If you’re in B2B sales or marketing, you know the pain: website visitors slip through the cracks, your team scrambles to follow up, and “automation” always sounds better than it works. If you want to connect the dots between Leadrebel’s lead tracking and your email marketing tool, this guide’s for you. No fluff, no wild promises—just what actually works, what’s a waste of time, and how to tie it all together without turning your outreach into spam.
Why bother integrating Leadrebel with email marketing tools?
Here’s the honest answer: If you’re manually sifting through website leads and copying them into your email system, you’re burning time and letting good prospects go cold. Integrating Leadrebel with your email marketing tool helps you:
- Respond faster, ideally while the lead is still warm
- Reduce human error (no more missed contacts or typos)
- Set up simple, repeatable workflows that don’t depend on one person’s memory
But—and this is important—automation won’t fix a broken process. If your emails are bad or you’re targeting the wrong people, no amount of tech will help. Use the integration to speed up what already works, not as a magic bullet.
Step 1: Get clear on what you want to automate (and why)
Before you start connecting tools, ask yourself:
- What’s the end goal? Do you want to send a personalized first-touch email? Add the lead to a nurture sequence? Notify your sales team?
- What’s your trigger? Is it any website visitor, only people from target companies, or someone who visited a specific page?
- Who owns the process? If it’s all on you, you’ll want something simple. If your team includes sales, marketing, and IT, get everyone’s input now, not after you’ve set it up.
If you can’t answer these, you’ll end up with a mess of half-automated steps and leads falling through the cracks. Start simple and scale up.
Step 2: Set up Leadrebel to capture the right leads
Leadrebel identifies companies visiting your site by IP, and sometimes matches contacts to those accounts. But don’t expect perfection—IP-matching isn’t magic, and you might get some generic or misattributed companies.
What works: - Decent company-level identification for B2B, especially if your traffic is mostly businesses - Basic filtering by company size, location, or industry
What to ignore: - Expecting individual-level identification for all visitors (GDPR and tech limitations get in the way) - Relying on Leadrebel to find emails for every contact—sometimes you’ll just get the company name
Pro tip: Use filters in Leadrebel to only grab leads that fit your target criteria. Otherwise, your email marketing system will get clogged with junk.
Step 3: Pick an email marketing tool that plays nice with integrations
Not all email tools are created equal. Some make integrations easy; others… not so much.
The “plays nice” shortlist: - Mailchimp: Popular, solid API, lots of integration options - HubSpot: Good for all-in-one CRM + email, has native integrations with many lead tools - ActiveCampaign: Strong automation, API-friendly, handles B2B workflows well - Sendinblue/Brevo, Zoho Campaigns, or others: Fine for simple lists, but check integration options first
If you’re using a dinosaur tool, or something custom, you might need to use middleware like Zapier or Make (formerly Integromat) to connect the dots.
What to look for: - Can you add leads automatically (not just import CSVs)? - Can you trigger automations or workflows based on new leads? - Does it support “tagging” or segmenting leads for different email sequences?
Step 4: Connect Leadrebel to your email tool
Here’s the reality: Leadrebel doesn’t have 1-click native integrations with every email tool, but it does support webhooks and connections via Zapier or Make. Here’s how to get it working:
Option A: Native integration (if available)
Check inside Leadrebel’s “Integrations” or “Settings” menu for direct connections. For example, there may be pre-built links to HubSpot or Mailchimp. If you see your tool, use it—it’ll save you time.
What to do: - Follow Leadrebel’s prompts to connect your email tool account - Map the fields (company, contact name, email, etc.) - Test with a dummy lead
Option B: Use Zapier or Make
If your tool isn’t listed, Zapier or Make are your friends. Here’s the rough outline:
- Create a Zap/New Scenario
- Trigger: New lead in Leadrebel
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Action: Add/update subscriber in your email tool
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Map the data
- Company name, contact info, website, etc.
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If Leadrebel only gives you company-level data, decide how you’ll handle missing emails
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Set filters
- Only continue if the lead meets your criteria (industry, location, etc.)
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Avoid sending junk to your email tool
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Test it
- Run through a few leads and check that they show up correctly
What works: - Zapier and Make are reliable for simple integrations - You can add steps, like Slack notifications or CRM updates, as needed
What’s annoying: - Sometimes fields don’t match up perfectly—expect to tweak things - Zapier pricing can get expensive if you process a lot of leads
Option C: Manual exports (last resort)
If you can’t automate, you can always export leads from Leadrebel and import to your email tool. This is slow and error-prone, but it works for low volume or one-off campaigns.
Step 5: Build simple, respectful automation—don’t spam
It’s tempting to set up an email blast to every new lead. Don’t. B2B buyers are sick of generic, “Hi {First Name}, saw you on our website!” emails.
Instead: - Personalize when possible—even just referencing the company or the specific page they visited - Throttle your sends to avoid getting flagged as spam - Have sales review leads before emails go out, especially if Leadrebel’s data is spotty
Practical workflow example: 1. Leadrebel identifies a company visit that matches your filters 2. Lead info is sent to your email tool and tagged “Leadrebel” 3. Automated email goes out only if an email address is available, and the lead matches your ICP (ideal customer profile) 4. If no email, route the lead to sales for manual research/outreach
What works: - Segmented, relevant follow-ups get more replies - Mixing automated and manual steps avoids embarrassing mistakes
What to avoid: - Full-auto blasts to every lead—your sender reputation and brand will take a hit - Relying on data quality you haven’t checked—bad emails = high bounce rates
Step 6: Monitor, tweak, and don’t overcomplicate
Automations break. Tools change APIs. Data is messy. Set up a simple reporting dashboard or even a weekly review to:
- Check deliverability and open rates
- Spot any weird leads slipping through
- Get feedback from sales on lead quality
Start with a basic flow. Once it’s working, add layers (like multi-step sequences, CRM syncs, or notifications). Don’t try to automate everything at once—you’ll create a spaghetti mess that nobody can untangle.
Common pitfalls (and how to dodge them)
- Assuming all leads are equal: They’re not. Filter aggressively.
- Ignoring privacy laws: Especially in Europe—don’t add people to lists without consent if your legal team says not to.
- Automating before you have a working manual process: If your current emails don’t get replies, fix that first.
- Forgetting to test: Always check with real data before going live.
Keep it simple and iterate
Don’t chase “perfect automation.” Your job is to reach the right leads, faster—without letting garbage into your system or annoying good prospects. Start with a basic integration, watch how it works, and improve as you go. The best workflow is the one your team actually uses, not the most complicated one you can build.
If you’re thinking, “There must be an easier way”—there usually is. Keep it simple, check your results, and don’t be afraid to throw out what isn’t working. Happy automating.