Marketing forms should be short. Sales needs complete data. This workflow bridges that gap.
Learn how RevOps teams use Lusha to automatically enrich, score, and route inbound leads in real time — turning every form submission into a qualified opportunity within seconds.
When a prospect fills out a form, every second counts. But the shorter your forms, the less data sales gets. That’s the Velocity Paradox, high conversion rates with low lead quality.
This workflow solves it. It automatically enriches new inbound leads, scores them by fit and intent, and routes them to the right rep in seconds.
Overview
Goal: Automate lead enrichment and scoring in real time
Tools: Lusha, CRM (HubSpot/Salesforce), n8n or Make
Use case: Inbound form submission → enrichment → scoring → routing
1. Capture leads with minimal friction
Keep your forms simple: just name, email, and company domain.
Once submitted, trigger your workflow to send the new lead to your automation platform.
2. Enrich the record instantly
Use the Lusha Enrichment API to add verified company and contact details:
- Company size, industry, HQ
- Job title, seniority, LinkedIn
- Verified email and phone
No manual research, no scraping. Just clean, accurate data ready for scoring.
3. Score by fit and intent
Send the enriched record to Lusha AI Score.
The model evaluates:
- Fit: how closely the lead matches your ICP
- Intent: active buying signals, like hiring growth or job changes
Each lead returns with a clear numeric score. High-fit, high-intent leads move straight to sales.
4. Route automatically
Push leads into your CRM and assign based on score tiers:
- 80+ → AE
- 60–79 → SDR
- Below 60 → nurture or remarketing
Sales gets full profiles, marketing keeps conversion rates high.
5. Optimize over time
Review which scored leads convert, and refine your scoring model using real deal data.
The more you feed it, the smarter it gets.
Why it works
- Reduces speed-to-lead from hours to minutes
- Keeps forms short without sacrificing data quality
- Helps sales focus on the right leads first
Workflow summary
Form submission → Enrich (Lusha API) → Score (AI Score) → Route (CRM) → Report (Sheets or Dashboard)
Keep revenue streaming, not stagnating.
FAQs
Real-time lead scoring is the process of evaluating and ranking inbound leads the moment they enter your CRM or marketing system. Instead of relying on static, manual scoring rules, it uses automation and verified data to instantly assess lead quality and buying intent.
Inbound forms typically capture minimal data. Enrichment fills in the gaps — adding verified company details, role information, and contact channels — so sales teams can qualify and act on leads immediately without extra research.
Lusha connects directly to your CRM or automation platform to enrich and score new leads within seconds of form submission. This allows reps to respond to qualified prospects faster, improving conversion rates and pipeline velocity.
- Fit measures how closely a lead matches your Ideal Customer Profile (industry, size, title, etc.).
- Intent measures whether the lead or company is actively in-market, based on signals like job changes or hiring activity.
Combining both ensures that reps prioritize leads who both fit and act like buyers.
Yes. The enrichment and scoring steps run through Lusha’s API, but platforms like n8n, Make, or Zapier make setup simple through drag-and-drop workflows. Most teams can automate the full process in under an hour.
Lusha integrates with major CRMs (Salesforce, HubSpot, Pipedrive), marketing automation tools, and workflow builders like n8n and Make. This lets RevOps teams build end-to-end automations without additional coding or manual syncing.
