Long-term nurture
Scenario: Lead says they are six months away after the tour.
System behavior: CRM tags prospect as nurture and syncs to marketing list.
Result: Lead receives relevant follow-up without manual export.
Marketing automation
CRM-to-Campaign Sync
Marketing automation keeps CRM contacts aligned with external campaign platforms in the near term, while preserving a path toward a future native Journey marketing suite.
MailChimpConstant ContactConsent-awareFuture native suite
1. Feature Direction
Near-term: Integrate with MailChimp and Constant Contact for list/audience sync, tags, unsubscribe handling, and sync logs.
Future: Develop an internal marketing automation section that can reduce reliance on third-party platforms once usage patterns and customer demand are clear.
Integration strategy: Future integrations such as HubSpot should be driven by customer requests rather than pre-building unnecessary connections.
2. Sync Triggers
| CRM Event | Marketing Action |
|---|---|
| New prospect created | Add to selected audience/list. |
| Lead moved to nurture | Add nurture tag or segment. |
| Post-tour survey completed | Update interest/feedback segment. |
| Negative survey feedback | Exclude from nurture and create recovery workflow. |
| Re-tour scheduled | Add high-intent tag where supported. |
| Unsubscribe captured | Sync opt-out back to CRM where supported. |
3. Consent and Governance
- Respect email unsubscribe status.
- Respect communication consent fields where available.
- Log sync attempts and failures.
- Allow manual retry/resync.
- Do not sync contacts outside user/PMC/property configuration.
4. Survey-to-Campaign Integration
Post-tour survey responses can drive follow-up campaigns and newsletters:
- High-interest responses → next-step follow-up list.
- Not-ready responses → long-term nurture list.
- Negative feedback → recovery task, not automated marketing.
- Specific objections → campaign segments where appropriate.
5. User Cases
High-intent re-tour segment
Scenario: Prospect schedules a re-tour.
System behavior: CRM can add high-intent tag where provider supports it.
Result: Marketing and sales follow-up are aligned.
6. Acceptance Criteria
- MailChimp and Constant Contact connection settings are supported.
- Contacts can sync to selected lists/audiences.
- Tags/status fields sync where supported.
- Unsubscribe handling is respected.
- Sync logs and errors are visible.
- Survey and lead status changes can trigger segment updates where configured.
- Future native marketing suite is documented as later phase direction.