A great way to track traffic on our website — and turn it into Salesforce-ready intelligence.
Anand Venkatra, Director of Business Development at Venkel Ltd., uses Salespanel to identify real users on the site, score leads, and push clean tracking data into Salesforce — backed by a responsive team that handled custom PaperForm integration work directly.
Verified G2 ReviewDirector of Business DevelopmentSalesforce-integrated · Lead scoringCustom integration support
Meet Anand — the BD lead driving Venkel's web-to-pipeline motion.
Anand Venkatra is the Director of Business Development at Venkel Ltd. He owns the part of the funnel where website traffic becomes business — which means he needs visitor identification, lead scoring, and a clean handoff into the team's CRM. His verified G2 review walks through what's working with Salespanel and why it earned its place in their stack.
Reviewer
Anand Venkatra
Director of Business Development
Company
Venkel Ltd.
B2B · Salesforce-led sales stack
Focus
Visitor ID + lead scoring + CRM sync
Web traffic → Salesforce-ready intel
Source
Verified G2 Review
Hosted on G2.com
About the Company
A B2B company where Salesforce is the source of truth.
Venkel Ltd. runs a Salesforce-led sales motion — meaning every lead, every score, every signal eventually has to live in the CRM where the team works. For a Director of Business Development, the question isn't "can we see who's on the site?" — it's "can we see them and get that data into Salesforce cleanly, without manual reconciliation?" That's the operating reality this Salespanel story is about.
Venkel team · B2B sales motion in practice
FunctionBusiness Development
CRMSalesforce
FormsPaperForm (custom integration)
WorkflowIdentify · Score · Sync
PostureIntegration-first stack
StylePragmatic, B2B
Context
For BD leaders, the lead-tracking tool is only as good as the data it puts in front of sales.
A Director of Business Development isn't shopping for a dashboard — they're shopping for an intelligence layer that feeds the rest of the stack. Identifying website visitors is table-stakes; getting that signal into Salesforce in a usable shape is where most tools fall down. Add custom form integrations (in Venkel's case, PaperForm) and a willingness to compare alternatives (Anand explicitly weighed Salespanel against HubSpot), and you have the kind of buyer who has done the homework.
The Challenge
Turning website visitors into Salesforce-ready, scored intelligence.
For a B2B Business Development function, three category-level challenges show up over and over.
1
Anonymous traffic blocks the BD pipeline.
Without visitor identification, the website's signal is invisible — and the BD team has nothing concrete to follow up on.
2
Lead-tracking tools that don't talk to Salesforce.
When the data doesn't make it cleanly into the CRM, the rep ends up reconciling exports — and the signal goes cold.
3
Custom form workflows need vendor partnership.
Off-the-shelf integrations don't cover every form provider. When PaperForm is the front door, the lead-tracking tool needs a team that's willing to roll up its sleeves.
Anand's words make the second one concrete: "The integration with SalesForce is a bonus too. It works better than HubSpot, in my opinion, in pushing the tracking data."
Why Salespanel
Identify users. Score them. Push the data into Salesforce. Get help when you need it.
What earned Salespanel its spot in Venkel's stack wasn't one feature — it was the combination of on-site identification, clean Salesforce integration, and a team that actually showed up when Venkel needed custom integration work for PaperForm.
Identify on interaction
See who the user is the moment they engage with the site.
Lead scoring
Automated prioritisation of the visitors that matter.
Salesforce-native sync
"works better than HubSpot, in my opinion, in pushing the tracking data"
Hands-on team
"Paras and his team are very easy to work with" — custom PaperForm integration handled directly.
"Paras and his team are very easy to work with. We had some custom programming that needed to be done to integrate PaperForm, and the team helped us quickly."
— Anand Venkatra, Director of Business Development, Venkel Ltd.
How They Use It
Five Salespanel capabilities working across Venkel's BD motion.
Visitor Identification
"You are able to see the identified users once the user interacts with the site." The moment a visitor engages, Anand's team knows who they are.
Identification
Lead Scoring
Anand's "problems solved" summary names lead scoring as one of the workflows Salespanel directly addresses.
Scoring
Customer Tracking
Anand's "problems solved" list also calls out tracking customers — Salespanel maps the path of each visitor across the site.
Tracking
Salesforce Integration
"The integration with SalesForce is a bonus too. It works better than HubSpot, in my opinion, in pushing the tracking data."
CRM sync
Custom Integration Support
Salespanel's team handled custom programming to integrate PaperForm — the kind of vendor partnership that turns a tool into a team.
Vendor support
Salespanel Workflow
From anonymous traffic to Salesforce-ready BD intelligence.
1
Land
A visitor lands on Venkel's website; Salespanel starts tracking the session.
2
Identify
The moment the visitor interacts with the site, Salespanel identifies who they are.
3
Score
Lead scoring rules prioritise the visitors most worth engaging with.
4
Form capture
Custom PaperForm integration captures qualified intent at the form layer.
5
Sync to Salesforce
Clean tracking data and lead signal flow into Salesforce, where Anand's BD team actually works.
Identified visitors. Scored leads. Clean Salesforce data. A vendor that picks up the phone.
1
Real traffic, made identifiable
The moment a user engages with the site, Anand's team sees who they are.
2
Lead scoring on autopilot
Anand's "problems solved" line confirms scoring is one of the workflows Salespanel handles directly.
3
Cleaner Salesforce data than the HubSpot alternative
Anand explicitly compared the two — Salespanel pushed tracking data more cleanly for his team's needs.
4
Custom integration done by the vendor team
Custom PaperForm work was handled by Paras and the Salespanel team directly — "helped us quickly."
Customer Voice
The full review — straight from G2.
"Great way to track traffic on our website"
"
What he likes best
Paras and his team are very easy to work with. We had some custom programming that needed to be done to integrate PaperForm, and the team helped us quickly.
"
Continued
I like that you are able to see the identified users once the user interacts with the site. The integration with SalesForce is a bonus too. It works better than HubSpot, in my opinion, in pushing the tracking data.
"
On any complaints
I don't have anything at this time. We really enjoy the product and will be beneficial to our team.
"
Problems solved
Lead scoring, tracking customers
Anand Venkatra · Director of Business Development · Venkel Ltd.Verified G2 Review
Key Takeaways
Four lessons for B2B teams running BD on Salesforce.
01
Identify on interaction, not on form submission.
Most teams wait for a form. Salespanel surfaces the visitor the moment they engage — turning anonymous sessions into BD-ready intelligence.
Form-gated leads→Interaction-revealed leads
02
The CRM sync is the product.
Lead intelligence that doesn't make it cleanly into Salesforce isn't intelligence — it's noise. Salespanel got compared head-to-head with HubSpot and won on tracking-data fidelity.
Sync friction→CRM-ready signal
03
Custom integrations matter for real stacks.
Off-the-shelf integration lists are marketing. The vendor that handles a custom PaperForm build directly is the one that earns the long-term seat.
"Submit a feature request"→"We'll handle that for you"
04
Lead scoring belongs upstream.
Anand calls out lead scoring + customer tracking as the two problems Salespanel solves for his BD team. Both happen before sales takes the handoff — exactly where they belong.
Sales does the scoring→Scored leads handed off
What This Data Foundation Enables Next
From visitor tracking to AI-led GTM.
Historically, Salespanel helps BD teams with visitor identification, lead scoring, customer tracking, and clean CRM sync. The same first-party data foundation now supports the next layer of go-to-market.
Ready to give your BD team Salesforce-ready intelligence on every web visit?
Join B2B teams who've moved from anonymous website traffic into identified, scored, CRM-ready leads — with one platform that integrates cleanly into Salesforce and brings a team that picks up the phone when you need a custom build.
