Define your marketing and sales goals. Flat out the indicators you want to track to evaluate the performance of your campaigns. Describe your personas (interlocutors, maturity, needs, activation levers, contact points...). Refine your objectives in line with persona (anonymous visitor, identified visitor, qualified prospect, customer, loyal custome ...). List how you will collect their data and especially how you will segment them to automatically consolidate your database. Then, model your scenarios of identification, qualification, nurturing. Depending on your content marketing strategy and all your resources, describe the necessary elements for your campaigns (forms, landing page, email, sms...). Consolidate your action plan and operational implementation. Choose your marketing automation solution or a tool.