Slides - Slide Cover
How automation made the Estate Planning process and the creation of multiple legal documents more efficient at a law firm.
Challenges
- Sales bypassed leads, breaking attribution.
- Missing emails blocked LinkedIn tracking.
- Zapier couldn’t access key CRM fields.
| Solutions
- Set up Zapier filters for missing emails.
- Triggered Slack alerts for bad records.
- Mapped upstream data to fix CRM gaps.
| Results
- Restored partial attribution visibility for LinkedIn leads.
- Improved collaboration with CRM teams by identifying key data gaps.
- Reduced lead loss through proactive notifications and clean automation paths.
- Enabled clear insight into which LinkedIn campaigns were driving revenue.
Use cases Attribution Fix | CRM Optimization | Real-Time Alerts
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Description of Services Provided
- No-Code Automation: Automating CRM validation workflows using Zapier.
- Alert Systems: Implementing real-time notifications via Slack for data hygiene.
- Attribution Support: Mapping upstream conversion data from LinkedIn Ads to Microsoft Dynamics CRM.
Problem Statement
The client, a Paid Media Manager at a B2B tech company, was running successful LinkedIn ad campaigns—but struggling to attribute conversions within their CRM due to broken data paths.
Key Challenges:
- Sales was bypassing lead stages, jumping straight to opportunities—breaking attribution.
- CRM records often lacked email addresses, which LinkedIn needs for conversion tracking.
- Zapier couldn't access all required fields, especially custom ones in Microsoft Dynamics.
Proposed Solution
To restore attribution visibility, the team implemented a Zapier-based data monitoring system:
- Built logic paths in Zapier to skip invalid opportunity records missing emails.
- Set up Slack alerts to flag incomplete data at the moment of record creation.
- Mapped key field dependencies to request structural changes from the CRM team.
Positive Business Outcomes
- Reduced data loss by catching broken records early.
- Enabled proactive intervention with real-time Slack/email alerts.
- Gained clearer visibility into LinkedIn Ads' revenue impact.
Return on Investment:
- Improved tracking accuracy, enabling better ad optimization.
- Reduced manual troubleshooting for attribution errors.
- Empowered marketing to advocate for structural CRM changes with evidence.
🚀 CASE STUDY — Turning LinkedIn Leads into Measurable Revenue: The CRM Attribution Struggle & Breakthrough
Client: Z Stoyanova, Paid Media Manager at Chapram
1. Key Moments: Quotes from the Meeting
“The sales team is skipping the leads and jumping straight into opportunities, and we can’t trace anything back to LinkedIn. It’s a black hole.”
“I tried using the Lead ID and External Lead ID to bridge the data, but those fields are either empty or just… gone.”
“We can track when a lead or contact is created, but when it comes to accounts or opps, there’s no email—and LinkedIn needs an email.”
2. Concepts and Pain Points
- CRM misalignment: When sales skips standard lead workflows, it breaks the attribution chain.
- Email dependency: LinkedIn's conversion tracking requires an email, but CRM records often lack this.
- Zapier limitations: Custom fields in Microsoft Dynamics aren’t always visible or usable in Zapier.
- Lost attribution: Valuable ad conversions are happening—but not being credited.
3. A-ha Moments
Z had an epiphany mid-conversation:
“Wait… if we send alerts when an opportunity is created without an email, we could catch it before it’s too late.”
This led her to set up Zapier filters and Slack alerts, flagging broken records instantly—before the data trail goes cold.
4. Results
- Implemented logic paths in Zapier to skip invalid records and avoid errors.
- Created Slack/email notifications for missing fields—reducing data loss.
- Started mapping upstream data dependencies to improve CRM hygiene.
- Clearer insight into how LinkedIn Ads are driving revenue.
“It’s not perfect yet, but now I know what I need from the CRM team to make it work. Attribution is finally within reach.”
5. Full Social Media Story (LinkedIn-ready post, 500 words)
Title 1. From Black Hole to Breakthrough: How Z Stoyanova is Reclaiming Attribution in a CRM Maze
Title 2. How Z Stoyanova is Reclaiming Attribution in a CRM Maze from zero to hero
Title 3. How to turn o LinkedIn leads into a Measurable Revenue
At Chapram X FIRM, Z. Stoyanova our client leads paid media and her mission is simple: show the impact of LinkedIn Ads on real business outcomes.
But there was a problem. Despite solid campaigns and a healthy stream of leads, none of it was showing up in the sales data. Attribution? Gone. Tracing conversions? Impossible.
“The sales team was bypassing the lead records and going straight into opportunities. We couldn’t tie any of it back to LinkedIn.”- The Client
That’s when she turned to Zapier.
Her goal was to create a smooth flow from LinkedIn Lead Gen Forms into their CRM (Microsoft Dynamics), and ultimately track conversions automatically. But cracks quickly appeared. Zapier could only see some of the necessary fields. Dynamics wasn’t exposing custom fields like External Lead ID. And worse—most opportunities didn’t even have an email address, which is critical for LinkedIn conversion tracking.
“I tried mapping the External Lead ID to connect the dots,” she said, “but those values just aren’t there when we need them.”
She hit a wall, until a single insight shifted everything:
What if we flagged broken records the moment they were created?
She built filters in Zapier to skip opportunities with missing emails and avoid botched reporting. Then she layered in Slack alerts to notify the team when a key field was missing.
Suddenly, she had visibility. She could intervene. She could fix attribution upstream before the lead data disappeared.
“Now I know what to ask the CRM team for. I can show the gaps and get them filled.”- The Client
And that's a win.
Today, she’s leading the charge on making performance marketing measurable in environments where CRMs and sales teams don’t always play by the book.
Her story is a reminder to every marketer:
