Unify doesn’t add a data provider on a hunch. They run a waterfall of the biggest names in B2B data, and getting into it meant going through an audition. They evaluated five providers and ran 2,000 IPs through them before picking. Snitcher got the role for one job in particular: revealing the European companies everyone else was missing. Rhea, Growth Lead at Unify, walked us through how we made the cut.
Give us the two-line version. What’s Unify, and what do you do there?
Unify is an end-to-end platform for automated outbound. We think of ourselves as a system of action for generating revenue and pipeline, kind of like the central hub of a go-to-market team. I lead growth at Unify.
Website visitor data sits right at the core of your product. Why start there?
The way our platform works is around signals and plays. Then the workflows you run on them, like researching, sending emails, sending notifications. Website intent was the very first signal we gave our customers.
“Knowing who’s visiting your website is one of the most core things.”
So walk us back to before Snitcher — what was the gap you were trying to close?
We had a couple of big providers powering our waterfall and there were certain geographies where we just didn’t have really good coverage. Our match rate was in the mid-60s and we wanted to get it closer to 80%. This is a valuable set of information, so the push was to reveal more and more of it.
And where specifically did we fit into that?
The goal was simple: find partners who could lift coverage where it mattered most. Two stood out: Demandbase and Snitcher. As we get more customers with visitors coming from Europe, that was a big motivating factor.
“You had really good coverage in Europe — this was something we absolutely needed to have.”
You clearly don’t pick providers based on vibes. How did the evaluation actually work?
We were already using a couple of providers, then we evaluated five in total and narrowed down from there. We tested 2,000 IPs and ran samples across different orderings of the waterfall where one provider returns a match and another doesn’t, so we could see exactly where the coverage gaps were. We did all of that before deciding who to work with.
“We evaluated five providers and tested 2,000 IPs before deciding who to work with.”
How does it actually run day to day, and does anything change for customers?
They install one unified website tag, and underneath the hood we run the waterfall. They get a real-time feed of everyone visiting their website by page, by traffic, by UTM source and by session length, then those visitors trigger plays.
“Nothing changes for our customer — they just see match rates go up.”
Did the numbers move once we were in?
Yeah! Snitcher sits at the end of our waterfall and catches what the earlier layers don’t. It took our match rate from 74% to 77.8%. That last few percent is almost entirely European coverage we weren’t getting before.
Last one — what would you tell someone weighing us up?
The main benefit we saw was the ability to reveal companies from outside of home turf, and Snitcher just performed way better there. So for anyone looking to expand into Europe and actually reveal the companies visiting from that region, that’s my recommendation.
“For companies looking to expand into Europe and reveal companies from that region, Snitcher just performed way better there.”
Snitcher made the cut at Unify for one role: Europe. And that role pays off in the only currency that matters: pipeline. Every European visitor you can’t identify is an account your team never works — no play triggered, no outbound sent, no deal started. Reveal them and they stop being anonymous traffic and start being revenue your reps can actually chase.
Your traffic’s got a whole cast of European buyers you’ve never seen. It’s time to hold your own audition.
