2023 was a year of partnerships in website visitor tracking software. Leadfeader completed its merger with Echobot to form a new GTM platform called Dealfront. Factors.ai partnered with ABM platform 6sense, and CRM platform Hubspot ended the year by acquiring Clearbit.
Before its acquisition, Leadfeeder was a market-leading B2B lead generation software that deanonymized website traffic. The company merged with sales intelligence platform Echobot to form a complete GTM platform called Dealfront, focused on the European market.
With Leadfeeder doubling down on Europe, North American customers may wonder what their best options are for visitor intelligence in 2024.
Here is our round-up of the best Leadfeeder Competitors & Alternatives for Visitor Intelligence in 2024.
7 Leadfeeder Competitors & Alternatives for Maximum Lead Generation in 2024
- Clearbit (acquired by Hubspot) – Best for Budget Users
- ZoomInfo – Best for Mobile Numbers and Enterprise ICPs
- Factors – Best for Marketers
- Albacross – Best for EU Alternatives to Leadfeeder
- LeadMagic – Best for Middle Market
- Koala (getkoala.com) – Best for Beginners
- Warmly – Best for AI Sales Orchestration
Clearbit – Best for Developers & Budget Users
Clearbit was recently acquired by Hubspot. As of now, it’s marketed as Clearbit by HubSpot and remains available as a separate service.
The company has over 400K users and enriches more than 500 million records monthly. Clearbit’s de-anonymization platform is called Reveal. It does not do contact-level identification, but has a function called Capture that adds contact information for key decision makers in an integrated CRM. It also offers Data Enrichment that uses machine learning and QA to find context on companies and contacts.
Strengths of Clearbit
Clearbit has long been the de facto choice for developers who work with GTM teams. They are the most API-developer friendly.
Clearbit pairs well with marketing automation software. It integrates with HubSpot, Salesforce, Segment, Marketo, Pardot and Slack. HubSpot users have been able to use Clearbit as an app since 2019. Hubspot has indicated that it plans to integrate it natively through HubSpot’s CRM platform. As of now, Clearbit is still available as a standalone product.
Clearbit’s pricing structure has credit-based system which allows budget-minded teams to just pay for the features they need as they need it. It’s also rated highly for being easy to use and set up, as well as the quality of support.
Weaknesses of Clearbit
If you use Salesforce or any type of CRM other than Hubspot, there is some risk of your service being disrupted depending on changes the company makes going forward.
The main complaint for Clearbit users is pricing, which is not as upfront as Leadfeeder. Clearbit not have any unlimited plan. Customers pay for their usage, which can quickly add up at 2 credit per sales alert and even charges for CSV exports. There are also some features Clearbit does not yet track, such as contact-level website identification, Video tracking, File Download tracking, and Form tracking.
Clearbit has a different pricing structure than its competitors. The free level gives 25 credits a month, which can be spent on features like Sales Alerts (2 credits), CSV exports (1 credit per unique record) and Form Shortening (2 credits). Growth plans cost $50-275 for 125-1,000 credits per month. Companies that need more than that can contact their sales team for a custom arrangement. Clearbit is best for companies with a handful of very specific needs and would rather not pay a lot monthly for features they won’t use.
ZoomInfo – Best for Mobile Numbers and Enterprise ICPs
Compared to Leadfeeder, ZoomInfo has a much more involved setup plan and is significantly more expensive than its peers. While it has enjoyed a reputation of having the cleanest data, its high-end price structure is increasingly hard to justify with so many cheaper competitors coming up in the sales intelligence space.
Strengths of ZoomInfo
The ZoomInfo SalesOS platform claims to have the largest B2B database with more than 174 million verified emails and a relatively impressive 70 million direct dial numbers. For reference, Dealfront’s ICP-based targeting covers roughly 90 million contacts from 30 million (European) companies. ZoomInfo has a comprehensive data set with strong confidence and can be especially granular for some specializations. It does best with middle-market and enterprise-sized companies.
ZoomInfo started with contact identification and moved into other areas, like website ID, third-party intent data, and chatbot. This is likely because as a public company, they need to constantly increase their net retention revenue (NRR) and introducing new features is the best way to do that. Unfortunately, it’s swelled into a very big (read: expensive) bundled package.
In addition to SalesOS, their RevOS operating system also includes MarketingOS, OperationsOS, DaaS, and TalentOS, which may be helpful for customers who want an all-in-one solution. Given it’s white-glove sales process, ZoomInfo also offers the ability for more personalization than other LeadFeeder alternatives on this list.
Weaknesses of ZoomInfo
ZoomInfo is easily the most expensive LeadFeeder alternative starting at $15,000/year for 3 seats. Their contract also requires that you delete all the data if you stop using them, so you will have to start all over with a new company if you switch over.
ZoomInfo is not useful for tracking companies smaller than 100 people. They also have a reputation for suing former customers who continue using data sets after they have stopped renewing their contracts.
ZoomInfo is not especially remarkable at website identification, which makes sense as it is not their bread and butter. Similar to Clearbit, ZoomInfo’s contact-level identification data comes through acquisitions. However, the service is integrated into everything else, so if a company comes to the website, ZoomInfo can simply pull up the contacts of all the buyers who work there. In this case, their extensive data set covers a hole in their data, but it will cost you.
ZoomInfo benefits from name recognition, which is a double-edged sword as they also have more exposure to lawsuits. Unlike many of its competitors, it is publicly traded which may limit its ability to move quickly. The multiplatform approach may also be a weakness as it spreads their customer care and product investment in multiple directions.
Pricing is only available by contacting the ZoomInfo pricing team. However, word on the street is that plans start at $15K a year.
ZoomInfo requires users to sign up and request pricing, but plans usually start at $15,000 a year for 3 seats. There appears to be no self-service option, which is fine if you prefer a high-touch sales process.
Factors – Best for Marketers
Factors started as a marketing and attributions product, a side of which is account intelligence. Their focus is figuring out which campaigns or content is bringing in the high-intent accounts and pushing it back into the marketing sequence.
There is, however, significant overlap in use for salespeople. Factors can offer context such as what channels the accounts are coming from, what the journey is for the account, and provide statistics. They can identify what campaigns and pages convert better.
Strengths of Factors
Factors has direct integration with 12 tools and softwares including HubSpot, Salesforce, 6Sense, Clearbit and Leadsquared. You can also connect to Webhooks like Make.com or Zapier to access other tools and integrations.
Factors has also recently partnered with Clearbit, which strengthens both company’s data sets. They are GDPR-compliant on principle, which can spare it from some of the roadblocks ZoomInfo has faced when going public. Factors also has an AI-powered feature called “Explain” that offers insights and root cause analysis.
Weaknesses of Factors
Factors is a “privacy-first, GDPR compliant solution” which means they only provide IP-to-company data and not individual website visitors, phone numbers, or mail IDs unless that user has filled out a contact form with that information.
Given its priority on privacy, Factors is more focused on understanding funnel conversions. Their website analytics tools track ad performance and users' journeys as they move through pages. It is an excellent tool for marketers who need analytics, but not as much for sales people and orchestration. They also do not have any automation for prospecting, unlike competitors Koala or Warmly.
Many users also complain about data export features, which does not currently allow sharing individual reports, customizing data formats, or even specific data fields. This may not be ideal if you intend to integrate Factors.ai with other systems.
They also do not have chat bot features and have not indicated they will move into the space, which may be a consideration for sales people who want more of an orchestration platform.
Factors has a free tier that allows up to 100 identified accounts and 5K visitors monthly. They have three tiers of paid accounts. The lowest paid plan is $149/month, allowing up to 500 identified accounts and 10K visitors. The Growth and Professional levels allow 5K and 10K unique accounts per month, respectively. Any needs greater than that requires contacting them for a quote.
Albacross – Best for EU Leadfeeder Alternative
Albacross is a top LeadFeeder alternative in the European market.
Albacross is an E.U.-based service that focuses on first-party intent data, which includes tracking account engagement such as the pages users visits and how long they spend there. It claims to have built the "largest proprietary IP-to-company mapping database globally" with "tens of thousands of users." For customers targeting the European market, Albacross is a great alternative to LeadFeeder.
Strengths of Albacross
Albacross claims their "database maps 3+ billion events monthly" and that internal tests show an identification rate "1.7x higher than most intent data platforms" according to their website.
Like Factors, Albacross is GDPR-compliant, which is a requirement for working with companies in Europe, where it is based.
Albacross offers native integration for HubSpot, and third-party integration with Salesforce, Google Sheets, Mailchimp, Intercom, HubSpot, Mailshake, lemlist, Slack, and Zapier. Their API had 100% uptime in 2022. Like many competitors, Albacross is working with AI and machine learning to refine their data accuracy.
Their tracking method uses a custom script while LeadFeeder uses Google Analytics, which is not specificially designed for lead generation. Albacross also keeps a lead history of up to 90 days compared to 30 days with LeadFeeder.
Weaknesses of Albacross
Albacross lacks options for automating the sales process. It also has relatively few and inefficient integrations with other tools. It does connect to Salesforce, but only via a third-party. API integrations are also only available on the higher-level Growth plans.
Like Leadfeeder, Albacross is based in the EU and better at segmenting for European ABM campaigns, which may not be ideal for North American ICPs.
Albacross also does not offer a free tier. Their lowest paid tier costs $79/month and offers what many of its competitors offer for free. If you want to identify more than 100 companies a month, you will also have to talk to their Sales team to put together a Growth plan.
Unlike many of its competitors, Albacross does not have a free tier. However, it does offer a 14-day free trial. It’s basic tier costs $79/month and allows up to 100 unique accounts, which is equivalent to the free tier of both Leadfeeder and Factors.ai.
LeadMagic – Best for Middle Market
LeadMagic was started in 2022, and already has a good reputation for first-party intent data as a B2B lead generation tool. It is often compared to the Clearbit Reveal tool, but with a monthly plan that can yield significant savings with high usage.
Strengths of LeadMagic
LeadMagic has an API that works with Segment or Google Analytics, which makes it a good API developor-friendly option for companies that need more usage than they can get with Clearbit. They also claim to be "only Visitor Identification Software that will let you own our data" which means, unlike ZoomInfo, you won't get a cease-and-desist after cancelling your subscription for using any lists they generated.
Weaknesses of LeadMagic
LeadMagic can be integrated with your CRM, but only through Zapier. Their pricing is per seat, so costs can add up if you have a large sales team.
Like Clearbit, LeadMagic has usage-based pricing starting at $69 for up to 100 leads. However, they also offer unlimited premium plans starting at $139/month on an annual basis or $169 month-to-month. If your company is identifying more than 400 unique companies a month, you would save money by adopting either the monthly or annual plan.
Koala – Best for Beginners
Like Warmly, Koala offers a freemium product for small companies. The founders were the former Chief Product Officer and Head of Engineering at customer data platform Segment who wanted to apply the principles of Segment to lead generation on a website.
Koala is extremely PLG-driven. They have very little web presence (not even a G2 review profile) other than their website, though they do post frequently to their changelog. Their website also does not allow you to book a demo. Instead, they lean into the freemium model and prompt users to upgrade to the Team level in the program.
Strengths of Koala
Koala is known for having a very clean and UI. They do a good job of filtering and identifying visitors, which syncs easily back to your CRM. It hooks easily up to sales engagement software, so users can automate messaging via email. Koala also has some innovative features including real-time Slack alerts. Koala has a forgiving price structure, which makes it a great place to start playing around with a strategy for visitor intelligence and lead generation.
Weaknesses of Koala
Koala appears focused solely on visitor identification. They do not provide customer intent or job change tracking. While Koala is working on some cool features such as Outreach integration, they lack some splashier features such as chat bots or LinkedIn messaging automation. Koala also does not use third-party vendors for data enrichment, so they are not able to identify as many prospects at the contact level as some of its competitors.
Koala has a very forgiving price structure that is aimed at product-led growth. The free level gives 3 seats and allows users to see up to 250 identified accounts and 10,000 events monthly. The Team level starts at a relatively inexpensive $175/month and allows users to see up to 1,000 accounts and 500,000 events. If you need more than 3 seats, you will have to contact the sales team for a Business level plan.
Warmly – Best for AI Sales Orchestration
Warmly's AI Sales Orchestration comes with many innovative features that you may not need or be ready to integrate into your workflow.
Warmly is an AI sales orchestration platform that includes website identification. The company has been around for 5 years, but is a relative newcomer to visitor intelligence after a pivot in 2023. Warmly's use of third-party OMB partnerships allows it to identify a market-leading 65% of website traffic.
It's partners include 6Sense and Clearbit for enrichment data, though we may see the company move towards developing some of that internally. As of now, the partnerships seem symbiotic. 6Sense is the default enterprise service provider for intent data, but there is substantial market share in SMB and middle-market for Warmly to grow. In fact, 94.4% of Warmly’s reviews on G2 Crowd is from Small-Businesses compared to Leadfeeder’s 75.9%.
Warmly appears to be competing most closely with Koala for the SMB and middle-market customers. However, Warmly does have the advantage of an AI chat bot feature which puts them in the arena with Qualified and Drift. This makes Warmly an excellent alternative for non-Enterprise companies that want that sales channel, but are not big enough to use Qualified or Drift.
Strengths of Warmly
Warmly's use of third-party OMB partnerships allows it to identify nearly 65% of website traffic, just edging out Factors. It is also positioned to capture down-market clients for Qualified, Drift, and 6Sense, which is reflected in their symbiotic partnership with the latter.
Their AI sales orchestration platform has features sales customers may like, including automated LinkedIn and ChatBot messaging. They are also available to non-Enterprise clients with a generous free-level and a flat monthly subscription that will cover most customer needs.
Weaknesses of Warmly
While Warmly currently leads the market in identifying website traffic, it's accuracy depends on OMB partnerships for enrichment data that may change or go away—particularly with HubSpot's recent purchase of Clearbit.
Warmly's lowest paid level is also significantly more than all of the competitors in this list except ZoomInfo. This is somewhat made up for by a generous free-level that will allow most customers to try the software.
Some users complain it can do a better job of filtering out bots and noise from website traffic, though customers can currently set alerts to only let salespeople know when a visitor is within their ICP.
Warmly is also very much focused on autonomous sales orchestration and may not be a good fit for people who have very simple website identification needs or are not ready to/interested in automating their sales process.
Warmly is one of the pricier LeadFeeder competitors, but its website intelligence is built into a full-scale AI sales orchestration platform.
Like Koala, Warmly offers a freemium model. The free level allows users to identify 500 leads/month, which is 5x more than Leadfeeder or Factors, and twice as much as Koala. For $850/month, users can go up to 25,000 leads a month, which should be plenty for most SMB/middle-market customers until they need to upgrade to a custom Enterprise plan.
LeadFeeder Competitor Pricing Chart
Conclusion of Best LeadFeeder Alternative
A. Summary of Leadfeeder's Advantages
With the acquisition by DealFront, LeadFeeder now covers more than 66 million companies around the world, including 30 million companies and 83 million contacts in Europe. LeadFeeder (now DealFront)'s focus on Europe gives it a significant advantage to alternatives based in other regions.
B. Pros & Cons of Leadfeeder Competitors & Alternatives
If you are not in Europe or selling to European customers, you will not be able to take full advantage of LeadFeeder (Now DealFront)'s extensive database.
There are many competitors, including newer entrants like Warmly and LeadMagic, in the North American market that offers a interesting mix of features that may matter to sales teams, such as Outlook integration, automated LinkedIn messaging, chat bots, and more.
C. Final Recommendation for Best LeadFeeder Alternative
The best Leedfeeder alternative depends on your B2B data needs. SMBs who are new to website intelligence may prefer a slimmed-down plan like Clearbit or Koala. Sales and marketing teams that work closely together may be interested in website tracking with a marketing focus, such as Fathom. For companies looking to jump with two feet into AI may be interested in a sales orchestration package like Warmly.