A fast-growing fashion e-commerce brand relied heavily on Instagram for lead generation. Influencer content, paid ads, story interactions, and DM conversations created ongoing demand. However, all engagement lived inside Instagram rather than Salesforce.
The team was active and responsive, but follow-ups slipped through the cracks because every DM, comment, and lead had to be manually recorded. Customer context disappeared between platforms. Marketing couldn’t measure ROI, and sales had no way to prioritize high-intent leads.
The brand needed a system that connected Instagram activity directly into Salesforce, eliminated manual entry, and helped the team respond faster with full visibility into customer conversations.
Instagram became a major source of conversations, but every interaction lived only inside the app. DMs, comments, and mentions weren’t visible in Salesforce, so sales reps had no record of who engaged, what was said, or how intent evolved over time. This lack of shared context set the stage for the broader operational gaps that followed.
Because nothing synced automatically, every Instagram lead—whether coming from ads or direct messages—had to be copied into spreadsheets and manually entered into Salesforce. This slowed down response times, introduced errors, and caused high-intent prospects to slip through the cracks. The manual work also made it impossible to scale lead volume without sacrificing quality.
With conversations trapped inside Instagram and scattered records in spreadsheets, nothing tied back to a single customer profile. Teams couldn't see how engaged someone was or whether a DM came from an existing lead, a repeat buyer, or a new prospect. This fractured view made qualification inconsistent and follow-ups guesswork.
Since all messages looked the same inside Instagram, high-intent inquiries blended with low-value replies and general chatter. Reps couldn’t distinguish urgent buying signals from routine engagement, which slowed speed-to-lead and reduced the impact of Instagram as a sales channel.
Because interactions weren’t connected to CRM data, marketing had no way to trace revenue back to ads, influencers, organic posts, or specific campaigns. The entire channel operated without attribution, forcing budget decisions to be made without any proof of what was actually driving sales.
The brand struggled with slow follow-ups because every Instagram lead required manual transfer into Salesforce. Real-time automation was the right fit for their high-volume environment, where interest fades within minutes. By replacing spreadsheets with a direct integration, we eliminated inconsistent formatting and lead leakage. The new approach fixed the gap where sales reps lacked immediate access to social inquiries. Leads started entering the CRM instantly with standardized data.
Key actions included:
This improvement removed delays entirely, giving reps the ability to respond while intent was high. Every inquiry became visible the moment it arrived. Lead leakage dropped to zero, and Instagram started functioning like a fully managed acquisition channel.
Before the project, teams lost context because conversations lived only inside Instagram. They needed a centralized place to view customer history without switching screens. This solution addressed the earlier inconsistency where reps forgot past replies or missed follow-ups. By pulling DMs, comments, mentions, and story interactions into Salesforce, we created complete continuity between social engagement and CRM operations. Every interaction became part of the customer record.
Changes introduced:
With all context available in Salesforce, reps responded confidently and accurately. Marketing gained visibility into how customers reacted to content. The brand finally operated with a unified picture of every interaction from first message to purchase.
The team struggled to identify urgent inquiries buried inside general engagement. They needed a way to sort messages by intent so high-value prospects received priority outreach. This method matched their need for speed in a fast-moving e-commerce environment. It also solved the earlier problem where meaningful messages were lost among low-intent DMs. By adding intent scoring, the team gained clarity on who needed immediate contact.
How we structured it:
Reps now focus on customers most likely to buy. Time spent sorting messages dropped significantly. Response quality improved because reps addressed the right inquiries faster. High-intent conversations no longer went unnoticed.
Manual lead handling slowed response times and caused inconsistent handoffs. The client needed automatic routing that matched each lead with the correct salesperson. This was essential to fix the earlier delays caused by manual sorting and missed notifications. Automating follow-ups also created structure where previously there was none. The new workflows ensured no rep forgot to respond or missed a task.
Steps taken:
This gave the team a fast, predictable workflow. Leads always reached the right person without delay. Reps responded quicker and with more consistency. Customer engagement became smoother and more reliable.
Marketing lacked clarity about which ads, influencers, or posts produced real results. They needed dashboards that combined social engagement with CRM performance. This addressed the earlier fragmentation where metrics were scattered and required manual reporting. The new dashboards created instant visibility into how Instagram efforts influenced the pipeline. For the first time, the brand had reliable insight into performance across the entire funnel.
Core components:
These insights helped the team invest more strategically. Marketing decisions shifted from intuition to data-backed confidence. Leadership finally understood which Instagram activities drove revenue.
The brand couldn’t track how Instagram conversations influenced purchases. They needed a connected system tying campaign activity to closed deals. This solution corrected the earlier gap where Instagram performance was invisible in revenue reporting. By integrating campaign parameters into Salesforce, every sale could finally be tied to its source. This clarity helped identify profitable campaigns and discard low-performing ones.
What we set up:
This made marketing ROI measurable for the first time. Budget decisions became more accurate. Instagram became a reliable revenue channel backed by complete attribution.
If you’re dealing with similar gaps in lead capture, attribution, or social follow-up, we can help you rebuild the workflow.