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CRM integration and automation

A CRM is only as useful as the data in it. I connect it to the rest of your systems, keep the records complete, and let AI take care of the writing and summarising your team never gets around to.

Tell me about your project

The problem

Contacts come in through email, forms, events and phone calls, and only some of them end up in the CRM. Records go out of date, duplicates pile up, and the sales team stops trusting the data.

Meanwhile the follow-up work, like logging a call, summarising an email thread or writing a personal message, is exactly what gets skipped on a busy day.

How I approach it

  1. Connect the inputs

    Website forms, email, calendars and other systems feed the CRM automatically.

  2. Clean and enrich

    Duplicates are merged, company data is completed from public sources, and missing fields are flagged.

  3. AI for the writing

    Summaries of email threads and calls, draft follow-ups and personal opening lines, in your tone and reviewed before anything is sent.

  4. Back to the team

    The results show up where the team already works: in the CRM, in email or in a short daily overview.

What to watch out for

  • Automation multiplies bad data. Clean up the existing records first.
  • Personal data in a CRM falls under the GDPR. Only collect and enrich what you need.
  • Messages that go out unreviewed can damage relationships. Keep a person in the loop for anything a customer sees.

Projects like this

  • Investment company
  • 2026

Lead enrichment and lead scores

The sales team spent hours every morning researching companies before they knew who to call. Now the platform collects public data on each company, a language model researches it on the web, and every lead gets a score and a short brief with sources.

  • Connectors to business registers, insolvency records, public procurement data and news.
  • A background queue enriches and scores new leads automatically.
  • The team reviews each brief and sends the approved leads to the CRM.
  1. Business registerProcurement recordsNews
  2. Enrich
  3. Web research with sources
  4. Score and brief
  5. CRM export
  • Investment company
  • 2025

A personal opening line in each newsletter

The client sends a newsletter to its business contacts, and a generic opening doesn't get much attention. Now every contact gets a short, personal opening line that refers to a recent LinkedIn post by the person or their company, or to the last email exchange.

  • The tool pulls the contact list and company data from the CRM.
  • It finds recent LinkedIn posts by each person and each company.
  • A language model writes one or two sentences per contact, in the client's tone of voice.
  1. CRM contact listLinkedIn postsLast email exchange
  2. Find a relevant topic
  3. Write the opening line
  4. Personal opening in each newsletter

Frequently asked questions

Which CRMs do you work with?

I've built integrations with HubSpot. Other CRMs with an API, such as Salesforce, Pipedrive or Microsoft Dynamics, work the same way. If yours has no API, exports and imports can work too.

Do you replace our CRM?

No. The goal is to get more out of the CRM you already have.

Can AI write emails to our customers?

It can draft them. A person reviews and sends them, at least until you're confident in the results.