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:
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
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