Every marketer is on the hunt for a better way to understand their audience. Buyer intent data might be the solution you've been looking for. It's kind of like sitting over your visitor's shoulder and watching them click around your website—but considerably less creepy.
Whether you're new to B2B intent data or already have a few campaigns running, we hope you'll find a new way to leverage your data in this list.
Note: Many of the examples below use Web Visitor's advanced filtering capabilities, including AND/OR logic and inclusion/exclusion groups. If you're new to advanced filtering, check out our guide to advanced filtering in Web Visitors to learn more.
10 most commonly used custom feed filters by the marketing teams:
Let's get started!
1. Spot high-value leads that are ready to make a purchase now
Your marketing team should be ready to knock on the doors of your leads when they're showing buying intent — we want to catch them when they're hot! With advanced filters, you can now identify companies that visit multiple high-intent pages, like pricing and demo pages, in the same timeframe.
STEP 1: Click on Create Custom Feed and name your feed.
STEP 2: In the "Include companies when" section, add a filter for Behaviour > Page URL.
STEP 3: Create two filter groups joined by AND:
Group 1: Page URL contains pricing
Group 2: Page URL contains demo
This setup will show you companies that have visited both your pricing and demo pages, indicating a strong buying signal.
📌 Pro Tip: Add another filter group with an AND condition to qualify these leads further. For example, add Visit length is at least 60 seconds to filter for more engaged visitors.
2. See which companies are clicking on your Google Ads
Google Ads is a backbone for many marketers. With Leadfeeder's custom feeds, you can see which companies are clicking your ads and assess if your campaigns are reaching your target audience.
STEP 1: Click on Create Custom Feed and name your feed.
STEP 2: In the "Include companies when" section, click on Acquisition.
STEP 3: Use the following filter to see traffic from your paid campaigns:
Medium is cpc
If you use UTM parameters, you can get more specific by filtering for Source / Medium or the exact Ad Content or Campaign.
📌 Pro Tip: We recommend you follow your company's UTM logic when using this filter. You can also set up the Google Analytics integration to track the exact keywords driving high-quality companies to your website.
3. Track the quality of leads brought in through organic traffic
With Web Visitors, you can see exactly which companies read your content and how they found your site.
STEP 1: Click on Create Custom Feed and name your feed.
STEP 2: In the "Include companies when" section, click on Acquisition.
STEP 3: Use the following filter to isolate organic traffic:
Source is google
Step 4: If you use UTM parameters in your links, you can filter that traffic by choosing source/medium as the condition like shown in the example below.
Source/Medium is google/organic
📌 Pro Tip: You can track traffic to a specific blog or landing page by adding another filter group with an AND condition. For example, add Landing page contains your-blog-post-url to see which companies landed directly on that article from an organic search.
4. Identify companies that abandoned signups
Cart abandonment isn't just for e-commerce; it happens in B2B too. With advanced filtering's inclusion and exclusion groups, you can easily identify companies that started the signup process but didn't finish.
STEP 1: Click on Create Custom Feed and name your feed.
STEP 2: Set up an Inclusion Group:
In the "Include companies when" section, add the filter: Page URL is your-signup-page-url.
STEP 3: Set up an Exclusion Group:
Click "Add exclusion group."
In the "Exclude companies when" section, add the filter: Page URL is your-thank-you-page-url.
This logic shows you all companies that visited the signup page but did not visit the confirmation page. Now all you have to do is reach out to these companies directly to understand why they abandoned signing up to your product and help them traverse the signup funnel at the right moment.
📌 Pro Tip: Use this same inclusion/exclusion logic to track incomplete form fills or checkout processes.
5. See which companies are downloading your un-gated content
You don't always have to gate content to generate leads. With Web Visitors, you can track which companies download your content and see what actions they take before and after. For example, you might see that users who download a specific guide are more likely to request a demo, which tells you that the content is doing its job!
Dependency: You must enable file download tracking in the Leadfeeder Tracker settings. Learn how to enable file downloads.
STEP 1: Click on Create Custom Feed and name your feed.
STEP 2: In the "Include companies when" section, go to Behaviour.
STEP 3: Add the filter File download and select the file(s) you want to track. You can add multiple files within the same filter group using an OR condition to track several downloads in one feed.
6. Track the impact of your ABM campaigns
When you create a campaign using Leadfeeder Campaigns, a custom feed will automatically be created to track the company list from that specific campaign.
Otherwise, you can import your target account list into Leadfeeder and get notified when they visit your website. This allows you to see what pages they visit and personalize your outreach accordingly.
Dependency: You need to have an imported list in Leadfeeder. Check out our brief setup guide to learn how to import a list in Leadfeeder.
STEP 1: Click on Create Custom Feed and name your feed.
STEP 2: In the "Include companies when" section, click on Company info.
STEP 3: Select Company list is and choose the list you wish to track.
📌 Pro Tip: With advanced filtering, you can combine this with behavioral data. Add another filter group with an AND condition, such as Page URL contains pricing, to see when your target accounts show high buying intent.
7. Spot companies that watch your video content
Video is a key part of marketing. Web Visitors lets you track which companies interact with your YouTube videos embedded on your site.
Dependency: You must enable video tracking in the Leadfeeder Tracker settings. Learn how to turn on the video tracking feature.
STEP 1: Click on Create Custom Feed and name your feed.
STEP 2: In the "Include companies when" section, go to Behaviour.
STEP 3: Use the filter Video play and add the YouTube video URL or title. You can add multiple videos in the same filter group using an OR condition.
📌 Pro Tip: Combine video views with other actions. Add an AND filter group to see companies that watched a video AND visited your pricing page, signaling strong interest.
8. Track behaviour of users that filled-in a form on your website
You can identify not just the companies but also the individuals who fill out forms on your site.
Dependency: You must enable form tracking in the Leadfeeder Tracker settings. Learn how to enable form tracking.
STEP 1: Click on Create Custom Feed and name your feed.
STEP 2: In the "Include companies when" section, go to Behaviour.
STEP 3: To track a form on a specific page, use the filter: Form fill is on page and enter the URL.
To track all form fills across your website, use the filter Form fill is any.
📌 Pro Tip: Analyze the data to see if the companies filling out forms match your Ideal Customer Profile (ICP). If not, you may need to adjust the form or your targeting. Learn more about our form tracking feature.
9. See which individuals are engaging with your marketing emails
Monitor when prospects or customers visit your website after receiving your marketing emails. This shows they are engaged with your content.
Dependency: You need to integrate Leadfeeder with a supported Email Marketing System like Mailchimp or ActiveCampaign.
STEP 1: Click on Create Custom Feed and name your feed.
STEP 2: In the "Include companies when" section, go to Email marketing.
STEP 3: Use the Mailing list filter to see which subscribers are visiting your site.
📌 Pro Tip: Use the Email campaign filter to track the performance of specific campaigns in separate feeds.
10. Understand the B2B buying journey from start to finish
Analyze the journey of your won deals to understand which marketing channels and content contribute most to revenue. This helps you optimize your marketing funnel and prove ROI.
Dependency: You need to have an active CRM integration Pipedrive | Salesforce | HubSpot | Zoho | Microsoft Dynamics
STEP 1: Click on Create Custom Feed and name your feed.
STEP 2: In the "Include companies that match" section, create two filter groups joined by AND:
Group 1: Go to CRM and select CRM opportunity status at least one is Won. This filter identifies companies associated with deals marked as "Won" in your CRM.
Group 2: Go to Acquisition and select the channel you want to measure, for example, Medium is cpc.
This feed will show you all the won deals that originated from your paid search campaigns, giving you clear insight into your ad spend's ROI.
📌 Pro Tip: Create separate feeds for different marketing channels (e.g., Google, LinkedIn, organic) to compare their effectiveness in driving revenue. You can also add behavioral filters, like Page URL, to see which specific pages your won customers visited before converting.
Questions, comments, feedback? Please let us know by contacting our support team via the chat or by sending us an email at support@leadfeeder.com.
RELATED ARTICLES