Factors vs Warmly: Which B2B GTM Platform Fits Your Playbook?

If you’ve been exploring AI tools for GTM automation, you’ve probably crossed paths with Factors and Warmly. On the surface, they look like twins, both promise real-time intent, AI agents, and faster pipelines. But dig deeper, and you’ll see one’s a finely built ship, the other’s just spotting ripples on the surface.

Factors.ai is built to tame the Kraken; it brings your website, ads, CRM, and analytics into one coordinated crew. Every signal, every campaign, every touchpoint sails in sync. Warmly’s the lookout in the crow’s nest, fast to spot intent, quick to shout ‘Hey, there’s movement!’ before rowing to the next account.

Both useful, just different missions. One helps you chart a course. The other helps you chase waves.

In this guide, we’ll compare how each handles functionality, pricing, analytics, ad activation, support, and compliance, so you can decide which ship actually gets your GTM where it’s meant to go.

Factors.ai vs Warmly: Functionality & Features

When you look at Factors and Warmly, both seem to help GTM teams spot intent and automate engagement with AI. But under the surface, their focus and depth are quite different.

Let’s start with a quick overview.

Factors.ai Features and Functionality

Factors goes beyond showing who’s interested and helps your team understand why and what to do next.
Key capabilities include:

• Unified View of Every Account (Account 360)
  
  • Connects website, ad, CRM, and product data into one sortable view of every account.
  • Tracks every touchpoint, from first visit to closed deal, ensuring no high-intent account slips through the cracks.
  • Aligns marketing, sales, and RevOps with a single source of truth for all GTM activity.
    
•  High Coverage Identification
  
  • Identifies 75%+ of anonymous visitors through waterfall enrichment across Snitcher, 6sense, Demandbase, and Clearbit.
  • Tracks intent signals across stages and syncs them directly with CRMs and ad platforms.
    
•  AI Agents That Do the Work
  
  • Handle account research, buying group mapping, post-meeting tracking, and closed-lost reactivation automatically.
  • Send real-time Slack or Teams alerts for key actions like form-fill drop-offs or demo revisits.
  • Surface the right contacts within each account and provide personalized outreach insights, so reps always know who to engage and when.
    
• Cross-Platform Activation with AdPilot
  
  • Integrates seamlessly with HubSpot, Salesforce, LinkedIn Ads, Google Ads, and G2.
  • AdPilot automates retargeting and audience syncs, optimizing campaigns using CRM and engagement data.
  • Includes Google CAPI and Audience Sync for high-precision targeting, budget efficiency, and buyer-stage-specific campaigns.
  • Keeps audiences fresh with daily automated updates, ensuring your ads always reach in-market accounts.
    
• Advanced Account & Contact Scoring
  
  • AI prioritizes outreach by scoring accounts and contacts based on ICP fit, funnel stage, and engagement intensity.
  • Helps GTM teams focus on high-potential opportunities instead of low-value leads.

Together, these capabilities turn intent data into coordinated action, helping GTM teams build pipeline more efficiently.

Warmly Features and Functionality

Warmly focuses on helping reps connect with buyers while they’re still active. It’s built around real-time engagement and person-level signals.

• Multi-Layered Intent System
  
  • First-party data from website behavior and visits.
  • Second-party data from LinkedIn (funding, job changes).
  • Third-party data from competitor or keyword-based interactions.
• Warmly AI Chat
  
  • Engages visitors automatically.
  • Qualifies, shares resources, and can book meetings instantly.
• AI Agents Across the Funnel
  
  • Marketing Ops for targeting and routing.
  • Demand Gen for campaigns.
  • SDR and Co-Pilot agents for automated lead engagement.
• Integrated Workflow
  
  • Connects with HubSpot, Salesforce, Slack, LinkedIn Ads, and Google Ads.
  • Keeps reps informed with real-time Slack updates.

Warmly helps teams stay quick and responsive when new interest appears, keeping outreach personal and timely.

Factors.ai vs Warmly: Who wins on the feature front?

Warmly does a great job for teams that rely on instant engagement. The person-level data and AI Chat make it ideal for fast outbound and SDR-heavy setups.

Factors.ai, on the other hand, offers a deeper system for GTM teams that want to connect the dots across their entire funnel. It not only spots intent but also structures how your team acts on it.

In short:

• Warmly helps you respond faster, but with a partial view.
• Factors helps you scale smarter and see the full picture.

Factors.ai vs Warmly: Pricing Comparison

Both platforms take very different routes when it comes to pricing. Factors focuses on scalability across tiers, while Warmly builds its model around AI Agents designed for specific GTM goals.

Let’s look at them side by side.

Factors.ai Pricing

Factors follows a structured plan that grows with your GTM needs. It doesn’t limit value to one function but expands across the funnel as your operations scale.

Here’s how it’s set up:

• Free Plan
  
  • Identify up to 200 companies/month
  • Includes dashboards, visitor tracking, Slack integration
    
• Basic Plan
  
  • 3,000 companies/month
  • Adds LinkedIn intent signals, GTM dashboards, and ad integrations
  • Connects to HubSpot, Salesforce, and Google Search Console
    
• Growth Plan (Most Popular)
  
  • 8,000 companies/month
  • Includes ABM analytics, account scoring, G2 intent data, workflow automation, and a dedicated CSM
    
• Enterprise Plan
  
  • Unlimited companies and up to 25 seats
  • Predictive scoring, AdPilot for Google and LinkedIn, advanced segmentation, and white-glove onboarding

What makes it valuable

• Consolidates multiple tools (visitor ID, attribution, enrichment, ad activation) into one.
• Expands naturally as the team scales and no need to stack point tools.
• GTM Engineering Services can design and automate your entire RevOps setup.

Warmly Pricing

Warmly’s pricing revolves around AI Agents, each designed for a specific motion like outbound, inbound, or marketing operations.

Available Agents:

• Nurture Agent – $16,000/year
  
  • Built for outbound orchestration using intent-based signals
  • Includes:
    
    • Native LinkedIn and marketing automation
    • Domain warmup
    • Lead routing with custom CRM fields
    • Push leads to ad audiences or sales sequencers
    • SSO and SAML
  • Add-on: AI Outbound SDR
    
• Inbound Agent – $22,000/year
  
  • Designed to increase conversion through engagement and routing
  • Includes:
    
    • Warm AI Chat for intent-based conversations
    • AI chatbot and live video chat
    • Intent-powered pop-ups and calls
    • Lead routing with CRM sync
    • SSO and SAML
  • Add-on: AI Inbound Lead Caller
    
• Marketing Ops Agent – $25,000/year (Beta)
  
  • Focused on enrichment, scoring, and real-time signal tracking
  • Includes:
    
    • AI-powered account scoring and custom signals
    • Buying committee identification
    • Real-time updates across all signals
    • Integrations with HubSpot, Marketo, and LinkedIn Ads
    • SSO and SAML

Warmly’s model gives you flexibility to pick only what you need, but it can get expensive as your team grows across multiple functions.

Factors.ai vs Warmly: Who wins on the pricing front?

Warmly offers clear options for teams that want AI Agents focused on specific goals. The annual structure makes sense for dedicated use cases like inbound engagement or outbound automation.

Factors, on the other hand, gives you an all-in-one foundation that grows with your GTM system. Its tiered pricing covers a broader set of needs like analytics, orchestration, and automation without having to buy separate modules.

In short:

• Warmly works well if you want targeted AI Agents for one motion at a time.
• Factors makes more sense if you want one scalable platform to power your full GTM stack.

Factors.ai vs Warmly: Analytics and Attribution

Spotting interest is one thing. Knowing which actions actually turn into revenue is another.
That’s where analytics and attribution become the real test of how strong your GTM platform actually is.

Here’s how Factors and Warmly stack up.

Factors.ai Analytics and Attribution

Factors gives your team a complete view of how marketing and sales activity turns into revenue. Every ad click, website visit, or CRM update gets connected in one continuous line, from awareness to closed deal.

Key analytics capabilities include:

• Multi-touch Attribution
  
  • Tracks influence from first touch to final conversion.
  • Answers questions like “Which campaign actually created pipeline?”
• Funnel Stage Analytics
  
  • Visualizes the full path from MQL to Closed Won.
  • Highlights which campaigns push deals forward and where drop-offs happen.
• Customer Journey Timelines
  
  • Combines web, CRM, ad, and product data into one chronological view.
  • Helps GTM teams see the full story behind every opportunity.
• Segmented Dashboards
  
  • Filter by geography, persona, or product line.
  • Compare how different audiences move through the funnel.
• Drop-off & Bottleneck Detection
  
  • Automatically flags friction points.
  • Helps RevOps and GTM leaders refine campaigns faster.

Together, these features make analytics actionable. You don’t just see activity; you can measure what’s really driving revenue.

If you want to understand the different ways attribution works and which model fits your stack, we also explain multi-touch approaches in our guide to understanding multi-touch attribution models.

Warmly Analytics and Attribution

Warmly focuses on engagement visibility rather than deep attribution. It highlights how prospects interact with your content and website but doesn’t connect those signals back to the entire sales funnel.

What it offers:

• Engagement Reports
  
  • Track visitor activity, entry and exit stats, and referrer data.
• Intent Insights
  
  • Show which visitors are most active and which campaigns are attracting them.
• Signal Highlights
  
  • Identify high-value interactions such as LinkedIn clicks or return visits.

These analytics give sales teams a quick pulse on engagement but lack the full context needed to trace ROI across campaigns or channels.

Verdict on Analytics & Attribution

Warmly gives a surface-level view of visitor activity. It’s helpful for understanding which prospects are active right now, especially when combined with its real-time chat and AI engagement.

Factors gives the complete story. It connects every signal, from anonymous visits to deal closure, and helps GTM teams tie activity back to revenue. The insights go deeper, helping you understand what’s working and what needs improvement.

In short:

• Warmly gives visibility.
• Factors gives clarity and accountability.

Factors.ai vs Warmly: Ad Activation & Retargeting

Intent signals are only useful if your team can act on them fast.
Both Factors and Warmly help you activate audiences, but the depth of automation and targeting accuracy makes a big difference in how your GTM motion performs.

Here’s how they compare.

Factors.ai Ad Activation and Retargeting

Factors approaches advertising as part of the GTM cycle, not a separate activity. The goal is to help your team reach the right accounts the moment intent appears.

Key ad capabilities include:

• Dynamic Audience Syncs
  
  • Automatically build and refresh audiences on LinkedIn and Google based on buying intent, ICP match, or funnel stage.
    
• Smart Retargeting
  
  • Target accounts showing signals from multiple sources such as G2, website activity, CRM updates, or product usage.
  • Ensures your ads reach the right companies at the right time.
    
• Conversion Feedback Loops
  
  • When an SDR marks a lead as qualified, that data feeds back into ad platforms.
  • Helps ad algorithms optimize toward accounts that actually convert.
    
• Google CAPI Integration
  
  • Sends richer conversion data to Google for smarter bidding and lower wasted spend.
• Budget & Frequency Controls
  
  • Manage impressions at the account level to avoid overserving ads to the same group.

With these features, Factors closes the gap between marketing and sales activation. It helps you spend smarter, retarget better, and turn intent into impact faster.

Warmly Ad Activation and Retargeting

Warmly includes ad integrations but focuses mainly on real-time rep engagement rather than automated ad orchestration.

Capabilities include:

• LinkedIn Ads Integration
  
  • Allows sales reps to see which ads visitors interacted with and engage those prospects directly.
  • Keeps outreach more contextual for SDRs.
    
• Google Ads Integration
  
  • Listed under marketing integrations, but there are no public details on how it handles audience updates or optimization.

Warmly’s ad setup works best for teams that want visibility into ad-driven visitors but prefer manual control over ad campaigns.

Verdict on Ad Activation & Retargeting

Warmly connects sales teams closer to ad-driven visitors, helping reps act quickly when someone engages. It’s effective for teams that prioritize immediate outreach.

Factors connects ad engagement with your full GTM motion. It automates audience syncs, optimizes spend through conversion feedback, and ensures ads reach only active, in-market accounts.

In short:

• Warmly helps you react faster.
• Factors helps you orchestrate smarter.

Factors.ai vs Warmly: Onboarding & Support

The quality of onboarding decides how quickly the system becomes useful for the team. Both Factors and Warmly help new users get started, but their styles and level of involvement are quite different. 

Factors.ai Onboarding and Support

Factors builds its onboarding around your existing GTM motion. The process is detailed but smooth, designed to fit your team’s structure rather than forcing you into a predefined setup.

Here’s what it includes:

• Personalized Configuration
  The onboarding starts with your ICP, funnel stages, and current processes. Each workflow, signal, and alert is mapped to how your team already operates.
• Dedicated Slack Channel
  A direct line connects you with your customer success manager and GTM engineers. It’s continuous support like quick answers, shared feedback, and real collaboration.
• Weekly Reviews
  Regular check-ins help align usage with results. These sessions track adoption, troubleshoot bottlenecks, and refine how the team uses the platform week by week.
• Optional GTM Engineering Services
  For teams that don’t have in-house RevOps, Factors provides an add-on service layer.
  This includes:
  
  • Custom ICP modeling and GTM playbook design.
  • Setup of enrichment, alert, and ad activation workflows.
  • SDR enablement through post-meeting alerts, closed-lost reactivation, and buying group mapping.
  • Ongoing reviews, optimization, and documentation of the GTM process.

Together, these services make onboarding feel more like partnership. The goal is to help teams set up a system that continues to perform smoothly over time.

Warmly Onboarding and Support

Warmly takes a simpler route. It aims to minimize friction and help teams start using the platform right away.

What it offers:

• Fast Setup
  Connects with Slack, CRMs, and ad platforms in a few minutes. The system begins showing visitor activity immediately.
• Real-Time Support
  Help is available through Slack for integration or feature-related questions.
• Smooth Experience
  The process feels intuitive and doesn’t require training sessions or structured onboarding. It’s ideal for smaller teams or those comfortable learning by doing.

Verdict

Warmly prioritizes speed and ease. Teams can start using it almost instantly without waiting for setup cycles.
Factors provides a deeper onboarding process that’s hands-on and strategic. The white-glove support and optional GTM services turn the setup period into a foundation-building phase for the whole GTM motion.

Factors.ai vs Warmly: Compliance and Security

When GTM platforms deal with buyer data, privacy and compliance become just as important as performance. Most mid-market and enterprise teams look closely at how tools handle security certifications and data governance before moving forward with a deal.

Both Factors and Warmly maintain strong data protection frameworks, but their scope and documentation vary.

Factors Compliance and Security

Factors has built its platform to meet enterprise-level data and privacy requirements. Its certifications and practices are designed to clear procurement checks quickly and keep data handling transparent.

Key measures include:

• Global Standards
  Fully compliant with GDPR and CCPA, meeting both EU and US privacy laws.
• Certifications
  Holds ISO 27001 and SOC 2 Type II, ensuring secure management of customer data and system operations.
• Privacy-First Enrichment
  Uses firmographic and behavioral signals responsibly, avoiding invasive identification methods.
• Data Agreements
  Provides signed Data Processing Agreements (DPAs) for customers who require documented data handling assurance.

These layers of certification and clarity make Factors suitable for teams working with enterprise clients or regulated industries where compliance is a deciding factor.

Warmly Compliance and Security

Warmly also follows recognized data protection standards and keeps its compliance aligned with major frameworks.

Key measures include:

• Privacy Coverage
  Adheres to GDPR, CCPA, and the EU Data Act, giving users control over their information.
  
  
• SOC 2 Certification
  Audited for security and data management standards.
  
  
• Data Transparency
  Provides general visibility into how intent data is enriched but does not publish a dedicated DPA or detailed enrichment policy.

Warmly’s compliance setup fits well for modern SaaS teams that handle sales and marketing data responsibly, though it offers fewer public details on the structure of its data governance.

Verdict

Both platforms meet key privacy standards and are safe for use in regulated environments.
Factors’s wider certification coverage and published data agreements make it stronger for companies that undergo detailed vendor reviews. Warmly covers the essentials and aligns with major regulations, which is suitable for teams that want privacy assurance without complex legal layers.

Factors.ai vs Warmly: Which tool to choose when?

Both Factors and Warmly help GTM teams move faster with AI. They make it easier to identify intent, automate workflows, and connect marketing with sales. But as we’ve seen across the chapters, the two platforms are designed with different priorities in mind.

Here’s a short recap before we wrap up.

When Factors Makes Sense

Factors fits teams that want their entire GTM motion connected. It brings together website, CRM, ad, and product data, then uses AI to help sales and marketing work from the same source of truth.

It’s especially suited for:

• B2B SaaS and enterprise teams managing complex funnels.
• RevOps leaders who need visibility across multiple channels.
• Marketing teams running ABM campaigns across LinkedIn and Google who need better targeting and ROI visibility.
• Companies that rely on multi-touch attribution to prove ROI.
• Teams that want guided onboarding and long-term support.
• Businesses that must meet strict compliance requirements before procurement.

Factors works best when the goal is scale, not just more leads, but a cleaner and more predictable pipeline.

When Warmly Makes Sense

Warmly focuses on person-level intent and immediate engagement. It’s fast to deploy and built around AI Agents that automate outreach, nurture inbound visitors, and help SDRs personalize their approach.

It’s well suited for:

• Small to mid-sized B2B teams that want instant activity visibility.
• Startups that need to automate early-stage prospecting.
• Teams running heavy outbound campaigns through LinkedIn and email.
• Companies that prefer plug-and-play onboarding without customization.

Warmly works well when the priority is quick activation and real-time connection with prospects.

Factors.ai and Warmly cater to different GTM strategies. Factors.ai, priced from $399/month, integrates marketing and sales with features like buyer journey analytics, multi-touch attribution, and ad platform integrations (LinkedIn, Google, Facebook, Bing). It’s ideal for teams seeking a comprehensive approach with account scoring, segmentation, and workflow automation. In contrast, Warmly focuses on sales automation with real-time engagement tools like AI-powered chatbots and intent data enrichment. Starting at $700/month, it excels in on-site lead engagement but lacks deep marketing analytics. If you prioritize sales outreach, Warmly is the choice, while Factors.ai offers a more integrated marketing-sales solution.

In a nutshell…

Both platforms help GTM teams make smarter use of intent, but they serve different operating styles.
Warmly delivers speed and immediate visibility for sales-led teams.
Factors brings long-term clarity, automation, and structure for data-driven GTM functions that want to scale reliably.

If your team needs a full-funnel system that tracks, analyzes, and activates every signal, Factors aligns better with that journey.
If you want to keep things lightweight and focus on faster prospecting, Warmly fits that direction.

And if you’d like to explore other options beyond Warmly, check out this in-depth comparison of top Warmly-AI alternatives.