# Lead Scoring and Routing That Researches Each Lead Source: https://maito.app/workflows/score-and-route-inbound-leads When a form is filled, Maito researches the company, checks it against your ideal customer, looks in the CRM and sends the lead to the right rep or nurture. New sign-ups and form fills get researched and sent to the right rep, or to nurture. [Sales](https://maito.app/workflows/team/sales) · When something happens · Updated October 19, 2026 Works with - Slack - Email - [HubSpot](https://maito.app/workflows/tool/hubspot) - [Salesforce](https://maito.app/workflows/tool/salesforce) - [Attio](https://maito.app/workflows/tool/attio) - [Pipedrive](https://maito.app/workflows/tool/pipedrive) ## How 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 1. Read the new lead 2. Look up the company: size, industry, tools 3. Compare with your ideal customer 4. Send to a rep with a short note, or tag for nurture ## Example Loop run: New demo request · Typeform **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 When something happens Score and route inbound leads 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 ### How does Maito score a lead? 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. ### Does it assign the lead on its own? It suggests the rep and posts the lead in Slack. Assigning in the CRM happens when you approve it or tell it to. ### Which forms can start it? Typeform and Tally can trigger a Loop by webhook. Maito then looks the lead up in HubSpot, Salesforce, Attio or Pipedrive. ## More sales workflows - [Research an account before a call Get a one-page brief on the company and the people you're meeting, without opening ten tabs. Sales · When you ask Works with Google Calendar, Microsoft 365, HubSpot, Salesforce.](https://maito.app/workflows/research-an-account-before-a-call) - [Brief every meeting automatically Every morning, get a short brief for each external meeting on your calendar. Sales · On a schedule Works with Google Calendar, Microsoft 365, HubSpot, Salesforce.](https://maito.app/workflows/brief-every-meeting-automatically) - [Draft the follow-up after a sales call Turn the call notes into a follow-up email that covers what was promised. Sales · When something happens Works with Granola, Fireflies, Gmail, Microsoft 365, HubSpot, Salesforce.](https://maito.app/workflows/draft-the-follow-up-after-a-sales-call) - [Update the CRM from a Slack thread When deal news comes up in a thread, mention Maito and the CRM gets updated. Nobody types it twice. Sales · When you ask Works with HubSpot, Salesforce.](https://maito.app/workflows/update-the-crm-from-a-slack-thread) - [Weekly pipeline review See which deals moved, which stalled, and which need you, before the pipeline meeting. Sales · On a schedule Works with HubSpot, Salesforce.](https://maito.app/workflows/weekly-pipeline-review) - [Write personal first emails to a list Give it a list of companies and get a researched first email for each one. Sales · When you ask Works with Airtable, Microsoft 365.](https://maito.app/workflows/write-personal-first-emails-to-a-list) [See all workflows](https://maito.app/workflows) ## Put your AI teammate to work. Set it up in minutes. Start with this one, and let it earn the next one. [Put Maito to work](https://maito.app/login?returnTo=%2Fworkflows%2Fscore-and-route-inbound-leads)[Book a demo](mailto:support@maito.app?subject=Maito%20demo)