Chili Piper's website de-anonymization (identifying the accounts visiting a site) is currently powered only by the Leadfeeder partnership. Customers who run a different vendor for this can't use it, so they either pay for Leadfeeder on top of tooling they already own or go without account identification in Chili Piper.

Notably, Chili Piper already integrates with ZoomInfo for form enrichment, but not for website de-anonymization / account identification. Customers with a ZoomInfo seat expect to reuse it for de-anon rather than being forced onto Leadfeeder, and the same applies to other providers (Apollo, Clearbit, etc.).

Chili Piper should let customers connect their own de-anonymization / visitor-identification provider, starting with extending the existing ZoomInfo integration to cover website de-anon and account ID, not just form enrichment.

Locking de-anon to a single partner forces redundant spend and blocks customers who've standardized on another data vendor. Supporting bring-your-own providers (ZoomInfo first, given the existing integration and clear demand) removes a real adoption barrier for the website-conversion motion.