New lead enrichment. One workflow. Cleaner CRM.
CallMerlin runs a new-lead enrichment workflow on CRM records: enrich available context, score against your ICP, update fields after approval, and notify Slack when hot. Business lookup is a separate step if you need local discovery first.
When a lead arrives in CRM, Merlin enriches, qualifies, and prepares updates plus a Slack ping.
Describe the flow once. Merlin runs it with your PIN rules.
New HubSpot form fill → enrich context → ICP score → approval → Slack #inbound.
Merlin enriches and prepares CRM updates.
Trigger: chat or new lead
New lead enrichment
Enrich, score, approve, update CRM, notify Slack.
Next actions
Enrichment workflow steps
A saved workflow you can trigger from chat, schedule, or channel.
| Step | What it does | Output |
|---|---|---|
| Trigger | New CRM lead / chat command | Event |
| Enrich | Company and existing signals | Fields |
| Qualify | ICP score + reason | Score |
| Approve | You confirm CRM writes | Card |
| CRM update | Fields + optional owner | Record |
| Notify | Slack/Teams if hot | Message |
Trigger styles
Same workflow, different starts.
Chat
Enrich this HubSpot lead and ping sales if score > 75.
Schedule
Every morning: enrich leads created yesterday.
After lookup
Save lookup results to CRM, then run enrichment.
Enrichment stack
HubSpot
Salesforce
Zoho CRM
Slack
GmailThis is just one example of the many combinations possible.
All integrations →Enrichment is not listing stack detection
This workflow improves CRM records you already have. It does not invent HubSpot-usage lists from local business lookup.
Combine with business lookup when you need local establishments first, then CRM hygiene second.
Keep the workflow editable
Save the flow as an Ops Pack with test phrases so new teammates can run the same path.
Change scoring rules in chat without rebuilding a brittle zap graph.
Failed steps show in run history so ops can fix data issues instead of guessing.
Build the workflow
Professional plan includes workflows (trial too).
- 1Connect CRM + Slack.
- 2Create workflow: enrich → score → approve → notify.
- 3Save Ops Pack with test phrases.
- 4Run from chat: run new-lead enrichment on the latest contact.
Writes stay gated
Automation without silent CRM corruption.
- Approval before field updates by default.
- PIN compose/run rights for workflows.
- Run history for failed steps.
- EU-hosted CallMerlin.
FAQ: lead enrichment workflow
New leads should arrive clean. Not as homework.
Merlin enriches. You approve the write.
Start free trialDescribe the flow once. Merlin runs it with your PIN rules.