How to integrate Lemlist with your CRM system to automate lead management tasks

You’ve got leads in your CRM. You want those leads to get email sequences, follow-ups, and maybe even nudges on LinkedIn—without you babysitting every step. If you’re reading this, you’ve probably heard about Lemlist and want to actually make it work with your CRM, not just read another vague “integration” promise.

This guide is for sales teams, founders, and marketers who are tired of copy-pasting CSVs and double-checking every lead. I’ll show you, step by step, how to wire up Lemlist and your CRM (think HubSpot, Pipedrive, Salesforce, Zoho, etc.) so leads move from “added” to “contacted” to “nurtured” with as little manual work as possible. No fluff, no magic wands—just what works, what breaks, and what’s not worth your time.

Before You Start: What You Actually Need

Before you dive in, let’s get real about what you need:

  • A Lemlist account (any paid plan with API or webhook access)
  • A CRM system (the approach is similar for most, but details matter)
  • Either Zapier, Make.com, or some basic API automation chops
  • A clear idea of what you actually want to automate
  • Admin access for both Lemlist and your CRM (so you can actually connect stuff)

Pro tip: Don’t try to automate everything on day one. Pick the most annoying repetitive task—like adding new CRM leads to a Lemlist campaign—and start there.

Step 1: Map Out Your Lead Management Process

It’s tempting to start clicking buttons, but you’ll save hours by sketching out:

  • Where do new leads come from? (Manual entry, webforms, imports…)
  • When should they go into Lemlist? (Immediately? After qualification?)
  • What info does Lemlist need? (Name, email, company, more?)
  • What do you want automated? (Just sending emails? Updating lead status? Removing replies?)

Write it down. Draw arrows if you have to. Most integration headaches come from skipping this step.

Step 2: Choose Your Integration Weapon

You’ve got three real-world options:

2.1 Zapier

  • Easiest for non-coders
  • Supported by Lemlist and most CRMs
  • Costs extra if you’ve got lots of leads or steps

2.2 Make.com (formerly Integromat)

  • More flexible, cheaper for volume
  • Slightly steeper learning curve
  • Good for weird or multi-tool workflows

2.3 Direct API (For the Brave)

  • Fast, powerful, no per-zap fees
  • Requires basic coding or a developer
  • Good if you want full control (and are a bit stubborn)

Ignore “native integrations” unless you’ve double-checked that they actually do what you want. Most are limited, buggy, or only sync some data.

Step 3: Set Up the Core Integration (Add CRM Leads to Lemlist)

Here’s the gold: how to actually push new leads from your CRM into Lemlist automatically.

3.1 Using Zapier (Recommended for Most)

Example: HubSpot to Lemlist

  1. Create a new Zap.
  2. Trigger: Choose your CRM and the event (e.g., “New Contact in HubSpot”).
    • Filter by lead status if you want (don’t spam all contacts).
  3. Action: Select Lemlist’s “Add Lead to Campaign.”
    • Connect your Lemlist account (grab your API key from settings).
    • Pick your campaign and map fields (email, first name, etc.).
  4. Test the Zap. Make sure a real lead gets pulled into Lemlist.
  5. Turn on your Zap.
  6. Double-check in Lemlist that the lead landed where you want.

Tips: - Use Zapier’s filters to avoid adding junk or unqualified contacts. - If you want to avoid duplicates, add a “Find Lead” step before adding.

3.2 Using Make.com

The steps are similar, just with a different interface:

  1. Trigger: “Watch Records” in your CRM module.
  2. Add a Lemlist “Create Lead” module.
  3. Map the fields.
  4. Add conditions or filters if needed.
  5. Test with sample data.

3.3 Using API (For Nerds and Control Freaks)

  • Use your CRM’s webhook or outgoing API to POST new leads to Lemlist’s /leads endpoint.
  • Handle mapping and errors yourself.
  • You’ll need to read both APIs’ docs. It’s not hard, but you have to care about details.

Step 4: Automate the Backflow (Update CRM from Lemlist Activity)

It’s one thing to send leads to Lemlist. But what about when someone replies, books a meeting, or bounces? You probably want that info back in your CRM.

Methods

  • Zapier: Lemlist can trigger Zaps on new replies, bounces, or campaign events. Use these to update the contact record in your CRM.
  • Make.com: Same idea, just with more flexibility for branching logic.
  • API: Set up Lemlist webhooks to POST data to your CRM’s API when things happen.

Example (Zapier):

  1. Trigger: New Email Reply in Lemlist
  2. Action: Update Contact in CRM (e.g., change lead status to “Responded”)

Pitfalls: - Not all CRMs allow updating contacts easily via Zapier—sometimes you need a workaround. - Lemlist’s webhook data can be sparse—test it so you’re not missing info.

Step 5: Tidy Up Data and Keep Things in Sync

This is where most automations fall apart. Here’s what to watch out for:

  • Duplicates: Lemlist doesn’t de-dupe leads automatically. Add filters or searches before creating new leads.
  • Bad mapping: If fields don’t line up (e.g., “First Name” vs. “first_name”), you’ll get garbage in Lemlist or your CRM.
  • Opt-outs: Make sure if someone unsubscribes, you update their status in both systems.
  • Error handling: Most integration tools let you set up error notifications. Use them, or you’ll miss broken automations.

Pro tip: Run a test with fake leads first. See where things break. Don’t dump your real list in until it works.

Step 6: Add More Automations (But Only If You Need Them)

Once the basics work, you can add:

  • Tagging leads based on campaign outcome (e.g., move to “Nurtured” if they reply)
  • Automated removal from sequences if they book a meeting
  • Multi-touch outreach (e.g., trigger LinkedIn tasks)
  • Slack notifications for hot leads

But—and this is important—don’t automate just because you can. Every extra step is another thing that can break.

What Works, What Doesn’t, and What to Ignore

What works: - Zapier or Make.com for 90% of use cases - Pushing new leads from CRM to Lemlist with field mapping - Updating CRM when someone replies or books

What often doesn’t: - Relying on CRM “native” Lemlist integrations—they’re usually too limited - Full two-way sync (expect hiccups or delays, especially at scale) - Automating everything at once—start simple

Ignore: - Hype about “AI-powered” integrations—they do basic field mapping, not magic - Overly complex workflows unless you have a real need

Wrapping Up: Keep It Simple, Iterate as You Go

You don’t need a PhD in automation to get Lemlist talking to your CRM. Start with one simple workflow (add new CRM leads to Lemlist), make sure it works, and build from there. Test with real data, watch for duplicates, and don’t be afraid to turn things off if they get messy.

Automating your lead management shouldn’t be a second job. Keep it simple, fix what breaks, and only add complexity when you actually need it. You’ll save time, avoid busywork, and—most importantly—have more energy for the stuff that actually wins deals.