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.”
