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Inbound system

Every lead gets an owner before they leave your site.

Demo requests, form fills, and identified site visitors are enriched, scored against your ICP, and routed to the right rep with full context. Good fits get a meeting fast. Everyone else gets the right next step, not silence.

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Runs on HubSpot Salesforce Clay Slack Calendly
One demo request, start to finish Running 01/06
  1. 1 Demo request lands from the pricing page
  2. 2 Company, role, and tech stack enriched
  3. 3 Scored 87/100 against your ICP
  4. 4 Not an existing account: routed to the EMEA rep
  5. 5 Rep alerted in Slack with full context
  6. 6 Meeting booked, deal created in the CRM

Illustrative run. Your build is scoped to your stack.

At Rabbu, every demo booking becomes a routed deal in Attio. See the build

01 The problem

Sound familiar?

  • Demo requests sit in a shared inbox until someone notices
  • Reps open every lead cold, with no company, role, or context
  • Students, vendors, and job seekers get the same treatment as buyers
  • Leads that aren't ready get one email, then nothing

None of these are people problems. They're missing routing.

02 What we build

From form fill to booked meeting, without a human in the gap.

Six parts, built inside the CRM you already use. Each one is a readable rule or workflow your team can change, not a black box.

  1. 01

    Capture every source

    Forms, chat, demo bookings, and identified site visitors all land as one record in your CRM, with the source and page attached.

  2. 02

    Waterfall enrichment

    Company, role, headcount, tech stack, and funding pulled from several providers in sequence, so gaps from one get filled by the next.

  3. 03

    Fit and intent scoring

    ICP fit plus intent, like pricing-page visits or repeat sessions, combined into one score your sales team signs off on.

  4. 04

    Owner matching and routing

    Existing accounts go to their owner. New ones route by territory, segment, or round robin, with duplicates caught before they're created.

  5. 05

    Speed-to-lead alerts

    The rep gets a Slack or Teams card with the context and a booking link. If nobody claims it in time, it escalates.

  6. 06

    A path for not-yet

    Good fits that aren't ready get a relevant follow-up sequence instead of going cold. Poor fits get a polite, useful reply.

Also part of this system

  • Website visitor identification
  • Shorter forms, enriched behind the scenes
  • Account assignment
  • Inbound-led outbound
  • Meeting prep briefs
  • Lead source attribution
  • Dedupe on capture
  • Territory and round robin rules

03 How it connects

One of six systems. One CRM.

Inbound doesn't run on an island. It hands off to the other systems and reports into the same CRM, so nothing falls between channels and every deal shows where it came from.

04 How we start

Live within 30 days.

It starts with a 30-minute call and a free audit. Every build is fixed in scope and price before work begins, and built inside your own accounts.

  1. 1

    Days 1-14

    Map and score

    Audit every inbound source and the current routing. Build the ICP score from your won and lost deals and agree it with sales.

  2. 2

    Days 15-30

    Routing live

    Enrichment, scoring, owner matching, and alerts switched on. First leads routed end to end, with a fallback if nobody picks up.

  3. 3

    After day 30

    Tune it weekly

    Review score accuracy and response times, adjust the rules, and add follow-up paths for leads that aren't ready yet.

What you keep

Built in your accounts. If we part ways, it keeps running.

  • Enrichment tables
  • Scoring model
  • Routing rules in your CRM
  • Alert workflows
  • Docs and runbooks

Inbound: questions, answered.

What is inbound lead routing?

The rules that decide who follows up on a new lead and how fast. Good routing checks whether the company is already a customer or an open deal, enriches and scores the lead, and assigns it to the right rep with context, in minutes rather than hours.

How do you decide the lead score?

From your closed-won and lost deals, plus what your sales team says a good lead looks like. The score is a readable set of rules, so anyone can see why a lead scored 87 and not 40, and change it when the market changes.

Which tools do you use?

Your CRM (HubSpot, Salesforce, or Attio) holds the records and the routing. Clay or a similar waterfall handles enrichment, Slack or Teams carries the alerts, and your booking tool closes the loop. Website visitor identification can be added where it is worth it.

What happens to leads that are not a fit?

They still get a response. Poor fits get a polite, useful reply or a self-serve path. Decent fits that aren't ready go into a relevant follow-up sequence instead of being dropped.

Do we need to switch CRM?

No. We build inside the CRM you have. If it genuinely can't do what you need, we'll say so in the free audit, before any work starts.

How long does it take?

Most inbound routing goes live within 30 days: two weeks to audit sources and agree the score, then two weeks to build, test, and switch it on.

Keep reading

Stop letting leads wait.

30 minutes. You leave with a prioritized plan, whether we work together or not. If we can't help, we'll say so.

Book a strategy call or take the free assessment