Turning anonymous traffic into leads

Leadinfo provides real-time website visitor identification software that helps B2B sales teams convert more leads.

Stage during collaboration

Established

GTM Motion

Product-led + Sales-led

Industry

Business Software / Lead Generation

Funding raised

Acquired by team.blue (2022)

Impact

What changed after launch

The point where started

Weighted list price increase

32%

Increase in MRR at pricing launch

ARR impact (mln ARR)

+€3.4

00:00

"Working with Northlane was a turning point for us. They helped us move from an overly simplistic, lead-based pricing model to a clear, scalable Packaging and Pricing structure that truly reflects the value we deliver. The new approach not only simplified our offering but also unlocked significant revenue potential — with a 32% list price increase and millions in ARR impact. Their structured, data-driven way of working made complex decisions straightforward and actionable."

Quirijn Kleppe

Co-CEO at Leadinfo

Context

Leadinfo partnered with Northlane to optimize Packaging and Pricing along with defining the customer-level migration plan to accelerate top-line growth. Leadinfo is a B2B software company specializing in website visitor tracking and lead generation, helping businesses identify and engage with potential customers in real time. With a team of around 60 people based in Rotterdam, the company achieved €14 million ARR in 2024, backed by consistent growth since its founding in 2017.

Challenge

Existing packaging and pricing strategies were hindering growth. Limited core product differentiation led to smaller deals with high-potential clients, reduced sales velocity, and fewer upsell opportunities. Unnecessary complexity due to low-value add-ons cluttered the packaging line-up. A single lead-based pricing model limited ACV and monetization flexibility, while pricing levels had remained stable for years — skewed towards smaller companies and priced 35–50% lower than competitors at higher volumes.

Solution

Northlane worked with Leadinfo to develop a strategic Packaging and Pricing structure aligned with target segments. The collaboration focused on shifting from aggressive logo acquisition to capturing fair value through mature pricing and targeting upmarket SMB+ growth. Tiered packages were created by lead volume, automation, and service level, guiding customers toward higher-value options. A single-fee model with set lead volumes per package encouraged commitment to “Better” and “Best” tiers, with users and triggers as guiding metrics. List prices were raised by 32% on average while remaining competitive for smaller customers, underscoring value at scale.

Results

€2.4 mln ARR impact on existing base
€1 mln ARR acceleration estimated for new logo in 2025
32% weighted list price increase