Problem It Solves

Marketing funnels often capture a high volume of leads, many of which are unlikely to convert. Manually qualifying each lead is time-consuming and error-prone. By automating enrichment and scoring, you immediately identify top prospects and prevent low-value leads from cluttering your CRM, saving your team hours and ensuring they spend time only on the best opportunities.

Process Overview

1. A new lead (email or domain) lands in your “Leads” Table via form or CRM trigger.

2. Zapier sends the lead data to an enrichment service (e.g., Clearbit) to fetch firmographic and contact details.

3. Zapier applies your custom scoring rules (e.g., company size, job title, location) to calculate a numerical score.

4. If the score meets or exceeds your threshold (e.g., ≥ 80), Zapier pushes that enriched record into your CRM as a new contact or opportunity.

5. Lower-scoring leads remain in the “Leads” Table for nurture campaigns or manual review.

6. Any enrichment failures or missing data get flagged for manual follow-up via email or Slack.

Key Features & Capabilities

• Automated Enrichment
  Use an enrichment API (e.g., Clearbit, Hunter) to append missing fields like job title, company size, and industry automatically.

• Custom Scoring Logic
  Define scoring criteria (e.g., “+50 points if title contains ‘Director,’ +30 if company size > 1,000”) to rank each lead.

• Threshold-Based CRM Writes
  Only leads with a score at or above your set minimum are pushed into your CRM (e.g., Salesforce, HubSpot, Pipedrive).

• Real-Time Alerts
  Receive a Slack or email alert whenever a lead scores above the threshold so your reps can act immediately.

• Error Handling & Flags
  If enrichment returns incomplete or conflicting data, Zapier flags the lead row for manual review before scoring.

Typical Use Cases

• B2B SaaS Company
  Inbound trial sign-ups provide only an email. This Zap enriches each sign-up with company details, scores them on revenue potential and title seniority, and pushes only high-value accounts into Salesforce, preventing SDRs from wasting time on low-fit leads.

• Recruiting Firm
  Job applicants enter their email and role. Zapier enriches candidates’ LinkedIn profiles for experience and location, scores them based on match to open positions, and only sends top-scoring candidates into the applicant tracking system for recruiter outreach.

Prerequisites & Client Responsibilities

• Enrichment Service Account
  Provide an API key for your chosen enrichment provider (e.g., Clearbit, ZoomInfo) and confirm your lookup limits.

• Lead Source Access
  Ensure new leads (email or domain) flow into a Zapier Table or trigger Zapier from your web form/CRM.

• Scoring Criteria
  Define which attributes (e.g., job title keywords, company headcount, industry) and point values determine your lead score.

• CRM API Credentials
  Share API credentials (API key or OAuth) for your CRM (Salesforce, HubSpot, Pipedrive, etc.) so Zapier can create new contacts/opportunities.

• Review Workflow
  Identify who will handle any leads flagged for missing data and set your scoring threshold (e.g., ≥ 80 points).

• Team Permissions
  Determine who needs “Viewer” (to monitor scored leads) vs “Editor” (to adjust scoring rules or mappings) access in Zapier Tables.

Pricing

• One-Time Setup: $500
  (Configure the “Leads” Table, integrate enrichment API, build and test the scoring Zap, and map high-scoring leads into your CRM.)

• Monthly Support: $100/month
  (Maintain enrichment connections, adjust scoring logic as your ICP evolves, and troubleshoot any sync issues.)