When a prospect fills out your website form, the clock starts ticking. Research from HubSpot shows that responding within five minutes makes you nine times more likely to convert the lead compared with waiting 30 minutes. But most B2B teams are not responding in five minutes. They are responding in hours or days, because the information sits in a Typeform spreadsheet somewhere until someone remembers to check it.

The fix is not to hire more salespeople to monitor forms. The fix is a workflow that 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.

The cost of slow follow-up

Lead response time is one of the most predictable levers in B2B sales. A study by InsideSales found that waiting just 10 minutes reduces your odds of qualifying a lead by 400 percent. The first company to respond captures 78 percent of customers who buy from the first responder, according to a HubSpot analysis of lead response behaviour.

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.

Slow follow-up is not a sales problem. It is a process problem. The technology to respond in under a minute exists today. Most teams just have not wired it together.

What you will need

Before we get into the steps, here is what you need:

Step 1: Capture leads with a Typeform webhook

Step 1

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). Navigate to Connect 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 webhook documentation at typeform.com/help/webhooks covers the payload format if you want to inspect the exact fields available.

Step 2: Route leads through Make with conditional logic

Step 2

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 module documentation has full details on the available fields and filters.

Step 3: Create and update Pipedrive deals automatically

Step 3

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:

  1. Create Person: Name and email from the Typeform submission.
  2. Create Organisation: Company name, industry, and size.
  3. 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.
  4. Add Note: Paste the full form response into a note on the deal so the salesperson has context immediately.
  5. 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 module documentation covers every available action, from creating deals to updating stages and searching existing contacts.

Step 4: Trigger personalised email follow-up

Step 4

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. 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 approach works alongside — not instead of — your existing lead generation systems. 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. For outbound prospecting, the cold email personalisation guide with Claude and Hunter.io covers enrichment and sequencing at scale.

Companies that automate their lead follow-up typically see response times drop from hours to seconds. That nine-times conversion multiplier from responding within five minutes becomes realistic because the system responds within seconds. 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.

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.