INBOUNDPIPELINE GENERATION

Inbound ICP Router

Lead arrives. ICP scored. Routed to the right rep with a response already sent.

The Problem

Inbound leads sit unqualified for hours. Reps get notified without context — just a name and a company. The lead gets a generic "we'll be in touch" while your team scrambles to figure out if they're worth calling. By then the moment has passed.

Stack

🏗️

Clay

End-to-end: enrichment, ICP scoring, routing logic, and automated email response — no n8n required

Walkthrough

How It Works

The execution path

01Lead Received

→

02Company Enriched

→

03ICP Scored

→

04Routed + Responded

Execution flow

Inbound form submitted

Company enriched: funding data + tech stack

ICP scored: funding + size + industry

Fit category + tier assigned

ICP gate: qualified leads only proceed

Rep routed via webhook with full context

Personalized response email sent to lead

The rep never receives a lead without knowing exactly what it's worth. ICP score, fit category, tier, and routing are all computed before the notification fires. The lead already has a personalized response in their inbox.

Stage 1 — Company Enrichment (3 sources)

The moment a form is submitted, Clay pulls three independent data sources. Score is only as good as the data under it — enrichment runs before a single ICP point is calculated.

·Company domain received via webhook
·Enrich company profile: size, industry, description, locality
·Pull latest fundraising data + funding round details
·Get total funding raised + funding activity history
·Pull website tech stack
→ All three sources merged before scoring begins

Stage 2 — ICP Scoring + Qualification

Funding stage, company size, and industry each scored independently and summed into a Total ICP Score. A gate fires — only qualified leads move forward.

·Funding Stage → Funding Stage Score
·Company size → Size Score
·Industry → Industry Score
·Total ICP Score computed
·ICP Fit Category assigned: Strong Fit / Borderline ICP / Poor Fit
·ICP Tier assigned: Senior AE — High Priority / Mid-Market AE / etc.
·ICP Qualification: Pre-Qualified / Disqualified
→ Send If gate: only qualified leads proceed

Stage 3 — Routing

Routing is tier-based — the ICP Tier determines which rep receives the lead. Table data sent via webhook with full context attached.

·ICP Tier maps to rep assignment
·Full enrichment + score data packaged
·Webhook fires to CRM / Slack with lead context
→ Rep notified with ICP score, fit category, and suggested action

Stage 4 — Automated Response Email

A personalized thank-you email is generated and sent to the lead automatically — before any human opens the CRM. Subject, greeting, body, and closing all personalized to their name and company.

·First name + company name injected into email template
·Subject line personalized
·Body references their specific submission context
·Closing sets expectations: "within the hour"
→ Email sent automatically — lead engaged while intent is hot

Key Design Decisions

🔍

Enriched Before Scored

3 data sources pulled before a single ICP point is calculated. Funding data, tech stack, and company profile all merged first.

🎯

Tier-Based Routing

Senior AE, Mid-Market AE assigned automatically based on ICP fit. No manual triage, no Slack threads deciding who takes it.

🚪

ICP Gate Before Notification

Reps only get notified on leads that clear the ICP threshold. No noise, no wasted calls on companies that will never buy.

✉️

Instant Personalized Response

Lead gets a personalized email before a human opens the CRM. Engagement while the intent is hot — sets the tone for the entire relationship.

By The Numbers

Enrichment sources per lead

ICP dimensions scored

Manual triage required

Automated response sent before rep is notified

← back to all systemsmatthew batterson · gtm engineer