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
- What are visitor identification tools?
- Are visitor identification tools the same as visitor tracking software?
- 11 visitor identification tools that can help you understand your users better.
What Are Visitor Identification Tools?
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.
11 Visitor Identification Tools to Understand Your Visitors Better
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.
1. Factors
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.
Features
- ACCOUNT IDENTIFICATION: Factors account identification capability powered by 6Sense enables businesses to identify anonymous website traffic, analyze website engagement, and target high-intent accounts with ease. Factors delivers the highest match rates in the industry, revealing up to 64% of companies visiting your website.
- MULTI-TOUCH ATTRIBUTION: Factors’ account identification technology, combined with integrations with CRM and MAP, allows marketers to map the complete customer journey at an account level. It allows users to draw data-driven conclusions by comparing various attribution models, win rates, and deal sizes side by side.
- UNIFIED ACCOUNT ANALYTICS: Factors offers a wide range of complementary features such as end-to-end marketing analytics, user and account journey mapping, path analysis, and more. All these features help sales and marketing teams measure and analyze their efforts while gaining insights into website traffic. Based on this information, they can optimize their effort to improve conversion rates.
- AI-POWERED FEATURE “EXPLAIN”: 'Explain' empowers marketers with automated insights and root cause analysis on any conversion goal so they can understand what's working and not working.
Integrations
Factors seamlessly integrates with the following list of tools and softwares.
- Hubspot
- Facebook Ads
- Google Ads
- Salesforce
- Segment
- Bing Ads
- Rudderstack
- Marketo
- 6Sense
- Clearbit
- Leadsquared
Reviews
Pricing
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
- Starter – $99/Month.
- Professional – $149/Month.
- Growth – $499/Month.
- Enterprise – Contact for quote.
Analytics & Attribution: This offers website analytics, events and form tracking, multi-touch attribution, and more. The pricing for this is as follows:
- Starter – $399/Month.
- Growth – $799/Month.
- Custom and Agency – Contact for quote.
Professional Services: Get expert analytics, consulting, and technical support that is tailor-made for your B2B marketing team.
- Tier 1 – $500 for 10 hrs/Month.
- Tier 2 – $900 for 20 hrs/Month.
- Tier 3 – $1200 for 30hrs/Month.
2. Clearbit
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.
Features
- ENRICHMENT: Clearbit has a database with over 250 data sources having millions of data points. Users can use the data to update their existing CRM records and also identify new leads.
- REVEAL: Reveal is the de-anonymization platform of Clearbit. It helps businesses identify companies visiting their website. Sales and marketing teams can then target high-intent accounts with personalized emails, ad campaigns, and sales calls to increase conversion rates.
- CAPTURE: Clearbit automatically adds the contact information of key decision-makers from best-fit accounts directly into the integrated CRM.
Integrations
Some of Clearbit’s popular integrations are:
- Salesforce
- Segment
- Marketo
- Slack
Reviews
Pricing
Clearbit does not provide any information about their pricing.
3. Leadfeeder
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.
Features
- QUALIFY HIGH POTENTIAL LEADS: Based on web activity, Leadfeeder allots a score for each visitor account. Sales and marketing teams can use this to identify best-fit companies to align their efforts.
- LEADFEEDER CONTACTS: With this feature, sales teams are able to determine the best person to connect with in a qualified company. After identifying leads, teams can focus their efforts on converting them into paying customers.
- AUTOMATIC CRM SYNC: Leadfeeder integrates with many popular CRM and MAP tools available in the market. The tool syncs visitor data with your CRM to keep your MarTech stack up-to-date.
Integrations
Some of Leadfeeder’s popular integrations are:
- Salesforce
- Pipedrive
- Zapier
- Slack
Reviews
Pricing
Leadfeeder has two plans.
- Lite – Free.
- Premium – Starting at €139/Month.
4. Lead Forensics
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.
Features
- VISITOR IDENTIFICATION: Lead Forensics claims to have the world’s largest, wholly-owned B2B-matched IP address database with over 1.4 bn records. The tool uses this information to process and discover website visitor accounts in real-time.
- DEEP VISITOR INSIGHT: The tool tracks web activity at an account level as well as user-level, showing how many times they visited the website, which pages they viewed, how much time they spent, and more. Sales and marketing teams can use this information to further personalize and optimize their efforts.
- MOBILE APP: Lead Forensics has a mobile app that keeps users updated on the website activity of high-intent visitors on the go.
Integrations
Some of the popular integrations are:
- Salesforce
- Mailchimp
- Square
- Zoho
Reviews
Pricing
Lead Forensics offers two plans, get in touch with them to get a price quote.
5. VisitorQueue
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.
Features
- USER-FIRST DESIGN: The platform is designed with the user in mind, it features a simple and intuitive design making it easy for sales and marketing teams to use Visitor Queue.
- WEBSITE PERSONALIZATION: This is currently an invite-only feature, but Visitor Queue allows businesses to tailor their website to provide a personalized experience for their visitors.
- LEAD INTELLIGENCE: The tool provides a wide range of data and insights on leads, such as web activity and contact information. With this information, marketing and sales teams can streamline their efforts.
Integrations
Some of the available integrations are:
- Salesforce
- Slack
- Zapier
- HubSpot
Reviews
Pricing
VisitorQueue has five paid plans based on the number of unique monthly companies visiting your website.
- For 100 Unique companies/Month – $49/Month.
- For 300 Unique companies/Month – $99/Month.
- For 500 Unique companies/Month – $199/Month.
- For 1000 Unique companies/Month – $209/Month.
- For 2000 Unique companies/Month – $309/Month.
6. Albacross
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.
Features
- ANALYTICS ENRICHMENT: Albacross’s analytics platform helps marketing teams track and measure KPI metrics. The platform also enables teams to prove their efforts with accurate revenue attribution.
- PERSONALIZATION ENRICHMENT: Albacross helps businesses tailor web content, email, ad campaigns, and more to provide a personalized experience to visitor accounts.
- DEEP INSIGHTS: By tracking account and user engagement, Albacross can provide insights such as the pages they frequent, the amount of time they spend on each page and website, the channels and campaigns driving engagement, etc. With these insights, marketing teams can optimize their strategy to increase conversion rates and drive the acquisition of qualified leads.
Integrations
Some of the available integrations are:
- Slack
- Pipedrive
- Google Analytics
- HubSpot
Reviews
Pricing
Contact Albacross to know more about the pricing of their product.
7. Leadinfo
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.
Features
- LEAD CAPTURE FORMS: Sales and marketing teams can use visitor information to create personalized lead gen forms in Leadinfo. By creating data-backed personalization, website visitors are more likely to respond positively and turn into leads.
- TRACK BROWSING ACTIVITY: Leadinfo also tracks visitors' journeys through the website. Sales and marketing teams can use this information and determine visitors' intent and qualify them.
- INTUITIVE LAYOUT: Leadinfo’s inbox-type layout provides an intuitive view of every website visitor in the same way you view your email. It makes it easier for teams to get accustomed to the tool.
Integrations
Some of Leadinfo’s available integrations are:
- Asana
- HubSpot
- Zoho
- Slack
Reviews
Pricing
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.
8. Happierleads
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.
Features
- PROSPECTOR: This feature helps businesses identify prospects in the company that matches their ICP criteria. Its database holds details such as direct-dial phone numbers, up-to-date business emails, job titles, and more for over 60M businesses.
- SEGMENT & QUALIFY: Sales and marketing teams can segment accounts and leads according to their ICP with the various behavioral and demographic filters. Once segmented, Happierleads allots a score to each account based on website activity, making it easier for teams to identify the best fit, high-intent accounts.
- EMAIL OUTREACH: Happierleads has an internal email campaigning and outreach tool. Sales and marketing teams can work on prospecting and outreach without having to export their data elsewhere.
Integrations
Happierleads integrates with
- Zapier
- HubSpot
- Fullstory
Reviews
Pricing
Happierleads have a unique pricing page. Input your requirements to get a custom quote.
9. Leadlander
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.
Features
- INTUITIVE DASHBOARD: LeadLander provides an overview of all the accounts and users visiting the website in a single dashboard. With information readily available, sales and marketing teams can make better decisions.
- VISITOR IDENTIFICATION: LeadLander is able to deanonymize website visitors in real-time. The tool uncovers visitors' journey through the website and reveals the visitors' company details like the website, physical address, and phone number.
- EMAIL NOTIFICATIONS: LeadLander notifies its users via email when high-intent companies visit their websites. LeadLander also sends daily and weekly summaries of website visitors and their activity.
Integrations
LeadLander uses Zapier to integrate with other software.
Reviews
Pricing
You have to get in touch with the company to know more about its pricing.
10. KickFire (a Foundry company)
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.
Features
- INTENT DATA: Foundry Intent combines the intent of website visitors and accounts from multiple sources to showcase meaningful buyer behavior. Business teams can use this data to create prospecting and outreach campaigns with confidence.
- LEAD NURTURING: Selling Simplified is Foundry’s product suite designed to identify, nurture and qualify sales reading leads. Sales teams are able to identify the purchase intent of target users and accounts at an early stage, allowing them to focus their efforts.
- ACCOUNT-BASED MARKETING: Triblio is Foundry’s ABM platform designed to help businesses scale their ABM capabilities. This proprietary platform identifies accounts showing high-intent accounts based on their monthly interactions.
Integrations
Some of the available integrations are:
- HubSpot
- Salesforce
- ConnectWise
- MS Dynamics
Reviews
Pricing
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.
11. LeadMagic
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.
Features
- VISITOR IDENTIFICATION: LeadMagic can identify high-value accounts visiting a website. The tool sends messages on slack to keep sales and marketing teams updated.
- LEAD SCORING AND PRIORITIZATION: Based on the engagement level, LeadMagic can score and prioritize leads. This ensures that your sales and marketing focus their efforts on the most valuable leads.
- LEAD NURTURING AND AUTOMATED WORKFLOWS: With LeadMagic, you can create and automate lead nurturing campaigns to build meaningful and engaging relationships with your prospects and easily move them through the sales funnel.
Integrations
Leadmagic integrates with:
- Slack
- Zapier
- Segment
- Google Analytics
Reviews
Pricing
LeadMagic has three premium plans for its visitor identification tool.
- LeadMagic Solopreneur – $79/Month.
- LeadMagic Basic Plan – $249/Month.
- LeadMagic Pro Plan – $499/Month.
Which Visitor Tracking Software Should You Choose?
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.
Know Your Visitors Better With Factors
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.
FAQs
1. How can I track anonymous website visitors?
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.
2. Can a website owner see my IP address?
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.
3. Which two technologies do websites use to track visitors?
Websites commonly use Cookies and Web Beacons or Tracking Pixels.
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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