Marketing that compounds while you sleep.
Every week without automation is a week of leaking revenue.
- 01.Every lead gets a tailored nurture within 60 seconds of signup — not three weeks later.
- 02.Sales sees a scored, prioritised queue — no more ‘who do I call first?’ at 9:30am Monday.
- 03.Lifecycle reporting is tied to revenue — you see which campaign made money, not which got opens.
- 04.Marketing, sales and CS are on one shared source of truth — no more weekly spreadsheet merges.
End-to-end revenue ops, not just email scheduling.
Stack Audit & Architecture
CRM & Automation Implementation
Lifecycle Journey Design
Lead Scoring & Routing
Data Integrations & RevOps
Campaign Automation
Lifecycle Analytics & Attribution
Enablement & Training
From audit to automated pipeline in four phases.
Audit
Architect
Build & Launch
Optimise & Enable
Built by marketers who've run the stack themselves.
We've been in your seat.
Tool-agnostic, outcome-obsessed.
No 'handoff to implementation'.
Questions we hear at every kickoff.
How long until we see results?
Ranges depend on scope and ambition. Tell us about your project on a 30-minute call and we will send a tailored proposal within one working day.
We're on HubSpot / Salesforce / Klaviyo already. Can you help?
Yes — probably more than a fresh implementation. Most engagements start with a rescue audit of an existing stack. We fix broken workflows, stitch up data leaks and rebuild the journeys that matter.
Do you build custom integrations?
When we have to. We prefer native + Zapier + Make for speed, but we build custom API + webhook pipes when the workflow demands it. We've shipped to Postgres, Snowflake, BigQuery and a few CRMs we can't name.
What about compliance — GDPR, CCPA, DPDP?
Consent, preference centres, data retention, suppression lists — all handled at the architecture stage, not bolted on at the end. We've shipped for regulated clients in healthcare and finance.
What does pricing look like?
Typical engagements are ₹8–40 lakh one-time for implementation, then ₹2–8 lakh/month for run-and-optimise retainers. Scales with stack complexity and journey volume.
A pipeline that runs itself.
Marketing automation that compounds pipeline while you sleep
Most marketing automation in India is configured wrong. The platform gets bought, two welcome emails get set up, and the rest of the licence value sits unused. Six months later, leadership wants to know why CRM data is dirty, why nurture emails are unsubscribed from, and why no one can explain attribution. We fix all of that — strategy, architecture, content, integration, reporting.
FableSquare implements and runs marketing automation across HubSpot, Marketo, Klaviyo, Salesforce Marketing Cloud, ActiveCampaign, Mailchimp, Customer.io, Iterable, Zoho Campaigns, MoEngage, Braze, and CleverTap. We pick the platform that matches your scale, ICP, and team — not the platform with the biggest sales rep.
What "marketing automation" actually covers
Lifecycle email programs
Welcome series, onboarding, nurture, re-engagement, win-back, churn-prevention. Triggered by behaviour, not bulk-blast.
Lead scoring & routing
Behavioural and firmographic scoring, MQL → SQL handoff to sales, round-robin routing, SLA tracking. So the right rep talks to the right lead within minutes.
CRM hygiene & enrichment
Deduping, field standardisation, third-party enrichment (Clearbit, Apollo, ZoomInfo), GDPR/DPDPA compliance, suppression lists. Clean data is the foundation everything else depends on.
Customer journey mapping
Lifecycle stages from anonymous visitor to advocate. Triggers, touchpoints, content offers at each stage. Visualised as a journey map your whole org can navigate.
SMS & WhatsApp automation
Transactional and lifecycle SMS, WhatsApp Business API flows, in-app push, rich messaging. Critical for India where WhatsApp open rates beat email by 4x.
Behavioural triggers
Cart-abandon, browse-abandon, post-purchase, milestone celebrations, anniversary emails, re-engagement based on inactivity, churn-risk early warnings.
Account-based marketing (ABM)
Target account lists, account-based content, multi-channel orchestration (email, ads, sales touch), buyer-committee tracking. For B2B with large average deal size.
Reporting & attribution
Multi-touch attribution, cohort analysis, lifecycle funnel reporting, revenue dashboards. The data layer that makes board reporting possible.
Our automation implementation roadmap
Phase 1: Audit & strategy (week 1–2)
Current platform inventory, data hygiene audit, integration map, lifecycle gap analysis. Output: prioritised roadmap of automation projects ranked by ROI.
Phase 2: Foundation (week 3–6)
CRM clean-up, field standardisation, integration setup (website forms, ad platforms, sales tools), tracking pixel deployment, consent management, suppression lists, lead scoring model v1.
Phase 3: Core lifecycle programs (week 6–10)
Welcome series, onboarding nurture, post-purchase, re-engagement, churn-prevention. Each program built with proper segmentation, A/B testing, and reporting baked in.
Phase 4: Advanced flows (week 10–14)
Behavioural triggers, predictive scoring, ABM orchestration, SMS/WhatsApp programs, cross-channel coordination with paid media.
Phase 5: Optimisation (ongoing)
Monthly: program-level performance review, A/B test cycle, list hygiene check. Quarterly: lifecycle gap analysis, channel-mix reallocation, deliverability audit.
Lifecycle programs we typically build
| Program | Purpose | Typical channels |
|---|---|---|
| Welcome series | Onboard new subscribers, set expectations, drive first action | Email + WhatsApp/SMS |
| Lead nurture | Educate prospects on category, build trust, advance to MQL/SQL | Email + retargeting |
| Onboarding (SaaS/D2C) | Drive activation, time-to-value, reduce churn risk | Email + in-app + push |
| Cart abandonment | Recover lost revenue from abandoned checkouts | Email + SMS + retargeting |
| Browse abandonment | Re-engage users who showed interest but didn't add to cart | Email + retargeting |
| Post-purchase | Confirmation, shipping updates, review request, cross-sell | Email + WhatsApp/SMS |
| Re-engagement | Win back inactive subscribers before they churn | Email + SMS |
| Win-back | Recover lapsed customers with targeted offers | Email + SMS + retargeting |
| VIP / loyalty | Reward and retain high-LTV customers | Email + exclusive offers |
| Birthday/anniversary | Personalised triggers that lift open rates and conversions | Email + SMS |
Performance benchmarks
| Metric | Industry baseline | What we target |
|---|---|---|
| Email open rate | 20–25% | 35–45% on segmented campaigns |
| Email click-through rate | 1.5–3% | 4–8% |
| Welcome series → first purchase | 3–5% | 8–14% |
| Cart abandon recovery rate | 5–8% | 12–22% |
| WhatsApp open rate (India) | ~80% | 85–95% on opted-in segments |
| MQL → SQL conversion | 10–15% | 20–35% with proper scoring |
| List churn (unsub + bounce) | 2–3% / month | Under 1% with hygiene |
FAQs about marketing automation
Which platform should we use?
Depends on your scale, ICP and ecosystem. HubSpot for mid-market B2B with simple requirements. Marketo or Salesforce Marketing Cloud for enterprise B2B with complex orchestration. Klaviyo or Iterable for D2C ecommerce. ActiveCampaign for small/mid B2B with budget constraints. Customer.io or Braze for product-led SaaS. We'll recommend after we understand your stack and goals.
Can you migrate from one platform to another?
Yes. We've migrated clients between most major platforms. The work involves data export and cleansing, audience and segment recreation, journey/flow rebuild, integration reconfiguration, deliverability warming on the new platform, parallel-run period, then cutover. Typically 6–10 weeks depending on complexity.
What about WhatsApp marketing in India?
WhatsApp Business API is increasingly central to Indian marketing automation. Open rates are 4–5x email; click-through rates 2–3x. We work with Gupshup, AiSensy, Interakt, MessageBird, Zoko and Twilio depending on platform fit. We help with template approval, opt-in flows, automation logic, and DPDPA-compliant consent.
How do you handle DPDPA / GDPR compliance?
Consent management at point of capture, granular preference centres, double opt-in where appropriate, suppression list maintenance, data subject request workflows, audit logs, retention policies. Compliance is built into the foundation rather than retrofitted.
How long until we see results?
30–60 days for the first lifecycle programs to show meaningful uplift. 90 days for the foundation to compound. 6 months for full programmatic depth and visible impact on retention/LTV. Quick-wins (welcome series, cart abandon) typically pay back within 30 days.
Will you write the email content?
Yes. Senior copywriter assigned to your account writes all program content. Tone is calibrated to your brand voice; structure follows our tested templates (header, hook, body, single CTA). Most programs need 5–15 emails; we draft, edit, design, and load into the platform.
How does this connect to our paid media and content efforts?
Tightly. We sync first-party data from your CRM/automation platform into your ad platforms (Meta CAPI, Google Enhanced Conversions, LinkedIn Insight). We feed paid media spend with high-LTV lookalike audiences. Content drives subscribers; automation nurtures them; sales closes them. One integrated motion.
Talk to us about your lifecycle motion
Book a 30-minute call. Bring your current platform login (or describe your stack). We'll diagnose what's missing, what's broken, and where the highest-ROI work is — usually within 30 minutes.