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Marketing workflows orchestrate multi-step processes across people, agents, and systems. Each workflow has a trigger, a sequence of steps, defined handoffs, optional approvals, and a receipt. Workflows run inside Spine Fabric and write outcomes back to your marketing automation and CRM.

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Campaign Launch

Trigger: Campaign brief approved and budget allocated. Steps:
  1. Campaign Agent validates budget against remaining quarterly allocation.
  2. Content Agent checks that required assets are ready or scheduled.
  3. Demand gen configures targeting and channel settings in HubSpot and LinkedIn Ads.
  4. Marketing ops validates UTM governance and tracking.
  5. Manager approves launch readiness.
  6. Campaign goes live and monitoring begins.
Handoffs: Manager to demand gen for execution; content to demand gen for asset linkage. Approvals: Manager approval required before going live. Receipt: Launch event logged with campaign ID, channels, budget, and approver.

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Content Publishing

Trigger: Content asset moves to final review stage. Steps:
  1. Content owner submits asset for review.
  2. Reviewers add inline feedback.
  3. Content Agent summarizes feedback and flags unresolved blockers.
  4. Owner addresses edits and resubmits.
  5. Final approver publishes asset.
  6. Asset linked to relevant campaigns and distribution scheduled.
Handoffs: Owner to reviewers; reviewers back to owner; owner to approver. Approvals: Final publish requires designated approver. Receipt: Publish event with asset ID, version, campaign links, and approver.

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Lead Nurture

Trigger: Lead reaches nurture entry criteria or nurture performance drops below threshold. Steps:
  1. Lead Nurture Agent evaluates segment fit and sequence assignment.
  2. Twin suggests sequence or timing adjustments based on engagement.
  3. Demand gen confirms or overrides the suggestion.
  4. Sequence updated in HubSpot or Marketo.
  5. Performance monitored for open, click, and conversion rates.
Approvals: Sequence changes above a volume threshold require manager approval. Receipt: Sequence update with segment, sequence name, volume, and approver.