Keap (formerly Infusionsoft) is the CRM and business automation platform built for small businesses and independent service providers, combining contact management and segmentation, email marketing automation, sales pipeline tracking, appointment booking, invoice and payment processing, and e-commerce capabilities in a single platform designed for teams that want a comprehensive operational system without enterprise-level complexity. As a Keap account grows with contacts, active campaigns, automation sequences, pipeline opportunities, and invoice records, it generates a consistent administrative layer alongside the client work, sales conversations, and business strategy that requires the owner's expertise and judgment: maintaining contact record accuracy and tag organization, updating automation sequences and campaigns when the messaging strategy changes, keeping the sales pipeline data current, generating Keap analytics and pipeline reports, processing invoice records and tracking payment status, and maintaining the account integrations and settings. Small business owners who absorb this Keap administration layer directly have less time for client service delivery, revenue generation, and the business decisions that drive growth.
A Keap virtual assistant handles the contact and tag management, automation and campaign maintenance, pipeline hygiene, reporting, invoice coordination, and settings layer so the business owner can focus on the client work and sales conversations that generate revenue.
What a Keap VA handles
The scope of a Keap VA is the CRM administration and platform maintenance layer: maintaining the accuracy and organization of contact records and tags, updating automation sequences and campaign content when the messaging strategy changes, keeping the pipeline and opportunity data current, generating Keap analytics and sales reports on the defined cadence, managing invoice and payment record organization, and keeping the account integrations and workspace settings current. All decisions about business strategy, messaging content, pricing, service offerings, and client relationships stay with the business owner. The VA maintains the operational infrastructure that keeps the Keap account organized, current, and generating useful business visibility.
Core Keap VA tasks
Contact record and tag management
Keap's contact database is the foundation of the platform's segmentation, automation, and communication capabilities. Contact records store not just names and contact information but also the tags and custom fields that determine which automations fire, which email sequences contacts receive, and how the contact is categorized for the owner's relationship management. Keeping this data accurate and well-organized is an essential CRM function.
A VA manages the contact record and tag management layer: updating contact records in Keap when the business owner or team reports information changes (new email address, updated phone, company change, title change) so records reflect current contact data, adding new contact records to Keap at the owner's direction when new prospects or clients are identified and the owner provides the contact information to enter, applying and removing tags from contact records at the owner's direction when a contact's status or segment changes (a prospect completes a purchase and the "prospect" tag should be replaced with a "client" tag, for example), auditing the contact database for duplicate records at the owner's direction and merging confirmed duplicate contacts to reduce database redundancy, and generating the contact database health summary at the owner's direction showing total contacts, contacts added in the period, contacts with incomplete required fields, and tag usage by segment for the owner's database management review. The owner makes all decisions about contact qualification, segmentation strategy, and relationship priorities; the VA maintains the data accuracy within those decisions. The crm management virtual assistant function covers the CRM data maintenance methodology. The data management virtual assistant function covers the database organization methodology.
Automation and campaign configuration maintenance
Keap's automation builder allows users to create triggered sequences that run automatically: email sequences that fire when a contact submits a form, tag-based automations that start a nurture sequence when a specific behavior is recorded, appointment reminders that go out before a scheduled consultation, and post-purchase follow-up sequences that onboard new clients. Keeping these automations and campaigns current with the business's approved messaging is an ongoing content maintenance function.
A VA manages the automation and campaign configuration maintenance layer: updating email content within existing automations and campaigns in Keap when the business owner provides revised copy, updated subject lines, or revised call-to-action language reflecting a messaging change or A/B test result, so the active automations deliver current, approved content at all times, pausing automations at the owner's direction when a specific sequence needs to be revised comprehensively or when the trigger conditions have changed and the sequence should not fire in its current form, duplicating existing automations as a starting point for a new variation at the owner's direction when the owner wants to create a modified version of an existing sequence for a new segment or campaign, confirming that automations are triggering correctly by reviewing the automation activity log for recent trigger events and flagging any automation that appears not to be firing as expected to the owner, and maintaining the automation and campaign library with a summary document showing each active automation, its trigger, its purpose, and its current status so the owner has a clear reference for what is running in their Keap account. The business owner makes all decisions about automation strategy, trigger logic, segment targeting, and message content; the VA maintains the configuration and content within those decisions. The email management virtual assistant function covers the email correspondence methodology that complements automated email sequences.
Pipeline and opportunity data maintenance
Keap's sales pipeline tracks the owner's active prospects and opportunities through defined stages from initial contact to closed deal. Keeping the pipeline data current gives the owner accurate visibility into their sales activity and revenue forecast without having to manually update every opportunity after every sales interaction.
A VA manages the pipeline and opportunity data maintenance layer: updating opportunity stage in Keap at the owner's direction when a prospect has advanced to a new stage (initial consultation completed, proposal sent, negotiation in progress, deal closed won or closed lost) and the owner has not yet updated the stage in the system, updating the estimated deal value and expected close date fields at the owner's direction when the owner has more accurate information about an opportunity's size and timeline, flagging opportunities that have remained in the same stage past the defined stage age threshold to the owner for review (an opportunity that has been in "proposal sent" for more than thirty days without activity may indicate a stalled prospect), logging close reasons for won and lost opportunities at the owner's direction for the owner's win-loss analysis, and generating the weekly pipeline summary at the owner's direction showing active opportunities by stage, total pipeline value, and any opportunities with upcoming expected close dates for the owner's sales focus planning. The owner makes all sales strategy and opportunity decisions; the VA maintains the pipeline data accuracy. The reporting virtual assistant function covers the pipeline performance reporting methodology.
Keap analytics and reporting
Keap's reporting suite provides business visibility across email campaign performance, automation engagement, sales pipeline activity, payment and revenue metrics, and appointment booking data. Generating and reviewing these reports on a defined cadence gives the business owner the business performance visibility they need without pulling reports manually before every planning session.
A VA manages the Keap analytics and reporting layer: generating the defined standard Keap reports at the review cadence the owner specifies (weekly pipeline and revenue report, monthly email campaign performance report, monthly contact and new lead summary) by accessing the Keap reporting section and selecting the date range and report parameters the owner specifies, exporting Keap data at the owner's direction when deeper analysis is needed outside Keap's native reporting interface, compiling the exported data into the report format the owner uses for business review, and flagging notable performance signals to the owner (a campaign with significantly lower open rates than the prior period, a week with unusually high new contact additions from a specific source, a pipeline stage with more opportunities than the owner's typical capacity can support) with the context the owner needs to investigate. The owner interprets all performance data and makes all business strategy decisions; the VA generates and delivers the reports. The virtual assistant for revenue operations function covers the broader revenue operations administrative methodology.
Invoice and payment record management
Keap's invoicing and payment features allow users to create and send invoices directly within the platform, accept credit card payments through Keap's payment processing integration, and track payment status. Managing the invoicing and payment record layer is a systematic billing administration function.
A VA manages the invoice and payment record management layer: preparing client invoices in Keap at the owner's direction using the owner's invoice template and the client name, service description, amount, and payment terms the owner provides, sending approved invoices to clients through Keap's invoice delivery function at the owner's direction, tracking the payment status of outstanding invoices and generating the accounts receivable summary at the owner's direction showing each outstanding invoice, the invoice amount, the invoice date, and the days outstanding for the owner's collection review, sending payment reminder messages to clients who have outstanding invoices at the defined payment terms deadline using Keap's payment reminder function at the owner's direction, and logging manual payment receipts in Keap at the owner's direction when a client pays by check or bank transfer outside Keap's payment processing integration. The owner makes all billing decisions, fee structures, and payment arrangements; the VA manages the invoice preparation, delivery, and tracking logistics. The invoicing virtual assistant function covers the invoice administration methodology.
Account settings and integration maintenance
Keap's account settings govern the connected email sending domain and email deliverability configuration, the connected calendar for appointment booking, payment gateway connections, user access for any team members, and integrations with other tools through Keap's native integrations or through automation platforms. Keeping these settings current as the business evolves is an ongoing account administration function.
A VA manages the account settings and integration maintenance layer: confirming that the email sending domain's deliverability settings (SPF, DKIM records) are displaying as verified in Keap's email settings and flagging any deliverability warnings to the owner or the owner's web/DNS administrator for resolution, updating the appointment booking calendar connection at the owner's direction when the connected calendar changes or requires reconnection, confirming that payment gateway connections are active and processing test transactions correctly at the owner's direction when a payment processing issue is reported, and maintaining the Keap to third-party integration connections (Zapier automations, native integrations with tools the owner uses alongside Keap) by monitoring for disconnections or sync errors and flagging issues to the owner. The owner and technical administrator make all decisions about system architecture and integration design; the VA monitors the health of the configured connections and surfaces issues. The scheduling virtual assistant function covers the appointment booking coordination methodology that works alongside Keap's booking integration.
Getting started
Keap's user management allows account owners to add team members or contractors with defined access levels. For contact management, automation maintenance, and reporting functions, standard user access with access to contacts, campaigns, and reports is generally sufficient. For invoice management and account settings, the relevant access permissions within the user role configuration are needed; configure the minimum access level for each defined function.
Document the contact tagging convention and segmentation logic, automation library with trigger and purpose for each automation, pipeline stage definitions, reporting cadence and report format, invoice template and billing cycle, and account settings maintenance protocol before the VA starts. The how to hire an operations VA guide covers the full candidate evaluation and onboarding process. Get a free consultation to scope a Keap VA arrangement for your business.