RB2B: use cases, pricing, alternatives, & more

Each month, thousands of potential customers visit your website. Most of them leave without a trace. By some estimates, just 3 out of every 100 B2B website visitors fill out a form.

In B2B sales, timing is everything. Wouldn’t it be great if you could see exactly who was poking around your website … in real time, to boot?

Enter RB2B, a platform designed to help you identify anonymous website visitors and transform them into high-quality leads. Keep reading to learn more about RB2B features and use cases, some RB2B alternatives, and some steps to follow to determine whether RB2B is the right fit for your organization.

What is RB2B?

RB2B’s technology helps B2B companies identify, engage, and ultimately convert anonymous website visitors into qualified leads. By using a tracking pixel and analyzing a user’s website behavior and their IP address, RB2B’s advanced algorithms can surface exactly who’s visiting your site, even down to their LinkedIn profile. 

With RB2B, organizations can transform previously invisible website traffic into real-time sales intelligence your team can act on in the moment.

Founded by serial entrepreneur CEO Adam Robinson in September 2023, RB2B has generated a lot of traction on LinkedIn over the last year as Robinson publicly aired grievances about a competitor hitting him with a cease and desist in a post that went viral. 

Robinson has continued building off that success, publishing a steady stream of founder-led content that’s enabled him to grow his followers from zero to nearly 135,000 while scaling ARR to $25 million across his companies. He’s also openly shared the formula he uses to create viral posts, namely “building in public,” which turns transparency into viral content. 

Beyond RB2B’s founder-led growth, they also had a unique product offering (until competitors started popping up!). 

RB2B features

• Hot pages, which enables you to focus on tag visitors who went to high-intent pages, like pricing and demo pages, so you can focus on the best leads.
• Hot leads, which lets you tag certain users who visit your site based on characteristics like company size, job title, or industry so you can focus more narrowly on folks who are most likely to match with your ideal customer profile (ICP).
• Page suppression, which gives you the ability to choose which pages to track visitors on, enabling you to eliminate the noise and focus more narrowly on visitors with the highest intent.
• Traffic insights, which helps you better understand who’s visiting your website by grouping users by job title, department, company size, and industry, which can help you learn more about your ICP.

RB2B use cases

Lead generation

RB2B enables you to identify high-intent visitors who haven’t filled out a form, i.e., the vast majority of folks who check out your website. As a result, reps get a steady stream of warm leads they can follow-up with, perhaps even before competitors are aware they’re looking for a solution in the first place.

Refining your ideal customer profile

By analyzing the job titles, companies, and industries of people visiting your website, you can get an increasingly more accurate picture of your ICP based on real-world buyer behavior, not just your biased assumptions.

Sales prioritization and outreach timing

RB2B helps reps prioritize outreach by routing visitor data directly to Slack. Armed with that information, they can immediately engage the prospects on your website, striking while the iron is hot and increasing reply rates.

Campaign performance attribution

The platform can also help teams understand which campaigns, ads, and content are performing best and attracting the right kinds of buyers. If you notice a spike in high-intent traffic from a specific campaign or channel, you can double down on what’s working and ditch what isn’t.

RB2B pros and cons

RB2B pros:

• Easy to implement and easy to use, with G2 reviewers saying things like “the integration worked perfectly out of the box,” with no IT resources needed.
• Integration with Demandbase for unlimited global company-level identification, with a 70% to 80% match rate (paid plans only); also integrates with HubSpot, Salesforce, Clay, Zapier, and more.
• After capturing data, RB2B can pipe it over directly to Slack channels, enabling sales teams to act on it immediately, increasing the chances they’re the first rep that engages a prospect.

RB2B cons:

• Some G2 reviewers express concerns over RB2B’s credit-based pricing model; credits can be spent quickly, and teams may have to fork over more money to hit their numbers.
• Premium features are only available with paid plans, which may put RB2B out of reach for smaller teams and companies with tighter budgets.
• Individual visitor identification is currently only available for users in the United States; companies looking to sell to customers in EMEA, LATAM, and APAC will need another solution.

RB2B pricing

RB2B offers a free tier, which the website currently says will be available “forever.” 

There’s also a Pro plan that includes premium features and starts at $149/month ($129/month when billed annually). The company also offers custom plans for teams with bigger needs and deeper pockets. Learn more about RB2B prices.

RB2B alternatives

Over the last year or so, a slew of competitors have brought new website visitor identification tools to market, including platforms like Warmly, Snitcher, and Lead Forensics. At the same time, established sales and marketing solutions have started to add similar functionality to their platforms, giving B2B buyers even more options.

While RB2B is a perfectly capable deanonymization tool, businesses may prefer other options due to costs, credit-based pricing, and limited visitor tracking, as RB2B only identifies visitors from the U.S. on an individual level.

With that in mind, let’s examine five popular RB2B alternatives.

1. Warmly

Warmly is an AI-powered sales and marketing platform that states they use artificial intelligence to identify website visitors and automates outreach via platforms like LinkedIn and Outreach to keep leads engaged and moving through the funnel. Built to help SMBs accelerate growth, Warmly offers agentic AI solutions for demand generation, marketing ops, and sales development.

Warmly Features:

• Combines data from tools like Slack, HubSpot, Outreach, and Salesloft with intent data from vendors like 6sense, Clearbit, and Bombora to identify website visitors.
• Uses an AI-powered chatbot to engage website visitors and automatically route warm leads to sales reps in real time.
• Enables organizations to hypertarget website visitors with signal-based personalized ads based on both onsite and offsite behaviors.

Warmly Pricing: Warmly starts at $19,000 per year for 10,000 warm leads per month. The company also offers 25,000 warm leads per month for $25,000/year, 50,000 warm leads per month for $35,000/year, and 75,000 warm leads per month for $45,000/year.

2. Factors

Factors is a demand generation platform powered by agentic AI designed to help sales teams identify high-intent accounts while enriching CRM data and automating outreach. Offering subscription tiers that cater to every stage of a business, from small startups to large enterprises, Factors helps sales and marketing teams learn more about their customers while accelerating lead generation. 

Factors Features:

• Consolidates intent signals and go-to-market (GTM) data in one place to help businesses identify as many as 75% of anonymous website visitors while automatically enriching account data.  
• Segments and scores accounts automatically, enabling reps to build highly segmented lists based on factors like intent signals and lifestyle stages.
• Boosts LinkedIn ad ROI via AdPilot, which helps you identify anonymous accounts engaging with your organization, optimize ad spend, and control how many folks from the same account see and engage with your promoted content.

Factors Pricing: Factors offers a free tier that enables you to identify up to 200 companies per month. The company also offers three premium tiers — Basic, Growth, and Enterprise — but pricing information isn’t publicly available.

3. Snitcher

Snitcher is a website visitor identification platform that helps businesses see who visits their sites, converting high-intent users into warm leads. Founded in 2015 in the Netherlands, Snitcher offers a deep integration with Google Analytics, which enables you to retroactively unmask historical website visitors and uncover the path they took to find you.

Snitcher Features:

• Identifies the companies and individuals that are browsing your website but haven’t filled out any forms, helping reps focus more intently on accounts that have clearly expressed buying intent. 
• Delivers real-time visitor data and routes high-value leads to the right reps immediately, using data-driven lead qualification tools to help teams save time. 
• Supercharges Google Analytics by showing the companies behind visitors, piping firmographic data, like company name, industry, size, and location, directly to GA, making it easy to retarget businesses that match your ICP.

Snitcher Pricing: Snitcher lets you trial the full platform free for two weeks. After that, the platform is available for $69/month when billed monthly and $49/month when billed annually.

4. Kwanzoo

Kwanzoo is an AI-powered GTM automation platform that deanonymizes website visitors from the United States and helps reps spend time targeting accounts most likely to convert and, more specifically, the right people within those accounts. Founded in 2015, Kwanzoo is built for SMBs, mid-market, and enterprise customers in the tech sector (e.g., SaaS, AI, and IT services).

Kwanzoo Features:

• Provides offsite intent leads by tracking over 6 billion buying signals each day across more than 90,000 websites, identifying the actual person showing intent, not just the company they work for.
• Delivers account- and buyer-level insights, whether prospects are anonymous or known, by tracking engagement across key touchpoints like website visits, ad interactions, and live chat. 
• Creates campaigns using AI Playmaker, which transforms simple prompts into email campaigns, LinkedIn outreach messages, and phone scripts, with the ability to launch signal-based campaigns in Clay.

Kwanzoo Pricing: Kwanzoo offers a 14-day free trial with 500 credits. The company also offers JumpStart, a $500 flat-fee plan with 750 credits you can use within a year along with three tiers: Start-Up ($250/month; 350 credits/month), Growth ($500/month; 750 credits/month), and Scale-Up ($1,500/month; 1,500 credits/month).

5. Lead Forensics

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Lead Forensics is a website deanonymizer solution that transforms unknown website visitors into sales-ready leads. The company, which was founded in 2009 and is headquartered in London, delivers contact details for key decision-makers, automatically enriched with firmographic data, which enables teams to transform passively interested buyers into warm pipeline.

Features:

• Identifies anonymous website visitors in real time, with pinpoint accuracy, down to the specific office an employee of a global enterprise searched from, which enables reps to personalize outreach with precise context while interest is still high.
• Optimizes your marketing strategies and B2B sales pipeline by automatically alerting teams in real time when an inbound lead who stopped engaging returns to your site, which helps reps re-engage at exactly the right moment.
• Integrates with tools like Salesforce, HubSpot, Microsoft Dynamics, Zoho CRM, and Pipedrive to seamlessly push enriched visitor data to your workflows, eliminating data-entry errors and ensuring your team acts on insights immediately.

Warmly Pricing: Lead Forensics offers two plans: Essential (for SMBs) and Automate (for enterprises). Unfortunately, pricing data isn’t publicly available. 

How to test RB2B and RB2B alternatives

Adopting technology like RB2B can help your sales team crush its numbers by giving reps a steady stream of high-quality leads who are actively interested in what you’re selling. But when it comes to implementing any kind of technology, it’s important to do your due diligence to make sure you’re choosing that solution that works best for your unique requirements.

As you begin testing RB2B and RB2B alternatives (tests should be free by the way!), follow these steps, including a walkthrough of the data testing process, to increase the chances you end up with a platform that truly moves the needle. 

1. Understand goals

Before you begin testing RB2B or an alternative deanonymization tool, clearly define your goals and how they tie into specific campaigns, like direct outreach sequences or long-term nurture campaigns. 

After a website visitor has been identified, what are you going to do with the data? Will you send them into a sales cadence? Retarget the visitor with ads? Drop them into a drip campaign? Whatever you decide, come up with measurable benchmarks around metrics like response rates, conversion rates, and influenced pipeline to determine whether the tool is actually driving ROI.

2. List requirements

While most visitor identification tools offer the same core features, the difference lies in the details. Once you’ve figured out your goals, create a list of must-have requirements before testing platforms. For example, you might want platforms that integrate with your tech stack (e.g., Slack, Salesforce, and LeadiQ 😎). If you’re looking to sell to customers internationally, you’ll need a platform that can help you identify visitors from outside the United States, too.

Before springing for yet another tool, spend some time examining your existing stack to see if you already have similar functionality at your disposal or whether one of the vendors you’re already using has features you need on their roadmap. The last thing you want is to buy a duplicative tool; you want a solution that truly fills a gap.

3. Identify potential players

After you understand the functionality you need, spend time comparing RB2B and its alternatives to see which platforms meet your needs best, creating a shortlist of two to three vendors to explore on a deeper level. Contact each of them to run a data test so that you can evaluate each tool’s real-world performance before making a decision.

4. Run data tests

While there are exceptions to every rule, generally speaking, any vendor worth considering will let you run free tests that enable you to deanonymize at least 40 website visitors. Some vendors might let you test even more visitors, and that’s great. But testing at least 40 will give you a good idea of how the platform works and how accurate its data is, even if it might take some time, depending on how much traffic your site gets.

During this stage, keep in mind that you’re not only comparing the accuracy of the provider’s contact data — think company, name, location, and job title — but also the overall percentage of site traffic they’re able to deanonymize. Weigh both the data quality and scale to determine which platform delivers the highest-value leads without flooding your pipeline with noise.

If you don’t feel confident after the first test, ask to run a secondary test. Vendors that are confident in their products shouldn’t have any issues with proving their value a second time, especially if it means winning your business. 

Pro tip: While you might be able to run tests without speaking to sales, consider reaching out to each vendor for insights into data quality as well as the company’s overall responsiveness.

5. Have a land and expand strategy

While “land and expand” is often thought of as a sales strategy, it can also be a smart way to roll out new technology. Once you’ve made a selection, kick things off with a small pilot program by integrating RB2B or an alternative into an existing marketing workflow to measure its impact and, ideally, generate quick wins. During the pilot, track performance closely and document lessons learned. Use those takeaways to scale adoption across teams.

Of course, if the pilot proves terribly unsuccessful, you can always pull the plug before you’ve reinvented everything or invested tons of time and resources into something that ultimately doesn’t pan out. 

6. Analyze results

You’ve wrapped up your pilot and you’re ready to roll. Not so fast! Spend some time measuring the real impact of the trial before figuring out the next steps.

At this stage, look at key metrics, like the percentage of deanonymized users who engaged, moved down the funnel, and ultimately led to closed deals. Don’t overlook upsells or cross-sells, either, because deanonymization isn’t just for net-new leads.

Using the insights you gain from this step, you can determine whether the tool is driving justifiable value and warrants further investment, along with how you can scale it across your organization. 

How to get the most out of site visitor identification technology

When it comes to adding any new tool to your tech stack, having a plan is critical. If you jump into it blindly, you risk wasting time and resources while potentially frustrating your employees.

While a website visitor deanonymization tool like RB2B can help you target high-quality prospects with precision at the most opportune times — and close more deals because of it — such tools can’t give you the complete picture on their own.

That’s where having a top B2B lead enrichment platform at your disposal can be a true game-changer.

Here at LeadiQ, we take great pride in our unique approach to sourcing contact data, which gives our customers the data they actually want unlike other providers that focus on quantity over quality. Plus, we verify our data constantly to ensure it’s accurate, giving our users the peace of mind that comes with knowing the data at their disposal is always actionable. 

With features like automatic data enrichment and contact tracking capabilities that notify reps the moment champions, power users, and decision makers switch jobs, LeadiQ helps sales teams stay ahead of the curve by maintaining up-to-date contact information and engaging prospects at critical moments.

As an added bonus, if you end up using a tool that can deanonymize users outside of the United States, LeadiQ can help you sell even more effectively overseas with our robust EMEA contact data and localization capabilities.

To learn more about how LeadiQ can help you target the right people with the right message at the right time, request a demo today.

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