CRM for Marketing and Communications Agencies 

The Challenges of Marketing Agencies

A marketing agency faces a dual challenge: on one hand, it must manage existing client projects with briefs, feedback, and approvals. On the other, it must fuel its own new business pipeline to grow. With 10-15 active clients and parallel projects, new business always risks falling to the bottom of the priority list.

The Real Problem

The account manager has three clients waiting for feedback, two briefs to finalize, and a presentation due tomorrow. Meanwhile, five prospects who responded to the agency's LinkedIn campaign have been waiting for a reply for a week. The partner asks "where are we with new business?" and nobody can answer precisely.

The result? The agency delivers great work for current clients but struggles to grow. Prospects go cold, opportunities slip away, and when a major client leaves, there's no pipeline ready to replace them.

How Ingegno Powers Your Agency

Before and After

Without Ingegno: briefs arrive via email, WhatsApp, calls. Project status lives in the account manager's head. New business is an Excel sheet updated once in a while. With Ingegno: every project has its own pipeline with clear stages. Every new business prospect is tracked. Every communication is linked to the right client.

Client and Project Pipelines

Manage separate pipelines for different agency processes: one for new business (from first contact to signing), one for active projects (from brief to delivery). Every stage is visual, every team member knows what to do.

Centralized Communications

Emails, WhatsApp messages, and call notes are all linked to the client. When an account manager is out or leaves the agency, anyone can pick up the thread without losing context.

Impactful Commercial Proposals

Create quotes and proposals using professional templates with your agency branding. Add project details, phase-by-phase costs, and send for digital approval.

Marketing Automation for New Business

This is where Ingegno makes the difference: the agency can use the same automation tools it recommends to clients to grow its own business.

How It Works

1. Import leads from campaigns: contacts generated from LinkedIn campaigns, Google Ads, or events are imported into the CRM via CSV or direct integration
2. Automatic qualification: a workflow analyzes lead data (industry, company size, indicated budget) and classifies them as "high potential", "medium", or "to nurture"
3. Nurturing sequence: qualified leads receive a sequence of 3 automatic emails: agency introduction, a relevant case study for their industry, and a discovery call proposal
4. Engagement tracking: the workflow monitors opens, clicks, and replies. Those who engage are flagged as "ready for contact"
5. Handoff to account manager: the hottest leads are automatically assigned to the right account manager with a notification and the full conversation context

Real-World Example

The agency runs a LinkedIn Ads campaign to acquire new clients in the food & beverage sector. In two weeks, it generates 40 leads. Contacts are imported into the CRM and a workflow qualifies them automatically: 12 are companies with adequate budget and a clear need. These receive a 3-email sequence: the first introduces the agency with a 60-second video, the second showcases a food & beverage case study, the third proposes a free 30-minute call. After 10 days, 5 leads have booked a call. The account manager finds them in the pipeline with the full interaction history.

Info: manage separate pipelines for new business and active projects. This way the commercial team and the operations team work in parallel without overlap. Use labels to distinguish prospect industries and personalize nurturing sequences accordingly.

How It Works in Practice

1. Organize new business: create a dedicated pipeline with stages like "Incoming Lead", "Qualified", "Proposal Sent", "Negotiation", "Won/Lost"
2. Activate workflows: set up automatic sequences to qualify and nurture leads. Automation runs in the background while the team focuses on projects
3. Manage active projects: use separate pipelines to track briefs, approvals, and deliverables for each client
4. Monitor everything from one dashboard: the partner or commercial director sees in real time the value of new business in pipeline, ongoing projects, and upcoming deadlines

Concrete Results

Agencies using Ingegno report:

• +45% faster closing of new contracts
• -60% internal emails asking "where are we on this"
• 100% traceability of briefs and client feedback
• 2x more leads managed without adding headcount to the commercial team
• 30% less time spent on administrative tasks

Get Started Now

Ingegno grows with your agency. Try free for 14 days and discover how to better manage clients, projects, and new business from a single platform.