n8n Workflow: Score & Route B2B Leads with Google Sheets + Gmail

Score and route every B2B lead automatically—using Google Sheets + Gmail

This n8n workflow captures website lead and demo-request payloads via webhook, enriches company context, scores urgency, and routes the result to the right Gmail alerts—while logging a full audit trail in Google Sheets.

What this workflow does

• Receives structured lead requests through a webhook so the complete routing path runs from one input payload.
• Normalizes key fields including contact details, company information, source, message, budget, and requested timeline, then prepares scoring inputs and initial ownership.
• Validates contact availability early: if usable contact details are missing, it returns a clear “missing-contact” response before any enrichment or notification work runs.
• Enriches using submitted company page content (when provided) to produce deterministic signals such as company/intent/source-quality and urgency.
• Appends an audit row to Google Sheets containing the normalized lead, score, priority, owner, SLA deadline, and context fields for reporting and replay.
• Routes leads into separate Gmail alerts for hot, review-queue, and normal categories, including recommended action and follow-up angle.
• Performs executive-escalation checks and sends an additional alert when the criteria are met.
• Returns a structured success response to the original webhook requester.

Use cases

• Turn website form and demo-request submissions into SLA-ready follow-up instructions with consistent scoring and ownership.
• Ensure fast routing for high-urgency B2B leads while keeping lower-priority leads in a review queue.
• Maintain a Google Sheets audit log for performance tracking, replay, and operational transparency.
• Trigger executive escalation for leads that meet predefined criteria.

Technical details

• Webhook entry: “When Lead Submitted Webhook” to accept lead payloads and run the full path in one request.
• Core logic: if, set, and code for normalization, validation, and scoring-related decisions.
• Outbound notifications: gmail for hot/review/normal routing and optional executive alerts.
• Flow control: switch to route based on lead score/priority/urgency signals.

Setup tip: import into n8n, configure the webhook test URL in the “When Lead Submitted Webhook” node, keep the workflow inactive until sample cases pass, and connect your Google Sheets credential for “Append Audit Row in Sheets”.