Make.com Lead Generation: Automate Every Stage of Your Pipeline

Make.com's visual automation makes building lead generation pipelines accessible to sales and marketing teams without developer support. From lead scraping and enrichment to AI-powered scoring and personalised outreach, this guide covers every stage of automated lead generation in Make.com.

MJK Supplies · Jun 6, 2026 · 11 min read

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Make.com Lead Generation: Automate Every Stage of Your Pipeline

Lead Generation Pipeline Overview

A complete automated lead generation pipeline in Make.com:

Lead source → where leads come from
Enrichment → add company and contact data
Qualification → AI scoring against your ICP
Personalisation → generate specific outreach content
CRM entry → create and track in HubSpot/Pipedrive
Outreach delivery → email, LinkedIn, or WhatsApp

Lead Sources

Apollo.io integration (HTTP module):

HTTP: POST https://api.apollo.io/v1/people/search Body: { "api_key": "{{connection.api_key}}", "q_organization_industries": ["Computer Software"], "person_titles": ["VP of Sales", "Head of Sales"], "organization_num_employees_ranges": ["11,50","51,200"], "page": 1, "per_page": 25 }

Inbound leads (website form): Set up Make.com Webhook → point your form to the webhook URL → all form submissions flow into Make automatically.

Google Sheets import: Use the "Watch Rows" trigger → new rows added to your lead tracking sheet trigger the qualification workflow.

LinkedIn via Phantom Buster: Phantom Buster exports LinkedIn profiles → webhooks to Make.com → enrichment + CRM entry.

Lead Enrichment

After capturing a lead, enrich with company data:

Clearbit enrichment:

HTTP: GET https://person.clearbit.com/v2/combined/find?email={{1.email}} Headers: Authorization: Bearer {{connection.api_key}}

Returns detailed person and company data: industry, company size, revenue, technology stack, LinkedIn URL, and more.

Store enriched data: Map Clearbit fields into your Make.com Data Store or directly into HubSpot fields.

AI Lead Scoring

With enriched data, score leads using OpenAI (native module) or Claude (HTTP):

OpenAI scoring prompt:

System: You are a lead qualification assistant. Score leads for a B2B SaaS company targeting marketing teams at 20-500 employee companies using Salesforce. Return JSON only: {"score": 1-10, "tier": "A|B|C", "reasoning": "brief explanation", "next_action": "specific recommended action"} User: Name: {{name}}, Title: {{title}}, Company: {{company}}, Employees: {{employees}}, Industry: {{industry}}, Tech stack: {{tech}}

Parse the JSON response using Make's "Tools → Parse JSON" module.

Router: branch by tier:

Tier A: Immediate sales outreach + Slack alert
Tier B: Add to automated email sequence
Tier C: Add to long-term nurture list

Personalised Outreach Generation

Generic cold emails don't get responses. AI-personalised ones do:

Email generation prompt:

Write a personalised cold email for this lead: Name: {{first_name}} {{last_name}} Title: {{title}} at {{company}} Company size: {{employees}} employees Industry: {{industry}} Our product: [Product] helps [ICP] to [outcome]. Write 4 sentences: 1. Specific observation about their company or role 2. Problem they likely face based on their context 3. How our product solves it specifically for companies like theirs 4. One simple CTA (specific meeting request) No greetings like "I hope this finds you well." Be specific, not generic.

Then route the generated email to: