Case Study
Full CRM Build from Scratch for a Marketing Company Pre-Launch
Spearheaded the complete CRM setup before go-live — platform configuration, contact tagging and segmentation, drip campaigns, pipeline stages, website CTA placement and tracking. Built the system so it was ready to capture, route, and nurture leads from day one.
The brief
The company was preparing to launch and had no CRM in place. They needed a system built correctly from the start — not patched together after the fact. That meant getting the platform configured, the contact architecture defined, the segmentation logic mapped, drip campaigns written and loaded, and the website wired up to capture and route leads before a single contact came through the door.
How I approached it
The first decision was getting the tagging and segmentation architecture right before anything else. Tags are the foundation — if the logic is wrong at the start, everything downstream breaks. I mapped out the contact structure: lead sources, engagement segments, and pipeline stages, then built the tag system in the platform to reflect how leads would actually move through the business.
From there I built the drip sequences for each segment — making sure new contacts entered the right flow based on how and where they came in. Each sequence was written to match the stage of the relationship, not just fire generic nurture emails.
On the website side, I identified the key CTA locations, set up tracking so every conversion point fed correctly into the CRM, and made optimization recommendations to improve conversion before launch. The goal was making sure no lead that hit the site fell through the cracks.
The full build was scoped and executed as a pre-launch project — the system was ready to go live with leads routing correctly, sequences firing, and leadership having full visibility into the pipeline from day one.
What was built
01
CRM platform setup: full configuration of the CRM from scratch — account structure, user roles, pipeline setup, and platform settings before any contacts were imported.
02
Tagging architecture: designed and built the full tag system — lead source tags, engagement tags, and stage tags — so every contact is categorized and routable from the moment they enter.
03
Segmentation logic: defined segment rules so contacts are automatically grouped by source, behavior, and stage — enabling targeted drips and clean reporting from day one.
04
Drip campaign sequences: built and loaded nurture sequences for each segment — each flow matched to the contact's source and stage in the pipeline, not generic blasts.
05
Website CTA placement and tracking: identified key conversion points on the site, set up CTA tracking to feed correctly into the CRM, and made optimization recommendations before launch.
06
Website optimization: reviewed and recommended changes to copy and layout to improve conversion rates at the CTA level before the site went live.