Dynamic lead scoring and routing, with a first reply in minutes

Abstract

Inbound leads decay fast, yet most teams triage them by hand and route by guesswork. We built a pipeline that enriches each incoming lead, scores it against the defined ICP with an LLM, routes it to the right rep, and generates a personalized first message — so the response is measured in minutes.

The problem

A prospect fills in a form on Tuesday. It sits in a queue, gets eyeballed, maybe enriched manually, and reaches a rep on Thursday. By then the intent has faded and a faster competitor has replied. Speed-to-lead is the single most predictable lever in inbound, and it's the one most often dropped.

What we built

• Enrichment of each inbound lead via Clearbit or an equivalent source.
• An LLM scoring step that grades fit against explicit ICP criteria, with a reason for the score.
• Routing rules that assign the lead to the right rep or pod.
• Generation of a personalized first-touch message grounded in the enriched data.

How it works

• A form submission triggers the pipeline.
• The lead is enriched, then scored with a written rationale you can audit.
• High-fit leads are routed instantly; low-fit leads are nurtured automatically.
• The assigned rep receives the lead and a ready-to-edit opener in HubSpot.

Result

First-response time moves from days to minutes for high-fit leads, and reps stop spending their morning sorting the inbox — the routing and the rationale are already done.