Define, configure, and create lead scoring: develop and refine criteria to assign scores to leads based on specific behaviors, content interactions, and other indicators of interest.
Configure and implement systems and tools required for effective lead scoring.
Analyze results and adjust the lead scoring methodology as needed to optimize lead qualification.
Monitor lead import and segmentation: ensure the leads database is up to date and segmented according to defined criteria to optimize marketing strategies.
Monitor the inbound funnel: operate and manage marketing automation tools and supporting tools to track the inbound funnel, ensuring process flow and efficiency.
Work on CRM processes from both technical and business perspectives.
Support campaign planning and execution by gathering and creating briefings with the project team.
Plan CRM communication workflows and campaigns to meet client needs.
Analyze data to optimize results.
Implement customer relationship strategies.
Manage and standardize UTMs to ensure more effective campaign tracking in Google Analytics and Marketing Cloud.
Monitor CRM operations in Google Analytics to ensure proper tagging and tracking for email operations.
Create sales funnels and automation for CRM-driven opportunities.
Integrate marketing automation tools with CRM.
Manage lead handover and feedback between marketing and sales.
Monitor campaign KPIs (open rate, conversion, churn, LTV, NPS, etc.).

CRM Analyst, Inbound Marketing

Key skills