While Lead Forensics can be a solid tool for revealing anonymous website visitors, you’ll need to explore Lead Forensics alternatives if you want:

• More granular B2B data 
• Website visitor identification enriched with intent data
• Individual-level identification

In this in-depth review, we analyzed the 9 top Lead Forensics alternatives to help you make a well-informed decision.

And don’t worry, we’ll be as thorough as it gets because we:

1. Tested some of the tools firsthand
2. Talked to long-term users to get a clearer idea of each platform’s strengths, limitations, and best use cases
3. Read hundreds of customer reviews on software rating sites (e.g., Capterra and G2) so you won’t have to go through them yourself.

Let’s begin by diving into some of Lead Forensics’ key drawbacks.

Why Switch to a Lead Forensics Alternative in the First Place?

1. Identifies only company-level accounts 

Another common issue with website traffic deanonymization platforms is that Lead Forensics only reveals companies that landed on your website. 

There are no options for individual-level identification.

Lead Forensics has a database of B2B IP addresses, which can be used to identify the company that landed on your website but not users (unlike some alternatives below).

Source

It provides a list of potential decision-makers and key stakeholders in the company, along with basic contact and company details, but they aren’t tied to who actually visited.

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In a nutshell, here’s what Lead Forensics does 👇

‎Now compare that to Warmly 👇

2. Hefty price tag 

While Lead Forensics doesn’t disclose its actual pricing on the website, many users commented that it’s expensive too expensive for what you get.

Source

The pricing is primarily based on your website traffic volume, but other factors also come into play.

Namely, all of Lead Forensics’ most advanced features are limited to users of its highest-tier plan.

Moreover, it only offers annual plans, which means you’ll be locked into a contract right from the start, which can be frustrating for small and mid-sized businesses.

Source

3. Complex UI and issues with integrations

Lead Forensics can be a bit intimidating for beginners and users who aren’t that tech-savvy. 

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Also, it tends to get glitchy when dealing with larger data volumes, and its integrations with third-party tools leave a lot to be desired.

4. No in-depth buying intent signals

You need more than basic firmographic data to turn website visits into booked sales calls or effective marketing campaigns. 

If you expect to detect visitors with high buyer intent or get a detailed breakdown of the individuals visiting your website, you’d better look for an alternative solution.

And now, here’s our list of the top Lead Forensics competitors.

10 Best Lead Forensics Competitors and Alternatives

1. Warmly - Best for revealing and converting website visitors.
2. Koala - New player in the intent data space. Similar to Warmly.
3. Qualified - AI-powered website deanonymization and sales engagement.
4. Zoominfo - All-in-one sales operating system.
5. Clearbit - Data enrichment software (now part of HubSpot).
6. Dealfront - GDPR-compliant B2B sales intelligence platform and website visitor identification.
7. Visitor Queue - Website visitor tracking and website personalization packed into one.
8. Albacross - First-party B2B intent data geared toward the European market.
9. Leadinfo - B2B website visitor identification with sales engagement options.

1. Warmly

Warmly is a revenue orchestration platform that combines website visitor identification with granular intent data.

This allows you to recognize qualified leads that have landed on your website and convert them by engaging them while their interest in your product is at its peak.

Feature #1: Website Intent 

Unlike most other website traffic deanonymization platforms, Warmly identifies both companies and individuals that land on your website.

It reveals about 65% of companies and 15% of individual accounts, allowing you to pinpoint the exact people you need to reach out to.

All it takes is pasting a snippet of Warmly’s code to your website, and the platform will start revealing warm leads in hours.

Tip: You can also add Warmly’s snippet to emails, enabling you to track leads who’ve come through specific email campaigns. This allows for more accurate marketing attribution and better targeting.

Learn how to add Warmly’s snippet to your website here.

But Warmly doesn’t stop at that.

Each revealed visitor is enriched with detailed intent data, including:

1. Firmographic data (job titles, email addresses, company addresses, phone numbers, etc.). 
2. Technographic data (software tools and technology a business uses).
3. CRM data (ongoing and closed deals, account owners, previous interactions with your reps, etc.).
4. Website session insights, i.e., pages visited, time spent on each page, etc.
5. Third-party buyer intent data, such as topics recently searched for on the web.
6. And much more.

Why are intent signals so important, you may ask?

They allow you to:

• Immediately recognize qualified leads who match your Ideal Customer Profile and have your SDRs focus their attention on them.
• Create hyper-personalized, highly-targeted outreach strategies for each lead based on the in-depth insights Warmly provides (search intent, pages visited on your website, content they downloaded, etc.).
• Contact leads when they’re most likely to convert.
• Qualify and score leads with high precision and accuracy, providing your sales reps with all the intel they need to close more deals.

Tapping into first and third-party intent data proves to be a killer combination for revenue teams looking to capture and convert more leads because it creates a complete picture of a lead’s interest in your product.

This approach answers three questions vital to your sales efforts’ success:

• Who are your hottest leads?
• How do you approach them?
• When is the perfect time to contact them?

Feature #2: Sales Engagement

Good data is useless if you can’t use it in time. 

Warmly gives you a few automated and semi-automated options for engaging leads while they’re on your website, which you can combine for optimal results. 

Learn how Namecoach used Warmly’s sales engagement workflows to book 26 qualified meetings in 6 months. 

AI Chat

First, there’s the AI Chat - a GenAI-powered chatbot that you can train to:

1. Answer various product-specific questions. 
2. Initiate personalized warm conversations using the contact and intent data revealed by Warmly.

Most importantly, your SDRs can easily be looped in the flow whenever human attention is required, as the platform will immediately notify them via Slack when a lead:

• Makes a high-intent query, such as asking about the pricing or how a certain product feature works.
• Asks to speak with an actual human.
• Takes any other action you configure as important in Warmly’s settings.

Sales reps can then proceed via the other two sales engagement options: live text chat or video call, which can be accessed directly from Warmly’s dashboard.

AI Chat helped Kandji book 2 qualified meetings in under 10 minutes. Learn more about their strategy here.

Live chat and video calls

When you go to the “Warm Calls” section of Warmly’s dashboard, you can see who’s visiting your website right now.

Next to each lead, you’ll find a detailed breakdown of all the data Warmly collected on them, allowing you to identify important or hot leads, which you can then engage by:

1. Sending a personalized chat message to the lead
2. Hopping on a video call straight from Warmly 

The Live Video Chat feature enabled Pump to close $20,000 in the first week.

For example, you can send leads personalized sales outreach based on what they’re viewing live on your site ⤵️

Tip: You can set up automated Slack alerts to notify SDRs when a qualified lead or account lands on your website. This lets them react without constantly monitoring the dashboard.

Feature #3: AI Prospector

Want an omnipresent SDR who watches your website and is ready to pounce on hot leads whenever necessary?

The AI Prospector is the answer to your prayers. It can automatically add qualified leads to automated sequences. 

For instance, it can:

1. Connect with them on LinkedIn. 
2. Fire a contextual cold email.
3. Send a personalized chatbot message.

You can specify WHO the AI Prospector should focus on, WHAT it should do, and WHEN  it should do it:

1 - WHO: 

• Which accounts should be targeted based on the chosen segments (e.g., company size, industry, etc.)
• What specific personas from each account should be added to workflows (e.g., sales reps, marketing executives, etc.)

2 - WHAT:

• How many contacts from each account should be targeted
• Which action should be taken (e.g., send personalized email or LinkedIn message)

3 - WHEN:

• How often should the Prospector search for profiles fitting the set criteria and run workflows

This functionality prevents high-value leads from falling through the cracks because no sales rep could engage them in time. 

At the same time, your SDRs will have more time to focus on nurturing qualified leads and personalizing their customer journey from start to finish.

Try it yourself 👇or watch it in action. 

 💡 Note: To gain access to AI Prospector, you need to be on one of Warmly’s paid plans.

Pricing

Warmly has a free forever plan that lets you reveal and enrich up to 500 website visitors, in addition to custom filtering, Slack notifications, and buyer intent data.

If you expect higher traffic volumes or want more features, you can upgrade to one of two paid plans:

1. Business: From $700 to $1,740 per month, depending on how many visitors you expect to have. It includes up to 10 seats and all of Warmly’s features.
2. Enterprise: Custom pricing. Designed for users with an estimated traffic of 100,000+ visitors per month who need more customization options. Includes advanced AI personalization, custom integrations, etc.

💡 Note: All plans include integrations with sales intelligence platforms such as Clearbit, Bombora, and 6Sense, which you would otherwise have to pay for separately.

Integrations

Although some other Lead Forensics alternatives have lower starting prices, Warmly is bundled with several data solutions you would otherwise have to buy separately.

It integrates with most modern sales solutions (CRMs, SEPs, etc.) and includes Clearbit, Bombora, People Data Labs, 6Sense, and OpenAI in its packages.

How does Warmly compare to Lead Forensics?

Let’s start with both platforms' core features - website visitor identification.

Lead Forensics can identify companies visiting your website, whereas Warmly can reveal companies and individual users.

Warmly enriches identified visitors with detailed intent data, which is an option Lead Forensics lacks.

You should also keep in mind that Lead Forensics doesn’t offer any sales engagement features, so you’ll have to handle that manually or use other solutions.

It’s worth noting that although Lead Forensics is an expensive solution with an opaque pricing structure, both its plans provide unlimited seats. Warmly, on the other hand, has a limited number of users on each plan.

Finally, Lead Forensics gets the job done if you need company-level website visitor identification alone and don’t need granular details on individual prospects or buying intent.

Pros and cons

✅ Identifies individual and company visitors.

✅ Enriches each identified lead with granular intent data.

✅ Sales engagement features.

✅ Provides access to third-party intent data platforms in all its plans.

✅ Transparent pricing with no hidden costs.

❌ Big leap from the free plan to the first paid plan.

❌ Doesn’t include unlimited users.

2. Koala

Koala is the new kid on the block in the website traffic identification space. It’s already gaining in popularity thanks to its solid range of features and ease of use.

It’s a good Lead Forensics alternative for teams who need more granular insights that are easy to leverage.

Features 

• Provides details on leads’ web sessions (pageviews, downloads, form-fills, etc.) and enriches each lead with data from your contact enrichment database and your CRM.
• Options for creating automated workflows, e.g., sending follow-up emails to high-intent accounts, auto-syncing intent signals with your CRM software, etc.
• ICP scoring will help you identify accounts that are the best match.
• Developer-friendly SDK will connect Koala’s website data to internal systems. 

Pricing

Koala has a free forever plan, which includes up to 3 users and 250 identified visitors,

If you decide you need more, you can upgrade to one of two plans:

1. Starter: $500/mo, up to 3 users ($300 per additional user), unlimited visitors
2. Business: Custom plan, includes custom number of users, access to automation features, lead scoring, signal reports, and more

Pros and cons

✅ Identifies both companies and individual prospects.

✅ Easy to use and integrate with other tools.

✅ Developer-friendly.

❌ Unlike Warmly, no third-party intent data like search topics and buying intent.

❌ Popular features are included in its most expensive plan.

3. Qualified

Qualified is a website visitor tracking platform that harnesses the power of AI to help you lift your website conversion rates and drive sales conversations.

It’s a good Lead Forensics alternative for GTM teams who want to automate lead generation efforts and want to keep Salesforce as the source of truth.

Features 

• Reveals anonymous visitors at individual and company levels.
• Optimized for enriching and automating Salesforce CRM because it is built natively on the Salesforce Platform.
• AI-powered chatbot that can make personalized offers to ideal prospects who landed on your website or schedule meetings.

Pricing

Qualified has three payment plans:

1. Growth: $3,500 per month, up to 15 users, includes basic AI features, buyer intent signals, data enrichment, and sales engagement options
2. Premier: Custom price, includes more advanced options, such as advanced Salesforce integration and ABM-oriented integrations.
3. Enterprise: Custom price, built for enterprise-level users. Includes AI Chatbot, custom data retention policies, etc.

Pros and cons

✅ Robust integration with Salesforce, perfect for Salesforce users who want a lead enrichment solution.

✅ Excellent customer support.

✅ Real-time analytics with actionable insights to monitor your campaign progress.

❌ Steep learning curve.

❌ Difficult to navigate.

❌ Other integrations aren’t as seamless as the Salesforce one.

4. Zoominfo

Zoominfo is an “all-in-one” sales platform with a vast B2B database, website visitor identification, and sales engagement options.

It allows sales teams to handle the entire sales cycle from a single point of control. It’s more expensive than Lead Forensics but can handle other parts of your sales process.

Features

• Massive B2B database with over 260M professional and 100M company profiles and 135M verified phone numbers.
• Conversational intelligence for analyzing lead interactions (customer calls, emails, meetings).
• Identifies businesses that land on your website and enriches them with key stakeholder contact details.
• Ability to export lead and accounts lists to most GTM tools.

Pricing

Zoominfo has separate plans for Talent, Sales, and Marketing teams.

Zoominfo doesn’t disclose prices on its website, so you must contact its sales team for a custom quote.

The exact price will depend on:

• Features and functionality.
• Number of licenses.
• Credit usage.
• Other opaque factors 🤷

Pros and cons

✅ High data accuracy and matching rates.

✅ User-friendly.

✅ Wide range of features for sales and marketing operations.

❌ Expensive and offers annual plans only.

❌ Limited intent data.

❌ Primarily NAM data coverage, other regions are underrepresented.

5. Clearbit

Clearbit is an AI-powered intent data tool with global coverage and real-time data enrichment. Like Lead Forensics, it does not provide intent data.

It’s an option to replace Lead Forensics; however, since the HubSpot acquisition, integrations to other CRM products have been pretty limited.

Features 

• Leverages over 100 business data attributes for companies and individual contacts, providing an in-depth overview of potential customers' information.
• Automatically refreshes records as soon as a change is made.
• Can identify companies visiting your website in real time.

Pricing

Clearbit is another platform that doesn’t disclose prices, meaning you’ll have to contact its team for accurate pricing details.

The plan is volume-based and can include add-on packages like Forms, Advertising, and Capture. (The add-ons are probably charged extra).

❗Note: Warmly's pricing plans include access to Clearbit’s vast B2B contact and intent data database.

Pros and cons

✅ Real-time data enrichment.

✅ Collects data from 250+ reliable sources.

✅ Can be white-labeled into your app.

❌ Some of its features are available as add-ons only.

❌ Uncertain future as part of the HubSpot family..

6. Dealfront

Dealfront is the result of a merger of two platforms: Echobot, a sales intelligence solution, and Leadfeeder, website visitor identification software.

As such, it combines a B2B database with options for uncovering hidden leads visiting your website. 

It’s a decent alternative to Lead Forensics if you do business in Europe.

Features

• Extensive B2B database focusing on European data (40M+ companies and 180M+ contacts).
• Advanced filtering options for better lead segmentation.
• AI-powered identifier of “lookalike” companies that are most similar to your best-performing customers.

Pricing

Dealfront has separate pricing for sales intelligence and website visitor deanonymization.

There are no fixed prices for its sales intelligence package, as each price depends on several factors, such as:

• The data packages you need, based on your target geographies
• How many people on your team need access to the platform
• What type of actions they perform as part of your sales strategy

When it comes to website traffic identification, there’s a free plan that allows you to reveal up to 100 anonymous website visitors per month, excluding all the key features.

The paid plan starts at €99 per month, with the final price depending on the number of identified companies.

It includes 25 free credits for revealing key contact details like email addresses and phone numbers and has a 14-day free trial, so you can try it before committing. 

Pros and cons

✅ One of the largest databases of GDPR-compliant B2B data.

✅ Provides highly accurate data for specific regions such as DACH and Benelux.

✅ Solid number of CRM integrations.

❌ Its website visitor identification isn’t very accurate.

❌ Separate payment plans for sales intelligence and website visitor identification.

7. Visitor Queue 

Visitor Queue is a UK-based website visitor identification tool with a twist: it lets you customize and personalize your website for specific leads and segments.

Features 

• Wide range of customizable filters you can use to create lead segments or exclude website visitors who don’t match your Ideal Customer Profile from showing up in your dashboard.
• Auto-Assignment, allowing for leads who fall into a specific category to be automatically assigned to the sales rep in charge of managing them.
• You can send emails to warm leads directly from the platform.

Pricing

Believe it or not, Visitor Queue has as many as 11 pricing plans based on the number of unique companies captured per month:

▶️ 100 companies - $39/mo

▶️ 300 companies - $89/mo

▶️ 500 companies - $109/mo

▶️ 1,000 companies - $189/mo

▶️ 2,000 companies - $299/mo

▶️ 5,000 companies - $469/mo

▶️ 10,000 companies - $749/mo

▶️ 15,000 companies - $989/mo

▶️ 20,000 companies - $1,249/mo

▶️ 30,000 companies - $1,799/mo

▶️ 40,000 companies - $2,299/mo

If you also want website personalization, you’ll have to pay an extra $200 per month.

There’s also a 14-day free trial available.

Pros and cons

✅ Unlimited users on each plan.

✅ Easy to navigate.

✅ Lets you deliver personalized content for leads on your website.

❌ Limited visitor data, only basic contact details.

❌ Integration issues.

❌ Email-only customer support.

8. Albacross 

Albacross is a B2B lead generation software tool designed primarily for the European market.

It’s an affordable Lead Forensics alternative but does not match Warmly, Koala and Qualified’s capabilities and ease of use.

Features 

• You can receive real-time alerts on Slack, Microsoft Teams, CRM, or email when customers who fit your ICP land on your website.
• Launch customized account-based marketing campaigns based on the insights in their database or the account list you want to target.
• Provides detailed intent data on leads it captures.

Pricing

Albacross has two paid plans:

1. Self Service: €79 per month, includes up to 100 identified companies.
2. Growth: Custom price, unlimited companies.

The Self Service plan comes with a 14-day free trial.

Pros and cons

✅ Excellent customer support.

✅ Solid intent data.

❌ Very limited low-tier plan, pushes you to choose the more expensive option.

❌ Clunky CRM integrations, which make data exports messy.

9. Leadinfo

Leadinfo is a website visitor identification tool that specializes in automated multi-touch sales cadences when qualified accounts visit your site.

It’s a good replacement for Lead Forensics but its cost can ramp up quickly if you have a lot of incoming traffic.

Features

• Identifies leads from 195 countries and holds data on 220M companies and 300M profiles to match companies with key decision-makers.
• Provides pre-built templates for email and LinkedIn outreach campaigns based on different scenarios.
• 70+ native integrations for connecting your entire tech stack.

Pricing

Leadinfo’s pricing is based on the number of identified companies per month.

It starts at $59 per month for up to 50 companies and goes up to $799 for up to 5000 companies.

If you need more, there’s a custom plan for large-scale users.

However, there’s a catch.

You'll have to pay extra to create automated outreach campaigns or screen record visitors’ website sessions, as these are only available as add-ons.

Pros and cons

✅ User-friendly interface.

✅ Accurate and detailed data.

❌ Identifies company accounts only.

❌ Sales engagement features are available only as optional add-ons charged additionally.

How to Choose the Best Lead Forensics Alternative for You?

The answer to this question depends entirely on your needs and budget.

All the platforms on our list can improve lead generation and make your sales efforts more targeted and data-driven. Some, however, have an edge over others in areas modern sales teams care about.

For instance, Dealfront and Zoominfo have large static B2B databases, Visitor Queue offers attractive website customization options, while platforms like Koala and Leadinfo enable automating basic workflows.

However, if you’re looking for a platform that:

• Identifies both companies and individuals that visit your website,
• Offers a wide variety of sales engagement options,
• Has transparent pricing with no hidden costs,
• Provides the most granular first and third-party intent data...

...then Warmly is your ideal choice.

Sign up for its free plan to capture and convert more qualified leads today.

And if you’d like to see it in action before subscribing, you can always book a live demo to see what it can do.

Related reading:

11 Best Dealfront Alternatives & Competitors in 2024

The 10 Best ZoomInfo Alternatives for 2024

10 Best Sales Prospecting Tools in 2024

The 12 Top Lead Enrichment Tools for GTM Teams in 2024

8 Clearbit Competitors & Alternatives Worth Considering

Looking for the best Cognism alternatives?

If so, you’ve come to the best place because we researched and reviewed as many as 13 Cognism alternatives, including Warmly, Dealfront, Zoominfo, Lusha, Kaspr, Clay, LeadGenius, LeadIQ, Keyplay, Clearbit, Apollo, UpLead, and RocketReach.

We tested and tried most of the tools ourselves, in addition to interviewing long-term users and going through customer reviews on official software rating platforms, such as G2 and Capterra.

Consequently, we created this in-depth breakdown of the best Cognism alternatives’ features, strengths, drawbacks, and pricing structures.

This way, you’ll have everything you need to make an informed decision by the time you finish reading this article.

Before we dive in, let’s quickly explore some of the main reasons why users tend to switch from Cognism.

Why Do You Need a Cognism Alternative in the First Place?

1. It’s expensive

Even though Cognism doesn’t disclose actual prices on the website, the users are unanimous in their verdict - Cognism is too expensive, especially given what you get for your money.

‎Source

Cognism has a solid B2B database with international data coverage and the widest range of verified mobile numbers - 70M global cell phone numbers, with 47M in the US alone - but that’s pretty much all you’ll get from the platform.

There are no advanced prospecting, lead generation, or sales engagement features, so you’ll have to subscribe to different products to manage your sales funnel completely.

This means you’ll have to pay a hefty sum for using Cognism alone and buy an additional suite of tools which can easily bust even more generous budgets.

2. You need Diamond Data for accurate results

Cognism has two data packages - Platinum and Diamond.

The Diamond package contains more accurate data with higher match rates as it goes through additional verification levels.

‎Source

For example, mobile phone numbers are phone-verified, meaning that Cognism’s team calls those numbers to ensure they’re active and used by the right contact.

Additionally, intent data and phone verification on demand are available only with the Diamond Data package.

However, the package you opt for will directly impact the final price, which can be too much for many potential users, especially SMBs and startups.

Source

3. Limited functionality when it comes to industry-specific data

Cognism struggles with finding data related to specific verticals.

Source

This is a direct result of the platform's basic filtering functionality, making highly targeted searches and segmentation nearly impossible.

Source

The same goes for businesses looking to expand to regions beyond NAM and AMEA, as users report issues with finding Asian-based contacts in particular.

Source

And now, it’s time to dive into the best part—our in-depth review of the best Cognism alternatives.

Top 13 Cognism Competitors and Alternatives

1. Warmly - Best for revealing and converting website visitors.
2. Dealfront - Widest coverage of GDPR-compliant European data.
3. Zoominfo - Comprehensive B2B sales OS.
4. Lusha - Affordable and accurate B2B database.
5. Kaspr - LinkedIn-based sales prospecting tool.
6. Clay - Waterfall data enrichment software.
7. LeadGenius - Custom-sourced B2B data for industry-specific users.
8. LeadIQ - B2B prospecting and lead enrichment platform that enables real-time tracking of relevant data.
9. Keyplay - B2B database with advanced filtering and custom lead scoring.
10. Apollo - Sales engagement and intelligence tool.
11. Clearbit - Comprehensive data enrichment solution.
12. UpLead - Sales intelligence software with email verification features.
13. RocketReach - Large B2B database that includes mobile phone numbers, email addresses, and social media profiles.

1. Warmly

‎Warmly is a comprehensive revenue orchestration solution that enables sales teams to capture and convert high-quality leads from their website traffic.

It combines website visitor identification with in-depth intent data, allowing you to recognize qualified leads who are looking for a solution just like yours and engage them while they’re hot.

Here are some of the features that let Warmly improve your website conversion rates:

Feature #1: Website Intent 

Warmly specializes in deanonymizing website traffic.

This means it can identify your website visitors at both company and individual levels with high accuracy rates.

However, Warmly doesn’t stop there.

It proceeds to enrich each identified visitor with detailed intent data, including:

• Firmographic data (job titles, email addresses, company addresses, phone numbers, etc.)
• Technographic data (the tools and software the company uses, helping you pinpoint whether they might be interested in your product)
• Buyer intent (e.g., topics recently searched for on the web, indicating their interest level)
• CRM data (previous interactions with marketing or sales reps, ongoing and closed deals, account owners, etc.)
• Website session details (pages visited, time spent on each page, returns to specific pages, etc.)

This data and insights allow your marketing and sales teams to:

1. Easily detect website visitors who fit into your Ideal Customer Profile and focus on them instead of indiscriminately wasting time on accounts that are clearly not a match.
2. Improve their marketing and sales strategies, making them more personalized and targeted for each lead.
3. Engage with leads when they’re most likely to convert.
4. Qualify and score leads with more precision and accuracy.

Without granular intent data, sales teams are forced to rely on their gut instinct, which often delivers results that are barely “good enough.”

Identifying website visitors and tracking intent signals allowed VioletX to experience over 400% growth year over year.

As remarked by Megan Fulton, VioletX’s COO and co-founder: 

“In today's business world, where 80% happens digitally and asynchronously, I felt I was missing out on more than half the story without having visibility into the digital business world. Questions arose: Does my website effectively communicate with customers? Can I simplify communication and business transactions? Who visits my site? Prospects or existing customers? What are their intentions? Warmly bridges the gap between my two worlds.”

As the competition keeps getting tougher and customers’ expectations continues to rise, businesses that really mean business can’t afford to miss out on buyer intent.

Want to start tracking website traffic and identifying website visitors? Learn how to easily add Warmly’s code snippet to your website - or even emails - and start capturing more qualified leads today.

Feature #2: AI Prospector

Having a sales rep who’s always available and around, ensuring that no quality leads fall through the cracks, is any business’s dream come true.

That’s precisely the role Warmly’s AI Prospector fills in. 

The AI Prospector automatically adds the leads and prospects Warmly detected on your website to personalized sequences, such as:

1. Connecting with a prospect on LinkedIn 
2. Sending them an email
3. Engaging them in a website chat

To perfectly adjust the AI Prospector to your unique needs and requirements, you can specify several things:

1 - WHO: 

• Which accounts should be targeted based on the chosen segments (e.g., company size, industry, etc.)
• What specific personas from each account should be added to a workflow (e.g., sales reps, marketing reps, etc.)

2 - WHAT:

• How many contacts from each account should be added
• Which action should be taken (e.g., send personalized email or LinkedIn message)

3 - WHEN:

• How often should the Prospector search for profiles fitting the set criteria and run the workflows

This feature solves the old time-to-lead issue, allowing each valuable lead to be engaged while letting your SDRs focus on the ones who respond and deliver a personalized experience.

Try it yourself 👇or watch it in action. 

💡Note: To gain access to AI Prospector, you need to be on one of Warmly’s paid plans.

Feature #3: Live Chat and Calls

While Warmly has an AI-powered chat that you can train to work like a genuine 24/7 SDR, sometimes you’ll want actual people to take over.

This strategy helped Kandji land 2 qualified meetings in just 8 minutes.

The options for engaging leads in a live website chat or a video call let your reps do just that.

If you go to the “Warm Calls” section of the Warmly dashboard, you’ll get an overview of all the prospects visiting your website right now.

‎You can then tune into a visitor’s web session in real time and monitor:

• How they interact with your website
• Which page they’re at 
• What segments they’re most interested in
• Whether they engaged with the chatbot and how, etc.

Warmly will also provide all the other relevant details on the lead - such as account and contact info and deal stage if they’re in your CRM system - delivering a complete overview your SDRs need to tailor their approach and strike at the right time.

When the sales professionals step in, they can take one of two actions based on the specific lead’s preferences and funnel stage:

1. Send a personalized chat message to the lead, specifying that they’re talking to an actual human and not a bot and referencing the page they’re visiting at the moment, for example
2. Hop on a video call straight from Warmly

To ensure that you’ll get to engage the highest-intent leads, you can set up automated Slack notifications to alert SDRs when they land on your website instead of constantly checking Warmly’s dashboard.

Check it out here:

💡Note: Live Calls is not available on Warmly’s free plan. 

Pricing

Warmly has a generous free plan that lets you identify and enrich up to 500 website visitors per month.

Find out how Inbox Pirates closed a 4-figure deal in just 2 weeks on Warmly’s free plan.

If you get more monthly traffic and need access to Warmly’s more advanced features, you can pick one of the two pricing plans:

1. Business: From $700 to $1,740 per month, depending on how many visitors you expect to have. It includes up to 10 seats and all of Warmly’s features.
2. Enterprise: Custom pricing. Designed for users with an estimated traffic of 100,000+ visitors per month who need more customization options. Includes custom AI personalization, advanced integration capabilities, etc.

💡 Note: All plans include integrations with sales intelligence platforms such as Clearbit, Bombora, and 6Sense, which you would otherwise have to pay for separately.

Integrations

Although some other Cognism alternatives on the list have lower entry-level prices, Warmly’s plans include data solutions that would otherwise cost you a lot more. 

The platform integrates with most modern sales solutions (CRMs, SEPs, etc.) and comes bundled with Clearbit, Bombora, People Data Labs, 6Sense, and OpenAI.

How does Warmly compare to Cognism?

Unlike Cognism, Warmly is not a static B2B database.

Instead, it offers a wide range of features allowing comprehensive sales cycle management and improvement, including website traffic deanonymization at company and individual levels, granular buyer intent data, lead engagement options, etc.

While Cognism also integrates with Bombora and provides buyer intent data to an extent, you should note that:

1. It’s included only in its Diamond Data package, whereas Warmly offers access to intent data on all its plans.
2. Warmly integrates with more than one intent database, making its data richer and more accurate.

Price is another area where Warmly has an edge over Cognism. Cognism doesn’t have a good value-for-money ratio or a free plan and has an opaque pricing structure. 

Warmly, on the other hand, has a transparent pricing policy with no hidden costs and a free forever plan, with all its features included in both of its paid plans.

However, it’s fair to say that Cognism has better EMEA coverage and a more extensive base of verified phone numbers than Warmly.

Ultimately, if all you need is a static B2B database with solid NAM and EMEA coverage—and you’re willing to pay its hefty price tag—then Cognism could do the trick for you.

And if you’re looking for a more comprehensive sales solution that can help improve your lead generation and boost conversion rates, then Warmly is a better choice by far.

Pros and Cons

✅ Website visitor identification at both company and individual levels.

✅ Real-time monitoring of visitors’ web sessions with options to engage them via chat or video call.

✅ Enriches each identified visitor with in-depth intent data.

✅ Includes access to several intent data providers in its pricing packages.

✅ Transparent pricing structure.

❌ Significant difference between the free plan and the first paid tier.

❌ Doesn’t have as much EMEA coverage as Cognism.

2. Dealfront

Dealfront is a B2B sales intelligence tool built for GTM teams focused on the European market.

The platform was created by merging Echobot (sales intelligence software) and Leadfeeder (website visitor identification software), combining their key features into a single sales tool.

Features

• Provides data on 40M+ companies and 180M+ contacts, with 30M+ companies and 83M+ contacts in Europe alone.
• In-depth data from specific European regions, such as DACH, Benelux, Nordics, etc.
• Identifies companies visiting your website.

Pricing

Dealfront has separate pricing for its sales intelligence and website traffic deanonymization.

There are no flat fees for Dealfront's sales intelligence plan, so you’ll need to contact its team for precise pricing details.

When it comes to website visitor identification, there’s a limited free plan that only allows you to identify up to 100 monthly website visitors, omitting all other Dealfront features.

The paid plan starts at €99 per month, with the final price depending on the number of identified companies.

You also get 25 free credits for revealing contact details like email addresses and phone numbers. If you exceed the limit, you’ll pay extra.

Note: The website visitor identification plan has a 14-day free trial.

Pros and Cons

✅ Solid international coverage.

✅ GDPR-compliant data.

✅ 30+ trigger events you can set up to alert you when a relevant change in a prospect’s profile occurs (e.g., job changes, bankruptcy notices, etc.).

❌ Separate and non-transparent pricing plans for sales intelligence and website visitor identification.

❌ Limited website traffic deanonymization, as it can identify only companies and even those with a low accuracy level.

❌ Focused on the European market, with a particular emphasis on the DACH region, with other regions being underrepresented. 

3. Zoominfo

‎Zoominfo is one of the largest B2B databases on the market.

Over time, it added more features, transforming into a comprehensive sales platform with a wide range of capabilities.

Features

• Extensive database with over 260M professional and 100M company profiles, and 135M verified phone numbers.
• Chorus conversational intelligence that lets you analyze all correspondence with leads (email, video calls, emails) and gain valuable insights, helping you improve sales and marketing strategies.
• Dynamic ad targeting solution based on 300+ intent signals and company attributes to ensure your business is put in front of your optimal audience.

Pricing

Zoominfo has 3 pricing tiers for Sales, Talent, and Marketing teams. 

Every package offers a specific suite of features for each team’s requirements. 

Zoominfo doesn’t disclose its pricing structure. It only specifies that the costs depend on several factors:

• Features and functionality
• Number of licenses
• Credit usage

Pros and Cons

✅ Massive B2B database with high data accuracy and match rates.

✅ Wide range of features that allows for efficient sales process management.

✅ Easy to use.

❌ Expensive.

❌ Limited intent data.

❌ Focused on North America coverage, data from other regions doesn’t have as high accuracy rates.

4. Lusha

Lusha is an affordable B2B sales database with international coverage and lead enrichment options.

Features

• 45M CCPA-compliant North American contacts and 21M GDPR-compliant European contacts.
• Dashboard analytics that helps you track your team’s sales and marketing efforts, success, and productivity across levels.
• Browser extension for scraping prospects anywhere on the web, from LinkedIn pages to company websites.

Pricing

Lusha has a free-forever plan with 50 email and 15 phone credits.

If you need more, you can upgrade to one of three paid plans:

1. Pro - $49 per user per month 
2. Premium - $79 per user per month
3. Scale - Custom price

Note: There’s a discount on annual billing.

Pros and Cons

✅ Affordable pricing plans.

✅ GDPR & CCPA compliant data.

❌ CRM integrations are available only to highest-tier users.

❌ Low cell phone number accuracy and coverage.

5. Kaspr

Kaspr is a Chrome extension built for pulling prospect data from LinkedIn, creating basic LinkedIn outreach workflows, and simple lead management.

Features

• Scrapes prospect data from anywhere on LinkedIn (search results, groups, posts, etc.).
• Enables automating LinkedIn outreach from top to bottom.
• Has a solid database of verified emails and phone numbers (500M+).

Pricing

Kaspr has a free forever plan with:

• Unlimited email credits
• 5 phone credits
• 5 direct email credits, and
• 10 export credits

It has three plans for users who want more:

1. Starter: $65/user/mo
2. Business: $99/user/mo
3. Organization: $99/user/mo

Note that the Organization plan is available only on an annual subscription and includes a minimum of 5 users.

Every plan includes unlimited B2B emails discovery, but there are differences in the number of direct email, phone number, and export credits. 

The plans also differ in features and customization options.

Pros and Cons

✅ User-friendly interface.

✅ Easily integrated with CRM tools.

❌ Can get your LinkedIn account flagged and suspended for suspicious activity.

❌ Limited to LinkedIn-based prospecting and lead generation.

6. Clay

Clay is a lead enrichment platform that pulls data from 75+ sources, allowing optimal data coverage and high accuracy rates.

Its spreadsheet interface makes it perfect for revenue operations teams, but sales professionals often find it a bit intimidating.

Features

• Waterfall data enrichment sifts through and cross-references tens of different data sources, maximizing coverage while saving time.
• AI-powered web scraper that can handle in-depth prospect research, providing individual and company-level data.
• Rich library of templates that help users jumpstart their outbound operations. 

Pricing

Clay has a free forever plan that provides 100 search credits per month and limited access to its features.

If you need more credits and features, you can choose from 4 pricing tiers:

1. Starter: $149/mo
2. Explorer: $349/mo
3. Pro: $800/mo
4. Enterprise: Custom pricing

You can try Clay out with a 14-day free trial of its Pro plan.

Pros and Cons

✅ Dynamic data enrichment, with data aggregated from 70+ different sources.

✅ Seamless integrations with various CRM systems.

✅ Options for setting up basic automations of certain sales operations (e.g., creating lead and prospecting lists, lead scoring, etc.).

❌ Difficult to use.

❌ The costs can easily add up, as credits tend to be spent quickly.

7. LeadGenius

What sets LeadGenius apart from other B2B data solutions is that it focuses on providing custom-curated precision data for sales and marketing teams operating in highly specific verticals.

Features

• Delivers on-demand precision data and insights based on users’ ICP, target market, and other specific business requirements.
• Combines AI and human judgment when compiling and verifying data for best results.
• Customizable web scraper that can be instructed to pull unique insights from anywhere on the web.

Pricing

LeadGenius’s website doesn’t disclose actual prices.

The only thing stated is that each price is based on the needs and scale of a user’s business.

You need to contact its team directly to get more pricing details.

Pros and Cons

✅ Enables highly specific and tailored data enrichment.

✅ Covers 40M+ businesses and 350M+ decision-makers. 

✅ Combines several layers of control when collecting and verifying data, including both AI-driven and human checks.

❌ Non-transparent pricing.

❌ Limited features.

8. LeadIQ

LeadIQ is a B2B database that lets users track relevant sales triggers and generate personalized emails via its AI-powered writing tool.

Features

• Allows for tracking relevant insights and changes in important prospects’ profiles, such as job changes, promotions, etc.
• Covers millions of verified profiles, emails, and mobile numbers aggregated from various sources.
• AI-powered email generator that lets you quickly create personalized emails based on the data the platform pulled.

Pricing

Lead IQ has a free forever plan that provides:

• 20 verified work emails per week
• 10 mobile phone numbers
• 40 email generations per month
• 10 accounts tracked

There are three paid plans for users who need more:

1. Essential: $45 per user per month
2. Pro: $89 per user per month
3. Enterprise: Custom pricing, annual subscription only

Pros and Cons

✅ Easy to use. 

✅ 1-click Salesforce data enrichment.

❌ Emphasis on North America, limited European coverage.

❌ You need an add-on for Salesforce enrichment, whose price starts at $5,000 per year.

❌ Various glitches and technical issues are a common occurrence.

9. Keyplay

Keyplay is a sales prospecting tool that helps find leads that fit into your ICP by enabling you to create custom lead scoring and intent signals.

Features

• AI Lookalike helps you find accounts that match your best-performing customers and deals.
• Options for building custom lead scoring systems without using code.
• Tracks a wide range of intent signals and allows for configuring custom signals fitted to your specific industry.

Pricing

Keyplay doesn’t have a free trial for its paid plans.

However, it does have a free forever plan that provides access to its basic features, and subscribing to the PeerSignal community lets you access a more limited number of records. 

If you need more, you can upgrade to one of two plans:

1. Growth: $12,000/year
2. Scale: Custom pricing

Pros and Cons

✅ Highly customizable. 

✅ Nuanced signal tracking, including HR tech, accounting software, recruiting activity, etc., helping you find ideal customers more efficiently.

✅ User-friendly interface.

❌ Integrates with only two CRMs, Hubspot and Salesforce.

❌ Offers only annual paid plans.

10. Clearbit

Clearbit is a comprehensive data enrichment platform that combines proprietary and public data with the power of LLMs to provide accurate data and real-time insights on potential leads.

Features

• Real-time data enrichment with over 100 B2B attributes aggregated from 250+ data sources.
• Form shortening for capturing more leads without losing relevant data.
• Instant lead scoring and routing thanks to granular industry categorization, corporate hierarchies, job roles and seniority tags, etc.

Pricing

Clearbit is yet another platform that doesn’t disclose actual prices, meaning you’ll have to contact its team for accurate pricing details.

The only thing stated on the website is that the plan is volume-based and can be configured to include add-on packages like Forms, Advertising, and Capture.

This means that you’ll probably be charged extra if you opt for add-ons.

Note: Warmly's pricing plans include access to Clearbit’s rich database.

Pros and Cons

✅ Variety of buyer intent signals to help you identify qualified leads.

✅ Integrates with various platforms and CRMs.

✅ User-friendly.

❌ Opaque pricing.

❌ Some of its features are available only as add-ons that are charged extra.

11. Apollo

Apollo is one of the more popular sales engagement tools built to help GTM teams streamline various sales processes.

Features

• Massive B2B database with 275M contacts and 73M companies and high accuracy rates.
• Email deliverability improvement through guided inbox setups, authentication checks, deliverability scores, etc.
• Detailed analytics dashboard for monitoring and tracking KPIs.
• Deal management options, which allow for using Apollo as a simple CRM.

Pricing

Apollo has a free forever plan that provides unlimited email finder credits, 5 phone number credits, and 10 contact export credits.

Larger-scale users can upgrade to one of three paid tiers:

1. Basic: $59 per user per month
2. Professional: $99 per user per month
3. Organization: $149 per user per month

You get a discount if you opt for annual billing.

Note: All paid plans except Organization come with a 14-day free trial.

Pros and Cons

✅ Versatile features that enable sales teams to handle all sales processes from a single platform.

✅ Intuitive interface.

✅ Solid data accuracy.

❌ Low-quality integrations, making data exports difficult.

❌ If you need access to its most advanced features, you’ll hit a paywall quickly.

❌ Dual credit system, meaning that you spend one credit for revealing an email address and another for getting a phone number.

12. UpLead

UpLead is a B2B database that includes a real-time email verifier and an email finder tool, in addition to a nifty browser extension for one-click prospecting.

Features

• 155M+ B2B contacts, with 16M+ global companies tracked.
• Verifies email addresses you need in real-time.
• Data enrichment with 50+ data points.

Pricing

UpLead has a 7-day free trial with 5 credits for revealing a contact or exporting it.

After the trial expires, there are 3 plans to choose from:

1. Essentials: $99 per user per month with 170 monthly credits
2. Plus: $199 per user per month with 400 monthly credits
3. Professional: Custom pricing

Since the paid plans offer a limited number of reveal/export credits, you’ll probably have to buy more. One extra credit costs $0.60 per credit on the Essentials plan and $0.50 on the Plus plan.

Note: UpLead claims to refund credits if it fails to find accurate contact details.

Pros and Cons

✅ One credit unlocks the email address and the phone number of an account, meaning you won’t have to spend two to reveal an entire contact.

✅ Chrome extension LinkedIn Prospector.

✅ Detailed filters.

❌ The most advanced features, such as purchase intent, are available only on the Professional plan.

❌ Short trial period and no free plan.

❌ Limited international coverage.

13. RocketReach

RocketReach is a business intelligence tool that provides comprehensive B2B data, including prospects’ social media profiles and traditional contact details.

Features

• Vast B2B database with 700M+ individual profiles, 60M+ companies, 330M+ email addresses, and 150M+ phone numbers.
• AI-powered recommendations help you find potential customers who match your existing high-performing leads.
• Easy creation of detailed prospect lists with in-depth filters that are automatically updated, generating more leads over time.

Pricing

RocketReach has a free plan that provides just 5 searches per month.

What’s interesting about its pricing is that it has two sets of pricing packages, one for individuals and the other for teams.

When it comes to individual pricing tiers, there are three to choose from:

1. Essentials: $70 per user per month, includes up to 70 lookups/user 
2. Pro: $140 per user per month, includes up to 200 lookups/user
3. Ultimate: $300 per user per month, includes up to 500 lookups/user

Opting for annual single-user pricing tiers will give you unlimited lookups on each plan.

There are also 3 multi-user packages:

1. Team Pro: $83 per user per month
2. Team Ultimate: $207 per user per month
3. Custom: Custom pricing

All the team plans are annual and include 2-5 users.

Pros and Cons

✅ Chrome extension for easy LinkedIn prospecting.

✅ Provides social media links to help you get a well-rounded picture of potential leads.

✅ Easy to use.

❌ The costs add up very quickly.

❌ Its lowest tier includes only email searches - and it isn’t even cheap.

Start Converting Website Visitors with Warmly Today

Now that you’ve got a detailed overview of the best Cognism alternatives and competitors, there’s just one thing left to do - pick the platform that’s best for you.

Ideally, you’ll take some of these tools for a test ride, as that’s the only way to get a proper grasp of their capabilities and overall user experience.

If you’re keen on getting the best value for money and unlocking your website’s full potential, why not start with Warmly?

Sign up for its free plan and start capturing and converting more leads today without ever leaving your website.

Or, if you prefer to see Warmly’s comprehensive features in action first, you can always book a live demo.

Related reading:

11 Best Dealfront Alternatives & Competitors in 2024

The 10 Best ZoomInfo Alternatives for 2024

10 Best Sales Prospecting Tools in 2024

The 12 Top Lead Enrichment Tools for GTM Teams in 2024

8 Clearbit Competitors & Alternatives Worth Considering

Sales teams who focus on North American prospects and need more than firmographic data often look for Dealfront alternatives.

Note: Dealfront is the result of a merger between Echobot (a sales intelligence platform) and Leadfeeder (website visitor identification software).

The best Dealfront alternatives are Warmly, ZoomInfo, Lead Genius, Cognism, Apollo, Clearbit, Crunchbase, Hunter, LeadIQ, Clay and Keyplay. We carefully analyzed each platform’s key features, pricing, limitations, and strengths.

In crafting this list, we:

• Tested some of the software ourselves, as most offer a free trial or plan.
• Interviewed real users to get their insights on the user experience, learning curve, core functionalities, etc.
• Sifted through user reviews and customer testimonials on relevant software rating platforms such as G2 and Capterra. 

All of that so you don’t have to.

Before we begin, let’s review why users switch to a Dealfront alternative.

Why Do You Need a Dealfront Alternative in the First Place?

1. Dealfront struggles to identify anonymous website visitors

The first thing we noticed when testing Dealfront—and one of the issues mentioned most often in customer testimonials—is that its ability to reveal anonymous website visitors doesn’t work very well.

Firstly, Dealfront can’t reveal individual contacts. The only thing you can expect from it is company-level identification.

To make matters worse, its interface makes it difficult to find stakeholders in its lead data (more on this later).

Moreover, its identification is often completely off-point or lacks the information necessary to contact and further engage your website visitors.

You should note that there’s a considerable number of zero and one-star reviews on G2, speaking volumes about Dealfront’s website visitor identification.

Source

2. Its data is primarily focused on the European market

Dealfront is marketed as the perfect sales prospecting and lead generation tool for the European market.

As a result, its sales intelligence is oriented toward Europe, with a special emphasis on the DACH region.

This means its deepest data insights and most comprehensive company and contact details are reserved for several European countries.

If your target market extends beyond that or excludes those regions altogether, you should definitely consider an alternative solution.

3. Dealfront’s lead lists are challenging to navigate

Another problem with Dealfront is that it requires substantial work on the user’s end.

Instead of getting readily accessible key insights curated in clean and comprehensive lists, you’ll often have to manually sift through Dealfront’s databases and filter them yourself, which slows you down and increases the chance of human error.

Source

💡 All that being said, Dealfront is still a solid choice if you need access to European-based company data. 

Did the above resonate for you? Let’s review the top alternatives ⤵️

Top 11 Dealfront Competitors and Alternatives

1. Warmly

Warmly is a comprehensive revenue orchestration platform that helps GTM teams prospect from the traffic on their site. It’s not a typical lead prospecting tool. It specializes in finding leads who are looking for a solution like yours, and engaging them while they show interest.

It identifies your website visitors at both company and individual levels and enriches them with firmographic and intent data - helping you drive more deals from web traffic.

Feature #1: Reveals website visitors

Warmly successfully identifies about 15% of individuals and 65% of companies that land on your website.

Why spend thousands of dollars on marketing if you’re going to waste 90% of your traffic? With Warmly “warm accounts” and “warm visitors”, you can unlock more pipeline without spending to acquire more traffic.

To start revealing anonymous website traffic, add Warmly’s code snippet to your website, and the platform will deliver the first results in hours 👇

Bonus tip: You can also add Warmly’s snippet to emails, allowing you to track leads who’ve come from specific email campaigns and making attribution much easier.

You’ll get a comprehensive overview of website visitors separated into two categories - Account and Visitors - which you can further segment to create custom lead lists for easier navigation and targeting of the most relevant ones.

Check out this guide to learn how to identify website visitors with Warmly.

Feature #2: Detailed company and contact-level intent data of your website visitors

Unlike most lead and data enrichment platforms, Warmly goes beyond the usual contact information.

Its integration with comprehensive data intent databases such as Bombora, 6Sense, and Clearbit, allows it to provide in-depth intent data on each identified visitor, including:

• Firmographic data (job titles, email addresses, company addresses, phone numbers, etc.) 
• Technographic data (tools and technology a business uses)
• CRM data (ongoing and closed deals, account owners, previous interactions with your reps, etc.)
• Website session insights, i.e., pages visited, time spent on each page, etc.
• Buying intent data, including topics recently searched for on the web

‎This means that in addition to simply telling you WHO’s on your website, Warmly reveals WHAT exactly they might be interested in and detects their level of buyer intent, indicating WHEN is the right time to contact them.

Why Is Intent Data Important

Trying to sell a water bottle to someone who just walked out of their office isn’t the same as selling a water bottle to a runner who just finished a workout, is it? 

Understanding intent signals and recognizing them in time lets you:

1. Qualify and score leads with greater precision and easily identify the hottest leads.
2. Reach out when their interest level is at its peak.
3. Create a hyper-personalized approach for each lead based on the contextual insights you have at hand, like which pages they visited, what they searched for, etc. 

This helped Behavioral Signals shorten its sales cycle by 50-90% and source nearly $7M in its pipeline.

Platforms that omit intent data from their offering slow your lead generation efforts from the get-go, leaving you without one of the most powerful weapons in sales reps’ arsenals.

Feature #3: AI Prospector

If you ever wished you could have an omnipresent SDR you’re going to love this feature.

The AI Prospector allows you to automatically add the prospects Warmly identified on your websites to automated workflows, such as:

• Connecting with a prospect on LinkedIn 
• Adding them to an email sequence
• Engaging them in a website chat

When setting up the AI Prospector, you decide on:

• What accounts should be targeted 
• How many contacts from each account should be added to a sequence
• What specific contacts should be added (e.g., sales reps, marketing reps, or others)
• Which action should be taken (e.g., send personalized email or LinkedIn message)
• How often should the Prospector run the workflow 

This capability solves for time-to-lead, while SDRs can take over ones that respond and provide a tailored experience.

AI Prospector prevents quality leads from falling through the cracks simply because you didn’t have a sales rep on hand.

Try it yourself 👇or watch it in action. 

💡Note: You will need to be on one of Warmly’s paid plans to gain access to AI Prospector. For ARC, the ROI was 200% over 6 months. 

Pricing

Warmly has a generous free plan that lets you identify 500 website visitors per month.

Find out how Inbox Pirates closed a 4-figure deal in under 2 weeks on Warmly’s free plan.

If you get more monthly traffic and need access to Warmly’s more advanced features, you can choose between two pricing plans:

1. Business: From $700 to $1,740 per month, depending on how many visitors you expect to have. It includes up to 10 seats and all of Warmly’s features.
2. Enterprise: Custom pricing. Designed for users with an estimated traffic of 100,000+ visitors per month who need more customization options. Includes custom AI personalization, advanced integration capabilities, etc.

💡 Note: All plans include integrations with sales intelligence platforms such as Clearbit, Bombora, and 6Sense, which you would otherwise have to pay for separately.

Warmly Integrations

Although some of the products in this list will have cheaper entry-level prices, Warmly’s platform comes bundled with data solutions that would otherwise cost you a lot more. 

The revenue orchestration platform integrates with most modern sales solutions (CRMs, SEPs, etc.) and bundles with Clearbit, Bombora, People Data Labs, 6Sense, and OpenAI.

How does Warmly compare to Dealfront?

Firstly, Warmly’s website traffic deanonymization capabilities are far superior to Dealfront’s.

Warmly can identify companies and individuals, whereas Dealfront is limited to companies alone.

Moreover, Warmly provides more accuracy and precision in revealing visitors and delivers more relevant data insights than Dealfront - especially regarding buyer intent.

Another point you might not notice upfront is that Dealfront requires you to pay separately for its sales intelligence and website visitor identification features (not to mention that it doesn’t reveal prices for its sales data).

Warmly, on the other hand, includes all that and more in all-in-one packages with transparent prices and no hidden costs.

Also, while Warmly allows you to automate repetitive sales processes and provides intuitive and comprehensive insights, Dealfront requires lots of manual work on your end.

However, it should be noted that Dealfront has an edge over Warmly when it comes to its B2B account database, especially for Europe-based prospects.

Pros & Cons

✅ Accurate website visitor identification at both company and individual levels.

✅ Options for live-calling and chatting with website visitors.

✅ Real-time monitoring of visitors’ web sessions with options to engage them via chat or video call.

✅ Enriches each identified visitor with in-depth intent data.

✅ Transparent pricing model.

❌ Significant difference between the free plan and the first paid tier.

❌ Its European data may be limited in comparison to Dealfront.

2. Zoominfo 

Zoominfo is a comprehensive sales intelligence platform with one of the largest static B2B databases. 

It’s a long-time leader in the B2B data space and has developed (through acquisitions) in a complete sales execution platform (with capabilities like sales engagement and deal analytics).

Features

• B2B contact database with over 70M direct dial phone numbers and more than 174M verified email addresses.
• Data enrichment that runs at the frequency you prefer, allowing you to keep your CRM fresh and weed out stale data.
• AI-powered assistant Copilot, which provides in-depth insights into potential clients and suggests what action sales reps should take next and when.
• Conversation intelligence that allows you to analyze communication with leads and clients and determine which parts of your sales funnel need to be improved and which work like a charm.

Pricing

Zoominfo offers 3 different plans for Talent, Marketing, and Sales teams. Every package includes features that each specific team would benefit the most from. 

While Zoominfo’s team opted not to disclose the actual price, the website specifies that the costs depend on several factors:

• Features and functionality
• Number of licenses
• Credit usage

Pros & Cons

✅ Vast B2B database with high data accuracy that delivers high match rates, especially for North America.

✅ Easy to use.

✅ Variety of powerful features allowing for comprehensive sales pipeline management.

❌ Very expensive.

❌ Limited intent data.

3. LeadGenius 

LeadGenius is a lead enrichment platform that delivers precision data and insights tailored to each customer.

Features

• Provides custom-curated data based on the criteria you configure, ensuring that the comprehensive insights you get are relevant to your specific industry, target market, and ICP.
• Browser extension allows pulling vital data from various web sources.
• Combines AI-powered web scraping and human specialists who double-check and verify the data, adding an extra layer of quality control and assessment.

Pricing

There are no prices specified on LeadGenius’s website.

The only thing stated is that each price is based on a user’s needs and business scale.

You need to contact its team directly to get a custom quote.

Pros & Cons

✅ Easy to use.

✅ Good choice for businesses in highly specific industries that need more than the usual static B2B database to find their target accounts.

❌ Non-transparent pricing.

❌ Limited functionality.

4. Cognism

Cognism is a sales intelligence platform with global coverage and data that meets all compliance standards.

Features

• B2B database with 70M verified mobile phone numbers globally (47 million cell phone numbers in the US alone) and global data coverage.
• Chrome extension for LinkedIn and LinkedIn Sales Navigator prospecting that allows you to create detailed lists featuring a wide range of prospects easily.
• Seamless integrations with CRMs, such as Salesforce, Hubspot, etc.
• Diamond Data Verification that verifies phone numbers.

Pricing

Cognism doesn’t have one-size-fits-all pricing packages. Instead, the price is tailored to each customer’s needs.

‎Although we can’t provide you with accurate pricing details, the one thing we know for sure is that the price includes a flat platform fee that includes support, maintenance, onboarding, and initial setup.

For more details, it’s best to contact their team directly.

Pros & Cons 

✅ Has more verified mobile numbers than most other platforms.

✅ Solid international coverage.

❌ Opaque pricing structure, indicating it’s probably expensive.

❌ Some of the data may be outdated.

5. Apollo 

Apollo is an all-in-one sales platform that can help manage the sales funnel from top to bottom.

Features

• Huge B2B database with advanced filtering capabilities that allow you to narrow down on decision-makers and targeted leads.
• Provides data on 275M contacts and 73M companies with a high accuracy rate.
• Enables automating various sales workflows, such as adding prospects to sequences, assigning tasks, updating fields when a change occurs, etc.
• Detailed analytics reports to help track KPIs.

Pricing

Apollo has a free forever plan that provides unlimited email finder credits, 5 phone number credits, and 10 export credits.

Regarding its paid plans, there are 3 to choose from:

1. Basic: $59 per user per month
2. Professional: $99 per user per month
3. Organization: $119 per user per month

You get a discount if you opt for annual billing.

Note: The paid plans come with a 14-day free trial period.

Pros & Cons

✅ A wide range of features enabling you to manage prospecting, sales engagement, outreach, etc., from a single platform.

✅ Easy to use.

✅ Has a browser extension for one-click online prospecting.

❌ Advanced features are kept behind a high paywall.

❌ Limited integration capabilities, making data exports and syncing difficult. 

6. Clearbit 

Clearbit is a data enrichment solution that provides real-time B2B intelligence.

Features

• Comprehensive data enrichment that includes over 100 B2B attributes pulled from hundreds of reliable data sources.
• Form optimization, which allows dynamic shortening of data-capturing forms and auto-population of fields Clearbit has information on, increasing the chances of potential clients actually filling them out.
• Dynamic web content creator, enabling you to personalize and adjust your website content to specific customer types.

Pricing

Clearbit is another platform that doesn’t disclose its pricing details.

The only thing stated on the website is that the plan is volume-based and can be configured to include add-on capabilities like Forms, Advertising, and Capture.

This means that you’ll probably be charged extra if you opt for add-ons.

Note: Warmly's pricing plans include access to Clearbit’s rich database.

Pros & Cons

✅ Easy to navigate.

✅ Comprehensive and accurate data.

✅ Seamless integrations with various CRM systems.

❌ Non-transparent pricing structure.

❌ Some of its advanced features are only available as add-ons that add to the overall cost.

7. Crunchbase 

Crunchbase is a massive database of private company information, with a special focus on financial data (e.g., funding rounds, investors, etc.)

Features

• Browser extension for web-based prospecting, allowing you to pull a wide range of prospects from various sources.
• Tracks over 2M companies.
• Provides a wide range of valuable insights, from a company’s financial state to market trends, lucrative investment opportunities, etc.

Pricing

Crunchbase has 2 pricing packages:

1. Pro: $99 per user per month when billed monthly or $49 on the annual plan
2. Enterprise: Custom pricing

The Pro plan has a 7-day free trial to get a taste of Crunchbase’s capabilities.

Pros & Cons

✅ Provides relevant data for various user types and use cases, ranging from startups looking to find investors to companies trying to improve their products based on market intelligence and more.

✅ Easy to navigate.

❌ Oriented toward the North American market, companies from other regions are underrepresented. 

❌ CRM enrichment is available only on the highest pricing tier.

8. Clay

Clay is a new lead enrichment tool that collects data from 75+ enrichment sources and lets you create detailed lead lists by pulling from its 10+ built-in sources.

It’s growing like crazy among the revenue operations community. However, some sales teams have reported having trouble understanding how it works, so it’s not for everyone. 

With Clay, you can build tables from detailed prompts like: “go scrape these sites and find me prospects that look like my ICP”. 

Features

• Waterfall data enrichment lets you cross-reference dozens of databases and data providers, increasing the chances of getting accurate data.
• AI web scraper Claygent runs basic prospect research for you anywhere on the web.
• Intuitive lead list builder that lets you create comprehensive lists easily.

Pricing

Clay has a free forever plan that provides 100 monthly search credits and limited access to its features.

For more advanced users, Clay has 4 pricing tiers:

1. Starter: $149/mo
2. Explorer: $349/mo
3. Pro: $800/mo
4. Enterprise: Custom pricing

Clay has a 14-day free trial for its Pro package.

Pros and Cons

✅ Waterfall enrichment speeds up prospecting and improves the quality of your prospect and leads lists.

✅ Wide range of features and seamless integrations.

✅ Can automate essential sales operations.

❌ Difficult to master.

❌ The costs can easily sneak up on you. 

9. Hunter 

Hunter started as an intuitive email address finder and verifier that helped you easily track down potential customers.

However, it evolved into an all-in-one email outreach tool that offers a broader range of capabilities than finding emails alone.

Features

• Email finder and verifier that validates email addresses across various data points, ensuring you get the most accurate results.
• Allows for automating cold email campaigns.
• Chrome extension for scraping email addresses from anywhere on the web.

Pricing

Hunter has a free plan with 25 monthly searches and 50 verifications but no domain search credits.

It offers three paid plans:

1. Starter: $49/month
2. Growth: $149/month
3. Business: $499/month

‎Note: All plans include unlimited users.

Pros & Cons

✅ Unlimited seats on each plan.

✅ Verifies emails in bulk, speeding up the process and reducing bounce rates across levels.

❌ No domain searches on the free plan.

❌ Doesn’t have as many versatile features as some other tools on the list.

10. Lead IQ

Lead IQ is an easy-to-use B2B prospecting platform that tracks key insights and relevant changes in the profiles of your ideal prospects.

Features

• Automatic Salesforce data enrichment, ridding you of stale data and keeping you at the top of the game.
• Has millions of verified profiles, emails, and mobile numbers collected from various public and private sources.
• Tracks job changes and similar signals in relevant accounts, triggering real-time alerts.
• AI-powered email generator that helps you draft personalized outreach messages based on in-depth insights the platform pulled.

Pricing

Lead IQ has a free forever plan that provides:

• 20 verified work emails per week
• 10 mobile phone numbers
• 40 email generations per month
• 10 accounts tracked

There are three paid plans for larger-scale users:

1. Essential: $45 per user per month
2. Pro: $89 per user per month
3. Enterprise: Custom pricing, annual plan only

Note: Some features are available only if you subscribe to Pro’s annual plan.

Pros & Cons

✅ User-friendly interface.

✅ Browser extension that allows for pulling prospects from anywhere on the web, especially LinkedIn.

❌ Limited data for the European market.

❌ Users report various technical issues arising every now and then.

11. Keyplay

Keyplay is a sales platform built primarily for account-based sales and marketing, allowing for detailed lead segmentation and scoring.

It sets itself apart from other static B2B database providers by allowing for really precise filtering, with fields like hiring trends, offers, content, and open roles by function.

Features

• AI-powered Lookalike scoring and discovery helps you find potential clients that are most alike your best customers and prospects.
• Lets you filter account lists with very detailed criteria like hires by role or type of sign up flow.
• Allows for creating custom intent signals and lead scoring.
• Enables tracking relevant intent signals across levels.

Pricing

Keyplay doesn’t have a free trial for its paid plans.

However, it does have a free forever plan that provides access to its basic features, and subscribing to the PeerSignal community lets you access a more limited number of records. 

If you need more, you can upgrade to one of two plans:

1. Growth: $12,000/year
2. Scale: Custom pricing

Pros & Cons

✅ Easy to use.

✅ Lots of customization options.

✅ Has deep data points like pricing model, sign-up flow, hiring patterns, etc. 

✅ Strong community. 

❌ Integrates with only two CRMs (Salesforce and Hubspot).

❌ Its free plan has limited capabilities.

❌ Offers only annual pricing plans.

Start Converting Website Visitors with Warmly Today

By now, you know a lot more about sales prospecting tools - all of which are viable Dealfront alternatives - than at the start of this page.

Thanks for getting this far ;). 

All you need to do now is decide which one does the trick for you.

There’s one question to consider that might help turn you in the right direction:

Are you looking for a static B2B database, or do you need a more comprehensive solution that can help reveal granular insights into their interest level and buyer intent?

If you opt for the latter, dynamic solutions like Warmly, Clay, and Keyplay (accounts only) might be the ideal fit.

The best way to make a choice is to test these platforms and experience their capabilities.

Why not start with Warmly? Sign up for its free plan to capture and convert more leads today.

Or book a live demo to see Warmly in action before you try it yourself.

Here’s how to install Warmly’s script on your site 👈

With so many excellent sales prospecting tools on the market, deciding on the perfect one is challenging.

However, making the right choice can differentiate between a healthy and dry pipeline. A sales prospecting tool that fits your teams’ needs can help sales professionals:

• Find the right prospects.
• Scale sales processes.
• Segment prospects for better targeting.
• Focus only on qualified prospects who are likely to convert.
• Hyper-personalize outreach and drive more conversations. 

In this detailed guide, we compare the most popular sales prospecting software for 2024 to help you find the one that fits your needs and budget. We analyzed each tool’s top features, pricing, strengths, and limitations.

TLDR: The best sales prospecting tools are Warmly, LinkedIn Sales Navigator, Lusha, Keyplay, Clay, ZoomInfo, Cognism, Wiza, and Crunchbase. 

Before we begin, let’s quickly skim over some key things to remember when shopping for a sales prospecting tool, according to customer interviews and reviews. 

Factors to Consider When Choosing Sales Prospecting Software

1. Does cost and ROI make sense at scale? 

Of course, price plays an essential role in deciding on the best sales prospecting tool. The nuance is that most solutions will start at appealing prices that can sneak up on you at larger volumes.

Make sure that the software you choose:

▶️ Includes all the features you need so you won’t have to buy additional tools to complete your tech stack.

For example, suppose a sales prospecting tool lacks intent data enrichment. In that case, you’ll have to pay extra for Bombora or 6Sense, etc.

▶️ Gives you adequate value for money, meaning you can reasonably expect to find and convert high-quality leads, resulting in a solid ROI.

▶️ Doesn’t have hidden costs. Opaque pricing structures, many add-ons, or volume-based pricing can quickly add up to a hefty sum.

For example, Apollo.io gives you lots of credits but you can’t export them, forcing you on their platform for sales engagement.

2. How easy is it for the whole GTM org to adopt?  

You’ll enjoy all the benefits of sales prospecting only if you find one that’s easy to use and integrates with your existing systems.

For 2 reasons: 

• Data is at the core of most GTM systems. 
• If it lacks adoption and slows down sales activities, it can crush quota attainment for reps. 

3. Can you go from lead to engagement quickly? 

You know the saying “Strike while the iron is hot”?

Well, the same goes for efficient prospecting.

The whole point is not just to identify potential prospects but to successfully identify the hottest ones and react when they’re ripe for your sales representatives to work their magic.

Look for sales prospecting software that includes buyer intent and the ability to engage prospects in real time, whether through integration into another tool or the platform itself.

4. Is the data accurate? 

Sales tools can market themselves like gym bros, showing off how big their databases are. Data quality, accuracy, and consistency are even more important, and they’re the #1 complaint in reviews. Bad data means more bounce rates and demotivated sales teams.

5. Can it handle your target market? 

Tools like ZoomInfo struggle to cover the European market, while products like Keyplay specialize in B2B SaaS accounts. Whatever your ideal customer profile (ICP), make sure the sales prospecting tool you choose can deliver quality data in that segment. 

What are the Best Sales Prospecting Tools in 2024?

A few words on our methodology ⤵️

To make sure this list is actually useful to you, we:

• Tested most of the sales prospecting software listed below ourselves.
• Interviewed real users who’ve been using them for longer to get a better hang of the overall UX and their key benefits and downsides.
• Read through hundreds of reviews on G2, Capterra, TrustRadius and more. 

Here’s our curated list of 10 best sales prospecting tools for 2024:

1. Warmly — Best for finding and enriching leads with high buying intent and converting website visitors.
2. LinkedIn Sales Navigator — A good B2B prospecting tool if your main or only prospecting channel is LinkedIn.
3. Lusha — A budget-friendly B2B sales prospecting database with rich and accurate data.
4. Keyplay — Prospecting database with numerous filtering options.
5. Clay — Sales tool that provides comprehensive data enrichment from 75+ sources.
6. Zoominfo — Enterprise-level sales prospecting and lead generation OS with a price to match.
7. Cognism — Sales intelligence platform with international coverage.
8. Wiza — Chrome extension built for basic LinkedIn sales prospecting.
9. Crunchbase — A multifaceted sales prospecting tool focusing on private company data.
10. Apollo — Comprehensive B2B data and sales engagement platform.

1. Warmly

Warmly is a revenue orchestration platform that lets you identify individuals and companies that have landed on your website.

In addition to deanonymizing website traffic, Warmly provides detailed intent data on each visitor, enabling you to quickly qualify prospects and reach out precisely when they show buying interest in your solution. 

It’s not a typical sales prospecting solution. It focuses on prospecting for people who are interested in what you sell. As Scott Leese said recently 👇, it’s the future of sales.

Who is Warmly for?

Warmly is built primarily for SMBs looking to:

• Make the most of their website traffic by revealing visitors and identifying the hottest prospects.
• Equip their SDRs with all the relevant information they need to optimize their prospecting efforts.
• Boost conversion rates by engaging prospects when they’re most likely to buy.
• Save time and money by streamlining and automating repetitive sales processes.

Here are some key features that allow Warmly to achieve all this and more: 

Feature #1: Website lead prospecting  

Your website is a genuine gold mine of prospects - provided you know who’s visiting and can strike while the iron’s hot.

‎Warmly identifies about 15% of individuals and 65% of companies visiting your site. It then taps into data sources (Clearbit, 6Sense, Bombora) to enrich prospects and decipher their intent signals/behavior. 

You get access to these data points: 

• Firmographic data, including titles, email addresses, company information, etc. 
• Technographic data, such as information on the tools and technology a business uses.
• CRM data, including deals, account owners, previous interactions with your reps, etc.
• Website activity, i.e., pages visited, time spent on each page, etc.
• Buying intent data, including topics recently searched for on the web.

As a result, you’ll be empowered to:

❎ Immediately weed out visitors who don’t match your Ideal Customer Profile or are rated as cold based on their buyer intent.

🔥 Create detailed prospect segments, allowing for better targeting for marketing and outreach efforts.

🎯 Personalize your approach to each prospect based on the insights you have at hand.

📩 Contact prospects when they’re most likely to respond.

Learn how to set up website visitor identification in minutes here and funnel more high-quality prospects down your sales pipeline today.

Feature #2: AI Prospector

AI Prospector is basically an automated SDR that works around the clock.

Once Warmly has identified your website visitors and enriched their data, AI Prospector lets you set up simple yet effective automated workflows, such as:

• Adding a prospect to a sales sequence.
• Connect with them on LinkedIn and/or DM them.
• Sending personalized emails.
• Starting a website chat.

The best thing is that the AI Prospector is super configurable, meaning you can define:

1. Which accounts should the Prospector target. 
2. How many contacts per account should be added to workflows.
3. Which specific contacts should be targeted (e.g., sales reps, marketing reps, etc.).
4. Which action should be taken (send email, LinkedIn message, etc.).
5. How often should the Prospector run workflows.

Why is the AI Prospector important?

Finding quality sales reps - and being able to afford them - is far from easy.

Moreover, regardless of how good and hard-working a rep is, no one can be available 24/7, meaning you’ll often miss golden sales opportunities.

With the AI Prospector, you’ll have someone keeping a close eye on your website visitors and reaching out to all the right accounts and contacts in real time - i.e., while they’re still on your website.

That minimizes the chances of losing qualified leads just because you didn’t engage at the right time. Human SDRs and account executives can pick up conversations once prospects reply to the initial AI touch. Try it yourself 👇or watch it in action. 

Feature #3: Live calls

Warmly give you the option to engage prospects in live chats or video calls while surfing your site.

If you go to the “Warm Calls” section of the Warmly dashboard, you’ll get an overview of all the prospects visiting your website right now.

‎Clicking on each respective user will uncover all the detailed data Warmly has on them, including:

• Account and contact details (and their deal stage if they’re in your CRM)
• An activity timeline of their web session (i.e., the pages they visited, how long they stayed, etc.)
• The web page they’re on at this very moment.

You can take it from there, opting to send them a personalized chat message (e.g., referencing the page they’re on and the info they’re looking at) or engaging them in a live call based on their preferences. Here’s an example ⤵️

Note: You can also set up automated Slack notifications to alert sales reps when a high-intent or important prospect is on your website. This allows them to tune into their web session in real-time and engage with them via chat or video call.

Check it out here:

Find out how this feature helped Namecoach book 20+ meetings in just 6 months, achieving a 282% ROI.

💡Note that Live Calls is not available on Warmly’s free plan. 

Pricing 

Warmly has a generous free plan that lets you reveal and enrich up to 500 website visitors per month.

Learn how Inbox Pirates closed a 4-figure deal in just 2 weeks while on Warmly’s free plan.

If you have higher traffic volumes and want to access advanced features - such as live calls, AI-driven capabilities, live session observing, etc. - there are two pricing tiers to choose from:

1. Business: From $700 to $1,740 per month, depending on how many visitors you expect to have. It includes up to 10 seats and all of Warmly’s features.
2. Enterprise: Custom pricing. Designed for larger-scale users with an estimated traffic of 100,000+ visitors per month who need a system that can be configured to their needs. Includes custom AI personalization, integrations, etc.

💡 Note: All plans include integrations with Clearbit, Bombora, and 6Sense, which you would otherwise have to pay for separately!

Pros and Cons

✅ Provides accurate and detailed intent data allowing for improved prospecting and more conversions.

✅ Lets you engage prospects when they’re most likely to respond.

✅ Very easy to set up

✅ Integrates with your existing tech stack (e.g., CRMs, lead enrichment tools you already use, etc.)

✅ Flexible & affordable pricing.

✅ Consolidates data sources (and their cost) in every plan (Bombora, 6Sense, and Clearbit).

❌ Significant jump in price between the free and the first paid tier.

❌ Doesn’t have a static B2B database like some other tools, as it focuses on dynamic intent data.

Book a live demo if you’d like to get a tour of Warmly’s capabilities.

2. LinkedIn Sales Navigator

No sales prospecting software list would be complete without LinkedIn Sales Navigator.

It’s LinkedIn’s core business sales solution built to help users tap into LinkedIn’s full prospecting potential.

Features

• Account prioritization that helps you single out the accounts with the most opportunities for you.
• Advanced search filters which enable finding the profiles that fit into your ICP the best.
• Warm introductions that allow you to identify people in your sales team or wider professional network who are closely connected to qualified leads (e.g., former colleagues, classmates, past customers, etc.).

Pricing

LinkedIn Sales Navigator is notorious for its pricing, as it’s one of LinkedIn’s most expensive solutions.

It has three pricing tiers:

1. Core at $74.31 per month when billed annually 
2. Advanced at $125.87 per month when billed annually
3. Advanced Plus at a custom price

Note: If you need more than the basic features, you’ll have to upgrade to the Advanced Plus plan.

Pros and Cons

✅ Native LinkedIn solution, making it perfectly fine-tuned to the nuances of LinkedIn prospecting.

✅ Provides 50 InMails per month, allowing you to contact prospects even when disconnected.

❌ Too expensive for what it offers, particularly considering that it enhances prospecting on LinkedIn alone.

❌ The best features are gated behind a high paywall.

❌ Doesn’t allow for running actions in bulk, which is an issue when conducting prospecting at scale.

3. Lusha 

Lusha is a comprehensive B2B sales prospecting tool with a solid database of accurate and CCPA & GDPR compliant data.

Features

• Allows for pulling 1,000 enriched contacts in a single search.
• Enables filtering company accounts by applying various relevant criteria.
• Integrates with many CRMs, enabling you to easily export enriched prospect and lead lists.

Pricing

Lusha has a free-forever plan that provides 50 email and 15 phone credits.

Since you’ll probably need more credits and additional features, you can choose from three pricing tiers:

1. Pro - $49 per month 
2. Premium - $79 per month
3. Scale - Custom price

Note: You get a discount on annual billing.

Pros and Cons

✅ User-friendly interface.

✅ Its data is CCPA & GDPR compliant and verified.

❌ Advanced filters and CRM integrations are included only in the highest-tier plan.

❌ Its browser extension for scraping websites is prone to crashing and lagging.

4. Keyplay

Keyplay is a sales prospecting tool with advanced filtering options that allows you to better target and find profiles that fit into your ICP.

The solution is growing in popularity for its ability to find very specific accounts, like: 

“B2B HR software companies that have hired 5+ sales reps in the last year, use Hubspot and are have a free trial”.

Features

• AI-powered recommendations suggest prospects that are most alike your best accounts.
• Provides in-depth data on potential prospects, such as company details, recruitment activity, etc.
• Options for creating custom lead and prospecting scoring based on the criteria most fitting for your industry and ICP.

Pricing

While Keyplay doesn’t have a free trial for its paid plans, it does have a free forever plan that provides access to its basic features.

If you need more, you can upgrade to one of two plans:

1. Growth: $12,000/year
2. Scale: Custom pricing

Pros and Cons

✅ User-friendly interface.

✅ Allows you to create custom scoring and signals.

✅ Has data points like pricing model, sign-up flow, hiring patterns, etc. 

❌ Its free plan has limited functionality.

❌ Locks you in annual billing packages from the get-go.

❌ Integrates with just two CRMs.

5. Clay

Clay is a sales prospecting and lead enrichment tool that collects data from 75+ different enrichment tools and allows building lead lists from its 10+ built-in sources.

The beauty in Clay is the ability to instruct the tool to “go scrape these sites and find me prospects that look like my ICP”. It’s a different way to prospect but that’s growing in popularity. 

Features

• Waterfall data enrichment lets you access dozens of databases and data providers simultaneously, maximizing your coverage with minimal effort.
• AI web scraper, Claygent, that takes care of essential prospect research for you in seconds.
• Intuitive lead list builder.

Pricing

Clay has a free forever plan that provides 100 monthly search credits and limited access to its functionality.

If you need more, Clay offers 4 pricing tiers:

1. Starter: $149/mo
2. Explorer: $349/mo
3. Pro: $800/mo
4. Enterprise: Custom pricing

Clay has a 14-day free trial for its Pro package, allowing you to try out its most comprehensive features.

Pros and Cons

✅ Waterfall enrichment speeds up prospecting and improves the quality of your prospect and leads lists.

✅ Wide range of features and integrations.

✅ Can automate essential prospecting and lead generation processes.

❌ Difficult to master.

❌ Expensive. 

6. Zoominfo 

Zoominfo is a robust business intelligence platform that provides company and contact details, helping sales, marketing, and recruiting professionals identify and engage their ideal prospects.

Features

• Contact tracking that allows users to keep tabs on relevant activities regarding their most valuable prospects (e.g., job changes, company changes, etc.).
• Conversation intelligence, which analyzes customer calls, meetings, and emails, providing valuable insights to help boost your sales team's performance.
• Data capturing forms that allow for gathering prospects’ information even when they abandon forms midway.

Pricing

Zoominfo offers different pricing packages for Sales, Marketing, and Talent teams.

While the actual price is not disclosed on the website, the costs depend on several factors:

• Features and functionality
• Number of licenses
• Credit usage

Pros and Cons

✅ Extensive B2B database with options for tracking relevant changes.

✅ Lots of different filters that allow for narrowing down your search and identifying key prospects to contact.

✅ Seamless integration with various CRM systems, such as HubSpot, Salesforce, etc.

❌ Opaque pricing structure that indicates it’s pretty expensive, making it primarily an enterprise solution.

❌ Issues with data accuracy and updates when it comes to data sourced outside of North America in particular.

7. Cognism

Cognism provides accurate B2B contact data with international coverage, ensuring that the data complies with global privacy laws.

Features

• Its extensive database allows you to create comprehensive contact lists of promising leads.
• Scheduled data enrichment, which keeps your data fresh and accurate by checking for changes in weekly, monthly, or quarterly frequencies.
• Chrome extension for 1-click LinkedIn prospecting.

Pricing

Cognism has custom pricing for each customer, tailored to their specific needs.

However, its team also chose not to disclose the factors on which the price depends, except for noting that each price comes with a flat platform fee that includes support, maintenance, onboarding, and initial setup.

Pros and Cons

✅ International coverage of contact and company data.

✅ User-friendly and intuitive interface.

❌ The data isn’t updated as regularly as it should.

❌ No free trial and non-transparent pricing.

8. Wiza 

Wiza is a sales tool that converts LinkedIn Sales Navigator searches into clean, exportable lead lists with verified email addresses.

Features

• Simple Chrome extension that can scrape any LinkedIn Sales Navigator search and create an enriched prospect list.
• Built-in email verification.

Pricing

Wiza has a free forever plan that allows you to discover 20 email addresses and 5 phone numbers per month

If you need more, there are three plans to choose from when you opt for monthly billing:

• Starter: $49 per user per month
• Email: $99 per user per month
• Email + Phone: $199 per user per month

If you decide to go for Wiza’s annual plans, you’ll get unlimited emails or unlimited emails and phone numbers, depending on the plan you subscribe to.

There are two annual plans:

• Email: $83 per user per month
• Email + Phone: $166 per user per month

Pros and Cons

✅ Easy to use.

✅ Doesn’t charge for emails or numbers it cannot find.

❌ Limited functionality.

❌ Depends primarily on LinkedIn Sales Navigator for prospecting.

9. Crunchbase 

Crunchbase is a comprehensive business information platform that goes beyond the usual contact and company data.

It provides detailed intelligence on private companies, including information about investors, funding rounds, and industry trends.

Features

• Enables tracking prospects that could bring you the most value, providing real-time alerts when a relevant change occurs.
• Largest database of private company information, allowing not only in-depth prospecting but also market research, fiding investors or good investment opportunities, etc.

Pricing

Crunchbase has 2 pricing tiers:

1. Pro: $99 per user per month when billed monthly or $49 on the annual plan
2. Enterprise: Custom pricing

You can try Crunchbase’s Pro plan for 7 days free of charge.

Pros and Cons

✅ Versatile use cases - sales and marketing reps, investors, startups, business owners, etc., can all benefit from using it.

✅ Provides in-depth access to companies’ financial information to help narrow prospecting down.

❌ Limited international coverage, as its data is focused on North America.

❌ Clunky interface.

❌ CRM enrichment is available only on the Custom pricing plan.

10. Apollo

Apollo is an all-in-one sales engagement solution with a rich B2B database and a wide range of features allowing you to run your sales processes from one platform.

Features

• Extensive database of 275+M contacts and 73+M companies that allows you to find prospects more easily.
• AI-powered lead scoring based on their search intent, website visits, etc., helping you qualify prospects and leads.
• Allows you to create automated outreach sequences, boosting sales reps’ efficiency.

Pricing

Apollo has a free forever plan that provides you with unlimited email finder credits, 5 phone number credits, and 10 export credits.

You can choose from three pricing tiers if you need more than that:

1. Basic: $59 per user per month
2. Professional: $99 per user per month
3. Organization: $119 per user per month

Note: The paid plans come with a 14-day free trial.

Pros and Cons

✅ A wide range of features enabling you to manage prospecting, sales engagement, outreach, etc., from a single platform.

✅ Easy to use.

✅ Has a browser extension for one-click online prospecting.

❌ Advanced features are kept behind a high paywall.

❌ Limited integrations, making data exports and syncing difficult. 

Master Sales Prospecting with Warmly

And there you have it, folks: We gave you a wide range of powerful tools fit for different needs, budgets, and skill levels to choose from.

If you need more info before you decide, the best way is to stop reading and start acting.

Try out some of these tools, as most have free trials or plans, and see what works best for you.

However, if you want to embark on your sales prospecting journey by harnessing your website’s full potential first, look no further than Warmly, as it can help you:

1. Find prospects that want to buy from you.
2. Create more personalized and efficient outreach and marketing strategies.
3. Engage prospects while they’re hot.

Try Warmly for free and start identifying and converting more qualified prospects today.

Sales Prospecting 101: You have to understand your prospect to sell successfully.

Unfortunately, too many B2B sales teams neglect this vital strategic advice, thinking they can get by just responding to those who make the first move—whether that's through forms, chatbots, or the like.

But how great would it be if you could get a picture of who those leads actually are? And access their contact details or know their job role?

And how about uncovering the exact right time to reach out to those leads?

B2B website visitor tracking can achieve all this (and more). By leveraging this kind of software, you can create a more accurate picture of who your visitors are, what they're interested in, and how to engage with them—making your sales team more efficient.

B2B Website Visitor Tracking: The Basics

B2B website visitor tracking is exactly what it sounds like: monitoring and analyzing the behavior of visitors to your B2B website. This tracking can happen both online (seeing what visitors are viewing on your website) and offline (what they're looking at beyond your website).  

This visitor behavior data—like which pages they visit, how long they stay, and what actions they take—is incredibly powerful for sales and marketing teams, because it gives you a sense of where that lead is in the buying cycle.

Today's B2B sales funnel is more complex than it used to be. Back in the day, your sales strategy might have been to meet people at trade shows, gather their contact information (their phone number), and then find a time to reach out to them. And then reach out again. And again. And again.

Now, buyers aren't just getting information directly from your company. They visit other websites, watch comparison videos on YouTube, discuss solutions with their network on LinkedIn, and listen to B2B podcasts. And so much of this is impossible for B2B sellers to track effectively.

In fact, the vast majority (67%) of the B2B decision-making process takes place away from your sales reps through online and offline research and discussions with other buying group members.

This is the dark funnel. And it's making your sales team's job harder.

(Image Source)

‎Your website isn't the starting point of the buyer journey anymore. Often, it's not even the endpoint. Buyers take an incomprehensible, untrackable journey when making decisions, taking in an almost limitless amount of information across various channels.

So, the moment this lead (finally) arrives on your website, you need to be certain about the information they've gathered and how close they are to buying.

That's why B2B website visitor tracking is so powerful.

Understanding the Buyer

Traditionally, marketing teams might spend hours each week analyzing Google Analytics, attempting to make sense of all that data and how it should affect their sales and marketing strategy.

In reality, it's very difficult to accurately transform that quantitative website visitor data into a picture of who each visitor is. To coordinate a successful account-based marketing strategy, you really need to know who each visitor is and where they currently fall in the sales funnel.

Typically, the B2B sales funnel can be roughly split into four segments:

• Awareness: The lead is aware of the problem and solution.
• Consideration: The lead is learning how to solve the problem, and considering various solutions.
• Decision: The lead is engaging with B2B vendors.
• Purchase: The lead is ready to buy.

Each of these segments should correspond to different actions from the sales and marketing side (which really go hand-in-hand.)

For example, someone in the awareness stage might learn about the problem and solution through your blog. So, maybe you push them similar content via email or ads.

On the other hand, someone displaying the intention to buy will need more thoughtful, personalized engagement with a sales rep to help action that purchase.

What is De-Anonymized Data?

Deanonymized data from visitor tracking software enables you to build a more accurate picture of the buyer journey and create more strategic sales and marketing campaigns.

Deanonymized visitor data includes:

• Demographic data
• Browsing history
• Purchase records
• Location data

It can be split into onsite and offsite data. Onsite data is collected from interactions that occur directly on your website. This includes information such as page views, clicks, time spent on the site, form submissions, and other user interactions within the company's online environment.

Offsite data is collected from interactions that occur outside of your website. It includes information from social media platforms, third-party websites, online advertisements, email campaigns, or any other online channels not directly controlled by the company.

Ideally, you want a combination of onsite and offsite data to corroborate accuracy. It's no good just relying on one source—say, for example, data from sources like Clearbit or Bombora.

To be sure you're actually seeing exactly who is on your website, you need to combine sources. This is called the data waterfall approach (and it's what Warmly does best.)

‎Leveraging data from multiple touchpoints, both first-party data from your website and third-party data from other vendors, gives you the highest confidence that you're getting accurate insights into your website traffic.

Company vs. Contact-Level Deanonymization

Deanonmization can happen at the company level (identifying the organization that leads belong to) and the contact level (identifying individuals).

Company-level deanonymization will give you information on the organization visitors belong to without necessarily revealing individual visitors' personal information. This approach provides insights into the types of businesses that are interested in a company's products or services, allowing for targeted marketing campaigns and lead-generation efforts aimed at these organizations.

While company-level data is great, the combination of company and contact-level data really packs a punch.

Contact-level deanonymization involves identifying individual website visitors and uncovering their specific contact information, such as email addresses, names, and other personal details. This process allows businesses to personalize their interactions with these individuals and tailor their marketing efforts accordingly.

Unfortunately, identifying contact-level data about website visitors can be tricky, and many solutions will only offer company-level deanonymization. Others, like Warmly, do.

‍

‎How to Deanonymize Website Visitors

There are several different ways to de-anonymize, and the richness of the data can differ depending on your chosen method. 

For example, most people are familiar with the idea of tracking someone based on IP location. But unlike some of the more targeted tactics, IP location reveals much broader data stats (probable company, general location).

‎While visitor IP information is great for tracking general trends, it scratches the surface of what website visitor data can really do for your sales and marketing teams. Plus, in the age of remote work, where people are site surfing from all over, it’s increasingly difficult to link an IP address to a specific company. 

Let’s take a look at some of the other methods of deanonymizing visitors. 

Forms

When someone uses their contact information to fill out a form, a site can cookie that person. This means that whatever email address they used in the form can be associated with the browser they used when surfing the site. When that user returns, the website recognizes that unique identifier. 

There are a couple of caveats to keep in mind. First, to stay compliant with GDPR, the user must opt-in to cookie tracking. Second, form fills are statistically very low for most websites. Depending on the industry, they typically have a completion rate of between 3 and 5 percent. So, it’s important to supplement your form fills with other data collection methods.

Outbound Emails

Sales emails that contain links are another way to track website visitor data. This is done via query parameters: extra information added to the end of a URL that contains unique identifiers linked to your visitor's email address.

Logins

You know how sometimes, instead of requiring a new username and password, a website will give the user an option to log in with Google, Microsoft, or a social media account? Well, it’s not just about convenience for them. The website also gains access to the user’s email address from the service they used to log in.

Every action they take on the website, such as clicking buttons or reading articles, is tracked via cookies. So, the next time they return to the website, it recognizes them based on these cookies.

The website also receives the user’s IP address when they log in. By combining their email, cookie data, and IP address, the website can identify them, even if they haven't explicitly provided personal information. 

Chatbots

When users engage with a website's live chat feature, they're usually prompted to provide their email or other contact details.

Any information shared by the user during the chat session, coupled with details like their browser type and the pages they've visited on the website, all come together to form a comprehensive profile of that visitor and what they're looking for.

All of the above information can be resynced back to your CRM system and, coupled with other contextual information about that visitor, can lead to a holistic understanding of each visitor and how likely they are to buy from you.

‎Deanonymization From Start to Finish

Left totally unattended, only about three percent of visitors will fill out any kind of contact form. That suggests that only a very small proportion of your overall traffic comes from people who are actually in the market to buy.

So, how do you capture more leads when they’re actively on your website? And how can you re-engage the rest offsite?

Additional resources are inevitably required to understand and implement that kind of sales strategy. Website visitor deanonymization software can provide that valuable data.

There are four primary stages of the buyer's journey where that de-anonymized website visitor data be leveraged: 

Identify and Target your ICP

Being able to track exactly what visitors matching your ideal customer profile (ICP) are doing on your website is ideal. Identifying your ICP, and analyzing how closely website traffic matches it is the first step to a successful lead generation campaign.

By analyzing visitor data, you can identify patterns and characteristics of visitors who match your ICP. This includes factors such as industry, company size, job title, and more. Then, you need a qualification strategy for filtering only the most valuable leads that match your ICP, getting closer to that 3% of traffic that will ever buy from you.

Tracking visitor behavior with deanonymization software allows you to continuously refine and update your ICP based on real-world data, ensuring that your marketing efforts target the most relevant audience.

When you identify accounts that meet your ICP, your first move is to capture them while they are still on the website (usually with a chatbot). If they exit your website, you can track their offsite data to determine where you need to go to bring them back.

Deliver the Right Buyer Experience

Buyers want a buyer journey that’s as easy and straightforward as possible. But we also know that B2B buyers can each take a seemingly random journey from identifying a problem to purchasing a solution.

So, instead of driving all your website traffic to a specific purchasing page or piece of content, you need to meet each buyer where they're at. This requires you to understand the intent each buyer is demonstrating.

Buyer intent data incorporates information such as the content each visitor looks at on your website, how long they stay on your site, and offsite information like what they're looking at on the web. Other buyer intent data includes job changes and interactions via email and website chatbot.

Basically, the world of intent data is vast. You need to review all of these sources to be confident about whether a lead is demonstrating intent or browsing for other reasons. 

This data, alongside your ICP and visitor deanonymization information, helps your sales reps filter and categorize leads more efficiently. Then, knowing what they're looking for and why, you can deliver them the content they're looking for at the exact time they need it.

The result? You give your prospects what they want, right when they want it. No more marketing into a void, wasting precious sales and marketing resources.

‎Prioritize Offsite Outreach

Your website can be the make-or-break factor behind a good portion of online purchases. If users don’t find what they’re looking for in five seconds, 61% of users will leave your site and look elsewhere. And once they’re gone, good luck getting them back because 88% of users won’t return to a site after a bad experience. 

Of course, you want your leads to stay on your site. But you should also give your sales reps the tools to reengage prospects outside this single channel.

When you have a holistic understanding of your leads and their digital footprint, choosing the right channel for outreach becomes effortless (and many outreach solutions give you the option to do this automatically).

LinkedIn messages, emails, and targeted ads are all viable options when you have a holistic understanding of your leads and their digital footprint.

Monitor Marketing Efforts 

Website visitor data gives you insight into which marketing campaigns resonate the most with your target audience: Page views, bounce rates, time spent on a page, and conversion rates gauge the performance of marketing touchpoints. 

Generally, this can help you hone your marketing strategy through trends and patterns in visitor behavior. It also helps you ensure that your resources are being used in the most useful way possible.

Evaluating Website Deanonymization Tools

You need to find the right solution to gather the data, de-anonymize it, and inject it back into your existing workflows to leverage website traffic data. 

When you’re looking for a de-anonymization tool, there are some important considerations to keep in mind.

Cookie Regulations

Regulations like the GDPR (General Data Protection Regulation) or the CCPA (California Consumer Privacy Act) are cracking down on loose data protection and user privacy. This is leading to stricter requirements for obtaining consent and handling personal data.

This has implications for tracking website visitor data. To maintain tracking effectiveness, there is now a shift towards alternative tracking methods such as browser fingerprinting and cohort grouping. B2B companies must prioritize compliance and continually adapt their tracking strategies to meet evolving requirements.

Let’s be clear: laws that protect users are welcome and imperative in our digital world. Data tracking tools now have the opportunity to get creative and provide valuable information without compromising anyone’s privacy (and we, for one, have gladly stepped up to the plate).

‎

Contact vs. Company-Level Data

As we mentioned earlier, data de-anonymization at the contact and company levels can help accomplish slightly different things. If you want to get a bit more targeted with your data collection, you’ll want to find a website visitor tracking tool that de-anonymizes at both the contact and company levels. 

Although company-level data is really valuable for account-based selling, it won't necessarily help your prospecting. To really engage with leads on a human level, you need to know exactly who they are—and contact-level data accomplishes this.

Buyer Intent Data

Buyer intent data is a pivotal consideration when seeking tools to enhance your sales and marketing efforts. Without it, you’re left with primarily onsite data; while this is extremely useful, it leaves you with major understanding gaps regarding where a lead actually is in the buying process.

When your goal is optimizing the entire typically asynchronistic buyer journey, this is a major non-starter. So, be sure to look for tools with buyer intent data capabilities.

Lead Scoring

It's not enough to see everyone that arrives on your website. To inform your sales process, you must see how important each prospect is on a scale. In doing so, you can allocate sales resources better and focus your sales reps' attention on prospects most likely to convert into customers.

Essentially, lead scoring means less wasted time on lukewarm leads. 

Warmly categorizes leads on a spectrum from hot to plain old bad. Each heat score is tied to specific data, such as third-party (offsite) data from vendors such as Bombora and 6Sense, demographic and firmographic information, and historical information in your CRM.

The variety of input data—across first and third-party sources—ensures each lead receives an accurate heat score. However, this variety also reflects the wayward path that B2B buyers take throughout the buying journey.

‎Tech Stack Integration

Remember, the entire purpose of tracking website visitors is to enrich your sales and marketing workflows. This is difficult to do when you cannot push that de-anonymized data back through your sales funnel, CRM, or marketing automation tools.

It's not just about identifying leads; it's about empowering your sales team to perform the right actions with that data. There's no point gathering all this valuable data on the people arriving on your website if you don't use it to inform your sales strategy.

So, the best B2B website visitor tracking software will enable your sales reps to do more than reveal companies and contacts. Look for tools that use a comprehensive data waterfall collection process to reveal visitors and expose buying intent data, then use that to implement omnichannel outreach to the right people.

Warmly: The Comprehensive Sales Orchestration Platform

Warmly combines best-in-class intent data with seamless tech stack integrations to help your sales teams work smarter, not harder.

We start by identifying visitors (on the company and contact side) and then combine this with buyer intent data from best-in-class data sources to show you exactly who is in the market to buy.

Then, we give your sales reps the tools to act on this information with seamlessly integrated outreach via email, chatbot, and LinkedIn messages.

Here are a few of our features and how they go beyond any other platform in terms of website visitor deanonymization.  

Deanonymization the Warmly Way

Sure, Warmly can tell you who has been visiting your website (we deanonymize 65% of companies and 15% of people.)

However, we also use additional data sources to help you identify the members of a buying group at a particular company, so your sales reps can go after the actual people who are going to purchase.

This ensures that you’re spending your time talking to people who actually have the power to say yes to your pitch, and not just responding to the first marketing exec that starts a conversation with your chatbot.

‎But Warmly also integrates with Connect the Dots to introduce you to prospects at your target companies. So, you can see 2nd and 3rd-degree connections across a particular company, making your LinkedIn or email outreach speedier and more effective.

Omnichannel Outreach for Better Prospecting

Given how looping the current buyer journey is, your sales strategy must be equally varied and far-reaching. So, Warmly isn't just a visitor deanonymization tool. We orchestrate the entire sales process from lead identification to closing.

After you've identified your website visitors, you can start conducting outreach based on the various signals we've collected. For each lead category (the warm to bad leads we've outlined above), we offer tailored outreach strategies to get the most out of your (often stretched and inevitably busy) sales team.

These strategies take place on your website and off your website, so you can target buyers in the spaces that will lead to the most successful conversations.

‎For example, for a bad lead, we'll automatically turn off Warmly's inbound chat—because why should your sales reps take calls from people who aren't going to buy?

If we think a lead is reasonably likely to buy from you at some point (but probably not right now), we'll route them inbound through our AI Chat. Our contextually aware AI software uses signals from your CRM and the lead's browsing history to gain additional insights into why they're on a particular page and the info they're looking for.

For these medium-warmth leads, you can also start a proactive outreach campaign across email and LinkedIn. Warmly integrates with prospecting software including Outreach and Salesloft, and if you want, you can automate the entire process with our AI Prospector.

For those hot leads, though, you'll want to get your best sales reps on them quickly. If you can't react quickly enough, the prospect will likely just go to someone else.

When we know a high-intent lead has just arrived on your website, a designated sales rep will get a Slack notification, allowing them to hop on a live video chat right there on your website.

Afterward, Warmly can initiate email and LinkedIn outreach to keep you top of mind and make the purchasing decision easy.

‎Seamless Integration

SMBs don't have the budget to purchase dozens of different tools when one could do everything for them. At the same time, you need the flexibility to choose solutions that work for you and your team.

Warmly integrates with multiple different CRM and outreach tools, so you don't need to worry about coming up against any roadblocks when implementing your B2B sales strategy.

Plug Warmly in, activate integrations with Salesforce, HubSpot, Apollo, Outreach, Salesloft (and more), then set up auto-prospecting to reach out to high-intent leads as soon as they land on your site. It's as easy as that.

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Get Started with Warmly Today

You could be set up with Warmly in less than an hour (that's much faster than our competitors.)

Simply add a script tag to your website, enable our first-class integrations with the rest of your tech stack and... that's it. You'll start seeing exactly who is on your website and get real-time alerts to Slack to help your sales reps convert high-intent leads.

The best thing about Warmly? You can start right now for free. Or, book a demo with one of our sales reps to see Warmly in action.

Cover image by vectorjuice on Freepik

Identifying website visitors is a key part of any successful sales and marketing strategy—and here’s why. 

If you don’t know who’s visiting your website and how they’re engaging with it, you run the risk of:

1. Missing qualified opportunities who aren’t filling out your forms or signing up. 
2. Not understanding if your marketing campaigns are reaching the right target audience.
3. Confusing which pages or prospect segments are underperforming and which convert.
4. Not getting enough quality leads in front of your sales teams.
5. Ineffective outreach campaigns. 
6. And more.

This detailed guide will show you how to identify website visitors and use the data to increase website conversions and outreach response rates.

How to Identify Anonymous Website Visitors on Your Website?

Although it may sound tricky, the answer to this question is surprisingly simple:

The best way to identify website visitors is to use a dedicated lead enrichment and website de-anonymization solution that can do all the heavy lifting for you.

Lead enrichment tools are an essential addition to your GTM tech stack. They help automatically find information on your prospects, like:

1. Contact information
2. Firmographic data
3. Demographic data
4. Technographic data
5. Online behavior tracking, etc.

As a result, your sales and marketing teams will get a 360-degree view of leads to create better-tailored funnels optimized for conversions.

Not all of them, however, can reveal website traffic. 

Below, we’ll explain exactly how to identify website visitors by using Warmly - a revenue orchestration platform that helps you:

• Reveal and enrich accounts and visitors on your site.
• Pull intent data to discern your visitors’ levels of buying interest.
• Automatically connect with qualified visitors through LinkedIn, email, or website chat. 

Here’s how to find out who’s on your website in 6 steps 👇

Step 1: Sign up for a free Warmly account

First, to use Warmly, sign up for a free account.

The setup is super easy—you'll reveal visitors on your website within minutes of signing up.

Step 2: Add Warmly’s tracking script to your website

A tracking script is a code snippet you add to your website to track and identify visitors.

To do this, follow these steps: 

1. Go to Settings 
2. Click on General Settings
3. Click on Script Setup
4. Copy the script
5. Paste in the <head> tag or before the </body> tag of your website

‎You can add the tracking script using Webflow, WordPress, or Google Tag Manager. 

The processes differ slightly depending on your tool, but nothing overly complex. 

Watch this walkthrough video for a step-by-step guide, or follow along below 👇

💡 Note: Although we recommend adding Warmly’s script to your entire site, you can add the tracking script to:

1. Your entire site 
2. Specific web pages
3. Your sales and marketing emails

Below, we’ll explain how to add the tracking snippet to emails.

(Optional) Step 3: Add Warmly’s tracking script to your emails

If email outreach is a major part of your marketing strategy, this is a nifty trick to add to your stack.

Adding tracking scripts to emails will allow you to match emails to IP addresses. This means that if someone clicks on a link in your emails, Warmly will then be able to know when that person comes back to your website. 

Moreover, you’ll be able to identify leads who’ve come to your website through a specific email campaign, making attribution easier and more precise.

To do this, open:

1. Settings 
2. General Settings 
3. Email UTM Param Setup
4. Add Warmly’s UTM parameters at the end of URLs linked in emails (similar to UTM parameters for marketing campaigns).

‎More of a visual type? Check out this walkthrough video.

Step 4: Head to “Warm Visitors” on the Warmly platform

‎Once you’ve set up the tracking script, all it takes is a little time to see the first results.

Wait a few hours after adding the code snippet, and then head to Warm Visitors to see whether Warmly identified visitors.

There, you’ll see each visitor’s detailed profile, including:

• Firmographic data from Clearbit, such as title, email, company information, etc. 
• CRM data like deals and account owners.
• Sequences that the visitor may be in from Outreach or Salesloft.  
• Buying intent data from Bombora and 6Sense, like topics recently searched for.  
• Web sessions’ details, etc. 

See it in action ⤵️

As we'll explain in the next step, you can access each visitor’s profile by clicking on it.

Alternatively, you can create lead segments that filter Warm Visitors. 

For example, filter for visitors who fit your ideal customer profile, have a valid email, have engaged in the last 3 days, have a senior title, etc.

‎To do this, head to:

1. Settings
2. Segments
3. Add Segment
4. Add Criteria 

There’s a wide range of data points to choose from. 

For example:

• Company details
• Person details
• CRM information
• Session activity
• Research intent
• And more.

Step 5: Click on a visitor to reveal what they’re interested in

This is where the real magic happens, as Warmly allows you to see beyond basic visitor identification.

Visitors’ profiles show you the whole picture, focusing on the pages a prospect has visited on your website. 

This helps sales understand what the prospect cares about, how to engage them, and where (email, website chat, or LinkedIn). 

To access this view:

1. Go to Warm Visitors
2. Click on a specific visitor

‎In addition to their engagement with your website, you’ll find:

• The company’s information
• The number of visitors coming from that same company and who they are (if Warmly could reveal them) 
• Time spent on your website
• The specific web pages they visited, etc.

All this helps pinpoint a company’s or an individual contact’s level of interest in your brand. If you don’t go into this much detail in your approach, your sales efforts likely won’t convert.

(Optional) Step 6: Set Slack alerts when qualified visitors are on your site

Customers who’ve seen a 3-5x return on identifying website visitors have one thing in common: they set Slack notifications that alert GTM teams when high-intent or warm leads are revealed.

Timing is everything. Adding this step to your workflow allows reps to act fast enough to strike while leads are warm. 

In a nutshell, whenever a visitor who fits specific criteria lands on your website or interacts with it in a certain way, Warmly will send a Slack notification via DMs or a channel.

To set this up:

1. Go to Settings

2. Click on Integrations 

3. Choose Slack 

4. Click Connect Slack 

5. Set Who to @mention on Slack. This lets you set rules like tagging the CRM’s account manager for that account on Slack.

6. Add a notification. You can build a custom message or choose from templates 

7. Filter leads with Segments if you want notifications to go off only for specific visitor types 

8. Add conditions you want to trigger the notification (e.g., specific pages visitors went on, starting a session, requesting to speak with an agent, responding to chat, etc.)

‎Receiving alerts when extra-important leads visit your website allows you to react quickly. You can tune into their sessions and observe their progress in real-time.

That way, you can answer questions or engage them via chatbot or live video chat options.

Here’s an example:

And there you have it, folks - website visitor identification deployed in just a few minutes!

Data Enrichment Tools vs Traditional Methods of Identifying Website Visitors

Before platforms like Warmly and others, businesses had to resort to other methods for identifying and engaging website visitors, such as:

• Forms (think Drift)
• Chatbots (think Intercom)
• Simple IP location
• Website analytics tools (a combination of Google Analytics and Mixpanel, for example)  

While most of these are still somewhat leveraged, relying on them alone will leave many high-intent conversations on the table.

Why? Let’s look into the downsides of each:

1. Forms

When a website visitor fills out a form with their contact info, they’ve decided on your solution and want to move forward. They’re out of the “dark funnel.”

The problem is that your sales team could capture A LOT more demand if you answered questions as leads were evaluating their options.

Also, forms force prospects to contact you in a specific way. Some prospects may choose not to submit their information because they don’t want to fill out your form and be contacted later on by a rep.

There are many other ways to meet people where they’re at and when they’re most interested. 

De-anonymizing your website traffic helps you avoid losing good leads for no reason other than not knowing who they are when they’re looking at your site.  

2. Chatbots

When a website visitor engages with your chatbot, it implies they’d like to learn more about your products and services. 

However, leaving real humans with generic, automated responses will unlikely get you anywhere. 

You’ll need a more tailored approach to push leads to conversations with you or purchasing decisions. 

3. IP location

Before remote work became widespread, it was relatively easy to determine when a website visitor was coming from a particular company, thanks to IP location detection. 

That enabled tapping into all the relevant firmographic data and understanding exactly who you’re dealing with. Today, things are not so simple, so IP location can only be used when combined with other methods.

4. Analytics tools

Analytics tools help gain overall metrics relating to website traffic. 

However, they primarily focus on website performance and gather data from interactions alone. Although helpful for marketers building your site, they can’t deliver the combined data you need to take action.

Lead enrichment and revealing tools, on the other hand, do. They combine WHO you should focus on and WHAT they’re interested in WHEN they’re showing interest. 

‎How to Get the Best Out of Visitor Identification Data

Once you’ve identified website visitors, it’s time to use all those invaluable insights.

There are several things you can do with the data acquired from tracking and identifying website visitors, including:

1. Improve targeting & personalization

Your website may not be as fine-tuned for your target market as you initially believed. The wrong people can end up on your website, or your messaging can be off. 

Conversely, it may turn out that you don’t know your target customers as well as you thought.

Identifying website visitors and monitoring their website interactions (e.g., time spent on particular pages, number of returns to high-intent pages such as pricing, downloads of specific resources, etc.) can all help you:

• Make marketing campaigns more targeted
• Optimize your website for your target audience
• Improve sales prospecting 
• Weed out visitors who don’t fit into your ICP profile so you won’t waste time on them.

💡 This is precisely how Warmly enabled Namecoach to get 20+ meetings in just 6 months and achieve a 282% ROI to date.

2. Leverage more engagement options

Once you know the person or company account that’s landed on your website, you can tailor a more personalized approach and get them to engage with your brand more easily.

You can also map them to other channels and adjust your cadence accordingly. 

In the chatbot example below, Desanka knew the visitor had read our ZoomInfo alternatives blog. That information helps craft a message that doesn’t feel generic and gets more replies.

💡 Check out how D2D Experts increased their engagement by 50-60% with Warmly’s help.

3. Find more qualified pipeline

De-anonymizing website traffic increases the number of opportunities in your pipeline simply by uncovering high-intent leads your sales team didn’t know about. 

You can also move deals along your pipeline faster when you see who’s visiting your website, what content they’re looking at, and whether they’re exhibiting high buyer intent behavior.

There are several things Warmly does to help you book more meetings and increase deal conversions. 

By giving your reps a website de-anonymizer like Warmly, they can:

• Enter account meetings with more insights
• Share help documents based on page visits
• Engage new prospects visiting your site within an active account
• And more.

💡For example, if you know that a decision maker has viewed one of your competitor's pages and that a call is coming up, you can proactively prepare answers that emphasize your product's advantages.  

Start Identifying Website Visitors with Warmly

We hope this in-depth guide gave you a new process to try out for your sales and marketing strategy.

If you’re ready to unlock your website’s full potential, try Warmly for free today and convert website visitors.

💡 Note that you need to upgrade your Warmly account to the business plan to unlock some enrichment and revealing capabilities, like premium integrations and live calls. 

Need to see more of the platform? Book a live demo with our team, no strings attached.

The best lead enrichment tools for 2024 are Warmly, Clearbit, Enricher, ZoomInfo, Apollo, Cognism, Datanyze, LeadGenius, Clay, Lusha, FullContact, and LeadFeeder.

In this article, we help you find the best lead enrichment software for your marketing and sales teams by covering each solution’s features, pricing, strengths, and drawbacks.

Before we dive into each solution, a few housekeeping items ⤵️ 

Factors to Consider When Choosing a Lead Enrichment Tool

Is the data accurate and reliable?

Prospecting is a heavily data-oriented process, and you can’t expect to get value from your campaigns if the data is inaccurate. 

For example: 

• A sales rep's nightmare is crafting a personalized email only to realize the lead is no longer working at the company, or getting a bounced email. 
• A marketer’s nightmare is spending money on campaigns only to realize that the audience doesn’t fit your ideal customer profile.

You won't get far if your enrichment tool is known for inaccuracies. Your workflows will function properly, but results will suck. 

Legendary CRO Mark Kosoglow lists data quality as the #6 most important aspect of winning sales in 2024 ⤵️

Does it integrate with other GTM systems?

Developers rarely have time for you. It’s an unfortunate fact for GTM teams.

If your lead enrichment tool isn’t compatible with your systems, it’s a recipe for clunky GTM operations. 

Ideally, your enrichment provider works like magic in the background (think Warmly’s Code Snippet or LeadGenius’ Chrome extension).

Is it limited to only firmographic data?

The more detailed data you get, the better. 

The reason is simple: prospects are bombarded with emails, ads, and people trying to get their attention. And they do a lot by themselves before they get to you.

The best revenue teams look past titles and companies in their account-based selling and marketing motions. They try to understand the whole picture.

If you don’t understand where they are in their journey (view the image below), your outreach won’t land.

You can ask your teams to spend hours researching or get a lead enrichment tool that gives you those data points. 

Firmographic data is helpful, but not as relevant as being able to surface firmographic data AND intent data. 

How to Choose an Enrichment Tool?

A few factors you’ll want to consider:

Core Capabilities VS What You Care About

Pretty obvious, isn’t it? 

Some tools will have strengths you care about more than others, and vice versa. 

🎯 If you value intent data more than deep firmographics, Warmly is your best bet. 

🎯 If you want as many firmographic data points as possible, then consider Clay. 

No tool is perfect for everyone. Keep that in mind. 

Match (or Mismatch) Between Advertised Features and Reviews

Reviews (and articles like this one) are the most reliable ways to tell how a tool will perform and identify problems it may have before you sign up. 

Once you’ve established your priorities regarding capabilities, double-check if other customers agree. Check sites like G2, Capterra, and Trust Radius to see if the companies’ claims and reviews match.  

At-Scale Pricing  

Most enrichment platforms will have similar entry-level pricing. You need to pay attention to how they structure pricing at scale. 

As you read this article, you’ll see that some data tools can sneakily hide their actual cost until you need more volume (unlike Warmly). A good example in tech is Zapier. Zapier’s fees can sneak up on you when your automation volumes start rising. 

You don’t want to invest in a platform without knowing how cost will increase over time. 

How easy is it to integrate into your tech stack?  

There are three types of enrichment tools: dedicated, built-in, and holistic. Each has something different to offer.

▪️ Dedicated tools

Tools like Clearbit are designed to enrich and connect to your existing solutions. 

▪️ Built-in tools

Paying for licenses to multiple data products like Clearbit, 6Sense, and Bombora can be expensive and cumbersome. 

Platforms like Hubspot and Warmly.io have enrichment capabilities built-in and are included in your subscription.

▪️ Holistic platforms

There is a war in sales tech to build the ultimate “Revenue platform.” 

Some companies like ZoomInfo and Apollo.io have bundled as many features as possible on their platforms, either by building them in-house or by making acquisitions. 

It can be good if you’re looking for a one-stop-shop solution, but has drawbacks like overpaying for features you don’t need. 

Enough said, let’s look at our list of best lead enrichment solutions 👇

What are the best lead enrichment tools?

Warmly — Best for comprehensively revealing and converting your website visitors.

Clearbit — A well-known tool for embedding enrichment into your existing systems.

Enricher.io — Intuitive data enrichment technology that’s more affordable than Clearbit.

ZoomInfo — All-in-one sales OS with a large database and engagement solutions.

Apollo — Complete B2B data and sales engagement platform.

Cognism —  A multi-faceted approach to enrichment.

Datanyze —  A contact data enrichment tool to help find prospects, specifically on LinkedIn.

LeadGenius — A lead enrichment tool combining human intelligence with machine learning.

Clay —  An enrichment tool with over 50 data providers combined with AI workflow automation.

Lusha — An affordable and accurate lead enrichment tool with accurate B2B data.

FullContact —  Customer intelligence platform specializing in contact management and enrichment.

Leadfeeder —  A lead enrichment tool perfect for identifying the companies visiting your website.

#1. Warmly

Warmly is the first signal-based revenue orchestration platform. 

Built for SMBs, Warmly helps you accurately and actively identify, track, and connect with your website visitors.

What is Warmly the best at? 

• Deanonymizing traffic so that marketing and sales teams can target the warmest leads and accounts.
• Speeding up sales processes by giving teams contextual information about prospects looking to buy right now.
• Improving conversion rates by engaging leads directly from your website.
• Automating tedious tasks to give SDR teams more time to focus on impactful connections with prospects.
• Pulling in intent data on enriched visitors, like job changes and recent searches.

💡 Read this for a list of buyer intent data in Warmly.

Here’s how Warmly does this ⤵️

Warmly Features

Feature 1 - Reveal who’s on your website

Warmly de-anonymizes roughly 15% of individuals and 65% of companies visiting your site. 

Add Warmly’s code snippet to your site, and the tool will start revealing traffic. There are 2 types of records Warmly surfaces - Account & Visitors. 

You can then create custom segments to filter account and visitor leads revealed by Warmly so that your teams can focus on the most relevant leads. 

Feature 2 - Contact and company-level enrichment

Warmly uses data providers like Clearbit and Bombora to enrich accounts and visitors revealed from your site traffic. Here’s what you can get from Warmly’s enrichment: 

• Firmographics Data

• CRM and Sales Engagement Data

• Search Intent Data

• Website Engagement Data

This means that when someone visits your site, Warmly can find out not only their and their organization’s information, but also give you a complete overview of why they might be interested in your solution. 

That kind of timely, contextual information is how Behavioral Signals tripled its Enterprise pipeline in one month.

Feature 3 - AI Prospector

Warmly’s AI Prospector lets you automate repetitive SDR tasks once you’ve revealed and enriched warm visitors.

Create simple workflows that trigger actions like adding someone to a sales sequence, sending an email, connecting on LinkedIn, or starting a website chat. 

AI prospector works by defining WHO, WHAT, and WHEN. 

Who ▶️ Which accounts should the prospector find?

What ▶️ How many prospects are to be targeted per account, and what’s the desired action?

When ▶️ When should actions be fired? How frequently should Warmly look for new prospects?

Here’s an example of Warmly’s AI Prospector in action 👇

Why Do You Need an AI Prospector? 

While AI can’t replace salespeople, time-to-lead has been shown to play a huge role in response rates. 

You want to engage when prospects are looking to buy, or before they look at one of your competitors, and that can be a matter of minutes, if not seconds. Even if you have the best team of SDRs, some will slip. 

Furthermore, good salespeople are: 

• Hard to find
• Expensive
• Always busy

Therefore, you want your humans to focus on what matters most. Having AI automate certain parts of your sales process lets your teams focus on where they can have the most impact. 

💡 Note: You can bring your own API key from your existing lead enrichment provider to Warmly. 

Give it a try below 👇

Pricing

Warmly has a generous free plan that includes 500 website visitors revealed and enriched. 

A significant factor for GTM teams in Warmly is that with any Warmly plan, you get a bundle of sales products you would normally pay for (and are expensive), like 6Sense, Bombora, and Clearbit.  

If you need more volume, access to AI tools, LinkedIn sequencing, or need to invite colleagues, choose from 2 paid plans: 

• Business: From $583 to $1,450 per month, based on your website’s volume (includes access to all of Warmly’s capabilities).
• Enterprise: Custom pricing (Unlimited volume, custom AI, and integrations). 

Pros and Cons

Pros

✅ Easy to set up, implement, and understand with a user-friendly UI.

✅ Accurate, real-time data about site visitors and accounts.

✅ Boasts one of the fastest ROI in the business. Is one of the main things customers mention in G2 reviews.

✅ Seamless integration with other GTM tools. 

✅ Affordable for businesses of all sizes. 

Cons

❌ Big jump between the Free and Startup plans. 

❌ Does not have a static B2B database.

💡 If you want to drive more sales from your website’s traffic, check out Warmly’s free trial.

#2. Clearbit

Clearbit is a dedicated lead enrichment tool that provides businesses with B2B data and analytics. It can be both used to reveal visitors from your website or enrich records in your existing systems. 

💡Important note: Clearbit was recently acquired by HubSpot. To access full Clearbit enrichment functionalities, you need to be a HubSpot CRM customer.

‎Clearbit prides itself on providing users with accurate, real-time data. It has over 100 B2B attributes from over 250 data sources. 

It’s a great choice if you’re looking purely for data and will engage with other tools. 

💡 Note: it’s included with a Warmly account.

Clearbit’s Features

• Clearbit’s Prospector lets you create lead lists based on firmographic criteria like industries, employee counts, job titles, and more. 
• Clearbit’s Reveal feature matches IP addresses with company names. This essentially allows you to uncover profiles from your site’s visitors.
• Clearbit’s enrichment feature lets you complete your lead or customer data using a company email. 

Clearbit Pricing

Clearbit doesn’t disclose prices on its website. 

Instead, it says its business plan is volume-based. Contact their sales team for a quote.

This can be tailored to include add-on capabilities like Forms, Advertising, and Capture. 

Clearbit’s Pros and Cons

Pros

✅ Reliable and accurate data.

✅ Easy-to-use interface.

✅ Can be used as an API that plugs into any of your systems.

Cons

❌ Expensive for smaller businesses.

❌ Struggles to identify traffic from Europe, the Middle East and Africa.  

#3. Enricher

Enricher, like Clearbit, focuses solely on data enrichment. 

It lets users enrich customer records with contact details, social media profiles, company domains, job titles, and more.

‎Its intuitive user interface and high-quality data make it an excellent choice for companies that only need enrichment capabilities.

Enricher’s Features

• Enrich any B2B contact or company profile with a database of 2.6B records. 
• AI-powered data enrichment that will find recent changes in previously enriched records and update your lists. 
• Plug-and-play integrations with GTM systems like Salesforce, Hubspot, Airtable, Webflow, and Shopify. 

Enricher’s Pricing

Enricher offers three plans:

• Basic: $279 per month. Includes 10,000 credits for one user and includes:
  • Live Chat Support
  • Access +300 templates
• Pro: $879 per month. Includes 50,000 credits for three users and includes:
  • Make.com Integration
  • Technical Support
  • Team available 
• Enterprise: Price available on request. Offers unlimited Credits for unlimited users and includes:
  • Custom Domain
  • SSO
  • Dedicated Success Manager
  • Advanced Security

💡 While Enricher.io doesn’t offer a free trial, it does offer a 100% refund guarantee once you subscribe to one of its paid plans.

Enricher’s Pros and Cons

✅ Capable of efficiently handling large amounts of data.

✅ More affordable than Clearbit at scale.

✅ Integrations with popular SaaS like Salesforce, Hubspot and Zapier.

❌ Enricher works with “requests,” which can frustrate sales reps who want dynamic lead lists. 

❌ Does not have Intent data. 

#4. ZoomInfo

Zoominfo is an all-in-one sales platform designed to help you find and engage prospects. It’s best known for its B2B contact and account database, which can be used to find or enrich your leads.

ZoomInfo’s Features

• A vast B2B contact database with millions of records. Build lists for sales to engage with or add to marketing campaigns.
• ZoomInfo can detect data changes, such as prospects changing jobs or companies increasing headcount, so you can focus on leads with buying intent.
• Build outbound campaigns with ZoomInfo Engage, where you can streamline direct dials, run email campaigns, or engage visitors directly from your website.
• Zoominfo’s Scoops helps you keep up with newsworthy events in organizations that may need your solutions.
• Analyze your sales team’s interactions and provide managers with actionable tips for reps to improve on (Chorus acquisition). 

ZoomInfo’s Pricing

Zoominfo offers different pricing plans for their SalesOS, MarketingOS, and TalentOS packages. 

💡Note: ZoomInfo’s contracts are yearly, so think twice before purchasing. 

Their pricing varies based on criteria such as:

• Features and Functionality.
• Number of Licenses. 
• Credit usage. 

Price increases if you purchase add-ons like Streaming Intent and premium integrations.

Pros and Cons

Pros 

✅ Large database with abilities to flag real-time updates like job changes. 

✅ All-in-one platform where sales can do everything from prospecting to engaging to reporting.

✅ Seamless integrations with go-to-market tools like HubSpot, Salesforce, and more.

Cons

❌ Limited Intent data.

❌ Data inaccuracies. 

❌ Expensive paid plans with 12-month contracts. 

#5. Apollo.io

Apollo is gaining popularity for its ability to handle prospecting, outreach, and sales workflows under one platform. 

It’s a strong choice for businesses looking for ZoomInfo’s features at a lower price and higher data accuracy. 

Popular Features

• Massive database (over 275 million data points) combined with sales intelligence and execution workflows for 275M contacts and 73M companies. 
• Score leads based on website visits, search intent, free product usage, and marketing engagements.
• Create outreach sequences directly from Apollo, and add qualified leads to those sequences as you prospect. 
• GSuite integration to keep track of emails and get insights before meetings.
• Apollo’s AI features allow you to automate and optimize various marketing activities, from generating personalized emails to scaling outbound efforts efficiently. It can also prioritize quality leads based on user behavior. 

Pricing

Apollo is somewhat of an outlier when it comes to pricing.

It is one of the more affordable lead enrichment tools out there. With four very affordable plans, it’s a must-have for brands looking for solutions that don’t break the bank.

Apollo’s free plan gives you unlimited email credits but limits your exports and outreach volumes.

💡 Note: Similar to Zapier’s automation volumes, Apollo’s exports can sneak up on you and force plan upgrades.

Need more volume? Choose from 3 paid options: 

• Basic: Starts at $49 per user per month (up to 12,000 exports and 10,000 records).
• Professional: Starts at $79 per user per month (up to 24,000 export credits and no sequence limits). 
• Organization: Starts at $119 per user per month (up to 48,000 export credits and all advanced functionalities).  

💡 Note that on paid plans, Apollo requires a minimum of 120,000 email credits used per year. 

Pros and Cons

✅ Automatically syncs with your CRM and enriches contacts.

✅ Accurate contact information. 

✅ Can handle prospecting and engagements in one interface. 

❌ Exporting to other platforms is a mess.

❌ The free plan is very limiting. You will hit paywalls quickly. 

#6. Cognism

Cognism promises to double your pipeline's output with enriched data. The full platform also lets sales and marketing teams build target lists from a large dataset of B2B records with international coverage.

Its Cognism Enrich software comes with various features specifically designed to enrich your leads and data.

Cognism’s Features

• Instant Enrich
  • Streamline forms which boosts your conversion rate.
  • Cleanse data entering your CRM which stops incorrect records corrupting your database.
  • Direct leads to the appropriate representative.
• Scheduled Enrich
  • Refine your customer segmentation resulting in precise targeting and personalized communication.
  • Use their data to grade lead scoring models and improve reporting.
• CSV Upload
  • Upload your target lists to Cognism and get an enriched list back.
• See what prospects are searching for with intent data from Bombora. 
• Get prospect data from LinkedIn profiles and emails with Cognism’s Chrome Extension. 

Cognism’s Pricing

Cognism, like most lead enrichment providers, sets pricing based on data volumes. However, it does not disclose pricing on its website. 

Contact Cognim’s sales team for a quote.

Cognism’sPros and Cons

Pros

✅ Cognism is easy to use and understand.

✅ Large international database.

✅ Quality customer service.

Cons

❌ No free plan. Lacks pricing transparency. 

❌ Has been known to sell people’s data to third parties. 

#7. Datanyze

Another well-known name in the B2B realm, Datanyze is another enrichment tool that can assist your marketing and sales teams.

What makes Datanyze so popular is its easy-on-the-eye and easy-to-use interface. It’s an excellent choice for smaller teams that prospect heavily from LinkedIn.

Datanyze’s Features

• Thanks to its Chrome extension, Datanyze lets you capture data from prospects' LinkedIn profiles.
• Datanyze provides curated icebreakers for sales reps to use when reaching out. 
• Detailed technographic data with most of Datanyze’s records.
• Unlike tools like Clearbit, Datanyze lets you prospect as a team with collaborative features and more flexible data exporting options. 

Datanyze’s Pricing

Currently, Datanyze offers three plans for users:

• Free: 90-day free trial. Comes with 10 credits per month.
• Nyze Pro 1: Costs $21 per month, per year. Comes with 960 credits per month.
• Nyze Pro 2: $39 per month, per year. Comes with 1920 credits per month.

Each credit is worth 1 contact information reveal, making Datanyze one of the most affordable lead enrichment tools available.

Datanyze’s Pros and Cons

Pros

✅ Simple Chrome extension that allows for real-time data collection.

✅ Incredibly affordable.

Cons

❌ Poor customer support.

❌ Limited free plan.

❌ Limited integration and API options.

#8. LeadGenius

LeadGenius is one of the most sophisticated platforms on this list. 

It uses a combination of machine learning and a global network of researchers to find precise contact and account data.

It offers three different services. 

1. Custom Lead Generation
2. Lead Enrichment
3. Managed Email Outreach

Easy navigation, useful leads filters, and data verification make LeadGenius a top choice if you can afford it.

LeadGenius’s Features

• LeadGenuis curates custom data sets using humans and AI to uncover the “ideal” prospect. Since every data point is verified by people, not just AI, the data is high-quality.
• Expert assistance helps you define what attributes your customers should have to narrow lists down during the outreach process.
• It has a Chrome extension that helps you find the ideal customer on social media platforms, websites, and GTM tools.
• Real-time account signals like new product launches, funding news, and hiring trends.

LeadGenius’s Pricing

The starting price is unavailable on LeadGenius’s website. Contact their sales team for more information.

According to review sites, LeadGenius's basic plans cost north of $20,000 per year and can go up to seven figures based on volumes. 

LeadGenius’s Pros and Cons

Pros

✅ Combination of AI and human verification to ensure data integrity.

✅ Great for custom prospecting work. 

✅ Helpful for sales teams who don’t have the time to prospect. 

Cons

❌ Customers report an inability to keep the data accurate over time.

❌ Very expensive. 

❌ Search and filtering options aren’t close to other tools on this list. 

#9. Clay 

Clay pulls from 75 enrichment tools to give you all the data you need on each record and uses AI to help you automate outreach at scale. 

Clay’s signature waterfalling method is what makes them stand out. It doubles your chances of enriching leads while eliminating the expense and complexity of multiple data subscriptions. 

Clay’s Features

• Built-in lead generation with more than 150 enrichment options.
• Clay Templates help your team get started and build proven sales workflows.
• Waterfall enrichment lets you cross-reference multiple providers for accurate data. 
• An AI web scraper that can find specific data points from text prompts.

Clay’s Pricing

Clay’s platform operates on “credits.”

Its free plan is generous with 100 credits per month and access to 50+ data providers, AI messaging, and unlimited users.

Beyond that, Clay has 4 paid plans to choose from that offer additional features as well as credits to use:

Starter: $149 per month per user with 20k credits per month.

Explorer: $349 per month per user with 10k credits per month.

Pro: Starts for $800 per month per user with 50k credits per month.

Enterprise: Contact sales for a quote, but it comes with unlimited credits.

‎Clay’s Pros and Cons

Pros

✅ Waterfall email verification makes Clay's data very reliable.

✅ An AI web scraper that saves time.

✅ Huge, responsive community of Clay users to communicate and engage with.

✅ Great for marketers, not just sales teams.

Cons

❌ Costs can ramp up fast.

❌ Can be intimidating for sales teams without revenue operations support.

#10. Lusha

Lusha is a popular data provider designed to help users find contact and account information. 

It’s a good choice if you have a semi-automated enrichment process, meaning that people are involved in your sales and marketing workflows.

This is because, unlike Clearbit, Warmly, and Enricher, Lusha can’t be used as an enrichment solution that acts in the background. 

Lusha’s Features

• Get up to 1,000 contacts from one search. Pull emails, LinkedIn profiles, and direct dials. 
• Filter companies based on firmographic data like company size, industry, revenue, employee headcount, etc. 
• Export lead lists or enrich your CRM and CSV files (manually). 
• Comes with built-in enrichment and analytics to help you find commonalities between your best prospects.

Lusha’s Pricing

Lusha currently has four different plans:

• Free: $0 per user, per month. 50 emails and 5 phones.
• Pro: $36 per user, per month. Unlimited emails and 480 phones.
• Premium: $59 per user, per month. Unlimited emails and 960 phones.
• Scale: Contact Lusha for information regarding prospecting at a large scale

Lusha’s Pros and Cons

Pros

✅ Lusha's simple user interface and Chrome extension.

✅ Lusha’s database has verified contacts only. 

✅ Renowned for data quality. 

Cons

❌ Does not enrich records automatically in GTM systems. 

❌ Lacks integrations. 

#11. FullContact

FullContact is a platform offering business insights with a specific focus on data and privacy. 

The tool helps users identify leads on their website while ensuring customer privacy.

FullContact’s Features

• Identify website visitors with their professional contact information by using the Acumen Lead Identification feature.
• Unify and enrich incomplete lead data by mapping identifies across your systems of record. 
• Make sure that there is no fraud in ID verification by using the Verify feature.

FullContact’s Pricing

FullContact does not disclose its pricing through its website. 

To access that information, get in contact with FullContact’s sales team.

FullContact’s Pros and Cons

✅ Friendly, supportive, and helpful support.

✅ Easy to use and understand.

✅ Low levels of maintenance required.

❌ Price plan is not transparent. 

❌ Many verification steps often mean outdated data.

#12. Leadfeeder (Now DealFront)

Leadfeeder is capable of highly accurate visitor identification. 

It lets you follow prospects’ activity on your website to personalize outreach campaigns.

Leadfeeder’s Features

• Website visitor tracking, including tracking the actions of email recipients on your site actions after contact.
• Account-based marketing to track specific companies who visit your website.
• Automated communication from your CRM to Leadfeeder regarding new visits to your sales pipeline.

Leadfeeder Pricing

Leadfeeder’s pricing plan is more budget-friendly for small businesses trying to identity the leads on their website

Leadfeeder offers two plans 

• Free: $0 per month.  While this includes unlimited users, data only lasts seven days and it is capped at a maximum of 100 identified companies.
• Paid: $99 per month, paid annually or $165 per month. This includes unlimited users as well as unlimited visits data storage and based on 50 companies identified with a sliding scale after that.

Leadfeeder Pros and Cons

Pros

✅ Leadfeeder's ability to track website traffic and identify prospects

✅ Seamless integration with CRMs like Zoho and Salesforce

✅ Intuitive, user-friendly interface and easy-to-use user management system

Cons

❌ Lack of lead segmentation in terms of high and low-quality leads

❌ European-focused database. This can be a downside if your company is not based in Europe

Looking to Enrich Accounts?

Most platforms listed above will enrich leads and accounts. 

What’s missing in most of them is the ability to connect between account intent and lead intent. 

What we mean by this is helping you understand how the account has engaged with your marketing material.

Or which leads are the most relevant to reach out to based on a combination of engagement and firmographic data. 

If you look at the screenshot below, you’ll see that Nikki has spent 17 minutes on our site and visited 27 pages. As a sales rep, you have a much higher chance of connecting if you email Nikki over any lead you find at Viirtue.

What lead enrichment tool is the best

By now, you know more than one solution that matches what you’re looking for, whether that’s a cost-effective solution like Enricher, a tool with sophisticated machine learning like LeadGenius, or a solution that reveals prospects looking at your site like Warmly. 

The reality is that there is no one-size-fits-all lead enrichment tool. 

Our best recommendation is to look for a solution with the unique capabilities you care about and built-in enrichment.   

Dedicated enrichment platforms will be too much of a pain to integrate into your systems seamlessly, and all-in-one solutions like ZoomInfo will break your bank for underutilized features.  

So if you’re looking to maximize conversions and get rich lead data for your sales and marketing team, contact Warmly’s team today!

Want to get started right away? Try Warmly for free.

Related reading:

• The 10 Best ZoomInfo Alternatives for 2024
• 8 Clearbit Competitors & Alternatives Worth Considering

Best Leadfeeder Competitors & Alternatives for Maximum Lead Generation in 2024

Warmly, a signal-based revenue orchestration platform that combines intent and signal data with AI-powered outreach tools, has acquired Immagnify, a leading provider of sales intelligence solutions. 

The acquisition of Immagnify’s high-quality data coverage marks an expansion of Warmly’s demand capture capabilities, securing Warmly’s position as a market leader in signal-based selling and expanding the possibilities for GTM teams.

Warmly already counts over 200 global revenue teams as customers, who rely on Warmly’s best-in-class intent data to empower their sales teams. The combination of website visitor de-anonymization tools, warm lead qualification, and AI-powered outreach across chatbots, email, and LinkedIn enables sales teams to find and convert warm leads faster and more efficiently. 

Immagnify, a Techstars Tel Aviv company, is known for its in-house data collection capabilities and advanced contact information engine. With a robust infrastructure and a highly knowledgeable data team, Immagnify generates precise sales signals that empower businesses to connect with prospects effectively.

‎The Immagnify team joins Warmly as partners in a mission to help SMB teams scale and optimize their sales capabilities.  

“We are thrilled to welcome Immagnify to Warmly. The founders Uri, Dror, and Joseph impressed us immediately with the depth of their knowledge and the tech they’ve built in the data space,” said Maximus Greenwald, Warmly Co-Founder and CEO.

“Combining forces will allow us to serve more and better data to Warmly customers, including a much-requested data quality score. Our customers can look forward to rapid launches of more and better data signals for finding warm leads.” 

‎
Doubling Down on Data Quality and Coverage

With Warmly’s acquisition of Immagnify, the company brings control of data sourcing in-house—enabling access to both public and proprietary datasets—and improves the processes of vetting data vendors. 

By leveraging Immagnify's advanced automated tools for data quality verification, Warmly can ensure a higher standard of data integrity and relevance, providing clients with more accurate and comprehensive sales intelligence to drive their business decisions.

As a result, Warmly customers now have access to 100x the number of high-quality signals and intent data points. In addition to signals from third-party vendors, including 6sense, Bombora, and Clearbit, Warmly can depend on Immagnify’s leading B2B contact database to increase data accuracy. 

Expanding intent signals is critical to Warmly’s overall ambition to provide GTM teams with unlimited intent and signal data to enhance warm lead qualification. Signal data on the Warmly platform now includes enhanced job change data and improves the quality of existing data across research intent and job posts.

Increased Focus on Data Security

In acquiring Immagnify, Warmly doubles down on a commitment to data privacy and security. B2B teams need more than a tacit acknowledgment that the data they receive (and their client’s data) is secure—they need complete confidence.

The Immagnify team are experts in safeguarding data, with extensive experience across the sales intelligence sector. Their extensive expertise in this area will ensure that Warmly continues to meet and exceed industry data protection standards. 

Customers can consequently have peace of mind that Warmly data is high-quality—Immagnify reports 95.3% data accuracy—and secure. 

Expanding Warmly's Waterfall Approach

Key to Warmly’s revenue orchestration strategy is a data vendor waterfall system. By combining coverage from external vendors and ranking them across essential metrics, a waterfall system enables Warmly to seamlessly switch or combine data sources in real-time. 

This strategic waterfall framework encompasses various data vectors, such as IP-to-company, IP-to-contact, email-to-person, social media-to-person, profile refreshment, and domain-to-company.

However, Warmly’s acquisition of Immagnify further enables in-house data integration and cleansing capabilities, expanding customer access to high-quality B2B data. At the same time, Immagnify’s pioneering prioritization algorithms allows Warmly to introduce a data quality score to each touchpoint, enabling sales teams to make better strategy decisions.  

Leveraging data from Warmly’s existing integrations alongside Immagnify’s high-quality B2B data, comprising over 35M companies, Warmly stands firmly at the forefront of best-in-class data integration. 

The Future of GTM Teams

The challenge for GTM teams today is how to effectively leverage the abundance of intent and signal data from leads and turn that into a strategy for selling that still allows for personalized connection. Speed-to-signal often wins out over individual, personalized selling, and conversion suffers.

Warmly is transforming GTM strategy for B2B teams by enriching CRM and sales engagement platforms with an infinite variety of signal data. Then, sales teams can harness AI across outreach to target the right prospects at the right time with the right messaging, resulting in a higher likelihood of conversion. 

The acquisition of Immagnify represents another step towards a revolutionary revenue orchestration model that combines best-in-class data, AI-powered sales outreach, and human personalization to optimize GTM strategies.

"As CEO of Immagnify, I am thrilled to announce our strategic acquisition by Warmly. This partnership marks a pivotal evolution in our mission to enhance sales intelligence,” said Uri Steinfeld. “Through this acquisition, Warmly will inherit not just a system but a transformative approach to data handling and security, ensuring the highest data integrity standards are maintained. We are setting a new standard in the B2B space, promising our clients unparalleled data insights and security. This is just the beginning of our journey to redefine the landscape of sales intelligence."

About Warmly

Warmly is the first signal-based revenue orchestration platform purpose-built for SMB-sized revenue teams. The platform orchestrates metadata from sales enablement tools, B2B intent, and enrichment tools to identify, track, and connect with website visitors who are ready to convert. By automatically aggregating data and integrating insights from various platforms, Warmly orchestrates the most effective next step to drive qualified conversations for the sales team.

About Immagnify

Immagnify is a cutting-edge platform for global sales intelligence that has raised the bar for sales and prospecting data by introducing real-time data engines and next-level filtering capabilities that allow revenue teams to quickly and accurately pinpoint their dream prospects.

Warmly Contact

Max Greenwald

Founder & CEO 

[email protected]

While there’s no denying that ZoomInfo is a popular B2B data solution, it’s not for everyone.

Modern sales teams realize that engaging prospects is more than data—it’s about the right people and the most relevant message at the right time.

Expensive lock-in contracts, inaccurate data, and other ZoomInfo drawbacks aren’t helping, either.

Our team researched the top ZoomInfo alternatives and detailed their features, pricing, and advantages so you won't have to.

Before we dive into each, let’s break down why companies are looking for ZoomInfo alternatives. ⤵️

Why Look for a ZoomInfo Alternatives in the First Place?

Still think all you need to grow your pipeline is a list of leads and an email sequence?

Have fun staying in 2012. We don’t judge.

Today’s sales funnel is much more complex. Before getting on your sales radar, people take actions that aren't accessible to you.

They might:

• See your LinkedIn post.
• Watch a YouTube video demoing your product.
• Read help documents on your website.
• Read your blog.
• Visit your pricing page.
• Etc.

What should you care? Prospects are much more likely to respond when they’re taking those actions.

The "Dark Funnel" is where many sales engagement opportunities are, and ZoomInfo lacks the ability to surface leads across these touchpoints.

‎More precisely ⤵️

What Are ZoomInfo’s Most Common Drawbacks?

According to customer reviews, here are the three main reasons why people look for ZoomInfo alternatives:

ZoomInfo locks you into long, expensive contracts.

ZoomInfo’s sales growth has been stellar for years. We have to give them that.

This means high-priced contracts and long lock-in periods for customers. The typical contract starts in the low five figures and lasts at least 12 months.

This problem is shared across the space, as we’re seeing a consolidation of GTM SaaS tools. What does this mean for you? Platforms are more expensive, as you pay for bundled products you don’t need.

ZoomInfo's product suite isn't seamlessly integrated.

There's an ongoing race for the ultimate sales technology platform. Some companies, like Apollo, decide to build all components in-house, while others, like ZoomInfo, have gone the acquisition route.

The result is a suite of clunky products that don't work well, especially with third-party products like CRMs and engagement platforms.

A good example is ZoomInfo's acquisition of Insent.ai in 2021 to boost the platform’s website engagement capabilities. It hasn’t led to much added customer value.

ZoomInfo gives you fit data, while you should care about intent.

‎ZoomInfo lacks the ability to get intent signals from website visitors and social media. It’s a major issue for sales teams, causing ZoomInfo customers to switch to solutions that identify leads when they’re warm 🔥.

Data inaccuracies (especially email).

Nothing’s worse than crafting a personalized email and getting a bounce back…

ZoomInfo’s technology struggles to keep up with people’s rapid career changes.

Customers are complaining about it about its email verifier, especially for contact lists with European contacts.

What Are the Best ZoomInfo Alternatives and Competitors?

Our picks for the top 10 ZoomInfo alternatives include:

1. Warmly - Reveal and convert your website visitors.
2. Apollo.io - Complete B2B data and sales engagement platform.
3. Lusha - Affordable and accurate B2B data.
4. Seamless AI - Reliable B2B data with a handy Chrome extension.
5. RocketReach - Large database favored by the Fortune 500.
6. Hunter - B2B data, domain search, and email verification.
7. Keyplay - Account database with extremely detailed and accurate filters.
8. Clay - 50+ data providers combined with AI workflow automation.
9. LeadIQ - Simple prospecting platform with no engagement capabilities.
10. UpLead - High-quality B2B data without the “fluff.”

#1. Warmly

ZoomInfo is known and primarily used for B2B data and cold engagement. Filtering leads and accounts for “customer fit” (industry, size, revenue, technology, job title, seniority level, etc.) is something most GTM platforms have or can provide at this point.

The actual gold lies in intent data—the ability of your systems to tell you when people are interested in your company and why.‎

Warmly looks for people who are most likely to take a sales meeting with you TODAY.

The revenue orchestration platform lets go-to-market teams find who’s on their website, and engage them in real time.

It’s the best option for companies looking to combine Intent and Action data to drive sales.

Let’s take a look at some of Warmly’s key features ⤵️

Feature 1 - Account & Contact-Level Intent Data

Timing is everything.

Warmly lets you see which companies and leads are on your site and filters records based on firmographic data and intent data from providers like Clearbit, 6sense, Bombora, and more.

Buyer intent signals can include: 

• Website activity: This includes things like time spent on specific website sections, and interactions with product, service, or pricing pages.
• Email engagement: Engagement with email campaigns, including open rates, click-through rates, and responses to CTAs, provides insights into a prospect’s level of interest and receptiveness to offers.
• CRM stage: Lead scoring, stage in the sales funnel, and previous interactions with sales representatives can also gauge readiness for a purchase.
• Competitor analysis: Activities related to competitors, such as visiting competitor websites, comparing features and pricing, and researching alternatives, can indicate a comparative evaluation phase in a prospect’s decision-making process.
• Chatbot interactions: The questions a user poses to a website chatbot, what topics they're interested in finding out more about.
• Webpage interactions: Interactions with online advertisements through bidstream data provides insights into a prospect’s responsiveness to targeted ads, but general browsing can also show topical intent.
• Research intent: When a prospect visits a website to discover specific information about the product they want to purchase. For example, they could visit a blog page or other publication.
• Job posts: Company job postings can offer insight into what technology a company requires, projects they're working on, and their operational challenges.

💡 Note: with Warmly, you get intent signals in addition to regular account and contact data found in ZoomInfo.

Give it a try 👇

Read More About Warmly's Website Intent Tool

Why Should You Care About Signal Selling?

Unlike what LinkedIn influencers say, email is far from dead.

Cold email is, though.

Before Warmly, you couldn’t reach out right when people were browsing your site. The platform lets you engage visitors based on how "warm" they are and where they're most likely to respond.

‎Now, you can use browsing data to understand your prospects' interests and craft the perfect message or interact with them from your website.

‎Here’s an example:

Feature 2 - Live Calls with Website Visitors

There are plenty of chatbot products on the market.

The downside? Most people find them annoying and don’t like to engage with bots.

Warmly lets you see who’s visiting your site, and which page they're on, and lets you start a personalized conversation.

• By text ✍️
• Or video 🤳

Here's an example 👇 ‎

‎In the "Warm Calls" section of your Warmly dashboard, you can view which prospects visit your site in real-time.

If you click on a user, you have access to:

• Their contact information and deal information (if they're in your CRM)
• An activity timeline with all the recent pages they visited.
• What they're looking at RIGHT NOW on your site.
• A side panel that lets you send them a personalized message or start a live video chat.

This is what your prospect will notice on their screen. As you can ‎see, the SDR referenced the last page this visitor was on.

This kind of hyper-personalization gets way more replies than generic outreach.

Case Study: How Kandji Booked 2 Qualified Meetings in 8 Minutes With Warmly

Feature 3 - AI Prospector

The difficulty in getting responses from leads looking at your business is speed. It’s hard for humans to react fast enough to catch people’s attention, and artificial intelligence can help.

So many teams opt for Warmly because the AI Prospector can engage for you (via email or LinkedIn).

Moreover, those SDRs using ZoomInfo to send cold outbound are expensive, and likely generated little business value. Warmly's AI prospector becomes a much more financially viable option that leads to better outcomes.

Here’s an example of a workflow that automatically adds Sales Leaders visiting our site to Outreach campaigns ⤵️

You can do things like:

• Filter AI engagements based on your ICP criteria and other advanced filters.
• Limit the number of leads per account to be engaged by AI.
• Automatically add prospects on LinkedIn or to outreach sequences.
• Set the timing of Warmly’s AI prospector.

Read More About Warmly's AI Prospector Tool

Pricing

Unlike ZoomInfo, Warmly has a generous free plan that includes 500 website visitors revealed and enriched.

A major factor for GTM teams in Warmly is that with any Warmly plan, you get a bundle of sales products you would normally pay for (and are expensive), like 6Sense, Bombora, and Clearbit.

If you need more volume, access to AI tools, LinkedIn sequencing, or need to invite colleagues, choose from 2 paid plans:

• Business: From $583 to $1,450 per month, based on your website’s volume (includes access to all of Warmly’s capabilities).
• Enterprise: Custom pricing (Unlimited volume, custom AI, and integrations).

How Does Warmly Compare to ZoomInfo?

Warmly isn’t a static database like ZoomInfo. ZoomInfo is an excellent option if you want static (aka “Fit”) data and are comfortable with rigid and expensive contracts.

Warmly, on the other hand, shines in finding and engaging people who are looking to buy and are likely to respond to your outreach.

Warmly doesn't have a massive database like ZoomInfo, but capturing intent signals across all web activity and surfacing the hottest leads are much more likely to turn into revenue, which is what you care about.

‎It’s also worth noting that ZoomInfo has more features than Warmly. However, customers often pay for features they never use in ZoomInfo, while Warmly connects to existing GTM tools.

Pros and Cons

✅ Allows for better timing and personalization of sales outreach.

✅ Seamless integration with other GTM tools.

✅ Affordable for businesses of all sizes.

❌ Does not have a static B2B database.

Warmly's Integrations

Warmly’s enrichment and intent data come from the industry’s best providers bundled together with your purchase, like Clearbit, Bombora, OpenAI, People Data Labs, and 6Sense.

‎#2. Apollo.io

‎Apollo is gaining popularity for its ability to handle prospecting, outreach, and sales workflows under one platform.

It’s a strong choice for businesses looking for ZoomInfo’s features at a lower price and higher data accuracy. Notable features include ⤵️

Popular Features

• Find prospects from a database of 275M contacts and 73M companies.
• Score leads based on website visits, search intent, free product usage, and marketing engagements, assisted by AI.
• Create outreach sequences directly from Apollo, and add qualified leads to those sequences as you prospect.
• GSuite integration to keep track of emails and get insights before meetings.
• It has a wide range of management capabilities, such as automating reps' tasks, conversation intelligence, coaching, and deal analytics.

Pricing

Apollo’s free plan gives you unlimited email credits but limits your exports and outreach volumes.

For higher volume limits and advanced features, choose from 3 paid options:

• Basic: Starts at $49 per user per month (up to 12,000 exports and 10,000 records).
• Professional: Starts at $79 per user per month (up to 24,000 export credits and no sequence limits).
• Organization: Starts at $119 per user per month (up to 48,000 export credits and all advanced functionalities).

💡 Note that on paid plans, Apollo requires a minimum of 120,000 email credits used per year.

Pros and Cons

✅ Automatically syncs with your CRM and enriches contacts.

✅ Accurate contact information.

✅ Can handle prospecting and engagements in one interface.

❌ Exporting to other platforms is a mess.

❌ The free plan is very limiting. You will hit paywalls quickly.

#3. Lusha

‎Lusha’s a B2B database that’s easier and cheaper than ZoomInfo.

It doesn’t offer the ability to engage prospects from the platform, but it has a large and accurate company and contact information database.

Popular Features

• Get up to 1,000 accurate contact information from one search. Pull email addresses, LinkedIn profiles, and direct dials.
• You can filter companies based on demographics and firmographic data, such as company size, industry, revenue, employee headcount, etc.
• Export lead lists to your CRM or CSV files.
• It has built-in enrichment and analytics to help you find commonalities in your best prospects.

Pricing

Lusha’s free plan gives you 1 user, 50 emails, and 5 phone numbers. For more data, pick from:

• Pro: From $36 to $180 per user per month (depending on the number of phone numbers revealed).
• Premium: From $59 to $295 per user per month (depending on the number of phone numbers revealed).
• Scale: Custom pricing for advanced features.

‎Pros and Cons

✅ Database has verified contacts only.

✅ Data quality is strong for international contact lists.

✅ Data is refreshed monthly.

✅ Simple interface.

❌ Does not offer engagement.

❌ Lacks key integrations and core features for larger enterprises.

#4. Seamless AI

‎Seamless AI is a reliable data provider with many database filtering options. It’s often referred to as on-par with ZoomInfo but with a cheaper price point and handy features like its Chrome Extension.

However, customer reviews indicate that ZoomInfo is easier to set up and manage.

Popular Features

• For each record, Seamless provides insights like recent funding news and job changes, which help reps personalize their messages.
• Filter records with 1,200 topics to choose from. Add topics to outreach sequences as personalization items.
• The Chrome extension lets you build lists from LinkedIn, Gmail, Salesforce, and websites.

Pricing

Seamless AI’s basic plan will give you 50 credits. Credits give you a person’s full information, whereas tools like Apollo.io require a credit for email addresses and another credit for direct dials.

For more credits, Seamless AI offers 3 paid plans, which are rumored to start at $39 per user per month and go up to 5-figure contracts.

Contact their sales team or start your free trial for information.

Pros and Cons

✅ Updated and reliable data.

✅ The autopilot feature is handy for creating lists automatically.

✅ Lots of search filters.

❌ Hard to set up.

❌ Steep learning curve for sales reps.

#5. RocketReach

‎Rocket Reach is a straightforward B2B data company popular within the Fortune 500 for its scalability and integrations with legacy systems.

It has a larger database than ZoomInfo and more approachable pricing, but it doesn’t let you run your sales process from the platform.

Popular Features

• Saved searches allow you to look up previous queries without entering their facets again.
• 4.5B records with accurate information to help you create lead lists.
• Chrome extension to save leads from websites and LinkedIn profiles.
• Integrate with RocketReacy’s API to get their data directly into your applications and workflows, like embedding that data within your SaaS product.

Pricing

RocketReach’s subscription plans are split into 2 categories.

💡 Note that RocketReach recently removed their free plan.

Individual plans ⤵️

• Essentials: Starts at $53 per month (Email addresses only, 1,200 exports, Browser extension).
• Pro: Starts at $135 per month (Email addresses and phone, 3,600 exports, Premium integrations).
• Ultimate: Starts at $340 per month (10,000 exports and Salesforce integration).

‎Team plans ⤵️

• Team Pro: Starts at $113 per user per month (3,600 annual lookups per user).
• Team Ultimate: Starts at $282 per user per month (10,000 annual lookups per user).
• Custom: Contact sales for custom pricing (unlimited annual lookups per user).

Pros and Cons

✅ Large database.

✅ Scalable pricing and usability.

✅ Direct integrations with popular platforms like Salesforce.

❌ More narrow data coverage compared to ZoomInfo.

#6. Hunter

Hunter started as a simple email finder and turned into a complete prospecting and lead engagement platform.

Some companies prefer Hunter to ZoomInfo because of its simple, sleek interface and its ability to verify email addresses with certainty.

Popular Features

• Domain search lets you find email addresses from a web domain or a person’s name.
• Verify email addresses and their domain’s sender reputation to avoid high bounce rates and spam.
• Simple cold outreach tool that natively integrates with Gmail and Outlook to help you run and track campaigns from your inbox.

Pricing

Hunter’s basic plan will give you 25 monthly searches and 50 verifications, but no domain search.

💡Note that all of Hunter’s plans include unlimited seats.

If you need more, choose from the following:

• Starter: Starts at $34 per month (500 searches, 1,000 verifications).
• Growth: Starts at $104 per month (5,000 searches, 10,000 verifications).
• Business: Starts at $349 per month (50,000 searches, 100,000 verifications).
• Enterprise: Unlimited everything, contact sales for a quote.

Pros and Cons

✅ Unlimited seats will all plans.

✅ Email verification reduces bounce rates.

✅ Generous search limits on all plans.

❌ No campaign tracking in beginner plans.

❌ No deal management abilities.

#7. Keyplay

Keyplay brings a fresh approach to sales prospecting with its platform.

ZoomInfo customers switch to Keyplay because the platform lets you filter accounts more precisely with data points like recent hires and product features.

Popular Features

• Find accounts based on precise criteria like the number of hires in a department, technologies used, product specifications,
• Keyplay has the ability to find lookalike companies from your existing lists. With as few as 3 accounts, Keyplay’s AI can build lists for you.
• Because it has deeper filtering capabilities, Keyplay introduces more precise market categories, helping improve list quality for sales.
• Surface companies’ social presence and tech stack signals to reach out contextually.
• Sync lists and lead scoring models directly to Salesforce or Hubspot.

Pricing

Keyplay’s pricing is similar to ZoomInfo and falls in the “pricey” category. However, the level of granularity available in search makes it worth it for many ZoomInfo customers looking for better solutions.

The free plan lets you preview (not save or export) 25 accounts and test lookalikes and ICP scoring.

As for paid plans:

• Startup: $3k per year (5,000 accounts + Hubspot integration).
• Growth: $12k per year (50,000 accounts + Salesforce integration).
• Custom: Talk to sales (Unlimited volumes + Enrichment API).

Pros and Cons

✅ The most precise search tool on the market.

✅ Only platform with custom signals.

✅ Easy to use.

❌ Not a lot of integrations.

❌ Can't do bulk lookups. 

#8. Clay

Clay’s another company with a new angle in the sales prospecting space.

The platform pulls from 75 enrichment tools to have the highest data accuracy rate in the available alternatives and uses AI to help you automate outreach at scale.

Although powerful, the platform can be intimidating for sales teams, and hard to use if you don’t have a revenue operations team with experience in Clay.

Popular Features

• Excel-like lead builder to help you easily craft your dream lists and workflows.
• Clay Templates help you get started and build proven sales workflows without much effort.
• Waterfall enrichment lets you cross-reference multiple providers to ensure accurate data. No API needed.
• Ask Claygent’s AI web scrapper to find specific data points for you, based on text prompts.
• Use company and contact information to personalize outreach or marketing efforts.

Pricing

Clay’s platform works in simple “credits.” The free plan is quite generous, with 100 credits per month and unlimited users.

If you need more volume, Clay has 4 plans to choose from:

• Starter: Starts for $134 per month per user (24k credits/year).
• Explorer: Starts for $314 per month per user (120k credits/year).
• Pro: Starts for $720 per month per user (600k credits/year).
• Enterprise: Contact sales for a quote (unlimited credits).

Pros and Cons

✅ Waterfall email verification makes Clay's data very reliable.

✅ Clay’s AI web scrapper saves a lot of time.

✅ Can be valuable to Marketing teams also.

✅ Hyper-personalize cold outreach.

✅ Large community of active Clay users.

❌ Costs can ramp up fast.

#9. LeadIQ

Yet another B2B data provider…

Although LeadIQ and ZoomInfo have similar datasets, LeadIQ is easier to use, can perform real-time verification, and does not offer an engagement platform.

Popular Features

• Search for accounts and contacts in a massive database with millions of accurate contact records.
• Track sales signals so you know when to engage contacts in your contact lists.
• Enrich your CRM with LeadIQ’s data without needing reps to enter manual information.
• Use Scribe to generate personalized emails in seconds. Enter your product’s value position, customer insights, and information. Scribe will write your sequence for you.

Pricing

LeadIQ’s plans range based on the volume of emails, direct dials, personal emails, and accounts tracked.

Their free plan includes:

• 20 verified email addresses
• 10 phone numbers
• 40 email generations
• 10 accounts tracked

If you need more, here's the pricing breakdown 👇

• Essential: $39 per user per month (500 emails, 30 phones, 100 email generators, 50 accounts tracked).
• Pro: $79 per user per month (1,000 emails, 70 phones, 500 email generators, 100 accounts tracked).
• Enterprise: Custom pricing (Unlimited emails, 120 phones, 2,000 email generators, 300 accounts tracked).

Pros and Cons

✅ Intuitive user experience.

✅ Lots of native integrations.

❌ Struggles with international contacts.

❌ Users report technical issues.

#10. UpLead

Uplead focuses solely on B2B contact data and claims to remove all of the “fluff” that slows you down.

This strategy is reflected in their pricing.

A massive database at a lower cost, even for enterprise plans, attracts startups and potential customers to UpLead as their ZoomInfo alternative.

Popular Features

• An easy “drag-and-drop” interface to build lead lists.
• Export contact data to sales tools like Salesforce, Hubspot, Salesloft, Outreach, and more.
• With the Uplead API, you can enrich companies for your software product. It includes company, person enrichment, and the prospector API.

Pricing

UpLead’s basic plan is more of a preview than anything else. It lets you use 5 credits for 7 days.

Paid plans include:

• Essentials: $99 per month for 170 credits.
• Plus: $199 per month for 400 credits.
• Professional: Custom pricing for unlimited credits, full API access, and advanced integrations.

Pros and Cons

✅ No one-year lock-in contracts.

✅ Simple interface.

❌ No engagement platform.

❌ No task management and analytics.

Ready to replace ZoomInfo? What should you do?

There aren’t many differences between traditional B2B contact data platforms. They mostly vary in credit volumes, accurate data enrichment, and platform usability.

The tools we've listed above are all popular alternatives to ZoomInfo. Modern solutions like Warmly, Keyplay, and Clay should be top of mind if you need more precision and personalization.

Why?

Sales are expensive, and prospects no longer react well to generic cold outreach. If you're a B2B company, you likely care about intent data in your sales process. 

Tools like Warmly help you focus on warm prospects, while Keyplay and Clay give you more granular information on your prospects.

Want to get started right away? Try Warmly for free.

Or, to see our features in action, book a demo.

The end goal of any business is to make revenue faster and more efficiently than its competitors. One of the most important assets you can use to achieve that goal is the data your company gathers. It can provide valuable insights into your processes, customers, and practices and increase overall revenue.

Revenue Operations deals with making data more visible across your organization and aligning all teams that produce revenue to maximize it.

From the data collected through your marketing operations (including website visitors and social followers) to sales stats (how many of your prospects are actually within your ICP? How quickly can you get from prospect to CW?), Revenue Operations is about building and end-to-end operation to increase your sales quotas and revenue.

This article will explain Revenue Operations and how to use the strategy alongside sales, marketing, and SEO to grow revenue.

What is Revenue Operations?

Revenue Operations is an approach to business strategy and planning that tries to align sales, marketing, and customer care into a bigger structure aimed at increasing revenue. The main idea behind it is that since teams that work on different areas of a business are united by a single goal—making the business profitable—they should cooperate more efficiently to achieve that goal.

RevOps strategists achieve this goal by ensuring better data centralization and sharing, building communication between sales ops, marketing, and customer success teams, and automating workflows wherever possible. 

Importance of Revenue Operations for Revenue Growth

Implementing Revenue Operations is a long process that usually requires organizations to rethink major parts of their strategy. So, you might have to adapt workflows, implement new tools, and improve communication.

With all the effort that goes into implementing a RevOps strategy, it's important to understand why it's relevant.

The major benefits of Revenue Operations include the fact that sharing goals and insights creates better business processes and more revenue as a result. It's really as simple as that.

Companies with a siloed team structure often might have separate tools, databases, and work processes. This results in an uneven strategy that might be held back by a disconnect between your marketing and sales efforts.

Once you align your demand generation (educating and engaging your target audience) and demand capture (qualifying prospects in the high-intent phase) processes, it's easier to focus your sales reps' time and efforts on the accounts that will bring you guaranteed revenue.

So, to start with, you might focus on SEO to generate leads, by signposting your ICP to your solution. After that comes additional marketing efforts including brand building on social media, blogs, or ads. Then, your sales team kicks in with demand capture efforts—qualifying leads based on intent and choosing the right time to engage with them.

In an ideal world, your demand generation and demand capture efforts aren't independent of each other. Consequently, Revenue Operations is a framework that facilitates the sharing of data and revenue goals between marketing and sales teams. This results in better team effectiveness and an increase in revenue.

Ultimately, both marketing and sales teams have insights that can benefit each other’s operations, and Revenue Operations tries to optimize the sharing of those insights.

‎Source: BCG

The results speak for themselves. A BCG report has found that B2B companies that implement Revenue Operations spend 30% less on go-to-market operations and increase their digital marketing ROI by up to 200% thanks to this practice.

‎Source: Adobe

Processes for Implementing an Effective RevOps Strategy

Before implementing RevOps at your company, you need to analyze these three key areas that a Revenue Operations team will deal with.

Technical workflow components

The first thing you have to review is the tech stack that your company uses. Consider all the tools used in different departments and how the information that these tools provide can influence the work of other departments.

For instance, if your SEO team uses SE Ranking's traffic checker, you can uncover useful data to direct your SEO strategy. Understanding what keywords draw in more traffic that turns into qualified leads can help the sales team focus on optimizing specific pages for conversion and improve sales prospecting.

SEO software can also provide a lot of information about competitor websites to the sales team. Specifically, it can show new competitors via SERP tracking because their sites will start competing with yours for core keywords.

The sales team, CRM tools, and specifically lead scoring systems can provide insight into what type of SEO actions influence revenue the most and help the marketing team turn their attention to areas that can produce a more tangible effect on the bottom line.

You want to find the useful parts of your teams' tools. Remember, one great tool is better than many fiddly, underwhelming tools.

Data coverage

The next thing you should analyze is how data is gathered and distributed across your company. Even a smaller company may have hundreds of data points recorded and stored away daily. The issue is that you may not be using your data efficiently as sometimes it gets stuck in a single department, and other teams don’t have access to it.

Apart from understanding what tools are used to record and store data, you need to find:

• What data is recorded
• Where it is stored
• How long is it stored
• Which people are responsible at each stage of gathering and storing data
• Who has access to which data
• How that data is used
• Who is using the data, and for which purpose

For example, if you're tracking buyer intent as part of your marketing strategy. (more here on why you should be), who has access to the intent data? If you're gatekeeping it within your marketing team and just using it to inform your social ads or blog page strategy, you're missing out. Once you've got an MQL, your sales reps need that intent data as well so they can choose the right time to reach out to the prospect (high-intent and ready to buy).

Answering these questions will give you a full picture of how data is used at your organization and will serve as a basis for transforming this system into one where both the marketing and sales teams can access meaningful insights from the data the other team records.

Customer feedback collection and analysis

Customer feedback is one of the most important types of data you can process at your organization. Sales and marketing employees can use this data to understand their customers better and increase revenue.

You’ll need to track what types of customer feedback are gathered, how it is done, how it is used to gain insight, and who is responsible for planning, executing, and analyzing customer feedback campaigns.

Your company should also more broadly track what people say about your product or solution. A recent study estimated that 95% of your web traffic could be coming from 'dark social' sources; that is, private messaging channels like WhatsApp, SMS, DMs, and word-of-mouth. This activity might be considered 'direct' traffic, but there's no way to tell in what context your site is being shared.

So, practice social listening. Find out what's actually being said about you on spaces like Reddit, YouTube, and influencer pages. No, you can't read people's private messages, but you can glean lots of relevant data through other dark social sources.

How to Align Sales, SEO, and Marketing Through a RevOps Framework

With all of that information on how your SEO, marketing, and sales interact, you can start building a strategic alignment between them. Here are the steps you need to take to do that.

Structured communication and cooperation

The first step is to build consistent communication and cooperation opportunities. The exact way you implement this depends on your organization’s structure and resources.

For instance, you could create a new position for a VP of Revenue Operations or the Director of Revenue Operations and have the heads of the SEO and sales teams report to them. That’s the common path, as so many companies look for a RevOps leader, and the job was the fastest-growing one in 2023.

Since the RevOps model gravitates toward marketing and sales enablement, rather than planning operations, your entire revenue team might consist of just a Chief Revenue Officer and a data analyst.

Alternatively, you could have sales operations and marketing operations leadership collaborate without a dedicated growth leader, but that could be harder to manage.

Whatever way you choose to promote communication between these departments, the main idea is to make sure they have the right tools for cooperation and a consistent plan for using them.

Mutual business goals persuasion

The next step is aligning the goals of marketing and salespeople at your company. The key factor here is that both teams should optimize their actions towards a single goal—revenue growth—instead of chasing only the KPIs specific to their line of work.

When your teams don't think about their roles as separate but instead understand they’re pursuing a single goal, they’ll be more willing to cooperate and share data and responsibilities.

Better data sharing

Data is one of the pillars of the Revenue Operations model, and it should be your priority to find more effective ways of sharing it. You’ll need to rework both technical and operational data structures at your organization.

The first thing you should do is centralize data storage. The key issue that Revenue Operations tries to improve is that data tends to become isolated within different departments. Creating centralized storage for all of the company data prevents that and opens more opportunities for data analytics and finding actionable insights.

Source: Improvado

Another step is to create easy ways for teams to access this centralized data storage. This could be made in the form of Excel documents or Looker Studio files that can show the core sales and marketing metrics without having to work with complex databases.

While individual access to data is important, your Revenue Operations team might also need a data scientist who could do high-level data mining to discover insights.

Ideally, a successful RevOps strategy should mean every element of your tech stack is fully integrated with others. Whether or not you're using automated software, the tools you use should share the right data with each other (and your team) and run with minimal interference from you.

Here's an example of an integrated RevOps tech stack using Warmly, our signal-based revenue orchestration platform.

Fixing existing marketing funnels

Creating collaboration between different teams and sharing data lets you find what your sales funnel currently looks like and find ways to improve it. After that, you can experiment with new ways to use that data to engage more MQLs and SQLs.

In particular, your inbound marketing tools will offer plenty of useful information on the success of your content strategy and where to invest more time.

Additionally, visitor identification software can significantly optimize your marketing funnel, particularly if you're focusing on Account Based Marketing (ABM). Without knowing who the accounts are that are visiting your blog pages, pricing page, or just your homepage, it's difficult to tailor your marketing content to fit their needs and concerns.

Crafting and mapping more effective customer/buyer journeys

Another aspect of using data to understand your customers better is to enhance the ability to map customer journeys. Since marketing, SEO in particular, and sales have detailed information on both ends of the customer journey, combining them creates a more detailed picture of it.

Customer-centric approach

One of the main paths to increasing revenue at any for-profit organization is keeping the customers happy. The more satisfied your customers are at any stage of the customer journey, the more likely they are to convert, refer your business to friends and family and ultimately generate revenue.

Revenue Operations help with that due to an improved understanding of customer needs through data syndication.

A successful, integrated sales and marketing approach can also involve your customers. Social selling is increasingly becoming an important channel for B2B SaaS companies because it helps build that implicit trust and connection that dark social thrives on.

RevOps framework

To ensure the efficiency of Revenue Operations, you need to formalize the framework. This means planning out the workflows that you will be using, and either instituting RevOps roles at your company or finding ways to outsource them.

Work out what approach would suit your company best and document the Revenue Operations metrics you want to track to see whether the approach is successful.

Training and skills development

Introducing Revenue Operations to any company involves new tools and new processes. Apart from instituting new roles, you’ll have to train your employees on adjusting to the tools and workflows that RevOps entails.

Pay attention specifically to working with data and workflow automation systems, as these are the cornerstones of Revenue Operations success.

Regular review

Once you have a documented Revenue Operations strategy and a set of KPIs to use to measure its success, record those, and do at least a quarterly review of how the new systems work and whether they have a decent ROI.

Also, consider gathering feedback from your team to find inefficiencies in the new workflows.

Improving tracking and forecasting processes

Finally, you’ll have to improve how you track data and use it for forecasting. To that end, consider automating the data workflows at your company and involve both the marketing and sales teams to review more factors that can influence revenue forecasts.

Challenges in RevOps Implementation

Since introducing Revenue Operations is a big undertaking, it’s likely to run into problems at most companies. The most common challenges are:

• Unwillingness to change. Many managers and employees might believe that the effort it takes to create, test, and refine new workflows isn’t worth the marginal improvement. You will have to show how effective Revenue Operations can be and how that can benefit the teams involved.
• Data integration issues. As the software SEO and sales teams use might not have native connectors, bringing that data to a single place can be challenging. You will have to work with the IT department to create a custom solution.
• Market volatility influences forecasting. Even with good data quality practices, revenue forecasting isn’t flawless as market volatility can change the predicted course of events. You will have to learn to consider external factors and adapt to changes fast.

Measuring the Success of Revenue Operations

As with any sound business investment, you have to measure the effectiveness of Revenue Operations to prove its necessity. Here are the metrics you want to track:

• Revenue growth
• Average revenue per user
• Cost per acquisition
• Customer lifetime value
• Win rate
• Revenue cycle length
• Customer churn
• Customer satisfaction rate

You can also try to track the ROI of RevOps, but that might prove to be tricky. The reason why is that it’s hard to tie specific increases in revenue specifically to Revenue Operations.

The most optimal way to do that is to calculate the cost of tools, the salaries of Revenue Operations personnel, and the work hours of marketing and sales teams allocated to RevOps and juxtapose it with the revenue increase that exceeds the projected value.

If you’re set on investing in Revenue Operations, give it three to six months to start seeing ROI—that's how long it may take to test and improve it.

You might also want to adapt your social listening strategy to start tracking your brand's overall share of voice within your market. If you're using influencer campaigns, you should be able to tell if these are working as more people talk about your brand on spaces like LinkedIn and YouTube.

Revenue Forecasting

Since Revenue Operations deals with large amounts of marketing and sales data, it’s useful for a crucial business process heavily dependent on quality data—revenue forecasting. It doesn’t just give you an outline of your team’s effectiveness. Predictable business growth can help with budget allocation and risk management.

While you can and should do time-series and qualitative forecasting as a part of the Revenue Operations framework, it lends itself more to regressive analysis. This way of analyzing data helps you make connections between outcomes and variables, letting you know what actions can lead to an increase in revenue.

Implementing a RevOps Strategy with Warmly

Introducing Revenue Operations to your organization can be a long process that requires major changes in workflows, data collection practices, and communication between sales and marketing teams.

However, the multiple benefits it can bring all lead to the most important business goal: increasing revenue.

Warmly helps bring together all of that sales and marketing data into one place, giving you the best chance of implementing a strategic RevOps process at your organization. Starting with just a script tag, Warmly can deanonymize visitors to your website and help you build a revenue-focused sales and marketing strategy.

‎Qualify visitors more quickly with Bombora buyer intent data, then use AI Chat to engage with those high-intent accounts, moving them along the sales funnel with as much interaction from your sales reps as you wish.

And thanks to integrations with Salesflow and Outreach or Salesloft, you can align all of your demand generation efforts with effective email and LinkedIn prospecting, bridging the gap between sales and marketing.

If you’re still undecided whether your organization needs to implement Revenue Operations, start by doing a quick audit of your current tech stack and sales/marketing integration.

Are you seeing delays in getting MQLs to CW deals? Or an increase in unqualified leads making it onto your sales reps' calendars? Then a RevOps platform like Warmly could be the solution you need to optimize your marketing strategy and qualify warm leads more quickly.

Interested in seeing exactly how Warmly integrates into your existing tech stack? Book a demo.

Cover image by Freepik.

Search engine optimization (SEO) has always been an arms race between search engines and people seeking to game them for better traffic. Google is by far the biggest search engine in the world—with 82% market share as of January 2024. Any updates to their algorithms will cause a ripple effect across the SEO community, and the Google March 2024 algorithm update was ground-shaking.

Google claims their latest algorithm updates (a core update and a spam update) reduce "low-quality, unoriginal content in search results by 40%." However, by taking a giant step to block AI content, it seems Google may have thrown the baby out with the bathwater by locking out a ton of websites with genuinely useful, human-made content. Meanwhile, some obviously AI-generated websites have surged in traffic with the update, which has led to confusion and frustration among site owners and SEO experts.

Background on Google March Algorithm Updates

The March 2024 update is actually two: a Google core update that was implemented over a few weeks in March and a spam update that is being slow-rolled until May. That means we won't know the net effect of both for at least several months.

Google has been using an AI spam-prevention system SpamBrain since 2018, in addition to manual reviews. According to Google, "If your site is affected by a manual action, we will notify you in the Manual Actions report and in the Search Console message center."

‎‎There's no way to know if you have been affected by an algorithm shift other than seeing your traffic change. The company doesn't share what metrics they're tracking, so it's difficult to know what you're doing wrong.

In recent years, Google's algorithms have also made thousands of small changes to their algorithm every year in a race to keep up with changing behavior (and dodge SEO manipulation.) Other updates are big enough to be named (Florida, Penguin.) The last major update to the Google search algorithm was four months ago, in November 2023.

The company's stated policy is that Google Search's core updates are not personal, and content creators and web owners will be fine as long as they abide by their updated spam policies. Yet some users have reported that the Google algorithm changes have disproportionately affected their web pages, with only some pages getting de-indexed. This suggests the algorithm looks at page-level signals, since many features (like ad placement) are site-wide.

Detailed Analysis of the Latest Google Algorithm Changes

Core Algorithm Update

Google claims that the March 2024 update resulted from changes to their ranking system they began implementing as far back as 2022 "to reduce unhelpful, unoriginal content on Search." Their goal is to push up content that is:

• Helpful
• Human-made
• On pages that are friendly to human eyes (vs. web crawlers)

As a result, hundreds of websites with AI content have been removed from Google indices. Some SEO experts initially guessed that the algorithm is penalizing high-volume publishing (which assumes the use of generative AI) but users have reported de-listed sites with just a handful of posts overall.

De-Emphasis on Links

In a February 2023 keynote at PubCon Austin, Google Webmaster Trends Analyst Gary Illyes hinted that links are (no longer) a significant factor in ranking. This was confirmed in the new spam policy update. The language seems to target private-blog networks and other ways of manipulating backlinks both in and out of a website. Lowering the importance of links also nerfs the mainstay "black hat" SEO tactic of buying backlinks.

Spam Updates

While ranking system changes can kick spam content off the first page of Google Search, their spam policy allows them to "take action on more types of content with little to no value created at scale." Punitive actions include de-indexing, which tracks with what some website owners are seeing with their websites since the March 2024 update.

Google is allowing site owners until May 5, 2024 to update their content to fit the new spam policies. The updated version now prohibits scaled content, expired domains, and site reputation abuse.

Scaled Content

Google has made it known that they're not fans of AI-generated content. 827 sites out of 49,345 sites tracked by Ian Nuttall's Niche Site Metrics were removed from the Google Search index following the update. All of them used AI-generated content. However, Google says their policy does not differentiate whether you use AI or low-cost human labor. They simply want to cut down on pages that present well to web crawlers but "fail to deliver helpful content."

The company is aware that their system is imperfect, admitting that "scaled content creation methods are more sophisticated, and whether content is created purely through automation isn't always as clear."

Expired Domains

Google frowns on people who buy high-ranking domains or take over expired ones and piggyback on the established domain authority to push low-quality content. They're especially wary if the new content is unrelated to its original purpose (e.g., Google gives the example of an expired government agency website being used to sell affiliate content.) Doing this increases the chance your site will be flagged as spam.

Site Reputation

Google is trying to crack down on players who use a back door to get low-quality content onto sites with authority. It is a common practice for people to buy posts on well-known websites or blogs.

Some websites like Huffington Post used to offer established authors a direct pipeline to publishing blog posts. People figured out they could pay authors with that access to publish articles to get backlinks from a site with high Domain Authority. Some financial magazines offer paid memberships, like Forbes Business Council, that allow members to contribute to their high-authority websites with minimal editorial oversight. Google's policy appears to carve out exceptions for these programs.

The update affecting this will not go live until May 2024, so it will be interesting to see how these platforms are affected.

How to Adapt to the Latest Google Algorithm Changes

User Interface

Google has stated many times that its core ranking systems take into account whether websites have a poor user interface. That could mean pages bogged down by ads or that appear designed for search engines rather than people. This is not new to the current update, but Google's language suggests it is becoming more important.

While invisible factors like meta titles are essential, making sure on-page elements are optimized for viewing experience and accessibility will go a long way.

Follow the Loopholes

AI sites that have survived (or are thriving from) the updates show a few remaining loopholes to gaming traffic:

• Local search (e.g. when people are looking for a "deli near me")
• Long-tail keywords with low traffic (and therefore, low competition)
• The initial boost that Google gives brand-new sites (This is a feature of most ranking algorithms, including social media networks like LinkedIn. The system does not initially have information about your content. Pushing the content to readers generates signals that will feed back into the algorithm.)

Develop a Helpful Content System

If you are looking to increase your funnel through organic web traffic, the tried-and-true "white hat" SEO strategy is simply generating the kind of content Google likes: original and relevant analysis, not unhelpful, surface-level articles of regurgitated information.

Yet the latest algorithm change proves that being a source of quality, original content may not insulate you from misdirected algorithm changes.

It's also crucial for brands to keep track of changes to search engine algorithms and any potholes you might step into accidentally (for example, you are using an old NGO domain to build a legitimate commercial business and end up penalized because Google categorized that as site authority abuse.)

What The Google Algorithm Update 2024 Means for B2B Sellers

Any web publisher should be looking to follow the guidelines above so as not to fall foul of Google's new update. But what does this mean specifically for B2B sellers who may have invested heavily in an SEO strategy to draw visitors to their page?

Well, the rules of demand creation still apply. On your website and social media pages, you must create content that is genuinely helpful to your target accounts. You do this by analyzing search intent, demographics, and buyer behavior.

Your demand creation strategy will probably be supplemented with other elements like ads, webinars, podcasts, and video content uploaded to third-party sites (like YouTube or TikTok).

But demand creation is never the end goal. The whole point of search engines and SEO in the first place is to drive people to your website and get them to buy.

So, understanding Google's algorithm and implementing an SEO and content strategy that complements the algorithm is the first part of the puzzle.

The second part is capturing that traffic.

Demand Capture with a Signal-Based Revenue Orchestration Platform

Your content and SEO strategies are all in service to your revenue. Thinking in terms of revenue orchestration - and not simply 'website traffic' or 'increased sales' - means you take a more holistic view of the entire demand creation and demand capture process. And Warmly, the signal-based revenue orchestration platform, can help you do that.

‎Identifying traffic

There's no point spending hours learning the ins and outs of the new Google algorithm update, and updating your SEO strategy accordingly - if you don't have a system in place for analyzing all that new traffic to your site.

Warmly's de-anonymization technology can reveal up to 15% of individuals and 65% of companies who visit your website, so you can track who is visiting, how often, and what they're interested in.

‎

Optimize Account-Based Marketing

By gathering de-anonymized traffic data, you can start to categorize leads depending on how ready they are to buy. And knowing which companies your site users belong to makes it easier to accomplish your goals for account-based marketing.

Have you got users arriving from a keyword that doesn't really match the solution you're offering? Ignore it. On the other hand, if there are prospects landing on your page from high-intent keywords, who perhaps have browsed competitor pages too, you know it's time to nudge them along the sales funnel.

Automate Lead Prospecting

Once you've identified the right traffic coming to your site (or, rather, once Warmly's clever AI-powered tech has identified the right traffic), you can let our AI prospectors take over and handle outreach.

Alternatively, choose to get Slack notifications whenever a prospect is online and loop in a human SDR to get the conversation flowing.

Our AI Prospectors can also handle email marketing and LinkedIn outreach, so your sales reps can concentrate on supporting those high-value accounts towards purchasing.

‎

Conclusion

We're still in the process of seeing how the helpful content update and other algorithm changes are affecting website traffic and site owner behavior. However, the best way to inoculate your website traffic is to build a brand with broad authority to weather future algorithm changes.

That means establishing a long-term, helpful content strategy based on expertise. Then, you can use an autonomous revenue orchestration platform such as Warmly to help you capture those views and turn them into customers.

Interested in finding out how Warmly works? Check out our guide to Warmly implementation to get an overview of how easy it can be. Or, if you want to hear from us directly, book a call with one of our sales reps.

Cover image by Freepik.

Did you know that, on average, only 3% of website visitors fill out contact forms? So, how do you follow up with the remaining 97% if they're not leaving their information with your marketing team?

Understanding and capitalizing on buyer intent is crucial in today's marketing landscape. Identifying when a potential customer is actively researching or showing interest in your product or service can significantly impact your marketing strategy's effectiveness. 

By leveraging buyer intent data, businesses can tailor their outreach efforts, engage with prospects at the right moment, and ultimately increase conversion rates. 

In this guide, we'll delve into the importance of buyer intent in shaping marketing strategies and explore actionable steps to harness this valuable information effectively. We’re covering:

• Understanding buyer intent
• Identifying and capturing buyer intent
• Turning buyer intent into revenue
• Intent data in action

Understanding Buyer Intent

When someone is thinking about making a purchase, they typically do some research first, leaving behind a trail of digital breadcrumbs when they do so. The further they get along in this process, the more pointed their searches become. For example, maybe they sign up for a free version of a product, request a demo, or search up pricing information. Or maybe they’ve repeatedly visited a product page over a certain time frame or clicked on a social media ad multiple times. 

These are all indications of “buyer intent” and they might as well be bright red, flashing signs pointing the observing sales professional towards a primed and ready prospect. 

Buyer intent versus buyer interest

Buyer intent is different from buyer interest. An interested buyer has the potential to turn into an intentional buyer but they’re not quite there yet. For example, an interested buyer might download a whitepaper, hit “follow” on a social media account, or subscribe to a newsletter. 

While the difference might not seem that significant, how you respond to buyer intent vs buyer interest can be the difference between closing a sale or totally turning a prospect off to your brand by overwhelming them. 

Think of it like buying a car. If you’re in the market, you might be thrilled to hear about the many available CR-V options that your local Honda dealer has. But if you were doing some casual research and now feel the need to change your number because of the insistent sales calls you keep getting, you’ll probably feel more animosity than gratitude. And when the time to upgrade does come, you’re gonna take your business elsewhere. 

Breadcrumbs, cookies, and buyer intent data

No, that’s not the name of a trendy new bakery.

Remember those digital breadcrumbs we mentioned? Well, the technical term is “buyer intent data”. When someone hits “accept cookies”, their behavior is tracked across the website that they’re on. The cookies can record actions such as pages visited, products viewed, items added to the cart, and form submissions. This record, in turn, lets that company gauge where in the buyer intent journey a particular user falls. 

In other words, buyer intent data is the secret weapon behind marketing and selling in the right place at the right time. 

By identifying buyer intent, businesses can personalize their marketing messages and offers to align with the needs and preferences of potential customers. Plus, it saves resources — understanding buyer intent allows businesses to allocate resources more efficiently by focusing on prospects who are more likely to convert into paying customers.

Identifying and Capturing Buyer Intent Data

Let’s back up a bit and dive into some of the more technical details of categorizing and capturing buyer intent data, including the differences between first- and third-party data and where you can source this kind of data.

First vs third party data

First-party data

First-party data comes directly from your company’s interaction with your current customers or known prospects. When they surf your website, use your mobile app, check out your social media, or subscribe to your email list-serve, the data you collect is totally owned and controlled by you. This is great for accuracy and reliability purposes.

However, first-party data can be narrow in scope and doesn’t tell you much about the buying intent of new prospects who are shopping around within your industry but haven’t discovered your product or website yet. 

Third-party data

Third-party intent data, on the other hand, is collected by external intent data sources, such as data brokers, publishers, and social media platforms. Because of this, its reach is much broader than that of first-party data. It can tell you a lot more about general market trends or buyer search patterns that exist outside of your immediate customer base.

But to access it, you have to purchase it from an intent data source. Third-party data is normally purchased by companies looking to supplement their first-party data, not in lieu of first-party data tracking. 

The types of buyer intent data

Buyer intent signals can include: 

• Website activity: This includes things like time spent on specific website sections, and interactions with product, service, or pricing pages.
• Email engagement: Engagement with email campaigns, including open rates, click-through rates, and responses to calls-to-action, provide insights into a prospect’s level of interest and receptiveness to offers.
• CRM stage: Lead scoring, stage in the sales funnel, and previous interactions with sales representatives can also gauge readiness for a purchase.
• Competitor analysis: Activities related to competitors, such as visiting competitor websites, comparing features and pricing, and researching alternatives, can indicate a comparative evaluation phase in a prospect’s decision-making process.
• Chatbot interactions: The questions a user poses to a website chatbot, what topics they're interested in finding out more about.
• Webpage interactions: Interactions with online advertisements through bidstream data provides insights into a prospect’s responsiveness to targeted ads, but general browsing can also show topical intent.
• Research intent: When a prospect visits a website to discover specific information about the product they want to purchase. For example, they could visit a blog page or other publication.
• Job posts: Company job postings can offer insight into what technology a company requires, projects they're working on, and their operational challenges.

Capturing buyer intent data

At this point, you might be feeling a bit overwhelmed about the amount of data that you need to be tracking. So, how do you actually go about it? 

Luckily, there are tools you can use, such as Bombora and 6sense. These can be really valuable for uncovering intent signals at companies you've identified as target accounts.

With tools like Bombora and 6sense, it’s not an either/or—for a truly comprehensive buyer intent data collection strategy, many companies use both.  

Bombora 

Bombora focuses on aggregating and analyzing third-party data from diverse online sources—many of them publishers that are exclusive to Bombora's dataset, like the WSJ, Bloomberg, Business Insider, and Forbes—to uncover research topical intent. Publications included in Bombora's exclusive dataset includeBombora's research intent data tells you whether your prospect is reading around the product they want to buy. Perhaps they're watching YouTube videos that compare products, reading reviews on publications, or just generally learning more about the problem that you solve.

Consequently, Bombora's approach revolves around broader market trends, industry topics, and areas of interest. By using data from sources such as blogs, social networks, and industry solution providers, Bombora gives users a holistic understanding of the overarching themes driving buyer intent within their target markets. 

They do this by using script tags on sites included in Bombora's Data Cooperative group. These script tags deanonymize the traffic coming to that web page, and enable Bombora to link traffic to a particular company.

The level intent the prospect is demonstrating can be gleaned from the type of webpage they're viewing and how long they spent on the page. When you know whether a prospect is in active research mode or low-intent, early-research mode, you know whether they'll engage with your marketing efforts.

Let's say you've identified topic clusters that are relevant for accounts interested in products like yours. This might include research into competitors, similar topics, or use cases. If your product is an AI chatbot, you might be interested in finding out if target accounts have visited sites comparing chatbot solutions, or if they've been reading about AI chat technology more generally.

By analyzing the sites they've visited and how far along their research journey they are, you can tell if they're a high-intent or low-intent prospect‎, and adjust your sales prospecting accordingly.

6sense

6sense combines both first and third-party data sources, including CRM systems and bidstream data, to provide businesses with personalized insights into individual prospect behavior and purchasing intent. They specialize in personalization and account-based marketing (ABM).

It's worth delving into what bidstream data is and how it differs from Bombora's Data Cooperative approach. Bidstream data is data sourced from an analysis of the ads shown to each user as they browse the web. Based on the ads shown to your prospect, 6sense can pull out the topical keywords they've been searching for, and consequently uncover research intent.

So, rather than analyze the content of the page they're viewing, 6sense understands the ads being shown (which are targeted via keywords) and the keywords on each page.

Turning Buyer Intent Data Into Action

Collecting buyer intent data is the set-up, not the end result that you’re looking for. 

Actioning intent data means connecting it with your outbound workflows in a way that informs your prospecting. Add to this the need for hyper-personalization and efficiency (remember, timing is everything) and you have quite the task in front of you. 

Example workflow for actioning buyer intent

So, you've got your buyer intent data from platforms like 6sense and/or Bombora. How can you use that to develop a sales process that targets the right prospects at the right time?

This right prospect-right time is a critical element of your sales strategy. You might have prospects who are looking into what you're selling but aren't ready to buy—you don't want your sales reps wasting time on them. So it comes down to knowing who is interested in your product, and who is ready to buy.

You can start figuring out those buy-ready prospects by importing all that intent data from 6sense and Bombora into your CRM. Then, with tools like Apollo, you can start to collate contact details for those prospects that you've identified as high-intent.

After that, you'll want to create personalized outreach campaigns based on other demographic data such as job title, stage in the stage funnel (ToFu, MoFu, etc.) or seniority level.

To do that, you're going to need to import the accounts showing high-intent into something like Outreach to create email sequences. At the same time, maybe you're putting together a unique LinkedIn sequence to target prospects on a more personal platform.

And by the time your reps have accomplished all this? That prospect might have been and gone. In that time, they've landed on a competitor's website and booked a demo. Or, they've been told by a senior decision maker to give up the search.

This process is more than a bit annoying. Losing prospects every month because you can't quite find the right time to contact them is costing your business money.

Capturing Buyer Intent with a Revenue Orchestration Platform

When we were developing Warmly, we didn’t see an option to capitalize on buyer intent without adding a whole bunch of tools to an existing tech stack, like in the example above. This is expensive, laborious, and opens the door for human error.

We knew there had to be a better way, so we created Warmly, the first signal-based revenue orchestration platform. 

The power of Warmly 

Warmly integrates with your website to capture visitor data, such as pages visited, time spent on each page, and interactions with specific elements (e.g., downloads, form submissions). 

For instance, if a visitor spends significant time on the pricing page or repeatedly visits a particular product feature page, Warmly interprets this behavior as high purchase intent.

Warmly then triggers automated actions, such as sending personalized email follow-ups or displaying targeted chatbot messages offering assistance related to the products or features the visitor showed interest in.

This way, you can target the right accounts (those that match your ICP and are showing high-intent) at the exact moment that they're ready to buy, minimizing any wasted time for your sales reps and improving your chances of a sale.

One platform, multiple integrations

Let’s get a little more into the details on how we actually do this. Remember those tools we mentioned, 6sense and Bombora? Well, we leverage their capabilities as first- and third-party intent data sources to fuel our automated inbound workflows.

Warmly + 6sense

The power of 6sense and Warmly gives users real-time insights about website visitors. This includes total deanonymization, allowing for the identification of key prospects and customer accounts.

Additionally, Warmly utilizes the intent data source to hyper-personalize interactions based on visitor intent signals, enabling tailored engagement that aligns with each prospect's stage in the buyer journey.

Warmly + Bombora 

We leverage third-party intent data from platforms like Bombora to gain insights into broader market trends and specific industry topics.

For example, if Bombora indicates a surge in intent for a particular industry solution or topic, we tailor marketing content or outreach efforts to align with the identified trends.

Warmly can also prioritize outreach to companies showing increased intent within Bombora's data, ensuring timely engagement with prospects actively researching relevant products or services.

Then, Bombora insights can be combined with 6sense, website, and demographic data to pinpoint target accounts that are looking to make an immediate purchase. 

‎Warmly + Slack/Teams

We’ve said it once, we’ll say it again. Timing is everything. Real-time notifications directly to your Slack or Teams app on your phone or computer make sure you’re taking action as soon as a high intent buyer is making moves. 

What action could you take? Well, with Warmly's AI Chatbot, you can loop in one of your (human!) sales reps at any time. Our chatbot can notify a specific sales rep when the prospect taking high-intent actions (like spending time on multiple pages or visiting your pricing page), and then your sales rep can hop immediately on a video call with the prospect, without them leaving your website.

‎ Warmly + CRM

Finally, we make sure all of your CRM data is up-to-date. Warmly syncs website activity, enrichment, and intent data on all identified visitors and companies back to your CRM.

Warmly's outbound workflows

Post-lead generation is where it gets really cool. Warmly takes your intent data and supercharges it with AI to execute automated, timely outbound sales workflows that put you in contact with strong intent prospective buyers. This removes opportunity for human error, saves you time, and ultimately drives higher conversion rates.

Personalized marketing campaigns

First, we segment leads based on their intent signals and tailors marketing campaigns accordingly.

For instance, leads displaying interest in a specific product feature receive targeted email campaigns highlighting the benefits of that feature.

Real-time engagement

Then, we create automated triggered campaigns that respond in real time to buyer intent signals.

Warmly triggers a personalized email or LinkedIn chat message offering assistance or a special discount to encourage higher conversion rates.

Warmly + Connect The Dots

Plus, Warmly integrates with Connect The Dots to identify your team member with the closest connection to your prospect. This makes it easy for your sales team to stand out to prospects via warm intros.

‎Conclusion

With increasingly competitive buying landscapes, sales reps and marketing teams need all the help they can get. Buyer intent data and online behavior is key for perfect timing and intervention during the customer journey.

Buyer intent magnifies marketing efforts, gets relevant content in front of qualified leads, and primes them for the buying stage. Then, it signals to a sales rep exactly when they should intervene—when those intent signals are at their highest.

If you want more insights on how Warmly can help automate sales outreach at your organization, book a demo (or, chat with one of our sales reps directly using our handy chatbot.)

Cover image by Freepik.