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IA case study: CRM integration with lead scoring

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ActivDev

Customer issue

Customer story: Automatically qualify incoming leads using AI and intelligent scoring

Customer issue

This fast-growing SaaS vendor offers an expense management solution for SMEs.
With good online visibility (SEO, content, events), the company received weekly dozens of requests via its contact form.

But a problem soon arose:

  • Many leads were off target consultants, students, competitors...

  • Some interesting leads were poorly formulated and went unnoticed

  • The sales team wasted time sortinginstead of focusing on real prospects

The company was looking for a way to automatically filter out serious requests and prioritize high-potential opportunitieswithout recruiting an additional marketing team.

Colorful data analytics dashboard on laptop screen.

Context

The site's contact form has been kept deliberately simple, so as not to slow down inquiries.
But this simplicity made qualification difficult:

  • No immediate visibility on the company (size, sector, relevance)

  • No clear link between demand and SaaS offerings

  • Risk of missing out on poorly expressed strategic leads

They wanted a automatic analysis solution able to understand the context of a lead, enrich its data, and alert the right contacts.

Identified challenges

  • Lack of time to read and qualify each request by hand

  • Need to react quickly to the right leads (otherwise lost)

  • Forms sometimes unclear or incomplete

  • No reliable data on the input company (website, sector, size...)

Work carried out by ActivDev

What we have put in place

 1. Form capture

Each time a new form is submitted, the workflow is automatically triggered.

 2. Company enrichment via Perplexity

Based on the name or website entered, Perplexity will search for :

  • The business sector

  • Estimated size

  • Main offers

  • Known customers or use cases

This allows each lead to be placed in its actual contexteven if the form is vague.

 3. Intelligent demand analysis

An AI reads this information, the compare with service offering and deduce :

  • If the need corresponds to what the tool proposes

  • If the language used shows genuine interest, urgency or confusion

  • If the profile is strategically interesting

 4. Assign a score from 1 to 5

  • 1-2 : cold lead or off-target

  • 3 : to be watched / standard answer

  • 4-5 : hot lead → priority opportunity

 5. Alert + CRM integration

  • Scored leads 4 or 5 generate a instant alert on Slackwith clear summary

 

All leads are inserted in CRMenriched and categorized

 

 

Tools used

  • n8n to orchestrate the automated flow

  • Perplexity AI to enrich company data (activity, size, positioning)

  • OpenAI to understand and analyze demand, and compare with the company's offers

  • Customized AI scoring From 1 (not relevant) to 5 (priority opportunity)

  • Slack to alert sales staff in real time when a lead is rated 4 or 5

  • CRM (Hubspot) direct insertion of scored and enriched leads

 

Results

✅ Automatic lead sortingwith clear prioritization for the sales team
✅ Enhanced responsiveness on the right prospects (response in 10 minutes instead of 48 hours)
✅ Time saving estimated at 4h/week for the sales manager
✅ Best alignment between marketing and sales
✅ A more professional, structured image from the very first contact

Results

+ 55 % customer conversions