This guide shows you how to leverage Sona Accounts to identify which companies are visiting your website and to turn that insight into action. You'll learn to analyze account profiles, find key contacts within visiting companies, and use persona matching to prioritize your outreach efforts. With this comprehensive approach, you'll be able to transform anonymous website traffic into a pipeline of qualified prospects and to understand when your existing leads are engaged.
When to Use This
When to Use This
Use the 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)
Step-by-Step Instructions
Step-by-Step Instructions
A. Navigating and Filtering Identified Accounts Data
A. Navigating and Filtering Identified Accounts Data
Step 1: Access the Identified Accounts dashboard
Navigate to the Identified Accounts section in your Sona platform
Review the table showing all identified companies visiting your website
Step 2: Search and filter for specific accounts
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 under for future use
Step 3: Organize and sort your data
Click the arrows beside column names to sort data in ascending or descending order
Hover to the right of sort arrows and click the pin icon to bookmark important columns to the left
Click the three dots in the upper right to show/hide columns or download data as CSV
For more details on Account Profiles, see the Accounts: Account Profiles article.
B. Find and Enrich Account Contacts
B. Find and Enrich Account Contacts
Step 4: Discover people within target accounts
Click People to see employees for company accounts that have visited your website
Step 5: Reveal contact information
Click the Reveal button next to any person to fetch their email address from third-party data providers integrated with Sona. Revealing contact information will consume credits that are associated with your plan.
You can then add revealed contacts to lists or audiences
Step 6: Enrich accounts with more contacts
Click on the Company name to open the Account profile, and then select 'People'.
Select Fetch All Employees to find company employees associated with the account
Wait 1-2 minutes, then click Refresh to see newly discovered contacts
For general Persona configuration steps follow the instructions in the Workspace Settings: Personas.
Step 7: Build targeted lists from selected people
You can also create lists of the selected people by clicking Add to lists.
For general Account List and People List configuration steps follow the instructions in the Accounts: Account Lists and People: People Lists.
Key Concepts / Best Practices
Key Concepts / Best Practices
Account Identification: Sona identifies anonymous website visitors by matching them to companies and enriching each with firmographic data. If the account isn’t in your CRM, Sona can create a new company profiles to help unlock new high-fit prospects automatically.
Understanding Data Types:
Firmographic Data: Company size, industry, location, revenue information
Technographic Data: Technology stack, tools used, digital footprint
Behavioral Data: Website activity, page views, engagement patterns, visit frequency
Persona and Buying Committees: Configure personas and buying committees to identify the right contacts within visiting accounts. This helps you focus outreach on decision-makers and buying committee contacts.
Location Matching vs. Persona Locations:
Location Matches: Shows contacts geographically near your website visitors
Persona Locations: Identified contacts based on your ]persona definition criteria
Buying Committee Matches: Identified Filters contacts 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're actively showing interest