How to level up your lead processing with automation

In the marketing world, the pursuit of perfection never stops. No matter how sophisticated their infrastructure or sharp their decision-making strategies, most marketers have a nagging feeling they are missing out on something.

If you’re like them, you may wonder if your leads are slipping through the cracks or if your nurturing is working hard enough — plus, you want to be sure that you’re squeezing out as many insights from your wins as possible.

Amid these challenges, however, a solution exists to power your growth.

Make can connect your existing marketing technology (mar-tech) stack together to take your lead processing and management flows to new heights. Whether you’re looking to automate a common or highly customized use case, Make’s intuitive platform can meet your needs and help your business grow by getting the most from every lead. 

Make is a visual software integration platform in which you can drag and drop apps together to automate workflows. We refer to automation built in Make as "scenarios". We'll show you how to build a scenario that sets a virtuous circle in motion, serving as a flywheel that can transform the effectiveness of your lead capture and processing. 

The speed your leads need

Let’s start off with a typical use case: Imagine that you’d like to build automation to qualify, route, and enrich leads while streamlining the process of getting the right information to your sales team.

Almost every lead processing automation starts when you generate a new lead and want to move it into your CRM. Make works with thousands of apps.

Here, we’ll use LinkedIn and HubSpot as examples, but you can choose from many others. While LinkedIn offers a variety of useful native lead-capturing capabilities, you may find yourself seeking solutions that are more closely tailored to your business needs. Furthermore, you probably work across multiple lead-capture channels — Make can help you integrate all of them.

While automating lead-capturing is straightforward, it’s highly valuable in itself. Back in the day, marketers had to juggle coding with developers, hoping for smooth integrations with existing tools, or experimenting with different automation platforms. By first addressing a fundamental task like capturing leads in your CRM, Make can then deliver added value by tackling more complex tasks.

Get the right leads to the right places with AI

Integrating lead acquisition channels with your CRM is useful, but the power of Make can unleash a lot more value for you than that.

Let’s now shift our focus to qualifying and prioritizing the leads you have gathered. This is an important step in your lead management workflow, as it ensures that both marketing and sales teams are putting their time and energy into the right leads.

By leveraging Make’s app integrations, you can add an extra layer of intelligence to your lead-qualification process. For example, you can use one of the many AI tools available on Make (we’ve chosen OpenAI) to assess lead quality based on the data that you’ve collected on LinkedIn.

Here’s how your prompt might look if you were doing that in ChatGPT alone:

But that would still require manual effort, copying and pasting data between apps. What if you could connect this AI process to your marketing stack?

By plugging ChatGPT's underlying OpenAI technology into your workflow, you can automatically qualify leads, create new contacts in your CRM, and store lead quality details in a custom field.

Harnessing the power of AI in your workflows provides an instant boost to your lead management process, offering deeper insights into your leads and simplifying prioritization. This brings you closer to achieving impactful results for your business, as you gain a clearer understanding of your leads' potential and can focus your efforts where they matter most.

Rev up your lead nurture strategy

You’ve now used Make to qualify and pass your lead into your CRM as a contact. The qualifying info that you’ve stored will allow you to make better decisions about how to engage with your leads from now on.

It’s time to add an extra layer to your scenario that makes lead nurturing a breeze. This will automatically notify your sales team about high-quality leads so that the sales team can get straight to work on follow-ups. Incorporating notifications for the sales team into your workflow whenever a promising lead is identified ensures that you can seize opportunities in record time, maximize conversions, and ultimately drive business growth.

Not every lead is created equal. To further boost your lead nurturing efforts, you can also build an integration to add low-priority leads to a nurture campaign in a tool like Mailchimp.

This kind of lead routing and nurturing is a prime example of the tight-knit collaboration between marketing and sales teams that’s made possible through Make. 

Do more of what works, without extra work

You’ve now successfully built and expanded a scenario that not only captures and nurtures leads but also strengthens the relationship between your marketing and sales teams. 

However, the journey doesn't end with lead capture and conversion. Make empowers you to close the loop by collecting essential audience and conversion data, transforming it into actionable insights that further drive your targeted marketing efforts.

By feeding this data back into your marketing channels, you can craft highly personalized and relevant content tailored to the specific needs and interests of your audience segments — which we all know will drive performance. 

Plus, Make allows you to identify patterns and trends within your data, uncovering hidden opportunities and allowing you to pinpoint similar prospects for tailored engagement.

Get your existing mar-tech working harder

As you can see, Make empowers visionary marketers by streamlining smart lead-capturing, decision-making, and routing as well as offering added flexibility in your workflows.

This scenario is just one example of how you could use Make’s intuitive automation to seamlessly integrate your existing mar-tech stack and drive business growth. Make extends well beyond driving this virtuous circle in lead capture and processing — it can connect the dots across your entire mar-tech stack.

No matter which tools you use, Make's smart solutions will help you get the most out of your leads in record time. With access to over 1,600 apps, including over 200 popular CRMs out of the box, Make has what it takes to become the cornerstone of your marketing infrastructure.

Ready to supercharge your growth? Sign up now and begin your journey toward next-level lead management with Make.