Building HuddleCo's lead engine
HuddleCo was managing outreach and follow-up across inboxes, spreadsheets and individual calendars. We built Lead Engine to bring the whole journey, from first contact to booked meeting, into one place.
HuddleCo
6 months build
4 developers, 1 business analyst
A white-label lead nurture platform
Outreach, follow-up, qualification and booking
Every lead and next action in one pipeline
PostgreSQL state machine at the core
Every lead moves through a defined lifecycle, with each transition recorded against the lead history.
Personalised outreach with embedded response buttons
Email responses update the lead through webhooks instead of relying on a manually checked inbox.
Timed follow-up sequences for non-responders
Different messages run after 3, 14, and 30 days, with the sequence visible to the team.
Automated qualification and lead scoring
Interested leads receive a questionnaire, and responses are scored against criteria set by HuddleCo.
AI-powered meeting confirmation calls
A voice call can confirm the appointment and write the result back to the lead record.
Real-time pipeline dashboard
The team can see each lead's stage, message history, questionnaire result, and meeting status in one view.
One record for every lead
When outreach lives across inboxes and spreadsheets, it is hard to know who replied, who needs a follow-up and what should happen next. HuddleCo needed a clear view without giving the team another tracker to maintain.
Lead Engine gives every lead a defined stage. Replies, questionnaires and bookings move the record forward, while the full history stays in one place.
Follow-up happens when it should
The platform sends personalised outreach with simple response options inside the email. A reply updates the lead automatically, without someone watching a shared inbox.
If there is no response, a different follow-up runs after 3, 14 and 30 days. The team can see what has been sent and step in as soon as a conversation needs a person.
Qualification without the chase
An interested lead receives a short questionnaire while the conversation is still active. Responses are checked against HuddleCo's criteria, then the lead moves either to scheduling or a longer nurture path.
The team sees the answers before taking over. The platform handles the sorting, while the sales conversation stays with the people responsible for it.
A booked meeting is not the finish line
Before a meeting, the platform can place an AI voice call to confirm the time and handle a few common questions. The result is written back to the lead record for the team to review.
The dashboard brings the journey together: current stage, message history, questionnaire responses, meeting status and the next action. HuddleCo can see the pipeline as it stands without piecing it together from several tools.
- PostgreSQL
- n8n
- Node.js
- React
- Webhook APIs
- AI Voice API
- SendGrid
Before this, I didn't really know where half our leads stood unless someone happened to check an inbox that week. Now the whole pipeline is on one screen, and the AI confirmation calls alone brought our no-shows down 40%. It's changed what my sales team actually spends their time on.
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Have a similar challenge? Or something different entirely?
We'll tell you honestly whether we're the right fit.
solutions@orionx.com.au · Richmond, Adelaide SA 5033