Workflow Automation
Lead generation boost for a B2B distribution company
We partnered with Bobangles to design and embed a CRM-driven workflow automation system built to transform how they attract, nurture, and retain clients. The focus was simple — stop leaving leads on the table and start converting them with communications that actually felt personal.
Our approach
We began with a discovery phase mapping Bobangles' existing client journey from first touchpoint through to retention - identifying where leads were dropping off, where follow-up was inconsistent, and where personalisation was missing entirely. From there we architected a CRM integration that sat inside their existing workflow rather than disrupting it, and built a suite of smart email automations segmented by client type, behaviour, and stage in the funnel. Every automation was written and designed to feel like it came from a person who understood that specific client - not a broadcast.
The challenge
The primary challenge was building automations intelligent enough to speak differently to different client types without requiring manual intervention at every touchpoint. The second challenge was embedding a CRM system into a business that hadn't previously used one - managing the change process, building team confidence, and ensuring adoption stuck beyond the initial rollout.
The solution
We implemented a CRM architecture tailored to Bobangles' specific client segments, mapping distinct automation flows for each - from cold lead nurture sequences through to post-conversion retention touchpoints. Email automations were built around behavioural triggers rather than time-based blasts, meaning the right message reached the right person based on what they'd actually done, not just when they signed up. Copy and design for each sequence was crafted to reflect Bobangles' voice while speaking directly to each client segment's specific motivations and objections. Team onboarding was built into the rollout from day one, not bolted on at the end, ensuring the system was owned and operated confidently from the moment it went live.
Measurable results
90%
Clarity
82%
Consistency
65%
Culture
95%
Informed operation decision making
We used to rely on sales agents and pay a fortune even when it wasn't earned, this has really helped ensure those doing the work can do it intelligently and efficietly and get paid for their efforts. It's a win-win-win
Kerrie
CMO
