The Google Analytics application that caught my eye this
week, out of the several available, was the Leadfeeder App. Leadfeeder, a GA
tool based in Helsinki, Southern Finland and founded in April of 2012 (launched
in 2014), functions exactly as the name insinuates it would. The application is
used to generate prospects and sales leads for B2B companies by analyzing the
unique visitors to a company’s website. Features of the basic “free”
application include tracking capabilities on visitor flow, page flow, team
collaboration, filtering and custom feeds, as well as customizable notifications.
The application proves to be a helpful tool for sales management teams identifying
promising corporate network visitors into future sales leads by showing
page-by-page visit routes and filtering out traffic from generic home based
users.
Leadfeeder
especially boasts its sales team features, as it showcases an assignment portal
for following interesting leads as well as tagging and commenting features to
use in team member communication. The powerful filtering features also allows
the user to define what kind of behavior would indicate a good sales lead, and
furthermore receive email notifications on those leads straight in to the
inbox.
The application review on GA to date has 58 5-star
reviews in which the users speak highly of its functionality in website
monitoring and lead generation. In one case study reviewing the client Lastmile
Connection Service, Leadfeeder obtained the pictured below stats for the
client, overall generating 156 leads, 14 appointments and 12 offers. (Lepojarvi,
2016)
Social
media has also played a part in establishing a good reputation for Leadfeeder,
with positive customer “tweets” on the
social platform of Twitter, along with a personal shout out from Google
Analytics itself. Leadfeeder also has a blog with helpful tips on creating the
perfect social media profile for selling, or how using a live chat platform can
help increase online sales.
Although the basic version “Leadfeeder Lite,” can be
downloaded for free with the features previously described, it is important to
note that the application does initially come with a premium trial. Leadfeeder
Premium starts at $59.00 per month, and increases in costs per month based on
the amount of unique companies tracked. The Leadfeeder Premium application
features CRM integrations, LinkedIn connections for social selling, an
unlimited number of users and premium support. Leadfeeder Premium also shows application
users in detail which web pages leads visited, and there is also no limit to
viewing sales leads past a certain date. While in Leadfeeder Lite however, the
application is limited to viewing only 7 days of sales leads. Subscriptions however
to both the free and premium applications are uniquely month-to-month, allowing
users to sign-up at any time, upgrade at any time or cancel when needed.
Leadfeeder also has aspirations to expand its
operations globally and has recently partnered with other growing tech startups
(Vainu) in the last six months. With a seed investment of 530,000 euros from
Finnish investors, Leadfeeder was able to launch its operations in Sweden this
past March, focusing on making B2B marketing and sales more data-driven:
Last year Leadfeeder’s revenue grew by 300% and the
company now has over 2,500 active monthly users and over 400 monthly-paying
customers around the world. Leadfeeder’s innovative approach to online lead
generation has caught the public’s attention during the past 12 months and the
tool has featured in notable publications like The Next Web, Computer Weekly
and Kissmetrics. Lennart Svanberg, the leadership representative in Sweden, believes
that he can build on the success that Leadfeeder has had from their Helsinki
office with a new dedicated website for Sweden, new blog content in Swedish and
partnership handling in Stockholm. With 80% of Leadfeeder’s business outside
Finland, expanding globally is a top priority for Leadfeeder. (Seenan, 2016)
Leadfeeder today is attributed to breaking free of
the traditional sales funnel and working to promote social selling and engagement.
From a marketing perspective, this allows a company to focus more on the social
communication (through platforms like LinkedIn) rather than using email lead
captures. In an article from Tech.Co, the author passionately proclaims about
Leadfeeder, “Imagine a world where there is no need for the traditional sales
funnel, whereby marketers seek to capture email addresses from website visitors
for nurturing and closing. What if you could nurture leads without needing to
drive opt-ins first?” (Costa, 2016)
Social selling over email lead capturing is a big
part of what Leadfeeder can offer its clients, “Today, nearly everyone is
active on social media, and 75 percent of B2B buyers turn to social media to
support their decision-making, with studies finding that 82 percent of
prospects are active on social media. Rather than going through periods of
non-communication like you would with email marketing, social selling allows
you to stay top-of-mind with prospects, gradually building strong relationships
of trust with them.” (Costa, 2016) Since Leadfeeder is integrated with CRM at
the premium level, the user can track their efforts with the potential lead
using LinkedIn messages to communicate with the sales lead and set up future
meeting dates.
Although Leadfeeder is built around tracking sales
leads and for prospecting potential clients, in my opinion, the GA tool could
take it one step further and offer clients a chance to track competitor visits
as well. In the world of sales, it is not only important to generate leads, but
to also know what your competitors are doing to also attract these leads. If
Leadfeeder could offer a feature that filters only competitor site visits, along
with what other webpages those competitor companies were visiting, a sales team
could have at their fingertips valuable insight into what their competitors
were searching for. Other features of tracking competitors through Leadfeeder could
be the offering of data alerts on new competitive pricing, promotions, and new products
offered by other companies in the competing industry.
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