Iterable is an AI-powered customer communication platform that activates customers across channels in real-time. With intelligent personalization, dynamic content, and a cross-channel suite, Iterable helps brands create seamless, data-driven experiences across email, SMS, push, and in-app notifications.
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Lead Forensics
Score 9.0 out of 10
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UK company Lead Forensics offers their eponymous platform for lead generation and web analytics.
Iterable is a highly robust platform for omnichannel management with advanced personalisation capabilities, and it is among the best in the industry. It does it without being technically overcomplicated, thereby surpassing older industry standards that require developer-level knowledge for advanced personalisation or targeting setups. One thing where Iterable shines is the CSM programs they assign to clients that truly nurture them to reach the full potential of the platform and achieve business goals. There are a few shortcomings here and there, but I haven't seen any platform without them, and overall, the enablement that Iterable allows far surpasses other alternatives.
Lead Forensics has helped the team monitor and track high intent prospects, and reference their buying behaviour against conversations. Lead Forensics may struggle to deliver meaningful lead volume in our ICP. In this case, the outbound team could be chasing companies that aren’t aligned with [...]'s core offering or aren’t showing genuine buying intent.
Customer Journey creation - the platform easily creates a visual path for the marketing team to curate messaging based around timing, channel, behavior as well as add split testing logic and exit criteria so we target only the audiences we want.
Customer Success - one of the best teams I've ever had the pleasure of working with. I'm able to move so much quicker because they really create a helpful partnership.
Audience segmentation, the platform is easy to work with even if you're a first time user, they do a great job of visually showing the logic and the and/or/none type rules.
Lead Forensics helps us see which companies are visiting our site, even if they don’t fill out a form. This gives us a chance to reach out to businesses that are already showing interest but might not have contacted us yet.
Instead of cold-calling random prospects, we can see which pages a company has viewed and how often they return. This helps us tailor our conversations based on what they’re actually interested in.
The Lead Forensics support team has been great whenever we’ve had questions. They’re quick to respond and always ready to help, whether it’s troubleshooting an issue or offering advice on how to get the most out of the platform.
Insights. I think this is the biggest downfall of Iterable, the insights and analytics area is really not good at all. We have almost stopped using it all together in favour of just using Mixpanel (but now we're paying for 2 platforms). Things we can do in Mixpanel that we can't do in Iterable:
- custom conversion windows
- more scalable reports
- comparing multiple events
- setting up alerts that trigger to slack
Segmentation - building segments and organizing lists that are already built.
- relative dates can be confusing but are a critical piece of building lists
- unable to compare multiple events
- we have a pretty good naming structure for our lists but with so many daily users, no good way to organize them (with labels or folders) and searching for a list requires you to find the exact word we end up re creating dynamic lists each time
- static lists don't show you what rules were used to create the list
- no way to see changes over time
Improved ways of collaborating. There's no way of knowing if other people are editing a list, template, campaign or journey. easy to overwrite each other's work
I've been an Iterable user for about 4 years, at 2 different companies. SinceI started using Iterable I think the number of bugs has increased.
I wish Iterable did a better job testing releases so we're not the ones discovering issues so frequently.
In app message. We've had issues with this tool/channel starting at implementation. It feels like it never made it's way out of beta, despite us paying for it now.
The app team offered to do working sessions with us to understand how we use it day to day and never followed up on that. There have been no improvements to the tool and any time we run into another issue with it (although Jena in support is great) it takes forever to diagnose or we are told the issue cannot be replicated. It just feels like we have constant issues with this tool.
We've actually onboarded to another tool (not ideal for omni channel) for some in app messages because this one has so many downfalls and is so buggy.
Self serve documentation is great when you have an idea of what you're doing but not entirely sure. It is not easy to understand for people who are newer or less well versed in the platform.
Better updates on companies' current names. Often if a company was a different company years ago it still says the old company name which is confusing.
Better identifying the correct location. Sometimes it seems like that the location coming up is the wrong location.
Giving a better understanding of how they got to the website would help too. Often is says "direct" but I would like to know if it was via a link from an email or what
I give it an 8 because with just 15–30 minutes a day, I can uncover valuable activity that leads to real revenue. It’s simple to use, and the insights help me prioritize outreach effectively. That small daily investment consistently turns into meaningful follow-ups, upsells, and new opportunities, making it a strong contributor to my sales results.
Iterable is there like 99.9% of the time. However, when it goes down, it grinds us to a halt. Most of the time, outages are an hour or less, but if that's at a peak time, it can be a nightmare. That said, when the worst does happen, there are frequent updates and an easy situation tracker that give you an estimate of how much longer you'll have to wait for the issue to be resolved.
The API is super quick. The UI can be a little sluggish depending on what you're loading, but overall Iterable performs great. Iterable appears to do a good job of making processes async so that one action isn't blocking another.
I've never experienced any issues with Iterable. As I and my colleagues have learnt the system and it's features, response to questions and advice from our account manager is always quick. Kevin knows the product well, and with the few tricky questions has hasn't been able to answer he's been quick to get back to us.
[Their] support is great, [whether] you call or send in an email. They are always friendly and willing to help. Anytime I can’t figure something out and need to reach out, I always get a response back quick[ly] - and they will always offer to go in and make the change, but I like when they show me so I can do it next time.
As mentioned previously, I was hired to do a migration from ActiveCampaign, and I stayed for 2 years as a power user of Itearble. Since leaving OneVision Resources, I have continued to volunteer my time in a regional user group, which I would not do if the platform, product, and company were not so strong and so marketer-forward.
I personally use sales intel in tandem with Lead Forensics. They provide different set of data. Lead Forensics is a great tool for helping open up to new markets that you might not have realized existed. It’s an excellent tool for anyone in any facet of sales, worth the money all day long.
We've definitely tested scalability, and it's no line - it works. The process is pretty easy. Most of the times it goes off without a hitch. Any time we do encounter issues, our support team is quick to get on the job and very communicative as they work us through a successful launch.
I do not have hard numbers, as I am not in the department that deals with those kinds of quantifications of impact. However, I do believe the use of Iterable has been a positive thing for us in providing more comprehensive data that is useful when dealing with customer tickets.
We are still in the very early stages of using Lead Forensics for our agency, but I can see that it could already be very useful to us as we haven't had insights like this previously.
Our very first use case with Lead Forensics was with a brand-new client and I would say it went exceptionally well. We were running a large media campaign for them, and it was very insightful to see how those specific businesses were getting to the site and what page they were going to. Like mentioned previously, this helped their very small sales team to go after businesses they know were interested in them.
