MarketBetter vs Warmly: Website Visitor Identification Compared [2026]

Both MarketBetter and Warmly identify anonymous website visitors. But "visitor identification" means very different things depending on what you need.

This isn't a full product comparison (we have that here). This is a deep-dive on one feature: identifying who's visiting your website and what you can do with that information.

Let's break it down.

What Is Website Visitor Identification?

Website visitor identification is technology that reveals who's visiting your site—before they fill out a form.

There are two levels:

1. Company-Level: Knowing that someone from "Acme Corp" visited
2. Contact-Level (Person-Level): Knowing that "Sarah Johnson, VP of Sales at Acme Corp" visited

The difference matters. A lot.

If you only know a company visited, you still need to research who to contact, find their info, and hope you're reaching the right person. That's work your SDRs don't have time for.

Contact-level identification skips the guesswork and gets you straight to the buyer.

Match Rate Reality Check

Every vendor claims great match rates. Here's the reality:

Warmly Match Rates

Warmly reports:

• 65% company-level identification
• 15% contact-level (individual person) identification

These are solid numbers for the industry. Warmly uses a waterfall approach with 20+ data providers, which improves coverage. Their person-level de-anonymization is competitive with RB2B and similar tools.

MarketBetter Match Rates

MarketBetter uses best-of-breed data sources (including 6sense for company identification and Demandbase for contact enrichment) to deliver:

• Company-level identification via IP-to-company matching
• Contact enrichment to find the right decision-makers at identified companies
• Intent scoring that prioritizes accounts showing buying signals

Rather than just showing "someone from Acme visited," MarketBetter finds the specific decision-maker you should contact and adds them to your workflow.

The Match Rate Caveat

Here's what vendors don't always tell you:

Traffic source matters. Corporate network traffic identifies at much higher rates than work-from-home traffic on personal devices. If your visitors are primarily remote workers, expect lower match rates across all tools.

Industry matters. B2B SaaS sites typically see 35-45% match rates. Professional services: 30-40%. Consumer/B2C: 5-15%.

Geography matters. US-based traffic identifies better than international traffic for most providers.

Don't trust any vendor who promises 80%+ contact-level identification. Those numbers don't reflect reality.

How Each Platform Handles Visitor Identification

Warmly's Approach

Warmly is primarily a visitor identification + engagement platform. Their workflow:

1. Identify visitors using their multi-provider waterfall approach
2. Show intent signals (pages viewed, time on site, Bombora research data)
3. Alert your team via Slack, Teams, or CRM notifications
4. Engage in real-time with their AI chatbot

Warmly's strength is catching visitors while they're still on your site. Their chatbot can engage high-intent visitors immediately.

What Warmly doesn't do:

• Assign tasks to SDRs
• Write personalized outreach
• Prioritize which visitors to contact first
• Tell reps what to actually do next

You get the data. What happens next is up to you.

MarketBetter's Approach

MarketBetter is a visitor identification + action platform. Our workflow:

1. Identify companies visiting your site via IP-to-company matching
2. Find the decision-maker at that company based on your ideal buyer persona
3. Score and prioritize accounts by fit and intent signals
4. Create a task for your SDR with the contact info and outreach guidance
5. Arm them for the call with AI-generated email drafts and context

The difference: we don't just identify visitors—we turn them into tasks your SDRs can act on.

When an SDR opens MarketBetter, they see a prioritized list of exactly who to contact, why they're a fit, what pages they viewed, and a suggested message. No research required. No prioritization decisions. Just execute.

Side-by-Side: Visitor Identification Features

Capability	MarketBetter	Warmly
Company Identification	✅ IP-to-company via 6sense	✅ Multi-provider waterfall
Contact Enrichment	✅ Demandbase contact data	✅ Person-level de-anonymization
Match Rate (Company)	Comparable	~65%
Match Rate (Person)	Via enrichment	~15%
Real-Time Alerts	✅ Slack, Teams, CRM	✅ Slack, Teams, CRM
Intent Scoring	✅ Fit + intent combined	✅ ML-based scoring
Bombora Integration	⚠️ Coming soon	✅ 3rd party intent data
SDR Task Generation	✅ Auto-creates tasks	❌ Manual follow-up
AI Outreach Drafts	✅ Included	⚠️ Add-on (AI SDR agent)
Daily Playbook	✅ Prioritized task list	❌ Dashboard only
Smart Dialer	✅ Click-to-call included	❌ No dialer
Pre-Meeting Briefs	✅ Auto-generated	❌ Not included

The Real Difference: Data vs. Action

Here's the core question:

Do you need to know who's visiting? Or do you need your SDRs to do something about it?

Warmly tells you who. That's valuable.

MarketBetter tells you who, then tells your SDRs:

• Who to contact (prioritized by fit + intent)
• What to say (AI-drafted personalized outreach)
• How to reach them (Smart Dialer integration)
• Why they're a fit (intent signals + company context)

If you have a dedicated ops team to build workflows, assign leads, and create outreach templates—Warmly's visitor data can feed into that system.

If you want visitor identification that turns into SDR action automatically—that's MarketBetter.

Pricing Context

Warmly

• Free tier: 500 visitors/month, 10 Bombora signals/week
• Paid: Starts around $700/month for basic features
• Business: $1,440-1,740/month for 10K-100K visitors
• AI Data Agent (autonomous outreach): Starts at $10,000/year

MarketBetter

• Contact us for pricing
• Includes visitor identification, SDR playbook, AI outreach, and Smart Dialer in one platform

The pricing comparison depends on what you need. If you only need visitor identification and have workflows built elsewhere, Warmly's lower tiers may work. If you need the full SDR workflow, MarketBetter bundles what Warmly charges add-on pricing for.

When to Choose Warmly

Warmly is a good fit if:

• You primarily need real-time chatbot engagement with website visitors
• Your ops team will build custom workflows in your CRM
• You want Bombora intent data integrated out of the box
• You're focused on marketing orchestration more than SDR productivity
• You have budget for their add-on AI SDR agent for outreach

When to Choose MarketBetter

MarketBetter is a better fit if:

• You want visitor identification and SDR action in one platform
• Your SDR team needs a daily playbook, not just a dashboard
• You want AI-written outreach included, not as an add-on
• You need a Smart Dialer integrated with visitor intent
• You'd rather have one tool for the full SDR workflow than multiple tools stitched together

The Bottom Line

Both platforms identify website visitors. The question is what happens next.

Warmly shows you who visited. You decide what to do about it.

MarketBetter shows you who visited, then shows your SDRs exactly what to do—and arms them to do it.

If your problem is "we don't know who's on our website," Warmly solves that.

If your problem is "our SDRs have too many tabs, no prioritization, and inconsistent outreach," MarketBetter solves that.

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Ready to See the Difference?

Book a demo and we'll show you how MarketBetter turns anonymous website visitors into prioritized SDR tasks—automatically.

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Last updated: February 2026