Ranga Kaliyur

Website Account Identification with Factors.ai

Table of Contents:

1. Introduction
2. How does website account identification work on Factors?
3. How can website account identification help?
4. Why Factors?

Your B2B website is a goldmine. Here’s how you can make the most of it.

Now more than ever, B2B marketers & sales folk are being asked to do more with less. Teams are constantly on their toes trying to make limited resources stretch a long way. What’s more? As buyers become increasingly adept at spotting campaign & sales pitches from a mile away, it becomes that much harder to build new relationships from scratch.

The solution? Making the most of what you already have — like the goldmine of acccount data buried away in your website. 

Your website is arguably the most voluminous, high-traffic touch-point for B2B buyers. That being said, only about 1-5% of this traffic actually converts. So what happens to the remaining 95% of accounts you’ve worked tirelessly to drive to your site? We can’t just let all that potential pipeline slip-away, can we?

The following blog highlights how you can identify anonymous companies already visiting your site using cutting-edge account deanonymization and website  tracking technology. 

Factors.ai’s account identification tool identifies who your B2B audience is and how they engage with your brand — so you can reach out with the right message at the right time. But how does account identification work? And what makes Factors.ai the best account identification solution for B2B teams? Let’s find out. 

How does Factors work?

Account identification like Factors use reverse DNS lookup to discover companies visiting your site based on their IP addresses. In short, reverse DNS identifies the host name of a particular IP address to provide company location information. 

Factors ai matches IP data with an extensive database to identify which company visited your site as well as other firmographic features like revenue, employee headcount, industry, etc. Note that Factors is a privacy-compliant intelligence platform that does not identify, collect, or distribute anonymous user-level data.

How can account identification help?

For sales: 

1. Find ready-to-buy accounts: Accounts that visit your website are aware of your brand. And accounts that are aware of your brand are far more likely to convert as compared to those that are yet to hear of you. With account identification, sales can reach out to otherwise anonymous prospects, capitalize on an untapped pool of buyers, and prevent low hanging revenue from slipping away. 

2. Close better deals, faster: The early bird gets the worm and the early salesperson closes the deal. It’s no secret that time is off the essence when it comes to B2B sales. With Factors, sales teams can reach out to high-intent prospects before they have a chance to interact with competitors.

3. Create better sales pitches: Sales can see exactly what content — features, blogs, case-studies, use-cases etc — prospects are engaging to anticipate their needs and personalize sales interactions accordingly. 

For marketers: 

1. Delight your sales team: Make your sales team happy with a list of high-intent, high-quality prospects for your sales team to engage with. And the best part? These are leads generated with zero additional ad spend as they’re simply companies who already visit your site.

2. Understand traffic sources: Learn which channels and traffic source high-quality accounts come from. Scale the right campaigns and close the gap between impressions and revenue. This benefit is all the more pronounced when account identification is used in unison with Factors’ end-to-end attribution and journey mapping.

3. Improve website engagement: See how companies engage with content on your website and understand what topics and themes resonate most with buyers. Gauge what’s helping and hurting website conversions and optimize performance accordingly. 

4. Optimize retargeting: Once you understand which accounts are visiting your site and what they’re looking for, it becomes that much easier to retarget the right audience. Don’t waste your ad budget retargeting everyone who visits your site — just the select few who show real buyer intent. 

Why Factors?

Well, because Factors.ai is the most accurate, cost-effective, and well-integrated account identification software for B2B companies:

1. Data accuracy

Factors.ai delivers the most accurate IP-matching in the industry. In a case wherein customers provided 22,000 unique IPs (where the answers were known), different vendors were asked to match IPs with companies and provide firmographic information. Factors.ai’s cutting-edge IP-technology delivered a whopping 64% match rate and nearly 30% more matches than the nearest competitor. Factors provide a matchrate that’s 10-15% better than alternatives like Clearbit, Kickfire, and Demandbase.

2. Cost-efficiency

Factors.ai is one of, if not the most cost-effective de-anonymization solution in the industry. Learn more about our pricing here: factors.ai/pricing

3. Unified account analytics

Another benefit with Factors is the wide range of complementary features it has to offer along with account identification. End-to-end marketing analytics, revenue attribution, journey mapping and more — all of which provide a layer of depth and direction once you identify which accounts are visiting your site. Answer questions like:

• What campaigns are driving the most traffic to my website?
• What channels should I scale to improve demo conversions on my website?
• What content resonates most with my target audience? 
• How do our customers progress from impressions to revenue? 
• How does marketing performance vary by buyer persona and firmographic features?

4. Website behavior and account timelines

Along with knowing which company is visiting your site, Factors light-weight script will also shed light onto what accounts are engaging with on your site. Understand website activity — including page views, button clicks, time spent, scroll depth and more. All of this data is collected using only first-party cookies — so there’s no impact on third-party restrictions.

What's more? Factors provides intuitive account timelines and user journeys to visualize, in real-time, how accounts are progressive from awareness to intent. This is a valuable feature for B2B marketers to identify buyer intent and strike with marketing material, targeted campaigns, or a simple email while the iron's still hot.

Leadfeeder is a well-established B2B lead generation software that helps go-to-market teams identify and enrich anonymous website traffic. Leadfeeder has recently joined forces with another sales intelligence platform, Echobot, to form Dealfront — a Europe-centric B2B data platform. 

As a result of this collaboration, Leadfeeder has consolidated multiple products, increased pricing plans, and limited the number of seats per account. Accordingly, several former-Leadfeeder users are considering switching to IP intelligence alternatives. 

While Factors is a relatively new player in the account identification space, it’s quickly emerging as a popular alternative to Leadfeeder given its cost-effective plans and industry-leading match rates of up to 64%. That being said, every platform has its unique advantages and limitations that must be considered before making a purchase decision. 

This blog compares Leadfeeder vs Factors to highlight features, benefits and drawbacks of each tool — and explore why one might make more sense for your use-cases over the other. 

Leadfeeder vs. Factor.ai

Before diving into the differences between Leadfeeder and Factors, it’s worth highlighting a few commonalities between both tools given that they’re close alternatives to each other. 

1. Account identification

Needless to say, identifying anonymous accounts on your website is a core functionality of both Leadfeeder and Factors. Both visitor identification tools use IP-based targeting technology to match anonymous traffic with company IPs so users can see who’s visiting their website without the need of form submissions or gated content. 

This provides valuable insights into the nature of website traffic as well as which accounts to go after with retargeting ads or outbound outreach.

While both Leadfeeder and Factors rely on similar technologies, the accuracy with which they identify visitors can vary dramatically based on their respective databases. More on this later.

2. Account-level enrichment

Along with identifying company names, both Leadfeeder and Factors deliver robust account-level firmographic enrichment data such as industry, employee headcount, geography, revenue-range, and much, much more.

Account-level enrichment helps go-to-market teams quickly qualify whether a lead fits the target audience or ideal customer profile. This in turn helps focus marketing initiatives and sales outreach to a highly targeted set of accounts — as opposed to expensive and ineffective spray and pray tactics. 

3. Implementation

Given that Leadfeeder and Factors employ similar IP-lookup technology to identify and track visitors, the implementation process is more or less identical. Both tools have quick and intuitive onboarding that involves the insertion of a light-weight code script onto the website. The script will soon start identifying visitors once activated. 

Overall, the entire implementation process takes no more than 10min for either solution. 

4. Real-time alerts

A really nifty feature offered by Leadfeeder and Factors is the ability for users to receive real-time Slack notifications when high-intent accounts are live on the website. These alerts can be configured to go off only when specific visitor criteria are met. For instance, teams can be notified only when a visitor is from a US-based SaaS platform with at least 100 employees and is on a high-intent page such as pricing.

Research suggests that contacting leads quickly dramatically improves chances of conversions. Accordingly, this is an especially valuable feature for sales reps looking to strike while the iron’s still hot.

5. Privacy-compliance

Leadfeeder and Factors are 100% privacy compliant. Both tools adhere to GDPR and CCPA privacy policies. Factors is also SOC2 type II certified. SOC2 information about Leadfeeder is not publicly available so we refrain from commenting on this. 

With common features out of the way, let’s discuss what each visitor identification solution does better than the other.

What Factors does better than Leadfeeder

Here are a few reasons to consider Factors over other alternatives:

1. Data accuracy (outside Europe)

Rigorous comparative testing over a sample size of 20,000 domains reveals that Factors achieves industry-leading match rates of up to 64%.

No doubt, both Leadfeeder and Factors boast impressive IP databases. In fact, Leadfeeder is at the forefront of IP-matching for Europe-specific data. Challenge with Leadfeeder may surface when targeting companies from US and other geographies outside Europe:

Leadfeeder records IPs for a whopping 26 millions companies in Europe but only about 8.5 million companies in the US and the rest of the world. Factors, on the other hand, covers almost double this figure with over 15 million companies. 

Accordingly, if your business solely focused on the EU market, Leadfeeder is likely the better choice. But for global business, including the US, Factors should be the default. It taps into a relatively larger IP database to identify a wider range of companies from the rest of the world.

2. Account timelines

Account timelines is a feature unique to Factors that helps users visualize customer journeys and touchpoints in real time at an account and user level. 

This is a powerful tool, especially in conjunction with visitor identification, to identify what influences different stakeholders within the same account to move from the awareness stage of the customer journey to closing the deal.

3. Advanced analytics

Factors is built upon strong analytics and attribution foundations. As a result, it’s capable of far more granularity in terms of reporting metrics and KPIs as compared to other marketing intelligence tools.

Factors auto-tracks website KPIs including:

• Page views
• Button clicks
• Percentage scroll depth
• Session duration
• Funnels (Eg: Homepage >> Pricing >> Blog >> Features)
• Custom KPIs and more

In addition to these out-of-the-box analytics, Factors integrated with ad platforms, website, CDPs, and CRMs to deliver powerful multi-touch attribution, path analysis, automated AI-fuelled insights, and more. In short, when it comes to analytics, Factors sheds light on what you need to know to drive more pipeline with less spend.

4. Customer success

While both Leadfeeder and Factors are relatively intuitive platforms, there’s no denying that they’re sophisticated products with at least some learning curves. With such products, it’s imperative to have onboarding support and dedicated customer success management — both of which Factors takes great pride in offering. 

What Leadfeeder does better than Factors

Here are a few reasons to consider Leadfeeder over other alternatives:

1. Contact enrichment 

While no solution can identify exactly who’s visiting your website at a user level, Leadfeeder natively provides users with a list of ideal prospects from the companies visiting a website. 

For example, a fintech company may target the finance team from SaaS companies with over 10M in ARR. In this case, Leadfeeder can more or less find the contact info of CFO, VP finance, finance manager etc from companies already visiting your website — even though these professionals may not actually be the ones visiting. 

This is useful for teams who’d rather not rely on specialized sales intelligence tools like Zoominfo or Apollo for dedicated contact-level data. 

At the moment, Factors integrates with Apollo to provide this contact-level information. Since the majority of users rely on third-party service providers for contact information, this does not tend to be a blocker. 

2. Integrations

Leadfeeder provides several native two-way integrations with popular sales and marketing tools including:

• Pipedrive
• Salesforce
• Activecampaign
• Mailchimp
• HubSpot
• Zapier 

This helps users automatically upload account and contact information directly to their go-to-market tools and CRMs.

Factors integrates deeply with ad platforms, CRMs, CDPs, and more. While Factors does not provide native integrations with the full range of solutions Leadfeeder supports, it does integrate with Zapier/Make.com to support data pushback via Webhooks. At the moment, users can download csv files from Factors and upload them back into their preferred CRM, MAP, etc.

3. Native campaigns & promotions

Leadfeeder’s Promote feature allows users to target specific company IP-addresses with programmatic display ads across Google, Rubicon, Appnexus, and Pubmatic. 

While the efficacy of display ads continues to be hotly debated, this may be a useful way to target companies that already visit your website and fit the ideal customer profile. The primary metrics to track these campaigns are impressions, CTR, and website visits.

Compare Leadfeeder Pricing

Leadfeeder is a relatively inexpensive solution as compared to established Leadfeeder alternatives such as Clearbit and Albacross. That being said, its recent collaboration with Echobot has revised pricing:

Now, Leadfeeder plans start at €139/mo ($152) to identify up to 100 accounts per month

Factors, on the other hand, continues to remain one of the most cost-effective marketing intelligence tools out there with plans starting as low as $99/month for up to 350 accounts identified and enriched per month. Factors pricing is based on the number of monthly website visitors and follows a gradient. Learn more about our pricing here: factors.ai/pricing

What’s the right tool for you?

This blog has compared Leadfeeder vs Factors.ai in terms of features, benefits, and drawbacks. Depending on your use-cases, one is likely to make a better fit for you than the other. Here are a couple of considerations:

• If data accuracy outside of Europe, cost-effectiveness, and holistic account scoring is a priority to you, Factors is likely better choice.
• If Europe-centric data and native contact enrichment is a priority to you, then Leadfeeder may be a better fit.

If you’d like to see how Factors achieves industry-leading match rates of up to 64%, book a demo here: See Factors in action

‍Target the right accounts, at the right time with intent-based outreach

B2B sales teams spend a lot of time and effort reaching out to cold prospects only to achieve disappointing results. In fact, even successful benchmarks tag the average cold-call response rate at just 2%.

And honestly, It’s not difficult to see why. 

While it’s simple enough to find lists of companies and contacts that fit your ideal client profile, it’s a monumental challenge to convince prospects to consider your solution when they’re not in the market for one. 

So what’s the alternative to reaching out to the right accounts at the wrong time?

Reaching out to the right accounts at the right time of course! Or more specifically, it’s intent-based outreach based on the goldmine of anonymous, sales-ready companies already visiting your website. 

The following guide explores how to identify and target sales-ready accounts with the combined powers of Factors’ account identification and HubSpot webhooks. We first discuss how this integration works, before delving into a handful of use-cases. 

How It Works: Pushing data back into HubSpot

Factors taps into industry-leading IP-lookup technology to identify up to 64% of anonymous companies visiting your website. This includes company names as well as firmographics such as geography, industry, employee headcount, revenue range and more. 

In addition, Factors auto-tracks website activity and engagement  with advanced analytics. This includes page views, button clicks, scroll-depth, account timelines, funnels and more. 

With this information, users can filter the total set of anonymous traffic down to ICP accounts that have expressed buying intent:

• ICP criteria: Filter down traffic based on firmographics such as industry, headcount and revenue-range to identify accounts that fit your ideal client profile. 
• Intent criteria: Filter down traffic based on intent signals such as high-intent page views such as pricing, time-spent on page, and percentage scroll-depth to identify sales-ready buyers.

In short, access a list of high-intent ICP accounts that are already visiting your website but are yet to convert.

Now, with webhooks and Zapier, it’s easier than ever to automatically push all this data from Factors into any other tool your team uses. This includes ad platforms, marketing automation platforms, and, in this case, HubSpot CRM. 

How will this help? Rather than going after cold prospects with negligible chances of conversion, sales reps can view, segment, and target sales-ready accounts inside HubSpot. As we’ll see in the next section, this dramatically simplifies and improves targeted sales outreach. 

Implementing Webhooks on Factors is easy as pie. See how here.

Use-cases: Making the most of your website traffic

1. Identify new business opportunities

Factors surfaces anonymous, high-intent companies visiting your website. As previously discussed, this data can be filtered down to high-fit, high-intent accounts. 

Using webhooks, this data can be pushed from Factors into HubSpot. In other words, you can automatically create companies inside HubSpot for visiting companies that match your ICP and intent criteria. 

For example, webhooks can be configured to create a new company when a visitor from a US-based software company with at least 250 employees is live on your website.

Here are a few more examples of what you can see inside your CRM with Factors:

• Accounts that visit a landing page through a search ad but fail to submit a form
• Software companies with at least 500 employees visiting high-intent pages like pricing
• US-based companies that have read through at least half a product comparison blog 

Rather than relying on the 5% of website traffic that submits a form, teams can identify and target a deep new pool of potential pipeline — all within HubSpot. What’s more? Alerts can be relayed to sales reps in real-time through Slack or MS teams so they can immediately reach out to live prospects. 

2. Stay on top of existing target accounts

In addition to recording new accounts visiting your website, Factors can be used to monitor and update data for target accounts that already exist within HubSpot.

For example, say an accounts clicks on a search ad, submits a demo form, but never schedules time on your calendar. While account's data is available in HubSpot, it can be tedious to track and update their actions post the demo form submission.

To solve for this, Factors can automatically update CRM properties based on trigger criterias when accounts return to your website. Let’s say that the same account is back reading a product alternatives blog or visiting the pricing page after a couple of weeks. This event can be updated within HubSpot, including their last active time.

Sales reps can be notified with real-time when high-intent events take place so as to be able to immediately reach out to accounts and improve the odds of conversion. 

3. Accelerate deals with behavioral data

Certain marketing material may or may not be relevant depending on the audience in question. For example, an enterprise-level account may be especially interested in security compliance related content. An early-stage start-up, on the other hand, may find content around cost-effective pricing more appealing.  

Factors can track how various types of companies are interacting with your website to understand what target accounts care about most. This data can be pushed back into HubSpot so sales reps can easily assess a prospect’s interactions, priorities and pain-points before jumping into a sales call. 

For one, sales reps can accelerate deals by personalizing the customer experience. For another, marketing teams can gauge what resonates best with the target audience and finetune content efforts accordingly. 

4. Rekindle lost opportunities

Use Factors to track how prospects who have dropped off the funnel or former customers are returning to engage with your website. For instance, maybe an account that churned a couple of quarters ago is back interacting with a page that highlights a new feature release. 

This may be an intent-signal that the account is reconsidering your product. It might be a good idea for sales reps to reach out and share some relevant information on what’s new. Of course, this doesn’t necessarily guarantee a conversion. But it’s far more effective than reaching out to an ice cold prospects. 

This guide has covered a handful of ways in which pushing account data back into HubSpot can be helpful. Ultimately, the goal is to align account data with relevant stakeholders and technologies in order to:

• Drive intent-based sales outreach 
• Refine ABM efforts and spends
• Optimize retargeting campaigns

There are countless other use-cases with account identification working in conjunction with CRMs, MAPs, and more. With webhooks, Factors can push valuable account data to nearly any platform on the planet. How you make the most of that data is really up to you — the possibilities are endless. 

Target the right accounts, at the right time with intent-based outreach

B2B sales teams invest significant time and resources into reaching out to prospects who are yet to show any intention of buying. However, this cold outreach almost always yields disappointing results. Even the most comprehensive benchmarks indicate that the average response to cold-calls is only 2%.

And honestly, It’s not difficult to see why.

While it’s easy enough to find lists of companies and leads that fit your ideal client profile, it’s extremely challenging to convince prospects to consider your solution when they’re not yet ready to buy. 

So what’s the alternative to reaching out to the right accounts at the wrong time?

Reaching out to the right accounts at the right time of course! Or more specifically, it’s intent-based outreach based on the pot of gold that is the anonymous, sales-ready companies already visiting your website.

The following guide explores how to identify and convert high-intent accounts with the combined powers of Factors’ accounts identification and Salesforce webhooks. We first discuss how this integration works, before delving into a handful of use-cases. 

How It Works: Pushing website data back into Salesforce

Factors taps into industry-leading IP-lookup technology to identify up to 64% of anonymous companies visiting your website — without the need for form submissions. This includes company names as well as firmographics such as geography, industry, employee headcount, revenue range and more. 

In addition, Factors auto-tracks website activity and engagement at an accounts level with advanced analytics. This includes page views, button clicks, scroll-depth, account timelines, funnels and more. 

With this information, users can filter the total set of anonymous traffic down to ICP accounts that have expressed buying intent:

• ICP criteria: Filter down traffic based on firmographics such as industry, headcount and revenue-range to identify accounts that fit your ideal client profile. 
• Intent criteria: Filter down traffic based on intent signals such as high-intent page views such as pricing, time-spent on page, and percentage scroll-depth to identify sales-ready buyers.

In short, access a list of high-intent ICP accounts that are already visiting your website but are yet to submit a form or sign-up. 

Now, with webhooks and Zapier, it’s easier than ever to automatically push all this account data from Factors into any other tool your team uses. This includes ad platforms, marketing automation platforms, and, in this case, Salesforce CRM. 

How will this help? Rather than going after cold leads with negligible chances of conversion, sales reps can view, segment, and target sales-ready accounts inside Salesforce. As we’ll see in the next section, this dramatically simplifies and improves targeted sales outreach. 

Implementing Webhooks on Factors is easy as pie. See how here.

Use-cases: Making the most of your website traffic

1. Identify new business opportunities

Factors surfaces anonymous, high-intent companies visiting your website. As previously discussed, this data can be filtered down to high-fit, high-intent accounts. 

Using webhooks, this data can be pushed from Factors into Salesforce. In other words, you can automatically create accounts inside Salesforce for companies that match your ICP and intent criteria. 

For example, webhooks can be configured to create a new account when a visitor from a US-based software company with at least 250 employees is live on your website.

Here are a few more examples of what you can see inside your CRM with Factors:

• Accounts that visit a landing page through a search ad but fail to submit a form
• Software companies with at least 500 employees visiting high-intent pages like pricing
• US-based companies that have read through at least half a product comparison blog 

Rather than relying on the 5% of website traffic that submits a form, teams can identify and target a deep new pool of potential pipeline — all within Salesforce. What’s more? Alerts can be relayed to sales reps in real-time through Slack or MS teams so they can immediately reach out to live prospects. 

2. Stay on top of existing target accounts

In addition to recording new accounts visiting your website, Factors can be used to monitor and update data for target accounts that already exist within Salesforce.

For example, say an account clicks on a search ad, submits a demo form, but never schedules time on your calendar. While the account's data is available in Salesforce, it can be tedious to track and update their actions post the demo form submission.

To solve for this, Factors can automatically update CRM properties based on trigger criteria when leads return to your website. Let’s say that the same account is back reading a product alternatives blog or visiting the pricing page after a couple of weeks. This event can be updated within Salesforce, including their last active time.

Sales reps can be notified with real-time when high-intent events take place so as to be able to immediately reach out to leads and improve the odds of conversion. 

3. Accelerate deals with behavioral data

Certain marketing material may or may not be relevant depending on the audience in question. For example, an enterprise-level account may be especially interested in security compliance related content. An early-stage start-up, on the other hand, may find content around cost-effective pricing more appealing.  

Factors can track how various types of companies are interacting with your website to understand what visitors care about most. This data can be pushed back into Salesforce so sales reps can easily assess a prospect’s interactions, priorities and pain-points before jumping into a sales call. 

For one, sales reps can accelerate deals by personalizing the customer experience. For another, marketing teams can gauge what resonates best with the target audience and fine-tune content efforts accordingly. 

4. Rekindle lost opportunities

Use Factors to track how accounts that have dropped off the funnel or former customers are returning to engage with your website. For instance, maybe an account that churned a couple of quarters ago is back interacting with a page that highlights a new feature release. 

This may be an intent-signal that the lead is reconsidering your product. It might be a good idea for sales reps to reach out and share some relevant information on what’s new. Of course, this doesn’t necessarily guarantee a conversion. But it’s far more effective than reaching out to an ice cold lead. 

This guide has covered a handful of ways in which pushing account data back into Salesforce can be helpful. Ultimately, the goal is to align visitor data with relevant stakeholders and technologies in order to:

• Drive intent-based sales outreach 
• Refine ABM efforts and spends
• Optimize retargeting campaigns

There are countless other use-cases with account identification working in conjunction with CRMs, MAPs, and more. With webhooks, Factors can push valuable account data to nearly any platform on the planet. How you make the most of that data is really up to you — the possibilities are endless. 

Target the right accounts, at the right time with intent-based outreach

B2B sales teams spend a lot of time and effort reaching out to cold prospects only to achieve disappointing results. In fact, even successful benchmarks tag the average cold-call response rate at just 2%.

And honestly, It’s not difficult to see why. 

While it’s simple enough to find lists of companies and contacts that fit your ideal client profile, it’s a monumental challenge to convince companies to consider your solution when they’re not in the market for one. 

So what’s the alternative to reaching out to the right accounts at the wrong time?

Reaching out to the right accounts at the right time of course! Or more specifically, it’s intent-based outreach based on the goldmine of anonymous, sales-ready companies already visiting your website.

The following guide explores how to identify and target sales-ready accounts with the combined powers of Factors’ account identification and Zoho webhooks. We first discuss how this integration works, before delving into a handful of use-cases. 

How It Works: Pushing visitor data back into Zoho

Factors taps into industry-leading IP-lookup technology to identify up to 64% of anonymous account visiting your website. This includes company names as well as firmographics such as geography, industry, employee headcount, revenue range and more. 

‍

In addition, Factors auto-tracks website activity and engagement at an account level with advanced analytics. This includes page views, button clicks, scroll-depth, account timelines, funnels and more. 

With this information, users can filter the total set of anonymous traffic down to ICP accounts that have expressed buying intent:

• ICP criteria: Filter down traffic based on firmographics such as industry, headcount and revenue-range to identify accounts that fit your ideal client profile. 
• Intent criteria: Filter down traffic based on intent signals such as high-intent page views such as pricing, time-spent on page, and percentage scroll-depth to identify sales-ready buyers.

In short, access a list of high-intent ICP accounts that are already visiting your website but are yet to submit a form or sign-up. 

Now, with webhooks and Zapier, it’s easier than ever to automatically push all this data from Factors into any other tool your team uses. This includes ad platforms, marketing automation platforms, and, in this case, Zoho CRM. 

How will this help? Rather than going after cold leads with negligible chances of conversion, sales reps can view, segment, and target sales-ready visitors inside Zoho. As we’ll see in the next section, this dramatically simplifies and improves targeted sales outreach. 

Implementing Webhooks on Factors is easy as pie. See how here.

Use-cases: Making the most of your website visitors

1. Identify new business opportunities

Factors surfaces anonymous, high-intent companies visiting your website — even if they’re yet to submit a contact form. As previously discussed, this data can be filtered down to high-fit, high-intent accounts. 

Using webhooks, this data can be pushed from Factors into Zoho. In other words, you can automatically create accounts inside Zoho for companies that match your ICP and intent criteria. 

For example, webhooks can be configured to create a new company when a visitor from a US-based software company with at least 250 employees is live on your website.

Here are a few more examples of what you can see inside your CRM with Factors:

• Accounts that visit a landing page through a search ad but fail to submit a form
• Software companies with at least 500 employees visiting high-intent pages like pricing
• US-based companies that have read through at least half a product comparison blog 

Rather than relying on the 5% of website traffic that submits a form, teams can identify and target a deep new pool of potential pipeline — all within Zoho. What’s more? Alerts can be relayed to sales reps in real-time through Slack or MS teams so they can immediately reach out to live prospects. 

2. Stay on top of existing target accounts

In addition to recording new accounts visiting your website, Factors can be used to monitor and update data for target accounts that already exist within Zoho.

For example, say an account ad clicks on a search ad, submits a demo form, but never schedules time on your calendar. While the account's data is available in Zoho, it can be tedious to track and update their actions post the demo form submission.

To solve for this, Factors can automatically update CRM properties based on trigger criterias when accounts return to your website. Let’s say that the same account is back reading a product alternatives blog or visiting the pricing page after a couple of weeks. This event can be updated within Zoho, including their last active time.

Sales reps can be notified with real-time when high-intent events take place so as to be able to immediately reach out to target accounts and improve the odds of conversion. 

3. Accelerate deals with behavioral data

Certain marketing material may or may not be relevant depending on the audience in question. For example, an enterprise-level account may be especially interested in security compliance related content. An early-stage start-up, on the other hand, may find content around cost-effective pricing more appealing.  

Factors can track how various types of companies are interacting with your website to understand what target accountscare about most. This data can be pushed back into Zoho so sales reps can easily assess a prospect’s interactions, priorities and pain-points before jumping into a sales call. 

For one, sales reps can accelerate deals by personalizing the customer experience. For another, marketing teams can gauge what resonates best with the target audience and finetune content efforts accordingly. 

4. Rekindle lost opportunities

Use Factors to track how accounts that have dropped off the funnel or former customers are returning to engage with your website. For instance, maybe a client who churned a couple of quarters ago is back interacting with a page that highlights a new feature release. 

This may be an intent-signal that the account is reconsidering your product. It might be a good idea for sales reps to reach out and share some relevant information on what’s new. Of course, this doesn’t necessarily guarantee a conversion. But it’s far more effective than reaching out to an ice cold prospect. 

This guide has covered a handful of ways in which pushing account data back into Zoho can be helpful. Ultimately, the goal is to align account data with relevant stakeholders and technologies in order to:

• Drive intent-based sales outreach 
• Refine ABM efforts and spends
• Optimize retargeting campaigns

There are countless other use-cases with account identification working in conjunction with CRMs, MAPs, and more. With webhooks, Factors can push valuable account data to nearly any platform on the planet. How you make the most of that data is really up to you — the possibilities are endless. 

Target the right accounts, at the right time with intent-based outreach

B2B sales teams spend a lot of time and effort reaching out to cold prospects only to achieve disappointing results. In fact, even successful benchmarks tag the average cold-call response rate at just 2%.

And honestly, It’s not difficult to see why. 

While it’s simple enough to find lists of companies and contacts that fit your ideal client profile, it’s a monumental challenge to convince prospects to consider your solution when they’re not in the market for one. 

So what’s the alternative to reaching out to the right accounts at the wrong time?

Reaching out to the right accounts at the right time of course! Or more specifically, it’s intent-based outreach based on the goldmine of anonymous, sales-ready companies already visiting your website.

The following guide explores how to identify and target sales-ready accounts with the combined powers of Factors’ account identification and Pipedrive webhooks. We first discuss how this integration works, before delving into a handful of use-cases. 

How It Works: Pushing data back into Pipedrive

Factors taps into industry-leading IP-lookup technology to identify up to 64% of anonymous website traffic at an account-level — without the need for form submissions. This includes company names as well as firmographics such as geography, industry, employee headcount, revenue range and more. 

In addition, Factors auto-tracks account-level website activity, engagement, and intent with advanced analytics. This includes page views, button clicks, scroll-depth, account timelines, funnels and more. 

With this information, users can filter the total set of anonymous website visitors down to ICP accounts that have expressed buying intent:

• ICP criteria: Filter down traffic based on firmographics such as industry, headcount and revenue-range to identify accounts that fit your ideal client profile. 
• Intent criteria: Filter down traffic based on intent signals such as high-intent page views such as pricing, time-spent on page, and percentage scroll-depth to identify sales-ready buyers.

In short, access a list of high-intent ICP accounts that are already visiting your website but are yet to submit a form or sign-up. 

Now, with webhooks and Zapier, it’s easier than ever to automatically push all this identification data from Factors into any other tool your team uses. This includes ad platforms, marketing automation platforms, and, in this case, Pipedrive CRM. 

How will this help? Rather than going after cold leads with negligible chances of conversion, sales reps can view, segment, and target sales-ready accounts inside Pipedrive. As we’ll see in the next section, this dramatically simplifies and improves targeted sales outreach. 

Implementing Webhooks on Factors is easy as pie. See how here.

Use-cases: Making the most of your website traffic

1. Identify new business opportunities

Factors surfaces anonymous, high-intent companies visiting your website. As previously discussed, this data can be filtered down to high-fit, high-intent accounts. 

Using webhooks, this data can be pushed from Factors into Pipedrive. In other words, you can automatically create organizations inside Pipedrive for visitors that match your ICP and intent criteria. 

For example, webhooks can be configured to create a new company when a visitor from a US-based software company with at least 250 employees is live on your website.

Here are a few more examples of what you can see inside your CRM with Factors:

• Accounts that visit a landing page through a search ad but fail to submit a form
• Software companies with at least 500 employees visiting high-intent pages like pricing
• US-based companies that have read through at least half a product comparison blog 

Rather than relying on the 5% of website traffic that submits a form, teams can identify and target a deep new pool of potential pipeline — all within Pipedrive. What’s more? Alerts can be relayed to sales reps in real-time through Slack or MS teams so they can immediately reach out to live prospects. 

2. Stay on top of existing target accounts

In addition to recording new accounts visiting your website, Factors can be used to monitor and update data for target accounts that already exist within Pipedrive.

For example, say an account clicks on a search ad, submits a demo form, but never schedules time on your calendar. While the account's data is available in Pipedrive, it can be tedious to track and update their actions post the demo form submission.

To solve for this, Factors can automatically update CRM properties based on trigger criterias when account return to your website. Let’s say that the same account is back reading a product alternatives blog or visiting the pricing page after a couple of weeks. This event can be updated within Pipedrive, including their last active time.

Sales reps can be notified with real-time when high-intent events take place so as to be able to immediately reach out to accounts and improve the odds of conversion. 

3. Accelerate deals with behavioral data

Certain marketing material may or may not be relevant depending on the audience in question. For example, an enterprise-level account may be especially interested in security compliance related content. An early-stage start-up, on the other hand, may find content around cost-effective pricing more appealing.  

Factors can track how various types of companies are interacting with your website to understand what target accounts care about most. This data can be pushed back into Pipedrive so sales reps can easily assess a prospect’s interactions, priorities and pain-points before jumping into a sales call. 

For one, sales reps can accelerate deals by personalizing the customer experience. For another, marketing teams can gauge what resonates best with the target audience and finetune content efforts accordingly. 

4. Rekindle lost opportunities

Use Factors to track how prospects who have dropped off the funnel or former customers are returning to engage with your website. For instance, maybe a client who churned a couple of quarters ago is back interacting with a page that highlights a new feature release. 

This may be an intent-signal that the account is reconsidering your product. It might be a good idea for sales reps to reach out and share some relevant information on what’s new. Of course, this doesn’t necessarily guarantee a conversion. But it’s far more effective than reaching out to an ice cold prospect. 

This guide has covered a handful of ways in which pushing visitor data back into Pipedrive can be helpful. Ultimately, the goal is to align account data with relevant stakeholders and technologies in order to:

• Drive intent-based sales outreach 
• Refine ABM efforts and spends
• Optimize retargeting campaigns

There are countless other use-cases with account identification working in conjunction with CRMs, MAPs, and more. With webhooks, Factors can push valuable website account data to nearly any platform on the planet. How you make the most of that data is really up to you — the possibilities are endless.