There’s a crop of reverse DNS tools that have been built in the last few years that can do something really useful for B2B marketing and sales teams: Tell you what companies are visiting your website.
Folks on my team have had a chance to review these three platforms, and we’ve found they differ significantly in many aspects, including: ease of initial setup, pricing models, pros and cons, and integration with third-party apps, such as Google Analytics, Slack, and CRMs.
In this article, we’ll be comparing all three tools so that you can find the one that best suits the needs of your sales team. From our evaluation, we think that for most B2B companies, Leadfeeder is likely the best solution because of great data quality, the ease of integration with Google Analytics, the automation features, and stellar customer support.
Free Trial and Ease of Setup
Out of the three tools reviewed in this post, only Leadfeeder will immediately show data from the past 30 days so you can get a good idea of how it works.
It connects instantly with Google Analytics, allowing you to see exactly which companies have visited your site in the past 30 days. It does not require a programmer to install code on your website — like Albacross and Lead Forensics do — and no credit card is required for the free trial, either.
Leadfeeder Free Trial and Setup
Leadfeeder is designed to work exclusively with Google Analytics. In fact, they’re an official Google Analytics Technology Partner.
In our experience, we saw this in how seamlessly Leadfeeder connected to Google Analytics: it took just a few short steps and was reassuring to know that the data would be consistent and accurate.
We did this with their 14-day free trial, which gave us full access and allowed us to test out all of the Premium subscription features.
To do this yourself, you’ll need to sign up for Leadfeeder. It’s best to click the blue button on the left-hand side and use the “Sign up with Google” option because it will make it very easy to link your Google Analytics account in the following step.
After you’re signed in, you can easily connect your Google Analytics account. This is as easy as clicking “Add Website” from the top right-hand corner of your screen.
Finally, you’ll be asked to select the Google Analytics (or GA) account that you want to connect.
Once you click the select the correct account, Leadfeeder will begin to backload the data. In a few minutes, you’ll have 30 days worth of leads to check out.
Albacross and Lead Forensics will require you to wait a few hours to a few days (depending on your website traffic levels) to compile a big enough list of leads and data.
In our investigations, this was the biggest thing that stood out: How quickly you can test drive the product and start seeing the names of companies who landed on your website without having to ask your developer and without waiting several hours or days.
You can try this out yourself on the Leadfeeder site.
Albacross Free Trial and Setup
Albacross will immediately begin showing leads as they come onto your website. Depending on your traffic levels, this could be as short as a few minutes or as long as several hours.
Lead Forensics Free Trial and Setup
Like Albacross, Lead Forensics also requires the installation of a script. However, before you get to that point, you’ll need to fill out a contact form with your phone number and email address.
A sales rep will most likely give you a call and walk you through their onboarding process.
If the sales rep determines that your business fits the Lead Forensics’ model, you’ll be transferred to a senior exec who will walk you through a demo of the platform and available tools on their test account.
You’ll then be given a snippet of code that will need to be placed in the body tag on all pages of your website so that Lead Forensics can begin showing your data.
After the demo period has ended, your company will be given a custom quote at which point you can decide to become a paying customer.
Having to jump through this many hoops to demo a product is one of the bigger complaints that people have about Lead Forensics.
CRM Integrations and Features
The ability to seamlessly integrate lead data with a CRM is essential to many companies. Out of the three, Leadfeeder and Lead Forensics offer the most direct integrations.
For example, you can set up a Custom Feed in Leadfeeder where sales leads that match predetermined criteria are automatically forwarded to the #sales-department Slack channel located in another state or country.
This way, if your U.S.-based company gets leads from Germany, your German sales department will have them forwarded directly to their Slack sales channel.
Albacross allows you to integrate with Zapier, which can give you access to Slack, Google Sheets, and HubSpot CRM to name a few.
Albacross also offers an account-based marketing (ABM) feature wherein you can select target companies to remarket to.
The idea behind this is that you can identify a lead in Albacross then create a paid marketing campaign to retarget that company. It requires a minimum 500€/month budget.
There are a few other areas where the three tools differ:
Email alerts give you the ability to set criteria that will trigger an automatic email to be sent out to a salesperson’s email once per day (or once per week). While all three tools can send out automated emails, only Leadfeeder can send out an alert if a pre-designated company visits your website.
Out of the three, Leadfeeder does the best job in terms of data quality. They accomplish this by pulling and combining data from both their and Google’s databases which results in highly accurate data being reported.
The proprietary database and connectivity with Google allows Leadfeeder to immediately show you the past 30 days of leads when you first sign up.
In my team’s trial of Albacross, we found that it was lacking (as shown via the red arrow in the image below). All it tells you is a commercial internet provider + a city, which is not particularly useful for B2B companies — especially if you don’t even know whether it’s a business or residential visitor.
Furthermore, if you want to get any useful contact data out of Albacross, you’ll need to spend a “credit.” The lowest paid plan only gives you 100 credits per month. After that, you’ll either need to upgrade or wait until the beginning of the next month.
Lead Forensics has done a good job with their data quality, but it’s still a ways off from the robust databases that Google has, as well as the proprietary data that Leadfeeder adds on top of it.
When we went to the Albacross live chat box during regular business hours, the status bar read “Back in 3h.” Both Lead Forensics and Leadfeeder responded to our test question in under five minutes.
When demoing Leadfeeder under the 14-day free trial, my team reported that they got the feeling that they actually cared about their customers. Questions and trouble tickets were thoughtfully answered in a relatively short period of time.
Lead Forensics also seems to have equally responsive support for free trial users as well as paying customers, which was nice.
Lead scoring is another important feature that looks at the behavior of your website visitors, identifies various sales signals, and automatically scores the value of a lead.
The leads that score high can then be exported to one of several CRMs.
Out of the three, in our trials, Leadfeeder seemed to offer the most functionality when it comes to lead scoring.
They have an automation feature that will allow you to build a custom lead scoring model which will automatically send out an alert once a specific set of criteria are met.
For example, if a company visits your pricing page, spent “x” amount of minutes on your site, is from “x” industry, in “x” country, a new opportunity can be automatically created in Salesforce or CRMs, via email, or in a Slack channel.
This allows you to set up a lead generation feed with Leadfeeder, wherein the CRM pipeline of the sales department is automatically filled with relevant company leads from the website.
Campaign metrics, keywords, and other essential data pulled from Google Analytics are all included in the scoring model.
Lead Forensic’s lead scoring model is similar to Leadfeeder’s but doesn’t include the automation nor the information Leadfeeder gathers from Google Analytics.
Albacross offers the ability to filter leads, but there is no dedicated lead scoring functionality.
Leadfeeder and Lead Forensics both offer instant lead detection for the leads they’ve identified.
Lead Forensics will show you titles, names, and email addresses for the contacts that they have identified.
Leadfeeder will show you the same information but also includes relevant social media accounts such as Facebook, Twitter, or LinkedIn.
Albacross also offers lead detection by showing names, titles, emails, and social media profiles such as LinkedIn. However, you’re only allowed to view the contact details of 100 companies every month with the lowest paid plan.
If you need more contact details than that, you’ll be required to upgrade your subscription.
Leadfeeder and Albacross both list their prices on their respective pricing pages. Lead Forensics will require you to call in and speak to a sales rep as their pricing model is based on a per-company basis.
Leadfeeder gives you several pricing options. Plans start at $59/month and top out at $399/month. You can pay monthly, or annually.
The monthly cost is a bit cheaper when you pay annually — with prices starting at $53/month and going up to $359/month.
The lowest Leadfeeder plan will get you 100 leads per month while the highest will show 3,000 unique companies that have visited your website. There is an option for an Enterprise plan for businesses who need more than 3,000 leads per month.
Albacross’s pricing model is similar to Leadfeeder in that they offer the option to pay month-to-month or annually. The lowest annual plan starts at 79€/month which converts to around $89/month at the time of this blog article.
The lowest month-to-month plan is 99€/month or around $111/month. The business plan, which gives support for up to five domains and the ability to export 5,000 leads is 299€/month or $337.22/month.
Much like Leadfeeder, Albacross has an option for an Enterprise plan. You’ll need to contact their sales department for more info on pricing at this level.
Lead Forensics Cost
Lead Forensics doesn’t seem to offer set pricing. Instead, you’ll need to have a conversation with a sales representative.
They’ll come up with a custom price based on your company size, requirements, and other pertinent information you disclose over the phone call.
Lead Forensics also charges annually instead of month-to-month. Several customers have reported that their plans range anywhere from $99/month to upwards of $2,000/month.
Conclusion: Which Lead Discovery Platform is Right For Your Business?
If you’re looking to track visitors, score leads, and automatically create a sales opportunity in a CRM such as Salesforce, then Leadfeeder is the best option of the three.
While Lead Forensics closely mirrors the basic functionality of Leadfeeder, it doesn’t have the ability to pull data from Google Analytics nor can it automate data into a sales pipeline.
We found that while Albacross does find leads, it’s very limited on what you can do with those leads. We also saw several residential IP addresses that were included in the reports and are of little to no use to a B2B business.
The ability to export any data can only be done with a Zapier integration which adds a few extra steps to the process. Albacross doesn’t pull data from Google Analytics either and offers no lead scoring functionality.
For serious B2B businesses who are looking to get more leads from their websites, Leadfeeder is one option to consider. The ease of setup, 14-day free trial (no credit card required), and the ability to pull data from 30 days past makes Leadfeeder an ideal option to explore.