Zapier · Automation breakdown
Inbound lead router
Enrichment and a weighted scoring function feed three Paths — enterprise routes to round-robin AE assignment and a booking link, mid-market drops into a nurture sequence with an engagement sub-branch, everything else is archived.
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The problem
Paid lead-gen was producing volume, but every lead landed in the same inbox at the same priority. Enterprise-fit prospects waited behind newsletter signups, and follow-up speed depended on who happened to check the form notifications.
Stage by stage
How it actually runs.
Capture & normalize
The trigger fires on a new lead-ad submission. A Formatter step normalizes phone numbers to E.164 and cleans name casing, because everything downstream — dedupe, SMS, CRM matching — silently breaks on inconsistent formatting.
Enrich & score
A firmographic lookup appends company, headcount, and industry. A Code step then computes a weighted 0–100 fit score from those attributes plus the form answers. Scoring in code rather than in filter conditions means the logic lives in one place and can be tuned without rebuilding the branch structure.
Path A — enterprise
Scores of 80 and above create a HubSpot deal, assign an account executive by round-robin through a lookup table, send a booking link, and alert the enterprise channel in Slack. The goal is that a high-fit lead has a meeting link in hand before they have finished reading the thank-you page.
Path B — mid-market
Mid-band scores enter a nurture sequence, wait two days, then hit a nested Paths step that branches again on whether the first email was opened. Engaged leads get an SMS nudge; unengaged ones stay in email. The sub-branch is the part most lead routers skip.
Path C — low intent
Everything below the threshold is added to the newsletter, tagged cold in the CRM, and logged. It is deliberately a real path rather than a dead end, because those contacts are the pool that quarterly re-scoring draws from.
Failure handling
A fallback path catches steps that error — a failed enrichment lookup or CRM timeout — and notifies operations rather than dropping the lead silently. On paid traffic, a silently lost lead is a paid click with nothing to show for it.
Stack
Decisions that matter
- Scoring lives in one Code step, so thresholds are tuned without touching branches.
- Phone normalization happens before any dedupe or SMS step.
- The mid-market path branches a second time on real engagement.
- Errors notify a human instead of silently dropping paid leads.
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