Enrich inbound leads before sales ever sees them
Build an inbound flow where enrichment happens before sales engagement, not after.
When a prospect fills out a Typeform, Zapier triggers instantly, enriches the contact and company with Lusha, creates or updates the record in HubSpot, and pushes the lead directly into Salesloft for outreach. All before anyone looks at it.
Why this works
Inbound leads usually fail at the same point: a form submission creates a CRM record, the record sits incomplete, someone enriches it manually later, and only then does sales decide how to engage. By the time enrichment happens, routing may already be wrong and the moment of intent has cooled.
This play flips that order. Enrichment, routing, and activation happen as a single motion at the moment the lead enters the system. This makes the first touch informed instead of reactive.
What you get
- Immediate enrichment the moment a form is submitted, so downstream systems always see a complete record
- Clean HubSpot records created or updated with verified contact and company data—no patching later
- Direct Salesloft activation so qualified leads are ready to engage without manual handoffs
- Slack visibility that keeps the team informed without requiring manual coordination
- Routing and scoring on real data instead of placeholders, because enrichment runs before any logic downstream
How to set it up
Use the Zapier template
Start from the Typeform → HubSpot → Salesloft template. It connects the full flow: form submission → enrichment → CRM sync → sales activation.
Connect your Typeform
Set Typeform as your trigger. Every new submission starts the workflow instantly.
Authenticate Lusha API
Add your Lusha API key to the workflow. Two calls run sequentially:
- Lusha Person API — enriches contact details
- Lusha Company API — enriches firmographic data
Map enriched fields to HubSpot
Configure the HubSpot step to create or update contacts using the enriched data. This keeps records clean and avoids duplicates.
Connect Salesloft
Map the enriched HubSpot contact into Salesloft so the lead is added to the right sequence automatically—no manual activation needed.
Add a Slack notification
Set up a Slack step to alert the team when a new lead is ready. Include key context: name, title, company, and enrichment status.
Test with a sample submission
Fill out your Typeform with test data. Confirm:
- Enrichment completes before HubSpot record is created
- HubSpot contact has all enriched fields populated
- Lead appears in Salesloft in the correct sequence
- Slack notification fires with full context
What to do next
- Add approval logic: For teams that need more control, insert an approval step before leads are pushed to Salesloft. The routing will still run on enriched data.
- Layer in scoring: Use enriched fields to run ICP scoring before activation, so only qualified leads enter Salesloft sequences.
- Expand form sources: Apply the same enrichment-first pattern to other inbound signals like chat, demo requests, or event sign-ups.
- Track inbound performance: Measure time-to-enrichment, routing accuracy, and conversion rates from enriched leads vs. manually qualified leads.
The goal: Inbound doesn’t need heroics. It needs good systems. When enrichment, routing, and activation are designed as a single flow, sales moves faster without working harder. And the CRM stays reliable over time.
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