Visitor Identification Software: Turning Anonymous Site Visits into Leads

Most B2B websites get traffic. But 98% of visitors never fill out a form. They research, compare, leave. You never know who they were or what they wanted.

Website visitor identification software fixes this. It reveals which companies are visiting your site, what pages they view, and when they show buying intent. This lets your sales and marketing teams identify anonymous website visitors and turn that hidden traffic into pipeline.

Below, we compare the top visitor identification platforms for B2B teams. These tools use reverse IP lookup and firmographic data to deanonymize website traffic and route hot accounts to your SDRs before competitors do.

What is Visitor Identification Software?

Visitor identification software reveals which companies visit your website by matching anonymous IP addresses to business records. It identifies businesses researching your product without requiring form fills, giving sales teams actionable data on in-market accounts.

The technology works through several methods:

• IP resolution: Matches visitor IP addresses against databases of known business networks

• First-party data enrichment: Layers in firmographic details like company size, industry, and revenue

• Behavioral tracking: Records page views, time on site, and content engagement

• Intent scoring: Flags accounts showing high-value buying signals

Match rates vary significantly by provider, ranging from 15-25% for some platforms to 70-80% for others, depending on geographic focus and data sources. Unlike Google Analytics, visitor identification software reveals specific companies and routes them directly into your CRM for outreach.

This isn't basic web analytics. It's sales intelligence that tells you who's in-market right now.

Visitor Identification Software at a Glance

Here's how the top platforms compare for B2B website visitor tracking:

Best Website Visitor Identification Software

Here's our breakdown of the top tools for identifying companies visiting your website:

1. ZoomInfo

ZoomInfo is a go-to-market platform for B2B companies, offering deep insights, intelligence, and buyer intent data. The platform's WebSights visitor identification tool reveals which accounts are researching your product and routes them to sales with full contact data and buying signals.Learn more about ZoomInfo WebSights

ZoomInfo Sales enables teams to engage effectively with CRM integration for streamlined workflows. Learn more about ZoomInfo Sales

ZoomInfo Marketing equips demand generation and ABM teams with data orchestration for targeted engagement. Learn more about ZoomInfo Marketing

ZoomInfo Copilot delivers actionable insights and tailored outreach at scale, reaching ideal buyers when buying signals indicate high-value interest.Learn more about ZoomInfo Copilot

With access to 100 million company profiles and 500 million contact profiles, ZoomInfo delivers the deepest B2B data coverage available. WebSights connects visitor tracking with intent data, form enrichment, and advertising tools for a complete GTM tech stack.

Main Features:

• WebSights visitor identification: Account-level resolution with real-time tracking

• Buyer intent signals: 1 billion monthly data points showing purchase readiness

• CRM and MAP sync: Automated lead routing and enrichment

• Advanced search: 300+ firmographic attributes for precise targeting

• Sales engagement: Conversation intelligence and outreach tools

• Form enrichment: Automatic data capture and chat personalization

• Multi-channel advertising: DSP integration for retargeting

Ideal For:

• Enterprise sales and marketing teams

• Companies running ABM programs

• RevOps teams managing complex GTM motions

• Custom pricing based on company size and feature needs

• Contact sales for quote

Learn More About ZoomInfo Website Visitor Tracking

. Lead Forensics

Lead Forensics specializes in B2B visitor identification, providing detailed insights into who is visiting a website. Its real-time identification capabilities enable timely outreach, enhancing lead conversion and customer engagement.

Main Features:

• Real-time visitor tracking and identification

• In-depth visitor profiles with contact details

• Integration with CRM lead scoring systems

• CRM integration for streamlined workflows

Ideal For:

• UK and European B2B companies

• Sales teams needing immediate alerts

Pricing:

• Custom pricing model

• Contact vendor for details

Learn More about Lead Forensics

3. Dealfront (Leadfeeder)

Dealfront combines Leadfeeder's visitor tracking with sales intelligence to help European companies identify website visitors. The platform focuses on GDPR-compliant data collection and provides company identification with integration to major CRMs.

Main Features:

• Company-level visitor identification

• GDPR-compliant data handling

• CRM integration with Salesforce, HubSpot, Pipedrive

• Lead scoring and filtering

Ideal For:

• European B2B companies

• Teams prioritizing data privacy compliance

Pricing:

• Free plan available

• Paid plans starting at $99/month (billed annually)

Learn more about Dealfront

4. Clearbit

Clearbit provides data enrichment and visitor identification for B2B companies. Acquired by HubSpot and now operating as Clearbit by HubSpot, the platform excels at form enrichment and real-time company identification, particularly for teams already using HubSpot.

Main Features:

• Real-time form enrichment

• Company and contact data appending

• Website visitor identification

• Native HubSpot integration

Ideal For:

• HubSpot customers

• Marketing teams focused on form optimization

Pricing:

• Credit-based pricing model

• Contact HubSpot for details

Learn more about Clearbit by HubSpot

5. Leadinfo

Leadinfo is a European visitor identification platform designed for SMB teams. The tool provides straightforward company identification with email alerts and CRM integration at accessible price points.

Main Features:

• Company visitor identification

• Email notifications for new visitors

• CRM integration

• Visit timeline and page tracking

Ideal For:

• Small to mid-size B2B companies

• Teams new to visitor identification

Pricing:

• Starting at €49/month

Learn more about Leadinfo

6. Visitor Queue

Visitor Queue provides affordable website visitor identification for small sales teams. The platform identifies companies visiting your site and provides contact information for key decision-makers at those accounts.

Main Features:

• Company identification with employee contact data

• Page-level tracking

• CRM integration

• Email alerts for target accounts

Ideal For:

• Small sales teams

• Companies with limited budgets

Pricing:

• Starting at $49/month

Learn more about Visitor Queue

7. Snitcher

Snitcher identifies companies visiting your website, offering powerful filtering and CRM integration for lead prioritization. Its user-friendly interface supports focused sales efforts.

Main Features:

• Company visitor identification

• Filtering options for lead prioritization

• CRM and Google Analytics integration

• Notifications for repeat visitors

Ideal For:

• Teams using Google Analytics

• Companies wanting simple CRM sync

Pricing:

• Starting at $24/month

Learn More about Snitcher

8. Albacross

Albacross provides B2B visitor identification with a focus on first-party data and intent signals. The platform helps mid-market companies identify website visitors and prioritize accounts showing buying behavior.

Main Features:

• Company-level visitor identification

• Intent data and lead scoring

• CRM and MAP integration

• Email and Slack notifications

Ideal For:

• Mid-market B2B companies

• Teams combining visitor ID with intent data

Pricing:

• Starting at €59/month

Learn more about Albacross

9. Factors.ai

Factors.AI provides account intelligence and analytics for B2B companies, using multi-channel intent signals to identify in-market buyers. Its AI-powered insights support marketing and sales alignment, enhancing engagement with high-priority accounts.

Main Features:

• Multi-channel intent signals for account targeting

• Account intelligence and alerts for sales engagement

• Customer journey analytics

• Integrations with data sources like LinkedIn and G2

Ideal For:

• Marketing operations teams

• Companies running multi-touch attribution

Pricing:

• Free plan available

• Paid plans starting at $399/month

Learn More about Factors.ai

10. Apollo.io

Apollo.io combines sales intelligence with visitor tracking capabilities. While primarily known as a prospecting database, Apollo identifies website visitors and connects them to its B2B contact database for immediate outreach.

Main Features:

• Website visitor identification

• B2B contact database access

• Sales engagement and sequencing

• CRM integration

Ideal For:

• Sales teams wanting all-in-one platform

• Companies prioritizing prospecting over pure visitor ID

Pricing:

• Free plan available

• Paid plans starting at $49/user/month

Learn more about Apollo.io

11. RB2B

RB2B offers person-level website visitor identification, with features like LinkedIn profile integration and Slack notifications. This immediacy allows for fast engagement with high-value visitors, catering to teams that prioritize quick action.

Main Features:

• Person-level identification, including LinkedIn profiles

• Real-time Slack notifications

• Free plan for accessible entry-level use

Ideal For:

• Product-led growth companies

• Teams wanting individual visitor identification

Pricing:

• Free tier available

• Paid plans for additional features

Learn More about RB2B

Visitor Identification Use Cases for Sales, Marketing, and RevOps

Here's how GTM teams use visitor identification to accelerate pipeline:

Sales Teams:

• Route hot accounts to SDRs based on page views and time on site

• Prioritize outreach to companies already researching your product

• Track competitor comparison page visits for competitive displacement

• Alert AEs when existing customers visit pricing or case study pages

Marketing Teams:

• Build retargeting audiences from engaged website visitors

• Score leads based on behavioral engagement plus firmographic fit

• Identify accounts for ABM program enrollment

• Measure which content drives pipeline from target accounts

Revenue Operations:

• Automate lead routing rules based on visitor behavior and account fit

• Track website influence on deal velocity and win rates

• Build dynamic audiences that sync to CRM and MAP

• Connect web visits to closed revenue for attribution modeling

How to Choose Visitor Identification Software

Evaluate vendors on these criteria:

Data Coverage and Accuracy

Match rate matters. Platform identification rates vary widely, from 15-25% for some providers to 70-80% for others, depending on geographic focus and data sources. Ask vendors for their actual match rates in your target markets and industries.

Check if their database covers your geographic regions. Request data samples to verify accuracy before committing.

Intent Signals and Scoring

Basic visitor ID tells you who visited. Intent data tells you if they're ready to buy. Look for platforms that layer in buying signals like pricing page visits, competitor research, and content consumption patterns.

The best tools score accounts based on both firmographic fit and behavioral engagement.

Integrations and Automation

Your visitor identification tool should push data directly into your CRM and marketing automation platform without manual exports. Check for native integrations with Salesforce, HubSpot, Marketo, or whatever stack you run.

Look for automated lead routing, alert triggers, and workflow capabilities that move prospects into sequences without human intervention.

Total Cost and Pricing Model

Pricing varies widely. Some vendors charge per visitor identified, others per user seat, others by traffic volume. Factor in setup costs, data refresh rates, and contract length.

Calculate cost per qualified lead, not just platform fees. The cheapest tool with low match rates costs more than a premium platform that identifies twice as many accounts.

Buyer Intent Signals in Visitor Identification

Intent data transforms visitor identification from "who visited" to "who's ready to buy." The best platforms layer multiple signal types:

• Topic surge: Spikes in research around specific product categories or use cases

• Keyword intent: Searches indicating evaluation stage or purchase readiness

• Engagement scoring: Time on site, pages viewed, and content depth indicating serious research

• Recency and frequency: Multiple visits over short time periods signal active evaluation

• Account fit weighting: Intent signals from ideal customer profile accounts score higher

Combine firmographic fit with behavioral intent to build account scoring models that route truly sales-ready prospects to your SDRs. This cuts wasted outreach and focuses reps on accounts already showing buying behavior.

Implementation Steps for Faster Time to Value

Get your visitor identification platform live in under two weeks:

1. Install tracking pixel: Add the vendor's JavaScript tag through Google Tag Manager or directly in your site header. Test firing on key pages.

2. Connect your CRM: Authenticate the integration and map fields between the visitor ID platform and Salesforce, HubSpot, or your system of record.

3. Set alert rules: Configure notifications for target account visits, high-intent page views, or competitor comparison activity.

4. Build routing logic: Create workflows that assign identified accounts to territory owners or route to SDR queues based on firmographic and behavioral criteria.

5. Train your team: Show reps how to access visitor data, interpret intent signals, and use insights for personalized outreach.

Frequently Asked Questions

Is website visitor identification legal for B2B teams?

Yes. B2B visitor identification uses IP-to-company matching that identifies businesses, not individuals, falling outside GDPR and CCPA personal data restrictions.

What match rate should I expect from visitor identification?

Account-level identification varies widely by provider, ranging from 15-25% for some platforms to 70-80% for others, depending on geographic focus and data sources used.

How is visitor identification different from traditional web analytics?

Google Analytics shows aggregate traffic patterns, while visitor identification reveals specific companies viewing your site. Instead of "500 visitors from organic search," you see "Salesforce, with 500 employees in Sales, spent 12 minutes on your pricing page yesterday."

Can visitor identification sync to my CRM and MAP without manual work?

Yes. Most platforms offer native integrations with Salesforce, HubSpot, and Marketo that automatically create leads, update accounts, and trigger workflows when target accounts visit your site.

Get Started with ZoomInfo

ZoomInfo WebSights identifies companies visiting your website and connects them to the most accurate B2B contact database available. See which accounts are in-market right now and route them to sales with buying signals already attached.

Start your free trial or contact our team for a live demo of WebSights visitor identification.