GTM Dictionary
Website de-anonymization
also: visitor identification, reverse-IP
Website de-anonymization resolves an anonymous website visit to the company behind it, typically via reverse-IP and identity providers like 6sense, Bombora, and Leadfeeder.
Roughly 30% of B2B traffic resolves to a company, and your target accounts are disproportionately in that 30%, because they are the ones researching. It is the first step in activating an account score on your website: identify the company, look up its score, then branch the experience.
Watch: Adam explains it (badly)
Fifteen seconds of website de-anonymization, as explained by Adam, our comedian-in-residence. If the definition did not land, maybe the joke will.
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Related terms
See website de-anonymization in context in the full methodology.Read the guide