One post tagged with "b2b tools"

98% of your website visitors leave without filling out a form.

They researched your product. They read your pricing page. They compared you to competitors. Then they vanished—and your sales team never knew they existed.

Website visitor identification software changes that. These tools reveal which companies (and sometimes which people) are visiting your site, so your SDRs can reach out before prospects buy from a competitor.

But here's the uncomfortable truth most comparison guides won't tell you:

Most visitor ID tools just give you data. They show you WHO visited. Then they leave your SDRs drowning in a dashboard, trying to figure out who to call, what to say, and why it matters.

That's the gap we'll expose in this guide. Some tools identify visitors. Others turn those visitors into booked meetings.

How Website Visitor Identification Actually Works​

Before we compare tools, let's get honest about what these products can (and can't) do.

The Three Identification Methods​

1. IP-to-Company Matching

   • Matches visitor IP addresses against databases of known business networks
   • Identifies the company, not the individual person
   • Works best for corporate office traffic; struggles with remote workers

2. First-Party Cookie + Data Enrichment

   • Combines browsing behavior with third-party data to infer contact identity
   • Can identify specific people at visiting companies
   • Match rates vary wildly (5-40% depending on traffic source)

3. Reverse Email Lookup

   • When visitors have previously engaged (clicked an email, filled a form), systems track return visits
   • Most reliable method, but limited to known contacts

Match Rate Reality Check​

Don't believe vendors claiming 80%+ match rates. Here's what's actually achievable:

Identification Level	Realistic Match Rate	Notes
Company-level	30-65%	Corporate traffic only; remote workers much lower
Person-level	5-20%	US traffic typically higher than international
Combined (company + person fallback)	60-80%	What most tools actually deliver

Key insight: Anyone promising 80%+ contact-level identification is likely counting company matches, not individual people. Ask vendors to clarify.

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Best Website Visitor Identification Tools: Comparison Table​

Tool	Best For	ID Level	Starting Price	Match Rate
MarketBetter	SDR teams wanting action	Company + Contact + Tasks	Custom	Varies by source
Warmly	Real-time chat engagement	Company (65%) + Person (15%)	$700/mo	15-25% person
Leadfeeder	European companies	Company only	Free / €99/mo	10-15%
RB2B	Freemium person-level	Person (US only)	Free / $79/mo	10-20% person
Koala	PLG companies	Company + Product signals	Custom	Varies
6sense	Enterprise ABM	Company + Intent	~$55K/yr median	10-20%
ZoomInfo	Enterprise data teams	Company + Intent	$15K+/yr	15-30%
Clearbit Breeze	HubSpot users	Company + Enrichment	Credit-based	15-20%
Demandbase	Enterprise ABM	Company + Intent	$18K+/yr	<30%

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1. MarketBetter​

Best for: SDR teams who want to ACT on visitor data, not just view it

Most visitor identification tools stop at "Company X visited your pricing page." Then your SDR has to:

• Research the company
• Find the right decision-maker
• Prioritize against dozens of other signals
• Write personalized outreach
• Actually make the call

That's 15-30 minutes of work per visitor—which means 90% of visitor data goes unused.

MarketBetter takes a different approach. We don't just identify WHO visited. We identify them, find the decision-maker, score the opportunity, and create a prioritized task for your SDR—complete with AI-generated outreach and a click-to-dial button.

Key Features​

• Website visitor identification via IP-to-company + contact enrichment
• Daily SDR Playbook with AI-prioritized tasks (not just a dashboard)
• AI-generated email sequences and call scripts personalized to each prospect
• Smart dialer with call recording and coaching
• AI chatbot that qualifies visitors and books meetings 24/7
• CRM sync with HubSpot and Salesforce

What Makes It Different​

When your SDR opens MarketBetter, they see exactly:

• Who to call (prioritized by fit + intent)
• Why they're a fit (company size, tech stack, recent activity)
• What to say (AI-drafted outreach based on their browsing behavior)

No research. No prioritization paralysis. Just execute.

MarketBetter's Signals Hub shows AI-prioritized visitor signals with intent scoring, identified contacts, and suggested actions—all in one view.

Pricing​

Custom based on team size and volume. Book a demo →

When MarketBetter Is Better​

✅ You have an SDR team that needs to execute, not analyze ✅ You want one platform instead of 5+ tools stitched together ✅ Visitor data currently sits unused in dashboards ✅ You care about pipeline, not just "visibility"

When To Look Elsewhere​

⚠️ You only need raw data for your existing ABM stack ⚠️ Enterprise with 6sense/Demandbase already deployed ⚠️ Pure marketing use case (no SDR execution)

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2. Warmly​

Best for: Companies wanting real-time visitor engagement via chat

Warmly bundles visitor identification with AI chatbot engagement. Their strength is catching visitors while they're still on your site and starting conversations immediately.

Key Features​

• 65% company-level identification (claimed) via 20+ data providers
• 15-25% person-level identification via data waterfall
• AI chatbot for real-time engagement
• Slack/Teams alerts for high-intent visitors
• Bombora intent data integration
• Video calling widget for live sales conversations

Pricing​

Plan	Price	What You Get
Free	$0	500 visitors/mo, 10 Bombora signals/week
Startup	~$700/mo	Higher limits, basic automation
Business	$1,440-1,740/mo	10K-100K visitors, full features
AI Data Agent	$10,000/yr	Advanced AI features

When Warmly Is Better​

✅ Real-time chat engagement is your priority ✅ You already have outbound tools (Outreach, Apollo) and need signals ✅ Catching visitors while they're on-site matters most

When To Look Elsewhere​

⚠️ You need a full SDR workflow (no smart dialer, no task prioritization) ⚠️ Budget under $700/mo ⚠️ You want person-level at scale (15-25% may not be enough)

Read more: MarketBetter vs Warmly Comparison

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3. Leadfeeder (Dealfront)​

Best for: European companies prioritizing GDPR compliance

Dealfront (the merger of Leadfeeder and Echobot) focuses on the European market with strong GDPR compliance. Solid company-level identification with good CRM integrations at a reasonable price.

Key Features​

• Company-level visitor identification (IP-to-company)
• GDPR-compliant data handling
• Strong European company database
• CRM integrations with Salesforce, HubSpot, Pipedrive
• Lead scoring and filtering by company attributes

Pricing​

Plan	Price	What You Get
Free	€0	100 companies/mo, 7-day data retention
Paid	€99-165/mo	Unlimited companies, 365-day retention

Annual billing gives 40% discount.

When Leadfeeder Is Better​

✅ European market focus (best EU company database) ✅ GDPR compliance is non-negotiable ✅ Budget-conscious teams wanting basic visitor ID ✅ Already using Pipedrive or European CRMs

When To Look Elsewhere​

⚠️ You need person-level identification (company-only) ⚠️ US market focus (weaker coverage) ⚠️ You want SDR workflow, not just data

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4. RB2B​

Best for: Freemium person-level identification (US traffic)

RB2B focuses specifically on identifying individual people (not just companies) visiting your site. Their free tier makes them accessible for early-stage companies testing the concept.

Key Features​

• Person-level identification targeting 10-20% match rate
• Slack notifications with LinkedIn profiles
• Simple setup (just add a script)
• Free tier with generous limits
• Demandbase partnership for company-level fallback

Pricing​

Plan	Price	What You Get
Free	$0	150 credits/mo, company-level only, LinkedIn profiles
Starter	$79/mo	Person-level, basic integrations
Pro	$349+/mo	Business emails, all integrations, coworker filtering

Match Rates (Honest Assessment)​

• Person-level: 10-20% (US traffic only)
• Company-level: 70-80% when combined with Demandbase fallback
• International: Not supported for person-level

When RB2B Is Better​

✅ You want to test person-level ID before committing budget ✅ US-focused B2B traffic ✅ You have existing tools for outreach (just need the data) ✅ PLG company wanting LinkedIn profiles of users

When To Look Elsewhere​

⚠️ International traffic (US-only for person-level) ⚠️ You need workflow, not just names ⚠️ Business emails required (need Pro at $349+/mo)

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5. Koala​

Best for: PLG companies tracking product intent signals

Koala stands out by combining website visitor identification with product usage signals. If you have a freemium or trial product, Koala shows you which trial users are showing buying intent.

Key Features​

• Website + product activity tracking in one platform
• Account scoring based on engagement patterns
• Real-time Slack alerts for high-intent accounts
• CRM sync with automatic enrichment
• Built for PLG motions (trial → paid conversion)

Pricing​

Custom pricing based on volume. Free trial available.

When Koala Is Better​

✅ You have a freemium/trial product (PLG motion) ✅ Product engagement signals matter more than website visits ✅ You want to identify which trial users are ready for sales ✅ Engineering resources to implement tracking

When To Look Elsewhere​

⚠️ No freemium/trial product (pure sales-led) ⚠️ You need full SDR workflow (no dialer, no sequences) ⚠️ Enterprise ABM programs (better options exist)

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6. 6sense​

Best for: Large marketing teams running enterprise ABM programs

6sense is a full ABM platform with visitor identification as one component of a broader intent data suite. Powerful but complex—built for large marketing teams with dedicated ops resources.

Key Features​

• Account identification via IP + intent signals
• Predictive buying stage scoring (Awareness → Decision)
• Third-party intent data (Bombora + proprietary)
• Multi-channel ABM orchestration (ads, email, sales)
• AI account summaries and recommendations
• Deep CRM integrations with Salesforce, HubSpot

Pricing​

6sense doesn't publish pricing. Based on third-party data:

Tier	Typical Cost	What You Get
Free	$0	50 credits/mo, Chrome extension
Team	~$25K-50K/yr	Basic platform, limited seats
Growth	~$55K/yr (median)	Full platform, intent data
Enterprise	$100K-200K+/yr	Advanced features, custom integrations

Source: Vendr reports median buyer pays $55,211/year.

When 6sense Is Better​

✅ Enterprise budget ($50K+ annually) ✅ Marketing-led ABM programs ✅ You have ops resources to manage the platform ✅ Multi-channel orchestration is the goal

When To Look Elsewhere​

⚠️ SMB budget (minimum ~$25K/yr) ⚠️ Sales-first teams (6sense is marketing-first) ⚠️ You want simplicity (3-6 month implementation typical) ⚠️ Contact-level identification priority (company-level focus)

G2 reviewer feedback:

"My problem with 6sense is that the tool's visitor identification reveals only companies and not individuals."

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7. ZoomInfo WebSights​

Best for: Enterprise GTM teams already using ZoomInfo data

ZoomInfo is the 800-pound gorilla of B2B data. WebSights is their visitor identification product, plugging into their massive database of 320M+ contacts and 100M+ company profiles.

Key Features​

• Account-level visitor identification
• Buyer intent signals (1B+ monthly data points)
• Deep CRM/MAP integrations
• Form enrichment for lead capture
• DSP integration for retargeting ads

Pricing​

ZoomInfo bundles WebSights with their core platform. Expect:

Component	Typical Cost
SalesOS	$15,000-25,000/yr starting
WebSights add-on	Included or ~$5K extra
Intent data	$9K-20K additional
Engage (sequences/dialer)	~$15K additional

Total cost for full suite: $40K-100K+/yr depending on seats and features.

When ZoomInfo Is Better​

✅ Already a ZoomInfo customer ✅ Enterprise data needs (massive contact database) ✅ Budget for $15K+ annually ✅ Dedicated ops team to manage the platform

When To Look Elsewhere​

⚠️ SMB budget (minimum $15K/yr) ⚠️ You want workflow, not just data ⚠️ Quick implementation needed (enterprise complexity)

Read more: MarketBetter vs ZoomInfo Comparison

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8. Clearbit Breeze (HubSpot)​

Best for: HubSpot users wanting native enrichment

Now owned by HubSpot, Clearbit excels at form enrichment and real-time company identification. If you're already in the HubSpot ecosystem, it's the most seamless option.

Key Features​

• Real-time form enrichment (shorter forms, same data)
• Company and contact data appending
• Native HubSpot integration (no setup)
• Reveal for anonymous visitor identification
• API for custom enrichment workflows

Pricing​

Credit-based system integrated into HubSpot. Contact HubSpot for details. Historically:

• Enterprise plans include Clearbit credits
• Standalone was $12,000+/yr before acquisition

When Clearbit Is Better​

✅ You're committed to HubSpot ecosystem ✅ Form enrichment is the priority ✅ You want seamless CRM data ✅ Marketing-first use case

When To Look Elsewhere​

⚠️ Not a HubSpot user (ecosystem lock-in) ⚠️ Person-level identification priority ⚠️ You need SDR workflow beyond enrichment

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9. Demandbase​

Best for: Enterprise ABM with advertising + sales intelligence

Demandbase is a full ABM platform competing with 6sense at the enterprise level. Their strength is combining account identification with ABM advertising capabilities.

Key Features​

• Account identification (AI-powered anonymous visitor reveal)
• Identity graph (cookies, IP, device IDs)
• Intent data + engagement scoring
• ABM advertising platform
• Sales intelligence with account insights
• GDPR-safe global reach

Pricing​

Demandbase doesn't publish pricing. Based on third-party data:

Tier	Typical Cost
Minimum	$18,000+/yr
Median	~$65,000/yr
Enterprise	$100K+/yr

When Demandbase Is Better​

✅ Enterprise budget ($50K+ annually) ✅ ABM advertising is part of your strategy ✅ Global reach with GDPR compliance matters ✅ Marketing + sales alignment on accounts

When To Look Elsewhere​

⚠️ SMB budget ⚠️ Person-level identification priority (company-level focus) ⚠️ Quick implementation needed ⚠️ You need SDR workflow, not marketing dashboards

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The Real Question: What Happens AFTER Identification?​

Here's what most comparison guides won't tell you:

Identifying visitors is the easy part.

The hard part is turning that data into action. Most SDRs don't have time to:

• Research every identified company
• Find the right decision-maker
• Write personalized outreach
• Prioritize who to contact first
• Actually make the call

That's why 90% of visitor ID data goes unused. It sits in a dashboard. Nobody acts on it.

The "Data vs Action" Gap​

Data-First Tools	Action-First Tools
Show you WHO visited	Show you WHO + WHAT TO DO
Require manual research	Auto-enrich with decision-makers
Leave prioritization to you	AI-prioritize by fit + intent
Integrate with your sequence tools	Include sequences + dialer
Dashboards for analysis	Tasks for execution

Most tools on this list are data-first. They give you visibility. What happens next is your problem.

MarketBetter is action-first. We turn every visitor into a prioritized task with AI-drafted outreach and click-to-dial. Your SDR opens a list and executes.

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How to Choose the Right Visitor ID Tool​

Ask yourself three questions:

1. Do You Need Data or Action?​

If you have a mature ops team that can turn visitor data into SDR workflows, tools like ZoomInfo, 6sense, or Warmly give you rich data.

If you want visitors to become prioritized SDR tasks automatically, look at MarketBetter.

2. Company-Level or Person-Level?​

• Company-level (30-65% match rate) = table stakes, most tools do this
• Person-level (5-20% match rate) = harder, consider RB2B, Warmly, or MarketBetter

If person-level is critical, verify the vendor's methodology. Many claim high rates by counting company matches.

3. What's Your Budget?​

Budget	Best Options
Free/$0	RB2B free, Leadfeeder free
Under $500/mo	RB2B Starter, Leadfeeder paid
$500-2,000/mo	Warmly, Koala, MarketBetter
$2,000+/mo	MarketBetter, Warmly Business
$25K+/yr	6sense, ZoomInfo
$50K+/yr	6sense, Demandbase, ZoomInfo Enterprise

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Frequently Asked Questions​

What is the best free website visitor identification tool?​

RB2B offers the best free tier for person-level identification (US traffic only, 150 credits/month). Leadfeeder offers free company-level identification (100 companies/month, 7-day retention). Both are limited but useful for testing the concept.

What is a realistic match rate for visitor identification?​

Expect 30-65% for company-level identification and 5-20% for person-level. Rates are higher for corporate office traffic and lower for remote workers. Any vendor claiming 80%+ contact-level match rates is likely counting company matches.

Do I need visitor identification if I have Google Analytics?​

Google Analytics shows you anonymous traffic patterns—pages visited, time on site, traffic sources. Visitor identification reveals who those visitors are (company names, sometimes individual contacts). They serve different purposes.

Is website visitor identification GDPR compliant?​

It depends on the method. IP-to-company matching is generally compliant as it identifies organizations, not individuals. Person-level identification tools must ensure proper consent mechanisms. European-focused tools like Leadfeeder prioritize GDPR compliance.

What's the difference between visitor identification and intent data?​

Visitor identification tells you WHO visited your website specifically. Intent data tells you WHO is researching your category across the web (third-party sources like Bombora).

Some tools (6sense, Demandbase, Warmly) combine both. Others focus on one or the other.

How long does implementation take?​

• Simple tools (RB2B, Leadfeeder): 30 minutes (add a script)
• Mid-market tools (Warmly, Koala): 1-2 weeks
• Enterprise tools (6sense, Demandbase, ZoomInfo): 1-3 months

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The Bottom Line​

Website visitor identification is only valuable if someone acts on it.

The best tools don't just show you dashboards of anonymous visitors turned into company names. They turn those visitors into prioritized tasks your SDRs execute every day.

Ask yourself: Do you need another dashboard? Or do you need more booked meetings?

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Ready to turn anonymous visitors into pipeline?

Book a demo with MarketBetter →

We'll show you how visitor identification becomes SDR execution—not just another data source collecting dust.