Marketing campaigns and strategies would have limited success without marketing operations processes happening behind the scenes. From running lead generation campaigns to communicating with customers to generating data reports, these processes—and the tools they require—help your marketing channels succeed.
With all these elements to manage, it's no wonder marketers and marketing ops professionals (MOPs) tend to be automation power users. There isn't enough time in the day to manage marketing efforts manually.
With an automation tool like Zapier, you can connect the apps you use every day to cut down on manual work. Here are the top ways marketers use Zaps—what we call our automated workflows—to save time, improve data accuracy, and stay organized.
Automate your marketing operations
You'll need a Zapier account to use the workflows in this piece. If you don't have an account yet, it's free to get started.
Managing leads is a full-time job in itself. For starters, you're managing multiple channels to attract prospects to your business. You also have to clean up lead information and store it in one place so you can nurture those leads to become paying customers. And then you need to track what they're doing.
It's exhausting just reading that list. Automating those tasks with Zapier ensures that you're preserving your finite energy for strategic problem-solving.
Potential customers need to see the same marketing message multiple times in different channels before they bite. You're likely managing a stack of tools to source those leads, such as various forms and social media ads.
You can organize leads from multiple sources into a centralized place with a few Zaps. Just click on one below to get started:
Create or update contacts on HubSpot from new LinkedIn Ads leads
Add new Typeform form entries to Salesforce as leads
Add contacts to Hubspot from new Gravity Forms entries
Add new Facebook Lead Ads leads as leads in Salesforce
Tracking your leads' journey helps you make informed decisions on how your marketing campaigns are performing and how they're resonating—or not—with potential customers.
You can automatically track conversions with the following Zaps:
Add new ActiveCampaign contacts to Facebook Offline Conversion
Create offline conversions in Google Ads for new contact activity on ClickFunnels
Add new HubSpot contacts as Facebook Offline Conversion events
When done appropriately, nurture campaigns can turn prospects into paying customers—or keep existing customers coming back—through well-timed messages that encourage them to take a particular action.
While we can't write the campaigns for you, Zapier can make enrolling leads in a nurture campaign easier when they've taken a particular action. Try any of the Zaps below:
Subscribe new Facebook Lead Ad leads to a Mailchimp list
Add contacts in ActiveCampaign for new leads from Google Ads
Add new Facebook Leads Ads leads to automations in ActiveCampaign
Related reading: Create calendar events based on your sales pipeline stages
Automatically message new leads
Maybe you don't have the bandwidth to send a custom message to a new lead, but you'd like some form of personalization. You can still benefit from automating responses to leads. These Zaps will send personalized messages to prospects using information they've submitted:
Send emails in Gmail for new leads in Facebook Lead Ads
Send Gmail messages when new contacts are added to ClickFunnels
Internal communication and alerts
Marketing teams come in all shapes and sizes. Whether you're a team of two or 200, you're running all sorts of programs, from advertising to social to email. It's hard enough to communicate within teams, but other teams rely on your work, too.
You don't have to stay glued to your email or team chat, though. You can automate important alerts for your team, so everyone wins: Your coworkers know what's going on, and you can mute Slack and focus on more important work. Here are a few ways to get started.
Notify team about new leads
Timely follow-up is universal business etiquette, but especially so in marketing. You know there's a limited amount of time to capitalize on a prospect's interest.
Your team needs to know when there's a new lead so they can act fast. Use these automated workflows to automate lead notifications in your preferred communication channels:
Send emails from Gmail with summaries of new Facebook Lead Ad leads
Send messages in Microsoft Teams when new leads are created in Facebook Lead Ads
Get a digest of new Typeform entries sent to you via Slack on a daily, weekly, or monthly schedule
Share data reports
Data helps everyone on the marketing team make decisions and strategy recommendations, so they're likely to be interested in the latest report. Instead of begging your team to read your latest insights, set up a Zap that will automatically send alerts about the latest report.
Send Slack messages whenever Google Sheets rows are updated
Send Microsoft Outlook emails for new updated rows in a Microsoft Excel sheet
Send emails via Gmail when Google Sheets rows are updated
Data reporting and analytics
Ops professionals are often the chief data wranglers, pulling all sorts of information from separate channels to create reports and make strategic recommendations. It's a herculean task because it often requires streamlining and cleaning up data. And if you don't have a designated MOPs lead, it can be even harder to get the job done.
You can use automation to save time, improve reporting accuracy, and, most importantly, get a holistic view of campaign performance. (And everyone will think you're a wizard.)
Streamline data between apps
Marketers deeply relate to the problem of having too many apps to keep track of, many of which don't make it easy to sync data. That's why spreadsheets are often the makeshift solution.
Here are a few Zaps you can use to move the data from your super spreadsheets to your main source of truth.
Copy MySQL rows from custom queries into Google Sheets spreadsheets
Spreadsheets are incredibly powerful and flexible, but sometimes a specific data or analytics app will do the job better.
You can use automated workflows to create measurements in Google Analytics for specific activities you want to measure outside of your website, such as calendar bookings.
Turn new webhooks into Google Analytics measurements
Create Google Analytics measurements from new Facebook Ads leads
Create Google Analytics measurements from new Typeform entries
Create Google Analytics measurements from Calendly Invitees
To create more advanced charts or dashboards, these Zaps will push your data to apps such as Databox or Hotjar.
Push Databox custom data for new or updated Google Sheets rows
Add rows to a Google sheet for new Hotjar incoming feedback responses
Increase Databox counters for new invitee created events in Calendly
Increase Databox counters for new contacts in Constant Contact
Clean up data
Marketing ops teams are perpetually on clean-up duty. They're trying to keep data tidy so you can run marketing campaigns efficiently.
While there's a certain zen in tidying things up, constant data errors and formatting issues cause major headaches—and take you away from the problem-solving and strategy work that makes a big impact.
Automating alerts can help you catch data errors right away. Set up a few Zaps like the ones below so you can troubleshoot early.
Send filtered Google Sheets rows in a Slack message
Send filtered Microsoft Excel rows to Microsoft Teams
You can also automatically format data as it comes in. If you're constantly reformatting dates, separating first names from last, or other types of information, these Zaps will take care of that work for you.
Format new Facebook Lead Ad leads and send it to a webhook
Reformat new emails in Gmail before logging it in Google Sheets
Reformat new leads from Facebook Lead Ads and add to Mailchimp
Have you ever received an email from a company that seemed wildly out of touch with how you use their product? It's likely because they didn't segment their subscribers.
Segmentation is a critical part of any marketing strategy because you want to speak to potential and existing customers at the right moment to influence a purchasing decision. (And you don't want them to unsubscribe.)
If you need to clean up your segmentation workflow, try the Zaps below, which will tag leads when they take a particular action.
Add new Mailchimp subscribers in a segment/tag to a Google Ads customer list
Add Mailchimp subscribers to tags for new attendees registered in Eventbrite
Add subscribers to tags on Mailchimp for new Google Ads leads
Read more: 7 ways to automate common newsletter tasks
Keep your marketing processes flowing with automation
Running your marketing campaigns doesn't have to be chaotic. Automation can be the sidekick that helps you manage your tools and processes more efficiently, so you can devote time to problem-solving and strategizing for your next big campaign.
New to Zapier? It's a tool that helps anyone connect apps and automate workflows—without any complicated code. Sign up for free.
This article was published in March 2022, written by Krystina Martinez, and updated in August 2022.