Marketing automation

The problem

Marketing follow-up usually lives in someone’s head. A lead fills in a form, a deal moves to “proposal sent,” a customer goes quiet for three weeks — and whether anything happens next depends on a person remembering. When the team is busy, the follow-ups that matter are the first to slip. The tooling is often there already; it just isn’t wired to the events that should drive it.

So the work here is plumbing, not another platform. We connect the tools you have, automate the gaps between them, and make the whole flow react to what actually happens in your CRM.

How it’s built

The automation engine is a TypeScript service on top of Postgres. CRM and form events arrive as webhooks; each event is written to an append-only log before anything acts on it, so a sequence can be replayed or audited later rather than firing once and vanishing. Sequences, scoring rules, and routing all read from that log. A deal-stage change, a form fill, an inactivity window — each is a real event with a timestamp, not a row on a fixed calendar.

A few choices worth calling out:

• Webhook delivery is idempotent. CRMs retry, and they deliver out of order. Every inbound event carries a dedupe key, so a retried “stage changed” webhook updates a lead’s score once, not three times. This is the difference between a scoring system you trust and one that quietly drifts.
• Lead scoring is rules in code, reviewed like code. Thresholds and weights live in the repo, not buried in a vendor UI where no one can see who changed what. When sales says the wrong leads are getting routed, we read the rules, change them, and ship.
• Outbound runs against the provider’s API directly — your existing email and CRM APIs — with rate limiting and retry built in, so a burst of events doesn’t trip a sending limit or drop messages on the floor.

Reporting is the part teams underrate. Every send, open, score change, and routing decision lands in Postgres, so the dashboard is one queryable source instead of five tools that each tell a slightly different story. We wire campaign attribution through GA4 so the same numbers show up in the analytics your team already checks, including the traffic that increasingly arrives from AI assistants rather than a classic search result.

That last point isn’t a side note. Gartner expects 90% of B2B buying journeys to be influenced by AI agents by 2028 — buyers researching vendors through an assistant before a human ever talks to sales. If your automation can’t see or react to that traffic, you’re scoring half the funnel.

What you get

• Follow-up that runs on triggers, not on someone remembering
• Lead scoring and routing you can read, change, and trust
• Nurture driven by real CRM events, with an audit trail behind every send
• One dashboard backed by one database, reconciled to GA4