Score and route leads with Clearbit, Mattermost and Trello

Description

Lead Scoring Pipeline with Mattermost and Trello

This workflow automatically enriches incoming form-based leads, calculates a lead-score from multiple data points, and then routes high-value prospects to a Mattermost alert channel while adding all leads to Trello for further handling. It centralizes lead intelligence and streamlines sales team triage—no manual spreadsheet work required.

Pre-conditions/Requirements

Prerequisites
n8n instance (self-hosted or n8n cloud)
ScrapeGraphAI community node installed
Active Trello and Mattermost workspaces
Lead-capture form or webhook that delivers JSON payloads

Required Credentials
Trello API Key & Token** – Access to the board/list where cards will be created
Mattermost Access Token** – Permission to post messages in the target channel
(Optional) Clearbit / Apollo / 3rd-party enrichment keys** – If you replace the sample enrichment HTTP requests

Specific Setup Requirements
| Variable | Purpose | Example Value |
|-------------------------|-------------------------------------------|------------------------|
| MM_CHANNEL_ID | Mattermost channel to post high-score leads | leads-alerts |
| TRELLO_BOARD_ID | Board where new cards are added | 62f1d… |
| TRELLO_LIST_ID_HOT | Trello list for hot leads | Hot Deals |
| TRELLO_LIST_ID_BACKLOG| Trello list for all other leads | New Leads |
| LEAD_SCORE_THRESHOLD | Score above which a lead is considered hot| 70 |

How it works

This workflow grabs new leads at a defined interval, enriches each lead with external data, computes a custom score, and routes the lead: high-scorers trigger a Mattermost alert and are placed in a “Hot Deals” list, while the rest are stored in a “Backlog” list on Trello. All actions are fully automated and run unattended once configured.

Key Steps:
Schedule Trigger**: Runs every 15 minutes to poll for new form submissions.
HTTP Request – Fetch Leads**: Retrieves the latest unprocessed leads from your form backend or CRM API.
Split In Batches**: Processes leads 20 at a time to respect API rate limits.
HTTP Request – Enrich Lead**: Calls external enrichment (e.g., Clearbit) to append company and person data.
Code – Calculate Score**: JavaScript that applies weightings to enriched attributes and outputs a numeric score.
IF – Score Threshold**: Branches flow based on LEAD_SCORE_THRESHOLD.
Mattermost Node**: Sends a rich-text message with lead details for high-score prospects.
Trello Node (Hot List)**: Creates a Trello card in the “Hot Deals” list for high-value leads.
Trello Node (Backlog)**: Creates a Trello card in the “New Leads” list for everyone else.
Merge & Flag Processed**: Marks leads as processed to avoid re-processing in future runs.

Set up steps

Setup Time: 10–15 minutes

Import the Workflow: Download the JSON template and import it into n8n.
Create / Select Credentials:
Add your Trello API key & token under Trello API credentials.
Add your Mattermost personal access token under Mattermost API credentials.
Configure Environment Variables: Set MM_CHANNEL_ID, TRELLO_BOARD_ID, TRELLO_LIST_ID_HOT, TRELLO_LIST_ID_BACKLOG, and LEAD_SCORE_THRESHOLD in n8n → Settings → Environment.
Form Backend Endpoint: Update the first HTTP Request node with the correct URL and authentication for your form or CRM.
(Optional) Enrichment Provider: Replace the sample enrichment HTTP Request with your chosen provider’s endpoint and credentials.
Test Run: Execute the workflow manually with a sample payload to ensure Trello cards and Mattermost messages are produced.
Activate: Enable the workflow; it will now run on the defined schedule.

Node Descriptions

Core Workflow Nodes:
Schedule Trigger** – Triggers workflow every 15 minutes.
HTTP Request (Fetch Leads)** – Pulls unprocessed leads.
SplitInBatches** – Limits processing to 20 leads per batch.
HTTP Request (Enrich Lead)** – Adds firmographic & technographic data.
Code (Calculate Score)** – JavaScript scoring algorithm; outputs score field.
IF (Score ≥ Threshold)** – Determines routing path.
Mattermost** – Sends formatted message with lead summary & score.
Trello (Create Card)** – Adds lead as a card to the appropriate list.
Merge (Flag Processed)** – Updates source system to mark lead as processed.

Data Flow:
Schedule Trigger → HTTP Request (Fetch Leads) → SplitInBatches
→ HTTP Request (Enrich Lead) → Code (Calculate Score) → IF
IF (Yes) → Mattermost → Trello (Hot List)
IF (No) → Trello (Backlog)
Both branches → Merge (Flag Processed)

Customization Examples

Adjust Scoring Weights
// Code node: adjust weights to change scoring logic
const weights = {
industry: 15,
companySize: 25,
jobTitle: 20,
intentSignals: 40
};

Dynamic Trello List Mapping
// Use a Lookup table instead of IF node
const mapping = {
hot: 'TRELLO_LIST_ID_HOT',
cold: 'TRELLO_LIST_ID_BACKLOG'
};
items[0].json.listId = mapping[items[0].json.segment];
return items;

Data Output Format

The workflow outputs structured JSON data:

{
"leadId": "12345",
"email": "[email protected]",
"score": 82,
"priority": "hot",
"trelloCardUrl": "https://trello.com/c/abc123",
"mattermostPostId": "78yzk9n8ppgkkp"
}

Troubleshooting

Common Issues
Trello authentication fails – Ensure the token has write access and that the API key & token pair belong to the same Trello account.
Mattermost message not sent – Confirm the token can post in the target channel and that MM_CHANNEL_ID is correct.

Performance Tips
Batch leads in groups of 20–50 to avoid enrichment API rate-limit errors.
Cache enrichment responses for repeat domains to reduce API calls.

Pro Tips:
Add a second IF node to send ultra-high (>90) scores directly to an account executive via email.
Store raw enrichment responses in a database for future analytics.
Use n8n’s built-in Execution Data Save to debug edge-cases without rerunning external API calls.