B2B SaaS Company
Lead Enrichment Pipeline: outbound lead research without the manual prep
I designed and built a data pipeline that handles lead research, enrichment, scoring and campaign routing for multiple internal brands, so the prep that used to be manual now runs the same way every time.
B2B SaaS Company
Thousandsleads a week, by design
Nobody researches leads by hand before outbound any more
Every lead is enriched and scored the same way, and I designed it to hold up at thousands of leads a week across brands.
Source
Structured form inputs
Enrich
Automated enrichment
Score
Personalisation and scoring engine
Store
Central lead store
Route
Campaign routing
- Client
- B2B SaaS Company
- Services
- Moving & syncing data
- Built with
- n8n · Airtable · HeyReach · Instantly.ai · Apify
- Delivered
The problem
Lead research was being done by hand across multiple tools and data sources, with nothing pulling it together. The enrichment process was fragmented, so the quality and format of the data behind each lead varied depending on who touched it and which tool they used. Personalising outreach at any real volume took time, which limited how much outbound the team could run. And there was no central record of enriched leads or their scoring, so prioritisation was inconsistent.
The approach
I didn't want to build another one-off automation, so I treated research, enrichment, scoring and routing as one connected process. It had to serve multiple internal brands, so I designed it to be reusable across all of them, and built each stage around APIs so it could be extended or swapped out on its own. Every stage had error handling from day one.
What I built
It starts with automatic lead intake from structured form inputs, so new leads come into the system in a consistent format. An automated enrichment stage then pulls in LinkedIn and company website data to fill out each lead's profile. After that, a personalisation and scoring engine uses the enriched data to prioritise leads and lay the groundwork for outbound messaging. Everything is stored centrally and routed on to wherever the campaign runs, so each enriched, scored lead ends up in the right campaign and nobody has to move data between systems by hand.
The outcome
Nobody researches leads by hand for outbound any more. They arrive already enriched. Because enrichment and scoring follow the same structured process every time, lead quality is consistent and doesn't depend on who prepared it. That also means personalising outreach at volume doesn't add extra admin, and I designed it to hold up at thousands of leads a week across brands.