Marketing Automation Specialist

Department: Marketing
Level: Senior operational
Primary objective: Build and maintain automated flows that turn prospects into qualified leads and retain existing customers

What this role does

The Marketing Automation Specialist designs and launches automated nurturing flows: email/SMS sequences triggered by contact behaviour, WhatsApp bots for initial qualification, capture forms, and Facebook Lead Ads integration. They are the person who makes marketing work even at night — without manual intervention.

Modules used

The two automation systems

CRMconnect has two automation engines with different purposes:

Use MA for nurturing campaigns and Workflow Automation for triggering internal actions (e.g. notify the agent when a lead opens an email 3 times).

Marketing Automation (MA) — the visual builder

Where: /admin/ma

Available node types

Available triggers

• Lead created (regardless of source)
• Lead created with specific source (e.g. "Facebook Lead Ad")
• Lead status changed (e.g. to → Contacted)
• Invoice paid
• Customer inactive > X days

Entry segments

For each automation you can configure a segment — a filter determining which contacts enter:

• All new leads
• Only leads from industry X
• Only customers with contracts expiring in 60 days

Key workflows

Workflow 1 — Welcome sequence (new lead)

Trigger: Lead created (any source)
Segment: Lead with valid email
       ↓
Day 0: Email 1 — "Welcome, {first_name}!"
   Content: Who we are, what we offer, how we can help
   Template: built in Email Builder
       ↓
Wait: 2 days
       ↓
Day 2: Condition → Did lead open Email 1?
   ├── YES → Email 2 — Case study relevant to their industry
   │           → Wait 3 days → Email 3 — Free demo / contact sales
   └── NO → Email 2B — Different subject, different angle
               → if opens → continues with Email 3
               → if doesn't open → exits flow (no more spam)
       ↓
Day 7: If engaged → Automatic task for SDR: "Warm lead — contact now"

Workflow 2 — Inactive customer nurturing

Trigger: Daily cron → checks last invoice per customer
Segment: Active customer + last invoice > 90 days

Day 1: Email 1 — "Thinking of you"
   Content: Product/service updates, relevant news
   No sales pitch
       ↓
Wait: 5 days
       ↓
Day 6: Email 2 — Exclusive reactivation offer
   CTA: Schedule a call
       ↓
Wait: 5 days
       ↓
Day 11: Email 3 — Final follow-up
   "If we can no longer work together, we understand..."
       ↓
Condition: Has the customer purchased anything in the last 11 days?
   ├── YES → exits flow (successfully reactivated)
   └── NO → Task for KAM: "At-risk customer — direct contact"

Workflow 3 — Post-purchase (follow-up after invoice paid)

Trigger: Invoice → Status = Paid
Segment: All customers (or first purchase only)

Wait: 7 days
       ↓
Email: "How's everything going? We're here for you"
   Content: Getting started guide, useful resources, support link
   CTA: Client portal + Knowledge Base
       ↓
Wait: 14 days
       ↓
Condition: Has the customer opened a support ticket?
   ├── YES → Email: "We see you have a question — a specialist can help"
   └── NO → Email: Satisfaction survey (1 simple question, 30 sec)
       ↓
If rating < 4 → Task for Customer Success: "Customer not satisfied — urgent contact"

WhatsApp Bots for automatic qualification

Where: /admin/whatsapp/bots

Visual bot builder (Drawflow)

WhatsApp bots work similarly to MA — a visual flow of nodes:

Initial lead qualification bot

User writes anything on WhatsApp Business
       ↓
Bot: "Hello! I'm the virtual assistant of [Company]. How can I help you?
   [1] Product/service information
   [2] Technical support
   [3] Sales / Quote"
       ↓
User presses [1] or [3]:
   → Bot: "Excellent! Before I connect you with a specialist, may I ask:
          What is your company's industry?"
       ↓
User responds (free text)
   → Bot: "Thank you! A specialist will contact you within [X hours]."
   → CRM: Lead created automatically with:
          Source: WhatsApp
          Notes: industry from conversation
          Status: New
          Assigned: on-duty agent
       ↓
Agent receives notification → takes over conversation manually from WhatsApp inbox

After-hours bot (around the clock)

Trigger: Message received outside business hours (20:00–08:00)
→ Bot: "Hello! Our business hours are 09:00–18:00 (Mon–Fri).
       We've recorded your message and a colleague will contact you
       tomorrow morning. If urgent, you can email us at [email]."
→ Internal notification sent to Slack/email to on-call manager (if configured)

Web lead capture forms

Where: /admin/leads/forms or /admin/ma → Forms

Form configuration

→ Leads → Forms → Add form
→ Fill in:
   Fields collected: First name, Last name, Email, Phone, Company, Message
   New lead status: e.g. "New"
   Lead source: e.g. "Website - Pricing Page"
   Duplicate check:
     allow_duplicate = 0 → don't create duplicates on same email
     create_task_on_duplicate = 1 → create task for SDR on duplicate detected
→ Copy embed code → paste on website

On form submit

1. System checks if the email already exists in CRM
2. If duplicate → task for SDR: "Known lead returned — urgent follow-up"
3. If new → Lead created → automatically enters the MA welcome flow

Lead Scoring integrated with MA

Where: /admin/scoring

Define scoring rules that apply automatically to leads:

Integration with MA: When score exceeds a threshold → trigger an automation:

Trigger: Lead scoring ≥ 70 points
→ Automatic task for SDR: "High-score lead — contact within 1h"
→ Internal notification email → assigned agent
→ Lead status → change to "Qualified"

Metrics to track

Practical tips

A simple working flow beats a complex flow that doesn't run. Start with a 3-step sequence. Add complexity after validating it works.

Test the trigger before activating. Create a test lead → verify it enters the flow → verify the email arrives → verify the condition works correctly. A configuration error can send wrong emails to thousands of contacts.

Segments are live. A segment created now will also include contacts that qualify tomorrow — it's not a static list. Periodically verify the segment is targeting what you intend.

Automation doesn't replace human contact on large deals. An MA flow prepares the ground — the SDR and KAM close the deal. Configure an explicit hand-off at high score or purchase behaviour.