Your sales team has done its homework.
They've identified the right prospects, researched their companies and worked hard to understand the challenges those organisations might be facing.
They've written an email that speaks directly to the recipient. Perhaps they've referenced a recent conversation, a business initiative or a challenge relevant to the prospect's role.
Then they include a link.
And that link takes the prospect to exactly the same generic webpage as everyone else.
The personalisation stops at the click.
It's a common disconnect. Sales teams can spend considerable time making their outreach relevant, only for the experience that follows to feel impersonal.
The good news is that you don't need a separate microsite or landing page for every prospect to change that.
With Marketing Guppy Sales Links, marketing can prepare approved webpages and personalisation rules, while salespeople can generate individual links that adapt those pages for the people they're contacting.
The underlying webpage stays the same. The experience becomes more relevant.
This guide explores how to plan personalised sales outreach, choose what to personalise, create an effective prospect experience and make Sales Links part of your team's everyday workflow.
We'll use a fictional technology provider and prospect to show how it works.
1. The problem with generic follow-up links
Your message is relevant. Is the destination?
Personalisation has become a familiar part of modern sales outreach.
Salespeople use company research, account intelligence and previous conversations to make their messages more relevant to each prospect.
A well-researched email might mention a specific operational challenge or explain how a solution could support the recipient's priorities.
But the moment the prospect clicks, that context is often lost.
The destination might be a product page with a broad headline, general information and a generic invitation to book a demonstration.
That page may be perfectly suitable for someone browsing the website.
It isn't necessarily the most useful experience for someone who has just received a carefully targeted message.
Imagine the prospect's journey
A salesperson sends an email to an Operations Director at a logistics company.
The message focuses on improving operational visibility and making it easier to coordinate activity across different locations.
The prospect clicks the link and reaches a webpage headed:
Technology solutions for modern businesses.
The prospect now has to work out how the broad proposition relates to the challenge described in the email.
A more relevant destination could reinforce that conversation immediately.
For example:
Priya, let's talk about what's next for Halden Logistics.
The page could then highlight the aspects of the solution relevant to operations, offer an appropriate briefing and suggest a next step that makes sense for the recipient.
The technology hasn't changed.
The sales conversation simply continues after the click.
The goal isn't to impress someone with their name
There's a difference between meaningful personalisation and simply adding someone's name to a webpage.
If the content underneath remains generic, the experience may feel superficial.
The real opportunity is to make the page more useful.
That means understanding the prospect's likely priorities, selecting appropriate content and making the next step relevant to the conversation.
A personalised greeting can help establish continuity, but the substance of the experience matters much more.
2. Plan the experience before creating the link
Start with the conversation you want to continue.
Before building a personalised page, think about the role it will play in your outreach.
Is it supporting a first introduction? Following up after a meeting? Sharing a relevant resource? Or helping a prospect explore a solution already under discussion?
Each situation calls for a different approach.
For an initial introduction, a short and relevant overview may be more appropriate than a lengthy product demonstration.
For an active opportunity, the content can be more specific to the organisation's known priorities.
The destination should follow naturally from the conversation, rather than forcing every prospect into the same generic sales journey.
Our example: Halden Logistics
Imagine a fictional technology provider called Atlas Technology.
Atlas offers a platform designed to help organisations connect information, improve visibility and coordinate operational workflows.
A salesperson at Atlas wants to engage Priya, the Operations Director at a fictional company called Halden Logistics.
The salesperson has identified operational visibility and coordination as relevant topics for the outreach.
Rather than directing Priya to the generic Atlas product page, they want to share an experience focused on those themes.
Example outreach brief
| Element | Approach |
|---|---|
| Prospect | Priya |
| Company | Halden Logistics |
| Role | Operations Director |
| Outreach objective | Start a conversation about operational visibility |
| Message | Better-connected information and workflows can support more coordinated operations |
| Destination | Existing Atlas operations solution page |
| Featured content | Logistics operations briefing |
| Next step | Explore the briefing or continue the conversation |
The company, prospect and resource are fictional examples.
In a real campaign, the messaging should reflect information you're entitled to use and claims your organisation can support.
What should the prospect experience achieve?
For this example, the objective isn't to sell the entire platform through one webpage.
It's to give Priya a relevant continuation of the initial message and make the next step easy to understand.
That means the page should answer three questions:
Is this relevant to me?
The headline and opening message should make the connection clear.
Why is this worth exploring?
The supporting content should address a business priority relevant to the conversation.
What should I do next?
The CTA should offer a useful next step without requiring the prospect to navigate through unrelated content.
If the page does those three things well, it's doing its job.
3. How Marketing Guppy Sales Links work
Marketing creates the experience. Sales makes it personal.
One of the challenges with highly personalised sales content is deciding who creates it.
If every salesperson needs a bespoke landing page, marketing can quickly become a bottleneck.
But giving everyone unrestricted control over webpage content introduces different problems.
Messaging can become inconsistent. Pages may use outdated information. Brand standards can be difficult to maintain.
Marketing Guppy Sales Links is designed to provide a more manageable approach.
Marketing prepares the underlying webpage and defines the personalisation that is available.
Salespeople then use an approved experience to generate individual links for their prospects.
What marketing controls
Marketing is responsible for preparing the content and experience.
That includes selecting which webpages are available, defining the elements that can change and creating the content or personalisation rules that support different prospects.
For our Atlas example, marketing might prepare an operations solution page with supported personalisation for names, companies and relevant content.
The page remains part of Atlas's existing website.
What sales does
The salesperson selects an available page, supplies the prospect details needed for personalisation and generates a Sales Link.
That link can be included in an email, LinkedIn message or other supported outreach channel.
When the prospect follows the link, the supplied information determines the relevant page experience.
Sales doesn't need to rebuild the page or create a separate microsite.
What the prospect sees
Priya receives an outreach message from Atlas.
When she follows her Sales Link, the existing Atlas webpage presents the personalised content prepared for that experience.
The page can acknowledge her name or organisation and highlight relevant information according to the configured rules.
If some information is unavailable, the experience should use suitable fallback content.
Sales Links are not an email-sending platform
Marketing Guppy provides the personalised destination and the link used to reach it.
The salesperson still sends the outreach using the tools and channels they normally use.
This makes it possible to add more relevant destination experiences without replacing the existing sales engagement workflow.
4. See the difference: One page, individual experiences
Make the destination as relevant as the message.
Let's look at how the Atlas operations page could change for different prospects.
The underlying solution and webpage remain the same.
The greeting, supporting message, branding and relevant resource can adapt to the information supplied through the Sales Link.
Fictional example · Atlas, Halden Logistics and Kestrel Works are not real customers
Prepared for Halden Logistics
Priya, let's talk about what's next for Halden Logistics.
Explore ways to improve operational visibility, simplify workflows and give your teams the information they need to keep everything moving.
Explore your operations briefing →atlastech.example/operations?p=k7Qm2xR9Illustrative only — not a live link. Real Sales Links use an opaque token, never the prospect's name or company.What changes?
The original page presents Atlas's broad operations proposition.
The personalised experiences acknowledge the prospect and their organisation while highlighting a relevant topic and next step.
The supporting content should be selected based on what is actually known about the prospect or the purpose of the outreach.
It should never invent company-specific challenges or imply that the salesperson has knowledge they don't possess.
5. Building a Sales Links programme
Give sales the flexibility to personalise without starting from scratch.
Before inviting an entire sales team to start generating personalised links, it's worth deciding how the programme should work.
A small amount of preparation helps ensure the experiences remain useful, consistent and easy to manage.
Choose the pages that matter
You don't need to make every page on your website available to sales.
Start with pages that are likely to support common outreach conversations.
That might include a core product page, an industry solution page or a page designed around a particular business challenge.
For Atlas, the operations solution page is a sensible starting point.
It supports conversations across several industries and can be personalised without changing the underlying technology proposition.
Decide which information to personalise
Think about the fields that genuinely improve the experience.
A first name and company name may help establish continuity with the outreach message.
An industry, role or approved content category may help determine which resource or supporting message appears.
But more fields also introduce more opportunities for missing information or awkward content.
Start with a few reliable details.
Prepare the approved content
Marketing should ensure that the available page content accurately describes the solution and uses appropriate branding.
Where different messages or resources are needed, those should be prepared and reviewed before being made available for sales use.
A personalised page should remain a professional representation of the business.
Agree on the types of outreach supported
Consider the situations in which Sales Links will be used.
For example:
Initial prospecting
A personalised introduction to a relevant solution or business challenge.
Post-meeting follow-up
A destination that reinforces topics discussed and provides the appropriate next resource.
Account development
An experience that reflects a known account's context and helps continue an existing conversation.
The approach can remain consistent even though the specific content differs.
Start with a pilot
Rather than making every page available immediately, begin with a small group of salespeople and a limited number of approved experiences.
This allows you to check whether the process is easy to use, whether the generated pages look right and whether the content supports actual sales conversations.
You can expand once you've learned what works.
6. Creating and sharing a Sales Link
A more personal destination shouldn't mean more administration.
Once marketing has prepared the approved experience, creating a personalised link should be straightforward.
The precise interface may evolve, but the underlying workflow is simple.
Step 1 — Choose an approved page
Open Sales Links in Marketing Guppy and select an available webpage.
For our example, the salesperson chooses the Atlas operations solution page.
The page and its supported personalisation have already been configured by marketing.
Step 2 — Enter the prospect details
Supply the information required for the experience.
For example:
First name: Priya
Company: Halden Logistics
Role: Operations Director
Only enter details needed for the chosen personalisation and that you're entitled to use.
Step 3 — Review the experience
Preview the personalised webpage before generating or sharing the link, using the preview options available in the application.
Check that the prospect's name and company display correctly and that the relevant content makes sense.
Long company names, missing logos and empty optional fields are worth checking.
Step 4 — Generate the link
Use the Sales Links workflow to generate the personalised destination link.
The generated link supplies the context required for the configured experience.
Use the application's supported link-generation tools rather than manually adding personal information to webpage addresses.
Step 5 — Share through your existing outreach channel
Copy the link and include it in your email, LinkedIn message or other outreach workflow.
Check that the message gives the recipient a clear reason to visit the page.
Avoid sending a personalised link without explaining what the person will find when they click.
Step 6 — Follow up appropriately
A personalised webpage is one part of the sales conversation.
The follow-up should remain relevant to the prospect, the message you've sent and any engagement information legitimately available to your team.
Don't assume that someone is interested in purchasing simply because they followed a link.
Use the experience as a way to support a better conversation.
7. Using Sales Links in email and LinkedIn
The link should continue the conversation, not replace it.
A personalised page can help reinforce an outreach message, but it won't make an irrelevant message effective.
The quality of the outreach still matters.
A good message explains why the prospect is being contacted, connects the topic to something relevant and makes the next step clear.
The personalised page should follow through on that promise.
Example 1 — Initial prospecting email
Subject: Priya, a thought on operational visibility at Halden
Hi Priya,
I wanted to reach out because we work with organisations looking to improve how information and workflows connect across their operations.
I thought it might be useful to share a few ideas around operational visibility and team coordination.
I've included a page with a short overview and some relevant material for Halden Logistics:
atlastech.example/operations?p=k7Qm2xR9 (example)
If this is an area you're exploring, I'd be interested to hear how you're approaching it.
Best wishes,
[Salesperson]
Why this works
The message introduces a relevant topic without claiming detailed knowledge of Halden's internal challenges.
The personalised destination reinforces the theme and makes it easier for Priya to explore the information.
Example 2 — LinkedIn follow-up
Hi Priya,
Thanks for connecting.
I thought this might be relevant given your role in operations. We've put together some ideas around improving visibility and coordination across operational teams.
Here's a page with a short overview:
atlastech.example/operations?p=k7Qm2xR9 (example)
Would be interested to hear whether this is something you're looking at.
Why this works
The message is short, conversational and gives the prospect a reason to follow the link.
It doesn't rely on personalisation alone to create interest.
Example 3 — Following up after a meeting
Subject: Following up on our conversation
Hi Priya,
Good speaking with you earlier.
As discussed, I've pulled together some information on the areas we covered, particularly operational visibility and how teams can work with more connected information.
You can explore the relevant overview here:
atlastech.example/operations?p=k7Qm2xR9 (example)
Happy to pick up the conversation once you've had a chance to look through it.
Best wishes,
[Salesperson]
Why this works
The personalised destination becomes part of an existing conversation rather than a standalone sales pitch.
Use this example only when a meeting actually took place and the message accurately reflects what was discussed.
A few things to avoid
Don't assume that mentioning a person's name makes a message valuable.
Don't suggest that you've researched a company's challenges if you haven't.
Don't create artificial urgency or imply that the recipient has already shown buying intent.
And don't make the destination promise something your business can't deliver.
Relevant outreach should feel thoughtful, not manufactured.
8. Measuring whether personalised outreach helps
A more relevant experience is useful. A better sales conversation is the goal.
Personalised links can help create continuity between outreach messages and the destination experience.
But that doesn't automatically mean they'll improve response rates or lead to more opportunities.
To understand whether the approach is useful, look at what happens across the sales process.
Start with the purpose of the outreach
For an initial prospecting campaign, you may be trying to encourage prospects to explore a relevant resource or start a conversation.
For an existing opportunity, the objective might be to help stakeholders understand the solution or progress a specific discussion.
These outcomes are different and should be measured accordingly.
What should you look at?
Depending on the tools available, you may want to understand:
Link and page activity
Are prospects reaching the destination?
Relevant engagement
Are they interacting with the intended content, where that behaviour is measured?
Sales responses
Are prospects replying or continuing the conversation?
Meetings and opportunities
Does the outreach contribute to meaningful sales engagement and opportunity progression?
Some information may be available in Marketing Guppy, while other measures will require your CRM, sales engagement platform or website analytics.
Don't assume every activity can be tracked inside Guppy.
Compare like with like
If you're testing personalised links against generic destinations, try to compare similar audiences, messages and outreach conditions.
Otherwise, changes in performance may reflect differences in the prospect list, salesperson, timing or message rather than the destination itself.
Keep the evaluation practical and avoid claiming a direct effect without suitable evidence.
Learn from the sales team
Quantitative information isn't the only useful feedback.
Ask salespeople whether the pages are easy to generate and whether prospects understand the content being shared.
Look for opportunities to improve the approved pages, simplify the workflow or create better resources for common sales conversations.
The programme should make sales outreach easier and more relevant, not create another administrative burden.
9. Your Sales Links launch checklist
Make sure the experience is ready before sharing it.
Use this checklist when preparing your first Sales Links programme.
Pre-launch checklist
Sales Links launch checklist — A personal message deserves a personal destination.
Marketing preparation
Sales preparation
A personalised page should make the prospect's experience better without making the salesperson's job harder.
10. Make every click part of the conversation
Keep the relevance going.
Sales outreach works best when it reflects the person you're trying to engage and gives them a genuine reason to pay attention.
The destination should reinforce that relevance, not make the prospect start again with a generic message.
That doesn't require creating a new webpage for every prospect.
With a considered approach to personalisation, marketing can prepare consistent, approved experiences while salespeople generate links for individual contacts.
Start with a page that supports an important sales conversation.
Decide what information genuinely improves the experience.
Prepare the content, test the personalisation and make it easy for salespeople to share.
Then learn from how the experience is used and improve it over time.
A personal message is a good start.
A destination that continues the conversation is better.
Make your next follow-up worth clicking.
Marketing Guppy Sales Links helps your team turn approved webpages into personalised prospect experiences, without creating new pages for every contact.
Sales Links availability and team access depend on your Marketing Guppy plan. Check the current plan details before inviting additional sales users.
14 days free. No credit card required.