At Codehouse, we’re always testing and trialling new technology to see if it might be something that will help our customers innovate, improve, and succeed.
Over the past few months, we’ve been looking at Leadfeeder. It's a tool for companies selling B2B and for marketers tasked with driving leads into the business that tracks which companies are visiting your website.
Leadfeeder uses your Google Analytics data and can integrate with your CRM and email marketing tools. Each morning, you can log in – or be prompted by the automatic email that lands in your inbox – and see which companies have been looking at your website the previous day.
You can see company name, website address, and an office phone number, and also see suggested contacts at that company, along with job titles and even email addresses. You can also see which pages the company has visited, and for how long, and also which channel drove them to your website – organic search, PPC search, direct, or another.
Leadfeeder ranks the companies in order of how many pages they have visited on your website, and the time they have spent on it, as a way of trying to ascertain interest in your business. This doesn’t always ring true, as someone might be only viewing your jobs pages and still return more than once. This doesn’t mean they’re not important to your business, but it’s not a lead.
While you don’t know which actual person at the company visited your website, knowing which company has visited, and which pages they have visited, is a vital piece of information in the B2B marketer’s arsenal in helping to drive leads. It could, for instance, confirm if a recent marketing campaign has been effective in driving traffic to your website from the organisations you have targeted. It may make you aware that an older prospect is rekindling their interest. It could also prompt you to find potential contacts in an organisation that fits with the profile of companies you are targeting.
How do we use the data?
We check which pages on our website a company has visited. If we see someone has viewed a few pages that shows they’re interested in our services, then we can check them out and see if they are someone we should follow up with. If they are, then we record this in Leadfeeder by assigning tags and in one click we can immediately create them as a lead in our CRM system. If we notice that the company in question is a competitor, then we record that, too.
We’ve integrated Leadfeeder with Google Analytics, Salesforce and Mailchimp, so we can see if the visitor is someone we’re already working with, have knowledge of, or potentially someone we’d like to work with.
You can also assign a lead, or email that lead, to someone in your business development team, so that they can get in touch with someone at that company, whether via cold call or personalised LinkedIn message to a senior person in the right area for your business.
GDPR and data privacy
For companies concerned about the GDPR and data privacy compliance, Leadfeeder works with a number of different data providers. They won’t tell us exactly who they use or where they pull the customer data in from, but the good news is that they have confirmed that they will be fully GDPR-compliant by 25 May this year.
Leadfeeder has already proved a useful tool in driving leads for Codehouse, and it’s still early days, but it’s useful to see which companies are coming to our website, and what pages or channels are bringing them there.
The information that Leadfeeder provides is invaluable. What you choose to do with it is up to you…
Learn more about Leadfeeder
Click on the logo below to check out Leadfeeder. If you decide to go ahead with it, make sure to enter the code 'codehouse'!
