Marketing automation and CRM

Marketing automation and CRM with HubSpot and Brevo

Structure your CRM, segment your contacts and automate journeys that keep plenty of room for human contact.

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Level
Intermediate
Indicative duration
14 h
Format
Online · On-site
Language
French
Price
On quotation

Learning objectives

  • Structure a CRM: properties, lifecycle, pipeline and contact sources.
  • Segment a contact base using declared and behavioural criteria.
  • Build automated welcome, follow-up and re-engagement journeys.
  • Define lead qualification and assignment rules with human hand-off points.
  • Manage consent, sending frequency and database quality.

By the end of this course, you will be able to organise a CRM around your sales cycle, segment your contacts, build automated journeys (welcome, follow-up, re-engagement) and set rules for qualifying leads and assigning them to the sales team.

Exercises are carried out in HubSpot and Brevo, two tools widely used by SMEs, but the method applies to other CRMs too. We start with data structure (properties, pipeline stages, sources), because an automation is only as good as the data it relies on.

Automation is not meant to replace relationships: together we define the moments when a salesperson should take over, frequency rules so you do not overwhelm your contacts, and how to handle consent and unsubscribes in line with the personal data protection principles that apply in Tunisia.

Who it is for

  • Marketing and sales managers.
  • CRM or email marketing officers.
  • B2B or B2C SME leaders with a steady flow of leads.
  • Training centres, agencies and service companies.

Prerequisites

  • Solid basics in digital marketing and email marketing.
  • A free HubSpot account and a free Brevo account are enough for the exercises.
  • An anonymised contact list, or the dataset provided.

Skills you will gain

  • CRM structuring
  • Contact segmentation
  • Marketing automation workflows
  • Lead scoring
  • Lead routing
  • Consent management
  • Email deliverability

Programme

  1. Structuring the CRM

    3 h
    • Contacts, companies, deals: the data model
    • Lifecycle stages and sales pipeline
    • Useful properties and contact sources
    • Importing and cleaning an existing database

  2. Segmentation and consent

    3 h
    • Static and dynamic lists
    • Declared and behavioural criteria
    • Consent, unsubscribes and principles of Tunisian Organic Law No. 2004-63
    • Deliverability: domain authentication, list hygiene

  3. Automated journeys

    3 h
    • Welcome journey after sign-up
    • Follow-up after a quote or meeting request
    • Re-engaging inactive contacts
    • Frequency rules and exit conditions

  4. Lead qualification and routing

    3 h
    • Qualification criteria and lead scoring
    • Assigning leads to salespeople: rules and fairness
    • Tasks and alerts for human follow-up
    • Connecting website forms and other tools through n8n or Make

  5. Measurement and improvement

    2 h
    • Metrics: opens, clicks, conversion, time to first contact
    • CRM reports and dashboards
    • Continuous improvement of journeys

Exercises and projects

  • Design the data model and pipeline of a CRM for a services business.
  • Create three dynamic segments from a provided contact dataset.
  • Build a three-email welcome journey with exit conditions in Brevo.
  • Define a lead scoring grid and assignment rules in HubSpot, with a follow-up task for the salesperson.

Upcoming sessions

No public session is scheduled yet. Leave a request: we will let you know as soon as a date is set, or organise a session for your team.

How to enrol

How to enrol

  1. Fill in the enrolment request form on this page (name, email, phone, current role and expectations).
  2. We reply by email to check that the course matches your level and to share practical details.
  3. Scheduled sessions are announced on this page as soon as they are planned; if no date is shown, your request is recorded and you will be notified when the next session opens.
  4. Your enrolment is final once confirmed in writing by email.

Companies: to enrol several employees or arrange a dedicated in-house session, mention it in the form and we will send you a quote.

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Context, goals, tools in use, timeline.