I remember the first time I saw it happen.
It was at one of my previous companies. Sales Rep A was crushing it, multithreading their way through a target account, getting responses left and right. Everything was on track.
Then, out of nowhere, Stakeholder X from the same account skipped the email back-and-forth, and booked a meeting directly through our website.
Sounds like a win, right? Except that meeting? It got assigned to Sales Rep B.
The flow we built in-house couldn’t handle this nuance.
Now we had two reps working the same account, neither of them knowing the other was involved. What started as a smooth ABM play turned into a mess of confusion, quota battles, and awkward Slack threads that start with “WTF is going on?” flying around like confetti.
It wasn’t just a one-off either. This madness was happening across the board — and it was wreaking havoc on both our process and our prospects’ experience.
Sound familiar?
Happens all the time. It’s a disjointed experience for the buyer and a logistical nightmare for your team.
For far too long, marketers settle with personalizing the experience on the landing page. But that’s just selling yourself short.
In this playbook, we’ll cover how you can personalize the scheduler and even the thank you page for a great buying experience.
Routing to buying committees without losing your sanity
When a prospect from a target enterprise account fills out your demo form, your first instinct might be to wait until they show up in your CRM to take action. But here’s the thing: time kills interest. So, instead of letting that lead linger in the void, you act immediately—right at the point of form submission.
Why does this matter? Because the moment your prospect hits “submit,” they’re engaged and ready. This is your window to impress, and routing them quickly ensures you don’t miss it.
The process? Simple. You set up a system that determines whether the prospect is tied to an existing account, an active lead, or is a fresh, new record. From there, smart rules guide the lead to the right rep, like your top-performing Enterprise AE, without delays or manual intervention.
Here’s how you can create these rules to make routing as smooth as a well-oiled machine:
🔍 Scenario 1: An existing contact in a target account
- What happens: RevenueHero identifies the account owner and double-checks that the account qualifies as a target.
- Why it matters: Additional filters—like employee count—ensure the lead gets routed to your Enterprise team, not lost in the Mid-Market shuffle.
🔄 Scenario 2: An existing lead in a target account
- What happens: The magic of Lead-to-Account Matching automatically connects the lead to the right account.
- Why it matters: Your reps get the lead right away without extra admin steps, so they can act fast.
🕵️ Scenario 3: A new prospect from a target account
- What happens: For those sneaky prospects who haven’t made it into your CRM, RevenueHero uses account-level routing to assign them correctly.
- Why it matters: Even stealth committee members who often fly under the radar are accounted for, ensuring no opportunity is missed.
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With RevenueHero, it’s no longer about juggling leads — it’s about delivering precision and efficiency that wows your prospects.
PS. Since we’ve connected our test account to a HubSpot instance, you’ll not see the option to match to a lead in the screenshot. However, you’ll see this option when you connect to a Salesforce instance. Talk about personalization, ha! ;)
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The VIP buying experience
Now it’s time to bring everything together and roll out the red carpet.
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In this example, the router, named “Super Demo,” is linked to a demo form, and it ensures a seamless experience by disqualifying submissions from free email providers to maintain lead quality.
Here’s the breakdown of the configuration:
- Matching Rules: When a prospect submits the form, the system checks for existing records:
- Assigns meetings to the owner of the prospect’s existing company.
- If a match isn’t found at the company level, it assigns meetings to the owner of the contact.
- Assigns meetings to the owner of the prospect’s existing company.
- If No Match Found: Distribution rules kick in to route unmatched prospects based on predefined criteria.
- If a Meeting Is Not Booked: Redistribution rules ensure no prospect is left behind, reassigning them as needed.
Now, when the prospect requests a demo, here’s what they’ll experience:
- Display the AE’s calendar directly.
- Use custom meeting types to personalize the experience.
- Reminders are automatically sent so your prospect shows up for the meeting.
Imagine the buyer’s experience: routed to a sales rep they were hearing from on other channels, one process, one seamless meeting setup. No fumbling, no repeats, just confidence that your company has its act together.
Once the meeting is booked (or abandoned), let automation take over:
- Redirect with Style: Route booked prospects to a success page with case studies or educational content. Abandoned? Redirect them to a secondary offer.
- Event Creation: Automatically create CRM events to ensure accurate reporting and save your team from manual updates.
- Ownership Updates: Assign new leads or contacts to the account owner without skipping a beat.
Take your ABM campaigns to the next level with personalized thank you pages
In Account-Based Marketing (ABM), every interaction counts, especially after a prospect engages with your content.
So why settle for a generic thank-you page when you can deliver a hyper-personalized experience tailored to their industry? By customizing your thank-you pages dynamically based on URL parameters, you can leave a lasting impression and keep the conversation relevant.
Here’s how you can step it up by using the industry parameter to dynamically showcase relevant case studies and make your ABM thank-you pages truly unforgettable.
Let’s dive into the implementation!
Automatically pass industry value in your URL
If you’re collecting industry in the form or enriching it with a hidden field, you can send this value to the thank you page as a parameter.
To do this, we’ll just create a query parameter in our router that will automatically pass the form field values that we want
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Reading the industry value from URL and changing the thank you page
Next, we’ll add this javascript in our thank you page. This will automatically read the industry value from the URL and display the right case studies.
<script>
document.addEventListener("DOMContentLoaded", function () {
// Get the query parameters from the URL
const urlParams = new URLSearchParams(window.location.search);
// Check if the 'industry' parameter exists
if (urlParams.has('industry')) {
// Get the value of the 'industry' parameter
const industryValue = urlParams.get('industry');
// Select all case studies
const caseStudies = document.querySelectorAll(".case-study");
// Hide all case studies initially
caseStudies.forEach(caseStudy => caseStudy.style.display = "none");
// Show the matching case study
const matchingCase = document.querySelector(`.case-study[data-industry="${industryValue}"]`);
if (matchingCase) {
matchingCase.style.display = "block";
}
}
});
</script>
Make sure your case studies have a data-industry attribute that corresponds to the industry query parameter values. For example:
<div class="case-study" data-industry="healthcare">Healthcare Case Study</div>
<div class="case-study" data-industry="finance">Finance Case Study</div>
<div class="case-study" data-industry="retail">Retail Case Study</div>
Example URL behaviors
Optional fallback
If no matching industry is found or the parameter is missing, you can provide a fallback, such as showing all case studies:
if (!matchingCase) {
// Show all case studies or display a fallback message
caseStudies.forEach(caseStudy => caseStudy.style.display = "block");
}
PRO TIP
