How We Use Make.com to Build Powerful Outreach Automations (That Don’t Break at Scale)
If you’ve ever tried running outreach campaigns at scale, you’ve probably felt the pain: switching between Google Sheets, LinkedIn, email tools, and CRMs—copying, pasting, and praying nothing breaks. The more platforms you use, the more chaotic it becomes.
That’s exactly where we were at Outreach Boosters before we built our automation engine with Make.com.
And no, this isn’t just another “automation” post filled with vague promises. We’re talking about real-time syncing across tools, human-like personalization, and zero-lead-leakage pipelines that actually deliver booked meetings—without wasting hours on repetitive tasks.
The Chaos Before Automation
Before we integrated Make.com, everything felt stitched together. We’d enrich data in Clay, run emails in Instantly.ai, book calls with GoHighLevel, and run warm-up flows on LinkedIn. But the glue holding everything together? Manual effort. And it was leaking—badly.
Every time a lead replied, someone had to manually tag them. If an email bounced, it was someone’s job to move it into a retry column. If a Calendly link didn’t sync with the CRM, that was another task. It was like trying to run a race with your shoelaces tied together.
Enter Make.com — Our Automation Workhorse
Make.com allowed us to turn this tangled mess into a single, unified system. Unlike basic tools that just “trigger this, do that,” Make gives you full control with conditional flows, nested logic, and the ability to create automations that feel like custom code—without writing a line of it.
It became our silent operator, running thousands of tasks daily, keeping everything in sync—from lead enrichment to calendar bookings to Slack alerts.
Our Core Workflow: Built to Scale
When you’re working with cold outreach, every second counts. The faster your system responds to actions—opens, replies, bookings—the better your close rates. That’s why our workflow isn’t a simple sequence. It’s a fully responsive, multi-channel system.
We start with lead generation. Once we have our list (sourced manually or scraped through tools), Make triggers the enrichment process. Each new lead gets automatically sent to Clay for data enrichment. Once enriched, Make checks for required fields—email, job title, location, company size, etc.—before allowing the lead to move forward. No qualified data? The lead is filtered out and flagged for review.
From here, the enriched lead is pushed into Instantly.ai where the email sequence begins. But it doesn’t stop there.
Make monitors reply status. If someone replies with interest, it triggers an internal alert, tags them in GoHighLevel as “Hot Lead,” and sends a Slack message to the assigned rep. If the lead books a call via Calendly, the info is synced back across all platforms—automatically.
No manual tagging. No forgotten follow-ups. No duplicated efforts.
Beyond Email: LinkedIn and Voice Touchpoints
Cold email is powerful—but only when it’s paired with other touchpoints. We use Make to orchestrate full-funnel campaigns that blend cold email, LinkedIn, and AI voice drops.
Let’s say we’re targeting home improvement businesses—like roofers or electricians—for a campaign promoting AI calling agents.
Once Make detects a matched profile on LinkedIn, it sends a custom connection request (usually referencing their city or niche). After the connection is accepted, Make triggers the first follow-up message with relevant context. If there’s a reply, it routes the conversation into our CRM and pauses the email sequence to avoid overlap.
On the voice side, we trigger call drops through Twilio or AI tools like CallyAgent. These are often pre-warmed leads that have interacted with our content already. Once the voice call is answered, Make listens for a webhook, logs the response, and either marks the lead as engaged or follows up with another message if there’s no answer.
This orchestration means every lead is nurtured with the right message, on the right platform, at the right time.
Lead Scoring and Tagging—Handled in Real-Time
One of the biggest challenges in outreach is knowing who to prioritize. Make handles this for us by assigning dynamic lead scores.
If a CEO opens the email twice and clicks the link, that’s +10 points. If they connect with us on LinkedIn, that’s +5 more. If they ignore five messages in a row, -5.
Once the score crosses a threshold, Make triggers a personalized follow-up or even flags the lead as “high priority” for manual outreach. This keeps our pipeline hot and our sales team focused on the most likely converters.
No More Surprises: Smart Error Handling
Here’s the thing about automation: when it breaks, it breaks silently.
That’s why one of the first flows we built on Make was error detection. If Clay fails to enrich a record, we get a Slack alert. If a Calendly webhook fails, it retries automatically. If an email provider returns a soft bounce, the sequence pauses, and the lead is flagged.
These little checks are the unsung heroes. They’re the difference between a clean campaign and a mess of missed leads.
Real Results from Smart Workflows
We recently ran a campaign targeting construction company owners across the U.S., offering smart outreach systems with AI voice calling agents.
Instead of building separate campaigns on separate tools, we used Make to sync everything:
- Enriched 2,000 leads in less than 48 hours
- Ran 3 parallel email sequences with reply tracking
- Warmed up 500 leads through LinkedIn DMs
- Dropped 300 AI calls with callback tracking
The result? 47 booked appointments in two weeks. With only three hours of human input.
That’s the difference between outreach systems that are duct-taped together—and ones built with automation at the core.
Why This Matters for You
If your current outreach setup feels like a game of Whac-A-Mole—always chasing down missed tags, forgotten follow-ups, or manual exports—it’s not your fault. Most tools weren’t built to scale together.
But with Make.com, your entire outbound engine becomes connected, responsive, and always-on.
And at Outreach Boosters, we’ve made it our edge.
We don’t run cold outreach just to get replies. We build automated sales ecosystems that respond, adapt, and convert—at scale.