CASE STUDY · PROTOTYPE
CRM Enrichment Pipeline
A Clay-style enrichment and CRM sync prototype. It enriches UK company targets, scores and bands them, and upserts the result into Zoho CRM, with live Companies House lookup.
- My role
- Sole designer and builder of the prototype.
- System status
- Prototype and proof of concept, running as a public demo on Vercel. Not a client system.
- Scope
- Two enrichment tables (company and contact), deterministic scoring and banding, and deduplicated Zoho CRM sync.
- Key constraint
- Had to be complete and demonstrable without any paid vendor credentials.
- Verifiably working
- Companies House lookup (live with an API key), deterministic scoring and HOT/WARM/COLD/EXCLUDE banding, Zoho CRM v8 upserts (live with credentials), dedupe keys, and a full audit trail.
- Mocked or unmeasured
- LinkedIn lookup and the Apollo then Hunter email waterfall are mocked layers. Companies and people are fabricated sample data. No real client data, and no throughput figures are claimed.
Overview
The pipeline models the enrichment-to-CRM pattern that tools like Clay are used for, end to end. It runs two enrichment tables, one for UK company data and one for decision-maker contacts, then scores each record and assigns it a band before syncing to a CRM.
Companies House is called live when an API key is present. The LinkedIn lookup and the Apollo then Hunter email-finding waterfall are modelled as mocked layers, so the flow is complete and demonstrable without paid vendor credentials. Zoho CRM upserts run live when credentials are present, and dedupe keys mean a repeated sync updates records rather than creating duplicates.
What it does
- Models two Clay-style enrichment tables: UK company enrichment and contact enrichment
- Calls Companies House live when the API key is present
- Models LinkedIn lookup and an Apollo then Hunter email waterfall as mocked layers
- Calculates a deterministic priority score
- Assigns automatic bands: HOT, WARM, COLD, or EXCLUDE
- Prepares and runs Zoho CRM v8 upserts when credentials are present
- Uses dedupe keys so repeated syncs update records instead of duplicating them
- Shows a full audit trail of enrichment, scoring, and CRM sync events
Stack
Why it exists
This is a portfolio proof of the enrichment-to-CRM pattern, verified locally and now running as a public demo on Vercel. It shows the scoring, banding, and deduplicated CRM sync working together, so a buyer can see the shape of the system before any real data or paid vendor sources are connected.