Lead Gen + CRM Pipeline

Not all are required — use what fits your stack.

Workspace

lead-gen/
├── config.json           # API keys, CRM selection, scoring rules
├── leads/                # Lead database (JSON files)
│   ├── raw/              # Newly discovered leads
│   ├── enriched/         # Leads with contact data
│   ├── qualified/        # Scored and qualified
│   └── archived/         # Closed/rejected
├── campaigns/            # Outreach campaign configs
├── templates/            # Email templates
└── reports/              # Pipeline reports

Run scripts/init-workspace.sh to create this structure.

Core Workflows

1. Lead Discovery

Find leads matching your ideal customer profile:

scripts/discover-leads.sh --query "ai agency owner" --count 20
scripts/discover-leads.sh --query "shopify store owner" --industry ecommerce --location "United States"
scripts/discover-leads.sh --directory yelp --category "marketing agencies" --location "Los Angeles"

Discovery sources:

• Brave Search — find companies/people matching criteria
• Web scraping — extract contact info from search results
• Directory parsing — structured business directories

Output: raw lead JSON files in leads/raw/.

2. Lead Enrichment

Add contact data and company info to raw leads:

scripts/enrich-lead.sh <lead-id>
scripts/enrich-leads.sh --batch raw    # Enrich all raw leads

Enrichment adds:

• Email addresses — via Hunter.io or pattern matching
• Company info — website, size, industry, tech stack
• Social profiles — LinkedIn, Twitter handles
• Domain authority — basic SEO metrics

3. Lead Scoring

Score leads based on configurable criteria:

scripts/score-leads.sh                  # Score all enriched leads
scripts/score-leads.sh --threshold 70   # Only qualify leads scoring 70+

Default scoring rubric (customizable in config.json):

• Company size fit (0-25) — matches your target
• Industry match (0-25) — in your target verticals
• Email available (0-20) — can reach them
• Web presence (0-15) — active website, social profiles
• Tech signals (0-15) — uses relevant technology

Leads scoring above threshold move to leads/qualified/.

4. CRM Integration

Push qualified leads to your CRM:

scripts/push-to-crm.sh <lead-id>
scripts/push-to-crm.sh --batch qualified   # Push all qualified leads
scripts/push-to-crm.sh --crm hubspot       # Override default CRM

Supported CRMs:

• HubSpot — creates contact + deal, sets pipeline stage
• Pipedrive — creates person + deal
• Zoho — creates lead record
• CSV export — fallback for any CRM via import

See references/crm-setup.md for per-CRM configuration.

5. Email Outreach

Run automated outreach campaigns with follow-ups:

scripts/create-campaign.sh --name "q1-outreach" --template cold-intro --leads qualified
scripts/send-campaign.sh --campaign "q1-outreach" --dry-run    # Preview first
scripts/send-campaign.sh --campaign "q1-outreach"              # Send for real

Campaign features:

• Templates with variables — personalized per lead
• Multi-step sequences — initial + 2-3 follow-ups
• Delay between steps — configurable (default 3 days)
• Tracking — opens, replies, bounces (via SendGrid)
• Auto-pause — stops sequence when lead replies
• Human approval — requires explicit approval before sending

Critical: Never send without user approval. --dry-run always first.

6. Pipeline Reports

scripts/pipeline-report.sh                 # Current pipeline summary
scripts/pipeline-report.sh --weekly        # Weekly activity report
scripts/pipeline-report.sh --conversion    # Conversion funnel metrics

Email Templates

Store in templates/ as JSON:

{
  "name": "cold-intro",
  "subject": "Quick question about {company_name}",
  "body": "Hi {first_name},\n\nI noticed {company_name} is {personalization_hook}.\n\nWe help companies like yours {value_prop}.\n\nWould you be open to a quick chat this week?\n\nBest,\n{sender_name}",
  "follow_ups": [
    {
      "delay_days": 3,
      "subject": "Re: Quick question about {company_name}",
      "body": "Hi {first_name},\n\nJust following up on my previous note. {follow_up_hook}\n\nHappy to share more details if helpful.\n\nBest,\n{sender_name}"
    },
    {
      "delay_days": 7,
      "subject": "Last note from me",
      "body": "Hi {first_name},\n\nDon't want to be a pest — just one last check. If {value_prop_short} isn't a priority right now, no worries at all.\n\nIf timing changes, I'm here.\n\nBest,\n{sender_name}"
    }
  ]
}

Safety & Compliance

• CAN-SPAM / GDPR — always include unsubscribe option
• Rate limiting — max 50 emails/day by default (configurable)
• Bounce handling — auto-remove bounced addresses
• Never scrape emails from personal pages — only business contacts
• Always dry-run first — no outreach without human review

Cron Integration

• Daily discovery — run lead searches on schedule
• Batch enrichment — enrich new raw leads nightly
• Follow-up sends — check and send due follow-ups
• Weekly pipeline report — summarize funnel health

References

• references/crm-setup.md — Setup guides for HubSpot, Pipedrive, Zoho
• references/email-best-practices.md — Deliverability, compliance, templates
• references/scoring-customization.md — How to tune the scoring model