One record for every lead, whichever tool it came through
Leads arrive through the website, LinkedIn, email and events, and each tool keeps its own copy. This workflow makes the CRM the core: every tool writes to the same record, duplicates are merged on the way in, and every touch sits on one timeline.
- Kind
- Workflow
- Service
- Bespoke CRM
- Tools
- 5 connected
- Lands in
- Your CRM
Every tool holds part of the story, and nobody sees all of it.
The problem. The website form emails someone, LinkedIn leads sit in an export, the email platform has its own list and the CRM has whatever someone typed in. The same person exists three times, and sales goes into a call not knowing what they've already read or asked.
The solution. We make the CRM the core and connect every tool to it, through its own integration or a small automation where there isn't one. A new lead is matched before it's created, its history is joined up, and the record shows everything in one timeline.
What we used
The CRM in the middle, and every other tool writing to it.
- CRMThe one record per person and company, with every touch on its timeline. The one we build, or the one you already use.
- LinkedInLead Gen Forms reach the CRM through LinkedIn's lead sync, not a spreadsheet someone downloads on a Friday.
- n8nMoves data between tools that don't talk to each other, with retries and a log when something fails.
- PostHogJoins up a person's earlier website visits once they're known, where they accepted cookies.
- BrevoKeeps email lists in step with the CRM, and sends opens, clicks and replies back to the record.
How one lead from LinkedIn joins the rest of its history
Follow a LinkedIn lead form into the CRM.
- 01LinkedIn
Catch the lead where it starts
The form submission reaches the CRM through LinkedIn's lead sync, with the ad and campaign it came from. Nobody exports a file.
SourceCampaign - 02n8nCRM
Match before you create
The email and company are checked against what's already there. Arden Logistics sent a website enquiry last month, so the new lead joins that company instead of starting a duplicate.
CompanyDuplicatesNew companyCreated, then sent for enrichment - 03PostHog
Join up the website history
Once she's known, her earlier visits are linked to the record, so sales can see she read the pricing page twice.
Website visits - 04Brevo
Keep email in step
She joins the right list with her consent recorded. Every open, click and reply comes back to her record.
Email listConsent - 05CRM
Show the whole picture
The record shows the ad, the visits, the form and the emails in one timeline, with an owner and a next step. One place to look before the call.
OwnerTimeline
Priya Shah
Downloaded a guide from a LinkedIn ad
- priya.shah@ardenlogistics.co.uk
- Source
- LinkedIn ad
- Campaign
- Warehouse costs guide
- Company
- Arden Logistics (existing)
- Duplicates
- 1 merged
- Website visits
- 4, last one pricing
- Email list
- Logistics updates
- Consent
- Given on the form
- Owner
- Kate, account manager
- Timeline
- 7 touches
One record with every touch on its timeline, and nothing typed twice.
Why it matters
Published research behind the workflow, not results from one project. Each figure is numbered to its source below.
79%
of first contacts are made by the buyer, not the seller ¹
Over 60×
as likely to qualify a lead contacted within an hour as one left for 24 hours or more ²