Case Study: Sales & Marketing

Lead Research & Qualification Automation

Giving every salesperson useful context before the first conversation

By Lana Korzhuk, Founder & CEO

At a Glance

Every new enquiry triggered three to four hours of research, and the quality depended on who picked it up. We built one repeatable workflow that prepares the same useful briefing for every lead and sends it to the sales team before follow-up.

Challenge: Time-Consuming Manual Lead Research

The team: B2B salespeople handling complex prospects with several stakeholders and a lot of context to gather before a useful first call.

The sales team was handling growing volumes of incoming leads, each requiring extensive manual research across multiple data sources before meaningful engagement could begin.

Before and After Lead Research Metrics
Metric	Before Automation	After Automation
Prospect Context	Varied by salesperson	Consistent research brief
Conversion	Client baseline	Improved by 37%
Data Consistency	Highly variable	Standardised format
Knowledge Management	Scattered emails & notes	Centralised knowledge base
Team Notification	Manual process	Instant Slack notifications

Delayed Response:

Leads waited 24-48 hours for initial contact while research was completed manually.

Inconsistent Data:

Different team members gathered different information, making it impossible to standardise the sales approach.

Knowledge Silos:

Lead intelligence was scattered across emails, notes, and browser bookmarks with no centralised repository.

Solution: End-to-End Automated Lead Research System

The solution was designed to trigger automatically when a contact form is submitted, gathering comprehensive company intelligence from multiple sources and delivering a complete sales briefing. The implementation was phased for minimal disruption to existing workflows.

Automated Trigger & Data Collection

When a new contact form submission is received, the system automatically initiates research by querying multiple data sources — company registries, LinkedIn, industry databases, and news feeds — to build a comprehensive prospect profile.

AI-Powered Intelligence Synthesis

Raw data is processed through AI to generate a structured sales briefing document including company overview, key decision-makers, recent news, potential pain points, and recommended talking points for the sales conversation.

Instant Delivery & Knowledge Base

The complete briefing is delivered instantly via Slack notification to the assigned sales rep, while simultaneously being stored in a searchable knowledge base for future reference and team-wide learning.

Results: Faster Response, Higher Conversion

Key Outcomes

37% Higher Conversion
The named client approved this conversion result for publication.
Better-Informed Conversations
The workflow prepared consistent prospect context before sales follow-up.
Standardised Intelligence
Every lead gets the same comprehensive research treatment, eliminating inconsistency.
Searchable Knowledge Base
All prospect intelligence is centrally stored and searchable for the entire team.
Revenue Focus
Sales team spends time selling, not researching, with potential for significant revenue impact.

Approved Result

Conversion Rate Improvement37%

Named Client

Jason Tanner, The Menu Partners. The client name and 37% conversion improvement are published with permission; no invented quotation is attributed to him.

Explore the service behind this work: AI consulting and implementation planning.

Frequently Asked Questions

What result did The Menu Partners approve for publication?▾

Jason Tanner approved publication of The Menu Partners name in connection with the result: conversion improved by 37% after the lead-research workflow gave the sales team more consistent prospect context.

Does automating lead research make outreach feel generic?▾

It had the opposite effect here. Before automation, different team members gathered different information, so the sales approach could not be standardised. A consistent research brief on every lead meant reps opened with relevant specifics instead of whatever they happened to find.

Where does the researched information end up?▾

In a centralised knowledge base rather than scattered across individual inboxes and notes, with an instant Slack notification to the team when a new lead brief is ready.

Is automated lead research GDPR-compliant?▾

It can be, and it has to be designed that way from the start. The system draws on the details a prospect submits plus publicly available business information, with a lawful basis and retention rules defined up front. We cover the compliance side as part of scoping rather than bolting it on afterwards.

How many leads do we need before this is worth automating?▾

It depends on lead volume, the research required and the value of a better-informed response. If the workflow is infrequent, a documented manual checklist may be the better answer, and we will say so.

Ready to Supercharge Your Sales Team?

Send us your current lead-research process. We will review it and reply personally with an honest view of where automation may help.

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