08 — Automation Playbook (v2 — Events-First Adjustments)

The Pixel Hues | Revised June 2026

v2 mostly unchanged from v1. Adjustments: added WhatsApp Business as the primary Lane-A outreach channel, added EventFAQs monitoring + WOW Awards submission tracking, refined CRM workflows for event-agency cadence.

A. Stack Architecture (unchanged, with v2 tweaks)

Layer	Tool	Cost (₹/mo)	v2 Notes
CRM	HubSpot Free	₹0	Tracks Lane A+B+C leads separately.
Email marketing	Brevo Free	₹0	Welcome + nurture + RFP-alert sequences.
Cold email	Instantly.ai	₹2,000	Lane A secondary outreach (WhatsApp is primary).
Cold WhatsApp	WhatsApp Business + WATI (NEW)	₹0–₹1,500	Lane A primary outreach. Catalogue, auto-replies, broadcasts.
Lead capture	HubSpot forms	₹0	On all landing pages.
Chat	HubSpot Chat	₹0	On website.
Landing pages	HubSpot Free	₹0	For lead magnets.
Social scheduling	Buffer Free	₹0	LinkedIn + IG.
Analytics	GA4 + GSC + Microsoft Clarity	₹0	Existing.
Tag manager	Google Tag Manager	₹0	Existing.
Heatmaps	Microsoft Clarity	₹0	Existing.
SEO	Rank Math Pro	₹0–₹350	Existing.
Project mgmt	Notion Free	₹0	CRM + content calendar.
Reporting	Google Sheets + Looker Studio	₹0	Existing.
Payments	Razorpay	per-txn	Existing.
Contracts / e-sign	Zoho Sign Free	₹0	Partner agreements + NDAs.
Helpdesk	Freshdesk Free	₹0	Existing.
Govt RFP monitoring	BidAssist + Tender247	₹1,500–₹3,000	NEW priority for Lane B+C.
EventFAQs monitoring	Google Alerts + manual	₹0	NEW.
WOW Awards submission tracking	Notion	₹0	NEW — track cycle, categories, projects.

Year 1 total automation budget: ~₹13,000–₹18,000/mo (slightly higher than v1 due to WhatsApp + RFP tools).

B. CRM Automation Workflows (Lane A-first)

Workflow 1 — New event-agency lead (Lane A, primary)

Trigger: WhatsApp first-touch OR form submit OR EventFAQs referral.
Actions:
1. Create / update contact.
2. Tag by lane (A1, A2, A3, A4) + agency size.
3. Assign lead score.
4. Send WhatsApp auto-reply (within 5 min — speed matters in this lane).
5. If score > 75, ping founder via Slack + create task: "Call within 24h".
6. Add to nurture sequence (Lane A).

Workflow 2 — Event-agency MQL → SQL

Trigger: Lead replies to WhatsApp OR opens proposal OR downloads "Event-Tech Vendor Buyer's Guide".
Actions:
1. Re-score.
2. Move to "Active Conversation" pipeline stage.
3. Auto-task: founder discovery call within 48h.
4. Notify on Slack.

Workflow 3 — Event-agency deal

Trigger: Discovery call logged.
Actions:
1. Create deal in "Active" stage.
2. Expected close: 14–45 days (events cycle is fast).
3. Forecast value.
4. Schedule follow-up tasks at +3, +7, +14 days.

Workflow 4 — Government RFP workflow (Lane B+C, secondary)

Trigger: RFP alert from BidAssist / Tender247 matching keywords.
Actions:
1. Notify govt consultant + Ajay via Slack.
2. Create deal in "RFP Tracking" pipeline stage.
3. Auto-task: "Bid/No-bid decision within 5 business days".
4. If bid, trigger RFP response workflow (templates, certifications checklist).

Workflow 5 — WOW Awards submission tracking

Trigger: Manual entry into Notion when project identified for WOW submission.
Actions:
1. Auto-reminder 14 days before submission deadline.
2. Checklist: case study written, photography done, metrics captured, nomination form filled.
3. Notify Inna + Ajay.

C. WhatsApp Business Workflows (NEW — Lane A primary)

Setup

WhatsApp Business API (via WATI or Interakt).
Catalogue with service offerings.
Auto-reply for first contact.
Broadcast lists (max 256 contacts per list).

Templates to create

First-touch: "Hi, this is Ajay from Pixel Hues. Saw your work on [event]. We do immersive tech for event agencies. Worth a 15-min call?"
Follow-up #1: "Hi [Name], following up on my note. Free this week for a 15-min call?"
Follow-up #2: "Hi [Name], closing the loop. Can I check back in next month?"
Partner programme offer: "Hi [Name], sharing our partner programme — 10–30% off standard rates based on volume. One-pager attached."
Case study share: "Hi [Name], thought you'd find this useful — our [project] case study. We did [X]. Worth a chat?"

Broadcast lists

Top 30 event agency founders.
Top 50 creative directors.
Top 50 brand-side activation leads.
Top 30 AV integrator partners.

Compliance

WhatsApp Business Policy compliance (no spam).
Opt-in required for broadcast lists.
24-hour messaging window rule.

D. Email Automation (Lane A-first)

Sequence	Tool	Trigger	Length	Goal
Welcome (all opt-ins)	Brevo	Form submit	7 emails / 21 days	Educate + qualify
Cold: Event Agency Founder (NEW)	Instantly	Manual upload	5 emails / 14 days	Book discovery call
Cold: Creative Director (NEW)	Instantly	Manual upload	5 emails / 14 days	Book discovery call
Cold: Brand-Side Activation (NEW)	Instantly	Manual upload	5 emails / 14 days	Book discovery call
Cold: AV Integrator	Instantly	Manual upload	5 emails / 14 days	Partner programme sign-up
Cold: Museum Director	Instantly	Manual upload	5 emails / 18 days	Discovery call
Newsletter	Brevo	Bi-weekly	n/a	Engagement + content distribution
Re-engagement	Brevo	90-day inactivity	3 emails / 10 days	Re-qualify
RFP Alert (NEW)	Brevo	BidAssist trigger	Per RFP found	Send RFP summary to qualified govt list

E. WOW Awards + EventFAQs Automation

WOW Awards submission tracker (Notion)

Database per project: client, category, year, status, case-study link, photos, metrics, fees paid, result.
Calendar view of submission deadlines.
Auto-task: 30 days before deadline.

EventFAQs editorial calendar

4 contributed articles/year.
Reactive commentary on WOW results, new agency launches, industry trends.
Track: pitch sent / published / impact.

Google Alerts

"Pixel Hues" mention.
"event agency" + "immersive tech" / "projection mapping" / "hologram".
Competitor mentions (Tagbin, Tagglabs, Motionsouls, No1Events).

F. Reporting Automation (Looker Studio)

Dashboard 1 — Lane A performance (live)

WhatsApp outreach (sent / replies / positive replies).
Email outreach (sent / opens / replies).
EventFAQs referrals.
WOW Awards funnel.
Meetings booked.
Pipeline by agency.

Dashboard 2 — Lane B/C performance (live)

RFP alerts received.
Bids submitted.
Bid win rate.
GeM registrations.

Dashboard 3 — Content + SEO (live)

Blog traffic.
EventFAQs article traffic.
WOW Awards page traffic.
Lead magnet downloads.

Dashboard 4 — Sales pipeline (live)

Deals by lane.
Forecast by agency.
Win rate by source.
Cycle time.

G. Implementation Order (v2)

Week 1: Set up WhatsApp Business + WATI. Build first-touch + follow-up templates.
Week 2: Stand up HubSpot Free CRM + wire website forms + WhatsApp lead capture.
Week 3: Set up Brevo + welcome sequence + EventFAQs vendor listing.
Week 4: Set up Instantly.ai for cold email + BidAssist for RFP monitoring.
Week 5: Wire GA4 + GSC + Looker Studio dashboard 1.
Month 2: Build sales workflows + WOW Awards submission tracker + EventFAQs editorial calendar.
Month 3: Re-evaluate; upgrade HubSpot if MQL volume justifies.

Next: 09_kpi_dashboard.md (v2 — Lane-A-first KPIs).