This guide introduces you to Sona, the AI-powered platform that automates your marketing workflows. By unifying attribution, identifying and scoring high-intent accounts, and activating the right next steps in one place, Sona turns fragmented data into actionable growth. Inside, you’ll discover where to find key features and insights that convert website visitors into qualified pipeline. By the end, you’ll be equipped to navigate the platform and harness AI-driven workflows that deliver measurable sales and marketing results.
Platform Navigation Overview
Platform Navigation Overview
Getting Started
Getting Started
Sona transforms first-party data into actionable insights that accelerate your sales and marketing. A guided setup ensures your integrations, tracking, and data foundations are in place from the start. From there, the platform helps you uncover opportunities, optimize engagement, and drive measurable results. With every part of Sona working seamlessly together, it’s easy to navigate, activate, and scale your go-to-market strategy from day one.
Core Platform Sections (some features/section are only available in select packages)
Core Platform Sections (some features/section are only available in select packages)
Onboarding
Onboarding
The Onboarding section in Sona guides you through the essential setup steps, such as connecting your CRM, installing tracking, and configuring data activation tools. It ensures your workspace is fully equipped to capture, enrich, and act on account-level insights, so you’re set up correctly from day one to make the most of Sona’s features.
Insights
Insights
The Insights section in Sona gives you a centralized view of performance across marketing and sales. With dashboards for Data Activation, Intent Signals, Marketing Influence, and Sales Prioritization, you can turn real-time data into action. This helps you identify high-value accounts, optimize campaigns, and prioritize outreach.
Data Activation - Track how well you are enriching accounts, identifying web visitors, and detecting intent signals. The Data Activation dashboard gives you real-time visibility into the health of your data foundation.
Intent Signals – Identify and act on your most promising opportunities with precision. The Intent Signals dashboard surfaces high-intent prospects by analyzing visitor behavior, engagement patterns, and predictive buying stage progression. Use these insights to time your outreach perfectly, focus on active buyers, and re-engage prospects before they go cold.
Marketing Influence - Get a unified view of campaign performance across channels. The Marketing Influence dashboard helps you analyze ROI by combining tracking, CRM, and ad cost data all in one place.
Sales Prioritization - Focus your sales efforts on the right accounts at the right time. The Sales Prioritization dashboard surfaces key buying signals so you can engage active buyers and re-engage cooling leads.
Accounts
Accounts
The Accounts section in Sona helps you uncover and organize the companies engaging with your brand. From identifying anonymous website visitors to building curated account lists, these tools turn raw traffic into actionable opportunities for sales and marketing.
Identified - Discover which companies are visiting your website, explore enriched firmographic details, and find the right contacts within each organization. Use persona matching to prioritize outreach and convert anonymous visitors into qualified pipeline.
Target Accounts List - Create static collections of target accounts by uploading files or selecting directly from Sona. Unlike dynamic audiences, Account Lists give you full control over which accounts to include. Use them in campaigns, enrich them with additional data, and sync to destinations for ABM and sales engagement.
People
People
The People section in Sona gives you full visibility into the individuals interacting with your brand—whether they're anonymous visitors, known contacts, or enriched leads. With tools to identify, organize, and act on people data, you can drive more personalized and effective outreach.
Identified - See who’s visiting your site and uncover contact-level details through behavioral signals and intent. Segment visitor profiles to identify high-value leads and tailor your engagement strategies.
People List - Build static lists of contacts by uploading files or selecting individuals directly in the platform. Unlike dynamic audiences, People Lists give you precise control over which contacts to include. Use them for enrichment, segmentation, and campaign activation.
Web Visitors - Analyze both anonymous and identified traffic using the Web Visitors page. Segment visitors, uncover intent, and build audiences for targeted outreach across multiple channels.
Profile 360 - Get a complete, enriched view of individual contact profiles, including firmographics, engagement history, and persona insights—all in one place for faster, more informed action.
Data
Data
The Data section in Sona gives you access to the core datasets that power your reports, audiences, and integrations. Whether you're analyzing visitor activity, defining conversion goals, or syncing data to external tools, this section is where raw data turns into actionable insights.
Reports - View saved reports built from Sona’s identification and attribution data. Use these reports to monitor performance and uncover trends across your accounts, people, and campaigns.
Audiences - Access dynamic audience segments created from the Web Visitors and Accounts pages. These auto-updating datasets are built with filters and can be used across campaigns and destinations.
Destinations - Sync your Sona data with CRMs, ad platforms, and other tools to automate workflows and keep all systems aligned.
Tracking Activity - Explore raw, visit-level tracking data captured by the Sona pixel. Each interaction is logged in real time, allowing you to analyze the exact behavior of site visitors.
Conversions - Set up and manage key conversion events to track meaningful actions across your site. Use this data for reporting, optimization, and attribution analysis.
Shares - Manage and view shared resources in your account. This table is view-only unless you have admin permissions to modify entries.
Account
Account
The Account section in Sona helps you manage user access, subscription details, and billing information for your organization. Whether you're adding team members, reviewing your plan, or tracking credit usage, this section keeps your account operations organized and transparent.
Roles - View and manage the roles and permissions of team members invited through the Teams section. Easily review who has access to what and maintain proper governance across your organization.
Workspace Settings
Workspace Settings
The Workspace Settings section in Sona allows you to configure how your workspace operates—across tracking, scoring, alerts, user access, and integrations. From managing your tracking pixel to syncing data connectors, these tools give you full control over your setup and workflows.
General – Configure foundational elements that power the Sona platform. This includes settings for:
Contact Journey – Define key stages in your buyer journey.
Path to Conversion – Customize conversion paths and attribution models.
Intent Signals – Set up criteria that indicate buying intent based on behavior.
Engagement Trends – Monitor patterns in how leads and accounts interact over time.
Scoring – Configure lead and account scoring based on behavior, intent, and firmographic data.
Tracking Pixel – Manage your Sona tracking pixel and settings to ensure accurate data collection.
Milestones – Define important lifecycle events and conversion milestones.
Cost – Enter cost data to support ROI tracking and campaign analysis.
Company – Set up company-level configurations.
Sales Activity – Customize how sales activity is tracked within the platform.
Alerts – Create rules for real-time notifications triggered by key behaviors or events.
Billing – Manage billing details related to your workspace.
Connectors - Set up and manage bi-directional data connectors to sync your CRM, ad platforms, and marketing tools with Sona. These integrations enable a unified view of the buyer journey and unlock deeper insights.
Team - Add or remove team members and assign roles to control access levels. Manage collaboration and permissions across your organization with ease.
Best Practices
Best Practices
Getting Started
Start with the Overview section to understand your data before exploring detailed reports
Configure CRM integration in Connectors first for proper data mapping
Set up team access early and use the help sidebar during initial sessions
Data Organization
Create meaningful audience segments based on visitor behavior and company characteristics
Use consistent naming conventions for reports and audiences
Set up automated data destinations to integrate with existing tools
Ongoing Management
Monitor identification rates through the Overview dashboard regularly
Check Activity logs to understand visitor patterns and track issues
Set up alerts and scoring in Settings to flag high-intent accounts
Keep CRM mappings and configurations updated as processes evolve