Agentic Sales & Marketing Lead Enrichment & Outreach System

Overview

Augustine Institute is the largest Catholic graduate theology school in the United States and operates Formed, a digital platform serving over 5,000 parishes and 1 million+ subscribers with theological education and faith formation resources. Founded in 2005, the Institute merged with Lighthouse Catholic Media in 2015 and recently expanded to a 284-acre campus in Florissant, Missouri.

Augustine Institute partnered with TrueHorizon AI through one of our affiliates to develop an advanced AI Agent System focused on transforming their sales and marketing by building an AI-driven outreach and qualification pipeline. The project's primary objective is to demonstrate that AI agents can significantly outperform traditional marketing methods in delivering high-quality leads, accurately segmenting products, and executing personalized outreach, particularly during peak sales seasons.

The Problem: Fragmented Data and Manual Processes

Augustine Institute operates in a high-volume, high-context sales environment. Leads arrive from many places and require careful qualification.

But the underlying systems weren't built for that reality.

Key Challenges:

• Lead data fragmented across HubSpot exports, Excel files, and PDF directories
• Critical lead information locked inside PDFs requiring OCR
• Manual consolidation and deduplication slowing campaign execution
• Messaging that must align with Catholic theological and pastoral norms
• Limited internal technical bandwidth to build and maintain a custom system
• Existing processes unable to demonstrably outperform current conversion benchmarks

When data is fragmented, speed drops. When speed drops, relevance drops. And when relevance drops, conversions follow.

Augustine didn't need more campaigns. They needed a smarter system underneath them.

The Ask: Prioritized and Product-Matched Leads at Scale

The goal was clear and uncompromising: Move from manual consolidation and generic outreach to a fully agentic sales engine.

Not just automation. Intelligence.

The system needed to:

• Unify all lead data into a single source of truth
• Deduplicate records across formats and sources
• Segment leads by institutional type (Parish, School, Diocese)
• Match each segment to the correct product line
• Preserve human-in-the-loop review for high-value engagements
• Operate reliably in production

This wasn't about replacing the sales team. It was about giving them only the leads worth their time.

The Solution: A Two-Agent Lead Enrichment and Outreach System

TrueHorizon AI designed and deployed a dual-agent system purpose-built for real-world sales operations.

Lead Enrichment Agent

Responsible for ingestion, cleanup, and enrichment.

This agent:

• Combines data from HubSpot, Excel lists, and PDF directories
• Runs OCR pipelines to extract structured data from PDFs
• Deduplicates and normalizes records
• Enriches leads with verified contact information using Clay
• Identifies institutional type with high confidence

Product Segmentation & Sales Outreach Agent

Responsible for activation and conversion.

This agent:

• Matches institution profiles to the correct product fit (Formed, Word of Life: Parish, Word of Life: School)
• Executes customized, segment-aware email campaigns
• Nurtures prospects based on buyer type and product alignment
• Routes leads intelligently for automation or human follow-up

Core Architecture

The system was built as a production-grade stack designed for scale and reliability.

Core components included:

• HubSpot CRM as the system of record
• Dedicated OCR pipeline for PDF ingestion
• n8n for deterministic workflow orchestration
• Airtable for campaign management and performance tracking
• Slack integrations for real-time lead activity alerts

This was not a prototype. It was built to run continuously under real demand.

Outcomes & Deliverables

The project delivered a production-ready system with the following outputs:

• Unified Lead Database: Segmented by institution type and product fit
• Automated Campaigns: Separate campaigns for each major product line (Formed, Word of Life)
• Lead Routing System: Automatically routes leads to a digital self-checkout path or human follow-up for the internal sales team
• Performance Visibility: Integrated Airtable dashboard with lead performance data and KPIs, supplemented by Slack alerts for lead activity
• Documentation: Comprehensive documentation for ongoing use and internal handoff

Business Impact

What changed wasn't just efficiency. It was clarity.

• Sales teams no longer wrestle with spreadsheets and PDFs
• Campaigns launch faster and with higher relevance
• High-value leads surface immediately
• Human effort is reserved for real conversations
• Peak sales periods are no longer constrained by manual bottlenecks

This is what AI looks like when it's built for operations, not demos.

The Takeaway

This project represents an organizational shift from fragmented lead management to a systematic, agent-driven sales engine.

By combining enrichment, segmentation, and outreach into a cohesive AI system, Augustine Institute gained the ability to scale demand generation without sacrificing accuracy, values alignment, or human judgment.

The sales team now spends time converting leads—not preparing them.

That's the difference between automation and leverage.