Overview
Zapier is great for simple A-to-B automations. Make (formerly Integromat) shines when you need multi-branch logic, data transformation, and complex workflows. This guide builds a 7-step lead processing scenario: lead comes in from any source → data enrichment → lead scoring logic → conditional routing to reps → CRM entry → personalized email → Slack notification. Everything Zapier can't do cleanly.
Before you start
- Make account (Core plan for advanced features)
- Clearbit or Hunter.io account for enrichment
- HubSpot CRM
- Understanding of Make's visual interface
Step-by-step guide (5 steps)
Set up your webhook trigger
In Make, create a new Scenario with a Webhooks module as the trigger. Make gives you a unique URL — point your lead form (Typeform, Gravity Forms, etc.) to post to this URL when submitted.
Add data enrichment
Add a Clearbit or Hunter.io module to enrich the lead's email with company data: company size, industry, LinkedIn URL, and location. This data feeds your lead scoring.
Build lead scoring logic
Add a 'Set Variable' module. Create a score formula: +20 if company size > 10, +15 if industry matches your ICP, +10 if they visited your pricing page (pass via form field), +25 if referred.
Add conditional routing (Router module)
Use Make's Router module to split based on score: Score > 60 → Hot Lead path; Score 30-60 → Warm Lead path; Score < 30 → Cold Lead path. Each path has different actions.
Create CRM record and send notifications
In each path, add HubSpot 'Create Contact' action. Map the enriched fields. Add a Gmail 'Send Email' action with path-specific templates. Add Slack notification to the appropriate rep.
Use Make's error handling module — if CRM creation fails, log the error to a Google Sheet so no lead is lost even during outages.
What you'll get
One scenario handles all lead sources
Data-enriched CRM records from day one
Right leads routed to right reps instantly
Scales to any lead volume without added cost
Common mistakes to avoid
Not adding error handling — one API failure breaks the whole scenario
Over-engineering the scoring model (start with 3-4 signals, refine from data)
Not testing all router branches with sample data
Frequently asked questions
Do I need coding experience to set up this Make (Integromat) automation?
No coding is required. This guide walks you through everything using Make (Integromat)'s built-in features and Zapier's visual interface. If you can follow a recipe, you can follow this guide.
How long does this automation take to set up?
Most users complete this setup in 30–60 minutes on their first try. Once set up, it runs completely automatically with zero ongoing effort.
What happens if the automation fails?
Zapier and Make both have error notifications and task history, so you'll know immediately if something goes wrong. We cover troubleshooting steps in the guide above.
Can I customize this automation for my specific business?
Absolutely. The guide includes notes on common customizations. Most automations have multiple variation points — timing, conditions, notification recipients, and more.