There’s Buyer Intent Data Hiding in Your Own Website — Here’s How to Access and Use It

There’s Buyer Intent Data Hiding in Your Own Website — Here’s How to Access and Use It

Today’s marketing and sales teams know the value of buyer intent data—verifiable signals that indicate a consumer is looking to buy a product like yours. Gaining access to that kind of data can help you:

  • Target qualified leads deeper in the sales funnel
  • Identify target accounts for account-based marketing (ABM)
  • Personalize marketing campaigns
  • Create more targeted and relevant sales outreach

A tool like Leadfeeder, for example, can tell you when a company or account spends more than 2 minutes on your pricing page—even if they don’t go on to fill out a form or contact you. That’s a clear indication that they’re considering your product. Having that information enables you to identify the company as a lead and reach out to make the conversion happen.

The trouble is, marketers and salespeople need a way to access that data. Google Analytics can tell you how many visitors spend more than 2 minutes on your pricing page, but it won’t tell you who those companies are.

Leadfeeder can help you access that buyer intent data at the account level.

In the article below, we share:

  • Why identifying buyer intent by account matters
  • The 5 buyer intent signals we recommend new customers track (plus how to access that data with Leadfeeder)
  • The most important ways sales and marketing teams can turn buyer intent data into conversions

Note: Ready to pull buyer intent data and signals out of your own website? Sign up and try Leadfeeder free for 14 days to uncover the companies that visit your website, plus details on the pages they look at and more.

Why B2B Companies Need Account-Level Buyer Intent Software

Google Analytics can tell you how many people visited a particular page of your website, whether they came from social media or content marketing, how long the average visitor spends there, and even how many conversions you can attribute to the page. That’s all useful information.

But it doesn’t help you identify, target, or convert B2B leads. It doesn’t help you personalize and tailor your marketing and sales efforts throughout the buyer’s journey. And it doesn’t offer any firmographic details.

Instead, B2B marketers and salespeople need a buyer intent software option that takes the data Google Analytics provides and ties it to a particular company—then gives you all the company details and contact information you need to reach out and turn that lead into a customer.

When you can see purchase intent signals at the account level, you can:

  • Build a better lead list full of pre-qualified companies that are more likely to buy
  • Directly target and reach out to companies who’ve exhibited buying intent
  • Inform and track the performance of your ABM efforts at driving buying intent

Here Are the Buyer Intent Signals We Recommend New Customers Track

Leadfeeder’s website visitor identification software helps you surface B2B intent data based on the behavior of your website visitors. But, depending on your website, that can be a lot of data.

So how do you know which behaviors indicate buying intent and focus in on those signals?

That’s a question we hear a lot from new customers—so we asked our Customer Success Team Lead Jenn Morton what she recommends. Jenn told us she advises new Leadfeeder customers to track these 5 key buying intent signals:

  • Pricing page visits
  • Visits to any demo or information request pages
  • Trial page visits
  • Visits to specific product or service pages
  • Visits that initiate the checkout process (if you have one on your website)

According to Jenn, any company that visits one of those pages has indicated some level of buying intent—and they’re ripe for marketing and sales to reach out to.

How to Track Those Buying Intent Signals in Leadfeeder

Now that you know what to look for, let’s talk about how you can find out which companies are visiting those web pages and narrow down your lead list from there. For each buying intent signal, you can create a Custom Feed in Leadfeeder to automatically track companies that visit that page (and meet any other criteria you set).

  • Step 1: To start, you’ll click on the blue “+ Create custom feed” button from the Leadfeeder dashboard and give the new feed a name.
  • Step 2: Add page URL filters to narrow in on companies that have visited a particular page. You can use filters for the URL of any of the pages we mentioned above, like your pricing, demo request, and trial signup pages.

Buyer intent data: Page URL contains pricing

Buyer intent data: Page URL contains trial or sign up

  • Step 3: Add any additional filters you need to find your most engaged, qualified potential leads. For example, you can add filters to see only those companies showing buying intent that have at least 1,000 employees. You can also filter by minimum visit depth or length to laser in on the most engaged companies.

Buyer intent data: Filter by multiple variables such as URL, visit length, employee count, etc

Plus, you can define your Traffic Rules to include (or exclude) only those companies from a particular country or geographic region.

Once you’ve added all the filters you want, you can save the Custom Feed—you’ll immediately see leads that fit your chosen filters (i.e. have shown buying intent) in near real-time as they visit your website. Here’s what your feed will look like:

Buyer intent custom dashboard feed on Leadfeeder

From there, you can click into any of the companies to see more detail including:

  • Company size, industry, and LinkedIn or Leadfeeder contacts (based on job titles)
  • Behavioral visit details (pages visited, visit length and depth, number of employees from the company who’ve visited, etc.)
  • Whether or not a company exists in your CRM

Another view of the custom dashboard, filters, and leads within Leadfeeder

Note: Ready to pull buyer intent data and signals out of your own website? Sign up and try Leadfeeder free for 14 days to uncover the companies that visit your website, plus details on the pages they look at and more.

3 Ways You Can Use Buyer Intent Data in Your Sales Cycle

Now that you can see the companies that visit your website and show buying intent, let’s talk about using buyer intent data to improve your sales and marketing efforts.

1. Filter Out Unqualified Leads

The filters you set on your Custom Feed will do a lot of the lead scoring part for you, automatically filtering out companies that don’t fit your target personas or reach a minimum level of engagement in the buying process.

Once a lead comes through your feed, you can further qualify by using some of the automations available in Leadfeeder’s Custom Feeds. For example, someone may visit your product page—but if they also visit your jobs or careers page, chances are, they don’t have buying intent.

In that case, you can create another Custom Feed to filter for visits to those pages. Then use automation to automatically tag that lead. The tag will accompany the company’s page throughout all of your feeds, so everyone on your team will know that they may not be your ideal lead.

Automation within Leadfeeder allows you to create custom actions and notifications

You can also tag current customers to let sales and marketing know they don’t need to focus on them.

2. Push Pre-Qualified Leads and Target Accounts to Your Sales Team

Once your Custom Feeds are up and running, you have a running list of qualified leads that automatically populates as new leads meet your criteria. From there, you can push that lead generation data into the right hands automatically.

For each Custom Feed, you can choose people to notify when new sales leads arrive—and you can notify them via email, Slack notification, or both. You can also connect Leadfeeder with your CRM software to automatically push new leads into your CRM.

Connect Leadfeeder with your CRM to automatically send updates

Once the right team members are notified about a new target account, they can head into Leadfeeder directly to get more details that help inform their outreach. For example, if the visit details show that a company visited a particular product page of your website, that can give sales reps a hint about which department of the company to reach out to.

3. Use Company and Visit Details to Personalize and Target Your Marketing and Sales Efforts

The last step is to use all of the data (buyer intent and otherwise) available in Leadfeeder to ensure your sales and marketing efforts are as tailored and relevant to each lead as possible. In this effort, visit details are your best friend.

You can see, for example, if a company came in through a Mailchimp email. If they did, you can ensure your outreach messaging corresponds to what the email copy and any corresponding landing pages promise.

Here’s another example: If a lead visited your CRM Integrations page, they’re likely interested in whether or not your product works with their favored CRM. You can include that information in your sales pitch to make it even more relevant to the things that particular lead cares about.

Buyer intent data: specific URLs visited

Boost Sales and Marketing with Buyer Intent Insights

From enabling smarter ABM strategy to informing sales outreach and marketing nurture campaigns, buyer intent data helps you build a better lead list, develop a better understanding of what target accounts are looking for, and create more targeted, personalized messaging that drives higher conversion rates.

By using a tool like Leadfeeder, you can unlock that kind of intent data and put it to work in your sales and marketing efforts.

Note: Ready to pull buyer intent data and signals out of your own website? Sign up and try Leadfeeder free for 14 days to uncover the companies that visit your website, plus details on the pages they look at and more.

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