Score and route inbound leads
New sign-ups and form fills get researched and sent to the right rep, or to nurture.
Sales · When something happens · Updated
Works with
- Slack
- HubSpot
- Salesforce
- Attio
- Pipedrive
Slack
HubSpot
Salesforce
Attio
PipedriveHow do you score and route inbound leads?
To score and route inbound leads, connect your form to a Maito Loop. Each new sign-up is researched on the web, checked against your ideal customer rules and looked up in your CRM. Maito then posts a short summary in Slack and suggests a rep, or nurture if it doesn't fit.
How it's done today
Someone checks the form inbox and guesses who should take each lead.
What Maito does
- Read the new lead
- Look up the company: size, industry, tools
- Compare with your ideal customer
- Send to a rep with a short note, or tag for nurture
Example
Loop run: New demo request · Typeform
Demo request from Lena at Vandelay Imports. • 180 people, furniture importer in Rotterdam • Runs HubSpot; posted two sales ops roles last month • Ideal customer check: size, B2B, HubSpot. 3 of 3. Catch: Vandelay is already in HubSpot. Marco worked a $22k deal with them in March 2025 and it closed lost on price. Lena wasn't a contact then, so this may be a new buyer. Suggest Marco, since he has the history. Worth a call, no need to nurture. From the form, their site and job posts, and HubSpot.
@Maito route it to Marco and include what we quoted last time.
Sent to Marco: $22k for 40 seats, lost Apr 3, 2025 with the note 'chose a cheaper tool'. I added Lena's form answers so he can open the reply with those.
Maito (10:41 AM):
Demo request from Lena at Vandelay Imports.
• 180 people, furniture importer in Rotterdam
• Runs HubSpot; posted two sales ops roles last month
• Ideal customer check: size, B2B, HubSpot. 3 of 3.
Catch: Vandelay is already in HubSpot. Marco worked a $22k deal with them in March 2025 and it closed lost on price. Lena wasn't a contact then, so this may be a new buyer.
Suggest Marco, since he has the history. Worth a call, no need to nurture.
From the form, their site and job posts, and HubSpot.
Dana (10:47 AM):
route it to Marco and include what we quoted last time.
Maito (10:48 AM):
Sent to Marco: $22k for 40 seats, lost Apr 3, 2025 with the note 'chose a cheaper tool'. I added Lena's form answers so he can open the reply with those.
How to set it up
- Ask your agent
“When someone fills in our demo request form on Typeform, research the company, check it against our ideal customer (50 to 500 people, B2B, HubSpot) and post a verdict in #inbound.”
- Connect CRM
- HubSpot
- Salesforce
- Attio
- Pipedrive
- Use forms
- Typeform
- Tally
No MCP server needed. Ask your agent to save a skill with the steps, then add the login or API key in Settings → Vault.
Not connected yet? Your agent sends you a link to sign in.
What it won't do
Maito can't see anything a lead doesn't make public. A small company with no website or job posts gets a thin score, and it says so.
Questions
Against the criteria you give it, such as company size, industry and tools used. It shows each check in the summary so the rep sees why.
It suggests the rep and posts the lead in Slack. Assigning in the CRM happens when you approve it or tell it to.
Typeform and Tally can trigger a Loop by webhook. Maito then looks the lead up in HubSpot, Salesforce, Attio or Pipedrive.
