Make.com Sales Automation Lead Scoring CRM Integration

How to Automate Lead Enrichment with Make

Step-by-step guide to automating lead enrichment, scoring and distribution using Make.com with Clearbit, Salesforce and Slack

Visual diagram showing lead enrichment automation flow

In This Guide

  1. What is lead enrichment?
  2. Automated lead enrichment solution
  3. Step 1: Create scenario & webhook
  4. Step 2: Add Clearbit module
  5. Step 3: Add router & filters
  6. Step 4: Configure top route
  7. Step 5: Add Slack notifications
  8. Step 6: Middle & bottom routes

What is Lead Enrichment?

Lead enrichment is the process of enhancing basic contact information with additional firmographic and demographic data to create more complete prospect profiles. When a visitor fills out a form on your website, you typically only capture basic details like name, email and company. Lead enrichment appends valuable business context including company size, industry, technologies used, funding status and more.

This enriched data enables more effective lead scoring and routing. Sales teams can prioritize outreach based on comprehensive profiles rather than making judgments from limited information. According to research from Cognism, enriched leads convert 30% better than non-enriched leads.

Pro tip: Focus your enrichment efforts on leads that have shown genuine interest through multiple engagements rather than all form submissions. This ensures you're investing enrichment resources where they'll have most impact.

Automated Lead Enrichment Solution

The automation we'll build solves a critical sales challenge - receiving leads with minimal information that are difficult to properly score and route. Without enrichment, your sales team wastes time researching companies or makes suboptimal prioritization decisions based on incomplete data.

Our Make.com scenario will automatically:

  • Trigger when a new lead submits your website form
  • Enrich the lead with Clearbit company data
  • Score the lead based on multiple criteria
  • Create a properly tagged record in Salesforce
  • Notify the appropriate salesperson in Slack
Make scenario builder interface showing initial setup
Initial Make scenario setup with webhook trigger

Step 1: Create the Make Scenario and Webhook

Begin by creating a new scenario in your Make account. The automation will trigger via a custom webhook that receives lead data from your website forms. This instant trigger ensures no delay between form submission and enrichment.

Configure the webhook module by:

  1. Naming it descriptively (e.g. "Lead Form Webhook")
  2. Copying the unique webhook URL
  3. Adding this URL to your website's form submission settings

Test the connection by submitting a test form entry. Make will automatically detect the data structure including all form fields. Ensure your form captures at minimum: first name, last name, email address and company name.

Step 2: Add the Clearbit Module

With the webhook operational, add Clearbit's "Get Company" module to enrich leads with firmographic data. Clearbit uses the company domain from the lead's email address to lookup and return detailed company information.

Key configuration steps:

  • Connect your Clearbit account in Make
  • Map the email field from the webhook to Clearbit
  • Use get() and split() functions to extract the domain
  • Enable error handling for failed lookups
Clearbit module configuration in Make
Configuring the Clearbit company lookup module

Step 3: Add Router and Configure Filters

The router splits your workflow into multiple paths based on lead score. We'll create three routes for high, medium and low scoring leads. Each route has filters checking specific criteria from the Clearbit data.

Example scoring criteria:

  • High score: Enterprise companies (500+ employees) in target industries
  • Medium score: Mid-market companies (100-500 employees) in target industries
  • Low score: All other companies that don't match higher criteria

Configure filters using AND conditions that must all be true for the lead to take that path. For example, a high score filter might require both "employees > 500" AND "industry = Software".

Pro tip: Start with simpler scoring criteria and refine over time as you analyze which scored leads actually convert. Overly complex initial scoring often needs adjustment.

Step 4: Configure the Top Route

The top route handles your highest quality leads. Add a Salesforce module to create a new lead record with all enriched data. Map fields from both the original webhook and Clearbit to the Salesforce fields.

Key configuration points:

  • Set lead rating to "Hot" for high-scoring leads
  • Include all relevant firmographic data
  • Add lead source tracking
  • Set proper ownership based on your sales team structure
Salesforce module configuration for high-scoring leads
Mapping enriched data to Salesforce lead fields

Step 5: Add Slack Notifications

Complete the high-score route by adding Slack notifications. Configure the Slack module to alert the assigned salesperson with key lead details and a direct link to the Salesforce record.

Effective notifications include:

  • Lead name and company
  • Score rationale (why they qualified as high-value)
  • Key firmographic details
  • Direct link to the CRM record
  • Any initial engagement context

Step 6: Middle and Bottom Routes

Configure the remaining routes similarly but with appropriate adjustments:

Medium-score route:

  • Set lead rating to "Warm"
  • Route to business development reps
  • Use slightly less urgent Slack notifications

Low-score route:

  • Set lead rating to "Cold"
  • Route to marketing for nurturing
  • Optional: Add to a low-priority notification channel
Completed Make scenario showing all three routes
Final scenario structure with all three scoring routes

Frequently Asked Questions

Common questions about lead enrichment automation

Automating lead enrichment saves significant time by eliminating manual data research while improving lead quality. It ensures sales teams receive complete, accurate lead profiles instantly rather than waiting for manual research. This speeds up sales cycles and improves conversion rates.

According to Salesforce data, companies using automated enrichment see 27% faster lead response times and 23% higher conversion rates compared to manual processes. The automation also ensures consistency in how leads are evaluated and routed.

Absolutely. The scoring criteria in this tutorial are examples - you should customize them based on your ideal customer profile. Common additional criteria include technographic data, funding status, intent signals, and engagement metrics from your marketing automation platform.

The most effective scoring models combine firmographic data with behavioral signals. For example, you might score higher when a lead from a target account has visited pricing pages multiple times. Make's flexibility allows implementing virtually any scoring logic.

While this tutorial uses those specific apps, you can substitute alternatives. For enrichment, alternatives to Clearbit include ZoomInfo or Lusha. For CRM, HubSpot or Pipedrive can replace Salesforce. For notifications, Microsoft Teams or email can substitute Slack.

The key components you need are: 1) A way to trigger on new leads (webhook or email parser), 2) An enrichment data source, 3) A CRM to store enriched leads, and 4) A notification method to alert sales. Make supports hundreds of apps in each category.

Review scoring criteria quarterly. Analyze which scored leads actually convert and adjust weights accordingly. High-scoring leads that don't convert may indicate outdated criteria. Regular optimization ensures your scoring reflects current buyer behavior.

Create a dashboard tracking conversion rates by score band. If you notice declining performance in a segment, investigate whether market conditions or your ideal customer profile have changed requiring scoring adjustments.

If your website platform doesn't support webhooks, you can use Make's email parser to trigger the automation when lead form submissions arrive in a designated inbox. Alternatively, use a form integration like JotForm that provides webhook capabilities.

Another approach is to periodically check your CRM for new unenriched leads using Make's scheduling feature. While not instantaneous, this can still significantly accelerate enrichment compared to manual processes.

Create a separate workflow branch for failed enrichments that either queues them for manual review or attempts enrichment through a secondary data provider. You can also implement retry logic with delays in case temporary API issues caused the failure.

For persistent failures, capture the original lead details in a spreadsheet or database for later follow-up. Consider setting up alerts when failure rates exceed normal thresholds so you can investigate data quality issues.

Yes! GrowwStacks specializes in building tailored lead enrichment systems that match your specific sales process and tech stack. We'll design custom scoring models, integrate your unique data sources, and ensure seamless handoffs to your sales team.

Our automation experts can implement advanced features like predictive scoring, technographic filtering, and multi-step enrichment workflows combining multiple data providers for maximum coverage and accuracy.

  • Custom scoring algorithms based on your historical conversion data
  • Integration with your existing sales tech stack
  • Ongoing optimization and performance monitoring

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