Andrew Harmon wears many different hats as the only marketing employee at Recursive Labs. Being responsible for everything from PPC to partner channels, he needed to find a way to be more resourceful and efficient with his time and budget.
He realized they needed deeper insights into which companies were visiting the Recursive Labs website. That’s when he began his search for a tool to help him dive deeper into their target customers.
Recursive Labs: Dedicated to human connection
Founded in 2011, US-based Recursive Labs offers businesses better in-person experiences in digital spaces. Through various visually based engagement tools such as co-browsing, screen sharing, or mobile video streaming, their product gives brands and their customers unique ways to connect one-on-one.
The challenges for Recursive Labs
1. Deeper visitor insights
Google Analytics and Semrush are great at providing general traffic patterns and trends, but Recursive Labs wanted to know which companies were searching for their services and visiting their website.
2. Refined contact lists for ad targeting
Once they discovered more about the companies visiting and their behavior, Recursive Labs needed a way to narrow down this list of companies for better ad campaign targeting.
How Leadfeeder by Dealfront solved those challenges
Because Recursive Labs’ customer base consists mainly of enterprise or larger mid-size brands, they needed a tool to show them the organizations that more closely fit their target market. Taking the list from virtually thousands of companies down to a more select group saved precious time and allowed them a sharper focus for targeting and outreach campaigns.
Here’s how they did it…
1. Uncover website visitor activity
Example of the Activity feed in Dealfront Leadfeeder
The Activity section within the tool allowed them to see which pages each company visited on their website. They could also see when they visited and how long they spent on each page. Were they viewing the pricing page or looking for expert insights on the blog?
2. Lead form enrichment
Were forms filled out with incomplete or inaccurate information? No problem for Leadfeeder. Recursive Labs was still able to track the engagement and use partial information to follow up and connect, even with the companies that submitted forms without success.
As this process works in the background, you don’t actually “see” the magic in action, but here’s how it works:
A user clicks on your form Submit button which records a form fill in Leadfeeder.
If there is missing data in fields, or something prevents the submission going through successfully, the Leadfeeder tracker still records this as a submission. Why? Because the Submit button was clicked!
In the activity view, you will still be able to see the company and the data of the person who submitted the form even if you can’t associate it with an identified person.
3. How Sales uses the tool
Recursive Labs has a two-pronged sales approach:
Direct inbound sales
Outbound account-based sales
Using the different custom feeds in Leadfeeder, Andrew can set up alerts specifically for companies that are interesting to each sales team or role. That means, using insights on a company’s behavior on their website, Andrew can send the right leads to the right team.
But beyond these primary use cases, Recursive Labs sees Leadfeeder not just as a means to an end:
Andrew goes on to say:
“We use Leadfeeder not just as a starting point but also as a kind of feeler along the way as we’re launching campaigns. More specifically, the account-based marketing campaigns where we’ll pick a certain company or a handful of companies.”
Within the scope of these campaigns, Leadfeeder helps Recursive Labs understand if these companies are interacting with something in their emails, watching videos, or clicking on a CTA that led them to their website.
What was the outcome for Recursive Labs?
Creating lists of companies that fit their ideal customers, using the insights from the tool, and creating more targeted campaigns is great. But how did things change for Recursive Labs?
Thanks to better email messaging and targeting, Recursive Labs has seen a 10% increase on average across their email open rates for all their campaigns and sequences. Being able to write better subject lines and email messages because they know what the company is interested in allows for more effective marketing across the board.
Now, they can concentrate on providing the right customer experience instead of worrying about ineffective outreach and ad campaigns.
If you’d also like to gain deeper insights into the companies visiting your website, contact us today and start your free Leadfeeder trial!