Factors vs Warmly: Why Factors is the best Warmly Alternative

Compare
January 7, 2025
0 min read

I know investing in GTM tools isn’t easy. For starters, you have to read countless articles (like this one) just to find the right platform that best suits your needs. 

If you landed here, you probably evaluated Warmly but realized the solution isn’t as feasible as other sales and marketing software. You need a tool that gives you the most bang for your buck and offers a wide range of features that help you easily realize your GTM ROI.

Here’s an in-depth comparison of Factors and Warmly, where we compare features, pros, cons and pricing ⬇️

To help you understand the core differences between Factors and Warmly, here’s a detailed feature comparison table:

Feature Factors Warmly
Monthly pricing when billed annually Starts at $399/mo Starts at $700/mo
Integrations with Ad Platforms and CRMs Linkedin, Google, Facebook & Bing Hubspot, Leadsquared, Salesforce Also has LinkedIn and G2 engagement data CRMs: Hubspot, Pipedrive, Salesforce No integration with Ad Platforms and no G2 engagement data
Sales Use Cases Contact & Company Enrichment Custom Outbound Email Automation Account Scoring ICP Account Alerts across Teams and Slack Offers the same + AI-powered customizable Chatbots
Marketing use cases Website Analytics Multi-touch Attribution Reporting Buyer Journey Analysis AdPilot to make the most of your LinkedIn ROI It doesn’t offer in-depth reporting and buyer journey analysis. No features to improve your LinkedIn ads.
Workflow automations Offer custom workflows on demand No custom workflows

Factors.ai Overview

Factors.ai helps B2B teams build account-based go-to-market foundations by unifying and analyzing data across their marketing touchpoints, activating high-intent accounts through LinkedIn and Google Ads, and efficient sales outreach. 

Our product is trusted by 500+ customers who strive to optimize their sales and marketing game. 

We offer a wide range of features, such as:

  • Combining 1st, 2nd, 3rd party intent signals to identify sales-ready prospects
  • Account scoring and segmentation to prioritize high-value accounts
  • LinkedIn Adpilot features to target your ads to the right audience
  • Sales alerts and workflows to help sales teams close deals faster
  • GTM workflows to automate tedious tool switching
  • Advanced ABM Analytics to measure your sales and marketing efforts

Factors is an ideal fit for GTM teams that want to double down on ABM and make the most of their LinkedIn and Google Ads campaigns. 

💡Find out How Cacheflow Improved LinkedIn Ads Attribution by 30% with Factors.ai

Pricing

Warmly Overview

Warmly is a sales orchestration tool that combines intent signals from multiple sources and automates your outreach through your most effective channels. They offer a variety of features like:

  • De-anonymize website visitors
  • 250M+ contact database
  • Automated email and LinkedIn engagement
  • Live video chats
  • Real-time insights 
  • ROI and attribution dashboard

Warmly is a better fit for sales teams that want to automate their sales processes. However, compared to Factors, it lacks most marketing-related features. 

Pricing

Warmly is priced at $700/mo (almost 2x the price of Factors 👀) – which may not be ideal for most SMBs.

Why Factors Wins over Warmly

If you want to refine your GTM efforts, you need a solution that provides precision, scalability, and a comprehensive approach to sales and marketing. 

While both Factors and Warmly aim to enable signal-based GTM, a closer examination reveals that Factors is the clear winner for mid-market and enterprise teams looking to leverage intent signals to drive revenue. 

Here's why:

1. Comprehensive Signal Coverage

Warmly lacks critical data signals such as G2 and LinkedIn insights, vital for identifying intent and crafting tailored outreach. 

In contrast, Factors integrates robust data sources, including these signals, ensuring your GTM strategies are built on a solid foundation of actionable insights.

2. Advanced Account Scoring

Factors’ custom account scoring empowers teams to prioritize high-value accounts based on tailored criteria. 

This precision drives efficiency and improves conversion rates. Warmly does not offer comparable account-scoring capabilities, limiting its effectiveness for targeted campaigns.

3. Tailored SDR and Workflow Automation

Standardized workflows often fail to address the nuanced needs of mid-market and enterprise GTM teams. 

Factors provides custom SDR workflows and integrates seamlessly with tools like Clay to create bespoke processes that align with your team’s unique objectives. Warmly, by contrast, relies on generic implementations, which many clients have found challenging to adopt and ineffective in practice.

4. Omnichannel GTM Enablement

Factors supports a signal-driven, omnichannel GTM approach that spans email, ads, and beyond. For example, Factors excels in ad optimization—a feature Warmly does not provide—allowing teams to allocate ad budgets strategically and maximize ROI.

5. Buyer Journey Mapping and Attribution

Understanding the buyer’s journey and attributing success to specific touchpoints are critical for refining GTM strategies. 

Factors offers robust buyer journey analytics and attribution features. Warmly lacks these capabilities, making it less suited for enterprise teams that need end-to-end visibility.

6. Proven Product Robustness

Factors is designed as a comprehensive signal-based sales and marketing solution, offering far more than just automated email outreach. It provides the tools and insights necessary for overall GTM success. 

Warmly, by comparison, falls short since it has a major focus on sales uses over marketing capabilities.

Factors vs. Warmly: Choose the right tool for your needs

We’ve laid out the facts. Now, it’s time to make a decision. Every GTM team has different priorities, and ultimately, it comes down to “Which tool will help me maximize revenue?” 

If you’re a sales-led company whose key focus is to improve outbound efforts, Warmly is a better fit. 

Buuut, if you’re looking to refine your overall GTM strategy by empowering both inbound and outbound engines: Factors is the one for you. We offer a wider range of features at nearly half the price – aka the best of both worlds 🎁

Book a demo to discover the power of signal-based GTM today.

FAQs

1) What is the primary difference between Factors and Warmly?

Factors offers advanced buyer journey analytics and ad platform integrations, while Warmly focuses on sales automation without marketing-centric features like multi-touch attribution or G2 insights.

2) Which platform is more suitable for small businesses?

Factors is more affordable at $399/month, making it a better fit for small businesses than Warmly’s higher price of $700/month.

3) Can Factors and Warmly integrate with CRM tools?

Factors and Warmly integrate with CRMs like HubSpot and Salesforce, but Factors extends its capabilities with additional marketing tools and ad platform integrations.

Top 10 Lusha Alternatives for B2B Contact Enrichment

Compare
November 18, 2024
0 min read

Whether you’re an AE or an SDR reading this, you very well know how important prospect data is for effective sales outreach.

Accurate contact data is all the ammo you need to close deals faster. Our guess is that you’re exploring Lusha for contact enrichment but landed here because you’re looking for a better alternative 👀

Lusha has been a popular contact enrichment tool that’s been around for a while, but as more tools emerge with better features, it’s crucial to explore the best alternatives based on your needs and budget.

In this article, we’ll dive into 10 Lusha alternatives in the market today, along with why you need a holistic GTM solution like Factors.ai to truly take your sales game to the next level 🚀

TL; DR:

  • Lusha offers reliable contact enrichment for B2B sales, but alternatives may offer better fits depending on specific needs, such as database size, integration capabilities, or budget.
  • The top 10 Alternatives include Apollo, ZoomInfo, Lead411, Kaspr, Cognism, Hunter.io, Snov.io, LeadIQ, UpLead, and Persana AI—each with unique features, pricing, pros, and cons.
  • Key Features to Consider: Database reach, contact depth, data verification, and feature-specific capabilities like CRM integration, intent data, and LinkedIn enrichment.
  • Factors.ai enhances contact enrichment workflows by adding lead scoring, advanced analytics, and automated GTM processes, making it a valuable addition for optimizing outreach.

About Lusha

Lusha is widely used for contact enrichment in B2B sales, providing detailed contact information to improve prospecting efforts. Its user-friendly platform, extensive database, and Chrome extension make it a go-to for many sales teams. Let’s examine its standout features, pros and cons, and pricing.

Features:

  • Contact database: Access to over 100 million contacts globally.
  • CRM integrations: Connects with CRMs like Salesforce and HubSpot.
  • Chrome extension: Easily pull contact details from LinkedIn and other websites.
  • Lead enrichment: Provides firmographic and contact data to refine leads.

Pros:

  1. Extensive database that includes verified contact information.
  2. Easy to use with a quick setup and Chrome extension.

Cons:

  1. Limited free plan with relatively high costs for advanced features.
  2. Accuracy of data may vary across industries.

Pricing: Plans for basic packages start at $29 per month, with custom pricing available for enterprise features.

What to Look for in a Lusha Alternative

Choosing a contact enrichment tool depends on your team’s unique needs. Here are key features to consider:

  • Database Reach and Accuracy: Look for a tool that provides accurate and relevant data, especially for your target industries and regions.
  • Contact Depth: For robust prospecting, consider tools that provide direct email addresses, phone numbers, and LinkedIn profiles.
  • Enrichment Speed: The faster a tool enriches your data, the more time your sales team has to engage with leads.
  • Customizable Fields: Custom enrichment fields can tailor the database to fit your CRM and sales strategy needs.
  • Cost Efficiency: Evaluate the pricing model, especially if you have a large team or need constant data enrichment.

10 Lusha Alternatives for 2025

  1. Apollo

Apollo offers an expansive database of over 250 million contacts, coupled with outreach automation, making it ideal for sales teams that need both enrichment and engagement tools. It’s a versatile Lusha alternative that combines a vast contact database with automated outreach.

Pros

Extensive Database Covers global data with detailed contact information, including direct emails and phone numbers, helping teams reach a larger pool of prospects.

Automated Outreach Integration Includes email sequencing, enabling teams to set up and automate multistep outreach campaigns without leaving the platform.

Cons

Complex Interface Some users find the interface dense, with a learning curve for less tech-savvy users.

Inconsistent Data Quality Data accuracy can fluctuate, especially in less common or niche industries.

Pricing Starts at $49/month, with custom pricing for enterprise plans.

  1. ZoomInfo

A well-known name in B2B data, ZoomInfo provides comprehensive firmographic and technographic data, ideal for teams needing advanced search filters and granular information. This Lusha alternative goes deeper into firmographic, technographic, and intent data, providing more robust targeting for high-level prospecting.

Pros

Rich Data Quality Includes technographics, firmographics, and intent data, offering more context for tailored outreach.

Advanced Filtering Options Powerful filters allow users to drill down into very specific segments by industry, role, company size, and location.

Cons

High Price Point Pricing can be prohibitive for small teams or early-stage companies.

Steep Learning Curve The platform’s vast features can overwhelm new users or smaller teams.

Pricing Typically custom-priced, with entry-level packages starting around $15,000/year. Check out a detailed analysis of Zoominfo pricing here.

  1. Lead411

Lead411 emphasizes verified contact data and sales trigger insights, which can help sales teams capitalize on timely outreach opportunities.

Pros

Sales Trigger Alerts provides real-time alerts on changes in lead status, like funding events or personnel changes, for optimal outreach timing.

High Verification Standards The contact data is continually verified, enhancing accuracy and reducing the likelihood of bounced emails.

Cons

Limited Global Reach Primarily focuses on North America, which could limit international prospecting.

Basic UI Design The interface could benefit from more modern design and navigation improvements.

Pricing Starts at $99/month, with discounts for annual plans.

  1. Kaspr

 Kaspr is a Chrome extension built for quick LinkedIn-based contact sourcing, ideal for sales teams using LinkedIn Sales Navigator.

Pros

Direct LinkedIn Integration Instantly retrieves contact details from LinkedIn profiles, making it faster for sales teams who prospect through LinkedIn.

Affordable Pricing Kaspr’s pricing is accessible, especially for small or mid-sized sales teams.

Cons

Limited Database Outside LinkedIn Relies heavily on LinkedIn, so it may miss contacts not present on LinkedIn.

Lower Accuracy for Certain Industries Some industries report lower contact accuracy, especially in less digitally mature sectors.

Pricing Free plan available; premium starts at €25/month.

  1. Cognism

Cognism focuses on GDPR-compliant B2B contact data, with a strong emphasis on European and global data accuracy.

Pros

GDPR Compliance Data is fully compliant, making it suitable for companies prioritizing data privacy, especially in Europe.

Global Data Quality Extensive international database with strong European coverage for diverse targeting needs.

Cons

Premium Pricing Higher costs may limit accessibility for smaller teams or startups.

Occasional Latency Issues Some users report delays in updating real-time contact data.

Pricing Starts at $1,000/month, with customized packages based on team size.

  1. Hunter

Hunter.io specializes in email lookups and verifications, designed for teams focused on email outreach.

Pros

Simple Email Lookup and Verification Provides fast, accurate email searches with reliable verification to reduce bounce rates.

Bulk Email Finder Allows quick, batch-finding of emails, useful for teams managing high-volume campaigns.

Cons

Email-Only Focus Lacks phone number data, which may limit its usefulness for teams that require full contact information.

Limited CRM Integrations Does not integrate as seamlessly with many CRMs, so data may need manual entry or export.

Pricing Free plan available; premium plan starts at $49/month.

  1. Snovio

 Snov.io combines contact enrichment with email outreach and automation features, suited for small to mid-sized teams.

Pros

Flexible Email Verification Strong email verification tools that keep databases clean, helping to reduce bounce rates.

Affordable Pricing Model Its affordable price point makes it accessible for startups and small teams.

Cons

Smaller Contact Database Database size is more limited compared to larger players like ZoomInfo.

Lacks Phone Numbers Primarily focused on email addresses without comprehensive phone data.

Pricing Starts at $39/month, with pay-as-you-go credits.

  1. LeadIQ

LeadIQ is popular for its lead-capturing capabilities directly from LinkedIn, paired with data enrichment and direct emails.

Pros

LinkedIn-Focused Data Collection Efficient for capturing leads directly from LinkedIn, streamlining prospecting workflows.

Accurate Contact Information Provides reliable direct emails and phone numbers to improve outreach efforts.

Cons

Pricing for Large Teams Per-user pricing can add up quickly for bigger sales teams.

Occasional Data Delays Some users report delays in data refresh rates, leading to outdated information.

Pricing Starts at $75/month per user.

  1. UpLead

UpLead provides real-time contact enrichment and data verification for SMBs and mid-sized sales teams, emphasizing data accuracy.

Pros

Real-Time Data Verification Ensures live validation of emails, reducing bounce rates and improving data quality.

Good Data Coverage for SMBs Provides accurate data on small-to-mid-market, often underserved companies.

Cons 

Limited Integrations CRM and tool integrations are more limited than those of competitors, potentially requiring manual data handling.

Higher Price per Credit Credit-based model may lead to higher costs if many contacts are needed.

Pricing Starts at $74/month for 2,040 credits.

  1. Persana AI

Persana AI offers AI-driven insights and recommendations to identify high-potential contacts, ideal for teams prioritizing data relevance. As an AI-powered Lusha alternative, Persana AI provides recommended leads to help teams focus on high-potential contacts.

  • Pros

AI-Based Recommendations Uses machine learning to recommend relevant leads, making prospecting more strategic.

Insight-rich data Provides context and intent insights to support tailored outreach.

  • Cons

Limited Database Size A Newer tool with a smaller database, which may limit coverage in specific industries or regions.

Regional Constraints More effective in specific geographic areas, with data gaps in some markets.

Pricing Custom pricing; contact sales for details.

Go Beyond Contact Enrichment with Factors.ai

Factors.ai empowers your team to move beyond contact data with features that streamline pipeline management, lead prioritization, and advanced GTM analytics. 

It supports contact enrichment with real-time intent data and scoring models that help sales teams focus on high-value prospects. The workflow automation feature enables teams to set up trigger-based actions, like lead scoring or CRM updates, which helps prioritize leads without manual effort.

Factors.ai also provides insights into customer behavior, enabling a more strategic approach to outreach and engagement. Integrating Factors.ai with your chosen contact enrichment tool allows you to create a seamless, data-driven workflow that amplifies sales efficiency and success.

Find the Best Lusha Alternative Today

Each contact enrichment tool has unique strengths, making them suitable for different team needs and budgets. Consider Apollo or ZoomInfo for expansive databases and advanced filtering, while LeadIQ and Kaspr excel with LinkedIn integration. For GDPR-compliant data in Europe, Cognism may be your best fit, and Hunter.io or Snov.io are ideal for email-focused outreach. With a deeper understanding of these tools, you can make a more informed choice and maximize ROI on your contact enrichment investment.

Marketing Workflows 101: Streamline your marketing tasks

Marketing
November 18, 2024
0 min read

You’ve set up your marketing strategy and developed great content, but your execution still falls short. What’s the issue?

You need to improve your marketing workflow.

Minor issues such as unclear roles and deadlines can often slip under the radar, causing confusion over who does what and when. A well-defined marketing workflow ensures every task follows a step-by-step process, keeps your team aligned, and reduces confusion. As your campaigns grow in complexity, so does your speed of execution.

In this post, we’ll explore marketing workflows, why they’re important, and how to build the right one for your business.

TL;DR

  • A marketing workflow is a structured, step-by-step process for managing and executing marketing activities. It assigns roles, timelines, and dependencies, helping teams stay organized and efficient throughout a campaign.
  • Marketing workflows automate repetitive tasks, improve team collaboration, and provide real-time updates, allowing teams to focus on high-priority work and improve campaign outcomes.
  • Look for adaptable workflows, offer collaboration features, integrate with your current systems, and provide solid support and onboarding resources. Pricing flexibility is also a key consideration.

What is a Marketing Workflow?

A marketing workflow is a step-by-step process that marketing teams use to execute campaigns, from planning and creation to execution. It clarifies who is responsible for each task, the timeline for completion, and the dependencies between different actions, approvals, etc.

Marketers use this process to:

  • Manage lead generation and organize databases.
  • Develop forms, requests, and tasks.
  • Promote collaboration within the team.
  • Build a teamwork environment.
  • Establish a centralized database.
  • Build a system for executing long-term marketing initiatives.

This structured approach is important because it brings transparency to every campaign stage. It breaks down larger tasks into smaller, actionable steps, ensuring that nothing gets overlooked. This helps team members understand exactly what is expected of them and when it needs to be done. 

These workflows ensure that all marketing activities are aligned with the overall strategy and business goals. For example, in a content marketing campaign, a workflow may detail the writing, editing, designing, and publishing stages, ensuring that every task is executed correctly and on time. 

Lastly, marketing workflows help ensure that your team is aligned by providing a clear roadmap of responsibilities. It specifies high-priority tasks, how to track progress, and which tasks require collaboration. Let’s consider what issues they solve and why you need it.

How Marketing Workflow Tools Help

  1. Automate Repetitive Tasks to Save Time

Tasks such as sending follow-up emails, scheduling social media posts, and tracking campaign metrics can be automated, allowing you to focus on more strategic and creative work. This reduces the risk of human error, ensures consistency, and keeps campaigns running on schedule. For example, once you set up an automated email drip campaign, it runs in the background while you focus on other tasks.

  1. Improved Collaboration Among Team Members and External Partners

These tools often include shared dashboards, task assignments, and comment sections, making it easy to stay on the same page, communicate, share updates, and track real-time progress. Whether coordinating between copywriters, designers, or ad managers or working with external agencies, a good workflow means everyone knows their responsibilities and deadlines, leading to better coordination and quicker feedback. 

💡With Factors.ai, drive more pipeline by identifying high-intent accounts and notifying your sales team to act quickly on valuable opportunities.

Key Features of Marketing Workflow Tools

  1. Planning and Managing Campaigns

Workflows plan and manage campaigns by organizing tasks, setting timelines, and assigning roles, reducing the need for scattered tools like spreadsheets, emails, and multiple systems, which are time-consuming

These tools provide a clear roadmap for each campaign, ensuring that all tasks, from content creation to execution, are completed on time. They help track progress, set goals and deliverables, and make adjustments when needed, ultimately improving alignment within your organization, saving time, and giving your team more control over the process and outcome.

You can also segment your audience using specific factors such as behavior, location, and interests, allowing you to tailor your campaign messaging to connect more effectively with your target audience.

  1. Budgeting and Performance Reports

A critical feature of marketing workflow tools is the ability to manage budgets and generate performance reports. You can allocate budgets to specific campaigns or tasks, track spending, and ensure campaigns stay within budget. 

Additionally, they provide detailed reports on key performance metrics, including GDPR and other compliance-related data, and revenue data tied to campaigns, improving your control over your marketing data. 

By tracking and measuring the impact of your campaigns across paid ads, content, and offline events, you can determine how each component of your strategy contributes to leads and revenue. This multi-touch attribution helps you understand which marketing activities yield the best results.

  1. Collaboration Tools

Workflow tools include features that enhance team collaboration, such as shared dashboards, real-time communication, and task assignments. 

These tools promote communication, improve accountability, and ensure everyone's on the same page throughout the campaign process by centralizing information and allowing easy access for all team members.

Tips For Choosing the Right Tool

There are no one-size-fits-all marketing workflows, so how do you ensure you pick the right one? Here are some Tips For Choosing the Right Tool for your business:

  • Establish your goals

What are the objectives you want to reach through your marketing projects? Depending on your goals, you can pick specific workflows and anticipate any potential challenges you might face. Whether working on email marketing campaigns or kickstarting social media, clearly defined goals will help you choose the right kind of tool for you.

  • Collaboration Features

Look for features such as shared dashboards, task assignments, and real-time communication. These can help you adjust workflows while maintaining teamwork and transparency within teams and with external partners.

  • Flexible and customizable setup

Choose a tool to customize workflows, task assignments, and notifications. This flexibility ensures that you can adapt the tool to fit how your team works and easily adjust it as your needs change.

  • Integration

You need to think about how your workflow tool integrates with the systems currently used by your company, such as CRMs, email marketing platforms, and analytics tools. This will allow easy data transfer and less manual work. For example, if ad production is a big part of your workflow, finding a tool that integrates with design is probably a good choice.

  • Adaptable

Your workflow tool should be able to grow and change to meet your needs. An adaptable tool ensures you don’t have to overhaul your processes or switch tools as your business evolves, saving time and resources in the long run.

  • Role-based access

Business leaders should be able to create and oversee workflows, while regular employees need to manage or track their tasks. Look for a system that allows you to create user roles for admins, employees, suppliers, and customers.

  • Support and Onboarding 

The best workflow management software should have onboarding and support. Look for tools that offer comprehensive training resources, tutorials, and responsive support teams to help your team get up to speed quickly so you don't lose time dealing with simple problems.

How Factors.ai helps with building marketing workflows

With Factors, you can align your GTM team in the following ways:

  1. Notify sales teams about ICP accounts visiting high-intent web pages like your pricing page or G2 profile
  2. Guide performance marketing teams to create intent-driven ad campaigns on LinkedIn and Google
  3. Your content team can optimize their content strategy based on how ICP accounts resonate with your blog posts
  4. Help customer success teams identify churn-risk accounts by detecting churn signals
  5. Give your product team a clear idea of product adoption based on how many times they sign in to use your product

Overcoming Challenges in Implementing Marketing Workflows

Implementing a marketing workflow can improve your campaigns, but it's challenging. Let’s explore some challenges and how to overcome them.

  • Lack of the Right Software

Without the right tools, creating and maintaining a workflow can be difficult. Many teams use spreadsheets, emails, and shared documents to manage tasks, often leading to miscommunication and inefficiencies. Invest in marketing workflow software that automates routine tasks, centralizes communication, and tracks progress in real-time.

  • Accountability Among Team Members

Workflows function effectively if everyone involved is held accountable for their specific tasks. Use your workflow tool to track who is responsible for each task and set deadlines that are visible to everyone. Regular check-ins can also ensure that progress is being monitored and that there’s accountability throughout the process.

  • Flexibility and Adaptability

Marketing workflows are not one-size-fits-all. Choose workflow tools that allow for adjustments in real-time and encourage team members to provide feedback on what works and what doesn’t.

  • Inadequate Training and Onboarding

Proper training and onboarding are crucial when introducing new workflow systems. If team members do not fully understand how to use the tools or follow the process, the workflow will likely fail to achieve its intended results.

Wrapping Up

A good marketing workflow isn’t just for marketers but for the whole organization. Once you establish and implement clear goals about how all teams can align and work together, you’re on the right path to generating revenue and pipeline. 

Book a demo today to understand how Factors can help you improve your marketing workflows. 

Everything You Need to Know About SaaS Google Ads

Marketing
November 12, 2024
0 min read

If you’re building a SaaS company and haven’t invested in Google ads yet, you have no idea what you’re missing.
Over 80% of businesses use Google ads as a part of their marketing strategy and typically see a return of $2 for every $1 spent on Google ads. If you want to target in-market prospects and grow pipeline, this is the way to do it.
But how can SaaS companies leverage Google ads for revenue growth? Find your answer here, where we discuss the ABCs of SaaS google ads ⬇️

Firstly, when should SaaS companies run Google ads?

Ishaan Manchanda, the founder of GrowthSpree, has over 7 years of experience in PPC marketing, and he recommends that you begin running ads once you achieve product-market fit (PMF):
“Consider launching Google search ads only when you’ve achieved PMF and acquired at least 10-15 customers. If you’re still in the very early stages, paying for ads won’t make sense when you’re still making changes to your product.” 

Running ads on Google has many benefits, the main one being that Google ads are intent-driven. Unlike other platforms, Google only shows your ads to folks looking for your solution. So, you only have to pay when a user clicks on your ad.

Your ad data also clarifies how you can modify your strategy for greater conversions. Now, let’s explore the types of ad formats you can leverage when launching Google ads.

Types of Google ads 

Google Search Ads

These ads appear in search results above the organic results when people search for relevant keywords like "email marketing automation software." They are intent-based ads targeting existing demand.

Google Display Ads

These ads are shown on a vast collection of third-party websites that agreed to display Google ads. They can be in text, image, video, or rich media formats.

YouTube Ads

Video ads are an underrated method of generating leads for your business. SaaS companies can create video and display or text ads shown during or before YouTube videos or elsewhere on YouTube's platform. Video ads can be skippable or non-skippable.

App Campaigns

If the SaaS company has a mobile app, Google automatically creates ads by pulling the most relevant text, images, and ratings from the app store to drive mobile app installs and in-app conversions.

How to run Google ads for SaaS companies: a step-by-step guide 

Here is a step-by-step guide for SaaS companies to launch effective Google Ads campaigns:

1. Define Your Campaign Objectives

When asked, “What is your campaign objective?” The most obvious answer is “to generate revenue.” However, you need to establish SMART goals to establish more clarity amongst the team, so that you can refine your ad strategy moving forward.
Example: Increase qualified leads from Google Ads by 30% in Q3 2024 by implementing targeted campaigns, optimized landing pages, and SMART Goals in Google Analytics. 

2. Develop Audience Personas

Create detailed profiles of your ideal customers - their demographics, interests, pain points, etc.

Identify the keywords and search queries they will likely use when looking for a solution like yours. Determine the most relevant ad formats, landing pages, and offers for each persona. 

3. Set Up Your Google Ads Account

Create a new Google Ads account or link an existing one to your SaaS business. Set your campaign objective to "Leads" to drive signups and demos. Choose the Search campaign type to reach people actively searching for your solution

4. Conduct Keyword Research

Use the Google Ads Keyword Planner to find relevant keywords and assess their potential.

Identify long-tail keywords that indicate high purchase intent. Group keywords into themed ad groups for more targeted ads

We’ve researched what keyword themes work best and have analyzed the following keyword types:

  • Branded keywords
  • Competitor keywords
  • Pricing keywords
  • Product/Feature keywords

💡Find out how to use these keywords in your Google ads strategy.

5. Optimize Landing Pages

Create dedicated landing pages for each ad group with a clear value proposition and call-to-action. For instance, if you’re creating a competitor landing page, you need to ensure 

Ensure pages load quickly and are mobile-friendly. A/B test different page elements to improve conversion rates. 

Tas Bober, a paid ads landing page expert and founder at Delphinium Solutions, recommends placing your form fields and displaying your product in the first fold of the landing page
“Create landing pages that: 

1/ Deliver on the promise of the ads 

2/ Showcase your product 

3/ Call out who you're for 

4/ Use clear language (think 5th grade) 

5/ Bucket features into themes 

6/ Save the company awards for the About page 

7/ Use *relevant* social proof 

8/ Tell the user what to expect after reaching out” 

At Factors, we highlight the core value propositions in the first fold to drive consideration and engage prospects

6. Set Your Bids and Budget 

Set a daily budget that allows you to get sufficient data to assess performance. Adjust bids and budgets over time based on the cost per click and conversion rates. You should also keep these metrics in mind when setting a Google ads budget:

  • Calculate your Customer Acquisition Cost (CAC) and ensure your budget allows you to acquire customers at or below this cost.
  • Determine your Customer Lifetime Value (LTV) and set a budget that reflects this value to ensure profitability.

Distribute your budget across different campaigns and ad types to test and find the most effective strategies. To optimize your budget allocation, you can also employ automated bidding strategies like Target CPA.

7. Monitor and Optimize

Regularly check your Google Ads dashboard to analyze key metrics like CTR, conversion rate, CPC, and ROAS. Use the Search Terms report to identify negative keywords to add to your campaigns. Make ongoing optimizations to bids, budgets, ads, and landing pages to improve performance.

Measure your Google ads performance with Factors

Google ads are critical to your overall GTM strategy. If you want to make the most of Google ads, Factors is the tool you need! 

You can use our “Account Identification” feature to deanonymize visitors who visit your site and also identify which campaign brought them to the website:

With our advanced attribution and analytics features, you can visualize how they engage with your ads and how your ad campaigns contribute to generating pipeline:

You can also leverage our Segment Insights features to understand how paid search is performing in comparison to other performance marketing initiatives (e.g. LinkedIn ads), thereby allowing you to strategize and change your approach to generate maximum ROI.

You can also connect Factors with G2 to understand how many accounts visit G2 product pages, competitor pages, and category pages after viewing your ads. 

Well, we aren’t going to reveal it all here! Contact our sales team to learn more about how you can leverage Factors to make the most of your Google ad spend.

Growth Marketing vs Demand Generation: A Comprehensive Analysis

Marketing
November 12, 2024
0 min read

As marketers, we face a barrage of new terminology, and it can be confusing to truly understand the nuances of each concept. 

Two such terms popping up are “Demand Generation” and “Growth Marketing.”. But how would you differentiate between the two?

Here’s a detailed comparison of growth marketing vs demand generation and how you can implement it for your GTM motion ⬇️

TL;DR,

  • Growth marketing focuses on long-term, sustainable growth by optimizing the customer lifecycle, prioritizing customer retention, and using data-driven strategies.
  • Demand generation aims at immediate demand creation through targeted tactics that drive short-term lead generation and conversions.
  • Growth marketing emphasizes long-term relationships, while demand generation focuses on quick results.
  • Understanding both strategies is essential for developing effective marketing plans that align with evolving consumer behaviors and business goals.

Definition of Growth Marketing

Growth marketing is a strategic approach focused on achieving long-term sustainable growth for a business. It emphasizes the entire customer lifecycle, from awareness and acquisition to activation, retention, and referral. Unlike traditional marketing, growth marketing prioritizes data-driven strategies and continuous experimentation to optimize results and drive business growth.

Definition of Demand Generation

Demand generation, conversely, is centered around creating immediate demand for products or services. It primarily focuses on short-term lead generation and sales, utilizing targeted marketing tactics to generate interest and drive conversions. Demand generation strategies often involve creating compelling and targeted content to engage potential customers and prompt them to take action.

Importance of Understanding These Concepts in Modern Marketing

Businesses must adapt to changing consumer behaviors and market trends. Understanding growth marketing and demand generation is essential for developing effective marketing strategies that align with business goals and drive tangible results. By comprehending these concepts, businesses can tailor their marketing efforts to meet the evolving needs of their target audience and achieve sustainable growth.

3 Core Concepts of Growth Marketing

Focus on Long-term Sustainable Growth

Growth marketing prioritizes long-term sustainable growth over short-term gains. It involves building a comprehensive customer journey that focuses on nurturing and retaining customers, ultimately maximizing their lifetime value to the business.

Data-driven Strategies

Data is central to growth marketing, guiding decision-making processes and enabling continuous optimization. By leveraging analytics and customer insights, businesses can identify opportunities for growth and tailor their marketing strategies to engage their target audience effectively.

Emphasis on Customer Retention and Lifetime Value

In growth marketing, customer retention and lifetime value are paramount. The focus extends beyond acquiring new customers to nurturing existing ones, fostering long-term relationships, and maximizing the value derived from each customer over time.

3 Core Concepts of Demand Generation

Focus on Short-term Lead Generation and Sales

Demand generation strategies are geared towards generating immediate interest and driving short-term lead generation and sales. The primary objective is to create immediate demand for products or services and prompt potential customers to make a purchase decision.

Targeted Marketing Tactics

Demand generation relies on targeted marketing tactics to reach potential customers at the right time with the right message. This may involve personalized content marketing, social media advertising, and other targeted approaches to capture the attention of the target audience.

Emphasis on Creating Immediate Demand for Products or Services

Unlike growth marketing, demand generation strongly emphasizes creating immediate demand for products or services, driving conversions, and capitalizing on short-term opportunities to generate revenue.

3 Practical Applications of Growth Marketing

Building a Comprehensive Customer Journey

Growth marketing involves mapping a comprehensive customer journey encompassing every stage of the customer lifecycle. By understanding customers' needs and behaviors at each touchpoint, businesses can effectively tailor their marketing efforts to guide prospects through the sales funnel.

Implementing Personalized Marketing Strategies

Personalization is key in growth marketing. It allows businesses to deliver tailored experiences that resonate with individual customers. By leveraging customer data and behavioral insights, businesses can create personalized marketing campaigns that drive engagement and foster long-term loyalty.

Leveraging Analytics and Data for Continuous Improvement

Analytics and data serve as the backbone of growth marketing, enabling businesses to measure their marketing efforts' performance and identify areas for improvement. Businesses can optimize their marketing initiatives by continuously analyzing data and iterating on strategies to achieve sustainable growth.

3 Practical Applications of Demand Generation

Creating Compelling and Targeted Content

Demand generation relies on creating compelling, targeted content that resonates with the target audience. Whether through blog posts, videos, or social media content, businesses must craft messaging that captures attention and prompts action.

Utilizing Various Marketing Channels for Lead Generation

To effectively generate demand, businesses must leverage various marketing channels, including social media, email marketing, search engine optimization, and paid advertising. By diversifying their approach, companies can reach a wider audience and drive interest in their products or services.

Implementing Effective Sales Strategies to Convert Leads into Customers

Demand generation strategies extend beyond lead generation to encompass the conversion of leads into customers. This involves implementing effective sales strategies, nurturing leads through the sales process, and ultimately driving conversions to capitalize on the demand generated.

3 Key Differences Between Growth Marketing and Demand Generation

Timeframe for Results

One key difference between growth marketing and demand generation is the timeframe for results. While demand generation focuses on immediate results and short-term gains, growth marketing prioritizes sustainable growth over time.

Focus on Customer Relationship

Growth marketing strongly emphasizes building and nurturing long-term customer relationships, focusing on customer retention and lifetime value. In contrast, demand generation is more transactional, aiming to create immediate demand and drive quick conversions.

Metrics for Measuring Success

The metrics used to measure success also differ between growth marketing and demand generation. Growth marketing focuses on customer retention, lifetime value, and overall business growth metrics. At the same time, demand generation metrics are as follows:

Wrapping up

Understanding the nuances of growth marketing and demand generation is essential for navigating the complex landscape of modern marketing. By grasping these strategies' core concepts and practical applications, businesses can develop targeted marketing initiatives that align with their goals and drive tangible results. As the marketing landscape continues to evolve, the integration of growth marketing and demand generation will play a crucial role in shaping the future of marketing, enabling businesses to adapt to changing consumer behaviors and achieve sustained growth in an increasingly competitive environment.

Top 18 PPC Analysis Tools for B2B Marketers (Free + Paid)

Marketing
November 12, 2024
0 min read

Whether you launch a new product or want to advertise your tool in a new market, running paid ads is inevitable. Paid search campaigns have a 200% ROI, meaning that for every $1 spent, $2 is returned.

And to run the perfect PPC campaign, you need the right tools in your arsenal. In this article, we’ll dive deep into PPC analysis tools and how they play a role in creating, launching, and optimizing your campaigns. 

TL;DR

  • PPC analysis tools help B2B marketers optimize paid ad campaigns by tracking performance, audience behavior, and conversions.
  • Key features include real-time analytics, cross-platform integration, conversion tracking, A/B testing, and competitor insights.
  • B2B marketers can use these tools for precise audience targeting, budget optimization, competitor research, and lead generation with measurable ROI.

What is a PPC Analysis Tool?

A PPC (pay-per-click) analysis tool is a software solution designed to help marketers monitor, manage, and optimize their paid advertising campaigns across platforms like Google Ads, LinkedIn Ads, and Facebook Ads. These tools allow marketers to:

  • Track key performance metrics like impressions, clicks, CTR (click-through rate), CPC (cost-per-click), and conversions.
  • Understand which ads, keywords, or campaigns are performing best.
  • Identify opportunities for optimization by analyzing audience behavior, ad copy, or targeting parameters.

PPC analysis tools help you make data-driven decisions, reduce ad spend waste, and maximize the return on your marketing investment by providing detailed insights into your ads' performance.

Why Do Marketers Need PPC Analysis Tools?

Paid advertising is a significant investment for any business, especially in highly competitive B2B industries. Without the right tools, it's easy to waste budgets on poorly performing ads or to miss opportunities for optimization.

Here are three reasons why PPC analysis tools are crucial for marketers:

  1. Data-Driven Decision Making: PPC analysis tools provide in-depth performance data on your ads, helping you understand what's working and what's not. This enables you to make informed adjustments to improve targeting, ad copy, or bidding strategies.
  2. Budget Optimization: By identifying the most cost-effective keywords, audiences, and ad formats, these tools help you allocate your budget more efficiently. You'll be able to focus on high-performing campaigns and cut back on those that underperform.
  3. Improved Campaign Performance: Continuous monitoring and analysis through these tools enable you to spot trends, identify opportunities, and make real-time adjustments to improve campaign results. A good PPC analysis tool helps marketers scale successful campaigns and optimize underperforming ones.

Essential Features to Look for in a PPC Analysis Tool

WhenIt is important to ensure that the right PPC analysis tool offers the features necessary to monitor and optimize your campaigns selecting the right PPC analysis tool, ensuring it offers the features necessary to monitor and optimize your campaigns is important. 

Here are the key features to look for:

1. Real-Time Analytics

Access to real-time data is essential for making quick decisions in fast-moving PPC campaigns. Look for tools that provide up-to-date performance metrics, allowing you to make timely adjustments to optimize your ad spend.

2. Cross-Platform Integration

Most businesses run ads across multiple platforms, including Google, Facebook, LinkedIn, and Instagram. A good PPC analysis tool should integrate with various platforms to give you a holistic view of your ad performance across channels.

3. Conversion Tracking

Understanding how your ads drive conversions is critical. The best tools will offer detailed insights into which ads or keywords are leading to conversions, helping you optimize for what matters most—your business goals.

4. Custom Reporting

Every business has different goals, so being able to create customized reports is important for tracking the metrics that matter to you. Look for tools that allow you to generate reports tailored to your specific KPIs: ROI, customer acquisition cost, or lead generation.

5. A/B Testing Capabilities

One of the best ways to improve campaign performance is through continuous experimentation. A PPC analysis tool should provide built-in A/B testing features so you can test different ad copy, creatives, or targeting strategies and optimize based on results.

6. Competitor Insights

Knowing what your competitors are doing in the paid ad space can give you a competitive edge. Some tools offer features allowing you to analyze competitor keywords, ad copy, and performance, helping refine your strategy.

7. Automation and Optimization Suggestions

Manual optimization can be time-consuming. The best PPC analysis tools have automation features that handle bid adjustments, budget allocation, and ad rotation based on performance metrics. Additionally, some tools provide AI-driven recommendations to improve your campaigns further.

6 Types of PPC analysis tools for your marketing stack 

  1. Keyword Research Tools

These tools help B2B marketers identify high-potential keywords for targeting in search-based PPC campaigns.

  1. Google Keyword Planner

A free tool offered by Google Ads, Google Keyword Planner is primarily used to find keywords that align with a brand’s goals while providing estimates on search volume and cost per click (CPC). 

Marketers can use the Google Keyword Planner to plan their campaigns based on actual data from Google. This allows them to set realistic budgets and bid amounts. It's also helpful for discovering new keyword opportunities and forecasting performance.

Key Features

  • Keyword Forecasting & Search Volume Data
  • Suggested Bid Ranges
  • Geographic Performance Estimates
  • Historical Keyword Data

  1. SEMrush

SEMrush is a powerful SEO and competitive analysis tool that offers extensive keyword research features. It allows marketers to discover profitable keywords, track rankings, and analyze competitors' strategies. 

B2B marketers can use SEMrush to uncover the keywords their target audiences are searching for, helping them create more targeted PPC campaigns that align with user intent. The platform also provides insights into competitor PPC strategies, helping marketers find keyword gaps to exploit.

Key Features

  • Keyword Difficulty Analyzer
  • PPC Keyword Research
  • Competitive Keyword Analysis
  • Ad Copy Research and Suggestions

  1. Ahrefs

Ahrefs is a comprehensive SEO and PPC tool with strong keyword research capabilities. It focuses on competitor analysis and organic rankings. B2B marketers can leverage Ahrefs to find PPC keywords that competitors are bidding on and use the data to create highly targeted ad campaigns. It also helps track keyword performance and identify trends in search demand.

Key Features

  • Keyword Explorer
  • PPC Ad Tracking
  • Competitor PPC Data
  • Search Volume and Click-through Rate (CTR) Data

2. Campaign Management Platforms

These tools allow marketers to create, manage, and track multiple ad campaigns across different platforms.

  1. Google Ads

Google Ads is the most widely used PPC platform. It allows advertisers to create, manage, and optimize search, display, and video ad campaigns across Google’s network. Google Ads can target relevant audiences based on keywords, location, interests, and behavior. The platform also offers robust tracking and reporting features to optimize campaigns in real time.


Key Features:

  • Smart Bidding and AI Optimization
  • Performance Tracking & Conversion Tracking
  • Audience Targeting and Remarketing
  • Integration with Google Analytics

💡Also read: Dummies Guide to Google Ads Management

  1. Microsoft Advertising (formerly Bing Ads)

Microsoft Advertising allows marketers to run PPC campaigns on the Bing search engine and its partner networks, offering a lower-cost alternative to Google Ads. You can use Microsoft Advertising to reach a different audience demographic than Google, often at a lower CPC. The platform provides detailed reporting and integration with LinkedIn targeting data for B2B professionals.


Key Features:

  • LinkedIn Profile Targeting
  • Audience Network for Display Ads
  • Keyword Planner Integration
  • Cross-Device Conversions

  1. WordStream

WordStream is a comprehensive PPC management platform offering tools to optimize Google Ads and Microsoft Advertising campaigns. It streamlines PPC management through automated recommendations, budget tracking, and advanced reporting features. It also helps analyze campaign performance and suggest optimization strategies.

Key Features:

  • 20-Minute PPC Work Week for Optimization
  • Cross-Platform Campaign Management
  • Ad Performance Reporting
  • Budget Management Tools

3. Analytics and Reporting Tools

These tools provide in-depth data on campaign performance, helping marketers monitor KPIs and adjust campaigns accordingly.

  1. Google Analytics

Google Analytics (now GA4) is a web analytics service that tracks and reports website traffic, providing detailed insights into how users interact with a site after clicking on a PPC ad. Although GA4 is good for general analytics and reporting, it’s not tailored to B2B marketers so companies may get incomplete insights.

Key Features:

  • Goal and Conversion Tracking
  • Traffic Source Attribution
  • Audience Segmentation and Behavior Reports
  • Customizable Dashboards and Reporting

💡Compare Factors Vs. Google Analytics (GA4)

  1. Supermetrics

A reporting tool that pulls PPC data from various platforms into Google Sheets, Data Studio, or Excel for in-depth analysis.

Key Features

  • Data connectors for multiple ad platforms
  • Custom reporting
  • Automated report scheduling 

💡Learn more about Supermetrics: Features, Alternatives & more

4. A/B Testing and Ad Optimization Tools

These tools are essential for testing different ad variations to optimize performance and increase ROI.

  1. Optimizely

A powerful A/B testing tool that allows marketers to test various elements of landing pages and ads to optimize conversion rates.

Key Features

  • Multivariate testing,
  • behavioral targeting
  • Real-time data.

  1. Unbounce
  • Description: A landing page optimization platform that enables marketers to create, test, and optimize landing pages for better ad performance.
  • Key Features: Drag-and-drop landing page builder, A/B testing, dynamic text replacement, integrations with PPC platforms.

  1. VWO (Visual Website Optimizer)
  • Description: A full-featured A/B testing tool for optimizing landing pages and improving ad campaign performance.
  • Key Features: A/B and multivariate testing, heatmaps, visitor behavior analysis, and real-time reporting.

5. Competitor and Ad Intelligence Tools

These tools help marketers analyze competitors’ PPC strategies, ad copy, and targeting, allowing for better-informed decisions.

  1. SpyFu

It is a tool that allows marketers to see competitors’ PPC campaigns, keywords, and ad copy, helping refine their strategies.

Key Features: Competitor keyword analysis, ad spend data, historical ad performance, keyword group recommendations.

  1. Adbeat

A competitive intelligence tool that gives insights into display ads and native ad performance across the web.

Key Features: Competitor display ad strategies, network targeting, ad creative analysis, top publishers.

  1. iSpionage

A competitive intelligence tool that helps marketers discover competitors’ paid search strategies, ad copy, and landing pages.

Key Features: PPC campaign insights, competitor keyword tracking, landing page analysis, campaign performance benchmarks.

6. Audience Targeting and Retargeting Tools

These tools help B2B marketers refine their audience targeting and run retargeting campaigns for better engagement.

  1. AdRoll

A tool for running retargeting campaigns across web, social media, and email, focusing strongly on conversion tracking.

  • Key Features: Audience segmentation, cross-platform retargeting, dynamic ads, conversion tracking.
  1. Perfect Audience

A retargeting tool that allows marketers to track visitors and serve them ads across web, social media, and mobile platforms.

  • Key Features: Cross-channel retargeting, real-time reporting, dynamic product ads, audience segmentation.
  1. Criteo

A retargeting tool that helps brands re-engage visitors through personalized ads across various channels.

  • Key Features: Dynamic retargeting, omnichannel ad placement, predictive bidding, and performance insights.

Take your PPC campaigns to the next level with Factors 

Instead of investing in a suite of tools on this list, you can use Factors to scale and optimize your ad campaigns! 

Factors can help you:

  1. Denonymise accounts visiting your website through paid search

  1. Analyze Google Ads' performance at a campaign level.

  1. Use Segment Insights to identify how Google Ads play a role in generating revenue for your business and compare it to other channels. 

Your GTM team can use these insights to:

  • Prioritise accounts during sales outreach
  • Improve their retargeting efforts 
  • Refine ad copy and positioning 
  • Save ad spend by allocating budgets to high-performing campaigns 

Book a demo today to learn how Factors can improve your PPC performance.

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