11 Best Website Visitor Identification Tools for B2B [2026]
98% of your website visitors leave without filling out a form. They researched your product, compared you to competitors, and vanished. You never knew they were there.
Website visitor identification software fixes this. These tools reveal which companies (and sometimes which specific people) are visiting your site—so your sales team can reach out before they buy from a competitor.
But here's the problem: most visitor ID tools just give you data. They tell you WHO visited. Then they leave your SDRs to figure out what to do next.
That's the gap we'll highlight in this guide. Some tools identify visitors. Others turn those visitors into action.
How Website Visitor Identification Works
Visitor identification typically uses one of three methods:
-
IP-to-Company Matching: Matches visitor IP addresses against databases of known business networks. This identifies the company, not the individual person.
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First-Party Cookie + Data Enrichment: Combines browsing behavior with third-party data to identify specific contacts at visiting companies.
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Reverse Email Lookup: When visitors have previously engaged (clicked an email, filled a form), the system can track their return visits.
Match rates vary wildly. Expect:
- Company-level identification: 30-65% depending on traffic source
- Contact-level (person-level): 5-20% at best
- Remote workers on home networks: Much lower than corporate traffic
Don't trust any vendor promising 80%+ match rates. Those numbers aren't real.
Quick Comparison: Best Visitor ID Tools
| Tool | Best For | Identification Level | Starting Price |
|---|---|---|---|
| MarketBetter | SDR teams wanting action, not data | Company + Contact + Tasks | Custom |
| ZoomInfo WebSights | Enterprise ABM programs | Company + Intent | Custom |
| Warmly | Real-time chat engagement | Company + Person (15%) | $850/mo |
| RB2B | PLG companies wanting person-level data | Person (10-20%) | Free tier |
| Clearbit (HubSpot) | HubSpot users | Company + Enrichment | Credit-based |
| Dealfront (Leadfeeder) | European companies | Company | Free/$99/mo |
| Lead Forensics | UK market focus | Company | Custom |
| 6sense | Large marketing teams | Company + Intent | Custom |
| Apollo.io | Sales intelligence bundled | Company | Free/$49/user |
| Albacross | Mid-market with intent | Company + Intent | €59/mo |
| Visitor Queue | Budget-conscious teams | Company | $39/mo |
The Best Website Visitor Identification Tools
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." MarketBetter goes further: we identify the visitor, find the decision-maker, score the opportunity, and create a prioritized task for your SDR—complete with AI-generated outreach.
The difference: When your SDR opens MarketBetter, they see exactly who to call, why they're a fit, and what to say. No research. No prioritization decisions. Just execute.
Key Features:
- Website visitor identification via IP-to-company matching
- Contact enrichment to find decision-makers at visiting companies
- SDR Playbook with prioritized tasks and next-best-actions
- AI-generated email sequences and call scripts
- Smart dialer with call intelligence
- CRM sync (HubSpot, Salesforce)
Pricing: Custom based on team size. Book a demo.
Best for: B2B companies with SDR teams who want to convert visitor data into pipeline—not just dashboards.
2. ZoomInfo WebSights
Best for: Enterprise GTM teams running ABM programs
ZoomInfo is the 800-pound gorilla of B2B data, and WebSights is their visitor identification product. It plugs into ZoomInfo's massive database of 100M+ company profiles and 500M+ contacts.
Key Features:
- Account-level visitor identification
- Buyer intent signals (1B+ monthly data points)
- CRM and MAP integration
- Form enrichment
- DSP integration for retargeting
What's Missing: WebSights shows you who's visiting, but the "what to do next" is up to you. Great for data-rich enterprise teams; overkill (and overpriced) for SMBs.
Pricing: Custom enterprise pricing. Expect $15K-$100K+ annually depending on features.
3. Warmly
Best for: Companies wanting real-time visitor engagement
Warmly combines visitor identification with 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)
- 15% person-level identification via data waterfall
- AI chatbot for real-time engagement
- Slack/Teams alerts for high-intent visitors
- Bombora intent data integration
What's Missing: Warmly tells you who's visiting but doesn't create structured tasks for SDRs. You get alerts and data; what happens next is up to your team.
Pricing: Starting at $850/month for small teams. Enterprise plans higher.
Read more: MarketBetter vs Warmly Comparison
4. RB2B
Best for: PLG companies wanting person-level identification
RB2B focuses specifically on identifying individual people (not just companies) visiting your site. Their free tier makes them accessible for early-stage companies.
Key Features:
- Person-level identification (10-20% match rate typical)
- Slack notifications with LinkedIn profiles
- Simple setup (just add a script)
- Free tier with generous limits
What's Missing: RB2B identifies visitors but doesn't help you prioritize or reach out. You get names and LinkedIn URLs—the rest is manual.
Pricing: Free tier available. Paid plans for higher volume.
5. Clearbit (by HubSpot)
Best for: HubSpot users wanting seamless 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 obvious choice.
Key Features:
- Real-time form enrichment (fewer form fields needed)
- Company and contact data appending
- Native HubSpot integration
- API for custom enrichment workflows
What's Missing: Clearbit is primarily an enrichment tool, not an SDR workflow platform. Great for capturing and enriching leads; doesn't help with the "what next" problem.
Pricing: Credit-based. Contact HubSpot for details.
6. Dealfront (formerly Leadfeeder)
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 identification with good CRM integrations.
Key Features:
- Company-level visitor identification
- GDPR-compliant data handling
- Integration with Salesforce, HubSpot, Pipedrive
- Lead scoring and filtering
What's Missing: European data focus means lower match rates for US traffic. Company-level only—no person identification.
Pricing: Free plan available. Paid from $99/month.
7. Lead Forensics
Best for: UK-based B2B companies
Lead Forensics has been in the visitor ID space for years, with particular strength in UK and European markets. Real-time alerts are their calling card.
Key Features:
- Real-time visitor tracking and alerts
- Detailed visitor profiles with contact suggestions
- CRM integration
- Lead scoring
What's Missing: The platform feels dated compared to newer entrants. Pricing is opaque and often high for what you get.
Pricing: Custom pricing. Contact for quote.
8. 6sense
Best for: Large marketing teams with ABM programs
6sense is an enterprise ABM platform with visitor identification as part of a broader intent data suite. Powerful but complex—built for large marketing teams, not lean SDR operations.
Key Features:
- Account identification and intent signals
- Predictive analytics
- Multi-channel orchestration
- Deep CRM integrations
What's Missing: 6sense is marketing-first, not sales-first. The insights are powerful but often need translation into SDR-friendly action. Also very expensive.
Pricing: Enterprise pricing. Typically $50K-$150K+ annually.
9. Apollo.io
Best for: Teams wanting visitor ID bundled with sales intelligence
Apollo is primarily a prospecting and sales engagement platform, but includes visitor identification as part of its feature set. Good value if you want everything in one tool.
Key Features:
- Website visitor tracking
- 275M+ contact database
- Email sequences and dialer
- Chrome extension for prospecting
What's Missing: Visitor identification is a secondary feature, not Apollo's core strength. Match rates and depth of visitor data lag dedicated tools.
Pricing: Free tier available. Paid from $49/user/month.
10. Albacross
Best for: Mid-market companies combining visitor ID with intent
Albacross provides solid company identification with intent signals, positioned for mid-market B2B companies. Good balance of features and price.
Key Features:
- Company-level visitor identification
- Intent data and lead scoring
- CRM and marketing automation integration
- Email and Slack notifications
What's Missing: No person-level identification. European focus means better coverage there, weaker in US.
Pricing: Starting at €59/month.
11. Visitor Queue
Best for: Small teams with limited budgets
Visitor Queue is the budget option for basic visitor identification. Simple, affordable, and good enough for teams just getting started.
Key Features:
- Company identification
- Contact suggestions for identified companies
- Page-level tracking
- Email alerts
What's Missing: Basic functionality. No advanced intent signals, limited integrations, minimal automation.
Pricing: Starting at $39/month.
How to Choose a Visitor ID Tool
Ask yourself three questions:
1. What do you need: data or action?
If you have a mature ops team that can turn visitor data into SDR workflows, tools like ZoomInfo, Warmly, or 6sense 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 identification (knowing "someone from Acme visited") is table stakes. Most tools do this at 30-65% match rates.
Person-level identification (knowing "Sarah, VP Sales at Acme visited") is harder. Warmly claims 15%, RB2B claims 10-20%. These rates are lower than vendors suggest, especially for remote workers.
If person-level is critical, consider Warmly, RB2B, or MarketBetter (which identifies companies, then enriches to find the right contact).
3. What's your budget?
- Under $500/mo: Visitor Queue, Apollo free tier, RB2B free tier
- $500-$2,000/mo: Warmly, Dealfront, Albacross, MarketBetter
- $2,000+/mo: ZoomInfo, 6sense, enterprise tiers
The Real Question: What Happens After Identification?
Here's what most 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
That's why 90% of visitor ID data goes unused. It sits in a dashboard. Nobody acts on it.
The best tools don't just identify visitors—they tell your SDRs exactly what to do next.
That's the gap MarketBetter fills. We identify who's visiting, find the decision-maker, score the opportunity, and create a task with AI-generated outreach. Your SDR opens a prioritized list and executes.
Data without action is just noise. Choose a tool that turns visitors into pipeline.
Ready to turn anonymous visitors into booked meetings? Book a demo with MarketBetter.