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Accurate deanonymization tool, but trying to figure out how to scale for marketing
November 13, 2018

Accurate deanonymization tool, but trying to figure out how to scale for marketing

Devin Ellis | TrustRadius Reviewer
Score 7 out of 10
Vetted Review
Verified User

Overall Satisfaction with Lead Forensics

We are using it in marketing to discover and deanonymize engaged accounts on our website so we can take appropriate action afterward. [We are] Segmenting them based on pages viewed and putting them into a marketing initiative after we get general contact information for job titles we normally work with at these companies.
  • They do a good job of the actual deanonymization of the accounts and putting it into an easy to filter view
  • It is nice to be able to see the pages visited by the particular companies and how much time the were on each page.
  • They make it fairly easy to tag/segment groups that are visiting the website.
  • I wish the process could be a little more automated somehow. Right now it is more manual, at least in our process, to aggregate the accounts and segment accordingly.
  • It seems more geared towards sales, rather than marketing. We are struggling a little to use this at scale, but it could be where we are in maturity of using the product.
  • So far we are working on generating an ROI. We did not accurately estimate the time and processes needed to manage the software and processes.
  • It is interesting to see which companies are engaging in our site that we did not know about, so there is a knowledge ROI there. Just need to figure out better execution to turn it into revenue.
I was not in charge of vetting vendors, I started using the software after it was already purchased.
I think Lead Forensics works a little better as a sales enablement tool, rather than a marketing lead generation tool. There is good data a particular salesperson/BDR could pull that might be helpful, or at least pursue companies that are engaged.

I would recommend having a display ad vendor in place, or have social ads ready, that could help target the companies that are de-anonymized to help determine the buying committee and gain opt-ins to target with emails.

I would also recommend making sure you have the people/processes in place to manage this, as I previously mentioned, the process seems more manual, at least at the level of our contract.