Factors.ai vs Lead Forensics

Factors.ai is an AI account-based marketing platform that brings ABM data together and uses AI agents to identify accounts, launch ad campaigns, and attribute wins. Teams can segment accounts with firmographic and behavioral filters, score them, and track buyer engagement. Its attribution combines first-touch, last-touch, and influenced views. The Lite plan identifies companies visiting a website and analyzes website traffic. It includes up to 5,000 monthly tracked users, up to 1,500 companies identified per month, and three seats, at $199 a month, billed $199/mo after a 14-day trial. Basic allows up to 10,000 tracked users, 3,000 companies identified per month, and five seats; Growth allows up to 50,000 tracked users, 8,000 identified companies per month, and ten seats. Enterprise includes dynamic audience syncing to Google and LinkedIn Ads and enhanced conversions for Google Ads, with up to 100,000 tracked users and 25 seats; its display says $30K Onwards per year and directs customers to contact sales. Factors.ai lists integrations with major CRM, ad, messaging, analytics, and automation services, and says Scout agents can be accessed through ChatGPT, Claude, Gemini, and other AI tools using Factors MCP. It is available on the web and through an API.

Lead Forensics identifies businesses visiting a website by matching visitor IP addresses against its B2B database. For each identified company, it can show firmographic details, pages viewed, time on site, referral source and return visits. Users can create triggers from firmographic details or website behaviour and receive alerts when a business returns. An optional contact feature provides information about people employed by matched businesses; those people may not be the visitors themselves. The service runs on web and API platforms and integrates with more than 60 tools, including Salesforce, HubSpot, Pipedrive, Zoho and Microsoft Dynamics. Pricing is based on website visitor volume, with unlimited user access not affecting the price. There is no free plan; pricing is available on request, with a 7-day trial. During that trial, tracking code runs without a cookie, personal data is not processed and the customer portal is unavailable. Lead Forensics was founded in 2009 and is headquartered in London, UK. The company says its SaaS development and provision are certified to ISO/IEC 27001:2013 and that it acts as a data processor for customer personal data.