problem."
Even if you hire another company to handle your email marketing, "you can't contract away your legal responsibility to comply with the law."
Source →Sources: Google, Email sender guidelines · US FTC, CAN-SPAM Act compliance guide · UK ICO, Electronic mail marketing. Not legal advice.
How does a marketing automation project run?
Clean data and agreed definitions first. Automation only amplifies what it's given.
Audit
Your CRM, email platform, data quality, deliverability and current journeys.
Map
Buyer journeys, lifecycle stages and a lead-scoring model agreed with sales.
Build
Workflows, emails, forms and CRM rules: highest-value journeys first.
Test
Every branch, email and sync checked before anything goes live.
Optimise
Monthly review of what creates pipeline, then the next journey.
What you get.
- Automation audit: platform, CRM, data, deliverability and journeys.
- Journey map: lifecycle stages and the messages for each one.
- Lead-scoring model: agreed with sales, documented and synced.
- Workflows built: nurture, handoff, re-engagement and customer journeys.
- Emails: written, designed and tested across devices.
- Deliverability setup: SPF, DKIM, DMARC and one-click unsubscribe checked.
- Documentation: how every workflow works, so your team owns it.
- Monthly report: clicks, conversions, qualified leads and pipeline.
How do we measure marketing automation?
Not by open rates. Apple's Mail Privacy Protection hides whether an email was really opened. Litmus reported it accounted for 55% of all opens as of March 2024.
Clicks & replies
Real signs that a person read and acted on the email.
Conversions
Demo requests, downloads and sign-ups from each journey.
Qualified leads
Leads that reach the agreed score and are accepted by sales.
Speed to lead
Time from a lead being ready to sales making contact.
Pipeline & revenue
Deals and revenue influenced by automated journeys.
List health
Deliverability, spam complaints, bounces and unsubscribes.
Source: Litmus, How to measure email marketing success beyond open rate (June 2024)
Automation makes bad follow-up faster.
If your data is messy, your message unclear or sales and marketing disagree on what a good lead is, automation will simply do the wrong thing at scale. That's why we fix the data and agree the definitions before we build anything, and why we start with the two or three journeys that matter most, not fifty workflows nobody maintains.
Who is marketing automation for?
Businesses with more leads than their team can follow up by hand, or a long buying cycle where timing decides who wins.
- 01
Pharmaceutical & Life Sciences
- HCP communications with consent and approval steps built in
- Event and congress follow-up sequences
- CRM data kept clean for compliance and reporting
- 02
Healthcare
- Enquiry and appointment follow-up that respects patient privacy
- Referral-partner nurture programmes
- Reminders and recall journeys where consent allows
- 03
B2B SaaS
- Trial and demo nurture based on product behaviour
- Lead scoring agreed with sales, synced to the CRM
- Onboarding and expansion journeys for customers
- 04
E-commerce
- Welcome, browse and abandoned-basket journeys
- Post-purchase and replenishment emails
- Segments built from purchase history
- 05
Manufacturing
- Quote-request follow-up that never goes cold
- Distributor and dealer communications
- Long-cycle nurture with technical content
- 06
Technology
- Webinar and event follow-up workflows
- Account-based nurture for target companies
- Sales alerts on high-intent behaviour
- 07
Professional Services
- Client-alert and insight newsletters by practice area
- Event invitations and follow-up
- Referral and relationship nurture
- 08
Education
- Enquiry-to-application journeys for prospective students
- Open-day and event reminders
- Segmented communications by course and stage
About marketing automation.
What is marketing automation?
Marketing automation is software that sends the right message to each lead at the right time based on what they do: filling in a form, clicking an email, visiting a pricing page. It runs nurture emails, scores leads, updates your CRM and alerts sales when a lead is ready, so no enquiry is forgotten and sales spends time on the leads most likely to buy.
Is marketing automation the same as email marketing?
No. Email marketing is one channel: newsletters and campaigns. Marketing automation connects email with your website, forms, CRM and sales team, and sends messages triggered by each person’s behaviour. We run both: campaigns for everyone, and automated journeys for each stage of the buying process.
Which platform do you use?
Usually the one you already have. Most businesses already pay for a CRM and an email platform that can automate far more than they use it for. We audit what you have, recommend changes only where they are needed, and build on it, so you keep ownership of your data and workflows.
Is our email compliant?
We check. Gmail requires every sender to authenticate with SPF or DKIM, and senders of more than 5,000 messages a day to Gmail accounts to use SPF, DKIM and DMARC, offer one-click unsubscribe and keep spam rates below 0.3%. In the US, CAN-SPAM applies to business-to-business email too; in the UK, PECR requires consent before emailing individuals, with a limited exception for existing customers.
Why don’t you report open rates?
Because they are no longer reliable. Apple’s Mail Privacy Protection hides whether an email was actually opened, and Litmus reported that it accounted for 55% of all opens as of March 2024. We report clicks, replies, conversions, qualified leads and pipeline instead.
How long does it take to set up?
It depends on the state of your CRM and data. We start with an audit and the journeys that matter most (usually new-lead nurture and sales handoff) and launch those first, then add further workflows once the first ones are working.
How many leads go cold before anyone calls?
The free Search Authority Diagnostic reviews how leads reach you and what happens next, and shows what to fix first.