Why most inbound leads are junk
Leads come in from forms, ads, and events. Marketing passes everything to sales. SDRs spend hours qualifying leads that were never going to close.
The fix: enrich and score every lead before it hits the CRM. SDRs only see the ones worth calling.
How to set up inbound scoring
Step 1: Define your ICP criteria
Write out what makes a good lead:
Series B+ SaaS company
100-500 employees
US-based
Uses Snowflake or dbt (bonus)
Step 2: Create the webhook workflow
When a new lead hits HubSpot via form submission, enrich them with firmographics and score against our ICP: Series B+ SaaS, 100-500 employees, US-based. Write the score back to the HubSpot contact.
Claude Code reads your Deepline skills and generates a workflow. Behind the scenes, it runs:
deepline workflows apply --payload '{"name":"inbound-scoring","trigger":{"type":"webhook"},"steps":[/* enrich + score */]}'
Step 3: Test with a sample lead
Deepline runs the workflow on one lead first. You see:
- Firmographic data pulled (company size, industry, funding)
- ICP score (1-10)
- Which fields wrote back to HubSpot
Step 4: Deploy the webhook
Claude Code deploys and returns:
deepline workflows apply --payload '{"name":"inbound-scoring","trigger":{"type":"webhook"},"steps":[/* enrich + score */]}'
# After apply, copy the webhook URL from the dashboard at /workflows/inbound-scoring
Point your HubSpot form submission trigger at the webhook URL. Every new lead gets enriched and scored typically in under 5 seconds.
What gets enriched
| Data point | Providers |
|---|---|
| Company size | Apollo, People Data Labs, Crustdata |
| Industry | Apollo, People Data Labs |
| Funding stage | Crunchbase via Crustdata |
| Tech stack | BuiltWith, TheirStack |
| Location | Apollo, People Data Labs |
How scoring works
Claude evaluates each lead against your ICP:
Score 1-10 where:
- 9-10: Perfect ICP fit
- 7-8: Good fit, worth pursuing
- 4-6: Marginal, may require qualification
- 1-3: Not ICP, do not route to sales
The score and reasoning write back to a custom field in your CRM.
Cost breakdown
| Inbound volume | Credits/month | Managed mode cost |
|---|---|---|
| 100 leads | 50 | ~$5 |
| 1,000 leads | 500 | ~$50 |
| 10,000 leads | 5,000 | ~$500 |
Compare to bundled-platform alternatives or manual SDR qualification.
Who uses this
- Marketing ops enriching leads before handoff
- Demand gen measuring campaign quality by score, not just volume
- PLG teams automating sign-up qualification
Common questions
Frequently Asked Questions
1How fast is the enrichment?+
Typically under 5 seconds from form submit to CRM writeback.
2Can I customize the scoring rubric?+
Yes. Add or remove criteria, change weights, adjust thresholds.
3What if firmographic data is missing?+
Deepline tries multiple providers (Apollo, People Data Labs, Crustdata). If all miss, the score reflects 'insufficient data' and the lead gets flagged for manual review.
