Lead Onboarding Automation for CRM Integration

The goal of this project was to simulate and streamline a common inbound lead process using no-code automation tools. I designed and implemented a workflow that captures user information from a public-facing form and seamlessly integrates it into a CRM-like database (in this case, Airtable), while also triggering relevant tasks and notifications for the internal team.

1. Form Submission: A user fills out a Jotform including their contact details and preferred time for a welcome call.

2. CRM Entry: Zapier captures the submission and creates:

3. Call Scheduling: A Google Calendar event is automatically created, including:

4. Team Notification: A Slack message is sent to a designated channel, alerting the team that a new lead has been added and scheduled.

• Focused on replicability: the workflow was built so it could be adapted quickly for future projects

• Structured data in Airtable to allow for future scalability (e.g., tags, status tracking, lead scoring)

• Built custom parsing for time inputs to ensure Google Calendar events matched the user’s preferences accurately

To expand the system’s capabilities and make it suitable for production use, the following enhancements could be implemented:

• Lead Enrichment via Clay Automatically enrich lead data (e.g., LinkedIn profile, company size, tech stack) upon form submission to better qualify prospects before the first call.

• CRM Syncing Connect Airtable to a full-featured CRM like HubSpot, Salesforce or any other for advanced pipeline management and marketing automation.

• Email Sequences via MailerLite or Customer.io Trigger personalized email flows after the welcome call is booked, including reminders, onboarding tips, and check-ins.

• Call Intelligence via Fireflies Record and analyze welcome calls to extract action items or detect lead intent automatically.

• Analytics Dashboard with Looker Studio or Retool Visualize onboarding metrics, lead conversion rates, and team performance through a custom dashboard.

• Slack Action Buttons Allow team members to take quick actions directly from the Slack notification (e.g., assign a rep, snooze a task, send a welcome email).