When a prospect fills out your website form, the clock starts ticking. The InsideSales.com and MIT study on lead response, based on over 100,000 call attempts across six companies, found that the odds of qualifying a lead contacted within five minutes are 21 times higher than a lead contacted after 30 minutes. Yet most B2B lead follow-up happens in hours or days, because submissions sit in a Typeform spreadsheet until someone checks them.
The fix is B2B lead follow-up automation. A workflow takes over from the moment a prospect hits submit: Typeform catches the inquiry, Make routes it to the right place, Pipedrive creates the deal, and a personalised email goes out within seconds. This guide walks through each piece.
B2B lead generation AI is often discussed in abstract terms, but this is a concrete implementation that any team with a Typeform account and a Make subscription can set up in under an hour.
Why B2B lead follow-up speed matters
Lead response time is one of the most predictable levers in B2B sales. The same InsideSales.com and MIT study found that waiting until the 10-minute mark, rather than responding at 5 minutes, cuts the odds of qualifying that lead to a quarter of what they were. The drop for making contact at all is even steeper: calling at 30 minutes instead of 5 minutes reduces the odds of reaching the person by 100 times.
When you consider the typical B2B inquiry flow, the problem becomes clear. A prospect fills out a contact form or a demo request on a Friday afternoon. Nobody checks the submissions until Monday morning. By then, the prospect has already reached out to two competitors, and whichever one responded first gets the meeting. The other emails become noise in an already-crowded inbox.
The gap between what works and what actually happens is wide. The InsideSales and XANT Lead Response Management study of 2,241 companies put the average B2B response time at about 47 hours, and only around 23% of businesses respond within five minutes. Roughly 42% take longer than a day. A widely cited lead-response benchmark says 78% of buyers purchase from the vendor that responds first, and Salesforce's State of Sales report found 64% of consumers now expect real-time responses. Most B2B teams lose deals before the first call, because someone else replied on time.
Slow follow-up is a process problem. The technology to respond in under a minute exists today; most teams just have not wired it together.
The five accounts this workflow runs on
Before we get into the steps, here is what you need:
- A Typeform account. Free or paid, both support webhooks.
- A Make account (free tier works for testing, paid for production volumes)
- A Pipedrive account (14-day free trial available)
- An email service connected to Make (Gmail, SendGrid, or any SMTP provider)
- A calendar scheduling link (Calendly or similar) to include in the follow-up
Step 1: Capture leads with a Typeform webhook
Capture leads with a Typeform webhook
Typeform supports webhooks natively. When someone submits a form, Typeform sends a JSON payload to any URL you specify. This is the trigger for the entire workflow.
In your Typeform workspace, open the form you use for lead capture (demo requests, contact enquiries, whatever brings in your B2B leads). Open the Connect tab and select Webhook. Paste the webhook URL that Make generates for your scenario. Every submission now sends structured data (name, email, company, industry, message) directly to Make in real time.
Typeform's own webhook documentation at typeform.com/developers/webhooks covers the payload format if you want to inspect the exact fields available.
Step 2: Route leads through Make with conditional logic
Route leads through Make with conditional logic
Make receives the Typeform webhook. At this point, the raw data arrives. The next step is to parse it and decide what to do based on the content.
Create a new Make scenario with the Typeform module set to Watch Events. Once triggered, add a Router module, which lets you split the workflow into branches. For example:
- If the lead selected "Enterprise" as company size, route to the enterprise sales team and flag the deal as high priority.
- If the lead is from the e-commerce industry, route to a specialised email template that references Shopify, Klaviyo and cart recovery.
- If the lead has left a specific technical question, route to a product specialist and include the question in the notification.
Add a Slack module in parallel to notify your sales channel: "New Typeform lead from ACME Corp in the e-commerce industry." This gives your team real-time awareness without manual checking of form submissions.
The Make Typeform app page has full details on the available fields and filters.
Step 3: Create and update Pipedrive deals automatically
Create and update Pipedrive deals automatically
Once the lead is routed, the next module creates the corresponding records in Pipedrive. Pipedrive's API, accessible through Make's Pipedrive module, can create persons, organisations, deals, notes, and activities in one flow.
Configure the sequence:
- Create Person: Name and email from the Typeform submission.
- Create Organisation: Company name, industry, and size.
- Create Deal: Title based on the inquiry (e.g. "Demo Request: ACME Corp"), stage set to "New Lead", value estimated or left blank for discovery.
- Add Note: Paste the full form response into a note on the deal so the salesperson has context immediately.
- Create Activity: Schedule a follow-up task for the assigned salesperson for the next business day.
This means the moment a lead submits a form, a complete deal record exists in Pipedrive with all the context the sales team needs. No manual data entry. No toggling between tabs to copy and paste.
Make's Pipedrive app page covers every available action, from creating deals to updating stages and searching existing contacts.
Step 4: Trigger personalised email follow-up
Trigger personalised email follow-up
The final module in the workflow sends an email to the prospect. The email content draws from the form responses, which means it is automatically personalised without anyone writing individual messages.
Set up the email module (Gmail, Outlook, or SendGrid in Make) with:
- To: The prospect's email from the Typeform submission.
- Subject: Something contextual based on their inquiry. "Thanks for your interest in [topic], [first name]" rather than "Thank you for your enquiry."
- Body: Reference what they asked about. Include a link to a relevant case study or blog post. End with a clear call to action and your Calendly link.
For example, if someone requests a demo and mentions they are evaluating marketing automation tools, the email references that context directly. It acknowledges their specific situation rather than sending a generic "we received your enquiry" message.
The workflow can also handle after-hours submissions, which matter more than most teams realise: HubSpot's research finds 52% of leads come in outside standard business hours. If the submission arrives between 6pm and 8am, Make can still send the email immediately and set the Pipedrive activity for the next business day. The prospect gets an instant response, and your team wakes up to a fully populated deal.
What changes when lead follow-up is automatic
Once this workflow is running, your team stops checking form submissions and starts working deals. Every inquiry becomes a structured record with context, priority, and a personal follow-up already sent. The salesperson opens Pipedrive in the morning and sees a ranked list of new leads with all the information they need to make the first call.
This workflow sits on top of your existing lead generation systems and gives them a fast-response layer they did not have before. Our guide to building a lead qualification agent with Claude, n8n and Slack shows how AI can score and prioritise leads once they are in your CRM. Once the deals exist in Pipedrive, AI lead scoring with Google Analytics and Salesforce decides who to call first by reading engagement signals. For outbound prospecting, the cold email personalisation guide with Claude and Hunter.io covers enrichment and sequencing at scale.
| Step | Tool | What it does |
|---|---|---|
| 1 | Typeform | Sends the form submission to Make the moment a prospect hits submit |
| 2 | Make (Router) | Splits the lead by company size, industry or inquiry type and notifies Slack |
| 3 | Pipedrive | Creates the person, organisation, deal, note and follow-up activity |
| 4 | Email + Calendly | Sends a personalised reply referencing the prospect's own answers, with a booking link |
Companies that automate their lead follow-up typically see response times drop from hours to seconds. Only about 23% of B2B teams respond within five minutes, so an automated reply puts you in a small minority. The 21-times qualification advantage the MIT and InsideSales study measured for five-minute responses becomes realistic because the system responds within seconds, not hours. The person who fills out your Friday afternoon form gets an email before they have finished reading the confirmation page.
Frequently asked questions
Can I connect Typeform to Make without coding?
Yes. Typeform has a native webhook feature that sends data to any URL, and Make has a Typeform module that receives webhooks. No coding required.
Does Pipedrive have a free tier for testing?
Yes. Pipedrive offers a 14-day free trial that includes API access, so you can build and test the full workflow before committing.
Can this workflow handle different form types?
Absolutely. Make's router module can split traffic based on form type, industry, or any field in the submission. Each branch can trigger a different email template or sales process.
How long does it take to set this up?
The initial setup takes about an hour. Typeform and Make accounts are quick to connect, and the Pipedrive integration modules are pre-built. Testing and refining the email templates adds another 30 minutes.
How fast should you follow up with a B2B lead?
InsideSales and XANT research across 2,241 companies found the average B2B response time is about 47 hours, yet responding within five minutes makes you 21 times more likely to qualify the lead. An automated workflow that replies in seconds puts you ahead of roughly three-quarters of competitors.
What if a lead submits after hours?
The workflow runs automatically. Make triggers instantly on webhook, so leads get their follow-up email within minutes even at 2am. Your team sees the Pipedrive deal waiting the next morning.
Can I add SMS or Slack notifications too?
Yes. Make has modules for Slack, Twilio SMS, and most communication platforms. You can add a Slack message to your sales channel alongside the email follow-up.