Net-New Persons and Accounts through Deanonymization

RevSure’s Deanonymization feature enables companies to identify website visitors at both the Person and Account level.
The system then compares these identified profiles against CRM data to tag Net-New Persons and Net-New Accounts, which can later be ingested as new Leads or Accounts in the CRM.

‍Net-New Persons

Person-level records de-anonymized from website visitors are identified as Net-New when they meet all the following criteria:

1. Email Check:
   • The person’s email must not be present in the CRM Lead or Contact object.
   • Email addresses are standardized on both sides before matching.
2. When Company/Domain is Missing:
   • If the company name or domain is not available in the de-anonymized record, RevSure checks that the person’s First + Last Name is not present in the CRM Lead or Contact object.
   • Both exact and fuzzy matching are applied.
   • Names are standardized by lowercasing, removing spaces, and stripping special characters.
3. When Person Name and Company Are Available:
   • The concatenation of (Person Name + Company) should not be present in the CRM Lead or Contact object.
   • Both sides are standardized: lowercased, cleaned of special characters, and converted into vector embeddings to detect close matches.
   • For CRM Lead records, the Lead Company field is used.
   • For CRM Contact records, the associated Account Name is used.
4. When Person Name and Domain Are Available:
   • The concatenation of (Person Name + Domain) should not exist in the CRM Lead or Contact object.
   • Person Name and Domain are standardized before matching.
   • For domain comparison, top-level domains (TLDs) such as .org, .com, etc., are removed.
   • Input strings are lowercased, special characters are removed, and vector embeddings are used to identify close matches.
   • For CRM Lead records, RevSure uses the Lead’s email domain.
   • For CRM Contact records, RevSure uses the associated Account’s domain.

Note: If a Net-New person is identified today and the same person is later created as a Lead in the CRM (e.g., the next day), the original RevSure visitor record will still remain tagged as Net-New.

How Person Level IP Deanonymization works:

Besides the RevSure First Party pixel, we deploy an additional javascript pixel from RB2B to de-anonymize Persons visiting your website.

The information collected from a visitor on your website by RB2B are IP address, user agent, current page URL, referring page URL, and the timestamp of their visit.

RB2B’s tracking script is minimally invasive and only collects basic data, listed above, from the visitor’s activity.

‍Reference: https://support.rb2b.com/en/articles/9268304-what-information-do-you-collect-from-my-website

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Net-New Accounts

Account-level records de-anonymized from website visitors are identified as Net-New when they meet all the following criteria:

1. Domain Check:
   • The identified account domain must not be present in the CRM Account’s Domain field or in any CRM Lead’s Email Domain.
   • Domains are standardized before matching, with top-level domains (TLDs) like .org, .com, etc., removed prior to comparison.
2. Account Name Check:
   • The identified account name must not exist in the CRM Account Name field or CRM Lead Company field.
   • Account names are normalized (lowercased, special characters removed, etc.) before comparison.
   • Both exact and fuzzy logic are used for matching.
   • Vector embeddings of account names are also generated to detect close matches, which are treated as existing accounts.

How Account IP de-anonymization works:

To identify which company a visitor belongs to, we pass the IP Address via API to two data partners — People Data Labs and Snitcher. 

These partners perform a database lookup (only lookup)  and return company-level information. Neither partner stores the IP address — it is used solely for the lookup transaction. 

We also use 5x5 co-op for de-anonymization via an internal IP database lookup (hosted within RevSure secure environment), meaning the IP never leaves RevSure's environment in that case.

Note: None of this data is sold to any other provider.