Lead Qualification Automation
Built an AI agent that scores and qualifies inbound leads from 5 sources, enriches with firmographic data, and routes to the right sales rep — all in under 3 seconds.
340%
More qualified leads
92%
Reduction in response time
$180K
Pipeline added in 90 days
The Problem
The client, a B2B SaaS company selling project management software, was receiving over 400 inbound leads per week across five channels: their website, LinkedIn outreach, webinar sign-ups, partner referrals, and paid search. Their team of four SDRs was spending the majority of their day manually reviewing each lead, looking up company info on LinkedIn, checking CRM history, and deciding whether to prioritise follow-up.
The result? Average response times of 4+ hours, leads going stale, and sales reps closing deals at a fraction of the rate they should have been. High-intent buyers were filling out the form and signing up with a competitor before anyone got back to them.
The Automation We Built
We designed a fully automated lead processing pipeline using n8n as the orchestration layer:
- Trigger: Any new lead entry (from any source) fires a webhook to the workflow.
- Enrichment: Clearbit API instantly adds firmographic data — company size, revenue, tech stack, and industry.
- AI Scoring: A GPT-4o agent scores the lead 0–100 against a custom ICP rubric, written in plain English by the client's head of sales.
- Routing logic: Leads scored 75+ go to senior AEs. Leads 50–74 go to mid-level SDRs. Below 50 are auto-enrolled in a nurture sequence.
- HubSpot update: The lead record is updated with the score, routing decision, and a pre-drafted personalised outreach message the rep can send in one click.
Total processing time: under 3 seconds.
Results After 90 Days
The impact was immediate and measurable. Response time to high-fit leads dropped from 4 hours to 8 minutes. SDRs reported spending 80% of their time in conversations rather than admin. Three deals that had previously stalled due to slow follow-up were resurrected within the first month.
Pipeline value grew by $180,000 in 90 days, representing a 340% improvement in qualified lead volume without adding headcount.
Tools Used
- n8n — workflow orchestration
- GPT-4o — ICP scoring and message drafting
- Clearbit — firmographic enrichment
- HubSpot — CRM integration and lead routing
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