In this blog post, we dive into creating an efficient workflow using Make, focusing on the integration of branching logic, data transformations, and AI enhancements. You’ll learn how to build a visual scenario that enriches company and person data, assesses email confidence, and segments leads based on ideal customer profiles and seniority. The process involves modules for data enrichment, scoring, and CRM updates, while AI sidecars can generate quick sales notes, streamlining preparation for sales teams. We also cover field normalization, sample scoring conditions, and best practices for testing and observability, ensuring a robust setup that maximizes productivity and accuracy in lead management.
Make shines when you need branching logic at scale, transformations, and AI sidecars (e.g., generating quick sales notes from structured data).
What you’ll build
A visual scenario that:
- Enriches company + person
- Gates by email confidence
- Branches by ICP fit and seniority
- Adds a temporary timing boost for signals
- Writes a clean record to CRM and SEP
Flow overview (modules)
Webhook (form/MA platform)
Lusha: Find a Company
Lusha: Enrich Prospect
Router
Gate: Email confidence ≥ 90 → continue; else → “Manual validation” branch
Path A (Hot ICP): EE count + industry + seniority → set score, create CRM lead, create SEP step
Path B (Warm): Partial match → score, add to nurture list
Signals check (HTTP to Lusha Signals or a scheduled sub-scenario)
Score adjust if funded/hiring change
CRM update and Slack notice
Field normalization
Use Text Parser / Set Variable to standardize industries, strip odd titles, and map seniority to a clean picklist.
Sample score table (router conditions)
- Employee count ≥ 200 AND revenue ≥ “10M+”: +25
- Target verticals (SaaS/FinTech/HealthTech): +15
- Seniority Director+ : +25
- Confidence pass: required
- Funding < 90 days: +30 boost
AI sidecar (optional)
- OpenAI module: feed title, industry, recent signal into a short prompt to create a first-touch note. Save into CRM as “Call Prep” or “Sequence Note.”
- Keep it brief (2–3 bullets). Useful for AEs and SDRs without adding manual prep time.
SEP integration
- Outreach / Salesloft / HubSpot Sequences: add hot leads to a pre-defined sequence; pass phone and title.
- Tag the record with
source=make+lushafor auditability.
Testing & observability
- Use Make’s Run once with three fixtures (hot/warm/fail).
- Add error handlers for HTTP 429 with incremental backoff.
- Log final score + path to a Google Sheet for QA during rollout.
Pitfalls to avoid
- Letting raw industries into CRM picklists—standardize first.
- Creating SEP enrollments before dedupe checks.
- Treating timing boosts as permanent—store a “boost_expiration_date” field and decay the score after 14–30 days.
“Make’s routers gave us clean control over ICP and seniority paths. Layering Lusha signals as a timed boost means reps focus on accounts that are actually moving—right now.”
FAQs
Yes—batch with array aggregation and respect rate limits.
Add a scheduled scenario that decrements or resets the boost after the window closes.
