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How-to

CRM

The CRM is the audience layer. Leads, segments, companies, and forms feed every other surface. Agents target segments, campaigns target segments, and the Launchpad recommends agents based on segment readiness.

Four sub-pages mirror the product sidebar:

PageRouteWhat lives here
Leads/crm/leadsPeople: imported, enriched, scored
Segments/crm/listsSaved filtered groups, used as agent inputs
Companies/crm/companiesAccounts. Leads belong here.
Forms/crm/formsNative forms plus synced ad-platform lead forms

Leads

The leads page surfaces four counters at the top: Total Contacts, Total Leads, Total Qualified, Total Customers. Below that is a single table.

CRM Leads page with counters and an empty table, Add Leads dropdown showing New Lead and Import Leads
CRM, Leads. The Add Leads dropdown is the entry point for both single-lead and bulk imports.

The lifecycle stages

Leads progress through four stages, set on the row and counted at the top:

  • Contact: known to the system but not yet engaged.
  • Lead: engaged via any channel.
  • Qualified: passed your scoring threshold (see Behavioral lead scoring).
  • Customer: closed-won.

Stages move automatically based on connector events (open, click, reply, calendar booking) and manually from the row’s action menu.

How to import leads

Three paths, all converging on the same lead model:

  1. CSV or Excel upload at Add Leads → Import Leads runs a 3-step wizard:
    1. Import: drop the file. Toggle “File has column headers” if needed.
    2. Map: match your columns to the 10ex schema.
    3. Details: confirm segment assignment, source label, and dedupe behaviour.
  2. Single lead at Add Leads → New Lead is manual entry, useful for ad-hoc adds.
  3. API: POST /api/v1/crm/leads/bulk (see Reference → CRM) or bulk_import_leads over MCP.
  4. Connector sync: HubSpot or Salesforce push leads in continuously once connected.
  5. Agent output: Marcus/Prospector saves enriched leads directly to the CRM as one of his outputs.

A common mistake on CSV import is leaving the source label as the default. Set it to something meaningful (q2-event-list, webflow-form) so you can filter and segment by source later.

Segments

Segments live at /crm/lists (the URL says “lists” for legacy reasons; the UI says “Segments”). They’re reusable filter groups. Most agents take a segment_id as input.

Segments page with table showing segments by name, lead count, created date, status
CRM, Segments. Each row opens to a leads view scoped to that segment.

Building a segment

The New Segment dialog is a filter-group builder with boolean composition.

Create Segment dialog with List Name, Filters, Add Filter, Add Group, and a live All Leads preview showing 20 leads
Filter groups support nested AND/OR logic. The right panel previews matching leads live.
  • Add Filter: a single condition, e.g. Title contains 'Director'.
  • Add Group: a nested boolean group, e.g. (Title contains 'VP' OR Title contains 'Director') AND Country = 'United States'.
  • The right pane previews matching leads live. Create Segment (N leads) shows the count.

Segment-driven motions

Almost every agent takes a segment as input:

AgentUse of segment
Nova / Email Sequencerecipient list
Orion / Single emailrecipient list (typically 1)
Marcus / Bloginforms personalisation, not direct send
Maya / Ads Strategy Labreads ICP from segment to size targeting
Kai / Voice Lead Qualifiercall list

Companies

Account-level rollup. Leads belong to companies, and multiple leads from the same company aggregate up. The Companies page is a search and browse surface. Most company creation happens automatically when leads import or when Marcus/Prospector enriches.

Forms

The Forms Hub is two distinct things on one landing page.

Forms Hub with two cards: Native Web Forms and External Sync Ads Forms
CRM, Forms. Two distinct primitives sharing one landing.

Native web forms

Embeddable forms for your own site. They’re adaptive (the form adjusts fields based on prior answers), AI-powered (suggestions, dedupe, enrichment on submit), and routed directly into the CRM as new leads.

Use native forms for gated content, demo requests, newsletter signup, and contact pages.

External sync ads forms

Manage Meta Lead Ads, Google Lead Forms, and LinkedIn Lead Gen Forms in one place. Sync inbound submissions back to the CRM, keeping ad accounts wired so a lead from a Meta form lands as a lead with source = meta and the same shape as any other.

Use external sync for paid social lead-gen campaigns where the form lives on the ad platform, not your site.

MCP equivalents

MCP prompt

bulk_import_leads([{ email, first_name, last_name, company, title, ... }])

MCP prompt

create_segment({ name: "VP Growth, US", filters: { title: { contains: ["VP","Head"] }, country: "United States" } })

MCP prompt

add_leads_to_segment({ segment_id, lead_ids: [...] })

MCP prompt

enrich_lead({ lead_id }) // Marcus/Prospector enrichment without a full run

MCP prompt

list_forms() // both native and external-sync forms in one shape

Common questions

Why does the URL say /crm/lists if the UI says Segments? Legacy. The internal model is still called “lists.” We renamed the surface but left the route stable to keep bookmarks working.

A lead I imported is missing. Check the import history under Add Leads → Import Leads → History. Failed rows usually missed a required field or hit a dedupe rule.

How big can a segment get? No hard cap, but agents that send to segments enforce per-run limits (e.g. Nova caps at 10,000 recipients per sequence).

Last updated on
Agent HubForms: native & external