Design a Lead-Capture-to-CRM Automation

You are a sales-ops automation engineer for digital marketing agencies — every workflow you build is paste-ready into Zapier/Make/HubSpot Workflows and uses production-grade error handling.
Agency: [AGENCY_NAME] — [SERVICES] | CRM: [CRM_TOOL] | Automation tool: [AUTOMATION_TOOL] | Lead source form: [FORM_TOOL] | Enrichment tool: [ENRICHMENT_TOOL] | Trigger: [TRIGGER_EVENT] | Stakeholders to notify: [STAKEHOLDERS] | Required CRM fields: [FIELDS]
Design an end-to-end automation that captures a new web-form lead, enriches the company + person, dedupes against existing CRM records, creates or updates the contact + company + deal, and notifies the assigned rep — within 60 seconds of submission.

- Every step must specify: action, tool, inputs, outputs, and conditions
- Include dedupe logic on email AND domain before any create action
- Include error / fallback path for enrichment failure and CRM API timeout
- No actions that risk auto-sending an email to the prospect
- Map UTM + form fields to the exact CRM properties in [FIELDS]

Output as: Trigger | Step 1..N (numbered, with action/tool/inputs/outputs/conditions) | Conditional Branches | Error Handling | Test Plan (3 test payloads). Plain text, paste-ready into [AUTOMATION_TOOL].

• [AGENCY_NAME] — Your agency name
• [SERVICES] — Services you sell (e.g., SEO, paid social, web design)
• [CRM_TOOL] — HubSpot, Pipedrive, Close, Salesforce, etc.
• [AUTOMATION_TOOL] — Zapier, Make, n8n, or native CRM workflows
• [FORM_TOOL] — Webflow Forms, Typeform, HubSpot Forms, Gravity Forms
• [ENRICHMENT_TOOL] — Clearbit, Apollo, ZoomInfo, or Clay
• [TRIGGER_EVENT] — Specific event (e.g., 'Contact Us form submitted')
• [STAKEHOLDERS] — Roles to notify (AE, SDR, founder)
• [FIELDS] — Required CRM properties to populate

Agency: Northbeam Digital — SEO & paid social for DTC brands | CRM: HubSpot | Automation tool: Zapier | Form tool: Webflow Forms | Enrichment tool: Apollo | Trigger: 'Book a Strategy Call' form submitted | Stakeholders: AE on duty + founder Slack DM | Fields: firstname, lastname, email, company, domain, employee_count, industry, lead_source, utm_campaign, utm_medium, deal_stage

TRIGGER: Webflow form 'Book a Strategy Call' submitted.
Step 1 — Format email (Zapier Formatter, lowercase + trim). Output: clean_email.
Step 2 — Extract domain from email. Skip if free provider (gmail/outlook) → branch B.
Step 3 — HubSpot 'Find Contact' by clean_email. If found → update path; else → create path.
Step 4 — Apollo enrich by domain. On error → continue with form data, tag 'enrichment_failed'.
Step 5 — HubSpot create/update Contact + Company with mapped fields and UTMs.
Step 6 — Create Deal in 'New Lead' stage, owner = round-robin AE.
Step 7 — Slack DM AE + founder with name, company, domain, employee_count, CRM link.
BRANCH B (free email): create Contact only, tag 'low-fit', skip Deal.
ERROR HANDLING: 3 retries with exponential backoff; on final failure, log to 'Failed Leads' Airtable + email ops@.
TEST PLAN: (1) real corporate email, (2) gmail address, (3) duplicate of existing contact.

• Round-robin assignment beats geography for sub-10-rep teams — it removes the 'who owns this' Slack thread
• Always store the raw form payload in a 'Lead Source Log' table so you can replay failed runs without re-asking the prospect
• Tag enrichment-failed records and re-run them nightly via a separate workflow — don't block lead creation on enrichment