Automatically capture, score, and follow up with leads using AI — combining web scraping, CRM integration, and personalized outreach sequences without human intervention.
Client Overview
A B2B professional services firm was running its lead generation operation almost entirely on manual effort. Sales development representatives spent the majority of their working day researching target companies, identifying decision-maker contacts, verifying email addresses, and crafting individual outreach emails — activities that consumed over 70% of their time before any actual selling could begin. The quality of the resulting outreach was inconsistent, with personalisation varying dramatically from rep to rep and follow-up sequences frequently abandoned or delayed due to workload pressure. The firm was targeting companies in a specific industry vertical with clearly definable characteristics — company size, technology stack signals, recent funding activity, and role-specific triggers — that in principle should have made lead identification highly systematic. In practice, however, the absence of any automated discovery mechanism meant that reps were surfacing only a fraction of the potentially addressable market, and the companies they did identify were often researched in a slow, unsystematic way that left little time for the actual outreach work. Management recognised that the core problem was one of process efficiency rather than strategic direction. The targeting criteria were sound, the messaging frameworks were well-tested, and the conversion rate for leads that received timely, well-personalised outreach was strong. The bottleneck was entirely in the volume and consistency of lead identification and initial engagement. They needed a system that could operate the top of the funnel automatically, surfacing and engaging the right prospects at scale so that human reps could focus their time on qualified conversations.
Our Approach
Zentric Solutions built an end-to-end lead generation and follow-up automation pipeline orchestrated by n8n, integrating web scraping, AI enrichment, CRM management, and multi-touch email outreach into a single automated workflow. The pipeline used Apify to systematically scrape target lead sources — including LinkedIn company pages, industry directories, and funding announcement databases — based on the firm's defined qualification criteria. Scraped company and contact records were passed through an OpenAI GPT-4 enrichment layer that researched each prospect, identified relevant context for personalisation such as recent news, product launches, or hiring signals, and assessed lead quality against a weighted scoring model. High-scoring leads were automatically created as contacts in HubSpot CRM with enrichment data and lead scores attached, while low-scoring leads were routed to a review queue for human assessment rather than being automatically engaged. For qualified leads, the pipeline triggered a personalised multi-touch outreach sequence via Gmail API — with the first email referencing a specific, relevant insight about the prospect's business identified during AI enrichment rather than a generic value proposition. Follow-up emails in the sequence were staged across a configurable schedule and automatically paused if the prospect opened, clicked, or replied — with reply detection triggering an immediate notification to the assigned sales rep for human follow-up. The entire pipeline ran continuously, surfacing and engaging new qualified prospects daily without requiring rep involvement until a lead demonstrated engagement. Sales reps arrived each morning to a HubSpot queue populated with engaged, scored prospects and full context on every prior touchpoint. Time spent on prospect research and initial outreach dropped to near zero, allowing the team to redeploy their capacity to follow-up conversations and pipeline development.
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Zentric Solutions delivers cutting-edge digital products that streamline operations, enhance engagement, and drive lasting growth.
