Lead Routing
Lead routing automatically directs identified visitors to the right sales representative based on your rules. By combining ICP scores, firmographic data, and behavioral signals, you ensure leads reach the rep best positioned to close them.
How It Works
When a visitor is identified, Bullseye evaluates them against your routing rules. Rules can use:
- ICP scores - Route high-fit visitors to senior reps, lower-fit to SDRs
- Firmographic data - Route by company size, industry, or geography
- Behavioral signals - Route by pages visited, visit count, or recency
The first matching rule determines which rep receives the lead. You can configure round-robin, territory-based, or custom logic.
Routing Rules
Typical routing criteria include:
| Criterion | Example |
|---|---|
| Company size | Enterprise (500+) to Enterprise AE, SMB to SMB rep |
| Industry | Healthcare to healthcare specialist |
| Geography | West region to West rep, East to East rep |
| ICP fit score | Score 80+ to senior rep, 50-79 to SDR |
| Pages visited | Pricing page visitors to closing-focused rep |
Configuring Routing
- Go to Workflows in the sidebar
- Create or edit a routing workflow
- Define rules using ICP, firmographic, and behavioral filters
- Assign leads to reps or teams
- Save - routing applies to newly identified visitors automatically
Integration with Other Features
- ICP Filtering - Use ICP fit scores as a routing input
- Lists - Route leads into lists that sync to your CRM
- Webhooks - Trigger webhooks with routing metadata for downstream automation