How activating 1st-party data is key to designing an advertising program that supports your transition from a tool to the European GTM platform for SMB.
Leadinfo focuses on European SMB's with strong representation in Marketing and Software. Whereas Dealfront's audience is fragmented across geographies, company sizes and industries. This presents an opportunity to double down on your core SMB audience with targeted messaging that directly adresses customers anxieties and requirements.
"Lead identification" remains the high-volume foundational search term, the explosive growth of "b2b intent" reveals where the market's is heading. Leadinfo's strategy must capture the broader market while positioning Leadinfo as the leader in the high-value intent data space.
Compare channel mix, creative formats and performance signals to pinpoint where Leadinfo can outmaneuver Dealfront
Primarily text ads (90%+) with some limited use of simple animated display ads (10%).
A hyper-efficient conversion engine heavily focused on capturing bottom-of-funnel demand. While effective, it misses the opportunity to engage users earlier in their journey who are researching broader problems, not specific solutions.
100% static image ads. No video content detected in the analyzed sample.
A strong mid-funnel strategy focused on lead capture through content (reports, webinars) and competitive positioning. This effectively captures users in the consideration phase but misses the trust-building and awareness opportunity that Dealfront is exploiting with video.
Almost exclusively static images with text overlays. Minimal use of simple animations.
A solid mix of problem-aware (MoFu) ads for prospecting and direct-response (BoFu) for retargeting. As an uncontested channel by Dealfront, it's a key opportunity to build trust with warm audiences, but the lack of engaging video content limits its full potential.
Leadinfo's advertising is not yet fully taking advantage of persona-based marketing. The General / Both category dominates, indicating a one-size-fits-all message. LinkedIn is logically skewed towards the Marketing Manager but this neglects the Sales Executive end-user. Google's balanced approach is good for broad reach but lacks the sharp, persona-specific messaging needed to maximize conversion rates for each distinct audience and their unique pain points.
The low average ad duration (9.1 days) and high standard deviation (6.01) demonstrate a rapid, agile testing methodology that is ideal for Meta. The clear evidence of both quickly killing underperformers (17 ads) and scaling winners (9 ads) shows a sophisticated, decisive optimisation process. This is the gold standard.
An average duration of 121 days allows for some learning, but it's not agile enough. While there are positive signs of optimisation (killing 7 underperformers), the overall pace is too slow to consistently produce high-performing ads and outpace competitors.
An average ad lifespan of over a year (484.1 days) is a critical failure in experimentation. The absence of long-running "winners" indicates a "set it and forget it" approach that ignores fundamental ad principles, leading to wasted spend and missed opportunities.
This three-phase plan is grounded in the data and Leadinfo's product suite. It starts by perfecting the current high-performing message, then elevates the benefit to include the full sales solution, and finally establishes a defensible long-term position as a strategic platform.
Core Message: "We turn your anonymous website visitors into actionable leads, saving you time and effort." Plus nullify market wide user anxieties regarding support and pricing transparency
Data-Driven Rationale: Leverages the highest positive customer sentiment scores ("Ease of Use," "Lead Generation") and reflects the proven efficiency of current ad messaging ("5 mins/week," "AUTOPILOT"). This is about being the best *visitor identification tool* on the market.
Core Message: "We don't just identify visitors: Autopilot, Chatbot and Contact Data enable sales to engage high-intent prospects instantly and accelerate sales cycles."
Data-Driven Rationale: Directly addresses the Sales Executive persona and their need for efficiency. This messaging connects visitor identification to the tangible sales outcomes delivered by the rest of the product suite.
Core Message: "Leadinfo is the central intelligence layer that unifies marketing's ability to uncover intent with sales' ability to engage instantly, making your entire GTM motion faster and smarter."
Data-Driven Rationale: Unifies the marketing (Phase 1) and sales (Phase 2) value propositions into a single, cohesive platform story. This provides the strategic counter to Dealfront and meets the customer need for "seamless integrations."
This is a 3-stage plan to overhaul experimentation, deploy persona-specific creative, and activate 1st-party data for advanced personalization.
This report was compiled by analyzing a wide array of qualitative and quantitative data points from both the Leadinfo and Dealfront to provide an accurate view of the market and each companies marketing programs.
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