In the realm of B2B marketing, capturing the attention of potential clients and converting them into qualified leads is a significant challenge. A common issue faced by businesses is the invisibility of valuable website visitors who do not fill out forms, leaving them untracked in CRM systems. This is where the integration of Dealfront Leadfeeder with HubSpot becomes crucial.
Table of Contents
- The Challenge
- The Solution: Dealfront and HubSpot Integration
- Custom Feeds and Automation
- Workflow Optimization
- Case Study: SOA People
- Benefits of Integration
The Challenge
Many businesses run extensive marketing campaigns to drive traffic to their websites. However, a staggering 98% of these visitors remain anonymous, as they do not engage with forms or other tracking mechanisms. This results in valuable accounts slipping through the cracks, as traditional CRM systems only capture data from form submissions.
The Solution: Dealfront and HubSpot Integration
Dealfront addresses this challenge by identifying companies visiting a website, analyzing their engagement with content, and assessing how closely they match the Ideal Customer Profile (ICP). The integration with HubSpot ensures that all relevant data, including visits, firmographics, and intent signals, flow directly into the CRM.
Custom Feeds and Automation
The power of this integration lies in the use of custom feeds. Businesses can create feeds based on specific criteria such as industry, geography, company size, or high-intent behavior. For instance, if a company visits pricing or meeting request pages, it is automatically tagged and pushed into HubSpot. This ensures that sales teams focus only on the right accounts, avoiding those that do not fit the target profile.
Automation further enhances this process. When a company visits a high-intent page, it can be automatically flagged in HubSpot, triggering notifications or emails to account owners. This real-time alert system ensures that sales teams are notified the moment a hot prospect engages with the website.
Workflow Optimization
Once tagged accounts arrive in HubSpot, workflows can be utilized to route them to the appropriate owner, update lifecycle stages, and trigger follow-ups. For example, a workflow can be set up to assign high-intent leads to a sales representative and notify them of new high-intent account activity. This ensures timely engagement while the prospect's interest is fresh.
Real-Time Visibility and Insights
Dealfront also provides the capability to identify when a company with an existing deal in HubSpot revisits the website. This is a critical signal for deal owners to reach out, as it indicates renewed interest from the buyer.
Case Study: SOA People
A leading SAP consultancy, SOA People, improved their process by integrating Dealfront with HubSpot. This connection provided real-time visibility into content engagement, aligned sales and marketing efforts, and focused on high-fit accounts. The HubSpot dashboard offered a comprehensive overview of website visitors, aiding in the identification of potential new customers and the analysis of campaign effectiveness.
Read the full case study here.
Using the HubSpot dashboard, we can now take advantage of broken data silos in marketing and sales and get a comprehensive overview of website visitors in real time. This provides us with valuable insights for progressive and efficient customer service. It helps us identify potential new customers and better analyse the results of marketing campaigns based on their audience reach and effectiveness.
Kerstin Eder
Marketing Manager Germany, SOA People
Benefits of Integration
By setting up this integration, businesses can expect:
- Better-qualified leads through filtering based on real intent.
- Faster follow-ups with automated notifications to sales.
- Richer insights into which campaigns drive real accounts.
- More efficient teams, as time is not wasted on unqualified leads.
In conclusion, the integration of Dealfront Leadfeeder with HubSpot, combined with custom feeds and automation, transforms anonymous website visitors into qualified opportunities. This lean and practical setup empowers marketing teams to run smarter campaigns and helps sales teams close more deals effectively.
