n8n Workshop: Lead Generation and Lead Qualification

CONTENTS

 

The workshop is consistently hands-on. After a very brief introduction, participants work directly on a realistic end-to-end workflow for lead generation and qualification.

 

Overall goal of the workshop

At the end of the day, participants will have a fully integrated, comprehensible workflow that shows

• how leads can be obtained from publicly available sources,

• how these can be enriched and evaluated step by step,

• and how this can be used to make structured, sales-oriented decisions.

 

Introduction: n8n & lead generation with Google Places

• Get started right away instead of theory

• Brief introduction to n8n: basic concepts, nodes, data flows

• Presentation of the use case: e.g., opticians, medical practices, or service providers in a defined region

• Setting up an initial n8n workflow to query Google Places via a REST API

• Testing and validating the results

• Developing an understanding of what data Google Places provides—and what it doesn't

Result:
An executable workflow that provides structured address and basic information as a starting point for further processing.
 

​Optimizing leads from Google Places

From “hit lists” to relevant addresses

• Selecting and evaluating relevant information from Google Places (e.g., category, location, reviews, web presence)

• Understanding the limitations of simple keyword searches

• Use of LLMs for:

  • Systematic variation of search terms

  • Derivation of alternative, technically appropriate search queries

• Testing and comparing different search strategies

• Evaluation of the impact on the quality and number of leads found

Result:
Significantly more precise search results thanks to optimized search terms and comprehensible search logic.

​

Enrichment via company websites

More context for better decisions – implemented responsibly

• Motivation: Why additional contextual information is crucial

• Technical strategies for the careful enrichment of address content (e.g., analysis of publicly available company profiles)

• Which information is useful – and which should deliberately not be collected

• Practical testing of various enrichment strategies in the workflow

• Clear classification of technical and organizational limits

Note:
The focus is on structured, moderate evaluation of publicly available content for better technical classification – not on aggressive or comprehensive data collection.

Result:
Enriched leads with additional context on technical orientation and relevance.

 

 

Inclusion of search engine results

External references for better lead evaluation

Motivation: Why search engines can provide additional valuable signals

• Introduction to the use of search APIs (e.g., tavily)

• Enrichment of addresses with:

  • Current web references

  • Thematic contexts

  • Publicly visible activities

• Combination of different information sources in the workflow

• Discussion of the significance and limitations of such additional information

Result:
A broader, more reliable overall picture for each address.

 

Qualification & Evaluation: The Traffic Light Logic

From Data to a Clear Sales Decision

• Introduction to simple, transparent evaluation logic

• Definition of comprehensible criteria for:

  • Red – currently unsuitable

  • Yellow – potential opportunity

  • Green – clearly interesting address

• Use of LLMs for structured summarization and evaluation

• Derivation of reasons for each classification

• Output of results in a form that can be used for sales

Result:

A prioritized, justified lead list that can be used directly as a basis for sales decisions.​