How to see your ideal customer profile visiting your website with Leadfeeder

To see which of your ideal customers visit your website, first define your ideal customer profile by company traits such as location, industry and size. Then turn that profile into an ICP segment or a custom feed in Leadfeeder's Web Visitors. Leadfeeder shows the matching companies, tags them and can alert your sales team or send them to your CRM.

What is an ideal customer profile?

An ideal customer profile (ICP) describes the type of company that is the best fit for your product or service. It focuses on company characteristics, such as industry, number of employees, location, revenue or the tools they use. It does not describe the individual buyer. That is the buyer persona inside the company.

Example: if you sell an expensive solution, available only in Spanish and relevant only to car makers and their suppliers, your ICP might be:

• Spanish-speaking automotive companies with more than 500 employees.

How do you define your ideal customer profile?

• Review your current customers. Which customers get the most value, stay longest, pay the most and are easiest to serve? Look for what they have in common.
• Interview customers. If you have few customers or little data, ask them why they bought, what problem you solve and who else was involved.
• Ask sales. Reps know which deals close fast and which drag on.
• Check lost deals and churned customers. They show who is not a fit.

Write the result down as a short list of criteria you can filter on. More in how to determine your target market.

How do you see your ICP visiting your website?

Leadfeeder identifies the companies behind visits to your website, not individual people. Its Web Visitors module gives you two ways to filter those companies by your ICP. For an overview of the tool, plans and history, see our Leadfeeder review.

Option 1: Create ICP segments

ICP Insights lets you define ICP segments based on location, industry and, optionally, company size. You need at least one of the three. Before you save, a preview shows how many companies matched in the selected period.

Once you save a segment:

• Leadfeeder automatically creates a custom feed for it, stored in a folder called "ICP Segments."
• Companies that match a segment get a special tag, so you can spot them anywhere in the tool.
• Feed Insights shows how many visitors match your ICP, where their traffic came from, and how ICP companies compare with all companies.

This is the fastest way to start if your ICP fits those three criteria.

Option 2: Build a custom feed with filters

A custom feed gives you more control. Leadfeeder's own guide suggests adding filters one group at a time:

1. Location: choose the countries you sell to. You can pick several, for example the Netherlands, Germany and France.
2. Industry: choose only the industries you actually serve, not all of them.
3. Company size: set a minimum and maximum number of employees, for example 201 to 10,000.

Check the number of matching companies after each step. You want a list your team can actually follow up.

Leadfeeder's advanced filtering uses include and exclude groups with AND/OR logic, so you can, for example, include companies that match your ICP and exclude existing customers or competitors.

Which filters help when you run campaigns?

When you run a campaign, add filters that show which ICP companies it brought in:

• Landing page: companies that visited the campaign's landing page.
• UTM parameters: companies that arrived through a tagged campaign link. This only works if you tag links consistently. See tracking URL.

To see which ICP companies your paid ads bring in, see how to identify companies from paid traffic.

How do you tag ICP accounts?

If your ICP is still evolving, tagging is a flexible way to keep track of companies. Add your own tags, such as "ICP - tier 1" or "target account," to companies as you review them. You can then build a custom feed that includes or excludes those tags, for example a feed of all tier 1 accounts that visited this week.

How do you get alerts when an ICP company visits?

Each custom feed can have an automation. Depending on your plan, automations can send companies to your CRM, assign them to a team member, add tags or post them to Slack. You can run them when new companies appear, daily or weekly. Feeds can also send email updates about newly identified companies.

A simple set-up for a sales team:

1. An ICP feed per region or territory.
2. An automation that assigns new companies to the right rep.
3. A Slack or email alert for tier 1 accounts.

What should you do when an ICP company visits?

Look at what they viewed. A visit to the pricing or integration page signals more interest than a single blog read. Find the likely buyer at that company, then reach out with a message that relates to the topic they looked at, without saying you watched them browse. For account-based programmes, see how to identify ABM leads on your website.

Is website visitor identification GDPR compliant?

It can be, but it is regulated. In 2016, the EU Court of Justice ruled in the Breyer case that a dynamic IP address can be personal data for a website operator. That means tools that process visitor data fall under data protection law. Before you start, check your legal basis, your cookie consent set-up and your privacy notice, and involve your data protection adviser.