Integrate Wingify with Clearbit

This article covers the following:

• Overview
• Before You Begin
• Create a Clearbit Connection in Wingify
• Import Attributes from Clearbit
• Use Clearbit Attributes for Visitor Targeting
• Enrich Visitor Data with Clearbit
• Register Clearbit Attributes in Wingify Data360
• Use Clearbit Attributes for Visitor Segmentation
• Leverage Clearbit Attributes in Visitor Dimensions
• ABM - Identify Accounts Using Clearbit
• Enable Use of Clearbit Data for Personalization
• Best Practices
• Troubleshooting
• FAQs

Overview

Clearbit is a powerful data enrichment platform that provides real-time intelligence about your website visitors. It taps into a vast database to enrich IPs, email addresses, and domain information with firmographic and demographic data. Integrating Clearbit with Wingify allows you to import firmographic data into Wingify, which you can use to segment reports across Web Experimentation, Insights, and Personalize after a campaign goes live. For example, you can segment reports using Clearbit attributes such as industry, company size, revenue, or domain to uncover more actionable insights. Once an A/B test concludes, these attributes can help you better understand how different business audiences responded to your campaign.

Key Benefits

Integrating Clearbit attributes into Wingify offers the following benefits:

• Deeper Insights: Helps you understand how different B2B segments perform in your Wingify tests and personalization campaigns.
• Granular Analysis: Allows you to slice and dice report data based on specific company characteristics provided by Clearbit.
• Informed Optimization: Helps you make data-driven decisions based on how variations resonate with distinct business audiences.

Before You Begin

• You must have an active Clearbit account to access firmographic data.
• The Wingify SmartCode is installed on your website.

Create a Clearbit Connection in Wingify

Wingify supports the following Clearbit connection types:

• Import Attributes from Clearbit: Allows you to target visitors in Wingify using Clearbit Attributes.
• Enrich visitor data with Clearbit: Allows you to enhance visitor profiles with firmographic data from Clearbit.
• ABM - Identify accounts using Clearbit: Allows you to identify visitors using data from Clearbit for account-based marketing.

Import Attributes from Clearbit

To create a Clearbit connection in your Wingify account:

1. Log in to your Wingify account.
2. From the left panel, navigate to Configurations > Integrations.
3. Click the Clearbit integration tile.
4. Click Create Connection and select Import Attributes from Clearbit.
5. In the Create Connection form, enter a name in the Connection Name field.
6. Specify the JavaScript variable in the Clearbit attribute variable name field where the Reveal API data is stored. By default, this is set to reveal_organization. This should be the same variable you used as a parameter in the Clearbit Reveal API or the one where all Reveal API data is assigned.
7. Click Create Connection.

Use Clearbit Attributes for Visitor Targeting

To use the Clearbit attributes as a targeting condition in Wingify, perform the following steps:

1. Log in to your Wingify account.
2. Go to Web Experimentation and select your campaign.
3. On the Configuration page, go to Targeting. Under Segments, select Custom Segment and create a segment using the Clearbit Attribute to fetch the system-provided attributes from your Clearbit account.

For example, you can create a custom segment targeting companies from a specific industry, such as those in the IT sector. To achieve this, use the Clearbit Company Attribute.

Enrich Visitor Data with Clearbit

Use this connection type to enhance visitor profiles with firmographic data from Clearbit.

Register Clearbit Attributes in Wingify Data360

After you enable and select attributes in the configuration, Wingify starts collecting the corresponding user data once traffic begins. These attributes initially appear in Wingify Data360 as UNREGISTERED ATTRIBUTES. You need to register them to make them permanent, assign user-friendly names, and ensure Wingify stores the data consistently for reporting.

To register the attributes:

1. Navigate to Data360 > Attributes from the left-hand panel.
2. Scroll down the attribute list on the left to find the UNREGISTERED ATTRIBUTES section.
3. Locate the attributes prefixed with Clearbit. (for example, Clearbit.category_subindustry, Clearbit.legalName)
4. Click an unregistered Clearbit attribute you want to use (for example, Clearbit.company_employees).
5. Click the Sample Values tab to verify the kind of data being received.
6. Click the Register Attribute button in the top-right corner.

A Create Attribute form appears when you click Register Attribute.

1. In the Create Attribute form:
• Review the Attribute Name and modify it to make it user-friendly (for example, "Clearbit Company Country"). Keep the API Name as is unless you have a specific reason to change it.
• Verify the Data Type (usually Text).
• Add a Description if desired.
• Configure Data anonymization rules if needed (though typically not required for firmographics).
2. Click Create.
3. The attribute will now appear under MY ATTRIBUTES (or another relevant category if customized) and will be available for use in Reports under Custom Segment.
4. Repeat steps 4-9 for each Clearbit attribute you selected during the configuration phase to use in reports.

Use Clearbit Attributes for Visitor Segmentation

Once you have configured and registered your Clearbit attributes in Data360, you can use them to segment your visitors in your campaign reports. To filter your report data based on specific firmographic or intent criteria captured from Clearbit:

1. Navigate to the Reports tab of a running or completed campaign.
2. Click the All Visitors dropdown menu.
3. Select Custom Segment.
4. In the segment builder, select the first dropdown and search for your registered Clearbit attribute (for example, Clearbit Company Sector).
5. Select the desired attribute.
6. Choose an operator (for example, equals, contains) and enter the desired value you want to segment by (for example, “Company Sector = Government").
7. Click Filter. After you apply the filter, the report displays data only for visitors who met the specified Clearbit attribute condition during their session.
8. To remove the segment, select the Custom Visitors dropdown and select Clear Segment, then click Filter.

Leverage Clearbit Attributes in Visitor Dimensions

You can break down your Wingify Test reports using Clearbit attributes as Visitor Dimensions. This helps you understand how different groups of visitors, based on company details or intent signals, interacted with your test variations. To do so:

1. Navigate to the Reports tab of your campaign.
2. Set the Visitor Segment to All Visitors to avoid limiting your view with filters.
3. Select the Visitor Dimensions dropdown menu and search for your registered Clearbit attributes.
4. Select the Clearbit attributes you want to use as dimensions (for example, Clearbit Company Industry) and click Apply. You can select more than one dimension if needed. When you click Apply, the report updates to show the key metrics (visitors, conversions, rates) for each variation, grouped by the selected Clearbit attribute value.
5. To remove the dimension, click the Visitor Dimensions dropdown, uncheck the attributes, or click Reset, and then click Apply.

ABM - Identify Accounts Using Clearbit

Use this connection type to identify visitors using data from Clearbit for account-based marketing.

To configure the connection:

1. Click Create Connection and select ABM - Identify accounts using Clearbit.
2. Enter a name in the Connection Name field.
3. In the Clearbit attribute variable name field, specify the JavaScript variable where the Reveal API data is stored. By default, this is set to reveal_organization.
4. Click Create Connection.

After the connection is created, Wingify starts identifying the accounts associated with your website visitors using Clearbit data.

Enable Use of Clearbit Data for Personalization

The Enable use of Clearbit data for personalization option allows you to personalize your website's content (headlines, images, CTAs) dynamically using Clearbit's firmographic attributes.

Personalization helps you with:

• Dynamic Text Replacement: You can use dynamic text in Wingify to insert Clearbit data directly into your copy. Example: A headline that says Trusted by leading companies could automatically change to Trusted by leading [Industry] companies.
• Account-Based Content: You can showcase specific case studies or social proof, such as logos, that align with the visitor's industry or company size.

Example: If a visitor is from a Financial Services company, you can automatically show a Security First banner. If they are from a SaaS startup, you show Scale & Agility messaging.

For more information on personalizing content, refer to Working with Personalized Text in Wingify.

How does it work?

1. Identity Match: When a visitor lands on your site, Clearbit matches their IP address to a company profile.
2. Variable Storage: The integration stores these attributes in the browser (under the variable name you defined, like reveal_organization).
3. Real-Time Rendering: Wingify reads these variables instantly and applies the Personalization changes you created in the Visual Editor before the user even scrolls past the first fold.

To enable the use of Clearbit data for personalization:

1. Log in to your Wingify account.
2. From the left panel, navigate to Configurations > Integrations.
3. Select Clearbit.
4. Navigate to the Config tab and select the Enable use of Clearbit data for personalisation checkbox.

Best Practices

To get the most value from your Clearbit integration with Wingify, follow these best practices when working with Clearbit attributes in Data360 and campaign reports:

• Integrate only those Clearbit attributes that you plan to use for analysis. This keeps your Data360 workspace and reports streamlined and easier to manage.
• When registering attributes in Data360, rename them to be easily recognizable (for example, Clearbit Employee Range instead of Clearbit.company_employee_range). This helps you quickly identify attributes while building segments or filtering reports.
• Start by integrating key company-level attributes like Industry, Employee Range, and Revenue Range. These attributes often yield the most actionable insights.
• For deeper insights, combine Clearbit attributes with other Wingify data, such as traffic source, device type, or on-site behavior, to create advanced custom segments.
• After setting up the integration, periodically review sample values in Data360 and check how the attributes appear in your reports. This ensures that data flows correctly from Clearbit and is captured as expected.

Troubleshooting

FAQs

• How long does it take for Clearbit data to appear in Wingify reports?

Wingify begins collecting data for the selected Clearbit attributes once the integration is configured and the attributes are registered. However:

• Data collection begins only after the setup is complete. Sessions that occurred prior to the configuration are not included.
• Wait for new traffic (with visitors identified by Clearbit) to populate reports.
• The timing depends on your website traffic volume and campaign audience.

• What happens if I later uncheck a Clearbit attribute in the integration settings?

If you deselect an attribute in the Clearbit integration:

• Wingify stops collecting that attribute going forward.
• The previously collected data for that attribute will remain in your reports (unless manually deleted), but it won't update with new sessions.
• You can re-enable the attribute later if needed.

Need more help?

For further assistance or more information, contact Wingify Support.