Case Study • Expert Growth Marketing
A connected lead management ecosystem designed around CRM, automation, AI-assisted responses, appointment booking and human intervention.
Expert Growth Marketing already had automated sources bringing new leads into the business. But once a lead arrived, several things still needed to happen: the contact needed to enter the CRM, receive the right response, move through qualification and where appropriate, reach appointment booking.
The challenge was not simply adding more automation. It was making sure each part of the journey knew what had already happened, particularly when an AI assistant or a member of the team became involved.
Davina Connect created and connected the ecosystem around that journey, bringing CRM, automated workflows, AI-assisted responses, appointment booking and human intervention into one connected process rather than allowing each component to work in isolation.
Davina Connect brought lead capture, CRM, qualification, follow-up, AI-assisted responses, appointment booking and manual intervention into one connected ecosystem, with checks built in to keep each part aligned with what had already happened.
Connected leads arriving through existing automated sources, including inbound webhook and Facebook lead-form routes, into the CRM journey.
Built the CRM structure used to manage contacts, opportunities, pipeline activity and the stages that followed lead capture.
Created a structured qualification funnel to guide new contacts through the appropriate stages before booking or disqualification.
Built staged SMS and email follow-up around the lead journey, with repeated checks before further messages were sent.
Integrated Katie into the wider ecosystem so she could respond when a contact engaged, rather than operating as a standalone chatbot.
Connected booking with confirmation and reminder workflows, so the journey changed once an appointment had been made.
Added checks throughout the workflows so contacts who had already booked did not continue through follow-up intended to secure a booking.
Built dedicated logic so manual pipeline changes could trigger the appropriate automated actions and keep the journey aligned.
Designed the ecosystem so a person could intervene when needed, while automation and AI remained connected to what happened next.
Leads entered the ecosystem from existing automated sources and moved into the CRM. From there, follow-up, AI-assisted interaction, appointment booking and manual intervention all worked from the same developing customer journey.
Leads arriving through the connected sources were captured in GoHighLevel and identified by source.
Welcome communication and staged SMS and email follow-up began around the new contact.
When the contact replied, Katie became part of the conversation and the surrounding workflow recognised that engagement.
Booking, engagement and manual changes altered which automated actions were appropriate next.
Once an appointment was booked, the contact moved into the confirmation and reminder journey. Checks prevented the earlier booking nudges from continuing unnecessarily.
Where a contact had engaged but not yet booked, Katie and the controlled follow-up process could continue, with safeguards and capped follow-up cycles around the journey.
When a person changed a pipeline status or intervened directly, dedicated workflow logic recognised that change and triggered the appropriate next actions rather than allowing automation to continue from outdated information.
Human intervention was designed into the ecosystem. When somebody changed a contact's status manually or stepped into a conversation, the automation needed to recognise what had changed and respond to the current situation rather than continue from outdated information.
A member of the team could update a pipeline stage, manage a contact directly or step into a live conversation when needed.
Dedicated workflow checks recognised manual status changes and whether the appropriate action had already taken place.
The appropriate workflow could then continue from the updated position rather than automation following an outdated route.
Dedicated workflows kept manual pipeline changes aligned with automation, including changes to Meeting Booked and Disqualified stages.
In the reviewed conversation, a member of the team stepped in personally to handle a cancellation. After the contact responded, Katie was able to continue the conversation and support the next step.
The aim was not to remove people from the journey. It was to create an ecosystem where human decisions, CRM activity, automation and AI could remain connected, so one action informed what happened next.
Katie was not built as a separate chatbot sitting outside the lead
management process. She was connected into the same ecosystem as the
CRM, follow-up workflows and appointment journey.
When a contact replied, Katie could become part of the conversation,
while the wider automation recognised that engagement and adjusted
what happened next.
AI was one component of the connected journey, not the journey itself.
SMS and email communication formed part of the structured follow-up journey after lead capture.
A reply changed the state of the journey and activated Katie within the connected process.
Katie could respond to the enquiry and support the route towards appointment booking, while the surrounding workflows stayed aware that the contact had engaged.
Expert Growth Marketing already had automated sources bringing leads into the business. The work began with what happened after those leads arrived.
Davina Connect created and connected the ecosystem around that journey: lead capture, CRM, qualification, follow-up, Katie, appointment booking, pipeline activity and manual intervention.
Checks within the workflows meant the automation could respond to what had already happened — whether a contact had booked, engaged with Katie, been moved manually in the pipeline or needed a person to step into the conversation.
Each component had its own role. The important part was making sure those roles remained connected rather than allowing CRM, automation, AI and people to operate as separate journeys.
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