Working with leads
A lead is someone who reached out to you but nobody on your team has talked to yet. Brain creates leads for you from the channels you connect, and keeps them on their own page so that your contact list only holds people your team actually works with.
You find leads under Brain > Leads. The menu has two entries: Active, the leads waiting to be worked, and Archived, the leads you disqualified.
Where leads come from
Brain creates a lead when a new person reaches you through one of these channels:
| Source | When a lead is created |
|---|---|
| Someone new writes to a connected mailbox and Brain classifies the message as a new lead, a customer request or a support request. Spam, newsletters and notifications never create leads. | |
| Website form | Someone fills in a form on one of your websites connected to Brain. |
| Booking | Someone books a meeting through one of your booking pages. |
| Ad lead form | Someone fills in a lead form of an ad on a connected Meta account. |
| Social or messaging channel | Someone writes to you on a connected social or messaging channel. |
+ tag, such as name+newsletter@example.com, is treated as the same person as the base address.If the person already exists in Brain, no new lead is created: the new message simply appears in their history.
Read the leads list
| Column | What it shows |
|---|---|
| Name | The lead's name, taken from the message or form. |
| The address the lead used. | |
| Company | The company the lead is linked to, if Brain recognized one. Click it to open the company. |
| Source | The channel the lead came from, such as email or booking. |
| Owner | The team member the lead is assigned to, if any. |
Use the search box to find a lead by name or email, and Export to download the rows on the current page as a CSV file. Columns lets you hide, show and reorder columns; your layout is remembered in your browser.
Turn a lead into a contact
You don't need to convert leads by hand. A lead becomes a contact automatically the first time a team member interacts with them:
- someone replies to their email from a connected mailbox;
- someone has a call with them;
- a meeting booked with them takes place;
- someone opens a deal that includes them.
At that moment the new contact is assigned to whoever interacted, if it had no owner yet, and that person gets a notification. The contact page shows when and why it happened, for example Became a contact on 12/09/2026 · replied by email.
Promote a lead manually
To qualify a lead before anyone has interacted with them, promote it yourself.
Steps
- In Nucleo, go to Brain > Leads > Active.
- Find the lead and click the … menu at the end of the row.
- Click Promote to contact.
The lead leaves the Leads page and appears in Contacts. Its page shows the reason promoted manually.
To change a lead's details instead, choose Edit in the same menu, or click the row: both open the lead's page, where you can edit it like any contact.
Disqualify or restore a lead
Disqualify leads that aren't a fit, so they leave the funnel without being deleted.
Steps
- In Nucleo, go to Brain > Leads > Active.
- Click the … menu at the end of the lead's row, and then click Disqualify.
- In the confirmation dialog, click Disqualify. The lead moves to Archived.
To bring a lead back, go to Brain > Leads > Archived, click the … menu of the row, and then click Restore lead. The lead returns to Active.
Work on several leads at once
Steps
- In Nucleo, go to Brain > Leads > Active.
- Select the leads with the checkboxes at the start of the rows. The checkbox in the header selects every lead on the page.
- In the bar that replaces the table header, do one of the following:
- To assign the leads, choose a person in Assign owner. The change applies immediately.
- To disqualify them, click Disqualify, and then click the button again to confirm.
Considerations for leads
- The Atomo icon on each row opens Atomo on that lead: it summarizes where the lead stands and proposes next steps, such as a reply draft or a deal, and acts only after your yes.
- Figures on lead volume, sources and conversion are in Reports under Leads.
- Old leads that were never worked can be removed automatically by your retention rules. See Data retention.