MarketBetter vs RB2B: Website Visitor ID vs SDR Workflow [2026]
RB2B pioneered contact-level website visitor identification. Drop in their script, and within minutes you're getting Slack notifications: "John Smith from Acme Corp just visited your pricing page."
That's powerful. But it's also where RB2B stops.
What happens next? Your SDR has to:
- Research John's company
- Figure out if Acme is even in your ICP
- Find the right decision-maker (maybe John's just a researcher)
- Write personalized outreach
- Decide whether to email, call, or connect on LinkedIn
- Actually reach out before the lead goes cold
That workflow takes 15-30 minutes per visitor. With hundreds of notifications per day, most RB2B leads end up ignored.
MarketBetter takes a different approach. We don't just identify who visited—we turn every visitor into a prioritized task with AI-generated outreach, decision-maker contacts, and a click-to-dial button.
- Choose RB2B if: You want simple, affordable visitor identification and have the bandwidth to work leads manually
- Choose MarketBetter if: You want visitor identification PLUS the SDR workflow to actually convert those visitors into meetings
What Each Tool Actually Does
RB2B: Person-Level Visitor Identification
RB2B is a specialist. They do one thing well: identify anonymous website visitors at the contact level (not just company level) and push that data to Slack.
How it works:
- Install a tracking script on your website
- RB2B matches visitors against their database (US only)
- Get Slack notifications with LinkedIn profiles and company info
- Export to CRM or use integrations to trigger workflows
What you get:
- Visitor's name and LinkedIn URL
- Company information
- Page visit history
- Email addresses (on paid plans)
What you don't get:
- Prioritization (which visitor matters most?)
- Outreach templates
- Follow-up workflows
- Calling capabilities
- AI research or personalization
MarketBetter: Visitor ID + SDR Workflow
MarketBetter combines visitor identification with an AI-powered SDR command center. We identify visitors AND turn that data into action.
How it works:
- Identify company and contact visiting your website
- AI scores the opportunity against your ICP
- Find decision-makers at that company (not just the visitor)
- Create a prioritized task for your SDR
- Generate personalized outreach based on AI research
- SDR clicks "call" or "send"—done
What you get:
- Everything RB2B offers (visitor ID, company data)
- AI-prioritized task list
- Decision-maker discovery (beyond the visitor)
- AI-generated, personalized outreach
- Built-in dialer with click-to-call
- Email sequences and LinkedIn tracking
- Chatbot with live handoff
- Pre-meeting intelligence briefs
Feature-by-Feature Comparison
| Feature | RB2B | MarketBetter |
|---|---|---|
| Website Visitor ID | ✅ Contact + Company | ✅ Contact + Company |
| Person-Level Identification | ✅ US only (15-45% coverage) | ✅ Via intent data partners |
| Company-Level Identification | ✅ Global (via Demandbase) | ✅ Global |
| LinkedIn Profile Enrichment | ✅ | ✅ |
| Email Enrichment | ✅ Paid plans only | ✅ |
| Slack/Teams Notifications | ✅ | ✅ |
| CRM Integration | ✅ HubSpot, Salesforce, Zapier | ✅ HubSpot, Salesforce (bidirectional) |
| ICP Filtering | ✅ Hot Leads feature | ✅ AI scoring |
| High-Intent Page Tagging | ✅ Hot Pages | ✅ Intent signals |
| AI Prioritization | ❌ | ✅ |
| Decision-Maker Discovery | ❌ | ✅ |
| AI-Generated Outreach | ❌ | ✅ |
| Built-in Dialer | ❌ | ✅ |
| Email Sequences | ❌ | ✅ |
| Chatbot | ❌ | ✅ |
| Pre-Meeting Briefs | ❌ | ✅ |
| SDR Task Management | ❌ | ✅ |
Pricing Comparison
RB2B Pricing (2026)
| Plan | Monthly Price | Resolutions/Month | Key Features |
|---|---|---|---|
| Free | $0 | 150 | Company-level only, Slack only |
| Starter | $79 | 300 | Person-level, LinkedIn URLs, no email/integrations |
| Pro | $149 | 600 | Email addresses, all integrations |
| Pro+ | $199 | 600 | Premium coverage (35-45%), up to 3 additional contacts |
| Scale | $299-$849 | 1,250-12,500 | Volume pricing |
Overage fees: $0.25-$0.45 per resolution beyond plan limits.
Note: RB2B's free tier no longer includes contact-level identification—that requires at least the $79/mo Starter plan.
MarketBetter Pricing
MarketBetter uses custom pricing based on team size and volume. Contact for a quote, but expect:
- Higher starting price than RB2B's basic plans
- Better ROI when you factor in SDR time saved
- No per-resolution caps—focus on qualified leads, not credit counts
The ROI math: If RB2B costs $199/mo but each lead takes 20 minutes of SDR time to work, you're paying in time instead of money. A $3,000/month SDR working 50 RB2B leads per day is spending 16+ hours on lead research alone.
When to Choose RB2B
RB2B is the right choice if:
✅ You're bootstrapped or testing visitor ID for the first time Their free tier (company-level) and $79/mo starter plan let you prove the concept before investing more.
✅ You already have a robust sales tech stack If you're using Clay, Apollo, Instantly, or HeyReach, you can pipe RB2B data into your existing workflows.
✅ Your SDRs have the bandwidth for manual research If you're getting fewer than 50 qualified visitors per week, manual follow-up is manageable.
✅ You only need US person-level identification RB2B excels at US contact identification. International is company-level only.
✅ You want Slack-first notifications RB2B's Slack integration is excellent. If your sales team lives in Slack, it's a natural fit.
When to Choose MarketBetter
MarketBetter is the right choice if:
✅ You want ACTION, not just data Visitor identification without a workflow is just noise. MarketBetter turns every qualified visitor into a prioritized, actionable task.
✅ Your SDRs are drowning in tabs The average SDR uses 7+ tools daily. MarketBetter consolidates visitor ID, outreach, dialing, and CRM into one workflow.
✅ You need SDR onboarding speed New SDRs can be productive in days, not months. Just follow the AI-generated tasks.
✅ You want AI-powered personalization at scale Writing personalized emails for every visitor isn't sustainable. Our AI researches each prospect and drafts outreach that sounds human.
✅ You need more than visitor ID MarketBetter includes chatbot, dialer, email sequences, and meeting prep—everything an SDR needs, not just one signal.
✅ You're measuring meetings booked, not leads identified RB2B measures "resolutions." MarketBetter measures pipeline generated.
The Workflow Difference
Here's what happens when someone visits your pricing page:
With RB2B:
- Slack notification: "Jane Doe from TechCorp visited /pricing"
- SDR opens LinkedIn, researches Jane
- SDR searches CRM—is TechCorp a known account?
- SDR finds Jane is a marketing coordinator (not a decision-maker)
- SDR searches for the VP of Sales at TechCorp
- SDR writes a personalized email
- SDR sends email, maybe connects on LinkedIn
- SDR logs activity in CRM
Time spent: 20-30 minutes per visitor
With MarketBetter:
- Visitor identified: Jane Doe, Marketing Coordinator at TechCorp
- AI scores TechCorp (ICP fit: 87%)
- AI identifies decision-maker: Mike Chen, VP of Sales
- Task created for SDR: "Call Mike Chen at TechCorp — pricing page visit"
- Task includes: AI-generated email, Mike's direct dial, LinkedIn URL
- SDR clicks "Call"—or approves the email with one click
- Activity logged automatically
Time spent: 2-3 minutes per visitor
That's 10x efficiency—which means your SDR can work 10x more leads.
What Real Users Say
RB2B Reviews (G2)
Pros mentioned:
- "Easy setup—literally 5 minutes"
- "LinkedIn integration is seamless"
- "Free tier is generous for testing"
- "Slack notifications are instant"
Cons mentioned:
- "Match rates vary—sometimes as low as 10%"
- "Data quality weaker for SMBs and international"
- "Still need other tools to actually reach out"
- "No way to prioritize which visitors matter most"
MarketBetter Reviews (G2)
Pros mentioned:
- "Finally, one tool for everything"
- "SDR onboarding time cut by 70%"
- "AI outreach is surprisingly good"
- "29% positive reply rate"
- "Best support I've experienced"
Cons mentioned:
- "Higher price point than point solutions"
- "Takes time to configure ICP filters"
Common Questions
Can I use both together?
Technically yes, but it's redundant. MarketBetter already includes visitor identification. Adding RB2B means paying twice for the same signal.
Is RB2B really free?
The free tier gives you 150 company-level resolutions per month (no person-level). For contact identification, you need at least $79/mo.
Does MarketBetter work outside the US?
Yes. Company-level identification is global. Person-level varies by region and data partner.
Which has better match rates?
Match rates depend on your traffic source, not the tool. Both use similar underlying data. The difference is what happens AFTER identification.
Is RB2B GDPR compliant?
RB2B's person-level identification is US-only, avoiding GDPR. Company-level (via Demandbase) works globally but requires consent tools.
The Bottom Line
RB2B solves the identification problem. It's affordable, easy to set up, and does one thing well.
MarketBetter solves the pipeline problem. Identification is table stakes—what matters is converting visitors into meetings.
If you're evaluating visitor identification tools, ask yourself: Do I need more data, or do I need more meetings?
RB2B gives you data. MarketBetter gives you meetings.
Try MarketBetter
See how MarketBetter turns visitor identification into booked meetings:
We'll show you exactly how much SDR time you're currently wasting—and how to get it back.