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Julius Dela Peña

Selected WorkProject 14Sales Automation

Automated LeadEnrichmentwith Zapier.

Web-form leads enriched with Apollo, prioritised and routed to the right follow-up.

The Zap takes new web-form leads, finds each company URL and enriches the lead through Apollo, then splits by priority: high-priority leads reach Sheets, sales, Slack and an AI-prepared email; low-priority leads are logged and the team notified.

  • Zapier
  • Apollo
  • Google Sheets
  • Gmail
  • Slack
  • AI by Zapier

14Project
of 15

Project overview
Zapier workflow: web form leads enriched with Apollo and split into high and low priority paths with Sheets, Gmail, Slack and AI stepsOpen the full Automated Lead Enrichment with Zapier (opens in a new tab)
01Zapier workflow · Sales Automation
Open the full Automated Lead Enrichment with Zapier capture (opens in a new tab)
02Close-up
Context
Sales Automation
Domain
Zapier workflow
Scope
Web-form lead to prioritised follow-up
Status
Workflow built in Zapier

01The Brief

Every lead enriched before anyone calls.

New leads arrive from a web form with little more than their details. Each one needs enriching, prioritising and routing to the right follow-up.

The goal

Enrich every lead with Apollo, then route it by priority to the right people and messages.

Zapier workflow: web form leads enriched with Apollo and split into high and low priority paths with Sheets, Gmail, Slack and AI stepsOpen the full Zapier workflow · Sales Automation capture (opens in a new tab)

Automated Lead Enrichment with Zapier: the full workflow capture. Select it to open full size.

02The Workflow

Enriched first, then routed by priority.

The Zap takes new web-form leads, finds each company URL and enriches the lead through Apollo, then splits by priority: high-priority leads reach Sheets, sales, Slack and an AI-prepared email; low-priority leads are logged and the team notified.

Workflow spec

Trigger
New leads arrive from the web form by webhook.
AI
Client email
Output
Sheets, Gmail and Slack

03How It Works

Intake, then a path by priority.

Each stage, read straight off the workflow’s own node names.

  1. Intake

    Webhooks: web form new leads · Formatter: get company URL · Webhooks: lead enrichment using Apollo

  2. High priority

    Log lead (Google Sheets) · Email the lead to sales (Gmail) · Notify the team (Slack) · AI by Zapier: analyse, then email the client

  3. Low priority

    Log lead (Google Sheets) · Send team notification (Gmail)

04Architecture

The workflow, start to finish.

The same steps, arranged as they run: in sequence, or split into parallel paths.

  1. 01Intake

    • TriggerWeb-form lead (webhook)
    • FormatterGet company URL

  2. 02Enrich

    • Apollo · third-partyLead enrichment (Third-party handoff)

  3. 03Prioritise

    • PathHigh priority
    • PathLow priority

  4. 04Follow up

    • Sheets · Gmail · SlackLog, email sales, Slack
      AI by ZapierAI-prepared client email
    • Sheets · GmailLog and notify the team
  • Workflow step
  • Third-party platform

Leads are enriched by Apollo, split by priority, and followed up on each path; the AI step runs only on the high-priority path.

05Validation & Controls

Where AI runs — and where rules do.

Apollo enriches the lead; rules set its path; AI prepares the client email on the high-priority path.

Implementation statusBuilt in Zapier

  • IntakeBuilt
  • High priorityBuilt
  • Low priorityBuilt

What each part does

Trigger
Web-form webhook: New leads arrive from the web form by webhook.
Third-party
Apollo enrichment: A formatter extracts the company URL, and Apollo enriches the lead.
Rules
Priority paths: Paths split leads into high and low priority, each with its own steps.
AI
Client email: On the high-priority path, AI by Zapier analyses the lead before the email to the client is sent.
Output
Sheets, Gmail and Slack: Every lead is logged in Google Sheets; sales and the team are told by email and Slack.

06The Stack

Each tool has a defined job in the workflow.

Roles over logos. Only the tools in the workflow are listed.

  • Zapier

    Runs the Zap and its priority paths

  • Apollo

    Lead enrichment, third-party

  • Google Sheets

    Lead log

  • Gmail

    Sales and team emails, client email

  • Slack

    Team notification

  • AI by Zapier

    Prepares the client email

07The Outcome

What the workflow does.

Web-form leads enriched with Apollo, prioritised and routed to the right follow-up.

Takes new web-form leads, finds the company URL and enriches each lead through Apollo, then splits by priority: high-priority leads are logged to Google Sheets, emailed to sales, posted to Slack and sent an AI-prepared email; low-priority leads are logged and the team is notified.

My role

  • Workflow Design
  • Systems Integration

Delivered capability

  • New leads arrive from the web form by webhook.
  • A formatter extracts the company URL, and Apollo enriches the lead.
  • Paths split leads into high and low priority, each with its own steps.
  • On the high-priority path, AI by Zapier analyses the lead before the email to the client is sent.
  • Every lead is logged in Google Sheets; sales and the team are told by email and Slack.

Contact

Have a workflow, dashboard or CRM that needs fixing? Let’s talk.

Available for new projects

Tell me about the operation, the systems involved and where the work gets stuck. A short call is usually enough to see whether I can help.

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