Overview
Most inbound leads sit in a CRM as email + name for hours before a rep sees them. This Zap enriches each lead in under 20 seconds: pulls firmographics from a data provider, generates a short qualification note with an LLM, and routes to the correct owner based on region and deal size.
How it works
- Trigger: new form submission (Typeform, Tally, or webhook).
- Enrichment step calls Clearbit, Apollo, or a similar API using the work email.
- A Formatter step normalizes company size, industry, and country.
- OpenAI generates a 4-line qualification note: fit, likely use case, discovery questions, and priority.
- Router assigns owner by region and creates a HubSpot or Salesforce contact + note.
Benefits
- Reps see enriched context on first click instead of Googling.
- Consistent qualification rubric applied to every lead.
- Owner routing removes lead-round-robin lag.
Use cases
- B2B SaaS with an inbound demo form.
- Agencies that qualify contact-us requests before a sales call.
- Product-led companies pushing PQLs into a sales assist queue.
Step-by-step guide
Step 1: Wire the trigger
Point your form or webhook at Zapier and confirm you're receiving email, company, and any custom fields.
Step 2: Add enrichment
Use Clearbit's Enrichment step or an HTTP request to your preferred provider. Store the response for later steps.
Step 3: Normalize with Formatter
Bucket employee count into SMB/Mid/Enterprise. Standardize country codes. Downstream logic depends on these buckets.
Step 4: Generate the qualification note
Prompt the LLM with your ICP definition and ask for a 4-bullet note. Cap at 400 characters so it fits in CRM notes.
Step 5: Route with Paths
Create Paths for region + segment. Each path writes to the CRM with a different owner and pipeline stage.
Step 6: Add a Slack alert
For high-priority leads (Enterprise + target country) post to a #leads-hot channel with the enrichment summary.