Leadlander vs. Google Analytics

I’ve been looking at LeadLander every now and then. I find it’s a very cool product with its ability to track visitors. It does a reverse look-up of the IP address to distinguish between corporate visitors and “home/ISP” users. The idea being that in B2B sales, corporate visitors would count more.


LeadLander vs Google Analytics

Leadlander compared with traditional web analytics

In the past, I compared LeadLander with Google Analytics. At the surface, it was a reasonable comparison, but it wasn’t a fair one. In a way, it was similar to comparing a school bus to a sports car. Sure both get you where you want to go, but each have a different purpose. LeadLander and Google Analytics use the same principle behind generating visitor stats, but the purpose of those two solutions is different.

Comparison matrix – Leadlander vs. Google Analytics

Purpose: Leadlander is a Sales Intelligence tool vs. Google Analytics is a Marketing tool

Metrics: LeadLander gets Leads and Prospects vs. Google Analytics gets visitor stats

Target User: LeadLander is for Sales team vs. Google Analytics is for Marketing

Value Add: LeadLander identifies visitors vs. Google Analytics helps tweak web content

Pricing/Cost: LeadLander typically runs +$2,000/year vs. Google Analytics is free

Summary: LeadLander is a sales tool that lets you focus on prospects from anonymous web visitors.

“LeadLander is a customer intelligence system designed for sales people to access and use. LeadLander is not a web analytics system designed for marketing metrics, like services such as WebTrends, WebSideStory, Urchin, Google Analytics, etc, and does not intend to compete with these services,” said Sean Coulehan from LeadLander. “In fact, many LeadLander customers use LeadLander in their organizations as well as web analytics services, since they are designed for different purposes – we actually use Google Analytics ourselves.”

Wearing the Marketing Hat

Looking at it from a marketing perspective, Google Analytics (and other tools such as WebTrends, WebSideStory, Urchin, etc.) are well suited for giving a broad picture of web-content analysis. Metrics such as bounce rates, unique visitors, and length/depth of stay give indications on where the website content can be “tweaked.”

The Sales Intelligence Tool

LeadLander is designed with a sales perspective. So it follows the same premise as say – Salesforce. Keep the interface simple and provide real sales value. As Sean Coulehan commented on his solution “Consider this – if you’re already using a web analytics service, is your sales staff logging into it? Do your sales staff obtain real-time reports from it to help them identify customer activity? Probably not. But with LeadLander, sales staff can log into LeadLander, identify each individual company that is hitting your website and monitor each page that the customer has viewed.”

Leadlander summary

Even though LeadLander uses the same web-stats as Goggle Analytics, it’s not the same beast. Each has a different purpose and depending on what you are trying to solve, one may be a better fit than the other. To help you decide which option to go for, consider the following points:

  • Based on your sales model, how important is it to track individual corporate visitors?
  • Do you need a tool that qualifies visitors? (i.e. labels them as prospects, suspects or leads?)
  • Are there any special pages on your site that you want to trigger alerts for? (i.e. when a visitor visits your registration page, but backs away when credit-card information was required)
  • Once you are able to correlate visitor site activity with a lead, how can you use this information to close the deal?
  • Will your sales guy actively log into the account and access this information?
  • And the most important question, will this result in more more sales for my organization?

These are just some of the questions I asked myself when I looked at Leadlander. There are also other vendors out there that provide similar tools. Do a web search and find the tool that best fits with your needs. But if your need is only web analytics then Google Analytics is probably the best free tool for it.

Zaki Usman

Hello, I'm the founder and CEO at ShoutEx. I like to blog about marketing, mobile and web topics. Feel free to connect with me on Twitter or LinkedIn.

Comments (21)

  • Avatar

    tsydoryk

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    Zaki, thanks for referencing ActiveConversion at the end of this blog. The link is broken (typo) so wanted to let everyone know they can find us at http://www.activeconversion.com

  • Avatar

    Zaki Usman

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    Thank you. I fixed it :).

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    Tony

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    FYI

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    Jay Farlow

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    Zaki:
    Our client, Market2Lead (www.market2lead.com) would make a good addition your list of sales intelligence/visitor tracking vendors. Market2Lead not only “tracks” prospects (progressively adding to their profiles as those prospects return to marketer’s web site), it also qualifies them based on business rules and automatically nurtures the leads that (according to those rules) are not ready to be contacted by sales representatives. The Marke2Lead on-demand software integrates with SFA software, so sales reps can view all the collected data without logging into a second system.

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    Perry

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    From the looks of it, both of the lead analytics programs can work together. Visitor stats still matter since you can find your prospects among them. You also need to know how you can further optimize your website to increase your traffic. Let’s not forget that Google Analytics is entirely free, so it’s a perfect leverage to the software.

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    Jason Stewart

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    Hi, Zak. I work for Demandbase, and we actually have a free solution called Stream that works like a news ticker, streaming the names of the businesses visiting your website to your desktop in real time and offering connectivity to LinkedIn and our own database so that you can acquire the names of contacts at those businesses. This tool is indeed designed for use by salespeople, and can even filter visitors by geography and can connect to Salesforce.com to populate watchlists. And, as I said, it’s completely free. You can download it at http://www.demandbasestream.com

    We have a paid version with more advanced analytics that appeals to marketers, as it analyzes web traffic based upon your targets and goals. Let me know if you would like to hear more. Thanks again!

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      Ryan Zielinski

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      This is a good comparision, but Google analytics has changed considerably in the last 1-2 years. Do you plan to do a current review sometime soon?

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        Zaki Usman

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        I had a look at Leadlander at start of 2011 and not much had changed (at least at the Interface/feature level). So I don’t plan to revisit my review anytime soon (unless a new and drastically different version comes out.)

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      John

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      Is Leadlander still around? I havent gotten many emails from them as I did last year.

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    web analytics

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    Great post outlining the differences. I think teh key to web analytics application and succes is to know what areas yiu shoul change on your site to improve your bottomline.

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    LEADSExplorer

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    LEADSExplorer goes one step beyond as it:
    – aggregates the visit data by company, not just by visitor. (important differentiator)
    – elaborated method for revealing more companies than just IP look-up.
    – uses a data base containing companies from all over the world.
    – allows you to investigate on the company using Internet Data Mining fro company information and finding contacts.
    – shows visually the film of the visit which is more practical than cryptic website page names.
    – shows visually also the most or longest visited pages in order to know about their interests.
    – all in real-time.

    Additionally a seamless integration between your website and a CRM is provided in order allowing you analyzing the responses or reactions by visits upon your communications: improve your lead nurturing as you can adjust your message.

    LEADSExplorer is not only great for lead generation, but also for customer retention, which is even more profitable.

    Cold calling on warm companies is much more effective.
    http://www.LEADSExplorer.com

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    Anonymous

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    Do any of these programs do this – i want to isolate certain links or be notified if and only if someone hits my favorite links and the companies i am interested in. Problem with Leadlander is i have to manually see if the compnay i am intertested in has hit certain link – home page also counts as a hit even if the user never did go anywhere from the home page. Also, it will be good to get how much time

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    Anonymous

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    I work for a Swedish company called Enecto (www.enecto.com) that offers business visitor identification from a basic standalone system to integration with CRM systems and automated lead distribution.

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    Matt

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    Ahh Zaki, I knew all that math would come in handy :). This is pretty neat stuff. Have you tried correlating java script logs with any web-server logs? Maybe you can get additional information for those web browsers that have JavaScript disabled?

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    CJ

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    Great recap above of various providers of Visitor Tracking software apps. Here’s the category leader:

    VisitorTrack (http://www.Visitor-Track.com)

    > Was the first product in this space
    > Provides more detail about the anonymous business Visitors to a website than any other product available
    > Integrates fully with Jigsaw, through the Jigsaw APIs – contact details on the Executives you target are available with nothing more to “buy” or click to get
    > Full Salesforce.com integration automates high activity “HotLeads” into a Salesforce Account
    > The most comprehensive reporting features available enable users to distiguish the needles in the website haystack – those Visitors who’s “behavior” on the website , “geography” or “business fimrographics” represent the best prospects
    > Data, reporting and instant eMail Alerts are all provided in “real time”

    And.. there’s a Free Trial

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    Tom Davis

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    This two way comparison should have had a third item: statcounter.com. I consider Statcounter very close to Leadlander – and at a cost of a few decimal points less. I am surprised you did not include them since this site uses Statcounter.

    Just to be clear, though, using Statcounter like Leadlander does take a little more legwork.

    As for having automatic notification of target company clicks: I think you are missing out on a huge “discovery” aspect of looking at everyone who is hitting your site (assuming it is a fairly low volume B2B site).

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    Zaki Usman

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    Good points Tom. The comparison is to highlight the difference between web analytics and lead-identification tools, not to cover the difference in all tools in the market. And legwork is time spent on mundane tasks that lower productivity. Tools like leadlander let you focus on the act of selling, not looking up who visits what and why.

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    B2B Lead Generation

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    Free try Domodomain to compare this b2b lead generation webtool too…

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    RMathews

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    What new features does Leadlander have now?

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    Ruby

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    I’ve used the service a few times to track email campaigns and visitor activity. Very good, but hard to justify a sales case out of it.

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    Frank Johnson

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    Has anyone heard of meetleads? It seems to be a free alternative to leadlander, but I was wondering whether anyone gave it a try.

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