Factors.ai Blog

Fix pipeline pains. Solve GTM puzzles. And read strategic brain dump.

5 Stages Of The Customer Journey

March 28, 2023

•

0 min read

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.‍

Customer Journey Stages — The 5 Stages in a Customer Journey

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, webinars, and automated AI Phone Calls can effectively capture their interest by delivering personalized voice messages that highlight relevant industry challenges, complementing email campaigns for a cohesive multi-channel engagement strategy.

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.

Customer Journey vs. Buyer Journey

The customer and buyer journeys are both essential concepts in marketing and sales, but they refer to slightly different processes. Here’s a breakdown:

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:

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.

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.

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.

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.

Optimize Your Customer Journey for Better Conversions

Understanding and optimizing the five stages of the customer journey - Awareness, Consideration, Decision, Retention, and Advocacy - can significantly impact customer engagement and business growth.

Here’s how:

1. Awareness: Educate potential customers with valuable content that addresses their pain points and introduces your brand.

2. Consideration: Provide in-depth solution comparisons, case studies, and testimonials to help prospects evaluate their options.

3. Decision: Ensure a seamless purchasing experience with clear pricing, demos, and a frictionless checkout process.

4. Retention: Build long-term relationships with personalized engagement, exceptional customer support, and loyalty programs.

5. Advocacy: Turn satisfied customers into brand advocates by encouraging reviews, referrals, and community engagement.

By refining each stage, businesses can enhance customer experiences, increase conversions, and drive sustainable growth.

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!

FAQs on 5 Stages Of Customer Journey

1. What is a customer journey, and why is it important for businesses?

The customer journey is the complete experience a customer has with a brand, from the first interaction to post-purchase. It is important because it helps businesses understand customer behaviors and needs at each stage, allowing for better engagement, sales conversions, and long-term relationships.

2. How can businesses track and improve the customer journey?

Businesses can track the customer journey using tools like Factors.ai, which provides insights into customer behavior, engagement patterns, and pain points. By analyzing this data, businesses can optimize touchpoints, improve customer experience, and enhance overall marketing strategies.

3. What are the 5 stages of a customer journey?

The 5 stages of a customer journey are:

Awareness: The customer recognizes a problem or need.
Consideration: The customer explores potential solutions.
Decision: The customer chooses a solution and makes a purchase.
Retention: The business focuses on keeping the customer satisfied and engaged.
Advocacy: Satisfied customers recommend the brand to others.

7 Full Circle Insights Alternatives and Competitors

March 22, 2023

•

0 min read

Top 10 Dreamdata Alternatives and Competitors to Look For in 2025

March 21, 2023

•

0 min read

Bizible vs. HockeyStack: Which Tool Is Right for You

March 20, 2023

•

0 min read

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.

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.

Customer review of Bizible’s attribution tool.

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.

Customer review of HockeyStack’s attribution tool.

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 review of Bizible’s ability to track multiple marketing channels.

Customer Support

Both Bizible and HockeyStack provide good customer support. However, based on G2 and Capterra reviews, Bizible seems to have the upper hand.

Customer review of Bizible’s customer service

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.

Customer review of Bizible’s customer support

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.

Customer review of Bizible’s dashboard feature.

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.

Overview of HockeyStack’s service to build a custom integration

Integrations that support HockeyStack and Bizible

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.

Overview of the survey feature in HockeyStack

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.

G2 customer review of Bizible showing how costly the tool is.

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.

Pricing plan of HockeyStack’s attribution solutions

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?

An overview of Factors’s customizable dashboard

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

Pricing plan of Factors’s attribution solutions

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.

7 Best Bizible Alternatives and Competitors to Look for in 2025

March 17, 2023

•

0 min read

The Complete Guide To Customer Journey Mapping

March 15, 2023

•

0 min read

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:

What is customer journey mapping?
How does customer journey mapping work?
Why do B2B companies need to map out their customer journeys?
What should you include in your customer journey map?
Steps to create a customer journey map
Customer journey map vs user experience map: what’s the difference?
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:

Awareness (ToFu marketing, branding, etc)
Consideration (BoFu marketing, sales discovery, trials, etc)
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.

‍

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.

This guide emphasizes the importance of understanding the customer journey for effective marketing. It explains how to visualize and analyze buyer interactions from awareness to post-purchase. By mapping these touchpoints, businesses can pinpoint areas for improvement, enhance customer experiences, and boost retention rates.

What is Last Click Attribution and How Can SaaS Companies Use It?

March 14, 2023

•

0 min read

Attribution helps SaaS companies identify which sales and marketing efforts result in a conversion. Doing so allows marketing, sales, lead gen, and other teams to identify the actions that drive conversion and revenue.

Additionally, with the help of attribution, SaaS teams can optimize budget allocation for various channels and campaigns to improve the conversion rate.

In this article, we’ll discuss the following

What is Last Click Attribution
How can SaaS companies use this model?
The difference between Last Click and First Click Attribution models.
The limitations of Last Click Attribution.
How Last Click Attribution works in Factors

What Is Last Click Attribution

Last Click Attribution (LCA) model credits 100% of a conversion to the last touchpoint a buyer interacts with for a conversion event in the buyer’s journey.

Image showing how Last Click Attribution (LCA) works. LCA gives credit to the last touchpoint a customer interacted with before making a sale

Here’s an example to help you understand how LCA works.

Let’s say a CMO is looking for attribution software to help them tie their marketing team's efforts to conversions and revenue generated.

During market research, they come across a LinkedIn advert for Factors.ai and land on the features page and get insights into how the application can provide a solution to their needs.

Later that week the CMO comes across a blog talking about why CMOs should care about B2B Marketing Attribution. Upon reading this article, they finally decide to sign up for a demo.Last Click Attribution

Here the last touchpoint the CMO interacted with is the blog. So the LCA model will give full credit to the blog for the CMO’s conversion (demo sign up).

Last Click vs First Click Attribution: What’s the Difference?

First Click is another simple attribution model that is similar to Last Click. Both of these are single-click attribution models, they attribute conversion to a single touchpoint.

The key difference between the two models is that Last-Click attributes a conversion to the final touchpoint. Whereas First-Click gives credit to the first touchpoint that led to a conversion.

LCA gives credit to the last touchpoint a customer interacted with before making a sale, whereas FCA gives credit to the last touchpoint a customer interacted with.

We will explain how First Click Attribution (FCA) works by using the same CMO’s demo sign-up example.

The differences between the two models are that

LCA attributes the conversion to the last touchpoint before the sale whereas FCA Attributes the conversion to the first touchpoint in the customer's journey.
LCA emphasizes the impact of the last touchpoint before the conversion while FCA measures impact of the first touchpoint in the customer's journey.
Last Click Attribution is easier to implement compared to FCA as it needs sophisticated software for comprehensive tracking and data collection.
Last Click is commonly used in B2C businesses, B2B companies can also use it jointly with other attribution models. First Click on the other hand is commonly used in B2B businesses where the sales cycle is longer and consideration for purchase is high.

LCA and FCA attribute conversions to different touchpoints. LCA is easier to implement compared to FCA. While FCA is commonly used in B2B businesses, LCA is used in B2C and jointly with other models in case of B2B.

How Can SaaS Companies Use This Model?

Last Click Attribution is a cost-effective model that SaaS companies can use to identify and optimize various campaigns and channels driving conversions. LCA is available for free on Google Analytics.

LCA provides an intuitive framework to make sense of the nonlinear and long SaaS sales cycle with quick insight into the final touch-points before conversions.

Last Click Attribution can be used flexibly with any conversion event in the sales funnel, like

Demo form signup
Marketing Qualified Lead (Newsletter sign up)
Sales Qualified Lead
Deals won, and more.

Limitations of Last Click Attribution

The simplicity of the model is what makes Last Click Attribution so attractive, but this simplicity comes at a cost.

The model has some limitations that can impact its accuracy and functionality in certain situations. Here are some of its limitations:

Values few channels highly: LCA will highlight channels such as retargeting ads, direct website visit, etc where the conversion is usually high. Due to this marketing teams usually end up allocating more budget on these channels.
Disregards contribution of other touchpoints: Last Click Attribution doesn’t account for the possible influence that the other touchpoints could have played in the purchase process.
Inaccurate measurement of long-term impact: Not all customers make impulsive buying decisions, at least not in the B2B space. Last Click Attribution does not factor in the long nurturing period in the B2B sales cycle and the various touchpoints that help nurture a prospect.

As the average timeline of the B2B customer journey is increasing, it’s key for marketers nowadays to understand the various factors influencing a prospect's decision.

B2B SaaS companies with long business cycles need to ensure that their efforts are aligned and are contributing to the end goal of converting prospects into paying customers. In this case, the LCA model will give you a skewed perception of the effectiveness of the marketing strategy.

However, these limitations . In the above case, LCA should be used along with other types of attribution models to cover for its shortcomings.

How Last Click Attribution Works in Factors

Last Click Attribution is still used in many B2B SaaS companies where the sales cycle is shorter, and the decision-making process is less complex.

In Factors, you can easily create intuitive Last Click Attribution reports. Additionally the tool presents key metrics such as spend and CPC to help marketers improve budget allocation towards campaigns that work.

Factors.ai Last Click Attribution report showing a break-up of various marketing channels with key metrics such as Clicks, CTR, conversion and Cost per Conversion.

The Cost Per Conversion metric when used along with LCA gives insights into the cost-efficiency of the employed strategy. Marketing teams can use this information to optimize budget allocation for their channels and campaigns to further improve conversions and ROI.

Graphical view of Last Click Attribution report along with Cost per Conversion data, revealing the campaigns that are driving conversions cost-efficiently.

This model credits the final interaction before conversion, offering a straightforward view of performance.
1. How It Works: Full credit goes to the last marketing touchpoint before a customer converts.
2. Limitations: Ignores earlier engagements, leading to incomplete insights.
3. Strategic Consideration: SaaS businesses should evaluate multi-touch models for better visibility into the full buyer journey.
While easy to use, last-click attribution can miss key influence points, making it vital to explore deeper attribution methods.

FAQs

1. Are there other attribution models apart from LCA?

While there are several types of attribution models, the six most common ones apart from LCA are:

First-touch Attribution
Last Non-Direct Touch Attribution
Linear Attribution
U-Shaped Attribution
Time Decay Attribution
W-shaped attribution

2. Should I use Last Click Attribution for my business?

The decision depends on the specific needs and goals of your business. Last Click Attribution is a simple model, but it is not the best fit for every company. Consider the limitations of LCA and explore other attribution models and choose the one that aligns with your needs.

Top 7 Marketing Attribution Tools in 2025: Pricing, Features, Reviews, and More

March 10, 2023

•

0 min read

In today's data-driven world, B2B SaaS companies need a clear overview of their marketing team’s impact on the bottom line metrics. Marketing attribution tools are built for this particular purpose. They’re essential for measuring the effectiveness of different marketing channels and optimizing campaigns to drive ROI.

These tools use data analysis to determine the channels and touchpoints that are driving conversions and revenue. This enables marketers to make data-driven decisions and allocate their budgets more effectively.

tl;dr:

Businesses in the SaaS B2B market need attribution tools to identify account journeys and how they ended up converting
Attribution tools help you dissect touchpoint data and optimize marketing efforts for increased ROI
Marketing attribution tools are to be used in tandem with your marketing tech stack

Why do SaaS companies need marketing attribution tools?

SaaS companies use attribution tools to find the most effective ways to acquire customers. These tools enable marketers to precisely identify the platforms that contribute to the revenue, and then work on strategies to get the most out of the top-performing touchpoints.

However, measuring the impact of various marketing channels on customer acquisition and revenue is easier said than done. B2B buyer journeys increasingly involve lengthy sales cycles, multiple touchpoints, and extensive buying committees

Attribution tools are designed to help B2B companies identify these touchpoints and analyze the effectiveness of their marketing efforts. In fact, a survey by AdRoll in 2016 found that companies using marketing attribution tools experienced a 70% increase in conversion rates, a 33% increase in customer retention rates, and a 20% decrease in customer acquisition costs.

Similarly, a study by Google found that companies using data-driven attribution models see a 10% increase in conversions on average.

The point is, with growing competition, using marketing attribution tools is no longer a matter of choice for SaaS enterprises. It gives your company a huge potential to grow its B2B SaaS market share by simply leveraging touchpoint insights.

All you need is the right marketing attribution tool… and we’ve got the best ones for you right here.

Top 7 marketing attribution tools for 2025

1. Adobe Marketo Measure (formerly Bizible)

‍Bizible is a multi-touch attribution tool that identifies the pipeline and revenue generated by each channel and campaign.

The tool attributes revenue streams with specific marketing channels, content, or cross-platform campaigns.

You can use Adobe Marketo to highlight the performance of each marketing campaign and accurately identify your most high-performing touchpoints.

It provides a holistic view of the marketing funnel which allows you to measure the impact of your marketing efforts, allocate budget to the right channels, and align marketing and sales teams using unified data.

Key features

Cross-channel engagement: You can target customers based on their current stage in the buying journey to keep them engaged through personalized social media messages, impactful emails, and more.

Connect sales and marketing: Centralize data such as prioritized leads and relevant customer insights to enable your sales and marketing teams to collaborate for better conversion.

Identify real-time behavior: Use data-rich profiles and AI to identify customer preferences and deliver personalized experiences

Integrations

You can integrate Adobe Marketo with:

Salesforce
Eloqua
Pardot
HubSpot
Google Analytics
Bing Ads
Facebook Ads
LinkedIn Ads
Twitter Ads
AdRoll
DoubleClick by Google
Kenshoo
Marin Software

Adobe Marketo pros

Choose from a wide range of attribution models based on the nature of your business
Report and visualize data across marketing channels and campaigns
Tap into real-time customer behavioral insights

Adobe Marketo cons

Filtering data within the dashboard can be tricky
Limited integration options
Cannot see user activity on the account level

Pricing

Adobe Marketo offers 4 different subscription packages, each of which varies depending upon the size of your database. Each plan also comes with unique features starting from basic marketing attribution features (Growth package) to full-fledged automation and attribution insights (Ultimate package).

Reviews

Bizible was great for creating our multi-touch attribution model and allowed our marketing team to gain real insight into our online and offline marketing efforts.
For us, it wasn't the perfect tool only because we tended to look at the activity at the account level in Salesforce, but we could only view activity at the contact level within Bizible so there was a bit of a mismatch there.

2. Dreamdata

‍

Dreamdata is a B2B revenue attribution tool that offers actionable revenue analysis by tapping into both online and offline touchpoints.

Dreamdata integrates with multiple data sources to provide a comprehensive view of the customer journey from initial engagement to final conversion. This enables you to optimize your business’s marketing strategies and drive growth.

This attribution software uses advanced algorithms and machine learning to credit different marketing channels and touchpoints along the customer journey. This helps identify the impact of each marketing touchpoint on revenue generation.

Key features

Web analytics: track engagement by drilling into each URL’s performance

No-code integrations: a user-friendly plug-and-play integration setup that doesn’t require a single line of code

Content analytics: Identify the top content pieces which influence leads and customers

Integrations

CRM: Salesforce, HubSpot, Pipedrive, Close, Zendesk Sell, Zoho CRM, and Microsoft Dynamics.
Marketing automation: Marketo, HubSpot, and Pardot
Ad platforms: Google Ads, LinkedIn Ads, Facebook Ads, Bing Ads, Twitter Ads, Capterra, G2, Drift, and AdRoll
Customer Success: Intercom
Sales tools: Outreach
Website tracking: Segment, analytics.js, Zapier, and Snowplow
Data Warehouse: BigQuery, Amazon Redshift, and Snowflake
BI tools: Google Data Studio, Tableau, Power BI, Metabase, Zendesk Sell, and Looker
Reverse ETL: Hightouch, and Census

Dreamdata pros

Easy to configure
Provides accurate content marketing insights
Stays competitive by swiftly rolling out new features

Dreamdata cons

Limited flexibility
The UI/UX is not user-friendly
Onboarding is a hassle with minimal training material available

Pricing

The base plan of Dreamdata is free for individuals. Pricing starts at $999 for a team, while businesses with multiple teams can get a customized plan made to fit their requirements.

Reviews

The way the team works with us to customize our specific needs to the numbers we get back around marketing attribution. It has taken time, but the insights we have access to are very powerful.
The dashboard can be quite buggy & really isn't structured to help drill down on the top-level numbers to gather more granular insights on what is helping us succeed or which campaigns are performing well for us - which is difficult when it comes to reporting on the success or failure of campaigns.

3. Factors

‍

Factors is a unified B2B visitor identification, marketing analytics and attribution tool that helps go-to-market teams monitor and optimize efforts across campaigns, website, offline events, and CRM.

Factors saves time and effort by empowering a consolidated view of the customer journey across the website, ad platforms, MAP and CRM. Such a unified view of your marketing metrics enables you to identify customer journeys with incredible detail.

Factors provides you with data about each and every touchpoint that users interacted with. This allows you to measure each touchpoint’s performance, optimize them accordingly, reduce customer acquisition costs in the process, and generate more revenue.

Key features

Data Integration: Choose from a list of attribution models that fits your business needs and connect your go to market data across CRM, website, and campaigns with no-code integrations

Visitor Identification: Identify anonymous traffic, track visitor behavior, and target high-intent accounts

ABM Analytics: Track your marketing campaigns, spends, and KPIs under one roof.

Journey Analytics: Visualize aggregated user paths and generate automated insights into what's helping and hurting conversions.

Revenue Attribution: Credit marketing touch-points to conversions and bottom line metrics with a range of multi-touch attribution models.

Account Timelines: Map out customer engagement at a user and account level. See how prospects interact with your brand and progress through the sales funnel.

Integrations

HubSpot
Segment
Salesforce
Salesforce
LeadSquared CRM
Google Ads
Clearbit
LinkedIn
Facebook Ads
Marketo Engage
Drift
Microsoft Advertising
Google Search Console

Factors.AI pros

A powerful, yet intuitive tool that offers a unified view of data from all touchpoints
Advanced Event Analytics architecture with the flexibility to run User level or Account level reports
It pulls the CRM data and makes it available for reporting in a chronological order
Highly accurate in tracking user engagement metrics
Auto-Click Capture enables you to conveniently measure CTA effectiveness across your website
Extremely helpful customer support

Factors.AI cons

Limited integrations

Non-customizable graphical representations

Pricing

Factors provides multiple subscription plans across three different categories.

Factors Website Deanonymization

There are 4 subscription plans in the Factors Website Deanonymization category, starting at $99/month which identifies 500 companies, going up to an Enterprise level plan which can identify 5000+ companies for you.

Analytics and Attribution

The Attribution and Analytics category features 4 different subscription plans starting at $399/month allowing up to 10,000 users, and goes up to an Agency level plan for full-fledged marketing agencies.

Professional Services

Factors also offers Professional Services with three subscription plans. The price varies based on the number of hours you purchase. The higher your billable hours are, the lower your per-hour cost will be.

Tier 1 is for early-stage teams and costs $50/hour for 10 hrs/month
Tier 2 is for high-growth teams, and costs $45/hour for 20 hrs/month
Tier 3 is for end-to-end consultation, and costs $40/hour for 30hrs/month

Reviews

Best customer support I have seen for a SaaS product - The team helps build any reports we require.
The UI can probably use a bit more polish, but I expect they'll get there considering how fast they're moving
Loved the accuracy of marketing attribution to channels for lead generation of websites.

4. Ruler Analytics

Ruler Analytics is a marketing attribution and lead-tracking solution that maps your user journeys and credits the channels that bring in leads.

This tool allows you to identify leads and leverage reverse engineering to map out the entire journey of that lead. It also uses this data to predict how similar prospects would behave, allowing you to take proactive action by setting up campaigns to target such customers at different stages within the pipeline.

Ruler Analytics comes with various tracking features and multi-touch attribution that allows your business to measure the effectiveness of each campaign. However, unlike most other alternatives, Ruler Analytics gets to work only after a lead is converted, which means you won’t get any insights from abandoned visitors.

Key features

Form tracking: separate leads that converted from form submissions, and track their journey to identify why these converted and others didn’t.

Predictive analysis: identify potential risks by analyzing historical data to predict future business outcomes and take proactive measures accordingly.

Revenue analytics: identify which campaigns, channels, and keywords brought the lead in.

Integrations

Google Ads
Facebook
Salesforce
Google Analytics
Bespoke
Capsule
HubSpot
Insightly
Microsoft Dynamics
Pipedrive
Proclaim
Sugar CRM
Unbounce
Zoho
LinkedIn
Microsoft (Bing) Ads

… and more.

Ruler Analytics pros

Allows you to track live chats, web forms, and calls from different marketing channels
Comes with a large set of pre-built integrations
Can be used to track offline events

Ruler Analytics cons

The learning curve is bigger due to a cluttered dashboard
Limited integration capabilities with some tools
Dashboard often takes time to load
Doesn’t offer account-level analytics which is a must-have for B2B companies

Pricing

Ruler Analytics offers 4 different subscription models starting at $199/month for SMEs with traffic of up to 50,000 visits. You can also opt for a fully customized plan to meet your particular attribution needs.

Reviews

Great customer support. Easy implementation. Powerful online and offline tracking capabilities.
The functionality to compare data from different time periods isn’t present within the dashboard - something beneficial to GA.

5. Full Circle Insights

Full Circle Insights is a multi-touch attribution tool best fit for marketing performance management.

Full Circle Insights helps businesses understand the entire customer journey by combining data from marketing automation, CRMs, and ad platforms. It tracks each touchpoint to gain relevant insights about activities that are driving the most revenue.

As a full-fledged marketing performance management tool, it offers numerous features and capabilities such as lead management, funnel metrics, and campaign attribution.

Key features

Salesforce Integration: tie your marketing campaigns directly to revenue and track the ROI of each campaign.

Digital Source Tracker: identify marketing offers across channels that drive conversions and pipeline.

Data Cleansing and Enrichment: ensure the accuracy of marketing data to amplify your marketing efforts, acquire more leads, and gain more revenue.

Integrations

Full Circle Insights doesn’t provide integrations of its own, but you can link it with other apps like Workato, which will enable Full Circle Insights to integrate with 1000+ SaaS apps.

Full Circle Insights Pros

Easy to understand the data and attribution model
Flexibility in curating how you want to track your business' funnel(s) and create a lead lifecycle.
Accurate tracking and visibility into lead-initiated activity (response management).

Full Circle Insights Cons

Implementation or rebuilding can be daunting without knowledge of how flows or processes will be affected. Like any other platform, constant iteration and changes need to be made.
Since FCI is native to Salesforce, non-Salesforce users (for example HubSpot users) cannot use this platform.
Any issue outside of the tool’s own configuration panel almost always requires an SFDC admin or developer to troubleshoot.

Pricing

Full Circle Insights offers 5 different pricing options:

Matchmaker: lead to account matching and account-based marketing solution
Digital Source Tracker: track the impact of your digital marketing
Campaign Attribution: campaign performance measurement
Funnel Metrics: full-funnel visibility
Full Circle Enterprise: our flagship marketing performance management solution

To get accurate pricing details for each plan, talk to Full Circle Insight’s sales team through their website.

Reviews

Since the model is built into SFDC, you can leverage custom reporting fairly easily. So, as your organization grows and changes, you can also easily update the model(s).
The implementation is extremely time-consuming and you definitely need a dedicated SFDC Admin internally for implementation and upkeep.

6. Attribution App

Attribution App is a multi-touch attribution tool that shows your revenue, visits, conversions, and ROI through a single holistic dashboard.

Attribution App offers attribution at the user and account level, enabling users to truly understand the buyer journey and credit touchpoints that drive ROI. Attribution also offers affiliate tracking to help you compare affiliate channels within a single window.

You can use the tool’s cohort-based reporting feature to show ROAS per channel per day/month for actionable insights, and export all the data and insights for further analysis.

Key features

Multi-touch attribution: analyze interactions across channels and accounts and set up intuitive workflows for complete reporting flexibility.

Affiliate tracking: invest in affiliate marketing with confidence, track all your partner campaigns, and consolidate all that data within the attribution dashboard for analysis.

Data export tool: automatically or manually export Attribution App’s data for reporting and analysis and make the most out of the acquired insights into customer journeys.

Integrations

AdRoll
Bing Ads
Facebook Ads
Google Ads
Heap
HubSpot
LinkedIn
Magento
Marketo
Outbrain
Pipedrive
Quora
Recurly
Salesforce
Segment
Shopify
Stripe
Twitter Ads
Woocommerce
WordPress
Zendesk

… and more.

Attribution Pros

Easily build custom attribution models from click data
Powerful multi-touch attribution platform.
Centralized dashboard with great visualizations

Attribution Cons

High page load times
Keyword-level data from AdWords isn’t passed into the Attribution App.
Limited customizations

Pricing

No pricing information is available on the website.

Reviews

Incredible multi-touch attribution platform with outstanding support.
We are not allowed to customize reporting views on the dashboard. (For example, I can't see signups next to purchases. these are two different pulls)

7. HockeyStack

HockeyStack is a no-code revenue attribution tool that unites data from different touchpoints to identify account-based intent at different stages of the buying journey.

HockeyStack allows you to highlight the channels that are driving high-quality leads so you can allocate marketing efforts in the right direction to increase ROI. It gives you a deeper understanding of your website’s visitors’ behavior, coupled with advanced tracking and analytics features to help you swiftly take data-driven business decisions.

HockeyStack also allows you to track clicks, form submissions, views, bounce rates, session timelines, and more, all of which can be filtered by geographic, demographic, and behavioral attributes for clearer analysis.

Key features

LinkedIn impression tracking: take a step beyond measuring CTRs. Track all your LinkedIn views, campaign impressions, and engagement at the account level and identify the social media platform’s influence on your pipeline.

Attribution analysis: Collect data from all touchpoints including pre- and post-conversion journeys and view them in a unified visual dashboard

Unified tracking: execute a single code for setup and attribute each CRM field with revenue within minutes

Integrations

CRM: HubSpot CRM, Salesforce, Pipedrive, Close, Microsoft Dynamics
Ads: Google Ads, LinkedIn Ads, Twitter Ads, Facebook Ads, Capterra Ads, TikTok Ads
Account-based marketing: 6sense, Rollworks, Albacross
Marketing Automation: Mailchimp, Pardot, Marketo, HubSpot Marketing Hub

HockeyStack pros

Cookieless analytics
Minimal code implementation in minutes
Customizable dashboard

HockeyStack cons

No content heatmaps
Limited integration options and requests take several days to a week to build
Limited alerts and notifications

Pricing

You can purchase HockeyStack’s subscription for $949/month. This base package is offered with a 30-day refund policy and can be used to identify 10 seats and up to 10k users.

Reviews

We used HubSpot before and we couldn't see what happened before the lead filled out a form or before we went outbound. HockeyStack showed the hidden touchpoints before the person ever became a lead.
We noticed data accuracy problems a few times. I believe their responsive team is working hard on the product and trying to improve the quality. We're also looking forward to seeing the AMP version of their script.

What should you look for in an attribution tool?

Not all marketing attribution software is made equal. That’s why you need to consider several factors before searching for the right attribution tool for your business, such as:

Integrations

It is essential to see if an attribution software can integrate with your existing marketing technology stack. This means that it should seamlessly connect with your email marketing software, your social media platforms, CRM, and any other tool you use for marketing. In addition, you should also be able to integrate your tool with ad platforms and websites for a holistic view of your pipeline.

Some attribution tools may have limited integrations, but are open to create customized ones for your marketing tech stack. In this case, you should see their turnaround time to build an integration for your business, and the quality of customer support it offers during the process.

Pricing

You need to find a fine line between the features offered by an attribution tool and the subscription models it offers. Compare different tools to find the most competitive pricing and don’t overpay for features you may not need.

Furthermore, pricing strategies vary from one attribution tool to another. While some tools charge on the number of seats, others charge on the number of conversions. Study each alternative’s pricing model to determine the one that works best for you.

Ease of use

Your attribution tool will be the heart of all your marketing, analysis, and reporting activities, which means you will be utilizing it for several hours every week. That’s why it needs to have a simple and user-friendly UI/UX so there are no hiccups in onboarding or operations.

In addition, consider features like real-time alerts and automation to get rid of administrative tasks. This will also enable you to focus on analysis and stay on top of your marketing efforts without digging into the data.

Additional considerations

Your attribution tool should be able to align content, lead gen, marketing, and sales teams by having answers to all of their potential questions about each channel.

Remember: an attribution tool is not a magic wand that can resolve all your pipeline concerns independently. You need to have a robust marketing technology stack that can align with your attribution software to direct your marketing team’s efforts.

Factors is one multi-touch marketing attribution tool that checks all the boxes to become the perfect fit for your business. Don’t take our word for it: take a free demo here.

Or sign up with Factors now to change the way you leverage account journeys forever.

Marketing attribution tools are crucial for B2B SaaS companies to measure the impact of marketing channels on conversions and revenue.

1. Top Tools: Adobe Marketo Measure, Factors.ai, and HockeyStack.
2. Key Features: Multi-touch attribution, account identification, AI-powered insights, and customer journey analysis.
3. Strategic Benefits: Data-driven decision-making, optimized campaigns, effective budget allocation, increased conversion rates, improved customer retention, and reduced acquisition costs.
Implementing the right attribution tool enables accurate measurement and enhances marketing effectiveness.

FAQs

How do you measure marketing attribution?

You can measure marketing attribution through different models such as:

First-touch attribution
Last-touch attribution
Multi-touch attribution

Each of these models uses different metrics to identify the efforts involved in marketing, cost incurred, and revenue generated. You can use an attribution tool with one or a mix of different models to effectively measure your marketing attribution.

What attribution model should I use?

Different attribution models use different parameters to measure marketing attribution. Each of these models offers a unique set of benefits, for example:

First-touch attribution: gives conversion credit to the very first touchpoint in the journey allowing you to identify which channel or piece of content got your customer started on their journey
Last-touch attribution: gives conversion credit to the last touchpoint in the journey that led a customer to make the purchase
Multi-touch attribution: gives credit to each touchpoint in the journey that contributed to the user’s decision, and eventually led to conversion. Some touchpoints play a more important role in conversion than others.

The point is that each attribution model is different, and that you should opt for the one that works best for your business.

B2B Website Visitor Identification

March 8, 2023

•

0 min read

B2B teams invest heavily in paid campaigns, organic social, content assets, events, cold calls and more to drive relevant traffic to their websites. However, only about 4% of this traffic makes itself known through form submissions — leaving GTM folk in the dark about the remaining 96% of anonymous accounts.

Without the right tools, this translates to hundreds, if not thousands of potential deals down the drain every year — simply because teams are unable to identify the majority of in-market, brand-aware accounts already visiting their websites.

Visitor identification software (aka website deanonymization) helps B2B teams discover these anonymous accounts and spot hidden opportunities based on firmographics, intent, and engagement.

This blog highlights everything you need to know about visitor identification: what it is, how it works, where it helps, and what you should look for in a visitor identification tool.

TL;DR

Visitor identification reveals anonymous B2B website visitors using IP lookup and firmographic data.
Sales teams can prioritize in-market accounts for intent-based outreach.
Marketing teams optimize ad spend by retargeting known accounts and improving content strategy.
Key tool selection criteria: accuracy, integrations, scalability, support, and pricing.

What is visitor identification & why is it important?

Visitor identification is the process of discovering anonymous companies visiting a website using IP-lookup technology. Visitor identification tools also enrich this information with firmographics and engagement data such as:

Country & State-level geographics
Technographics
Industry
Page views
Button clicks
Scroll-depth

This data is valuable as it can be leveraged to identify, qualify and convert sales-ready accounts with intent-based outreach and targeted marketing efforts (as opposed to expensive, inefficient spray & pray tactics). In short, more pipeline with already existing traffic!

Note: Privacy-first intelligence solutions like Factors do not identify, monetize, or share personal information or user data such as mail IDs or phone numbers in either raw or derived forms. Visitor identification tools only match IP-to-company data at an account level.

How does visitor identification work?

Not to get too technical but visitor identification uses rDNS or reverse IP-lookup to discover anonymous accounts visiting a website. This is essentially a tiny line of code that sits on a website to track and match IP addresses. So, if an account lands on your website from a corporate network, visitor identification tools will connect the IP-address back to an IP-database and map it to a company name or domain.

Once the company is identified, the database can also share up-to-date firmographic information (industry, company size, geography, etc) to help qualify accounts based on your ICP criteria.

Now, it’s important to note that IP-lookup is never 100% accurate. There may always be situations where a visitor is working out of a non-corporate network resulting in imperfect account matches. To counteract inaccurate account identification, Factors works with industry-leading data partners (6sense and Clearbit) to deliver best-in-market identification match rates of up to 64%. For context, this translates to about 27% more companies identified than the closest alternatives out there.

The benefits of website visitor identification

So far, we’ve explored what website visitor identification is and how it works. But how can it actually help marketers and sales folk? Here are a few benefits our customers have been realizing:

1. Intent-based sales outreach

It’s all too common for B2B teams to purchase account lists and have SDRs reach out with “personalized” mails and cold calls — only for the outcome to be a disappointing response rate of less than 2%.

And if you think about it, it’s really not surprising. While it’s easy enough to find a list of companies that would, in theory, make good customers, it’s nearly impossible to know when these accounts are actually in-market to purchase your product. It’s throwing sales resources at the wall and hoping something will stick. Not very effective.

With visitor identification, sales teams can discover companies that are problem, solution and brand aware, and reach out to them with relevant messaging based on their previous engagement. For example, an ICP account may be visiting your product comparison blog and your pricing page. Based on this, we can assume that they’re in-market and are weighing out their options. In this case, reaching out with tailor-made messages around limited time offers or battle cards will certainly be more persuasive than a generic mail that says “Hey! Let’s chat”.

2. Revive lost opportunities

In addition to helping teams discover and target net new logos, visitor identification softwares can alert you to previously lost opportunities that are back in market Factors takes account intelligence a step further by capturing engagement across websites, G2 reviews, and LinkedIn ad impressions, at an account level. Custom alerts can be configured to notify teams in real-time via Slack or MS Teams when once cold accounts are showing signs of spark — so you can strike while the iron’s still hot.

3. Maximize return on ad spend

Even early-stage B2B teams invest significantly in search ads, paid social, and other digital marketing channels. Unfortunately, even the most optimistic benchmarks place conversion rates at around 10%. This means that for every 100 paid visitors or accounts that view an ad, only 10 of them actually sign-up for a demo or trial. At scale, this becomes priceyyy!

With visitor identification, marketing teams can identify which accounts the remaining 90% of traffic is from, filter those accounts down to ICP companies, and re-target them efficiently to drive far more conversions. This helps wring out every last bit of RoAS from your paid efforts, resulting in more pipeline, with less spend.

4. Create content that converts

B2B teams often pump out content assets with little visibility into which companies are reading what. With insights from visitor identification, marketers can track what assets and pages target accounts care about most and personalize efforts accordingly. Additionally, teams can see what assets work best at attracting ICP traffic and iterate upon their content strategy accordingly.

Without a visitor identification tool, marketers would only be able to see the number of anonymous sessions and total time spent on blogs. But with a visitor identification tool, it could be revealed that enterprise accounts spend more time around privacy-compliance material while early-stage teams spend more time comparing pricing and cost-effectiveness. Accordingly, marketers can personalize campaigns and outreach based on what’s relevant to the target audience

What should you take into account when purchasing a visitor identification software?

Accuracy: There are several visitor identification solutions out there, but only a few offer robust, uncompromising data quality. Factors connects with a database of over 50B+ IP-addresses to provide industry-leading identification rates of up to 64%.
Integrations: It’s one thing to identify anonymous accounts, but it’s just as important to have that data be accessible to relevant stakeholders. Factors integrates with CRMs, Ad campaigns, CDPs, G2 and more so you can identify accounts across websites, ad impressions, product reviews and push relevant data back anywhere you like with Webhooks.
Scalability: As your business continues to grow, so will the volume of website traffic. Ensure that your tool of choice is capable of scaling with your growth. Factors’ plans start at identifying as few as 100 accounts per month all the way up to 10,000.
Support: Visitor identification software can be tricky. Consider the quality and extent of customer support you’ll receive when making a purchase decision. Factors, for instance, offers dedicated customer success management to all its paid plans to ensure that customers get the most value out of the platform.
Cost: Consider the stage your business is in when making a purchase decision. Tools like 6sense and Clearbit are phenomenal enterprise-grade identification tools but can run you a pretty penny as they offer much more than is needed. Learn more about Factors pricing here.

About Factors

Factors is an account intelligence and analytics platform that helps B2B teams discover, qualify, and convery hidden opportunities across their ecosystem. What makes Factors different from other visitor identification solutions out there? Here’s a breakdown:

Data quality: Factors achieves an identification match-rate of up to 64% — that’s 27% more accounts than the closest alternative.
Granular analytics: Factors is built upon strong analytics and attribution foundations. It provides far more granularity in terms of website metrics, impression tracking, and other KPIs as compared to alternatives.
Scoring & timelines: Factors tracks account-level activity across websites, reviews, ads, offline events and more to provide a bird’s eye view of the customer journey and score accounts based on engagement and intent.

Why Visitor Identification is Essential for B2B Growth

B2B teams invest heavily in driving website traffic through paid ads, content, events, and outbound efforts. However, only about 4% of visitors fill out forms, leaving 96% of potentially valuable accounts unidentified. Without knowing who these anonymous visitors are, teams risk losing high-intent leads and missing revenue opportunities.

Visitor identification tools solve this by using IP lookup technology to uncover company details like industry, size, and location. They enrich this data with engagement insights, such as page views and ad impressions, helping teams qualify accounts and prioritize outreach based on intent.

These tools empower sales teams to focus on in-market accounts, revive previously lost opportunities, and improve ad spend efficiency by retargeting known visitors. Marketing teams gain clarity on which content resonates with high-value accounts, enabling better campaign personalization.

When choosing a visitor identification tool, consider data accuracy, CRM and ad platform integrations, scalability, support, and cost. Solutions with high match rates and account-level engagement tracking drive the most value. Implementing visitor identification bridges the gap between anonymous traffic and sales-ready leads, turning overlooked website visits into pipeline growth.

FAQs

Can Factors identify individual users who visit my website? No. Factors is a privacy-first intelligence solution that does not collect user-level data unless users choose to share this information. Factors does not identify phone numbers, mail IDs, or any other personal information from anonymous website visitors. Our data enrichment is limited to company-level properties such as account names, industries, technographics, etc. Factors has no ownership rights over your user data. We do not share or monetize first-party data collected from clients (you) in any way, shape or form. If granted access to client data, we do so only as a data processor under our DPA.
Is Factors privacy-compliant? Privacy and security are central values to our business. Factors recognizes the importance of protecting vital account and user-level data entrusted to us by our clients and data partners. Accordingly, Factors is aligned with GDPR (General Data Protection Regulation), CCPA (California Consumer Privacy Act), and PECR (Privacy and Electronic Communications Regulations) standards. We continually strengthen our already robust protection measures via regular revisions of our policies and practices.

Measure Your Campaign Success with These 9 ABM Metrics

March 6, 2023

•

0 min read

From aligning the sales and marketing team to providing personalized campaigns to increasing the likelihood of converting a potential customer, ABM has become a key marketing strategy for B2B marketers. In fact, B2B companies now invest about a third of their marketing budget in ABM.

There is no doubt that ABM has proven to be effective in increasing conversion rates and ROI.

But how do you measure the effectiveness of an ABM campaign? Which metric should be considered for the purpose?

Don’t worry, we are here to help you. Let’s dive into the 9 ABM metrics you should measure to understand the campaign’s performance.

9 ABM Metrics to Measure Campaign Performance

1. Total Addressable Market

TAM (Total Addressable Market) refers to the total revenue opportunity available for a product or service within a specific market.

A common approach for calculating TAM is as follows.

TAM = (Total no. of potential customers) * (Annual contract value )

How to calculate total addressable market?

If a company offers a product that costs $9600 annually and its target customers are all SMBs in the US, which is 10,000, then the TAM will be 96 million dollars per annum.

TAM= 10,000 9600

TAM= 96,000,000

While TAM isn’t directly an ABM metric to track, it provides key insights into the following:

The size of their market opportunity
The potential revenue estimate

2. Pipeline Generated

This refers to the total amount of potential revenue that is currently in the sales pipeline.

By tracking the pipeline generated, teams can learn the following.

How many new opportunities have been created?
How are these opportunities progressing through the pipeline?
How much potential revenue can the business generate?

If you consistently generate more pipelines, it means the ABM campaigns are resonating with your target accounts and driving meaningful businesses.

Keep in mind that this metric may vary over time as opportunities progress through the pipeline. So, it’s important to track it regularly and adjust your ABM campaigns accordingly.

3. Close Rate (Conversion Rate)

Close rate refers to the percentage of target accounts that have moved through the sales funnel and converted into paying customers.

The general formula to calculate a close rate is given below.

Close Rate=[(Total no. of accounts converted)/ (Total no. of target accounts engaged)] *100

So, if a company engages with 100 target accounts in an ABM campaign and only converts 20 of them, then the close rate will be 20%.

Close Rate= 20 100 100

Close Rate= 20%

By tracking the close rate over time, one can identify which aspects of the ABM campaigns are working and which are not. Furthermore, businesses can calculate the close rate at each stage of the sales funnel and identify inefficiencies in the sales process. This can help businesses refine their ABM strategy and maximize results.

Hence, use close rate as a critical ABM metric to measure and improve the ABM campaign’s success. The following are some best practices to optimize close rates and yield better results.

Select accounts that align with your ICP criteria.
Personalize the marketing and sales strategies to provide the target account’s needs and address their pain points.
Align your marketing and Sales team to ensure that the messaging and offers are consistent through the sales funnel.
Develop a multi-channel engagement strategy to maximize the chance of conversions.
Regularly track and analyze the metrics and optimize the ABM campaigns as needed.

4. Pipeline Velocity

Pipeline Velocity refers to the speed with which a lead moves down the sales pipeline.

A lower pipeline velocity would indicate that there is friction in the pipeline. This friction needs to be addressed to avoid the loss of potential customers. You can calculate the pipeline velocity of your business using the following formula.

PV= (S *W *D)/ L

PV - pipeline velocity,
S - number of SQLs in the pipeline

W - win rate (%)

D - average deal size

L - length of the sales cycle.

So, if a company has 60 SQLs in their pipeline, with a win rate of 20% and an average deal size of $10,000, and the length of the sales cycle is 90 days. Then the Pipeline velocity will be $1333 per day.

Pipeline Velocity = 60 20% 10,000 90

Pipeline Velocity = 120,000 90

Pipeline Velocity = $1333.33 per day

To increase the pipeline velocity, focus on the following.

Increase your lead quality and ensure that the visitors fall in your ICP criteria by tracking qualified traffic.
If you are losing customers from the pipeline, determine what prompted it. Accordingly, make necessary changes to ensure they stay put and increase the win rate.
Align the marketing and sales team to make the messaging consistent and relevant for the prospects. Also, make the sales process more streamlined and remove any unnecessary steps. Both these can help improve sales efficiency and subsequently shorten the sales cycle.

5. Churn rate

From a B2B perspective, it is the rate at which a company loses its clients or customers.

It is a crucial ABM metric as it helps businesses understand the health of their customer base and their ability to retain them. A business can calculate the churn rate by dividing the number of customers a company lost during a specific period of time by the total number of customers the business had at the beginning of that period.

So, if a company starts the quarter with 100 customers and loses 20 customers by the end of that quarter, then the churn rate will be 20%.

Churn Rate= 20 100 100

Churn Rate= 20%

A high churn rate is detrimental to a B2B company. It will result in revenue loss and increased expenditure to acquire new customers to replace lost ones. Following are a few ways to reduce the churn rate.

Build strong relationships with the customers
Provide excellent customer service
Offer personalized solutions
And deliver on the promise you advertise

6. Customer Lifetime Value

CLV refers to the total net profit a company can generate from a customer over the entirety of their relationship.

It is an important metric to measure as it helps determine the value of a customer and helps businesses decide on how much they should spend on acquiring new customers or retaining existing ones. The larger the customer lifetime value, the less you need to spend on acquisition costs.

When it comes to Customer Lifetime Value, there is no specific formula to calculate it. But if you consider the definition, “CLV is how much a customer is paying to a company over a period of time", then you can calculate CLV with the following equation.

CLV= Avg. Monthly Recurring Revenue * Avg. time duration a customer stays with a business

How to calculate customer lifetime value?

So if a company’s average MRR (Monthly Recurring Revenue) is $1000 and the average time period a customer chooses to stay with the company is 8 months, then the CLV will be $8000.

CLV= $1000 8

CLV= $8000

Average Customer Lifetime Value per Industry

Source: firstpagesage

7. Customer Acquisition Cost

CAC, or Customer Acquisition Cost, refers to the total cost spent by a company to attract new customers.

The metric is calculated in a set period of time, and the formula for calculating it is as follows.

CAC= (Cost of sales and marketing/ New customers acquired)

How to calculate Customer Acquisition Cost?

So, if a company spends $400K on sales and $300K on marketing and generates about 700 customers by the end of the fiscal year, then CAC will $1K per customer.

CAC= $400K +$300K 700

CAC=$700K 700

CAC= $1K

Compare the Acquisition cost with the Customer Lifetime Value (CLV) to understand the business’s profitability. If the cost of acquiring a customer is higher than the revenue generated from that customer over their lifetime, then the business is likely to lose money. In this case, it’s time to reevaluate the marketing strategies or consider investing in alternative approaches to lower the acquisition cost.

Average Customer Acquisition Cost per Industry

Source: firstpagesage

8. Average Deal Size (ADS)

This is a metric used to measure the average value of each sale made by a company.

By tracking the average deal size, a business can understand how much the customers are willing to pay/invest in their products/services.

ADS is often calculated monthly or on a quarterly basis and can be calculated by dividing the total value of all deals closed by the total number of deals closed during a given period.

ADS= (Total value of the deals won /Total no. of deals won)

So, if a company closes 10 deals in a given month, and the total value of the deals is $200,000, then Average Deal Size is $20,000.

ADS= $200,000 10

ADS= $20,000

9. Length of Sales Cycle

Sales cycle length is the total time a company takes to complete a sale, from the customer’s initial contact with the company to the final closing of the deal.

The sales cycle length differs from industry to industry. For example, according to Klipfolio, the average B2B SaaS sales cycle length is 83 days, whereas, for a B2C company, it will be a week or less.

It is an important metric for businesses as it can impact the revenue, profitability, and overall success of the company. For example, if the length of a sales cycle is higher for a company than its competitors, it indicates that there are inefficiencies in the sales process that need to be addressed.

If you want to calculate the sales cycle length, simply divide the total number of days taken to close each deal by the total deals won.

Sales Cycle Length= (Total no.of days taken to close each deal / Total no. of deals won)

So, if a company closed three deals, each taking 35, 55, and 90 days, then the average sales cycle length will be 60 days.

Sales Cycle Length= 35 +55 +90 3

Sales Cycle Length= 180 3

Sales Cycle Length= 60 days

Measure the Success of Your ABM Campaigns with Factors

Factors, with its ABM analytics feature, enables users to access a range of different tools and techniques for analyzing and presenting the data in a way that is easy to understand and use.

Factors’ deanonymization feature can provide a complete view of your visitors at an account-level and track entire customer journeys.
Its robust CRM integration can empower your marketing team to segment accounts and contacts based on criteria like firmographic, behavior, and engagement. This allows marketing teams to identify high-value accounts and target them with personalized campaigns.
Its customizable dashboard provides visualization of all critical data, data-driven insights, and more - all within a single dashboard. The feature provides a comprehensive view of all accounts, helping marketers to get all the information to make an informed decision on marketing strategies.

An example of how Factors’ dashboard looks

Ready to take your ABM campaigns to the next level? Look no further than Factors, and ensure your efforts pays off. Book a demo to understand how factors can take your ABM campaigns to the next level. Or sign up here to try Factors for free!

To assess the success of Account-Based Marketing (ABM) campaigns, tracking specific metrics is essential. These metrics help align strategies with business goals and highlight areas for improvement.

1. Total Addressable Market (TAM): TAM shows the potential revenue if your product achieves 100% market share, helping to assess ABM scalability and growth potential.
2. Pipeline Generated: Tracks the potential revenue in the sales pipeline from ABM efforts, indicating how effectively campaigns engage target accounts.
3. Close Rate (Conversion Rate): Measures the percentage of engaged accounts that convert into paying customers, showing how well your ABM strategies resonate.
4. Pipeline Velocity: Calculates how quickly leads move through the funnel, indicating efficient sales processes and timely engagement.
5. Churn Rate: Tracks the percentage of customers lost over time, offering insights into customer retention and ABM’s long-term impact.
6. Average Deal Size: Monitors revenue per closed deal, with an increase indicating that ABM attracts higher-value accounts.
7. Engagement Metrics: Includes email open rates and content interactions, showing how well messaging resonates with target accounts.
8. Marketing Qualified Accounts (MQAs): Identifies accounts with engagement likely to lead to conversion, improving campaign efficiency.
9. Sales Cycle Length: Measures the time from initial contact to closing, with shorter cycles reflecting effective targeting and engagement.

Consistently tracking these metrics enables businesses to refine their ABM strategies for better results.

Amplitude Vs. Factors.ai: What’s The Right Choice In 2025

March 5, 2023

•

0 min read

Amplitude Vs. Factors.ai: What’s The Right Tool For You In 2025

B2B go-to-market teams are increasingly relying on marketing and website analytics tools to track and optimize performance. In response to this growing demand, established product analytics tools like Amplitude and Mixpanel are attempting to introduce their own versions of website analytics, marketing funnels, and multi-touch attribution.

There’s no doubt that Amplitude is great at what it does. In fact, it’s rated as one of best product analytics solutions in the market today. But how does a tool that specializes in product analytics fare against a purpose-built marketing analytics solution like Factors.ai? And more importantly, what’s the better choice for your use-case?

This blog compares Amplitude vs Factors.ai. Here’s what we’ll be covering:

Marketing Analytics vs Product Analytics
Comparing Common Features
What Amplitude Does, That Factors Doesn’t
What Factors Does, That Amplitude Doesn't
What’s The Right Tool For You?
Comparison Table

tl;dr:

Marketing Analytics vs Product Analytics

Before diving into the comparison between Amplitude and Factors.ai, it’s worth highlighting the difference between marketing analytics and product analytics.

Marketing analytics tools are geared towards tracking and optimizing performance across campaigns, website, and CRM. Popular marketing analytics tools you may have heard of include Google Analytics, Factors.ai, and Adobe Analytics. Marketing analytics can help answer questions such as:

Which marketing efforts drive the most ROI and pipeline?
Which campaigns should be scaled or cut to optimize budgets?
What marketing channels attract high-quality accounts to the website?
How are visitors engaging with the website? What’s helping and hurting conversions?
What is the impact of content on pipeline? Which blogs resonate most with visitors?

Product analytics tools like Amplitude, Mixpanel, and Heap are better suited to tracking event-based data within web and mobile products. These tools help understand how customers use specific features within a product. Product analytics can help answer questions like:

Which product features are most popular? How does usage vary by customer type?
How long do customers spend using a specific feature every week?
Which customers are most likely to convert to higher tier plans?
Which customers are most likely to churn based on engagement?
How can the product road map be finetuned based on product usage?

Needless to say, marketing analytics tools are better suited to marketing & sales teams while product analytics tools are more helpful to product teams. Here’s a quick brief about Amplitude and Factors.

About Amplitude

Amplitude is an established product analytics platform that works with commercial and enterprise-level companies like Atlassian, Dropbox, and Adidas. The platform is divided into three products:

Amplitude Analytics
Amplitude Experiment
Amplitude CDP.

About Factors

Factors is an AI-fueled marketing analytics and attribution platform that works with SME and mid-market B2B companies like Razorpay, Chargebee and Clickhouse. The platform is divided into 4 broad categories:

Marketing and website analytics
Marketing attribution
Journeys analytics
Visitor identification.

As Amplitude begins to dip its toes into website analytics, it makes sense to compare the two solutions. Here's a breakdown of thei common features:

Amplitude vs Factors.ai: Comparing Common Features

1. Website Analytics

As discussed, Amplitude is primarily a product analytics platform while Factors.ai specializes in marketing and web analytics. However, since both solutions rely on event-based analytics, a comparison makes sense.

‍

1. Data

On paper, Amplitude offers a wider range of integrations than Factors. That being said, most of these integrations are geared towards product analytics use-cases.

As a result, Amplitude’s integration with ad platforms (Google, Linkedin, etc) and CRMs (HubSpot, SalesForce, etc) tends to be limited. In turn, Amplitude’s functionality as a website analytics platform comes into question.

For instance, Amplitude cannot stitch website data with CRM data such as lead stages (MQLs, SQLs, etc), offline events (sales calls, emails, etc), or revenue figures (deal size, LCV, etc). Instead, Amplitude users are limited to website analytics that’s in isolation to the rest of the buyer journey. As B2B marketing teams become increasingly responsible for driving bottom line metrics, siloed website data is a serious limitation.

Factors integrates with ad platforms, CRMs, and CDPs. As a result, it’s capable of linking website touchpoints, campaign data, and CRM events for holistic analytics and reporting.

2. Metrics & KPIs

Businesses rely on a wide range of metrics to measure website performance and guide the decision-making process. Standard metrics like bounce rates and monthly visitors are available on both Factors and Amplitude. However, granular metrics like scroll depth or engagement rates become tedious to configure on the latter.

Given that Factors.ai is designed for B2B website analytics, it offers the ability to track a wide range of KPIs and metrics out-of-the-box. Furthermore, creating custom KPIs is easier on Factors, involving zero developer dependency.

Amplitude review — Amplitude Review - G2

Overall, both Amplitude and Factors do a good job of basic website analytics and reporting. But if you’re really trying to identify visitor behavior, track top-performing content, and drive BoFu conversions — Factors is probably the better choice.

2. Funnels

In short, a funnel is a sequence of steps taken by users across campaigns, website, CRM, and product. Here’s a funnel of prospects visiting the pricing page, submitting a demo form, qualifying as an SQL, creating an opportunity, and closing the deal:

Even before trying its hand at marketing and website analytics, Amplitude delivered powerful funnels for product analytics. With Amplitude, product teams can learn how to improve onboarding, see how customers progress from free plans to paid ones & more.

Amplitude is now offering a similar, event-based funnel feature for websites. At the moment, Amplitude provides more room for funnel configurations and breakdowns as compared to Factors.

Factors is on par with Amplitude for most B2B funnel use-cases. That being said, Amplitude offers a few advanced functionalities that Factors doesn’t. For example only Amplitude can exclude specific events between funnel steps and compare multiple events at a single step.

Amplitude Review 2 — Amplitude Review - G2

Note that while Amplitude’s funnel capability is more flushed out than Factors, it is unable to bring in CRM data. As a result, Amplitude cannot create funnels across website and CRM events.

For instance, Amplitude and Factors can create the following funnel:

Homepage -> Pricing page -> Features page -> Newsletter signup -> Demo request

But only Factors can create a funnel to visualize this journey:
Homepage -> Demo request -> Opportunity created -> Deal created -> Deal won

Funnels on Factors.ai — Marketing Funnel

Amplitude’s funnel is mature and better suited to product teams. Factors’ funnel showcases the wider picture and is better suited to GTM teams.

3. Path Analysis

In short, path analysis or Pathfinder helps track aggregated customer flows across website and product. It helps map out events fired by users as well as the sequence of those events taken by users within a specific time period.

Path analysis on Amplitude — Path analysis

Pathfinder is a core feature in Amplitude. As a result, it's currently better than Factors’ path analysis in terms of refinement and functionality. Given that path analysis is a recent feature on Factors, it’s a matter of time before both tools are on par with each other.

4. Marketing Attribution

In short, B2B marketing attribution is an analytics technique that measures the influence of various marketing touchpoints on desired conversion goals such as demos, pipeline, and revenue using a range of multi-touch attribution models.

While Amplitude is a well-established brand in product analytics, it’s only just entering the marketing attribution space. Unlike Amplitude, marketing attribution has always been a cornerstone feature for Factors.ai. Given that this is Factors’ expertise, it outperforms Amplitude comprehensively when it comes to marketing attribution.

Here are a few limitations with Amplitude’s marketing attribution that Factors solves for:

Limited conversion milestones: As previously discussed, Amplitude cannot integrate with CRM data for marketing attribution. As a result, conversion milestones are limited to website events such as page views or form submissions. It is not possible to attribute marketing’s influence on key metrics like SQLs, pipeline, or deals using Amplitude. This makes for highly ineffective attribution for B2B marketing teams that are looking to prove their impact on revenue.

No revenue attribution: Continuing with the previous point, Amplitude cannot attribute marketing touchpoints to revenue/spend metrics like ad spends, deals closed, deal size, etc. Given that a major use-case for B2B marketers is to measure ROI and improve resource allocation, this limitation hinders Amplitude’s attribution functionality in B2B settings.

No account-level attribution: Amplitude’s attribution is at a user-level as opposed to at an account-level. Unlike B2C transactions, B2B deals involve lengthy sales cycles and several stakeholders from a single buying account. Naturally, it makes sense to attribute marketing touch-points at an account level rather than by individual users. Since Amplitude does not support account-level analytics, its attribution tool remains largely ineffective for B2B teams.

Limited granularity: At the moment, Amplitude can attribute marketing channels and campaigns to website events. No doubt, having high level data at a channel and campaign level is helpful. However, in order to really optimize marketing ROI and scale the right efforts, it’s essential to have granular attribution at an ad group and keyword level as well. Currently, this is not supported by Amplitude.

Limited touchpoints: Currently, Amplitude’s attribution modeling only considers paid ads and digital marketing touchpoints. Factors has the ability to attribute conversions to offline touchpoints such as events, webinars, and sales calls. This is a crucial piece of the puzzle for B2B marketers.

Attribution analysis on Factors.ai — Attribution on Factors.ai

Factors counters each of these limitations by delivering multi-touch attribution across keywords, ad groups, campaigns, channels, website, and CRM events at an account-level. All in all, Factors is the better choice when it comes to B2B marketing attribution.

So what’s the right tool for you? The answer depends on what you’re looking for. To break it down further, here are a few pointers on what each platform does that the other doesn’t.

What Amplitude Does, That Factors Doesn't

Product analytics: As discussed at the top of the article, Amplitude is a leading product analytics tool with exceptional retention analytics and cohort analytics. If these use-cases are important to you, look no further than Amplitude.‍
Mobile analytics: Amplitude is capable of tracking event-level data on mobile (app-based) products as well. Since Factors focuses on web-based event analytics, it cannot analyze mobile events whatsoever.‍
Experiments (A/B testing): Amplitude offers Amplitude Experiments to conduct A/B testing within the product and website. This is a valuable feature for product and design teams to test hypotheses on messaging, product features, and design.‍
CDP: Amplitude provides a native customer data platform. The CDP helps improve data quality, identify new audiences, and connect behavioral data. At the moment, Factors can integrate with third-party CDPs like Segment for similar use-cases.

What Factors Does, That Amplitude Doesn’t

Integrates marketing, CRM, and revenue data: This point has been discussed multiple times in this blog but it’s worth highlighting again. Unlike Amplitude, Factors can easily integrate data across ad campaigns, website, and CRM. This empowers holistic marketing analytics, funnels, and attribution rather than siloed web and product analytics.
Intuitive UI & low-lift implementation: Any analytics tool involves a learning curve. That being said, Factors is significantly easier to implement and use as compared to Amplitude. Onboarding takes minutes as opposed to weeks or months. The platform is far more user-friendly for non-technical GTM teams to create relevant reports and dashboards.
Anonymous visitor identification (IP-lookup): A stand-out feature offered by Factors.ai is anonymous visitor identification. In short, Factors uses reverse IP-lookup technology to identify companies visiting your website without requiring the visitor to submit contact information. This is especially valuable to B2B companies looking to identify, track, and convert high-intent accounts that are already visiting the site.
Automated AI-fueled insights: Factors’ AI-algorithm works to provide intuitive automated insights into what’s helping and hurting custom conversion goals. With Explain and Weekly Insights, teams can drill down into how keywords, campaigns, channels, website content, and offline events are influencing objectives such as increasing traffic, booking demos, ramping up newsletter subscriptions, or driving pipeline.

So What’s the Right Tool For You?

This is the primary consideration when deciding between Amplitude and Factors — are you looking to monitor and improve your product? If so, Amplitude is the better choice. Are you a B2B team looking to monitor and optimize GTM performance? If so, Factors probably makes more sense.

In summary...

Still on the fence about which tool may be better suited to you? See Factors in action over a quick demo

Compare Factors.ai with other tools:

Both platforms deliver powerful insights but serve different analytical needs.
1. Amplitude: Focuses on product analytics, tracking in-app user behavior and engagement.
2. Factors: Specializes in marketing analytics, with features for campaign tracking and revenue attribution.
3. Strategic Fit: Choose based on whether your priority is product usage insights or marketing performance optimization.
Understanding your team’s goals helps select the platform that drives actionable, data-driven decisions.

11 Visitor Identification Software for 2025: Pricing, Reviews, and More

February 28, 2023

•

0 min read

The key to attracting new customers and retaining existing ones is by providing a personalized experience. That is true in the case of B2C, as proven by many studies and surveys.

But what about B2B? Does offering personalized emails, sales calls, or website content make a positive impact?

Well, it seems it does! As Abe Aswathi, Principal – Customer & Marketing at Deloitte, points out in an article.

"Business customers are heavily influenced by their experiences as consumers. These consumers, many of whom are younger professionals, now seek the same experiences in their business interactions."

Now that we've established that personalization drives results for B2B buyers, let's explore how we can go about personalizing B2B marketing efforts with account identification.

In this article, we will be looking at

What are visitor identification tools?
Are visitor identification tools the same as visitor tracking software?
11 visitor identification tools that can help you understand your users better.

What Are Visitor Identification Tools?

Visitor identification tools help businesses identify anonymous companies visiting a website — without the need for form submissions. These tools use advanced IP-tracking technology to associate IPs with their respective companies. Additionally, the tools can track website behavior and journey through the sales cycle and provide insight into how they engage with web content.

Sales and marketing teams can leverage this information to create personalized emails, web content, and more to engage with key decision-makers in the identified companies. Doing so results in higher engagement rates, conversions, and customer satisfaction.

11 Visitor Identification Tools to Understand Your Visitors Better

Our list is based on extensive market research. We shed some light on what the tools do, their key features and the integrations they offer. In addition, we also show some critical user reviews and pricing of these tools.

1. Factors

Factors is one of the best AI-powered visitor identification software

Factors is an AI-powered account identification and analytics software that helps teams discover, qualify, and convert anonymous companies visiting their website.

The tool’s marketing analytics and attribution platform enables sales and marketing teams, irrespective of size, to analyze, attribute and optimize their efforts and drive revenue to new heights.

Factors also tracks account-level website behavior and progress through the buyer’s journey. Right from the initial visit, helping inbound marketing teams get a clear picture of the campaigns that are driving engagement and bringing in qualified leads.

Content teams also benefit from this tool as they can easily measure prospects' engagement with website content and discover what is bringing in MQLs.

Product marketing teams are able to narrow down and plan their marketing strategy based on the vast information Factors provided.

Features

ACCOUNT IDENTIFICATION: Factors account identification capability powered by 6Sense enables businesses to identify anonymous website traffic, analyze website engagement, and target high-intent accounts with ease. Factors delivers the highest match rates in the industry, revealing up to 64% of companies visiting your website.

MULTI-TOUCH ATTRIBUTION: Factors’ account identification technology, combined with integrations with CRM and MAP, allows marketers to map the complete customer journey at an account level. It allows users to draw data-driven conclusions by comparing various attribution models, win rates, and deal sizes side by side.

UNIFIED ACCOUNT ANALYTICS: Factors offers a wide range of complementary features such as end-to-end marketing analytics, user and account journey mapping, path analysis, and more. All these features help sales and marketing teams measure and analyze their efforts while gaining insights into website traffic. Based on this information, they can optimize their effort to improve conversion rates.

AI-POWERED FEATURE “EXPLAIN”: 'Explain' empowers marketers with automated insights and root cause analysis on any conversion goal so they can understand what's working and not working.

Integrations

Factors seamlessly integrates with the following list of tools and softwares.

Hubspot
Facebook Ads
LinkedIn
Google Ads
Salesforce
Segment
Bing Ads
Rudderstack
Marketo
6Sense
Clearbit
Leadsquared

Reviews

Pricing

Factors offers three services, each with its own pricing:

Deanonymization: Where you can identify anonymous companies that are visiting your website, analyze user behavior, and generate high-intent leads. Pricing starts at

Starter – $99/Month.
Professional – $149/Month.
Growth – $499/Month.
Enterprise – Contact for quote.

Analytics & Attribution: This 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 quote.

Professional Services: Get expert analytics, consulting, and technical support that is tailor-made for your B2B marketing team.

Tier 1 – $500 for 10 hrs/Month.
Tier 2 – $900 for 20 hrs/Month.
Tier 3 – $1200 for 30hrs/Month.

2. Clearbit

Clearbit is a B2B data activation platform that provides data enrichment and market intelligence. It helps B2B teams enrich their existing CRM data and helps them understand their customers better, identify prospects, & personalize interactions with real-time intelligence.

Features

ENRICHMENT: Clearbit has a database with over 250 data sources having millions of data points. Users can use the data to update their existing CRM records and also identify new leads.

REVEAL: Reveal is the de-anonymization platform of Clearbit. It helps businesses identify companies visiting their website. Sales and marketing teams can then target high-intent accounts with personalized emails, ad campaigns, and sales calls to increase conversion rates.

CAPTURE: Clearbit automatically adds the contact information of key decision-makers from best-fit accounts directly into the integrated CRM.

Integrations

Some of Clearbit’s popular integrations are:

Salesforce
Segment
Marketo
Slack

Reviews

Pricing

Clearbit does not provide any information about their pricing.

3. Leadfeeder

Leadfeeder is a well-known website visitor tracking software that helps B2B businesses find companies visiting their website. Additionally, Leadfeeder also helps sales teams qualify and connect with key decision-makers in the companies.

Features

QUALIFY HIGH POTENTIAL LEADS: Based on web activity, Leadfeeder allots a score for each visitor account. Sales and marketing teams can use this to identify best-fit companies to align their efforts.

LEADFEEDER CONTACTS: With this feature, sales teams are able to determine the best person to connect with in a qualified company. After identifying leads, teams can focus their efforts on converting them into paying customers.

AUTOMATIC CRM SYNC: Leadfeeder integrates with many popular CRM and MAP tools available in the market. The tool syncs visitor data with your CRM to keep your MarTech stack up-to-date.

Integrations

Some of Leadfeeder’s popular integrations are:

Salesforce
Pipedrive
Zapier
Slack

Reviews

Pricing

Leadfeeder has two plans.

Lite – Free.
Premium – Starting at €139/Month.

4. Lead Forensics

Lead Forensics is another well-known website visitor identification software. The tool can help B2B businesses uncover information about anonymous website visitors. Additionally, Lead Forensics also helps sales and marketing teams discover high-intent leads and get detailed insights into the prospects’ web behavior.

Features

VISITOR IDENTIFICATION: Lead Forensics claims to have the world’s largest, wholly-owned B2B-matched IP address database with over 1.4 bn records. The tool uses this information to process and discover website visitor accounts in real-time.

DEEP VISITOR INSIGHT: The tool tracks web activity at an account level as well as user-level, showing how many times they visited the website, which pages they viewed, how much time they spent, and more. Sales and marketing teams can use this information to further personalize and optimize their efforts.

MOBILE APP: Lead Forensics has a mobile app that keeps users updated on the website activity of high-intent visitors on the go.

Integrations

Some of the popular integrations are:

Salesforce
Mailchimp
Square
Zoho

Reviews

Pricing

Lead Forensics offers two plans, get in touch with them to get a price quote.

5. VisitorQueue

Visitor Queue is another popular tool that helps identify website visitors in real-time. Additionally, the tool also helps businesses customize their website to personalize the experience for their website visitors.

Features

USER-FIRST DESIGN: The platform is designed with the user in mind, it features a simple and intuitive design making it easy for sales and marketing teams to use Visitor Queue.

WEBSITE PERSONALIZATION: This is currently an invite-only feature, but Visitor Queue allows businesses to tailor their website to provide a personalized experience for their visitors.

LEAD INTELLIGENCE: The tool provides a wide range of data and insights on leads, such as web activity and contact information. With this information, marketing and sales teams can streamline their efforts.

Integrations

Some of the available integrations are:

Salesforce
Slack
Zapier
HubSpot

Reviews

Pricing

VisitorQueue has five paid plans based on the number of unique monthly companies visiting your website.

For 100 Unique companies/Month – $49/Month.
For 300 Unique companies/Month – $99/Month.
For 500 Unique companies/Month – $199/Month.
For 1000 Unique companies/Month – $209/Month.
For 2000 Unique companies/Month – $309/Month.

6. Albacross

Albacross is a visitor identification tool that deanonymizes B2B website visitors. The tool uses first-party intent data to provide insights on high-quality leads. Sales and marketing teams can tailor and optimize their efforts based on the information to get better results.

Features

ANALYTICS ENRICHMENT: Albacross’s analytics platform helps marketing teams track and measure KPI metrics. The platform also enables teams to prove their efforts with accurate revenue attribution.

PERSONALIZATION ENRICHMENT: Albacross helps businesses tailor web content, email, ad campaigns, and more to provide a personalized experience to visitor accounts.

DEEP INSIGHTS: By tracking account and user engagement, Albacross can provide insights such as the pages they frequent, the amount of time they spend on each page and website, the channels and campaigns driving engagement, etc. With these insights, marketing teams can optimize their strategy to increase conversion rates and drive the acquisition of qualified leads.

Integrations

Some of the available integrations are:

Slack
Pipedrive
Google Analytics
HubSpot

Reviews

Pricing

Contact Albacross to know more about the pricing of their product.

7. Leadinfo

Leadinfo helps businesses by transforming anonymous website visitors into leads. The tool helps business teams to observe and respond to leads in real-time, this means businesses are able to capitalize as soon as an opportunity presents itself.

Features

LEAD CAPTURE FORMS: Sales and marketing teams can use visitor information to create personalized lead gen forms in Leadinfo. By creating data-backed personalization, website visitors are more likely to respond positively and turn into leads.

TRACK BROWSING ACTIVITY: Leadinfo also tracks visitors' journeys through the website. Sales and marketing teams can use this information and determine visitors' intent and qualify them.

INTUITIVE LAYOUT: Leadinfo’s inbox-type layout provides an intuitive view of every website visitor in the same way you view your email. It makes it easier for teams to get accustomed to the tool.

Integrations

Some of Leadinfo’s available integrations are:

Asana
HubSpot
Zoho
Slack

Reviews

Pricing

Leadinfo’s pricing model is based on the number of monthly unique visitors to your website. You can input this data into their pricing page and see what it would cost you.

8. Happierleads

Happierleads helps identify B2B website visitors and helps businesses generate leads. This tool empowers sales and marketing teams to identify anonymous visitors, segment leads, and retarget high-intent visitors with effective marketing campaigns.

Features

PROSPECTOR: This feature helps businesses identify prospects in the company that matches their ICP criteria. Its database holds details such as direct-dial phone numbers, up-to-date business emails, job titles, and more for over 60M businesses.

SEGMENT & QUALIFY: Sales and marketing teams can segment accounts and leads according to their ICP with the various behavioral and demographic filters. Once segmented, Happierleads allots a score to each account based on website activity, making it easier for teams to identify the best fit, high-intent accounts.

EMAIL OUTREACH: Happierleads has an internal email campaigning and outreach tool. Sales and marketing teams can work on prospecting and outreach without having to export their data elsewhere.

Integrations

Happierleads integrates with

Zapier
HubSpot
Fullstory

Reviews

Pricing

Happierleads have a unique pricing page. Input your requirements to get a custom quote.

9. Leadlander

LeadLander is a website visitor identification software that enables sales and marketing teams to generate leads and monitor web analytics. This tool has a vast database of contacts of key decision-makers from over 60 million companies worldwide that businesses can use to prospect and outreach to their visitors.

Features

INTUITIVE DASHBOARD: LeadLander provides an overview of all the accounts and users visiting the website in a single dashboard. With information readily available, sales and marketing teams can make better decisions.
VISITOR IDENTIFICATION: LeadLander is able to deanonymize website visitors in real-time. The tool uncovers visitors' journey through the website and reveals the visitors' company details like the website, physical address, and phone number.
EMAIL NOTIFICATIONS: LeadLander notifies its users via email when high-intent companies visit their websites. LeadLander also sends daily and weekly summaries of website visitors and their activity.

Integrations

LeadLander uses Zapier to integrate with other software.

Reviews

Pricing

You have to get in touch with the company to know more about its pricing.

10. KickFire (a Foundry company)

KickFire is a B2B sales and marketing intelligence platform acquired by Foundry in 2021. The platform also identifies and tracks user and account behavior. Sales and marketing teams can use this information to understand their audience better and improve their efforts.

Features

INTENT DATA: Foundry Intent combines the intent of website visitors and accounts from multiple sources to showcase meaningful buyer behavior. Business teams can use this data to create prospecting and outreach campaigns with confidence.

LEAD NURTURING: Selling Simplified is Foundry’s product suite designed to identify, nurture and qualify sales reading leads. Sales teams are able to identify the purchase intent of target users and accounts at an early stage, allowing them to focus their efforts.

ACCOUNT-BASED MARKETING: Triblio is Foundry’s ABM platform designed to help businesses scale their ABM capabilities. This proprietary platform identifies accounts showing high-intent accounts based on their monthly interactions.

Integrations

Some of the available integrations are:

HubSpot
Salesforce
ConnectWise
MS Dynamics

Reviews

Pricing

Kickfire, now a part of Foundry, does not have an open pricing policy. So you'll have to get in touch with them over a demo to receive a quote.

11. LeadMagic

LeadMagic is a lead generation and visitor identification platform that helps businesses deanonymize visitors to their websites. It uses AI algorithms to analyze visitor behavior and provide insights on how to best engage with your visitors.

Features

VISITOR IDENTIFICATION: LeadMagic can identify high-value accounts visiting a website. The tool sends messages on slack to keep sales and marketing teams updated.

LEAD SCORING AND PRIORITIZATION: Based on the engagement level, LeadMagic can score and prioritize leads. This ensures that your sales and marketing focus their efforts on the most valuable leads.

LEAD NURTURING AND AUTOMATED WORKFLOWS: With LeadMagic, you can create and automate lead nurturing campaigns to build meaningful and engaging relationships with your prospects and easily move them through the sales funnel.

Integrations

Leadmagic integrates with:

Slack
Zapier
Segment
Google Analytics

Reviews

Pricing

LeadMagic has three premium plans for its visitor identification tool.

LeadMagic Solopreneur – $79/Month.
LeadMagic Basic Plan – $249/Month.
LeadMagic Pro Plan – $499/Month.

Which Visitor Tracking Software Should You Choose?

The right tool for you depends on your use case and the scenario. Each tool in this list has its own unique features, capabilities, and limitations.

But if you are looking to uncover account-level information about your website visitors, then a tool with deanonymization capabilities is a must. That said, you should also look for easy setup, user-friendliness, and integration with the existing MarTech stack.

In addition to the above, customizability is a huge necessity. Being able to customize your reports and dashboards ensures that you get to track metrics that matter. It goes without saying, but a great tool with a poor support team is just money down the drain.

Know Your Visitors Better With Factors

Now that you know what to look out for in a visitor identification tool. Let us show you how Factors.ai can help elevate your marketing efforts with AI-powered analytics & attribution.

Factors ensure that you can easily decode visitor journeys at the user and account levels. This, coupled with the powerful attribution and marketing analytics features, helps you make decisions faster.

Throw intuition out the window and optimize marketing efforts with data-driven insights, and drive revenue to new heights. With the complete flexibility of customizing your reports and dashboards, you can track and monitor KPI metrics that are important to your business.

Factors acts as an extension of your marketing team, so you get unmatched support. A dedicated team of customer success managers is ready to support your team at any time.

With Factors, the entire onboarding lasts no longer than 30-mins. Lastly, our transparent pricing policy ensures that you pay for what you need and you get what you pay for.

Top Website Visitor Identification Tools

Visitor identification tools help businesses uncover anonymous website visitors by analyzing IP addresses and matching them to company data, enabling targeted engagement.

- Leading Tools: Factors, Leadfeeder, and Albacross.

- Key Features: Real-time analytics, CRM integration, lead scoring, data enrichment, and automated alerts.

- Strategic Benefits: Gain visitor insights, personalize outreach, and enhance lead generation efforts.

Implementing visitor identification tools improves conversion rates, strengthens marketing strategies, and boosts overall business growth.

FAQs

1. How can I track anonymous website visitors?

To track anonymous website visitors, you can use visitor identification software. Tools such as Factors.ai, Albacross, and Visitor Queue work by collecting data on your website visitors in compliance with Data Protection Laws. You can get information about their location, browsing behavior, the company they are from, and much more.

2. Can a website owner see my IP address?

Yes, the owner of a website or server administrator can see the IP address of every visitor. However, it is worth noting that IP addresses are not always directly linked to you. Your ISP may use a dynamic IP address, an address that keeps changing periodically.

3. Which two technologies do websites use to track visitors?

Websites commonly use Cookies and Web Beacons or Tracking Pixels.

Cookies are text files that are stored locally on a website visitor's device. The server receives cookies when visitors revisit the website. This allows the website to recognize them and track their behavior.

A web beacon is a small, transparent image (one square pixel in size) that is embedded in a website's code. When a user visits a website, the beacon tracks the user’s IP address, time spent on the site, pages they visit, browser information, and more.

See Factors in action

Schedule a personalized demo or sign up to get started for free

Speak to our team today

LinkedIn Marketing Partner

GDPR & SOC2 Type II

No strings attached.

Factors.ai Blog

Fix pipeline pains. Solve GTM puzzles. And read strategic brain dump.

5 Stages Of The Customer Journey

TL; DR

The Evolution of Customer Journey Stages

Understanding the Awareness Stage

Transitioning to the Consideration Stage

Navigating the Decision-Making Process

Circular and Non-Linear Customer Journeys

Customer Journey vs. Buyer Journey

Leveraging Customer Feedback and Data

Enhance Customer Experience with Personalization

The Role of Technology in Managing the Customer Journey

Integrating Omnichannel Marketing for a Seamless Journey

Difference Between Customer Journey and Sales Funnels

The Importance of Customer Journey Mapping

Tracking Customer Journey Maps with Factors.ai

Building Long-Term Customer Relationships

Optimize Your Customer Journey for Better Conversions

In a nutshell

FAQs on 5 Stages Of Customer Journey

1. What is a customer journey, and why is it important for businesses?

2. How can businesses track and improve the customer journey?

3. What are the 5 stages of a customer journey?

7 Full Circle Insights Alternatives and Competitors

Why do users search for Full Circle Insights alternatives and competitors?

7 Full Circle Insights alternatives for businesses in 2025

1. Factors.ai

Features

Customer Reviews

Integrations

Pricing

2. Adobe Marketo Measure [Bizible]

Features

Customer Review

Integrations

Pricing

3. HockeyStack

Features

Customer Review

Integrations

Pricing

4. LeadsRx

Features

Customer Review

Integrations

Pricing

5. Attribution

Features

Customer Review

Integration

Pricing

6. Ruler Analytics

Features

Customer Review

Integrations

Pricing

7. Rockerbox

Features

Customer Review

Integrations

Pricing

Final words

Top 10 Dreamdata Alternatives and Competitors to Look For in 2025

TL;DR

Why are marketers looking for Dreamdata alternatives

An overview of Dreamdata alternatives and competitors

Top 10 Dreamdata alternatives

1. Factors.ai

Key features

‍

Account Identification

Full-funnel multi-touch attribution for tracking revenue

View-through attribution for LinkedIn

Custom reports for deep buyer journey insights

Run intent-driven ABM across LinkedIn & Google and measure using ABM analytics

GTM engineering and sales intelligence services

2. HockeyStack

Key features

Pricing