Building a Connected CRM & Lead Automation System
While working with E-Z Test Pool Supplies & Hot Tubs, one of my larger behind-the-scenes projects was building out a more connected CRM and lead-management process.
The goal was simple: capture leads, get them to the right salesperson quickly, and keep the conversation going.
From Lead Capture to CRM
Leads came from multiple sources, including Meta social campaigns, landing pages and website forms. I used LeadsBridge to help connect those sources with ActiveCampaign, reducing manual handling and creating a more consistent flow.
Social + Website → LeadsBridge → CRM
Building the Sales Pipeline
Inside ActiveCampaign, I helped organize leads into dedicated pipelines and stages such as 1st Contact, 2nd Contact, Follow-Up, Won and Kill.
I also incorporated round-robin lead distribution, helping new opportunities reach the sales team quickly and distributing leads more consistently.
Leads could then be segmented by product interest, including Above-Ground Pools, Hot Tubs, Radiant Pools and Ducky Decks, allowing both sales and marketing follow-up to be more relevant.
Automated Follow-Up & Drip Campaigns
The process didn’t stop when a lead reached a salesperson.
Customers could receive an immediate return email confirming their inquiry, followed by targeted ActiveCampaign drip campaigns based on their interests.
For example, I built a Hot Tub email sequence with scheduled messages covering backyard preparation, hydrotherapy benefits and what customers should consider when choosing a quality hot tub.
The automation supported the sales team while keeping E-Z Test in front of customers during a longer buying process.
Connecting Marketing to Sales
The bigger accomplishment was connecting all the pieces:
Creative → Campaign → Lead Capture → CRM → Sales → Email Automation → Customer
It gave me the opportunity to work beyond the ad or email itself and build the infrastructure behind it—connecting digital marketing, CRM, automation and sales follow-up into one system
