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- CRM + Marketing Automation
- Who it's for
- Webinar-led B2B teams
Webinar-led B2B teams
Webinar-led B2B teams need to distinguish a registration from meaningful follow-up activity. A person who registered, a person who attended and a person who requested a meeting give sales different reasons to call. CRM + Marketing Automation keeps that activity with the lead and connects it to the nurture program and scoring policy.
How CRM + Marketing Automation is set up for you
A defined follow-up audience
Marketing Manager agrees the segment and goal. Marketing Operations uses the relevant list and audience conditions to decide which leads enter the webinar journey. Check the conditions together when the audience is drawn from more than the event list alone.
Reviewed content
Prepare the follow-up message with its sender, response route and version. Marketing Manager approves the content and program design before activation. Marketing Operations checks that the journey references the intended email asset.
Attendance context
Connect the webinar source and retain its registration and attendance signals separately. Review the attendance rule with Marketing Manager and follow the resulting contribution to the original engagement before discussing qualification.
A clear stopping point
A booked meeting can satisfy the program's engagement goal. Keep that achieved exit distinct from a completed sequence and from suppression. An opt-out must stop further email across the nurture portfolio.
Webinar-led B2B teams need to distinguish a registration from meaningful follow-up activity. A person who registered, a person who attended and a person who requested a meeting give sales different reasons to call. CRM + Marketing Automation keeps that activity with the lead and connects it to the nurture program and scoring policy.
Pilot a webinar follow-up with an agreed list, an approved message and a meeting-booked goal. Connect the webinar event source and email-send service, then rehearse an attendee, a registrant who did not attend and a suppressed lead. Follow the score evidence and inspect the CRM handoff before sales follow-up begins.
Have Marketing Operations trace each case through enrollment and execution history. Sales Manager should be able to explain the activity behind the handoff to Sales Rep. Review the outcome with Marketing Manager before adding another audience or extending the step sequence.
Features to start with
Engagement Capture
Keep the source, time and lead correlation for inbound email, form, content and webinar activity.
Lead Scoring
Inspect rule contributions and qualification thresholds while preserving the boundary between local evidence and CRM promotion.
Programs and Audiences
Build a nurture journey with an explicit audience, ordered actions, a goal and recorded approval.
Roles on the team
- Sales Manager
- Read-only on the marketing surface. Sees the Members generated against the team Leads and uses the MQL Handoff view to coach reps on incoming MQ ls.
- Marketing Operations
- Operational designer and builder. Builds Programs and their steps, audiences and exit rules, drafts and tests Email Templates, manages Lists and List Memberships, and troubleshoots member exceptions.
- Marketing Manager
- Owns the Programs catalog and the Scoring Model. Approves Programs and Email Templates before they go Active and signs off on Scoring Model changes.
- Marketing Systems Admin
- Systems administrator. Owns RBAC, integration health and the global Unsubscribes suppression list. Configures the app; not a day-to-day program operator.
- Sales Rep
- Read-only on Members and Score Events for own Leads. Sees the why-is-this-Lead-an-MQL trail when a Lead lands in the rep queue.
Set up CRM + Marketing Automation your way.
Start free, then use Proto to change fields, steps and approvals before your team goes live.