Get to know Zetes

Zetes is a solution integrator specialising in supply chain execution and citizen identity solutions.  The Supply Chain Solutions help companies achieve agility, visibility and traceability across their connected supply chains. The People Identity Solutions enable public authorities and supranational institutions to provide citizens with a legal identity, which can then be stored in a Population Register and used to issue physical or digital identity and travel documents.  

Founded in 1984, Zetes is headquartered in Belgium and has more than 1,300 employees in 22 countries across EMEA.  In 2017, Zetes became a subsidiary of the Panasonic Corporation.

The challenge

Zetes faced a significant challenge in its digital marketing and lead generation efforts: identifying and engaging with potential customers before they converted on website forms. With over 60% of their website traffic coming from Google, Zetes was struggling to connect this anonymous visitor data with actionable sales opportunities.

As a Corporate Digital Marketing Manager at Zetes, Momchil Petrushkov and his team are responsible for overseeing all digital-related aspects of the business, including website management, paid advertisement, and lead generation. With a decentralized marketing team spread across multiple countries, Zetes needed a solution that provided a clear and unified view of website visitor behavior across different regions.

The company’s marketing approach emphasized precision over volume, focusing on high-quality engagement rather than broad, indiscriminate outreach. Traditional lead capture methods such as gated content were proving less effective in today’s digital landscape, making it difficult to bridge the gap between website visits and meaningful sales conversations.

Zetes wanted to equip its sales team with deeper insights into website visitor intent. If a potential customer was exploring their warehouse solutions pages, for example, the team needed a way to identify the company behind the visit and determine which key decision-makers to reach out to. Without this visibility, valuable opportunities were slipping through the cracks, and sales efforts were less efficient.

Additionally, while Zetes had some data integration with their CRM, the process was not always seamless, and there was room to enhance the way insights were delivered to their sales teams. Automating the identification of high-intent visitors and linking them with relevant contacts in a GDPR-compliant manner was a crucial next step in their sales enablement strategy.

"With Leadfeeder I don’t have to search for the logistics manager of Company X—I just go on the platform and find the information instantly." — Momchil Petrushkov, Corporate Digital Marketing Manager, Zetes

The solution

To streamline sales and marketing alignment, Zetes Industries implemented an automated system that pushes critical data such as Salesforce tasks and email notifications. This ensures that teams can quickly access the insights they need without manual effort.

Rather than relying on a single standout feature, Zetes values the overall platform’s ability to simplify workflows. Automated task creation and email alerts are particularly useful, but the real benefit lies in seamless sales enablement. The tool eliminates the need for time-consuming searches meaning that sales teams no longer have to dig for contact details or track down website activity manually. The impact became clear when the system briefly went down. Sales teams immediately noticed the gap, highlighting just how integral it had become to their daily operations. 

Beyond efficiency, the platform has allowed Zetes to foster stronger collaboration between their sales and marketing teams. By working from shared insights, these teams can now align on target accounts, coordinate outreach efforts, and drive better engagement. While the relationship between sales and marketing teams often isn’t seamless, this solution has significantly improved Zetes’ team's cooperation.

"The automatic task creation and slash emailing option are obviously helpful… but really, it’s the overall value proposition that makes the difference." — Momchil Petrushkov, Corporate Digital Marketing Manager, Zetes

Key takeaways

For Zetes, Leadfeeder has become an important tool for identifying, tracking, and engaging potential customers. By providing real-time insights and streamlining key processes, it has transformed the way they approach lead generation and sales. Here’s what they’ve achieved with Leadfeeder:

• Bridging the visibility gap – Leadfeeder helped Zetes connect the dots between anonymous website visitors and real decision-makers, providing crucial insights for outreach.

• Efficiency & time-saving – by automating key tasks like email follow-ups and lead identification, Leadfeeder streamlined Zetes' workflow, saving them time, effort, and resources.

• Immediate value – the platform is intuitive and easy to use, meaning Zetes could extract value quickly without extensive onboarding.

“Leadfeederprovides a good amount of information at the right time, and there’s no learning curve. It’s simple to use.” — Momchil Petrushkov, Corporate Digital Marketing Manager, Zetes

In summary

Zetes' success with Leadfeeder highlights the platform’s ability to bridge the gap between website visitors and real sales opportunities. By providing critical visibility, automating key processes, and delivering valuable insights with zero learning curve, Leadfeeder has become an essential part of their workflow. Its impact is so significant that Zetes not only relies on it daily but actively recommends it to others. For businesses looking to turn website traffic into tangible results, Leadfeeder has proven to be a game-changer.