If you have a B2B model, then how to convert website traffic into qualified leads is critical. LeadBoxer successfully addresses this problem. Their big data technology identifies visitors from website traffic, delivering leads via CRM, email, API or through a reporting interface. Detailed results for each lead include company name, interest, visit details and contact info. In fact lead details are enhanced with data from multiple sources, including LinkedIn, KvK/ Chamber of Commerce and additional proprietary sources.
We interviewed Cralan Deutsch, LeadBoxer co-founder.
Question. Where did the idea of LeadBoxer come from and who is the team that make is possible?
Answer. The idea for LeadBoxer came from the clients and users of Opentracker.net. Opentracker is a web analytics company who pioneered real-time visitor reporting and first-party cookie tracking in the early 2000’s. Opentracker contains a report called Location-Companies, which shows you all the activity on your website, filtered by the companies that are visiting it. A number of clients, including a global vending machine player, asked us to deliver reports per region and country sales team. This led to LeadBoxer. And the Opentracker Team are responsible for the creation of LeadBoxer: Cralan Deutsch, Pavithra Acharya, Wart Fransen, Eddie Moojen and Jason Wee.
Q. Why is LeadBoxer different from other web tracking providers such us Google Analytics, Kissmetics or HubSpot? What are your advantages/disadvantages?
A. Relative to other web tracking providers, we specialise in tracking individual visits (as opposed to Google Analytics which blurs them). Opentracker spent over 10 years developing real-time individual-visitor/company Identification reporting, meaning we have the advantage of being a technology-driven solution. Our specialisation is delivering a solution that provides actionable information, as opposed to just reporting. Hubspot is a total marketing-automation tool suite. Our focus is on sales (not marketing). Our goal is not to deliver a tool suite. We are dedicated to delivering a single product with a very specific result: the ability to see what companies (leads) are visiting a site, and then contact them. Our current disadvantage is that, being a start-up, our user interface is not as mature as that of Google Analytics, Kissmetics or HubSpot. Fortunately, our technology and team are all star, so we intend to close the gap in early 2015.
Q. It might sound scary that LeadBoxer software records people’s identity and web behaviour. As a normal Internet user, should I be concerned about big data technologies? What kind of information do you obtain from users?
A. Understandable. By default, we do not record people’s identity, therefore all visitors are anonymous. What we do, our specialty, is to identify the companies who are visiting a website, and, for example, if multiple people from that company visit that site, along with any particular product interest. We combine this data with company contact info. Where we do identify people, is when they login somewhere, or sign-up, etc. This is the model pioneered by Amazon.com. What this means is that nobody is identified without their explicit consent, in the form of logging in with social media login, regular logins, contact forms, etc.
Q. What does ‘big data’ mean for LeadBoxer?
A. Good question. Big data is at the heart of our mission! A number of years ago we overhauled our technology to follow the industry leaders, who are essentially big data vendors; Facebook, Google, Amazon, Twitter, etc. What these companies all have in common is data management. Based on the (cloud) technologies they pioneered, we switched to distributed data systems, meaning we just throw all the data we collect into a single read/write data base and query it when we need to. We then released a public API –the same one we use to generate the reports ourselves. In short, for us big data is the science of asking the right questions. To answer the question more directly: big data means that we only show 1% of all the data we collect, the mission critical data.
Q. How did you manage to get your first client and what has been your growth since then?
A. Our first client came to us through a third-party consultant hired to identify a solution, which turned out not to be available on the market. The process took 6-8 months, in order to define the output and delivery formats. Since then, we released a minimum viable product in the fall of 2014, and are currently operating under a relatively silent release, as we panel-beat our interface into shape.
Q. Have you received any investment? How are you funding the company?
A. Investment in the form of participation in the Rockstart Accelerator program. Other than that, boot-strapped.
Q. What book would you recommend to other entrepreneurs and why?
A. Most (non-technical) relative books on the subject are basically self-help books. They help you through a thought-process; pick up a chapter and it goes in one ear and out the other, but it helps you think your way through the problem you are dealing with. Headspace away from the screen & on the written page helps. There’s no substitute for a good presentation when somebody breaks a subject down. Showers are the best place for thinking. A good number of people in the Rockstart program meditate where possible. For your reading pleasure, I recommend All Of Us: the Collected Poems, by Raymond Carver.