Play 13 · Inbound

Speed-to-Lead with AI Voice and SMS

Speed-to-Lead with AI Voice and SMS is a five-step inbound play for your website, calls, SMS, email and your CRM, from “Collect consent on the form” to “Hand off to a human”. It uses HubSpot, Claude, Clay, Apollo, Twilio and five more tools.

Ashwanth S, Founder

Oriel original

Motion: Inbound
Channel: Website, Call, SMS, Email, CRM
Steps: 5
Tools: 10

The workflow

The diagram as text

1
Catch the request the second it lands
Demo or contact form submitted (consent box ticked): Tool: HubSpot.
What the form already tells you: Name, Work email, Mobile, Company and What they asked for. The consent line on the form covers calls and texts about this request, and nothing else..
2
Qualify before anyone dials
Enrich the company and the person: Headcount, Industry, Role and Seniority. With: Clay and Apollo. Verify: Twilio and line type lookup, mobile or landline. Tool: Clay.
Gate 1: Inside the ICP, real company, real person. Students, vendors and competitors are filtered out here. Rejected: Not a fit, polite email, no call. Tools: Claude.
3
Respond inside five minutes
AI voice call (minute 1): Confirms the request, asks two qualifying questions and offers two times from the live calendar. Call: Retell AI. Book: Cal.com. Tool: Retell AI.
SMS follow-up (minute 3): One plain text from a named person with a booking link. No marketing copy. Send: Twilio. Tool: Twilio.
Labeled connection: If no answer.
4
Hand the conversation to a human
Booked: The call transcript and answers go onto the contact before the meeting. Log: HubSpot. Alert: Slack.
Asked for a person: The owner gets a Slack alert and calls back the same hour. Alert: Slack. Call: Nooks.
No response: A short email sequence takes over. No more calls. Send: Smartlead.
Outcome: Every inbound request answered in minutes. Tools: HubSpot and Slack.

The stack: HubSpot, Claude, Clay, Apollo, Twilio, Retell AI, Cal.com, Slack, Nooks and Smartlead.

Open the diagram full size (1180 px wide)

The play in five steps

01
Step 1: Collect consent on the form
Calling or texting a lead is only fair, and only legal in many places, when they asked for it on this request.
- Add a mobile field and a clear consent line for calls and texts about this request.
- Store the consent text, the timestamp and the page URL on the contact.
- If the box is not ticked, the lead gets email only.
02
Step 2: Qualify before anyone dials
A five-minute response is wasted on a student or a vendor, and it burns the voice budget.
- Enrich the company and the person in Clay with Apollo.
- Run a Twilio line type lookup: landlines get a call, never a text.
- Let Claude check the request against your ICP and drop students, vendors and competitors.
03
Step 3: Call within the first minute
Contact rates fall fast after the first few minutes. Being first is most of the advantage.
- Trigger a Retell voice agent the moment a qualified form lands, inside business hours for the lead's time zone.
- The agent says it is an assistant, confirms what they asked for and asks two qualifying questions.
- It offers two real slots from Cal.com and books the meeting on the call.
- Outside business hours, hold the call until the next morning and send the text only.
04
Step 4: Text if the call is missed
Many people will not pick up an unknown number but will read a text from a named person.
- Two minutes after a missed call, send one SMS through Twilio from a named rep.
- Keep it to two lines: what they asked for, and a booking link.
- Honor STOP and reply keywords automatically, and never send a second unanswered text the same day.
05
Step 5: Hand off to a human
The AI opens the door. A person runs the conversation.
- Booked: attach the call transcript and answers to the HubSpot contact.
- Asked for a person: alert the owner in Slack and call back within the hour through Nooks.
- No response after the call and text: move them to a short Smartlead email sequence.
- Review ten call recordings a week and tune the agent's script from what buyers actually said.

Tools used

The ten tools this play names. Each links to the other plays that use it.

Related plays

Play 15

Meeting Form Orchestration

1Catch the request the second it is sent

Meeting form submitted on the website

Webhook into ClayPer submission

Full nameWork emailCompanyDomain

Four fields on the form, no more. Every extra field costs you submissions, and enrichment fills the rest.

2Fill the gaps, then check they are still true

Enrich what the form skipped

LinkedIn URLJob titleSeniorityFirmographics

With

Clay

BetterContact

Freshness checkBefore any send

Confirm the title on LinkedIn matches the form and re-verify the email. A typo in the address is the most common silent failure.

Job

Verify

ZeroBounce

3Ask HubSpot what it already knows

Company lookupBy domain

Is this account already in the CRM, and does it have an owner?

Contact lookupBy email

Is this person already a contact, or in an open deal?

Lookup resultPath

Company exists in HubSpot→Persona check

Company not found→ICP check, then create records

4Qualify each path its own way

Known accountPersona fit

TitleDepartmentSeniority

The account is already approved. The only question is whether this person is worth a meeting.

Check

Clay

New accountICP fit

IndustrySizeTech stackMarket

Unknown company. Claude scores the fit in Clay, then the company and contact are created.

Not a fit: a polite reply with a useful resource, no rep time spent

Owner found or assigned, rep alerted in SlackWith context

5Follow up on more than one channel

EmailAuto

Confirms the request and offers times, written from the rep who owns the account.

Send

Smartlead

LinkedInAuto

A connection request from the same rep, so the name is familiar before the call.

Send

HeyReach

WhatsApp confirmationConsent

Only when the form had an opt-in box ticked. A short note with the booking link.

Send

Every request routed to its owner

Oriel · GTM plays library

Play 15Inbound · Outbound

Meeting Form Orchestration

8 steps · Website, Email, LinkedIn, CRM, WhatsApp

+5 more

Play 14

Website Visitor De-anonymization

1Name who is on the site

Anonymous traffic on your website

Company matchWhich account

Ties the visit to a company, even when the person stays unknown.

Person matchWhich person

Names the visitor where a match exists, with their role and profile.

With

RB2B

Warmly

Visit context, logged on every hit

Pages viewedVisit frequencyTime on siteRecencyPricing page

2One record per company and per person

Visitor signals land in ClayTimestamps kept

3Enrich, then check it is still true

Company

IndustryHeadcountLocationProduct

With

Clay

Apollo

Person

RoleSeniorityWork emailMobile

Freshness checkData decays

Every record is re-checked before anyone is contacted: a person who changed jobs is swapped for their replacement, an email is re-verified, a dead number is dropped.

Job change

Verify

BounceBan