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Optimizing the B2B funnel of an employment agency through comprehensive automation

This case study details how comprehensive business process automation using the N8N platform and integrated services transformed the B2B funnel of an employment agency. It demonstrates how the transition from manual operations to automated solutions can significantly reduce the time to response (TTR) and time to contract (TTC), minimize human errors, provide a full audit trail of all documents, and increase the overall efficiency of sales processes. The main goal of the case study is to show how automation has freed managers from routine, allowing them to focus on strategic communication with customers and high-quality service delivery.

Loss of efficiency and potential. Why manual processes slowed down business development

Prior to implementing automation, the employment agency faced a number of significant operational challenges that not only slowed down internal processes but also directly affected customer conversion and satisfaction. These problems were typical of the classic B2B funnel and required immediate and comprehensive solutions, as they turned a potentially dynamic sales process into a slow and error-prone mechanism.

Long response time and time to signing a contract:

Manual processing of each lead, including the preparation of commercial offers and contracts, significantly increased the overall time from the first contact to the final signing of the contract. This led to the loss of potential customers who expected a quick and efficient response.

High probability of human errors:

Repeated manual data transfer between different systems and filling in numerous fields in documents created a significant risk of errors. These mistakes could lead to legal or financial discrepancies, negatively impacting the company's reputation.

Excessive manual operations by managers:

Sales managers spent a disproportionate amount of their working time on administrative and routine tasks: sending standard emails, manually drafting documents, and constantly updating information in various systems. This distracted them from their core function of effectively communicating with clients and closing deals.

Lack of transparency and measurability of the process:

Lead processing was fragmented and lacked transparency. The absence of a clear, continuous audit trail and statistical accounting made it difficult to identify bottlenecks, analyze performance, and further optimize the sales funnel.

Risk of losing potential customers and ineffective follow-up:

Without automated reminder systems or triggers, there was a high risk that leads could be lost at certain stages of the funnel, and important communications were missed or delayed, reducing overall conversion.

Comprehensive automation of the B2B funnel. Integration and process optimization

To solve these problems, we developed and implemented a comprehensive B2B funnel automation system that integrates key business tools and turns chaotic manual actions into a continuous, controlled, and measurable process. The main goal was to create an efficient system for processing leads from qualification to contract signing, with reduced response times, minimized manual actions by managers, and reduced likelihood of errors. The solution was based on the N8N platform, which acted as a central scenario orchestrator and connector between all the services involved. This allowed us to create a flexible and scalable architecture.

Step 1. First contact:

After communicating with the client by phone and recording the primary needs in Kommo CRM, if the manager has not moved the potential client to the next stage within 15 minutes, the automatic system sends a reminder via Telegram bot.

Step 2. Presentation:

When the manager changes the status of a lead in Kommo CRM to “Presentation”, the system instantly sends the client an email with a brief description of the services and a link to a PDF presentation. The date and time of sending the email are automatically recorded in the prospect's card in Kommo.

Step 3. Information collection and integrated data automation:

After changing the status of a lead to “Information Collection”, a unique, pre-filled link to a Typeform is automatically generated and sent to the client via email. The client spends only about 7 minutes filling out this form, providing all the necessary information about their company and the requested vacancy. If the form is not completed within 48 hours, a task is created for the manager for further support. The key advantage of this step is that after the client enters the data once, the system instantly uses it for a number of automated processes: it is transferred to the client's card in Kommo CRM, automatically fills in the relevant fields in the contract and its annex, runs through an AI-powered assistant to generate a detailed staffing order and job description, and serves as the basis for creating a draft commercial offer. In addition, the system dynamically adapts the further scenario depending on the type of service: in the case of recruitment, the commercial offer is skipped and the funnel automatically moves to the stage of signing the contract, while for outstaffing, the process continues in a full cycle, including sending a commercial offer. After all these automated operations are completed, the manager is given the task “Enter price”, and the Telegram bot sends a notification to the sales team.

Step 4. Commercial offer:

When the manager enters the price in the appropriate field in Kommo and clicks the “Send Quote” button, the system automatically pulls the pricing model and price from Notion, generates the final PDF of the quote, and sends an email to the client with the PDF attached. The status of the deal in Kommo changes to “Quote”, and the URL of the quote and the date of sending are recorded.

Step 5. Automated preparation of the contract and annex:

After changing the status of a prospect to “Prepare a contract”, all the necessary customer and order data that was extracted from the form filled out by the customer in the previous step is automatically transferred to the contract template and its annex. This eliminates the need for the manager to manually edit or fill out documents, as all information is directly integrated from the system. The task “Check the contract” is created for the responsible role, and the Telegram bot sends notifications when the new contract and annex are ready for checking.

Step 6. Signing the contract:

After checking the contract, when the manager clicks the “Send for signature” button, the process of electronic signing through a service such as PandaDoc or DocuSign is launched. The client is sent an email with a link to sign the contract and a short instruction, and the system constantly monitors the status of the document, waiting for the status to change to “Signed”.

Step 7. The contract is signed and the project is automatically launched:

As soon as the client signs the contract, the system automatically downloads the signed PDF document and attaches it to the client's card in Kommo. The agreement is automatically moved to the “Agreement Signed” stage, and the client is sent a thank-you letter and information about the next steps of cooperation. The Telegram bot sends notifications to the Sales Wins channel and to the manager. The most important thing is that at this point, an Order is automatically created in Notion, which is processed through Artificial Intelligence. Based on the information received from the client from the Typeform, AI creates a detailed job and generates an order for this job, as well as transfers the client's data, creating their record and project in Notion. This eliminates the need for the project manager to manually transfer data and create records in Notion, where the subsequent operation and implementation of this project takes place, providing a fully automated transition to execution.

How automation has transformed business performance

The introduction of comprehensive automation has dramatically changed the operational processes of a labor agency. By optimizing the sales funnel and eliminating routine operations, the company has achieved a significant acceleration of the sales cycle, minimizing risks, and increasing transparency. These changes allowed not only to solve existing problems, but also to create a scalable, efficient, and transparent B2B funnel capable of responding quickly to market challenges and ensuring the company’s sustainable growth.

Reduced response time to sending a commercial offer:

Before automation: Time was measured in hours or days. After automation: The time was reduced to 5 minutes from the moment the status of "Qualification completed" was changed. This allowed the company to respond quickly to customer requests, increasing customer loyalty and conversion.

Significant reduction in time to contract signing:

Before automation: Time was measured in days or weeks. After automation: The time from sending an offer to signing a contract was reduced to 24 hours. This accelerated the closing of deals and allowed us to start working on projects faster.

Minimizing manual actions and human errors:

Before automation: Managers spent a significant amount of time on routine tasks, which created a risk of errors. After automation: Automation of routine operations, such as filling out documents and transferring data, virtually eliminated the human factor in the process of generating and sending documentation, resulting in almost zero errors.

Full audit trail and control:

Before automation: Control was limited, and tracking stages was difficult. After automation: All documents sent to the client now have a full audit trail, providing transparency and traceability at every stage. A continuous, controlled and measurable lead processing process has been created.

Process measurability and freeing up resources:

Before automation: No or fragmented accounting of key indicators. After automation: We introduced statistical accounting of the percentage of emails opened and the time to signing a contract directly in CRM. This allowed us to get a complete picture of the effectiveness of communication and the speed of transactions. Automation of administrative tasks allows managers to focus on strategically important aspects: communication with customers, relationship building, and quality service delivery.