Marketing
The marketing team generates and qualifies the leads that feed the sales pipeline — through email campaigns, WhatsApp automation, social media, paid advertising, and lead scoring. They are also responsible for measuring and attributing revenue back to specific campaigns.
Key responsibilities:
- Build email campaigns and nurturing sequences using CRM segments; track opens, clicks, unsubscribes
- Configure WhatsApp bots for automated responses and lead capture
- Set up remarketing audiences from CRM data on Google, Meta, and LinkedIn
- Build and test web lead-capture forms; configure Facebook Lead Ads integration
- Score leads automatically based on engagement; hand off qualified leads to SDRs at the right moment
- Report campaign ROI: budget spent → leads generated → opportunities created → revenue attributed
Primary modules: Marketing Planner · Email Builder · Mailbox Integration · WhatsApp · Lead Forms · Lead Scoring · Facebook Lead Ads · Social Analytics · Remarketing Pixel · Surveys
| Role | Primary responsibility | Level |
|---|---|---|
| Email Marketing & Campaigns Specialist | Email templates, CRM segmentation, email/SMS campaigns via Marketing Planner | Operational |
| Digital & Social Media Specialist | Unified social analytics, remarketing (Google/Meta/LinkedIn), Facebook Lead Ads, Google Analytics | Operational |
| Marketing Automation Specialist | Automated nurturing flows, WhatsApp bots, capture forms, lead scoring, Facebook Leads | Senior operational |
| Marketing Manager | Campaign strategy, ROI/attribution, MQL calibration, sales alignment | Management |
[Traffic] → Web forms / Facebook Ads / WhatsApp
↓ (automatic)
[Lead created in CRM] with source + automatic scoring
↓
[MA Specialist] → automatic nurturing (email/SMS/WhatsApp bot)
↓ (at score threshold)
[Sales SDR] → contacts → Opportunity
↓
[Marketing Manager] → reports ROI: campaign budget → lead → attributed revenue