9 Best Website Visitor Identification Tools for B2B Sales [2026 Guide]
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.
Limited budget (<$200/mo): RB2B free tier or Leadfeeder free Mid-market teams ($500-2K/mo): Warmly or Koala (PLG) Want action, not just data: MarketBetter Enterprise ABM ($50K+/yr): 6sense or Demandbase Already in HubSpot: Clearbit Breeze Already in ZoomInfo: WebSights add-on
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
-
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
-
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)
-
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.
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% |
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)
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
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
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)
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)
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."
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
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
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
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.
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 |
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
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?
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.