CRM

CRM is where you manage leads, contacts, and outreach context. It connects people to campaigns, emails, and engagement history so Emma can generate personalized communication and run lead-driven workflows.

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Creating a lead list

When you create a new lead list, you can configure:

• Name (required) and an optional description.
• Pipeline stages: customize stages per list. Defaults are New → Contacted → Qualified → Proposal Sent → Negotiating → Won / Lost / Churned. Each stage has a label, color, and type (active, won, lost, churned). Add, rename, or reorder to match your sales motion.
• Point of contact: assign a team member or email sender to the list. AgentWeb uses this when sending outreach.

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Lead fields

Each lead record supports the following fields out of the box.

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Custom fields

Add unlimited custom fields with the Add Field button. Custom fields are:

• Any text value.
• Searchable and filterable in list views.
• Valid targets for enrichment output (see below).

Use snake_case names for fields you’ll target with enrichment: company_size, industry, funding_stage.

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Search, filter, import, export

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Lead enrichment

Emma can research leads and fill in missing fields automatically. Common uses:

• Fill company size, industry, or funding stage on imported leads.
• Score leads against your ICP before outreach.
• Add context Emma uses later to personalize email drafts.

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Trigger enrichment

Ask Emma in Agent Mode. Examples:

• “Enrich my leads in [List Name] with company size and industry.”
• “Find the LinkedIn URL for each lead in my Outbound Q2 list.”
• “Score each lead against my ICP and add the result to a field called icp_match.”

Emma’s flow:

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Data sources

Combinable per enrichment job:

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Output fields

• Define the field names you want Emma to write to. Use snake_case (company_size, industry, funding_stage).
• Fields are created automatically if they don’t already exist.
• By default, Emma skips leads that already have the target field populated. To re-enrich, tell her to force overwrite.

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Best practices

• Always preview before executing. The 2-lead sample shows quality before the batch runs.
• Use specific output field names. Vague names like info make filtering harder later.
• Combine enrichment with filters — enrich only leads matching a condition like Company is not empty.
• After enrichment, use ICP Score and Is ICP to prioritize outreach.

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Quality notes

• Enrichment depends on public data availability. Leads with only a name and no company often return limited results.
• LinkedIn enrichment works best when a LinkedIn URL is already on the record.
• Large batches (500+ leads) can take several minutes. Emma confirms when the job is done.

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Next steps

• Connect Gmail so Emma can send personalized outreach from your address.
• Connect HubSpot to sync lead data bidirectionally.
• Performance section for channel-side metrics that pair with lead-side metrics.