Marketing Department
Roles covered: Marketing Manager · Marketing Specialist / Demand Gen · Social Media Manager · Performance Marketer · Content Manager
Primary modules: Marketing Campaigns · Marketing Planner · Marketing Automation · Email Builder · WhatsApp · Social Analytics · Remarketing · Google Analytics · Leads & Lead Forms · Facebook Leads · Goals · DataPulse
Who this guide is for
| Role | What they do in CRMConnect |
|---|---|
| Marketing Manager | Plans campaigns, allocates budgets, tracks ROI, reports to management |
| Marketing Specialist / Demand Gen | Executes email/SMS campaigns, manages automations, creates and tests capture forms |
| Social Media Manager | Monitors social media performance, reports to clients or management |
| Performance Marketer | Configures remarketing (Google, Meta, LinkedIn), optimises paid campaigns based on CRM data |
| Content Manager | Designs email templates, creates content for campaigns and automations |
Your module map
LEAD CAPTURE NURTURE & COMMUNICATION CHANNELS
──────────── ─────────────────────── ────────
Lead Forms Marketing Automation Email (Marketing Planner)
Facebook Leads Marketing Planner SMS (Marketing Planner)
Mailbox Email Builder WhatsApp
Announcements MailWizz Marketing WhatsApp API
RETARGETING & ANALYTICS PLANNING REPORTING
─────────────────────── ──────── ─────────
Remarketing Marketing Campaigns Social Analytics
Google Analytics Marketing Planner DataPulse
Social Analytics Goals Reports
Recommended daily routine
Morning (15–20 min)
1. Main dashboard — /admin
On opening check:
- New leads from the last 24h — how many came from web forms, Facebook Ads, email campaigns
- Active automations with errors or abnormal delivery rates
- Unread WhatsApp messages requiring a reply
2. Marketing Automation — Active campaigns — /admin/ma
Quick check:
- Campaigns with
activestatus and delivery rate of recent emails - Leads stuck in flow (stages without progress > 48h)
- Notifications of qualified leads awaiting sales handover
3. Marketing Planner — Campaigns scheduled for today — /admin/marketing_planner
Check whether today's scheduled send has executed and the initial delivery rate.
During the day
Monitor campaign performance — opens, clicks, conversions, unsubscribes.
Reply to WhatsApp conversations — /admin/whatsapp — messages from leads or clients coming through campaigns.
Check new leads from forms — ensure leads are correctly entering automations and fields are populated.
Weekly (45–60 min)
- Social Analytics
/admin/social_analytic— weekly performance across all platforms - Google Analytics
/admin/google_analytic— traffic, conversions, sources - Goals
/admin/goals— progress versus monthly targets (generated leads, open rate, etc.) - Marketing Campaigns
/admin/marketing_campaigns— ROI on active campaigns vs. budget spent - Segment cleanup — verify that segments in Marketing Planner / MA have no expired contacts
Main workflows
1. Marketing to Lead — demand generation and qualification
The most important flow for marketing. How prospects get into the CRM and become qualified leads ready for sales.
→ Detailed guide: Marketing to Lead
Essential steps in summary:
Traffic (web / Facebook / email) → Form / Webhook
→ Lead automatically created in CRM
→ Enters MA segment → Nurture sequence (email / SMS)
→ Interactions tracked → MA score increased
→ Threshold exceeded → Sales notification → Lead handed over
2. Lead → Cash — what happens after you hand over the lead
Understand what sales does with the leads you generate — useful for calibrating lead quality and reporting marketing impact.
Lead capture
Web forms — Lead Forms and MA Forms
Two types of forms for capture:
| Type | Where | When to use it |
|---|---|---|
| Lead Form | /admin/leads/forms |
Simple forms embedded on the website |
| MA Form | /admin/ma (Marketing Automation) |
Forms with behavioural tracking and direct integration into automations |
Creating an MA form:
/admin/ma→ Forms tab → Add form- Configure fields (name, email, phone, custom fields)
- Set: lead status on creation, source, behaviour on duplicate
- Copy the embed code to site or landing page
Key parameters to configure:
| Field | Effect |
|---|---|
lead_status |
Status with which the new lead is created (e.g. New) |
lead_source |
Source recorded on the lead (e.g. Website, Landing Page) |
allow_duplicate |
0 = blocks duplicates, 1 = creates new lead regardless |
create_task_on_duplicate |
Creates a follow-up task if the email already exists |
Facebook Lead Ads — automatic capture from ads
Where: /admin/facebookleadsintegration
Leads from Facebook ads arrive automatically in the CRM without manual export.
Setup (one-time, configured by admin):
- App ID + App Secret + Page Access Token configured in module
- Facebook form fields mapped to CRM fields
- Webhook URL registered in Facebook App
How to verify it's working:
- Test a fictitious lead from Facebook → appears in
/admin/leadswith sourceFacebook Lead Adin < 1 minute - Fields are correctly populated (email, phone, company)
Email and SMS campaigns
Marketing Planner — one-off and drip campaigns
Where: /admin/marketing_planner
The primary tool for email/SMS sends to CRM segments.
Email campaign creation flow:
- Define the campaign — name, channel type (email or SMS), purpose
- Build the segment — filter leads/clients by CRM criteria (industry, status, inactivity, etc.)
- Design the template — React Email Editor drag-and-drop, responsive, with personalisation variables
- Schedule the send — date and time; or send immediately
- Monitor — delivery rate, open rate, click rate, unsubscribes — in Highcharts dashboard
Campaign types:
| Type | Description |
|---|---|
| Newsletter | Regular send (weekly, monthly) to the client base |
| Promotional | Specific offer with clear CTA; narrow segment |
| Re-engagement | Leads or clients with no activity for 60–90+ days |
| Post-event | Personalised follow-up after webinar, trade show, meeting |
| Drip (sequence) | Automated series of timed messages — similar to MA but configured directly in Planner |
Send limits:
Configure daily/hourly limits to protect sender reputation (deliverability). Set from campaign configuration.
Marketing Automation — continuous nurture
Where: /admin/ma
The difference from Marketing Planner: automations run continuously based on CRM events, not on a fixed date.
When to use MA instead of Marketing Planner:
| Situation | Right tool |
|---|---|
| Sending a campaign on the 15th to all active clients | Marketing Planner |
| Any new lead automatically receives a welcome sequence | Marketing Automation |
| Leads that haven't responded in 7 days receive a reminder | Marketing Automation |
| Monthly newsletter → manual segment | Marketing Planner |
Creating a simple automation (Welcome Sequence):
/admin/ma→ Campaigns → Add- Trigger:
Lead Created(or other CRM event) - Segment:
Source = Website(optional — narrow the audience) - Build the flow on Drawflow canvas:
- Email node → welcome email immediately
- Wait node → 3 days
- Email node → case study / valuable article
- Wait node → 4 days
- Condition node →
opened email 1 = Yes?- Yes → email with demo invitation
- No → SMS reminder
- Activate campaign →
published = 1
Scoring system (Lead Scoring via MA):
| Interaction | Effect |
|---|---|
| Email opened | +X points on leads.ma_point |
| Link clicked | +Y points |
| Form completed | +Z points (most valuable) |
| Threshold exceeded | Automatic sales agent notification |
WhatsApp — direct communication with leads and clients
Where: /admin/whatsapp (conversations) · /admin/whatsapp_api (API configuration)
Two-way messaging from CRM — conversations are linked to lead/client records.
Marketing use cases:
- WhatsApp campaigns with pre-approved templates (WABA templates)
- Fast response to questions generated by campaigns (leads who write after seeing an ad)
- Personalised follow-up for warm leads from MA
MailWizz — high volume, advanced deliverability
Where: /admin/mailwizz_marketing
Integration with the MailWizz platform for high-volume sends with advanced list control, bounce management and compliance.
Used when Marketing Planner reaches volume limits or when you need advanced email marketing functionality (A/B testing on subject lines, click heat maps, etc.).
Email Builder — template design
Where: /admin/crmcon_email_builder
React visual editor for creating email templates used in:
- Marketing Planner (campaigns)
- Marketing Automation (emails in flows)
- Invoices, proposals, notifications (if customising them)
Best practices:
- Create reusable templates with placeholders for variable content
- Test on mobile — responsiveness is critical (>60% opens on mobile)
- Include mandatory unsubscribe link (inserted automatically if setting is active)
Remarketing — retargeting with CRM data
Where: /admin/remarketing
Connect the CRM to advertising platforms to retarget specific segments.
Supported platforms:
| Platform | What you can do |
|---|---|
| Google Ads | Conversion pixel + custom audiences from CRM |
| Meta (Facebook / Instagram) | Meta Pixel + Custom Audience sync with CRM leads/clients |
| Insight Tag + Matched Audience |
Use cases:
| CRM segment | Remarketing campaign |
|---|---|
| Leads who opened a proposal but didn't respond | Google Display with testimonials |
| Clients with no activity for 90+ days | Facebook with reactivation offer |
| Qualified but unprocessed leads | LinkedIn with thought leadership content |
Social Analytics — social media monitoring
Where: /admin/social_analytic
Unified dashboard with metrics from all social platforms — without switching tabs between Facebook, Instagram, TikTok, X and YouTube.
Platforms and available metrics:
| Platform | Key metrics |
|---|---|
| Page likes, reach, impressions, engagement | |
| Followers, reach, story views, post engagement | |
| TikTok | Followers, video views, likes, shares |
| Twitter / X | Followers, impressions, engagements |
| YouTube | Subscribers, views, watch time |
Automatic sync: data updates periodically via cron — no manual refresh needed.
Sharing with client: if you manage social media for a client, you can give them read-only access to Social Analytics from the client portal.
Google Analytics — site traffic and conversions
Where: /admin/google_analytic
View Google Analytics data directly in CRM — traffic, sessions, sources, bounce rate, conversion goals.
Useful for correlating email/SMS campaign performance with site traffic without opening Google Analytics separately.
Goals — marketing targets
Where: /admin/goals
Set and track monthly/quarterly targets for the marketing team.
Relevant goal types for marketing:
| Type | What it measures |
|---|---|
| Converted leads | Qualified leads handed to sales in the period |
| New clients | New clients attracted from campaigns |
| Revenue (Income) | Revenue attributed to marketing (campaigns) |
Automatic notifications: on reaching a goal → push notification in CRM.
→ Goals
Marketing Campaigns — ROI tracking and attribution
Where: /admin/marketing_campaigns
High-level planning and tracking module — campaigns are defined with budget, channel, audience and KPIs, and leads/revenues are attributed to the campaign.
Key campaign fields:
| Field | Description |
|---|---|
| Budget | Amount allocated to the campaign |
| Channel | Email, Social, Paid, Event, etc. |
| Audience | Description of the targeted segment |
| KPIs | Pre-defined success metrics |
| Attributed leads | Leads generated during the campaign period with matching source |
| Attributed revenue | Revenue from clients attracted by the campaign |
ROI reporting:
Compare budget spent with attributed revenue → calculate ROAS and CAC per campaign.
Reports and monitoring
Daily reports
| Report | URL | What to monitor |
|---|---|---|
| New leads today | /admin/leads?filter=today |
Entry volume, sources |
| Active automations | /admin/ma |
Delivery rate, stuck leads |
| Campaigns sent today | /admin/marketing_planner |
Send confirmation + initial delivery |
Weekly reports
| Report | URL | What to monitor |
|---|---|---|
| Leads by source | /admin/reports/leads |
ROI per capture channel |
| Social Analytics | /admin/social_analytic |
Follower growth, engagement rate |
| Google Analytics | /admin/google_analytic |
Traffic, sessions, conversions |
| Goals | /admin/goals |
Progress versus monthly targets |
Monthly reports
| Report | URL | What to monitor |
|---|---|---|
| Marketing Campaigns | /admin/marketing_campaigns |
ROI, budget spent vs. attributed revenue |
| Remarketing | /admin/remarketing |
Synced audiences, retargeting coverage |
| MA Analytics | /admin/ma → campaign → Analytics |
Open rate, click rate, conversions per flow |
DataPulse — advanced insights
Where: /admin/reactmodule → DataPulse
React dashboard with advanced visualisations and AI insights:
- Lead generation trends by source
- Comparative campaign performance
- Correlations between MA activity and conversion rate
Useful automations for the marketing team
Configurable in Workflow Automation (/admin/workflow_automation):
| Trigger | Automatic action | Benefit |
|---|---|---|
| Lead created from web form | Automatically enters MA "Welcome Sequence" campaign | Zero unnurtured leads |
| MA lead reaches score threshold | Automatic task + sales agent notification: "Hot lead" | Quality handoff to sales |
| Lead with no activity for 30 days | Re-entry into re-engagement campaign | Automatic reactivation |
| Invoice paid | Task "Request review + upsell" | Retargeting satisfied clients |
| Lead from Facebook Ads created | Automatic tag with source campaign | Precise attribution |
| Unsubscribe recorded | Removed from active segments | Automatic GDPR compliance |
Unsubscribe management and GDPR
Unsubscribes:
- Any email sent from Marketing Planner or MA automatically includes an unsubscribe link (if setting is active)
- On clicking unsubscribe → lead/client is marked
email_opt_out = 1 - They no longer receive emails from campaigns automatically
Spam Filters:
Where: /admin/spam_filters
Configure rules for filtering problematic email addresses (blacklisted domains, spam patterns) before import or lead creation.
→ GDPR · Spam Filters
Internal announcements
Where: /admin/announcements
For internal (not external) communication — announcements visible to users logged into the CRM. Useful for:
- Informing the team about a newly launched campaign
- Communicating marketing deadlines to the sales team
- Product announcements visible at login
Common permissions for the Marketing Specialist role
If you cannot access a module or action, ask the administrator to check your role at /admin/roles:
| Permission | Required for |
|---|---|
| Marketing Campaigns → View / Create / Edit | Campaign planning |
| Marketing Planner → View / Create / Send | Email/SMS campaigns |
| Marketing Automation → View / Create / Activate | Nurture automations |
| Leads → View / Create | Monitoring generated leads |
| Lead Forms → View / Create | Capture forms |
| Social Analytics → View | Social media reporting |
| Goals → View | Target tracking |
| Remarketing → View / Edit | Paid audience configuration |
Quick reference
Workflows:
Marketing to Lead · Lead → Cash
Modules:
Marketing Campaigns · Marketing Planner · Marketing Automation · Email Builder · WhatsApp · WhatsApp API · Social Analytics · Google Analytics · Remarketing · Mailbox · MailWizz Marketing · Spam Filters · Announcements · Leads · Lead Forms · Lead Scoring · Facebook Leads · Goals · DataPulse · Workflow Automation
Make Lead Source a required field on every lead and configure campaign attribution tags before any campaign launches — attribution reporting is only as accurate as the sourcing data captured at the point of lead creation.
Marketing Automation handles timed nurture sequences and Marketing Planner handles bulk sends — they serve different purposes. Avoid duplicating the same message in both systems, which sends double communications and inflates unsubscribe rates.