Get to know Custobar

Custobar is a customer data and marketing automation platform built for omnichannel retail and B2C brands. Founded in Finland over a decade ago, Custobar helps companies unify customer data from e-commerce, physical stores, and other systems into a single “golden record,” enabling highly personalized marketing, segmentation, and orchestration across channels.

With rapid growth across Central Europe, particularly in the DACH and Benelux regions, Custobar’s revenue team operates in a competitive, research-heavy market — where timing, relevance, and insight are critical to winning deals.

The Challenge

For Custobar, selling a complex CDP and marketing automation platform means navigating long and non-linear sales cycles. Deals rarely happen in weeks, they often take months, sometimes even over a year, as prospects evaluate multiple systems while running parallel projects such as ERP or e-commerce transformations.

At the same time, buying behavior has fundamentally changed.

Prospects no longer reach out directly when they’re interested. Instead, they research silently in the background often through agencies, consultants, or implementation partners. By the time a vendor becomes visible, the conversation may already be well underway.

“If we don’t know which companies are researching and when, it’s pretty hard to be part of the discussion at the right time,” explains Aleksi Montonen, Chief Revenue Officer at Custobar.

Without clear intent signals, Custobar’s sales team lacked visibility into:

• Which companies were actively researching CDP solutions

• When dormant opportunities became relevant again

• Whether interest came directly from a prospect or via a partner

This made prioritization difficult and outreach reactive rather than proactive especially in a market where being first to engage can make a decisive difference.

The Solution

Leadfeeder gave Custobar the missing visibility into anonymous website intent revealing which companies visit their site, what content they engage with, and how interest evolves over time.

Instead of guessing who might be in-market, the sales team now receives real-time notifications when relevant companies return to the website whether it’s a new prospect, a known opportunity, or a strategic partner.

“Leadfeeder doesn’t tell you everything — that’s impossible — but it gives a really strong signal of who is interested and what they’re looking at,” says Aleksi.

The real power comes from how Leadfeeder integrates into Custobar’s existing workflows. With a seamless HubSpot integration, companies and contacts are created in just a few clicks, tagged correctly, and routed to the right owner in just a few clicks.

Key workflows include:

• Automatic tagging of customers, partners, prospects, and lost deals

• Instant notifications when accounts in a salesperson’s pipeline revisit the site

• Visibility into what features, APIs, or content prospects explore — directly inside HubSpot

This allows sales reps to engage with context, relevance, and perfect timing.

“If someone has been dormant for three months and suddenly comes back to the site — that’s the moment you want to reach out. Without Leadfeeder, you’d never know.”

From timing to traction: real sales impact

One of the biggest advantages Custobar gained was speed both in outreach and execution.

Before Leadfeeder, prospecting required jumping between systems: identifying a visiting company, checking relevance, creating records in the CRM, and finding contact details. Each step added friction.

Now, that entire process takes seconds.

“I’d say prospecting is about 90% faster than before. It’s just a few clicks — with the right context already there.”

This efficiency allows the sales team to focus on conversations rather than admin. More importantly, it enables Custobar to act at exactly the right moment.

In one standout example, a German consultancy researching CDP solutions for a large client visited Custobar’s website. Leadfeeder alerted Aleksi immediately. He reached out the same day.

“They told us we were the first vendor to contact them — even though they were evaluating almost ten systems. That first impression really matters.”

Measurable results

The impact is tangible.

In just the past six months, Custobar generated €180,000 in new pipeline directly attributed to opportunities uncovered through Leadfeeder, deals that would have otherwise remained invisible.

“Without Leadfeeder, I’m not sure those cases would have gone our way.”

Beyond revenue, the platform has become a foundational tool for both new sales and key account management. While sales teams actively work in Leadfeeder, account managers benefit from the insights directly inside HubSpot without changing their daily workflows.

“If knowledge is power, then Leadfeederis our sales superpower.”

Why Custobar chose Leadfeeder

Custobar has tested multiple website visitor and prospecting tools over the years. While some offered similar features on paper, none matched Leadfeeder’s core accuracy, ease of use, and HubSpot integration.

After trying alternatives, the decision to return to Leadfeeder felt natural.

“It just works. The core value proposition is strong, and the HubSpot integration made it an easy choice. It felt like coming home.”

Combined with continuous product development and standout customer support, Leadfeeder became more than a tool, it became a trusted part of Custobar’s revenue engine.

Key takeaways

Custobar uses Leadfeeder to bring clarity and timing into a complex, long-cycle B2C sales environment. By uncovering hidden buying intent and integrating it seamlessly into HubSpot, the team is able to prioritize the right accounts, reach out at the right moment, and move opportunities forward with confidence.

With Leadfeeder, Custobar was able to:

• Uncover €180,000 in previously hidden sales pipeline within six months

• Identify real-time website intent from prospects, partners, and dormant accounts

• Reduce prospecting and CRM admin by up to 90% through automation

• Reach out faster and more relevant by understanding what prospects are researching

• Equip both sales and key account teams with actionable insights directly in HubSpot