Website enquiry to qualified sales lead

The workflow

Trigger at the top, then every step in order. Branch conditions are on the arrows.

Scroll sideways to see the whole diagram.

flowchart TD
  t1(["New website enquiry submitted · Typeform"])
  a1["Clean, validate and de-duplicate · n8n"]
  a2["Find or create the contact · HubSpot"]
  ai1{{"Score the lead and summarise needs · OpenAI"}}
  d1{"Score 70 or higher? · n8n IF node"}
  a3["Alert sales with the summary · Slack"]
  a4["Email a call booking link · Gmail + Calendly"]
  a5["Enrol in nurture sequence · HubSpot"]
  o1[["Log the lead for reporting · Google Sheets"]]
  t1 --> a1
  a1 --> a2
  a2 --> ai1
  ai1 --> d1
  d1 -->|"Yes"| a3
  a3 --> a4
  d1 -->|"No"| a5
  a4 --> o1
  a5 --> o1

Recommended platform: n8n

Handles branching, retries and AI calls in one visual workflow, has native HubSpot, Slack, Gmail and Google Sheets nodes, and stays affordable as volume grows. Self-hosting later can cut the cost further.

Tools for each step

What each tool does in this workflow and why it was picked.

Step-by-step build

Follow these in order. Each step lists the data it receives and passes on.

1. Connect the form to n8n

   Typeform + n8n

   • In n8n, add a Typeform Trigger node and connect your Typeform account.
   • Select the enquiry form and map the fields: name, email, company, budget, message, plus hidden fields utm_source and utm_campaign.
   • Submit a test response and check it arrives in n8n.
   Data inForm response

   Data outname, email, company, budget, message, utm_source

2. Clean and validate the data

   n8n Code + IF nodes

   • Trim spaces, lowercase the email and title-case the name in a Code node.
   • Drop obvious spam: empty message, disposable email domains or a filled honeypot field.
   • Check the Google Sheet for the same email in the last 24 hours to stop duplicates.
   Data inRaw form fields

   Data outClean lead record

3. Find or create the HubSpot contact

   HubSpot node

   • Use the HubSpot node with "Create or Update" contact, keyed on email.
   • Map company, budget and source to contact properties (create custom properties for budget and source first).
   • Save the returned contact ID for later steps.
   Data inClean lead record

   Data outhubspot_contact_id + lead record

4. Score the lead with AI

   OpenAI node

   • Send the message, budget and company to a small, low-cost model with a fixed scoring rubric (budget fit, urgency, fit with your services).
   • Ask for JSON only: {"score": 0-100, "summary": "two lines", "reason": "one line"}.
   • Parse the JSON; if parsing fails, set the score to 0 and the summary to "Needs manual review".
   Data inLead record

   Data outscore, summary, reason

5. Route hot and cold leads

   n8n IF node

   • Add an IF node: score is greater than or equal to 70.
   • The true branch goes to Slack and the booking email; the false branch goes to the nurture sequence.
   • Write the score and summary back to the HubSpot contact on both branches.
   Data inscore + lead record

   Data outRoute: hot or nurture

6. Alert sales and send the booking link

   Slack + Gmail

   • Post to #sales: name, company, score, summary and the HubSpot record link.
   • Send a short Gmail message from the sales rep with their Calendly link, personalised with the first name and the summary.
   • Create a HubSpot task "Follow up within 24 hours" for the rep.
   Data inHot lead

   Data outSlack message ID, email sent

7. Enrol cold leads in nurture

   HubSpot

   • Enrol the contact in your nurture sequence through the HubSpot API (a Sales Hub seat is needed).
   • Set the lifecycle stage to "Lead".
   Data inCold lead

   Data outSequence enrolment status

8. Log every lead

   Google Sheets node

   • Append a row: date, name, email, company, source, score, route, HubSpot link.
   • Use this sheet for a weekly summary or a Looker Studio dashboard.
   Data inLead record + route

   Data outSheet row

Error handling

What can go wrong and how the workflow should deal with it.

Monthly cost estimate

£35 to £120 a month in tool subscriptions and usage.

Mostly the n8n cloud plan and the Typeform plan; AI scoring costs pennies per lead at around 300 enquiries a month. These are estimates: tool prices and plans change, so check each provider's pricing page before you commit.

Assumptions

• Around 300 enquiries a month
• One sales rep receives hot leads
• Leads are businesses with a company name