How Leadfeeder delivers a personalized customer journey while saving resources

With Segment’s single API, Leadfeeder has realized a 4.5x cost savings and a 100% reduction in the time required to build data pipelines.

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“With Segment’s platform seamlessly managing the data stream between our systems, Segment is at the center of all decisions we make.”

— Kosti Lepojärvi, Product Manager, Leadfeeder

The Company

Based in Helsinki, Finland, Leadfeeder is a globally-operated lead generation platform for B2B companies. Leadfeeder turns website visitors into sales leads by connecting with a company’s Google Analytics to uncover new prospects that visit its website, which channel they came from, and what content they engage with. New leads can be automatically sent to the sales team by email, Slack, or CRM, helping to rapidly convert leads into sales.

The Challenge

The Leadfeeder team wanted to deliver a more personalized customer journey tailored to each of its users based on their behavior. Unfortunately, accomplishing this type of personalized messaging at scale required heavy resources from the Leadfeeder engineering team.

Leadfeeder relied heavily on developer resources to comb through its first-party data and transform it to ensure that it was actionable for the marketing team. “We wanted to be able to experiment quickly, but we always needed to allocate a developer to help build a process that enabled us to access the event data we needed. This typically took weeks to complete,” said Kosti Lepojärvi, Product Manager at Leadfeeder.

The Solution

While contemplating which resources it could allocate to build a data infrastructure themselves, Leadfeeder found Segment. Because Segment provides a single API for customer data, Leadfeeder was able to save time writing excessive integration code and implement its marketing technology stack with just a few clicks. Leadfeeder knew this was the perfect solution, as it allowed it to simplify customer data collection and distribution across all downstream tools. Leadfeeder also quickly realized that investing in Segment would be just a fraction of the cost it would take to build out its own solution.

“We were a lean team and we recognized that if we invested in Segment, we could better direct our team’s time to building new things instead of maintaining data,” said Lepojärvi.

With Segment, Leadfeeder was able to bridge user behavior data from its product and immediately send this to downstream tools like Intercom, its customer messaging platform, or into its Redshift warehouse. Here, the Leadfeeder data and analytics teams could use the data to build out data visualizations in Tableau, all without taxing their own development resources.

Now when a Leadfeeder user completes a 14-day trial, Leadfeeder can easily see which features the user utilized most. Then, using those insights, it can customize communications with the user to deliver relevant information that would convert the trial user into a customer.

The Results

Not only was the initial investment in Segment more cost effective than building its own solution, but Leadfeeder was also able to save the equivalent of two full-time employees—plus resources from other teams—that would have been required to maintain the event data tracking that Segment seamlessly and automatically manages. This equates to a 4.5x cost savings for Leadfeeder.

“Our team can now concentrate on higher-priority projects. For example, now that we always have access to the latest experiment data in Tableau, we can quickly transfer these learnings to the development team for them to improve the experiment for even greater results. We’re saving money by preserving human resources, and our people feel like they’re really adding value to the business,” said Lepojärvi.

Before Segment, it would take Leadfeeder at least two weeks to allocate a developer and build the process to funnel new data into downstream tools for marketing campaigns. With Segment, Leadfeeder has reduced the time it takes to build these data pipelines by 100%—from hours to minutes—and no longer requires developer resources.

Segment enables Leadfeeder to save time and money while making informed, data-backed decisions. Lepojärvi added, “Every decision made at Leadfeeder is backed by data. With Segment’s platform seamlessly managing the data stream between our systems, Segment is at the center of all decisions we make.”

Industry: B2B Tech
Location: Helsinki, Finland