Marketing automation has become essential for businesses looking to scale their operations efficiently. For Pipedrive users, implementing marketing automation can bring you more leads, nurture them better, and improve your business’s conversion processes. With this guide, we’ll tap into the most important things you should know about Pipedrive marketing automation, from native tools and integration options to creating effective strategies.
We’ll also talk about Zeeg and why you should integrate its advance scheduling with Pipedrive options in order to generate leads from your prospects.
What is Pipedrive marketing automation?
Pipedrive started as a sales-focused CRM with powerful pipeline management features, but it has evolved a lot over the years. Through strategic acquisitions and developments, Pipedrive now offers various marketing capabilities that work alongside its core sales functionality.
Marketing automation with Pipedrive allows you to streamline repetitive tasks, create targeted campaigns, track customer interactions, and align your sales and marketing efforts. Whether you're looking to nurture leads, optimize email campaigns, or improve customer engagement, Pipedrive provides solutions either through native features or integrations with specialized marketing tools.
Can Pipedrive be used for marketing?
Yes, Pipedrive can definitely be used for marketing purposes. While the core strength is still their sales pipeline management, they’ve expanded their capabilities to include marketing functions through both native tools and integrations.
For example, Pipedrive now offers Campaigns, a built-in email marketing tool that enables you to create and automate email campaigns directly within the platform. And besides its native marketing tools, Pipedrive's integration ecosystem allows you to connect with specialized marketing platforms like ActivaCampaign or MailChimp, giving you the flexibility to create a customized sales and marketing tech stack that meets your company’s needs.
Core marketing functions you can automate with Pipedrive
There are three main marketing functions most companies look to automate with Pipedrive:
- Email marketing – Newsletters, drip campaigns, and triggered emails
- Lead generation – Web forms, live chat, web visitor tracking
- Marketing reporting – Analytics that track your overall marketing efforts and ROI
These fundamentals form the backbone of any effective marketing automation strategy with Pipedrive. By getting these elements right, you can create a seamless journey from lead acquisition to customer conversion.
👉 Read more:
How to create a marketing automation strategy for Pipedrive
Before diving into specific tools and integrations, it's important to establish a solid marketing automation strategy. Here's a five-step process to help you create an effective plan:
Step 1: Define your goals
Every successful strategy starts with clear goals. Begin by identifying what you want to achieve with your marketing automation efforts. Common marketing goals include:
- Growing the number of marketing qualified leads (MQLs)
- Increasing brand awareness
- Converting more free trial users to paid customers
- Reactivating lapsed customers
- Reducing time spent on email list segmentation
For example, if you run a landscape education company offering both free and paid courses, your goal might be to increase the conversion rate from free to paid courses. Keep your focus narrow at first and choose one primary goal to prevent your strategy from becoming too complex.
Step 2: Set benchmarking and measurement
Once you've defined your goals, determine which metrics you'll track to measure progress. Depending on your objectives, relevant benchmarks might include:
- Lead generation: Increase newsletter signups, demo downloads, or webinar attendance by 10% this year
- Brand awareness: Increase landing page views to 10,000 per month or grow follower count by 5,000 by the end of the quarter
- Engagement: Improve email open rates and click-through rates by 10% this year
- Customer retention: Reactivate 100 lapsed customers in Q1
Most marketing automation tools offer analytics capabilities that can help you track these metrics. Look for solutions that integrate with Pipedrive and provide advancedreporting features.
Step 3: Map your customer journey to uncover needs
Understanding your customer's journey is crucial for identifying where marketing automation can make the most impact. Map out the steps customers take from discovering your brand to becoming loyal advocates:
- Awareness: The prospect learns about your brand
- Consideration: The prospect evaluates your solution against competitors
- Decision: The prospect converts to a paying customer
- Retention and advocacy: The customer makes repeat purchases and refers others
Analyze where customers are dropping off in this journey and identify bottlenecks in your processes. This analysis will reveal opportunities for automation that can improve conversion rates and customer experience.
Step 4: Find the right marketing automation tools
With a clear understanding of your goals and customer journey, you can now select the appropriate tools for your marketing automation strategy. When evaluating potential solutions, consider the following questions:
- What level of automation do you need? Simple triggers or complex sequences?
- Can you combine tools in your existing tech stack?
- Is the tool easy for your team to use?
- Does it integrate seamlessly with Pipedrive?
Pipedrive's marketplace offers numerous marketing automation integrations, from email marketing platforms to web visitor tracking tools. The right combination will depend on your specific requirements and budget.
Step 5: Implementation and review
With your strategy defined and tools selected, it's time to implement your marketing automation plan. Start by testing your automations with a small group before rolling them out to your entire audience. Monitor performance regularly and be prepared to make adjustments based on the results.
Remember that marketing automation is not a "set it and forget it" solution. Regular reviews and optimizations are essential for maintaining effectiveness and achieving your goals.
👉 Before we move on, just a note to say that you can compare Pipedrive to other tools:
- Pipedrive alternatives
- Pipedrive vs Salesmate
- Pipedrive vs Salesforce
- Pipedrive vs Trello
- Pipedrive vs Keap
- Pipedrive vs Monday
- Pipedrive vs Zendesk
Pipedrive native marketing tools
Pipedrive offers several built-in marketing tools that can help you automate your marketing efforts without requiring third-party integrations.
1. Campaigns by Pipedrive
This is an email marketing solution built directly into the Pipedrive CRM - and it’s quite useful, as it lets businesses create professional email campaigns. Without leaving Pipedrive, you can design your own emails using a drag-and-drop editor, segment your audience based on Pipedrive filters, schedule automated sends, and track campaign performance.
Key features:
- Tight integration with Pipedrive CRM
- Intuitive drag-and-drop email builder
- Automated email campaigns to segments defined with Pipedrive filters
- Email engagement tracking
- Professional email templates
Pros:
- Seamless connection with your Pipedrive data
- No need to switch between platforms
- Simple interface for creating basic email campaigns
Cons:
- Lacks some advanced email marketing features (limited design templates, no A/B testing)
- Contact management requires manual processes
- Additional cost on top of your Pipedrive subscription
2. LeadBooster with Web Forms
LeadBooster is Pipedrive's lead generation suite that tries to capture more leads through websites. It’s like a multi-faceted add-on that combines several tools to help businesses attract, qualify, and convert website visitors into sales opportunities. Within the add-on, the Web Forms component allows you to create customizable forms that will get visitor information and automatically feed it into your Pipedrive pipelines. By eliminating manual data entry and providing immediate lead routing, LeadBooster helps ensure that no potential customer gets lost. The main idea is to fill in the gap between your digital presence and your sales process.
Key features (from the LeadBooster):
- Customizable web forms
- Chatbot functionality
- Live chat
- Prospector tool
- Scheduler
The web forms component allows you to create forms that feed leads directly into your Pipedrive pipeline. While these forms are basic compared to specialized form tools, they offer the advantage of seamless integration with your CRM.
Pros:
- Easy to set up and use
- Direct integration with Pipedrive pipelines
- No need for additional tools or complex integrations
Cons:
- Limited customization options
- Lacks lead source data (no UTM code capture)
- Comes with an additional cost
3. Web Visitors by Pipedrive
In order to track what companies visit your website, even before they fill out a form or make direct contact, Pipedrive created Web Visitors. Powered by Leadfeeder's technology, this tool uses IP address recognition to identify organizational visitors and track their behavior across your site. Web Visitors provides crucial insight into which companies are showing interest in your products or services, how frequently they visit, which pages they spend time on, and how engaged they appear to be. And with this information you can prioritize outreach to companies demonstrating genuine interest and tailor conversations around the specific content these prospects have viewed. For B2B businesses especially, Web Visitors transforms anonymous website traffic into actionable sales intelligence that can significantly shorten sales cycles.
Key features:
- Company identification based on IP addresses
- Lead quality scoring
- Filtering by visit time and quality
- Direct matching with Pipedrive contacts
Pros:
- Intuitive interface with easy sorting and filtering
- Seamless integration with Pipedrive
- Identifies potential leads even before they fill out forms
Cons:
- Cannot unhide leads once hidden
- Requires additional purchase of Prospector credits to add site visitors as leads
- Additional cost beyond your Pipedrive subscription
Email marketing integrations for Pipedrive
While Pipedrive's native Campaigns tool offers basic email marketing functionality, many businesses require more advanced features for their email marketing efforts. Here are some top email marketing platforms that integrate well with Pipedrive:
1. Mailchimp
Mailchimp has changed quite a lot too. From a simple email newsletter service, it became a complete marketing automation platform used by millions of businesses worldwide. With over 15 years in the industry, Mailchimp provides email marketing solutions that go from basic broadcasts to more sophisticated automated journeys.
They’re very good at segmenting contacts based on behavior, preferences, and custom fields. And when connected to Pipedrive, Mailchimp extends your CRM's capabilities with great email creation tools, behavioral targeting, and detailed performance analytics. This integration can be a good option for businesses that want to leverage Mailchimp's user-friendly interface and extensive template library while maintaining synchronized contact data with their sales CRM. The combination provides a powerful system for nurturing leads before they're even ready for direct sales contact.
Key features when integrated with Pipedrive:
- Email campaign creation and management
- Advanced segmentation
- A/B testing
- Detailed analytics
- Numerous professional templates
Integration options:
- Pipedrive's native Mailchimp integration (one-way sync)
- Third-party connectors like Outfunnel (two-way sync)
Pros:
- Generous free tier for small lists
- Intuitive interface
- Extensive template library
- Powerful segmentation capabilities
Cons:
- Pipedrive's native integration only syncs one-way (Pipedrive to Mailchimp)
- Can become expensive as your list grows
- Support for advanced issues can be lacking
2. Brevo (formerly Sendinblue)
Brevo is an all-in-one digital marketing platform that combines email marketing, SMS messaging, chat, and CRM features in a single solution. Formerly known as Sendinblue, this European-headquartered platform has gained popularity for its cost-effective pricing structure that charges based on email volume rather than contact count.
Brevo allows unlimited contacts on all plans, making it quite an attractive option for businesses with large databases but moderate sending needs. Also, they have a toolkit that spans the entire customer journey, from lead acquisition to relationship management.
When integrated with Pipedrive, Brevo lets your marketing communications be informed by sales data and vice versa. This alignment is essential for creating personalized, relevant customer experiences across all touchpoints while maintaining operational efficiency.
Key features when integrated with Pipedrive:
- Email campaign automation
- SMS marketing
- Live chat
- Landing pages
- Sign-up forms
Integration options:
- Native Brevo-Pipedrive integration
- Third-party connectors for enhanced functionality
Pros:
- Unlimited contacts on all plans
- Competitive pricing
- Complete toolset in one platform
- Great for SMBs with budget constraints
Cons:
- Moderate learning curve for some features
3. Klaviyo
Perhaps less popular than the tools mentioned above, Klaviyo is a data-driven email marketing and SMS platform designed to help businesses create personalized customer experiences at scale. Unlike other general email marketing tools, Klaviyo specializes in deep segmentation and behavior-triggered communications.
Essentially, the tool tries to turn customer data into actionable insights that drive revenue. And to be more exact, Klaviyo focuses on helping businesses understand exactly who their customers are and what they want, then automatically delivering the right messages at optimal times.
When you connect Pipedrive and Klaviyo, you can leverage customer data to create more targeted segments and to automate personalized communication flows. It’s a good one for e-commerce businesses and companies with complex products that need nuanced customer segmentation and lifecycle marketing strategies that extend beyond Pipedrive's native options.
Key features when integrated with Pipedrive:
- Sophisticated segmentation
- Advanced automation workflows
- Detailed analytics
- Personalized customer experiences
- Multi-channel marketing
Pros:
- Great features across all plans
- Best-in-class automation capabilities
- Powerful segmentation for deep personalization
- Strong e-commerce focus
Cons:
- Can be expensive for smaller businesses
- Recent reports of declining customer support
- Steeper learning curve than some alternatives
4. ActiveCampaign
ActiveCampaign, another marketing tool, combines email marketing, sales automation, and CRM capabilities in a single, integrated solution. Founded in 2003, the platform has evolved to become a leader in intelligent marketing automation that learns from customer behaviors and interactions.
When integrated with Pipedrive, ActiveCampaign extends your CRM's capabilities with advanced marketing features like predictive sending, split testing, and machine learning-powered content recommendations. This powerful combination allows businesses to implement sophisticated lead nurturing sequences that adapt based on prospect engagement, ensuring that contacts receive the right messages through the right channels at optimal times throughout their journey.
Key features when integrated with Pipedrive:
- Advanced email automation
- Customer journey mapping
- Predictive sending
- Site tracking
- Conversion optimization
Pros:
- Sophisticated automation capabilities
- Strong segmentation options
- Detailed engagement tracking
- Good value for the features offered
Cons:
- Steeper learning curve than simpler platforms
- Interface can be overwhelming for beginners
- Requires significant setup time to maximize value
Lead generation integrations for Pipedrive
Capturing and qualifying leads is a crucial part of any marketing automation strategy. Here are some top lead generation tools that work well with Pipedrive:
1. WordPress form builders
WordPress form builders are plugins that enable websites built on the WordPress platform to capture visitor information through customizable contact forms, lead generation forms, surveys, and other interactive elements. With WordPress powering approximately 43% of all websites online, these form tools represent one of the most widely-used lead capture mechanisms available. Popular options like Contact Form 7, Elementor Forms, Gravity Forms, and WPForms offer varying levels of functionality, from basic contact forms to complex multi-step submissions with conditional logic.
Integrate it with Pipedrive and these form builders will let you create a pathway for website leads that will go directly into your sales pipeline. This integration eliminates manual data entry, reduces lead response times, and ensures that valuable prospect information is immediately available to your sales team in a structured format.
Popular options include:
- Contact Form 7
- Elementor Forms
- Gravity Forms
- WPForms
Key features when integrated with Pipedrive:
- Customizable form fields
- Conditional logic
- File uploads
- CAPTCHA protection
- Lead source tracking (with proper integration)
Integration options:
- Third-party connectors like Outfunnel
- Zapier or Make
Pros:
- Works well on WordPress sites
- Affordable annual pricing
- Extensive customization options
Cons:
- Can impact site speed if not optimized
- Requires additional integration setup
2. Wix Forms
Wix Forms is the native form-building solution for websites created on the Wix website platform. As part of the Wix ecosystem, these forms are designed to integrate seamlessly with Wix websites without requiring additional plugins or coding knowledge. Wix Forms offers a variety of templates for different lead capture scenarios, from simple contact forms to event registrations, job applications, and payment collection forms. The tool includes features like file uploads, CAPTCHA protection, and custom "thank you" pages to enhance the user experience. When connected to Pipedrive through integration tools, Wix Forms creates an efficient lead capture system that automatically transfers prospect information from your website into your CRM. This integration is particularly valuable for businesses that have invested in the Wix platform and want to maximize the efficiency of their lead generation process without managing multiple disconnected systems.
Key features when integrated with Pipedrive:
- Various form templates (contact, registration, order forms)
- Multi-step forms
- Customizable design options
Integration options:
- Third-party connectors
- Zapier
Pros:
- Native integration with Wix websites
- User-friendly interface
- Variety of template options
Cons:
- Reports of occasional glitches
- Support can be slow
- Limited features on lower-tier plans
3. Paperform
With a strong emphasis on visual design and user experience, Paperform lets users create forms that feel more like beautifully designed web pages, with full-width images, videos, and customizable design elements. The platform offers a nice combo of form functionalities, payment processing, and product selling capabilities. You can create conversational forms that guide users through a natural flow of questions, adapting subsequent queries based on previous answers.
Therefore, if you connect it with Pipedrive, Paperform creates an attractive frontend for lead capture that seamlessly funnels qualified prospects into your sales pipeline. If your business prioritizes brand aesthetics and wants to create premium-feeling experiences, this might be for you.
Key features when integrated with Pipedrive:
- Over 650 design templates
- WYSIWYG editor
- Conditional logic
- Payment processing
- Dynamic pricing
Integration options:
- Zapier
- Make (formerly Integromat)
Pros:
- Beautiful, professional designs
- Intuitive user interface
- Good feature set
Cons:
- No native Pipedrive integration
- Some templates have design limitations
4. Linkedin Lead Gen Forms
This one is quite predictable. LinkedIn Lead Gen Forms is a native lead capture solution developed specifically for LinkedIn's advertising platform. These forms automatically populate with information from users' LinkedIn profiles, eliminating the friction of manual form completion and increasing conversion rates.
As a premier professional networking platform worldwide, LinkedIn provides access to high-quality B2B decision-makers that can be difficult to reach through other channels. LinkedIn Lead Gen Forms is made to capture professional information like job titles, company names, and work email addresses—data that is often more accurate and up-to-date than what might be provided on general web forms.
When connected to Pipedrive, these forms create a powerful B2B lead generation system that automatically routes qualified professional leads directly into your sales pipeline, complete with detailed information about their professional background and current role.
Key features when integrated with Pipedrive:
- Pre-filled forms from LinkedIn profiles
- Professional audience targeting
- Lead quality filtering
- Campaign analytics
Integration options:
- Third-party connectors
- Zapier
Pros:
- High-quality B2B leads
- Reduced form friction with pre-filled data
- Professional targeting options
Cons:
- Requires LinkedIn advertising budget
- Limited customization compared to website forms
Marketing reporting and analytics with Pipedrive
1. Outfunnel
Outfunnel is a specialized sales and marketing alignment platform designed specifically to bridge the gap between CRM and marketing automation tools. Founded by former Pipedrive executives, Outfunnel focuses on solving the common challenge of disconnected sales and marketing data that affects many businesses. The platform excels at bi-directional data synchronization, ensuring that both your CRM and marketing tools have access to the most up-to-date information.
Outfunnel's lead source tracking provides valuable attribution data, showing exactly which marketing channels and campaigns are generating qualified leads and revenue. When connected to Pipedrive, Outfunnel creates a unified data ecosystem where marketing engagement data (like email opens, web visits, and form submissions) flows automatically into the CRM, giving sales teams complete context about prospects.
Key features:
- Lead source tracking and reporting
- Email engagement tracking
- Web visitor tracking
- Lead scoring
- Two-way contact synchronization
Pros:
- Lead source information
- Deep integration with Pipedrive
- Easy-to-use filtering and reporting
- Insight into which traffic sources produce deals
Cons:
- Some reports still in beta
- Updates only once per day (not real-time)
2. Google Analytics
Google Analytics is the industry-standard web analytics platform used by over 28 million websites worldwide to track and report website traffic and user behavior. Developed by Google, this powerful and largely free tool provides detailed insights into how visitors find and interact with your website, including traffic sources, page views, session duration, bounce rates, conversion events, and user demographics.
While Google Analytics doesn't offer a direct native integration with Pipedrive, the two systems can work together effectively through proper configuration and third-party connectors. By implementing UTM parameters in your marketing campaigns and ensuring these parameters are captured in your lead forms, you can track which marketing activities are generating leads in your Pipedrive CRM.
Key features when used with Pipedrive:
- Website traffic analysis
- Campaign tracking
- Conversion tracking
- User behavior insights
- Custom goal setting
Integration options:
- UTM parameters passed to Pipedrive through forms
- Third-party connectors for enhanced integration
Pros:
- Powerful analytics
- Free for most businesses
- Industry standard for web analytics
Cons:
- No native Pipedrive integration
- Requires proper setup and tracking implementation
Web visitor tracking for Pipedrive
1. Leadfeeder
Leadfeeder is an advanced website visitor identification platform that reveals the companies visiting your website based on their IP addresses. Founded in Finland and used by over 60,000 companies worldwide, Leadfeeder specializes in B2B lead generation by uncovering organizations that are showing interest in your products or services but haven't yet identified themselves through form submissions or direct contact.
The platform provides detailed information about which companies are visiting, how frequently they return, which pages they view, and how they found your site. Leadfeeder also enriches this data with company information like size, industry, and social media profiles to help qualify potential leads.
Key features when integrated with Pipedrive:
- Company identification based on IP addresses
- Visit frequency and engagement tracking
- Custom lead scoring
- Geographic filtering
- Integration with Google Analytics
Pros:
- Reveals anonymous company visitors
- Easy to use interface
- Good for B2B lead generation
Cons:
- Cannot identify individual visitors, only companies
- Requires additional setup for full Pipedrive integration
2. Outfunnel Web Visitor Tracking
Again Outfunnel. Their Web Visitor tracking monitors known contacts rather than attempting to identify anonymous visitors. This way you know how your existing leads and customers interact with your website content.
Unlike general analytics tools that provide aggregate data, Outfunnel tracks individual-level engagement, showing exactly which pages specific prospects have visited and how much time they spent on each. The system also captures critical lead source information and UTM parameters, helping you understand where prospects originated from and which campaigns attracted them.
Key features:
- Tracks identified contacts' web visits
- Records pages visited and time spent
- Captures lead source and UTM parameters
- Records web visits as Activities in Pipedrive
- Works across multiple sites or subdomains
Pros:
- Easy setup with a simple tracking code
- Seamless Pipedrive integration
- Combines web visits with other marketing engagement data
- Automatic lead source tracking
Cons:
- Limited advanced tracking capabilities
Zeeg: Scheduling automation that generates leads
An often overlooked but crucial aspect of marketing automation is the meeting scheduling process. This is where Zeeg comes into play as an excellent complement to your Pipedrive marketing automation strategy.
Zeeg is a sophisticated scheduling automation platform designed to eliminate the back-and-forth typically associated with booking meetings. Developed as a GDPR-compliant alternative to tools like Calendly, Zeeg offers robust scheduling functionality with a strong focus on data security and European privacy standards.
The platform allows prospects to self-book meetings based on your real-time availability, automatically creates calendar events with video conferencing links, and sends customizable reminders to reduce no-shows. Unlike basic scheduling tools, Zeeg includes advanced features like routing forms to qualify leads, round-robin distribution to balance team workloads, and collective scheduling for coordinating multiple attendees.
And when you integrate itwith Pipedrive, Zeeg creates a seamless connection between your scheduling workflows and your CRM, ensuring that interested prospects can easily convert their interest into direct engagement with your team.
Key features of the Zeeg-Pipedrive integration:
- Automated meeting scheduling - Prospects can book meetings directly through your calendar, eliminating back-and-forth emails and double bookings
- Two-way calendar sync - Like meetings booked through Zeeg automatically appearing in Pipedrive and your personal calendar
- Lead qualification via routing forms - Direct prospects to the right team member based on their responses to qualifying questions
- Automated reminders and follow-ups - Reduce no-shows with automated email and SMS notifications
- Lead source tracking - Understand which marketing channels are driving the most valuable meetings
Benefits of using Zeeg with Pipedrive
Integrating Zeeg with your Pipedrive marketing automation workflow offers several advantages:
- Increased conversion rates - By making it easy for prospects to schedule meetings, you remove friction from the sales process and increase the likelihood of conversion
- Improved lead nurturing - Automated reminders and follow-ups keep prospects engaged even after they've booked a meeting
- Better team coordination - Round-robin meeting distribution to ensure that leads are evenly distributed among your sales team
- Enhanced customer experience - Professional booking pages and seamless scheduling create a positive impression of your brand
- Time savings - Automation of the scheduling process frees up your team to focus on high-value activities
- Data consistency - Information flows seamlessly between Zeeg and Pipedrive, ensuring your data is always up to date
Automation workflows for Pipedrive marketing
Now that we've explored the various tools and integrations available for Pipedrive marketing automation, let's look at some practical automation workflows you can implement:
1. Lead capture and nurturing workflow
This workflow automatically captures leads from your website and nurtures them through email:
- A visitor completes a form on your website
- The form integration creates a new contact in Pipedrive
- Based on form responses, the lead is assigned to a specific segment
- The lead receives a series of automated emails via Campaigns or your integrated email platform
- Email engagement (opens, clicks) is tracked and recorded in Pipedrive
- Leads who show high engagement are scored higher and flagged for sales follow-up
- Sales reps receive notifications about high-scoring leads
2. Website visitor engagement workflow
This workflow helps you identify and engage with prospects who visit your website:
- Web visitor tracking identifies a known contact visiting your site
- The visit is recorded as an activity in Pipedrive
- If the contact views high-value pages (e.g., pricing, product details), their lead score increases
- When a contact reaches a certain lead score threshold, they're automatically added to a deal
- Sales reps receive a notification to follow up with the prospect
- The prospect receives an automated email with relevant content based on the pages they visited
3. Meeting scheduling and follow-up workflow
This workflow streamlines the meeting booking and follow-up process:
- A prospect books a meeting through your Zeeg scheduling page
- Zeeg creates or updates the contact in Pipedrive
- A deal is automatically created in the appropriate pipeline
- The prospect receives automated confirmation and reminder emails
- After the meeting, the salesperson updates the deal status
- Based on the deal status, the prospect is enrolled in the appropriate follow-up sequence
- If the deal is won, the customer is moved to an onboarding sequence
4. Re-engagement workflow
This type of automated workflow helps you reconnect with inactive leads or customers:
- A segment is created in Pipedrive for contacts who haven't engaged in 90+ days
- These contacts are synced to your email marketing platform
- A re-engagement campaign is sent with personalized content
- Contacts who engage with the campaign have their status updated in Pipedrive
- High-engagement contacts are assigned to sales reps for follow-up
- Non-responsive contacts are flagged for future clean-up or different marketing purposes
Advanced tips for Pipedrive marketing automation
To take your Pipedrive marketing automation to the next level, consider these advanced strategies:
1. Implement progressive profiling
Progressive profiling is a strategy that gathers prospect information gradually instead of overwhelming them with lengthy forms upfront.
Begin by collecting just basic details like name and email address on initial contact. As your relationship develops through subsequent interactions, strategically request additional information that builds a more complete picture of your prospect. This will dramatically increase form completion rates while creating a rich data profile over time. The information you gather will enable personalized communication that resonates with each prospect's specific situation.
2. Create dynamic content based on lead behavior
The behavioral data captured in Pipedrive offers tremendous potential for delivering personalized content that speaks directly to each prospect's interests.
Monitor which resources prospects engage with, from blog posts and whitepapers to product pages and webinars. Analyze this engagement history to identify patterns that reveal specific pain points, interests, and buying intent signals. Then, armed with these insights, create custom content sequences that address the exact challenges each prospect faces, and adjust your messaging tone, technical depth, and solution focus based on where prospects are in their buyer's journey. This behavior-driven approach makes sure your prospects receive content that feels tailor-made for their situation, significantly increasing engagement and conversion rates compared to generic marketing messages.
3. Develop multi-channel automation sequences
Moving beyond email-only campaigns creates more touchpoints and opportunities to connect with prospects on their preferred channels.
Design integrated sequences that seamlessly flow across email, SMS, social media, and direct mail touchpoints to create a cohesive brand experience. For high-value prospects, consider incorporating strategic Zeeg scheduling opportunities at key decision points, making it effortless for them to connect with your sales team exactly when their interest peaks.
For top-tier opportunities, supplement digital outreach with thoughtfully timed direct mail pieces that stand out in today's predominantly digital landscape. The key to multi-channel success lies in maintaining message consistency while adapting content to each channel's strengths.
4. Use lead scoring to prioritize sales efforts
Aim to develop a model that assigns appropriate point values to different engagement behaviors based on their correlation with their actual purchase intent. For instance, email opens might earn minimal points, while pricing page visits or demo requests receive substantially higher scores.
You can also incorporate both demographic factors, like company size or industry, and behavioral signals into your scoring formula, and update scores dynamically based on recency—a flurry of recent activity should carry more weight than similar actions from months ago.
Most importantly, you should continuously refine your scoring model by analyzing which scored leads actually convert to customers, creating an increasingly accurate prioritization system over time.
5. A/B test your automation workflows
Systematic optimization through A/B testing can improve your automation performance over time dramatically.
Rather than guessing what works best, you should create controlled experiments with your automation workflows by developing variants that test specific elements. Try different email sequence timings, for example, and determine if your prospects respond better to messages spaced two days apart versus four days.
But there’s more you can test: try varying call-to-action placements, messaging tones, or content formats to identify what resonates most strongly with your audience, and compare conversion rates between different approaches using statistically valid sample sizes before making decisions.
Once you've identified winning strategies, implement them across your automation systems and continue testing new elements.
FAQs about Pipedrive marketing automation
Can Pipedrive be used for email marketing?
Pipedrive does have a native email marketing tool called Campaigns that allows you to create, send, and track email campaigns directly within the CRM. For more advanced email marketing capabilities, you can integrate Pipedrive with specialized platforms like Mailchimp, Brevo, or Klaviyo.
Does Pipedrive have marketing automation features?
Pipedrive offers some built-in marketing automation capabilities through tools like Campaigns (email marketing) and LeadBooster (lead generation). For more comprehensive marketing automation, most users integrate Pipedrive with specialized marketing automation platforms.
How do I connect Pipedrive to my website forms?
You can connect Pipedrive to your website forms using Pipedrive's native web forms (part of the LeadBooster add-on) or by integrating third-party form builders through Zapier, Outfunnel, or other integration platforms.
What is the best email marketing tool to use with Pipedrive?
The best email marketing tool for Pipedrive depends on your needs. Popular options include Campaigns by Pipedrive (for basic needs), Mailchimp (for more advnaced features and templates), Brevo (for budget-conscious SMBs), Klaviyo (for advanced segmentation and e-commerce), and ActiveCampaign (for sophisticated automation workflows). Consider factors like your contact list size, required features, budget, and integration depth when making your choice.
How can I track marketing ROI with Pipedrive?
To track marketing ROI with Pipedrive, you need to connect your marketing activities to sales outcomes. Use lead source tracking to identify where leads originate, then follow them through your pipeline to see which sources generate the most revenue. Analytics tools can automatically record marketing engagement data in Pipedrive and provide source attribution. Custom fields can track campaign information, while Pipedrive's reporting features help visualize conversion rates. For advanced attribution, consider integrating with dedicated analytics platforms.
Can I automate lead scoring with Pipedrive?
Uou can automate lead scoring with Pipedrive, though it requires some setup. One way is to create custom fields to store lead scores and use third-party tools like Outfunnel to update these scores based on marketing engagement. Alternatively, you can use Pipedrive's Zapier integration to automatically calculate and update scores based on activities and field values. For sophisticated scoring, consider specialized lead scoring platforms that integrate with Pipedrive. While native lead scoring isn't built directly into Pipedrive, these workarounds create effective automated scoring systems.
What are the pricing options for marketing add-ons in Pipedrive?
Pipedrive's marketing add-ons are priced separately from the core CRM subscription. Campaigns starts at approximately €13.33/company per month (billed annually), LeadBooster (which includes web forms, chatbot, and live chat) costs around €32.50/company per month (billed annually), and Web Visitors is available starting from €41/company per month (billed annually). These add-ons can be combined based on your needs, and Pipedrive occasionally offers bundle discounts. Check Pipedrive's website for current pricing, as rates may change.
Can I set up automated email sequences in Pipedrive?
You can set up automated email sequences in Pipedrive using either native tools or integrations. With Campaigns by Pipedrive, you can create simple automated email sequences triggered by specific events or time intervals. For more complex sequences, consider integrating with specialized email platforms like ActiveCampaign, Mailchimp, or Brevo. These integrations allow for sophisticated behavior-based email automation while keeping contact data synchronized with your Pipedrive CRM, giving you the best of both worlds.
How can I segment my contacts in Pipedrive for targeted marketing?
Pipedrive offers several ways to segment contacts for targeted marketing. Use Pipedrive's powerful filter system to create segments based on any combination of contact properties, deal status, activities, or custom fields. Save these filters for easy access when setting up campaigns. For marketing automation, you can sync these filtered segments to email platforms like Mailchimp or Brevo. Advanced segmentation can leverage Pipedrive's API via integration tools, allowing for dynamic segments that update automatically based on changing contact data or behaviors.
What are the limitations of Pipedrive's native marketing tools?
Pipedrive's native marketing tools, while convenient, have some limitations. Campaigns lacks advanced features like A/B testing, sophisticated automation workflows, and dynamic content personalization found in dedicated email platforms. LeadBooster's web forms offer basic functionality but limited design options and no UTM tracking for attribution. Web Visitors identifies companies but not individual visitors and requires additional credits to add leads to Pipedrive. Most notably, these tools operate somewhat independently rather than as an integrated marketing suite, making cross-channel campaigns challenging without third-party integrations.
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