About Sales Fuel
Sales Fuel is a Brighouse, West Yorkshire-based lead generation agency founded in 2018. The business generates online leads for home improvement and energy products across the UK, including solar panels, windows and doors, boiler replacements, and insulation, through paid advertising, SEO, and a contact center operation that qualifies and transfers high-intent leads to a network of buyers. With a turnover of approximately 5 million pounds and the largest single client taking 8,000 leads per month at 22 pounds per lead, Sales Fuel operates at significant volume with a founder-led sales team that had no CRM in place.
The Challenge
Sales Fuel had reached 5 million pounds in revenue with no CRM. The founder managed existing client relationships from memory and inbox, new leads from the website went into a Google Sheet, and there was no pipeline, no conversion tracking, and no process for bringing new salespeople up to speed. With a target of scaling to 25 million pounds and expanding into new verticals, including lasting power of attorney, windows and doors at scale, and potentially US markets, the founder knew that what worked at 5 million would not work at 25 million.
The immediate need was a CRM foundation on Attio, followed by a full outbound stack, email sequencing via Instantly, LinkedIn automation, website visitor identification via Rb2b, and a Claude AI-powered classifier to score and route inbound website leads by ICP fit.
Our Approach
Novlini delivered the engagement as a three-month monthly partnership, building the Attio foundation in month one and layering outbound infrastructure and automations in months two and three.
Attio Foundation
The CRM was built from scratch for Sales Fuel's B2B sales motion: a pipeline for new client acquisition with stages from initial contact through proposal, contract, and onboarded client, plus a client database tracking active lead supply relationships with volume, rate, and vertical attributes per account. The existing Google Sheet data was cleaned and backfilled into Attio as the initial pipeline.
Clay and Instantly Outbound Stack
Clay was configured to build targeted contact lists for each new vertical Sales Fuel was entering. Contacts were enriched with company size, sector, decision-maker identification, and LinkedIn profile. Instantly was set up with dedicated secondary email domains, a warmup schedule, and four-variant split-tested sequences for the solar and home improvement verticals, with best-practice deliverability settings applied to maximize in
box placement.
N8N Automations
Three N8N workflows were built:
Website lead intake: When a company submits a lead interest form on the Sales Fuel website, the form data is parsed, the company domain is extracted, and an Attio record is created or updated automatically. Rb2b was integrated alongside this flow to identify companies visiting the site before they fill the form, surfacing them in Attio for proactive outreach.
LinkedIn automation: The outbound motion combines email via Instantly with LinkedIn connection requests and follow-up messages run automatically from the founder's account, creating a multi-channel sequence that increases response rates by hitting prospects across both channels.
Claude AI ICP classifier: When a new inbound lead enters Attio, a Claude-powered N8N workflow scores the company against Sales Fuel's ICP criteria, including vertical fit, company size, and geography, and writes a classification and confidence score back to the Attio record. High-fit leads are routed to a priority view for immediate follow-up. Low-fit leads are deprioritized automatically rather than occupying sales time.
Technology Stack
Attio - CRM, client pipeline, deal tracking (source of truth)
Clay - outbound list building, contact enrichment
Lemlist / Instantly - email outreach sequences, multi-variant campaigns
N8N - three automation workflows (lead intake, LinkedIn, Claude classifier)
Rb2b - website visitor identification, lead surfacing
Claude AI - ICP classification via N8N, inbound lead scoring
The Results
Sales Fuel went from no CRM and a Google Sheet to a full outbound stack with AI-powered lead classification, running across three verticals.
CRM built from scratch - pipeline, client database, and historical Google Sheet data all in Attio within month one
Outbound engine live - Clay lists, Instantly sequences, and LinkedIn automation running for solar and home improvement, with templates for new verticals
Website leads auto-created - inbound form submissions create or update Attio records automatically via N8N, no manual entry
Site visitor intelligence active - Rb2b surfaces company visits before form submission, expanding the top of the pipeline
Claude classifier deployed - every new inbound lead scored against ICP criteria automatically, with high-fit leads routed to priority follow-up
Multi-channel coverage - email and LinkedIn running in sequence for each prospect, increasing connection rates across the target vertical
"The team at Novlini are the real deal. They understood our business quickly and built exactly what we needed. The automation stack they delivered has genuinely changed how we approach new business."
Ben R. - Sales Fuel ★★★★★
Why It Matters
For a founder-led agency scaling from 5 million to 25 million, the bottleneck is not product, it is process. Sales Fuel had the lead generation capability, the buyer relationships, and the vertical knowledge. What it lacked was the infrastructure to take new business development beyond what one person could hold in their head and manage from an inbox.
The Claude AI ICP classifier is the clearest example of the leverage available at this stage. When inbound volume is high and sales time is limited, automatically scoring every lead and routing high-fit prospects to the top of the queue is exactly the kind of AI application that pays for itself quickly. Combined with automated outbound across email and LinkedIn, Sales Fuel now has a system that scales without proportionally scaling headcount.