Factors Blog

Marketing analytics tools have become an integral part of B2B companies. Analytics tools help marketers understand how their target audience interacts with the website, various campaigns,  and other touchpoints across the customer journey. 

Advanced analytics tools can track and analyze granular metrics such as website engagement and omni-channel conversion. This, in turn, helps teams reduce friction and optimize marketing ROI by scaling campaigns and initiatives that drive results. One such tool is Heap analytics.

Heap is a digital analytics platform that automatically captures and tracks user interactions on a website or app. The tool provides many features, including automatic event tracking, retroactive data capture, and real-time reporting.

But like every other tool, Heap comes with its limitations. 

We evaluated the customer reviews and found that poor customer support, insufficient data integrations, and a steep learning curve are some of its most prominent limitations. 

This blog will discuss the limitations of Heap and list some comprehensive alternatives for you to choose from. Let us evaluate each alternative, its features, customer reviews, and more in detail below. 

Why do users look for a Heap alternative?

To better understand a tool’s pros and cons, customer reviews are the best place to start. We have analyzed review platforms such as G2, Capterra, and Trustradius and found the following about Heap. 

1. Poor customer support

Customer support is at the heart of great customer experience. Quick, relevant responses and solutions help users get the most out of the product. Unfortunately, according to reviews, customers find Heap's customer support to be lacking.

2. Manual implementation

There are several cons to manually implementing a marketing analytics tool. Two downsides are a higher risk of errors and increased time consumption.

3. Heap has limited analytics functionality

While Heap is great at what it does, its overall functionality seems to be limited as compared to other alternatives. This results in skewed analysis and misleading insights.

4. Poor data integrations

Limited integration can lead to siloed data and inconsistent reporting across platforms and departments. Heap offers relatively few integrations as compared to other alternatives in the market. This results in the inability to accurately measure and analyze the success of marketing performance.

5. Steep learning curve

The usability of the tool can critically impact the tool’s user adoption and engagement. As you can see from the review given below, the user praises the functionality of the tool but, at the same time, disliked the complexity. 

6. Very expensive

Expensive marketing analytics tools put a strain on businesses’ budgets, making it difficult to invest in all necessary tools for them to grow. 

The above customer reviews provide an overview of Heap’s limitations. These limitations have led marketers to look for an alternative that best fits their business.

Top 9 Heap alternatives

We have conducted thorough research and compiled a list of analytics tools that best fit as Heap alternatives. Go through each tool to see which is the right choice for you. 

1. Factors.ai

Factors.ai is a marketing analytics tool that is purpose-built for B2B companies. Factors helps B2B teams optimize GTM efforts across campaigns, website, and offline events.

It is easy to use and implement and offers no-code integrations with ad platforms, CRMs, MAPs, and CDPs 

Its dashboard is intuitive and customizable, helping users to include all crucial customer data in one place. This lets users easily track and analyze all data and generate insights to optimize campaigns. 

Factors can help demand generation teams - 

• Understand each stage of the customer journey
• Track funnel performance at each stage
• And identify factors that help drive conversion

It can automatically track and analyze content performance and provide insight into what’s working and what’s not.

Key features

1. Event tracking

Factors can automatically track events online and offline. Offline events may include meetings, sales calls, and webinars, which tools like Heap don’t track. Factors also offers retroactive data capturing.  

2. User Segmentation

The level of segmentation depends on the customer data available in the tool. With robust integrations with CRM software, Factors can collect more data than other tools and provide efficient user segmentation. 

3. User Timeline

The feature helps track and visualize all user interactions and engagements with the website. Factors can track offline touchpoints and incorporate them to provide a detailed timeline on both the user-level and account-level. 

4. AI-Powered Insights

The ‘Explain’ feature of Factors uses AI technology to identify the elements that are working in favor of a defined goal and those that aren’t. 

5. Multi-Touch Attribution

Factors allows marketers to compare and choose between attribution models that best fit their business. Also, marketers can attribute conversion to the most influential channels by tracking and analyzing all essential touchpoints

6.  Account Identification

Factors empowers IP-lookup to identify anonymous companies visiting your website You can get insights into high-intent accounts including where they come from, the industry, and the revenue range, and can use the information to segment qualified traffic from the rest. 

7. Path Analysis

Visualize the customer journey at account-level and identify the influential path throughout the journey. With Factors, you can keep track of customers who convert and understand their customer journey in depth.  

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

Factors provides 3 services and the pricing plans are as follows.

Analytics & Attribution

• Starter plan for Early-Stage team – $399 per month.
• Growth plan for High-Growth Marketers – $799 per month.
• Custom and Agency – Contact for a quote.

2. Plausible Analytics

Plausible Analytics is a cookieless, open-source web analytics tool. The tool’s script size is smaller than 1KB, ensuring that website loading time remains the same.

The tool is easy to use and complies with GDPR, CCPA, and PECR privacy laws. It provides a range of features to help facilitate web analytics, which we discuss in the next section.

Key features

1. Traffic Segmentation

The feature enables marketers to segment their visitors with metrics like country, region, city, and entry and exit pages. This allows marketers to understand their visitors and content performance better. Marketers can also create custom events to track and collect the necessary information. 

2. Shareable Dashboard

In Plausible Analytics, the dashboard and reports are set to private by default. It also allows users to share the dashboards with the team to facilitate collaboration across departments. 

3. Email and Slack Notifications

Get real-time notifications through email and Slack channels about changes in website traffic. Notifications can be set to weekly or monthly and shared with multiple recipients.

Integrations

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

Customer review 

Pricing 

The tool provides a free trial, and the paid plans start from just $9 per month for 10K visitors. Furthermore, users can get a 2-month free subscription if they bill annually.

3. Matomo (Piwik)

Matomo, formerly Piwik, is third on the list of our Heap alternatives. The tool is one of the leading open-source web analytics platforms available in the market.  

The tool focuses on providing pristine customer privacy and complete data ownership.  It provides 2 different hosting options, cloud-based and on-premise. While the cloud option makes installation hassle-free, the on-premise option offers more flexibility. 

The tool is easy to use and allows users to create custom dashboards, reports, and widgets to suit their needs.

Key features

1. Multi-Touch Attribution

Matomo provides marketing attribution solutions that enable marketers to identify the channels or campaigns that drive more conversions. 

2. Event tracking

This feature enables marketers to understand visitor behavior within the website. Marketers can also create custom events to analyze visitor behavior and identify hush-quality leads.

3. Custom Reports

This feature allows marketers to generate reports including all essential metrics they want to track and get valuable insights. 

Integrations

• WordPress
• Magento
• MailChimp
• WooCommerce

Customer review

Pricing

The On-Premise hosting is free. Users can download and host it on their servers. A drawback of the on-premise version is that its features are limited, and the users will have to pay additional fees for each feature. 

For Cloud, the pricing starts from $23 per month for 50K traffic. 

4. Amplitude 

Amplitude is a digital analytics platform providing product analytics and web analytics. Though it offers both services, the tool is primarily used for product analytics.

It provides a range of features that help businesses keep track of key metrics like user retention, conversion rates, etc. Amplitude also allows marketers to create cohorts and track performance across different campaigns. Amplitude enables easy setup of funnels and conversion charts.

Key features

1. User Profiling

This feature offers detailed information about individual users, such as behavior, demographic, and more. Marketers can leverage this information to create more personalized campaigns and increase the likelihood of conversions. 

2. Website Analytics

With Amplitude, businesses can track all user interactions and understand how they engage with their products. These insights help marketers identify the content and campaigns  that resonate with the users and contribute to conversion.

3. User Survey

Amplitude provides a survey option to gather real-time feedback from users. Marketers can use this feedback to optimize their websites and improve customer experience. 

Integrations

• Segment
• Slack
• Salesforce
• Optimizely

Customer review

Pricing

Amplitude offers a free Starter plan with limited features. Details about the paid plans Growth and Enterprise are available upon request. 

5. Mixpanel 

Mixpanel is another analytics tool like Heap and Amplitude. The tool’s primary focus is on product analytics. It can track and analyze customer interactions across different platforms. This helps businesses optimize their products and improve their customer experience.

It offers both coded and codeless implementation depending on the user’s preference. According to their website, it takes a minimum of 30 minutes to implement the tool. Also, you will need the help of some tech experts to implement the coded version. 

Key feature

1. Behavioral Analytics

The feature allows user segmentation based on users’ behavior and interactions with the product. The feature further provides data that help marketers personalize their campaigns to drive conversion. 

2. Custom Alerts

Get alerts in real-time when defined goals are reached. For example, you can set alerts to get notified whenever a visitor turns into a lead or whenever there is a decrease in traffic. By doing so, marketers can analyze their data and find the factors that are causing these changes. 

3. Data Export

Mixpanel allows you to export its data to other tools. Therefore marketers can combine Mixpanel data with other analytics tools' data to get a complete picture of their users’ behavior and preferences. 

Integrations

• Google Cloud
• Salesforce
• Zendesk
• Slack
• Hubspot

Customer review

Pricing

The tool offers a free version for 20M events per month. There are two paid plans.

• Growth - starting from $20 up to 300M events per month
• Enterprise - starting from $1667 for 1B + events per month

Contact the Mixpanel team for more details about their plans.

6. Google Analytics

Google Analytics is a website analytics tool that businesses can use to track and analyze their website traffic and user behavior. There is another version specifically for enterprises as well - Google Analytics 360. 

Users can add GA's code to their website to get insights into how visitors interact with your website. The key metrics provided by GA include;

• Page views
• Bounce rate
• Session duration
• Conversion rate

With GA, users can learn about visitors' demographics, behavior, and traffic sources. This information can be used to optimize the website and campaigns to improve performance. 

Key Note: GA-4, the latest version of Google Analytics, has replaced the previous Universal Analytics. 

Key features

1. Real-Time Analytics Data

The tool provides real-time data on website traffic. The data includes but is not limited to, the number of visitors, their location, and the pages they view. Businesses can use this data to better understand the sources that generate high-intent visitors and how they engage. 

2. eCommerce Tracking

GA provides features for eCommerce businesses allowing them to keep track of sales and revenue.  

3. Custom Reporting

Track the metrics that matter most with custom reports and dashboards. In doing so, marketers can quickly and easily access and analyze the data and make decisions on improving the website and marketing campaigns. 

Integrations

• Salesforce
• Zoho
• Hubspot
• Mailchimp
• Campaign Monitor

Customer review

Pricing

Although Google Analytics is free for businesses,  Google Analytics 360 is paid and the pricing starts at $150,000 per year.

7. Kissmetrics

Kissmetrics is an analytics tool that helps track and analyze user behavior on websites and mobile apps. The tool provides data into how users interact with their site, which includes;

• Pages users visit
• Sessions per page
• Actions users take

Marketers can use this information to make data-driven decisions on improving user engagement, conversion rates, and overall user experience. 

Key features

1. Customer Segmentation 

With Kissmetrics, businesses can group users based on shared characteristics. This enables marketers to create targeted campaigns for each segment and improves user engagement.

2. Cohort Analysis

This feature helps track and analyze user behavior by cohorts and identify trends and patterns. For example, it could help businesses determine whether users signed in a particular month will continue to the next month. 

3. A/B Testing 

Test and compare pages and choose the one that performs better. Therefore the feature helps marketers optimize the user experience and improve conversion rates.

Integrations

• Hubspot
• Magento Go
• Marketo
• Optimizely
• Convert
• Mailchimp

Customer review

Pricing

The pricing plan of Kissmetrics is as follows:

• Silver - $299 per month for 10K visitors
• Gold - $499 per month for 25K visitors 

They also offer a custom option. Contact the Kissmetrics team for more information. 

8. Contentsquare 

Contentsquare is a digital analytics platform that helps businesses understand customer interaction with the website and app. The tool can track and analyze customer behavior and provide information about customer engagement.

By analyzing user behavior and engagement data, the tool helps marketers optimize their websites or apps and improves user experience and drives business growth. In addition, it offers an intuitive user interface and can be used by businesses of all sizes and industries.

Key feature

1. Consumer Behavior

The tool tracks all user interactions and micro-gestures to understand what visitors are doing and why they are doing it. These can help align future marketing efforts with customer needs and goals, improving user experience and conversion rates. 

2. Surface Insights

This feature helps pinpoint issues faced by users at any stage of the customer journey. It also helps identify the root problems through session replays and quantify their impact on the brand. 

Integrations

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

Customer review

Pricing

The tool does not provide information about their pricing plans. Contact the Contentsquare team for more details. 

9. FullStory

The last in the list of Heap alternatives is FullStory.

FullStory is a digital analytics tool that helps understand user interactions on websites, apps, or digital products.

The tool's conversion report pinpoints user friction and quantifies its impact on KPIs. FullStory also allows a customizable dashboard to visualize all key metrics at a glance. 

Key features

1. Funnel Conversions

Automatically tracks all user interactions to see how customers move down the sales funnel. It also helps identify areas of high engagement and areas where users drop off. 

2. Website Analytics

Track all key metrics in real-time to understand how your users interact with the website or app. The metrics can include engagement time, clicks, scrolls, and more. It analyzes these metrics and reveals opportunities to improve your efforts.

Integrations

• Salesforce
• Google Analytics
• Optimizely
• Google Optimize
• Olark 

Customer review

Pricing

FullStory offers three paid plans

• Enterprise
• Advanced
• Business

The details of the plans are available upon request.

FullStory also provides a 14-day free trial. 

Takeaway

To conclude, if you are looking for a Heap alternative, there are several options available. The tool you select will depend on your business requirements and goal. 

For example, if you are looking to improve your digital product’s performance and user experience, then consider tools like Mixpanel and Amplitude. On the other hand, if you want to improve your marketing efforts, then consider tools like Factors.ai, Google Analytics, and Matomo.

Make use of the free trials offered by each tool to see which is the best fit for your business.

In the B2B industry, measuring and optimizing the impact of marketing efforts on revenue is quite challenging. This is because of lengthy, non-linear sales cycles involving several stakeholders and touchpoints.

Many multi-touch attribution tools are available in the market that help marketers and sales teams alike to solve this challenging task. Each of these tools have their own unique features and approach to attribution.

In this blog, we compare two such attribution tools - Bizible and Dreamdata and evaluate the features and pricing of both tools and help you select the right one for your business. 

TL;DR:

• Adobe Marketo Measure, formerly known as Bizible, is an enterprise-grade platform, while Dreamdata is more suited for small to mid-sized companies.
• Dreamdata and Bizible are both B2B attribution and analytics platforms that empower their users with multi-touch attribution, predictive analytics, and content analytics.
• Dreamdata integrates with more softwares and tools compared to Bizible.
• According to user reviews from G2 and Capterra, Dreamdata ranks higher than Bizible when it comes to

• Ease of use
• Customer support

• Bizible is better than Dreamdata in terms of 

• Custom attribution model
• Compliance

• When it comes to pricing Bizible is priced higher and requires additional spending for implementation and configuration.
• In the case of Dreamdata, small to mid-sized B2B companies can use the free version, while companies that require advanced revenue attribution can settle for a paid version that costs $999/month.

About Dreamdata

Dreamdata is a B2B revenue attribution platform that helps businesses connect data across their GTM martech stack and gain insights into their customers’ journey.

Additionally, the tool enables businesses to run custom account-based attribution models to track, measure, benchmark, and predict revenue of various channels in the buyer’s journey.

Dreamdata also maps every touchpoint in the customer journey. As a result, it helps users visualize customer journeys at an account level. According to G2, Dreamdata is the best fit for small to mid-market-sized businesses.

About Bizible [Now Marketo Measure]

Adobe Marketo Measure, formerly known as Bizible, is an enterprise-grade B2B attribution platform. The platform helps visualize the complete customer journey from the first touchpoint to the last.

This helps sales and marketing teams drive ROI and improve campaign influence on the pipeline.

Since Bizible was primarily built for Salesforce and Microsoft Dynamics, it offers a relatively seamless integration experience with the two platforms.

Dreamdata vs. Bizible: Common Features

Here, we identify and discuss the common features between Dreamdata and Bizible and explore how businesses can benefit from them. 

Attribution models

Attribution is one of the core features both tools provide. 

Both tools can track and identify touchpoints across different channels (online and offline). In addition, they both support a range of attribution models to attribute revenue to influential channels. When compared with each other

Bizible offers 6 attribution models.

• First Touch
• Lead Creation (Last Touch)
• U-Shaped
• W-Shaped
• Full Path (Linear)
• Custom Attribution Model
  

Dreamdata offers 8 attribution models

• First Touch
• First Touch Non-Direct
• Last Touch
• Linear
• Linear Non Direct
• U-Shaped
• W-Shaped
• Custom Attribution Model
  

Content analytics

Content marketing is a great way of engaging with B2B audiences. With content analytics businesses are able to tie content efforts to revenue and pipeline.

Bizible and Dreamdata provide valuable insights into content strategies. Content teams can use these insights to understand the performance of their efforts and optimize them to drive more MQLs. 

When compared with each other, we find that Dreamdata’s content analytics feature helps users 

• Measure the success of their content based on revenue and pipeline.
• Understand the topics and types of content that influence accounts the most at various stages of the pipeline.
• Identify the source driving the traffic to the content, whether it’s social, organic or paid.

With Bizible, marketers can

• Combine various reports to  better understand what's driving engagement and conversions. Eg. A content based report can be combined with a MQL report to find what content is influencing MQL.
• Apply various attribution models to content pieces to identify how various sources have contributed to its performance.
• Use various filters to get specific insights. Eg. Identify what content brought traffic to a specific landing page or the type of content that leads download the most.

What Dreamdata Does Better

Here we identify the areas where Dreamdata has a clear upper hand when compared to Bizible

Integrations

When it comes to integrations, Dreamdata has a clear upper hand compared to Bizible.*

*Based on information available on the website and documentation.

Ease of use and setup

User ratings on G2 reveal that Dreamdata is much easier to use than Bizible. When it comes to ease of setup, Dreamdata is a clear winner.

Bizible, being an enterprise-level platform, requires a lot of time and effort to implement. Also, businesses may require a solutions provider to implement and configure Bizible.

Customer support

Providing excellent customer support is crucial in B2B SaaS. It helps businesses build long-term relationships with their customers. Customer support and customer success also help

• Retain customers:  Customers who are satisfied with the product and have their voice heard tend to stay. Retaining customers is much more cost effective than acquiring new ones.
• Increase customer loyalty: Loyal customers become product advocates and help spread information about the product through word of mouth.
• Gather feedback from customers: Suggestions, feedback, etc from customers can help improve the product and make it more valuable to the customers. 

Both platforms have great customer support based on the user reviews from G2. But Dreamdata slightly outshines Bizible on this front.

What Bizible Does Better

In this section we go over the areas where Bizible is better than Dreamdata. 

Custom Attribution 

One of Bizible’s advanced features is the custom attribution. This feature allows users to identify and choose touchpoints from the buyer journey that they want to include in the model.

The tool also empowers users to control the percentage of revenue attributed to the selected touchpoints. Alternatively, users can choose to use the suggested revenue attribution percentages suggested by Marketo Measure’s (Bizible) machine learning model.

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Compliance

Dreamdata and Bizible comply with common data security and privacy standards such as GDPR and SOC 2.

But Bizible being an enterprise tool complies with additional international standards compared to Dreamdata. You can take a look at the complete list of certification each tool has below.

Dreamdata vs. Bizible: Pricing

A product’s pricing is a critical component for companies as it impacts revenue, profitability, competitiveness in the market among other factors. In this section we compare the pricing of the two tools.

Bizible Pricing

Bizible (Marketo Measure) does not have a transparent pricing policy. Therefore, interested visitors will have to get in touch with their team to get a custom quote for their business.

Pricing insights from G2 reveal that Bizible is 13% more expensive than the average attribution tool.

Also to note, is the cost incurred when hiring a separate IT solutions partner to implement and configure the tool. This makes Bizible an expensive tool and suited for larger organizations. 

Dreamdata Pricing

Dreamdata offers both free version and paid plans.

• Team - $999 per month 
• Business - A custom plan. Details are available upon request.

Though Dreamdata is on the expensive side, the free version suits small to mid sized B2B organizations while the paid version is more suited for B2B go-to-market teams that need advanced analytics and attribution.

Still Unsure Which B2B Attribution Tool To Go With?

The right attribution tools depend on your business’s requirements and goals.

If you are an enterprise grade organization that believes in the saying “If it’s not in Salesforce, then it doesn’t exist” or MS Dynamics for that matter, then Bizible is the best fit for you.

On the other hand if you're a new age small to medium sized organization using various platforms in your martech stack then Dreamdata is the one for you.

When compared to Bizible,  Dreamdata

• Is relatively cheaper.
• Has more integrations.
• Is easy to use and  implement.
• Is Less clunky as it uses a modern techstack and better UI/UX elements.

.But if you are still not convinced and would like to bargain for more, then we suggest you take a look at Factors.ai.

Factors has all the features that your business needs to

• Attribute revenue to your sales and marketing efforts.
• Analyze the performance of your website, paid and organic efforts
• And also, identify anonymous website visitors.

When compared to Bizible, Factors is much easier to implement. In fact our no-code integrations and onboarding support ensure that you can get started in 30 minutes.

The tool also integrates with more modern softwares used by B2B businesses. Factors integrates with

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

Factors when compared with Dreamdata complies with additional data and privacy standards. Factors is GDPR, SOC2 Type I and Type II compliant whereas the latter does not comply with SOC2 Type II. 

Factors also provides businesses with more attributional models to work with compared to Dreamdata and Bizible. The 9 attribution models available in the platform are

• First Touch
• First Touch Non Direct
• Last Touch
• Last Touch Non Direct
• Linear
• W Shaped
• U Shaped
• Time Delay
• Influence
  

Below are some of the features that our users love and that are not available in Bizible and Dreamdata.  

1. Advanced web analytics: - Factors automatically tracks all user interactions in the website. There is no need for the users to set up custom tracking or spend time on other tools for visitor behavior analysis. Some of the interactions that Factors track are
   

• Page Time Spent
• Scroll Depth
• Page Count
• All Button Clicks
• Product Milestones
• Form Fill Attempt
• Custom UTMs (apart from the regular UTMs)

2. Account identification: - Factors website account identification capabilities are extremely useful for businesses looking to know who's visiting their website. By identifying anonymous account-level traffic and what they engage with the most businesses can create personalized marketing and sales efforts to succeed in Account Based Marketing.  
3. Path analysis: - This feature provides insight into the user interactions at each stage of the customer journey. It also reveals the most influential path that converts visitors into leads.

4. Custom funnel analysis: - Generate focused funnel reports by adding necessary KPIs and events from both website and CRM.
5. Slack alert: - Users get notified in real-time whenever there is any anomaly in KPIs or when an event occurs. Eg When MQL has filled a demo form the sales team can immediately reach out to them or when the CPC of a campaign has shot up by 25% in the last week compared to the previous week.

Read more about Factors’ features. 

Factors Pricing

Factors apart from offering more features compared to Bizible and Dreamdata, it is priced relatively lower than both. There is also a 14-day free trial 

The paid plans for Factors attribution solutions are as follows:

• Starter - $399 per month (0 - 10K monthly visits)
• Growth - $799 per month (10 - 100K monthly visits)

The details on the Custom and Agency plan is available upon request. Visit the pricing page to know more.

We’re thrilled to announce our partnership with industry-leading account-based marketing platform, 6sense. 

With this deep-rooted collaboration, Factors.ai now delivers state-of-the-art account identification, firmographics, and intent data along with our existing ABM analytics and attribution capabilities.

Users can expect to tap into 6sense’s extensive databases with Factors.ai to discover upto 64% of anonymous companies visiting the website — including account-level website behavior, purchase intent, and timelines. 

Account Identification + Account Analytics = ABM Magic

This article highlights what the partnership means for our users, along with a few use-cases and testimonials. If you can’t already tell, we’re really excited for the immense value this collaboration brings to our customers.

A few common questions

Why partner with 6sense over other alternatives?

Rigorous comparative testing with over 20,000 IPs reveals that 6sense is far ahead of the game in terms of data quality, volume, consistency, and pricing. The infographic below highlights 6sense's ability to identify up to 27% more accounts than the closest alternative. Also, it doesn't hurt that 6sense is one of the leading ABM platforms in the market today.

Do users need a separate 6sense account to use account identification with Factors?

Nope! you do not have to be a 6sense customer to use account identification with Factors. Simply reach out to our team to enable this integration within your Factors project — without signing up or paying independently for a 6sense account.

If you are an existing 6sense customer, simply integrate your 6sense account to Factors using the API key.

Can Factors identify email IDs or phone numbers of anonymous website visitors?

No. Factors is a privacy-first, GDPR compliant solution. It only discovers IP-to-Company-level data. Factors does not identify individual website visitors or personal information like phone numbers or mail IDs unless the user chooses to share this information through form submissions.

How does pricing work?

Read more about our pricing details here: factors.ai/pricing

6sense & Factors.ai: What’s in it for you?

As B2B go-to-market teams continue to adopt account-based marketing strategies, there’s a growing demand for both account analytics and account intelligence. Here’s how the 6sense x Factors.ai partnership helps with both:

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Factors's real-time Slack Alerts for accounts identified via 6sense's visitor identification technology have helped our Sales Team be proactive. Roughly 25% of last month's new revenue for Clearfeed is due to the outbound outreach done by the SDRs based on Factors data.

1. Account Identification

B2B companies invest significant resources towards driving high-intent website traffic. Unfortunately, only about 4% of this traffic comes to light through forms or signups. With 6sense, Factors.ai can identify up to 64% of anonymous companies using industry-standard IP-lookup technology! 

As we’ll cover in following sections, this provides sales and marketing teams with the ability to identify and target the right opportunities, personalize the customer experience, and measure the impact of campaigns.

2. Firmographics + Advanced Analytics

In addition to identifying company names, 6sense enriches visitor data with detailed firmographics such as domain, industry, headcount, location, and more. This information is continually optimized with proprietary machine learning and human QA. Firmographic data, in conjunction with Factors.ai’s advanced website analytics — button auto captures, page time spent, scroll percent, etc — helps effectively identify high-intent accounts, well-resonating website content, and points of friction along the customer journey.  

The cherry on top: configure real-time Slack alerts when target accounts land on specific web pages to reach out to leads while the iron’s still hot. Research finds that contacting leads quickly significantly improves the odds of conversion. Our early adopters have been seeing real value delivered to their sales reps and ABM marketers.

3. Account Journeys & Timelines

A crucial element of account-based marketing is tracking how target accounts are progressing along the customer journey. Upon identifying companies visiting your site, Factors.ai creates an intuitive account-level timeline of the journey in real-time — across campaigns, website, and CRM. 

On one hand, this provides retrospective insight into what campaigns and assets drive conversions. On the other hand, it provides forward looking inputs to optimize retargeting efforts and personalize sales pitches based on the account’s previous interactions. 

Struggling to identify more than 5% of your anonymous traffic? See how Factors.ai can help your business reveal upto 64% of website traffic over a personalized demo.

Use-cases: Account Identification, Firmographics, and Intent Data

1. For Demand Gen

With this partnership, demand gen teams can see which marketing initiatives and assets are driving high-intent accounts to their website. Rather than relying on expensive spray and pray tactics, teams can reallocate resources to targeted efforts that bring in the right kind of buyers. 

On the flip side, demand gen folk can reveal companies visiting the website  and retarget the right, ICP accounts based on firmographic and intent. In a time when teams are asked to do more with less, Factors offers to optimize marketing ROI and make tight budgets go a long way. 

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A game changer for B2B Marketers for Account Analytics. Factors' advanced analytics combined with 6sense visitor identification allows us to build a complete understanding of the Account Journey including the dark funnel. We are now able to plan our marketing campaigns and content efforts with clear visibility into what is driving conversions and pipeline.

2. For Content Marketers

B2B companies tend to invest heavily in content without actually knowing who the end consumers are. With Factors, content marketers can pin-point who’s reading ungated assets such as blogs and case studies. 

For one, this helps discern what content resonates with different audiences. Content teams can guide their strategy based on what resonates best with their target personas. For another, content marketers can tie their efforts back to bottom line metrics like pipeline by showcasing timelines as buyers progress from blogs, to demos, to trials, and finally, to deals.

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Combining 6sense visitor identification with Factors' advanced analytics has unlocked insightful views for our product and content marketing teams. We now have a clear view of how our content performs across key audience segments — and the opportunities to optimize user journeys and conversions further.

3. For Product Marketers

Product marketers continually iterate on messaging for core pages such as the home page, pricing page, and features page. While standard web analytics and A/B testing tools provide insight into whether a certain message is working for overall traffic, this partnership empowers product marketers to experiment and tailor messaging for known visitors. 

For instance, account identification and firmographics may reveal that larger companies are more interested in privacy compliance material while smaller teams may care about transparent pricing. Based on who the PMM is looking to target, they may alter messaging accordingly. 

4. For Sales

The benefits of account identification and analytics is especially apparent in the case of sales teams. For one, sales reps can tap into a net-new pool of business from existing website traffic with zero additional spend. Within this set of accounts, sales can target the right ones based on intent and engagement insights. Finally, rather than spending hours trying to contact cold prospects, sales reps can improve direct engagement by reaching out to accounts while they’re on the site through real-time Slack alerts. 

Overall, the workflow encouraged by the 6sense x Factors partnership dramatically improves sales productivity.  

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A dream solution for B2B marketers to unfold user journeys. When we chalk plans for a campaign, we love valuable insights. Even better when I have it diced & sliced. We get it all here & engage with our audience. The granularity of data is perfect & the mining engine of Factors with 6sense has unbelievable match rates for de-anonymizing accounts.

Curious to see 6sense and Factors.ai in action? Book a personalized demo here!

Related reading: 

1. Identify anonymous accounts visiting your website with Factors.ai
2. Website account identification

Investing in marketing campaigns and search engine optimization (SEO) efforts help improve website traffic — but is hardly enough to drive website conversions. 

Marketing teams need to analyze campaign performance and direct spending towards touchpoints that drive results in order to optimize ROI. Here's where marketing attribution tools can help. One of the popular attribution tools available in the market is Hockeystack.

HockeyStack is a marketing attribution and analytics tool for B2B businesses. It provides no-code integration with third-party data sources and easy implementation. Some of its key features include funnel analysis, cookie-less tracking, and customer journey mapping. 

However, certain limitations of HockeyStack have prompted users to look for alternatives. These include data inaccuracy, the learning curve for first-time users, and the limited number of integrations. 

This blog discusses these limitations and lists 7 suitable alternatives to it. We will evaluate each alternative in detail, including the features, customer reviews, integration, and pricing.  

Why are marketers looking for HockeyStack alternatives?

No tool is without its limitations. Here are 4 reasons why HockeyStack users consider looking for alternative solutions:

1. HockeyStack’s AI insights lack in-depth information

A lack of in-depth information can limit marketers' understanding of customer behavior. This results in less targeted campaigns leading to lower engagement and reduced conversion.  

2. HockeyStack’s integrations are limited

Limited integrations can result in restricting the scope of data collection and analysis. This may lead to incomplete or inaccurate insights into customer behavior, affecting the campaign's effectiveness. Though HockeyStack allows custom-building of these missing integrations, it could take a few days. 

3. HockeyStack’s issue with data inaccuracies

Data inaccuracies can skew performance analysis, leading to misguided decision-making. It may also result in misallocating resources and ineffective optimization, negatively affecting the overall marketing strategy. 

A few other cons of using HockeyStack are as follows. 

• Limited functionality.
• Lacks some features compared to Google Analytics.
• Its Survey feature is an add-on, and you have to pay extra.

All these limitations mentioned above help us understand why marketers are looking for an alternative. Read on to learn about the 7 HockeyStack alternatives.   

Top 7 HockeyStack alternatives 

1. Factors.ai

Factors is a tool built for B2B marketers to help with revenue attribution and marketing analytics. B2B teams of all sizes can use this tool to accurately attribute conversions to different marketing efforts throughout the buyer's journey. 

It enables easy implementation and no-code integration with ad platforms, websites, CRM, and more. The tool also provides a customizable dashboard allowing users to centralize all crucial customer data in one place. This centralized data helps align marketing and sales teams and helps them optimize their efforts for conversion. 

It allows marketing ops to monitor and analyze all key performance indicators in one location while ensuring marketing strategies align with established business goals.

Key features

1. Revenue Attribution

With Factors’ multi-touch attribution, marketers can understand each marketing activity's impact on the pipeline. Marketers can compare and choose the ideal attribution model to track and attribute revenue to high-performing channels. 

2. Account Identification

Factors.ai's account identification reveals up to 64% of anonymous traffic — including company names, firmographics and website activity. As a result, it helps identify a pool of high-intent accounts and how they engage with your brand. This helps GTM teams target sales-ready leads and iterate website content to improve conversions.

3. ABM Analytics

This feature has a complete suite of intuitive analytics and reporting techniques to help run efficient ABM. 

1. Campaign analytics - Centralizes all data in one place, allowing marketers to track and measure success easily.
2. Web analytics - Monitor conversions and user behavior and help optimize the website for better engagement. 
3. Funnel analytics - Connects data from campaigns, websites, and CRM and offers a complete view of the customer journey. This also helps identify valuable accounts, allocate resources, and enhance marketing strategies.

4. Journey Analytics

The feature lets marketers gain deeper insight into the customer journey. It helps identify the paths and touchpoints that lead to a conversion. The feature also offers insights into what does and doesn’t help reach a defined goal.

5. Account Timelines

This offers a complete view of the timeline for account and user interactions. The feature also helps identify engaged accounts and helps your go-to-market team gain an advantage. 

Integrations

Factors provide no-code integration with the following tools. 

• 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

On top of marketing attribution, Factors provide visitor identification and consulting service. The pricing info for each plan is as follows. 

Analytics & Attribution 

• Starter – $399 per month
• Growth – $799 per month
• Custom and Agency – Contact for a quote

Website Visitor Identification

• Starter – $99/month
• Professional – $149 per month
• Growth – $499 per month
• Enterprise – Contact for a quote

Professional Services 

• Tier 1 – $500 for 10 hrs per month
• Tier 2 – $900 for 20 hrs per month
• Tier 3 – $1200 for 30hrs per month

2. Dreamdata

Dreamdata is another web analytics and attribution tool for B2B companies. It analyzes the content and ad spending with respect to revenue and helps optimize them.

The tool automatically collects and connects customer data from different sources, simplifying the data for building efficient GTM strategies.  

It can identify anonymous website visitors and provides insights into interactions at each stage of the customer journey. 

Key features

1. Performance Attribution:

This enables marketers to assess and evaluate the performance of all their ad channels. This feature facilitates accurate revenue attribution to ad channels and helps measure its ROAS and LTV.

2. Revenue Analytics:

This feature analyzes data from multiple channels and generates insights into a business’s revenue performance. It also enables marketers to identify the channels that drive revenue and optimize marketing efforts to maximize ROI.

Integrations

Dreamdata offers a large number of integrations. A few key integrations include:

• HubSpot
• Salesforce
• LinkedIn Ads
• Google Ad Manager
• Zendesk

Customer reviews

Pricing

Dreamdata offers a free version with limited features. Its paid plans include the following - 

• Team - $999 per month
• Custom - Details available upon request

3. Adobe Marketo Measure (Bizible)

Bizible is third on our list of HockeyStack alternatives.

Bizible uses machine learning to help businesses gain valuable insights by combining sales data with ad data and user behavior data. Marketers use these insights to make data-driven decisions to increase performance of campaigns and channels.

Bizible was acquired by Marketo in 2018 and then by Adobe in the same year and rebranded as Adobe Marketo Measure. 

The tool enables integration with CRMs, MAPs, and ad platforms to capture both online and offline touchpoints. 

Key features

1. Multi-Touch Attribution: 

Bizible provides a range of attribution models and can customize them to align with the business goals. By tracking both online and offline touchpoints, it can help attribute revenue to the most influential channels. 

2, Customizable Dashboard:

Bizible’s simple and intuitive marketing dashboard helps track ROI, marketing expenditure, and more. The built-in report templates, also customizable, help create reports that offer a vivid idea of the effectiveness of marketing efforts. 

Integrations

The integration capabilities of Bizible are limited compared to other tools in this list. Some of the key integrations are -

• Salesforce
• Marketo engage
• Pardot
• Google Ads
• SnapEngage

Customer reviews

Pricing

Adobe Marketo Measure is part of Adobe Marketo Engage, and the pricing details are available upon request. 

4. Attribution

Attribution is a powerful and user-friendly tool for multi-touch attribution. It lets you track your spending, visits, conversions, revenue, and ROAS in one place. 

It provides various features that help marketers better understand the campaigns' performance and optimize their marketing strategy. The tool is easy to set up and suitable for B2B and B2C companies. 

Key features

1. Multi-Touch Attribution: 

Provides traditional and custom attribution models to effectively track the channels driving conversions and attribute revenue to them. 

2. Built-in Integrations:

Attribution provides secure built-in integrations with CRM software, automation tools, and other relevant marketing tools. 

Integrations

Popular integrations of Attribution are:

• LinkedIn 
• Salesforce 
• Google Ad Manager
• Zendesk 
• Shopify 

Customer reviews

Pricing

Attribution’s pricing details are not available on the website. If you are interested in the tool, get in touch with the team for more information.

5. Ruler Analytics

Ruler Analytics is an attribution tool that can automatically identify the channels that are driving more conversions. The tool helps identify anonymous website visitors and also allows call tracking.

It provides insights into how quality leads behave, such as identifying the channels and messages that resonate most with them. This aids marketers in adjusting their marketing strategies by leveraging better-performing channels and minimizing spend on channels that don't bring in quality leads.

Key features

1. Opportunity Attribution

It enables the sales team to track the progress of each prospect in the sales pipeline. Also, it provides valuable data on the number of prospects in the pipeline and which channels contribute most.

2. Revenue Analytics

This feature can stitch marketing, sales, and revenue data to identify the sources that generate more revenue. It further analyzes these to understand how they affect the ROI and ROAS.

Integrations

Ruler Analytics provides integration with a wide variety of tools and software. Following are some of the most popular integrations. 

• Google Analytics
• Facebook
• Google Ads
• Salesforce
• Intercom 

Customer review

Pricing

Ruler Analytics’s paid plans include:

• Small/Medium Business - £199 per month (0 - 50K visits)
• Large Business - £499 per month (50 - 100K visits)
• Enterprise - £999 per month (100K + visits)

6. CaliberMind

Next tool on our list is CaliberMind.

CaliberMind is a multi-touch attribution tool that collects all customer behavior data from different sources under one roof. This enables marketers to easily track and analyze these data and improve the campaigns.  

The tool is scalable to grow with your business and adaptable to any tech stack. With CaliberMind, marketers can gain a deeper understanding of the following:

• Impact of their overall marketing efforts on the sales pipeline.
• Channels that are driving the most conversions.
• Return on ad spend (ROAS).

The above information can help marketers optimize their marketing strategy and increase the likelihood of conversion. 

Key features

1. Marketing Attribution 

CaliberMind helps understand your marketing effort's impact on revenue and customer acquisition. The feature monitors user interaction throughout various channels and attributes revenue to the most influential one. 

2. Funnel

The feature tracks user interaction at each stage of the customer journey. This enables you to identify the touchpoints that drive customers down the funnel and those that increase the churn rate. Marketers can optimize their channels accordingly and improve campaign performance. 

Integrations

CaliberMind integrates with the following.

• HubSpot
• LinkedIn
• Marketo
• Outreach
• Google analytics

Customer reviews

Pricing

CaliberMind provides a free version. Details about the paid plans can be available upon request. 

7. Full Circle Insights

Full Circle Insights is a marketing performance measurement solution that provides insights into marketing campaigns and their effectiveness. It is developed entirely on the Salesforce app cloud and seamlessly integrates with Salesforce CRM. 

The tool provides a range of features that help marketers make informed decisions to optimize marketing strategies. 

Key features

1. Revenue and Pipeline Analysis 

The feature helps identify which campaigns generate revenue by analyzing the sales pipeline. Therefore, it lets marketers understand the performance of various campaigns. Based on this information they allocate their marketing resources to the most effective ones to increase ROI and revenue.  

2. Customizable attribution models

The tool provides a range of attribution models. Also, its customization option allows marketers to create a model that fits their business goals and sales cycle. 

Integrations

• Marketo
• Eloqua
• Act-on
• Salesforce

Customer reviews

Pricing 

The pricing of Full Circle Insights is available on request. 

Takeaway

To conclude, if you are looking for a HockeyStack alternative, there are several tools to choose from. The key is to choose the one right for your business. 

We have discussed the features, pricing details, and a few customer reviews of each tool to help you choose the right HockeyStack alternative for your business. But don't take our word for it. Instead, you should visit each tool's website, and use their free version and trials to get first-hand experience on how they work. This will help you ensure that the tool can provide what it markets and that it can meet all your business requirements. 

Following are a few pointers if you are still unsure how to select an attribution tool. 

• Pricing plans differ with the tools, so it's essential to choose a tool that fits within your budget range. 
• The range of features provided by the tools also varies. Therefore, ensure the tool has essential features to achieve your business goals. 
• Check whether the tool provides the necessary integrations with other tools that your team is using. This can save time and streamline workflows.
• Choose a tool that has a simple and intuitive UI to avoid confusion and improve efficiency.
• Ensure the tool you choose offers quality, timely customer support to avoid potential problems.
• 100% accuracy is a myth when it comes to attribution. So, choose a tool that delivers more accurate attribution.
• Finally, choose a tool that can be customized to meet your business needs and goals.

By carefully considering the factors mentioned above, you can choose the tool that best fits your business's goals. 

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, and webinars can effectively capture their interest and lay the groundwork for further engagement.

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.

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.

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!

Full Circle Insights is a marketing attribution tool that provides a detailed overview of your campaigns. It lets you identify top-performing channels and touchpoints that are more likely to generate and convert leads. 

The tool provides seamless integration with Salesforce and other marketing automation tools. It can capture data across various channels, such as ad platforms, social media, etc., and use them to attribute revenue accurately. Though the tool provides these benefits, it also has some limitations. These include the absence of a support team, lack of flexibility, etc. 

All these matters have led users to look for alternatives and competitors. 

In this article, we will take you through some of the Full Circle Insights alternatives and help you select the best one based on your requirements.

Why do users search for Full Circle Insights alternatives and competitors?

Following are some of the most common challenges users face with Full Circle Insights.

Time-consuming: 

Though the tool is good for understanding customer journeys, it’s highly time-consuming. In fact, it takes over 20 hours to rebuild attribution models. 

Difficult to Implement: 

Even users who are full of praise for Full Circle Insights seem to have issues with its implementation process. In addition, this tool is technically complicated and requires developers’ intervention, even for minor changes to dashboards. 

Absence of an Account Management Team:

The absence of an account management or support team makes Full Circle Insights a difficult tool to use. It’s imperative that users receive the necessary guidance and support to adopt the tool and fully reap its benefits. But without a support team, users will feel lost and unable to utilize the tool’s full potential. 

The drawbacks mentioned above are some of the major factors driving users to look for an alternative. 

We have created a list of the top 7 Full Circle Insights alternatives to simplify your search. 

7 Full Circle Insights alternatives for businesses in 2023

Here is a list of the 7 best alternatives and competitors to help marketers and sales professionals in 2023. Explore each tool to understand how it can improve your marketing performance.  

1. Factors.ai 

Factors is an AI-powered revenue attribution and marketing analytics tool designed for B2B sales and marketing teams. This tool enables B2B teams, irrespective of size, to attribute conversions to various marketing efforts across the buyer’s journey. 

Sales and marketing teams can use insights from the platform to find effective channels and campaigns that drive awareness and conversions, and generate revenue. In addition, it allows them to make data-driven decisions and optimize budget allocation to increase the campaign's performance further and boost ROI.

With Factors, Marketing ops can

1. Gain complete insights into their campaign initiative, current pipeline as well as MQL coverage.
2. Track and analyze all KPIs in one place using a customizable dashboard.
3. Ensure that marketing goals are in sync with business objectives

Also, content teams get real-time insights into how the content is performing and its impact on generating MQLs. Factors can automatically collect data and analyze it to identify the content pieces that are working and those that aren’t.

Features

Multi-Touch Attribution: 

The tool provides a range of attribution models and allows marketers to compare and choose the right one for their business. It can track and identify online and offline touchpoints and help attribute revenue to the most influential channels.

AI-Powered Insights: 

Factors' AI feature “Explain” can provide automated insights for a defined goal. If the goal is to understand what prompts the customers to reach the pricing page, this feature can identify what’s helping and hurting to achieve it.  

Account Identification: 

Factors also has a account identification capability powered by 6Sense. This feature allows SaaS businesses to deanonymize companies engage with the website, reviews, ads, and more.

Marketing Analytics: 

Factors enables businesses to analyze campaign data, website traffic, sales and marketing funnel, and the buyer journey in a single platform.

LinkedIn Tracking:

This feature allows you to find out which companies viewed your LinkedIn campaigns. With this information, marketers can identify and select the most effective campaign and track its effect on pipeline.

Customer Reviews

Integrations

Factors can seamlessly integrate with the following list of tools and softwares.

• Hubspot
• Facebook Ads
• LinkedIn Ads
• Google Ads
• Salesforce
• Segment
• Bing Ads
• Rudderstack
• Marketo
• 6Sense
• Clearbit
• Leadsquared
• Drift
• Google search console
• Slack
• Google spreadsheet
  

Pricing

Factors offers three services, and each has its own pricing patterns:

Analytics & Attribution: 

Factors 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 a quote.

Deanonymization: 

The tool allows you to identify anonymous website visitors, analyze user behavior, and generate high-intent leads. 

• Starter – $99/Month.
• Professional – $149/Month.
• Growth – $499/Month.
• Enterprise – Contact for a quote.

Professional Services: 

Factors also provides expert analytics, consulting, and technical support tailor-made for B2B marketing teams. The pricing plan for the service is as follows.

• Tier 1 – $500 for 10 hrs/Month.
• Tier 2 – $900 for 20 hrs/Month.
• Tier 3 – $1200 for 30hrs/Month.

2. Adobe Marketo Measure [Bizible]

Bizible or Adobe Marketo Measure provides one of the best enterprise-level attribution solutions. It helps marketers visualize the different stages of the B2B customer journey with granular insights across multiple channels.  

Even though the tool is one of the front runners in attribution solutions, users have found some drawbacks, such as limited integrations, longer implementation periods, and higher pricing. 

Features 

Multi-touch Attribution:

Bizible offers various attribution models and allows marketers to customize them. The feature can track touchpoints across multiple channels and attribute revenue to the most influential campaigns. 

Advanced Journey Analytics:

This feature helps users get an in-depth understanding of their prospects at each stage of the customer lifecycle. It allows marketers to identify the user interactions and frictions at each stage and improve them to enhance the conversion rate. 

Customer Review

Integrations 

• Salesforce
• Microsoft Dynamics
• Adobe Marketo Engage
• SnapEngage
• Google Ads

Pricing 

Marketo Measure comes as a part of Marketo Engage. Pricing is available on request. 

3. HockeyStack 

HockeyStack is another analytics and attribution tool for B2B marketers. They provide easy implementation and no-code integrations with CRM, marketing automation, and other relevant tools. With HockeyStack, you can identify high-quality leads and make better use of these datasets to scale faster.

It offers a range of features that help marketers track user behavior, gather feedback and analyze data to improve their marketing efforts. 

Features 

Attribution:

The tool’s multi-touch attribution feature allows users to track touchpoints across different channels. It can identify and attribute revenue to the campaign that’s driving more high-quality leads. 

Account-level Journeys:

The feature automates data collection from different touchpoints to enhance visibility into the pre- and post-conversion journeys of users. HockeyStack also helps visualize the customer journey and the customer interactions at each stage, helping marketers better understand the customer journey.

Funnel Analysis:

This feature provides a comprehensive picture of the sales funnel. Marketers can observe and track the success rate of each stage. It lets marketers understand how customers move through the sales funnel and make essential improvements to drive them down the funnel faster. 

LinkedIn Tracking:

HockeyStack helps marketers identify companies that viewed the campaigns on LinkedIn. This allows marketers to choose the best-performing campaign and track how it impacts the pipeline.

Customer Review

Integrations

• HubSpot
• Pipedrive
• 6sense
• Albacross
• Mailchimp

Pricing 

The pricing for HockeyStack starts from $949 for 10K visitors per month and 10 users. The tool also provides a free trial and a live demo. 

4. LeadsRx

Poor or inaccurate attribution is a critical issue for marketers, and LeadsRX aims to solve that. LeadsRX helps revenue generation and marketing teams ace their marketing campaigns with on-point analytics and attribution. The best part is that it can perform attribution for digital and offline channels. You can use LeadsRX’s attribution across organic and paid digital channels, radio, television, and more.

Features

Radio and Television Attribution:

LeadsRx can also attribute conversions from radio and television. The tool’s multi-touch attribution capabilities help radio and television advertisers optimize their spending and make data-backed decisions. 

Podcast, Audio Streaming, and Video Streaming Attribution:

This feature supports multi-touch attribution for various streaming platforms like podcasts, OTT and CTV. The accurate attribution and analytics help these platforms earn higher ROAS from an optimized spend. 

Customer Review

Integrations

• HubSpot
• Salesforce
• Optimizely
• AppsFlyer
• Webhook

Pricing 

Pricing is available on request.

5. Attribution 

Attribution is one of the popular Full Circle Insights alternatives, helping marketing teams to make data-driven decisions. It offers 360-degree visibility into marketing campaigns and is highly affordable. Also, it helps you with a complete tech stack to run successful campaigns.

Features 

Multi-Touch Attribution: 

This feature provides customizable attribution models to track all relevant touchpoints and attribute revenue to the most influential campaigns.  

Multiple Built-in Integrations: 

This tool has multiple built-in integrations with various CRM and advertising platforms and other marketing tools. 

Delivers Actionable Insights:

Attribution's dashboard is easy to use and understand. It analyzes data constantly to find trends and patterns to improve campaigns. 

Customer Review

Integration

• Heap
• Hubspot
• Salesforce
• Shopify
• Zendesk

Pricing 

Pricing is available on request.

6. Ruler Analytics

Ruler Analytics, another Full Circle Insights alternative, helps businesses bridge the gap between marketing and revenue with advanced attribution insights. With Ruler Analytics by their side, marketers can effortlessly create multiple reports simultaneously. The tool also provides an automatic attribution. It tracks each visitor throughout their journey and automatically attributes revenue to the most influential touchpoint. 

Features 

Data-Driven Attribution:

It provides an accurate view of the buyer’s journey and consolidates data silos to align the marketing and sales team. Also, the insights provided can help marketers optimize campaigns and maximize success.

Offline Conversion Tracking: 

Ruler Analytics allows marketers to track and identify the offline touchpoints that contribute to conversions. This means that if you hosted an in-person event or meet someone in-person and see a spike in traffic immediately after, Ruler Analytics will be able to attribute traffic to the right touchpoint. 

Predictive Analytics:

By leveraging statistical models and applying machine learning to historical data, the feature helps forecast business outcomes. This allows businesses to optimize their marketing campaigns and scale faster. 

Customer Review

Integrations

• HubSpot
• Facebook Ads
• Google Analytics
• Webhooks
• Zapier

Pricing 

There are four plans, and below are the details: 

7. Rockerbox

This tool is a game-changer for early-stage startups with limited marketing budgets. With Rockerbox, businesses can identify their most effective marketing channels and allocate budgets to close more deals. 

Features 

Attribution:

The tool offers various attribution models to track touchpoints across multiple channels and attribute revenue to high-performing channels.  

Cross-device tracking: 

This feature enables marketers to track the customer journey across other devices, such as TV (linear and OTT), podcast ads, and direct mail.

Customer Review

Integrations

• Antvoice
• Pepperjam
• Artsai
• Audacy
• Digital Remedy

Pricing 

Rockerbox offers free and paid versions. The pricing details are available upon request.

Final words 

As discussed in the blog, each attribution tool has its benefits and drawbacks. If you are still unsure of which tool to choose, then consider the following factors to narrow your search. 

Budget: 

Determine your budget and look for a tool that fits within the range. 

Features: 

Select the tool that offers the specific features you need. For example, do you want multi-touch attribution, cross-device attribution, or customer analytics? 

Integrations: 

Evaluate each tool and understand whether they provide appropriate integrations or not.

User Interface: 

Look for a tool that is easy to use and navigate through. 

Customer Support: 

Check whether the attribution tool offers quality customer support on time.

Data Accuracy: 

Consider the attribution tool that delivers more accurate data.

Customization: 

Evaluate each tool and see if these tools are customizable and can meet your business needs and goals. 

To conclude, if you are looking for a Full Circle Insights alternative, you have several great options to choose from. Each tool we discussed has its own pros and cons, so you should assess your business's unique needs and goals to see which tool would work best. 

Remember, while 'Tool A' might be a good choice for a business, it might not be the same for yours. 

That’s why we suggest you use the free trial or version to see which tool provides more value to your business and select the one that best fits your business.

Marketing attribution is extremely valuable for B2B marketers. It measures the impact of campaigns on revenue and identifies which efforts to scale in order to optimize budget allocation. One such tool that helps B2B SaaS companies attribute revenue to their marketing and sales effort is Dreamdata. 

Dreamdata helps analyze marketing expenditure, measure ROI and optimize campaigns to maximize marketing efforts. Some of the key features of Dreamdata are

• Digital analytics
• Revenue analytics
• Performance attribution
• Customer journey mapping

The tool easily integrates with marketing automation and CRM platforms. However, even with all these benefits, it also has some drawbacks.

In this article, we will evaluate the limitations of the tool and also highlight the best 7 Dreamdata alternatives that businesses can consider. We will discuss key features, customer reviews, and pricing of each alternative. 

Let's dive in. 

Table of Contents

• Why are marketers looking for Dreamdata alternatives?
• Quick overview of the top 7 Dreamdata alternatives 
• Top 7 Dreamdata alternatives 
• Key Takeaway

Why are marketers looking for Dreamdata alternatives

Upon evaluating customer reviews on platforms like G2, Capterra, and Trustradius, we find that Dreamdata

• Is difficult to set up
• Has a steep learning curve for users
• Does not have an intuitive UI 
• Can’t gather granular insights on campaigns  

Dreamdata is priced higher than its competitors. Also, the available features are very limited in their free version.

All the above factors have led users to look for an efficient alternative.

Read on to learn about the best Dreamdata alternatives and how to choose the right one for your business.

An overview of Dreamdata alternatives and competitors

Top 7 Dreamdata alternatives

Here are some Dreamdata alternatives that you can check out for your business’s analytics and attribution needs:

1. Factors.ai

The first in the list of Dreamdata alternatives is Factors. It is a marketing analytics and attribution platform built for B2B marketers. 

The tool is easy to implement with itRule Analyticss no-code capability. Once set up, Factors can automatically track all events on the website and also offers retroactive data capturing.

Factors allows easy and no-code integration with CRM, Clearbit, Google Search Console, and other necessary tools. These integrations help centralize customer data and provide actionable insights across departments. Factors also allows users to create customizable dashboards, which help them visualize customer data at a glance. 

Also, Factors has a dedicated customer success management team to attend to each business’s unique requirements and objectives.

Key features

• Revenue Attribution: 

Factors' revenue attribution feature lets you know about the impact of your marketing efforts on the pipeline. It offers a range of attribution models to choose from and helps attribute revenue without marketing leakage. 

• Account Timelines:

This feature breaks down the complex B2B sales cycle, helping marketers identify how different touchpoints in the customer journey impact revenue. It maps out all interactions both on the account and user levels. In doing so, it allows us to understand the prospects and reveal upsell opportunities. 

• Account Identification:

This feature enables teams to identify anonymous accounts across website, ad impressions and product reviews. It helps understand where the visitors are coming from and analyze details like revenue range to segment their target customers. 

• ABM Analytics:

Factors provides dedicated campaign, website, and funnel analytics to take ABM to the next level. 

• Campaign analytics enables marketers to combine and analyze data under a single roof.
• Website analytics uses automated button tracking and custom domain tracking to understand and improve conversion rates.
• Funnel analytics creates ad hoc funnels to connect and analyze data from different channels.
• Journey Analytics:

This feature helps companies get a more in-depth understanding of the customer journey. It gives insights into how the marketing efforts drive conversion by cohort. Its AI-powered analytics can evaluate what works in favor of the defined goal and what doesn't. 

Pricing

Look up the pricing plans of Factors.

For Analytics & Attribution:

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

They also have a Custom plan for tailor-made analytics and an Agency plan for marketing agencies. Contact the Factors team for more details. 

For Deanonymization:

• Starter - $99 per month
• Professional - $179 per month
• Growth - $499 per month

Custom - Contact the Factors team for more details.

For Professional Services:

They offer consulting and technical support tailored to each business. The pricing for the service is as follows. 

• Tier 1 - $500 per month (For Early-Stage Teams)
• Tier 2 - $900 per month (For High-Growth Teams)
• Tier 3 - $1200 per month (For End-to-End Consulting)

2. HockeyStack

HockeyStack is another Dreamdata competitor that provides attribution solutions. The tool is intuitive and easy to implement. 

In addition to attribution, HockeyStack also offers a range of functionalities that help marketers;

• Visualize customer journeys with funnels.
• Optimize Ideal Customer Profile (ICP) by using CRM properties like companies and contacts to segment metrics.

• Collect customer feedback through surveys.

Key features

• Revenue Attribution:

By attributing revenue to each aspect of marketing, HockeyStack can help understand which channels or campaigns bring more ROI. As a result, it enables marketers to prioritize and focus their efforts and drive more conversions.   

• Funnel Analytics:

This powerful feature from HockeyStack allows users to visualize different sales stages in detail. Marketers can understand how their customers move down the sales funnel and improve the stages that are not performing well. 

• Account-Level Journey:

HockeyStack tracks customers' pre- and post-conversion journeys with touchpoints, including website visits and demo calls. It also visualizes the account journey showing the different journey stages and the actions users take at each stage. Therefore, it enables marketers to understand the customer journey comprehensively.

Pricing

HockeyStack’s pricing starts from $949 per month. Book a demo with their team to get a detailed quote for your needs. HockeyStack also has a live demo that gives you a sneak peek into the platform.

3. Marketo Measure (Bizible )

Bizible or Marketo Measure is Adobe's attribution solution. It has a touchpoint-based data model that can collect data at each touchpoint, offering insights into the customer journey. This allows marketers to identify the high-performing touchpoints at each stage and improve those not performing well. 

Even Though the tool has all these features and benefits, it is difficult to set up and has limited integration capabilities. 

Key features

• Attribution: 

This feature enables marketers to leverage attribution models that align with their business goals. It helps attribute revenue to influential campaigns and boost conversion rates. The fact that Bizible can run multiple attribution models in parallel makes it stand out from the rest. 

• Intuitive Dashboards: 

Bizible’s dashboard reports insights on marketing KPIs in a highly visual and intuitive format. The KPIs include ROI, pipeline velocity, marketing expenditure, and more. As a result, marketers can easily understand the campaigns' effectiveness and optimize them. 

Pricing

The pricing details of Bizible are available upon request.

4. Rule Analytics

Ruler Analytics is a marketing attribution tool that tracks online and offline touchpoints. Its attribution feature automatically links revenue with channels and campaigns.   

On top of customer journey tracking, Ruler Analytics also delivers insights into how quality leads behave. This further helps marketers optimize their campaigns and target high-quality leads. 

The tool is intuitive, easy to set up, and provides good customer support. Also, Ruler Analytics allows users to leverage various attribution models to build reports on all essential data. 

Key features

• Marketing Attribution:

Ruler Analytics’s attribution feature automatically attributes revenue to the most influential touchpoints. They track all visitor touchpoints, match leads to marketing data, and attribute revenue to appropriate campaigns.

• Predictive Analytics:

The feature uses statistical modeling and machine learning to analyze historical data and forecast business outcomes. It can interpret and make sense of the sales and marketing data and identify patterns and trends. This helps marketers optimize marketing strategies to yield better results.

• Marketing Mix Modelling (MMM):

This feature uses statistical modeling to understand how marketing activities impact sales results. It also makes marketing reporting easier and provides view-through attribution. 

Pricing

Ruler Analytics’ pricing plans are as follows. 

• Small/Medium Business - £199 per month (0 - 50K visits) 
• Large Business - £499 per month (50K - 100K visits)
• Enterprise - £999 per month (100K+ visits)

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

5. Singular

Singular is another marketing platform that provides attribution solutions. With singular, marketers can

• Measure and report on all channels
• Analyze ROI by combining attribution with cost aggregation
• Track and analyze the customer journey
• Monitor a single-managed pipeline for analysis-ready marketing data. 

Its open integration framework enables marketers to measure performance across apps, web, SMS, referrals, email, and TV. The tool is easy to set up and delivers robust support for server-side integrations.

Key features

• Mobile Attribution:

It offers marketers a complete view of ROI and performance and analyzes the impact of every dollar spent. It allows marketers to set up attribution settings for each channel. The feature can prioritize touchpoints based on their impact on the users' decision to install or engage with the app. The attribution methods include multi-touch, UTM tracking, and website-to-app attribution forwarding. 

• SKAdNetwork Attribution:

This is specifically for improving ad performances on iOS devices. This feature helps marketers save time and effort by automating the conversion value decoding process. In addition, it provides more accurate insights into ad performance on SKAN. 

• Cross-Device Attribution:

This feature can track and analyze user engagement and acquisition across multiple devices. These devices can be desktops, smartphones, or tablets. Thus, this feature gives marketers a comprehensive view of customers' journeys and interactions. 

Pricing

Singular offers a free version and a free trial for their paid plans. Contact their team for details on plans - Growth and Enterprise.

6. Full Circle Insights

Full Circle Insights is another marketing analytics and attribution platform that can help optimize marketing efforts. The tool is built on the Salesforce App Cloud, ensuring seamless integration between the two platforms. 

It provides various features, including funnel metrics, camping attribution, and performance reporting. It also offers customizable dashboards and reports to meet each business's unique needs and goals.

Key features

• Pipeline analysis:

This feature helps users identify influential touchpoints at each stage of the customer journey. In addition, the tool’s detailed reporting enables businesses to optimize and improve their marketing efforts with ease. 

• Out-of-the-box Attribution Models:

Marketers can choose from various attribution models and customize them to track and analyze their GTM efforts. This helps marketers make data-driven decisions for allocating marketing resources.

Pricing

Full Circle Insights’ pricing plans are not transparent. Contact their team to get more details.

7. LeadsRx

LeadsRx is a SaaS platform that provides attribution solutions. It helps marketers and agencies measure the performance of their marketing efforts. 

LeadsRx can track and measure the impact of touchpoints across multiple channels (online & offline). It enables marketers to understand how each channel drives conversion and revenue and optimize their campaigns accordingly to maximize ROI. 

It has a responsive and intuitive UI and gives excellent customer support. And it also enables easy set-up.

Key features

• Radio and Television Attribution: 

LeadsRx is able to attribute radio and television along with other marketing channels. Its flexible attribution window allows users to change the period from hours to seconds. Additionally, the tool also allows users to monitor decay curves and arbitrate station overlap. 

• Attribution for Podcast, Audio Streaming, and Video Streaming Advertising:

LeadsRx supports multi-touch attribution for all audio and video streaming platforms. It also provides insights into how well podcast ads perform and helps optimize them to improve ROAS. LeadsRx is the first-ever marketing analytics company to measure real-time podcast ad performance.

Pricing

Contact the LeadsRX team for details.

Takeaway

As you can see, there are several great available for Dreamdata. Each tool we discussed has its unique features as well as drawbacks. 

Factors will be an ideal choice if you are looking for an affordable B2B attribution solution. At the same time, choose Singular if you want to attribute across mobile apps and desktops.  

Ultimately, the right attribution tool depends on your business needs and preferences. So take some time to research and evaluate each tool to the fullest, and choose the one that best fits your business. 

In the B2B industry, it's difficult to measure the impact of GTM efforts or attribute specific marketing touchpoints to revenue. This challenge arises because the B2B sales cycle involves several non-linear customer touchpoints over lengthy periods of time.

Several marketing attribution tools are available to help businesses solve this problem. However, with so many alternatives in the market, picking the right one can be overwhelming and time-consuming.

This article evaluates two of the most popular B2B marketing attribution tools. Bizible and HockeyStack.

We'll compare both tools' features, pricing, and other essential factors to help you decide which tool is the best fit for your business.

TL;DR:

• Bizible is now Marketo Measure - Adobe’s marketing attribution solution.
• Bizible does better than HockeyStack in terms of - Multi-touch attribution, Customer support, and tracking multiple channels.
• The implementation of Bizible could take up to 3 months.
• HockeyStack is better than Bizible in terms of - Intuitive dashboards, Third-party integrations, Funnels, Surveys & Impression Tracking.
• HockeyStack provides extra features like Funnels, Surveys, and LinkedIn impressions. 

Table of Contents

• About Bizible
• About HockeyStack
• Bizible vs. HockeyStack: Common Features
• What Bizible does better
• What HockeyStack does better
• Bizible vs. HockeyStack: Pricing
• How to choose the right tool for your business

About Bizible [Now Marketo Measure]

Bizible is a marketing attribution and revenue planning platform for B2B marketers. It helps businesses understand the impact of their marketing efforts on revenue by providing insights into which channels, campaigns, and tactics drive the most income and ROI.

Bizible was acquired by Marketo, which itself was acquired by Adobe in the same year (2018). The tool is now rebranded to Adobe Marketo Measure. 

About HockeyStack

HockeyStack is an analytics platform that tracks and analyzes user behavior across websites and mobile apps. It unifies all relevant data in one place, helping companies understand how different factors influence engagement and revenue generation. 

HockeyStack offers many features, including event tracking, funnel analysis, and cohort analysis. It also includes a customizable dashboard to visualize and understand data in real-time.

Bizible vs. HockeyStack: Common Features

Since both Bizible and HockeyStack are attribution tools, they're bound to have some similarities.

Here we'll discuss the common features of each and explore how businesses can benefit from them. 

Content Analytics

Content is king. Whether you have a blog, service page, or ad, content is key to driving brand awareness and conversions. Therefore, it is important to know how content is performing and how it affects the performance of marketing strategies.

Both tools provide valuable insights into the effectiveness of their content strategies. What distinguishes HockeyStack from Bizible is its ability to track and understand the traffic source’s MRR. 

Otherwise, the common use cases are as follows: 

• Identify the traffic to each content piece.
• Evaluate the engagement rate, CTR, and conversion rate of each content.
• Calculate the time spent on each web page.
• Pinpoint the influential content driving more prospects and conversions.

Suggested read: Measuring the ROI of your B2B Content

Customer Journey Mapping

Customer journey mapping is a crucial element when it comes to marketing, and both tools provide this feature. 

Bizible’s robust multi-touch attribution models help pinpoint all key touchpoints and can aid in mapping the customer journey. Similarly, HockeyStack’s attribution and account-level journey features visualize all pre- and post-conversion journeys with all relevant touchpoints. 

Custom Reporting

Users can create and access their reports using inbuilt templates in both tools. They also enable users to customize reports based on their needs. 

How is it helpful? 

A custom report can be modified to provide detailed insights into various marketing performance metrics, such as website traffic, conversion rate, and ROI. These metrics help understand which marketing efforts are working and which are not. 

Conversion Tracking

Both tools can track and measure valuable user interactions such as page views, form submissions, newsletter subscriptions, and button clicks. 

It is important to track conversion as it provides insights into what's working and what's not. This further helps businesses make data-driven decisions to improve their marketing campaigns. 

Both tools allow marketers to track and measure conversion rates across channels and touchpoints. It further helps with the following:

• Identify high-performing channels that drive more conversion and revenue. 
• Understand what prompts the customer to convert by tracking conversion at each customer journey stage. 
• Identify campaigns and channels that don't perform well and optimize them.
• Associate revenue data with corresponding campaigns to prove ROI.

What Bizible Does Better

Multi-touch Attribution

Bizible is one of the best tools for multi-touch attribution and provides insights into online and offline touchpoints. 

It provides users with various attribution models and is customizable to meet specific goals. It also can run multiple attribution models in parallel, which is absent in HockeyStack.

Though revenue attribution is one of the key features of HockeyStack, some users have found it complex to use. Therefore, Bizible remains the best choice in terms of multi-touch attribution.

Tracking Multiple Marketing Channels

Bizible is an excellent option for companies that use various marketing channels to attract potential customers. However, while HockeyStack can help track user interaction with social media platforms, they still need to catch up on offline touchpoints. 

With Bizible, companies can pinpoint the channels that are driving qualified traffic. Then, by allocating marketing budgets and optimizing channel performance, companies can increase the likelihood of sales.

Customer Support

Both Bizible and HockeyStack provide good customer support. However, based on G2 and Capterra reviews, Bizible seems to have the upper hand.

Bizible’s customer support team works closely with customers to assist and solve any problems they experience with the software. They even attend to generic requests quickly.

What HockeyStack Ds Better

Intuitive Dashboards

HockeyStack provides a simple and customizable dashboard that allows users to identify critical data about website visitors on one screen. 

Though Bizible claims to provide dashboards that are intuitive, reviews say otherwise. 

Integrations

Integrations are crucial as they help collect and analyze data from different sources in a centralized platform. As a result, these integrations help businesses understand their marketing performance better and make data-driven decisions to optimize them.

Though both tools provide integrations, HockeyStack has more integration capabilities than Bizible. Moreover, according to the HockeyStack website, they provide custom integration. This means that if a user can't find a necessary integration, the HockeyStack team will build one for them.

Implementation

HockeyStack provides faster onboarding than Bizible. With HockeyStack, companies need to add just one code to their website. In contrast, the implementation process in Bizible can take up to 3 months and would require extensive IT support services, which Bizible does not provide.

Funnels, Surveys & Impression Tracking 

HockeyStack offers some additional features that Bizible doesn't provide. 

Funnels

This is one of the most valuable features of HockeyStack. It is a powerful analytical feature that helps users visualize the various stages of the sales cycle using graphics. Users can configure these stages to track how website visitors move from the home page to the pricing page, to a blog, and to schedule a demo.

Surveys

This allows users to create their own surveys for self-attribution and to understand the NPS score. Using these survey responses, a business can identify which channels influence the pipeline - from their users. 

LinkedIn Impression Tracking

Linkedin Impression Tracking allows users to identify the companies that view their LinkedIn campaigns.

Bizible vs HockeyStack: Pricing

Bizible Pricing

Bizible (Marketo Measure) doesn't provide transparent pricing information on its website. Contact its sales team for more details.

Also, Bizible customer reviews often indicate that the pricing is higher than other tools.

Free Trial - Not available

Free Version - Not available 

HockeyStack Pricing

HockeyStack also doesn't have pricing information on their website. According to their website, plans start from $949 per month.

Free Trial - Available

Free Version - Not available 

How to Choose the Right Attribution Tool for Your Business

Choose a scalable tool that can be customized to address your business's unique needs and challenges. The scalability feature ensures that the tool will remain relevant even as the business scales and grows. 

Apart from scalability and customization following are a few other points to consider before selecting a tool.

• Identify and understand the business requirements; this will help choose a tool that provides the insights you need.
• Marketing analytics tools are costly in general. So, ensure the tool solves your essential features and falls within your budget.
• Ensure the tool you choose enables third-party integrations with CRM, Ad platforms, etc. 
• Select the tool that provides an intuitive UI. 
• Make sure that the tool offers adequate customer support. 

Still On The Fence About What B2B Attribution Tool To Go With? 

If you feel Bizible nor HockeyStack is the right fit for your business, then why not consider Factors?

The tool is purpose-built for B2B SaaS marketers and has the best following features:

• Easy no-code implementation
• Effective touchpoint tracking [Online & Offline]
• Accurate path analysis
• Multi-Touch Attribution
• Website visitor identification
• ABM analytics
• Customizable reports, events, and dashboards
• Custom funnel analysis with selected KPIs
• Dedicated customer success management

And more, read about each Factors’ features

Our users love us, you can read more wonderful reviews on G2 and on Capterra.

Factors Pricing

Free Trial - Available

Free Version - Available

Factors provide various pricing plans, including customizable options. The pricing is as follows:

• Starter - $399 per month
• Growth - $779 per month

‍Contact the Factors team to learn more about the Custom and Agency plan.

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

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.

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. 

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. 

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.

Customers are complex. What drives them? What bothers them? What encourages them? And what convinces them to choose you over your competitors? Without a clear framework in place, answers to these questions remain nuanced and theoretical. 

Here’s where customer journey mapping can help. 

A customer journey map visualizes the entire customer experience with your company — from awareness to deal won, and sheds light onto why your customers behave the way they do at every stage of the sales cycle.

As we will see, customer journey mapping proves to be beneficial in acquiring more customers, faster — and retaining them for longer durations of time. 

Here’s what this guide to customer journey mapping covers:

1. What is customer journey mapping?
2. How does customer journey mapping work?
3. Why do B2B companies need to map out their customer journeys?
4. What should you include in your customer journey map?
5. Steps to create a customer journey map
6. Customer journey map vs user experience map: what’s the difference?
7. How does Factors.ai help with customer journey maps?

What is customer journey mapping?

Especially in B2B deals, customers rarely make purchase decisions on an impulse. Instead, they spend significant time identifying pain-points, researching solutions, comparing alternatives, and freeing up budgets before finally becoming paying customers.

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Customer journey mapping can be defined as the visualization of interactions that a buyer has with a company across the entire sales cycle — from awareness to deal won to retention. Customer journey mapping provides valuable insights to refine the overall customer experience, drive conversions, and improve customer retention rates. 

In short, the customer journey map encapsulates this buyer experience. This journey can be broadly divided into: pre-conversion, onboarding, and post-conversion. 

Each of these segments can be further broken down into granular customer touchpoints that the marketing, sales, customer success, and product team are responsible for. 

How does customer journey mapping work?

There’s no one right way to go about customer journey mapping. But at its core, customer journey mapping works by consolidating and visualizing an otherwise complex, non-linear sales cycle.

With this framework, go-to-market teams can identify how customers behave, what their preferences are at each stage of the sales cycle, and what helps or hurts conversions. 

As you might have guessed, plotting this customer journey map involves compiling data from a wide range of touch points across the sales cycle.

Without the right tools and techniques, tracking these touch-points across channels, campaigns, offline events, website, CRM and more can be a daunting task. More on how Factors.ai can ease this process later. 

What should you include in your customer journey map?

While every business involves its own unique customer journey, a few key elements remain constant across the board. Here’s a breakdown of what you should look to include in your customer journey map.

1. Sales Cycle

Firstly, connect the dots between relevant data sources across campaigns, website, MAPs and CRM. This is to understand where your customers are coming from and how they’re engaging with your brand across the sales cycle. 

The average B2B sales cycle can be broken down into the following stages: 

1. Awareness (ToFu marketing, branding, etc)
2. Consideration (BoFu marketing, sales discovery, trials, etc)
3. Decision (Effective sales and customer success)

2. Customer Behavior

Based on the data collected from the previous point, gauge how customers behave at different stages of the sales cycle. 

Let’s say that the data suggests that during the awareness stage, buyers look to learn more about the problem they’re facing. At this stage, educational material such as ebooks or webinars may be more relevant to customers as compared to bottom of the funnel material such as comparison articles or case-studies. 

3. Sentiment

B2B deals tend to be perceived as unemotional, objective transactions. However, at the end of the day, B2B businesses still sell to people — buyers and users — within a business. Accordingly, it’s important to consider the sentiment of leads and buyers during every stage of the customer journey. 

For instance, the problem-awareness stage may involve frustration or confusion that we should look to minimize with useful content and personalized outreach. The solution-decision stage may involve feelings of relief or happiness which should be maximized with reliable customer support and relevant documentation. 

4. Problems

Carrying on from the previous point: For any negative sentiment, there’s probably a pain-point or problem behind it. Identifying these pain-points at various stages of the customer journey will help create pointed, relevant customer experiences that look to solve user problems.

5. Solutions

As previously mentioned, we can look to solve challenges and paint-points along the customer journey to reduce or eliminate any points of friction. This will ensure smooth sales conversions.

Why do B2B companies need to map out their customer journeys?

Creating a customer journey map, especially without the right tools, can be an unintuitive and daunting task. Why then should businesses care to go through all this effort? 

The overarching reason for B2B teams to create customer journey maps is because of its positive impact on customer experience, conversion, and retention. Breaking down the customer journey into broad stages with individual objectives simplifies, and ultimately improves, an otherwise convoluted customer journey. 

Here are a few specific ways in which customer journey mapping benefits the customer experience, which in turn benefits your businesses’ bottom line metrics.

1. Identify what resonates with your audience 

Customer journey mapping helps identify how different messaging, content, topics and themes resonate with your target audience. While marketers tend to have a hunch about this, qualifying a hypothesis with data helps scale efforts confidently.

2. Refine personas and improve targeting

Targeting a broad audience isn’t effective or scalable in the long run. Customer journey mapping sheds light onto which customers are actually interested in the value of your product. This helps refine the characteristics of ideal customer profiles and allows marketing teams to go after targeted, high-intent audiences. 

3. Improve customer retention rate

The customer journey map charts a course all the way into the product and its end-users. This provides valuable insights into who the product is helping most, and how it’s helping them. 

With this end-to-end view of the customer journey, it’s clear to see where to improve the customer experience, even within the product. This is invaluable information given that a third of Americans consider switching to an alternative after a single poor experience.  

Ultimately, improving the customer experience means improving customer retention. Which in turn lends itself to stronger pipeline and  up-selling opportunities.

Steps to Create a Customer Journey Map

Here’s a step-by-step breakdown of creating a customer journey map from scratch.

1. Define customer journey objectives 

The first step is to determine why you’re constructing a customer journey map. What’s the objective? Whose customer experience are you looking to improve? Based on this information, define 1-3 hypothetical buyer personas that represent your ideal customer profile.

Buyer personas should be based on a combination of firmographic features like industry, revenue, and headcount as well as user-specific characteristics like role, department, tech-stack, etc. 

2. Survey prospects and customers 

After defining your hypothetical “perfect customer”, it’s time to survey your actual prospects and buyers. This is mainly to close the gap, if any, between how you believe your customers think and how they actually think. 

Here are a few questions to ask prospects and customers:

• How did you hear about us?
• What are you looking to solve for? What’s your biggest pain-point?
• How would you rate our onboarding process on a scale from 1-10?
• How do you think we can improve our website content? 

3. Track customer journey touchpoints

While asking customers where they found us and how they like our product is all well and good — it’s rarely sufficient. For one, B2B sales cycles last several weeks, if not months. It’s hardly fair to expect customers to remember the exact social media post that drove them to your website. 

For another, subjective interviews are often riddled with bias and leading questions. To avoid inaccuracies in data, it's crucial to independently track touch-points across campaigns, websites, MAPs, CRM, and other relevant sources for objective analytics. With this, we can find answers to questions like:

• Which channel is driving the most traffic to my website?
• Which blog topics lead to the most conversions? 
• What percentage of the pricing page are visitors scrolling through? 
• How are customers progressing from an ad campaign, to website, to demo, to deal won?

Consider the sentiment, pain-points, and solutions that are associated with every customer action in order to understand motivations and tailor marketing efforts efficiently. 

For example, if a page on “Identifying website visitors” seems to be driving a lot of conversions, this may be a pressing pain-point or use-case to your audience. In this case, tailoring outbound efforts and organic social with more content on visitor identification may be fruitful. 

4. Allocate resources across the customer journey  

So far, we’ve defined who we want to sell to, identified what current customers are thinking, and tracked how these customers are interacting with our brand. 

Based on this goldmine of information, we receive a rough idea as to how we can better allocate resources. For instance, maybe mapping out this data reveals that webinars seem to perform disproportionately better than paid social at driving high-intent visitors. 

Alternatively, this customer mapping exercise may also reveal a dearth in specific tools that could help accelerate sales velocity – email automation, customer service management, etc. 

The reallocation of resources that follows these insights will ultimately result in the first iteration of the customer journey map. A design that encapsulates who your ideal buyers are and the ideal path they’ll take to become paying customers.

5. Analyze the customer journey 

At this stage, we’ve crunched a whole lot of customer data and allocated resources to optimize the customer journey. But this is just one half of the puzzle. Analyzing and iterating based on real-life results is crucial to the success of a customer journey map.

Look to answer questions like:

• Where are customers dropping off disproportionately? 
• Which touch-points are driving higher-than-average conversions? 
• How does the quality of leads differ from one channel to another? 

This is where the customer journey map graduates from theory to practice. 

6. Iterate. Iterate. Iterate. 

Using learnings from the analyses of the customer journey, run a wide range of experiments to test specific hypotheses at every stage of the sales cycle. 

Perhaps reworking ad copies, repositioning CTAs on the website, investing in a customer service tool, updating the onboarding flow result in improved customer experience and conversions.

Rather than relying on intuition or guesswork, use the customer journey map to identify and iterate on strengths and limitations with data-driven insights. 

Ideally, the customer journey map should be revised every month or quarter to stay aligned with every-changing customer behavior.

Customer Journey map vs User Experience map: What’s the difference?

In short, a customer journey map considers every measurable interaction that a customer has with your business from awareness to consumption. A user experience map, on the other hand, only considers how customers use the actual end product. 

It’s important to distinguish between the two because, especially in B2B deals, the buyer is often different from the end-user. While there’s generally significant overlap between the two concepts, user experience is a subset of customer experience. 

For example, a CMO reads a blog and attends a demo through a website before purchasing your software for her content marketing team. While the CMO might be thoroughly impressed with the material she’s interacted with, the content marketing team may actually be disappointed with the software.

While a customer journey map will consider this case end-to-end, a user experience map will only highlight the limited usage of the software by this content marketing team. 

How does Factors.ai help with customer journey mapping?

Here are four ways in which Factors.ai can help map out your customer journey:

1. Account and User timelines

Factors unifies customer journey data across campaigns, website, and CRM to present an interactive timeline of touchpoints at a user and account level. This is an especially powerful tool for account-based marketing teams to track how users from their target accounts are progressing through the sales cycle.

2. Account Identification 

Factors uses industry-leading IP-look up technology to identify up to 64% of anonymous website traffic.. This provides valuable insights into which accounts are visiting your website and how they’re interacting with pages and content. 

This firmographic and intent-data helps shape the buyer personas for your customer journey map as it sheds lights onto how different types of companies  interact differently with your brand.

3. Attribution

As previously mentioned, measuring the right touchpoints and tying it back to revenue manually is, to say the least, a chore. Multi-touch attribution on Factors helps connect the dots between conversions and pre-conversion touchpoints. Compare a range of attribution models based on the nature of your business to quantify the impact of marketing effort on pipeline and revenue.

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4. Path analysis

Path analysis is similar to timelines in that it provides an intuitive visualization of various accounts and users traveling through different paths along the customer journey. The difference is that path analysis reflects aggregated user behavior rather than a specific account’s journey.

This is helpful when testing hypotheses, running experiments, or gauging customer behavior on a larger scale. 

And there you have it! A complete guide to customer journey mapping — and how Factors.ai can help construct your customer journey map. Interested to learn more about Factors? Book a personalized demo today! 

Attribution helps SaaS companies identify which sales and marketing efforts result in a conversion. Doing so allows marketing, sales, lead gen, and other teams to identify the actions that drive conversion and revenue.

Additionally, with the help of attribution, SaaS teams can optimize budget allocation for various channels and campaigns to improve the conversion rate.

In this article, we’ll discuss the following

• What is Last Click Attribution
• How can SaaS companies use this model?
• The difference between Last Click and First Click Attribution models.
• The limitations of Last Click Attribution.
• How Last Click Attribution works in Factors

What Is Last Click Attribution

Last Click Attribution (LCA) model credits 100% of a conversion to the last touchpoint a buyer interacts with for a conversion event in the buyer’s journey.

Here’s an example to help you understand how LCA works.

Let’s say a CMO is looking for attribution software to help them tie their marketing team's efforts to conversions and revenue generated.

During market research, they come across a LinkedIn advert for Factors.ai and land on the features page and get insights into how the application can provide a solution to their needs.

Later that week the CMO comes across a blog talking about why CMOs should care about B2B Marketing Attribution. Upon reading this article, they finally decide to sign up for a demo.Last Click Attribution

Here the last touchpoint the CMO interacted with is the blog. So the LCA model will give full credit to the blog for the CMO’s conversion (demo sign up).

Last Click vs First Click Attribution: What’s the Difference?

First Click is another simple attribution model that is similar to Last Click. Both of these are single-click attribution models, they attribute conversion to a single touchpoint.

The key difference between the two models is that Last-Click attributes a conversion to the final touchpoint. Whereas First-Click gives credit to the first touchpoint that led to a conversion.

We will explain how First Click Attribution (FCA) works by using the same CMO’s demo sign-up example.

The differences between the two models are that

• LCA attributes the conversion to the last touchpoint before the sale whereas FCA Attributes the conversion to the first touchpoint in the customer's journey.
• LCA emphasizes the impact of the last touchpoint before the conversion while FCA measures  impact of the first touchpoint in the customer's journey.
• Last Click Attribution is easier to implement compared to FCA as it needs sophisticated software for comprehensive tracking and data collection.
• Last Click is commonly used in B2C businesses, B2B companies can also use it jointly with other attribution models. First Click on the other hand is commonly used in B2B businesses where the sales cycle is longer and consideration for purchase is high.

How Can SaaS Companies Use This Model?

Last Click Attribution is a cost-effective model that SaaS companies can use to identify and optimize various campaigns and channels driving conversions. LCA is available for free on Google Analytics.

LCA provides an intuitive framework to make sense of the nonlinear and long SaaS sales cycle with quick insight into the final touch-points before conversions.

Last Click Attribution can be used flexibly with any conversion event in the sales funnel, like

• Demo form signup 
• Marketing Qualified Lead (Newsletter sign up)
• Sales Qualified Lead
• Deals won, and more.

Limitations of Last Click Attribution

The simplicity of the model is what makes Last Click Attribution so attractive, but this simplicity comes at a cost.

The model has some limitations that can impact its accuracy and functionality in certain situations. Here are some of its limitations:

1. Values few channels highly: LCA will highlight channels such as retargeting ads, direct website visit, etc where the conversion is usually high. Due to this marketing teams usually end up allocating more budget on these channels.
2. Disregards contribution of other touchpoints: Last Click Attribution doesn’t account for the possible influence that the other touchpoints could have played in the purchase process.
3. Inaccurate measurement of long-term impact: Not all customers make impulsive buying decisions, at least not in the B2B space. Last Click Attribution does not factor in the long nurturing period in the B2B sales cycle and the various touchpoints that help nurture a prospect.

As the average timeline of the B2B customer journey is increasing, it’s key for marketers nowadays to understand the various factors influencing a prospect's decision.

B2B SaaS companies with long business cycles need to ensure that their efforts are aligned and are contributing to the end goal of converting prospects into paying customers. In this case, the LCA model will give you a skewed perception of the effectiveness of the marketing strategy.

However, these limitations . In the above case, LCA should be used along with other types of attribution models to cover for its shortcomings.

How Last Click Attribution Works in Factors

Last Click Attribution is still used in many B2B SaaS companies where the sales cycle is shorter, and the decision-making process is less complex.

In Factors, you can easily create intuitive Last Click Attribution reports. Additionally the tool presents key metrics such as spend and CPC to help marketers improve budget allocation towards campaigns that work. 

The Cost Per Conversion metric when used along with LCA gives insights into the cost-efficiency of the employed strategy. Marketing teams can use this information to optimize budget allocation for their channels and campaigns to further improve conversions and ROI. 

FAQs

1. Are there other attribution models apart from LCA?

While there are several types of attribution models, the six most common ones apart from LCA are: 

1. First-touch Attribution
2. Last Non-Direct Touch Attribution
3. Linear Attribution
4. U-Shaped Attribution
5. Time Decay Attribution
6. W-shaped attribution

2. Should I use Last Click Attribution for my business?

The decision depends on the specific needs and goals of your business. Last Click Attribution is a simple model, but it is not the  best fit for every company. Consider the limitations of LCA and explore other attribution models and choose the one that aligns with your needs.

In today's data-driven world, B2B SaaS companies need a clear overview of their marketing team’s impact on the bottom line metrics. Marketing attribution tools are built for this particular purpose. They’re essential for measuring the effectiveness of different marketing channels and optimizing campaigns to drive ROI. 

These tools use data analysis to determine the channels and touchpoints that are driving conversions and revenue. This enables marketers to make data-driven decisions and allocate their budgets more effectively.

tl;dr:

• Businesses in the SaaS B2B market need attribution tools to identify account journeys and how they ended up converting
• Attribution tools help you dissect touchpoint data and optimize marketing efforts for increased ROI
• Marketing attribution tools are to be used in tandem with your marketing tech stack

Why do SaaS companies need marketing attribution tools?

SaaS companies use attribution tools to find the most effective ways to acquire customers. These tools enable marketers to precisely identify the platforms that contribute to the revenue, and then work on strategies to get the most out of the top-performing touchpoints. 

However, measuring the impact of various marketing channels on customer acquisition and revenue is easier said than done. B2B buyer journeys increasingly involve lengthy sales cycles, multiple touchpoints, and extensive buying committees

Attribution tools are designed to help B2B companies identify these touchpoints and analyze the effectiveness of their marketing efforts. In fact, a survey by AdRoll in 2016 found that companies using marketing attribution tools experienced a 70% increase in conversion rates, a 33% increase in customer retention rates, and a 20% decrease in customer acquisition costs.

Similarly, a study by Google found that companies using data-driven attribution models see a 10% increase in conversions on average. 

The point is, with growing competition, using marketing attribution tools is no longer a matter of choice for SaaS enterprises. It gives your company a huge potential to grow its B2B SaaS market share by simply leveraging touchpoint insights.

All you need is the right marketing attribution tool… and we’ve got the best ones for you right here. 

Top 7 marketing attribution tools for 2023 

1. Adobe Marketo Measure (formerly Bizible)

‍Bizible is a multi-touch attribution tool that identifies the pipeline and revenue generated by each channel and campaign.

The tool attributes revenue streams with specific marketing channels, content, or cross-platform campaigns. 

You can use Adobe Marketo to highlight the performance of each marketing campaign and accurately identify your most high-performing touchpoints. 

It provides a holistic view of the marketing funnel which allows you to measure the impact of your marketing efforts, allocate budget to the right channels, and align marketing and sales teams using unified data.

Key features 

Cross-channel engagement: You can target customers based on their current stage in the buying journey to keep them engaged through personalized social media messages, impactful emails, and more.

Connect sales and marketing: Centralize data such as prioritized leads and relevant customer insights to enable your sales and marketing teams to collaborate for better conversion. 

Identify real-time behavior: Use data-rich profiles and AI to identify customer preferences and deliver personalized experiences

Integrations

You can integrate Adobe Marketo with: 

• Salesforce
• Eloqua
• Pardot
• HubSpot
• Google Analytics
• Bing Ads
• Facebook Ads
• LinkedIn Ads
• Twitter Ads
• AdRoll
• DoubleClick by Google
• Kenshoo
• Marin Software

Adobe Marketo pros 

• Choose from a wide range of attribution models based on the nature of your business
• Report and visualize data across marketing channels and campaigns
• Tap into real-time customer behavioral insights

Adobe Marketo cons

• Filtering data within the dashboard can be tricky
• Limited integration options 
• Cannot see user activity on the account level

Pricing 

Adobe Marketo offers 4 different subscription packages, each of which varies depending upon the size of your database. Each plan also comes with unique features starting from basic marketing attribution features (Growth package) to full-fledged automation and attribution insights (Ultimate package).

Reviews 

1. Bizible was great for creating our multi-touch attribution model and allowed our marketing team to gain real insight into our online and offline marketing efforts. 
2. For us, it wasn't the perfect tool only because we tended to look at the activity at the account level in Salesforce, but we could only view activity at the contact level within Bizible so there was a bit of a mismatch there.

2. Dreamdata

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Dreamdata is a B2B revenue attribution tool that offers actionable revenue analysis by tapping into both online and offline touchpoints. 

Dreamdata integrates with multiple data sources to provide a comprehensive view of the customer journey from initial engagement to final conversion. This enables you to optimize your business’s marketing strategies and drive growth.

This attribution software uses advanced algorithms and machine learning to credit different marketing channels and touchpoints along the customer journey. This helps identify the impact of each marketing touchpoint on revenue generation. 

Key features 

Web analytics: track engagement by drilling into each URL’s performance

No-code integrations: a user-friendly plug-and-play integration setup that doesn’t require a single line of code

Content analytics: Identify the top content pieces which influence leads and customers 

Integrations

• CRM: Salesforce, HubSpot, Pipedrive, Close, Zendesk Sell, Zoho CRM, and Microsoft Dynamics.
• Marketing automation: Marketo, HubSpot, and Pardot
• Ad platforms: Google Ads, LinkedIn Ads, Facebook Ads, Bing Ads, Twitter Ads, Capterra, G2, Drift, and AdRoll
• Customer Success: Intercom
• Sales tools: Outreach
• Website tracking: Segment, analytics.js, Zapier, and Snowplow
• Data Warehouse: BigQuery, Amazon Redshift, and Snowflake
• BI tools: Google Data Studio, Tableau, Power BI, Metabase, Zendesk Sell, and Looker
• Reverse ETL: Hightouch, and Census

Dreamdata pros 

• Easy to configure 
• Provides accurate content marketing insights
• Stays competitive by swiftly rolling out new features 

Dreamdata cons

• Limited flexibility
•  The UI/UX is not user-friendly 
• Onboarding is a hassle with minimal training material available 

Pricing 

The base plan of Dreamdata is free for individuals. Pricing starts at $999 for a team, while businesses with multiple teams can get a customized plan made to fit their requirements.  

Reviews 

1. The way the team works with us to customize our specific needs to the numbers we get back around marketing attribution. It has taken time, but the insights we have access to are very powerful.
2. The dashboard can be quite buggy & really isn't structured to help drill down on the top-level numbers to gather more granular insights on what is helping us succeed or which campaigns are performing well for us - which is difficult when it comes to reporting on the success or failure of campaigns.

3. Factors

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Factors is a unified B2B visitor identification, marketing analytics and attribution tool that helps go-to-market teams monitor and optimize efforts across campaigns, website, offline events, and CRM.

Factors saves time and effort by empowering a consolidated view of the customer journey across the website, ad platforms, MAP and CRM. Such a unified view of your marketing metrics enables you to identify customer journeys with incredible detail. 

Factors provides you with data about each and every touchpoint that users interacted with. This allows you to measure each touchpoint’s performance, optimize them accordingly, reduce customer acquisition costs in the process, and generate more revenue.  

Key features

Data Integration: Choose from a list of attribution models that fits your business needs and connect your go to market data across CRM, website, and campaigns with no-code integrations

Visitor Identification: Identify anonymous traffic, track visitor behavior, and target high-intent accounts 

ABM Analytics: Track your marketing campaigns, spends, and KPIs under one roof.

Journey Analytics: Visualize aggregated user paths and generate automated insights into what's helping and hurting conversions.

Revenue Attribution: Credit marketing touch-points to conversions and bottom line metrics with a range of multi-touch attribution models.

Account Timelines: Map out customer engagement at a user and account level. See how prospects  interact with your brand and progress through the sales funnel.

Integrations

• HubSpot
• Segment
• Salesforce
• Salesforce
• LeadSquared CRM
• Google Ads
• Clearbit
• LinkedIn
• Facebook Ads
• Marketo Engage
• Drift
• Microsoft Advertising
• Google Search Console

Factors.AI pros

• A powerful, yet intuitive tool that offers a unified view of data from all touchpoints
• Advanced Event Analytics architecture with the flexibility to run User level or Account level reports
• It pulls the CRM data and makes it available for reporting in a chronological order
• Highly accurate in tracking user engagement metrics 
• Auto-Click Capture enables you to conveniently measure CTA effectiveness across your website
• Extremely helpful customer support

Factors.AI cons

Limited integrations 

Non-customizable graphical representations

Pricing 

Factors provides multiple subscription plans across three different categories. 

Factors Website Deanonymization

There are 4 subscription plans in the Factors Website Deanonymization category, starting at $99/month which identifies 500 companies, going up to an Enterprise level plan which can identify 5000+ companies for you. 

Analytics and Attribution

The Attribution and Analytics category features 4 different subscription plans starting at $399/month allowing up to 10,000 users, and goes up to an Agency level plan for full-fledged marketing agencies.

Professional Services

Factors also offers Professional Services with three subscription plans. The price varies based on the number of hours you purchase. The higher your billable hours are, the lower your per-hour cost will be. 

• Tier 1 is for early-stage teams and costs $50/hour for 10 hrs/month
• Tier 2 is for high-growth teams, and costs $45/hour for 20 hrs/month
• Tier 3 is for end-to-end consultation, and costs $40/hour for 30hrs/month

Reviews

1. Best customer support I have seen for a SaaS product - The team helps build any reports we require.
2. The UI can probably use a bit more polish, but I expect they'll get there considering how fast they're moving
3. Loved the accuracy of marketing attribution to channels for lead generation of websites.

4. Ruler Analytics 

Ruler Analytics is a marketing attribution and lead-tracking solution that maps your user journeys and credits the channels that bring in leads. 

This tool allows you to identify leads and leverage reverse engineering to map out the entire journey of that lead. It also uses this data to predict how similar prospects would behave, allowing you to take proactive action by setting up campaigns to target such customers at different stages within the pipeline.

Ruler Analytics comes with various tracking features and multi-touch attribution that allows your business to measure the effectiveness of each campaign. However, unlike most other alternatives, Ruler Analytics gets to work only after a lead is converted, which means you won’t get any insights from abandoned visitors. 

Key features 

Form tracking: separate leads that converted from form submissions, and track their journey to identify why these converted and others didn’t.

Predictive analysis: identify potential risks by analyzing historical data to predict future business outcomes and take proactive measures accordingly.

Revenue analytics: identify which campaigns, channels, and keywords brought the lead in. 

Integrations 

• Google Ads
• Facebook
• Salesforce
• Google Analytics
• Bespoke
• Capsule
• HubSpot
• Insightly 
• Microsoft Dynamics
• Pipedrive
• Proclaim
• Sugar CRM
• Unbounce
• Zoho
• LinkedIn
• Microsoft (Bing) Ads

… and more.

Ruler Analytics pros 

• Allows you to track live chats, web forms,  and calls from different marketing channels
• Comes with a large set of pre-built integrations
• Can be used to track offline events

Ruler Analytics cons

• The learning curve is bigger due to a cluttered dashboard
• Limited integration capabilities with some tools 
• Dashboard often takes time to load 
• Doesn’t offer account-level analytics which is a must-have for B2B companies

Pricing 

Ruler Analytics offers 4 different subscription models starting at $199/month for SMEs with traffic of up to 50,000 visits. You can also opt for a fully customized plan to meet your particular attribution needs.

Reviews 

1. Great customer support. Easy implementation. Powerful online and offline tracking capabilities. 
2. The functionality to compare data from different time periods isn’t present within the dashboard - something beneficial to GA.

5. Full Circle Insights 

Full Circle Insights is a multi-touch attribution tool best fit for marketing performance management.

Full Circle Insights helps businesses understand the entire customer journey by combining data from marketing automation, CRMs, and ad platforms. It tracks each touchpoint to gain relevant insights about activities that are driving the most revenue. 

As a full-fledged marketing performance management tool, it offers numerous features and capabilities  such as lead management, funnel metrics, and campaign attribution.

Key features 

Salesforce Integration: tie your marketing campaigns directly to revenue and track the ROI of each campaign.

Digital Source Tracker: identify marketing offers across channels that drive conversions and pipeline.

Data Cleansing and Enrichment: ensure the accuracy of marketing data to amplify your marketing efforts, acquire more leads, and gain more revenue.

Integrations 

Full Circle Insights doesn’t provide integrations of its own, but you can link it with other apps like Workato, which will enable Full Circle Insights to integrate with 1000+ SaaS apps. 

Full Circle Insights Pros 

• Easy to understand the data and attribution model
• Flexibility in curating how you want to track your business' funnel(s) and create a lead lifecycle.
• Accurate tracking and visibility into lead-initiated activity (response management). 

Full Circle Insights Cons 

• Implementation or rebuilding can be daunting without knowledge of how flows or processes will be affected. Like any other platform, constant iteration and changes need to be made.
• Since FCI is native to Salesforce, non-Salesforce users (for example HubSpot users) cannot use this platform.
• Any issue outside of the tool’s own configuration panel almost always requires an SFDC admin or developer to troubleshoot.

Pricing 

Full Circle Insights offers 5 different pricing options:

• Matchmaker: lead to account matching and account-based marketing solution
• Digital Source Tracker: track the impact of your digital marketing
• Campaign Attribution: campaign performance measurement
• Funnel Metrics: full-funnel visibility
• Full Circle Enterprise: our flagship marketing performance management solution

To get accurate pricing details for each plan, talk to Full Circle Insight’s sales team through their website.

Reviews 

1. Since the model is built into SFDC, you can leverage custom reporting fairly easily. So, as your organization grows and changes, you can also easily update the model(s).
2. The implementation is extremely time-consuming and you definitely need a dedicated SFDC Admin internally for implementation and upkeep.

6. Attribution App 

Attribution App is a multi-touch attribution tool that shows your revenue, visits, conversions, and ROI through a single holistic dashboard. 

Attribution App offers attribution at the user and account level, enabling users to truly understand the buyer journey and credit touchpoints that drive ROI. Attribution also offers affiliate tracking to help you compare affiliate channels within a single window. 

You can use the tool’s cohort-based reporting feature to show ROAS per channel per day/month for actionable insights, and export all the data and insights for further analysis.

Key features 

Multi-touch attribution: analyze interactions across channels and accounts and set up intuitive workflows for complete reporting flexibility. 

Affiliate tracking: invest in affiliate marketing with confidence, track all your partner campaigns, and consolidate all that data within the attribution dashboard for analysis.

Data export tool: automatically or manually export Attribution App’s data for reporting and analysis and make the most out of the acquired insights into customer journeys. 

Integrations

• AdRoll
• Bing Ads
• Facebook Ads
• Google Ads
• Heap
• HubSpot
• LinkedIn
• Magento
• Marketo
• Outbrain 
• Pipedrive
• Quora
• Recurly 
• Salesforce
• Segment
• Shopify 
• Stripe
• Twitter Ads
• Woocommerce
• WordPress
• Zendesk

… and more.

Attribution Pros 

• Easily build custom attribution models from click data 
• Powerful multi-touch attribution platform.
• Centralized dashboard with great visualizations

Attribution Cons 

• High page load times
• Keyword-level data from AdWords isn’t passed into the Attribution App.
• Limited customizations

Pricing 

No pricing information is available on the website. 

Reviews 

1. Incredible multi-touch attribution platform with outstanding support.
2. We are not allowed to customize reporting views on the dashboard. (For example, I can't see signups next to purchases. these are two different pulls)

7. HockeyStack 

HockeyStack is a no-code revenue attribution tool that unites data from different touchpoints to identify account-based intent at different stages of the buying journey.

HockeyStack allows you to highlight the channels that are driving high-quality leads so you can allocate marketing efforts in the right direction to increase ROI. It gives you a deeper understanding of your website’s visitors’ behavior, coupled with advanced tracking and analytics features to help you swiftly take data-driven business decisions.   

HockeyStack also allows you to track clicks, form submissions, views, bounce rates, session timelines, and more, all of which can be filtered by geographic, demographic, and behavioral attributes for clearer analysis. 

Key features 

LinkedIn impression tracking: take a step beyond measuring CTRs. Track all your LinkedIn views, campaign impressions, and engagement at the account level and identify the social media platform’s influence on your pipeline.

Attribution analysis: Collect data from all touchpoints including pre- and post-conversion journeys and view them in a unified visual dashboard

Unified tracking: execute a single code for setup and attribute each CRM field with revenue within minutes

Integrations 

• CRM: HubSpot CRM, Salesforce, Pipedrive, Close, Microsoft Dynamics
• Ads: Google Ads, LinkedIn Ads, Twitter Ads, Facebook Ads, Capterra Ads, TikTok Ads
• Account-based marketing: 6sense, Rollworks, Albacross
• Marketing Automation: Mailchimp, Pardot, Marketo, HubSpot Marketing Hub

HockeyStack pros 

• Cookieless analytics
• Minimal code implementation in minutes
• Customizable dashboard

HockeyStack cons 

• No content heatmaps 
• Limited integration options and requests take several days to a week to build
• Limited alerts and notifications 

Pricing

You can purchase HockeyStack’s subscription for $949/month. This base package is offered with a 30-day refund policy and can be used to identify 10 seats and up to 10k users.

Reviews 

1. We used HubSpot before and we couldn't see what happened before the lead filled out a form or before we went outbound. HockeyStack showed the hidden touchpoints before the person ever became a lead.
2. We noticed data accuracy problems a few times. I believe their responsive team is working hard on the product and trying to improve the quality. We're also looking forward to seeing the AMP version of their script.

What should you look for in an attribution tool?

Not all marketing attribution software is made equal. That’s why you need to consider several factors before searching for the right attribution tool for your business, such as:

Integrations

It is essential to see if an attribution software can integrate with your existing marketing technology stack. This means that it should seamlessly connect with your email marketing software, your social media platforms, CRM, and any other tool you use for marketing. In addition, you should also be able to integrate your tool with ad platforms and websites for a holistic view of your pipeline.

Some attribution tools may have limited integrations, but are open to create customized ones for your marketing tech stack. In this case, you should see their turnaround time to build an integration for your business, and the quality of customer support it offers during the process. 

Pricing

You need to find a fine line between the features offered by an attribution tool and the subscription models it offers. Compare different tools to find the most competitive pricing and don’t overpay for features you may not need. 

Furthermore, pricing strategies vary from one attribution tool to another. While some tools charge on the number of seats, others charge on the number of conversions. Study each alternative’s pricing model to determine the one that works best for you. 

Ease of use

Your attribution tool will be the heart of all your marketing, analysis, and reporting activities, which means you will be utilizing it for several hours every week. That’s why it needs to have a simple and user-friendly UI/UX so there are no hiccups in onboarding or operations.  

In addition, consider features like real-time alerts and automation to get rid of administrative tasks. This will also enable you to focus on analysis and stay on top of your marketing efforts without digging into the data. 

Additional considerations

Your attribution tool should be able to align content, lead gen, marketing, and sales teams by having answers to all of their potential questions about each channel. 

Remember: an attribution tool is not a magic wand that can resolve all your pipeline concerns independently. You need to have a robust marketing technology stack that can align with your attribution software to direct your marketing team’s efforts. 

Factors is one multi-touch marketing attribution tool that checks all the boxes to become the perfect fit for your business. Don’t take our word for it: take a free demo here.

Or sign up with Factors now to change the way you leverage account journeys forever.  

FAQs

How do you measure marketing attribution?

You can measure marketing attribution through different models such as:

• First-touch attribution
• Last-touch attribution 
• Multi-touch attribution 

Each of these models uses different metrics to identify the efforts involved in marketing, cost incurred, and revenue generated. You can use an attribution tool with one or a mix of different models to effectively measure your marketing attribution.

What attribution model should I use?

Different attribution models use different parameters to measure marketing attribution. Each of these models offers a unique set of benefits, for example: 

• First-touch attribution: gives conversion credit to the very first touchpoint in the journey allowing you to identify which channel or piece of content got your customer started on their journey 
• Last-touch attribution: gives conversion credit to the last touchpoint in the journey that led a customer to make the purchase 
• Multi-touch attribution: gives credit to each touchpoint in the journey that contributed to the user’s decision, and eventually led to conversion. Some touchpoints play a more important role in conversion than others.  

The point is that each attribution model is different, and that you should opt for the one that works best for your business.