Enrich Microsoft Dynamics leads for Outreach sequences
This play triggers when a new lead is created in Microsoft Dynamics 365, enriches the lead with Lusha Connect, updates the lead record with standardized contact and company data, and automatically enrolls the lead into the appropriate Outreach sequence—so sales outreach starts fast, personalized, and accurate.
Why this works
New leads often enter Dynamics with minimal context: missing job titles, unclear company data, or no direct contact details. Reps either delay outreach to research—or reach out with generic messaging.
This play eliminates that friction. It enriches leads instantly, updates Dynamics with clean data, and activates Outreach sequences automatically—so reps focus on conversations, not data entry.
What you get
- Real-time trigger on new lead creation in Microsoft Dynamics 365
- Automated contact enrichment via Lusha (role, seniority, LinkedIn, phone where available)
- Company context added directly to the Dynamics lead
- Automatic Outreach sequence enrollment for qualified leads
- Faster speed-to-first-touch with consistent data quality
How to set it up
Connect all required accounts
Before testing or running the Zap, connect each app in Zapier:
- Microsoft Dynamics 365 CRM: authenticate with a user that has lead read/write permissions
- Lusha Connect: authenticate using your Lusha API credentials
- Outreach: connect the Outreach account used for sequencing
Configure the Microsoft Dynamics trigger
Select:
- The Dynamics organization / environment
- The Lead entity as the trigger object
Confirm the trigger outputs:
- Email address
- First name / Last name
- Company name or domain (if available)
Best practice: If possible, trigger only on leads that are “Open” or newly created to avoid reprocessing old records.
Configure Lusha enrichment
Map the strongest identifiers from Dynamics:
- Work email (preferred)
- Email domain → derive company context
- Name + company (fallback)
Typical enrichment fields:
- Job title
- Seniority
- Department
- LinkedIn URL
- Direct phone / mobile (where available)
Tip: Only enrich and write fields that are empty to avoid overwriting trusted CRM data.
Update the lead in Microsoft Dynamics
Write enriched fields back to the original lead record:
- Title
- Company name (standardized)
- Phone
- LinkedIn URL
- Any custom fields used for routing or scoring
This ensures Dynamics remains your system of record with clean, consistent data.
Configure Outreach sequence enrollment
Select:
- The Outreach sequence to enroll leads into
- The prospect identifier (usually email)
Optional logic:
- Enroll only if enrichment succeeded
- Enroll only if lead meets ICP criteria (role, company size, region)
Test end-to-end
Create a test lead in Microsoft Dynamics and confirm:
- Trigger fires correctly
- Lusha returns enrichment data
- Lead is updated in Dynamics
- Prospect is enrolled in the correct Outreach sequence
What to do next
- Add lead qualification filters: Only enroll leads into Outreach if seniority, role, or company size matches your ICP.
- Branch sequences by segment: Route different personas or regions into different Outreach sequences automatically.
- Prevent duplicate enrollments: Skip leads already active in Outreach or previously contacted.
- Track engagement impact: Compare reply and meeting rates for enriched vs. non-enriched leads.
- Expand to account-level enrichment: Enrich the company record once a lead converts to improve multi-threaded outreach.
The goal: Every new Dynamics lead should be enriched, updated, and activated automatically. This play ensures sales outreach starts immediately—with the right data, the right sequence, and no manual prep.
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