How to Use Pipedrive for Marketing Automation: Features, Integrations, Benefits, and Best Practices

Published by Madhurima Chatterjee on September 5, 2025

Originally launched as a simple, intuitive, and user-friendly CRM software, Pipedrive has since evolved into a comprehensive sales and marketing platform—with features that can enable your business to manage the entire customer journey lifecycle in one unified platform.

From generating leads to closing high-ticket sales, you can leverage Pipedrive’s proprietary tools (such as Campaigns or LeadBooster) or one of its many third-party integrations (there are over 400 of them in the Marketplace, by the way) to automate entire sales and marketing functions, thereby maximising your ROI and generating greater revenue for your business.

But how did Pipedrive transition from a sales-focused CRM to a marketing automation platform? And, is it even worth it to use Pipedrive for marketing? If so, which of Pipedrive’s integrations can help you maximise the benefits of marketing automation for your business?

But how did Pipedrive transition from a sales-focused CRM to a marketing automation platform? And, is it even worth it to use Pipedrive for marketing? If so, which of Pipedrive’s integrations can help you maximise the benefits of marketing automation for your business?

Can Pipedrive Be Used for Marketing?

Pipedrive started out as a pipeline-focused sales tool and expanded rapidly to become a leading CRM, used by more than 90,000 startups across the globe. In fact, Pipedrive became a unicorn with a $1.5 billion valuation after being acquired by Vista Equity Partners in 2020. This set the stage for Pipedrive’s expansion into the marketing automation space

As marketing automation trends gained momentum with projected valuations reaching $15.58 billion by 2030, Pipedrive began making strategic acquisitions, successfully diversifying its platform and transitioning from a mere sales CRM into a comprehensive sales and marketing automation suite that can simplify complex sales cycles through sales and marketing alignment.

Here are some of Pipedrive’s acquisitions:

• Teamgate (2020): Competitor CRM that enhanced Pipedrive’s core sales features, setting the stage for broader automation functionalities;
• Mailigen (2021): Email marketing automation tool that allowed users to run drip campaigns, segment users, and track email performance;
• LeadIn (2021): Lead generation tool with features such as website visitor tracking, native web forms, chatbots, and live chat;
• QuickCall (2022): Cloud calling software with features such as one-click calling, call recording, and VoIP integrations for cold call outreach; and,
• Vainu (2023): B2B data enrichment software that enabled automated lead profiling, scoring, and qualification, helping businesses save hours of manual research.

With the above-mentioned tools directly integrated into the Pipedrive platform, marketers can now exercise more control over their workflows and easily share information with sales teams.

In short, yes, you can use Pipedrive for marketing.

Understanding Pipedrive’s Marketing Automation Features

In this section, we will discuss Pipedrive’s marketing automation features—including proprietary tools that support both sales and marketing functions.

1. Email Marketing Automation (Campaigns for Pipedrive)

Campaigns by Pipedrive is a no-frills email marketing automation tool that users can leverage to create new emails, set up relevant campaigns for different audience segments based on Pipedrive filters, and record email engagement results.

However, the features are very basic, and you won’t find the advanced automation, segmentation, and analytics features that you would in a standalone email marketing solution.

Image Source: Pipedriveassets.com

Here are the pros and cons of Campaigns by Pipedrive:

Pros:

• User-friendly email campaign setup and management
• Affordable plans for small teams (<2000 contacts)
• Native CRM integration that centralizes customer interactions

Cons:

• Limited filters for labeling customer interactions
• Not scalable for large lists
• Lack of advanced automation and segmentation features

2. Lead Generation Automation (LeadBooster)

LeadBooster is a simple lead generation tool that enables users to capture and qualify leads directly within the Pipedrive platform. It uses chatbots, live chat, and web forms, enabling marketers to engage with website visitors. Once visitors provide their contact details, LeadBooster will automatically sync them into the Pipedrive CRM for follow-up.

However, LeadBooster is basic in its functionality, lacking sophisticated lead scoring, true AI-driven insights, and multi-channel nurturing capabilities.

Image Source: Pipedriveassets.com

Here are the pros and cons of LeadBooster:

Pros:

• No-code chatbots and web forms—ideal for non-technical teams
• Captured leads auto-sync with CRM (no double entries)
• Automated replies reduce speed to lead for quicker conversions

Cons:

• No conditional logic in chatbots or forms
• No AI lead scoring or behavior-based automation
• Limited analytics for funnel and chats

3. Smart Contact Data

Smart Contact Data is Pipedrive’s built-in contact enrichment tool that automatically enriches contact records for leads and deals in your CRM.

The tool retrieves real-time, searchable information—such as company size, job titles, and social media profiles—from multiple public sources, enabling sales teams to quickly personalize their outreach efforts. However, its overall capabilities are limited when compared to dedicated B2B data enrichment tools, such as Clearbit or ZoomInfo.

Image Source: Pipedriveassets.com

Here are the pros and cons of Smart Contact Data:

Pros:

• Auto-enrichment of contact records (emails, job titles, LinkedIn, etc.)
• Real-time sync with the CRM that centralizes data
• Proactive lead insights (job changes, new roles) drive fresh sales opportunities

Cons:

• Limited firmographic data compared to premium enrichment tools
• Poor scalability for large databases
• Contact data may be outdated for niche verticals and industries

4. Automation Rules by Pipedrive

Pipedrive Automation Rules is a basic workflow automation tool that helps users automate repetitive tasks by enabling them to set up collaborative action triggers within their CRM.

The latter may include moving deals, assigning tasks, and setting follow-up reminders, based on pre-defined conditions, such as changes in deal stages or activities completed. However, its functionalities are basic compared to higher-level workflow tools, such as Zapier or HubSpot.

Image Source: Pipedriveassets.com

Here are the pros and cons of Automation Rules by Pipedrive:

Pros:

• Simple automation for leads, deals, and tasks (without coding)
• Seamless Pipedrive integration for centralized workflows
• Customizable action triggers that adapt to match sales processes

Cons:

• No AI or predictive automation—manual setup only
• Basic reporting with minimal analytics
• No multi-step logic or external app integrations

7 Pipedrive Integrations for Enhancing Marketing Automation

In this section, we will discuss seven integrations (sourced from the Pipedrive Marketplace) that can take your marketing automation game to the next level.

1. MailChimp (for Email Marketing Automation)

Mailchimp is a renowned email marketing automation service that enables businesses to create, automate, and track email drip campaigns and nurturing sequences.

Pipedrive’s integration with Mailchimp brings the latter’s powerful email marketing capabilities directly into the Pipedrive CRM service. This allows users to sync contacts from Pipedrive with audiences in Mailchimp, work with segments of their audience in Mailchimp, and track engagement of their contacts within their sales pipeline.

Key features of the Pipedrive-Mailchimp integration include:

• No Fuss Contact Sync: Automatic syncing of Pipedrive contacts into Mailchimp audiences with a backup of any changes in real time
• Stage-Based Deal Segmentation: Tagging or segmenting leads in Mailchimp by the status of a Pipedrive deal (e.g., you can offer upsells to “closed-won” deals)
• Campaign Engagement Tracking: Automatic logging of email opens and clicks from Mailchimp in Pipedrive, enabling sales teams to prioritize contact with high-priority leads

Pros:

• Targeted email campaigns based on sales pipeline status
• Hassle-free contact management with real-time sync
• Easy no-code setup requiring only basic technical knowledge

Cons:

• Lack of advanced cross-platform automations
• Basic reporting with no cross-platform analytics
• Sync rules with limited customization options

Pricing: MailChimp has four pricing plans, as outlined below:

• Free: $0.00 per month (for 500 contacts)
• Essentials: $8.94 per month (for 500 contacts)
• Standard: $13.35 per month (for 500 contacts)
• Premium: $267.08 per month (for 10,000 contacts)

Mailchimp is best for sales teams who want basic but reliable email marketing connectivity with their CRM. For more details, check out how the Pipedrive-Mailchimp integration works.

2. Dreamdata (for Marketing Analytics)

Dreamdata is a robust B2B revenue attribution platform that enables businesses to track the performance of their marketing initiatives across the entire customer journey.

Pipedrive’s integration with Dreamdata adds advanced marketing analytics features within your CRM, enabling you to make data-driven decisions by linking marketing activities to sales results.

Key features of the Pipedrive-Dreamdata integration include:

• Multi-Touch Attribution: Captures every marketing touchpoint (ads, emails, web visits) that impacted the progression of a Pipedrive deal
• Revenue Analytics: Calculates ROI by linking Pipedrive closed-won deals to specific campaigns and channels.
• Account-Based Visibility: Showcases which companies were most engaged across marketing activities (using visual dashboards) before being converted to Pipedrive leads

Pros:

• No-code setup with pre-built Pipedrive sync
• Reveals which campaigns actually drive deals (not just leads)
• Connects marketing spend directly to Pipedrive revenue

Cons:

• Requires additional setup beyond basic Pipedrive integrations
• Advanced features may present a steep learning curve
• Some reports may show latency, reducing agility for fast-paced teams

Pricing: Dreamdata offers four pricing plans, as outlined below:

• Free: $0.0 per month (with 2 months of user activity history)
• Team: $999 per month (with 2 years of user activity history)
• Business: $2,499 per month (with 3 years of user activity history)
• Enterprise: Pricing available upon request

Dreamdata is best for B2B companies spending at least $10,000 per month on marketing who need to prove pipeline impact. Combining Pipedrive’s sales data with Dreamdata’s attribution insights can provide a comprehensive view of GTM success.

For more details, check out how Pipedrive’s Dreamdata integration works.

3. HelloSend (for SMS Marketing Automation)

HelloSend is a powerful SMS, WhatsApp, and voice messaging platform that enables businesses to run targeted text message campaigns.

Pipedrive’s integration with HelloSend brings SMS marketing capabilities directly inside the CRM, allowing sales teams to engage with leads and customers using text messages while logging all their interactions directly in their sales pipeline.

Key features of the Pipedrive-HelloSend integration include:

• Smart Campaign Triggers: Automated text sequences based on Pipedrive deal phases
• Two-Way Messaging Sync: Every outgoing and incoming SMS or WhatsApp text is automatically logged into the Pipedrive deal and contact records
• Message Template Library: Approved SMS and WhatsApp message templates can be saved and reused, reducing lead response times and fast-tracking customer conversions

Pros:

• Real-time sync with the CRM that centralizes data
• Direct lead engagement via SMS or WhatsApp
• Active omnichannel tracking via auto-logged emails and calls

Cons:

• No conditional automations
• Basic reporting compared to other SMS marketing platforms
• WhatsApp functionality needs Business API approval

Pricing: HelloSend operates on a pay-as-you-go basis, with monthly plans starting at $15 per month, ideal for high-volume senders.

HelloSend is ideal for sales teams that want to integrate text messaging into their customer communication workflows, complementing Pipedrive to keep everything centralized. The integration can facilitate timely follow-ups, appointment reminders, and quick check-ins.

For more details, check out the Pipedrive-HelloSend integration page.

4. LeadRebel (now LeadInfo) (for Website Visitor Tracking)

LeadRebel (now LeadInfo) is a leading user identification software for website visitors, helping businesses identify anonymous traffic and convert more visitors into leads.

Pipedrive’s integration with LeadRebel enables powerful tracking of your website visitors within your CRM, allowing your sales team to identify prospects with high intent and prioritize follow-ups based on their real-time online browsing behaviors

Key features of the Pipedrive-LeadRebel integration include:

• Company Identification: Identifies the companies that have been visiting your website without filling out forms or downloading content
• Real Time Alerts: Sends real-time notifications on Pipedrive when your target accounts visit your pricing page or product page(s)
• Website Visitor Tracking: Captures the activity of the company visitors to your website (what pages viewed, for how long, etc.) directly in your Pipedrive contact records

Pros:

• Identifies high-value accounts that are researching your solutions
• Enables sales teams to personalize outreach based on browsing behaviors
• Straightforward setup with automatic syncing to Pipedrive

Cons:

• Requires sufficient website traffic to provide useful results
• Only company-level tracking (no individual account identification)
• Lack of built-in email marketing tools for personalized outreach

Pricing: LeabRebel offers a flexible pricing model, with plans starting from $61 per month (billed annually) for 1000 clicks/visitors every month.

LeadRebel is best for B2B companies looking to target specific accounts through ABM strategies and convert them into qualified leads or sell high-value solutions with longer sales cycles. For more details, check out how Pipedrive’s LeadRebel integration works.

5. Zapier (for Task and Workflow Automation)

Zapier is a powerful integration and automation platform that enables you to connect apps and create automated workflows tailored to your needs, without requiring any coding.

Pipedrive’s Zapier integration serves as a bridge between your CRM and 5,000+ other business software, allowing for sophisticated automation across different platforms—all while still keeping your sales data inside the Pipedrive CRM. In this way, it expands Pipedrive’s capabilities beyond those of a standalone CRM, making it the hub of your entire sales tech stack.

Key features of the Pipedrive-Zapier integration include:

• Multi-App Workflows: Connects Pipedrive to apps such as Slack, QuickBooks, Google Sheets, or any of the other 2,000+ apps that are native to Zapier
• Custom Triggers and Actions: Automates the completion of tasks such as “when a deal is won → post to the Slack channel”
• Bidirectional Sync: Keeps data consistent across all connected platforms in real time

Pros:

• Advanced “if/then/else” logic and multi-step workflows
• Extensions beyond Pipedrive’s native automation
• Automated reiterations for failed actions and broken zaps

Cons:

• Steeper learning curve for complex setups
• Manual field mapping for integrations
• Occasional delays of 1-15 minutes in certain workflows

Pricing: Zapier offers four pricing plans, as outlined below:

• Free: 0$ per month (allows 100 tasks/month with unlimited two-step zaps)
• Pro: $19.99 per month (allows 750 tasks/month with multi-step zaps)
• Business: $69 per month (allows 2,000 tasks per month with shared zaps)
• Enterprise: Pricing available upon request

Zapier is best for teams that require advanced cross-platform automation between Pipedrive and other niche tools. In case your automation needs are simple enough, you can use Pipedrive’s native Automation Rules feature (discussed above).

For more details, check out how the Pipedrive-Zapier integration works.

6. Outfunnel (for Lead Scoring and Nurturing)

Outfunnel closes the loop between your Pipedrive CRM and marketing functions by introducing intelligent lead scoring, behavior-based tracking, and cross-channel nurture automation.

Pipedrive’s integration with Outfunnel empowers sales teams to prioritize warm leads while also allowing marketing to keep its customers personally engaged through the buyer journey.

Key features of the Pipedrive-Outfunnel integration include:

• Behavior-Based Lead Scoring: Automatically tracks website visits, email opens, and form fills to score lead quality in Pipedrive automatically
• Smart Nurture Workflows: Send targeted emails, ads, or SMS based on lead activity, engagement history, deal changes, and other activities as recorded in the CRM
• Cross-Platform Synchronization: Automatically syncs updated contact records between Pipedrive and marketing systems like Mailchimp or ActiveCampaign

Pros:

• Embeds marketing insights directly into sales workflows
• Coordinates emails, ads, and text messages with CRM data
• Identifies sales-ready leads with real-time behavioral scoring

Cons:

• Setting up scoring rules requires significant marketing expertise
• Limited analytics features for custom reporting
• Less flexible than enterprise platforms for designing nurture sequences

Pricing: Outfunnel offers three pricing plans, as outlined below:

• Basic: $29 per month (for 100 active contacts)
• Professional: $99 per month (for 1,000 active contacts)
• Scale: $299 per month (for 15,000 active contacts)

Outfunnel offers much more than its lead scoring and nurturing capabilities; it integrates seamlessly with Wix and WordPress forms (unlike Pipedrive) and also has its own website tracking software, with features such as lead source reporting, which analyzes how multiple traffic sources impact your sales pipeline.

For more details, check out how the Pipedrive-Outfunnel integration works.

BONUS: Salespanel (for Complete Marketing Automation)

Juggling multiple tools can be a nightmare for beginners and one-person marketing teams. This is why we would like to introduce you to a platform that covers multiple aspects of your marketing automation needs. Enter Salespanel.

Salespanel is a powerful marketing automation software that enables users to identify website visitors, capture leads through web forms and live chat, and qualify prospects using account and behavioral data points—all within one platform.

Pipedrive’s integration with Salespanel adds advanced marketing attribution, real-time behavioral tracking, and automated lead scoring and nurturing functionalities to your CRM.

Key features of the Pipedrive-Salespanel integration include:

• Real-Time Visitor Tracking: Automatically identifies anonymous website visitors and connects them to accounts of companies in your Pipedrive CRM, with detailed real-time updates on web visits, email activity, and intent signals

• Automated Deal Creation: Instantly creates Pipedrive deals for high-intent leads (for example, prospects who have placed demo requests) and triggers lead alerts for pipeline additions or website revisits
• AI-Powered Lead Scoring: Automatically assigns dynamic lead scores (based on behaviours and profile data) directly to Pipedrive deals, enabling sales teams to qualify and prioritize the warmest prospects, by engaging them through personalized outreach

Note: Salespanel also offers robust, interactive dashboards, where you can visualize key metrics and identify which campaigns are yielding results. You can export these reports to the Pipedrive CRM, where the data can be used to tag deal stages or identify high-value prospects.

Pros:

• Native integration with no-code setup and real-time data sync
• Provides complete visibility into prospects’ digital behaviors
• Works automatically without the need for any manual data entry

Cons:

• Limited native sync for advanced Salespanel features
• Medium learning curve for the initial setup of automations
• No built-in email automations for nurturing campaigns

Salespanel is best for sales teams that want to convert anonymous website traffic into warm leads, along with behavior insights to personalize outreach. The integration is especially useful for gaining in-depth insights into leads and directly connecting marketing activities to sales pipeline performance. For more details, check out how Pipedrive-Salespanel integration works.

To summarize, Pipedrive is more than just a simple CRM. From integrations that help automate emails and SMS texts to those that enable website visitor tracking, lead scoring, and nurturing, as well as other marketing workflow automations, it can serve as a powerful tool for saving time and resources—all while helping you improve conversions and generate greater revenue.

Benefits of Using Pipedrive for Marketing Automation

To better understand how using Pipedrive marketing automation can give your business a competitive edge, take a look at its benefits highlighted below.

1. Improved Lead Nurturing: Pipedrive’s marketing automation tools enable businesses to nurture leads with minimal effort. Automated emails are triggered by specific actions, like visiting a website or downloading a brochure, and sent at just the right time. This hands-free approach keeps prospects engaged and reduces drop-offs in the funnel.

2. Time and Resource Savings: Pipedrive automates tasks like lead scoring, data entry, and email follow-ups—saving time and reducing manual work. Triggering actions as deals move helps small teams boost their productivity without adding headcount or cost.

3. Better Sales-Marketing Alignment: Pipedrive unites sales and marketing by centralizing data using shared dashboards and reports, enabling real-time lead visibility. For example, webinar registrants trigger instant sales alerts for timely follow-up, aligning sales and marketing efforts, and preventing lost opportunities.

4. Higher Conversion Rates: Pipedrive’s automation and segmentation tools deliver personalized messages based on deal stage or behaviors to boost lead engagement. Combined with automated reminders that prompt sales reps to act when leads are warm—you can dramatically shorten your sales cycles and increase conversion rates.

5. Greater Scalability for Growth-Stage Startups: Pipedrive’s marketing automation capabilities scale with your business, keeping your processes efficient and saving you money and staffing—even as your lead volume scales from 50 to 500 in a month.

Thus, while Pipedrive’s automation capabilities may not be as robust as those of enterprise tools, they strike a great balance between simplicity and power for small to medium-sized businesses looking to streamline their operations and improve their business revenue.

Best Practices for Pipedrive Marketing Automation

Looking to invest in Pipedrive’s sales and marketing automation suite? Check out these best practices below that will help you achieve your desired ROI

1. Segment Your Audience: Use Pipedrive’s filters to segment contacts by actions, deal stage, or buyer personas, enabling targeted campaigns and more relevant messaging.

2. Set Clear Triggers and Conditions: Set conditions such as “if a lead opens an email twice, send them a follow-up email” to align automation with your sales goals.

3. A/B Test Email Campaigns: Run A/B tests on subject lines, copy, visuals, and send times to enable personalization at scale. Test one element at a time, refine continuously, and watch as your engagement and conversion rates soar.

4. Monitor Analytics and Adjust Strategies: Use Pipedrive’s dashboards to track email and deal metrics, spot drop-offs, and adjust automations or messaging for better results.

5. Train Your Team: Train teams regularly to improve understanding of automation workflows and help them avoid mistakes such as double follow-ups. Educate them about Pipedrive’s capabilities to maximize their potential usage of the platform.

Final Thoughts

That’s a wrap! The current business world is fiercely competitive, and marketing automation may be the superpower that sets you apart from your competitors!

This is where the Pipedrive sales and marketing automation suite comes in.

With Pipedrive’s built-in tools like Campaigns, LeadBooster, Smart Contact Data, and Automation Rules, you can generate and nurture leads, align sales and marketing, and drive conversions—all within a user-friendly CRM. Sounds pretty awesome, right?

For small to medium-sized teams with limited resources, these tools offer a solid starting point. However, if you are looking for advanced insights or specialized marketing features, Pipedrive may fall short on its own. That’s where Pipedrive’s external integrations become very useful!

From Mailchimp for email automation to Zapier for workflow management, Pipedrive’s Marketplace offers over 400 third-party apps to help extend your capabilities and better align sales with marketing. However, managing your marketing workflows on multiple tools can be overwhelming—especially for solo marketers or beginners.

This is why we recommend Salespanel—our all-in-one marketing automation platform!

Salespanel enhances Pipedrive with website tracking, lead scoring, campaign monitoring, and email engagement metrics. It also automates how qualified leads flow into your CRM, giving you a powerful revenue acceleration system—all from a single platform. Don’t believe us? Try Salespanel for free for 14 days and explore all its marketing automation capabilities!

In the end, the ideal automation setup for your business depends on your specific marketing objectives. Whether you are just getting started or scaling quickly, Pipedrive’s built-in automation, combined with smart integrations like Salespanel, can help you streamline workflows and supercharge your pipeline. Ready to get started? Good luck!