Operelio
Trails · Lead flow automation

Automate, clean and verify
lead flow into your CRM.

See pricingSee it run

Trails connects every lead source to HubSpot, Salesforce or Pipedrive. Cleaning, verification, validation, lead routing and the CRM import are all automated, with approval built in. Set up once. Runs on every file, every time.

Pushes toHubSpotSalesforcePipedrive
Trails / Team leads Switched on
drag to movescroll to zoom

A 5,000-row provider list lands. Dead companies and bounced emails never reach Salesforce, values you already hold are protected, and you approve the push.

Why run it

What changes when a trail is running.

01

Automated CRM imports

A file lands, the trail runs, the leads are in HubSpot with the owner you chose. No one has to open the export and do the import by hand.

02

Automated data cleaning

Every file goes through the same cleanup and validation before it gets anywhere near the CRM: duplicates out, Do Not Contact out, bad emails out, dead companies flagged. On every file, not just the ones someone had time for. More in What is lead automation and how to do it better.

03

Automated lead routing

Set a trail up once and it does the imports from then on. Marketing drops the file, sales gets the leads already routed to the right rep, ops stops doing it by hand.

04

You stay in control

Nothing sends unless you allowed it. The checks run on every push, Bridgeant can hold one that breaks your rules, you get one email when a run needs you, and every run is on the record.

Nothing to code.
Live the same day.

No engineer, no automation consultant, no twenty-step workflow tool. Start from a template or a blank canvas, try it on a real file, put it live. The sandbox is free.

Step 1

Pick where it starts

Three ways in: a template, a blank canvas, or a copy of a trail you already have. The templates cover the everyday jobs, new leads coming in, a list from outside, a file that turns up on a schedule, and come with the cleaning steps already in place, so you see the whole trail before you name it.

Whichever you pick, you name it, choose the folder it watches on a paid plan (on Free you test it on a file you upload), and it opens on the canvas. Every step stays yours to change.
Choosing a trail template in Operelio: the New leads coming in template selected, a preview of the trail it makes, and the name and folder fields
Step 2

Build it out on the canvas

Each step is a tile. Add one, or click one that is already there, and its settings open underneath. Want a step without setting it up yourself? Pick a shortcut and it is built for you: remove personal email addresses, tidy up country names, add a seniority column from the job title.

Nothing to map by hand. The CRM Formatter reads your CRM's fields and matches the columns itself.
A trail on the Operelio canvas with the Deduplicate tile open: match on, keep, options and how to match, with Smart matching selected
Step 3

Test it on a real file

Upload one of your own files and run it. A dry run is free and shows what would happen. A test run does the real work and shows what it would have sent to your CRM: how many rows arrived, how many are ready, what would be created or updated, and anything that would have stopped it. Nothing is sent.

A dry run uses nothing. A test run uses jobs, the same as running the tools by hand, and the file it produces is yours to download.
A test run in the Operelio sandbox: the file loaded, the cost of the run, and the report of what it would have sent, including two things that would have stopped the push
Step 4

Put it live

Put it live, then switch it on, and the next file that lands is handled by the trail. Later changes are made in the sandbox and only reach the live trail when you put them live, so a live trail never changes by accident. Every version is kept.

Going live needs a folder to watch and a CRM at the end. If either is missing, the trail tells you which before it will switch on.
Putting a trail live in Operelio: the button that puts it live, the banner confirming the live version, and the list of versions kept
Everything built in

Everything a trail needs, built in.

Automated cleaning, email verification, validation, CRM matching, lead routing and approval are part of every trail. Nothing to add on, nothing to connect.

Bridgeant can review each push

Switch the review on for a trail and write what should stop a push, the way you would tell a colleague. Bridgeant reads it once a run, after the checks, and can only hold the push. It is given counts, column names, CRM field names and your instructions, never the values in your file. Each review uses one Bridgeant message.

The Bridgeant panel on a trail: the brief you wrote, when it runs, that it can only hold a push, and what it is given

Runs when a file arrives, or on a schedule

Drop a file in the folder or email it to the folder's own address. Or set a time: every day, weekdays, weekly, or every 6, 8 or 12 hours.

The schedule picker on a trail: a file arrives, on a schedule, or both, set to every weekday at 07:00

Shortcuts that build the cleaning steps

Pick what you want done and the step is built for you: remove duplicates, drop Do Not Contact rows, remove personal email addresses, tidy country names, strip Ltd and Inc from company names.

The shortcuts list on the canvas: choose which people stay or go, drop rows that are missing something, remove personal and generic email addresses

Check every email and every company

Bad email addresses and companies whose website has gone dark are caught before the push. The rows that fail stay in the file for you to see, and are not sent.

Two tiles on a trail: Company Active Check, then Verify emails

Matched to your CRM's own fields

The CRM Formatter reads the fields your HubSpot, Salesforce or Pipedrive actually has, custom ones included, and matches the columns on every run. People or companies: HubSpot contacts and companies, Salesforce contacts, leads and accounts and Pipedrive people and organizations.

The shape your HubSpot takes: file columns matched to HubSpot fields, 51 fields in all

Nine checks that cannot be switched off

A Do Not Contact screen that could not run, rows your CRM will refuse, a value that would be overwritten, an owner that cannot be found. Each one holds the push. Two more thresholds are yours to set.

The safety checks that are always on, each with a lock

One click to approve, and a record of every run

When a run needs you, you get one email and a page that says why it is waiting. Approve it and the push is checked once more against your CRM as it is now. Every run and every version stays on the record.

A run waiting for approval in Operelio: why it is waiting, what the push would do, and the Approve and send button
Automated lead routing

Every lead goes where you choose.

Say who the new contacts belong to and the push does the rest: one owner, round robin between the team, or whoever the file names. The split is done for you, and the push waits for your OK unless you let clean runs send on their own. Automated lead routing and round-robin lead assignment are part of the push, not another tool.

Push to HubSpotWhere the finished rows go, and who they belong to
Who owns the new contacts
A contact in HubSpot has exactly one owner, so sharing a file between people means dividing the rows up rather than giving everyone the same row.
Sharing between
PSPriya Shahpriya@fernway.com
TRTom Reidtom@fernway.com
ACAna Costaana@fernway.com
BWBen Walshben@fernway.com
Rows are dealt in the order you select people, so when they don't split evenly, the first people on the list get one more each.

A 538-row run, dealt in turn. 135, 135, 134, 134: the extra rows go to the top of the list, and each new contact gets its owner in HubSpot.

Where it fits

Data automation for the lists that feed your CRM.

Data automation is running repeated data jobs, such as moving, cleaning and checking records, without someone doing each step by hand. Most data automation tools do the moving: when something happens in one app, they copy the record into another.

A trail automates one job: getting lead lists into your CRM. Each file that arrives runs the steps you chose, such as cleanup, email verification and routing each lead to an owner, before it reaches HubSpot, Salesforce or Pipedrive. The push waits for your OK unless you let clean runs send on their own.

For connecting other apps to each other, like sending a form reply to Slack or adding a row to a sheet, a general tool such as Zapier, Make or n8n fits better, though you build the steps and any checks yourself. We compared them in Zapier alternatives.

Plans

Build one for free. Run them on Starter and up.

Free gets one trail in the sandbox, with test runs on your own file. On a paid plan a run uses the jobs, verify credits and Bridgeant messages the plan already has. The main limits are how many trails you can build and how many can be switched on at once.

Freeno card
sandbox only1 built
Starter$39 a month
2 switched on5 built
Pro$99 a month
10 switched on20 built
Agency$299 a month
25 switched on50 built

Agency ceilings are shared across your workspaces, your own included. You can set a limit for any client workspace.

Questions

Trails, answered.

What is a trail?
A trail is an automation you build once on a canvas. A file lands in a folder, the trail cleans it, verifies it, checks it against your CRM and pushes the rows into HubSpot, Salesforce or Pipedrive. After that it runs on every file that arrives, and every run is recorded.
What is data automation?
Running repeated data jobs, such as moving, cleaning and checking records, without someone doing each step by hand. A trail does it for the files that feed your CRM: each file that arrives runs the steps you chose, such as cleanup, verification and routing, then goes to HubSpot, Salesforce or Pipedrive.
Which CRMs can a trail push to?
HubSpot, Salesforce and Pipedrive, and both kinds of record: HubSpot contacts and companies, Salesforce contacts, leads and accounts and Pipedrive people and organizations. People are matched on email address, companies on website or name. The CRM Formatter can shape a file for eight CRMs, and you can download the result for any of them; the push into the CRM is for those three.
How do files get into a trail?
Drop them into the folder the trail watches, email them to the folder's own address, or upload through the API. You can limit which senders the folder accepts. A trail can also run on a schedule: every day, weekdays, weekly, or every 6, 8 or 12 hours, in your time zone.
Does anything reach my CRM without me?
Only if the trail is set to send clean runs on its own. A new trail waits for you on every push, unless its template or your workspace's default says otherwise. Even then, anything the safety checks or Bridgeant flag waits for you. Nothing ever sends from a dry run or a test run.
How does it stop duplicates getting into the CRM?
In two places. The Deduplicate step removes rows that repeat a person or a company inside the file, with exact, smart or similarity matching. Then the push matches every row against what your CRM already holds, usually on email address, so existing records are updated rather than created again, and a value your CRM already has is kept unless you allow it to be replaced.
Can I try it before I pay?
Yes. A Free workspace gets one trail and the whole sandbox: build it, dry run it, test run it on a file of your own and download the result. The paid parts stay on the canvas with a padlock. Switching a trail on so it runs by itself starts on Starter.
What does a run cost?
Ordinary jobs, the same as running the tools by hand. The cleaning steps run as one job, and each stage after them (Company Active Check, verifying emails, the CRM Formatter) is a job of its own. A full email check spends verify credits, and a Bridgeant review spends one message when it reads words you wrote. Switches and failsafes on their own are checked by Operelio for free. A dry run costs nothing.
What happens when a run stops?
The trail holds the file, emails the people you named once, and shows the reason on the run page with what it would have done. Fix the cause, then resume the run or discard it. If the same problem happens again, the trail switches itself off and tells you.
Does it work with a bought or scraped list?
Yes, there is a template for it: Cognism, Apollo, ZoomInfo and the like. It drops companies that look inactive, sends only verified email addresses, screens the list against your Do Not Contact list, and Bridgeant reviews the push before you see it.
What does Bridgeant see when it reviews a push?
When the review is switched on for a trail, Bridgeant is given counts, column names, CRM field names and the instructions you wrote, word for word. Never the values in your file, so keep names and addresses out of your instructions. It runs once a run after the safety checks, and the only thing it can do is hold the push. There is no answer that means send it.
What if the file is a workbook with several sheets?
The trail uses one sheet and holds the push so you can check it was the right one. It is one of the nine checks that cannot be switched off.
What if my CRM changes while a run is waiting for me?
The push is worked out again against your CRM as it is now before anything sends. If a row would now replace a value it did not before, a new reason to hold turns up, or too many rows would now do something different (10% by default, set on each trail), the run is held again and tells you why.
How is a trail different from a data automation tool like Zapier or Make?
Those are general tools: you connect steps and build the checks yourself. A trail does one job, getting a file into your CRM safely, and comes with the cleaning, verification, matching, checks and approval already built in. There is nothing to code and no one to hire to set it up.
Does a trail do automated lead routing?
Yes. Lead routing is part of the push: one owner for everything, round robin between the people you name, or the rep named in a column of the file. With round robin the rows of each file are dealt between them in turn, like cards, starting from the top of your list. The push panel shows each person the share they would get from a real run.
Who can build or change a trail?
Only an admin can create or change a trail. Anyone on the workspace can review a held run and approve it.

Simple to set up.
Safe to leave running.

Build the first trail in the sandbox, run a real file through it, and put it live when it does what you want.

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