If you’re running a B2B company, you know that most of your website visitors leave without filling out a form. In fact, 97% of B2B website traffic remains anonymous. That’s a massive amount of potential lead generation walking out the door.
B2B website visitor identification software solves this problem by revealing who’s visiting your site—before they ever submit their contact information.
But not all tools are created equal. Some only identify companies, while others can pinpoint the exact person browsing your pricing page. Let’s break down the top 5 options and see how they stack up.
What Is B2B Visitor Identification Software?
B2B visitor identification tools track and identify the businesses (and sometimes individuals) visiting your website. They work by matching IP addresses, cookies, and other signals to databases of company and contact information.
Key capabilities include:
- Company identification — See which businesses are browsing your site
- Person-level identification — Know the exact individual visiting (not all tools offer this)
- Behavioral tracking — Understand which pages they viewed and for how long
- Real-time alerts — Get notified instantly when high-value prospects visit
- CRM integration — Sync leads directly to your sales pipeline
The Top 5 B2B Visitor Identification Tools
1. Leadpipe — Best Overall (40%+ Match Rate)
Leadpipe stands out as the most comprehensive solution, offering both company and person-level identification with the industry’s highest match rate.
| Feature | Leadpipe |
|---|---|
| Match Rate | 40%+ |
| Person-Level ID | ✅ Yes |
| Company-Level ID | ✅ Yes |
| Real-Time Alerts | ✅ Yes |
| Free Trial | 500 leads free |
Why Leadpipe leads:
- 3x more data than competitors
- Identifies the exact person, not just the company
- Includes names, emails, phone numbers, and LinkedIn profiles
- Built-in analytics for visitor behavior
- Real-time lead delivery to your inbox
Best for: B2B companies that want the most comprehensive visitor data and highest identification rates.
2. Leadfeeder — Best for Company-Level ID
Leadfeeder is a solid option if you only need company-level identification and strong CRM integrations.
| Feature | Leadfeeder |
|---|---|
| Match Rate | ~15% |
| Person-Level ID | ❌ No |
| Company-Level ID | ✅ Yes |
| Real-Time Alerts | ✅ Yes |
| Pricing | From €99/mo |
Pros:
- Integrates with Pipedrive, Salesforce, HubSpot
- Trusted by 60,000+ users
- Filters out bots and ISP traffic
Cons:
- No individual contact information
- Lower match rate than Leadpipe
- Can’t identify specific employees
Best for: Teams that only need company-level insights and already use supported CRMs.
3. RB2B — Budget Option with Limitations
RB2B offers a free plan but comes with significant data limitations.
| Feature | RB2B |
|---|---|
| Match Rate | ~5% |
| Person-Level ID | ✅ Yes (limited) |
| Company-Level ID | ✅ Yes |
| Real-Time Alerts | Slack only (free) |
| Pricing | Free / $495/mo Pro |
Pros:
- Free plan available
- LinkedIn profile integration
- Slack notifications
Cons:
- Only captures 5% of visitor data
- No buyer journey insights on free plan
- Pro plan is expensive at $495/month
- Limited filtering options
Best for: Small teams testing visitor identification on a tight budget.
4. Clearbit Reveal — Enterprise Solution
Clearbit Reveal focuses on company identification with strong enrichment data.
| Feature | Clearbit Reveal |
|---|---|
| Match Rate | ~20% |
| Person-Level ID | ❌ No |
| Company-Level ID | ✅ Yes |
| Real-Time Alerts | ✅ Yes |
| Pricing | Custom (expensive) |
Pros:
- Rich company data enrichment
- Strong API for developers
- Enterprise-grade reliability
Cons:
- No person-level identification
- Expensive for small teams
- Requires technical setup
Best for: Enterprise companies with developer resources and big budgets.
5. Visitor Queue — Simple & Affordable
Visitor Queue offers basic company identification at a lower price point.
| Feature | Visitor Queue |
|---|---|
| Match Rate | ~10% |
| Person-Level ID | ❌ No |
| Company-Level ID | ✅ Yes |
| Real-Time Alerts | ✅ Yes |
| Pricing | From $39/mo |
Pros:
- Affordable starting price
- Easy to set up
- Good for small businesses
Cons:
- Lower match rates
- No individual contact data
- Basic feature set
Best for: Small businesses wanting basic company identification.
Comparison Table: All 5 Tools
| Tool | Match Rate | Person ID | Company ID | Starting Price |
|---|---|---|---|---|
| Leadpipe | 40%+ | ✅ | ✅ | Free trial |
| Leadfeeder | ~15% | ❌ | ✅ | €99/mo |
| RB2B | ~5% | ✅ | ✅ | Free / $495 |
| Clearbit | ~20% | ❌ | ✅ | Custom |
| Visitor Queue | ~10% | ❌ | ✅ | $39/mo |
Why Match Rate Matters
The difference between a 5% and 40% match rate is enormous:
- 1,000 visitors/month at 5% = 50 identified leads
- 1,000 visitors/month at 40% = 400 identified leads
That’s 8x more leads with the same traffic. When you’re paying for ads, SEO, and content marketing to drive visitors, you want to capture as many as possible.
The Bottom Line
If you’re serious about converting website visitors into pipeline, Leadpipe offers the best combination of match rate, data depth, and value. With 40%+ identification rates and person-level data, you’ll know exactly who’s interested in your product—not just which company they work for.
