Leadfeeder is a well-established B2B lead generation software that helps go-to-market teams identify and enrich anonymous website traffic. Leadfeeder has recently joined forces with another sales intelligence platform, Echobot, to form Dealfront — a Europe-centric B2B data platform.
As a result of this collaboration, Leadfeeder has consolidated multiple products, increased pricing plans, and limited the number of seats per account. Accordingly, several former-Leadfeeder users are considering switching to IP intelligence alternatives.
While Factors is a relatively new player in the account identification space, it’s quickly emerging as a popular alternative to Leadfeeder given its cost-effective plans and industry-leading match rates of up to 64%. That being said, every platform has its unique advantages and limitations that must be considered before making a purchase decision.
This blog compares Leadfeeder vs Factors to highlight features, benefits and drawbacks of each tool — and explore why one might make more sense for your use-cases over the other.
Before diving into the differences between Leadfeeder and Factors, it’s worth highlighting a few commonalities between both tools given that they’re close alternatives to each other.
Needless to say, identifying anonymous accounts on your website is a core functionality of both Leadfeeder and Factors. Both visitor identification tools use IP-based targeting technology to match anonymous traffic with company IPs so users can see who’s visiting their website without the need of form submissions or gated content.
This provides valuable insights into the nature of website traffic as well as which accounts to go after with retargeting ads or outbound outreach.
While both Leadfeeder and Factors rely on similar technologies, the accuracy with which they identify visitors can vary dramatically based on their respective databases. More on this later.
Along with identifying company names, both Leadfeeder and Factors deliver robust account-level firmographic enrichment data such as industry, employee headcount, geography, revenue-range, and much, much more.
Account-level enrichment helps go-to-market teams quickly qualify whether a lead fits the target audience or ideal customer profile. This in turn helps focus marketing initiatives and sales outreach to a highly targeted set of accounts — as opposed to expensive and ineffective spray and pray tactics.
Given that Leadfeeder and Factors employ similar IP-lookup technology to identify and track visitors, the implementation process is more or less identical. Both tools have quick and intuitive onboarding that involves the insertion of a light-weight code script onto the website. The script will soon start identifying visitors once activated.
Overall, the entire implementation process takes no more than 10min for either solution.
A really nifty feature offered by Leadfeeder and Factors is the ability for users to receive real-time Slack notifications when high-intent accounts are live on the website. These alerts can be configured to go off only when specific visitor criteria are met. For instance, teams can be notified only when a visitor is from a US-based SaaS platform with at least 100 employees and is on a high-intent page such as pricing.
Research suggests that contacting leads quickly dramatically improves chances of conversions. Accordingly, this is an especially valuable feature for sales reps looking to strike while the iron’s still hot.
Leadfeeder and Factors are 100% privacy compliant. Both tools adhere to GDPR and CCPA privacy policies. Factors is also SOC2 type II certified. SOC2 information about Leadfeeder is not publicly available so we refrain from commenting on this.
With common features out of the way, let’s discuss what each visitor identification solution does better than the other.
Here are a few reasons to consider Factors over other alternatives:
Rigorous comparative testing over a sample size of 20,000 domains reveals that Factors achieves industry-leading match rates of up to 64%.
No doubt, both Leadfeeder and Factors boast impressive IP databases. In fact, Leadfeeder is at the forefront of IP-matching for Europe-specific data. Challenge with Leadfeeder may surface when targeting companies from US and other geographies outside Europe:
Leadfeeder records IPs for a whopping 26 millions companies in Europe but only about 8.5 million companies in the US and the rest of the world. Factors, on the other hand, covers almost double this figure with over 15 million companies.
Accordingly, if your business solely focused on the EU market, Leadfeeder is likely the better choice. But for global business, including the US, Factors should be the default. It taps into a relatively larger IP database to identify a wider range of companies from the rest of the world.
Account timelines is a feature unique to Factors that helps users visualize customer journeys and touchpoints in real time at an account and user level.
This is a powerful tool, especially in conjunction with visitor identification, to identify what influences different stakeholders within the same account to move from the awareness stage of the customer journey to closing the deal.
Factors is built upon strong analytics and attribution foundations. As a result, it’s capable of far more granularity in terms of reporting metrics and KPIs as compared to other marketing intelligence tools.
Factors auto-tracks website KPIs including:
In addition to these out-of-the-box analytics, Factors integrated with ad platforms, website, CDPs, and CRMs to deliver powerful multi-touch attribution, path analysis, automated AI-fuelled insights, and more. In short, when it comes to analytics, Factors sheds light on what you need to know to drive more pipeline with less spend.
While both Leadfeeder and Factors are relatively intuitive platforms, there’s no denying that they’re sophisticated products with at least some learning curves. With such products, it’s imperative to have onboarding support and dedicated customer success management — both of which Factors takes great pride in offering.
Here are a few reasons to consider Leadfeeder over other alternatives:
While no solution can identify exactly who’s visiting your website at a user level, Leadfeeder natively provides users with a list of ideal prospects from the companies visiting a website.
For example, a fintech company may target the finance team from SaaS companies with over 10M in ARR. In this case, Leadfeeder can more or less find the contact info of CFO, VP finance, finance manager etc from companies already visiting your website — even though these professionals may not actually be the ones visiting.
This is useful for teams who’d rather not rely on specialized sales intelligence tools like Zoominfo or Apollo for dedicated contact-level data.
At the moment, Factors integrates with Apollo to provide this contact-level information. Since the majority of users rely on third-party service providers for contact information, this does not tend to be a blocker.
Leadfeeder provides several native two-way integrations with popular sales and marketing tools including:
This helps users automatically upload account and contact information directly to their go-to-market tools and CRMs.
Factors integrates deeply with ad platforms, CRMs, CDPs, and more. While Factors does not provide native integrations with the full range of solutions Leadfeeder supports, it does integrate with Zapier/Make.com to support data pushback via Webhooks. At the moment, users can download csv files from Factors and upload them back into their preferred CRM, MAP, etc.
Leadfeeder’s Promote feature allows users to target specific company IP-addresses with programmatic display ads across Google, Rubicon, Appnexus, and Pubmatic.
While the efficacy of display ads continues to be hotly debated, this may be a useful way to target companies that already visit your website and fit the ideal customer profile. The primary metrics to track these campaigns are impressions, CTR, and website visits.
Leadfeeder is a relatively inexpensive solution as compared to established Leadfeeder alternatives such as Clearbit and Albacross. That being said, its recent collaboration with Echobot has revised pricing:
Now, Leadfeeder plans start at €139/mo ($152) to identify up to 100 accounts per month
Factors, on the other hand, continues to remain one of the most cost-effective marketing intelligence tools out there with plans starting as low as $99/month for up to 350 accounts identified and enriched per month. Factors pricing is based on the number of monthly website visitors and follows a gradient. Learn more about our pricing here: factors.ai/pricing
This blog has compared Leadfeeder vs Factors.ai in terms of features, benefits, and drawbacks. Depending on your use-cases, one is likely to make a better fit for you than the other. Here are a couple of considerations:
If you’d like to see how Factors achieves industry-leading match rates of up to 64%, book a demo here: See Factors in action
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