Why Lead Generation Should Be Integrated with Google Analytics
We caught up with Jaakko Paalanen of Leadfeeder to discuss lead generation. Read our questions and his answers below.
Jaakko: First of all our Google Analytics connection allows you to install Leadfeeder in couple of seconds. We then backload the data from 30-days, filter out ISPs (internet service providers) and bring you automatically a list of real companies and their behaviour. Backloading data is not possible for tools which require installing a tracking script, and almost all of our competitors do it that way. Also our data updates from Google Analytics every hour, so it’s almost in real time.
Our Leadfeeder software has learned over time to filter out ISPs and so on, giving more valid data around the world compared to other GA-connectors, and it’s getting better every day.
Our custom feeds allows you to create easily lists, e.g. companies who visited “from Finland”, went to our “/pricing page”, spent over “2 minutes” in our site and are from “marketing & advertising industry”. That as an example gives you an idea how you can easily create different lead feeds and send them to your email or CRM. It’s very fast and the user interface gains every day good feedback of its’ simplicity.
You have chosen to integrate tightly with Google Analytics. Can you explain why you made that choice and how it makes for a better solution?
Jaakko: Google Analytics is scalable for different companies as you don’t have to add any more scripts to your website. Also we have good relationship to Google Analytics team which made us sure this is the right thing to do. Over 53% of companies worldwide use Google Analytics, which makes it scalable and easy to setup. With Google Analytics connection we also allow sales and marketing people to work more closely together, for better leads, and for better sales.
Can you tell us anything about your plans for future additions to Leadfeeder?
Jaakko: This year next steps are more integrations. MailChimp integration should be ready in 1-2 months. After that if you send a newsletter out and somebody clicks from there to visit your site, you can see the visitor on individual level, e.g. firstname.lastname@example.org 12th Feb 12:00:00 visited leadfeeder.com -> /pricing -> /blog -> /blog/leadgeneration and so on.
Other updates this year include Zoho, Salesforce and MSDynamics CRM-integrations. Mobile application is coming up too, to get your leads to your pocket as you go!
Towards the end of this year we are focusing on creating Leadfeeder to become bigger Account Based Sales tool, as we call it. We integrate different CRMs, email marketing softwares and other tools to harness sales and marketing people with more relevant data and possibilities, focusing on sales people’s needs.
What would you say is the most common mistake in lead generation?
Jaakko: It’s definitely the quality of leads. Marketing can push all kinds of “leads” to sales people, but what really is a lead? A lead in my opinion is a qualified prospect, who has shown an interest already. Qualified, so that we have enough information of the prospect, and interest, so that they have visited e.g. some product page several times during last two weeks. It’s an instant signal to a sales person that there’s a need that has to be filled.