Automate Your CRM Workflows with Make (Formerly Integromat)

Some automation needs are simple enough for a straight line: event A fires action B. Many are not. When a lead arrives from different sources and needs to route differently based on what those sources contain, or when you need to pull data from a third-party API before updating a contact record, or when a failed action needs to retry and notify someone simultaneously, a linear automation tool is not enough. Make (formerly Integromat) is built for exactly these scenarios. Connect it to LeadExploder via webhooks and you can build visual, multi-step, multi-branch scenarios that handle the complex routing your business actually requires.

What this integration does

Make connects to LeadExploder using LeadExploder’s webhook endpoint and outbound webhook actions. When an event fires in LeadExploder, the system posts the event data to a Make webhook URL. Make receives the payload and runs whatever scenario you’ve built: routing through branches, calling external APIs, transforming data formats, writing back to LeadExploder through its API, and triggering actions in any of Make’s 1,500-plus app connectors.

LeadExploder connects to Make via its inbound webhook URL and outbound webhook trigger, rather than as a named app in Make’s connector directory. In Make, you use the Webhooks module to receive data from LeadExploder and the HTTP module (with your LeadExploder API key as the authorization header) to write data back to LeadExploder. This approach gives you full flexibility: you can pass any data LeadExploder exposes and call any LeadExploder API endpoint from within your Make scenario.

The combination works well for businesses that already use Make for connecting other tools and want to add LeadExploder as a data source or destination within a larger automation architecture.

What you can do with Make + LeadExploder

• Build multi-branch scenarios that route leads differently based on source, service type, zip code, or any custom field
• Pull data from external sources (property databases, lookup APIs, Google Sheets) and push it into LeadExploder contact records as enrichment
• Transform and reformat data between apps without code using Make’s built-in data tools and functions
• Build error-handling paths so failed actions retry automatically or notify your team rather than silently dropping data
• Schedule complex data syncs between LeadExploder and industry-specific back-office systems on a timed interval
• Trigger multi-app chains from a single LeadExploder event: update a CRM, log a row in a spreadsheet, post a Slack alert, and send an email confirmation, all from one scenario

How to set this up

1. In Make, create a new scenario. Add a Webhooks module and select “Custom webhook” as the module type. Make generates a unique webhook URL for this scenario. Copy it.
2. In LeadExploder, go to Settings > Integrations > Webhooks and click “Add Outbound Webhook.” Paste the Make webhook URL into the endpoint field. Select the trigger event you want to send: New Contact, Appointment Booked, Pipeline Stage Changed, Tag Added, or another available event.
3. Back in Make, click “Run once” to put the scenario in listening mode. In LeadExploder, trigger the event manually (create a test contact or fire a test webhook). Make captures the incoming data and displays the payload structure so you can see every field available for use in the scenario.
4. Add your action modules after the Webhook trigger. Use Make’s native app connectors where available (Google Sheets, Slack, Gmail, QuickBooks, etc.) or use the HTTP module for any app without a native connector.
5. Add Router modules where you need conditional branching. Set filter conditions on each branch. For example: route to branch A if contact.source equals “Google Ads,” route to branch B if contact.source equals “Facebook,” route to branch C for everything else.
6. For writing data back to LeadExploder from Make, add an HTTP module. Set the method to POST (or PATCH for updates), set the URL to the relevant LeadExploder API endpoint, and set the Authorization header to Bearer [your LeadExploder API key]. Refer to the LeadExploder API documentation for the available endpoints and the expected request body format.
7. Test the complete scenario using Make’s run-once mode. Trigger a real event in LeadExploder and step through each module in Make to confirm that data flows correctly through every branch.
8. Activate the scenario for continuous operation. Set the scheduling interval to immediate (every 15 minutes or instantly on webhook trigger, depending on your Make plan).

Workflows this enables

Multi-source lead routing with conditional logic

A mortgage company receives leads from Zillow, Facebook Lead Ads, their website contact form, and referral partner emails. Each source requires entirely different handling: Zillow leads route to a specific loan officer and need a Salesforce record created alongside the LeadExploder contact. Facebook leads route to a junior team member and skip Salesforce. Website leads route based on the loan type selected in the form. Referral leads need a thank-you email sent to the referring partner in addition to the standard follow-up for the new contact. A single Make scenario with a Router module handles all four branches from one LeadExploder webhook. Without Make’s branching capability, four separate workflows would each need to be built and maintained independently. With Make, the routing logic lives in one scenario that is easy to audit and update.

Contact enrichment before the lead enters the pipeline

A home services company wants every new lead enriched with property data before follow-up begins. When LeadExploder fires a webhook for a new contact, Make calls a property data API using the contact’s address. The API returns the home’s square footage, year built, estimated value, and roof material. Make then calls the LeadExploder API via an HTTP POST to update the contact’s custom fields with that enrichment data. Only after the enrichment is complete does the contact enter the follow-up sequence, which can reference the home size and estimated property value in its messaging. Without enrichment, every lead gets the same generic opener. With it, the message can open with a relevant reference to the property that makes it feel tailored even though it is automated.

No-show rebooking with appointment-type conditional logic

When a LeadExploder appointment is marked as a no-show, a webhook fires to Make. Make checks the appointment type field: if it is an initial consultation, one sequence fires (a reschedule offer message plus a value-add resource link). If it is a follow-up appointment, a different sequence fires (a direct calendar link plus a phone call task assigned to the office). If Make detects this is the second no-show for the same contact (checked against a Make data store that tracks previous no-show events), an escalation path triggers instead: the contact is tagged “repeat no-show” in LeadExploder and a manager notification fires via Slack. LeadExploder’s native workflows are linear and cannot read historical event data to modify behavior. Make handles the conditional branching and stateful logic that linear automation cannot support.

Frequently asked questions

How is Make different from Zapier for this integration?

Zapier is the faster option to set up and works well for linear, one-to-one automations: a trigger in one app fires a single action in another. Make is built for scenarios with multiple branches, loops, error handling paths, and complex data transformation. Make also prices on operations (individual module executions) rather than tasks, which often makes it more cost-effective at high automation volume. If your use case is straightforward (new LeadExploder contact creates a row in a spreadsheet), use Zapier. If you have conditional routing, multi-app chains, data enrichment, or stateful logic requirements, Make is the more appropriate tool.

Do I need developer knowledge to use Make with LeadExploder?

Make is a visual builder and requires no coding for most scenarios. Scenarios that use Make’s HTTP module to call the LeadExploder API directly require basic familiarity with API concepts: how authentication headers work, what JSON structure looks like, and how HTTP methods (GET, POST, PATCH) differ. If you have used Zapier with custom webhooks before, Make’s learning curve is manageable with a few hours of exploration. For scenarios that go beyond LeadExploder’s native Workflow builder but fall short of requiring a developer to build a custom integration, Make covers the vast majority of real-world use cases.

Can Make trigger actions inside LeadExploder, or only receive data from it?

Both. Make can receive data from LeadExploder via webhooks (LeadExploder pushes event data to Make) and Make can write back to LeadExploder using LeadExploder’s REST API via Make’s HTTP module. API write actions include creating contacts, updating contact fields, adding tags, changing pipeline stages, logging notes, and sending messages. This means Make can function as a middle layer that both receives from and writes to LeadExploder, transforming or enriching data between the two movements based on conditions you define in the scenario.

Complex workflows deserve a better tool than copy-paste. Book a demo to walk through your specific automation requirements and see whether Make or LeadExploder’s native Workflow builder is the right fit.