How to identify ABM target accounts on your website with Leadfeeder

To see which of your account-based marketing (ABM) targets visit your website, you need three things: a list of target accounts, a tool that identifies the companies behind website visits, and a filter that matches the two. In Leadfeeder, you upload your target accounts to a company list, build a custom feed filtered by that list, and set up alerts or CRM automation so sales hears about a visit while interest is fresh.

What is account-based marketing?

Account-based marketing is a B2B approach where you focus your sales and marketing on a defined set of high-value companies and treat each one as its own market. Instead of attracting as many leads as possible, you pick the accounts you most want to win and tailor your outreach to them.

ABM ranges from one-to-one programs for a handful of strategic accounts to lighter, technology-driven campaigns for hundreds of accounts with similar needs. In every version, you need to know which target accounts are showing interest.

How do you choose your target accounts?

Start with your ideal customer profile (ICP): the type of company that gets the most value from you and brings the most value back. Criteria to consider:

• Company size, by employees or revenue
• Size of the department you sell to
• Industry and location
• Tools and systems they already use
• Revenue potential and fit with your product

Then build a list of companies that match. These are your target accounts. How many you need depends on your average deal size: a few dozen for large enterprise deals, several hundred for smaller ones. Keep separate lists per region, product or salesperson if different people own different accounts.

Why track target accounts on your website?

Emails, calls and meetings are easy to log. Website visits are often missed, yet they show interest before anyone fills in a form. A target account reading your pricing page or a case study is a strong signal to reach out, and knowing which pages they read tells sales what to talk about.

Visitor identification tools match the network data of a visit, such as the IP address and domain, to a company database. Leadfeeder says its tracking script, reverse IP lookup, databases and machine learning work together to identify the company behind a visit. It identifies companies, not individual people, and it does not show visits from home internet providers, because those cannot be tied to a company. Identification rates vary by website, audience and industry.

How do you set up target account tracking in Leadfeeder?

Step 1: Install the tracking script

Leadfeeder needs its tracking script on your website. It can run with or without cookies and can be connected to a consent management platform, so the cookie is set only after a visitor consents. Whether you need consent depends on your setup and the laws that apply to you, so check the approach with your privacy team.

Step 2: Import your target account list

1. Go to Lists and create a new company list, or open an existing one.
2. Click Import File and choose your file. Leadfeeder accepts CSV, XLSX and XLS files saved in UTF-8.
3. Map your columns to Leadfeeder fields. Only Company Name is required, but adding the website, email domain, LinkedIn URL, address, VAT ID or business ID improves the match rate.
4. Review the matches. Leadfeeder sorts results into exact matches, suggested matches to confirm and companies it could not match.

Leadfeeder processes the first 10,000 entries of a file. You cannot import a list of contacts, only companies. Give each list a clear name, such as "ABM: enterprise accounts, Benelux", and share it with the colleagues who need it, because new lists are not visible to all users automatically.

Step 3: Build a custom feed filtered by your list

In Web Visitors, create a custom feed and add the filter Company info > Company list, then select your list. The feed now shows only target accounts that visited your website in the period you choose.

This is the core of ABM tracking. Instead of scrolling through every identified company, you see just the accounts you care about. You can add further filters, such as visits to your pricing page, to separate casual visits from buying signals.

Step 4: Set up notifications

Each user can subscribe to a custom feed and get email notifications:

• Daily emails list the companies identified the day before, with visit details and links to each company.
• Weekly emails summarise the previous week.

For faster follow-up, add the Share via email automation to the feed. It sends an email for every company that the feed identifies for the first time.

Step 5: Send target accounts to your CRM

If Leadfeeder is connected to your CRM, add the Send to [your CRM] automation to the feed. You can create or update accounts, leads, opportunities and tasks, and set the owner, so the right salesperson sees the visit in the tool they already use. Leadfeeder supports HubSpot, Pipedrive, Salesforce, Dynamics 365, Zoho and webCRM.

Step 6: Alert sales when intent rises

Leadfeeder gives each company an Intent Score based on its visits. In Workflows, which Leadfeeder marks as Beta, you can trigger an action when a company's score moves into a range you choose, such as alerting sales or creating a CRM opportunity when a target account becomes high intent.

What should you do when a target account visits?

A visit is a signal, not a sale. Use it to time and shape your outreach:

• Check which pages they read and how often they came back.
• Reach out with something relevant to those pages, not a generic pitch.
• Coordinate with marketing, for example by showing ads to that account.
• Log the visit in your CRM so the next conversation has context.

Remember the core idea of ABM: it is about reaching the right accounts, not the most leads. A short feed of five target accounts that visited this week can be worth more than a thousand anonymous visitors. For more on aligning these efforts, see how to determine the ROI of account-based marketing.