Streamlining Recruitment Outreach with Salesforce and Make.com Integration

Summary:

This case study highlights how CloudCache Consulting helped a UK-based HR and Business Services firm streamline their recruitment outreach with a Salesforce + Make.com integration. We built a middleware that integrates Salesforce and Instantly.ai, enabling reply tracking, automated campaigns, and real-time metrics. Designed with a modular structure, the solution improved engagement, reduced manual effort, and ensured scalability for future tools—showing the value of expert Make.com integration services for recruitment teams.

About the Company

Our client is a UK based mid-sized company from the HR and Business Services industry. They are growing in leaps and bound speeds.

Customer Challenges

The client faced a recurring challenge with recruitment outreach. Their team used Salesforce to manage leads but relied on manual processes or disconnected tools to run cold email campaigns. This created multiple issues:

• Fragmented workflows: Leads had to be exported and uploaded manually into different tools.
• Limited visibility: Tracking outreach performance across campaigns was difficult, often requiring spreadsheets.
• Slow execution: Agencies couldn’t move fast enough to engage candidates or prospects before competitors.
• Scalability concerns: They wanted a structure that could evolve and add new outreach platforms without rebuilding everything from scratch.

The client needed a solution that could act as an MVP—automating email campaigns immediately—while keeping the foundation modular for future expansion.

Solutions

To address these challenges, our team designed a Salesforce + Make.com integration MVP connecting Salesforce with Instantly.ai for automated cold email outreach. The solution was built with scalability in mind, allowing for quick adoption of future channels like HeyReach, Orum, and AdRoll.

Salesforce + Make.com integration

Steps:

Lead Synchronization

• Pulled Leads and Contacts directly from Salesforce into Instantly.ai campaigns.
• Applied simple filters like Consent__c = true and LeadValueScore__c > X to ensure only qualified leads were targeted.

Automated Campaign Sequences

• Configured Make.com scenarios to trigger campaigns instantly.
• Campaigns automatically adapted to lead filters, saving time and improving outreach quality.

Reply Handling via Webhooks

• Set up webhooks from Instantly to Salesforce.
• Replies or opt-outs updated Salesforce fields such as Outreach_Status__c = Engaged, which also stopped further outreach to avoid spamming.

Campaign Tracking ( in Make Data Store / Airtable )

• Built a lightweight tracking view to monitor opens, clicks, and replies.
• This gave the recruitment team real-time insights into campaign performance.

Modular Design for Scalability

• Designed workflows with a plug-and-play approach so future tools like HeyReach, Orum, or AdRoll could be integrated without rework.

Other customizations:

• Make.com scenarios to deal list building, dispatch, and reply handling.
• Webhook setup for Salesforce updates.
• Salesforce field mappings with status updates.
• Data Store / Airtable dashboard ( for outreach metrics.)

Results 

The MVP delivered immediate impact:

• Faster Campaign Launches: Outreach campaigns that previously took hours to set up were now automated and ready within minutes.
• Better Data Accuracy: Salesforce became the central source for information after automatic syncing enabled.
• Improved Engagement: Timely email sequences and accurate filters led to higher reply rates from prospects.

Technology and Tools Used

Salesforce, Instantly.ai, make.com, airtable, HeyReach, Orum

Final Words

This project shows how a thoughtful Salesforce + Make.com integration can transform recruitment outreach with the help of Salesforce Professional Resources library. By starting with a smart MVP and keeping scalability at its core, the client not only solved today’s challenges but also built a foundation for tomorrow.

CloudCache Consulting specializes in crafting custom, scalable, modular integrations that enrich businesses to grow faster. Whether it’s Salesforce automation or Make.com integration services, our team ensures your workflows are efficient, future-ready, and aligned with your growth goals.you can also view our recent projects in Upwork.