- Four connected stages
- Email, WhatsApp and SMS
- Consented first-party data
AI & automation · Lifecycle, CRM and first-party data
A marketing automation agency for the whole customer lifecycle
We build one lifecycle system from first contact to repeat purchase: a CRM your team actually uses, consented first-party data, multilingual email, WhatsApp and SMS journeys, lead scoring and newsletters, with conversions flowing back to your ads.
Personal reply, No obligation, English, Español
What it is
What marketing automation is, and what lifecycle adds
Marketing automation is the data, rules and messages that send each contact what they need at the right moment, without anyone having to remember. A form, a page visit or a purchase triggers a journey; the CRM records the response and decides the next step.
That is not the same as a one-off email campaign. A campaign speaks to your whole list on the same day; an automated flow speaks to each person based on what they've done: a welcome, answers before buying, an appointment reminder, an abandoned basket or a feedback request. Fewer messages, better timed and more useful.
Lifecycle marketing arranges those automations into stages: acquisition, onboarding, retention and win-back. We bring CRM, email, newsletters, SMS and your WhatsApp chatbot into one system, feeding results into your analytics. We work from Palma de Mallorca for businesses across Spain and beyond, in your customers' languages.
In depth
The four lifecycle stages, from acquisition to win-back
Lifecycle marketing organises communication around the stage each contact is in: acquisition, onboarding, retention and win-back. Each stage has its own goal, data and messages, and the CRM moves people from one to the next based on what they do, not on your send calendar.
We map the whole lifecycle first, then build in order of impact. That usually means starting with onboarding and with follow-up on unanswered enquiries, where opportunities tend to slip, and leaving win-back until the database is clean.
- Acquisition: forms, downloads, bookings and conversations that turn a visit into a contact, with source and consent recorded.
- Onboarding: the first days after a sign-up, purchase or trial: what to expect, how to start and who to ask. For SaaS and tech companies, it is where a free trial turns into real usage.
- Retention: service messages, useful recommendations, replenishment, renewals and newsletters that give customers a reason to come back.
- Win-back: a short sequence for people who haven't bought, booked or opened in a while, and a clean exit for those who don't respond.
In depth
First-party data: the foundation under every stage
First-party data is what you collect directly from your contacts and customers through your own channels: contact details, language, preferences, purchases, bookings and replies. With the right consent, it is the raw material of lifecycle marketing, because it lets you reach each person without relying on an ad platform's targeting.
It matters more as personalised advertising loses reach in the EU: Meta offers its EU users a less-personalised-ads option and, as of October 2026, ChatGPT ads in the European Economic Area are contextual. Chrome has kept third-party cookies; the signal is lost through consent choices and Safari and Firefox restrictions. It is one of the shifts we cover in the future of digital marketing.
We design a clear value exchange (a guide, a customer benefit, a back-in-stock alert) in return for only the data you need, asked for gradually rather than in one endless form. The CRM stores each field with its source and consent. The technical side of collection (consent platform, tagging and server-side tracking) belongs to our analytics, first-party data and server-side tracking service; here we turn that data into useful communication.
In depth
CRM implementation: the right tool and clean data
A useful CRM is one your team uses daily, with clean data. Before recommending one, we map your sales process (stages, owners, key data and automations), then choose the tool that fits that process, your team's size and the integrations you already rely on.
We work with HubSpot, Pipedrive, Salesforce, Zoho CRM and others, without tying you to any. Implementation covers the data model, migration from spreadsheets or another tool, deduplication, role-based permissions and training, with accounts in your company's name.
- Pipeline stages with clear criteria for moving forward.
- The source of every contact and consent recorded with date and wording.
- Integrations with website, forms, calendar, shop and messaging.
In depth
Email marketing and newsletters people want to receive
Email works when every send is relevant to the person receiving it. We segment by behaviour, interests and language, write native sequences in each language and look after deliverability so that your messages reach the inbox; conversion rate optimisation takes care of the landing pages.
We authenticate your sending domain (SPF, DKIM and DMARC) and clean your list. For newsletters we agree a sustainable frequency and something useful in every issue; for consumer brands and online shops we set up the core flows: welcome, abandoned basket, post-purchase, replenishment and win-back.
In depth
Email, WhatsApp and SMS: the consent each channel needs
Under Spain's LSSI, marketing by email or SMS may only go to people who have requested it or given express consent; we apply the same standard to WhatsApp, whose policies also require opt-in. The law allows one exception: existing customers, about your own similar products or services, with an easy opt-out in every message.
We collect consent separately for each channel and purpose, and keep service messages apart from promotional ones. Every opt-in stores the date, source and wording accepted; every commercial message identifies your company and its promotional nature, and an unsubscribe applies across all flows at once.
- Email: double opt-in where useful, an identifiable sender and an unsubscribe link in every send.
- WhatsApp: prior opt-in, which the platform's own policies also require, and campaigns sent only as Meta-approved marketing templates, which as of October 2026 are always charged per message.
- SMS: the same LSSI rules as email; we keep it for short, time-sensitive notices, with a recognisable sender and an easy opt-out.
In depth
Lead scoring and nurturing: from interest to a sales conversation
Lead scoring ranks your contacts by how well they fit your ideal customer and by what they do, so your sales team speaks first to those who are ready. Everyone else gets a nurturing sequence that answers their questions until they take the next step.
We agree what makes a lead a priority, the maximum response time and what comes with every handover. WhatsApp and AI agent conversations feed the same CRM, so nobody repeats themselves; our guide to AI agents for lead generation walks through the full flow.
- Fit: sector, size, area, language or product of interest.
- Behaviour: pages visited, downloads, replies and demo or quote requests.
- Handover: an instant alert to sales with the history and a suggested next step.
In depth
From CRM to Google Ads and Meta: conversions that flow back
Ad platforms optimise better when they know who became a customer, not just who filled in a form, so we send sales, appointments or qualified leads from your CRM back to your Google Ads and paid social campaigns, always with consent.
In Google Ads we use enhanced conversions for leads; since April 2026 the platform has accepted user-provided data from the tag, Data Manager and the API at once. On Meta, the one-click Conversions API set-up covers web events only, so we build the custom integration that CRM and offline events need.
In depth
Retention and win-back: helpful personalisation, in and out of season
Retention means staying useful after the sale. The personalisation that works helps people decide instead of intruding: a guide before buying, a reminder before an appointment or news related to what the customer already has, always based on data they have shared with consent.
Seasonal businesses and long buying cycles need a plan for quiet months. In hospitality and travel, messages prepare the stay and give guests reasons to return; an education provider supports enrolment, a software company guides renewal and a shop sends a timely replenishment reminder.
Win-back is a short, honest sequence for people who haven't bought, booked or opened in a while: what's new, a question about their preferences and, if there's no reply, fewer sends or a clean unsubscribe. AI helps draft variants and suggest segments; a person approves the rules and final content.
What's included
What our lifecycle and automation service includes
Workstreams scaled to your channels and sales process.
Data and process audit
How you capture and follow up contacts today, and where opportunities slip.
Lifecycle map
Stages, triggers, channels and messages for acquisition, onboarding, retention and win-back.
CRM set-up or migration
Data model, stages, permissions, migration and integrations, in your company's name.
Consent-based capture
Forms with a first-layer notice, opt-in per channel (email, WhatsApp and SMS), double opt-in where useful and a consent record.
Journeys for every stage
Welcome, nurturing, reminder, basket, post-purchase, renewal and win-back flows per language.
Newsletter
Editorial line, responsive template and a calendar your team can sustain.
Lead scoring and handover
Scoring criteria, alerts and response times agreed with sales.
Conversions to ad platforms
CRM connected to Google Ads and Meta so campaigns learn from real sales.
Dashboard and reporting
Funnel, sources, response times, repeat business and list health, reviewed monthly.
How we work
How we set up your system
In phases, with testing before any real send, following our method.
Phase 01 / 05
Diagnosis
Lead sources, CRM or spreadsheets, current sends, consent records and sales process.
Phase 02 / 05
Lifecycle map
Stages, segments, messages, scoring and legal wording, agreed with you.
Phase 03 / 05
Implementation
CRM, migration, integrations, domain authentication and templates.
Phase 04 / 05
Testing and launch
Every flow tested with test contacts, then switched on in phases, highest-impact stage first.
Phase 05 / 05
Optimisation
Monthly reviews, A/B tests on subject lines and content, and new flows where useful.
The SERMAN approach
Why automate your marketing with SERMAN
One system for the whole lifecycle
CRM, email, WhatsApp, SMS, AI agents and campaigns share data, so each contact follows a coherent journey from sign-up to repeat purchase.
Compliance from the first form
Per-channel consent, first-layer notices and easy unsubscribes are designed into the flow, not bolted on.
Yours and documented
Accounts in your name, documented flows and training, so your team can run it without us.
What it is not
What this service isn't
- Not buying databases or emailing people who never asked to hear from you.
- Not flooding your list: more sends doesn't mean more sales.
- Not intrusive personalisation: we use only data customers have shared, and to help them decide.
- Not a CRM nobody uses: without an agreed sales process, no tool helps.
- Not a promise of open rates, leads or sales: we measure and improve with data.
What we measure
What we measure at every stage
Business indicators, not just email stats, reviewed monthly.
Speed to lead
Time to a useful reply, by channel and time of day.
Stage conversion
Contact to qualified lead, opportunity and customer, by source and language.
Activation
New contacts who reach a first useful step: first purchase, booking, appointment or product use.
Revenue by source
Sales or bookings per source, with consent gaps made explicit.
Meaningful engagement
Clicks, replies and conversions per flow; opens only as a rough guide.
List health
Delivery, bounces, complaints, unsubscribes and growth in consented contacts, by channel.
Repeat business
Returning customers, time between purchases and win-backs.
Tools & platforms
Tools we work with
- HubSpot
- Pipedrive
- Salesforce
- Zoho CRM
- Klaviyo
- Brevo
- Mailchimp
- WhatsApp Business Platform
- n8n
- Make
- Zapier
- Google Ads Data Manager
- Meta Conversions API
Who it's for
A particularly good fit if…
- Enquiries reach you by web, phone or WhatsApp, but follow-up is patchy.
- Your CRM is half set up or still lives in spreadsheets.
- You rarely email your customer base, or send everyone the same thing.
- You rely on ads for every sale and want customers to return through channels you own.
- You run an online shop and want basket, post-purchase and win-back flows.
- You sell in long cycles or seasons and need to keep interest alive in between.
Compliance
Rules we apply to every send
Applied by default; not a substitute for your company's legal advice.
Spain's LSSI, Articles 20 and 21
Commercial messages must be identifiable as such, along with the sender. Commercial email or SMS needs prior request or express consent, except for existing customers about similar products, with an easy opt-out in every message.
WhatsApp
We apply the same prior-consent standard to WhatsApp as to email and SMS. Its own policies also require opt-in, and campaigns go out only as approved marketing templates; as of October 2026, Meta bills per message and always charges for marketing templates.
GDPR and LOPDGDD
Every form shows a first-layer notice (controller, purpose, legal basis, recipients and rights) linked to a privacy policy covering what GDPR Articles 13 and 14 require.
Data sent to ad platforms
Customer data reaches Google Ads or Meta only with valid consent. For Google, its EU user consent policy requires this, and Consent Mode v2 passes the ad_user_data and ad_personalization signals.
Industries
Where we apply it
Hospitality, Travel & Travel Tech
Direct bookings, reputation and visibility on Google, Maps and AI assistants for hotels, restaurants, experiences and travel tech.
Tech, SaaS & Startups
Go-to-market strategy, AI answer visibility, LinkedIn, lifecycle automation and pipeline measurement for startups, SaaS and tech companies.
Education & Training
Education marketing for private universities, business schools, international schools and academies: student recruitment in Spain and abroad.
Marine & Superyacht Services
B2B marketing for refit yards, marine technology, crew and supply companies: found and shortlisted by captains, yacht managers and AI assistants.
FAQ
Frequently asked questions
What is marketing automation?
It's using a CRM and email or messaging tools to send each contact the right message based on what they've done, without manual work: a welcome, a reminder or a follow-up after a quote request. A marketing automation agency designs those journeys with one aim: no enquiry left unanswered.
What is lifecycle marketing?
It means organising communication around the stage each contact is in: acquisition, onboarding, retention and win-back. Instead of sending one campaign to the whole list, each person gets what helps at that moment, by email, WhatsApp or SMS, and always with their consent.
Which CRM is best for a small business?
The one that fits your sales process and that your team actually uses. HubSpot, Pipedrive and Zoho CRM are common SME choices; Salesforce suits more complex organisations. Decide on integrations, users and whether you want email in the same tool.
Is it legal to send marketing emails without consent in Spain?
Generally, no. Spain's LSSI prohibits commercial email or SMS that hasn't been requested or expressly authorised. The exception is existing customers, for your own similar products or services, with an easy opt-out in every message. We apply the same standard to WhatsApp, whose policies also require opt-in.
What's the difference between email marketing and marketing automation?
Email marketing is a channel; automation is the system deciding what each contact receives and when. A newsletter is email marketing; a sequence triggered by a download that alerts sales when the contact is ready is automation.
What is first-party data and why does it matter?
It's the data you collect directly from contacts and customers through your own channels: contact details, preferences, purchases or bookings. It matters because, with consent, it lets you communicate through channels you own as personalised advertising loses reach in the EU, and because campaigns learn more from real customers than from form fills.
How do I connect my CRM to Google Ads and Meta?
By telling each platform which contacts became customers: in Google Ads through enhanced conversions for leads (tag, Data Manager or API), in Meta through a custom Conversions API integration. Always with consent.
How often should we send a newsletter?
As often as you can sustain with useful content. Monthly suits many businesses; go fortnightly or weekly only with frequent news. State the frequency at sign-up and stick to it.
Who owns the contacts and the CRM?
You do. Accounts sit in your company's name with user access for us, and every flow is documented, so switching provider never costs you data, templates or history.
Related services
Pairs well with
AI Agents & Chatbots
AI chatbots and voice agents that answer, qualify and book in several languages, disclose they are AI and hand over to a person.
WhatsApp AI Chatbot
AI chatbots on the official WhatsApp Business API that answer, qualify, book and hand over to your team when it matters.
Analytics, First-Party Data & Server-Side Tracking
GA4, first-party data, server-side tracking and Consent Mode v2 set up properly: reliable, lawful data you own, the base for campaigns and reports.
Conversion Rate Optimisation (CRO)
Research, A/B testing and UX fixes that help more visitors become customers, with no dark patterns and accessibility as a conversion lever.
Digital Strategy & Fractional CMO
Digital marketing strategy and fractional CMO leadership: a diagnosis, a channel and budget plan, and a growth system you can measure.
Insights
Go deeper
1 Oct 2026 · 11 min read · AI, data & automation
AI agents for lead generation: WhatsApp, web and voice (2026 guide)
How to use AI agents for customer service and lead generation on WhatsApp, web and voice: qualification flow, WhatsApp costs, AI disclosure, human handover and metrics.
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