Full CRM + WhatsApp Automation for a B2B Sales Team

The Problem

A B2B software distributor had a 6-person sales team manually following up with leads from their website contact form. Average response time was 2–3 hours, and many leads received no follow-up at all if they came in outside business hours. Their CRM (HubSpot) was used inconsistently — half the team logged calls, half didn't. Pipeline visibility was poor.

The Solution

We built an end-to-end lead automation system: every web form submission triggers an immediate, personalised WhatsApp message via the WhatsApp Business API, creates or updates a CRM contact with lead scoring, assigns it to the correct sales rep based on territory rules, and schedules a follow-up task. Reps receive a mobile notification with full lead context within 90 seconds.

Our Process

CRM Audit & Cleanup

Audited 3 years of HubSpot data, removed 4,200 duplicate contacts, and defined a consistent lead scoring model with the sales team.

WhatsApp Business API Setup

Obtained official WhatsApp Business API access, designed message templates within Meta's compliance guidelines, and built a message personalisation layer.

n8n Workflow Architecture

Built the automation pipeline in self-hosted n8n: form webhook → lead enrichment → CRM sync → WhatsApp trigger → rep notification.

Territory Routing Logic

Implemented territory-based routing rules that assign leads by geography, deal size, and industry — routing to the highest-probability rep automatically.

Reporting Dashboard

Built a real-time Looker Studio dashboard giving sales leadership full pipeline visibility: leads by stage, rep performance, and response time metrics.

The Results

24× faster

Response Time

From 2–3 hours average to under 5 minutes

100%

Lead Coverage

Every lead now receives a follow-up, including out-of-hours submissions

100%

CRM Adoption

Full team logging after automation removed manual effort

Real-time

Pipeline Visibility

Leadership now has live pipeline data instead of weekly spreadsheet updates

"We went from losing leads to having a faster response time than companies 10× our size. The automation runs 24/7 and the team loves it."

— Sales Director, Software Distributor

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Let's discuss how we can deliver similar results for your business.

Our Process

CRM Audit & Cleanup

Audited 3 years of HubSpot data, removed 4,200 duplicate contacts, and defined a consistent lead scoring model with the sales team.

WhatsApp Business API Setup

Obtained official WhatsApp Business API access, designed message templates within Meta's compliance guidelines, and built a message personalisation layer.

n8n Workflow Architecture

Built the automation pipeline in self-hosted n8n: form webhook → lead enrichment → CRM sync → WhatsApp trigger → rep notification.

Territory Routing Logic

Implemented territory-based routing rules that assign leads by geography, deal size, and industry — routing to the highest-probability rep automatically.

Reporting Dashboard

Built a real-time Looker Studio dashboard giving sales leadership full pipeline visibility: leads by stage, rep performance, and response time metrics.

The Results

24× faster

Response Time

From 2–3 hours average to under 5 minutes

100%

Lead Coverage

Every lead now receives a follow-up, including out-of-hours submissions

100%

CRM Adoption

Full team logging after automation removed manual effort

Real-time

Pipeline Visibility

Leadership now has live pipeline data instead of weekly spreadsheet updates