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ToolDeck

Sales & Lead Capture

New Lead Enricher

Every new form lead gets enriched and posted to Slack with a one-line summary.

Saves about ~3 hrs per week

What it does

  • Watches your signup or contact form for new submissions
  • Enriches each lead with company, role, and size where it can find it
  • Posts a one-line summary to your #leads Slack channel within seconds
  • Flags high-fit leads so you see them first

How it works

  1. Form submitted on your site
  2. Webhook fires and hands off the lead
  3. Enrichment step fills in company and role
  4. Summary posted to #leads in Slack

What's included

  • Webhook wiring
  • Company + role enrichment
  • Slack alert template

Set it up yourself

Follow these 4 steps in order. You will need accounts for: Slack.

Step 1: Hook your form to a webhook

  1. In your form tool (Typeform: Settings → Webhooks; Tally: Integration; native form: use a form backend with webhooks), create a new webhook.
  2. Set the trigger to submit only (not partial responses).
  3. Paste a temporary webhook URL from http://webhook.site to see the payload format first.
  4. Note which fields you will map: email, name, answers.
  5. Replace the temporary URL with your Zapier / n8n / Make endpoint once built.

Watch out: Test with a real submission, not a bot — some tools skip webhooks for their own test fills.

Step 2: Add the enrichment step

  1. Pick an enrichment API (Clearbit, Hunter, or a free email-to-company lookup).
  2. Create an account and get an API key.
  3. In your automation, pass the lead's email/domain to the enrichment endpoint.
  4. Store the returned company, role, and size in variables.
  5. Test with an old company lead and confirm the lookup returns data.

Watch out: Free tiers rate-limit hard — add a small delay between enrichment calls if your volume spikes.

Step 3: Connect your Slack workspace

  1. Open https://api.slack.com/apps → Create App → From scratch → name lead-alerts → your workspace.
  2. Under Incoming Webhooks, enable and add a webhook to your #leads channel.
  3. Copy the webhook URL into the automation's Slack step.
  4. Add a text formatting step for the message: name, company, role, link to the submission.
  5. Test: submit a dummy form and confirm the message lands on Slack within seconds.

Watch out: The webhook goes to exactly one channel — pick the channel before testing so you do not build the habit of ignoring pings elsewhere.

Step 4: Test with a dummy submission

  1. Submit a test entry with a known-good work email.
  2. Verify enrichment filled company/role — if empty, check you passed email (not name) to the API.
  3. Verify Slack message content and formatting.
  4. Repeat with a junk email: it should still post, with no enrichment, rather than erroring.
  5. Turn on the production webhook and delete the test entry from your CRM if one was created.

Watch out: The junk-email test matters most — the flow must degrade gracefully, not crash your pipeline.

Frequently asked questions

What does the New Lead Enricher automation do?

Every new form lead gets enriched and posted to Slack with a one-line summary. Watches your signup or contact form for new submissions

How much time does New Lead Enricher save?

It is estimated to save ~3 hrs per week. Actual savings depend on your volume.

Which tools does New Lead Enricher use?

It works with Slack.

What does New Lead Enricher include?

Webhook wiring, Company + role enrichment, Slack alert template.

Can I set up New Lead Enricher myself?

Yes. The do-it-yourself guide on this page walks through 4 steps, from getting access to testing the finished automation.