The Microsite Flywheel
TL;DR
Install an identity pixel, send qualified traffic, reveal who is browsing, score by fit/intent, auto-generate a 1:1 microsite for each priority account, deliver it through the right channel, book meetings, and feed every outcome back into the next round of ads, copy, and targeting. Do this weekly and the system compounds.
The Full Loop
Pixel → Traffic → Intel → 1:1 Sites → Conversations → Revenue
1) Instrument the site (Pixel + Identity)
Goal
Turn anonymous visits into actionable signals.
Add your tracking pixel + reverse-IP/identity (Vector / RB2B / Clearbit Reveal / Lead Forensics).
Track: intent_revealed, page_view, dwell_bucket, cta_click, calendly_submit.
Pipe to Slack/CRM with owner + territory + timestamp.
SLA
A-tier Pricing/Demo dwell over 90s → outreach within 30 minutes (biz hours).
2) Generate qualified traffic (3 lanes)
Goal
Put the right eyes on the right ideas. Do not chase volume - chase aligned traffic that can be matched back to accounts.
Outbound
Well-scored list (Tier A/B/C), light first touch → drive to a relevant resource (not a hard sell).
Ads
LinkedIn Matched Audiences from your list. Segment creatives by role/industry/pain. Always-on retargeting for site visitors.
Partners/Content
PR, webinars, and co-marketing. Link everything with clean UTMs.
3) Score and route (Fit × Intent)
Goal
Decide who gets what experience.
Fit (Firmographic)
ICP tiers based on size, industry, tech, geo.
Intent (Behavioral)
Pages viewed, dwell, repeats, recency.
Combine into A/B/C buckets:
A = High Fit × High Intent
Build/send 1:1 microsite now.
B = High Fit × Mid Intent
Nurture + retarget + prompt SDR when they spike.
C = Fit Unknown/Low
Observe only. Keep in ads.
4) Generate the 1:1 microsite (the conversion layer)
Goal
Show their problem, your proof, one next step.
Template
Use a Cirql template or a branded reusable asset.
Personalize 3-5 Variables
Role, industry, pain, outcome, proof (logo/quote/stat), owner.
Above the Fold
Restate their situation. Show the promised result. 1 clear CTA (Calendly/Demo).
Tracking
Include UTM + microsite_id + account_id so analytics join cleanly. Add your pixel too.
5) Deliver it through the right channel
Goal
Meet them where they already are.
A-Tier
Personal email + LinkedIn DM + (optional) short Loom. Reference what they viewed and why you made the page.
B-Tier
Drip + retargeting that mirrors the page. Invite when they return.
C-Tier
Retarget only. No inbox risk until they warm up.
Quality Guardrails
~15 emails/inbox/day, 5 or fewer inboxes/domain, verify emails, consistent send windows.
6) Book and close (handoff that doesn't leak)
Goal
Turn interest into meetings and revenue.
Calendar First
Frictionless scheduling on the page. Owner + round-robin rules.
Handoff
SDR → AE with the microsite URL + last viewed sections in the CRM note.
Follow-ups
Replay the page in a recap ("Here's what we covered for YourCo"). Attach the relevant proof block.
Qualification
The page itself can capture role, pain, and timeline lightly to save call time.
7) Feed the loop (what to measure and change)
Goal
Make the next cycle smarter.
Watch (split by A/B/C + role + industry):
Change weekly:
Replace the weakest first-screen hook and the weakest proof block.
Kill 10% worst ads; duplicate top creative into the best segment.
Re-score the list; promote warm B's to A.
8) Weekly flywheel cadence (45 minutes)
Intent
Are we hitting the SLA? Which pages created the hottest alerts?
Microsites
Top/bottom by CTA and dwell. What copy/proof needs swapping?
Distribution
Email deliverability, positive replies referencing the page, DM response.
Bookings
Meetings by owner/segment. Where did we lose them?
Next Sprint
1 creative swap, 1 proof pack, 1 audience test, 1 ops fix.
9) Launch checklist
Copy/Paste This
Pixel + reverse-IP live on website and microsite
UTM convention documented; events flowing to GA4/warehouse
Lead scoring buckets (A/B/C) with routing rules and Slack alerts
2-3 ICP ad sets + retargeting on; UTMs confirmed
1 branded microsite template; variables wired (role/industry/pain/outcome/proof/owner)
Calendly connected; CRM notes include microsite URL and last sections viewed
Email domains warmed; verification in place; sending limits set
Dashboard with Meetings per 100 microsites as the North Star
Weekly review on calendar with owner + agenda above
What this creates
A Self-Improving Loop
More of the right traffic → clearer signals → sharper microsites → faster, warmer conversations → wins → better proof → better microsites → cheaper traffic.
Keep it turning and it compounds.