Bimonthly Brew Recap: Real Talk on Service Workflows and a Fresh Look at Email Marketing

CRM admins from across the White Cup community gathered on Sept 26 to share tips, ask questions, and see what’s new.

Our last Bimonthly Brew brought White Cup CRM admins and power users together again – this time to talk about two areas that are gaining serious traction inside customer orgs: Service Ticketing and Marketing Campaigns.

CRM admins shared real-life use cases, troubleshooting questions, and even a few “aha” moments that sparked ideas for future workflows. We were also joined by Mike from White Cup’s Product team, who walked us through the brand-new email marketing updates – now live in White Cup CRM.

Here’s a quick recap of what we covered:

From Reactive to Proactive: The Power of the Service Module

Several users talked through how they’re using CRM workflows to streamline service processes and improve handoffs across teams. 

Tickets can be created in multiple ways – directly in CRM, through web forms, or even via email – giving teams flexibility and ensuring nothing gets lost in translation.

Once a ticket is created, workflows step in to handle the heavy lifting:

• Auto-routing new tickets based on issue type or assigned location
• Escalation triggers when a ticket sits too long without a status change
• Building reminder loops to nudge owners when resolution deadlines are approaching
• Tying BI dashboards to ticket workflow completions for better visibility

Katie Crowl from LEPCO shared how her team rolled out the Service Module this spring. The key to success, she said, was ownership. Instead of dictating a process from the top down, she built the workflows and forms around the needs of the users who would actually be working the tickets day-to-day. “They told me what they wanted it to do,” she said, “and I made it come to life for them.” That collaborative approach not only improved buy-in but also made the new process stick.

With dashboards and lists that surface what’s open, overdue, or resolved, admins can now see the full service picture without digging through emails or spreadsheets.

“It’s a game-changer for managing response times and accountability,” Mike noted. “You can automate the handoffs, but still keep the human touch where it matters.”

💡 Bonus Idea: Mike also highlighted some creative ways customers are extending the Service Module beyond traditional ticketing – from tracking rental equipment and showroom models, to logging travel and repair expenses tied to service work. Simple fields and workflows can turn service cases into lightweight project or asset trackers, filling gaps that previously lived in spreadsheets.

Email Marketing That Belongs in Your CRM

This month’s Brew also included a hands-on walkthrough of the new marketing email designer and campaign tools now available in White Cup CRM. Mike from Product demoed the latest enhancements, which were built in direct response to user feedback – especially from teams looking to retire tools like Mailchimp or Constant Contact.

Here’s what’s new:

• ✅ Drag-and-drop email builder — no code required
• ✅ Mobile-optimized layouts with responsive preview
• ✅ Merge fields and personalization based on CRM data
• ✅ Trigger-based workflows that assign sales follow-ups when someone clicks a campaign email

We also previewed what’s coming next:

• Dynamic sender variables (e.g., from assigned rep)
• Saved content blocks for repeatable layouts
• Better handling for bounces and unsubscribes
• More flexibility in contact vs. account list sends

“Even reps who aren’t super tech-savvy can use this. It’s that intuitive.”

Several attendees shared that they’re already moving away from third-party email tools like MailChimp and Constant Contact into White Cup CRM for a unified approach.

“It’s great to see CRM and marketing finally working together,” one attendee said. “No more jumping between systems just to see who opened what.”

These updates are already rolling out – so if your team sends newsletters, promotions, or rep-driven campaigns, you’re going to want to take a look.

Big Takeaways from This Session

• Workflows aren’t just for sales. They’re helping teams manage service tasks, escalate issues, and maintain better visibility.
• Marketing is moving into CRM. More and more customers are consolidating tools and giving reps access to campaign insights.
• Community-driven learning works. The best parts of this session came from users sharing real processes and challenges – no slides, no fluff.

Watch the session now on Youtube.

Why These Conversations Matter

Once again, the community proved that collaboration drives innovation.

Hearing directly from other admins and power users helps everyone take the next step — whether that’s cleaning up workflows, streamlining service management, or finally pressing “send” on that first in-CRM email campaign.

Distributors juggle countless tools and priorities, and sessions like Bimonthly Brew help cut through the noise. By sharing real-life examples and challenges, White Cup users are helping each other not just use CRM — but use it better.

👉 Customers are invited to stay tuned for our November Brew, and in the meantime, hop into the Community Forum to keep the conversation going.

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ABOUT BIMONTHLY BREW 

Bimonthly Brew is our user-led roundtable for CRM admins and power users. Each session is built around real use cases, peer discussion, and hands-on ideas that you can take back to your org. The next one’s coming up in November – keep an eye out for details!

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