Let's chat! When’s a good time?
Modal Close icon
Thank you! Your submission has been received!
Oops! Something went wrong while submitting the form.

Leadfeeder vs Factors.ai: Compare Features, Limitations, Pricing & More

Ranga Kaliyur
April 14, 2023
Table of Contents

Leadfeeder is a well-established B2B lead generation software that helps go-to-market teams identify and enrich anonymous website visitor information. However, 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 heavily limited the number of seats per account. Accordingly, several former-Leadfeeder users are considering switching to website visitor identification alternatives. 

While Factors is a relatively new player in the visitor 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. 

Leadfeeder vs. Factor.ai

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. 

1. Visitor identification

Needless to say, identifying website visitors is a core functionality of both Leadfeeder and Factors. Both visitor identification tools use IP-based targeting technology to match anonymous visitors 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.

2. Account-level enrichment

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. 

3. Implementation

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. 

4. Real-time alerts

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.

5. Privacy-compliance

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.

What Factors does better than Leadfeeder

Here are a few reasons to consider Factors over other alternatives:

1. Data accuracy (outside Europe)

Rigorous comparative testing over a sample size of 20,000 domains reveals that Factors achieves industry-leading match rates of up to 64%. In short, this means that Factors can identify up to 27% more visitors than even established solutions such as Clearbit and Demandbase.

visitor identification match rates

No doubt, both Leadfeeder and Factors boast impressive IP databases. In fact, Leadfeeder is at the forefront of IP-matching for Europe-specific data. The trouble with Leadfeeder, however, begins to surface when considering 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 you’re specifically interested in Europe-specific companies, it’s hard to beat Leadfeeder. That being said, Factors taps into a much larger IP database to identify a significantly wider range of companies in the US and rest of the world.

2. Account timelines

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.

3. Advanced analytics

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 visitor identification tools — including Leadfeeder. 

Factors auto-tracks website KPIs including:

  • Page views
  • Button clicks
  • Percentage scroll depth
  • Session duration
  • Funnels (Eg: Homepage >> Pricing >> Blog >> Features)
  • Custom KPIs and more

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.

Leadfeeder review

4. Customer success

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. 

Factors review

What Leadfeeder does better than Factors

Here are a few reasons to consider Leadfeeder over other alternatives:

1. Contact enrichment 

While no solution can identify exactly who’s visiting your website at a user level, Leadfeeder and several other visitor identification tools can provide 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 only provides account-level data. Since the majority of users rely on third-party service providers for contact information, this doesn't tend to be a blocker. 

2. Integrations

Leadfeeder provides several native two-way integrations with popular sales and marketing tools including:

  • Pipedrive
  • Salesforce
  • Activecampaign
  • Mailchimp
  • HubSpot
  • Zapier 

This helps users automatically upload account and contact information directly to their go-to-market tools and CRMs.

Factors’ larger multi-touch attribution and analytics product integrates deeply with ad platforms, CRMs, CDPs, and more. However, given that it’s a relatively recent player in the visitor identification space, it currently doesn’t match up to Leadfeeder when it comes to pushing data back. At the moment, users can download csv files from Factors and upload them back into their preferred CRM, MAP, etc.

3. Native campaigns & promotions


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.

Compare Pricing

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 upped prices significantly.

Leadfeeder pricing

Now, Leadfeeder plans start at €199 ($217.60) per month which includes 3 seats and 2,500 credits that are used across identifying visitors, enriching company data, and pushing accounts and contacts back into CRM. 

Factors, on the other hand, continues to remain one of the most cost-effective visitor identification tools out there with plans starting as low as $99/month. Factors pricing is based on the number of monthly website visitors and follows a gradient, rather than steep pricing tiers. 

Factors pricing

What’s the right tool for you?

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 pricing and visitor identification data accuracy (outside of Europe) is a priority to you, Factors is the better choice.
  • If Europe-centric data and native contact enrichment is a priority to you, then Leadfeeder may be a better fit.

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

Get the latest best practices in Marketing Analytics
delivered to your inbox. You don't want to miss this!!

Thank you! Your submission has been received!
Oops! Something went wrong while submitting the form.