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B2B Email Marketing and Automation Programs: The Campaigns Every MOps Team Should Build
The Contact Washing Machine, Welcome Series, funnel-stage nurture and triggered velocity — the programs every well-run MOps team has running in the background.
Paul Wright1 April 20263 min read
TL;DR
- The operational programs that form the backbone of B2B demand generation, all achievable in roughly 90 days.
- The Contact Washing Machine keeps records clean before scoring or routing — B2B data decays ~22–30% a year.
- Six nurture tracks: cold, explicit interest, post-inquiry, in-deal, customer and re-engagement.
- Triggered velocity campaigns collapse the time between a signal firing and your response.
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Overview
Having a marketing automation platform doesn't solve the need for well-built programs. This playbook covers the campaigns every well-run MOps team has quietly running in the background — the data hygiene, nurture architecture and lead management that make everything else work.
What the full article covers
- The Contact Washing Machine: a five-step always-on process for standardisation, enrichment, dedup, compliance and score recalibration.
- The four-email Welcome Series architecture and how to personalise it from a single master program.
- Nurture by funnel stage across six distinct tracks, each with its own content and cadence.
- Opt-in, list management and send controls — preference centres, frequency capping and holiday suppression.
- Triggered velocity campaigns and the speed-to-lead case for building them first.
