Best Website Visitor Tracking Software for B2B: 14 Tools Compared [2026]
Your website gets hundreds of visitors a day. You know roughly 2% convert into leads. The other 98% leave — and you have no idea who they were, what they looked at, or whether they were a perfect-fit account researching your product.
Website visitor tracking software closes that gap. These tools identify anonymous companies (and sometimes individual contacts) visiting your site, show you which pages they viewed, and — in the best cases — tell your sales team exactly what to do about it.
But not all visitor tracking tools are created equal. Some only show you company names. Others give you contact-level identification. A few go further and actually trigger workflows, enrich the visitor with intent data, and build a prioritized action list for your SDRs.
We compared 14 platforms across five dimensions that matter for B2B sales teams:
- Identification accuracy — Company-level vs. contact-level vs. individual person
- Enrichment depth — Just a company name, or firmographics + technographics + contacts?
- Sales workflow integration — Does it just show data, or does it trigger actions?
- Pricing transparency — Can you find the price without a demo, or is it "contact sales"?
- Time-to-value — Can an SDR use it day one, or does it need a RevOps buildout?
The Core Problem: Data Without Action
Most visitor tracking tools solve the identification problem but create a new one: now what?
Your dashboard shows that Acme Corp visited your pricing page three times this week. Great. But:
- Who at Acme Corp should you contact?
- What should you say to them?
- Is this visit part of a buying pattern, or just a curious intern?
- Should this be a call, an email, or a LinkedIn message?
The best tools in 2026 don't just track visitors — they connect identification to action. They tell your SDRs who to call, what to say, and why today matters.
Keep this lens as you evaluate the tools below. The question isn't "does it identify visitors?" — they all do. The question is "does it help my team close deals?"
1. MarketBetter
Best for: B2B sales teams that want visitor tracking + a complete SDR workflow in one platform
MarketBetter takes a fundamentally different approach to visitor tracking. Instead of showing you a list of companies and leaving your team to figure out what to do, it combines visitor identification with a Daily SDR Playbook — a prioritized task list that tells each rep exactly who to contact, through which channel, and with what message.
How visitor tracking works: MarketBetter identifies companies visiting your site and enriches them with firmographic data, technographic signals, and contact information. But the real differentiator is what happens after identification. The platform cross-references visitor behavior with intent signals, existing CRM data, and engagement history to produce a ranked action list.
Key capabilities:
- Company-level and contact-level visitor identification
- Real-time alerts when target accounts visit high-intent pages (pricing, case studies, demo)
- Daily SDR Playbook — prioritized tasks with recommended channels and messaging angles
- AI chatbot that engages visitors in real-time and qualifies them
- Smart dialer for immediate follow-up on hot visitors
- Email automation with hyper-personalized sequences based on visitor behavior
- Champion tracking — detects when contacts change companies and resurface as leads
Pricing: Starts at $500/mo (Starter), $1,500/mo (Growth with full SDR dashboard), $3,000/mo (Scale with smart dialer and unlimited actions).
What sets it apart: Every other tool on this list stops at identification or adds basic automation. MarketBetter is the only platform that turns visitor data into a complete SDR workflow — including the dialer, email sequences, and daily prioritization. Your reps open one tab, not six.
2. ZoomInfo WebSights
Best for: Enterprise teams already in the ZoomInfo ecosystem
ZoomInfo's visitor tracking product, WebSights, leverages the company's massive B2B database to identify anonymous website visitors at the company level. It maps IP addresses to company records and enriches visits with firmographic data from ZoomInfo's database.
How it works: A JavaScript snippet on your site captures visitor sessions. ZoomInfo matches IP data against its company database and presents identified companies in a dashboard. From there, you can cross-reference with ZoomInfo's contact database to find decision-makers.
Key capabilities:
- Company-level identification using IP + proprietary matching
- Firmographic enrichment (industry, employee count, revenue, location)
- Integration with ZoomInfo's contact database for prospecting
- CRM push to Salesforce/HubSpot
- Page-level visit tracking and session replays
- Audience segmentation for ad targeting
Pricing: Not publicly listed. ZoomInfo's platform typically runs $15,000–$40,000+/year depending on package. WebSights is often bundled with the SalesOS or MarketingOS suite, rarely sold standalone.
Strengths: Unmatched B2B database for enrichment. If you're already paying for ZoomInfo, WebSights adds visitor tracking at marginal cost. Strong Salesforce integration.
Weaknesses: Expensive as a standalone visitor tracking solution. Company-level only — no individual contact identification from visitor data. Identification accuracy varies (IP-based matching misses remote workers). No built-in SDR workflow; you still need to manually research and prioritize leads.
3. Warmly
Best for: Mid-market teams that want visitor identification + basic AI orchestration
Warmly has evolved from a simple visitor identification tool into an "AI-powered revenue orchestration" platform. It identifies companies and individuals visiting your site and can trigger automated outreach sequences.
How it works: Warmly uses a combination of IP matching, reverse email lookup, and cookie-based identification to resolve anonymous visitors. It integrates with your CRM and can automatically trigger chatbot conversations, email sequences, or Slack alerts when target accounts visit.
Key capabilities:
- Company-level and some contact-level identification
- AI chatbot for real-time visitor engagement
- Automated orchestration (trigger emails/Slack when ICP visits)
- Integrations with Salesforce, HubSpot, Outreach, Apollo
- Website intent signals and page-level tracking
- Bombora third-party intent data integration
Pricing: Free tier for basic identification (up to 500 companies/mo). Paid plans from $700/mo for full orchestration features. Enterprise pricing for high-volume identification.
Strengths: Good balance of identification + automation. Free tier lets you test before committing. AI chatbot is genuinely useful for engaging visitors in real-time.
Weaknesses: Contact-level identification is inconsistent — works better for U.S. companies. Orchestration features are relatively basic compared to dedicated sales engagement platforms. No smart dialer. No daily prioritized task list — your SDRs still need to decide who to focus on.
4. RB2B
Best for: Small teams that want person-level identification at a low price point
RB2B made waves by offering individual-level visitor identification — not just company names, but actual people. It uses a proprietary identity graph to match anonymous website visitors to LinkedIn profiles.
How it works: A pixel on your site captures visitor sessions. RB2B's identity resolution engine matches visitors to individual profiles and pushes notifications (typically to Slack) with the person's name, title, company, LinkedIn URL, and pages visited.
Key capabilities:
- Person-level identification (name, title, company, LinkedIn)
- Real-time Slack notifications for identified visitors
- Page-level visit tracking
- LinkedIn profile matching
- Basic filtering by company size, title, pages visited
Pricing: Free tier identifies up to 200 visitors/month. Pro plan starts at $149/mo for 300 credits/month with filtering and CSV exports. Custom plans for agencies and large teams.
Strengths: Person-level ID is a genuine differentiator at this price point. Slack-native workflow is simple and fast. Low barrier to entry with the free tier.
Weaknesses: U.S.-only identification. No email outreach, no dialer, no CRM — it's purely an identification layer. You need to build the entire follow-up workflow elsewhere. No enrichment beyond what's on the LinkedIn profile. No intent scoring or prioritization.
5. Leadfeeder (by Dealfront)
Best for: European B2B teams needing GDPR-compliant visitor tracking
Leadfeeder (now part of Dealfront) has been in the visitor identification space for years. It identifies companies visiting your website and provides firmographic data plus decision-maker contacts.
Key capabilities:
- Company-level visitor identification via IP + proprietary matching
- Contact database for decision-maker lookup
- CRM integrations (Salesforce, HubSpot, Pipedrive)
- Custom feeds and lead scoring
- GDPR-compliant data collection (important for EU-focused teams)
- Google Analytics integration
Pricing: Free tier (Lite) shows last 7 days of visitors, limited to 100 companies. Paid plan starts at $99/mo for unlimited companies and integrations.
Strengths: Strong European coverage. GDPR compliance is a real advantage for EU-based teams. Mature product with reliable identification. Pipedrive integration (rare among visitor tracking tools).
Weaknesses: Company-level only. Dealfront's broader platform can get expensive if you need contact data + visitor tracking. No outreach automation. Interface feels dated compared to newer entrants.
6. 6sense
Best for: Enterprise ABM teams with large budgets and RevOps support
6sense is an account-based marketing platform that includes website visitor tracking as one component of its broader intent data and orchestration suite.
Key capabilities:
- Company-level visitor identification
- Third-party intent signals across 6sense's B2B network
- AI-powered account scoring and buying stage prediction
- Audience segmentation for advertising
- CRM and MAP integrations
- Predictive analytics for pipeline forecasting
Pricing: Not publicly listed. Enterprise contracts typically start at $50,000–$120,000+/year. 6sense recently introduced a freemium tier for basic identification, but full capabilities require enterprise licensing.
Strengths: Best-in-class intent data and predictive analytics. The buying stage model (Awareness → Decision → Purchase) is genuinely useful for enterprise ABM. Strong advertising orchestration.
Weaknesses: Massive price tag puts it out of reach for most teams. Complex implementation — needs dedicated RevOps to configure and maintain. Visitor tracking is a feature, not the product. Overkill if you just need to know who's on your site.
7. Clearbit (by HubSpot)
Best for: HubSpot users who want visitor identification baked into their CRM
Clearbit (acquired by HubSpot in 2023) provides real-time visitor identification and data enrichment. It identifies companies visiting your site and enriches them with firmographic and technographic data.
Key capabilities:
- Company-level visitor identification
- Real-time enrichment of form fills and CRM records
- Technographic data (tech stack identification)
- HubSpot-native integration
- API for custom implementations
- IP-to-company matching
Pricing: Now bundled with HubSpot's premium plans. Standalone Clearbit API pricing varies by usage. Previously $99–$999+/mo before the acquisition.
Strengths: Deep HubSpot integration. Excellent enrichment data quality. Technographic data is a genuine differentiator. API is well-documented for custom builds.
Weaknesses: Since the HubSpot acquisition, standalone access is increasingly limited. If you're not on HubSpot, Clearbit's value proposition has narrowed. Company-level only for visitor tracking. No outreach capabilities.
8. Demandbase
Best for: Enterprise ABM teams focused on account-based advertising + identification
Demandbase offers website visitor identification as part of its ABM platform. It combines first-party visitor data with third-party intent signals to identify and score target accounts.
Key capabilities:
- Company-level visitor identification
- Account-based advertising orchestration
- Intent data aggregation (web, social, content consumption)
- Salesforce and Marketo integrations
- Journey analytics and buying group identification
- Personalized website experiences for identified accounts
Pricing: Not publicly listed. Enterprise contracts typically $50,000–$100,000+/year. Packages are modular (ABX, Advertising, Sales Intelligence).
Strengths: Strong account-based advertising capabilities. Good intent data aggregation. Journey analytics help visualize the buying committee's engagement.
Weaknesses: Enterprise pricing and complexity. Visitor tracking is a small piece of a large platform. Not designed for SMB/mid-market teams. Requires significant RevOps investment to extract value.
9. Apollo.io
Best for: SDR teams that want a prospect database with basic visitor tracking
Apollo is primarily a sales intelligence and engagement platform, but it includes website visitor tracking through its Apollo Reveal feature.
Key capabilities:
- Company-level visitor identification
- 275M+ contact database for prospecting
- Built-in email sequencing and dialer
- Chrome extension for LinkedIn prospecting
- Intent signals (limited compared to dedicated providers)
- CRM integration
Pricing: Free tier includes 10,000 email credits/year. Basic plan $49/user/mo. Professional $79/user/mo. Organization $149/user/mo with advanced features. Visitor tracking available on paid plans.
Strengths: The contact database is genuinely massive and useful. Combining visitor tracking with a prospecting database in one tool is efficient. Most affordable all-in-one option.
Weaknesses: Visitor tracking is a secondary feature — identification accuracy trails dedicated tools. No daily prioritized task list. The platform can feel overwhelming with features. Data quality concerns on some records (outdated contacts, wrong emails).
10. Salespanel
Best for: B2B teams that want visitor tracking integrated with lead scoring
Salespanel focuses on connecting visitor tracking with lead scoring and qualification. It identifies companies visiting your site and scores them based on behavior and firmographic fit.
Key capabilities:
- Company-level visitor identification
- Lead scoring based on page views, time on site, and return visits
- Form tracking and lead capture
- Email tracking (open and click tracking)
- CRM integrations (Salesforce, HubSpot, Pipedrive)
- Account-level analytics
Pricing: Starts at $99/mo for basic identification. Growth plan $249/mo with lead scoring and advanced features. Scale plan with custom pricing.
Strengths: Lead scoring integration with visitor tracking is well-executed. Good balance of features for mid-market teams. Transparent pricing.
Weaknesses: Smaller company database means lower identification rates. No outreach tools — purely identification and scoring. Less well-known, so fewer integrations and community resources.
11. Snitcher
Best for: Small B2B teams that want simple, affordable visitor identification
Snitcher is a straightforward visitor identification tool that focuses on doing one thing well: showing you which companies visit your site.
Key capabilities:
- Company-level identification
- Google Analytics integration
- CRM push (Salesforce, HubSpot, Pipedrive)
- Daily email reports of identified visitors
- Custom filters and segmentation
- Slack notifications
Pricing: Starts at $39/mo for up to 100 company identifications. Scales based on volume. Enterprise plans available.
Strengths: Dead simple to set up and use. Affordable entry point. Google Analytics integration adds context. No unnecessary complexity.
Weaknesses: Basic feature set — identification only, no enrichment, no outreach, no scoring. Smaller identification database. Not designed for teams that need workflow automation.
12. Lead Forensics
Best for: Mid-market teams focused on phone-first follow-up
Lead Forensics has been in the visitor identification space since 2009. It identifies companies visiting your site and provides contact details for key decision-makers.
Key capabilities:
- Company-level visitor identification
- Decision-maker contact details (email + phone)
- Real-time alerts and notifications
- CRM integration
- Reporting and analytics
- Dedicated customer success manager
Pricing: Not publicly listed. Typically $800–$2,500+/mo depending on traffic volume and features. Requires annual contract.
Strengths: Long track record. Good phone number coverage for identified contacts. Dedicated CSM included. Strong in UK/EU markets.
Weaknesses: Expensive relative to newer alternatives. Locked into annual contracts. Interface hasn't kept pace with modern tools. No outreach automation or workflow capabilities.
13. Factors.ai
Best for: Marketing teams that want attribution + visitor identification
Factors.ai combines multi-touch attribution with website visitor identification, giving marketing teams both "who visited" and "what drove them there."
Key capabilities:
- Company-level visitor identification
- Multi-touch marketing attribution
- Campaign-level ROI tracking
- CRM integration (Salesforce, HubSpot)
- Intent signals from web and ad engagement
- LinkedIn ad account-level attribution
Pricing: Free tier for basic analytics. Growth plan from $399/mo. Enterprise pricing available.
Strengths: Attribution + identification in one platform is uniquely useful for marketing teams. LinkedIn ad attribution is a genuine differentiator. Clean interface.
Weaknesses: More of a marketing analytics tool than a sales tool. No outreach capabilities. Visitor identification is secondary to attribution. Not designed for SDR workflows.
14. Visitor Queue
Best for: Budget-conscious teams that want basic visitor identification
Visitor Queue is a simple, affordable visitor tracking tool that identifies companies on your site and provides contact information for key stakeholders.
Key capabilities:
- Company-level identification
- Contact lookup for identified companies
- CRM integrations
- Customizable dashboards
- Lead scoring based on visit behavior
- Real-time notifications
Pricing: Starts at $31/mo for up to 100 unique companies identified. Plans scale by volume up to $239/mo for 1,500 companies.
Strengths: Most affordable option on this list. Simple setup and clean interface. Good for teams testing visitor identification for the first time.
Weaknesses: Smaller identification database. Limited integrations compared to larger platforms. No outreach or workflow features. Contact data quality can be inconsistent.
Comparison Table: 14 Website Visitor Tracking Tools
| Tool | ID Level | Outreach Built-in | Pricing | Best For |
|---|---|---|---|---|
| MarketBetter | Company + Contact | ✅ Email, Dialer, Chat, LinkedIn | $500–$3,000/mo | Full SDR workflow |
| ZoomInfo WebSights | Company | ❌ (separate product) | $15K–$40K+/yr | Enterprise ZoomInfo users |
| Warmly | Company + Some Contact | ✅ Basic orchestration | Free–$700+/mo | Mid-market orchestration |
| RB2B | Person (LinkedIn) | ❌ | Free–$149+/mo | Person-level ID on budget |
| Leadfeeder | Company | ❌ | Free–$99+/mo | GDPR-compliant EU teams |
| 6sense | Company | ❌ (ABM orchestration) | $50K–$120K+/yr | Enterprise ABM |
| Clearbit | Company | ❌ | Bundled w/ HubSpot | HubSpot users |
| Demandbase | Company | ❌ (ABM advertising) | $50K–$100K+/yr | Enterprise ABM + ads |
| Apollo.io | Company | ✅ Email + Dialer | Free–$149/user/mo | Prospecting + basic tracking |
| Salespanel | Company | ❌ | $99–$249+/mo | Lead scoring + tracking |
| Snitcher | Company | ❌ | $39+/mo | Simple, affordable ID |
| Lead Forensics | Company | ❌ | $800–$2,500+/mo | Phone-first follow-up |
| Factors.ai | Company | ❌ | Free–$399+/mo | Attribution + tracking |
| Visitor Queue | Company | ❌ | $31–$239/mo | Budget teams |
How to Choose the Right Visitor Tracking Tool
The market splits into three tiers:
Tier 1: Identification Only ($30–$150/mo)
Tools: Snitcher, Visitor Queue, RB2B (free tier), Leadfeeder (Lite)
These show you who's visiting. That's it. You'll need separate tools for enrichment, outreach, and workflow management. Good for testing the concept before investing.
Tier 2: Identification + Enrichment ($100–$700/mo)
Tools: Leadfeeder (paid), Salespanel, Warmly, Apollo, Factors.ai, RB2B (Pro)
These identify visitors AND give you context — firmographics, contacts, some intent signals. You still need a sales engagement platform for follow-up, but you have enough data to work with.
Tier 3: Identification + Complete Workflow ($500–$3,000/mo)
Tools: MarketBetter
This is where visitor tracking becomes pipeline. MarketBetter doesn't just identify visitors — it tells your SDRs exactly what to do about them. Daily playbook. Prioritized actions. Built-in email, dialer, and chat. One platform replaces three.
Tier 4: Enterprise ABM ($50K–$120K+/yr)
Tools: 6sense, Demandbase, ZoomInfo
These are platforms, not tools. They require dedicated RevOps, months of implementation, and large budgets. Justified for enterprise teams with complex buying committees — overkill for everyone else.
Decision Framework
Choose based on your team size and maturity:
| Team Size | Budget | Recommended |
|---|---|---|
| 1-2 SDRs, testing | < $200/mo | RB2B or Snitcher |
| 3-5 SDRs, growing | $500–$1,500/mo | MarketBetter (Growth) |
| 5-10 SDRs, scaling | $1,500–$3,000/mo | MarketBetter (Scale) |
| 10+ SDRs, enterprise | $50K+/yr | 6sense or ZoomInfo |
| Marketing-led, no SDRs | $100–$400/mo | Leadfeeder or Factors.ai |
The Bottom Line
Website visitor tracking has matured from "see who's on your site" to "know exactly what to do about it." The best tools in 2026 don't just identify anonymous visitors — they connect identification to enrichment, enrichment to prioritization, and prioritization to action.
Most teams start with a basic identification tool, quickly realize they need enrichment, then add a sales engagement platform, then a dialer — and end up with a five-tool stack that doesn't talk to each other.
The smarter play: start with a platform that handles the full workflow from day one. Your SDRs don't need more dashboards. They need a daily action list that tells them who to call, what to say, and why it matters today.
Ready to turn anonymous visitors into pipeline? Book a MarketBetter demo →