CRM Lead Management for a SaaS Provider
A German SaaS company automates lead qualification and follow-up sequences — the sales team now focuses exclusively on purchase-ready contacts.
Starting point
A SaaS provider for project management (30 employees, 500+ inbound leads per month) had a classic problem: the sales team was spending 2–3 hours daily on manual lead scoring, CRM data maintenance, and sending follow-up emails. Many qualified leads were being processed too slowly and going cold.
Solution
Opteria implemented a two-part AI agent:
Lead qualification agent
- Reads new CRM entries (HubSpot) in real time
- Researches companies via LinkedIn and public sources
- Scores leads against ICP criteria (industry, company size, tech stack, budget indicator)
- Writes a structured summary into the CRM
Follow-up sequence agent
- Selects the appropriate email template based on ICP score and behaviour (e.g. demo requested vs. newsletter only)
- Personalises the email with context-relevant details (industry, specific pain points)
- Schedules send time (Tuesday–Thursday, 9–11 am — highest open rates)
- Escalates non-responders after 5 days to the account executive
Technology
- Claude 3.5 Haiku (fast classification, high volume)
- HubSpot CRM API
- Serper API (company research)
- Make.com (orchestration)
Results
| Metric | Before | After |
|---|---|---|
| Sales admin time / day | 2.5 h | 45 min |
| Leads with complete ICP score | 20 % | 95 % |
| Average response time | 18 h | 2 h |
| Sales cycle (avg. days) | 42 | 30 |
The sales team only spoke with leads that had reached at least 70 points in ICP scoring.
“We have the same team, but feel twice as large.” — Head of Sales, anonymised
Investment
Project scope: Starter tier (€ 4,200). Ongoing maintenance: flat rate € 400/month.
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