Web Activity Intent Routing: Get the Right Signal to the Right Rep Before the Window Closes

Web activity intent routing is the process of detecting high-intent behavior on your website or across the public web and automatically delivering that signal to the right sales rep with enough context to act immediately. Without this routing layer, warm leads regularly go cold because they either reach the wrong person too late, or they never reach anyone at all.

Letterdrop connects first-party web signals with public buying signals to build a complete, real-time picture of account activity. When a signal fires, it is routed to the right rep as an enriched contact-level opportunity with context and a suggested outreach draft — delivered directly to your CRM (Salesforce or HubSpot) or Slack.

What Is Web Activity Intent Routing?

Intent routing is the bridge between signal detection and sales action. It answers two questions: which rep should receive this signal, and what should they know about it? Good intent routing accounts for territory ownership, account assignment, and signal context so that when a lead arrives in a rep's queue, they have everything they need to reach out immediately.

Poor intent routing — or no routing at all — is one of the biggest sources of pipeline leakage in B2B revenue teams. A high-intent visitor who checks your pricing page and your case study section on the same day is a warm prospect. If that information sits in a analytics dashboard nobody checks, the opportunity is wasted.

Why Routing Speed Matters

The faster a rep follows up on a high-intent signal, the higher the conversion rate. Studies consistently show that response time within the first hour of a buying signal dramatically outperforms follow-up the next day. Letterdrop delivers signals in real time, not in weekly batch reports, so reps can act while the context is still fresh and the prospect is still thinking about the problem.

How Letterdrop Routes Intent Signals

Letterdrop monitors four types of buying signals and routes them as contact-level opportunities to the right rep:

Competitor evaluation signals — public buyer activity tied to live competitor sales cycles, delivered with the contact's name, title, and company.

Social listening signals — buyers discussing relevant problems or asking for vendor recommendations in public forums, surfaced with the conversation context so the rep knows exactly what prompted the outreach.

Champion job change signals — past customers or champions who have moved to new qualified companies, with context on the previous relationship to make the outreach warm immediately.

Closed/lost revival signals — past deals that went dark for recoverable reasons, surfaced with the original loss context and a drafted message to re-open the conversation.

Each signal is matched against your ICP, enriched with contact-level data, and routed to the assigned rep or team. Letterdrop integrates with Salesforce, HubSpot, Slack, Clay, and your existing sales engagement platform so signals flow into the tools reps already use.

What Good Intent Routing Looks Like in Practice

A rep should never have to wonder who to contact today or why. With proper intent routing, they arrive at their desk with a prioritized list of warm leads, each with a specific signal behind it and a suggested message already written. Letterdrop builds this list automatically every day, updated with fresh signals so reps always have relevant, timely outreach opportunities.

Integrations: Where Routed Signals Land

Letterdrop routes signals directly into Salesforce and HubSpot as enriched contact records, and sends real-time Slack notifications to the right rep or team channel. For teams using Clay for enrichment or a sales engagement platform like Outreach or Apollo for sequencing, signals flow through those integrations too. The goal is zero new tools for reps to check — warm leads arrive where they already work.

Frequently Asked Questions

What types of web signals does Letterdrop route? Letterdrop routes signals from competitor evaluations, public buying conversations, champion job changes, and closed/lost revival windows. Custom signals can also be built for your specific vertical, pulling from sources like job boards, government filings, or RFPs.

How does Letterdrop know which rep to route a signal to? Routing is based on your existing territory and account assignments in your CRM. When Letterdrop detects a signal at an account owned by a specific rep, that rep receives the opportunity.

Does intent routing require a separate tool from my CRM? No. Letterdrop routes signals directly into your existing CRM and Slack. Reps see warm leads alongside their existing workflow without adopting a separate platform.

See How Letterdrop Routes Warm Leads — Book a Demo