Speed matters in B2B enquiries. A buyer who posts a requirement on a marketplace usually contacts several suppliers at once, and the first credible reply often wins the conversation. Yet many Indian sales teams still copy leads from emails and portals into Excel by hand.
Where leads come from
A typical SME receives enquiries from:
- IndiaMART buy leads and direct enquiries
- JustDial and other directories
- Website forms and chat
- Meta and Google lead forms
- WhatsApp messages and phone calls
Each source has its own format and login, which is why leads get missed.
Connecting the sources
- IndiaMART offers a lead API for paid members, which lets software pull new enquiries automatically.
- Directories and portals usually send email alerts; these can be parsed automatically into structured fields.
- Website, Meta and Google forms can post directly to your CRM through webhooks or native integrations.
Tools like n8n, Zapier or Make sit in the middle, clean the data, remove duplicates and push each lead to the CRM.
Assign instantly and follow up
Once the lead is in the CRM, rules decide who handles it — by product, city or round-robin. The salesperson receives a WhatsApp or app notification within seconds. An automatic acknowledgement can go to the buyer too, so they know you are responding.
Add AI where it helps
AI can read a free-text requirement and tag it by product and quantity, flag high-value enquiries and draft a first reply for the salesperson to check. Keep a human in the loop for anything sent to the customer.
FAQs
Do we need a paid IndiaMART plan for the API?
API access is generally tied to paid membership. Check your plan with IndiaMART.
Which CRM works best for this?
Zoho CRM, LeadSquared, HubSpot and Freshsales all integrate well. The best choice depends on your team size and budget.
How do we avoid duplicate leads?
Match on phone number and email before creating a new record, and merge repeats automatically.
