Choosing the right website visitor identification tool can transform your marketing and sales strategy. Factors works with top players like 6Sense, Clearbit, Snitcher, Bombora, and Demandbase, and here is what we have learned about selecting the right solution.
TL;DR
- Choose a tool with reliable data sources and high accuracy for visitor identification.
- Focus on high-intent pages and regions to manage costs effectively.
- Ensure the tool integrates with your CRM, ads, and sales tools for actionable insights.
- Pick a vendor that offers strong support and privacy-focused solutions.
Start with the Data
Start by asking, where does the data come from? Some vendors use their own datasets, while others work with partners. Data quality directly impacts how accurately website visitors are identified. At Factors, we partner with multiple providers for the best possible results. Whatever tool you choose, make sure you know how they source their data.
Evaluate Accuracy and Identification Rates
You need to know two key things:
- What percentage of your traffic can they identify?
- How accurate is that identification?
For example, if a tool identifies 100 companies out of 500 visitors, how many of those are correct? Always request accuracy reports or test results from vendors to validate their claims.
Ensure Technical Compatibility
The tool must integrate seamlessly with your website. Look for:
- Lightweight JavaScript that loads asynchronously to avoid slowing down your site.
- Use of first-party cookies instead of local storage or third-party cookies.
- Minimal impact on website performance.
Use Smart Filtering to Control Costs
Here's something people often miss: you probably don't need to identify every single visitor. If you're getting 100,000 visitors, identifying all of them could cost a ton of money.
Focus on high-value traffic by narrowing your scope to:
- High-intent pages (like pricing, case studies, and demo requests)
- Regions that align with your go-to-market strategy
- Other criteria that are specific to your business goals.
This ensures you’re investing in data that matters while keeping costs under control.
Look for Reporting and Segmentation Features
Raw data isn't enough; you need tools that can turn it into actionable insights. Ensure the solution allows you to:
- Create detailed reports based on visitor behavior.
- Segment traffic (e.g., companies that viewed the pricing page 3+ times in 10 days).
- Integrate with CRM data to refine segments (e.g., accounts lost last quarter).
Making the Data Useful
Visitor identification data is only valuable if you can use it across your tools. Ensure the solution integrates with the following:
- Google Ads and LinkedIn Ads or targeted campaigns.
- Sales tools like Apollo or Outreach
- Your CRM (Salesforce, HubSpot) to align marketing and sales efforts.
Don't Forget About Vendor Support
Here's what most people miss: website visitor identification isn't just a tool you buy - it's a shift in how you do business. Choose a vendor that provides:
- Help with setup and onboarding.
- Best practices from other customers’ success stories.
- Ongoing support and guidance to maximize your results.
Final Thoughts
The right tool isn’t just about features—it’s about finding a partner committed to your success. Ask tough questions, test accuracy, and ensure the tool aligns with your business goals. A thoughtful decision will set the foundation for long-term growth and efficiency.
Factors simplifies website visitor identification by combining high-quality data from multiple providers with seamless integration into your existing tools, ensuring accurate, actionable insights. With its robust reporting, segmentation, and privacy-focused approach, Factors empowers you to target the right accounts effectively while building trust with your audience.
Reach out to us for more information.
