Problem
Fragmented Communications and Disconnected CRM Workflows
This construction team was juggling development projects, investor communications, and residential marketing—but lacked a unified system to track conversations or campaign outreach. Their marketing campaigns were managed through Accumbamail, while team interactions were scattered across Office 365 inboxes with no connection to their CRM.
Their ideal state: a centralized database with structured activities, campaign logging, and intelligent segmentation to identify long-term relationship ROI. Without it, they couldn’t see who had received what campaign, how long leads had been engaged, or link emails to contact records.
Even basic workflows—like sending newsletters or assigning blogs—required repeated manual coordination. The team needed automation, structure, and a CRM that flexed with their growing pipeline.
Q1
Solution
CRM, Content, and Campaigns—All in One Platform
SmartSuite became the team’s all-in-one system to manage contacts, activities, campaigns, and marketing content. The team used Linked Records, Status Fields, and SmartDocs to track blogs, email sequences, design tasks, and contact engagement.
They configured Make Integrations to sync Office 365 emails into SmartSuite and automatically tag activities to the right contacts. Activity types like meetings, emails, and outreach were standardized—helping the team track all historical touchpoints.
For campaigns, Accumbamail was used externally, but SmartSuite stored campaign design details, send dates, and audience segments. Workflows were triggered based on contact attributes—populating campaign checklists and assigning follow-ups automatically.
A content production flow was also implemented using Conditional Checklists and SmartDocs, with each asset tracked through creation, review, and publishing.
Q2
Result
Clear Campaign History and a Unified Relationship Record
With SmartSuite, the firm now has a centralized CRM with visibility into every stakeholder touchpoint. Emails, meetings, campaigns, and content creation all flow into a structured database—with team notifications and status updates driving accountability.
No more wondering who got what email or how long a contact has been in the pipeline. Automated workflows track each blog, newsletter, and message. Staff now spend less time chasing email threads and more time focusing on relationships.
“We’ve moved all our contact history, outreach tracking, and campaign content into one place,” said the CRM lead. “It’s made our marketing more accountable and our CRM far more transparent.”
Q3
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