---
title: "Automated Lead Generation: The Workflow and What It Costs"
description: "Build an automated lead generation chain step by step: trigger, source, enrich, gate, route. See what one run costs in credits, and what never automates."
canonical: "https://derrick-app.com/b2b-marketing/automated-lead-generation"
category: "B2B Marketing"
updated: "2026-09-19"
---

# Automated lead generation: the six jobs in the chain, what each one costs, and the one that never automates

> Automated lead generation is a chain of six jobs, not a single button: trigger, source, enrich, gate, route, follow up. Five of the six take an input and return columns, so they run unattended; the sixth, judging whether an answer is worth an hour, stays human. A run that sources 500 accounts, enriches them, pulls 1,000 contacts and finds verified emails for the 400 that clear the gate costs 3,400 credits, which is 12.1 credits per usable contact. Those are connected prices: sourcing costs 1 credit per company with LinkedIn connected through the Chrome extension and 10 without, and the two enrichment steps need that connection to run at all. The same run without the gate costs 5,500 credits and needs the next plan up.

*Canonical: https://derrick-app.com/b2b-marketing/automated-lead-generation* · *B2B Marketing*

---

## What automated lead generation actually automates

**Automated lead generation is a chain of six jobs, not a single button: a trigger decides when a run starts, sourcing turns criteria into rows, enrichment fills those rows with facts, a gate keeps only the rows worth paying for, routing sends them where the work happens, and a follow-up sequence carries the conversation.** Five of those six take an input and return columns, which is exactly what a machine does well. The sixth, judging whether an answer is worth an hour of somebody's time, does not automate and never will.

That distinction is the whole subject. Most teams who say their pipeline is automated have automated the cheap half, the part that moves rows around, and left the expensive half untouched. Most teams who say automation did not work for them wired a chain that ran perfectly on a list nobody had checked. Both outcomes come from the same missing step: nobody wrote down which jobs the chain owns and which ones a person still owns.

Here are the six jobs, what each one consumes, and whether it survives being run without a human watching.

| Job | Input | Output | Runs unattended? |
| --- | --- | --- | --- |
| **1. Trigger** | A schedule, a CRM view, a buying signal, a form submission | A batch of rows to process | Yes, fully |
| **2. Source** | Written criteria: industry, size, country, activity code | A list of accounts with identifiers | Yes, once the criteria are written |
| **3. Enrich** | A company URL, a domain, a profile | Headcount, industry, country, people, contact data | Yes, fully |
| **4. Gate** | The enriched columns | A pass or fail per row | Yes, if the rule is written in facts |
| **5. Route and write back** | The rows that passed | A CRM record, a sequence entry, a timestamp | Yes, fully |
| **6. Decide and reply** | A human answer | A call, a no, a wait | **No** |

Read the table as a budget, not as a wish list. Jobs 1 to 5 are deterministic: given the same input they produce the same output, they cost a known amount per row, and their failures are loud. Job 6 is judgement, and judgement does not get cheaper when you buy more software. What automation buys you is hours back on the material those decisions need, never a smaller number of decisions.

Each job below comes with its wiring, the failure it produces when that wiring is sloppy, and its cost counted in the unit you actually pay in. If you are still choosing what to build the chain out of, the companion guide on [lead generation tools sorted by the six jobs they do](https://derrick-app.com/b2b-marketing/lead-generation-tools) covers the buying question. This page covers the running question.

## Step 1: the trigger that decides when a run starts

Every automated chain starts with something that says go. Teams skip this choice and default to a schedule, which is the least informative trigger of the four, and then wonder why half of every batch is stale before anyone opens it.

The trigger you pick shapes the list you get, and the four worth wiring produce very different ones.

- **A schedule.** Every Monday, pull fifty new accounts matching the criteria. Predictable, easy to budget, and completely blind to whether anything changed in the market. Good as a baseline, poor as the only trigger.
- **A CRM view.** A row lands in a saved view, for example "account tagged target, no contact data", and the chain fires on that row only. This is the cheapest trigger you can run because it never touches a row twice.
- **A buying signal.** A company starts hiring for the role your product serves, raises, or changes its stack. [Company Hiring Signal](https://derrick-app.com/features/company-hiring-signal) costs 1 credit per company and is available on the free plan, so hiring can be checked in the same pass as the rest of the enrichment. Signal, the alerting feature that watches accounts and people for job changes, funding and hiring sprees, is paid only and starts at €20 per month, and it bills 1 credit each time an alert actually fires.
- **An inbound form.** Someone filled in a form on your site. This is the highest intent trigger of the four and the one most often wasted, because the form gives you an email and nothing else.

The inbound case deserves its own treatment, because what happens between the form submission and the first reply is a five stage problem with its own failure modes. That is covered end to end in the guide on inbound lead management, and there is no point repeating it here.

Whichever trigger you pick, write down one thing before you build anything else: the maximum number of rows a single run is allowed to process. A chain without a ceiling is a chain that can spend your entire month of credits on a criteria typo at three in the morning.

## Step 2: how do you source accounts without a human picking them?

Sourcing is the step people assume is hard and that is in fact the most mechanical of the six, provided one condition holds: the criteria exist in writing before the chain runs. Criteria that live in a sales manager's head cannot be automated, not because the software is weak but because there is nothing to execute.

A usable set of criteria names an industry or an activity code, a headcount band, a country, and at least one disqualifier. The disqualifier is the part teams forget and the one that saves the most money, because it stops the chain before the expensive steps instead of after them. If you do not have criteria written at that level of precision yet, derive them from the customers you already won instead of from a workshop: that method, and what it costs to run, is in the guide on [building an ICP from your closed-won deals](https://derrick-app.com/b2b-marketing/icp-in-sales).

With criteria in hand, the sourcing path depends on what you already have: a description you can write, a customer you want more of, or a registry.

- **You can describe the company in words.** [Import Companies from a Prompt](https://derrick-app.com/features/import-companies-by-prompt) takes a plain description and returns matching companies with name, industry, country, website and LinkedIn URL, at 1 credit per company with LinkedIn connected and 10 without. Available on the free plan.
- **You already have one good customer.** Find Similar Companies turns a single company into a list of comparable ones with industry, country and a match score, also at 1 credit per company and also on the free plan. This is the fastest path when the pattern is easier to point at than to describe.
- **You need a registry, not a guess.** For French companies, Import Companies by NAF Code pulls every company registered under an activity code from the SIRENE registry, with SIREN and SIRET, headcount and address, at 1 credit per company. The list is exhaustive by construction, which is a different guarantee from a relevance ranking.

Whichever path you use, the output of this step is deliberately thin: identifiers and nothing else. Resist the temptation to enrich while sourcing. Sourcing produces candidates, and candidates are the rows you are about to filter. Paying for a full enrichment on a row you are going to drop two steps later is the single most common way an automated chain doubles its own cost without anybody noticing. The full arithmetic of building a list this way, including deduplication before spend, is worked through in the guide on [building a prospect list and what a thousand rows really costs](https://derrick-app.com/b2b-marketing/build-a-prospect-list).

## Step 3: why does enrichment have to come before the score?

Enrichment decides whether the other five jobs of an automated lead generation chain were worth wiring, and it is the one most chains put in the wrong order. The instinct is to score first, because scoring is free and enrichment costs money. The instinct is wrong, and here is why: before enrichment you have almost no facts, so a score computed at that point is a score computed on whatever the row happened to arrive with. For an inbound row, that means the job title someone typed into a form. For a sourced row, it means the company name.

Enrichment is what turns an identifier into something a rule can read. [Enrich Companies](https://derrick-app.com/features/enrich-companies) takes a company and returns the information published on its LinkedIn page, at 1 credit per company, on the free plan. Import Leads from Target Companies crosses your account list with your Sales Navigator criteria and imports the matching people at 1 credit per lead, which is the step that turns a list of logos into a list of humans.

**One condition sits under both of those numbers, and no honest workflow should bury it.** Enrich Companies and Import Leads from Target Companies both read your own LinkedIn session through the Derrick Chrome extension, so neither step runs at all until that account is connected. The same connection is what holds sourcing at 1 credit per company with LinkedIn connected, against 10 without. Connecting is free and takes a minute, which makes it the highest-leverage setup step in the whole chain, and every credit figure on this page is the connected price.

The order you enrich in, the number of times you call the same column, and the date you stamp on the row: those are what keep this step honest.

1. **Enrich the company before the people.** Company attributes disqualify faster and cost less per row than person attributes, because one company enrichment can eliminate the five or ten contacts you would otherwise have imported from it.
2. **Enrich in one pass, not per rule.** Every rule that needs the same column should read the column once. Chains that call the same enrichment twice because two different branches needed it are common and invisible until the invoice.
3. **Stamp the row with the date it was enriched.** Company data decays: people change jobs, headcounts move, companies get acquired. A row without an enriched-on date cannot be refreshed intelligently, only re-run wholesale, which costs the same as sourcing it again.

Contact data belongs in this step too, but with an important difference in billing. [Email Finder](https://derrick-app.com/features/email-finder) costs 5 credits per email and, unlike the imports and enrichments above, it is billed per result found, not per row attempted: a row where no email exists costs you nothing. It is also a paid only feature, available from the Mini plan upward, which has a consequence worth stating plainly instead of burying in a footnote. On the free plan you can source and enrich, but you cannot close the loop with a verified email. The free plan is a real way to test steps 2 and 3; it is not a way to run the whole chain.

## Step 4: what does the gate actually save you?

A gate is a single rule that sits between the cheap steps of an automated lead generation chain and the expensive one: only rows that pass it continue. In a chain where sourcing and enrichment cost 1 credit per row and contact data costs 5 credits per email found, the gate is the difference between paying for contact data on everything and paying for it on the rows that deserve it. It is also the piece most published workflows treat as a detail, and the one whose effect on the bill is easiest to measure.

Take a concrete run, with LinkedIn connected so the imports and the enrichment sit at their 1 credit price. You source 500 companies, enrich all 500, and import two contacts each, so 1,000 people. Without a gate, the email step runs on all 1,000; at a 70 percent find rate that is 700 emails at 5 credits, so 3,500 credits for that step alone and 5,500 for the run. With a gate that passes 40 percent, the email step runs on 400 people, finds 280, and costs 1,400 credits, so 3,400 for the run. Same sourcing, same enrichment, same criteria. The gate removed 2,100 credits, which is more than half of the total.

The gate is also what keeps the run inside a plan. At 3,400 credits the run fits in the Mini plan, which gives 4,000 credits a month for €9. At 5,500 it does not, and you are on Standard at 10,000 credits for €20. So the gate decides which line of the pricing page applies to you, which is an odd job for something teams add last.

A gate stays honest on two conditions. It reads only enriched facts, never self reported fields: headcount, industry, country, a hiring signal, a technology on the site. And it carries a pass rate you wrote down in advance, which you compare with the real one after every run. A gate that lets 95 percent of rows through is decoration. A gate that lets 4 percent through is usually a criteria bug and not a very selective market, and either way you want to know within one run instead of one quarter.

## Step 5: route, write back, and never pay twice for the same row

Rows that pass the gate have to go somewhere, and the somewhere has two halves that get confused with each other: routing, which is where the work happens next, and write back, which is what stops the chain from redoing work it already did.

Routing is the easy half. The rows go into a sequencing tool or into the CRM, with the enriched columns attached so the first message can use them. [Push to La Growth Machine](https://derrick-app.com/features/push-to-la-growth-machine) sends leads straight into an audience with their variables, at no credit cost, which removes the CSV round trip that breaks most chains: an export, a spreadsheet nobody reopens, and a column order that changed since last month.

Write back is the half that decides your cost curve. Every row that leaves the chain should carry three stamps: when it was enriched, which run processed it, and what the gate decided. Without those, the next run has no way of knowing this row has been seen, so it sources it again, enriches it again, and pays for it again. A chain that re-processes its own history is the most expensive failure mode in automated lead generation, and it is silent: nothing errors, the numbers just go up.

Deduplication belongs here too, and it is worth doing before any spend rather than after. Find Duplicates cleans a list at no credit cost, which means there is no argument for letting duplicates through to a step that charges per row.

The last piece is decay. An enriched row is a photograph, not a fact: headcounts move, people change employer, and an email that verified nine months ago may not resolve today. Refresh on the stamp instead of replaying everything on a calendar: re-enrich rows older than your own measured decay window, and leave the rest alone. [Email Verification](https://derrick-app.com/features/email-verification) costs 1 credit per email and is billed per result, so re-checking the contacts you are about to activate is cheap compared with re-finding them.

## What an automated lead generation run actually costs, step by step

Published guides on this subject price the tools and not the run, which is the wrong unit. A monthly subscription tells you what the software costs; it does not tell you what one usable contact costs, and that second number is the one that decides whether the chain is worth running. Here is the same 500 account run priced per step, with the find rates stated instead of assumed.

| Step | Feature | Unit cost | Rows | Credits |
| --- | --- | --- | --- | --- |
| Source 500 accounts | Import Companies from a Prompt | 1 credit per company with LinkedIn connected, 10 without | 500 | 500 |
| Enrich the accounts | Enrich Companies | 1 credit per company, LinkedIn connection required | 500 | 500 |
| Pull two contacts each | Import Leads from Target Companies | 1 credit per lead, LinkedIn connection required | 1,000 | 1,000 |
| Gate at 40 percent | A rule, not a feature | Free | 1,000 in, 400 out | 0 |
| Find emails, 70 percent hit | Email Finder (paid plans only) | 5 credits per email, billed per result found | 400 attempted, 280 found | 1,400 |
| Push to the sequencing tool | Push to La Growth Machine | Free | 280 | 0 |
| **Total for the run** | **3,400** |

Three numbers come out of that table and they are the ones to keep. The run costs 3,400 credits. It produces 280 contacts with a verified email. That is 12.1 credits per usable contact, which on the Mini plan at €9 for 4,000 credits works out at just under 3 euro cents each. All three assume LinkedIn is connected: without that connection the sourcing line alone becomes 5,000 credits, and the two enrichment lines do not run at all.

That 12.1 rests on a find rate and on a plan, and both deserve to be said out loud before anyone budgets on them. The find rate first: 70 percent is a planning assumption, not a promise, and it moves with the segment you are sourcing. Because Email Finder bills per result found, a lower find rate lowers the bill instead of wasting it, but it also lowers the output, so measure yours after two runs and re-plan on your own number. Then the plan. The email step is paid only, from Mini upward. On the free plan, 100 credits a month at 2 credits per company across the source and enrich steps means fifty companies fully processed with LinkedIn connected, contact data excluded. Without that connection, sourcing costs 10 credits per company and the enrichment step does not run, so the same 100 credits buy ten companies and a bare list. That is a genuine way to test the first half of the chain, and an honest limit to state before you build on it.

Notice which line is not in the table: a per seat subscription for the automation platform itself. If your trigger is a schedule or a CRM view, that orchestration is already sitting in a tool you own. The chain above is a sequence of calls, and it costs what the calls cost.

## Where should an automated chain run: spreadsheet, AI assistant or API?

A workflow that runs without a human still has to run somewhere, and the right place depends on who is meant to watch it and how often. The same enrichment calls are available on three surfaces, and picking the wrong one is why plenty of automations get abandoned after a month.

- **The spreadsheet, for lists you want to see.** The Google Sheets sidebar is the right surface when the batch is something a person reviews: columns fill in place, you sort and filter afterwards, and a bad run is visible at a glance. Weekly and monthly batches belong here.
- **An AI assistant, for the exploratory pass.** With [Derrick MCP](https://derrick-app.com/mcp) the same data is available inside Claude, ChatGPT or any MCP compatible client: you ask in plain language, chain two or three enrichments without leaving the conversation, and get the answer back in the chat. This is the surface for the question that comes up once, not for the batch that runs every Monday.
- **The REST API, for the chain that nobody watches.** This is the surface that matches this page's subject. The enrichment runs inside your own back end, your CRM automation, or a scheduled job, and it plugs into the general purpose automation platforms most teams already run, Zapier, Make and n8n among the 3000 or more integrations reachable that way. The API is available on the paid plans. The LinkedIn-backed steps described earlier still need the Chrome extension to carry your own session, even when the rest of the chain runs through the API, so design around that instead of discovering it in production.

A web application is coming too, for teams who would rather not start from a spreadsheet at all. It is not something to plan this quarter's workflow around yet, but it is on the way.

The practical rule: batch work that a human reviews goes in the spreadsheet, one off questions go through the assistant, and anything that has to fire at three in the morning goes through the API. Most teams end up using two of the three, and the mistake is trying to force all three jobs onto whichever surface they met first. You can start a chain on [the free plan and its 100 credits a month](https://derrick-app.com/?utm_source=seo&utm_medium=article&utm_campaign=bm-automated-lead-generation) and move it to the API once the criteria have stopped changing every week.

## What automated lead generation cannot do for you

An honest playbook has to name its own ceiling, because the cost of finding it by accident is a quarter of wasted pipeline. The ceiling always sits in the same place, wherever somebody has to choose, and no amount of additional tooling moves it.

**It will not tell you the segment is wrong.** The chain executes criteria; it does not discover them. If the criteria describe a market that does not buy, the only thing automation adds is speed on the way to the wrong place. This is not a small caveat: it is the most common reason a technically perfect workflow produces nothing, and it is invisible from inside the workflow because every step reports success.

**It will not write the first line that earns an answer.** Enrichment gives you facts about a company, and facts are the raw material of a good first line, not the line itself. A chain can merge a hiring signal into a template; it cannot decide that this particular hire is the reason this particular person will care. The gain automation offers here is real but narrower than it is usually sold: it removes the research, not the writing.

**It will not tell you which answer is worth an hour.** When somebody answers, the judgement of whether that is a deal, a polite no, or a six month wait is human, and it stays human. Every serious attempt to automate it has produced the same result: a shortlist nobody trusts, checked by hand, which is the manual work you were trying to remove plus the cost of the software.

Bad data hygiene and unknown numbers both get sold as things automation takes care of, and neither is. A chain does not fix bad data hygiene, it multiplies it: duplicates and stale rows become duplicated and stale outreach at volume. And automated lead generation does not remove the need to know your numbers, it makes not knowing them more expensive, because a chain running on wrong assumptions spends credits faster than a person doing the same work by hand ever could.

None of this argues against automating. It argues for automating the five jobs that are deterministic and spending the hours you free up on the one that is not. That is the actual trade, and it is a good one.

## Four numbers to read after every run, not every quarter

A chain that runs is not a chain that works: runs succeed on worthless rows, and the dashboard stays green throughout. What separates the two situations is a short read taken while the batch is still warm.

1. **Gate pass rate.** The share of sourced rows that clear the gate. You wrote an expectation when you built the gate; compare. A drift from 40 percent to 80 percent usually means the sourcing criteria loosened, not that the market improved.
2. **Enrichment coverage.** The share of rows where the column your gate reads actually came back filled. This is the number that breaks chains without announcing it: if headcount is missing on a third of rows, a third of your gate decisions were made on a blank, and they all defaulted the same way.
3. **Credits per usable contact.** Total credits for the run divided by the contacts that came out activable. In the run priced above, LinkedIn connected, that was 12.1. Track it run over run; it moves when your find rate moves, and it moves before anything else does.
4. **Reply rate by sourcing path.** Tag rows with the path that produced them, prompt based sourcing, lookalikes, registry, signal. Replies attributed back to the path are what tell you which trigger to expand and which to switch off, and no other measurement in this list can tell you that.

One habit is worth more than the four numbers combined: after every run, open ten rows at random and read them as a prospect would. Automated lead generation fails without an error message, and a spreadsheet full of plausible looking rows is exactly what a broken chain produces. Ten rows takes four minutes and catches the failure modes that no metric reports, a country filter that stopped applying, a job title field importing the company name, an enrichment returning last year's headcount.

If you want the strategy layer above all of this, which channels and plays feed the pipeline in the first place, the mother guide on [B2B lead generation strategies, tools and tips](https://derrick-app.com/b2b-marketing/lead-generation) covers it. This page stays on the wiring. We also send one email every two weeks with the workflows we run ourselves and what they cost; the signup form sits partway up this page.

## Use Derrick in Claude (MCP) or via API

Derrick isn't only a Google Sheets add-on. The same B2B data enrichment runs as an MCP server (use it directly inside Claude and other AI agents) and as a REST API:

- **Claude / AI agents (MCP)**: connect the Derrick MCP server, then enrich from chat. Setup: /mcp
- **REST API**: call the same enrichment endpoints from your own stack (PLUS plan and up). Docs: https://app1.derrick-app.com/api/v1/docs/

## FAQ

### What is automated lead generation?
Automated lead generation is the practice of running the repeatable parts of finding and qualifying prospects without a person executing each step: a trigger starts the run, criteria produce a list of accounts, enrichment fills in the facts, a gate keeps the rows worth paying for, and the survivors are routed into a CRM or a sequencing tool. Five of those six jobs are deterministic and run unattended. The sixth, judging whether an answer is worth an hour of somebody's time, stays human.

### How much does an automated lead generation run cost?
Count it per row, not per month. A run that sources 500 companies at 1 credit each, enriches them at 1 credit each, imports two contacts per company at 1 credit each, gates 1,000 people down to 400 and finds verified emails for 280 of them at 5 credits per email found costs 3,400 credits. That is 12.1 credits per contact with a verified email. On the Mini plan, which gives 4,000 credits a month for 9 euros, that is just under 3 euro cents per usable contact. Those are connected prices: sourcing costs 1 credit per company with your LinkedIn account connected through the Chrome extension and 10 without, and the enrichment steps need that connection to run at all.

### Can you automate lead generation on a free plan?
Partly, and the line falls in two places, not one. The free plan gives 100 credits a month at no cost and with no card. With your LinkedIn account connected through the Chrome extension, sourcing and enriching cost 1 credit per company each, so 2 credits per company, and 100 credits cover fifty companies through those two steps. Without that connection, sourcing costs 10 credits per company and the enrichment step does not run at all, so the same 100 credits cover ten companies and a bare list. In both cases Email Finder is a paid only feature, available from the Mini plan upward, so the contact data step never runs on free credits. The free plan tests the first half of the chain honestly; it does not run the whole thing.

### Which steps of lead generation should never be automated?
Three. Choosing the segment, because a chain executes criteria instead of discovering them, and automating a wrong segment only reaches it faster. Writing the first line that earns an answer, because enrichment supplies facts and facts are the raw material of that line, not the line. And judging an answer, because deciding whether a reply is a deal, a no or a six month wait is judgement, and every attempt to automate it ends with a shortlist somebody checks by hand anyway.

### What is the gate step and why does it matter so much?
It is a single rule placed between the cheap steps and the expensive one, so that only rows meeting your criteria reach the step that costs the most. In the run above, gating 1,000 people down to 400 before the email step cut that step from 3,500 credits to 1,400, and the whole run from 5,500 credits to 3,400. It also decides which plan you need: 3,400 credits fits in the 4,000 credit Mini plan at 9 euros, while 5,500 does not. Both figures assume LinkedIn is connected, which is what holds the sourcing and enrichment steps at 1 credit per row.

### Do you need a separate automation platform to run this?
Not necessarily. If your trigger is a schedule or a saved CRM view, the orchestration usually already exists in a tool you pay for. The enrichment itself is available on three surfaces: the Google Sheets sidebar for batches a person reviews, an MCP client such as Claude or ChatGPT for one off questions, and the REST API for chains that fire without anyone watching, including through general purpose automation platforms. The API is available on the paid plans. The LinkedIn-backed steps still need the Chrome extension to carry your own session, whichever surface the rest of the chain runs on.

### How do you know an automated lead generation chain is still working?
Watch four numbers after every run: the share of sourced rows that clear the gate, the share of rows where the column your gate reads actually came back filled, the credits spent per usable contact, and the reply rate broken down by the sourcing path that produced the row. Then read ten rows at random as a prospect would. Chains fail without an error message, and a spreadsheet of plausible looking rows is exactly what a broken one produces.

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