What Actito achieved with Dealfront:
61%
conversion rate from company identified in ICP to opportunity
Stronger
lead nurturing process with intent data
75%
of all sales are attributable to Leadfeeder
The ROI of Leadfeeder and its integration capabilities make it a no-brainer for any serious organization looking to bump up their sales activities. 75% of all Actito sales since using Leadfeeder, can be attributed to coming through Leadfeeder in the first place. The workflows it’s enabled us to build to enhance our sales activities are second to none. With Leadfeeder, our demand generation process delivers real results.
Jonathan Wuurman
VP Marketing and Demand Gen @ Actito
Meet Marketing Automation Platform, Actito
Actito is a Belgian-based low-code/no-code tech marketing automation platform designed for brands that want to improve their customer engagement at every step of the way.
We spoke with Jonathan Wuurman, VP Marketing and Demand Gen and Michael Ram, Sales Development Representative (SDR) to find out how Dealfront helps them achieve their demand generation goals.
The Challenge: How to Interact with Potential Clients at the Right Time
Jonathan’s role involves supporting the business in finding new prospects,working closely alongside SDRs, such as Michael, but also the extension and retention of existing customers. In October 2018, he attended renowned industry event, SaaStock, in Dublin.
During SaaStock, Jonathan met Dipak Vadera, one of Dealfront’s longer-serving employees. Dipak helped Jonathan recognise how Leadfeeder by Dealfront had the potential to bring him closer to his future clients by interacting with them at the right time with the right messaging.
With a 12-18 month sales cycle per €50k deal, identifying actionable website visitor intent data was an unmissable opportunity for Jonathan to introduce into Actito’s prospecting and upselling workflows.
The Solution: Integrating Leadfeeder into Actito’s Sales Development Funnel
Actito runs a sophisticated sales development funnel, with Leadfeeder’s website visitor identification intent data at the heart of it.
Their SDR team, including Michael, take the approach of helping their prospects to buy, rather than selling to them. They are looking for a business opportunity, but more importantly, where they can bring value to companies and their marketing teams with Actito’s activation platform. Michael describes their process as inbound and outbound prospecting, fully qualifying their leads before they even reach the sales team.
The team are very active in their outbound efforts with the belief that inbound is the end of an outbound campaign.
How Actito’s SDRs Use Leadfeeder
Actito’s SDR team are both looking for new prospects and to follow up on the activities of existing prospects. Michael explained in detail how the team use Leadfeeder as part of their daily workflow, and how it helps the SDRs get one step ahead and able to better plan their next action.
As an SDR, Leadfeeder is a good real-time tool where, on the one hand, we can identify new prospects by seeing what pages they visited and estimate the interest of the visitor by their quality score. On the other hand, we can see the website traffic of prospects we are already working on. We know when they are clicking on the links we send them and what pages they visit, and when prospects suddenly come to the website again after a period of no contact, which means that it might be the time to reach out to them again.
Michael Ram
Sales Development Representative @ Actito
Every day, each SDR accesses the Leadfeeder by Dealfront platform with their own user account - the number of Leadfeeder users you can have is unlimited. They filter by the latest week and check for both new companies coming onto the website and returning companies.
One of their key tasks is to uncover why those companies have visited. They check the pages visited, the visit path taken, Leadfeeder’s quality score, how they arrived at the website and how long they spent on each activity. The team have identified that pages which show high intent for Actito prospects are the Success Stories or event landing pages.
Every month companies bounce back on our website after months of inactivity. With the ability to see traffic sources in Leadfeeder, this is pure gold for our SDR team.
Jonathan Wuurman
VP Marketing and Demand Gen @ Actito
Screenshot: Traffic Sources in Leadfeeder
Finding Contacts at Identified Companies
If a visiting company is new to Actito, once the SDR team have identified enough buying intent they then search for a relevant contact to follow up with. With any website visitor identification tool it’s only legally possible to identify the companies visiting a website, rather than the personal details of the individual visitor.
Actito’s contact finding process involves using Leadfeeder’s insights to see the city the visitor came from, then switching to LinkedIn Sales Navigator. Michael and team search for employees located in this city, with the job title of ‘Marketing Director’, ‘CRM Manager, or similar - these are the people most likely to be interested in Actito’s offering.
Leadfeeder offers multiple native integrations with leading CRM providers, as well as automations via Zapier. Actito have opted to integrate their Pipedrive CRM data via Zapier. If the newly identified company is not present in Actito’s Pipedrive they push it through to create a new company in the CRM, so all data syncs seamlessly, without having silos of information. If the identified company is known to Actito already, the SDRs can enrich the information held in Pipedrive by pushing the latest website visit data from Leadfeeder.
Screenshot: Available CRM integrations with Leadfeeder
Demand generation requires a lot of creativity, just having the intent data is not enough, it’s how it’s put into actionable use. The Actito SDRs start or continue their conversations and lead nurturing by applying the intent they have identified. When there is additional CRM data and existing history with the company they can make their next engagement in an even more personalized way. Each SDR is tasked with reaching out to each prospect at least three times per month, whether that’s by phone, in person, via email, through a LinkedIn comment or an online meeting. Due to the long sales cycle, fostering relationships is a major skill required for success.
From Sales Development to Closing the Deal
Once the SDR has fully qualified the opportunity, they hand over to an Actito Country Manager to close the deal. These sales team members also have their own Leadfeeder account each, with a custom feed filtered to their specific requirements, including the country they manage.
Custom feeds in Leadfeeder are a way to segment visitors using filters. These 50+ filters cover behavior, acquisition, company info and more, and can be mixed and matched to create feeds both profiling the visiting company and highlighting the individual’s buying intent.
Types of Custom Feeds
Behavior: Actions the visitor took on your website, such as the number of pages visited
Acquisition: How the visitor reached your site, such as a campaign or social media
Company info: Filter based on location, industry, size, language, etc
Dealfront activities: View visitors assigned to a Leadfeeder user, emailed, or shared via Slack
CRM activities: If you've integrated your CRM with Dealfront, you can create feeds based on their stage or status in your CRM
Email marketing integrations: Integrate with Mailchimp or ActiveCampaign to see which companies have come from your email campaigns
You will then see a feed populated with the companies who match this specific criteria in the time frame selected, and can act upon the data within this feed. Leadfeeder enables you to create as many different custom feeds as you need.
Screenshot: Creating a custom feed in Leadfeeder
Each of the teams at Actito have their own part to play in the intricate puzzle of continuing to grow the business.
Applying Intent Data to Marketing Content
Actito use their Leadfeeder data for more than just sales development, they also incorporate it into their Content strategy. At the start of each year, the demand generation team come together to identify the underlying themes where prospects are experiencing pain points which Actito is the perfect solution to solve. The SDRs share the intent data they’re seeing and the information they’ve gathered from direct communications.
The Content team use these insights to create multiple pieces of top and mid funnel content. This content is then used as outreach material by the SDRs, typically driving prospects to some kind of event at the bottom of the funnel; a true omnichannel approach.
On some occasions, when an SDR has had a very strong use case, the Content team will create an individual success story or landing page, just for one prospective client. Michael has successfully used this approach previously, where he’s been able to then track the activity of that one client on the page specifically set up for them.
Results with Leadfeeder that Speak for Themselves
In the 5 years that Actito have been collaborating with Leadfeeder, they have identified 1,500 companies and engaged with 90% of these. Since the beginning of 2024, so less than 6 months ago at time of writing, through Leadfeeder the Actito demand generation team have identified 79 companies that meet their ideal customer profile (ICP). Of these 79 they have started positive conversations with 48 of them, or 61%.
Each of these are now being nurtured towards becoming an SQL/SAL (sales qualified/accepted lead). With only 2 SDRs and at least a year’s sales cycle per prospect, this high conversion rate shows how successfully Actito have integrated Leadfeeder by Dealfront into their workflows.
As a €50m ARR business, working alongside 550 brands to date, in Jonathan’s own words,
The ROI of Leadfeeder and its integration capabilities make it a no-brainer for any serious organization looking to bump up their sales activities. 75% of all Actito sales since using Leadfeeder, can be attributed to coming through Leadfeeder in the first place.
Jonathan Wuurman
VP Marketing and Demand Gen @ Actito
More About Actito
In the year 2000 three founders came together and developed one great idea… what if the product manager and the customer talked to each other? And so Actito, the Belgian-based customer activation platform, was born, although it wouldn’t officially be known by this name until 2014.
Always ahead of its time, Actito has been a SaaS business from day one, even when most competitors were still selling on-premise technology. The platform as a whole gives marketing teams the opportunity to deliver highly personalized campaigns that both delight their clients and generate long-lasting revenue. Now 150 people strong, Actito is active mainly in Europe with Sales and Customer Success teams locally on the ground in each country they operate in.
