The key to attracting new customers and retaining existing ones is by providing a personalized experience. That is true in the case of B2C, as proven by many studies and surveys.
But what about B2B? Does offering personalized emails, sales calls, or website content make a positive impact?
Well, it seems it does! As Abe Aswathi, Principal – Customer & Marketing at Deloitte, points out in an article.
"Business customers are heavily influenced by their experiences as consumers. These consumers, many of whom are younger professionals, now seek the same experiences in their business interactions."
Now that we've established that personalization drives results for B2B buyers, let's explore how we can go about personalizing B2B marketing efforts with account identification.
In this article, we will be looking at
Visitor identification tools help businesses identify anonymous companies visiting a website — without the need for form submissions. These tools use advanced IP-tracking technology to associate IPs with their respective companies. Additionally, the tools can track website behavior and journey through the sales cycle and provide insight into how they engage with web content.
Sales and marketing teams can leverage this information to create personalized emails, web content, and more to engage with key decision-makers in the identified companies. Doing so results in higher engagement rates, conversions, and customer satisfaction.
Our list is based on extensive market research. We shed some light on what the tools do, their key features and the integrations they offer. In addition, we also show some critical user reviews and pricing of these tools.
Factors is an AI-powered account identification and analytics software that helps teams discover, qualify, and convert anonymous companies visiting their website.
The tool’s marketing analytics and attribution platform enables sales and marketing teams, irrespective of size, to analyze, attribute and optimize their efforts and drive revenue to new heights.
Factors also tracks account-level website behavior and progress through the buyer’s journey. Right from the initial visit, helping inbound marketing teams get a clear picture of the campaigns that are driving engagement and bringing in qualified leads.
Content teams also benefit from this tool as they can easily measure prospects' engagement with website content and discover what is bringing in MQLs.
Product marketing teams are able to narrow down and plan their marketing strategy based on the vast information Factors provided.
Factors seamlessly integrates with the following list of tools and softwares.
Factors offers three services, each with its own pricing:
Deanonymization: Where you can identify anonymous companies that are visiting your website, analyze user behavior, and generate high-intent leads. Pricing starts at
Analytics & Attribution: This offers website analytics, events and form tracking, multi-touch attribution, and more. The pricing for this is as follows:
Professional Services: Get expert analytics, consulting, and technical support that is tailor-made for your B2B marketing team.
Clearbit is a B2B data activation platform that provides data enrichment and market intelligence. It helps B2B teams enrich their existing CRM data and helps them understand their customers better, identify prospects, & personalize interactions with real-time intelligence.
Some of Clearbit’s popular integrations are:
Clearbit does not provide any information about their pricing.
Leadfeeder is a well-known website visitor tracking software that helps B2B businesses find companies visiting their website. Additionally, Leadfeeder also helps sales teams qualify and connect with key decision-makers in the companies.
Some of Leadfeeder’s popular integrations are:
Leadfeeder has two plans.
Lead Forensics is another well-known website visitor identification software. The tool can help B2B businesses uncover information about anonymous website visitors. Additionally, Lead Forensics also helps sales and marketing teams discover high-intent leads and get detailed insights into the prospects’ web behavior.
Some of the popular integrations are:
Lead Forensics offers two plans, get in touch with them to get a price quote.
Visitor Queue is another popular tool that helps identify website visitors in real-time. Additionally, the tool also helps businesses customize their website to personalize the experience for their website visitors.
Some of the available integrations are:
VisitorQueue has five paid plans based on the number of unique monthly companies visiting your website.
Albacross is a visitor identification tool that deanonymizes B2B website visitors. The tool uses first-party intent data to provide insights on high-quality leads. Sales and marketing teams can tailor and optimize their efforts based on the information to get better results.
Some of the available integrations are:
Contact Albacross to know more about the pricing of their product.
Leadinfo helps businesses by transforming anonymous website visitors into leads. The tool helps business teams to observe and respond to leads in real-time, this means businesses are able to capitalize as soon as an opportunity presents itself.
Some of Leadinfo’s available integrations are:
Leadinfo’s pricing model is based on the number of monthly unique visitors to your website. You can input this data into their pricing page and see what it would cost you.
Happierleads helps identify B2B website visitors and helps businesses generate leads. This tool empowers sales and marketing teams to identify anonymous visitors, segment leads, and retarget high-intent visitors with effective marketing campaigns.
Happierleads integrates with
Happierleads have a unique pricing page. Input your requirements to get a custom quote.
LeadLander is a website visitor identification software that enables sales and marketing teams to generate leads and monitor web analytics. This tool has a vast database of contacts of key decision-makers from over 60 million companies worldwide that businesses can use to prospect and outreach to their visitors.
LeadLander uses Zapier to integrate with other software.
You have to get in touch with the company to know more about its pricing.
KickFire is a B2B sales and marketing intelligence platform acquired by Foundry in 2021. The platform also identifies and tracks user and account behavior. Sales and marketing teams can use this information to understand their audience better and improve their efforts.
Some of the available integrations are:
Kickfire, now a part of Foundry, does not have an open pricing policy. So you'll have to get in touch with them over a demo to receive a quote.
LeadMagic is a lead generation and visitor identification platform that helps businesses deanonymize visitors to their websites. It uses AI algorithms to analyze visitor behavior and provide insights on how to best engage with your visitors.
Leadmagic integrates with:
LeadMagic has three premium plans for its visitor identification tool.
The right tool for you depends on your use case and the scenario. Each tool in this list has its own unique features, capabilities, and limitations.
But if you are looking to uncover account-level information about your website visitors, then a tool with deanonymization capabilities is a must. That said, you should also look for easy setup, user-friendliness, and integration with the existing MarTech stack.
In addition to the above, customizability is a huge necessity. Being able to customize your reports and dashboards ensures that you get to track metrics that matter. It goes without saying, but a great tool with a poor support team is just money down the drain.
Now that you know what to look out for in a visitor identification tool. Let us show you how Factors.ai can help elevate your marketing efforts with AI-powered analytics & attribution.
Factors ensure that you can easily decode visitor journeys at the user and account levels. This, coupled with the powerful attribution and marketing analytics features, helps you make decisions faster.
Throw intuition out the window and optimize marketing efforts with data-driven insights, and drive revenue to new heights. With the complete flexibility of customizing your reports and dashboards, you can track and monitor KPI metrics that are important to your business.
Factors acts as an extension of your marketing team, so you get unmatched support. A dedicated team of customer success managers is ready to support your team at any time.
With Factors, the entire onboarding lasts no longer than 30-mins. Lastly, our transparent pricing policy ensures that you pay for what you need and you get what you pay for.
To track anonymous website visitors, you can use visitor identification software. Tools such as Factors.ai, Albacross, and Visitor Queue work by collecting data on your website visitors in compliance with Data Protection Laws. You can get information about their location, browsing behavior, the company they are from, and much more.
Yes, the owner of a website or server administrator can see the IP address of every visitor. However, it is worth noting that IP addresses are not always directly linked to you. Your ISP may use a dynamic IP address, an address that keeps changing periodically.
Cookies are text files that are stored locally on a website visitor's device. The server receives cookies when visitors revisit the website. This allows the website to recognize them and track their behavior.
A web beacon is a small, transparent image (one square pixel in size) that is embedded in a website's code. When a user visits a website, the beacon tracks the user’s IP address, time spent on the site, pages they visit, browser information, and more.
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