Every marketing team has repetitive lead-handling tasks: logging new form submissions into the CRM, sending instant follow-up emails, notifying sales reps via Slack, tagging leads based on their source. These tasks take 2–5 minutes each, happen dozens of times per day, and consume hours per week of a human’s time.

Make.com automates all of them — not just one-to-one email sends, but complete multi-step sequences that capture a lead from any source, enrich their data, route them to the right person, trigger a personalized email sequence, and log everything in your CRM — without human intervention.

This guide covers the most valuable Make.com lead generation automations for marketing teams, with step-by-step instructions for building each one.

Make.com Lead Generation Automation Workflow

Table of Contents

How Make.com Works: Core Concepts

Scenarios

A Scenario is an automated workflow. It consists of a trigger (what starts it) and a sequence of modules (what happens after the trigger fires).

Example scenario: Typeform submission fires → HubSpot contact created → ActiveCampaign sequence triggered → Slack message sent to sales channel.

Modules

Each step in a scenario is a module. Modules connect to apps (HubSpot, Gmail, Slack, Typeform) or perform data operations (filter, router, aggregator, formatter).

Operations

Every time a module executes, it uses one operation. Your plan includes a monthly operations limit. A 5-module scenario run uses 5 operations.

Triggers

The trigger fires when an event happens in a connected app — a form submission, a CRM contact updated, a scheduled time, or a webhook receiving data. Every scenario starts with one trigger.

Filters and Routers

Filters check conditions before proceeding (“only continue if the lead’s company size is 10+”). Routers split a scenario into branches based on conditions (“if industry = SaaS, go to path A; if industry = e-commerce, go to path B”).

Getting Started with Make.com

Step 1: Create your account

Go to Make.com and sign up for the free plan. No credit card required. The free plan includes 1,000 operations/month — enough to test all the scenarios in this guide.

Step 2: Connect your apps

From the Make.com dashboard, open any scenario and add a module. When adding a module for a new app (HubSpot, Typeform, etc.), Make.com will prompt you to authenticate with that app. This is typically a one-click OAuth process or API key entry.

Connect your core lead generation stack first:

  • Lead capture tool (Typeform, Google Forms, Webflow, or your website form)
  • CRM (HubSpot, Zoho CRM, Salesforce)
  • Email tool (ActiveCampaign, Mailchimp, Gmail)
  • Team communication (Slack)

Step 3: Build your first scenario

Click “Create a new scenario.” The scenario builder opens — a visual canvas where you add modules by clicking the + button and selecting apps.

Scenario 1: Website Form → CRM → Welcome Email

Goal: When someone fills out your website contact form, automatically create a CRM contact and trigger a welcome email.

Tools: Typeform (or Google Forms) + HubSpot + ActiveCampaign (or Mailchimp)

Operations per run: 3

Setup

Module 1 — Trigger: Watch New Responses (Typeform) Connect your Typeform account. Select the form to watch. Make.com will poll for new submissions on your schedule (minimum: every 15 minutes on free/core; real-time on higher plans).

Module 2 — Action: Create a Contact (HubSpot) Map Typeform fields to HubSpot contact properties:

  • Full Name field → First Name + Last Name (use the Text Formatter module to split if needed)
  • Email field → Email
  • Company field → Company Name
  • Message field → Last Message (or create a custom property)

Add a form source label: set Lead Source = “Website Contact Form”

Module 3 — Action: Add a Subscriber to a List (ActiveCampaign) Map the same email and name fields. Add the contact to your “New Website Leads” list. This triggers whatever welcome automation sequence you have set up in ActiveCampaign.

Result: Every form submission = instant CRM contact + automated email sequence. No manual entry. No delay.

Variations

  • Add a Slack module (Module 4) to ping your sales channel with the lead’s details
  • Add a Google Sheets module (Module 5) to log all leads in a spreadsheet for tracking
  • Add a filter before Module 3 to only add the email sequence for leads from specific company sizes or industries (requires adding a Company enrichment step)

Scenario 2: Facebook Lead Ads → CRM → Instant Follow-Up

Goal: When someone fills out a Facebook Lead Ad form, immediately enter them in your CRM and send a follow-up email or SMS within 2 minutes.

Why this matters: Lead conversion rates drop by 80% when follow-up takes more than 5 minutes. Facebook leads expect speed — Make.com eliminates the gap between ad submission and outreach.

Tools: Facebook Lead Ads + HubSpot + ActiveCampaign (or SMS via Twilio)

Operations per run: 3–4

Setup

Module 1 — Trigger: Watch Lead Ad Leads (Facebook Lead Ads) Connect your Facebook Business account. Select the Page and then the specific Lead Ad form to monitor.

Module 2 — Action: Create or Update a Contact (HubSpot) Map form fields to HubSpot. Set Lead Source = “Facebook Lead Ads”. Set the Campaign name from the ad data Make.com captures automatically (ad_name, campaign_name).

Module 3 — Action: Create a Deal (HubSpot) Create a deal linked to the new contact. Set Pipeline and Stage to “New Facebook Lead.” Assign to the relevant sales rep based on location or campaign name using a router.

Module 4 — Action: Send a Message (Twilio SMS) or Trigger Email (ActiveCampaign)

  • SMS option: Send an immediate text: “Hi [First Name], thanks for your interest in [PRODUCT]. A specialist will reach out within the hour. Meanwhile, here’s our quick overview: [URL]”
  • Email option: Add to ActiveCampaign list that triggers a personalized immediate email

Optional Module 5 — Action: Post Message (Slack) Notify the sales team: New Facebook lead: [Name] | [Email] | [Phone] | Campaign: [Campaign Name]

Scenario 3: Calendly Booking → CRM → Pre-Call Sequence

Goal: When a prospect books a call via Calendly, create a CRM record, start a pre-call email sequence, and notify the sales rep.

Tools: Calendly + HubSpot + ActiveCampaign

Operations per run: 4

Setup

Module 1 — Trigger: Watch Events (Calendly) Connect Calendly. Select “Watch Events” and choose the specific event type to monitor (e.g., “30-Minute Discovery Call”).

Module 2 — Action: Create or Update Contact (HubSpot) Map Calendly invitee fields to HubSpot. Calendly passes: invitee name, email, phone (if you added it to your form), answers to your Calendly intake questions (company, role, budget, etc.).

Set the Lead Status to “Booked Call.” Add a CRM note: “Booked [Event Type Name] for [Event Start Time].”

Module 3 — Action: Add Contact to Sequence (HubSpot) or List (ActiveCampaign) Trigger a 2–3 email pre-call sequence:

  • Email 1 (immediately): Confirmation + logistics + what to expect on the call
  • Email 2 (24 hours before): Reminder + one piece of value content relevant to their industry
  • Email 3 (1 hour before): Final reminder with call link

Module 4 — Action: Send Channel Message (Slack) Notify the sales rep: New call booked: [Name] from [Company] | [Call Time] | Role: [Role] | Budget: [Budget from Calendly intake]

Optional Enhancement

Add a Module between 2 and 3: Enrich Contact (Clearbit or Hunter.io) — automatically append company size, industry, LinkedIn URL, and technology stack to the HubSpot contact record before the rep joins the call.

Scenario 4: LinkedIn Lead Gen Form → CRM → Outreach Notification

Goal: When someone fills out a LinkedIn Lead Gen Form on your paid ad, route them into your CRM and notify your sales team for immediate follow-up.

Tools: LinkedIn Lead Gen Forms + Google Sheets (staging) + HubSpot + Slack

Note: Make.com’s LinkedIn integration works with Lead Gen Form submissions from LinkedIn company pages and ads. Requirements: LinkedIn Campaign Manager access.

Operations per run: 4

Setup

Module 1 — Trigger: Watch New Leads (LinkedIn Lead Gen Forms) Connect LinkedIn. Select the Lead Gen Form to watch. Make.com polls for new submissions.

Module 2 — Action: Add a Row (Google Sheets) Log every lead to a staging Google Sheet first — this creates a backup and enables easy bulk review.

Module 3 — Action: Create a Contact (HubSpot) Map LinkedIn form fields. Set Lead Source = “LinkedIn Lead Gen” and the Campaign name.

Module 4 — Action: Post Message (Slack) Alert the outreach team with full lead details for immediate manual or automated follow-up.

Scenario 5: Contact Page Form → Instant Slack Alert → Lead Routing

Goal: Instantly route inbound website leads to the right team member based on their inquiry type, with zero delay.

Tools: Typeform/Webflow Form + HubSpot + Slack

Operations per run: 4–6 (depending on router branches)

Setup

Module 1 — Trigger: Watch Responses (Typeform)

Module 2 — Action: Create Contact (HubSpot)

Module 3 — Router Module Split into branches based on the “Service Interest” field in your form:

  • Branch A: SEO → route to SEO team lead
  • Branch B: Paid Ads → route to paid media manager
  • Branch C: Web Design → route to design team lead
  • Branch D: All Other → route to general sales

Modules 4A/4B/4C/4D — Action: Post Message (Slack) — one per branch Each branch posts to a different Slack channel or sends a direct message to the relevant team member: @[sales rep name]: New [SERVICE TYPE] lead. [Name | Company | Email | Budget | Message]. Respond within 1 hour.

Scenario 6: Lead Scoring and Conditional Routing

Goal: Automatically score incoming leads and route high-value leads to senior sales immediately, while low-value leads go into a nurture sequence.

Tools: Typeform + Make.com Set Variables + HubSpot

This is a more advanced scenario that demonstrates Make.com’s conditional logic power.

Setup

Module 1 — Trigger: Watch Responses (Typeform)

Module 2 — Set Variables (Make.com Tools) Calculate a score based on Typeform answers:

  • Company size field:
    • 1–10 employees: add 5 points
    • 11–50: add 15 points
    • 51–200: add 25 points
    • 200+: add 35 points
  • Budget field:
    • Under $1,000/month: add 5 points
    • $1,000–$5,000: add 20 points
    • $5,000+: add 35 points
  • Timeline field:
    • ASAP: add 20 points
    • 1–3 months: add 10 points
    • 3+ months: add 5 points

Module 3 — Filter: If Score ≥ 50 High-value path continues. Otherwise, take the standard nurture path.

Module 4A (High-Value) — Create Contact (HubSpot) + Tag “Hot Lead” Set the HubSpot lead status to “New — Hot.” Add the calculated score to a custom property.

Module 4B (Standard) — Create Contact (HubSpot) + Add to Nurture List Standard CRM creation + automated email sequence.

Module 5A (High-Value) — Post Message (Slack) Immediate alert: 🔥 HOT LEAD (Score: [X]/90): [Name] | [Company] | Budget: [Budget] | Timeline: [Timeline] | Reply NOW.

Scenario 7: Weekly Lead Report from CRM → Email Summary

Goal: Every Monday morning, automatically generate and email a weekly lead summary to the sales team and management.

Tools: HubSpot (or Google Sheets) + Gmail

Operations per run: 3–5

Setup

Module 1 — Trigger: Schedule (Make.com built-in) Set to run every Monday at 8:00 AM in your timezone.

Module 2 — Search Contacts (HubSpot) Search for contacts created in the last 7 days. Filter by Lead Source if needed.

Module 3 — Aggregate (Make.com Tools) Aggregate the contact list into a formatted text block: Name | Company | Email | Lead Source | Date Created.

Module 4 — Send an Email (Gmail)

Subject: Weekly Lead Summary — Week of [Date]

New Leads This Week: [COUNT]

[FORMATTED LEAD TABLE]

Top Lead Sources:
- [SOURCE 1]: [COUNT]
- [SOURCE 2]: [COUNT]

Open Deals This Week: [COUNT FROM MODULE 2B]

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Auto-generated by Make.com

Make.com Tips for Lead Generation

Test with dummy data. Before activating a scenario, use Make.com’s “Run once” function with test data from your form or trigger. This validates the scenario without creating real contacts in your CRM.

Use the Error Handler module. Wrap critical modules (CRM creation, email send) in error handlers — modules that catch failures and notify you via email or Slack. A broken scenario that runs silently is worse than one that fails noticeably.

Version control your scenarios. Make.com saves scenario history. Before making changes to a working automation, document the current state.

Start simple, then add complexity. Build a 3-module foundation first. Add conditions, enrichment, and branching once the core flow is reliable.

Use webhooks for speed. Scheduled polling (every 15 minutes) creates a delay between lead submission and first contact. For paid social leads and inbound requests, use instant webhooks — your form tool sends data to Make.com in real-time via a webhook URL.

Pricing and When to Upgrade

Plan Price Operations/Month Best For
Free $0 1,000 Testing and low-volume
Core $9/month 10,000 Small businesses (up to ~500 leads/month)
Pro $16/month 10,000 + advanced features Teams needing advanced modules
Teams $29/month 10,000 (shared) Multi-person marketing teams
Enterprise Custom Custom High-volume operations

Upgrade to Core when you exceed 1,000 operations/month (roughly 100–200 lead automation runs).

Upgrade to Pro when you need:

  • Full execution history (Pro stores 30 days vs Core’s 7 days)
  • Custom variables across scenarios
  • Priority execution queue
  • Advanced error handling