What ZenDev achieved with Dealfront:
30.9%
increase in lead quality
135%
increase in won leads
25-day
reduction in sales cycle length
Not only does sales benefit, but marketing and paid media do too. We now have insights into which companies are coming through our Google Ads, allowing us to refine our targeting and maximize our ad spend.
Anđela Čović
Head of Marketing, ZenDev
Get to know ZenDev
ZenDev is a Swedish-Bosnian award-winning IT agency specializing in software development and staff augmentation. With a team of 85 experts, Zendev helps startups and established companies turn ideas into high-quality digital products. Their services range from full-cycle product development to providing skilled developers who seamlessly integrate into the team.
Zendev prioritizes simplicity and efficiency, tailoring their approach to each client’s needs. Whether building an MVP or scaling an existing solution, Zendev ensures cutting-edge technology and optimal performance. Their mission is to foster innovation through collaboration, creating globally recognized products. ZenDev makes software development a smooth and efficient experience.
The challenge
Before implementing Leadfeeder by Dealfront, ZenDev faced challenges in identifying high-quality leads and engaging with the right decision-makers. Their sales and marketing teams relied on various tracking tools like Google Analytics and Microsoft Clarity, which provided user behavior insights but failed to connect those interactions to actual companies or stakeholders.
This gap made it difficult for ZenDev to validate sales team insights with concrete data. While sales representatives shared valuable firsthand knowledge from meetings in the field, the marketing team lacked a way to confirm these hypotheses with accurate website visitor data. Where did that leave the team? Uncertain about which businesses were really interested, with inefficient lead nurturing, and missing opportunities to target key decision-makers effectively.
ZenDev needed a data-driven solution that could bridge the gap between website traffic insights and actionable lead information, allowing them to create more precise marketing strategies and enhance their sales outreach.
"The only reason I wouldn’t recommend Dealfront is because I wouldn’t want my competitors using it." — Angela Covic, Head of Marketing @ ZenDev
The solution
Dealfront's Leadfeeder solution revolutionized ZenDev’s lead generation and sales process by providing clear visibility into which companies were visiting their website and what content they were engaging with. This allowed ZenDev to move beyond generic website analytics and directly connect visitor activity to real decision-makers.
With Leadfeeder, the marketing team could flag key prospects based on their interactions, such as visiting the e-commerce integration page, and immediately notify sales with specific insights. This allowed their sales representatives to tailor their outreach and demonstrate a deep understanding of the prospect’s pain points, which significantly improved their engagement and conversion rates.
It feels like we got an expert specialist—a new team member who came in and connected everything. The data helps sales and marketing collaborate better, making it a win-win. I don’t see how it can go wrong—you can only benefit from it." — Angela Covic, Head of Marketing @ ZenDev
The platform also streamlined internal workflows. Instead of relying on scattered messages across multiple tools, marketing and sales teams could assign and track leads within a single platform, ensuring smooth communication and faster follow-ups. Leadfeeder became ZenDev’s central source of truth for lead tracking, attribution, and campaign performance, enhancing both marketing strategy and sales execution.
Beyond lead generation, Dealfront’s insights also benefited ZenDev’s advertising efforts. By identifying which companies were coming through Google Ads, the paid media team was able to refine their targeting, making their campaigns more data-driven and cost-effective. From sales to marketing and paid advertising, Dealfront’s solution proved invaluable across the organization.
"The process is so much smoother now—leads are assigned within the platform, and sales and marketing are always aligned. There’s no need to send messages across multiple tools; everything happens in one place." – Anđela Čović, Head of Marketing, ZenDev
Key takeaways
Since integrating Leadfeeder by Dealfront into their workflows, ZenDev has seen significant improvements in both lead quality and sales efficiency. By using Dealfront’s data-driven insights, the team has been able to target high-intent prospects more effectively, personalize outreach, and streamline their sales cycle. Here are some of the key outcomes:
30.9% increase in lead quality – with greater visibility into visitor behavior, ZenDev can now focus on prospects that closely align with their ideal buyer persona, improving engagement and conversion rates.
135% increase in won leads – more targeted outreach and data-backed sales conversations have contributed to a significant boost in closed deals.
25-day reduction in sales cycle length – by equipping sales reps with insights on what prospects are interested in, initial conversations are more relevant, cutting out unnecessary discovery steps and accelerating the path to closing.
Stronger alignment between marketing and sales – marketing can now identify and flag high-potential leads directly in Dealfront, ensuring sales teams engage at the right moment with the right message.
More efficient targeting for paid advertising – with insight into which companies are engaging with Google Ads, ZenDev has refined its ad targeting strategy, maximizing ROI on paid campaigns.
"We started using Leadfeeder this year, and already, we’re seeing better results than last year. Maybe in a year, we can revisit this story with even stronger numbers." – Anđela Čović, Head of Marketing, ZenDev
In summary
By integrating Dealfront into their sales and marketing workflows, ZenDev has transformed the way they identify, engage, and convert potential clients. What was once a guessing game is now a precise, data-driven approach to lead generation and outreach. With 30.9% higher lead quality, a 135% increase in won deals, and a 25-day shorter sales cycle, Dealfront has become a critical tool for streamlining ZenDev’s growth strategy.
For B2B companies, especially those in software development, where sales cycles can be long and complex, the ability to connect with decision-makers based on real-time interest signals is a game-changer. With Dealfront, ZenDev’s teams are no longer chasing cold leads, but are now starting conversations at the right time, with the right insights, and seeing results faster than ever.
As Angela Covic, Head of Marketing at ZenDev, puts it:
“Dealfront has given us that crucial missing piece in our marketing puzzle. We went from having solid analytics data to actually knowing which companies are exploring our services and what they care about. The real magic is when I can tell our sales team, ‘These three decision-makers at Company X spent 20 minutes on our staff augmentation pages yesterday’—that's when conversations get real and deals move forward faster.”
