af. Alessio Ferraro
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PORTFOLIO PROJECT / B2B BUSINESS SIMULATION

FlowPilot.

Lead intake, AI qualification and automated nurturing in one connected system.

FlowPilot is a portfolio automation project built to show how I design CRM-first systems that connect form capture, AI qualification, lead routing, follow-up tasks and nurture workflows across HubSpot and Make.

HubSpotMakeOpenAI APIGmailWebhooks
View scenario 1 View scenario 2
00Full intake scenario: validation, HubSpot contact, AI qualification and three routing paths.
PROJECT TYPE
Portfolio project / business simulation
FOCUS
Marketing Automation, CRM, RevOps
TOOLS
HubSpot, Make, OpenAI API, Gmail, Webhooks
SCOPE
Lead intake, qualification, routing, nurture
01 / THE PROBLEM

What problem
FlowPilot solves

When inbound requests are reviewed and followed up inconsistently, a ready-to-buy lead can wait while an exploratory enquiry gets immediate sales attention.

FlowPilot handles this by capturing each request, evaluating its context, recording the result in HubSpot and assigning the appropriate next step. Some leads need a sales task. Others need time and useful follow-up.

02 / SYSTEM OVERVIEW

How the system works

Two scenarios share one HubSpot contact record. Qualification sets the next action; the nurture scenario reads and advances the same CRM state.

  1. 01

    Capture

    A demo form sends contact details and the business need to a Make webhook.

  2. 02

    Qualify

    Valid submissions create or update a contact. AI evaluates the supplied context and returns structured qualification.

  3. 03

    Route

    Score thresholds select high, medium or low priority, with an explicit action for each branch.

  4. 04

    Act

    HubSpot records sales tasks or nurture state. A scheduled scenario sends nurture emails and advances the contact.

SCENARIO 1Lead intake & AI qualification
HubSpot contact
Qualification + nurture state
SCENARIO 2Automated lead nurturing
03 / SCENARIO 1

Lead intake &
AI qualification

This scenario captures inbound demo requests, validates the lead, creates or updates the HubSpot contact, runs AI-based qualification and decides what should happen next.

01Demo request capturedThe form collects contact details, company context and the business need.

This high-priority test submission describes an active CRM and automation need. It is sample data for the portfolio simulation.

02Demo form submitted with the high-priority test lead’s role, company and business need.
02Webhook capture and validationMake receives the form data and branches between valid and invalid requests.

The validation router allows valid submissions to continue. The invalid branch is configured to return a 422 webhook response.

03The webhook receives the form fields as a structured data bundle in Make.
03Create or update the HubSpot contactThe valid request is written to HubSpot before AI qualification.

The Create / Update Contact module places the contact in the CRM first. The overview shows it between validation and the OpenAI module.

01High-priority test run: the request reaches the sales-task branch.
04AI lead qualificationThe OpenAI API evaluates role, company context, stated need and readiness.

The captured AI output contains score, priority and reason. The illustrated high-priority test returns 95 and High; these are qualification values, not performance metrics.

04OpenAI API qualification returns a score of 95, High priority and a reason for the test lead.
05Save qualification data in HubSpotThe score, priority and qualification summary remain available on the contact.

The Save AI Qualification module writes the result back to HubSpot. The workflow also records an AI Recommended Action property when applying the next action; the captured AI response itself has three fields.

07The HubSpot contact shows High priority, score 95 and the follow-up task in its activity feed.
06Route by lead scoreRules select an urgent task, a standard task or the nurture path.
HIGH · SCORE ≥ 75

Urgent HubSpot follow-up task.

MEDIUM · SCORE 45–74

Standard HubSpot follow-up task.

LOW · SCORE < 45

Activate the nurture sequence.

05The high-priority filter checks whether the returned score is at least 75.
11The low-priority route checks whether the score is below 45.
07HubSpot outcomeThe qualification context and next action are visible in the CRM.

The high-priority test creates a task due the following day, with the score and qualification reason in its notes. The task appears on the associated contact’s activity feed.

06Make creates the high-priority HubSpot task with the qualification context and a next-day due date.
07The HubSpot contact shows High priority, score 95 and the follow-up task in its activity feed.
THE CONNECTION BETWEEN SCENARIOS

Low priority enters nurture.

The second test returns score 15 and Low priority. The routing branch sets Nurture Status to Active, Nurture Step to 1 and records the nurture action in HubSpot. Those properties connect the intake scenario to the scheduled workflow.

12The HubSpot update records the nurture action, sets Nurture Status to Active and Nurture Step to 1.
04 / SCENARIO 2

Automated lead nurturing

This scenario handles lower-priority leads by sending timed nurture emails and updating progress in HubSpot after each step.

14The daily nurture scenario routes contacts to one of three emails, then updates HubSpot.
01Find nurture-ready contactsThe scheduled Make scenario runs daily and searches HubSpot for contacts due for a nurture touchpoint.

The scenario is scheduled for 08:00. Eligibility is driven by the contact’s nurture state and next send date.

15The first nurture test run sends Email 1 and executes the update to Step 2.
02Route by nurture stepThe current Nurture Step property selects the appropriate email stage.

The captured run matches Nurture Step = 1. The other branches are configured for steps 2 and 3.

16The router selects the first email when the HubSpot Nurture Step property equals 1.
03Send the nurture emailGmail sends the message configured for that stage.

The first email introduces practical lead follow-up ideas. The screenshots show the module output and the message received in Gmail.

17The Gmail module sends the first nurture email and returns its message and thread identifiers.
18The first nurture email received in Gmail, with the intended subject and message.
04Advance nurture progress in HubSpotAfter sending, the contact’s step and next send date are updated in the CRM.

The captured record shows Nurture Status: Active, Nurture Step: 2 and a new Nurture Next Send Date. The next run reads that saved state.

19After Email 1, HubSpot shows Active status, Step 2 and the next send date.
05Complete the sequenceThe final branch sends Email 3 and updates the contact through Complete Nurture Sequence.

The overview shows the configured third-email completion branch. The supplied execution evidence demonstrates the first email and advancement to Step 2.

14The daily nurture scenario routes contacts to one of three emails, then updates HubSpot.
05 / VISUAL EVIDENCE

Implementation evidence

Explore the original screenshots showing how the system was configured and tested across the two scenarios and their outputs.

Lead intake & AI qualification12 screenshots
Original screenshots · numbered within each group
00Full intake scenario: validation, HubSpot contact, AI qualification and three routing paths.
01High-priority test run: the request reaches the sales-task branch.
02Demo form submitted with the high-priority test lead’s role, company and business need.
03The webhook receives the form fields as a structured data bundle in Make.
04OpenAI API qualification returns a score of 95, High priority and a reason for the test lead.
05The high-priority filter checks whether the returned score is at least 75.
06Make creates the high-priority HubSpot task with the qualification context and a next-day due date.
08A second form submission tests exploratory interest without an active project or timeline.
09The low-priority test run follows the branch that starts lead nurturing.
10The second AI result returns score 15, Low priority and the qualification reason.
11The low-priority route checks whether the score is below 45.
12The HubSpot update records the nurture action, sets Nurture Status to Active and Nurture Step to 1.
Automated lead nurturing04 screenshots
Original screenshots · numbered within each group
14The daily nurture scenario routes contacts to one of three emails, then updates HubSpot.
15The first nurture test run sends Email 1 and executes the update to Step 2.
16The router selects the first email when the HubSpot Nurture Step property equals 1.
17The Gmail module sends the first nurture email and returns its message and thread identifiers.
HubSpot records03 screenshots
Original screenshots · numbered within each group
07The HubSpot contact shows High priority, score 95 and the follow-up task in its activity feed.
13The low-priority contact stores the AI score, qualification summary and recommended nurture action.
19After Email 1, HubSpot shows Active status, Step 2 and the next send date.
Email output01 screenshots
Original screenshots · numbered within each group
18The first nurture email received in Gmail, with the intended subject and message.
06 / IMPLEMENTATION

Technical breakdown

CRM
HubSpot

Central contact record, qualification properties and follow-up tasks.

AUTOMATION
Make

Orchestration, validation, branching and the daily nurture schedule.

AI
OpenAI API

Structured qualification of the business context supplied in the form.

MESSAGING
Gmail

Delivery of the nurture email selected by the current step.

INTEGRATION
Webhooks & APIs

Webhook-based form capture and API-connected services through Make.

DATA LOGIC
Properties & rules

Score thresholds, routing decisions and CRM-based nurture state across scheduled runs.

07 / CAPABILITIES IN PRACTICE

What this project demonstrates

FlowPilot shows how the process, CRM data and automation logic work together in one system.

  • CRM-first automation design
  • Lead lifecycle thinking
  • AI-assisted qualification logic
  • Process design and routing
  • CRM state management
  • API / webhook-based automation
  • Business requirements translated into working logic
CONTINUE THE CONVERSATION

Interested in how I build
systems like this?

FlowPilot is one example of how I turn business requirements into connected CRM and automation systems.

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