Marketing Stack//Lead Gen//CRM//Automation//Local Buyers//Inbound Funnel//
[01]Local Online Marketing/By Scot/Updated 2024/8 min read

The Automated Inbound Marketing Stack

The complete toolkit we use to generate qualified inbound leads, manage the pipeline, and fulfill the work for local businesses — 19 tools, broken down by what each one does.

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We're always asked which tools we use to generate qualified inbound leads, manage the pipeline, and fulfill the work — so here's the exact stack, broken down by what each tool does.

Every tool below earns its place. These are the essentials we believe any consultancy needs to be successful online today — organized into the four stages of the funnel so you can build your own stack one layer at a time.

[01] — 4 tools

Capture & Convert

The front door of the funnel — how we turn local attention into qualified, opted-in leads.

Ip

Instapage

Landing Pages

Drag-and-drop landing pages that actually convert on desktop and mobile. Connects to CampaignMonitor and Zapier so every opt-in fires an automation workflow the moment it lands.

Cm

CampaignMonitor

Email Marketing

Our email service of choice for years. Deliverability is excellent, the emails look great on mobile, and the visual automation builder makes nurture sequences genuinely easy to ship.

Sg

SurveyGizmo

Longform Leadgen

The B2C longform leadgen champion. We use it to generate high-quality leads that plug directly into Facebook ad campaigns, with conditional logic, custom actions, and tagging built in.

Fb

Facebook Page

Social Presence

Your business's social home base. Make it your phone, website, and email all linked on one profile — the launchpad for every paid and organic campaign we run.

[02] — 5 tools

Sales & Communication

Once a lead raises a hand, these tools get them booked, called, and closed.

Pd

Pipedrive

CRM

The CRM we trust to run the pipeline. Easy enough for a whole sales team to actually use, and powerful enough to scale revenue without adding headcount.

Cl

Calendly

Scheduling

Inbound scheduling that ends the back-and-forth. Prospects book time against your real availability, and it scales to any number of salespeople on the team.

Cr

CallRail

Phone & Tracking

Toll-free and local numbers with on-demand call recording, call flows, and keyword-level tracking — so you know exactly which campaign drove every call.

Cf

CallFire

SMS & Voice

SMS and voice automation with local numbers, broadcast texting, voicemail drops, and call-center dialing — affordable and built into the nurture process.

Wx

Webex

Presentation

Our go-to for one-on-one demos and live training. Record every session and email it to prospects immediately after the call.

[03] — 6 tools

Operations & Automation

The connective tissue that keeps the agency running while we sleep.

Zp

Zapier

Automation

The glue between everything. IF/THEN rules push a booked appointment into Pipedrive, fire an email, and update the CRM — the one automation tool we couldn't live without.

Wp

WordPress

Content Platform

The content platform behind it all. Pair it with managed, staging-ready hosting so the site is fast, secure, and simple to manage.

Gc

Google Calendar

Scheduling

Keeps every commitment in one place and syncs with Pipedrive and Webex, so new activity creates events and reminders automatically.

Bc

Basecamp

Project Mgmt

Templated project boards we duplicate for every new client. When a deal is won, a fresh project spins up so onboarding never slips.

Sw

SweetProcess

SOPs

Documenting SOPs is how you grow an agency. It also doubles as a lead magnet engine — turn any how-to into a polished, shareable PDF.

Sl

Slack

Team Comms

Internal communication HQ. Channels for Stripe, Wave, and Pipedrive wins keep the whole team in the loop in real time.

[04] — 4 tools

Finance & Back Office

Get paid, stay compliant, and build the credit profile to scale.

St

Stripe

Payments

Handles the entire payment process end to end, including recurring invoicing. The default for taking client payments online.

Wv

Wave

Invoicing

A free secondary option for invoices and expense tracking — perfect when you need clean books without the overhead.

Gu

Gusto

HR & Payroll

Managed payroll, taxes, onboarding, and W-2s with direct deposit and health benefits — full back-office support for a growing team.

Db

Dun & Bradstreet

Business Credit

Build a business credit profile so the company can leverage credit and grow on its own terms instead of relying on net-terms vendors.

Want help wiring this stack together for your own local business or agency?

Schedule a consult
Portrait of Scot, marketing consultant

About the Author

Scot

Scot works with retailers, wholesalers, and businesses that sell their products and services in their local communities. His strategies make it simple to capture new customers exactly when they're ready to buy.

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