Automate Visitor Follow-Up with Leadpipe and Make.com

Identifying an anonymous visitor is step one. Step two — the one that actually produces pipeline — is getting that person in front of the right human or system within seconds, automatically. A verified lead sitting in a dashboard nobody watches is a wasted lead.

That’s what Make.com is for. Leadpipe sends a webhook the instant it identifies a visitor; Make catches it and routes the data anywhere you want — CRM, Slack, email, Google Sheets, an enrichment step, a sales sequence — without writing a line of backend code. Make (formerly Integromat) is a visual automation builder, so you assemble the flow by connecting modules on a canvas.

This guide covers the webhook setup end to end, then gives you ready-to-copy scenario recipes you can build in an afternoon. If Make isn’t your tool, the same patterns work with our n8n automation guide and Zapier recipes.

Why route through Make instead of a native integration

Leadpipe ships native CRM syncs and direct integrations, and for straightforward cases you should use those. Make earns its place when your routing has logic in it:

Conditional routing — enterprise-sized accounts to an AE’s Slack, everyone else to a nurture list.
Multi-destination fan-out — one visitor event writes to the CRM and pings Slack and appends to a sheet, in parallel.
Enrichment mid-flow — call another data source, then only proceed if the contact matches your ICP.
Formatting and de-duplication — reshape fields, normalize titles, skip existing contacts before they hit your CRM.

In one sentence: Use native integrations for simple point-to-point syncs; use Make when the follow-up needs branching, filtering, or more than one destination.

How the Leadpipe → Make connection works

The whole thing rides on one webhook. Here’s the data flow:

A visitor is identified on your site by Leadpipe’s identification pixel.
Leadpipe fires a webhook — a JSON payload with the person and visit data — to a URL you control.
Make’s Custom Webhook module receives it and starts a scenario.
Your scenario’s modules route, filter, enrich, and deliver the data.

A typical identified-visitor payload includes the fields you’ll map downstream: full name, verified work email, company, job title, LinkedIn URL, and the pages viewed with timestamps. (Field names in your account are shown on the webhook config screen — always map from what you see there.)

Step-by-step: connect Leadpipe to Make

Step 1 — Create the webhook in Make

In Make, create a new scenario and add the Webhooks → Custom webhook module as your trigger. Click Add, name it something like “Leadpipe identified visitor,” and Make generates a unique URL. Copy it.

Step 2 — Add the webhook to Leadpipe

In your Leadpipe dashboard, open the webhooks/integrations settings and paste the Make URL as a new webhook destination. Save it. For the full anatomy of the payload and delivery behavior, the visitor identification API developer guide is the reference.

Step 3 — Trigger a test event

Back in Make, click Run once so the webhook listens. Then trigger a test identification (visit your own site in a way that identifies, or use Leadpipe’s test/send-sample option if available). Make captures the payload and — critically — learns the data structure so every field becomes mappable in later modules.

Step 4 — Build your routing logic

With the structure captured, add modules after the webhook: a router, filters, a CRM module, a Slack module, whatever the recipe needs. Map fields from the webhook output into each.

Step 5 — Turn the scenario on

Set a schedule (for webhooks, “immediately” / instant is what you want) and toggle the scenario ON. It now runs every time Leadpipe identifies a visitor.

Try Leadpipe free with 500 leads →

Ready-to-copy Make scenarios

Recipe 1 — Instant Slack alert for ICP visitors

Goal: ping the right channel the moment a good-fit account is on-site.

Webhook (Leadpipe identified visitor)
→ Filter: continue only if company size / title matches your ICP (e.g., title contains “VP”, “Director”, “Head of”)
→ Slack – Create a message: post name, title, company, and the pages viewed to #website-visitors

This is the fastest ROI flow — reps act while the account is live. Pair it with the playbook in what to do when someone visits your pricing page. If your team lives in Teams instead of Slack, mirror this with our Microsoft Teams alerts setup.

Recipe 2 — Create or update a CRM contact (with dedupe)

Goal: log every identified visitor without creating duplicates.

Webhook
→ CRM – Search for a contact by email
→ Router:
- Route A (no match): Create contact, set source = “Leadpipe visitor,” add the visited pages to a note field.
- Route B (match found): Update the existing contact, append a “returned to site” timestamp.

Deduping in Make keeps your CRM clean instead of pushing the mess downstream.

Recipe 3 — Route by deal size to the right owner

Goal: enterprise-fit visitors go to an AE; SMB-fit go to a nurture list.

Webhook
→ Router with two filtered paths:
- Enterprise filter (company size above threshold): assign to AE, DM them in Slack, create a high-priority task.
- SMB filter: add to a marketing list / email nurture sequence.

Recipe 4 — Enrich, then decide

Goal: only act on visitors that pass a second-source check.

Webhook
→ HTTP / enrichment module: look up extra firmographics
→ Filter: proceed only if industry / revenue matches
→ CRM + Slack as above

Because Leadpipe matches deterministically, the identity entering your enrichment step is already verified — you’re enriching a real person, not chasing a probabilistic guess through a multi-step scenario.

Recipe 5 — Log everything to Google Sheets

Goal: a lightweight, always-on record of identified traffic for analysis.

Webhook
→ Google Sheets – Add a row: name, email, company, title, LinkedIn, pages, timestamp

Great for a quick pipeline audit or feeding a weekly review before you commit to heavier CRM automation.

Recipe selector

If you want to…	Build this recipe	Key modules
Alert reps in real time	Recipe 1	Webhook → Filter → Slack
Keep CRM clean and current	Recipe 2	Webhook → Search → Router → CRM
Route by fit/size	Recipe 3	Webhook → Router → CRM/list
Gate on a second data source	Recipe 4	Webhook → HTTP → Filter
Keep a simple running log	Recipe 5	Webhook → Sheets

Troubleshooting

Scenario didn’t fire. Confirm the webhook URL in Leadpipe matches Make’s exactly, and that the Make scenario is toggled ON (not just in “Run once” test mode).
Fields are empty downstream. You mapped before Make learned the structure. Re-run the webhook with a real test event so all fields appear, then re-map.
Duplicate CRM records. Add the Search → Router dedupe step from Recipe 2 before any Create module.
Too many alerts. Tighten the Filter — require ICP title and a high-intent page, not just any visit.

In one sentence: Ninety percent of Make issues are one of two things — the scenario is off, or you mapped fields before capturing a real sample.

FAQ

Do I need to know code to connect Leadpipe to Make?

No. Make is a visual, no-code canvas — you connect modules and map fields with clicks. The only “technical” step is pasting a webhook URL between the two apps. For teams that do want raw API access, the visitor identification API guide and B2B identity resolution API guide cover the developer path.

How fast does the automation run after someone is identified?

Effectively real time. Leadpipe fires the webhook on identification, and a Make scenario set to instant execution runs within seconds — fast enough to alert a rep while the visitor is still on your site.

Make.com vs Zapier vs n8n — which should I use for Leadpipe?

They all catch the same webhook; pick on preference and scale. Make is strong for visual multi-branch scenarios and cost-efficient at volume, Zapier is the simplest for point-to-point flows (Zapier recipes), and n8n is best if you want self-hosted control (n8n guide).

Can I send identified visitors to more than one place at once?

Yes — that’s a core reason to use Make. A single webhook trigger can fan out through a Router to your CRM, Slack, and a spreadsheet in parallel, each with its own filters and field mapping.

Start routing your visitors automatically

The gap between “we identified a visitor” and “a rep followed up in time” is where most pipeline leaks. Make closes it: one webhook, a canvas of routing logic, and every identified visitor lands exactly where it needs to — instantly.

Leadpipe gives you the verified, person-level events to route. Connect it to Make and put your follow-up on autopilot.

Try Leadpipe free — 500 identified leads, no credit card required.