- GTM Guys
- Posts
- Conference Leads Are Garbage Until You Do This
Conference Leads Are Garbage Until You Do This
Turn event chaos into same-day pipeline
Chris Viglietta
February 06, 2026
👋 Hey friends -
Your conference leads sit in limbo for days. No enrichment. No scoring. No routing. By the time reps get them, the moment's gone.
This week, I'm breaking down a workflow that fixes this permanently.
New reader highlights: Welcome to Erich Starrett (Founder) @ Orchestrate Revenue and Emily (Manager) @ David Protien!
🛠️ AI GTM Tools of the Week:
WisprFlow - turn voice memos into text. This is one of my superpowers.
Typeform - TBH - it's so simple and effective to use for catching inbound leads.
The Setup
A location intelligence company was running into a classic problem: leads from events came in with minimal data.
Their existing stack couldn't score or route until data hit Salesforce. Reps had no idea who to prioritize - speed-to-lead was suffering.
The fix? They built a Clay workflow that sits BETWEEN lead capture and CRM.
The Workflow
Step 1: Capture
Typeform (or any lead capture) fires when badge scans or form submits at the event.
Step 2: Enrich
Clay auto-enriches company + contact data: firmographics, tech stack, funding status, LinkedIn data.
Step 3: Score
AI column scores ICP fit: Hot / Warm / Cold based on your criteria.
"Based on this company's size, industry, and tech stack, score them as Hot (perfect ICP fit), Warm (partial fit), or Cold (not a fit). Explain your reasoning in one sentence."
Step 4: Route
Assign to the right rep based on territory, segment (SMB/MM/ENT), or round-robin.
Step 5: Push
Lead arrives in CRM fully enriched, scored, and assigned. Rep can act immediately.
Why It Works
1. Scoring happens BEFORE the CRM, not after
No waiting for data to flow through your stack.
2. Reps see prioritized leads the same day
Hot leads get worked while they're still warm from the event.
3. Can deprecate expensive routing tools
Why pay for LeanData when Clay can do this?
Try It Yourself
1. Set up the trigger: Connect Typeform (or your lead capture tool) to Clay via Zapier or native integration
2. Add enrichment columns: Company size, tech stack, funding, LinkedIn (3-5 columns is plenty)
3. Build the scoring column: AI column that outputs Hot/Warm/Cold with reasoning
4. Add routing logic: Use a formula or AI to assign the owner field
5. Push to CRM: Salesforce or HubSpot action with all fields mapped
Key Insight
The magic isn't the enrichment. It's WHERE the enrichment happens.
Most teams enrich AFTER leads hit the CRM. By then, you've already lost the speed advantage.
Put Clay between capture and CRM, and you control the entire flow.
Until next week,
Chris
How did we do? |