B2B Lead Enrichment (Apollo & CRM)

1. The Trigger: Form Submission (Webhook)

Add a Webhook trigger to your canvas. Point your lead form (Typeform, Webflow, or your own site) at this URL, so every submission posts the visitor’s email to the workflow.

2. The Enrichment: Apollo

Add an Apollo.io action step, or any other enrichment app you use. Open Apps in the dock, pick Apollo.io, and choose its organization enrichment action from the list.

Map the domain of the incoming email into the action’s domain field. Instead of adding an extra text-splitting step, use Data Transformation directly in the token:

{{ 1.email | extract_domain }}

Apollo returns a large record covering the company’s headcount, industry, annual revenue and headquarters location. Run the step once and read its Executions tab to see the real field names before you map them.

3. The Logic: Condition Step (Routing)

Enterprise leads go to a senior AE; everything else goes to the automated sequence. Add a Conditions step.

• Enterprise: {{ 2.ret.estimated_num_employees }} is Greater Than 1000.
• Everything else: leave this to the step’s ELSE output. You do not write a condition for it. ELSE fires only when none of the conditions above matched, so no lead can take both paths. A second condition testing for fewer than 1,000 employees is not the same thing.

Apollo is an app step, so its output sits under ret. Insert the path with the Workflow data panel rather than typing it.

4. The Action: CRM Update

At the end of the Enterprise path, add a Salesforce (or HubSpot) step. Select the “Update Lead” action. Map the enriched Apollo data (Industry, Headcount, Revenue) into the corresponding fields in your CRM. Assign the lead owner to your Enterprise AE queue.

Off the ELSE output, add the step that handles SMB leads: the same CRM update with a different owner, or a step that drops them into a nurture sequence. Leave it unconnected and those leads simply stop there.

Send a controlled webhook

Use the Webhook trigger’s test flow to send an address at a company domain you are allowed to look up. Keep the payload small, for example { "email": "[email protected]" }, and replace the address with a domain that produces a known enrichment result in your account.

Confirm the enrichment shape

Open the enrichment step’s stored output. Insert its employee-count field into Conditions from the Workflow data panel, then run once with data above your threshold and once with data below it. Confirm the first takes Enterprise and the second ELSE.

Check the CRM

Open the destination record and confirm industry, headcount, revenue and owner match the enrichment result. If enrichment returns no company, verify the error path or your chosen fallback handles it without creating a misleading CRM record.

Set the workflow Live

Replace the form’s test URL with the Live webhook URL, set the workflow Live, and submit one controlled form entry. Confirm one run and one correctly routed CRM update.