A marketing automation system that connects Meta acquisition, lead management, dynamic segmentation, Mailchimp, CRM and customer lifecycle, and ecommerce.
The problem
Leads arrived from multiple funnel points and needed continuity between acquisition, contact state and the customer relationship. Without consistent normalization, duplicates, unreliable segments and reacquisition of existing leads or customers became more likely.
The solution
I designed a flow that normalizes leads, synchronizes contacts and updates dynamic segments based on customer-lifecycle state. Exclusion logic uses the available state across CRM, automations and ecommerce.
What I built
Meta Lead Ads ? lead acquisition ? contact synchronization ? dynamic segmentation ? lifecycle automation ? customer and exclusion logic ? ecommerce.
Engineering choices
The workflow separates acquisition, synchronization and automations so errors and handoffs remain controllable. Over time it moved from a more expensive, fragile Zapier chain to a simpler flow that is easier to observe and maintain.
Outcome
A GTM system that keeps leads, segments and customer state more consistent across the lifecycle, without adding unsupported metrics.