Zapier + ChatGPT inbound lead summarizer (L1)
When a demo request comes in, Zapier sends the company website + form responses to ChatGPT, gets back a 5-line account brief (what they do, likely use case, 2 discovery questions), and posts it to Slack before the AE picks up the phone. Your first real AI-in-the-loop workflow.
The steps
- 01
Trigger on new demo request
Tool: Zapier
In Zapier, create a new Zap. Trigger: "New Form Submission" from HubSpot/Marketo/Webflow/Typeform (whichever your demo form lives in). Test the trigger so you can see the actual field payload. Owner: RevOps. Time: 15 minutes. Pitfall: triggering on every form (newsletter, contact-us), you'll burn OpenAI credits. Filter to "Form Name = Request a Demo". DoD: Zap shows a real test submission with name, email, company, website fields.
- 02
Scrape the website
Tool: Zapier
Add a Zapier built-in action: "Formatter > Utilities > Extract URL" then a second "Webhooks > GET" against the company website. (Or use the Apify/Scrapingbee Zapier integration for cleaner HTML-to-text.) Grab the home page text and trim to 2000 characters. Owner: RevOps. Pitfall: scraping JS-heavy SPAs returns empty strings, fall back to the company's LinkedIn /about page if main site is empty. DoD: the step output contains real prose about the prospect's business.
- 03
Summarize with ChatGPT
Tool: ChatGPT
Add "ChatGPT (OpenAI)" action in Zapier. Model: gpt-4o-mini (cheap + fast). Prompt: "You are a sales engineer. From this website text and form answers, produce: (1) one-sentence what-they-do, (2) most likely use case for our product [insert your product], (3) 2 specific discovery questions referencing their actual business, (4) one risk or red flag if visible. Be concrete, no generic SaaS talk." Pass website text + form fields as variables. Owner: RevOps. Cost: ~$0.001 per summary. Pitfall: forgetting to set max_tokens (300 is plenty), costs balloon on long sites. DoD: test output looks like a real human brief, not corporate boilerplate.
- 04
Post to the right AE
Tool: Slack
Final Zapier action: Slack > Send Direct Message to the assigned AE (look up by round-robin or territory in a HubSpot lookup step). Include: prospect name, company, meeting time, the AI brief, and a link to the deal record. Bonus: also post in #inbound-firehose for the manager to skim. Owner: RevOps. Pitfall: posting in a public channel only, AEs miss it. DM is non-negotiable. DoD: AE confirms they received the brief and used at least one discovery question on the call.
Tools in this playbook
Next playbooks
Unfamiliar terms are defined in the AI and Revenue Dictionary. Related frameworks live in the framework library.