In 2025, automation isn’t just a tech trend—it’s the competitive edge that separates thriving businesses from those struggling to keep up. Whether you’re a solopreneur, a fast-growing startup, or a small-to-mid-sized company, your ability to streamline operations could determine your next level of success.
But here’s the good news: You don’t need to automate everything at once. You just need to start with the right processes.
In this guide, we’ll walk you through the 8 core business processes that every company should automate first. These are high-leverage areas that free up your time, improve your customer experience, and increase profitability—without requiring a huge team or complex tech setup.
1. Lead Capture and Follow-Up
The Challenge: Leads fall through the cracks when follow-ups rely on memory or manual reminders.
Automation Benefits:
- Capture leads from websites, social ads, or events
- Send personalized email/SMS follow-ups
- Qualify and tag leads in your CRM
- Book calls automatically
Popular Tools: HubSpot, Pipedrive, ConvertKit, ActiveCampaign
Zapier + Make Use Cases:
- Use Zapier to send new Typeform responses into HubSpot with lead scoring tags
- Use Make (formerly Integromat) to trigger a series of onboarding emails and a Slack notification when a Calendly call is booked
Industry Example: A real estate agent uses Zapier to connect Facebook Lead Ads to Gmail, CRM, and Trello. Every lead triggers a new Trello card, sends a templated email, and schedules a follow-up reminder.
2. Email Marketing and Nurture Sequences
The Challenge: Manually sending emails or forgetting to follow up with subscribers leads to missed opportunities and cold leads.
Automation Benefits:
- Welcome new subscribers with email series
- Segment and personalize content based on behavior
- Schedule newsletters and promotions
- Run abandoned cart and re-engagement campaigns
Popular Tools: Mailchimp, ConvertKit, ActiveCampaign, Klaviyo
Zapier + Make Use Cases:
- Use Zapier to trigger a welcome sequence when someone downloads a freebie
- Use Make to monitor engagement (opens/clicks) and shift contacts between email sequences based on behavior
Industry Example: A wellness coach offers a free journal via a lead form. Zapier adds the subscriber to ConvertKit, which triggers a 5-part email series. Make checks if they clicked on the coaching offer and automatically moves them into a new sequence offering a 20-minute free session.
3. Client Onboarding
The Challenge: Manual onboarding delays projects and hurts client confidence.
Automation Benefits:
- Instantly deliver contracts, welcome packets, or intake forms
- Trigger project boards and assign tasks
- Set milestone reminders
Popular Tools: Dubsado, HoneyBook, ClickUp, PandaDoc
Zapier + Make Use Cases:
- Use Zapier to send a welcome email + task checklist after a proposal is signed
- Use Make to populate Notion databases and create ClickUp tasks with due dates
Industry Example: A freelance branding studio automates onboarding via HoneyBook. Clients receive forms, pay invoices, and get added to ClickUp and Slack without manual setup.
4. Invoicing and Payment Collection
The Challenge: Chasing invoices drains time and cash flow.
Automation Benefits:
- Send recurring or one-time invoices
- Auto-remind overdue clients
- Auto-send receipts and payment confirmations
- Sync payments to accounting
Popular Tools: QuickBooks, Stripe, Xero, FreshBooks
Zapier + Make Use Cases:
- Use Zapier to send a Slack notification when a client pays via Stripe
- Use Make to generate an invoice in Xero when a contract is signed in PandaDoc
Industry Example: A subscription box company automates Stripe billing via Make. When a customer signs up, a recurring invoice is generated and receipts are emailed monthly.
5. Employee and Contractor Onboarding
The Challenge: Onboarding inconsistencies slow productivity and cause confusion.
Automation Benefits:
- Auto-send offer letters, NDAs, and welcome kits
- Assign SOPs and training via email or project tools
- Grant access to tools (e.g. Slack, Gmail)
Popular Tools: Gusto, BambooHR, Notion, Google Workspace
Zapier + Make Use Cases:
- Zapier can send a Google Form response to HR + trigger a welcome email
- Make can assign onboarding tasks and access permissions in multiple tools simultaneously
Industry Example: A remote startup uses Make to automatically create Gmail, Slack, and Notion access when a new hire is added to Gusto.
6. Social Media and Content Distribution
The Challenge: Posting daily content manually isn’t scalable.
Automation Benefits:
- Schedule posts across platforms
- Auto-publish blogs to social channels
- Recycle evergreen content
Popular Tools: Buffer, Later, Metricool, Missinglettr
Zapier + Make Use Cases:
- Zapier can post new WordPress blogs to Facebook and LinkedIn
- Make can recycle old blog posts as Twitter threads or email segments
Industry Example: A coach uses Buffer + Make to schedule weekly Instagram carousels, automate captions with AI, and generate analytics reports every Friday.
7. Internal Task and Project Management
The Challenge: Missed deadlines and dropped tasks from manual systems.
Automation Benefits:
- Create tasks from form submissions or client requests
- Auto-assign based on workload
- Track progress and notify stakeholders
Popular Tools: ClickUp, Notion, Asana, Trello
Zapier + Make Use Cases:
- Zapier creates ClickUp tasks from Typeform surveys
- Make sends task completion updates to Slack and moves Trello cards automatically
Industry Example: A creative agency uses Make to trigger a project template in ClickUp every time a new client signs a proposal in Dubsado.
8. Customer Feedback and Testimonials
The Challenge: Valuable feedback and social proof often go uncaptured.
Automation Benefits:
- Send feedback forms post-purchase or post-project
- Route responses based on sentiment
- Share positive reviews automatically
Popular Tools: Typeform, Delighted, Trustpilot, Yotpo
Zapier + Make Use Cases:
- Zapier sends high-score responses to your testimonial page or Google Reviews
- Make routes negative feedback to a support Slack channel with priority tags
Industry Example: An e-commerce brand uses Zapier to send review requests via email and auto-share 5-star reviews to their website and Instagram.
Choosing the Right Tools: Zapier vs Make
Zapier: Best for simple, linear automations and fast deployment. Excellent for small teams and non-technical users.
Make (formerly Integromat): Best for visual, conditional workflows. Offers more complex branching and custom logic for teams needing flexibility and scalability.
Tips:
- Use Zapier to get started quickly with plug-and-play recipes
- Move to Make when you want granular control or cost-efficient multi-step automations
The Future of Automation: What’s Next?
In 2025 and beyond, automation is evolving fast:
- AI-Powered Insights: Automations that not only act but also analyze and suggest improvements
- Predictive Workflows: AI detecting patterns to prevent churn, delays, or support tickets before they happen
- Hyper-Personalization: Tailored marketing, onboarding, and support powered by real-time behavioral data
Small businesses are now adopting enterprise-level automation—without needing enterprise-level budgets. This shift is leveling the playing field in every industry.
You don’t need to automate everything at once. But you can’t afford to ignore it either.
Start with these 8 core processes. They’re the foundation for scaling smartly, reducing manual work, and delivering a better customer experience.
Remember: automation doesn’t replace people. It empowers them. So they can focus on high-impact, creative, and strategic work that moves your business forward.
Ready to take the first step? Try building one automation today using Zapier or Make. It could save you 10 hours this month—and hundreds over the year.
