Identifying anonymous audiences visiting a website has become a critical element in the marketing and sales strategies of many B2B companies. It allows better understanding of which company is visiting the site, what their needs are, and how to tailor offers more effectively. Several tools on the market support such efforts. In this review, we will examine five of them: Snitcher, HubSpot, Dealfront, Albacross, and Apollo.
Snitcher
Snitcher specializes in identifying companies visiting your website. It integrates with HubSpot, enabling two-way data synchronization. This allows for automatic lead transfers to the CRM and data filtering based on HubSpot properties, facilitating monitoring of potential clients’ behaviors and better understanding of their needs.
Advantages:
- Integration with HubSpot: Easy and quick integration that enables sales process automation.
- Automated lead transfer: Automatically sends leads meeting specific criteria to the CRM.
- Filtering based on HubSpot data: Facilitates segmentation and personalization of marketing activities.
Disadvantages:
- Limited to company identification: Does not identify individual users. However, integration with Apollo can provide a list of potential visitors.
- Dependence on HubSpot integration: Full functionality requires a HubSpot account.
HubSpot
HubSpot is an advanced CRM platform offering tools for marketing, sales, and customer service. It includes built-in visitor identification features, especially if they are already saved in the system as contacts. Additionally, HubSpot integrates with numerous external applications, enhancing its capabilities for website traffic analysis.
Advantages:
- Comprehensive: Offers a wide range of tools in one platform.
- Integrations: Allows connections with various applications, expanding the platform’s capabilities.
- Personalization: Enables customization of content for specific users based on CRM data.
Disadvantages:
- Cost: The full functionality set can be expensive for small businesses.
- Complexity: The abundance of features can be overwhelming for new users.
Dealfront
Dealfront is a platform focused on the European market, offering tools for lead identification and acquisition. It integrates with HubSpot, enabling automatic or manual creation and updating of companies, contacts, deals, and tasks within the CRM.
Advantages:
- European market focus: Tailored to the specifics of the European market, benefiting companies operating in this region.
- HubSpot integration: Facilitates data synchronization and automation of sales processes.
- Data customization: Users have control over what information is transferred to the CRM.
Disadvantages:
- Limited recognition outside Europe: May be less effective in non-European markets.
- Integration setup: Requires proper configuration with HubSpot, which can be time-consuming.
Albacross
Albacross identifies companies visiting your website and offers automation for some marketing and lead generation activities. It integrates with various CRM platforms, streamlining management of potential client data regardless of the CRM used.
Advantages:
- Company identification: Recognizes which companies visit your site.
- Marketing automation: Enables personalized marketing campaigns.
- CRM integration: Seamless synchronization with popular CRM systems.
Disadvantages:
- Lack of individual user identification: Focuses on companies, not individual users.
- Limited analytics module: May not provide as advanced analytics as some competitors.
Apollo
Apollo is a sales platform offering tools for lead generation, contact management, and sales process automation. It integrates with HubSpot, but not all features are fully synchronized, which may require additional efforts.
Advantages:
- Company identification: Recognizes which companies visit your site.
- Intent data from additional sources: Apollo acquires browsing history data from Bombora.
- CRM integration: Seamless synchronization with popular CRM systems.
Disadvantages:
- Weak recognition of European companies: Apollo, as a US-based tool, may not excel in identifying European visitors.
- System complexity: Apollo’s extensive functionalities can hinder focus on visitor identification.
Conclusions
Each tool has unique advantages and disadvantages:
- Snitcher excels in precise monitoring of companies visiting the site, improving sales offer matching.
- HubSpot offers comprehensive functionalities, especially for Account-Based Marketing firms.
- Dealfront stands out in the European market, effectively supporting lead generation.
- Albacross is ideal for companies optimizing advertising campaigns.
- Apollo accelerates sales activities and effectively supports lead acquisition.
The ultimate choice of tool depends on your company’s specific needs.