Boosting Lead Generation for Agencies with Make.com Automations

6 min readNov 29, 2024

Do you want to grow your agency faster without spending too much time on repetitive tasks? Are you tired of spending hours transferring data from one tool to another, following up manually, or missing potential leads due to disorganization? If this sounds familiar, let me show you a better way.

Here’s what you’ll learn today:

How to automatically send data from your lead forms to your CRM.
How to set up automated email follow-ups without needing to write emails every day.
How to organize your leads so you focus on the most likely to convert.
How to create workflows that nurture leads, keep your systems synced, and free up your time.

I’ll break down how to use Make.com (formerly Integromat) to streamline your lead generation process, connect your favorite tools, and create automations that save hours every week.

Why Automation Is a Game-Changer

Before jumping into the how-to, let’s discuss why automating your lead generation is worth your time.

The Problem with Manual Processes

If you’re manually handling every part of your lead generation, you’re probably:

Losing Leads: It’s easy to overlook a new lead when you’re juggling multiple tasks.
Wasting Time: Moving data from forms to CRMs, drafting follow-up emails, and tracking progress manually takes hours.
Making Mistakes: Human error is unavoidable when you’re copying and pasting information between tools.
Missing Opportunities: Delays in follow-ups can mean losing leads to competitors.

The Benefits of Automation

When you automate, you:

Respond to leads instantly, increasing your chances of conversion.
Keep your tools in sync, ensuring no data is lost.
Spend less time on busy work and more time closing deals.
Scale your business without adding extra hands to your team.

Automation isn’t just about saving time; it’s about creating a seamless system that works for you 24/7.

What Is Make.com?

Make.com is a powerful automation platform that connects different apps and tools. It acts as the middleman, helping your tools talk to each other. For example, it can take data from a lead form, send it to your CRM, and trigger an email campaign — all automatically.

Think of it as your virtual assistant, handling repetitive tasks while you focus on strategy and growth.

Here’s why I love Make.com:

It’s Flexible: It works with hundreds of apps, including Google Forms, HubSpot, Mailchimp, and more.
It’s User-Friendly: You don’t need to be a tech expert to set it up.
It’s Cost-Effective: You can start small and scale up as your business grows.

Step 1: Collecting Leads from Online Forms

Every lead generation process starts with capturing information from potential clients. Whether you use Google Forms, Typeform, or Jotform, online forms are a simple and effective way to gather data.

But here’s the issue: without automation, you’ll need to manually check form submissions and transfer the information to your CRM or email marketing tool. This is not only time-consuming but also prone to errors.

Setting Up Automation

Let’s automate this process:

Create Your Form:

Design a form that collects the essential information you need, such as name, email, phone number, and any other details.
Tools like Google Forms or Typeform are great options for this step.

2. Connect Your Form to Make.com:

In Make.com, create a new scenario (an automation workflow).
Set the trigger as your form tool (e.g., “New Form Submission” in Google Forms).
Authorize Make.com to access your form tool.

3. Send Data to Your CRM:

Add an action step to transfer the form data to your CRM.
Map the fields from your form to the corresponding fields in your CRM (e.g., map “Name” from the form to “Name” in your CRM).

Now, whenever someone fills out your form, their information will automatically be added to your CRM.

Step 2: Organizing Leads in Your CRM

Once your leads are in your CRM, keeping them organized is crucial. An unorganized CRM makes it hard to track follow-ups, prioritize leads, and close deals.

How to Keep Your CRM Organized

Here are some tips to streamline your CRM:

Add Tags or Categories:

Use tags to group leads into categories like “hot lead,” “warm lead,” or “cold lead.”
This makes it easy to filter and prioritize your leads.

2. Use Lead Scoring:

Many CRMs let you assign scores to leads based on their actions (e.g., filling out a form, opening an email, booking a call).
Leads with higher scores are more likely to convert, so you can focus your energy on them first.

3. Automate Updates:

With Make.com, you can automatically update tags or lead scores based on specific triggers, such as form submissions or email engagement.

Example Automation

Imagine you want to tag a lead as “hot” if they book a consultation. Here’s how:

Add a Make.com trigger that monitors your calendar booking tool (e.g., Calendly).
When someone books a consultation, Make.com updates their record in your CRM and adds the “hot lead” tag.

Step 3: Automating Email Follow-Ups

Following up is one of the most important steps in converting leads. However, doing it manually can take hours.

Email marketing platforms like Mailchimp, ActiveCampaign, or ConvertKit make follow-ups easier, but you can take it a step further by automating the entire process with Make.com.

How to Set Up Automated Follow-Ups

Connect Your CRM to Your Email Tool:

Use Make.com to create a connection between your CRM and your email marketing platform.

2. Set Up Triggers for Emails:

For example, trigger a welcome email as soon as a new lead is added to your CRM.
Set up follow-up emails to go out a few days later, keeping the conversation warm.

3. Personalize Your Emails:

Use the lead’s name and other details to make your emails feel personal.
You can pull this data directly from your CRM through Make.com.

4. Track Engagement:

Use your email tool’s analytics to track open rates, click rates, and replies.
Based on this data, Make.com can update lead scores or trigger additional actions.

Step 4: Building Lead Nurturing Workflows

Not all leads are ready to buy right away. That’s why nurturing them over time is so important.

What Is a Lead Nurturing Workflow?

A lead nurturing workflow is a series of automated actions designed to move leads closer to making a purchase. For example:

After filling out a form, a lead receives a welcome email.
Three days later, they get a free guide or resource related to their interests.
A week later, they receive an invitation to book a consultation.

How to Build a Workflow with Make.com

Start with a Trigger:

The workflow could start when someone fills out your lead form or downloads a free resource.

2. Add Delays Between Actions:

Use Make.com to set delays between actions (e.g., wait 3 days before sending the next email).

3. Create Conditional Steps:

For example, if a lead clicks a link in your email, add them to a new sequence that offers a consultation.

4. Monitor Engagement:

Leads who don’t engage can be moved to a different sequence or marked as low-priority.

Step 5: Syncing Your Tools

If you’re using multiple tools (e.g., a CRM, email platform, and calendar), keeping everything in sync is essential.

Common Syncing Problems

A lead updates their email address, but it’s not reflected in all your tools.
A lead unsubscribes from emails but is still listed as active in your CRM.
A lead books a consultation, but the calendar event doesn’t update their CRM record.

Automating Syncs with Make.com

With Make.com, you can create workflows that keep your tools updated in real-time. For example:

When a lead updates their contact info in your CRM, Make.com syncs it with your email platform.
If a lead unsubscribes, Make.com marks them as inactive in your CRM.

Why Start Automating Today?

Automation isn’t just a luxury; it’s a necessity if you want to grow your business efficiently. By automating your lead generation process, you’ll:

Save hours every week.
Reduce the risk of errors.
Respond to leads faster, improving your conversion rates.
Scale your operations without increasing your workload.

Final Thoughts

Getting started with automation might feel overwhelming, but you don’t have to do everything at once. Start small. Automate one part of your lead generation process, test it and build from there.

With tools like Make.com, you can create powerful workflows that handle the busy work, giving you more time to focus on growing your business.

Automation isn’t just about working faster — it’s about working smarter. Take the first step today and watch how it transforms your business.