Analyze

Identify

Introduction

Identification helps you understand which individuals (Visitors) and/or organizations (Accounts) are most engaged with your Navattic demos. This section covers the various methods of identifying Visitors and Accounts in Navattic.

Once a Visitor is identified, you can:

  • Connect demo engagement data with the correct Visitor record in the Visitors tab
  • Send combined visitor and demo engagement data to third-party platforms for additional analysis (ex. see in Hubspot, "Jessica at Navattic viewed 8 steps of the Get Started Product Tour")
  • Personalize demos for the visitor (ex., "Hi, {firstname}, welcome to your demo!")

Once an Account is identified, you can:

  • Prioritize your most engaged Accounts in ABM strategies
  • See which demos the Account interacted with to prepare relevant resources
  • Send this data to Slack, Salesforce, or Hubspot to alert the right teams


Visitor Identification

Navattic supports 4 methods of identifying visitors, which are covered in detail below.

  1. Identification via Forms
  2. Identification via Demo Share Links
  3. Identification via Query Strings
  4. Identification via JavaScript

1. Identify Visitors with Forms

Forms are the most straightforward way to identify demo visitors. You may create a form directly within Navattic or set up an integration involving a Hubspot or Marketo form.

Identify Visitors with Navattic Forms

Form Builder
Form Builder


A Navattic Form is the quickest way to collect contact information from a demo viewer. Forms gather information about your user such as name, email, and company. Forms can also include checkboxes, multiselect options, custom text fields, and more.

To create a Form, visit your Navattic Workspace > Forms > + Create form. Use the Default Properties or Field types to add fields to the form. Click Publish when you are done building your Form.

To include a Navattic Form in your demo, visit the Flow Builder > add a Step > select the Form step type > Select a Form from the dropdown. This form will now be used to collect Visitor information in this demo.

Tip: Navattic Forms may be positioned anywhere in your demo. If you notice over 80% of visitors dropping off at the form gate, we recommend:

  1. Add more context to your form (what do visitors get if they fill out the form?)
  2. Move the form to slightly later in your demo (right after a demo wow moment)
  3. Adjusting the number of fields in your form (1-2 fields recommended)

Identify Visitors with Hubspot Forms

This is a good option if you already have a Hubspot form already on your website that Visitors may interact with separately from your demo. Visit HubSpot Forms for detailed setup steps.

Identify Visitors with Marketo Forms

This is a good option if you already have a Hubspot form already on your website that Visitors may interact with separately from your demo. Visit Marketo Forms for detailed setup steps.

Identify Visitors with HTML Forms

This is a good option if your website has native HTML forms. You can automatically identify visitors from these forms if there are email or name fields by including Navattic JS on the page and enabling the Automatic Form Submission Tracking feature. See Navattic JS.



2. Identify Visitors with Demo Share Links

If you already know your demo recipient's email, you may prefer to add user identification tokens directly to the demo link. This works similarly to a form, except you are filling in the information rather than asking your recipient to. This is recommended if you are using demos as leave-behind assets.

To attach identification tokens directly to a Product Demo Share Link, visit your Product Demo > Share > Share links > + Create Link > Personalization > add your tokens as shown below.

Personalization
Personalization


Are you looking to add identification tokens at scale for mass email outreach? Read the section below on identification with query strings.

3. Identify Visitors with Query Strings

Query strings can be used to add identification tokens to demo share links at scale. This occurs outside of the Navattic app and is a quick way to identify demo recipients if you are sending a quick email or setting up an email campaign.

Manual Entry of Query Strings

Full Name, Email, and Company Name can be added to any demo share link as identification tokens, using the corresponding Attribute Names:

Value

Type

Attribute Name

Full name

STRING

user.fullName

Email

STRING

user.email

Company name

STRING

company.name

Use this format when adding attributes to the end of any Navattic demo share link:

  • navattic-demo-link?attribute=value

For example, this link will now identify the recipient as [email protected], since the "user.email" attribute is set to "[email protected]".

You may add more attributes by adding a & in between clauses:

  • navattic-demo-link?user.email=value&user.fullName=value&company.name=value

Assisted Entry of Query Strings

If you are using a sales automation tool such as Hubspot, Outreach, Salesloft, or other similar tools that contain contact email addresses, you may use the email variable already present in these tools to identify recipients.

Simply append the ?user.email={{email}} query string to the end of your demo URL in any templates you create, and these tools will unfurl the demo URL containing the correct value.

Example link:

  • navattic-demo-link?user.email={{EMAIL_VARIABLE}}&user.fullName={{NAME_VARIABLE}}

Take care to use the correct attribute name as these may vary between platforms. Here are a few common examples:

Platform

Value

Attribute Name

Complete query string for outreach

HubSpot

Email

{{contact.email}}

navattic-demo-link?user.email={{contact.email}}

Outreach

Email

{{email}}

navattic-demo-link?user.email={{email}}

Salesloft

Email

{{email_address}}

navattic-demo-link?user.email={{email_address}}

Pardot

Email

{{Recipient.Email}}

navattic-demo-link?user.email={{Recipient.Email}}

4. Identify Visitors with JavaScript

Overview

Note: This method only works if your demo has been embedded via an iframe.

If you need more flexibility about when and how to identify visitors, the following implementation will allow Navattic to receive Visitor or Account identification data that is gathered elsewhere on your marketing website. Share these steps with your website team for implementation.

Implementation

By including the JavaScript snippet in Step 1 of Navattic JS, we unlock the ability to programattically identify users from your marketing website. The Embed Events script will expose a global window.navattic object for your marketing website to use.

To identify a user programmatically, call window.navattic.identify in your code.

JS


This will tell Navattic to identify the visitor using the given information. Navattic will also use that information for any relevant personalizations throughout your demo.



Account Identification

Please reach out to [email protected] to enable this add-on feature.

Overview

Navattic's new Account Based Engagement feature is used to identify Company Accounts that engage with your demos, even if individual Visitors do not engage with a Visitor Identification method outlined above.

This uses Clearbit data to reveal the company and firmographic information of visitrs. A separate Clearbit license is not required in order to use this.

Each identified Account will include an engagment rating (high vs. low) based on the actions they took in your demo, the number of unique Visitors at the account who viewed your demos, the total time spent in your demos, and more. This data may be exported as a CSV or sent to Hubspot or Salesforce via a direct integration.

Identified Accounts in an example Navattic workspace
Identified Accounts in an example Navattic workspace


You can also use the Prospector feature to find target account prospects (by department) directly from Navattic to further guide your outreach.

Prospector
Prospector


Implementation

While knowing which companies are engaging with your content is always helpful, this tool was designed especially with these audiences in mind.

Customers using gated or ungated demos in a top-of-funnel strategy:

  • Navattic will identify the companies with the most unique visitors viewing your account. Use this data to set up the most effective ABM campaigns.
  • Send Account-level demo engagement information to Salesforce, to be shared with SDR teams for targeted outreach.
  • Supplement an existing gated demo: identify the company Accounts for Visitors who drop off without completing the current form.

Customers using demos as leave-behind assets:

  • Send a real-time alert to Slack if your prospected account engages with your content
  • Use Accounts to understand if your buyer or champion is circulating your demos internally, without needing to use a gate
  • Send Account-level demo engagement information to Salesforce, to identify your most-engaged Accounts and influenced Opportunities


Other Use Cases and Workflows

The following workflows require you to add the Navattic JS snippet to the head of your website(s).

Identifying visitors across subdomains

If you have demos embedded on multiple subdomains or you want to identify Visitors on one subdomain and track their demo engagement on another subdomain, it is possible for the Visitors identity to be shared across these subdomains. This can be enabled with the following steps:

  1. Install Navattic JS on each site
  2. On the Navattic JS Configuration page (in your Navattic Workspace under Settings > Navattic JS), enable the Domain-level Visitor Tracking feature
  3. Follow the above steps to identify Visitors

Tracking UTM Parameters

Embedded iframe demos do not automatically receive UTM parameters from the page on which they are embedded. However, you can automatically pass on UTM parameters by adding Navattic JS to the <head> of your site and enabling the Track Query Parameters option shown below.

Document image


You will now see Visitor UTMs appear in your CSV export and your Visitors tab > expand a Visitor > "Tracking" section.

Expand a Visitor record to view Attributes > Tracking
Expand a Visitor record to view Attributes > Tracking


Manually Tracking UTMs

If you would prefer to manually set up UTM tracking use these steps to pass UTM parameters from the landing page URL into the iframe src URL. This step makes UTMs visible to Navattic.

Once this is set up, navigate to the Flow Builder and select the CTA button that uses a Navigate to URL action > include your UTM variables using this format:

?utm_medium={{utm_medium}}&utm_campaign={{utm_campaign}}

To automatically add utm_source=navattic, check the box for Add tracking params.

Add tracking params checkbox
Add tracking params checkbox




Tracking CRM Cookies

If you are using a Hubspot or Marketo cookie on your marketing site, Navattic JS can associate the cookie when identifying Visitors. This can make it easier to route Visitor and engagement data to these CRMs.

To include CRM cookies when identifying visitors, enable the Navattic JS CRM Cookie Tracking feature.



Tracking FAQs

The following filtered cookies:

Text

Text


are used for Navattic app auth and are not used for Visitor tracking. These cookies would never be sent from a Visitor page.