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.

Website visitor identification software fixes this. It reveals which companies are visiting your site, what pages they view, and when they show buying intent.

Your sales and marketing teams can identify anonymous website visitors and turn 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 Website Visitor Identification Software?

Visitor identification software matches anonymous website visitor IP addresses to business records, revealing which companies are researching your product without requiring form fills. This gives sales teams actionable data on in-market accounts before they ever reach out.

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 and depend on geographic focus and data sources. Unlike Google Analytics, visitor identification software reveals specific companies and routes them directly into your CRM for outreach.

Visitor Identification Software at a Glance

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

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. 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. The platform synchronizes directly with Salesforce, HubSpot, and other CRM systems to automate lead routing and enrichment. ZoomInfo Copilot delivers AI-powered insights and tailored outreach at scale through GTM Workspace, reaching ideal buyers when buying signals indicate high-value interest.

Trusted by thousands of B2B companies, ZoomInfo helps revenue teams accelerate pipeline with actionable intelligence. The platform maintains enterprise-grade compliance standards including GDPR, CCPA, and SOC 2 certification.

View customer success stories to see how teams use WebSights to convert anonymous traffic into closed revenue.

Key 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

Pricing:

• Custom pricing based on company size and feature needs

• Contact sales for quote

Learn More About ZoomInfo WebSights

2. Warmly

Warmly combines website visitor identification with signal-based orchestration to help teams engage prospects in real time. The platform identifies companies and individuals visiting your site. It routes them through automated engagement workflows including AI chatbot conversations and personalized outreach sequences.

The platform uses a multi-provider data waterfall to maximize identification rates, pulling from multiple B2B data sources to fill coverage gaps. Warmly offers contact-level identification capabilities that go beyond company matching, revealing specific individuals browsing your site. The AI chatbot engages visitors automatically based on their behavior and firmographic fit.

Warmly focuses on immediate engagement for SMB teams wanting to convert website traffic without manual SDR intervention. The platform integrates with CRM systems and sales engagement tools to sync identified visitors into existing workflows.

Key Features:

• Multi-provider data waterfall for identification

• AI chatbot for automated visitor engagement

• Contact-level and company-level identification

• Real-time Slack and email notifications

• CRM integration and lead routing

• Behavioral tracking and intent scoring

Ideal For:

• SMB teams wanting automated engagement

• Companies prioritizing speed-to-lead

• Teams with limited SDR resources

Pricing:

• Free plan available

• Paid plans for additional features

Learn More About Warmly

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.

The platform offers lead scoring and filtering capabilities. Dealfront integrates with Salesforce, HubSpot, and Pipedrive to sync identified companies directly into sales workflows. The tool tracks visitor behavior across multiple sessions to build engagement profiles.

Dealfront specializes in European market coverage with data handling that meets EU privacy requirements. The platform provides real-time alerts when target accounts visit your site.

Key Features:

• Company-level visitor identification

• GDPR-compliant data handling

• CRM integration with Salesforce, HubSpot, Pipedrive

• Lead scoring and filtering

• Visit timeline tracking

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. Lead Forensics

Lead Forensics specializes in B2B visitor identification with real-time alerts when target accounts visit your site. The platform provides detailed visitor profiles with contact details for identified companies.

The tool provides in-depth visitor profiles with contact details for identified companies. Lead Forensics integrates with CRM systems for streamlined workflows and includes lead scoring capabilities to prioritize high-value accounts.

Lead Forensics focuses on UK and European market coverage with real-time alert functionality. The platform tracks visitor behavior across sessions to identify repeat visitors and engagement patterns.

Key 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

• Email and dashboard alerts

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

5. 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.

The platform offers real-time form enrichment that appends company and contact data to form submissions automatically. Clearbit provides website visitor identification alongside its data enrichment capabilities. The native HubSpot integration syncs identified visitors directly into HubSpot workflows.

Clearbit focuses on data quality and enrichment for marketing teams running form-based lead generation. The platform uses a credit-based pricing model tied to data lookups and enrichment requests.

Key Features:

• Real-time form enrichment

• Company and contact data appending

• Website visitor identification

• Native HubSpot integration

• Firmographic data enrichment

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

6. 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.

The platform offers company-level visitor identification with intent data and lead scoring capabilities. Albacross integrates with CRM and marketing automation platforms to sync identified visitors into sales workflows. The tool provides email and Slack notifications for target account visits.

Albacross focuses on combining visitor identification with intent signals to surface accounts actively researching solutions. The platform tracks engagement patterns across multiple sessions to build buyer intent profiles.

Key Features:

• Company-level visitor identification

• Intent data and lead scoring

• CRM and MAP integration

• Email and Slack notifications

• First-party data tracking

• Account-based filtering

Ideal For:

• Mid-market B2B companies

• Teams combining visitor ID with intent data

Pricing:

• Starting at €59/month (billed annually)

Learn More About Albacross

7. Apollo

Apollo 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.

The platform offers website visitor identification alongside B2B contact database access with 210+ million contacts. Apollo provides sales engagement and sequencing tools that allow teams to move identified visitors into outreach campaigns. The platform integrates with CRM systems to sync visitor data into existing workflows.

Apollo focuses on all-in-one sales intelligence for teams wanting prospecting, engagement, and visitor identification in a single platform. The tool offers a free plan with limited features and paid plans that scale with user count.

Key Features:

• Website visitor identification

• B2B contact database access

• Sales engagement and sequencing

• CRM integration

• Email and phone data

• Prospecting workflows

Ideal For:

• Sales teams wanting all-in-one platform

• Companies prioritizing prospecting over pure visitor ID

Pricing:

• Free plan available

• Paid plans starting at $59/user/month

Learn More About Apollo

8. Cognism

Cognism is an EMEA-focused sales intelligence platform that includes website visitor identification capabilities. The platform specializes in phone-verified mobile numbers and GDPR-compliant B2B data with particular strength in European market coverage.

The platform provides company-level visitor identification alongside its core sales intelligence database. Cognism offers phone-verified contact data through its Diamond Data product, which includes mobile numbers verified by human researchers. The tool integrates with Salesforce, HubSpot, and other CRM systems to sync identified visitors and contact data into sales workflows.

Cognism focuses on compliance-first data collection for teams selling into EU markets. The platform combines visitor identification with prospecting data to enable immediate outreach to identified accounts with verified contact information.

Key Features:

• Website visitor identification

• Phone-verified mobile numbers (Diamond Data)

• GDPR-compliant data collection

• European market coverage

• CRM integration with Salesforce and HubSpot

• Intent data and buying signals

• Chrome extension for prospecting

Ideal For:

• EMEA sales teams

• Companies requiring GDPR compliance

• Teams needing verified phone numbers

Pricing:

• Custom pricing model

• Contact vendor for details

Learn More About Cognism

9. 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.

The platform offers company visitor identification with email notifications for new visitors. Leadinfo integrates with CRM systems to sync identified companies into sales workflows. The tool tracks visit timelines and page-level behavior to show engagement patterns.

Leadinfo focuses on European market coverage with simple implementation for teams new to visitor identification. The platform provides basic filtering and segmentation capabilities to prioritize high-value accounts.

Key Features:

• Company visitor identification

• Email notifications for new visitors

• CRM integration

• Visit timeline and page tracking

• European market focus

Ideal For:

• Small to mid-size B2B companies

• Teams new to visitor identification

Pricing:

• Starting at €49/month (billed annually)

Learn More About Leadinfo

10. Snitcher

Snitcher identifies companies visiting your website and offers filtering and CRM integration for lead prioritization. The platform provides a user-friendly interface that supports focused sales efforts.

The tool offers company visitor identification with filtering options to prioritize leads based on firmographic criteria. Snitcher integrates with CRM systems and Google Analytics to combine visitor identification with existing analytics workflows. The platform provides notifications for repeat visitors to flag high-engagement accounts.

Snitcher focuses on simple implementation for teams using Google Analytics who want to add company identification capabilities. The platform offers straightforward CRM sync to route identified companies into sales workflows.

Key Features:

• Company visitor identification

• Filtering options for lead prioritization

• CRM and Google Analytics integration

• Notifications for repeat visitors

• Page-level tracking

Ideal For:

• Teams using Google Analytics

• Companies wanting simple CRM sync

Pricing:

• Starting at $49/month

Learn More About Snitcher

11. RB2B

RB2B offers website visitor identification with features like LinkedIn profile integration and Slack notifications. The platform enables fast engagement with high-value visitors for teams that prioritize quick action.

The tool provides company-level identification on its free tier, with contact-level and person-level identification available on paid plans. RB2B sends real-time Slack notifications when identified visitors land on your site. The platform offers a free plan for accessible entry-level use, with person-level identification and LinkedIn profile matching available on Pro and Pro+ tiers.

RB2B focuses on tiered identification capabilities, offering company-level matching for free users and advancing to individual visitor identification on higher plans. The platform targets product-led growth companies wanting to identify and engage users exploring their product.

Key Features:

• Company-level identification (free tier)

• Person-level identification (Pro and Pro+ tiers)

• Real-time Slack notifications

• LinkedIn profile matching (paid tiers)

• Individual visitor tracking

Ideal For:

• Product-led growth companies

• Teams wanting tiered identification options

Pricing:

• Free tier available

• Paid plans for additional features

Learn More About RB2B

How to Choose Visitor Identification Software

Evaluate vendors on these criteria:

Data Coverage and Accuracy

Match rates vary significantly by provider and depend on geographic focus and data sources. Ask vendors for their actual match rates in your target markets and industries.

Key considerations:

• Geographic coverage: Verify alignment with your target markets

• Data freshness: Check verification frequency and update cadence

• Accuracy validation: Request data samples 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:

• Pricing page visits: High-intent behavior indicating active evaluation

• Competitor research: Comparison activity showing near-term decision

• Content consumption patterns: Topic engagement revealing pain points

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. A low-cost tool with poor match rates delivers less value than a premium platform that identifies twice as many accounts.

How GTM Teams Use Website Visitor Identification

GTM teams use visitor identification to accelerate pipeline across functions:

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 Get Started with Website Visitor Identification

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.

Privacy and Compliance for B2B Visitor Identification

Data privacy regulations affect how visitor identification platforms collect and process information. Verify compliance requirements before selecting a vendor.

Key compliance considerations:

• GDPR: B2B visitor ID using IP-to-company matching identifies businesses, not individuals, which typically falls outside GDPR personal data restrictions. However, person-level identification may require different handling.

• CCPA: California privacy law requires transparency about data collection and gives businesses the right to opt out of data sales. Verify how vendors handle California-based traffic.

• Data residency: Some platforms store data in specific geographic regions. Check where identified visitor data is processed and stored, especially for EU customers.

• Opt-out mechanisms: Understand how platforms handle suppression requests from companies that don't want their visits tracked.

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 rates vary significantly by provider, geographic focus, and data sources. Ask vendors for their actual match rates in your specific target markets before committing.

How is visitor identification different from traditional web analytics?

Google Analytics shows aggregate traffic patterns, while visitor identification reveals specific companies viewing your site. You see "Salesforce viewed your pricing page for 12 minutes" instead of "500 anonymous visitors from organic search."

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.

How quickly can I see which companies visited my website?

Most platforms display identified companies in real time, showing company names, pages viewed, and visit frequency directly in your dashboard or CRM.

Get Started with ZoomInfo

The right visitor identification platform converts dark funnel traffic into pipeline.

Key decision factors:

• Data coverage and accuracy in your target markets

• Intent signal depth beyond basic page views

• Native CRM and GTM platform integrations

• Total cost per qualified lead, not just platform fees

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.

Talk to our team to see how ZoomInfo WebSights can turn your anonymous traffic into pipeline.