Through an optical campaign performed at four telescopes located in the northern and the southern hemispheres, plus archival data from two on-line sky surveys, we obtained optical spectroscopy for 29 counterparts of unclassified or poorly studied hard X-ray emitting objects detected with Swift/Burst Alert Telescope (BAT) and listed in the 39 month Palermo catalogue. All these objects also have observations taken with Swift/X-ray Telescope (XRT) or XMM-European Photon Imaging Camera (EPIC) which not only allow us to pinpoint their optical counterpart, but also study their X-ray spectral properties (column density, power law photon index, and F2-10keV flux).