How To Improve Speed To Lead In HubSpot
Turn demo requests into booked meetings. Fast.
👋 Hey, I'm Stuart – welcome to ConnectedGTM. This edition has been made available for 💸 FREE 💸 by RevenueHero | The demo booking platform that converts 85% of qualified leads into booked meetings.
Most B2B companies are leaking revenue at the most critical moment in the buyer journey: when a prospect requests a demo.
So…RevenueHero requested demos from 1,000 B2B websites. The results were shocking:
→ Only 365 companies responded at all
→ The average response time was 1 day, 5 hours, and 17 minutes
→ By that point, most prospects have already moved on to competitors
Today, I'm breaking down how to build a high-converting demo request process in HubSpot that intelligently routes and schedules meetings without the typical delays and broken handoffs.
This edition of ConnectedGTM was kindly supported by:
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RevenueHero: Intelligent Scheduling and Routing for HubSpot
While HubSpot offers basic meeting scheduling, it lacks the depth of routing customization revenue teams need as complexity and demo volume increase. RevenueHero transforms HubSpot forms into optimized meeting schedulers.
Here's how to determine if you need to go beyond HubSpot's native tools:
Use HubSpot's native tools when:
You have a small sales team (1-3 reps) without complex territory assignments
Your routing logic is simple (e.g., everyone goes to the same person or basic round-robin)
You don't need instant qualification before scheduling
You have low demo request volume (fewer than 50 per month)
You're willing to accept manual work for lead assignment and follow-up
For these simpler scenarios, you can:
Create a HubSpot form that collects demo requests (and redirect to a default scheduling page on submission)
Use HubSpot Workflows to notify the appropriate rep
Either automate a follow-up sequence or have reps manually send their booking link via email
Consider RevenueHero if:
You have a multi-rep sales team with territories or specialized roles
You need complex routing rules based on account ownership, geography, company size, etc.
You want instant scheduling immediately after form submission
You have significant demo volume (50+ requests per month)
You need to match existing contacts to account owners automatically
You want to qualify leads before showing available times
You need detailed analytics on your demo booking funnel
RevenueHero Features
Account-Based Routing
Automatically route leads to the right rep based on account ownership in HubSpot. When a prospect from an existing account requests a demo, they'll be instantly matched with their account owner – providing continuity in the buyer experience.
Dynamic Territory and Round Robin Distribution
Configure sophisticated routing rules based on region, industry, company size, or any HubSpot property. For teams with multiple territories or specialized sales roles, ensure leads are always assigned to the right rep.
Multiple Stakeholder Scheduling
When you have multiple required attendees of a meeting in different roles such as an AE and a solutions engineer, RevenueHero can be configured to check both calendars and only show overlapping availability preventing downstream conflicts and rescheduling.
Instant Scheduling After Form Submission
When a prospect submits your demo form, present them with the assigned rep's calendar. The big advantage of using an integrated demo booking system it’s much easier to use information either directly from the form submission or enriched based on it to route the next step correctly.
No more email ping-pong or waiting for manual assignment – prospects can book immediately while their interest is highest.
Automatic CRM Updates
Every form submission, routing decision, and scheduled meeting is automatically logged in HubSpot. Meeting activities appear on contact timelines, detailed meeting properties are updated on the contact record and ownership is properly assigned – all without manual effort.
One-Click Booking Links
Generate "Magic Links" for email campaigns that automatically pull up the correct calendar based on your routing rules. Include these in nurture emails to make booking frictionless from any touchpoint.
3 questions to evaluate your demo booking process today
As we’ve already established, the bar for responding (and responding quickly) to demo requests is low. When evaluating your own demo request process, consider these three dimensions of speed-to-lead:
1. Speed to assignment - How quickly are leads routed to the right rep?
→ Status quo: 1+ hours for manual assignment
→ Target: <1 minute with automated rules
2. Speed to scheduling - How quickly can prospects book a meeting?
→ Status quo: 24+ hours of email back-and-forth
→ Target: Immediate self-service booking after demo request
3. Speed to response - How quickly do prospects receive personalized follow-up?
→ Status quo: Days of delay (1 day, 5 hours, 17 minutes) or generic autoresponders
→ Target: Immediate confirmation with rep details
For every hour of delay in lead response, you lose approximately 50% of your potential pipeline. By optimizing all three dimensions, you can create a competitive advantage that drives significant revenue impact.
🧠 The 5-Minute Rule: If you can get leads assigned, scheduled, and acknowledged within 5 minutes of form submission, you'll be ahead of 95% of your competitors.
Step-by-step: How to intelligently route and assign leads fast (and book more meetings) 💨
🏆 Goal: Instantly route inbound leads to the right sales rep, enabling immediate scheduling while ensuring no qualified lead falls through the cracks. Fast and accurate lead assignment improves speed-to-lead and provides a prospect centric demo booking experience.
Here’s how to to implement lead routing in HubSpot with RevenueHero step-by-step:
Step 1. Create your demo request form + routing
In RevenueHero, create an Inbound Router and map your website's demo request form to it. Standard HubSpot forms integrate really nicely.
Simply provide the URL of the page with the form – RevenueHero will find it and map the form fields to make sure every submission is captured by RevenueHero and synced to HubSpot in real-time.
Step 2. Define Lead Assignment Rules
Use RevenueHero's Matching Rules to handle known accounts and contacts.
→ For example, create a rule to match leads to an existing account owner if the incoming email domain matches a company in your CRM.
You can choose to match by prospect email domain (RevenueHero will compare the form email's domain to company domains in HubSpot) or by another field like ZIP code or Account ID.
3. Configure a rule based round-robin for new leads
For net-new leads that aren't associated with an existing account, set up a Distribution Rule (round-robin or territory-based assignment) to choose how to route meetings among your sales team.
For instance, create a round-robin rule cycling through your AEs for your "Demo Request" meeting type, or route based on territory/region by adding conditions
e.g. if "Country = USA" assign to the “NAM Sales Team”.
You can add multiple conditions so each prospect is automatically assigned to the correct owner.
If you are using territories, ensure you have a HubSpot contact property for territory or country (this could be pulled from the associated company record if needed using a sync property).
RevenueHero can also read form fields or enriched data to apply these rules.
RevenueHero will automatically assign the contact owner in HubSpot when routing, so the CRM owner reflects the rep responsible.
4. Enable instant scheduling on form submission
Next we want to make sure our demo request flow enables qualified leads to schedule a meeting immediately whenever possible.
RevenueHero enables this with Instant Scheduling that prompts prospects who submit the form with the assigned rep's calendar to book a meeting right away.
💡 To prevent prospects who don't meet your ICP criteria from booking meetings, you could use RevenueHero's Instant Qualification feature or integrate enrichment tools like Apollo or HubSpot Breeze to auto-qualify leads using firmographic data in real-time by embedding hidden fields in your HubSpot form for company size or location, populate them via an API, and use those fields in RevenueHero routing logic.
If not, you might redirect them to a "thank you, we'll be in touch" message instead of the scheduler. HubSpot can store these criteria as form fields (e.g., a dropdown for "Job Title" or hidden fields enriched via integrations).
Set up RevenueHero's router conditions with rules like:
- Employee Size >= 10
- AND Job Title contains "Manager" or "Director" or "VP"
This ensures sales spends time on the best leads and improves the eventual lead-to-opportunity conversion. You can still capture disqualified leads in HubSpot and nurture them differently in an automated sequence.
5. Track demo routing and conversion in HubSpot
Optimizing your demo request conversion rates consistent measurement and tracking. The RevenueHero integration provides plenty of data to build a complete picture of your demo request funnel performance in HubSpot.
Report #1: Demo’s scheduled
📀 Data Sources of "Contacts"
📊 Use the "Vertical bar" chart type:
X-Axis: Meeting Status (from RevenueHero)
Y-Axis: Count of Contacts
RevenueHero categorizes meetings into 5 types based on the status (outcome) - upcoming, completed, not booked, canceled, and no-show. This report breaks down how many of the meetings booked actually happen.
Report #2: Lead Response Time Analysis
Pre-work:
1. Create a contact based workflow
⚡️ Trigger: When an event occurs: Form Submission
→ “Form Name” is any of “Demo Request”
🤖 Action 1: Edit record
→ Property to edit: Contact (current record) → “Demo Requested”
→ Value: Date the action completes
3. Create a custom property “Time to Booked Demo”
→ Type: Calculation
→ Calculated Property Type: Time Between
→ Start Date: “Demo Requested”
→ End Date: “Meeting Create Time”
→ Additional Condition: IF Meeting Type is “Demo" (from RevenueHero)
4. Build the report:
📀 Data Source: "Contacts"
📊 Use the "Vertical Bar" chart type:
X-Axis: Use this to compare any variables you like such as Contact Source, Campaign, Industry, or Location
Y-Axis: Time to Booked Demo
Report #3: Meeting Distribution by Rep
📀 Data Source: "Contacts"
📊 Use the "Bar" chart type:
X-Axis: Contact Owner
Y-Axis: Count of Contacts
Break down by: Meeting Status (from RevenueHero)
Filter: Meeting Type is “Demo" (from RevenueHero)
This report helps you ensure your round-robin or territory-based distribution is working properly and identifies reps who might have unusually high or low show rates.
The key to successful demo request conversion isn't just collecting form submissions – it's creating a frictionless path from interest to conversation by getting leads to the right rep and enabling immediate scheduling, all while maintaining clean and up-to-date HubSpot.
As always, it’s important to test new products with your own workflows and data, so why not try the RevenueHero optimized flow for yourself and request a demo from their awesome team to see it in action.
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Seems like a great tool. How is it different from Chilipiper (besides the pricing...)?