Marketing · campaigns, flow sequences, lists and email

The Marketing page brings the campaigns together: the Campaign object that measures leads, cost and ROI, and flow campaigns, which run a sequence of steps per contact on their own. This is also where you build lists, send email marketing while respecting consent, follow revenue attribution and publish blog content.

The Marketing page, in the side menu, brings the acquisition work together: Campaigns (the record of the initiative, with cost, leads and ROI), Flow campaigns (the automatic sequence of steps per contact), Lists (the send audiences), Email (bulk sending with history), Attribution (revenue spread across the campaigns that touched the deal) and Blog.

The campaign as a record: leads, cost and ROI

Campaign is a CRM object. Create one under New campaign with a name, channel, date range, budget and actual cost. The link between campaign and result is the lead's Campaign field: leads whose field matches the campaign's utm_campaign, or the campaign name when there is no UTM, are attributed to it.

• Leads: how many leads the campaign generated.
• MQL, SQL and Converted: the qualification funnel for the campaign's leads.
• Won value: the sum of won opportunities created when those leads converted.
• Cost per lead: actual cost divided by the number of leads.
• ROI: won value minus cost, divided by cost. Green when it is positive.

Building a flow campaign step by step

A flow campaign is a tree of steps that runs on its own for each contact: send an email, send a WhatsApp or SMS message, create a task, call a webhook, wait and branch on a condition. Open Marketing, the Campaigns tab, and click New campaign. The wizard walks you through it, with Back and Next, and the defaults are already sensible. Permission to manage settings is required.

1. Name: give the campaign a name. Nothing else is required at this point.
2. Channels: choose how the campaign speaks. There are three families: Sequence (email, WhatsApp, SMS, task, webhook) per contact; Social media (LinkedIn, Facebook, Instagram) to publish a post; and Ads (Google Ads, Meta Ads, LinkedIn Ads) to track and attribute paid spend. Email is on by default.
3. Leads: load the audience from a list, a saved segment, a filter over the object (Leads or Contacts), a manual selection or a CSV import. The estimated count appears immediately.
4. Exclusions: check who should stay out, for example people already in another active campaign, without an email, without a phone or created more than N days ago.
5. Category and sender: pick the campaign's communication category and, if you want, a sender on a verified domain.
6. Flow: start from a ready-made template in the gallery, from one of your own templates, or from scratch. In the visual builder, click + to insert steps, click a step to set the subject, body and variables such as {{first_name}}, and adjust the wait on each connection. Use Save as template to reuse it later.
7. Launch: review the summary with the name, channels, number of leads and number of steps and click Launch campaign, or save it as a draft to launch later.

Monitoring a flow campaign

• Progress bar: how many contacts have finished the sequence.
• Stats per channel: how many messages went out per channel, with the percentage against enrolled contacts, plus open and reply rates.
• Recent activity: the campaign's real events, including when a contact replies and is paused.
• Leads in the cadence: the list of enrollments with status, current step and last action, with filters for Active, Paused, Replied, Completed, Exited and Error, and buttons to pause or resume a contact by hand.
• Status switch: activate or pause the whole campaign whenever you want.

When a contact replies by email, WhatsApp or SMS, their follow-ups stop on their own: the enrollment moves to Replied and the engine stops advancing it, across all of that contact's prospecting campaigns at once. Winning, losing or converting the record also pulls them out of the cadence. A campaign already launched stays editable: click Edit to adjust the name, sender, step content or the sequence, and the changes apply to the sends that follow.

Marketing lists

• Dynamic: you define conditions, for example status equals MQL, and the list is resolved at send time. Always current.
• Static: you add members by hand, searching by name or email. Fixed until you change it.
• Suppression list: when creating or editing a list, check Suppression list to turn it into a do-not-contact list. All of its members stay out of any marketing send, on top of the unsubscribes. It is reusable for competitors, contested accounts or anyone who asked for a pause.

Email marketing, scheduling and privacy

1. On the Email tab, choose the list and, if you want, the campaign the send belongs to.
2. Review the recipient preview: who is in and who is left out for lack of consent, an unsubscribe or a missing email.
3. Write the subject and the message, using variables to personalize.
4. Fill in Schedule send with a date and time to put the send in the Scheduled queue, or leave it blank to send now.

• Suggest best time: uses the real history of when your audience opens and clicks to propose the peak hour, in your organization's time zone. Without enough history, the suggestion is 9 a.m.
• The audience is resolved at send time, not at scheduling time: whoever joins the list or segment before then also receives it.
• Contacts only receive with the communication consent checked; leads follow the consent captured at signup, and an unsubscribe applies to everyone.
• Every email goes out with the unsubscribe link in the footer, as the law requires, and whoever clicks it receives no further campaigns. Transactional communications continue.
• Duplicate emails in the list receive a single copy.
• The result, with sent, excluded and failed, lands in the Send history.

The Email marketing performance panel, on the Attribution tab, shows for the last 90 days how many emails were sent and delivered plus the open, click, bounce and unsubscribe rates, with a reputation badge of healthy, watch or at risk based on bounces.

Multi-touch revenue attribution

The Attribution tab spreads the revenue of won opportunities across the campaigns that touched the deal's contacts: opens, clicks, form submissions and campaign membership. Pick the model: First touch, Last touch, Linear, U-shaped (40% on the first, 40% on the last, 20% in the middle) or Time decay, which gives more weight to touches close to the close. The Campaign hub, at the top of the tab, consolidates every campaign into one table with influenced contacts, linked assets and attributed revenue.

Blog and content

1. Open Marketing, the Blog tab, and click New post.
2. Write the title (the address is generated automatically and can be edited) and build the content with heading, text, image, button and divider blocks.
3. Fill in the summary, author, category, tags and cover image; under SEO, tune the meta title and description.
4. Check Published and save. Use Copy link to share the public address.

While you write, the SEO panel gives a score from 0 to 100 with practical recommendations: title and description length, a clean address, subheadings, amount of text, images with alt text and the presence of the focus keyword. The Draft with AI button generates a title, summary and paragraphs from a topic, for you to review before publishing. Drafts never go live, and unpublishing removes the post immediately.

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