Paid Social Lead Routing

This drill automates the journey from "prospect filled out a lead form on LinkedIn/Meta" to "lead is enriched, scored, in CRM, and receiving a nurture email" — all within 5 minutes of submission. Speed matters: leads contacted within 5 minutes convert 9x better than those contacted after 30 minutes.

Prerequisites

• LinkedIn Lead Gen Forms live (see linkedin-ads-lead-gen-forms fundamental)
• Meta Instant Forms live (see meta-ads-lead-forms fundamental)
• n8n instance running
• Attio CRM configured with a "Paid Social" lead source tag
• Clay account for enrichment
• Loops account with a nurture sequence ready

Input

• Lead form submissions from LinkedIn and Meta
• ICP scoring criteria (from icp-definition drill)
• Nurture email sequence content (educational, not sales — matches the problem-aware stage)

Steps

1. Build the LinkedIn lead ingestion workflow

Using the n8n-triggers and n8n-workflow-basics fundamentals, create an n8n workflow:

1. Trigger: Schedule node polling LinkedIn Lead Gen API every 15 minutes (or webhook if available)
   • Use linkedin-ads-lead-gen-forms fundamental for the API call
   • Store the last-polled timestamp to only fetch new submissions
2. Extract fields: Parse the lead response: first_name, last_name, email, job_title, company_name, company_size
3. Deduplicate: Check if email already exists in Attio using attio-contacts
   • If exists: update the contact with lead_source: paid-social-linkedin and add a note with the form name and submission date
   • If new: proceed to enrichment
4. Enrich: Send to Clay using clay-enrichment-waterfall to fill in: LinkedIn URL, company revenue, funding stage, tech stack, and any other ICP-relevant fields
5. Score: Apply ICP scoring using clay-scoring. Assign a lead_score (1-100)
6. Create in Attio: Using attio-contacts, create the contact with all enriched fields. Tag with source: paid-social-linkedin, campaign: <campaign-name>, lead_score: <score>
7. Create deal: If lead_score >= 70 (ICP match), create a deal in Attio using attio-deals with stage "New Lead"
8. Trigger nurture: Add to Loops using loops-sequences. If lead_score >= 70: send the "high-intent nurture" sequence. If lead_score < 70: send the "educational nurture" sequence.

2. Build the Meta lead ingestion workflow

Same structure as LinkedIn, but with Meta-specific ingestion:

1. Trigger: Subscribe to Meta leadgen webhook events on your Facebook Page. As a fallback, poll the Leads API every 15 minutes.
2. Extract fields: Parse form submission: full_name, email, job_title, company_name
3. Steps 3-8: Identical to LinkedIn workflow above. Tag with source: paid-social-meta instead.

3. Build the high-value lead alert

For leads scoring >= 80 (strong ICP match):

1. Send a Slack notification (or email) to the sales team with: name, company, title, lead score, which ad they responded to, and the form they filled out
2. Create a task in Attio to follow up within 24 hours
3. If you have Cal.com configured, include a suggested meeting link in the alert

4. Build the nurture email sequences in Loops

Using the loops-sequences fundamental, create two sequences:

High-intent sequence (lead_score >= 70):

• Email 1 (immediate): Deliver the promised resource (guide, checklist, etc.). Subject: "Here's your [resource name]"
• Email 2 (day 3): Share a related customer story. "How [company] solved [same problem]"
• Email 3 (day 7): Offer a conversation. "Want to discuss your specific [problem area]? Here's my calendar."
• Email 4 (day 14): Last touch. Share one more relevant resource. No hard sell.

Educational sequence (lead_score < 70):

• Email 1 (immediate): Deliver the resource.
• Email 2 (day 5): Share a related blog post or data point.
• Email 3 (day 12): Invite to a webinar or community.
• No sales ask. These leads may not be ICP. Nurture with value and let them self-select.

5. Set up lead quality feedback loop

Build an n8n workflow that runs weekly:

1. Pull all paid social leads created in the last 7 days from Attio
2. Check which ones progressed to "Meeting Booked" or "Qualified" stage
3. Calculate: leads submitted, leads enriched, leads scored >= 70, leads that booked meetings
4. Log these metrics as PostHog events: paid_social_lead_quality_weekly
5. If meeting rate from scored leads drops below 10%, trigger an alert to review audience targeting

6. Handle edge cases

• Invalid emails: If Clay enrichment returns an invalid email, tag the lead as "unverifiable" in Attio and skip the Loops sequence
• Duplicate across platforms: If the same person submits forms on both LinkedIn and Meta, merge into one Attio contact and attribute to the first touchpoint
• Form spam: If more than 5 leads from the same IP or domain in 1 hour, flag for manual review before CRM creation

Output

• n8n workflow: LinkedIn lead ingestion (polling + enrichment + CRM + nurture)
• n8n workflow: Meta lead ingestion (webhook + enrichment + CRM + nurture)
• n8n workflow: High-value lead alert to sales
• n8n workflow: Weekly lead quality report
• Two Loops nurture sequences (high-intent and educational)
• PostHog events for lead quality tracking

Triggers

• LinkedIn workflow: every 15 minutes
• Meta workflow: real-time via webhook, fallback poll every 15 minutes
• Lead quality report: weekly on Monday morning