Understanding the customer journey—from website visitor to buyer

Football Club Feyenoord wanted to gain a better understanding of the behaviour of potential leads. Leadinfo helps them connect the dots and better understand their customer journey from website visitor to buyer.

Feyenoord football club uses Leadinfo to connect with business customers

Implementing Leadinfo to gain more insights

Feyenoord Rotterdam is a top-tier football club that has existed for more than a century. Known as “The People’s Club”, they’ve stayed true to their roots as the team has risen to become one of the best in the Netherlands. Given this development, the brand uses its website to keep in touch with fans around the world and convey important information. To gain more information about their business customers, segment leads before they make contact with Feyenoord and become more proactive in their sales process, the football club implemented Leadinfo.

“What do we love about Leadinfo? The fact that it’s a ‘no-nonsense’ tool that requires no endless implementation process or training to use.”

A simple tool with actionable insights

Feyenoord was looking for a no-nonsense tool that they could use immediately to get actionable insights, and that’s one of the reasons why they chose Leadinfo. After aligning with their Sales and Marketing teams as to what they wanted to get out of Leadinfo, the implementation process was done in the snap of a finger. No endless process or fussing around to get access to the data. Our software is very user-friendly and actionable in an instant.

Supercharging their marketing efforts

The brand now uses Leadinfo on a weekly basis to supercharge its marketing efforts and be more proactive with its sales thanks to insights and trends which they can now spot from a mile away. For example, they wanted to better understand how customers ended up on their website. So they set up triggers for this. Allowing them to discover that many website visitors found Feyenoord via LinkedIn. They implemented a trigger which automatically sorts and filters leads which came in via this channel. Enabling them to measure their efforts across multiple digital channels.

Beyond understanding the behaviour and interests of visitors that do not interact with their website, Feyenoord also uses Leadinfo to craft powerful lead gen forms and link the input to their Sales Managers. Whenever someone fills in a form, the team receives a notification and will immediately call back a lead. Based on continuous feedback and customer questions, Feyenoord has also further refined the widget linked to their lead gen forms to ensure clarity.

"We use Leadinfo to understand our website visitors and measure how our social channels contribute to our success.”

Connecting the dots in the B2B customer journey

Feyenoord wanted to be more aware as to the behaviour of potential customers and better understand the details of their sales cycle. By using Leadinfo, they have been able to connect the dots and fill the gaps about their B2B customer journey. Thanks to these insights they are able to identify, optimise for and segment leads before they even make contact with them. Thus elevating “The People’s Club” to new levels.

“The Leadinfo data is incredibly useful and actionable, leading us to refine our conversion path and enabling our sales team to be more proactive.”