Breadcrumbs vs. Madkudu: which one is right for me?

So excited you asked! No doubt, we feel we’re pretty great, but here’s the rational answer to why we believe Breadcrumbs is the best Madkudu alternative:

Madkudu and Breadcrumbs both let you connect your tech stack to analyze your leads and customer data, create lead scoring models, and surface revenue opportunities.

The key difference is that Madkudu is a tool exclusively geared toward PLG companies, heavily dependent on data scientists, and that relies on black boxes that are hard to measure. 

Breadcrumbs empowers you to make the best decisions based on the most relevant data and have them implemented right away, measuring the actual performance and impact of the model across all your funnels, regardless of the data source. It is visual, and it is designed to deliver value to you right away. It is a smart system that learns over time and brings you along for the journey.

Let’s get into the specifics to help you decide which option is best for you.

Data analysis and insights

Madkudu is built for data scientists, and while it helps reduce a data analysis effort, you’d still need a data team to make sense of it. 

That’s where Breadcrumbs comes in—a Madkudu alternative with a built-in data sidekick for operators specifically designed by operators to make your data analysis effortless. 

We free up your bandwidth by managing all data analysis and give you actionable insights so you can focus solely on what’s essential: create, implement, measure, and enhance scoring models based on the most relevant data. 

Scoring model creation

Madkudu can be a black box, leaving you wondering about the scoring model’s inner mechanism and afraid to touch it. 

With Breadcrumbs, black boxes are no more—with our ML-assisted approach, you have full visibility and control over the scoring models that power your business. 

Connect your data and let Reveal analyze it for you to surface key patterns in real time, then determine which attributes and actions are most important for your business. 

Finally, use Breadcrumbs’ intuitive point-and-click model builder to quickly create and manage a scoring model that meets your exact specifications–all in minutes!

Customer and company search, and analysis

Why settle for basic contact and account insights when you can use Breadcrumbs Explore to unlock a data-backed superpower that helps you make better decisions in real-time across your entire tech stack? 

Our exploration tool enables you to view, filter, segment, and sort contacts according to attributes across your connected data sources so that your analytics process is constantly informed by the latest insights. 

You can even compare scoring outputs side-by-side and get a snapshot of trends quickly so that you can make decisions that you can trust.

It’s like having GPS navigation–a powerful asset to have when exploring unknown territory. No matter what analysis you need to do or what questions you have about contacts and companies in your database, filters and segments will help you locate them quickly and effectively.

On the other hand, Madkudu only lets you search by email, making it difficult to analyze your contacts and companies effectively.

Madkudu is a PLG tool

At Breadcrumbs, we believe that PLG is only one piece of the puzzle. 

That’s why we have worked hard to create a robust and multifaceted Madkudu alternative capable of enabling a variety of GTM strategies, from sales-assisted motions all the way through to PLG and PLS and everything in between. 

It all ties back to our core offering: leveraging lead scoring to maximize your business growth potential. 

Madkudu, in contrast, focuses exclusively on the PLG motion, making it unsuitable for operators seeking a more integrated GTM plan.

Fit & Activity scoring

With fit and activity scoring, Madkudu data still does not deliver a complete view of what makes up a contact’s score. 

On the other hand, Breadcrumbs’ co-dynamic distribution helps you gain an in-depth understanding of what makes up a contact’s score by allowing you to view fit data (aka demographics and firmographics) and activity data (aka actions and behaviors) in an integrated way. 

Additionally, Breadcrumbs’ clear and customizable levels of differentiation help you identify why a score is high or low and quickly act on your scoring model results.

Recency, Frequency & Time

Frequency and recency can seem complex words, but what they really stand for is giving your contacts the right score based on how recent their interactions with you were and how many times their interactions occurred in a given time period.

But that’s more to it; we call it time decay. 

Time plays a meaningful (yet often neglected) role in lead scoring, and it’s never linear. This is how time decay works in Breadcrumbs: it’s not an on-off button, but time decreases over time at a customizable rate, and your contact’s score changes accordingly. 

Contacts visiting your page 4 days ago shouldn’t get the same score as contacts who visited your page 2 months ago. In the same way, you want to know immediately about in-product activity happening today. Immediately… not three weeks from now.

Lead scoring experiments

Experienced operators know that lead scoring is critical to their success, and the best-in-class among them test and compare a variety of approaches to see what works best. 

While Madkudu only offers one lead scoring model at a time, Breadcrumbs lets you test multiple ideas and approaches, allowing you to compare and contrast the results using data-backed analysis. 

You can separate assumptions from empirical evidence and get crucial data to make informed decisions, helping you better analyze your leads and customers and refine your scoring approach.

The key insight? It’s not about having a single generic model up and running… it’s about having several very specific ones targeted at different ICPs, motions, products, and geographies running in parallel. Breadcrumbs enables that. 

Pricing and plans

Madkudu doesn’t offer a free plan or a trial unless you are a HubSpot client and for only 100 contacts a month, making it difficult to understand if it’s worth the cost and effort. 

Among Madkudu alternatives, Breadcrumbs offers a free plan that doesn’t come with any time limitations, and it’s not bound to any tech stack, allowing you to road-test the product and fully validate if it’s working for your unique needs without worrying about costly contracts or trial periods. 

And when you opt for an upgrade, you only have to pay for the features and services you use–giving you all the flexibility you need when building your lead scoring system.

Measurement of the impact on your business

With black boxes like Madkudu, it is borderline impossible to have visibility on whether a model is moving the needle or even just if it’s working as intended. 

Breadcrumbs is optimized to surface exactly that information. With Breadcrumbs, besides getting better conversion,  you can also optimize your models to: 

• Increase the volume of your leads in the top positions, 
• Decrease time-to-close velocity, 
• Increase deal’s value over time.

That’s why we designed a fully customizable co-dynamic system: you’ll quickly and effectively be able to measure all the above metrics and adjust your scoring model accordingly to double down on what’s working.

An example? You can throttle the volume of leads passed to the sales team by adjusting the definition of “A” in your scoring model. Breadcrumbs will tell you in real-time how every change will impact your volumes.