Clay (Free): to import, enrich, and score leads from inbound form submissions, then update your CRM
Before we begin
Not all form fills are worth a follow-up.
Good news: Clay helps you spot the ones that are.
This Claybook shows you how to instantly enrich every inbound lead, score them based on your ideal customer profile, check if they’re already in your CRM, and route them to the right rep. All in real time, without lifting a finger.
Whether you're capturing leads from Webflow, Typeform, or anywhere else, Clay turns raw submissions into sales-ready records.
How it works:
- Import leads from your form submission tool or website
- Identify if their email is a company or personal email
- Enrich each lead with company and LinkedIn data
- Score leads based on revenue, location, or custom logic
- Update CRM with enriched contact and account data
- Distribute leads round-robin to the right reps based on rules you set
Steps
Copy this template
First, copy this template in Clay.
If you’re already a user, you’ll be directed to your workspace. If not, you’ll be prompted to create a free Clay account.
The interactive demos on the right will walk you through each step of this Claybook.
Step 2:
Set up webook to import inbound leads to Clay
To import inbound leads from their submission source (e.g. Webflow, WPForms, Typeform, Unbounce, Gravity Forms, ) to Clay, copy the webhook URL in the source column and paste it back in your form tool’s submission settings. For example, in Webflow, you’ll need to use a tool like Make, Zapier, or a custom script to forward form submissions to the Clay webhook URL, since Webflow doesn’t let you add a custom webhook directly.
Once a submission hits Clay, the table will automatically run, identifying whether or not emails are work or personal, enriching contacts and their companies with LinkedIn profile data, finding their annual revenue, scoring their fit, and more.
Step 3:
Lookup and update contacts in Hubspot (or other CRM)
Next, set up the CRM lookup and update columns using the contact’s form submission email. This will lookup if a contact already exists, then create or update a contact once enriched.
Not using Hubspot? You can replace these columns with a handful of natively integrated CRMs, or use HTTP API to connect any CRM.
Step 4:
Customize leads scoring formulas
This table uses data like revenue, company size, and location to score fit and qualify leads. Edit the formulas to fit your business and preferences. You can even add additional scoring criteria to better fit your business.
Step 5:
Distribute leads round-robin style
Last, set up the round-robin lead distribution column so the right account executives get matched with the right leads. For example, maybe you want large companies to go to Jeff, small companies to go to Suzie, and APAC countries to go to Trung.
Copy the template
Start enriching and scoring inbound leads with Clay.
Simply copy this template, follow the steps above, and let Clay work its magic.
Need help?
If you have any issue, you can ask for help in Slack or schedule time with a Clay expert.
Learn with our resources
Check out Clay University, read our GTM blog, or try out our top templates to transform your growth ideas into outreach in minutes.
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