Build with Catalyst: Lead enrichment with CRM Event Listeners (and SmartBrowz)

For our next use case in the Build with Catalyst series, we'll look at how you can quickly build a Lead Enrichment flow with Catalyst CRM Event Listeners.

Check out our previous posts in the series to learn:

• How you can build an AI-based lead scoring engine using Catalyst Quick ML
• How you can build a crawler for ecommerce using Catalyst SmartBrowz
• How you can migrate your app from another platform to AppSail
• How you can build and host LMS on Catalyst AppSail using popular development frameworks

Now, let's get started!

What can you do with CRM Event Listeners?

CRM Event Listeners is an event bus service that can be implemented to listen to events in Zoho CRM and trigger custom and configured workflows. CRM Event Listeners does not utilize webhook calls from your Zoho CRM license plan. As an event bus service, it listens to configured events in CRM and triggers targeted functions upon event occurrence.

Check out our post on how to automate your sales incentive flow from Zoho CRM to learn how you can bridge Zoho CRM with your desired payroll software.

Lead Enrichment with CRM Event Listeners

It is imperative to make informed decisions at every step of the CRM journey. One crucial aspect of informed decision making is Lead Enrichment. You cannot make informed decisions if you do not have all the necessary information available and readily accessible. The information must also be up to date.

Say you run a recruitment agency and are looking at potential prospects. Before you pursue a lead, you need to know what field of work they're in and which platforms they are active on, along with details about their career journey, interests, and more. This helps you approach leads in a more prepared manner and address their needs more precisely.

You'll also want to know about the latest news, updates, announcements, and more in order to prioritize your leads and build a data-driven approach. There's a way to achieve this using Catalyst CRM Event Listeners combined with Catalyst SmartBrowz. 

Catalyst components needed:

CRM Event Listeners
Event Functions
SmartBrowz
Data Store
Connectors (Python, Java, Node JS)

Steps to take:

1. Set up a CRM Event Listener in Catalyst that identifies new lead addition events in Zoho CRM.
2. Write an Event Function to extract lead details, such as web links, name, and org name.
3. Write a Browser Logic function in SmartBrowz to scrape the web for any news, updates, and announcements that might be linked to the extracted information. All the extracted information will be pushed to Data Store and updated in your CRM.
4. Use Connectors to get all the necessary tokens to make the required API calls.

You can follow a similar workflow for multiple use cases in Zoho CRM. Get creative, automate efficiently, and save on your webhook call usage.

Soon, we'll bring Event Listeners for multiple Zoho products. This will open up a world of possibilities to you, help you save on API call consumption, and make it easier for you to manage and trigger desired actions from one place.

Feel free to share your thoughts in the comments section or get an in-depth one-on-one session. We will come back next week with another exciting use case. Stay tuned to this space to see how you can take full advantage of Catalyst and its capabilities.