Two-Part Workflow for Automated Lead Enrichment & Outreach
Google Maps 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 the entire process and provided me with 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 (e.g., Law Firm, Legal, Attorney) and a location. - Runs an 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.