Google Analytics offers several apps, formerly called solutions, that can take your website’s analytics to the next level based on your needs and the app’s specifications. I’ll be breaking down the app ‘Leadfeeder’ and explain how integrating this app can help a business grow. Leadfeeder is an analytics app that helps focus a company’s attention to quality leads. It’s mostly for a B2B company that is tracking other companies.
Leadfeeder Background and Usage
Leadfeeder was founded in 2012 by three Finnish friends looking for an added oomph from their Google Analytics. One of the founders, Pekka Koskinen, found that visitors to his father’s website would seem promising but not leave any contact info and fall flat. Part of the inspiration for Leadfeeder came from that frustration (leadfeeder.com). So instead of cold calling companies who haven’t heard of you before, you’ll actually be contacting companies who were active on your website. This essentially saves billions of dollars of wasted time cold-calling and focusing on leads ready to move or looking for more information.
One of the best features of Leadfeeder is that once integrated, it can go back through your Google Analytics to profile information you already have (leadfeeder.com). For that very reason, Leadfeeder was built ‘on top’ of Google Analytics so that they can work in tandem. This app provides a more in-depth look at very specific aspects of leads on your website. You can create custom feeds that sort by traffic source, by business, or by country of origin. Traffic sources are much like those in Google Analytics and can be refined to show referral sites or your Google PPC campaigns (Leadfeeder, 2017). These custom feeds allow for any user in your company to set up their own version of the data and see what’s important to them. Think about the sales team - they want to find the leads ready to move. That may mean anyone who’s viewed the pricing page or looked through customer testimonials.
Leadfeeder also integrates with many popular tools and platforms including Pipedrive, LinkedIn, and MailChimp. For example, if you email your database through MailChimp, Leadfeeder is able to track that user from your email campaign through their entire session on your website (Leadfeeder, 2017). Watching a specific company or customer’s trip through your website can provide invaluable data to your sales team and your web-design and marketing team. Much like with bounce and exit rates in Google Analytics, this kind of tracking can also help you find unknown holes in your system.
Aside from the quantitative data that Leadfeeder gives you, it also can give you qualitative data. By looking through the companies viewing your website and data, you may find certain patterns. If you’re an SEO and digital marketing company, and you see that real estate offices and brokerages continually visit your site, you know that these types of companies need your services and would be quality leads.
Leadfeeder’s custom feeds also hide the leads or companies that are not in your main target area. Those who only visit your site once or twice will not be as interested or ready to purchase as those who have visited several times. Hiding this information makes for cleaner, more logical reporting for your sales team.
Practical Use as a Marketer
Using some of these features, it’s easy to see how this app can enhance your company’s marketing and media efforts. Let’s look at email marketing first.
According to a study in 2018, email marketing is still ranked as the most effective marketing channel - beating out social media and SEO (Hangen, n.d.). That’s right - email marketing is that important. Leadfeeder’s integration with MailChimp, one of the largest email marketing platforms around, offers a pairing that more effectively tracks your efforts. Google Analytics tracks page views and sources. MailChimp tracks which individual user clicked which links and opened which pages. Putting them together into Leadfeeder gives you a report like no other. Your most active email recipients will be excellent leads for your sales team to approach. From a marketing standpoint, knowing which companies react to what content can help you further segment your email lists and provide better content at better times. Segmentation is crucial for all businesses, whether B2B or B2C, because it allows you to send only pertinent information to certain people or businesses (Vaughan, 2012).
Another practical use for Leadfeeder as a marketer is to focus on the quality and type of leads coming from Google PPC campaigns. Google Analytics can show the volume and position of your business for keyword searches. Leadfeeder can then narrow down the companies visiting your site that arrived from those campaigns and follow their journey. As a marketer, it’s important to know if your keyword PPC campaigns are true to their name - meaning the company lands on your page and is getting the information they searched for. Following these users through their journey on your website can offer more insight to the marketing team as to what is important to these people. This may prompt marketing to add a button or call to action on the landing page that directs the user down the appropriate path instead of letting them navigate your site on their own.
Every company, especially a B2B, has a goal in mind - when it’s online, it’s usually filling out a contact form to start the process. Leadfeeder reported that only 1-2% of website users fill out this form and provide the company with their contact information (The Best Tutorial, 2017). As a marketer, how do you know if you’re achieving your objectives? Usually one of those is an increase in these conversions or goals. Using Leadfeeder, marketers can narrow down the qualifying leads that were on the site but did not complete the form and then hand those over to the sales team. Leadfeeder actually creates automated reports, too, so once you set up the custom feed, you can automatically send both marketing and sales automated daily or weekly reports. You can also send a copy to your CEO or manager. Just because they didn’t complete the form doesn’t mean they aren’t qualified. Leadfeeder helps bridge that gap for B2B marketers.
Leadfeeder. (2017, March 9). Leadfeeder Starter Guide Tutorial. YouTube. Retrieved from: https://www.youtube.com/watch?v=p5PpDgiqVbA
The Best Tutorial. (2018, January 2). Google Analytics and Leadfeeder for B2B Marketing. YouTube. Retrieved from: https://www.youtube.com/watch?v=i8o4ugb8a7c
Vaughan, P. (2012, May 15). Why List Segmentation Matters in Email Marketing. HubSpot. Retrieved from: https://blog.hubspot.com/blog/tabid/6307/bid/32848/why-list-segmentation-matters-in-email-marketing.aspx
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