Inbound leads lose value by the minute. With the Lusha API, you can enrich and qualify form fills in real time—routing hot leads to SDRs instantly and building buying committees when a single contact isn’t enough.
Leads lose value every minute they wait. If marketing delivers inbound demand but sales doesn’t follow up instantly, pipeline evaporates. The problem: most inbound leads are incomplete or misrouted. With the Lusha API, you can enrich and qualify leads the moment they arrive—automatically routing the right ones to sales, and building buying committees when a single lead isn’t enough.
Why inbound lead automation matters
- Speed to lead: prospects expect follow-up within minutes, not days.
- Data gaps kill routing: missing titles, company size, or phone numbers stall handoff.
- Buying committees matter: one form fill rarely equals a full opportunity.
Inbound automation ensures every lead is qualified, enriched, and routed instantly.
How the workflow works
Workflow:
Form submitted → lead enters CRM/marketing automation.
Enrich with Lusha API → add contact details, company firmographics, direct dials.
Qualification logic applied:
- If lead fits ICP → push straight to SDR with full context.
- If not → auto-generate buying committee contacts via enrichment.
Route enriched lead(s) into CRM, assign to rep, or add to outbound sequence.
Track engagement → warm leads flagged automatically.
Result: No lead left incomplete, unqualified, or unassigned.
Example automation (HubSpot + Lusha + Slack)
Trigger: New form submission in HubSpot
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Action: Lusha API enriches record with contact + company info
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Action: HubSpot workflow applies lead scoring + ICP filters
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Action: If qualified → auto-route to SDR + notify in Slack
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Action: If not qualified → enrich buying committee (3 contacts) → push into outbound nurture
KPIs to track
- Speed to lead (minutes from form fill to first touch)
- % of inbound leads enriched
- Qualification rate (% of inbound routed to SDRs)
- Pipeline sourced from inbound vs. manual routing
Best practices for inbound automation
- Collect fewer fields: rely on enrichment to fill in gaps.
- Define ICP clearly: automate scoring logic (title, company size, region).
- Don’t stop at one lead: build out the buying committee when signals are weak.
- Connect to sales engagement tools: so qualified inbound leads don’t sit idle.
FAQs
In milliseconds—enrichment happens instantly as the lead enters your system.
You can use Lusha enrichment to build the buying committee, giving sales a fuller picture of the account.
Yes. Enriched and scored leads can be routed to book meetings directly via Chili Piper or similar routing tools.
Track response times, qualification rates, and pipeline influenced by automated routing vs. manual.
