Client: Spherion
Industry: Lead Generation & Sales Automation
Tools Used: Make.com, ZoomInfo, Filestack, Shotstack, Google Sheets

Overview

This project is an automated lead & video generation process involving industry specific lead sourcing and personalised sales videos production enhancing outreach efforts. We built three distinct automation scenarios using Make.com to streamline lead sourcing, video production, and team notifications.

Challenges

The client faced the following challenges before the automation was implemented:

• Manual lead sourcing: Filtering and managing leads from ZoomInfo based on location, company size, and industry was time-consuming.
• Complex video creation: Recording a company’s careers page and embedding personalised video content required extensive manual effort.
• Lack of integration: Video production updates were not centralised, leading to delays in team notifications.

Solution

We created three automation scenarios using Make.com to resolve these challenges:

1. Scenario 1: Automated Lead Generation from ZoomInfo
   • Lead filtering: Leads were automatically sourced from ZoomInfo based on specific criteria—initially by location and company size, and secondarily by industry. This ensured the client received high-quality leads tailored to their target market.
   • Data transfer: The leads were sent via a webhook and populated in Google Sheets for easy access and management.
2. Scenario 2: Automated Video Creation for Sales Outreach
   • Careers page recording: The automation captured recordings of companies’ careers pages.
   • Personalised sales videos: Using Filestack and Shotstack, we embedded the salesperson’s talking head video into the corner of the careers page recording. This personalised touch enhanced the client’s sales outreach efforts.
   • Google Sheets integration: The video details and relevant lead information were recorded in Google Sheets for tracking and future reference.
3. Scenario 3: Team Notification & Video Availability
   • Video completion notifications: Once the video was ready, the automation notified the team, ensuring they were informed as soon as the personalised video was available.
   • Centralised data: The video, along with all associated company data, was stored in Google Sheets, providing a single source of truth for the sales team.

Implementation Process

1. Initial Setup & Planning: We mapped out the client’s lead generation and sales outreach workflow to understand the necessary automations.
2. Development & Customization: Using Make.com, we developed workflows for each scenario, integrating ZoomInfo, Filestack, Shotstack, and Google Sheets.
3. Testing & Optimization: The workflows were tested to ensure leads were filtered correctly, videos were produced seamlessly, and notifications were timely.
4. Deployment & Training: The automation was deployed, and the client’s team was trained to manage the lead generation, video creation, and notification processes effectively.

Results

Quantitative Benefits:

• Time savings: The automation reduced the time spent on manual lead sourcing and video production, allowing the client’s sales team to focus on outreach.
• Improved lead quality: By automating lead filtering based on precise criteria, the client received higher-quality leads tailored to their target market.

Qualitative Benefits:

• Personalised outreach: The automated sales videos added a personal touch to the client’s outreach, improving engagement with potential leads.
• Efficient team collaboration: The centralised data in Google Sheets and automated notifications kept the team in sync, reducing delays in follow-up actions.

This case study highlights our ability to use Make.com to automate complex workflows, from lead generation to personalised video production. If you’re looking to improve your lead generation and outreach efforts, we can create a custom solution tailored to your needs.