How to Create a Process with Leadfeeder

To ensure Leadfeeder becomes an effective tool for your sales team, the key is to create a process to utilize Leadfeeder, combined with your marketing stack, in a simple workflow. This way, your sales department only has to worry about when to follow-up on an interesting prospect, versus managing additional software tools.

What We’ll Cover In This Guide:

  • Learn how to save time by categorizing companies via Leadfeeder Tags
  • Focus on the most relevant companies by building Custom Feeds
  • Better track individual engagement on your website with UTM tracking



If you have less than 400 leads per month, this translates to around 20 leads per working day. On average, it will take you 10 minutes to go through which leads are interesting.

However, if you don’t do anything with the companies you have checked, you may repeat your checks on the same companies, which will cost you a lot more time. Use this process so you never have to look at a company twice and you will only be notified about the companies that meet your sales criteria, see the screenshot below:

Seeting up filters with Leadfeeder

If you set up a similar feed, you will get a list of “untouched” leads. Only you know which companies are interesting for you — so, what should you do next?

**1. Click on the feed on the right, or left, depending on which lead view you’ve selected.

  1. Assign the interesting companies to yourself or a colleague in sales.
  2. Tag the companies you find based on a standard naming convention (for instance, Competitor; Client; Not Interesting; and the like.)**

If you do this on a regular basis, it means your Custom Feed would be empty at the end of each day. From here, you would only receive notifications about the companies which have been assigned to you and you won’t miss leads anymore.

Pro Tip:

Make sure you add the Filter, “Leads Assigned to Me.” And make sure you set your Email Notifications to Daily — to learn more about how to adjust these notification settings, please check out this article here for information.

By adding more specific tags, you can perform a segmentation at the end of the month to measure your success against opportunities. For information on how to use Leadfeeder Tags, please visit this Leadfeeder Help & Support Center article here for step-by-step directions.

For example, let’s say you want to see what your competitors have been doing for the last month. This would simply require you to:

**1. Create a feed called “Competitors.”

  1. Select the filter to be “tags” and include “competitor,” as you can see below.
  2. After you save this feed, it will appear in the drop down “feeds” menu option for you to refer back to whenever you need it.**



For larger organizations, we recommend a similar approach to the one outlined above, but with more qualification in the sales process. We understand your sales team could be working on a specific region, such as EMEA or APAC, or they could be focusing on specific products or services.

Let’s look at how to add additional filters to return more relevant leads to the team:


In this feed shown above, we’ve highlighted relevant countries. If you are focusing on a very wide area, with the exception of certain countries, such as Australia, you can use the same filter—but exclude the countries by using ‘is not’ instead of “is”, eg ‘not’ Australia

Filtering for something other than specific countries or regions?

Perhaps you are not focused on a specific country or region, and for your sales team, it’s more valuable to focus on fresh leads visiting the company website who are exhibiting behavior that would indicate their interested in your company’s product or services.

Now what?


See the image above.

By adding a specific URL, you can quickly segment site visitors who exhibit behaviour, such as visiting your Pricing Page URL, Product Page URL or studies your Customer Stories site content, for instance — which all indicates interested behavior. You can even exclude those who visit your Career Page URL as you know these site visitors may be looking for a new job and are not a hot lead.


Having the extra filters with the “Tag = empty” and “Assignee = nobody” prevents you from looking at the same company twice.



With a lot of leads in your account, you can make use of Leadfeeder’s New Automation Feature to make the opportunities you’re generating manageable for yourself and your team. This is especially valuable if you have high website traffic and leads more than 400+.

Here’s an example of what for our sales person in The Netherlands (NL) would consider indicative of a Highly Qualified Lead:

_- They have gone to our pricing page;

  • They have visited at least 3 pages on our site;
  • They are coming from NL;
  • And they haven’t been identified in our CRM system yet._

With the notification and automation tools Leadfeeder provides, you can have the data where you want it. You can opt to receive daily or weekly email notifications, Slack notification (per lead or per day), or tag the company you find suitable automatically, so you can create a scoring system, or use it with other filters.


If you want to have the Leadfeeder information in your own system, and we don’t have a direct integration with it, it would make sense to take a look at Zapier. Zapier is capable of connecting the data from us to other tools you utilize, so you never have to miss out on the data we are capturing.




Like most company websites, you also likely have a contact form on your website, or maybe even a ‘book a demo’ or ‘whitepaper download’ form.

If you do, you know approximately 2% of your site visitors leave their contact information. If you want to see that other 98% of companies who went to those types of specific pages, but didn’t leave their details—you can setup a custom feed for it!

(Note: make sure your URL structure changes after filling out the form, if it doesn’t—take a look at this article regarding Google Tag Manager)

In this feed, you would see all the companies who went to the URL you want them to go to — i.e.—but didn’t actually fill out the form. So, we are excluding the ones who did fill out the form with excluding the /demo/thankyou page URL, which you will get after filling out your details.




Make sure your sales team uses UTM tags in their emails. Using a UTM Generatorwill help you perform this task.

Pro Tip:

For more information on how to craft your UTM management process, check out this Leadfeeder Blog post for all the nitty-gritty!

First things first. Let’s talk about UTMs.

A UTM parameter is a tag added to the end of a URL which, once clicked, sends data back to Google Analytics allowing you to track which elements of your online marketing strategy are most effective.

UTM tags make it possible for Google Analytics (and Leadfeeder) to see if a visitor came to the website via that specific link—without having to code anything. Here’s some common ways to organize your UTMs:


A great way to work with UTM tags is to create an Excel spreadsheet with all the UTM tag URLs, so they are all the same structure and share a unique link with each member of the sales team. This will make it easier to segment opportunities later based on source/person, and to work out who exactly has visited your site, based on the interactions sales people have had with prospects at an organisation.


For more on UTM tagging see here and to get started with building your campaign URLs, click here.



In this article, we’ve covered how you can create simple sales processes within Leadfeeder and modify them based upon the number of leads you’re working with, and how you typically assign leads to your sales team. If you have further questions, drop us a line via our Live Chat and we’ll work with you to help you create the perfect process based on your use-case.

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Leadfeeder is a Google Analytics tool that shows you companies that visit your website. Leadfeeder generates new leads, offers insight on your customers and can help you increase your marketing ROI.

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