Today’s question: Has anyone used person level identification on their website?
Today’s answer: Yes. In fact, we recommend it to our ABX clients who need our help with reporting and enablement. It is best suited for US centric companies, though. We see the information these tools deliver bridging one gap across Marketing, BDR and Sales.
Let’s start with some background. I ran across this misleading chart in a Slack group and want to call out the comparisons here.
First, 6sense, Demandbase, and ZoomInfo are in a class in and of themselves. Broadly speaking, their platforms provide intelligence around an Ideal Customer Profile and help prioritize accounts for Sales and Marketing to work towards in an automated and scalable way. Yes, Marketing can also trigger outreach from those platforms as well based on actions or interactions of known users. These are industrial grade platforms that really shouldn’t be compared to Warmly or RB2B.
We’ve done an A/B test of RB2B vs. Warmly and recommend both to our ABX clients who we help with reporting and enablement – NOTE THAT YOU CAN TRY THESE TOOLS FOR FREE AND DO YOUR OWN ASSESSMENT!
Key experience points:
- Either tool could be used for an SDR, Sales, or Marketing use case.
- RB2B: appears to be ~75% accurate in US, customizable, 10% showing up as spouses of contact (who might be on the same IP and/or sharing a computer or browser in our experience), remainder unknown. Shows individual visitors and first touch landing page on website. There is ICP (ideal customer profile) identification.
- Warmly: Focuses on companies first and people second, works in English-speaking countries (US, Canada, Australia as examples although we had India today) and has limited contact data. More likely to produce company and location. Exceptional web site path analysis on the people screen side of their product for those people they do identify. The chatbot and auto prospecting features are only available with the paid version.
- Both: Easy to try for free with a script on your website, provide real-time notifications via Slack integration, and can be enriched at the user level via tools like Clay for possible nurtures.
- This is where extreme time savings can come into play with automated workflow integrations (eg RB2B to Clay to update contacts, Warmly to Apollo for an email sequence). If you do not use Slack, you’ll need to log into their portal to see your users performance.
- Limitations: Privacy laws may affect future use, especially in the US – the use case is really ideally structured today for the US as EMEA has their websites locked down.
- Challenge: Tracking tool attribution to measure ROI/Sales effectiveness (an area we consult in) of these tools.
RB2B and Warmly are best for BDR/sales prospecting with light Marketing use case.
Other tools (6sense, Demandbase, ZoomInfo) are for different purposes like identifying target accounts, measuring intent, and triggering targeted, scalable outreach which are used across all GTM functions of an organization.
What has been your experience with these tools, how is your selling and Marketing functions using them?
