In B2B sales, much of the digital activity takes place before any direct contact is made. Companies research solutions, compare suppliers, explore services and return to specific pages without necessarily filling in a form.

This creates a common challenge for marketing and sales departments. A website may be generating commercial interest without revealing which organisations are behind the visits. As a result, many valuable signals never reach the CRM and fail to develop into opportunities.

Leadinfo helps close this visibility gap. The platform identifies companies visiting a website, analyses their behaviour and makes it easier to incorporate that information into marketing and sales processes. This adds an account-based perspective to traffic analysis, moving beyond sessions, channels and conversions alone.

Smart Team is a certified Leadinfo partner and offers the platform as part of its B2B lead generation services. This partnership combines technology with ideal customer profile analysis, opportunity qualification, automation and integration with each company’s sales tools.

Smart Team, a certified Leadinfo partner

Smart Team is a certified Leadinfo partner and offers the platform as part of its B2B customer acquisition strategies. Its support goes beyond providing a licence: it includes business analysis, tool configuration, qualification criteria and integration with the CRM and marketing and sales processes. This approach adapts the technology to each company’s commercial needs, turning it into a source of actionable opportunities.

What Leadinfo is and how it works

Leadinfo is a B2B lead generation tool that identifies which companies visit a website and analyses how they interact with its content. Its purpose is to uncover potential opportunities that do not appear in contact form submissions.

The platform uses tracking code to record visits and match certain IP addresses to organisations in its database. When it finds a match, it displays company information and data on the behaviour observed on the website.

Available information may include:

• Company name and website.
• Industry.
• Location and approximate company size.
• Pages viewed.
• Visit source.
• Number and duration of sessions.
• Relevant company and professional information.

This information helps reveal which companies are showing interest, which solutions they are exploring and how often they return to the website. Its value increases when combined with the ideal customer profile and signals such as repeat visits, browsing time and visits to service, pricing, case study and contact pages.

Leadinfo therefore acts as a layer of sales intelligence that complements web analytics and the CRM. It moves traffic analysis from a general overview towards a view focused on companies, interests and potential business opportunities.

The aim is therefore not to identify all traffic, but to uncover a meaningful share of organisations with commercial potential. The information becomes valuable when combined with the ideal customer profile and signals such as repeat visits, browsing time and visits to product, pricing, case study and contact pages.

Leadinfo’s main features

Leadinfo brings together a range of features to identify, analyse and prioritise business accounts and trigger relevant actions.

Identification and analysis

The platform shows which organisations visit the website, which pages they view and which channel brings them there. This helps reveal which content attracts interest from companies in the target market.

Browsing history helps distinguish a brief visit from an account that appears to be actively researching a solution. Repeat visits, time spent on the site and pages viewed can provide signals of interest.

Lead scoring

The lead scoring system ranks companies according to their activity. However, automated scores should be supplemented with business-specific criteria such as industry, company size, location, identified needs and purchasing capacity.

A company that visits many pages is not necessarily a suitable opportunity. Likewise, an account with few interactions may be relevant if it matches the ideal customer profile and views content associated with a purchasing decision.

Segmentation and tags

Identified accounts can be organised using filters, segments and tags. This makes it possible to create groups by market, behaviour or priority and give each group a different approach.

Triggers and alerts

Triggers initiate actions when a company meets specific conditions. For example, an alert can be sent when a target account returns to the website, visits a strategic page or belongs to a priority industry.

Integrations and automation

Leadinfo can connect to CRM systems and other tools for marketing, analytics, advertising and internal communication. These integrations allow identified companies to be transferred to the CRM, alerts to be shared with sales and tasks to be automated.

This means the information does not remain isolated in another dashboard that needs manual checking. Instead, it can become part of the processes teams already use.

Benefits for B2B lead generation

Leadinfo’s main benefit is making better use of existing traffic. The platform helps identify organisations that have shown interest, even if they have not yet completed a conversion.

Its benefits include:

• Capturing some of the demand that does not convert through forms.
• Identifying companies interested in specific products or services.
• Prioritising accounts based on fit and behaviour.
• Reducing reliance on entirely cold prospecting.
• Assessing whether campaigns attract the right organisations.
• Providing sales context before making contact.
• Automating alerts, tags and assignments.
• Strengthening account-based marketing strategies.
• Improving coordination between marketing and sales.

These capabilities support a B2B lead generation strategy focused on opportunity quality, qualification and continuous optimisation. Leadinfo provides signals about visiting companies; the strategy determines which ones deserve attention and how each should be approached.

Value for sales teams

For a B2B sales department, Leadinfo provides context about companies that have already shown some interest. Rather than working exclusively with forms or databases, the team can assess which organisations have visited the website and which topics they have researched.

The platform helps answer important questions:

• Which target accounts visit the website?
• Which companies return most frequently?
• Which solutions or products do they explore?
• Which campaigns attract qualified business traffic?
• Is there already a relationship with these accounts in the CRM?
• Which organisations should be reviewed first?

This information is particularly useful in sectors involving consultative selling, long decision-making cycles or complex products and services. When each opportunity has a high value, recognising an early signal can help sales teams prioritise their time more effectively.

Turning data into opportunities requires alignment between marketing and sales. Both departments must agree on the criteria an account should meet, when it enters the CRM, who follows up and which information should accompany it. An SMarketing strategy reduces the risk of losing opportunities through poor coordination or passing inadequately qualified accounts to sales.

Privacy and responsible use

Company identification and B2B lead generation can be carried out lawfully, provided there is a valid legal basis and the requirements for transparency, proportionality, security and data protection are met.

Leadinfo states that it offers a cookieless tracking option, hosts its servers in Ireland and holds ISO 27001 certification. Its documentation also acknowledges that IP addresses and other processed information may constitute personal data and recommends informing visitors about the processing.

Choosing cookieless tracking does not automatically remove every obligation. The purpose, data processed, legal basis, information requirements and, where applicable, consent settings must still be reviewed.

It is also important to distinguish three actions:

1. Identifying a company: associating a visit with an organisation.

2. Processing professional data: using information linked to people who work at that company.

3. Sending a marketing communication: contacting someone by email or other channels.

Identifying an organisation does not automatically authorise every subsequent action. For promotional emails and equivalent electronic communications, Article 21 of Spain’s Law on Information Society Services (LSSI) generally prohibits commercial communications that have not been requested or expressly authorised.

The law provides an exception where there is a prior contractual relationship, the data was obtained lawfully and the communication concerns similar products or services. Even in that case, recipients must be offered a simple, free way to opt out of further communications.

It would therefore be incorrect to claim that Leadinfo allows unrestricted contact with every identified company. The appropriate position is that the platform can be used within a lawful B2B lead generation strategy, provided its configuration and subsequent sales activities comply with the GDPR, Spain’s Organic Law on Data Protection and Guarantee of Digital Rights (LOPDGDD), and the LSSI.

Turning digital signals into opportunities

Leadinfo makes it possible to interpret part of a website’s traffic from a sales perspective. The platform helps identify companies, detect signals of interest and share useful information with marketing and sales.

However, technology alone does not turn every visit into an opportunity. Generating value requires an ideal customer profile, qualification criteria, CRM integration and an agreed approach for the sales department.

As a certified Leadinfo partner, Smart Team combines the tool with a methodology tailored to the business. The aim is not to pursue every visit, but to identify the right accounts, understand their interest and act when there is a genuine opportunity.

Why does Smart Team recommend Leadinfo?

Smart Team recommends Leadinfo because it addresses a common limitation in B2B customer acquisition: many companies research a solution without leaving their details.

The platform does more than count visits. It identifies organisations, analyses their activity and connects those signals with sales processes. Its integrations also reduce manual work and make it easier to bring the information into the existing technology ecosystem.

The main reasons for recommending it are:

• It addresses a common B2B customer acquisition need.
• It provides company information that can be turned into action.
• It enables prioritisation based on fit and intent signals.
• It integrates with marketing and sales tools.
• It helps automate repetitive tasks.
• It can support inbound, outbound and ABM strategies.
• It improves coordination between marketing and the sales department.
• It offers a cookieless tracking option and holds ISO 27001 certification.

The recommendation should be supported by an initial assessment. The platform will be more useful when there is sufficient B2B traffic, a defined value proposition and a sales process ready to work with the information obtained.