Growth & Insight · Module 10
Marketing
Act on Fresh CRM Data the Same Day
How to build an email, text, or WhatsApp campaign to a specific group of people — using your live CRM records directly, with no exporting lists to a separate tool.
About & Business Case #
Why in-CRM marketing matters #
"We just closed a great webinar with 400 signups. I want to send a personalized follow-up today — not export the list to a separate email tool next week, by which point the moment has passed."
Every extra step between "the data lives in the CRM" and "the campaign goes out" adds delay. Waiting also gives the list a chance to go out of date, and personal touches a chance to get lost.
What this means for you
Campaigns run directly against live CRM data, with built-in personalization and delivery tracking for each person — same day, same tool.
Implementation #
Anatomy of a campaign #
A campaign is one outgoing message sent to a group of people at once — like a mass email. Here are the pieces that make one up:
| Piece | Role |
|---|---|
| Channel | How the message is sent: Email, SMS (text message), or WhatsApp. You pick one per campaign, and each has its own template type and settings |
| Template | The reusable message itself. Email templates are HTML (styled text) with merge fields like {{firstName}} that get swapped for each person's real name. SMS/WhatsApp templates are plain text using the same merge-field style |
| Campaign | Pairs a channel and a template with a group of recipients, chosen using a filter — for example, every Lead where campaign_source__c = "Webinar" |
| Send | Fills in each recipient's real details in the template, then sends it using your company's own connected email or messaging service |
| Campaign Log | One row per recipient, showing SENT, FAILED, or SKIPPED (for example, a missing or invalid phone number) — plus the error message if something failed |
Gated by design
The marketing tabs (Campaigns, Segments, Email Templates, Message Templates and the rest) stay hidden from anyone whose Profile (their set of permissions) doesn't have marketing access turned on. This is checked everywhere the feature is used, not just hidden from the menu.
SMS & WhatsApp phone numbers
The recipient's phone number must already be saved in a standard international format (e.g. +14155552671, including the country code). Campaigns won't guess a country code for you — it skips and logs any record whose number isn't already in that format.
1 Send a webinar follow-up campaign #
{{firstName}} as a merge field, so it's replaced with each person's real name.campaign_source__c = "Webinar".How to Use #
Day-to-day: marketing #
Day-to-day: admins #
What to try next
Look at the Lead Scoring & Assignment trail — good campaign filters and good lead scoring work well together.
Quiz #
Test what you learned #
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