Two-Part Workflow for Automated Lead Enrichment & Outreach

[Michael_Frostbutter]

Lead Generation & Enrichment Workflow for MSP Business Development

As the Business Development Director for a multi-MSP portfolio, one of my biggest challenges is consistently sourcing, cleaning, and organizing new lead data across multiple regions. I wanted to share a two-part workflow I recently built in n8n that has streamlined this entire process and given me a scalable system for lead generation, enrichment, and outreach automation.

Part 1: Lead Scraping & Upload

• Starts with a form submission where I specify search terms for the type of businesses I’m looking for (e.g., Law Firm, Legal, Attorney) and a location.

• HTTP request for Apify Google Maps Scraper actor to pull company data and enriched contact information (emails, LinkedIn, etc.).

• Includes a dynamic wait step (user-specified) since large searches can take several minutes.

• Once completed, the dataset is retrieved, converted into a JSON file, and uploaded into a watched Google Drive folder.

Part 2: Cleaning & Airtable Ingestion

• A Google Drive trigger detects new files in the watched folder.

• The file is downloaded, extracted, and passed to a cleaning & formatting code node, which strips non-essential data and maps the records into an Airtable-ready schema.

• A routing node directs leads to the correct Airtable table based on business unit/territory

• Records are upserted into the LEADS base in Airtable, and a Slack success message confirms completion for each territory.

The Use Case

We operate multiple MSPs across different regions, and our sales strategy relies heavily on targeting both geographies and industries/verticals.

• This workflow allows us to organize leads by territory so each MSP business unit has its own pool of opportunities.

• At the same time, we can tag and filter by industry verticals (e.g., Legal, Medical, Manufacturing, Non-Profit, CMMC-focused clients), which lets us prioritize the more profitable markets in the MSP space.

• By combining geographic and industry-based segmentation, we can build highly targeted outreach campaigns that maximize ROI.

What This Unlocks Next

Now that I’ve centralized this data in Airtable, I can:

• Connect it directly to AI agents for automated outreach sequences.

• Enrich lead records further with additional APIs or scraping actors.

• Automate multi-channel prospecting (email, LinkedIn, etc.) directly from this database.

• Run analytics on industry profitability by region to refine targeting over time.

This has turned a previously manual, fragmented process into a repeatable and scalable lead-generation engine that also sets me up to leverage AI for outreach at scale.

[amohakam]

Interesting Michael. Just checked out Google Maps Scraper. Wondering if you could share how much it ends up costing per lead once you factor in all the Add-ons that seem like where the most intelligence would be to augment a lead.

Thank you for sharing.

[Michael_Frostbutter]

Here was a bigger run where I got 362 leads for $4.01, so a little over a penny a lead

this was will full lead enrichment

[baldguydesign]

this is tremendous work! good job sir

could this workflow take advantage of the new tables feature of n8n to avoid needing airtable?
i need to build something similar to use as a black box solution for clients and i would love to avoid the additional calls to external services.

would you be willing to share the JSON for me to start from?

[Michael_Frostbutter]

I think the data tables would work great in this workflow. I will clean the json later and share it

[baldguydesign]

thank you sir! that would be amazing and thank you so much for sharing. i am super new to this and having a base helps a ton. i have been pounding on my own similar flow and the learning curve is brutal for me (i come from the marketing world and this is very new to me)
thank you again!

[benji_oss]

Really solid setup. $4.01 for 362 enriched leads is hard to beat, and splitting it into scrape vs.
clean/ingest is smart for reliability. Personally i use Apify which has almost similar pricing.

Curious about the Airtable piece though. Once you’re pushing leads through territory routing and doing outreach, does Airtable hold up as a CRM? Things like tracking which leads got contacted, follow-up reminders, deal stages (prospect, contacted, proposal sent, closed). That’s where spreadsheet-style tools usually start to break down.

If you haven’t looked into it, a few CRMs have native n8n nodes so you can swap the Airtable node
without rebuilding the workflow: HubSpot and Pipedrive have built-in nodes, and there are community nodes for Twenty CRM and Customermates (both open-source, self-hostable). I built Customermates so I’m biased, but the n8n node was the first integration I built for exactly this kind of pipeline. Either way, the rest of your workflow would stay identical.

The penny-per-lead economics are great. Would be interesting to see what your conversion looks like once those leads move through outreach.