Janhavi Nagarhalli

If you’ve landed on this article, chances are you’re looking for an intent data tool to improve your marketing efforts and drive pipeline for your company. 

While Koala is a great tool for beginners to experiment with intent-based marketing, many other platforms offer a wider set of features that can take your marketing game to the next level.
Scroll ahead to find 7 Koala alternatives that you can consider for your business ⬇️

Why look for a Koala alternative?

Koala is an AI-powered buyer intent data platform that helps businesses identify and prioritize their most promising sales prospects based on their website interactions and engagement. The tool was launched in 2022 and is relatively new compared to other lead scoring tools in the market. 

Koala offers a range of features such as:

• Visitor identification: Identify and track how prospects interact with your website by analyzing historical pageviews, events, and form-fills.
• ICP Scoring: You can assign an ICP score based on various demographic and technographic data points, such as company size, industry, ARR, among others.  
• Intent signals and engagement scoring: Capture intent data and prioritize leads based on how engaged they are with your product.
• Alerts: Get Slack alerts when an ICP account interacts with your website.
• Automations: Sync intent signals to your CRM and route high-intent leads to the assigned sales reps. 

However, since it is a new tool, it doesn’t have all the features a marketing team might need to build out their GTM motion:

Koala offers a free plan with a 250-account limit, and its paid plans begin at $350/month.

This pricing might be steep for early-stage companies, especially when other tools on the market are cost-effective and offer more features. 

4 Factors to consider when looking for a Koala alternative

Robust integration options: Since Koala only offers integrations to Hubspot, Salesforce, and Apollo, you must look for a tool that seamlessly integrates with your existing tech stack.

Custom workflow automations: Find a tool that allows you to build custom workflows that automate your sales and marketing processes across your CRMs to save time. 

AI-powered insights: Don’t just consolidate data and reports; understand the ‘why’ behind your numbers and learn how you can improve with AI-powered insights.

Extract intent data from multiple platforms: Your prospects conduct research beyond your website before they make a purchase. Invest in a solution that gives you intent signals from relevant sources such as LinkedIn, review sites, communities, and the like. 

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Top 7 Koala alternatives

Want to find the right tool and boost your marketing ROI? We’ve done the research for you and compiled a list of the 7 best Koala alternatives you can browse to make the right decision.
P.S.: We’ve ranked these tools in alphabetical order to ensure impartiality. Let’s dive in 🏊

Clearbit

Clearbit is a data enrichment platform that provides businesses with intent data about their customers and prospects. The key things Clearbit does are:

• Data Enrichment: Clearbit integrates with various tools like CRMs, marketing automation platforms, and websites to automatically enrich customer and prospect data with detailed company and contact information. 
• Lead Scoring and Routing: Clearbit's data and AI-powered algorithms allow businesses to score and route leads based on fit and buying intent signals. 
• Intent Tracking: Clearbit's IP intelligence data allows businesses to identify anonymous website visitors who match their ideal customer profile and show buying intent signals.
• Dynamic Form Shortening: Clearbit can reduce form friction by automatically populating form fields with enriched data, requiring users to only provide an email address.

Why Clearbit is a good alternative to Koala

• The form-shortening feature isn’t available in Koala. 
• Clearbit has greater integration options.
• Clearbit also offers auto prospecting, a feature that’s yet to arrive in Koala.

Limitations

• Clearbit doesn’t integrate with LinkedIn, which makes it difficult to transfer data between the two platforms.
• The setup process is relatively trickier than other products.
• Users have reported that the new UX updates make the platform difficult to use. 

Pricing 

Clearbit’s pricing is currently unknown. You have to fill out a form and contact their sales team for further details. 

Factors.ai

Factors is an account intelligence and analytics platform that helps you grow pipeline by identifying sales-ready accounts and using data to create marketing campaigns that resonate with your target accounts. We have partnered with 6sense and Clearbit for industry-leading IP data, identifying up to 64% of anonymous companies.

Why Factors is a good alternative to Koala

• Factors can pull intent signals from LinkedIn and G2, which gives greater visibility into high-intent accounts considering your solution. Plus, you can unify all your account-level data from multiple sources.
• Our newest segment insights feature allows you to gain a broader understanding of how different user segments resonate with your product. 
• Factors also can help you personalize your cold outreach based on intent data, thereby taking your sales strategy to the next level.
• Use Factors to create custom workflow automations to simplify your business processes across multiple CRMs.
• The account and engagement scoring features allow you to assign a value to every interaction an ICP account has with your website. You can now prioritize accounts with high scores to close deals faster. 

Limitations

• Factors doesn’t offer information at a user level due to privacy and compliance regulations.

Pricing 

💡Learn more about our pricing here.

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Leadfeeder (now Dealfront)

Leadfeeder (now known as Dealfront) is a website visitor identification tool that identifies anonymous high-intent accounts and sends them to your sales team. Combined with Echobot, Dealfront is a popular tool in the account intelligence space used by 10K+ customers worldwide. 

Why Leadfeeder is a good alternative to Koala

• If you are based in Europe, Leadfeeder is a better option for your business.
• Leadfeeder has better reporting capabilities for customers looking to go deeper into account analytics.

Limitations

• The product is limited to identifying website intent data.
• Leadfeeder does not offer funnel analytics and signal reports.
• Users have reported that they’d prefer more filters when segmenting their lead list. 

Pricing 

💡 Also read: 5 Leadfeeder Alternatives For Visitor Identification In 2024 

Lead411

Lead411 is a B2B data provider that offers buyer intent data with Bombora. They offer a set of features such as:

• Intent topics: You can classify and set between 5-25 intent topics.  
• Lead prospecting: Lead411 has an in-built prospecting tool to streamline the outbound process.
  CRM Enhancer: Automatically update your CRM with the latest data.

Why Lead411 is a good alternative to Koala

• Lead411 offers a comprehensive contact database and triple verification, a feature currently missing in Koala.
• They also offer a Chrome extension so you can identify and find phone numbers and emails in no time.
• If you’re looking for a tool to also boost your outreach, Lead411 offers multi-channel outreach and sales engagement to improve your outbound processes.

Limitations

• Users have found that even verified contacts may not be accurate at times.

• The data can be difficult to manage because the platform doesn’t have the capabilities to sort it out into multiple manageable lists.

Pricing

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Snitcher

Snitcher unmasks anonymous companies visiting your website. The platform helps you understand their interests and convert them into qualified leads by tracking visitor behavior and enriching leads with details. Snitcher’s key offerings are:

• Website deanonymization: Sintcher’s “identify” turns your anonymous website traffic into actionable leads and information in real-time.
• Google Analytics enrichment: Snitcher adds context to Google Analytics data by enriching the numbers with company identifications. 
• Lead segmentation: You can segment your leads into audiences and run relevant marketing campaigns.

Why Snitcher is a good alternative to Koala

• Snitcher’s white label service is great for agencies who want to provide their clients’ sales teams with high-quality leads.
• Snithcer gives you a deeper insight into how you can optimize your ad spend across LinkedIn, Google and Facebook.
  

Limitations

• Users have reported that the filtering setup can be improved to navigate the platform easily.

• The pricing is higher than most account intelligence tools since they charge with usage-based pricing

Pricing

Warmly

Warmly is an AI-powered sales orchestration tool that offers website identification and allows you to tailor your outreach based on intent data. It offers multiple features such as:

• Autonomous Sales Orchestration: Capture buyer intent to personalize engagement across email, LinkedIn, and live chat.
• Scales Sales Capacity: Allows engaging with every target account visiting the website via multi-threaded conversations without needing to add headcount.
• Orchestrates Tech Stack: Consolidates tools, workflows, and actions to instantly capture decision-makers’ interest by integrating with Warmly.
• AI Chatbots: AI Chat automatically scrapes your account’s website information to create personalized, proactive chat messages to prospects.

Why Warmly is a good alternative to Koala

• Warmly is a better Koala alternative if your SDRs and AEs are looking to improve their sales game 
• Koala lacks the AI chatbot feature, which can play a major role in closing deals on behalf of your sales teams

Limitations

• If you’re looking for a product with more marketing-related use cases, Warmly may not be the best option. 
• The pricing is higher than most of the tools on this list. Users have stated that it’s a huge jump from the free plan

Pricing 

💡Also read: Top 10 Warmly.AI Alternatives | Compare Pros, Cons & Pricing 

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Zoominfo 

Zoominfo is a comprehensive B2B contact enrichment and analytics solution that offers a suite of products for sales and marketing teams. You can use Sales OS and Marketing OS to find high-intent prospects and send personalized outbound campaigns. 

Why Zoominfo is a good alternative to Koala

• Zoominfo offers data enrichment services, a feature that’s currently missing in Koala
• They offer conversation intelligence to help sales teams analyze every demo call and refine their sales strategy accordingly.  

Limitations

• Multiple users on G2 have stated that the tool has a steep learning curve, which isn’t ideal for agile marketing teams who want to use the platform for their day-to-day activities
• The contacts provided by the tool could be outdated, thus hampering your outreach efforts

Pricing 

Since Zoominfo doesn’t publicly display its pricing, you can learn about it here: ZoomInfo Pricing, Alternatives & Overview | 2024 

Top Koala Alternatives for Buyer Intent Data

Koala is an AI-powered buyer intent platform that helps businesses identify high-value prospects based on website interactions. However, it may lack certain advanced features compared to established tools.

- Top Alternatives: Apollo.io, 6sense, Demandbase, and ZoomInfo.

- Key Features: AI-driven insights, workflow automation, CRM integration, multi-source intent data extraction, and predictive analytics.

- Strategic Benefits: Enhance lead prioritization, streamline sales outreach, and improve conversion rates.

Exploring these alternatives ensures businesses find the right tool to optimize their sales and marketing efforts.

Choose the best Koala alternative today

Investing in intent data software depends on your company's needs. SMBs who are new to account intelligence may prefer a slimmed-down platform like Koala. However, if you’re looking to create a well-rounded GTM strategy while aligning your sales and marketing efforts, Factors.ai is the one for you.

Speak to our team today to find out how you can best use intent data for your marketing campaigns. 

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Prospecting is never easy. The constant struggle to filter through contact data manually and find the right emails for outreach sequences makes every sales rep’s head spin. Now, it’s contact enrichment tools to the rescue!

Clay is a powerful data enrichment tool that allows you to scale your lead lists and personalize your outbound motion. But is Clay the right fit for you?
Read ahead to learn more about Clay and five other Clay alternatives you can evaluate to find the perfect contact enrichment tool for your needs ⬇️ 

About Clay: Pros, Cons, and Pricing

Clay is a data automation platform that helps you build enriched prospect lists. With over 75 enrichment tools and a built-in AI agent, it's easily the most powerful enrichment tool for sales teams of all sizes. The only downside is that it gets expensive if you don't use the credits efficiently.

Here’s a breakdown of Clay’s pricing:

What should you look for in a Clay alternative?

Cost-effectiveness: As mentioned above, Clay credits can become expensive and drive up your company's costs. You must find a solution that offers the most bang for your buck.

Intent signals: Along with contact enrichment, it is crucial to ensure your emails resonate with your target prospects. When you layer in signal-based selling, you can drive consideration quicker.

Learning Curve: While Clay has a user-friendly interface, mastering all its features can take some time. You must ensure you invest in a tool that is easy to use for all sales team members.

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5 Clay alternatives you must consider

Now that you know what you should look for before investing in a contact enrichment tool, here are 8 Clay alternatives to review: 

Apollo.io

Apollo.io is a data intelligence and sales engagement platform with a vast B2B contact database of over 275M professional contacts. 

Why Apollo.io is a good Clay Alternative

• Apollo has comprehensive CRM capabilities, which aren't currently present in Clay. 
• Apollo also has advanced reporting features and detailed filtering options that allow users to build better-targeted lists.

Limitations 

• Users have reported that the Chrome extension sometimes doesn’t provide accurate phone numbers.
• The platform can be tricky to use since it has a vast range of features and multiple use cases.

Pricing

Cognism

Cognism is a sales intelligence platform specializing in machine learning to accelerate sales and recruitment leads. Their key features include international coverage and unrestricted access to people and company-level data.

Why Cognism is a good alternative to Clay

• Cognism is designed specifically for B2B sales, offering high-quality data that is essential for prospecting and lead generation. For businesses focused primarily on B2B outreach, Cognism offers a more targeted solution.
• Cognism’s emphasis on providing accurate data and maintaining compliance with GDPR and CCPA makes it a strong choice for businesses that prioritize data integrity and legal compliance.
• Cognism’s user-friendly interface and focused feature set make it easier for sales teams to deploy and use compared to Clay's potentially more complex setup.

Limitations 

• Clay’s ability to create custom workflows and automate a wide range of processes makes it a more versatile tool. It can be used across departments, not just for sales.
• While Cognism excels in providing sales data, Clay’s strength lies in enriching data from various sources, giving businesses a more holistic view.
• Clay’s strong integration capabilities allow businesses to create a more cohesive and efficient tech stack, which is particularly beneficial for companies looking to streamline multiple business processes.

Pricing

Cognism currently doesn’t offer pricing details on their website. However we did some digging and wrote it in our article here: Cognism Pricing, Alternatives & More | 2024

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Instantly

Why Instantly is a good alternative to Clay

• Instantly is designed specifically for email outreach and lead generation, making it more effective and streamlined for this purpose.
• Instantly may offer a more affordable solution for businesses primarily needing email automation compared to Clay.com's broader, more complex feature set.
• Instantly’s specific tools to improve email deliverability, such as spam testing and email warm-up, can directly enhance the effectiveness of email campaigns

Limitations 

• Instantly’s lead management features are lacklustre when compared to Clay
• Instantly.ai’s performance speed has been flagged as a concern. Many users have experienced delays and sluggishness in executing tasks and accessing functionalities.
• Integrating Instantly.ai with other systems and applications has posed challenges for users. This has caused compatibility issues and disruptions in workflow integration.

Pricing

LeadIQ

LeadIQ is a prospecting and sales intelligence tool that simplifies the process of capturing, enriching, and engaging with leads. It is designed to help sales teams find contact information quickly and efficiently and use that data for outreach.

Why LeadIQ is a good alternative to Clay

• LeadIQ offers a more user-friendly experience for teams that must ramp up quickly without diving into complex workflows. 
• LeadIQ excels in capturing and enriching prospect data in real time directly from LinkedIn and other sources.

Limitations 

• Users have stated that the Chrome extension doesn’t work effectively on LinkedIn
• Multiple G2 reviews mention that the UX feels a bit cluttered

Pricing

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Lusha

Lusha is a sales prospecting tool that has earned its reputation for simplicity and reliability. It’s particularly known for its extensive database of contact information, providing users with accurate direct dials and email addresses. 

Why Lusha is a good alternative to Clay

• Lusha offers a user-friendly interface for teams seeking a simple sales prospecting tool.
• The browser extension integrates directly with LinkedIn, instantly capturing prospect details.
• Best suited for smaller teams or those new to sales prospecting who need an efficient and simple solution.

Limitations 

• ​​Lusha's database, although extensive, may not cover all industries or geographic areas comprehensively.
• The solution has limited filter choices
• Sometimes it auto-populates the wrong information in the incorrect field, leading to multiple inaccuracies.

Pricing

Factors + Clay: A new era of outbound sales

What’s the one thing that can take your sales strategy to the next level? Two words: Intent data. When you combine Clay’s enrichment solution with Factors’ intent signals, you get a complete view of in-market accounts, thereby allowing you to refine your outreach strategy.

Check out our Factors x Clay playbook to understand how to make the most of both platforms and supercharge your outbound motion. 

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Choose the best Clay alternative today

With so many tools in the market, finding the right contact enrichment tool can be tricky. You must ensure that you choose the right sales prospecting tool that offers accurate information and can be adopted by everyone on the sales team.

“Signal-based sales” and “Signal-based marketing” – seem like the marketing buzzwords in 2024. Gone are the days when GTM teams had to rely on a gut feeling to close a deal. Running sales and marketing initiatives becomes a breeze when using the right ABM tool to capture and organize multiple intent signals. 

Unify (or UnifyGTM) is one such tool that helps you target in-market buyers at the right time. However, many more tools in the market offer a wide variety of features to improve your signal-based GTM efforts.

Let’s have a look at the top UnifyGTM alternatives and competitors in 2025 ⬇️

About Unify: Pros, Cons, and Pricing

Unify is a GTM platform that automates powerful, end-to-end sales intelligence and engagement workflows via warm outbound. Leveraging intent data and AI, Unify handles everything from prospecting target personas to personalized engagement at scale. 

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Its key features include:

• Intent signals from multiple sources such as website, G2 with CRM integration
• Contact database of 120M contacts
• Auto-personalized sales email sequences based on intent data
• Use intent, enrichment, and CRM data to build audiences and trigger playbooks. 

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The pros and cons, according to G2, are as follows:

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Multiple reviews across G2 say that while the platform is easy to use, quite a few features are missing, which are present in other Unify alternatives.

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Here’s the pricing breakdown for Unify:

The $700/mo pricing may not be suitable for SMBs. Hence, you should look for a tool that offers all the above features at a feasible price.

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What to look for in a UnifyGTM alternative

1. Customizable Reporting & Dashboards

Tailoring reports to specific go-to-market (GTM) metrics and key performance indicators (KPIs) is essential. A platform that offers real-time updates and automated data visualization allows marketers to track performance effortlessly ensuring timely adjustments to strategy.

2. Cross-Channel Attribution

Advanced algorithms that help prioritize potential customers are invaluable for targeting the right leads. Platforms with support for account-based marketing (ABM) that offer robust scoring models make it easier for teams to focus on high-value accounts.

3. Campaign Automation & Management

A tool that automates workflows for launching, managing, and optimizing campaigns, along with built-in collaboration tools for campaign planning, can save time and improve coordination across teams.

4. Funnel Analysis

The ability to break down customer funnels into detailed stages helps marketers identify drop-off points and optimization opportunities. Ideally, the platform should allow customization of funnel stages to match unique GTM strategies.

5. Audience Segmentation

Platforms with advanced segmentation options based on behavioral data, demographics, firmographics, or custom attributes enable personalized targeting. The ability to create dynamic, real-time segments ensures that marketing efforts are always relevant.

6. LinkedIn intent data

LinkedIn is the place to B2B for most of your ICP. Thus, LinkedIn plays a crucial role in generating revenue for your org. Choose a tool that gives you LinkedIn intent data so you can make smarter decisions with your ad campaigns.

Top 6 UnifyGTM alternatives for signal-based marketing

1. Factors.ai

Factors.ai is a B2B marketing analytics and attribution platform that identifies anonymous website visitors and tracks their engagement with your marketing efforts.

Why Factors is a good Unify alternative

• We are the only solution on this list to offer LinkedIn AdPilot, your one-stop solution to improve your LinkedIn campaign ROI
• Segment Insights that tell you exactly how each channel contributes to pipeline growth
• Custom workflow automations to avoid tool-switching between CRMs and MAPs
• Robust reporting capabilities as compared to Unify

Limitations

• Factors doesn’t offer person-level contact information unless integrated with tools like Apollo or Bombora

Pricing

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2. Apollo.io

Apollo is a sales intelligence and engagement platform. It is an end-to-end sales solution platform with over 265 million contacts. It provides access to rich buyer data, analytical insights, and automated and personalized outreach workflows.

Why Apollo is a good Unify alternative 

• Better quality prospect data 
• Cost-effective compared to other tools in the market

Limitations

• It is difficult to navigate the platform due to the vast range of features 
• Reporting features can be improved

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3. Warmly

Warmly is a sales orchestration platform built for sales and marketing teams looking to unlock their website’s revenue potential.

Why Warmly is a good Unify alternative 

• Great for sales teams to reach out to ready-to-buy accounts 
• Identifies accounts visiting website, 

Limitations

• Doesn’t offer LinkedIn or G2 intent data
• Pricing is far higher than other tools in the market offering similar features

Pricing

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💡Also read: Top 10 Warmly.AI Alternatives | Compare Pros, Cons & Pricing 

4. Zoominfo Sales

Why Zoominfo is a good UnifyGTM alternative 

• Beyond just data, ZoomInfo integrates with sales workflows, offering tools like email automation, engagement tracking, and CRM integration.
• Extensive contact database, a feature missing in Unify at the moment

Limitations

• Unify is a better fit for signal-based marketing since Zoominfo’s prime focus is on lead management
• You can automate your outreach based on intent, a feature missing in ZoomInfo at the moment

Pricing

To find out Zoominfo pricing, check out our piece where we explain it in detail here: ZoomInfo Pricing, Alternatives & Overview

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5. Lusha

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Lusha is an AI sales tool that allows businesses to enrich, qualify and reach out to high-intent prospects and close deals faster.

Why Lusha is a good Unify alternative 

• Access to high quality contact data
• Chrome extension that allows you to scrape data from multiple sources on the web

Limitations

• Limited data from LinkedIn
• According to multiple reviews it’s costlier that other tools that offer similar features

Pricing

6. Common Room

Common Room is a customer intelligence and community engagement platform that helps businesses consolidate and analyze signals from various sources. It provides actionable insights from community interactions, social media, and other digital touchpoints, enhancing customer understanding and engagement.

Why Common Room  is a good UnifyGTM alternative 

• Common Room offers signals for Dev teams, a feature currently unavailable in Unify
• At the time of writing this piece, Common Room offers intent signals from Discord, LinkedIn, which isn’t available in Unify

Limitations

• Common Room doesn’t offer a contact database
• Steeper learning curve as compared to the other tools in the space

Pricing

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💡Also read: Top 7 Common Room Alternatives for Signal Detection & GTM Strategy  

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Why Factors takes the win

Unlike most of the tools mentioned above, Factors allows you to extract signals from multiple sources, such as your website, CRMs, MAPs, LinkedIn, and G2. You can consolidate these signals and gauge how each channel contributes to revenue.

You can also use our advanced report-building capabilities to track the buyer journey and analyze account engagement at every stage of the funnel.

Book a demo today to learn more about how Factors can empower your signal-based GTM motion.

Best Unify Alternatives for Signal-Based GTM

Looking for Unify alternatives to enhance your GTM strategy?

Several tools offer better reporting, intent data, and automation.

1. Factors: Combines LinkedIn AdPilot, funnel analysis, and revenue attribution.

2. Apollo.io: Extensive B2B contact database with outreach automation.

3. ZoomInfo: Integrated sales workflows and intent-based targeting.

4. Lusha: AI-powered prospect enrichment for better lead quality.

5. Warmly: Identifies high-intent website visitors for personalized engagement.

6. Common Room: Provides dev-focused signals for community-driven growth.

Factors.ai stands out by consolidating multi-channel signals, improving GTM efficiency. If you need deeper insights and better attribution, these Unify alternatives offer scalable solutions.

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LinkedIn, Google, and Facebook—marketers are spoiled for choice because there are many options for running ads and promoting their products.

But which one takes the win? Or should you use each platform in tandem?

This guide analyses LinkedIn Ads vs. Google Ads vs. Facebook Ads and explores how B2B marketers can effectively use these platforms for various campaign types. Additionally, we’ll discuss the challenges associated with each platform and how a multi-channel approach can help maximize ROI.

TL;DR

• LinkedIn Ads: Best for targeting decision-makers and professionals in niche industries despite higher costs.
• Google Ads: Ideal for capturing high-intent leads with search ads and retargeting.
• Facebook Ads: Effective for broad audience engagement and cost-effective brand awareness.
• Multi-Channel Strategy: Combining all three platforms maximizes ROI by leveraging their unique strengths across the marketing funnel

Overview of Each Ad Platform

LinkedIn Ads

LinkedIn Ads are highly effective for B2B marketers who must reach decision-makers and professionals in specific industries. The platform’s targeting capabilities include options based on job title, company size, industry, and professional skills, making it the go-to choice for account-based marketing (ABM) strategies.

Strengths:

• Superior B2B targeting capabilities.
• High-quality leads due to professional context.
• Ideal for promoting webinars, whitepapers, and other B2B content.

Limitations:

• High cost-per-click (CPC) compared to other platforms.
• Smaller audience size than Google or Facebook.

Google Ads

Google Ads is well-known for its ability to capture intent. Users actively search for solutions on Google, making it an excellent platform for bottom-of-the-funnel conversions. With options like search, display, and YouTube ads, Google offers diverse ways to target audiences.

Strengths:

• High-intent audience.
• Broad reach with multiple ad formats.
• Remarketing capabilities through display ads.

Limitations:

• Competitive keywords can lead to high CPCs.
• Limited ability to target niche professional audiences directly.

Facebook Ads

While Facebook is often seen as a B2C platform, its massive user base allows B2B marketers to target decision-makers who may also use Facebook for personal browsing. The platform's advanced targeting options, such as interests, behaviors, and lookalike audiences, can complement other advertising efforts.

Strengths:

• Lower CPC compared to LinkedIn and Google.
• Advanced audience segmentation and lookalike audiences.
• Ideal for top-of-the-funnel engagement.

Limitations:

• Limited professional targeting options compared to LinkedIn.
• May struggle to capture high-intent B2B leads.

Best Campaign Types for B2B Marketers

1. LinkedIn Ads Campaignssome text
   • Sponsored Content: Promotes thought leadership content such as eBooks, webinars, and case studies. It is ideal for lead generation and nurturing.
   • Message Ads: Directly target prospects with personalized messages. Effective for ABM strategies.
   • Lead Gen Forms: Capture user data directly within LinkedIn, streamlining the conversion process.

💡Learn more about types of LinkedIn ads here.

2. Google Ads Campaignssome text
   • Search Ads: Target specific keywords to capture high-intent prospects. This is useful for driving conversions when prospects are actively searching for solutions.
   • Display Ads: Retarget users who have previously visited your website, keeping your brand top-of-mind.
   • YouTube Ads: Promote video content to educate potential customers about your product or service.

💡Find out more about SaaS google ads

3. Facebook Ads Campaignssome text
   • Video Ads: Promote product demos or customer testimonials to build awareness.
   • Retargeting Ads: Target users who have previously interacted with your website or content.
   • Lead Ads: Collect leads directly on Facebook, similar to LinkedIn’s Lead Gen Forms.

Challenges of Each Platform

LinkedIn Ads Challenges

• High CPC: LinkedIn’s cost-per-click is significantly higher than other platforms. B2B marketers need to optimize their targeting and content to achieve a high conversion rate.
• Smaller Audience Size: Compared to Facebook and Google, LinkedIn’s audience is more limited, potentially reducing the reach of some campaigns.

Factors recently launched a new offering called LinkedIn AdPilot, where you can solve these challenges and double your LinkedIn ROI!

Google Ads Challenges

• Keyword Competition: Popular keywords can lead to high CPCs, making it expensive for B2B companies to compete for clicks.
• Complexity in Setup: Google Ads requires a deeper understanding of keyword research, bidding strategies, and ad optimization.

Luckily, with Factors, you can solve these challenges by knowing exactly which ad keywords are bringing you revenue so you can save up to 50% of your ad spend!

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Plus, you can also use our Segment Insights feature to compare channel performance to see where you can allocate more ad budget. 

Facebook Ads Challenges

• Low Intent: Facebook users may not be actively seeking business solutions, making it harder to drive conversions for B2B campaigns.
• Limited Professional Targeting: While the platform offers demographic and behavioral targeting, it lacks LinkedIn’s professional filters.

Multi-Channel Approach to Maximize ROI

A multi-channel approach leverages the strengths of each platform, addressing the limitations of individual channels and maximizing performance across the marketing funnel.

1. Top-of-the-Funnel (TOFU) Awareness: Use Facebook Ads

• Strategy: Facebook Ads can help you reach a broader audience and create initial awareness. Use engaging content like videos or blog snippets to generate interest.
• Goal: Drive traffic to your website or landing page to build a remarketing audience.

2. Middle-of-the-Funnel (MOFU) Engagement: Leverage LinkedIn Ads

• Strategy: Use LinkedIn’s professional targeting to nurture leads who have shown interest in your content. Promote webinars, eBooks, or whitepapers to educate prospects.
• Goal: Establish credibility and build a relationship with potential customers.

3. Bottom-of-the-Funnel (BOFU) Conversion: Optimize Google Ads

• Strategy: Use Google Search Ads to capture intent-driven leads that are ready to purchase. Bid on keywords related to your solution to target high-intent prospects.
• Goal: Drive conversions by offering product demos, free trials, or consultations.

4. Remarketing Across Channels

• Retarget users on Google Display Network and Facebook who have interacted with your content on LinkedIn or searched for relevant keywords. This ensures your brand remains top-of-mind across various touchpoints.
• Tip: Tailor your messaging based on the user’s previous interactions to make your ads more relevant and personalized.

5. Unified Reporting and Attribution

• Track conversions and attribute leads accurately using tools like Google Analytics, LinkedIn Insights, and Facebook Pixel. This allows you to understand which platform drives the most ROI and adjust budgets accordingly.

Which Ad Platform is Best for B2B Marketers?

The choice between LinkedIn Ads, Google Ads, and Facebook Ads depends on your specific goals and budget:

• Best for High-Quality Leads: If your goal is to target decision-makers or specific industries, LinkedIn Ads offers the best targeting capabilities despite the higher CPC.
• Best for Capturing Intent: Google Ads is the ideal choice for driving conversions when users actively search for solutions related to your product or service.
• Best for Brand Awareness and Engagement: Facebook Ads can be a cost-effective way to build awareness and engage a broader audience, making it a valuable addition to a multi-channel strategy.

Ultimately, no single platform will serve all B2B marketing needs. A balanced, multi-channel approach ensures you can capture leads at various stages of the buyer’s journey and optimize your ad spend for maximum ROI.

Use Factors to Supercharge Your Ad Strategies 

When evaluating "LinkedIn Ads vs. Google Ads vs. Facebook Ads," B2B marketers should focus on a multi-channel strategy that leverages each platform's unique strengths. LinkedIn’s professional targeting, Google’s intent-driven search capabilities, and Facebook’s broad reach create a holistic approach that can nurture leads throughout the buyer's journey. While LinkedIn may be the best option for high-quality B2B leads, integrating all three platforms maximizes performance and ROI.

You can use Factors to measure the impact of each channel and shape your paid marketing strategies to generate more pipeline and revenue. Book a demo today to witness the power of signal-based GTM in your performance marketing efforts.

FAQs

Q1. What is the main difference between LinkedIn and Facebook Ads for B2B marketing?

LinkedIn Ads offer more advanced targeting options for professionals based on job title, industry, and company size, whereas Facebook Ads provide broader audience targeting and lower CPCs.

Q2. Are Google Ads effective for B2B companies?

Yes, Google Ads are effective for B2B companies, especially for capturing high-intent leads through search ads and remarketing strategies.

Q3. How can B2B marketers measure the success of their ad campaigns?

B2B marketers can measure the success of their campaigns through KPIs such as conversion rate, cost-per-lead (CPL), and return on ad spend (ROAS), while also using attribution models to track the contribution of each platform

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Imagine working hard for months to close the deal with a prospect, only for them to churn in less than a year. There could be several reasons, such as:

• Poor customer service
• Choosing a competitor's solution 
• Users not achieving their KPIs

Reducing customer churn is vital for businesses because it ensures customer satisfaction and boosts profitability. The best way to avoid high churn rates is to predetermine the customers at a churn risk. 

In this article, we'll detail how customer churn prediction is the key to reducing churn and keeping the cash flowing in 💸

What is Customer Churn Prediction?

Customer churn prediction involves analyzing data to detect customers likely to cancel subscriptions. SaaS businesses use this analysis to identify at-risk customers, leading to cost savings and improved customer lifetime value.

Analyzing churn through data-driven insights can help your business understand patterns and provide a roadmap for improvement. For example, if your surveys reveal that your platform has a complicated onboarding process – you can direct users to your onboarding specialist to assist them.

Why is Customer Churn Prediction important?

Losing customers is always costly. However, the costs involved go beyond the revenue lost from the customers who leave. It also includes the marketing expenses required to find new customers to replace the old ones. In many cases, the amount spent on acquiring a new customer is not covered by the amount paid during their time with the company. This means that customer acquisition is usually more expensive than customer retention.

Plus, unhappy customers share their experiences with others, impacting the company's reputation and customer acquisition budget. Businesses must predict churn and take action beforehand to prevent customers from leaving. 

Once you know a customer is going to churn, you can take actions such as:

• Providing more targeted re-engagement campaigns
• Launching incentives such as loyalty programs that encourage them to stay 
• Creating educational material that is tailored toward their specific needs
• Ensuring accessible and improved customer support 

How to Build a Customer Churn Prediction Model

Creating a churn prediction model can help businesses retain customers and sustain growth. Using data analytics and machine learning, companies can identify which customers are likely to leave and take action to prevent it. 

Here are the key steps to develop an effective churn prediction model ⬇️

1. Data collection and review

Ensure that the data is accurate by handling missing values, removing duplicates, and converting it into a suitable format for analysis. Before moving on to calculations, reviewing the data for accuracy and validity is crucial. Every piece of customer info is valuable in the upcoming churn calculations, so it's worth ensuring accuracy.

2. Model selection

Select an appropriate machine learning algorithm for churn prediction, such as logistic regression, decision trees, random forests, or gradient boosting machines. Split the data into training and testing sets, train the model, and tune hyperparameters to optimize performance. Evaluate the model using testing data and cross-validation. Deploy the model into production to make real-time predictions and prevent churn.

3. Use an automated predictive model

Do people with lower NPS scores tend to leave more? Are they evaluating competitor solutions? You can predict who might leave by spotting these signs in the data. You must use machine learning with a dataset containing all the information you have about customers who stayed and those who left. The algorithm learns from this historical data to understand how different factors relate to churn. Then, it can predict if future customers with similar behaviors might leave or stay.

💡Factors can help you identify customers evaluating competitor solutions by helping you track when they visit their G2 pages. 

4. Establish retention strategy

Optimize your retention strategy by prioritizing actions based on the probability of customer churn. When customers first sign up, use checklists and personalized help to ensure they understand and use the product. As they keep using it, watch out for signs they might leave. For instance, if they're not using a feature they need, you can send them helpful tips to get them back on track.

5. Track results regularly 

Continuously monitor the churn prediction model's performance and update it with new data periodically to ensure it remains effective as customer behavior evolves. Before introducing any further changes to your plan, collect enough data to measure the real impact of your efforts.

Your churn model will provide probabilities for various customer segments. It's essential to keep testing new strategies and recording the impact on these segments. While creating a mathematical model of churn requires time and resources from your team, each test can help you create a better model for the future. 

6 Customer churn prediction best practices

Now that you know how to build a churn prediction model, here are a few handy tips you must remember to prevent customer churn:

1. Segment Customers

After obtaining your data, it's time to shift your focus towards the users and begin segmenting them. Since users have distinct needs and usage patterns, they don't churn for the same reason. Hence, it's essential to categorize them into separate segments. You can segment them based on their:

• Demographics, such as location, region, company size, and the year they signed up for your company.
• Behavior and usage, such as how often they log in, whether they use a particular feature more or less, or whether they have completed the onboarding process.
• Contract terms include pricing plans and whether customers signed up for a monthly, quarterly, or yearly deal.

You can design retention strategies and marketing campaigns tailored to specific customer segments by segmenting customers based on their churn likelihood and characteristics. Domain knowledge or clustering techniques can help you define meaningful segments.

2. Monitor product usage data of existing customers

Product usage data captures how and when customers use your software. Important data points include feature usage, customer behavior, clicks, and other metrics such as time-to-value and product stickiness.

To build an effective model, it's important to consider some key product usage data points such as:

• Monitor feature usage data to show users' engagement with your product's features, indicating popularity and relevance.
• Observe users’ actions within your product, like when they use it, how long they use it, which features they engage with, and how they progress through it.
• Track the number of times a user clicks or interacts with a UI element, such as a button, checkbox, text area, or menu.
• Track other product usage data such as time-to-value, product stickiness, interactions, and more.

3. Keep an eye on customer success metrics

Understanding your users' success with your product is crucial in determining if they will continue using it. Surveys such as NPS and CSAT can be used to measure customer success. An NPS score of less than 7 or 8 means you may need a win-back campaign or value incentive to change their attitude towards your product. NPS measures loyalty and willingness to recommend, while CSAT measures customer satisfaction. Conduct these surveys periodically to track customer success and satisfaction.

4. Gather customer feedback regularly

Apart from gathering feedback through conventional ways, you can use various other forms of customer feedback to gain insights into their experience with your product or service. For example, in-app surveys can provide you with contextual input from users. You can use them to find out about your customer's overall satisfaction with your product, their experience with a particular feature, any issues they may have faced, or even the features they would like you to add or implement. This can be very helpful in understanding the general sentiment of users and identifying areas of improvement or strengths.

To promptly address issues and demonstrate responsiveness to user input, incorporate real-time feedback loops within your product. Acknowledge the feedback received through in-app surveys and communicate any actions taken to address user concerns.

5. Enhance customer experience

You can streamline the customer experience using automated onboarding, self-service options, and personalized support. Furthermore, you should use customer feedback to identify areas of improvement and proactively address any customer dissatisfaction rather than reacting after the fact.

6. Improve customer service

Respond promptly to inquiries and complaints, offer helpful advice, and measure performance using metrics like support tickets, call center response times, and social media interactions. Monitor these metrics to gain insights into customer service trends and effectiveness.

Customer Churn Prediction: Key Steps & Benefits

Predicting customer churn helps businesses retain clients and reduce acquisition costs through data-driven strategies.

1. Key Steps in Churn Prediction: Data collection, feature selection, model selection (Logistic Regression, Decision Trees, Random Forests, Gradient Boosting), model training, and real-time monitoring.

2. Essential Features: Customer tenure, usage frequency, service interactions, and engagement metrics.

3. Strategic Benefits: Identify at-risk customers, implement targeted retention efforts, and enhance profitability.

Leveraging churn prediction models enables businesses to proactively improve customer retention and long-term growth.

Wrapping up

Reducing customer churn is crucial for businesses as it directly impacts long-term revenue, customer loyalty, and overall business stability. However, understanding why customers leave requires analyzing data and tracking various metrics over time. Effective churn analysis involves monitoring overall customer turnover rates and identifying factors contributing to attrition.

Businesses can use advanced analytics and machine learning techniques to identify potential churners and implement targeted retention strategies.

Sales teams struggle to find the right leads because choosing the right sales intelligence tool is challenging. With so many options in the market, it’s hard to know which platform delivers the most value.

Choosing the wrong tool can cost you time, money, and even missed revenue opportunities. Apollo and ZoomInfo are two popular solutions, but each has its own strengths and limitations. Which one will help your team hit its sales targets without breaking the bank?

This article will compare Apollo vs. ZoomInfo, covering features, pros, cons, and pricing so you can make an informed choice. Plus, we’ll introduce Factors.ai, a data-driven alternative that combines sales intelligence with actionable insights and revenue impact measurement. Read on to find the best solution for your sales team.

TL;DR:

• Apollo: Offers a cost-effective solution with key features like enriched contact data, email automation, and CRM integrations. Suitable for startups and mid-market companies looking for a budget-friendly option.
• ZoomInfo: Provides highly accurate and comprehensive data with advanced search filters and intent data capabilities. Ideal for larger enterprises that require robust sales intelligence.
• Factors.ai: Goes beyond basic sales intelligence by providing a holistic view of sales and marketing data, integrating attribution, and measuring revenue impact for more data-driven decision-making.
• Feature Comparison: ZoomInfo excels in data quality, while Apollo is more affordable with strong email sequencing capabilities. Factors.ai stands out with its multi-channel attribution features and actionable insights.
• Alternative Recommendations: Apollo is a good alternative to ZoomInfo for budget-conscious teams, while ZoomInfo remains a solid choice for those who prioritize top-tier data accuracy. Factors.ai offers a more comprehensive approach to B2B sales intelligence, connecting sales efforts to revenue impact.

Apollo Overview

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Key Features

Apollo is a sales intelligence platform that helps B2B sales teams streamline their lead generation and outreach processes. Here are some of its key features:

• Enriched Contact Data: Provides access to over 250 million contacts, with email addresses, phone numbers, and company information.
• Email Sequencing: Built-in email automation allows for the creation of creating personalized email sequences.
• CRM Integrations: Seamlessly integrates with Salesforce, HubSpot, and other popular CRM platforms.
• Lead Scoring: Uses AI to rank prospects based on their likelihood to convert.
• Engagement Tracking: Monitors email opens, clicks, and replies for better follow-up strategies.

Pros and Cons

(Based on reviews from G2, TrustRadius, and Capterra)

Pros:

• Affordable Pricing: Users appreciate Apollo's budget-friendly pricing, making it suitable for startups and mid-sized businesses.
• Strong Email Sequencing Capabilities: The tool's email automation features are highly rated for ease of use and effectiveness.
• User-Friendly Interface: The platform is easy to navigate, even for sales teams with little technical experience.
• Reliable Data Quality: While not as comprehensive as ZoomInfo's data, Apollo's is considered accurate and useful for most sales teams.

Cons:

• Limited Data Accuracy for Smaller Companies: Some users report that contact data for smaller companies is less reliable.
• Basic Reporting Features: Reporting capabilities are not as advanced as ZoomInfo offers.
• Limited Intent Data: Apollo lacks robust intent data, which can be a drawback for teams prioritizing account-based marketing.

Pricing

Apollo offers a more flexible pricing structure than ZoomInfo. Plans for basic features start at around $39 per month per user. Enterprise-level plans are available for teams requiring more extensive data and capabilities.

ZoomInfo Overview

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Key Features

ZoomInfo is a leading sales intelligence tool known for its extensive contact database and high data accuracy. Key features include:

• Comprehensive Contact Database: Access to a vast database with millions of B2B contacts, including direct dials and verified email addresses.
• Advanced Search Filters: Allows sales teams to filter contacts by industry, job title, company size, and more.
• Intent Data: Identifies companies actively searching for products or services related to yours.
• Sales Automation: Provides automated workflows for outreach, including email templates and engagement tracking.
• CRM and Marketing Automation Integrations: Integrates seamlessly with tools like Salesforce, Marketo, and HubSpot.

Pros and Cons

(Based on user feedback from G2, TrustRadius, and Capterra)

Pros:

• High Data Accuracy: Users consistently praise ZoomInfo for its top-tier data accuracy and contact coverage.
• Robust Intent Data Capabilities: The platform provides actionable intent data for account-based marketing efforts.
• Advanced Search Functionality: Offers more granular search filters compared to Apollo.
• Comprehensive Integrations: Integrates well with most major CRM and marketing automation platforms.

Cons:

• Expensive Pricing: ZoomInfo's pricing is a significant investment, making it more suitable for larger sales teams and enterprises.
• Steep Learning Curve: The platform's numerous features can be overwhelming for new users.
• Occasional Data Gaps: Some users report gaps in data coverage for international contacts.

Pricing

ZoomInfo's pricing is customized based on the number of seats and features required. You can check out Zoominfo pricing here

Why Apollo is a Good ZoomInfo Alternative

• Budget-Friendly: Apollo's pricing is significantly more affordable, making it a great choice for startups and mid-sized companies that need a cost-effective solution.
• Email Sequencing: The tool's robust email automation capabilities are highly rated and can replace the need for a separate outreach tool.
• User-Friendly: The platform is straightforward and easy to use, minimizing the need for extensive training.

Why ZoomInfo is a Good Apollo Alternative

• Data Accuracy: ZoomInfo offers superior data quality, especially for enterprise-level sales teams that require the most accurate contact information.
• Robust Intent Data: ZoomInfo’s intent data capabilities are highly valuable for companies focused on account-based marketing.
• Comprehensive Search Filters: The advanced filtering options help sales teams target prospects more precisely.

Why Factors.ai is the Best Alternative to Both

Key Features of Factors.ai

Factors.ai is a robust analytics and attribution platform designed to provide more than just contact information. Its features include:

• Multi-Channel Attribution: Factors.ai connects marketing efforts across multiple channels, providing insights into what truly drives sales conversions.
• Revenue Impact Measurement: Measures the ROI of sales and marketing activities by linking campaign data to actual revenue outcomes.
• Lead and Account Scoring: Advanced AI-driven scoring helps sales teams prioritize high-quality leads based on multi-touch attribution data.
• Customizable Dashboards: Tailored reports and dashboards for sales leaders to track performance across different stages of the sales funnel.
• Seamless Integrations: Works with popular CRMs and marketing tools like Salesforce, HubSpot, Marketo, and Google Analytics.

Benefits Over Apollo and ZoomInfo

• Holistic View of Sales Performance: Factors.ai offers a broader scope than Apollo and ZoomInfo by combining sales intelligence with multi-channel attribution and revenue measurement.
• Data-Driven Decision Making: Enables sales leaders to allocate resources more effectively by identifying high-ROI activities.
• More Cost-Effective Than ZoomInfo: Provides a powerful suite of tools at a more competitive price than ZoomInfo, while still offering deeper insights than Apollo.
• Improved Alignment Between Sales and Marketing: Factors.ai’s focus on revenue impact ensures both sales and marketing teams are working towards the same goals.

Choosing the Right Sales Intelligence Platform

Apollo and ZoomInfo are leading sales intelligence tools, each catering to different business needs.

1. Apollo Overview: Affordable and user-friendly, ideal for small to mid-sized businesses. Offers 275M+ contacts, AI-driven data verification, CRM integrations, and sales engagement features like email automation.

2. ZoomInfo Overview: Comprehensive B2B database with 600M+ profiles, advanced search filters, real-time job alerts, and deep analytics. Best suited for large enterprises needing robust data and integrations.

3. Key Differences:
- Pricing: Apollo is cost-effective; ZoomInfo is premium-priced.

- Features: Apollo focuses on sales engagement; ZoomInfo provides deeper analytics and extensive firmographic data.

- Best For: Apollo suits smaller teams; ZoomInfo is ideal for complex, data-driven organizations.

Selecting the right platform depends on business size, budget, and data requirements.

Conclusion

Both Apollo and ZoomInfo are excellent tools for B2B sales teams, but each has strengths and weaknesses. Apollo is ideal for smaller teams and companies that need a budget-friendly option with strong email automation features. 

ZoomInfo is the better choice for larger enterprises prioritizing high-quality data and advanced intent data capabilities.

However, Factors.ai emerges as the best alternative for sales teams seeking a more comprehensive approach to sales intelligence. Its multi-channel attribution and revenue impact features go beyond what Apollo and ZoomInfo offer, making it an excellent choice for sales leaders who want to link sales activities directly to revenue outcomes. 

If you're looking for a platform that combines sales intelligence with actionable insights and advanced analytics, Factors.ai is the tool for you.

Book a demo today to learn how Factors can help you supercharge your sales strategy.

Also read, Factors vs ZoomInfo: Pros and Cons.

FAQs

Q1. Is Apollo a cheaper alternative to ZoomInfo?

Yes, Apollo is generally more affordable than ZoomInfo, making it a good option for small to mid-sized businesses.

Q2. Does ZoomInfo provide intent data?

Yes, ZoomInfo offers robust intent data capabilities to help identify companies actively searching for relevant products or services. However, Factors.ai gives a more holistic approach to using intent data for your GTM efforts.

Q3. How does Apollo's data accuracy compare to ZoomInfo's?

While Apollo provides reliable data, ZoomInfo is often considered to have superior data accuracy, especially for large enterprises