How Acadia Leverages Factors.ai for Effective Warm Prospecting

It can be tough for any startup to build awareness, and Acadia was no exception. Limited brand recognition meant fewer organic demo requests as their website traffic grew.  

To address this, their marketing efforts focused on identifying potential prospects actively seeking solutions in their market. A key method involved de-anonymizing high-intent anonymous companies landing on their website from targeted advertising and then reaching out to them via sales development reps.   

Previously, Acadia relied on Google Analytics to identify website visitor IPs. They'd then manually compile these IPs into a spreadsheet and use a separate database to identify the corresponding companies. While time-consuming, this method allowed them to build a basic database of potential accounts interested in their solution. However, Google removed the capability to access visitor IPs, leaving Acadia scrambling for a new solution.

In the years since Acadia explored alternative platforms like a European account identification solution and an enterprise ABM platform. Unfortunately, the European account identification offered a low match rate, identifying only 20% of their website traffic. This was problematic for a startup needing to maximize lead generation from limited website visits. While the enterprise ABM platform provided a better match rate,  the match rate was only about 40% and at such a high cost that the value provided didn’t justify the expense. Ultimately, Acadia faced a trifecta of challenges:

• Existing tools struggled to identify a significant portion of their website traffic.
• The cost of these tools often outweighed their value. 
• The lack of automation support made scaling their lead identification process difficult.

These issues highlighted their need for a more accurate and cost-effective solution. 

A solution like Factors.ai.