Send & Measure
TL;DR
Ship your microsite through the channel that gives you the fastest, most personal path to the buyer (email, LinkedIn DM, meeting follow-ups, even QR in a call). Give every recipient a unique, tagged URL so you can see who visited, for how long, what they read, and whether they booked. Then route engagement to the right next step (call now, nudge later, or recycle).
How to send (fast, personal, trackable)
1:1 channels (best first)
-Email (personalized): short note + 1 sentence value + your microsite URL. Use the same domain you have warmed for outbound. -LinkedIn DM: perfect for catch-all emails or when you already have a thread. Paste the link and invite a 10-min review. -Live in-call: drop the link/QR during a meeting -"I made you a quick page that covers ROI + integration." -Post-meeting / "send info": reply with their microsite instead of a deck. It is the deck, but interactive. -SMS/WhatsApp (where appropriate): use sparingly for existing relationships.
Scaled, but still targeted
-Outbound sequence step: swap the generic "case study" link for each prospect's personal microsite. -Account plays: one account-level hub for multi-stakeholder deals (RevOps + Finance + IT sections), shared with your internal champion. -Direct mail + QR: physical touch (letter or leave-behind) with a QR that resolves to their microsite.
Pro tips
-Always include UTM parameters (utm_source, utm_campaign, utm_channel=email|linkedin|meeting) and a recipient token. -Use the microsite as the CTA: "Here is your page that answers X -if it looks right, pick a time."
What to measure (and why)
Track three layers: delivery -> engagement -> outcomes.
Delivery (did they receive it?)
-Email: deliverability, bounces, open rate, link click rate. -LinkedIn: sent/seen/replied.
Engagement on the microsite (did they care?)
-Visits by recipient (unique & repeat). -Time on page and scroll depth (did they reach pricing or ROI?). -Section views (which topics resonated). -CTA clicks (booked a meeting, downloaded, shared). -Return visits (came back after forwarding or after your nudge). -Device/company match (confirms identity via reverse IP).
Outcomes (did it move pipeline?)
-Meetings booked, reply-positive rate, SQLs created. -Opps created, stage progression, win rate. -Cost per meeting vs. your old approach.
Turn engagement into action (simple routing)
Define 3 bands and automate the follow-up:
HOT (call now): visit ≥ 2m and viewed pricing/ROI or clicked CTA.
-> Create a task, Slack alert the owner, drop a "Saw you reviewed the ROI section -want 10 mins to tailor the numbers?" email/DM.
WARM (nudge): visit 30–120s or multiple visits without CTA.
-> Send a short nudge with a specific hook ("Two-minute video on the integration you viewed"). Add to call list for the week.
COLD (no visit): delivered but no click.
-> Test a new subject/angle, try LinkedIn first, or build an account hub and ask for intro to the right stakeholder.
SLA matters: aim to touch HOT leads within 5–10 minutes. It 2-3x's connect rate.
Suggested dashboards
-By channel: meetings/bookings per 100 sends (email vs. LinkedIn vs. meeting follow-ups). -By persona/section: which role engages with which content (drives copy updates). -Microsite funnel: delivered -> clicked -> visited -> CTA -> meeting. -Domain health: bounces, spam complaints, daily volume -keep the lights green.
Common gotchas (and fixes)
-Untracked forwarding: people share links. Bake in a "Who else should see this?" CTA and capture emails on-site. -Catch-all domains: treat as LinkedIn-first or call; or send very small email batches after verification. -High bounces: clean list, verify again, and pause sending to protect domain. -Privacy/compliance: honor opt-outs; include a clear path to manage preferences.
Next play: human follow-up
If someone spent time on their page but did not book, create a "micro-review call" task:
"I made you a 2-minute walkthrough of the exact sections you read. Want me to tailor the ROI quickly?"
You are not chasing -you are finishing their homework. That is the advantage of microsites.