Overview
Sona's Identified Accounts dashboard shows you which companies are visiting your website and turns that insight into action. Use it to analyze account profiles, find key contacts within visiting companies, and apply persona matching to prioritize outreach. This article walks through navigating identified accounts, finding and enriching contacts, and the best practices for turning anonymous traffic into a pipeline of qualified prospects.
When to use this
Use the Identified Accounts dashboard when you want to:
Identify companies visiting your website and assess their fit.
Research visiting accounts for firmographic and technographic attributes.
Find key buyer contacts within target accounts for outreach.
Prioritize accounts based on ICP fit scores and engagement levels.
Create targeted audiences for marketing and sales campaigns.
Prerequisites:
Sona tracking pixel installed and collecting visitor data.
Website traffic from identified companies.
Configured ICP (Ideal Customer Profile) settings for scoring (recommended).
Persona and buying committee attributes defined for contact matching (optional but recommended).
Navigating and filtering identified accounts data
To access and work with the Identified Accounts dashboard:
Navigate to the Identified Accounts section in your Sona platform and review the table showing all identified companies visiting your website.
Use the search bar to find accounts by company name or keywords.
Click Filters to narrow down accounts by specific attributes (industry, number of employees, location, ICP score).
Click Save Filter to save your filtered view for future use.
Click the arrows beside column names to sort data in ascending or descending order.
Hover to the right of the sort arrows and click the pin icon to bookmark important columns to the left.
Click the three dots in the upper right to show or hide columns, or to download data as a CSV.
For more details on account profiles, see the Accounts: Account Profiles article.
Finding and enriching account contacts
Once you have identified an account, use these steps to discover and reach the right people within it:
Click People to see employees for company accounts that have visited your website.
Click the Reveal button next to any person to fetch their email address from third-party data providers integrated with Sona. Revealing contact information consumes credits associated with your plan, and revealed contacts can then be added to lists or audiences.
Click on the Company name to open the account profile, then select People.
Select Fetch All Employees to find company employees associated with the account, then wait 1 to 2 minutes and click Refresh to see newly discovered contacts.
For general persona configuration steps, see Workspace Settings: Personas.
You can also create lists of selected people by clicking Add to lists.
For general account list and people list configuration steps, see Accounts: Target Account Lists and People: People Lists.
Key concepts and best practices
Account identification: Sona identifies anonymous website visitors by matching them to companies and enriching each with firmographic data. If an account is not in your CRM, Sona can create a new company profile automatically to help surface high-fit prospects.
Firmographic data: company size, industry, location, and revenue information.
Technographic data: technology stack, tools used, and digital footprint.
Behavioral data: website activity, page views, engagement patterns, and visit frequency.
Personas and buying committees: configure personas and buying committees to identify the right contacts within visiting accounts, so outreach can focus on decision-makers and buying committee members.
Location matches: shows contacts geographically near your website visitors.
Persona locations: contacts identified based on your persona definition criteria.
Buying committee matches: contacts filtered based on your buying committee definition criteria.
Best practices:
Target the right buyers: configure buying committees and personas to automatically identify decision-makers and influencers.
Triangulate data: combine firmographic details, tech stack info, and website activity for comprehensive prospect scoring.
Time your outreach: use engagement events and visit patterns to reach the right contacts when they are actively showing interest.
FAQs
What does the Identified Accounts dashboard show?
What does the Identified Accounts dashboard show?
It shows every company Sona has identified visiting your website, enriched with firmographic and technographic data. You can search, filter, sort, and pin columns to focus on the accounts that matter most, then drill into an individual account's profile for deeper insights.
Does revealing a contact's email use credits?
Does revealing a contact's email use credits?
Yes. Clicking Reveal next to a person fetches their email address from third-party data providers integrated with Sona, and this action consumes credits associated with your plan. Revealed contacts can then be added to lists or audiences for outreach.
How do personas and buying committees help with identified accounts?
How do personas and buying committees help with identified accounts?
Personas and buying committees let you define the job titles, seniority, and attributes of your ideal contacts. Once configured in Workspace Settings, Sona uses them to surface the right people within each identified account, so you can prioritize outreach toward genuine decision-makers and influencers.
What happens if an identified account is not already in my CRM?
What happens if an identified account is not already in my CRM?
Sona can automatically create a new company profile for accounts that are not yet in your CRM, helping you unlock new high-fit prospects without manual entry. You can then research, enrich, and add the account to a list or audience for outreach.