Deploy integrated systems that capture leads, nurture prospects, and measure campaign performance — without manual work for every customer interaction.
Connect CRM, email automation, lead capture, and analytics into unified marketing infrastructure that scales engagement automatically.
What THATMABD Delivers
CRM Implementation and Configuration
THATMABD deploys customer relationship management systems as operational infrastructure, not just contact databases:
Platform Selection and Architecture
Evaluation of CRM platforms matching your business requirements, team capabilities, and budget constraints. Options range from HubSpot for marketing-centric operations, Salesforce for enterprise complexity and customization, Pipedrive for sales-focused simplicity, to Zoho for cost-conscious implementations. Selection considers integration requirements with existing systems, scalability for growth, and total cost of ownership including licensing, implementation, and ongoing administration. Architecture design defines how CRM connects to website, email systems, marketing automation, sales platforms, and support tools.
Data Migration and Cleanup
Transfer of existing customer data from spreadsheets, legacy systems, or fragmented databases into unified CRM structure. Includes data deduplication identifying and merging duplicate records, standardization of formats (phone numbers, addresses, company names), enrichment appending missing information through third-party data sources, and validation ensuring accuracy before migration. Establishes data quality rules preventing future degradation — required fields, format validation, duplicate detection on entry. Critical foundation work preventing “garbage in, garbage out” problems that undermine automation reliability.
Custom Fields and Pipeline Configuration
CRM customization reflecting how your business actually operates. Defines custom fields capturing industry-specific data, deal stages matching your sales process, lead sources tracking marketing channel attribution, and product/service categorization. Configures sales pipelines showing opportunity progression from qualification through close, with stage-specific requirements and automated notifications. Sets up dashboards providing visibility into pipeline health, conversion rates, and forecast accuracy. Ensures CRM structure matches business reality rather than forcing process changes to fit generic software.
User Permissions and Team Structure
Role-based access control defining what different team members can view and modify. Sales reps see their assigned accounts and opportunities. Managers access team performance metrics and pipeline reports. Marketing views campaign performance and lead quality data. Support teams access customer history without seeing financial details. Prevents data corruption from unauthorized changes while enabling appropriate transparency across organization. Includes training on permission management so internal administrators can adjust access as team grows or roles change.
Email Marketing Automation
THATMABD builds email systems that nurture leads and engage customers through automated, personalized sequences:
Email Platform Integration
Implementation of email marketing tools integrated with CRM for unified customer view. Platforms include Mailchimp for simplicity, HubSpot for all-in-one marketing automation, ActiveCampaign for advanced automation logic, or Klaviyo for e-commerce focus. Integration ensures email engagement data (opens, clicks, unsubscribes) flows into CRM contact records, providing complete interaction history. Enables segmentation based on CRM data and triggering emails based on CRM events like deal stage changes or support ticket resolution.
Automated Nurture Campaign Development
Multi-touch email sequences moving prospects from awareness through consideration to purchase readiness. Includes welcome series for new subscribers introducing company and setting engagement expectations, educational content campaigns delivering value-based information matching buyer stage, product consideration sequences highlighting specific offerings based on expressed interests, and re-engagement campaigns targeting inactive subscribers. Each sequence designed with strategic timing (immediate, 3 days, 7 days, 14 days), relevant content matching recipient context, and clear conversion goals with trackable calls-to-action.
Behavioral Trigger Configuration
Automated email responses to specific customer actions. Website visitor downloads guide triggers educational nurture sequence. Abandoned cart triggers recovery email with product reminders and incentive offers. Trial user not logging in triggers check-in with usage tips. Webinar registrant receives confirmation, reminder, and follow-up sequence. Support ticket closure triggers satisfaction survey. These triggered emails deliver 4-8x higher engagement than batch campaigns because timing and relevance match recipient context perfectly.
Email Template Design and Coding
Branded, mobile-responsive email templates maintaining visual consistency across campaigns. Includes promotional templates for offers and announcements, newsletter layouts for content distribution, transactional templates for order confirmations and shipping notifications, and plain-text alternatives for deliverability. Templates coded in HTML tested across major email clients (Gmail, Outlook, Apple Mail, mobile apps) ensuring reliable rendering. Designed for easy content updates by marketing team without requiring developer involvement for routine campaigns.
List Segmentation and Personalization
Strategic audience division enabling targeted messaging. Segments based on demographics (industry, company size, role), behavior (website pages visited, content downloaded, product purchased), engagement level (active versus dormant subscribers), and lifecycle stage (prospect, customer, renewal risk). Dynamic content blocks showing different messaging to different segments within same email campaign. Personalization tokens inserting recipient-specific information (name, company, recent activity) creating tailored experience at scale.
Lead Capture and Conversion Workflows
THATMABD implements systems converting website visitors into qualified leads through strategic capture points and automated routing:
Form Strategy and Implementation
Strategic placement and design of lead capture forms across website. Includes contact forms with appropriate field requirements balancing data capture with conversion friction, gated content forms for high-value downloads requiring registration, newsletter subscription with clear value proposition, quote request forms routing to sales with context, and progressive profiling gradually collecting information across multiple interactions rather than lengthy initial forms. Forms integrate directly with CRM, creating contact records automatically and triggering appropriate follow-up workflows.
Landing Page Development
Campaign-specific pages optimized for conversion without website navigation distractions. Each landing page focuses on single offer (webinar registration, guide download, demo request, trial signup) with messaging aligned to driving traffic source. Includes compelling headlines, benefit-focused copy, trust indicators (testimonials, logos, statistics), clear call-to-action, and form matching conversion goal. Designed for A/B testing with variation capability for continuous optimization. Integrated with analytics tracking campaign performance and ROI.
Lead Scoring and Qualification
Automated system assigning point values to prospect behaviors and characteristics, identifying sales-ready leads. Demographic scoring values ideal customer profile attributes (company size, industry, role, budget authority). Behavioral scoring tracks engagement indicating purchase intent (pricing page views, case study downloads, product comparison, demo requests). Score thresholds trigger automated actions: high scores notify sales for immediate outreach, medium scores continue nurturing, low scores remain in awareness campaigns. Prevents sales team wasting time on unqualified inquiries while ensuring hot leads receive immediate attention.
Lead Routing and Assignment
Automated distribution of new leads to appropriate sales representatives based on territory, product specialty, account size, or round-robin fairness. High-value leads from enterprise companies route to senior account executives. Product-specific inquiries assign to specialists. Geographic territories ensure local rep relationships. Routing happens instantly when lead enters system, reducing response time from hours or days to minutes. Includes escalation rules ensuring leads don’t fall through cracks if assigned rep doesn’t respond within defined timeframe.
Multi-Channel Lead Capture Integration
Unified lead collection from all marketing channels flowing into single CRM database. Website forms, social media lead ads, event registrations, chatbot conversations, phone call logging, and manual entry all create properly formatted CRM records with source attribution. Eliminates scattered contact information across multiple spreadsheets or disconnected systems. Provides complete view of lead sources and channel performance for marketing investment decisions.
Social Media Integration and Management
THATMABD connects social channels to marketing automation infrastructure for coordinated engagement:
Social Media Publishing and Scheduling
Centralized platform for planning, scheduling, and publishing content across LinkedIn, Facebook, Instagram, Twitter, and YouTube. Tools like Hootsuite, Buffer, or Sprout Social enable content calendar visibility, queue management for consistent posting cadence, and coordinated campaigns across multiple channels. Scheduling supports optimal posting times based on audience activity patterns, time zone targeting for geographic markets, and campaign coordination where related content publishes across channels simultaneously.
Social Listening and Monitoring
Tracking brand mentions, competitor activity, and industry conversations across social platforms. Monitors company name mentions, product references, relevant hashtags, and industry keywords. Alerts notify team of engagement opportunities, customer service issues surfacing on social channels, or competitive intelligence requiring response. Provides reputation management capability addressing customer concerns before they escalate and thought leadership opportunities joining relevant industry discussions.
Social Lead Generation Integration
Connection between social advertising lead capture and CRM. Facebook/Instagram lead ads, LinkedIn Lead Gen Forms, and Twitter lead campaigns automatically create CRM contacts with proper source attribution. Enables social advertising targeted at list building and lead generation, not just awareness. Leads captured through social channels enter same nurturing workflows as website form submissions, ensuring consistent follow-up regardless of origination channel.
Social Analytics and Performance Tracking
Measurement of social media impact on business outcomes, not just vanity metrics. Tracks which social content drives website traffic, which channels contribute to lead generation, and how social-sourced leads convert compared to other channels. Attributes revenue to social campaigns using multi-touch attribution models. Calculates customer acquisition cost and ROI by social platform, informing budget allocation decisions. Connects social engagement data to CRM records showing which prospects interact with social content.
Analytics Implementation and Performance Tracking
THATMABD deploys measurement infrastructure showing what’s working and enabling optimization:
Website Analytics Configuration
Google Analytics 4 implementation with proper tracking for marketing conversion goals. Includes event tracking for form submissions, content downloads, video views, and key user interactions. Goal configuration measuring micro-conversions (newsletter signup, content engagement) and macro-conversions (demo requests, purchases, qualified leads). UTM parameter strategy for campaign tracking ensuring accurate source attribution. Enhanced e-commerce tracking for revenue analysis. Custom dashboards displaying metrics marketing team actually needs without data analyst requirement.
Marketing Attribution Modeling
Systems tracking customer journey across multiple touchpoints before conversion. Identifies which marketing channels, campaigns, and content pieces contribute to pipeline and revenue. Attribution models include first-touch (initial awareness source), last-touch (final interaction before conversion), and multi-touch (weighted credit across journey). Enables intelligent budget allocation based on actual contribution to business outcomes rather than last-click attribution that overvalues bottom-funnel tactics while underfunding awareness and consideration activities.
Campaign Performance Dashboards
Real-time visibility into marketing metrics leadership cares about: lead generation by channel, cost per lead, lead-to-opportunity conversion rate, marketing-sourced pipeline, campaign ROI, and customer acquisition cost. Dashboards accessible to executives showing high-level trends, marketing managers tracking campaign performance, and individual contributors monitoring specific program metrics. Automated reporting eliminates manual data compilation and ensures consistent measurement methodology across team.
A/B Testing and Experimentation Framework
Infrastructure enabling controlled testing of marketing variables. Email subject line testing measuring open rate impact. Landing page layout testing optimizing conversion rates. CTA copy and placement testing improving click-through. Form field testing balancing data capture with conversion friction. Statistical significance calculations show when results are meaningful versus random variation. Creates culture of evidence-based optimization rather than opinion-driven decisions.
Integration with Sales Systems
Connection between marketing automation data and sales CRM showing marketing’s impact on revenue. Tracks which campaigns generate opportunities, which leads convert to customers, and revenue attributed to marketing sources. Enables closed-loop reporting where sales outcome data informs marketing optimization. Calculates marketing ROI using actual revenue numbers rather than lead volume vanity metrics. Provides evidence for marketing budget justification and identifies highest-performing channels and campaigns.
Marketing Automation Setup Deliverables
Configured CRM System
Fully operational HubSpot, Salesforce, Pipedrive, or other platform with migrated customer data, custom fields matching business needs, sales pipelines configured, user permissions set, and team trained on daily usage. Includes data quality rules preventing future degradation.
Email Marketing Platform
Integrated email system (Mailchimp, HubSpot, ActiveCampaign, Klaviyo) with branded templates, automated nurture campaigns, behavioral triggers, list segments, and deliverability optimization. Connected to CRM for unified customer view and triggered by CRM events.
Lead Capture Infrastructure
Website forms integrated with CRM, landing pages for campaigns, lead scoring system identifying sales-ready prospects, automated routing assigning leads to appropriate sales reps, and multi-channel capture from website, social, and events.
Social Media Management System
Publishing platform (Hootsuite, Buffer, Sprout Social) with content calendars, scheduling capabilities, social listening for brand monitoring, lead generation integration, and analytics connecting social activity to business outcomes.
Analytics and Reporting Framework
Google Analytics 4 configured with conversion tracking, marketing attribution models showing multi-touch journey impact, performance dashboards for different roles, A/B testing capabilities, and integration connecting marketing metrics to sales revenue data.
Automated Workflow Library
Pre-built automation sequences including welcome series for new contacts, nurture campaigns by buyer stage, abandoned cart recovery, re-engagement campaigns for inactive subscribers, event registration workflows, and post-purchase customer onboarding.
Documentation and Training Materials
Administrator guides for managing contacts, campaigns, and workflows. User guides for sales team CRM usage. Marketing team training on email creation, campaign launches, and performance analysis. Video tutorials for common tasks. Standard operating procedures for lead management and campaign execution.
Why This Capability Matters
Eliminates Manual Marketing Work That Doesn’t Scale
Without automation, marketing teams manually send emails to prospects, update spreadsheets tracking engagement, remember to follow up with leads, and compile reports from multiple systems. Each task consumes time that could go toward strategy, content creation, or program development. Automation handles repetitive execution — sending nurture emails, logging engagement, routing leads, generating reports — freeing team to focus on high-value creative and strategic work. A three-person marketing team with automation accomplishes what previously required eight people doing manual execution.
Prevents Leads From Falling Through Cracks
Manual lead management means inquiries sit in email inboxes waiting for response, hot prospects cool while sales decides who should follow up, and interested visitors never receive the content they requested. Automated lead capture, scoring, and routing ensure every inquiry receives immediate acknowledgment, every qualified lead reaches appropriate sales rep within minutes, and every prospect enters systematic nurture process. Companies capture 35-50% more revenue from existing lead volume simply by responding faster and following up consistently.
Provides Marketing Performance Visibility
Without integrated systems, marketing can’t definitively answer which campaigns generate pipeline, which channels deliver lowest customer acquisition cost, or what ROI marketing delivers. Spreadsheet-based tracking breaks down. Different team members use different metrics. Sales and marketing argue about lead quality without data. Integrated analytics connecting marketing activity to sales outcomes provides objective evidence of what’s working, enables intelligent budget allocation, and justifies marketing investment through clear ROI demonstration.
Enables Personalization at Scale
Manual email marketing means sending same message to entire list regardless of recipient context. Automation enables sophisticated segmentation and dynamic content — prospects in healthcare see different messaging than manufacturing, repeat customers receive different offers than first-time buyers, active users get advanced tips while inactive users receive re-engagement campaigns. This personalization delivers 3-5x higher engagement rates because messaging matches recipient situation. Automation makes personalization economically viable at scale impossible with manual execution.
Creates Compounding Marketing Asset
Traditional marketing produces ephemeral results — campaign runs, generates some leads, then stops when budget exhausts. Marketing automation builds permanent infrastructure that improves over time. Nurture campaigns continue engaging prospects without ongoing campaign spend. Lead scoring refines based on conversion data. Email lists grow through automated capture. Content library expands providing ongoing value. Each quarter’s marketing investment compounds previous work rather than starting from zero.
Who Needs This Capability
Companies with manual, inconsistent lead follow-up processes. Sales inquiries arriving via email, contact forms, or phone calls without systematic capture or routing. Some leads get immediate response while others wait days or get forgotten entirely. No standardized nurture process for prospects not ready to buy immediately. Missing revenue because interested prospects never receive consistent engagement after initial inquiry.
Marketing teams drowning in manual execution work. Hours spent manually sending emails, updating contact lists, copying data between systems, compiling reports from multiple platforms. Small teams unable to scale marketing programs because tactical execution consumes all available time. Creative strategy and program development neglected because team busy with repetitive tasks that automation should handle.
Organizations unable to measure marketing ROI. Leadership asking which marketing activities drive revenue but team can’t provide definitive answers. Budget decisions based on gut feel rather than performance data. Sales and marketing misaligned on lead quality because no objective scoring or closed-loop reporting. Marketing investment treated as cost center rather than revenue driver due to lack of attribution visibility.
Businesses with fragmented customer data across multiple systems. Contact information scattered in email inboxes, spreadsheets, separate tools for website, email, CRM, and social media. No unified view of customer interactions or engagement history. Team members working from different data creating duplicate records and conflicting information. Inability to segment or personalize because data too fragmented to analyze.
Companies scaling where manual processes hit capacity limits. Marketing programs that worked at 100 leads monthly break down at 500 monthly leads. Sales team can’t respond to all inquiries promptly. Email campaigns require days of manual work to execute. Growth constrained not by market demand but by internal operational capacity to handle increased lead volume.
Integration with Digital Transformation
Marketing Automation Setup connects with THATMABD’s other transformation capabilities to create integrated growth infrastructure:
Digital Sales Platform feeds customer behavior data into marketing automation — purchase history informs retention campaigns, product usage patterns trigger upgrade offers, abandoned browsing sessions initiate recovery emails personalized with viewed products.
Brand Development establishes messaging frameworks and email templates that marketing automation deploys consistently across all campaigns — ensuring every automated communication reflects brand quality and positioning without manual design work for each campaign.
AI-Driven Optimization analyzes campaign performance to identify highest-converting subject lines, optimal send times, most effective content formats, and audience segments with best engagement — continuously improving results through machine learning applied to marketing automation data.
Customer Experience Design maps buyer journeys that inform automation workflow logic — ensuring nurture sequences match actual decision processes, lead scoring reflects meaningful buying signals, and content delivery aligns with how customers research and evaluate solutions.
Marketing Automation Setup typically deploys early in 90-day transformation cycles, establishing infrastructure that captures leads and measures performance as other digital systems launch. When website redesigns or sales platforms deploy, marketing automation is ready to drive traffic and nurture the resulting inquiries immediately.
Timeline and Investment
Marketing Automation Setup typically requires 4-6 weeks within THATMABD’s 90-day transformation cycle:
Week 1-2: Platform selection, data migration planning, CRM configuration, custom field definition, and integration architecture design
Week 3-4: Email platform setup, template design, workflow development, lead scoring configuration, and form implementation
Week 5: Analytics configuration, dashboard creation, testing across all systems, and integration validation
Week 6: Team training, documentation delivery, soft launch monitoring, and optimization based on initial results
Timeline varies based on data complexity and existing system landscape. Companies with clean customer data in single source migrate faster than those with fragmented records across multiple spreadsheets. Organizations with documented processes configure workflows more quickly than those requiring process design during implementation.
Marketing Automation Setup often runs parallel to website or platform development — automation infrastructure builds while new digital properties deploy, enabling immediate lead capture and nurturing when sites launch rather than waiting additional weeks for marketing systems.
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