Leadfeeder vs Lead Forensics

Comparing Two Leading Visitor Tracking Tools    

If your company is trying to drive more sales lead generation value from your B2B website, there’s a good chance you’re also looking at tools like website visitor tracking software.

If so, then Leadfeeder and Lead Forensics will likely pop onto your radar screen. This post provides useful vendor insights and will help you make an informed choice between these two top contenders.

Tip: Use the collapsible yellow ‘Article Contents’ navigation box to jump to specific sections.

leadfeeder vs lead forensics - software product comparison
Vendor and Product Comparison: Leadfeeder vs Lead Forensics

Last Updated: Mar 13, 2021

Article Contents

Leadfeeder and Lead Forensics Introduction

Turning Anonymous Website Visitors into B2B Sales Leads

Leadfeeder and Lead Forensics are two of the most popular tools used by B2B firms to identify their corporate website visitors and turn them into active sales leads.

They both use forms of ‘reverse IP lookup’, along with proprietary databases and methods, to try to identify visiting companies from anonymous website visitor traffic.

Their tools then provide this data to B2B sales and marketing teams for further prospect discovery and outreach based on the visiting company name, location, and other firmographic details.

identify sales leads from B2B website visitor traffic
Leadfeeder and Lead Forensics both help B2B sales and marketing teams generate new leads from website visitor traffic.

Connecting B2B Sales and Marketing

Overall, these are two great tools for connecting inbound marketing and other website-centric marketing tactics into proactive outbound sales activity. This includes traditional ‘cold calling’ and email outreach as well.

When they work well for a company, these tools help to bridge the (all too common) gap between sales and marketing teams. They help marketing teams deliver more immediate and tangible value to sales, and also help prove ROI for longer-term initiatives such as SEO and content marketing.  

Lead Forensics is the older of the two firms. They were established in the UK in 2009 and have multiple offices worldwide.

Leadfeeder, based in Helsinki, Finland, was established in 2012. They have offices in northern Europe and the US, a distributed team, and an interesting entrepreneurial origin story.    

See the two companies’ animated intro videos below for a quick overview of their solutions. Note the similarities in the basic value proposition here for B2B firms.

Disclosure: I’m an affiliate for Leadfeeder. I may earn referral fees from purchases made via links in this article, at no additional cost to buyers.

Leadfeeder Intro Video

Lead Forensics Intro Video

Leadfeeder vs Lead Forensics - Main Features

Similar Core Features

Both Lead Forensics and Leadfeeder have the following core features:

  • SaaS-based software tools (subscription model)
  • Reverse IP lookup for visiting company identification
  • Access to visiting company details and contacts database 
  • Custom tracking scripts (for installation on the tracked website)
  • ISP filtering to eliminate non-useful visitor data
  • Customizable user portal, visitor filters, and sales workflow
  • Customizable company segments and lead lists (e.g., company Watch Lists)
  • Traffic source attribution (organic or paid search, email, social, etc.)
  • Page view tracking (to better understand visitor interests, buyer intent, etc.)
  • Automated lead assignments and email alerts (e.g., Trigger Reports)
  • Near real-time tracking and alerting
  • Integrations with 3rd-party tools (CRMs, etc.)
  • Target company list import tools
  • Unlimited users

Product Differentiation

Lead Forensics and Leadfeeder of course also strive to build in distinct product differentiators and value-added features.

Lead Forensics

For example, Lead Forensics claims to have the world’s largest proprietary database of company IP address information. In theory at least, this provides advantages for matching actual website visitors to actual companies of interest, not just the ISPs that connect users to the web.

lead-forensics-dashboard-website-visitor-details
The Lead Forensics Visitor List provides a summary of website visitor details. Users can then drill down for further information about specific companies of interest.

Lead Forensics has other product differentiation, including:  

  • Built-in CRM function via Lead Manager
  • Mobile app
  • WordPress plugin (old but still available)
  • Optional API access
  • Strong partner ecosystem for digital marketing agencies and other firms with B2B lead generation focused clients
  • Integrations with Zoho, Salesforce, Microsoft Dynamics, and other platforms

Leadfeeder

On the other hand, Leadfeeder leverages their proprietary Leadfeeder Tracker technology, either alone or in combination with Google Analytics, to greatly boost IP match rates.

They’re also working on proprietary new techniques to associate website visitors with companies in today’s work-from-home era.   

leadfeeder-dashboard-company-lead-data
Leadfeeder’s ‘All leads’ view shows a lead list of company names, company firmographic details, indicators of lead quality (lead scoring), and information about CRM contacts available (Pipedrive CRM in this case).

Other Leadfeeder differentiation includes:

  • Ability to eliminate unwanted companies from the lead flow. This reduces ‘clutter’ from the prospect funnel and also helps to keep your monthly lead volume costs in check. 
  • Lead notifications via Slack
  • Leadfeeder Lite option (a free very basic plan… see more further below) 

Leadfeeder is also strong in the area of 3rd-party platform integrations. These include:

  • API Deck
  • LinkedIn
  • Pipedrive
  • Mailchimp
  • Salesforce
  • HubSpot CRM
  • Zoho CRM
  • Microsoft Dynamics
  • Slack
  • webCRM
  • Google Hangouts Chat
  • Google Data Studio
  • Google Analytics
  • Zapier

Price Comparison

Different Approaches 

Pricing for both of these products is based on a monthly subscription model.

However, they take different pricing approaches, as described here.

Lead Forensics Pricing Plans

Lead Forensics does not publish specific pricing plans on their website. Instead, they offer a 14-day free trial, during which they measure your website traffic to understand how many identifiable leads you may have, and then produce a customized price for you.

They also offer some form of price protection for when your website traffic increases. 

According to various online review sites and forums, Lead Forensics typically costs in the US $99 to $1000 range per month, depending on lead volumes produced.

See the Lead Forensics pricing approach and trial details here. Be aware that you may have to commit to a full-year contract, even if paying on a monthly basis.

Leadfeeder Pricing Plans

Leadfeeder has several published pricing tiers starting at US $63 per month when paid on an annual plan. This saves 20% vs paying month-to-month.

The base tier is for up to 100 unique leads identified per month.

Pricing increases at various higher lead breakpoints. For example:

  • $135/month for the 201-400 lead range
  • $239/month for 701-1000 monthly leads
  • $429/month for 2001-3000 monthly leads. 

These are just a few example pricing levels. See Leadfeeder’s pricing page for a complete breakdown. 

Also note: Leadfeeder does not require a full-year contract commitment.

Leadfeeder Lite

Leadfeeder does offer a feature-limited free version of their tool, called Leadfeeder Lite.

Leadfeeder Lite offers very basic functionality:

  • Unlimited users
  • Last 3 days worth of lead data (limited lookback vs the premium version)
  • Maximum 100 leads per month
  • No website visitor activity tracking (e.g., no per-visitor ‘clickstream data’ on website pageviews, etc.)
  • No 3rd-party integrations or other advanced features

Demos and Free Trials

Try Before You Buy

Leadfeeder and Lead Forensics both offer 14-day free trials, as is common for this software category.

Lead Forensics also uses the free trial period to establish customized monthly pricing based on actual lead flow data on your website.

Learn more about the Lead Forensics free trial here.

You can also start a free trial of Leadfeeder here.

Neither vendor requires a credit card in order to start a free trial.

Also see this post about getting the most value from your website visitor tracking free trial period.

Website Visitor Tracking Free Trials

 

Customer Support

A Key Differentiator for Some Customers

Leadfeeder starts out with more of a self-service philosophy at the trial level and lower lead flow pricing tiers. For some higher pricing tiers, you’ll also get a customer success manager assigned to you.

Otherwise, Leadfeeder offers email and online chat as their main direct support channels.

Lead Forensics, on the other hand, does a lot of hand holding right from the trial stage. This is great for customers who want lots of support and basic product training right from the start. (It also probably helps to boost the Lead Forensics close rate on gaining new paid subscribers.) 

Both companies have great content on their websites for support and self-education. Both also have active YouTube channels with helpful support videos.

Leadfeeder vs Lead Forensics - User Reviews

Common Pros and Cons

Leadfeeder, Lead Forensics, and other software tools for B2B website visitor identification all share a few common pros and cons. These are often articulated in user reviews and include the following points:

Pros

  • For many B2B companies, a single ‘big win’ from these tools that would have otherwise not converted to a sale can easily justify the full annualized cost of the software.
  • For companies with small to medium sized target customers, the data provided can be quite usable and ready for sales activity on the account. This is because it’s often easier to find good contact points (individuals) in small to midsized firms, vs. very large corporations with dozens of departmental silos and geographically dispersed employees.  
  • Generally good user interfaces, custom filtering, and sales workflow automation.
  • More useful data than trying to mine Google Analytics reports for usable sales insights.
  • Can be very useful for B2B firms employing Account-Based Marketing (ABM) campaigns, where website visitor identification even just at the target company level provides valuable sales intelligence and marketing insights.  
  • Great for companies with proactive direct sales teams with the skills and time needed to discover visiting company contacts and tactfully engage them without coming off as pushy ‘cyber stalkers’.

Cons

  • For B2B firms with large and geographically dispersed target accounts, finding the right contact within an identified visiting company can be a major obstacle and sales productivity killer.
  • Inability to identify actual people (vs companies). These tools focus first and foremost on company-level identification, before individual visitors may choose to self-identify by submitting lead forms, etc.  
  • Not as useful for visitors coming in via mobile devices on cellular networks. These have mobile carrier IP addresses and are therefore filtered out as ISPs.
  • Visitor IP-to-Company match rate not high enough for some users.
  • May not be useful for small companies with low levels of website traffic. These firms need to focus first on driving more site traffic overall.
  • Potentially less useful now in some industries due to COVID-induced work-from-home policies in 2020 and the resultant impact on B2B company IP matching. This should improve in 2021 and beyond as employees move back into corporate offices and when companies have their remote WFH employees connect via corporate VPN connections. Also see how Leadfeeder is responding to work-from-home visitor identification.
  • Not great for understaffed sales teams that are too busy with other daily tasks to make good use of these tools. (The software may still be very useful for marketing insights, however.) 

User Reviews

Both Leadfeeder and Lead Forensics have a wide range of user reviews on commercial software review sites like G2, Capterra, etc.

Many of these reviews mention the general pros and cons I’ve itemized above.

For example, see this G2 comparison of Lead Forensics and Leadfeeder.

Lead Forensics User Feedback

Lead Forensics has plenty of very happy customers. See my Lead Forensics overview post for more user feedback and product insights. For many firms worldwide, Lead Forensics is an important part of the overall sales and marketing ‘tech stack.’  

However, some Lead Forensics users have voiced issues with contract lock-in, auto renewals for another (unwanted) year-long contract commitment, overly aggressive sales and billing tactics, extra fees for prospect company contact data, high cost vs. value received, and spotty support from Customer Success Managers.

These complaints are in the minority vs positive reviews, but they do contribute to a lower overall ‘star rating’ for Lead Forensics vs Leadfeeder.

iBeam Blended Meta Score for Lead Forensics: 3.90 stars

Note: The iBeam Blended Meta Score is an average of vendor scores from several popular and publicly available software review websites.

Leadfeeder User Feedback

Leadfeeder user reviews also fall into the general pros and cons mentioned earlier.

Like Lead Forensics, Leadfeeder also serves many customers very well and provides excellent ROI for them, even in the challenging business environment of 2020 and 2021.

See my Leadfeeder overview post for more product details and user feedback insights. 

Some users have noted that the free Leadfeeder Lite option is not very useful for them, but the premium pricing plan is too expensive. They wish there was another pricing plan available between the Lite and Premium levels. 

Also see Leadfeeder’s own comparison of their solution vs Lead Forensics.

iBeam Blended Meta Score for Leadfeeder: 4.38 stars

Lead Forensics (3.90)
3.9/5
Leadfeeder (4.38)
4.4/5

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Leadfeeder vs Lead Forensics - Who Wins?

Several Important Deciding Factors

The tools and basic value propositions are similar for Lead Forensics and Leadfeeder.

So, which software tool wins?

Looking at star ratings alone, you might conclude that Leadfeeder is the better choice for you. And you might be exactly right. 

But, it’s not always that simple. These additional thoughts may also help.

Lead Forensics May Win When:

  • The product checks all the right boxes for you in terms of needed features, specific integrations, usability, sales workflow, support channels, etc.
  • You highly value having a Customer Success Manager assigned to help guide you along the way, right from the demo and trial stage.
  • You’re OK with the quoted price after the free trial, along with a full-year contract and auto renewals.
  • You don’t mind paying extra for additional company contacts (lead data).

Leadfeeder May Win When:

  • The product checks all the right boxes for you in terms of needed features, specific integrations, usability, sales workflow, support channels, etc.
  • You prefer a more ‘self-service’ approach to testing the product, with no sales pressure to lock in an annual contract early in your deployment.
  • You’re concerned about proving ROI, and therefore prefer a month-to-month commitment and payment model.
  • You like the Leadfeeder Lite option as a free fallback in case your website traffic isn’t high enough yet to warrant a paid subscription.

Final Thoughts

B2B Lead Generation for The New Normal (2021 and Onward)

As I write this post in early March of 2021, I’m thinking about business getting back to a ‘new normal’ later in 2021, with COVID-19 hopefully under control and people returning to life and business more like we used to know it.

However, the new normal for some B2B industry sectors won’t be the same as before. There will be fewer and smaller live physical events like trade shows and conferences for sales pipeline development, and some corporate employees will continue working remotely either part or full time.

Finding and engaging your best target prospects got harder in 2020 and may continue this way for many B2B firms. 

Website Lead Gen Tools Can Help

In this context, your corporate website has become more important than ever before. Why not turn it into a more useful lead generation asset with something like Leadfeeder, Lead Forensics, or similar tools for B2B website visitor tracking?

Given the still uncertain business environment in 2021, I’d lean towards a solution that combines good ROI potential with no long-term commitment if it doesn’t work out as planned.

In this specific product comparison, I suggest looking at Leadfeeder first. You can get started with the free trial offer below.

leadfeeder free trial promotion

 

Comments and Feedback

Have you used either Lead Forensics or Leadfeeder in recent months and years?

Did their software deliver sufficient ROI for your company? Any new closed deals and revenue that you might not have achieved without them?

How do you use these tools in your B2B sales workflow?

What other B2B IP tracking tools should I compare them against?

Feel free to add your thoughts below.

Thanks for reading, commenting, and sharing with your social networks.

 

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B2B Website Visitor Tracking Software

Get My Complete Vendor Listing

Hello and thanks for reading!

I’ve built an Excel spreadsheet that captures key details on virtually all software products that focus on anonymous website visitor identification.

(Many more vendors than I have room to include in this post!)

It’s based on many hours of my vendor research… and I’m happy to share it as a helpful reference item for you.

Just drop me your best email address below and I’ll send the link to the spreadsheet download page.

Grab the current version now. I’ll send you future updates, too! 

Website Visitor Identification Tools

Get My Complete Vendor Listing

Hello and thanks for reading!

I’ve built an Excel spreadsheet that captures key details on virtually all software products that focus on anonymous website visitor identification.

(Many more vendors than I have room to include in this post!)

It’s based on many hours of my vendor research… and I’m happy to share it as a helpful reference item for you.

Just drop me your best email address below and I’ll send the link to the spreadsheet download page.

Grab the current version now. I’ll send you future updates, too! 

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