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Core Concepts

Understanding Lead Warmer’s key concepts will help you make the most of the platform.

Organizations

An organization is your top-level account container. All users, campaigns, leads, and videos belong to an organization.

  • Each organization has isolated data
  • Organizations have their own webhook endpoints
  • Branding and settings are configured per organization

User Routing

When a lead comes in via webhook, Lead Warmer determines which user should handle that lead. This is called user routing.

How Routing Works

  1. Webhook arrives with lead data
  2. System checks external_system_id mapping
  3. Lead is assigned to the matched user
  4. Videos are generated using that user’s avatar

Setting Up Routing

Configure user routing in Settings > User Routing:

{
  "user_routing_map": {
    "sales-rep-001": "user-uuid-1",
    "sales-rep-002": "user-uuid-2"
  }
}

Campaigns

Campaigns define when and how videos are generated for leads.

Campaign Components

ComponentDescription
RulesConditions that determine which leads trigger this campaign
ScriptThe video script with variable placeholders
SettingsEmail subject, sender name, etc.

Campaign Types

  • Organization Campaigns - Apply to all users in the organization
  • Personal Campaigns - Created by individual users with custom overrides

Rule Operators

OperatorExampleDescription
equalssource equals "hubspot"Exact match
containscompany_name contains "tech"Partial match
greater_thandeal_value greater_than 10000Numeric comparison
less_thanscore less_than 50Numeric comparison

Leads

A lead represents a potential customer received via webhook.

Lead Lifecycle

Received → Processing → Video Generating → Completed
                ↓
              Failed (with error details)

Lead Statuses

StatusDescription
pendingJust received, awaiting processing
processingBeing matched against campaigns
video_generatingVideo is being created
completedVideo sent successfully
failedError occurred (check error details)

Videos

Videos are the AI-generated personalized messages sent to leads.

Video Generation Flow

  1. Lead matches a campaign
  2. Script variables are replaced with lead data
  3. HeyGen generates the video
  4. Video is stored in secure storage
  5. Email is sent with video link

Video Statuses

StatusDescription
pendingQueued for generation
processingCurrently being generated
completedReady and delivered
failedGeneration failed

Variables

Variables are placeholders in scripts that get replaced with lead data.

Available Variables

VariableDescription
{{first_name}}Lead’s first name
{{last_name}}Lead’s last name
{{company_name}}Lead’s company
{{email}}Lead’s email address
{{job_title}}Lead’s job title

Custom Variables

Access custom fields from webhook data:

{{custom_fields.product_interest}}
{{custom_fields.meeting_date}}

Next Steps

Quick StartOverview