An absence of marketing automation is malpractice for any Product management/R&D process.
Every product release should include a Marketing Automation plan. This would include either the creation of new events or updates to existing events.
This also implies, of course, that Marketing Automation is not a MARKETING problem (despite the name). It's a product problem. It is a core part of the UX.
It can't be outsourced to the Marketing team or, worse, an agency.