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Leads are the contacts your outbound campaigns will call. Each lead has a primary phone number, optional secondary numbers for fallback contact attempts, and custom variables your AI assistant can use to personalise each conversation.

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What a lead contains

Primary contact

The main phone number and contact details. This is the first number the campaign dials.

Secondary contacts

Additional phone numbers for the same lead — backup contacts, alternative numbers, or other decision-makers.

Custom variables

Lead-specific data your AI uses during the conversation, such as name, company, last interaction, or preferences.

Status tracking

Tracks where each lead is in the campaign lifecycle — from first attempt through completion or retry exhaustion.

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Lead status system

Each lead moves through the following statuses during campaign execution:
The lead is queued and ready for its first contact attempt.
The lead is queued for its next retry attempt based on campaign settings.
A call is currently in progress for this lead.
The call attempt was unsuccessful. The lead will be retried after the configured retry interval.
The maximum number of call attempts has been reached. The campaign will not call this lead again.
The lead was successfully contacted or the campaign goal was achieved.

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Primary vs secondary contacts

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Primary contacts

  • The main record for each lead
  • The first number dialled in the campaign sequence
  • Inherits default variable values from the assistant’s configuration
  • Controls the lead’s overall status and completion

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Secondary contacts

  • Additional numbers for the same person or business
  • Called if the primary number doesn’t answer (based on campaign retry settings)
  • Each secondary contact tracks its own status independently
  • Can have their own variable values separate from the primary contact
Example: A B2B lead might have the main office number as the primary contact, with the decision-maker’s direct line and mobile as secondary contacts.

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Variables system

Variables let your AI personalise each conversation using lead-specific information. They are inherited from your assistant’s configuration and can be customised per lead. Example variables: 
{
  "customer_name": "Sarah Johnson",
  "company": "TechStart Solutions",
  "last_interaction": "Requested demo of premium features",
  "preferred_contact_time": "Afternoon EST",
  "industry": "Software Development"
}
Your assistant can reference these in conversations using syntax like {customer_name} and {company}.

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Key capabilities

  • Manual creation or bulk import via CSV or Excel, with validation and error reporting
  • Status tracking throughout the campaign lifecycle with automatic updates
  • Export filtered lead data to CSV
  • Single campaign assignment per lead
  • Manual status control for cases where you need to reset, complete, or reschedule leads outside normal automation
Phone numbers should always be in international format without spaces or parentheses — for example, +14155551234.

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Next steps