Automation

Hey there! Automation’s not just a fancy tool—it’s a practical way to get your team working better together. These days, everyone’s feeling the pressure to do more with less, and that’s where automation steps in. Audrey Mann, a sharp Senior Growth Marketing Manager over at Project A, lays it out in a way that makes sense. With years of hands-on experience, she has seen how tools like Make.com can not only simplify tasks but also help different parts of a company sync up like never before.

Choosing the Right Automation Tools

When you’re choosing an automation tool, Audrey breaks it down into three things you’ve got to consider: does it fit with what you’re already using, can it do what you need, and is it something your team can actually get the hang of? At Project A, they made a switch from Zapier to Make.com because of legal requirements—they needed a tool that was GDPR-compliant, with servers based in Europe. But Audrey’s quick to mention that Make.com is a bit more technical, so make sure your team’s ready for a bit of a learning curve.

Cross-Functional Automation Use Cases

Automation isn’t just something for the marketing and CRM folks. It can really smooth things out for other teams too. Audrey gives a few examples:

1. Performance Marketing

Keep your leads in sync by connecting your paid social campaigns with your email and customer lists. It’s about making sure everyone’s got the same info.

2. Sales & Customer Success

Use LinkedIn scraping to keep your sales records up-to-date or to add some extra details to leads from conferences before they go into your CRM.

3. Product Management

Automate customer surveys to get feedback on new features and make sure the product team gets that info right away.

Let’s Get Practical: Someone in the audience asked how long it takes to set up these automations. Audrey explained that while you can get the basics done in about 20 minutes, things like setting up webhooks might take a bit more time, depending on your tools.

Building an NPS Survey Automation

Audrey gave a solid example of how you can set up a simple NPS (Net Promoter Score) survey using Make.com. The process kicks off with a webhook that collects customer feedback, stores the data in Google Sheets, and updates the CRM with the NPS score. Depending on how the customer feels, different actions are triggered:

- Promoters: They’re sent to a page where they can leave a Google review, and the marketing team gets a heads-up for potential case studies.
- Passives: They’re added to a list for follow-up campaigns to keep them engaged.
- Detractors: They’re passed along to the customer success team for quick follow-up to prevent churn.

Key Takeaways

• Tool Selection: Make sure your automation tool fits with the tools you’re already using and that your team can handle it.

• Cross-Department Use: Automation can help different teams communicate better and get their work done more efficiently.

• Customer Feedback: Using automation for things like NPS surveys makes it easier to collect and act on customer feedback, which is crucial for keeping customers happy.

About the Speaker

Audrey Mann is the Senior Growth Marketing Manager at Project A, with over five years of experience in CRM and marketing automation. She specialises in supporting ventures on acquisition and CRM strategies, focusing on using automation to improve how teams work together. 

About the Meetup

Organised by Audrey Mann and Jessica Jantzen, the INSIDE CRM Meetup is a platform for CRM professionals to share insights, strategies, and success stories. It brings together experts from various industries to discuss the latest trends and innovations in customer relationship management.

Disclaimer: This article has been generated with ChatGPT based on an audio transcript and presentation slides from the INSIDE CRM Meetup. The content has been reviewed by the presenter to ensure accuracy and relevance.