Salesloft, one of the industry leading sales engagement platforms, has acquired Drift, the industry leader of conversational marketing (aka website chatbots). No financial terms were disclosed.
The merger combines Salesloft's AI revenue orchestration platform, including Salesloft Cadence, with Drift's premier AI chatbot. It's a move that - according to the official press release - will result in a powerful end-to-end AI revenue orchestration platform servicing the entire buying journey.
But what does this merger mean for the wider sales technology market? And what does it mean for B2B buyers?
What's our take on the Salesloft Drift acquisition?
Firstly, it's a sign from the market (and their investors) that individually they could not meet projected valuations and revenue outcomes, but when combined together, the synergies might stand a better chance. As Salesloft CEO David Obrand puts it, the acquisition "introduces to the market the first and only AI-powered Revenue Orchestration Platform."
Except they weren't the first. The category of AI-powered Revenue Orchestration Platform had already been claimed.
For years, other companies like 6sense and Demandbase had been building around the idea of combining the sales technology and the marketing tool stack into an all-in-one solution to automate workflows on top of. Similar to Drift, 6sense and Demandbase primarily focused on the enterprise.
Warmly was the first AI powered revenue orchestration platform purpose built for the SMB. And it does so by giving you the option to plug in your existing tech stack.
SMBs typically require more automation because they don't have the same access to marketing teams, sales people, and resources as enterprises do. So we adapted to that need.
Trends in Sales and Marketing Tech Stack Consolidation
The Salesloft Drift acquisition seemingly follows an ongoing trend of sales and marketing tech stack consolidation, where market leaders are trying to become the all-in-one unified go-to-market solution.
Here's what we mean.
SaaS Mergers: Improving Sales Development?
ZoomInfo acquired Chorus back in July 2021 for $575 million, allowing them to compete with Gong.io, the industry leader in call recording and intelligence. But it's part of their larger acquisition strategy to increase net retention revenue outcomes year over year by upselling existing customers on new offerings that keep them sticky to ZoomInfo's platform.
Apollo.io took a different approach of natively unifying the sales tech stack by building everything in-house. The company started as a B2B contact database, then combined that with email sequencing, and recently raised $100MM in funding led by Bain Capital Ventures in August 2023 to create the full-stack sales technology platform. 60% of the funds are invested into product development. They have a PLG sales motion which has saved them from having to invest as heavily into a large salesforce.
Hubspot, the SMB CRM of choice, went the reverse of Apollo and started as marketing automation software that then added CRM capabilities later. And in November 2023 Hubspot acquired Clearbit, one of the top B2B data providers. For the first time, CRM, B2B contact data, buyer intent signals, and workflow all came under one roof.
As Whitney Sorson, CTO of Hubspot, puts it, "Picture having complete data on over 20 million companies right inside HubSpot. All with over 100 rich data points about the companies and their decision-makers. Then imagine being able to easily find high-fit prospects natively within your CRM. Finally, imagine that once those companies and contacts are in HubSpot, being alerted when those companies are showing buying intent."
With the rise of AI and ChatGPT, you can start to see sales technology giants leaning into consolidating the tech stack not only to improve the entire customer experience, but also because it breaks down data siloes to seamlessly integrate data across systems.
Entering the Era of Revenue Orchestration
Data is the new oil. It's the lifeblood of the orchestration. But data alone is not enough to accelerate pipeline conversion rates.
It needs to be combined with action.
As we combine sales workflow, data, and AI and automation, we move into the new era of revenue orchestration. And that means an ongoing arms race to reach B2B buyers.
Drift and Salesloft: A Tale of Two Giants
Let's zoom into the Salesloft Drift acquisition for a second, because there's a deeper story here.
Back in in 2021, Vista Equity acquired a majority stake in Drift, which valued the buyer engagement platform at $1 billion. In 2022 Vista paid an estimated 23x multiple for Salesloft, which valued it at around $2.3 billion.
These were during the good times of SaaS. But SaaS has taken a turn for the worse as we headed into 2023.
Drift: The Hero of SaaS
There was a time when Drift was the darling of B2B sales technology. Initially, it was Intercom that started the real push of website chat, especially in B2B. But while intercom pushed more into support, Drift moved into marketing.
The eventually created the category and movement around conversational marketing and got chatbots to appear on all the websites. Their key pillar of its growth was B2B buyers from the SMB market.
Anybody could add a script tag to their site and you'd see the iconic Drift chatbot icon on the bottom right hand corner.
The Drift sales development team grew revenue quickly by doing one-call closes using their own product.
The sales team would chat directly to website visitors, post a Zoom Link in the chat, and close a $6,000 to $8,000 a year deal right on the website.
Drift grew from $6 million in revenue to $47 million in revenue in 2 years. It was insanity. It was around this period that that Vista Equity stepped in.
Enter Private Equity
After Vista Equity entered the proverbial chat, Drift was forced to move upmarket and stopped caring about SMB/the lower-middle market B2B buyers. SMB just isn't seen as a place to stay for an aggressive PE firm that wants predictable revenue outcomes. Small companies churned too quickly.
Plus, companies with high website traffic typically received the most value out of Drift, which by and large is a marketing tool designed to capture leads passively visiting the site. The more site visitors, the more leads.
Consequently, it was easier to prove ROI and justify a higher price tag. PE saw enterprise revenue as more stable, which meant a higher multiple could be attached to the conversational AI company.
Drift initially did have a vision to expand outside of its conversational marketing wedge and help service the entire customer experience from top of funnel marketing to bottom of funnel sales, as well engaging customer experiences post-sales .
But ever since Vista took over, Drift shut down all expansion and focused product development on enterprise features and sticking to the marketing use case.
Remember the days when you could add a Drift chatbot to your site for a couple hundred a month? Those are gone.
Today, Drift's lowest tier is $2,500/month ($30,000/year), which is ironically desc "For Small Businesses."
$2,500/month: Small Business?
For Drift's Advanced and Enterprise tiers, we've heard our customers being quoted hundreds of thousands of dollars to upwards of millions a year. For Drift, the economics of the lower end of the market didn't make sense.
This showed in the product and buyer experiences as well. Complicated workflows, long implementation sessions, high price tags. It became a best-in-class point solution instead of an end-to-end platform, which put a ceiling on its growth.
There was a point where Drift wasn't even integrated in the CRM, a gap that Qualified exploited by building natively on top of the CRM to streamline the sales use case.
But moving up-market proved to be more difficult for Drift. Growth started to slow. And at the bottom, new entrants started popping up everywhere.
Chatbot software listed on G2
At this time, sales technology company valuations dramatically decreased; many investors were told not to deploy capital and to hold; and B2B buyers stopped buying. And as a result, churn and downgrades increased across the board.
It's no surprise that Drift had layoffs, releasing 159 employees in 2023. Case in point: Drift's employee growth rate has regressed 20% in the last 2 years.
Drift's Employee Count For the Past Two Years
Drift and Salesloft: A Merger of Equals
It made sense for Vista to combine Drift with Salesloft, two complimentary market leaders in sales development and customer engagement that are struggling to keep their dominance and justify their valuation multiples individually.
Salesloft has similarly come up against stiff competition from entrants like Outreach.io, Instantly.ai, Gong.io, Hubspot, ZoomInfo, and Apollo, all of which have their own sales prospecting capabilities that rival Salesloft's.
Tack on the fact that 93% of outbound emails these days are automated, with response rates generally reaching less than 2%, and it's obvious: the category of email sequencing is reaching a point of diminishing returns for its buyers.
Salesloft's acquisition of Drift, which we see more as a merger, is an opportunity for both companies to decrease costs, improve revenue outcomes, and leverage new synergies, especially fulfilling both company's initial visions of expanding beyond their own stage of buyer journey.
Salesloft CEO David Obrandposted on LinkedIn “[The acquisition] introduces to the market the first and only AI-powered Revenue Orchestration Platform that serves the entire buying journey. By closing the gap between sales and marketing, which has long been a major pain point in the revenue motion, go-to-market teams can now orchestrate a hyper-personalized, omnichannel buyer journey at scale.”
Typically, marketing tools don't cross over into sales, outside of ABX platforms like 6sense and Demandbase, so this would be one of the first acquisitions of its kind.
Naturally, it will take time to fully integrate the two sales technology platforms to create the AI-powered revenue orchestration experience that David Obrand has promised. And it won't be cheap: the point of consolidation is also to upsell offerings, especially if you're aiming at improving the entire buying journey.
What would that look like?
Sales reps could do things like sequence prospects via Salesloft, then continue the conversation with the prospect when they visit the website using Drift.
Drift can cookie and track session activity for all website visitors, and once a target company is identified, teams can use Salesloft to multithread the conversation with all key stakeholders in that target account by adding them all to sequences.
All of this orchestrated by Conductor AI of course.
Salesloft and Drift: Legacy Software Under Fire
As Salesloft and Drift are sorting through the acquisition, there will be a window of opportunity for new entrants to claim the AI revenue orchestration category for themselves by adapting to the changing landscape of how companies successfully go-to-market. We predict that these companies will move quickly to establish themselves.
There will be companies like Apollo.io who will opt to build the unified go-to-market solution natively in-house. This is better than the acquisition approach because data can move seamlessly across all their sub products.
And there will be other companies that will keep themselves platform-agnostic and act as the unified API layer that stitches together the sales and marketing tech stack, resulting in the entire customer experience becoming more coherent. Call it go-to-market middleware.
It's difficult for a single platform to be #1 at every use case. There will always be niche use cases that are better served by specific tools.
In this scenario, you would be able to plug in your favorite tools that you're already using.
Maybe you like ZoomInfo data better than Apollo's, Outreach more than Salesloft, 6sense more than Demandbase. It would give you the opportunity to mix and mash the best-in-class point solutions for your specific market and revenue outcomes.
I think Zach Howland, a sales tech stack expert who has implemented multiple CRM and sales tools across various companies, said it best.
"Flexibility is enhanced utility. The market needs to be more nimble for the coming scramble to modernize sales technology as AI becomes more robust."
Warmly, the Signal-Based Revenue Orchestration Platform
Hi! We're Warmly, the signal-based revenue orchestration platform, purpose built for the SMB market that Salesloft and Drift are neglecting.
Instead of building everything natively or consolidating, we give you the flexibility to plug in your favorite sales and marketing tools.
We then infuse your tech stack with the best-in-class intent and enrichment data from 6sense, Clearbit, and Bombora to automatically orchestrate the right sales workflows at the right time.
We're AI powered. We're free to get started. And you can be fully setup in minutes.
And you can save yourself the $30,000/year because we built a Drift competitor chatbot natively into our platform as well.
Find out how D2DExperts closed $80,000 in revenue from Warmly in the first 12 days of use.
Warmly: The Signal-Based Revenue Orchestration Platform
This article is Part IV of the 4-part series on the shifting landscape of B2B buying and selling, how revenue teams have adapted, and where we think the market is headed.
Here, you can read Part III, which goes over what AI-powered revenue orchestration is and why it's important in the age of AI and automation.
As Part I of the B2B SaaS evolution explained, the world's digital transformation also transformed the importance of the website.
Some studies have noted that 70% of the buyer journey is completed by the time the prospect speaks with a salesperson.
Dark social, through the internet's scale and maturity, has created tons of word-of-mouth channels for recommending products that don't get tracked by attribution software and don't create intent data.
These channels include social networks like LinkedIn, content platforms like podcasts, internal communications like Slack communities, DMs, and text messages. Word of mouth through dark funnel activities increasingly plays a more influential role in buying decisions.
The trickiest part is knowing when to reach out to the right person with the right question since buyers' attention always changes.
Sending out unsolicited emails and making random phone calls is like taking a shot in the dark, hoping to catch the buyers at the perfect moment. But people don't answer their phones these days, and their email inboxes are overflowing.
At some point in every B2B SaaS buyer's journey, they may not see our ad, they may not read our email, they may not see our G2 reviews, but they will go to check out our website. And for ~8 seconds when they hit our site, we know they're just thinking about us.
“The average digital attention span is 8 seconds, according to media analysts and data scientists,” says Aydin Senkut, Warmly Series A investor, Founder and Managing Partner at Felicis. “So the opportunity to catch a prospect while they are actively engaged with your content is fleeting. There is no time to chat to the visitor, upload a lead into a CRM, enrich the data, and add to a follow-up sequence. Warmly provides real-time orchestration of these tasks within that 8-second window.”
How do you ensure the right follow-up actions happen at this exact moment in time, every time?
We call the solution signal-based revenue orchestration.
The Issue With Most GTM Teams
How often have you heard one of your sales reps use the phrase, “I just don’t have time for that.”?
This is one of the biggest issues among sales teams.
We’ve got all of these fantastic tools and a ton of great data to dig into, but we don’t really seem to get value out of it all.
Between firmographic data, conversation intelligence, and buying signals, sales reps have so much information to look at that it could take as much as an hour to absorb enough data to respond to a prospect with a sufficient level of context.
And by that time, a competitor has already responded and won the deal.
There is always a tension between speed-to-lead and contextual, personalized responses.
In most cases, speed wins out, especially since reps have lofty sales targets and activity goals. So they make mistakes. They don‘t do research as much as they could (or should). They stop personalizing outreach.
And, of course, conversion rates suffer.
The Last Defensible Marketing Moat Is Brand
In the hyper-saturated environments in which most companies operate today, brand is the last defensible marketing moat.
Competitors can copy and implement new features in weeks, if not days. Messaging can be replicated and improved upon even faster. So can the majority of your sales and marketing tactics and channels.
Brand is what distinguishes you from competitors. It's what creates an emotional connection with prospects before they are ready to buy. It's what allows you to influence buying decisions and to tap into the world of dark social and word-of-mouth referrals.
In our deep dive on warm leads, we spoke about a three-step process for driving qualified, high-intent leads to your site:
Build a media brand (investing in content creation and distribution to position your brand as a leader)
Create brand partnerships (working with likeminded brands in a similar space to increase reach and borrow brand equity)
Engage with prospective buyers (get out there and talk with customers, rather than talking at them with outbound marketing communications)
All of these efforts lead back to one place:
The website.
Website As The Choke Point To All GTM Investments
The opportunity lies in the fact that as the world becomes more digitized, the website serves as the digital store, while the landing page acts as the digital shopfront.
Imagine you are the marketing team for your store. You invest significant money to attract foot traffic, hoping that people will pass by your store (website) and take a closer look at your shopfront (landing page).
If we have done a good job designing our shopfront, some people may enter our store. Some who enter may be our target buyers.
Our target buyers walk through our store daily, showing interest in what we offer. But no one's there to greet them.
Instead, they are instructed to write down their information on a post-it note and wait for a response in a few hours or days, only to get a call from a rep who asks many questions but answers none of theirs. This is the typical process of filling out forms.
Or they are directed to a kiosk where they can provide their information and receive automated answers. Most chatbots operate in this manner, but this is not how people make purchasing decisions.
It's not surprising that, on average, only 3% of website visitors fill out forms.
Step one of maximizing marketing spend is figuring out which qualified accounts are visiting our website, and from there, the accounts are actually in-market for our product but not raising their hand.
Otherwise, how do we know what marketing efforts are working and where to double down?
~3% of your site traffic converts (and not always the traffic you want)
With these warm buyer intent signals in hand from website visitor behavior, you’re going after the lowest-hanging fruit because these are the companies that are familiar with your brand.
That’s why we’re starting with website intent because only 3% of website visitors fill out a form, so you’re missing out on a huge chunk of what could be qualified prospects,
As the state of signal-based revenue orchestration develops, we’ll be adding additional data sources like job change alerts and job posts.
Warmly is our signal-based revenue orchestration, born out of the need to respond to warm leads fast and to ensure that as much context and personalization as possible are present at every touchpoint.
Warmly is designed specifically for the SMB, with a flexible pricing structure to suit. Most ABM and revenue-focused solutions are out of range for this market segment; they’re targeting enterprise buyers.
As such, those platforms generally take a human-first approach since enterprise companies with enterprise budgets for enterprise tools also have the budget for a huge GTM team.
SMB buyers don’t have that luxury.
So, we built Warmly with an AI-first approach. This way, you get the best out of what modern machines can offer (speed, scale, and data-driven contextual communication) and only loop your reps in when the human touch is needed to close the deal. This allows humans to focus on what they do best which is building relationships and being strategic.
These tools are also largely forcing customers into a specific ecosystem. Salesloft acquired Drift and is focused on building an all-in-one GTM solution. Same thing is happening with ZoomInfo, and with the HubSpot acquisition of Clearbit.
But SMB buyers need flexibility.
So, our approach to revenue orchestration is about being the middleware that orchestrates the best-in-class tools that you choose so you can have flexibility.
How Signal-Based Revenue Orchestration Works
You Run Demand Gen As Normal
All of this begins with the various demand generation strategies you’re running.
Remember, only around 5% of your total addressable market is actually ready to buy. By the time they get to one of your lead generation devices, they’ve already done the majority of their research.
If you’re not present during that whole customer journey, educating the prospect and guiding their buying decisions at every turn, you’re unlikely to be in the final consideration set.
So, keep on doing what you’re doing. Build that content machine, publish and distribute, and drive traffic back to your website so prospects can learn about how you solve their common problems.
Warmly Deanonymizes Visitors To Your Website
Once a potential buyer lands on your website, Warmly kicks into action.
We can uncover 65% of the companies who visit your site and 15% of the actual people without you having to do anything.
In some cases, we can provide LinkedIn accounts and even email addresses for these buyers, all of which are then quickly synced back to your CRM and sales engagement tools.
Best-In-Class Data Integrations Help Identify Buying Committees
We then pull in firmographic data from best-in-class sources such as Clearbit and 6sense, both at the company level and at the contact level.
This helps you to identify who might be on the buying committee and who else at that company might be responsible for the purchase decision.
For example, a marketing associate might have visited your website, but Warmly has identified (based on your ICP information) that the CMO would more likely be the decision-maker here.
This data is also routed to your sales tech stack, helping to build out the account and allowing you to understand more about who you need to talk to in order to influence a purchase.
This comes from a proprietary data waterfall strategy designed to ensure you have the best coverage and accuracy (better than anyone else). We layer together the best data for you so you don’t have to go through the headache.
Here’s where the power of AI really kicks into gear.
We’ve enriched your CRM and sales engagement tools with all of the account data related to the prospect in question. We’ve combined metadata and tech stack data with best-in-class buying intent data to translate buying signals into meaningful and actionable sales actions that can be automated.
We call this multi-threaded outreach.
By multi-threaded, we mean that our AI engine isn’t just communicating with one person.
It’s using powerful sales and marketing automation to push personalized email and LinkedIn messages to multiple stakeholders, all of which appear to be coming from a member of our sales team.
As all good revenue teams know, each stakeholder in the B2B buying team has different buying motivations. The CMO is going to want to see results or proof of concept that are different from what the marketing associate might see.
So, our AI outreach engine crafts contextual messaging based on those roles and the value your product can provide them.
All of this is orchestrated via a single platform connected to your existing sales engagement tech stack. It’s high-value work being done in the background that your reps don’t have to worry about.
Use Case Examples For Signal-Based Revenue Orchestration
Top of Funnel Orchestration
If a qualified ICP account visits the website for the first time without any associated CRM deal, we automatically create the account in the CRM. Then, we enrich new CRM fields to track the account's digital footprint and analyze trends. We automatically source the buying committee via Apollo, PeopleDataLabs, and ZoomInfo integrations.
The contacts are then synced to the CRM, assigned the appropriate account owner, and automatically added to an educational nurture sequence sent via email and LinkedIn (via our Salesflow integration).
As the buying committee members engage with the content, the signal on the account strengthens. Over time, we may see the account transition from the awareness stage to the consideration stage of the buying journey. And instead of just searching for your category in Google, they're searching for your brand.
Middle of Funnel Orchestration
The account's buying committee has started to show interest in your offering, as evidenced by repeat visits to your website from multiple IP addresses. They have shown interest in case studies and pricing pages and have recently engaged with marketing nurture emails. We bilaterally sync web activity associated with each buying committee member into the CRM, including the referral source, time spent on each page, and specific pages visited. This synchronization helps prioritize accounts, tailor experiences, and involve relevant parties.
As committee members are directed to your site via nurture sequences, we will send personalized messages through our AI chat. These AI chat messages are contextualized to the content consumed and the account's surrounding context. As the conversation progresses, your human seller will be notified through Slack and can engage with the prospect in real-time via video call on the website.
Bottom of Funnel Orchestration
When an account is in the decision phase and on your website, we alert the assigned Account Executive (AE) both audibly and via push notifications when these accounts visit our site. This enables the AE to meet the visitor where they're at, on the website via our live video chat. If the AE can't act immediately, the notification provides the phone numbers of the buying committee (when available) for a direct call.
Simultaneously, we draft personalized emails or LinkedIn messages using GPT and relevant data pulled from all integrated systems. The AE would approve these messages before they're sent, ensuring timely and relevant follow-ups with the prospect.
Lead Scoring & Revenue Orchestration
Signal-based revenue orchestration can (and should) be set up to run different playbooks based on the level of intent and warmth the prospect demonstrates.
Here’s how we score and route leads at Warmly, for instance:
These distinctions are made using our proprietary warm lead scoring matrix.
A combination of ICP filters (for example, the size of the company) and intent signals (from third-party site activity and engagement on our own website) determines how hot the lead is, automatically filtering prospects into the relevant workflows.
We only loop in sellers when an account is ready for a human conversation. Otherwise, we're continuing to deliver multi-threaded, omni-channel experiences across all your accounts automatically.
We think that human systems are inherently difficult to scale, especially as deals become more complex and involve more stakeholders, each with individual nuances.
The difficulty is in holding attention long enough to synthesize all the information collected on an account/individual to craft the right experience before their attention goes elsewhere. It takes time to research, time to draft, and time to send. When a rep reaches out, the window of opportunity might have closed, and the prospect is visiting a competitor's site. Or the rep never reaches out, and we would've missed an opportunity to build a relationship with the prospect earlier in their buying journey.
Orchestration's ability to reduce the relevant information from your systems into the right multi-threaded actions, combined with AI's ability to generate personalized messaging, has the following advantages over traditional Account Based Marketing:
Fit - To ensure that the best-fit companies (based on your ICP) get high-touch workflows, stopping low-intent leads from clogging up sales pipelines and speeding up sales cycles by acting as a filtering mechanism and stitching together various data inputs.
Speed - To engage with the prospect through the right channel, with the right message in that ~8-second window when they're thinking about you
Scale - To engage with all accounts visiting your website across all stages of the buyer journey and across the entire buying committee, not just the person visiting the site at that moment
Consistency - To immediately mobilize and scale up an army of AI SDRs to deliver consistent messaging that would resonate with the right buyers so you can test and iterate what works best at scale
Personalization - To deliver the right messaging at the right time, via the right channel, AND being human while doing so
Reduction - To measure the value of each of the dozens of buying signals you have access to, and weight them based on how strongly they indicate intent, and reduce it to an overall intent score
Consolidate Tools to Create a Seamless Buyer Experience
To stitch together these event-driven systems, you would need ZoomInfo or Clearbit to enrich the data, 6sense to gather the website intent, and Drift to engage with them live on the website. Now you can do it all in one.
Layering data from disparate systems and reducing the complexity through orchestration leads to derived insights. You can skip analysis done by a human toggling between three screens and pinpoint critical moments in a buyer's journey. You don't need to ink deals with 6-7 vendors and spend time getting systems to talk to one another. You can focus on one core vendor and push them to innovate to create seamless buyer experiences.
That will allow you to save money on tech spend, repurpose reps' time on more strategic problem-solving for the customer, and have robust data to run models and AI against to automate processes further.
Setup Warmly in Minutes, Not Months
Larger platforms may require weeks to months to set up correctly, involving multiple teams, onboarding sessions, and alignment meetings. The hidden cost of setup starts to eat away at the ROI.
For Warmly, you can begin receiving hard ROI in 20 minutes by:
Adding a code snippet to the site
One-click authenticating into your systems (Hubspot, Outreach, Apollo, Slack, LinkedIn, etc.)
You can immediately start to improve conversion rates by de-anonymizing and enriching the traffic coming to your site, sync this data back into your CRM, and then routing hot accounts to the right rep.
Then we would set you up for an onboarding call with our CSM for 30 minutes to help you define your ICP accounts and buying committee personas in Warmly so that we can set website prospecting on auto-pilot by turning on AI chat and AI prospector. This would run all hours of the day to line up conversations for reps even as they sleep.
An example: within the first 8 minutes of turning on AI chat, Kandji was able to book two qualified meetings. You can read more about Kandji's case study here.
Read more about what our customers have to say about us:
This article is Part III of a 4-part series on the shifting landscape of B2B buying and selling, how revenue teams have adapted, and where we think the market is headed.
In the previous two parts, we talked about the problems facing revenue teams today and how we got there. Account-based marketing is a step in the right direction, as it adapts how companies engage with buyers depending on the stage of their buyer's journey.
Right message, right person, right time, through the right channel.
However, having implemented ABM solutions ourselves and talked with many current or former users of ABM, we've seen that there are hard setup and maintenance costs, as well as difficulties in running such a complex operation effectively - particularly speed, coverage, and consistency.
People are influenced into deals rather than pushed into them like before. Demand creation and dark social are starting to become a key part of people’s strategies.
Demand creation focuses further up the funnel at the awareness and consideration stages of the buyer's journey. It's about finding ways to get our brand in front of the 97 to 99 percent of our total addressable market who may not be actively in the market but have the potential to become prospects in the future. This involves utilizing channels like LinkedIn, Reddit, ads, webinars, blog posts, and influencers to educate and engage with our target audience.
Demand capture is about capturing the buyer in the decision and purchase stage. Again, only 1 to 3 percent of people are currently in the market and showing purchase intent. This is where all of our sales team's efforts should go. There's typically a high cost for sales spending time on accounts that are not in-market.
The need to split between demand creation (mostly marketing, though there can be some assistance from sales) and demand capture (mostly sales but with some marketing influence) is to fulfill the buyer journey experience.
One common mistake companies make is the tendency to allocate most of their budget towards demand capture, even though 70% of the buying journey has already occurred by the time a seller is involved. By then, the buyer already has a top 5 list of vendors they are looking to evaluate.
By neglecting demand creation, we risk commoditizing ourselves among competitors and miss the opportunity to distinguish ourselves as a leader.
If we truly solve a problem, our buyer will be in the market for our solution one day. And if we did demand creation right, they'll be googling for our solution via branded search terms rather than typing our category name, where we may not even rank in the first four search results.
The Importance of ICP Creation
When we look at the difference between high-performing and low-performing SDR teams, there’s one thing that stands out across the board:
The best teams are getting fed with better pipeline.
That is, the leads coming through are of higher quality. They’re a better match for the company’s ICP, so they have an easier time closing deals and waste less time on leads that would never close.
For this, you need to have your ICP clearly nailed down and ensure your demand-generation activities are tailored to that specific audience.
It is not just about finding a fit on demographics, though.
You also want to know that the company is growing. Do they have NRR over 100%? Are they retaining customers? Is revenue increasing?
If these signals are all met, it means you’re less likely to have churn issues in the future because the buyers got laid off.
Wasting Time on The Wrong Activities
The other problem with many low-performing SDR teams is that they aren’t focusing on the right actions. Only 20% of their time goes to activities that create progress. The other 80% is just wasted time.
They aren’t working on the right deals at the right time, with the right people, through the right channels.
Revenue orchestration helps sales teams prioritize the best leads and deprioritize the worst ones so they can work on the activities that actually move the needle forward.
Advantages of AI-powered Revenue Orchestration
Fit
AI-powered revenue orchestration helps ensure that the leads that do make it through to a conversation with sales reps are highly aligned with your ICP.
Instead of funneling all potential prospects through to a demo (like a standard chatbot or meeting booker would), a revenue orchestration solution:
Nurtures the prospect until they demonstrate a sufficient level of intent, triggering an alert for a salesperson to take over.
This means those website visitors you aren’t a fit for your ICP don’t clog up your sales teams’ meeting pipeline, which translates to faster sales cycles and stronger conversion rates.
Speed
When a target company exhibits buying intent, the window of opportunity that the buyer is thinking about you could be seconds.
If a buyer visits the site and has a question about the product but is unable to meet with a rep until a day later, that may be too late if the budget discussion is tomorrow. By the time a sales rep reaches out, the moment may have passed, and the buyer has gone to a competitor.
Here's an example of how orchestration could solve this.
The VP of Marketing tells a B2B marketing manager at SaaS Co. to research an intent solution to get more in-market leads. SaaS Co's marketing manager asks the Pavilion Go-to-market community for alternatives to 6sense because 6sense is so expensive. Someone mentions Warmly.
The marketing manager visits Warmly's homepage, the case studies page, and the pricing page. On the pricing page, the chatbot pings - it's an AE at Warmly asking if they have any questions.
The marketing manager doesn't realize he's speaking to an AI. But by now, the actual AE has been notified and jumped in to take over the conversation, initiating a video call. They arrange to catch up again after SaaS Co's budget meeting (that's tomorrow). The marketing manager notes the solution in his deck and calls it a day.
But the orchestration doesn't end there.
Immediately after, the SaaS Co.'s CFO receives a LinkedIn connection request. It's the Warmly AE, enquiring about their precarious financial position. They detail exactly how Warmly integrates into SaaS Co's existing tech stack and maximizes the ROI of marketing spend. The CFO ignores the message but keeps Warmly in mind.
The rest of the buying committee (the VP of Marketing, CRO, VP of Sales, and Head of Sales Development) receive custom emails addressing all the risks Warmly would help eliminate.
The CRO finds a surprise in her message - an explanation of how Warmly eliminates revenue leaks, a topic they had recently read up on. The CRO clicks on a link in the email, arrives on the Warmly homepage, and reads case studies about how Warmly solved revenue leaks with SaaS Co's competitors.
The orchestration system automatically generated these experiences immediately after that initial call. AI carefully selected the message, buying committee members, and channels based on the surrounding context and historical data.
In the past, such an analysis and outreach would have taken hours. This took minutes. Plus, the call recording was synced to the CRM, transcribed, and processed alongside all other relevant data collected on the account.
So, onto that all-important buying committee meeting. What do you know? Warmly is top of mind.
The marketing manager reaches out to Warmly's AE to schedule another call with the VP of Marketing, CRO, and Sales. The AI, always doing more, includes the CFO on the call because they're deemed vital.
And in less than two days (there could be just 24 hours between the initial website visit and that buying committee meeting), you've got a prospect ready to buy.
Scale
A similar story plays out a hundred more times during the working day as companies visit the site, are qualified in or out, and the orchestration platform delivers the right experience. A single rep can only handle one account at a time, but an orchestration platform can simultaneously service every single account at every stage of the buyer journey.
The previous example discussed a possible experience delivered to the account if they were in-market.
What about those that aren't in-market?
They receive demand-creation experiences, like display ads or personalized emails that route to educational blog pages or videos.
When the target accounts finally enter the "buying window," Warmly's content has already shaped their opinions. The account is primed, and we move to demand capture involving the sales team.
The target accounts arrive on Warmly's landing page, the AI qualifies them as in, notifies the rep when a human needs to be in the loop, and the cycle repeats.
Flexibility
The best AI-powered revenue orchestration solutions give GTM teams the flexibility they need to plug into their existing tech stack and coordinate sales and marketing activities.
That’s not the case across the board, though.
Right now, we’re seeing a consolidation of the GTM tech market.
Salesloft bought Drift. HubSpot bought Clearbit. Leedfeeder merged with Echobot to become Dealfront.
You’re also seeing tools like Apollo.io and ZoomInfo build out unified GTM suites in-house.
Others, like Warmly, are more platform-agnostic. They focus on integrating with a wide variety of tools so you can plug into the tech stack you’re already set up with and orchestrate effective GTM campaigns powered by AI.
Zach Howland, a sales tech stack expert with a ton of experience implementing CRM and sales tools, has a great point on this:
"Flexibility is enhanced utility. The market needs to be more nimble for the coming scramble to modernize sales technology as AI becomes more robust.”
Consistency
Take this example.
Based on data in the orchestration platform, the leadership team finds they're losing deals based on price to competitors, specifically to companies in B2B SaaS at the Series A stage.
So, the team tweaks the orchestration platform to show 20% discounts to in-market B2B SaaS accounts at the Series A stage. The AI also integrates this promotion into the company's messaging while keeping the price the same for all other prospects.
Normally, this type of change would take multiple training sessions with SDRs, as reps leave, are onboarded, or return from vacation. In the past, reps might have tested messaging and pricing on their own.
Now, everything is standardized. This change is implemented immediately and fed through the platform.
Personalization
The other problem with those stock standard sales conversations that lack context?
They’re exactly the opposite of what today’s buyers say they want.
86% say personalization plays a major role in their purchasing decision.
For many companies, especially SMBs, personalization is a great concept but can be difficult to achieve.
Most businesses add a dynamic name section to their email chains and call it a day. As if their name is what customers are talking about when they say they want personalized buying experiences.
A quality revenue orchestration platform provides companies access to the tools they need to deliver personalized experiences.
Again, it starts with quality data (you can’t personalize anything if you don’t know a thing about the person you’re speaking to), coordinated using a combination of AI and automation to identify opportunities to personalize aspects of the conversation.
It's not just about showing that you know their company's name or their role. Revenue orchestration can go as far as customizing the marketing messaging and even the sales assets that customers receive based entirely on the demographic and intent data you have on them.
Adaptive Systems and their Multiplier Effect
When the whole go-to-market functions of demand creation (marketing) and demand capture (sales) play together harmoniously and the experience is delivered correctly, buyers are happy because they feel like it's being done for them, not to them.
When data no longer lives in siloes and is combined to create derived insights that feed back into the platform, the system continuously delivers better experiences to each account.
Advancements in AI, like vector embeddings, can extend LLMs to have long-term memory for the surrounding historical context and experiences delivered to not just one account but every account being tracked in the CRM. This allows the system to create highly customized experiences that extend across the life cycle of the buyer's journey. Like Amazon and Netflix, millions of buyers don't receive templated emails; they receive carefully selected personalized experiences.
The Non-linear Nature of B2B Purchasing
B2B buying doesn’t play out in any kind of predictable, linear order. Instead, buyers engage in what one might call “looping” across a typical B2B purchase, revisiting (for example) six buying jobs at least once.
There's a multiplier effect when all the pieces work together and adapt in real time to the ever-evolving ecosystem of B2B buying.
Go-to-market teams have already been downsizing and learning to be just as effective with fewer headcounts.
It's gotten so difficult to get someone on the phone that when they finally pick up, after 100 dials, we end up word vomiting just to have them hang up again. It's a horrible experience for both the buyer and the seller.
In the very near future, sellers will move further away from these manual, repetitive tasks because of the increased sophistication, efficiency, and effectiveness of these new adaptive systems. SDRs and AEs can get back to focusing on solving complex customer problems and building long-term relationships. And marketers can spend more time building empathy for the people they are seeking to serve.
And because AI has become quite good at synthesizing data into something humans can understand, we can drill down into the system and reveal important answers to questions like: Who is our ICP? Where are the bottlenecks? Why did we deliver certain experiences? What's been working or not working? Why?
That's the magic of AI-supported revenue orchestration. It gives us the power to be more creative and strategic.
We do what we do best, and leave the rest to automation.
This article is Part II of a 4-part series on the shifting landscape in B2B buying and selling, how revenue teams have adapted, and where we think the market is headed next.
The reduction in force in 2023 has accelerated the need for agile organizations in B2B buying and selling.
Account Based Marketing (ABM) has shifted the focus from individual leads to the account level, improving efficiency and relevance.
Understanding the buyer's journey and using automation and AI can increase sales velocity and conversions.
However, there are limitations to ABM, including the challenge of data silos and the need for speed, coverage, and consistency.
The next phase in demand capture and demand creation is Account Based Orchestration (ABO)
Headcount Reduction Accelerating the Agile Organization
As of August 2023, almost 300,000 workers in US-based tech companies have been laid off.
Just as COVID was a massive accelerant to the digital buying process, the 2023 reduction in force, because of uncertainty around the economy, was a massive accelerant to the new age of agile organizations.
Dynata conducted a 2023 study across 500 business leaders in the US, Germany, the UK, and France across all industries. Participants included heads of sales, revops, and marketing. A few findings:
75% of organizations expected flat or reduced revenue growth this year
58% expect to have less personnel to drive sales
So, there is less staff, potentially the same pipeline coverage needed to hit your quota.
As a result, sales and marketing organizations learned how to operate smaller, more agile, and more efficiently. Revenue teams began partnering with the most innovative technologies that used automation and AI to help them execute operational downstream activities, which allowed them to focus on key insights and personalization.
Shift Towards Customer Centricity and Account-Based Marketing
In the past, most go-to-market tooling was focused on helping the seller and marketer get more leads. The experience of tooling wasn't necessarily tailored toward the buyer (e.g. carpet bomb email and relentless cold calls).
There are two options to increase revenue:
Increase leads
Improve pipeline conversions, cycle times, ASPs
It seemed easier to get more leads, so many organizations chose that. But it wasn't. It was the more expensive option that had diminishing returns. More leads to sift through and follow up on meant sellers weren't allocating their time as effectively.
The problem was that 3% of your TAM was in-market to buy (Sticky Branding).
Spending time on non-target accounts that were not in-market to buy was a huge waste of time and money for both the sales and marketing teams.
The Importance of Efficient Growth and Timing
Companies like 6sense keyed in on the importance of efficient growth, relevance, and timing. They introduced the idea of account-based marketing (ABM), which took the focus off the individual lead contact and brought it up to the account level.
Understanding the Buyer's Journey
The vision was to break your target ICP accounts into four key stages of the buyer journey:
Target: Not ready to buy
Awareness: Waking up to the problem
Consideration: Learning how to solve the problem
Decision: Engaging with vendors
Purchase: Ready to buy
Then, align the sales and marketing team to work together towards delivering the right experience at the right stage in the buyer's journey. Sellers needed the marketers to figure out which leads were in-market. The marketers needed sellers to engage those leads. ABM teams typically align on the same ICPs and metrics to build qualified pipeline together.
There are thousands of potential leads that a seller could follow up on, but they should just prioritize the ones with the highest ROI, and leave the rest to AI and automation.
Here's an example 6sense workflow:
Awareness: Marketing identifies the best accounts via the buyer's digital footprint on the web, finds the buying committee, and then adds them to social ad campaigns on Facebook and LinkedIn
Consideration: Marketing adds the buying committee members into nurture/education campaigns to provide value
Decision: Landing pages and chatbots are personalized to the buyer. Target accounts are routed to the right sales rep
Purchase: CRM, marketing automation systems and the website capture buying signals. This is when the account is in-market to buy, and sales should chase
Understanding where the buyer was in their journey made marketers and sellers more relevant and customer-centric in their outreach timing, targeting, and messaging.
Taking a multi-threaded approach where everyone on the buying committee was engaged increased sales velocity, conversions, and ASPs.
Sales and marketing were going to market together, which boosted overall ROI.
ABM started to work and cut through the noise:
The first person in the conversation is 70% more ready to buy (6sense)
85% of marketers say ABM significantly benefited them in retaining and expanding their existing client relationships (Triblio)
An ABM strategy can increase B2B revenue by 208% (Warc)
According to Lars Nilson, VP of Business Development at Snowflake, who ran a 200+ sales development team, when account-based marketing and account-based sales orchestrate, script, and strategize together, they saw a 3x lift rate on their meetings booked.
Limitations of Today's Account-Based Marketing
In spite of the lift from running an ABM motion, companies are still finding difficulty capturing demand. Deals are becoming increasingly complex, with more steps involved and more people to convince. The status of deals is constantly changing and faster than humans can react.
There are also fewer humans to react, period, because of the headcount reduction. Sales reps are working double-time to engage quickly and effectively with more accounts on increasingly complex deals. People are fried.
Sometimes it could take weeks, months, quarters to fully implement an ABM solution. It could take a while before sales and marketing and in full alignment on their ICP and agreed upon processes. Takes time to find a dedicated owner of the ABM tool. People are constantly shifting, so the CMO that brought on the ABM solution may leave midway through implementation. And the sales team that was onboarded today may not be the sales team that uses it tomorrow.
A strong signal on an account that's in-market to buy is only useful if it's acted upon, and better yet, acted upon immediately. Speed kills sales. Drafting a personalized email to a hot account a day after may be too late.
Human systems do not scale well, especially as organizations and the number of leads to keep track of gets larger.
The Challenge of Data Silos and Integration
The market is starting to consolidate tooling; however, you still have 5 to 6 solutions that need to work in tandem to execute effective ABM. For example there's conversational intelligence, sequencing, email, LinkedIn, Slack, CRM, buyer intent, etc. Humans still need to toggle between three screens to conduct analysis and pinpoint key moments in a buyer's journey. Revops needs to manage multiple vendors, which oftentimes have duplicate features.
But the biggest issue is having multiple data siloes to manage. With systems needing to integrate back and forth, it can be difficult to have a single set of robust, accurate data to automate workflows or run AI models off of.
The problem compounds as the size of the organization and prospect base grows.
Pretty soon there are processes to maintain processes, and, depending on your time horizon, the upfront setup and maintenance cost may introduce more harm to the team rather than the ROI promised.
The Need for Speed, Coverage, and Consistency in ABM
For ABM to work well, you need speed, coverage, and consistency.
Most sales teams are not set up to react in real-time, which breaks them out of their workflow. It takes significant orchestration to complete the ABM motion successfully at every step.
If there is a big marketing campaign that drives traffic, there may not be enough rep coverage to engage all the buyers.
In both cases, there is a revenue leak in the funnel because speed, coverage, and consistency fall short.
It means you're not engaging or fast enough with your in-market target accounts (3% of your TAM) who are in the decision/purchase stage, which costs you deals today.
You're also missing out on the opportunity to build relationships with target accounts that are not in-market (97% of your TAM) in the awareness/consideration stage, which will potentially cost you even more deals tomorrow and beyond because those accounts may be building an early relationship with your competitors.
Up Next: The Era of Account-Based Orchestration
Read Part III, where we'll delve into the evolution from account-based marketing to account-based orchestration. We'll explore how this transition enhances the speed and precision of delivering a tailored buying experience to your Ideal Customer Profile (ICP).
This article is Part I of a 4-part series on the shifting landscape of B2B buying and selling, how revenue teams have adapted, and where we think the market is headed.
TL;DR:
B2B SaaS experienced a golden era with an influx of capital and a focus on go-to-market strategies.
The traditional sales funnel and data-driven processes became the foundation of go-to-market understanding.
The market saw an explosion of SaaS solutions and an increase in email deluge, leading to declining conversion rates.
The pandemic brought about significant changes in buyer behavior, with a rise in digital communities and increased reliance on content consumption for decision-making.
The digital transformation paradox emerged as conventional funnel metrics struggled to capture evolving buying behavior, leading to the need for companies to adapt and evolve.
The Golden Era of B2B SaaS: 2018-2022
The years from 2018-2022 could be called the Golden era of pre-AI startups. B2B SaaS was living its best life. Startups were bathing in cash. They were getting their rounds pre-empted because deals were becoming that hot.
I remember just two years back in 2021, there was a saying in the startup community that it was easier to raise money than it was to hire great talent.
The Capital Influx
Initially, we saw the influx of capital into SaaS businesses often channeled into go-to-market strategies. B2B SaaS companies hired like nobody’s business: sales reps, ad spend, sales reps, marketing tools, and more sales reps. Resource bloat accrued because of the mounting pressures to produce in order to meet valuation expectations.
This forced the hands of many B2B SaaS startups to hire too many employees to hit those targets. As the economy has continued to recede in 2023, shareholders, boards, and VC firms alike are asking nearly every startup to surrender to a RIF - aka layoffs - to reduce the bloated, unproductive staff.
GTM Strategies
The traditional construct of going to market was that of the sales funnel. Tools like ZoomInfo and Outreach would make one sales rep feel like the power of ten sales reps. But instead of cutting back, companies went all in, flooding the market with outbound — more dials and cold outbound calls, and more mass emails out the digital door.
With so many bodies, predictability and structure became the name of the game. I remember being curious about sales and asking Larson Stair, an expert sales founder in our Techstars batch.
"What makes a salesperson great?" — Alan
"Process." — Larson
Sales with a process is a science, which makes it more predictive. Without a process, it was emotion, which made it less predictive. VCs have historically pushed for predictability, which pushed for certainty in measurement. What is the best visualization of this predictability? The Marketing-to-Sales Funnels with conversion rates at every step.
At the same time, with the explosion of data, whatever could be measured was measured. Everything became seemingly quantifiable when the funnel was the foundation of go-to-market understanding, turning GTM into a science, and sales and marketing as “the scientist” executing the experiments.
The SaaS Startup Explosion: the 2020s
As venture capital continued to flow into the 2020s, the SaaS market saw an influx of tools, thanks also to the commoditization of API software development. Competitor apps could be spun up overnight with just a handful of developers. The availability and affordability of cloud service helped ensure that the entrepreneurial developers sitting inside a B2B SaaS company could develop revenue-producing applications to their heart's content.
Carina, Zack, and I built one such competitor tool during our time at Techstars without knowing anything about the space.
Everyone started building and buying everything. Then, the capital and the revenue started coming in - and it was good. However, when everyone starts making money, good decisions start going out the window. Lots of shelfware was created and sold to consumers who were sold something that didn’t deliver value.
The Email Deluge and Declining Conversions
Inboxes exploded from the deluge of emails. Eventually, Google started throwing certain domains into spam. Whole cottage industries emerged just to warm emails to improve deliverability so companies could send more.
But the pressure mounted. What did people do? More hands on deck. 5% closed won conversion last year, 1% conversion this year? No problem. Pump up the top of the funnel to sustain revenue growth.
If your job was on the line, why fix something that wasn't broken? Plus, who had the bandwidth to innovate when the existing system was barely afloat? Nobody ever got fired for buying IBM.
Lots of hungry reps to feed right now. Where are all the MQLs, form fills, white papers, and link clicks? Because of the short time horizon of CROs, the whole go-to-market team needed to operate on a similar timescale.
The Pandemic's Impact on Business
Then 2020 ...
The pandemic changes everything.
It completely disrupts B2B SaaS marketing, in ways that are still being felt today.
And it all started with B2B SaaS buyers.
The Buyer's Evolution
Let's talk about what happened to the buyer.
Forget B2B SaaS products for a second. For the first time, during the pandemic, buyers were building entire teams without ever meeting face-to-face with their new hires.
As a result, B2B SaaS providers had to learn how to connect with buyers that were increasingly connecting with peers, potential clients, and sales teams entirely online.
The Rise of Digital Communities
Demand for community skyrocketed. Reddit, Discord, and Zoom engagement shot up. And in the wake of all this, professional communities like Pavilion started sprouting up everywhere. LinkedIn evolved into a real professional social network.
Suddenly, buyers, who in the past, would meet each other maybe once or twice a year at conferences to exchange ideas about B2B SaaS solutions, can poll thousands at a time, globally, for advice on whether to use Outreach or SalesLoft, Hubspot or Marketo in a single post, and get curated answers back within minutes.
Content Consumption
With social media engagement at an all-time high, consumption of marketing content like e-books, blog posts, podcasts, influencer endorsements, and peer reviews soared.
In 2020 alone, media uploads increased by 80% YoY, driven by an influx of social media marketing in the SaaS space. How-to videos, explainers, pre-recorded sales pitches: B2B buyers were absorbing it all.
The increase in content consumption meant that demand generation became a key factor in the B2B SaaS business model.
B2B Decision-Making
As well as consuming more and more content during the buying process, the way organizations decided on when and why to purchase a SaaS product also changed.
In particular, partnership programs - for example, Hubspot and Salesforce's app ecosystem - started gaining traction as a go-to-market channel, with buyers increasingly making purchase decisions from trusted B2B software vendors.
The Digital Transformation Paradox
Consequently, B2B SaaS underwent a digital transformation overnight.
The change was swift. But, ironically, as the world digitized, conventional SaaS metrics struggled to capture the evolving buying behavior.
Private Slack chats, influencer endorsements, or old-school phone calls - the funnel couldn't track these. The same large quantity of SaaS vendors still existed. It's just now the buyers could see them all a bit more clearly.
The Dark Funnel and Its Impact on B2B Marketing
In the past, companies could track customer interactions through traditional marketing automation platforms. However, with the rise of third-party marketing channels like podcasts, events, influencer marketing, and organic social media, companies are unable to track these interactions effectively. This lack of tracking has led to a major shift in the distribution of content and communication between companies and their customers.
The software vendor landscape was vast, but now, buyers had a clearer view. The competition between vendors became fierce, with countless "Top X tools for Y" lists and regular Gartner and G2 matrices to guide buyers.
Still, the traditional sales and marketing model that drove buyers down the funnel persisted, even as it was seeing diminishing returns. A decade of conditioning led ingrained these large processes of generating Leads to MQLS to SQLs, as well as the people who maintained them.
The Informed Buyer
But here's the twist: Buyers were leveling up. They were more informed and more savvy. At least that's what they thought:
70% of the buyer’s journey is done digitally before talking to a salesperson (Sirius Decisions)
80% of B2B purchasers said that they would not even speak to a salesperson until they had done their own research (The Corporate Executive Board)
80% of business decision-makers prefer to get company information from a series of articles versus an advertisement. (B2B PRSense)
84% of B2B decision-makers begin their buying process with a referral. (Sales Benchmark Index)
86 percent of buyers use peer review sites when buying software (G2)
The number of people in the SaaS solution buying committee was also becoming much larger. Each member has their own needs that must be met before the purchase can go through, so that means different messaging and timing for different personas.
It was like wringing water from a rock and suddenly finding yourself in a desert. That's okay because the VC well always had more rocks to pull from.
Navigating the New Demand Landscape
Post-pandemic, B2B SaaS companies faced a fresh challenge: the funding bubble began to deflate. Buyers tightened their belts. Sales quotas were missed.
Traditional methods seemed outdated in this new reality.
While many clung to old strategies, successful B2B SaaS organizations recognized the need for efficiency and adaptability. They shifted focus from lead generation to efficient demand capture and demand creation, emphasizing trust and authenticity in an informed buyer's world.
"How can I sell you something," no longer works. The approach must be proactive: "What does my customer need from me." Companies like Aligned have built the digital sales room to create better buying experiences.
In this evolving landscape, it's not about who spends the most - on sales teams, marketing campaigns, or SaaS tools - but who adapts the best.
11 Best Dealfront Alternatives & Competitors in 2024
Time to read
Alan Zhao
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.
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.
💡 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.
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?
Qualify and score leads with greater precision and easily identify the hottest leads.
Reach out when their interest level is at its peak.
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.
If you get more monthly traffic and need access to Warmly’s more advanced features, you can choose between two pricing plans:
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.
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?
Feature
Warmly
Dealfront
Website De-Anonymization
✅
✅
Live Video Chat
✅
❌
Account and Lead Scoring
✅
✅
Custom Lead Filtering
✅
✅
Data Enrichment
✅
✅
Auto-Prospecting
✅
❌
Job Change Tracking
✅
✅
Integrations with GTM tools
✅
✅
Contact and Account Database
❌
✅
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.
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:
Basic: $59 per user per month
Professional: $99 per user per month
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:
Pro: $99 per user per month when billed monthly or $49 on the annual plan
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:
Starter: $149/mo
Explorer: $349/mo
Pro: $800/mo
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:
Starter: $49/month
Growth: $149/month
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:
Essential: $45 per user per month
Pro: $89 per user per month
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:
Growth: $12,000/year
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.
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10 Best Sales Prospecting Tools in 2024
Time to read
Alan Zhao
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:
Warmly — Best for finding and enriching leads with high buying intent and converting website visitors.
LinkedIn Sales Navigator — A good B2B prospecting tool if your main or only prospecting channel is LinkedIn.
Lusha — A budget-friendly B2B sales prospecting database with rich and accurate data.
Keyplay — Prospecting database with numerous filtering options.
Clay — Sales tool that provides comprehensive data enrichment from 75+ sources.
Zoominfo — Enterprise-level sales prospecting and lead generation OS with a price to match.
Cognism — Sales intelligence platform with international coverage.
Wiza — Chrome extension built for basic LinkedIn sales prospecting.
Crunchbase — A multifaceted sales prospecting tool focusing on private company data.
Apollo — Comprehensive B2B data and sales engagement platform.
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:
Which accounts should the Prospector target.
How many contacts per account should be added to workflows.
Which specific contacts should be targeted (e.g., sales reps, marketing reps, etc.).
Which action should be taken (send email, LinkedIn message, etc.).
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.
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:
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.
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:
Core at $74.31 per month when billed annually
Advanced at $125.87 per month when billed annually
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:
Pro - $49 per month
Premium - $79 per month
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:
Growth: $12,000/year
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:
Starter: $149/mo
Explorer: $349/mo
Pro: $800/mo
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:
Pro: $99 per user per month when billed monthly or $49 on the annual plan
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:
Basic: $59 per user per month
Professional: $99 per user per month
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:
Find prospects that want to buy from you.
Create more personalized and efficient outreach and marketing strategies.
Engage prospects while they’re hot.
Try Warmly for free and start identifying and converting more qualified prospects today.
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How B2B Website Visitor Tracking Can Boost Your Sales and Marketing Strategies
Time to read
Alan Zhao
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?
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.
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.
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.
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.
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.
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.
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How to Identify Website Visitors: Step-by-Step Guide for 2024
If you don’t know who’s visiting your website and how they’re engaging with it, you run the risk of:
Missing qualified opportunities who aren’t filling out your forms or signing up.
Not understanding if your marketing campaigns are reaching the right target audience.
Confusing which pages or prospect segments are underperforming and which convert.
Not getting enough quality leads in front of your sales teams.
Ineffective outreach campaigns.
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:
Contact information
Firmographic data
Demographic data
Technographic data
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.
💡 Note: Although we recommend adding Warmly’s script to your entire site, you can add the tracking script to:
Your entire site
Specific web pages
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:
Settings
General Settings
Email UTM Param Setup
Add Warmly’s UTM parameters at the end of URLs linked in emails (similar to UTM parameters for marketing campaigns).
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:
Settings
Segments
Add Segment
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:
Go to Warm Visitors
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
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
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:
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.
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.
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.
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The 12 Top Lead Enrichment Tools for GTM Teams in 2024
Time to read
Alan Zhao
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.
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.
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.
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.
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.
Custom Lead Generation
Lead Enrichment
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.
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!
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Warmly Acquires B2B Sales Intelligence Platform Immagnify, Scaling Best-in-Class Intent and Signal Data for Go-to-Market Teams
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.
Immagnify team
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.
Warmly signal data
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.
Warmly's visitor de-anonymization
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.
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The 10 Best ZoomInfo Alternatives for 2024
Time to read
Alan Zhao
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.
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.
While their platform is a sure bet for large companies looking for predictability, most companies need better features and quality customer support for that price.
ZoomInfo's product suite isn't seamlessly integrated.
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…
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:
Warmly - Reveal and convert your website visitors.
Apollo.io - Complete B2B data and sales engagement platform.
Lusha - Affordable and accurate B2B data.
Seamless AI - Reliable B2B data with a handy Chrome extension.
RocketReach - Large database favored by the Fortune 500.
Hunter - B2B data, domain search, and email verification.
Keyplay - Account database with extremely detailed and accurate filters.
Clay - 50+ data providers combined with AI workflow automation.
LeadIQ - Simple prospecting platform with no engagement capabilities.
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.
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.
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.
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.
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.
Feature
Warmly
ZoomInfo
Website De-Anonymization
✅
❌
Live Video Chat
✅
❌
Account and Lead Scoring
✅
✅
Custom Lead Filtering
✅
✅
Data Enrichment
✅
✅
Auto-Prospecting
✅
❌
Job Change Tracking
✅
✅
Integrations with GTM tools
✅
✅
Contact and Account Database
❌
✅
Engagement Platform
❌
✅
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).
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.
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How to Align Sales, Marketing & SEO Through Revenue Operations
Time to read
Valeria Lytovchenko
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.
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.
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.
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.
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.
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.
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Google Search March 2024 Algorithm Update: What You Need to Know
Time to read
Alan Zhao
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 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."
Google offers clarification about what counts as scaled content abuse.
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.
The B2B buyer journey
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.
Reveal contacts and companies
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.
Route intent signals to outreach channels, automatically
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.
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How to Identify and Capitalize on Buyer Intent in Your Marketing Strategy
Time to read
Alan Zhao
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.
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.)
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How to Navigate the 2024 LinkedIn Algorithm Changes
Time to read
Alan Zhao
Everyone's heard the “white hat SEO” tactic of being yourself. Just put out quality content, and views will come. Yet there’s no denying that algorithms matter. They have the power to sway our decisions, exacerbate our biases, alter our subconscious, and affect our lives in unpredictable ways.
Reach, engagement, and follower growth have dropped by 50% for almost all LinkedIn creators in the last year, according to the highly anticipated LinkedIn Algorithm Insights 2024 report by Just Connecting HUB.
When changes are happening for 95% of creators, the issue isn't random. It's algorithmic.
Understanding even the basics of how the LinkedIn algorithm changes work can mean the difference between being seen by hundreds, and seen by millions.
Background On LinkedIn's Algorithm
LinkedIn has over a billion users worldwide, including more than 238 million in North America. 65 million people use LinkedIn to look for work every week, and 6 are hired every minute from the platform. The potential benefits of extending your reach are enormous—if you understand how the LinkedIn algorithm works.
Unlike other social media platforms, LinkedIn is built for professional networking. The LinkedIn algorithm is unique because it isn't designed for content to "go viral." It's more interested in showing people content that is relevant to them—in order to stoke more meaningful comments and relationships.
LinkedIn is upfront that the metric that matters is engagement. It's even built into the way they detect and handle spam. The more positive engagement you get, the more LinkedIn feels good about showing it to others. It also shows you what it thinks will be most relevant based on what it knows from your LinkedIn profile, connections, interests, and how you've interacted with content.
If you send someone a direct message, the chance you'll see their post again shoots up 70%, according to the Just Connecting report. If you save someone's post, there's a 90% chance you'll see their next one. How long viewers spend on your post is also factored in, which suggests long-form posts may have an advantage.
The Biggest Algorithm Changes
Should your LinkedIn poll have two answers or three? The difference can be a 25% drop in reach. LinkedIn algorithm updates can have a big influence on how people engage with your post. Among other things, the latest algorithm change has flattened much of the differences in algorithm for mobile and desktop LinkedIn users, so these differences are felt more or less across the board.
Comments Matter Even More
The latest LinkedIn algorithm update gives comments slightly more weight in boosting reach. Longer comments (>15 words) are twice as effective as shorter ones. "As an author, adding another 2-4 comments after the initial first hour can effectively reintroduce your post into the feeds of all participants, typically resulting in an additional 25% growth," according to the Van der Blom report.
Posting helpful, quality comments on other people's posts also helps your profile by increasing profile views, followers, connections, and, therefore, people seeing/interacting with your own content. However, stay away from letting AI do the work for you, which nets a much lower response.
Collaborative Articles
LinkedIn is leaning hard into some of the new features they've unveiled, like Collaborative Articles. Just commenting on one has a significantly higher chance of showing up on people's LinkedIn feeds than dropping a note on a regular post. Users who contribute enough to earn the Top Public Speaking Voice badge are also promoted more. Any badge you earn will give your profile a boost, but recent platform updates have raised the bar for qualifying.
Creator Mode
While not strictly an algorithm update, LinkedIn is not setting all profiles to Creator Mode by default. The biggest impact is that how your followers engage will have more impact than contacts. It also opens the option for everyone to use LinkedIn Audio Events (think one-off podcasts) and LinkedIn Live—which get 12x more engagement than ordinary video posts.
Hashtags
Previously a social media golden child, hashtags—especially custom ones — no longer have a material positive impact on reach. However, the first 2-3 hashtags are included in your post URL, which is helpful for SEO.
Broadly used hashtags are also useful for helping people search for and find content related to a topic. (For example, if you're interested in #socialselling, LinkedIn may suggest content from #sales.)
Outbound Links
It may surprise you to learn that including a link to an external site leads to a 25-35% drop in reach. The Van der Blom report attributes this to LinkedIn users preferring to stay on the platform—behavior that feeds into the algorithm de-prioritizing those links.
The report recommends circumventing this penalty by publishing the post without outbound links and then editing the post to include them. Since the latest algorithm update, comments made by the author that include a link are now given less visibility.
Format of your LinkedIn Posts
One notable addition to the LinkedIn formula is formatting. "For the first time, we've observed that factors such as the ideal length of text, subject matter, and posting frequency may differ depending on the format you choose," according to the Van der Blom report.
Some formats have fallen in and out of favor over the years. For example, PDF posts used to get more than twice the reach of ordinary posts, but it appears the algorithm is starting to de-prioritize them.
Optimal Post for Storytelling: Text and Photo
The most common post format is a combination of text and images, which make up 48% of LinkedIn content.
The ideal text and photo post has:
900-1,200 words focused on a single timely topic with relevant keywords (which improves searchability)
Starts with a compelling hook, has an authentic voice, and ends with a strong and clear call to action.
Short sentences (<12 words) and generous use of line breaks to avoid blocks of text.
1-5 relevant, personalized (not stock) images in a vertical format, with brand colors, that include people, and aren't screenshots or promotional images. GIFs are especially relatable, and therefore effective.
While high-quality visuals are crucial for LinkedIn posts, making them might be challenging. Editing each image manually is time-consuming and demands specific skills, whereas working with a designer might be costly. Instead, you can use AI tools such as an AI art generator or photo editor to create visuals by writing text prompts.
Optimal Post for External Calls-to-Action and Building Thought Leadership: Text-Only
Want people to download a report from your website, or take another action off the platform? According to Van der Blom's report, text-only posts with a strong hook (e.g. a bold statement) and ending with a question are especially effective. For an even smoother user experience, consider including a phrase like "Scan the QR code in our profile bio to access the full report instantly" at the end of your post.
Text-only posts are also great for sharing advice, strategies, or war stories about being in your field. This is especially useful for executives who want to establish themselves as thought leaders and build a following of people who trust their insight and advice.
Optimal Post for Engagement: Videos
Videos are a great example of how reach momentum is controlled by the algorithm. They lost favor for a while, but have been growing in reach again since September 2023, according to the Van der Blom report.
If your goal is to get people engaged with your content, leveraging the best AI video generator can significantly enhance your strategy. The Van der Blom report suggests keeping videos between 1-2 minutes unless your video is very engaging (then you can go up to five.) High-quality visuals, clear audio, subtitles, and anything to make the experience accessible to a broad audience will increase viewership and positive perception. Utilizing AI video generators can help meet these quality criteria efficiently, broadening your content's appeal.
Optimal Post for SEO: Articles
Articles are the bottom rung in terms of reach but are invaluable for SEO. They also help build out the Newsletter function, which is available exclusively to LinkedIn users who have "Creator Mode" switched on. Since the middle of last year, the platform has allowed creators to create multiple newsletters—helpful for subject matter experts with more than one core subject area.
The most impactful articles are original content (not regurgitated from a corporate blog) between 800-1,200 SEO-optimized words and posted on weekdays, when people are in the "office" and may be more willing to engage with long-form, work-related content.
The best-performing articles feature a single high-impact video, hyperlinks to credible sources, and a compelling cover image—and are posted bimonthly rather than once a week. You can further extend your reach by promoting the article in a post and sharing it with LinkedIn groups that will find it relevant.
Key Takeaways for LinkedIn Users
There is no one perfect format, time, or action that can guarantee views. Rigidly following the "optimal" post structure won't do much if your content isn't compelling enough to get people to engage. On the other hand, consistently putting out great new content that resonates with your social network will trump any advantage from timing or algorithm hacking.
The algorithm is trying to adapt to human behavior in order to continue providing more relevant content and user engagement. It also doesn't just work on a post-by-post basis. It has a running "memory." If the last 10-15 things you've posted do poorly, it's a good measure that you may not be posting content people want to read. That being said, there are some changes that can give content creators a boost.
Tips for Maximizing Engagement on LinkedIn
Skip the Engagement Pod
LinkedIn's Editor-in-Chief, Dan Roth, has said that the platform will penalize manufactured engagement (e.g. engagement pods where a group agrees to like everything for each other).
Directly asking for engagement in the post still seems to offer a modest boost, according to research by Just Connecting. If you're going to ask your readers for a favor, an instant repost (without any additional text) now leads to an even higher boost in reach (40% vs. 30% last year).
However, the most effective LinkedIn content strategy is to go with the algorithm, not against it. Authentic content and connection with other LinkedIn members will always trump manufactured likes and generic comments.
Tag Your Posts
When it makes sense, tag 1-4 people who are likely to respond to your post. Their engagement is worth 1.5x more than someone not tagged—but be careful. If your response rate is less than 60%, your reach could slow. When in doubt, tag them in the comments, which doesn't come with the same penalty. Don't tag more than 15 people, which could get your post tagged as spam.
Time your Posts
There's a lot of different advice about the best time to post on LinkedIn, but the answer will depend on your target audience. If you are targeting a global audience, The Algorithm Insights 2024 Report suggests you'll get the most traction if you post between 8 a.m. and 11 a.m. in your local time. In other words, if you're posting from New York, that will be about early morning in California and evening in Singapore.
Post Consistently
While posting blog posts daily works well for SEO, posting too often on LinkedIn may dilute your reach. According to the Algorithm Insights 2024 Report, your posting rhythm "conditions the algorithm to serve your content reliably to your audience."
While the report offers specific rules (like one video per week, or two if it's a company page), it seems more important to loosely plan to post a few times a week and then be open to letting conversation flow. For example, if a post is still getting significant traction, it makes more sense to let it ride than break momentum with a new post.
Stick Around After Posting
Conventional advice says that the first hour after posting is crucial. The algorithm evaluates how people react to your post to gauge its quality (or flag it for spam).
Now it seems the algorithm is also looking at how your post is also reviewing engagement at the 6-hour and 24-hour marks. The result is that some posts are "seeing substantially more reach on the 2nd and 3rd day compared to 1 year ago." It also helps to circle back around these time milestones to add comments to your own post.
You can start the conversation off by adding comments in the form of questions or further insight. If you tag people, make sure they will be interested in what you have to say—a lack of response is a negative sign for the algorithm. Then stick around to respond to comments, especially in the first hour after posting.
LinkedIn engagement is a game of momentum. You should ideally try to extend the momentum of anything you post, share, or do. For example, keep the conversation going after a LinkedIn Live session by sharing resources, or a highlights-only breakdown of what happened.
Use Polls
The Richard Van der Blom report found that LinkedIn polls are heavily underutilized tools. They achieve twice the medium reach and are often featured in LinkedIn's Trending Content. They're especially effective on company rather than individual pages.
The key is to pick a question that will appeal to a broad base, explain what you're trying to achieve with the poll, and avoid topics that are too promotional or political. Van der Blom's report recommends sticking to three answers and considering allowing an option to expound (e.g., "Other, see comments.") Continuing the conversation in the comments and sending invitations to connect with voters are all great ways to piggyback on the poll to grow reach.
Potential Implications Of The Algorithm Changes
Businesses with company pages have seen their initial reach drop by 25% in the last year since the latest update. Comments, likes, instant reposts, and "See More" clicks all help (in that order), but the effect is dampened if they're performed by employees. LinkedIn has also removed featured hashtags, which means companies should be incorporating them into their posts.
While all the rules can be overwhelming, it helps to remember that LinkedIn's goal is to foster a community that offers real value to people who use it. Offering free and helpful content—not locked behind paywalls or in return for contact information—goes a long way. It also won't hurt as LinkedIn continues to tweak its algorithms.
All LinkedIn posts benefit from a strong hook, a conversational tone, and compelling images—especially GIFs. The algorithm has long favored "dwell time," or how long people spend on your post, so anything that keeps them on the page longer (e.g., an in-depth analysis) will help.
Research by Just Connecting also suggests that the LinkedIn algorithm can only be affected by up to 16.6%. The base level of reach is determined by your network, follower-to-connection ratio, past content engagement, and whether influencers are engaging with it.
That means algorithm changes, while important, are just a small part of the puzzle for businesses and marketers going forward.
Optimizing Social Selling on LinkedIn with Warmly
If you're going to make LinkedIn social selling a core part of your growth strategy (and considering the rewards, every B2B company should be investing in it), then you have to remember the part it plays in your overall sales strategy.
Because LinkedIn doesn't exist on its own. It works in tandem with your website. With multiple options for adding CTAs across your posts and profile (as you can see in the screenshot below), LinkedIn can become an extension of a B2B website.
With the right strategy, you can align your LinkedIn demand generation (optimized to work with the algorithm) and your website demand capture - and that's where Warmly comes in.
There's no point generating lots of interest in your product with posts, directing people to your website to (hopefully) convert, and then losing them once they're there. That's a waste of your demand generation efforts.
With Warmly, you can:
De-anonymize visitors to your site.
Use automated chat to engage and nurture prospects.
Get notifications when the warmest leads perform high-intent actions (like visiting your pricing page, or reaching out to a salesperson), so you can get your top-level SDRs and AEs involved.
And, with AI Prospector, you can create personalized outreach campaigns for those hot-ticket leads for email and LinkedIn.
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The Full Guide to Warmly Implementation
Time to read
Alan Zhao
Warmly is revolutionizing the sales experience by providing a more efficient approach to connecting with potential customers.
We know that’s a big statement to make. And we stand by it.
We are the first signal-based revenue orchestration platform that automatically de-anonymizes and converts qualified website visitors. It goes like this: Drop in a code snippet to unveil visitors, and sync your CRM with tools like Outreach and Salesflow to auto-sequence target accounts' buying committees. Let AI chat handle hot leads and seamlessly transition to a live video call with your SDR, all on your website.
In most cases, good things take time. This isn’t one of those cases. We do this all at a fraction of the cost of our competitors, and we can get you started in just one day.
Why Warmly Is Different (The Short Answer)
Many of our competitors (like Drift) are built for enterprise companies. That’s not what we’re about. Instead, we’re built for small to medium businesses (SMBs) — We’re 6sense plus Drift but focused on automation that empowers smaller teams at a price point that doesn't break the bank.
Why Warmly Is Different (The Long-ish Answer)
We combine automation, AI, and A/B testing to optimize engagement strategies across various channels. By unifying disparate tech stacks and automating processes, the Warmly platform enables businesses to efficiently orchestrate their sales efforts and drive meaningful interactions with potential prospects.
Our platform offers users access to two primary signals: website visits and research intent. Leveraging these signals, businesses can proactively reach out to prospects via email, LinkedIn, and chat messages, ensuring timely engagement and maximizing the likelihood of conversion.
This strategy, which we call "warmbound," merges inbound and outbound motions to create a cohesive approach to lead generation. By utilizing inbound signals to drive intent and automating outbound outreach through channels like LinkedIn and email, Warmly enables businesses to maintain a continuous flow of engagement with prospects.
Plus, Warmly focuses on lead prioritization and segmentation based on factors such as Ideal Customer Profile (ICP), historical intent, and engagement intent. This enables businesses to tailor their outreach strategies and allocate resources more effectively, ensuring that the most promising leads receive timely and personalized attention.
But how do you go from anonymous website visitors and no lead gen strategy to a fully-optimized revenue orchestration strategy?
Let's show you how, with Warmly.
Part 1: Integrate your Tech Stack
Benefits:
Data accessibility and insights: Seamlessly access and leverage CRM data within Warmly's platform, enriching insights into CRM activities, visitor behavior, and more.
Streamlined workflows: Bidirectional data flow enables informed decision-making and action-taking directly within Warmly, eliminating the need to switch between platforms and enhancing productivity.
Real-time updates: Receive instant notifications and updates on CRM activities, improving responsiveness and agility in managing leads and opportunities.
Increased efficiency: Swift setup and centralized access to CRM data save time, eliminate manual data entry, and boost overall productivity.
Simplified integration: Quick and hassle-free setup ensures you can effortlessly add prospects to email sequences, enhancing Warmly's platform's ease of use and efficiency.
Data security: Warmly's limited access to your email sequencing tool ensures data security, while sender designation prioritizes mailbox availability for enhanced security.
Insights enhancement: Enrichment of Warmly's platform with sequence data provides better insights for decision-making, extending its capabilities and empowering users to leverage email sequencing seamlessly.
Add Warmly Script Tag to Your Website
The Warmly script tag allows Warmly to monitor interactions on your site. Leads are tracked, and visitor behavior is analyzed to the T. This data can then be used to optimize marketing strategies, personalize user experiences, and improve conversion rates. And it’s super simple to set up—you can literally copy and paste the script code.
Connect your CRM
Warmly offers integrations with CRM systems like Salesforce and HubSpot, providing users quick and efficient access to their CRM data within the Warmly platform. Here’s the rundown:
Integration Process
Implementation Speed: Warmly's integration with Salesforce and HubSpot takes only a few minutes to implement fully.
Authorization: Warmly uses OAuth to authenticate with the CRM systems. Before integrating, Warmly requests a set of basic permissions.
Access Control: Users can enable Warmly access to only read their CRM data or read and write data, which can be controlled through a toggle switch.
Salesforce Integration Overview
Warmly reads Account, Contact, Lead, and Opportunity-level data from Salesforce. Data flows into Warmly's platform, populating additional fields such as Warm Accounts/Warm Visitors tabs and Slack notifications with relevant CRM information.
HubSpot Integration Overview
Warmly reads Company, Contact, and Deal-level data from HubSpot. Like Salesforce integration, this data populates Warmly's platform, enriching features like Warm Accounts/Warm Visitors tabs and Slack notifications.
Connect your Email Sequencing Tool (Hubspot, Outreach, or SalesLoft)
Warmly's integrations with popular email sequencing tools like Outreach, Apollo, and SalesLoft are designed for efficiency and ease of use. The integrations enable your team to seamlessly add prospects to your email sequences directly from the Warmly platform.
Outreach Integration
Setting up Outreach integration takes just a few seconds. Access it through your Warmly dashboard's Settings tab, navigate to Integrations, select Outreach, and follow the prompts.
Apollo Integration (for Sequencing)
Similarly, you can set up Apollo integration for sequencing in seconds. Simply follow the precise steps outlined in the documentation for seamless integration.
Salesloft Integration
Guess how long it takes to integrate Salesloft with Warmly? If you said just a few seconds, you would be correct. Head to your Warmly dashboard's Settings tab, find the Integrations section, select Salesloft, and follow the prompts to complete the setup.
Part 2: Set up Segments
Benefits:
Enhanced lead prioritization: Segments enable prioritization of high-engagement prospects and companies, allowing users to focus their efforts on leads with the most potential.
Improved workflow efficiency: By filtering traffic based on predefined criteria such as historical intent, engagement, and session duration, users can streamline their workflows and allocate resources more effectively.
Personalized marketing and outreach: Segments facilitate targeted marketing campaigns by allowing users to tailor their messaging and outreach efforts to specific audience segments, increasing the relevance and effectiveness of communication.
Enhanced data visibility: Segments provide comprehensive insights into visitor behavior and lead characteristics, empowering users to make data-driven decisions and optimize their strategies for better results.
Streamlined lead tracking: With segments, users can easily track leads' interactions and behaviors across their website, enabling better lead management and follow-up strategies.
Segment by Intent Level and Target Account Fit
Setting up high-intent segments with Warmly is streamlined and intuitive. Segments act as filters, allowing you to create targeted workflows based on visitor engagement levels and specific criteria.
You can easily configure segments by accessing the Settings tab and navigating to the Segments section. Using filters such as hot, medium, cold, and bad, you can define segments based on factors like perfect ICP fit, historical intent, and engagement activities on your website.
Whether you're on the free or paid plan, you'll find pre-configured segments and ample customization options. You can combine filters using 'or' logic, creating diverse segments tailored to your needs.
For instance, you can filter out company traffic, competitors, customers, universities, and governments. Additionally, you can filter by intent level, session time, referral source, and demographic information.
Take a look:
Part 3: Set up Personas
Benefits:
Targeted outreach: Personas enable users to focus their outreach efforts on individuals who hold influential roles within their target companies, increasing the relevance and effectiveness of their communication.
Streamlined prospecting: With predefined personas, users can quickly identify and add relevant contacts to their outreach sequences, saving time and effort in the prospecting process.
Enhanced lead nurturing: By aligning outreach efforts with specific personas, users can tailor their messaging to resonate with the needs and interests of their target audience, leading to higher engagement and conversion rates.
Simplified workflow automation: Warmly's AI Prospector tool allows users to automate prospecting tasks, such as adding contacts to outreach sequences based on predefined personas, further streamlining the prospecting workflow.
Improved sales efficiency: By engaging with individuals who match their target personas, sales teams can prioritize their efforts and allocate resources more effectively, leading to higher productivity and better outcomes.
ICP Personas by Title/Job Function
Firstly, navigate to the settings and personas section within Warmly. Here, you can create personas based on job titles or functions that align with your target audience. For example, if you're a sales and marketing tool, you might create personas for sales leaders, heads of sales, or vice presidents of sales. You can specify criteria, such as whether an email or LinkedIn profile is available for each persona.
Once you've established your personas, you can leverage them effectively while prospecting. For instance, if a visitor from a particular company hits your website, you can quickly identify the relevant persona associated with their job title or function.
Using Warmly's AI Prospector tool, you can then add them to an outreach sequence with just a few clicks. This streamlined process allows you to target the rest of the buying committee efficiently, ensuring that your outreach efforts focus on the organisation's most relevant decision-makers.
Part 4: Set up Slack Notifications
Benefits:
Improved responsiveness: Be alerted to prospect activities, leading to quicker follow-ups and increased conversion rates.
Enhanced team collaboration: Get everyone on the same page and step up your communication with centralized Slack notifications.
Real-time insights: Alerts about your segments empower timely actions, strengthening customer relationships and driving business growth.
Slack Notifications Based on Segments
Integrating a Slack channel with Warmly allows you to receive real-time notifications whenever significant events occur on your website, such as a prospect starting a session, landing on a specific page, filling out a form, or engaging with an AI chat message. This integration lets you stay informed about visitor activities and promptly respond to potential leads or customer inquiries.
The setup involves creating a dedicated Slack channel for receiving notifications and granting Warmly the necessary permissions to interact with it. You can customize the types of events that trigger notifications based on your segments, ensuring that you only receive alerts relevant to your business objectives.
Scalability of AI: Leveraging ChatGPT, the Warmly AI Chat delivers personalized and customized messages to prospects at scale, surpassing the capabilities of sales reps.
Efficiency and focus: AI Chat automates prospect engagement, freeing sales reps from the manual task of initiating conversations. It ensures all relevant prospects are messaged based on segment filters, notifying reps only when a prospect responds, thus optimizing their time and focus.
First, a Prompt, Then An Alert
Warmly's AI Chat feature integrates ChatGPT prompts and Slack alerts to streamline prospect engagement. This enhances traditional Warm Calling and Inbound Chat capabilities.
With AI Chat, customized messages are sent to prospects automatically and personalized using ChatGPT. Then, notifications are sent to sales teams via Slack only when prospects respond. This approach aims to boost engagement by delivering tailored messages at scale while alleviating the manual burden on sales reps. Additionally, it offers increased flexibility and efficiency in prospect communication, ultimately optimizing sales processes and maximizing productivity.
Part 6: Set up Inbound Chat Workflows
Benefits:
Personalized engagement: Create tailored conversational journeys for website visitors, delivering a customized experience.
Efficient automation: Automate prospect engagement with AI-powered chat, saving time for sales reps.
Qualification focus: Notify sales reps only when prospects respond, ensuring efforts are directed towards qualified leads.
Cost-effective solution: Access affordable conversational chat workflows, providing SMBs with a competitive advantage.
Easy setup: Implement Inbound Chatbot Workflows quickly and efficiently, without the need for extensive training or resources.
Relevant Customer Conversations Only
Warmly's Inbound Chatbot Workflows revolutionize customer engagement by offering an affordable alternative to Drift's conversational chat function. Through customizable workflows, Warmly enables businesses to interact with prospects in a personalized manner, driving meaningful conversations and ultimately boosting sales.
Setting up Inbound Chatbot Workflows with Warmly involves creating tailored conversational journeys for website visitors. Using ChatGPT prompts, prospects navigate through a logic tree of potential answers, ensuring relevant and engaging interactions. These workflows can be personalized based on various criteria, such as demographic data, intent level, CRM criteria, and traffic source, ensuring that each prospect receives a customized experience.
Additionally, Warmly offers a complementary AI-powered chat solution for high-intent leads, leveraging integrations with third-party buying intent data and CRM tools. This proactive approach to website chat allows businesses to convert warm leads into sales conversations effectively.
Part 7: Set Up Auto Prospecting via Email Sequencing
Benefits:
Improved targeting: Personalized email sequences and automated workflows allow you to better target your audience based on specific persona types and segments, increasing the relevance and effectiveness of your outreach efforts.
Deeper insights: Integration with Apollo API or Warmly's credits enables you to track individuals who visit your site from outbound emails and analyze engagement metrics more comprehensively, providing valuable insights for refining your strategy.
Higher conversion rates: With a cohesive and tailored approach to engagement, you can expect to see higher conversion rates as you engage with your target audience more effectively.
Personalized Email Prospecting
Integrating your Apollo API key enhances your prospecting activities. The integration lets you monitor individuals who arrive on your site from outbound emails through the setup of query parameters, providing deeper insights into engagement metrics.
Once integrated, you can craft personalized email sequences within leading outreach platforms like Outreach or SalesLoft. These sequences can be finely tuned to match your target audience and messaging strategy, ensuring a cohesive and practical approach to engagement. Moreover, Warmly offers automation for prospect workflows, automatically assigning visitors that align with specific persona types and segments to predefined email sequences.
By embracing automation and harnessing Warmly's capabilities, you can refine your prospecting workflow and optimize outreach endeavors. This approach facilitates more meaningful engagement with your audience, increasing conversion rates and amplifying the impact of your outreach initiatives.
Part 8: Set up Auto-Prospecting via LinkedIn Sequencing (with Salesflow)
Benefits:
Targeted outreach: By defining criteria like industry and job title, you ensure that outreach efforts are directed towards relevant prospects.
Accuracy: Features like visitor location search enhance the accuracy of prospect targeting.
Scalability: With automated workflows, you can scale your prospecting efforts without increasing manual workload.
Adding LinkedIn to Your Prospecting
First, get started with Salesflow by visiting salesflow.io and logging in to your Salesflow account. If you haven't already, purchase your Salesflow seat, with Warmly users eligible for a 20% discount if purchased through Warmly.
Within Salesflow, you can identify targeted accounts and personas using Warmly's prospecting tools. Filter and segment leads based on specific persona types within the target companies. Utilize Warmly's prospector tool or integrate with Apollo using your Apollo API key to identify and enrich key stakeholders within the targeted accounts.
Then, set up LinkedIn sequences in Salesflow by creating a new campaign for LinkedIn sequencing. Choose the "Connection Request" option, allowing you to automatically connect with targeted individuals who visit your website. Set connection limits, personal notes, and follow-up messages to optimize your outreach strategy.
You can customize connection requests and follow-up templates by crafting personalized messages addressing recipients by their first name and mentioning their Company's interest in Warmly's services. You can also set up follow-up messages to be sent if there's no response to the initial connection request.
Configure sequence activation and scheduling by defining the schedule for your LinkedIn sequencing campaign, specifying the days and times for sequence activation. Activate the campaign once contacts have been enrolled to initiate the outreach process.
Finally, monitor and respond to responses by tracking your LinkedIn sequences' progress within Salesflow. Respond promptly to any replies received directly from your inbox. This integration allows you to streamline your LinkedIn sequencing process, ensuring timely and personalized outreach to potential prospects visiting your website.
Warmly: The All-in-One Revenue Orchestration Platform
So there you have it—Warmly is revolutionizing the sales game by providing an efficient, cost-effective solution for connecting with potential customers.
With our platform, you can seamlessly integrate your tech stack, unveil and convert qualified website visitors, and engage with prospects in real-time, all without breaking a sweat.
So why wait? Experience the Warmly difference today and supercharge your sales efforts like never before. Book a demo now.
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