How to Route Leads Based on CRM Data (New vs. Existing Customers)

Want to treat new prospects differently from existing customers? With meetergo's Enterprise plan, you can connect your routing forms to HubSpot and automatically check if a lead already exists in your CRM before routing them.

If you would rather just ask the visitor, without a CRM lookup, How to Route New vs. Existing Customers to Different Teams covers the form-question approach, which works on any plan that includes routing forms. The CRM lookup described here answers the same question from your CRM data instead, so the visitor cannot get it wrong.

What is CRM-Based Routing?

CRM-based routing allows your routing forms to query your CRM system in real-time. When someone fills out your form, meetergo checks their information (like email domain) against your CRM database (HubSpot, Salesforce, or Pipedrive) to determine if they're an existing customer or a new lead.

This enables you to:

• Route existing customers to their dedicated account manager
• Send new leads through your standard qualification funnel
• Prioritize high-value prospects based on existing CRM data
• Personalize the booking experience based on customer status

How It Works

1. A visitor fills out your routing form with their email address
2. meetergo checks the email domain against your HubSpot contacts/companies
3. Based on the result, the visitor is routed to the appropriate destination:
   • Existing customer → Account manager's calendar or dedicated support
   • New lead → Sales team calendar or qualification funnel

Requirements

To use this feature, you need:

• meetergo Enterprise plan
• Active CRM integration (HubSpot, Salesforce, or Pipedrive)
• Routing form with email field

Setting Up CRM-Based Routing

Since this is an Enterprise feature with custom configuration, please contact our team to set up CRM-based routing for your organization:

1. Go to meetergo Support
2. Describe your routing requirements (e.g., "Route existing HubSpot contacts to account managers")
3. Our team will configure the CRM lookup rules for your routing forms

Use Cases

Sales Team Routing

Route inbound leads to the right sales rep based on whether they're already in your pipeline:

• Existing opportunity → Assigned sales rep
• New lead → Round-robin to available sales team

Customer Success

Identify current customers seeking support and route them appropriately:

• Active customer → Customer success manager
• Churned customer → Win-back specialist
• New prospect → Sales team

Enterprise Account Management

For companies with dedicated account managers:

• Enterprise customer → Dedicated account manager
• SMB customer → General support queue
• New lead → Qualification funnel

FAQ

Which CRM systems are supported?

CRM-based routing is available for HubSpot, Salesforce, and Pipedrive on the Enterprise plan.

What data can be used for matching?

The most common matching field is email domain, but other fields like email address or company name can be configured based on your needs.

Is the CRM lookup real-time?

Yes, the lookup happens in real-time when the form is submitted, ensuring routing decisions are based on the most current CRM data.

What happens if the CRM lookup fails?

If the CRM is temporarily unavailable, visitors will be routed using your fallback rules to ensure no leads are lost.

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Interested in CRM-based routing for your organization? Contact our sales team to learn more about meetergo Enterprise.