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 kinda 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, I think you'll find a new way to leverage your data in this list.

So let’s get started!

10 most commonly used custom feed filters by the marketing teams.

  1. Spot high-value leads that are ready to make a purchase now

  2. See which companies are clicking on your Google Ads

  3. Track the quality of leads brought in through organic traffic

  4. Identify companies that abandoned signups

  5. See which companies are downloading your ungated content

  6. Track the impact of your ABM campaigns

  7. Spot companies that watch your video content

  8. Track behaviour of users that filled-in form on your website

  9. See what individuals are engaging with your marketing emails

  10. Understand B2B buying journey from start to finish

Let’s dive into each of them in detail

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! How can your marketing team know when your leads are showing buying intent? The answer is Leadfeeder.

With website visitor tracking software like Leadfeeder, you can track high intent/bottom of the funnel pages like pricing, demo, testimonials, service pages, etc to see users that are showing strong buyer intent signals.

Let’s understand how to do that with custom feeds.

STEP 1: Click on “Create Custom Feed” and name your feed before we begin.

STEP 2: In the filters tab, you will see a dropdown of various filter options. Click on “Behaviour” and Select “Page URL”

STEP 3: Page URL -> is -> Choose the page link you want to track

Pro tip: Add additional filters like visit length, page views per visit, and number of visits to quality strong intent. We highly recommend to use page views per visit to be greater than 2 to remove bounces.

2. See which companies are clicking on your Google Ads

Google ads is a backbone for many marketers and so we invest a lot of money in this channel. But how do you know if you are reaching the right companies through your ads? Google only shows you home many clicks you get—not if they are in your target audience.

With Leadfeeder custom feeds, you can see the companies that are clicking on your ads but not converting. It gives you better insights into whether your campaigns are effective at reaching your target audience.

Let’s set it up now

STEP 1: Click on “Create Custom Feed” and name your feed before we begin.

STEP 2: In the filters tab, you will see a dropdown of various filter options. Click on “Acquisition” to use this filter.

STEP 3: Use the following condition to filter only the traffic from your paid campaigns.

If you use UTM parameters in your links, you can filter those traffic by choosing “source/medium” as the condition like shown in the example below.

Pro-tip: As UTM practice varies from company to company, we recommend you to follow your UTM logic when using this condition. You could filter your display ads/search ads/ABM specific ads traffic quality using this filter.

We would also recommend setting up Google Analytics integration to track the exact keywords that are driving high quality leads to your website. Learn how to integrate with Google Analytics.

3. Track the quality of leads brought in through organic traffic

Did you know with Leadfeeder you can see exactly what companies read your content? You can even see how the companies came to your site, how long they spent on a specific blog or a webpage, and even what actions they take after reading the content.

Let’s take a look at how you can identify this information with custom feeds.

STEP 1: Click on “Create Custom Feed” and name your feed before we begin.

STEP 2: In the filters tab, you will see a dropdown of various filter options. Click on “Acquisition” to use this filter.

STEP 3: Use the following condition to filter your website traffic in one feed.

If you use UTM parameters in your links, you can filter those traffic by choosing “source/medium” as the condition like shown in the example below.

Pro-tip: Follow a similar approach to track your blog traffic quality or a landing page. All you need to do is just change the source/medium.

4. Identify companies that abandoned signups

You are missing out if you aren’t tracking companies that abandoned signups. Cart abandonment is not just an e-commerce problem. It very well applies to B2B businesses.

Guess what? With Leadfeeder’s custom feeds, incomplete sign-ups are no longer an issue. Your sales teams can reach out to those high-intent leads that abandoned signups and help them complete the task.

Let’s set it up now

STEP 1: Click on “Create Custom Feed” and name your feed before we begin.

STEP 2: In the filters tab, you will see a dropdown of various filter options. Click on “Behaviour” and Select “Page URL”

STEP 3: Use the following filter to filter incomplete signups.

Page URL -> is -> Sign up page

STEP 4: You should also exclude the page URL that users see immediately after completing the signup process to filter down incomplete signups.

Now all you have to do is reach out to these leads 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 similar filters to track incomplete check outs (for ecommerce business) or incomplete form fills.

5. See which companies are downloading your ungated content

The most common assumption among marketers is that they have to gate content to get the lead list. What if we say you don’t have to gate content to get your lead list?

With Leadfeeder, you can track what companies download your content without gating it. Even better, you can track the actions they take on your site before and after they download content. 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!

Let’s set it up now

Dependency: You need to be an Admin to enable file downloads. Learn how to enable file downloads.

STEP 1: Click on “Create Custom Feed” and name your feed before we begin.

STEP 2: In the filters tab, you will see a dropdown of various filter options. Go to “Behaviour” to use this filter.

STEP 3: File download -> is -> Choose the file you want to track

Pro-tip: You can also add multiple files to this filter (like shown below) to track all the file downloads in a single feed.

6. Track the impact of your ABM campaigns

We reach out to a target account list and then we are left to wonder if they are falling for our bait. But Leadfeeder can give you that exact information about your target account list. With Leadfeeder, you can import a list of target accounts and then get notified when they visit your website.

We don't just tell you this company visited your website; we'll also tell you what pages they visited and how long they spent on your website. You can then leverage that data to personalize your outreach.

Follow the steps below:

Dependency: Imported list

To set up this filter, you will need to have imported a lead list to Leadfeeder. Check out our brief setup guide to learn how to import a lead list to Leadfeeder.

If you have an imported list in Leadfeeder already, you should be able to follow the steps below easily.

STEP 1: Click on “Create Custom Feed” and name your feed before we begin.

STEP 2: In the filters tab, you will see a dropdown of various filter options. Click on “Company info” and Select “Imported company list”

STEP 3: Use the following filter to import your lead list

Imported company list -> is -> Choose the list you wish to track

Pro tip: We also recommend the inbound, outbound and CS teams to import ABM list, ICP lists, competitor lists, churned companies list or target account list to see if your target account is visiting the website.

7. Spot companies that watch your video content

Video marketing has taken up an integral role in the overall marketing strategy of companies.But still many companies struggle to track whether users actually interact with their videos. With Leadfeeder custom feeds, you no longer have to wonder whether the right leads are finding your video content. You can even track multiple touch points. For example, you can track leads that watch an explainer video and then check out your pricing page.

Let’s set it up now

Dependency: You need to be an Admin to enable video views tracking. If you are an Admin, then go to the settings and turn on Video tracking. Learn how to turn on video tracking feature.

STEP 1: Click on “Create Custom Feed” and name your feed before we begin.

STEP 2: In the filters tab, you will see a dropdown of various filter options. Go to “Behaviour” to use this filter.

STEP 3: Video play -> is -> Choose the YouTube video URL you want to track

STEP 4: You can also add multiple video URLs (like shown below) to track all the video plays in a single feed.

Right now, we only support tracking YouTube videos. Filters all the leads that watched your video on the homepage or product page to qualify the intent.

Pro-tip: Instead of the video URL, you can also choose the video title to track your videos.

8. Track behaviour of users that filled-in form on your website

By now, you already know that you can track who doesn't fill out a form on your website. This strategy takes it a step further. Rather than just tracking who did and who didn't fill out the form, you can actually turn company names into individual names. Let’s see how to do that with custom feeds.

Dependency: You need to be an Admin to enable form tracking. Learn how to enable form tracking.

STEP 1: Click on “Create Custom Feed” and name your feed before we begin.

STEP 2: In the filters tab, you will see a dropdown of various filter options. Go to “Behaviour” to use this filter.

STEP 3: You can create a custom feed in Leadfeeder for tracking companies who filled the form on a specific URL

You can infer that companies who clicked on that button were interested in a trial, meaning that they’re in the middle or bottom of the funnel. Giving your sales team that list is a win on its own.

STEP 4: If you wish you track form fills throughout your website, then use the following filter to do so. This filter ​​returns all leads that filled a form anywhere on the website.

Pro-tip: You could also track form fil data over time to see if there are any similarities between the people who form fill vs. those who don’t. Do the results make sense against your ICP? If not, and you expected more companies in that category to form-fill, what can you change to make the form more user-friendly? Learn more about our form tracking feature

9. See what individuals are engaging with your marketing emails

It’s easier to convince a warm lead than a cold one. Right? With Leadfeeder, you can monitor if your prospects or customers are visiting your website after they receive your marketing emails. If they visit your website after reading your email, it shows they are interested in what you are selling.

Let’s set it up now

Dependency: Relevant email marketing software integration

To set up this filter, you will need to have integrated with your EMS. To learn how to integrate with your EMS, click on the relevant EMS below to read our setup guide.

Active Campaign | Mailchimp

If you have already integrated Leadfeeder with your EMS, skip to the step by step guide given below.

STEP 1: Click on “Create Custom Feed” and name your feed before we begin.

STEP 2: In the filters tab, you will see a dropdown of various filter options. Go to “Email marketing” to use this filter.

STEP 3: Use this filter to see if your subscribers are visiting your website after opening/reading your email.

Pro-tip: You could also track all of your email campaigns separately in a feed by using “Email campaign” filter instead of Mailing list.

10. Understand B2B buying journey from start to finish

Impress your boss by understanding the customer journey and design a marketing funnel that delivers results. But what do we mean by analyzing the customer journey?

Well, let’s say you see leads who watch a demo video are far more likely to convert. You can use that data to improve your website by adding more video content.

Let’s understand how to do that with custom feeds.

Dependency: Relevant CRM integration

To set up this filter, you will need to have it integrated with your CRM. To learn how to integrate with your CRM, click on the relevant CRM below to read our setup guide.

If you have already integrated Leadfeeder with your CRM, skip to the step by step guide given below.

Pipedrive | Salesforce | HubSpot | Zoho | Microsoft Dynamics

Once you have connected your CRM, go back to Leadfeeder home page and follow the steps given below.

STEP 1: Click on “Create Custom Feed” and name your feed before we begin.

STEP 2: Go to CRM and click on CRM deal status is Won.

STEP 3: Click on “Acquisition” in the filters dropdown and choose “Medium” and then “choose the channel you want to measure”

Now you know the exact campaigns/adgorups/keywords that are generating revenue if you don't have internal reporting. It’s also a good idea to see the source of won deals when there isn't good sales and marketing alginement internally.

Pro-tip: Try this filter with different marketing channels like Google, Bing, LinkedIn, Facebook, Quora to see which channel is driving the most traffic and revenue for your business.

RELATED ARTICLES

P.S. Want to see us in action? Try Leafeeder free for 14 days.

Did this answer your question?