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.

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.

10 comments