Ranga Kaliyur

With a market share of 83% and its brand name officially a verb in the dictionary, it's no secret that Google is the most dominant search engine on the planet. This, in turn, makes search ads or PPC one of the most popular marketing channels for marketers as well. In fact, as much as 65% of SME businesses run PPC search ad campaigns on Google — with nearly 80% of teams claiming it's a necessity for success.

That being said, Google ad campaigns are not without their drawbacks, especially for B2B marketers. Google ads primarily rely on keywords and searcher intent in deciding when and where to display ads. Account-based marketers, however, would rather have a say in who to display their ads too as well. 

For example, rather than blowing through budgets by displaying ads to everyone that looks up “CRM software”, an ABM marketer may prefer showing their ads only to a list of 1,000 specific target accounts. This way, wasted spends may be eliminated and bids may be raised, given the narrow target audiences. As it stands, however, Google supports a rudimentary and largely ineffective approach to audience building and segmentation for its ads. The following blog explores these limitations and highlights a better way to build audience segments with Factors.ai.

Let’s dive in.

As it stands: Google Ads audience targeting

Google Ads supports the ability to to reach people based on who they are, their interests and habits, what they’re actively researching, or how they've interacted with your business via Audience Segments.

How Audience Segments works

Google’s audiences are made up of segments of people with specific interests, intents, and demographic information based on Google’s database. Advertisers may choose from a wide range of segments such as “music fans”, “people shopping for bicycles”, or “people that have visited your website”. This data is estimated based on people’s engagement with Google’s own products and third-party websites. Specifically to Search ads, Google supports 4 types of Audience Segments:

1. Affinity segments: Reach users based on their passions, habits, and interests
2. Detailed demographics:  Reach users based on long-term life facts.
3. In-market: Reach users based on their recent purchase intent
4. Your data: Reach users that have interacted with your business.some text
   1. Website and app visitors: Reach people who have visited either your website or apps.
   2. Customer Match: Reach your existing customers based on your CRM data.‍
   3. Similar segments: Reach new users with similar interests to your website visitors or existing customers.

In addition to this, Google also supports Custom Segments and Life Events as segment types for it’s other ad channels (Display, Videos, etc).

Limitations with Audience Segments

In theory, Audience Segments sound super valuable. Based on your selection of Audience segments, Google’s AI models will automatically choose the right audience to best fit the needs of your campaign. However, a closer inspection reveals inherent limitations with each of the four approaches: 

• Affinity segments, detailed demographics and in-market segments are primarily tailored for B2C and D2C use-cases. That is, they’re built to cater to audiences based on individual interests, as opposed to account-level buying intent. They may work well to identify and target “skiing enthusiasts”, these audience segments often struggle with “B2B SaaS teams looking for a CRM”.
• Your data audiences segments do a slightly better job in that they attempt to target audiences based on existing brand engagement. Still, it’s fraught with limitations. According to Google’s advertising policy, Google advertisers may only upload customer data, not prospecting data from their CRM. This is of course, extremely limiting given that the majority of your total addressable market may not be actively engaging with your brand. Furthermore, Google’s own retargeting capabilities are limited to a vague set of website visitors (via Google Analytics) as opposed to comprehensively enriched audiences across website traffic, LinkedIn ads, and other channels. 

That being said, if you provide Google enough data about your target audience members via Customer Match lists, it can spot your target accounts and serve them, and them alone, your ads.

‍Long story short, Google’s native targeting mechanisms exist by the name of Audience Segments. However, this isn't, in its current form, very helpful to B2B marketers. In the following section let’s explore how Audience Segments may be used as a jumping off point in tandem with an account intelligence and activation tool such as Factors.ai to make the most of your targeted ads.

Better Google audiences & targeting with Factors.ai

What if you could retarget existing customers with personalized ads on upselling opportunities? Or vary your bids based on buying stage and ICP fitment? Or re-engage with long gone MQLs and lost opportunities with YouTube ads or GDN? These are a few examples of the powerful use-cases supported by Factors.ai for your Google Ads. Here’s how it works:

1. Identify and enrich: Factors identifies and enriches anonymous companies engaging with your website, LinkedIn ads, and G2 pages. These companies may be segmented via a combination of granular engagement and firmographic criteria within Factors. These segments may be as straightforward or involved as you’d like. A straightforward segment may look like: “US-based software companies” while involved segments may look like: “US-based software companies with 100-999 employees that have viewed at least one LinkedIn ad and visited the pricing page”. Create as many segments as you’d like depending on your intended objectives and granularity. 
2. Fire into Google Analytics: The next step involves firing relevant events (in this case, an event is an engaged company that matches your segment criteria) into Google Analytics. As you might recall, Google Ads will only retarget website visitors and contacts that have been recorded in GA or your CRM. Pushing these audience segments from Factors into GA acts as proxy to this. 
3. Push from GA into Google Ads: Now that you have built up segments in Google Analytics, it’s a simple matter to push said accounts into Google Ads for further targeting across search ads, videos ads, display ads, and more. Here are a few more ways in which you can use this flow:

How you can use Factors.ai + Google Ads

In addition to the aforementioned use-cases, here are a few more ways to leverage Factors.ai:

Variable RSA

Regardless of the size of your business, your marketing team is working with a budget. Accordingly, most marketers focus their efforts on specific, relatively low-volume keywords so as to not blow their budgets on irrelevant clicks from high-volume keywords. With Factors, however, you can have the best of both worlds by bidding on broader keywords and response search ads only for the companies you care about. For example, you may bid $2 for the long tail keyword “CRM software for US-based SMEs” but bid $6 for the short tail keyword “CRM software” only for the Audience Segment you care about. This way, the higher bid ads will be displayed only when your target accounts are searching for it — as opposed to the entire internet.

Granular targeting 

Given marketing’s limited budgets, you could choose to focus your ad spend only on companies that meet a super specific engagement and ICP criteria as the one highlighted earlier (“US-based software companies with 100-999 employees that have viewed at least one LinkedIn ad and visited the pricing page”). This way, you know that your ads will be served only to highly engaged accounts with explicit buying intent. This smaller pool of target accounts also enables you to raise bids more aggressively given the focused scope of audiences.

{{CTA_BANNER}}

Cross-channel targeting

A key aspect of the account-based market is targeting (and retargeting) accounts across channels. At the moment, Google Ads only supports the ability to target accounts visiting your website or in your CRM. With Factors, this reach may be expanded to companies viewing your LinkedIn ads, engaging with your G2 pages, or simply part of your ABM target accounts list. These segmented accounts may then be automatically targeted across your search ads, display ads, videos ads, LinkedIn ads, mail outreach, and more with Factors’ code-free workflow automations. 

Google Ads' native audience segmentation offers basic targeting options like affinity, in-market, and demographic segments. However, these can be limiting for B2B marketers aiming for precision.

Here's how Factors enhances Google Ads targeting:
1. Custom Audience Segments: Factors.ai enables the creation of custom audience segments based on firmographic data, buyer intent signals, and CRM insights.
2. Benefits: This approach allows for more effective targeting of high-intent accounts, reducing ad spend waste and improving ROI.
3. Advanced Segmentation: Integrating Factors.ai with Google Ads facilitates advanced audience segmentation, aligning marketing efforts more closely with sales objectives and enhancing overall campaign performance.

Customer centricity is at the heart of a successful business. Delivering value to buyers at every customer journey stage drives sales conversions and retention. This, however, is easier said than done — especially in the case of B2B customer journeys. 

Understanding the customer journey is crucial for modern marketing and sales strategies. With evolving customer behaviors and preferences, it's essential to adapt and refine approaches to address the complexities of how customers interact with brands. 

This journey is no longer a straightforward path but a complex, often non-linear process. To effectively engage with potential customers, businesses need to grasp the intricacies of each stage, especially awareness, consideration, and decision. This blog explains these stages, offering practical insights and strategies based on current industry understanding and research.

TL; DR

• Understanding the customer journey is crucial for B2B marketing and sales success due to its complexity and non-linear nature.
• Customer journeys map out various buyer interactions to track how and why prospects become paying customers. 
• The customer journey consists of 5 broad stages: Awareness, Consideration, Decision, Retention, and Advocacy. 
• Delivering relevant material along each stage ensures that prospects feel understood and valued. This, in turn, contributes to successful journeys and provides practical insights and strategies for each stage.
• Businesses can enhance engagement and build long-term relationships by addressing customer needs and behaviors throughout the journey.
• Factors.ai connects the dots across campaigns, websites, and CRM to map the customer journey using path analysis and account timelines.

The Evolution of Customer Journey Stages

The B2B sales cycle involves several stakeholders and touch points across campaigns, social media, organic efforts, offline events, and more. A customer journey maps out these interactions to track how and why prospects become paying customers. 

Since B2B sales cycles tend to be lengthy, non-linear experiences, it can be challenging to map them accurately without the right tools and frameworks. 

Learn more about customer journey mapping here: The Complete Guide To Customer Journey Mapping.

Traditionally, the customer journey was viewed as a linear process, with prospects moving through clearly defined stages: awareness, consideration, and decision. However, modern perspectives reflect a more nuanced view. Today’s customers might navigate through these stages in a circular or even chaotic manner, reflecting the complexities of contemporary decision-making.

According to Gartner, only 17% of a customer journey is spent directly conversing with the vendor. The remaining 83% takes place through independent research and internal deliberation. Hence, businesses must distribute relevant value at each journey stage — even outside discovery sessions and demo calls.‍

Understanding the Awareness Stage

The awareness stage is where the customer journey begins. At this point, potential customers become aware of a problem or need but have not started actively seeking solutions. It's crucial to recognize that potential customers need help understanding the scope or urgency of their issue during this stage. They may be exploring general trends or innovations without a clear sense of how these relate to their specific needs.

Customers in the awareness stage primarily gather information. They might browse blogs, read articles, and engage with introductory content. Marketing efforts in this stage should focus on educational content that introduces customers to new concepts or challenges. Content such as informative blog posts, eBooks, webinars, and automated AI Phone Calls can effectively capture their interest by delivering personalized voice messages that highlight relevant industry challenges, complementing email campaigns for a cohesive multi-channel engagement strategy.

Transitioning to the Consideration Stage

As customers move from awareness to consideration, they start recognizing the need for a solution. This transition is often triggered by an internal realization, such as remembering the inefficiency of current processes or the impact of emerging trends. This is a critical phase for businesses where prospects evaluate various solutions to address their identified needs.

During the consideration phase, customers will likely seek detailed information about potential solutions. They will look for case studies, ROI calculators, and in-depth product details to compare options. Effective marketing strategies during this phase should provide comprehensive resources that assist decision-making. This includes offering detailed product descriptions, customer testimonials, and interactive tools that help prospects understand the benefits and value of different solutions.

A few questions to ask here would be:

• Is the value of my product easy to grasp?
• Can people find my business without hassle?
• How does my product compare against competitors in terms of pricing and features?
• What is my unique selling point to convince buyers to pick me over the competition?

At this stage, it’s important to highlight why your product outshines the others with relevant case studies, product webinars, FAQ documentation, and more.

Navigating the Decision-Making Process

The decision stage is where customers are ready to finalize their purchase. At this point, they compare different solutions and make a final choice. However, it's important to note that the decision-making process is sometimes linear. Customers may revisit earlier stages if they encounter new information or if internal factors, such as budget constraints or organizational changes, influence their decision.

The decision stage involves evaluating competitors and making a purchase decision. Marketing efforts should be geared towards removing any final obstacles to purchase. This includes providing clear pricing information, offering competitive comparisons, and addressing any lingering objections. Strong calls to action and easy-to-navigate purchasing processes can significantly impact the final decision.

Circular and Non-Linear Customer Journeys

Modern customer journeys are often circular or iterative rather than strictly linear. Customers might revisit earlier stages as they gather more information or reassess their needs. HubSpot supports this perspective, noting that the customer journey can involve looping back to previous stages, reflecting the dynamic nature of modern decision-making.

To effectively manage this non-linear journey, businesses must be adaptable and responsive. Implementing tools for account scoring and path analysis can help identify where prospects are in their journey and adjust marketing strategies accordingly. For instance, if a prospect shows renewed interest in a particular product feature, it may indicate a return to the consideration phase.

Customer Journey vs. Buyer Journey

The customer and buyer journeys are both essential concepts in marketing and sales, but they refer to slightly different processes. Here’s a breakdown:

Leveraging Customer Feedback and Data

Collecting and integrating customer feedback is crucial for refining the customer journey. Feedback at various stages provides valuable insights into customer needs and preferences. By incorporating this feedback, businesses can better align their marketing strategies with customer expectations and improve overall engagement.

Implementing tools for feedback collection, such as surveys and user reviews, can help businesses understand pain points and areas for improvement. Regularly analyzing this data allows for continuous optimization of marketing efforts and enhances the overall customer experience.

Enhance Customer Experience with Personalization

Personalization plays a vital role in managing the customer journey effectively. Tailoring content and interactions based on customer behavior and preferences can significantly enhance engagement. Using data to personalize email campaigns, website content, and product recommendations can create a more relevant and engaging customer experience.

Personalization should be based on insights gained from customer interactions and feedback. Data analytics involves understanding customer behavior, preferences, and pain points. Personalized content can address specific needs and concerns, making it more likely to resonate with the target audience.

The Role of Technology in Managing the Customer Journey

Technology plays a significant role in managing and optimizing the customer journey. Customer relationship management (CRM) systems, marketing automation tools, and analytics platforms are essential for tracking and analyzing customer interactions. These tools can provide valuable insights into customer behavior, preferences, and engagement patterns.

Implementing CRM systems allows businesses to manage customer relationships more effectively by tracking interactions, managing leads, and analyzing data. Marketing automation tools can streamline communication, and nurture leads through personalized content and targeted campaigns. Analytics platforms provide insights into customer behavior, helping businesses make data-driven decisions and optimize their marketing strategies.

Integrating Omnichannel Marketing for a Seamless Journey

In today's digital age, customers interact with brands across multiple channels. Integrating an omnichannel marketing approach ensures a seamless and consistent experience throughout the customer journey. This involves unifying marketing efforts across various platforms such as social media, email, and in-store experiences.

An effective omnichannel strategy involves synchronizing marketing messages and ensuring that customer interactions are consistent regardless of the channel. This enhances the customer experience and provides a holistic view of customer behavior, enabling better decision-making and more personalized interactions.

Difference Between Customer Journey and Sales Funnels

While the customer journey and sales funnel are often used interchangeably, they represent different aspects of the purchasing process.

The sales funnel is a linear model that outlines a customer's stages, from awareness to purchase. It typically includes stages such as awareness, interest, decision, and action. The funnel model focuses on guiding customers through a sequence of steps toward a final conversion. It's a valuable tool for visualizing and managing the sales process but can oversimplify the complexity of modern customer interactions.

In contrast, the customer journey is a broader concept encompassing all customer interactions with a brand, from initial contact to post-purchase experiences. It acknowledges that customer interactions are not always linear and may involve multiple touchpoints and feedback loops. The customer journey model emphasizes the importance of understanding and optimizing the entire experience, including emotional and contextual factors, rather than just focusing on driving conversions.

The Importance of Customer Journey Mapping

Customer journey mapping is a valuable tool for visualizing the customer experience. It helps businesses understand customers' various touchpoints and interactions with the brand. By mapping out the customer journey, companies can identify potential pain points and opportunities for improvement.

Creating detailed customer journey maps is essential to gain insights into customer behavior and preferences. These maps should include all journey stages, from initial awareness to post-purchase interactions. Regularly updating and analyzing these maps allows businesses to stay attuned to evolving customer needs and optimize their marketing strategies.

Tracking Customer Journey Maps with Factors.ai

Factors.ai provides a robust platform for tracking and analyzing customer journey maps. This tool offers valuable insights into customer behavior, preferences, and interactions across various touchpoints.

With Factors.ai, you can:

1. Visualize Customer Journeys

Create detailed maps illustrating how customers interact with your brand through different stages. This visualization helps identify critical touchpoints and understand the overall customer experience.

2. Analyze Customer Behavior

Track customer actions, preferences, and engagement patterns. Factors.ai provides data-driven insights that inform your marketing and sales strategies, allowing you to tailor your approach based on actual customer behavior.

3. Optimize Touchpoints

Use the insights gained from journey maps to optimize customer touchpoints and enhance the overall experience. Factors.ai enables you to identify pain points and improvement areas, helping you refine your strategies for better results.

4. Measure Impact

Assess the impact of interactions and touchpoints on customer satisfaction and conversion rates. Factors.ai offers tools to measure the effectiveness of your efforts and make data-driven decisions to drive better outcomes.

By leveraging Factors.ai, you can better understand the customer journey and make informed decisions to enhance engagement and drive success.

Building Long-Term Customer Relationships

The end goal of managing the customer journey effectively is building long-term customer relationships. This involves facilitating a smooth journey from awareness to a decision and ensuring ongoing engagement and satisfaction post-purchase. Loyalty programs, personalized follow-ups, and excellent customer service are crucial to fostering long-term relationships.

Post-purchase engagement is crucial for maintaining customer loyalty and encouraging repeat business. This can include sending personalized thank-you emails, offering exclusive discounts, and providing excellent customer support. Companies can turn satisfied customers into brand advocates who contribute to long-term success by continuously nurturing customer relationships.

Optimize Your Customer Journey for Better Conversions

Understanding and optimizing the five stages of the customer journey - Awareness, Consideration, Decision, Retention, and Advocacy - can significantly impact customer engagement and business growth.

Here’s how:

1. Awareness: Educate potential customers with valuable content that addresses their pain points and introduces your brand.

2. Consideration: Provide in-depth solution comparisons, case studies, and testimonials to help prospects evaluate their options.

3. Decision: Ensure a seamless purchasing experience with clear pricing, demos, and a frictionless checkout process.

4. Retention: Build long-term relationships with personalized engagement, exceptional customer support, and loyalty programs.

5. Advocacy: Turn satisfied customers into brand advocates by encouraging reviews, referrals, and community engagement.

By refining each stage, businesses can enhance customer experiences, increase conversions, and drive sustainable growth.

In a nutshell

Navigating the modern customer journey requires a comprehensive understanding of the various stages and an adaptable approach to marketing. The transition from awareness to consideration is a critical phase that demands targeted strategies to address evolving customer needs. Businesses can better engage with prospects and drive successful outcomes by focusing on educational content, detailed product information, and practical decision-making support.

Understanding that the customer journey is often non-linear and iterative allows businesses to remain flexible and responsive. By focusing on each stage and addressing your customers' unique needs and behaviors, you can achieve long-term success and foster a positive relationship with your audience.

Factors.ai can help track each stage, from awareness to advocacy. To see Factors.ai in action, book a personalized demo here!

‍

FAQs on 5 Stages Of Customer Journey

1. What is a customer journey, and why is it important for businesses?

The customer journey is the complete experience a customer has with a brand, from the first interaction to post-purchase. It is important because it helps businesses understand customer behaviors and needs at each stage, allowing for better engagement, sales conversions, and long-term relationships.

2. How can businesses track and improve the customer journey?

Businesses can track the customer journey using tools like Factors.ai, which provides insights into customer behavior, engagement patterns, and pain points. By analyzing this data, businesses can optimize touchpoints, improve customer experience, and enhance overall marketing strategies.

3. What are the 5 stages of a customer journey?

The 5 stages of a customer journey are:

1. Awareness: The customer recognizes a problem or need.
2. Consideration: The customer explores potential solutions.
3. Decision: The customer chooses a solution and makes a purchase.
4. Retention: The business focuses on keeping the customer satisfied and engaged.
5. Advocacy: Satisfied customers recommend the brand to others.

ZoomInfo is an industry-leading B2B go-to-market platform that helps teams identify and connect with their target audience through account and contact-level data, but that’s not all. They are actively working on changing their position in the market from a data provider to an end-to-end market software company. Hence, it’s essential to understand the details of ZoomInfo’s latest offerings, prices, and updates. But that raises the question: how do ZoomInfo pricing plans work? What does ZoomInfo cost? And is ZoomInfo really worth it? 

This article highlights everything you need to know about ZoomInfo, including ZoomInfo pricing, overview, alternatives, and more.

ZoomInfo Overview: What is ZoomInfo? 

ZoomInfo is an end-to-end go-to-market software company that is one of the most extensive contact and company-level intelligence databases for sales marketing use cases. ZoomInfo is divided into four broad products:

• SalesOS: Contact & company search, sales automation, conversation intelligence, workflows
• MarketingOS: Cross-channel advertising, buyer intent insights, website chat, form enrichment
• OperationsOS: Data cleansing, data enrichment, lead routing
• TalentOS: Talent search, candidate outreach, employer branding

SalesOS is the most popular product in the ZoomInfo lineup, and with good reason: ZoomInfo's impressive database spans 321 million active professionals at 104 million companies. This, in combination with its advanced search filters, real-time alerts, and integration capabilities, makes ZoomInfo an attractive platform for sales marketing teams. However, it is generally considered a premium product, often out of reach for smaller teams seeking cost-effective intelligence solutions.

ZoomInfo Pricing

ZoomInfo's pricing is complex and varies based on several factors. Pricing is not publicly disclosed and is offered through a custom, quote-based structure, making it necessary to engage directly with the company to estimate costs.

Key factors influencing ZoomInfo pricing include 

• features, 
• licenses, 
• credit usage, and 
• contract length and terms. 

The number of features required, credit usage, and contract length significantly impact the overall cost.

Credits in ZoomInfo are consumed whenever an action is performed, such as viewing or exporting contact information—higher credit usage results in higher costs, requiring effective credit management to avoid unexpected expenses.

Comparing ZoomInfo pricing with competitors like SalesOS reveals a custom quote-based structure with an average annual expenditure of around $30,000. SalesOS offers more transparent pricing tiers with lower entry points, but higher-level plans can approach the costs of ZoomInfo's mid-tier offerings.

Use cases have shown that the high costs, sometimes upwards of $30,000 annually, are justified by significant ROI through improved lead generation, data enrichment, and overall sales performance.

How Much Does ZoomInfo Cost?

ZoomInfo's pricing is tailored to specific user requirements and usage, focusing on providing high-quality data and sales intelligence functionalities. Businesses should explore different pricing plans, utilize free trials, compare costs with alternatives, and use diverse data providers to optimize cost and performance in their sales intelligence efforts.

Our teams also spent a considerable amount of time talking to some existing ZoomInfo customers, and we found that the pricing was majorly based on:

• Seat-based minimum pricing
• Consumables or credits which can be bought on an ad-hoc basis

Some customers pay approximately $25,000 annually for about eight seats, while others pay $58,000 for about 21 to 23 seats. We also found that customers usually achieve a 50% discount after negotiations.

ZoomInfo Credits

ZoomInfo offers various pricing plans, each with a specific number of credits under each plan. If you need more credits, you can purchase them as needed. This credit-based system allows users to access particular contact and company information from its database for lead enrichment. Users can collect specific data with each credit, such as work email address, phone number, job title, etc. However, the credits required may vary depending on the type of information requested. 

For example, basic contact details may consume fewer credits, while more comprehensive data, like technographic information, requires additional credits.

Limitations of ZoomInfo Credit-Based Model

1. Purchasing Credits Can Increase Costs

Each credit opens a set of specific information needed for lead enrichment. Once the credits are exhausted, users have to purchase additional credits. This can be expensive for certain companies with extensive data requirements or budget constraints. 

2. Missed Opportunities

Limited credits may restrict the number of leads and opportunities a company can pursue. This affects growth, which is particularly challenging for expanding organizations or those in competitive markets.

3. Impact on Sales Engagement

Sales reps usually engage with multiple decision-makers and influencers within a target account. Each contact’s information requires additional credits, and sales reps might be unable to reach out to multiple people in the same organization. This restriction can limit the depth of engagement and reduce the chances of sales influencing the purchase decision.

New Launch: ZoomInfo Copilot

ZoomInfo has launched Copilot, an AI-powered solution designed to assist sales teams in closing deals more efficiently and effectively. Copilot leverages AI technology to provide valuable insights from ZoomInfo's B2B data, aiding sales professionals in making informed decisions and taking prompt actions. The platform aims to transform sales operations by enhancing productivity and accuracy in engaging with qualified leads at the right moment.

Key Features of ZoomInfo Copilot:

• Buying Groups: Copilot creates buying groups of individuals aligned with ideal customer profiles based on real-time signals from various sources like websites and case studies. This feature streamlines lead prioritization and ensures efficient engagement with prospects.
• Account Summaries: By aggregating first- and third-party data, Copilot provides detailed overviews of specific accounts, including pain points, upcoming deals, and key contacts. These summaries equip sales professionals with a comprehensive understanding of prospective customers, enhancing their preparation for interactions.
• Copilot Chat: This conversational AI system offers instant answers about specific accounts, enhancing the speed and accuracy of decision-making during customer interactions.
• AI Email Generator: This tool assists users in creating personalized and targeted emails at scale, optimizing the outreach process and saving time for sales professionals.

These features collectively empower users to work smarter, predict leads more accurately, streamline processes, and enhance customer engagement. ZoomInfo Copilot represents a significant advancement in sales technology, offering a comprehensive AI-driven solution to help businesses thrive in competitive markets.

Read more about Copilot from ZoomInfo’s CEO, Henry Schuck:

https://www.linkedin.com/pulse/future-gtm-ai-introducing-zoominfo-copilot-zoominfo-ef91c/

‍

Why Do Businesses Use ZoomInfo?

ZoomInfo is one of the most popular B2B sales intelligence and GTM tools today — and with good reason. Albeit not without its limitations, ZoomInfo delivers certain unequivocal advantages over its competitors. Here’s why people use ZoomInfo over alternatives:

1. Robust North America sales intelligence data

With over 320 million business contacts and 100 million companies in its database, ZoomInfo provides one of the most comprehensive sales intelligence platforms today. This holds especially true for data on companies and professionals in North American geographies. Here’s how ZoomInfo’s volume of data breaks down as of Oct 2023:Rest of the World (Excluding North America):

• 104 million email addresses
• 45 million mobile numbers
• 27 million direct phone numbers

North America:

• 70 million email addresses
• 49 million mobile numbers
• 43 million direct phone numbers

Given that approximately half of ZoomInfo’s large data is North America-focused, this is a key plus point for GTM teams with primary audiences in the US, Canada, and other North American regions.

2. Comprehensive go-to-market ecosystem

1. Comprehensive go-to-market ecosystem 

ZoomInfo is an all-encompassing GTM ecosystem catering to a broader range of sales and marketing cases. In addition to providing company and contact data, ZoomInfo offers:

• Sales (Email) Automation
• Conversation Intelligence
• Cross-channel Advertising
• Buyer Intent Insights
• Website Chat
• Web Form Enrichment
• Data Deduplication, enrichment, and cleaning
• Lead Routing
• Talent Search
• Candidate Outreach
• Employee Branding

All in all, this means that unlike other growth-stage sales intelligence platforms, Zoominfo is an all-encompassing GTM ecosystem to cater to a wider range of sales and marketing use-cases. 

3. Industry-leaders and product maturity 

ZoomInfo has been an industry leader in sales intelligence for several years, consistently improving its offering by refining its database, expanding its functionality, and enhancing customer experience. In 2023 alone, ZoomInfo achieved 100+ #1 rankings and 254 Leader Ratings in G2’s Fall Report. For the 11th quarter in a row, ZoomInfo has led the Enterprise grids for Marketing Account Intelligence, Account Data Management, and Lead Intelligence.

Is ZoomInfo Worth It?

There’s no doubt that even ZoomInfo’s basic plans are relatively steep. And given the several add-on options, the cost can quickly spiral. Whether ZoomInfo is worth it for you or your organization depends on your needs, goals, and budget. Here are a few things to consider:

1. Data requirements: Do you need contact-level data or account-level data? Do you need high-level firmographics or more granular data? Depending on your requirements, there may be better choices than ZoomInfo.
   ‍
2. Data accuracy: ZoomInfo is known for providing relatively accurate and up-to-date data. However, evaluating the data quality in your specific industry and target market is still essential.
   ‍
3. Features and Functionality: Consider whether the features ZoomInfo offers align with your goals and if they provide a competitive advantage for your sales marketing efforts.
   ‍
4. Cost: ZoomInfo's pricing can vary widely depending on your organization's size, the access level, and the specific features you require. Consider your budget and whether the potential benefits outweigh the costs.
   ‍
5. UX & CX: Ease of use and user experience are important factors. An intuitive and easy-to-navigate platform can increase efficiency and user adoption. Additionally, consider ZoomInfo's level of customer support.
   ‍

To determine if ZoomInfo is worth it for your organization, it's recommended that you request a demo, explore their free trial (if available), and gather feedback from current users in your industry. Additionally, consider your specific goals and how well ZoomInfo aligns with your strategies for lead generation, sales outreach, and business growth.

Also, read Factors vs ZoomInfo: Pros and Cons.

ZoomInfo Competitors and Alternatives

ZoomInfo is definitely in the forefront of B2B data solutions. That being said, there are several ZoomInfo alternatives worth considering — each with their own pros and coZoomInfo is definitely at the forefront of B2B data solutions. However, several ZoomInfo alternatives are worth considering, each with pros and cons. Here’s a quick rundown:

• Lead411
• Apollo
• Seamless
• LeadIQ
• Cognism

Here’s how their prices compare per account and per seat:

Zoominfo customer ratings comparison

Here’s a breakdown of how ZoomInfo customer ratings compare to its competitors (As of April 2024).

FAQs on ZoomInfo Pricing and Alternatives

1. Is ZoomInfo free or paid? 

ZoomInfo is a paid product, but they offer a free trial if you’d like to try it out before finalizing your purchase.

2. How much does ZoomInfo cost? 

ZoomInfo’s pricing is largely based on:

• Seat-based minimum pricing
• Consumables or credits which can be bought on an ad-hoc basis

3. How do ZoomInfo Credits work?

Each search or data access action consumes a specific number of credits based on the depth of the information requested. Basic details may cost fewer credits, while more detailed or enriched data can use more credits.

4. How much does ZoomInfo cost for one person?

ZoomInfo's pricing is not mentioned upfront on its website. However, users have reported on a Reddit thread that the pricing plans are primarily structured for teams. A minimum of $14,995 can be paid annually for up to three users with 5,000 credits. 

‍

5. Can I use ZoomInfo for free?

ZoomInfo does not offer a free version of its platform. Access to its database requires purchasing a subscription. 

Leadfeeder and Albacross are well established lead generation platforms that help B2B teams identify, enrich, and convert anonymous website traffic. There’s no doubt that both tools are great at what they do — but which one is the right choice for you? And might there be an even better alternative? 

This blog highlights everything you need to know about Leadfeeder vs Albacross — and why you might want to consider Factors.ai as well. 

Leadfeeder vs Albacross - Pricing

Before diving into features, benefits, and limitations, let’s get the most obvious consideration out of the way: pricing. 

Leadfeeder Pricing

Leadfeeder [Now Dealfront]’s pricing plans start at €139/mo (or ≅$150/mo) and is scaled based on the number of accounts you wish to identify and enrich. Here’s how pricing plans are scaled at Leadfeeder:

Note that Leadfeeder also offers a free plan with barebones features that’s limited to up to 100 companies identified with only 7 days of data storage. While this plan will almost certainly be insufficient, it’s a great way to get started for free. 

Albacross Pricing

Albacross does not openly reveal as much about its pricing plans, but it’s fair to say that they are at least comparable to Leadfeeder. Here’s what we do know about its pricing: 

Albacross paid plans start at €79/mo (or $83/mo). Like Leadfeeder, it is scaled up based on the number of accounts you choose to identify and enrich. 

Both Leadfeeder and Albacross offer 14-day free trials. While it seems that Albacross has a marginal advantage in terms of pricing, it’s only fair to determine which product is the better fit based on features, benefits and limitations as well. 

Leadfeeder vs Albacross - Features

Let’s explore how Leadfeeder and Albacross compare in terms of features

Shared Features

Given that Leadfeeder and Albacross are direct competitors to each other, it’s only natural that they share product features and use-cases. Here’s a breakdown of a few core, common features between the two tools: 

1. Company identification

Company identification is at the core of what both products do. Rest assured, Leadfeeder and Albacross are more than capable of accurately identifying and enriching anonymous accounts visiting your website. More context, around this:

Leadfeeder/Dealfront likely wins the spot for the best Europe-specific company data. The now Germany-based company claims coverage of over 66M+ companies across the world, with nearly half of that being from Europe alone. Within its European coverage, it provides deep data (sourced from national trade registers and chambers of commerce) in certain geographies:

Albacross does not openly share as much about its database but is likely comparable to Leadfeeder. In fact, Albacross claims to have built out the largest proprietary IP-to-company mapping database globally with over 100+ B2B attributes. This, however, is challenging to verify without the numbers. 

2. Filtering, segmentation & scoring

Of course, not every account visiting your website would be sales-ready ICP companies. To help break through the noise, Leadfeeder and Albacross offer comprehensive filtering, segmentation, and lead scoring functionalities. 

This helps automatically filter total identifies traffic down to a few in-market, high-fit accounts based on their firmographic properties (industry, revenue, headcount, etc) and engagement levels (page views, clicks, etc)

3. Integrations

Leadfeeder and Albacross provide a wide range of integrations with CRMs (HubSpot, Salesforce), MAPs, Slack/MS Teams, and other everyday go-to-market tools. In addition, integrations with Zapier helps both tools push data back into any other solution that they don’t natively integrate with. 

Integrations are an important consideration when choosing a lead generation tool as it helps eliminate tedious, manual workflow management and empowers automated trigger based actions such as real-time Slack alerts, LinkedIn ads retargeting, CRM updation, and more. 

Of course, there’s more to it than just this. But the previous three points cover the crux of what both platforms help with: account intelligence and activation features. Now, let’s look at why you might want to choose one over the other.

Why Leadfeeder over Albacross?

1. Contact database 

Although Albacross also provides contact data (mail IDs, phone numbers, etc) based on the accounts visiting your website, it’s only included as part of its premium tier plans. Leadfeeder, on the other hand, provides access to over 200M+ contact-level data points across the board. Note that neither tool can tell exactly who is visiting your website at a user-level. Instead, they provide best-bet recommendations from independent contact databases. 

2. User interface 

Based on our secondary research, Leadfeeder has a considerable edge over Albacross  in terms of user interface. While customers rave about Leadfeeder’s UI, Albacross faces some criticism over its useability:

3. Website analytics 

Leadfeeder takes another point over Albacross when it comes to website analytics. While neither tool is especially great at tracking website behavior, Leadfeeder has the advantages of form tracking, video tracking, download tracking, time-spent on page, and other, more granular metrics to gauge accounts engagement.

Why Albacross over Leadfeeder?

1. Pricing 

The most obvious advantage Albacross has over Leadfeeder is its pricing. While Leadfeeder technically does offer a few more features, Albacross is unequivocally the budget-friendly option for teams that are early in their ABM journey. If you already use a contact database such as Apollo or Zoominfo, Albacross should be a good starting point for your company identification needs.

2. Lead history 

Lead history includes activity data, source of visit, time-spent on page etc. If you’re a company with especially long sales cycles, you probably want to track lead history over several weeks, if not the entire quarter. At the moment, Leadfeeder falters in this regard while offering only up to 30 days of lead history. Albacross, on the other hand, extends history to up to 90 days. 

3. Website personalization 

Albacross offers nifty website personalization features via integration with VWO and Google Optimize to empower A/B testing based on the nature of accounts visiting your website. This is a valuable tool for product marketers to experiment with different positionings for different buyer personas. 

Why Factors over the rest? 

And there you have it. A run down of how Leadfeeder and Albacross compare against each other. Before dropping off however, we would be remiss without sharing a little about why Factors might make an even better fit for your lead generation and account intelligence requirement than the latter two. 

{{CTA_BANNER}}

In short, Factors does everything Leadfeeder and Albacross do — along with so much more. Here are a few clear advantages Factors has:

1. Data accuracy 

Data accuracy is probably the most important consideration when picking an intelligence tool. Without accurate data, you have nothing to work with. Factors partners with industry-leading marketing and sales intelligence solutions 6sense and Clearbit to provide unmatched identification rates of up to 64% — including highly enriched firmographics and technographics data. 

2. Lead history (again)

Maintaining lead history and account timelines for longer periods of time can be crucial to B2B teams with longer sales cycles. Leadfeeder maintains lead history for up to 30 days. Albacross maintains lead history for up to 90 days. And Factors maintain lead history — including touch points across ad campaigns, website, CRM, sales interactions, and more — for as long as 1 full year (365 days!) That's more than 4 times as long as the closest alternative.

‍3. Analytics & attribution

Factors is built upon strong analytics and attribution foundations — which means it provides far more functionality, customization and granularity when it comes to account-level reporting. Among several other features, this includes account scoring, path analysis, funnels, timelines, attribution, KPI reporting and more across campaigns, website, CRM etc.

Leadfeeder vs. Albacross: Choosing the Right B2B Lead Generation Tool

1. Leadfeeder: Offers CRM integrations, detailed analytics, and visitor tracking, starting at €139/month for 100 identified companies.
2. Albacross: Provides similar visitor identification at a lower cost (€79/month) but with fewer integrations and analytics features.
3. Key Considerations: Budget, integration needs, and depth of analytics required for lead generation.

Selecting the right tool depends on balancing cost with essential features for effective B2B outreach.

Comparison Table

To summarize, here’s a quick comparison table of all three platforms for your consideration:

Given that B2B deals involve several touch-points and lengthy sales cycles, it has become harder to measure the effectiveness of marketing efforts. Hence attribution has become a crucial part of B2B marketing. 

Bizible is one of the tools at the forefront of attribution technology. Though Adobe has acquired Bizible and is now Adobe Marketo Measure, its attribution solution is still one of the best. 

But upon evaluating the customer reviews of Bizible, we found limitations that hinder the complete adoption of the tool. This blog deconstructs the drawbacks and finds why Bizible users search for alternatives. 

We also evaluate 7 Bizible competitors, their features, reviews, and pricing to help you find the best tool for your business.

Table of Contents

• Why are marketers looking for Bizible alternatives?
• An overview of the top 7 Bizible alternatives and competitors
• Top 7 Bizible alternatives and competitors
• Takeaway

Why are marketers looking for Bizible alternatives?

Bizible (Marketo Measure) is an ideal attribution software for businesses to track the ROI and effectiveness of marketing efforts against revenue or conversion. In addition, it provides insights into the marketing channels or platforms that trigger most customer engagement.

But is it the best marketing attribution software available in the market? Is it the right tool for your company? 

Though Bizible provides many valuable features, it is not the best choice for customers for multiple reasons. We have gone through the customer reviews on platforms like G2, Capterra, etc., and found that -

• Bizible is a costly tool.
• It takes a long time to set Bizible up.
• Bizible’s dashboard is not easy to use and understand.
• Data management in Bizible is complex and hard to understand.

• Bizible provides minimal integrations with third-party tools.

• The range of attribution models available in the tool is limited.
• Its funnel metrics feature’s performance is poor and is hard to filter.

These drawbacks lead businesses to look for user-friendly alternatives that meet their unique requirements and offer better value for money.

{{INLINE_CTA_A}}

So here's a list of solutions that are the best Bizible alternative based on user reviews, pricing, and many more factors. 

Top 7 Bizible alternatives and competitors

1. Factors.ai

Factors.ai is a marketing analytics and attribution tool that offers multiple features such as account deanonymization, ABM analytics, and customer journey analytics. The tool is purpose-built for SaaS marketers and can help amplify the marketing ROI.

Its no-code integration makes the onboarding process easy. In addition, Factors consolidates siloed data from multiple sources such as website visitor data, CRM, Clearbit data, and Google Search Console. This centralized data helps both marketing and sales teams to understand their customers, optimize their efforts, and strive for increased conversion rates. 

It has a retroactive data capture function. Once installed, the tool automatically tracks all events. 

Key features

• Multi-Touch Attribution:

Factors enables marketers to compare and choose the best attribution models for their business. It can track all essential touchpoints across multiple channels. This enables enterprises to attribute revenue to the most influential touchpoint accurately. 

• Account Deanonymization:

What makes Factors stand out from the crowd is account deanonymization. It helps B2B marketers identify anonymous account-level traffic and gain information about companies visiting, such as

• Company name
• Industry
• Employee range
• Revenue range. 

The above data can help businesses identify qualified traffic and their customer journey.

• ABM Analytics:

Factors provides a complete suite of analytics techniques to drive account-based marketing efficiently. Its dedicated website analysis can help marketers understand and improve the conversion rate with the following.

• Automated button tracking
• Custom domain tracking
• Granular page analytics

Also, the funnel analytics feature enables marketers to create and analyze data from multiple sources. It further helps marketers gain deeper insights into identifying trends, patterns, and other opportunities to optimize campaigns. 

• Journey Analytics:

Journey analytics helps marketers gain a comprehensive idea of the buyer's journey. The path analysis provides marketers with a vivid picture of the influential user paths, helping optimize marketing efforts. And the ‘Explain’ feature helps identify the variables that positively and negatively impact the defined goal. 

• Unified Dashboard:

Factors provide a customizable dashboard where you can visualize all your valuable customer data at a glance. This centralized customer data and the intuitive dashboard offer seamless tracking of performance metrics, enabling effective alignment across departments.

Pricing

A free trial is available. Paid plans are as follows;

• Starter - $399 per month 
• Growth - $799 per month

They provide two more plans, Custom and Agency. Contact Factors’ team to get more information about each plan.

{{INLINE_CTA_A}}

2. HockeyStack

HockeyStack, a marketing analytics and attribution company, is another Bizible competitor. Its implementation is relatively easy, and you can complete it in two steps.

1. Copy-paste the tracking code of HockeyStack to your website and product. 
2. Connect your CRM, ad accounts, and every other tool in your stack - with one click. 

With HockeyStack, marketers can increase lead quality, track key accounts’ journeys, and measure and optimize ROI. The tool also allows marketers to measure their SEO efforts and understand their effect in the pipeline. 

Key features

• Attribution:

This feature visualizes the customer journey on all touchpoints both before and after the conversion. According to HockeyStack’s website, by attributing all properties in CRM to revenue, HockeyStack can help understand how customer support affects monthly recurring revenue (MRR), what features lead to higher MRR, and more. 

• Funnel Analytics:

It is a powerful analytical feature from HockeyStack that enables users to visualize various stages of the sales cycle. It helps provide visibility into how visitors are progressing within the website up until conversion. It also helps users understand where and why you are losing prospects.

• Unified Tracking: 

Marketers can collect and visualize all their valuable customer data in one place. The feature also provides a comprehensive view of the customers’ journey by tracking every interaction the users have with the website or product. 

• Custom Reports: 

HockeyStack provides several inbuilt templates for creating reports. Users can also make one from scratch. 

Pricing

A free version isn't available for HockeyStack, but they provide a live demo and a 14-day free trial. Their paid plan starts from $949 monthly for 10K visitors for 10 users. To get a clear idea about their plans, please contact the HockeyStack team.

3. Dreamdata

Dreamdata is a revenue attribution platform for B2B businesses. It allows marketers to measure and scale marketing performance across all channels. In addition, the tool can connect and analyze measurable touchpoints across channels, campaigns, and offline events. 

It can also help map the touchpoints in the customer journey and provide detailed marketing analytics reports on revenue attribution. 

Key features

• Multi-touch Attribution:

The feature provides a range of attribution models to determine channels that have the most impact on sales and revenue. It also helps improve the campaigns by identifying the most influential channels and attributing conversions to them.  

• Revenue Analytics:

This tracks and analyzes data from various channels and offers insights into the revenue performance of a business. It identifies the profitable channels and helps optimize marketing spending to ensure maximum ROI. 

• Customer Journey Analytics:

From the first touch to the last, Dreamdata offers complete customer journey details in real-time. It also allows marketers to track each account journey individually and visualizes its timeline. 

• Performance Attribution: 

This feature is specifically for measuring and analyzing the performance of all revenue-generating activities. The activities include paid advertisements on search engines and social media platforms. 

Pricing

Dreamdata offers both a free version and a free trial. In addition, they offer a ‘Team’ plan of $999/month and a ‘Business’ plan that depends on the custom business needs. 

{{INLINE_CTA_A}}

4. Attribution

Attribution offers a complete multi-touch attribution solution for both B2C & B2B marketers. It is easy to set up and provides integration with third-party tools.

Attribution leverages cohort-based reporting to accumulate adequate data and gain insights at a granular level. The tool helps identify overlapping campaigns, visualize user timelines, and more. Their customer support is top-notch and is available 24/7.

Key features 

• Customizable Attribution Models: 

It allows marketers to customize the attribution models with minimal coding. 

• Robust Auditing:  

Attribution has a built-in auditing tool that works round the clock to keep track of revenue allocations and report counterfeit errors. 

• Multiple Built-in Integrations: 

Attribution supports many pre-built integrations to various CRM platforms, and B2B media channels like LinkedIn, Hubspot, Adroll, Outbrain, etc. 

• Delivers Actionable Insights:

Attribution’s simple and intuitive dashboard proactively delivers insights after analyzing customer data. Further, marketers can drill down the reports to improvise their marketing efforts. 

Pricing

Pricing details are not available on the website. Contact the Attribution team to learn more about their pricing plans.  

5. Full Circle Insights

Full Circle Insights is another Bizible alternative that provides full-fledged marketing attribution. It also includes lead management and funnel metrics solutions. 

The tool has native integration with Salesforce to help businesses accurately measure campaign performance. However, implementation takes time, and the usability depends on whether the marketing team is knowledgeable about Salesforce. 

Key features 

• Revenue and Pipelines Analysis:

This feature uses sophisticated pipeline analysis to identify which marketing campaigns contribute to deals. It provides detailed reports that help businesses optimize and improve their marketing strategy. 

• Out-of-the-box Attribution Models:

It provides various attribution models and enables marketers to customize them based on their business’s sales cycle and goals.

• Full Funnel Visibility: 

Analyze funnel metrics at a granular level and track down the lead responses down the funnel to optimize your marketing strategies. 

Pricing

Full Circle insights provide customized pricing plans. So, contact their team for more details.

5. CaliberMind

CaliberMind is a Bizible alternative that provides powerful marketing attribution. In addition, it is customizable, allowing the marketing team to build attribution models that meet their business needs.

The tool brings all customer behavior data across different channels and sources together in a single location. Also, the tool is adaptable to any tech stack and is scalable to grow with the business.

Key features

• Multi-touch Attribution:

The feature helps understand the marketing effort’s impact on revenue and customer acquisition. It can track user interactions across different channels and help assign credit to the channels that drive more conversion and revenue. It also focuses on identifying what is impacting the pipeline and predicts pipeline generation.

• Funnels:

This feature lets you identify why customers drop off during the journey. CaliberMind also helps you fill those gaps and enables you to get more out of your funnel. 

• Web Tracking:

The innovative web tracker provides better visibility into your website traffic. As a result, you can quickly identify who interacted with your brand and at which point in their buyer journey.

• Surge (ABM) Scoring:

Surge scoring based on account-based marketing (ABM) strategy lets you quickly identify potential customers with a high chance of buying your products or services. This feature leverages online behavior, customer information, and other relevant data to identify potential customers. 

Pricing

CaliberMind offers a free trial, but its pricing is not transparent. Contact their team for more details. 

{{INLINE_CTA_A}}

6. Ruler Analytics

Ruler Analytics is a marketing attribution tool that provides closed-loop attribution across different channels. It can track online and offline touchpoints and automatically reveal channels that drive conversions. 

The tool can track customer journeys quickly and link revenue to appropriate campaigns. In addition, it allows marketers to see how quality leads behave and optimize their campaigns accordingly. Ruler Analytics is easy to implement and provides good customer support.

Key features

• Marketing Attribution:

Ruler Analytics empowers marketing teams to track each website visitor across multiple sessions. After conversion, the tool collects revenue data from CRM and attributes it to influential campaigns. It provides various attribution models and lets marketers select the right one for their business. 

• Opportunity Attribution:

This feature automatically attributes leads to the pipeline. Marketers can see how many leads are at each pipeline stage and track every lead to their source. 

• Offline Conversion Tracking:

Ruler Analytics lets you track and identify offline touchpoints that contribute to or lead up to conversions. 

• Data-Driven Attribution:

It generates actionable insights that help businesses;

• Help optimize their marketing efforts.
• Align marketing and sales team.
• Visualize a more accurate customer journey. 

Pricing

Ruler Analytics offers a free trial, and their pricing plans are as follows. 

• Small/Medium Business - £199 per month. 
• Large Business - £499 per month
• Enterprise - £999 per month. 

It also provides an Advanced plan with pricing available upon request (POA).

Takeaway

Those mentioned above are a few of the many Bizible alternatives you can use. Choosing an attribution tool ultimately depends on your business needs and requirements. 

For example, if you are a B2B marketer in search of an attribution tool, then Factors would be an ideal choice. The tool is built for B2B marketers, enabling them to identify all website visitors, attribute revenue, provide the right attribution models, run ABM, and more. Whereas, if you are a small business that wants to have constant customer feedback to improve the product, then choose HockeyStack. Its Survey add-on feature would be handy.

Following are some key factors to consider when choosing an attribution tool. 

• Make sure the tool is customizable to meet your business needs.
• Check the pricing of each tool and ensure it provides value for the investment.
• Make sure the tool can grow with your business.
• Go through the reviews to find out what other customers have said about the tool.
• Look into their customer service and find how helpful they are.

Keep these reviews and considerations in mind when you’re on the lookout for a Bizible alternative.

Marketing analytics tools are crucial for B2B marketers as they offer valuable insights into customer behavior, campaign performance, and marketing ROI. There are numerous analytics tools to choose from, and Mixpanel is one among them. 

Mixpanel is a user behavior analytics platform that helps businesses optimize customer engagement and drive growth. 

It provides various features such as event tracking, cohort analysis, and user segmentation. Though the tool offers product and marketing analytics, Mixpanel is widely used for product analytics. It's even second in the list of best product analytics tools in G2. 

While Mixpanel seems to be an effective analytics tool, we have found some limitations upon evaluating customer reviews. Poor customer support, expensive pricing, and unintuitive user interface are a few to name. Ergo, marketers are also looking into alternatives that may fit their businesses. 

But with so many available options, it can be hard to know which tool is perfect. That's why we've compiled a list of Mixpanel alternatives you should look for in 2025. 

This blog will discuss 9 alternatives to Mixpanel with their unique features, integrations, pricing, and customer reviews.

So let's dive in and explore what each of these alternatives offers!

Why do users look for Mixpanel alternatives?

Mixpanel has been a popular choice for many, but some teams consider alternatives because of certain limitations of the tool. 

Here are some of the shortcomings of Mixpanel:

1. Higher pricing

High pricing can lead to budget constraints, resulting in companies cutting costs in other areas to accommodate the tool. Also, with high pricing, companies may not be able to afford all features or support services. Customer reviews have shown that Mixpanel’s pricing is very expensive. This is one of the main reasons marketers seek a Mixpanel alternative. 

{{INLINE_CTA_A}}

2.Poor customer support

Customer support is crucial for analytics tools. With proper support users can

• Easily adopt the tool.
• Resolve technical issues.
• Better understand tool functionality.

Customer reviews show Mixpanel’s customer service to be unresponsive and poor. Due to their limited support, implementation of the tool also takes a lot of time and effort.

3. Unintuitive User Interface 

An intuitive UI encourages quick product adoption and sustained usage. Unfortunately, customers find Mixpanel to be a complex platform with a steep learning curve for non-technical users.

4. Complex filter options

You need to filter out the data perfectly to understand where your product lags and identify how to improve. Based on reviews, customers find Mixpanel’s filters to be confusing. This may lead to extracting unwanted data and hard to find the data you need. 

Following are some cons we found while evaluating customer reviews on Capterra.

• Data reports may have some missing data. 
• Duration tracking on iOS platforms is sometimes wrong. 
• There are no advanced features for detailed email marketing campaigns. 
• Dashboard features have a very limited data range, up to only 2 weeks. It can’t accommodate all the generated reports. 

The aforementioned limitations are some of the reasons why marketers seek an alternative. However, keep in mind that these may vary with businesses.

Now that we have understood why marketers are looking for an alternative to Mixpanel, let's dive into our list of suggestions.

Top 9 Mixpanel alternatives

Explore the top 9 Mixpanel alternatives to select your marketing analytics tool. We will introduce some competitors that can match or surpass Mixpanel's capabilities. Read on to learn more. 

1. Factors.ai

First in the list of Mixpanel alternatives is Factors. 

Factors is a marketing analytics and attribution tool explicitly built for B2B companies. The tool has numerous features that help businesses gain valuable insights into user interactions and engagement with the website.

The platform can track online and offline touchpoints and thus provides a complete view of the customer journey. This helps marketers identify and analyze channels and campaigns that are driving engagement and conversions. 

The tool is easy to implement and allows no-code integrations, helping marketers connect with CRM, ad platforms, and MAPs. In addition, its dashboard is customizable and can gather all key customer data in one place. By doing so, marketers can monitor and analyze campaigns quickly and optimize them accordingly. 

Key features

• Advanced Web Analytics:

With Factors, marketers don't need to create custom events or use different tools for website behavior analysis. It can automatically track all events, both online and offline. The events can be button clicks, form fill attempts, sales calls, and meetings. It also automatically captures retroactive data, allowing marketers to analyze past data, such as user behavior, the performance of past campaigns, etc. This helps them optimize current strategies and make informed decisions for future growth. 

• User Segmentation: 

The more customer data an analytics tool has the more effectively the tool can segment users. Factors' robust integration with CRM software makes it possible for it to collect more customer data and segment users more efficiently than other tools. 

• User Timelines:

This feature visualizes every user interaction and engagement on your website. The timeline includes online and offline touchpoints and is available at the user and account-level. As a result, it offers a better understanding of user behavior. 

• AI-Powered Insights:

Using AI technology, Factors' Explain feature shows which elements are working toward a specific goal and which aren't.

• Multi-Touch Attribution:

The features provide a range of attribution models to compare and select the right one for the business. It allows you to accurately attribute conversion and revenue to the channels driving revenue. 

• Account Intelligence:

The feature allows marketers to discover anonymous accounts visiting your website. As a result, marketers gain insights into their traffic, where its are coming from, and more. This helps in segmenting the target audience from the rest. In turn, marketers  can optimize and personalize their campaigns for better conversions.

Integrations

• Hubspot
• Facebook Ads
• LinkedIn Ads
• Google Ads
• Salesforce
• Segment
• Bing Ads
• Rudderstack
• Marketo
• 6Sense
• Clearbit
• Leadsquared
• Drift
• Google Search Console
• Slack
• Google Spreadsheet
  

Customer reviews

Pricing

Find pricing info here: pricing details.

{{INLINE_CTA_A}}

2. Heap

Heap is a digital analytics platform that helps businesses track how users interact with digital products. The tool offers no code and easy implementation. Like Factors, Heap can also track various events automatically.

Heap can track events automatically. Since the tool records all events from day one, every event definition is completely retroactive. This allows users to view and analyze past data. 

Additionally, Heap can also automatically generate reports for analysis, which can be very helpful for small teams.

Key Features 

• Customizable Dashboards: 

Customizable dashboards allow businesses to create custom dashboards to track all essential KPIs and metrics. Companies can visualize and analyze their data without wasting time on irrelevant information.

• Autocapture: 

Heap doesn’t require manual tagging and can automatically capture user interactions on websites or apps. Marketers can pinpoint the point of friction of a customer journey and optimize accordingly to improve it. 

• Behavioral Segmentation: 

The feature helps businesses understand how users interact with their website or app. This allows them to effectively target their visitors and provide a personalized user experience.

Integrations

• Salesforce
• Marketo
• Optimizely
• Clearbit
• Zendesk

Customer reviews

Pricing

Heap's free plan includes 1 project and up to 10K monthly sessions. The details about Growth, Pro, and Premier plans are available upon request. 

3. Amplitude

Amplitude is a digital analytics platform that is used by brands and innovative businesses to personalize their digital products and optimize product development.

Amplitude helps answer critical questions about your digital product strategy, like 

• How are users navigating through the website?
• What features are users engaging with most?

It's an analytics solution built for modern product and growth teams, offering real-time analytics, cross-platform tracking, behavioral analytics, and enterprise-level security and customer support.

Key features

• User Surveys:

With Amplitude, companies can easily create customized surveys to collect user feedback. This feature helps better understand user preferences, opinions, and pain points, helping businesses make more informed decisions to enhance user experience.

• User Profiling: 

Amplitude provides companies comprehensive data on individual users, including their behavior, demographics, and interests. This information can be used to create personalized marketing and outreach plans to potentially improve the conversion rate. 

Integrations

• Segment
• Slack
• Salesforce
• Optimizely

Customer reviews

Pricing 

Amplitude has three different packages. The Starter package is free to use, and you need to contact the sales team to know the pricing for the other two packages.

{{INLINE_CTA_A}}

4. Google Analytics

Google Analytics is a robust analytical tool that helps companies better understand their audience, website and digital marketing efforts. GA is user-friendly and flexible, enabling marketers to identify the most effective channels for achieving the best results. 

The tool can also help identify areas of friction that marketers can optimize based on information from the tool to improve engagement and other key metrics.

Key Features 

• Enhanced Reporting

Google Analytics provides auto-generated reports for all of your marketing campaigns. It can provide different reports like - audience reports, behavior reports, conversion reports, real-time reports, and more. You can easily visualize the reports in a chart manner for better understanding. 

• Data Activation

One of the specialized tools of Google Analytics is data activation. It uses machine learning algorithms to thoroughly analyze the marketing data. This helps you make smarter marketing decisions using input data streams.

Integrations

• Salesforce
• Zoho
• Hubspot
• Mailchimp
• Campaign Monitor

Customer reviews

Pricing

Google Analytics has a free version and an enterprise-version called Google Analytics 360. The pricing for the latter starts at $150,000 per year.

5. Plausible Analytics

Plausible Analytics is a privacy-focused web analytics tool. It offers businesses valuable insights into their website traffic and user engagement. The tool complies with regulation laws such as GDPR, CCPA, and PECR. Plausible is easy to use and implement and is one of the most simple analytics available in the market. 

Key features 

• Lightweight script:

Plausible is executed through a lightweight script. Its script size is less than 1KB, ensuring that your website’s page load speed won’t be affected in the least. 

• Traffic segmentation:

You can segment and differentiate data based on various metrics. This helps you understand the volume, behavior, and characteristics of visitors coming to your website and their source. You can also create custom events to get the specific information they need.

• Sharable dashboards:

Other tools don’t allow dashboard sharing. Plausible allows marketers to share the analytics dashboard with the team members or management for better collaboration. 

Integrations

• Carrd
• Bubble.io
• Hubspot
• Google Data Studio

Customer reviews

Pricing 

Their pricing depends on the monthly page views. If you have 10k views, you need to pay $9 per month. They also provide a 30-day free trial and 2 months free if paid annually. 

{{INLINE_CTA_A}}

6. Matomo 

Matomo, formerly known as Piwik, is a powerful open-source web analytics platform. It gives you real-time updates on visitor details, goal conversion tracking, event tracking, and A/B testing for optimizing website campaigns. 

You can choose between two hosting options: cloud and on-premise. The cloud option is easy to set up and requires no technical know-how, whereas the on-premise option has to be hosted on your server and requires developer support.  

The tool is easy to use and is compliant with GDPR privacy laws.

Key features 

• Event tracking:

Using this feature, marketers can observe, analyze, and interpret the actions and interactions of customers on a website. Marketers can create custom events to analyze the customer's behaviors and help distinguish high-intent visitors from the rest. 

• Multi-touch attribution:

This helps marketers to accurately identify the marketing campaigns and channels that are performing better and that don’t. 

Integrations

• WordPress
• Magento
• WooCommerce 
• MailChimp

Customer reviews

Pricing

Hosting On-Premise is free of charge. You can download and set up the platform on your servers. However, it offers limited features, and extra fees apply for each additional feature. 

For Cloud hosting, pricing begins at $23 per month, accommodating up to 50K traffic. 

7. Kissmetrics

Kissmetrics is a web analytics tool. It helps track user behavior, identify growth opportunities, and improve customer engagement. 

Its dashboard is intuitive and brings all key metrics to one place. In addition, the Funnel feature visualizes customer interactions at each stage of the customer journey. This enables marketers to identify where prospects are dropping off and potential friction in the funnel, helping improve the overall marketing strategy.

Key features 

• Customer Segmentation: 

This feature enables businesses to group website visitors and product users based on shared characteristics. This will help the sales and marketing teams create personalized campaigns targeting each group, increasing the conversion rate. 

• Cohort Analysis:

Businesses can use this feature to identify trends and patterns in user behavior by cohorts, such as determining if customers who signed up during a specific promotional period remain active and engaged in subsequent months.

Integrations

• Shopify
• WooCommerce
• Zapier
• Gmail

Customer reviews

Pricing 

Pricing of Kissmetrics starts from $299/month to customizable according to the increase in the monthly tracked users. 

{{INLINE_CTA_A}}

8. Contentsquare 

Contentsquare is a cloud-based digital experience analytics tool that allows businesses to understand customer behavior and use that data to improve their experiences. 

It captures and visualizes a wide range of data, including user clicks, scrolls, and navigation patterns, allowing businesses to understand how visitors engage with their digital properties and identify areas for improvement.

Key features 

• Behavioral Analytics

Identify the how and why behind metrics, such as the number of clicks, page views, and click-through rates, by capturing every in-page interaction. Also, create user experiences that boost conversions and align future efforts with customer needs and goals based on these behavioral insights.  

• Tagless integration

The feature captures content interactions automatically. It lets you analyze and prioritize data content pieces to focus on without having to rely on preplanned and configured event tags.

• Integration and APIs

Contentsquare integrates seamlessly with all major analytics tools and visualization suites. This allows you to bring the best insights on web analytics, A/B testing, Voice of Customer, APM, BI tools, and more. 

Integrations 

• Salesforce
• Google Analytics
• Adobe Analytics
• InMoment
• AWS
• Google 360 Analytics

Customer reviews

Pricing

There's no pricing information available on the website. Contact the Contentsquare team for more details. 

{{INLINE_CTA_A}}

9. FullStory

FullStory is a platform that provides Digital Experience Intelligence (DXI) by combining product analytics, session detail, and collaboration tools. This helps you gain real-time insights to improve your web and mobile app experiences. 

With FullStory, you can proactively monitor your website and digital products. This helps you to understand how users interact with your product or website using qualitative information. It also supports effective collaboration with your team, analyzes behavioral data, identifies opportunities for conversion, and creates impactful digital experiences.

Key features 

• Conversion funnels:

The tool automatically tracks all user interactions and can identify areas of high engagement and spots where users drop off.

• Web Analytics:

The feature analyzes all key metrics in real-time to understand how users engage with the website or app. The monitored key metrics include engagement time, clicks, scrolls, and more.

Integrations 

• Slack
• Shopify
• Salesforce
• Google cloud

Customer reviews

Pricing

They have three different plans, and you can contact the Fullstory team for the pricing details.

Conclusion

As a B2B marketer, you need the tools that really suit your business needs. Every tool has its own pros and cons. Whether you're looking for something with robust reporting capabilities or simply an affordable alternative to Mixpanel, you're sure to find something on this list that fits the bill.

At the end of the day, choosing the right marketing analytics tool can make all the difference in optimizing your business's performance. So, take the time to explore these alternatives and find the one that works best for you. Happy analyzing!