Leadfeeder Review: Website Visitor Tracking for Sales and Marketing

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This Leadfeeder review provides an in-depth assessment of its features and functionalities, plus pricing and overall usability.

Ok, I know. That I’ve been a little too much on tools for B2C users. So, how about we switch over to the other side, and see what the market has to offer when it comes to B2B?

So far, 53% of B2B marketers are convinced that their enterprises are spending big on lead generation. More than half of their budget is directed to this alone.

If you’re wondering, the answer is no. The rest are not left behind. 34% of the marketers are also leveraging substantial resources, although their lead generation expenditure is less than half of the overall company budget.

Evidently, businesses are not shy about spending on leads. Because they recognize the ultimate value they’d get from even one successfully converted one.

Well, such strategies are seemingly quite solid, to say the least. At least until we come to the second part.

Unfortunately, it turns out that this insanely huge amount of resources is not proportional to the corresponding results. You’d expect everything to be much easier, but 63% of the marketers acknowledge that the whole traffic and lead generation process is their number one challenge.

We could blame the increasingly dynamic B2B trends, or the weather. But let’s face it. Many of us are simply using the wrong tools, while others continue to leverage them the wrong way.

That said, let’s now keenly look into the details of one of the tools that often come up in such conversations.

Meet Leadfeeder…

What is Leadfeeder?

To adequately define Leadfeeder, let’s start at the top. On what it’s built on. Web analytics.

Come to think of it, web analytics, as a strategy, has drastically revolutionized marketing for a little over a decade now. We are now making more intelligent decisions about who we are targeting, and how they’re responding.

Sadly, however, the other side has not been as promising. While web intelligence continues to expand astronomically, the results are not reflecting remarkably on sales.

This is precisely where Leadfeeder comes in.

Now, think about that one fundamental tool that usually comes up every time we mention analytics.

Did I just overhear “Google Analytics”? You’re dead right.

It’s the most popular analytics platform. Because it seems to do everything just right. You can collect crucial data about your web visitors in real time.

But, it has a weakness. It might feel like the ultimate tool, of course. But, when you come to analyze everything critically, you’ll find it quite limited.

That’s pretty much why they came up with Leadfeeder. To do the data crunching for you and seal that gap between analytics and sales.

Leadfeeder is basically a cloud-based application that picks up from Google Analytics, detects your site’s visitors, and consequently powers the corresponding lead generation process to help you convert traffic into actual sales.


It was developed specifically for B2B businesses. And has so far served small, mid-sized and large enterprises.

Fair enough, but is it actually generating results? Is it a worthwhile investment? And most importantly, would Leadfeeder be an ideal lead generation tool for your business?

Well, I’ll help you here. This Leadfeeder review provides an in-depth assessment of its features and functionalities, plus pricing and overall usability.

So, let’s dive in….

Leadfeeder Review: Features

Google Analytics on Steroids

Introducing Google Analytics into this equation might be a little confusing at first. Because some marketers recognize that it can also be a lead generation tool in its own right.

Makes you wonder why you’d even pay for an extra lead generation tool in the first place.

It turns out that I actually agree with this group of marketers. Not on paying for an extra tool though. But on the simple fact that Google Analytics can also be leveraged as a lead generation tool.

But, here’s the thing. Google Analytics is optimized for Analytics. Anything extending beyond that into the world of lead generation is a completely different thing altogether. While it can be used, the entire process would take you lots of time and effort.

And you know what makes this worse? Well, the fact that despite extensive efforts, the results might not be that useful to your sales department after all.

Some businesses choose to solve this conflict by adopting a third-party lead generation software, then running it as a separate entity from Google Analytics.

Makes sense at first. But it would take your developers a lot of time and resources to input new code or script to your website.

Leadfeeder, on the other hand, simply supplements Google Analytics to do exactly what it can’t achieve. Think of it as Google Analytics on steroids.


Well, Leadfeeder fundamentally goes beyond the numbers you see on Google Analytics. It goes ahead to give you precise details about your visitors.

Leadfeeder leads

I’ve seen it, for example, generate a couple of solid leads from the connection it shares with LinkedIn.

Now, considering LinkedIn has proven to be quite an effectual lead generation and nurturing platform for 65% of B2B enterprises, this alone should help you seal some substantial deals in the long run.

Sounds good. But here’s the kicker. It would be logistically difficult to follow up with all your identified leads especially if your site is getting thousands of hits a day.

Thankfully, Leadfeeder also comes with automatic lead scoring. Its intelligence engine comprehensively assesses multiple relevant factors to identify specific leads that are best positioned for conversion. They are then placed right at the top of your lead list to help you focus the principal resources on the most promising leads.

top leads

Sometimes, however, the list might not be exhaustive on the precise leads you’d prefer dealing with. In such instances, you’ll be pleased that Leadfeeder also provides a relatively powerful filtering tool. With it, you can crawl through the entire lead list in a couple of seconds to pick out parties that meet certain criteria.

You can also take advantage of its collaboration tools to manage the subsequent lead nurturing process. If you’ve divided your prospecting team into distinct groups, this feature should be quite handy in assigning leads to their respective handlers.

Now, admittedly, most of these actions would be pointless if lead generation was not handled with the urgency it deserves. Capitalizing on sales opportunities is usually time-sensitive, especially in the current competitive era. Moving on to alternative businesses is as easy as closing the tab and proceeding to a separate website.

That’s why Leadfeeder is also constantly updating your lead list automatically. To help you single out fresh leads in real time, then strike the iron while it’s hot. Otherwise, they’d just leave and possibly forget all about your business.

So far so good. But, what type of leads and information are we talking about here?

Business Information

Resting at the top of the pyramid is business information. This is, undoubtedly, the most critical piece of information since it singles out specific companies interested in your brand.

Now, of course, it wouldn’t be practical to implement the same information fields on all types of businesses across the board. Hence, Leadfeeder allows you to edit tags in line with your company set up and sales processes.

And that’s not all. It’s also possible to embed such business information into your existing sales and marketing framework. This not only provides real value in profiling your leads but also helps your company streamline the entire lead nurturing process according to your enterprise goals and objectives.

For each business lead, users can also dig further to determine the precise web pages viewed and actions taken.

pages visited

Individual Information

As we’ve mentioned, Leadfeeder was built to power B2B marketing. That’s why business information is considered critically important here.

But, we know that companies don’t exist as independent entities. They are all ran by professionals.

That’s why Leadfeeder goes further to mine information about the people that actually work at the lead businesses.

individual information

By subsequently establishing personal interactions with the individuals, you pretty much boost your chances at successfully converting their respective companies.

Dynamic Tracking

Many businesses try to engage leads through multiple points at the same time. They publish content on their websites, distribute guest posts, leverage social channels and establish contact through email marketing.

With such a web of channels, you could, of course, use multiple tools to track each channel individually. Or alternatively, streamline your entire framework with one super tool that can track all these at the same time.

And that’s precisely what Leadfeeder does. You get to know how your visitors are responding to your newsletter, specific companies that are already engaging you on LinkedIn, the overall search patterns, and more.

Leadfeeder Integrations

For high-level CRM, Leadfeeder can be integrated with five platforms: Zoho, Pipedrive, WebCRM, Microsoft Dynamics, and Salesforce.

If you’d like to benefit from two-way integration, I’d advise you to proceed with either WebCRM or Pipedrive. Your visitor gets to view your company’s CRM data from their end, while you gain uninterrupted access to their valuable data from your end.

When it comes to email marketing, Leadfeeder integrates with MailChimp to provide accurate insights on how various leads are responding to your emails. It does quite a remarkable job at tracking your emails through the entire process- opening, reading, clicking links and consequent actions taken on your site.

These are solid integrations I have to admit, but they are very limited. On a promising note, however, the company promises to introduce additional services in the future.

Overview of Leadfeeder Features

  • Visitor identification
  • Search terms tracking
  • Search functionality
  • LinkedIn connections
  • Lead revisit notifications
  • Lead generation
  • Historic data
  • Complete browsing histories
  • Email notifications
  • Email marketing integration
  • Customizable lead filtering
  • CRM integration
  • Collaboration tools
  • Browsing behavior tracking
  • Behavioral intelligence
  • Automatic reporting
  • Automatic lead sync with CRM
  • Automatic lead scoring.

Leadfeeder Review: Dashboard

Leadfeeder’s dashboard is as simple as they come. It’s not only functional but well-balanced with all the important info you’d need.

On the left tab is a series of businesses that you might be interested in, including prospective contacts. To get into the details, simply choose and click on one. This is where you can set up custom filters to zoom in on your preferred group of companies.

Right beside it is a similar tab with additional details on all individuals you might want to look into.

Leadfeeder dashboard

On the far right is a breakdown of all your lead categories- followed companies, new leads, and top leads.

Leadfeeder Review: Pricing

Thankfully, Leadfeeder allows you to give it a go through a 14-day free trial period. It might be short, but admittedly sufficient for keenly analyzing its features. Plus, you don’t need a credit card to get started.

Now, it’s worth noting that all Leadfeeder users have access to pretty much the same features. Everything we’ve looked into, regardless of your pay package.

The only difference is the number of leads your account can accommodate. Here’s the breakdown and the corresponding prices:

  • 3,000 unique companies at $299 per month
  • 1,000 unique companies at $169 per month
  • 400 unique companies at $99 per month
  • 200 unique companies at $59 per month

Leadfeeder pricing

If you choose to proceed with their alternative annual payment plan, you get to save 10% of what you’d otherwise pay on a monthly basis.

Who Should Consider Using Leadfeeder

Leadfeeder basically applies to all categories of B2B companies.  Therefore, if you’re already running Google Analytics, you should consider looking into it for additional lead tracking.

At the moment, it’s available as a Web app, plus Windows and Macintosh versions for PC. Users-on-the-go, on the other hand, can use it on iOS, Android, WinPhone, and Blackberry.

To get an actual feel of its performance, you could start off with the two-week trial period. And please, be kind enough to share your experience in the comments section.

Rating: 4.5 - Review by

Davis Porter

Davis Porter is a B2B and B2C ecommerce pundit who’s particularly obsessed with digital selling platforms, online marketing, hosting solutions, web design, cloud tech, plus customer relationship management software. When he’s not testing out various applications, you’ll probably find him building a website, or cheering Arsenal F.C. on.

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