Factors Blog

Marketing analytics tools are crucial for B2B marketers as they offer valuable insights into customer behavior, campaign performance, and marketing ROI. There are numerous analytics tools to choose from, and Mixpanel is one among them. 

Mixpanel is a user behavior analytics platform that helps businesses optimize customer engagement and drive growth. 

It provides various features such as event tracking, cohort analysis, and user segmentation. Though the tool offers product and marketing analytics, Mixpanel is widely used for product analytics. It's even second in the list of best product analytics tools in G2. 

While Mixpanel seems to be an effective analytics tool, we have found some limitations upon evaluating customer reviews. Poor customer support, expensive pricing, and unintuitive user interface are a few to name. Ergo, marketers are also looking into alternatives that may fit their businesses. 

But with so many available options, it can be hard to know which tool is perfect. That's why we've compiled a list of Mixpanel alternatives you should look for in 2023. 

This blog will discuss 9 alternatives to Mixpanel with their unique features, integrations, pricing, and customer reviews.

So let's dive in and explore what each of these alternatives offers!

Why do users look for Mixpanel alternatives?

Mixpanel has been a popular choice for many, but some teams consider alternatives because of certain limitations of the tool. 

Here are some of the shortcomings of Mixpanel:

1. Higher pricing

High pricing can lead to budget constraints, resulting in companies cutting costs in other areas to accommodate the tool. Also, with high pricing, companies may not be able to afford all features or support services. Customer reviews have shown that Mixpanel’s pricing is very expensive. This is one of the main reasons marketers seek a Mixpanel alternative. 

2.Poor customer support

Customer support is crucial for analytics tools. With proper support users can

• Easily adopt the tool.
• Resolve technical issues.
• Better understand tool functionality.

Customer reviews show Mixpanel’s customer service to be unresponsive and poor. Due to their limited support, implementation of the tool also takes a lot of time and effort.

3. Unintuitive User Interface 

An intuitive UI encourages quick product adoption and sustained usage. Unfortunately, customers find Mixpanel to be a complex platform with a steep learning curve for non-technical users.

4. Complex filter options

You need to filter out the data perfectly to understand where your product lags and identify how to improve. Based on reviews, customers find Mixpanel’s filters to be confusing. This may lead to extracting unwanted data and hard to find the data you need. 

Following are some cons we found while evaluating customer reviews on Capterra.

• Data reports may have some missing data. 
• Duration tracking on iOS platforms is sometimes wrong. 
• There are no advanced features for detailed email marketing campaigns. 
• Dashboard features have a very limited data range, up to only 2 weeks. It can’t accommodate all the generated reports. 

The aforementioned limitations are some of the reasons why marketers seek an alternative. However, keep in mind that these may vary with businesses.

Now that we have understood why marketers are looking for an alternative to Mixpanel, let's dive into our list of suggestions.

Top 9 Mixpanel alternatives

Explore the top 9 Mixpanel alternatives to select your marketing analytics tool. We will introduce some competitors that can match or surpass Mixpanel's capabilities. Read on to learn more. 

1. Factors.ai

First in the list of Mixpanel alternatives is Factors. 

Factors is a marketing analytics and attribution tool explicitly built for B2B companies. The tool has numerous features that help businesses gain valuable insights into user interactions and engagement with the website.

The platform can track online and offline touchpoints and thus provides a complete view of the customer journey. This helps marketers identify and analyze channels and campaigns that are driving engagement and conversions. 

The tool is easy to implement and allows no-code integrations, helping marketers connect with CRM, ad platforms, and MAPs. In addition, its dashboard is customizable and can gather all key customer data in one place. By doing so, marketers can monitor and analyze campaigns quickly and optimize them accordingly. 

Key features

• Advanced Web Analytics:

With Factors, marketers don't need to create custom events or use different tools for website behavior analysis. It can automatically track all events, both online and offline. The events can be button clicks, form fill attempts, sales calls, and meetings. It also automatically captures retroactive data, allowing marketers to analyze past data, such as user behavior, the performance of past campaigns, etc. This helps them optimize current strategies and make informed decisions for future growth. 

• User Segmentation: 

The more customer data an analytics tool has the more effectively the tool can segment users. Factors' robust integration with CRM software makes it possible for it to collect more customer data and segment users more efficiently than other tools. 

• User Timelines:

This feature visualizes every user interaction and engagement on your website. The timeline includes online and offline touchpoints and is available at the user and account-level. As a result, it offers a better understanding of user behavior. 

• AI-Powered Insights:

Using AI technology, Factors' Explain feature shows which elements are working toward a specific goal and which aren't.

• Multi-Touch Attribution:

The features provide a range of attribution models to compare and select the right one for the business. It allows you to accurately attribute conversion and revenue to the channels driving revenue. 

• Account Intelligence:

The feature allows marketers to discover anonymous accounts visiting your website. As a result, marketers gain insights into their traffic, where its are coming from, and more. This helps in segmenting the target audience from the rest. In turn, marketers  can optimize and personalize their campaigns for better conversions.

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

Find pricing info here: pricing details.

2. Heap

Heap is a digital analytics platform that helps businesses track how users interact with digital products. The tool offers no code and easy implementation. Like Factors, Heap can also track various events automatically.

Heap can track events automatically. Since the tool records all events from day one, every event definition is completely retroactive. This allows users to view and analyze past data. 

Additionally, Heap can also automatically generate reports for analysis, which can be very helpful for small teams.

Key Features 

• Customizable Dashboards: 

Customizable dashboards allow businesses to create custom dashboards to track all essential KPIs and metrics. Companies can visualize and analyze their data without wasting time on irrelevant information.

• Autocapture: 

Heap doesn’t require manual tagging and can automatically capture user interactions on websites or apps. Marketers can pinpoint the point of friction of a customer journey and optimize accordingly to improve it. 

• Behavioral Segmentation: 

The feature helps businesses understand how users interact with their website or app. This allows them to effectively target their visitors and provide a personalized user experience.

Integrations

• Salesforce
• Marketo
• Optimizely
• Clearbit
• Zendesk

Customer reviews

Pricing

Heap's free plan includes 1 project and up to 10K monthly sessions. The details about Growth, Pro, and Premier plans are available upon request. 

3. Amplitude

Amplitude is a digital analytics platform that is used by brands and innovative businesses to personalize their digital products and optimize product development.

Amplitude helps answer critical questions about your digital product strategy, like 

• How are users navigating through the website?
• What features are users engaging with most?

It's an analytics solution built for modern product and growth teams, offering real-time analytics, cross-platform tracking, behavioral analytics, and enterprise-level security and customer support.

Key features

• User Surveys:

With Amplitude, companies can easily create customized surveys to collect user feedback. This feature helps better understand user preferences, opinions, and pain points, helping businesses make more informed decisions to enhance user experience.

• User Profiling: 

Amplitude provides companies comprehensive data on individual users, including their behavior, demographics, and interests. This information can be used to create personalized marketing and outreach plans to potentially improve the conversion rate. 

Integrations

• Segment
• Slack
• Salesforce
• Optimizely

Customer reviews

Pricing 

Amplitude has three different packages. The Starter package is free to use, and you need to contact the sales team to know the pricing for the other two packages.

4. Google Analytics

Google Analytics is a robust analytical tool that helps companies better understand their audience, website and digital marketing efforts. GA is user-friendly and flexible, enabling marketers to identify the most effective channels for achieving the best results. 

The tool can also help identify areas of friction that marketers can optimize based on information from the tool to improve engagement and other key metrics.

Key Features 

• Enhanced Reporting

Google Analytics provides auto-generated reports for all of your marketing campaigns. It can provide different reports like - audience reports, behavior reports, conversion reports, real-time reports, and more. You can easily visualize the reports in a chart manner for better understanding. 

• Data Activation

One of the specialized tools of Google Analytics is data activation. It uses machine learning algorithms to thoroughly analyze the marketing data. This helps you make smarter marketing decisions using input data streams.

Integrations

• Salesforce
• Zoho
• Hubspot
• Mailchimp
• Campaign Monitor

Customer reviews

Pricing

Google Analytics has a free version and an enterprise-version called Google Analytics 360. The pricing for the latter starts at $150,000 per year.

5. Plausible Analytics

Plausible Analytics is a privacy-focused web analytics tool. It offers businesses valuable insights into their website traffic and user engagement. The tool complies with regulation laws such as GDPR, CCPA, and PECR. Plausible is easy to use and implement and is one of the most simple analytics available in the market. 

Key features 

• Lightweight script:

Plausible is executed through a lightweight script. Its script size is less than 1KB, ensuring that your website’s page load speed won’t be affected in the least. 

• Traffic segmentation:

You can segment and differentiate data based on various metrics. This helps you understand the volume, behavior, and characteristics of visitors coming to your website and their source. You can also create custom events to get the specific information they need.

• Sharable dashboards:

Other tools don’t allow dashboard sharing. Plausible allows marketers to share the analytics dashboard with the team members or management for better collaboration. 

Integrations

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

Customer reviews

Pricing 

Their pricing depends on the monthly page views. If you have 10k views, you need to pay $9 per month. They also provide a 30-day free trial and 2 months free if paid annually. 

6. Matomo 

Matomo, formerly known as Piwik, is a powerful open-source web analytics platform. It gives you real-time updates on visitor details, goal conversion tracking, event tracking, and A/B testing for optimizing website campaigns. 

You can choose between two hosting options: cloud and on-premise. The cloud option is easy to set up and requires no technical know-how, whereas the on-premise option has to be hosted on your server and requires developer support.  

The tool is easy to use and is compliant with GDPR privacy laws.

Key features 

• Event tracking:

Using this feature, marketers can observe, analyze, and interpret the actions and interactions of customers on a website. Marketers can create custom events to analyze the customer's behaviors and help distinguish high-intent visitors from the rest. 

• Multi-touch attribution:

This helps marketers to accurately identify the marketing campaigns and channels that are performing better and that don’t. 

Integrations

• WordPress
• Magento
• WooCommerce 
• MailChimp

Customer reviews

Pricing

Hosting On-Premise is free of charge. You can download and set up the platform on your servers. However, it offers limited features, and extra fees apply for each additional feature. 

For Cloud hosting, pricing begins at $23 per month, accommodating up to 50K traffic. 

7. Kissmetrics

Kissmetrics is a web analytics tool. It helps track user behavior, identify growth opportunities, and improve customer engagement. 

Its dashboard is intuitive and brings all key metrics to one place. In addition, the Funnel feature visualizes customer interactions at each stage of the customer journey. This enables marketers to identify where prospects are dropping off and potential friction in the funnel, helping improve the overall marketing strategy.

Key features 

• Customer Segmentation: 

This feature enables businesses to group website visitors and product users based on shared characteristics. This will help the sales and marketing teams create personalized campaigns targeting each group, increasing the conversion rate. 

• Cohort Analysis:

Businesses can use this feature to identify trends and patterns in user behavior by cohorts, such as determining if customers who signed up during a specific promotional period remain active and engaged in subsequent months.

Integrations

• Shopify
• WooCommerce
• Zapier
• Gmail

Customer reviews

Pricing 

Pricing of Kissmetrics starts from $299/month to customizable according to the increase in the monthly tracked users. 

8. Contentsquare 

Contentsquare is a cloud-based digital experience analytics tool that allows businesses to understand customer behavior and use that data to improve their experiences. 

It captures and visualizes a wide range of data, including user clicks, scrolls, and navigation patterns, allowing businesses to understand how visitors engage with their digital properties and identify areas for improvement.

Key features 

• Behavioral Analytics

Identify the how and why behind metrics, such as the number of clicks, page views, and click-through rates, by capturing every in-page interaction. Also, create user experiences that boost conversions and align future efforts with customer needs and goals based on these behavioral insights.  

• Tagless integration

The feature captures content interactions automatically. It lets you analyze and prioritize data content pieces to focus on without having to rely on preplanned and configured event tags.

• Integration and APIs

Contentsquare integrates seamlessly with all major analytics tools and visualization suites. This allows you to bring the best insights on web analytics, A/B testing, Voice of Customer, APM, BI tools, and more. 

Integrations 

• Salesforce
• Google Analytics
• Adobe Analytics
• InMoment
• AWS
• Google 360 Analytics

Customer reviews

Pricing

There's no pricing information available on the website. Contact the Contentsquare team for more details. 

9. FullStory

FullStory is a platform that provides Digital Experience Intelligence (DXI) by combining product analytics, session detail, and collaboration tools. This helps you gain real-time insights to improve your web and mobile app experiences. 

With FullStory, you can proactively monitor your website and digital products. This helps you to understand how users interact with your product or website using qualitative information. It also supports effective collaboration with your team, analyzes behavioral data, identifies opportunities for conversion, and creates impactful digital experiences.

Key features 

• Conversion funnels:

The tool automatically tracks all user interactions and can identify areas of high engagement and spots where users drop off.

• Web Analytics:

The feature analyzes all key metrics in real-time to understand how users engage with the website or app. The monitored key metrics include engagement time, clicks, scrolls, and more.

Integrations 

• Slack
• Shopify
• Salesforce
• Google cloud

Customer reviews

Pricing

They have three different plans, and you can contact the Fullstory team for the pricing details.

Conclusion

As a B2B marketer, you need the tools that really suit your business needs. Every tool has its own pros and cons. Whether you're looking for something with robust reporting capabilities or simply an affordable alternative to Mixpanel, you're sure to find something on this list that fits the bill.

At the end of the day, choosing the right marketing analytics tool can make all the difference in optimizing your business's performance. So, take the time to explore these alternatives and find the one that works best for you. Happy analyzing!

Marketing analytics is the process of collecting, analyzing, and interpreting data from various digital marketing channels to gain insights into the performance of marketing campaigns.

Various analytics tools are available in the market to help marketers and businesses evaluate and optimize their marketing strategies to increase their revenue and ROI.

Marketing analytics tools help businesses

• Improve targeting by identifying what is valuable to their users.
• Measure performance of their marketing campaigns.
• Reduce costs by saving unnecessary spending on campaigns that do not work.
• Gain a competitive advantage by enabling them to make data-driven decisions and optimize their strategies.

A popular tool that has helped businesses with analytics is Amplitude Analytics.

Amplitude Analytics is a product and web analytics platform that helps marketers gain insights from user data. The tool also allows marketers to visualize the full user journey and identify points of friction that can be optimized to improve conversion rate. 

That said, Amplitude Analytics does have its own limitations. Based on various customer reviews we found Amplitude's setbacks have made users search for its alternatives.

Let’s look at some of these limitations in detail in the next section.

Why Are Users Looking for Alternatives to Amplitude?

Here we analyze in detail some of the limitations in Amplitude Analytics that have led users to search for its alternatives.

1. Issues with new product updates

Quite a few users reported that they faced issues when Amplitude released new product changes. Loss of functionality of certain features or not enough time between updates to get used to the feature.

For a B2B SaaS tool this is a major drawback as the business process comes to a stop or is bottlenecked until the issue is resolved.

2. Lack of training videos and documentation

Every SaaS product should have proper documentation and training resources to help its users in times of need. Users of Amplitude Analytics reveal that the availability of such resources is limited.

This leads to a steeper learning curve.

3. Long onboarding process

User reviews also reveal that the onboarding process is time consuming. This is a major drawback as the longer it takes for employees to get used to the tool, the lower the productivity. Some users also say the learning curve is quite steep and that with proper training this can be reduced.

But, as seen above, Amplitude lacks the necessary resources for users to get to know the platform better which further increases the  onboarding process.

4. Expensive

User reviews tell us that Amplitude Analytics is an expensive platform for small and medium sized companies and that there are other cheaper tools available in the market.

Many users recommend others to check for competitors to fulfill their business needs.

Amplitude does offer a free version, but its features are quite limited. They are not transparent when it comes to their paid plans, so you have to get in touch with them to get a quote.

In the next section, we will look at 7 Amplitude alternatives that are reasonably priced and have better features than Amplitude.

Top 7 Amplitude Alternatives

We curated a list of 7 alternatives to Amplitude Analytics that can help small to enterprise-grade businesses with analytics. In our list, we discuss the unique features of the tools, what users have to say about them, the available integrations, and their pricing, allowing you to make an informed decision.

So without further ado let’s jump right in!

1. Factors.ai

Factors.ai is a powerful analytics tool that is built for B2B companies. The tool also has revenue attribution, and account intelligence capabilities.

Factors has a range of features to help marketers understand website analytics and user behavior. It has an intuitive dashboard that users can customize to view reports and metrics that are important to them in a single place.

The platform's no-code capabilities, onboarding support, and self-serve UI  ensure that the implementation is done in less than 30 minutes.

Factors' help center and prompt customer support ensure that users don’t have to wait long to get their questions answered. Every customer gets a Dedicated Customer Success Manager at no additional cost.

Key features

• Advanced Web Analytics:

Factors automatically tracks website events in real-time. Some metrics tracked are scroll depth, page count, button clicks, product milestones, etc. Users do not have to spend time setting up custom events or  use other tools for web and user behavior analysis.

• AI-Powered Analysis:

Factors' AI feature 'Explain' empowers marketers with automated insights and root-cause analysis on any conversion goal so they can understand what's working and not working. 

• Multi-Touch Attribution:

Factors also has powerful attribution capabilities that help B2B marketers identify if their marketing activities are bringing in leads and generating revenue. The platform has various attribution models that marketers can use in tandem to identify influential channels that are driving engagement, conversions, and revenue.

• Account identification

Factors.ai provides its users with the ability to identify up to 64% of anonymous companies visiting your website. This feature is extremely useful for businesses that are leveraging Account-Based Marketing. 

Integrations

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

Customer reviews 

Pricing

Factors provides three pricing plans.

Analytics & Attribution: 

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

2. Kissmetrics

Kissmetrics is a product and marketing analytics tool built for SaaS and Ecommerce businesses. The tool helps businesses track and analyze application user and website visitor behavior.

With insights from Kissmetrics, marketers can identify what drives conversions and optimize marketing strategies to reduce friction and improve revenue and ROI.

Key features

• Customer Segmentation: 

This feature allows marketers to segment users based on certain shared characteristics. By doing so, marketers can target individual segments with personalized marketing campaigns to increase engagement and conversion rates.

• Digital Analytics:

Kissmetrics allows businesses to track individual users throughout their journey, from first visit to conversion. This information enables marketers to  take the necessary steps to improve user experience.

• Advanced BI Reporting

In Kissmetrics, marketers can query raw data collected by the tool directly with SQL to get valuable insights. This eliminates the need to export data into databases and for reporting. 

Integrations

• Slack
• Shopify
• Marketo
• Wufoo Forms

Customer review

Pricing

Kissmetrics has two paid plans and a custom plan. They also offer a free trial for their paid plans.

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

3. Heap

Heap is a web and product analytics platform that helps businesses identify how users interact with their digital products.

It has different categories of tools for data analysis, data management and data foundation. Marketers can leverage the Heap platform to analyze customer journey mapping and user segmentation and more to improve their web or mobile platform.

Key Features 

• Customizable Dashboards:
  The customizable dashboards offered by Heap allow businesses to track specific KPIs and metrics in a way that suits their needs. Companies can visualize and analyze data that makes sense to their customized business needs without wasting time on irrelevant information.

• Auto Capture:
  Heap can automatically capture and track user interactions without any need for manually setting up event tracking. This alleviates any developer dependency and encourages rapid, ad hoc reporting for marketing teams. 

• Behavioral Segmentation:
  B2B companies can use this feature to segment users based on how they interact with their website or app. This allows them to target visitors more effectively and provide a personalized experience.

Integrations

• Snowflake
• Salesforce
• Mailchimp
• Segment

Customer reviews

Pricing details

Heap has a free plan and three paid plans. Heap does not have a transparent pricing model. Businesses interested in the tool can contact them to get a quote. 

4. Google Analytics

Google Analytics is a free website analytics tool that provides businesses with insights on website traffic and user behavior.

GA is the initial go-to analytics tool for most businesses, however, as the requirements of businesses increase, they gradually turn to other tools that have more extensive features. With GA, marketers can better understand their website visitors and identify the sources that are driving traffic to their website.

Key features

• Real-Time Analytics Data:

Google Analytics provides real-time data that shows the number of users, engagement time, views, sessions, etc. Marketers can use insights from the platform to optimize their strategies to improve engagement.

• eCommerce Tracking:

E-commerce businesses can use Google analytics to track sales and analyze performance of various sales campaigns and channels.

• Custom Reporting:

With GA users can create customized reports with the metrics they want. There are 9 types of reports that you can create in Google Analytics.hey are 

• Real Time Report
• Acquisition Report
• Engagement Report
• Monetization Report
• Retention Report
• Advertising Report
• Demographic Report
• Tech Report
• Firebase Report

Integrations

• Zoho
• Hubspot
• Mailchimp
• Campaign Monitor

Customer review

Pricing

Although there is a free version of Google Analytics, it isn’t enough for most  businesses’ use cases.

Google Analytics 360 is the paid version available for enterprises. The pricing starts at $150,000 per year.

5. Mixpanel 

Mixpanel helps businesses optimize their products and improve their customer experience by tracking and analyzing customer interactions across different platforms.

Mixpanel supports both coded and codeless integration. Users can quickly implement automated event tracking with the codeless integration without the need of developers.

Users can also leverage coded integrations with assistance from technical teams. According to Mixpanel, it takes a minimum of 30 minutes of development time to implement a single tracked event. 

Key feature

• Behavioral Analytics: 

Mixpanel, like most tools in the list, is also capable of segmenting users based on behavior and how they interact with the product and website. Marketers can then target the groups with personalized experiences like ads or emails to reduce friction and increase conversion. 

• Custom Alerts:

Mixpanel enables its users to set custom alerts that notify them when certain conditions are met. For example you can set a custom alert to get notified if the present week’s website traffic has increased compared to the previous week’s. Insights such as this will help teams identify any discrepancies or friction points as soon as they arise.   

• Data Export: 

Data from Mixpanel can be exported to a number of other tools to carry out enhanced analytics. This feature enables businesses to leverage other tools to gain more information on data collected by Mixpanel. 

Integrations

• Segment
• RudderStack
• Snowplow
• Freshpaint

Customer review

Pricing

Mixpanel has a free version for up to 20M events per month. The paid plan includes;

• Growth - starting at $20. For up to 300M events per month
• Enterprise - starting at $1667 for 5M - 1B + events per month

6. Plausible Analytics

Plausible Analytics is a lightweight, open-source web analytics tool. Unlike traditional analytics tools, it does not collect personal data or use cookies, ensuring the privacy of website visitors.

Plausible Analytics provides real-time data on website traffic, page views, bounce rates, and other key metrics. The tool is designed to be easy to use and provides users with a simple dashboard that displays all relevant data in one place.

Key features

• Traffic Segmentation:

Users can segment visitor traffic in Plausible Analytics based on a variety of metrics. This helps them break down traffic and better understand the various sources.

• Shareable Dashboards:

Plausible Analytics enables marketers to share their analytics dashboard for easier collaboration and reporting.

• Lightweight Script

Plausible script code is less than 1KB making it lightweight. This ensures the loading speed of the website remains unaffected.

Integrations

• Shopify
• Segment
• Hubspot
• Webflow

Customer review 

Pricing 

Plausible Analytics has a free trial available. The paid plans start from just $9 per month for 10K visitors.

7. Contentsquare 

Contentsquare is a digital analytics platform that can track and analyze customer behavior and provide insights into customer engagement.

Some of the engagement metrics that Contentsquare tracks are clicks, scrolls, hovers, etc. The platform also helps businesses visualize customer journeys, making it clear and easy to understand. Key features include;

• Session Replay:

Contentsquare records all the website traffic. The feature captures every click, hover and any intent-driven behavior. This helps marketers to visually see how visitors are interacting with the website and identify what is impacting site performance. 

• Zone-Based Heatmaps:

This feature allows users to analyze how website visitors have interacted with their website. Users can also use this feature to analyze A/B tests and come to conclusions based on visitor behavior and engagement. 

• Form Analysis:

Contentsquare enables users to gain complete understanding of how visitors engage with forms. It helps identify friction points so that users can take action to improve user experience.

Integrations

• Invoca
• Medallia
• Zoho Survey
• Heap Analytics

Customer review

Pricing

Contentsquare does not have a transparent pricing plan. You have to contact their sales  team for more details. 

Takeaway

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

For example, if you want to improve your digital product’s performance and user experience, then consider tools like Mixpanel or Heap.

On the other hand, if you want to improve your overall marketing efforts, then consider tools like Factors.ai. With a ton of features and little to no burden to your budget, Factors is your go to platform for web analytics, marketing and revenue attribution and not to forget website visitor identification.

We suggest you take advantage of the free trial or free version offered by the tools to find the best fit for your business needs.

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. 

‍

‍

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.

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.