Qualify and route inbound leads
A form fill tells you an email address. Enrich it, score it against the ICP, check who owns the account, and route it to the right rep with the reason, before the lead goes cold.
The conversation
Sample accounts and numbers, for illustrationYouTake this week's inbound form leads, enrich each one with company, title and a verified work email, score them against our ICP and personas, check whether the account already has an owner or an open deal, and route the qualified ones to the right rep with the reason.
Unify3 checks · HubSpot forms, contact data and CRM
- Read the 63 submissions and resolved each to a company; 14 arrived with a personal email only.
- Enriched title and a verified work email through Findymail, Wiza and Prospeo.
- Scored company and title against your ICP and personas, and checked Salesforce for owners and open opportunities.
Sixty-three form leads this week. Thirty-one fit the ICP and a persona; nine of those are at accounts that already have an owner or an open deal.
| Lead | Enriched to | Score | Account state |
|---|---|---|---|
| dana.h@gmail.com | Dana Holt · VP Operations, Northwind Labs | Fit | New, no owner |
| n.berg@merridian.com | Nils Berg · Head of Support | Fit | Open opportunity, owner Chris |
| tq@brightpath.io | Tara Quinn · RevOps lead | Fit | Customer, owner Ana |
| student@university.edu | Could not resolve a company | Held | No company |
The score is written on the record with its reason. A lead is never routed on the form fields alone.
YouSort them: who goes to an owner, who goes to the queue, who is held?
UnifyNine to owners, twenty-two to the new-business queue by territory, thirty-two held with a reason each.
Open opportunity with Chris. The form goes to Chris, not to a new-business SDR.
Customer owned by Ana. Asked about a new team on the form.
New account, fits the ICP, VP Operations. West territory.
Each with the score, the reason and the form attached.
YouWhich of this week’s leads came from accounts that are already customers, and did their owner get them?
UnifyFive of the nine owned leads came from customers, and every one reached its owner. Three are expansion asks that a new-business queue would have treated as new leads.
| Lead | Asked about | Owner | What the owner got |
|---|---|---|---|
| Tara Quinn · Brightpath | A second team | Ana | An expansion note |
| Marta Lind · Oakridge Health | Pricing for 40 more seats | Ana | An expansion note |
| Ines Varga · Fernhill Software | A demo, from a new department | Sam | An expansion note |
| Jon Park · Halden Robotics | SSO on the current plan | Chris | A support question, flagged |
The fifth was a billing question and went to its owner the same way. The other four owned leads are at accounts with an open deal.
YouShow me the leads that were held rather than routed this month, and why each one was held.
UnifyOne hundred and twenty-eight leads were held this month, 32 of them this week. Nine were pulled back in after the Friday review and routed by the same rule.
- 1Outside the ICP74
- 2Role you do not sell to37
- 3No company could be verified17
- 4Pulled back in after review9
Every held lead keeps its reason on the record, so the review takes minutes and the rule can be tightened where it holds too much.
YouSet the routing rule so this runs on every new lead.
UnifyThe rule is live as a play: enrich, score, check ownership, route, hold. Every lead reaches a rep with the reason on it.
Routing rule
Enrich first. Owned account or open deal: to the owner. New account that fits: to the territory rep, round robin inside the territory. Does not fit or cannot be verified: held with the reason, reviewed weekly.
Set up
- Play running on new form submissions Triggered as a lead enters the inbound audience. The rep gets the enriched lead, the score, the reason and the form.
- Nine leads sent to owners this week Customers and open opportunities, with the form attached and expansion asks flagged.
- Held list reviewed Fridays Thirty-two leads with reasons. Anything pulled back in is routed by the same rule.
Fast routing to the wrong rep is still wrong. The enrichment step is what makes the speed worth having.
Inbound routing, with and without Unify
Speed to lead is a number everyone tracks. Speed to the right rep is the one that matters.
| Without Unify | With Unify |
|---|---|
| The lead is whatever the form said, and the form said a first name and a Gmail address | Each lead is enriched to a company, a title and a verified work email before anything else happens |
| Routing runs on the country field, so an existing customer's new contact lands with a new-business SDR | The account is checked for an owner and an open deal, and the lead goes to that owner with the form attached |
| A lead is qualified by whoever picks it up first, with their own idea of the ICP | ICP and persona scoring is the same for every lead, and the reason is written on the record |
| The rep who gets the lead does not know the account already has an open deal | New accounts that fit go to the routing list or a rep by rule; the rest are held with the reason, not dropped |
Start from this prompt
Make it your own in Unify, then review the results.
Take this week's inbound form leads, enrich each one with company, title and a verified work email, score them against our ICP and personas, check whether the account already has an owner or an open deal, and route the qualified ones to the right rep with the reason.
What else you can ask for
The walkthrough is one path through this workflow. These are the turns people take most often.
- One formRoute the demo-request leads from the last 24 hours: who fits, who owns the account, and who should get each one?Try in Unify
- Existing customersWhich inbound leads this week came from accounts that are already customers, and did their owner get them?Try in Unify
- Held leadsShow me the inbound leads that were held rather than routed this month, and why each one was held.Try in Unify
How it changes by who you sell to
- Software
- Software forms attract free-trial signups and students alongside buyers, and a personal email hides which is which. Ask Unify to enrich the company behind each lead first, score it against the ICP, and route trial signups to product-led follow-up rather than to a rep.
- Financial services
- Bank and insurer leads arrive through a compliance-approved form with a title that says nothing. Ask for the enriched title and department, keep the risk and operations personas, and route by institution owner rather than by lead source.
- Healthcare
- Provider leads come from clinical, IT and operations staff at the same system. Ask Unify to resolve each lead to the system and department, route to the rep who owns the system, and hold clinical leads for a different follow-up.
- Retail and e-commerce
- Retail leads spike around launches and events, and many are agencies filling in forms for clients. Ask Unify to separate agencies from brands, score brands against the ICP, and route franchise-level leads to territory reps.
- Education
- School and university leads use shared inboxes and generic role names. Ask Unify to resolve the department and the budget holder, route by district or institution owner, and hold leads it could not verify rather than assigning them.
Next in events and inbound activation
First-party audiencesBuild audiences from first-party engagementWebsite visits, content reads and campaign clicks are already yours. Combine them with the ICP into an audience that refreshes itself, and split it by who should work it.
+2Unworked engagementFind engaged accounts sales has not workedAccounts that read your content, opened your campaigns and visited your site, with no sales touch in two months. Marketing did its job. Hand them over with the evidence.
+4Post-event follow-upFollow up after an event with the right peopleThe badge you scanned is rarely the buyer. Drop customers and open deals, rank the rest, and add the decision makers who stayed home.
Connect what this workflow uses
Each guide covers the connection, what Unify reads and writes, and what to check before the first run.
Questions about this workflow
Where do the form leads come from?
From HubSpot form submissions, or from the Unify Intent client capturing form fills on your website. Either way Unify reads the fields, then enriches the lead before scoring or routing it.
What happens to a lead that does not fit?
It is held, not deleted, with the reason: outside the ICP, a persona you do not sell to, or a company that could not be verified. The held list is reviewed by a person, and anything pulled back in is routed the same way.
Can routing follow our territory rules?
Yes. Describe the rule in the prompt, by territory, segment, round robin or account owner, and Unify applies it to qualified new leads. Leads at owned accounts always go to the owner first, whatever the rule.
How fast does it run?
As a scheduled chat it runs on the interval you set, and as a play it runs when a lead enters the audience. Either way the lead reaches a rep enriched and scored, with the reason attached, rather than as a bare form.