RB2B Review: Complete Breakdown [2026]

RB2B made a name for itself by doing something most B2B tools couldn't: identifying the actual people visiting your website, not just the companies they work for. Launched in early 2024, it grew to nearly $5M ARR in under a year, with over 100,000 websites installing its tracking pixel. The appeal is clear. Instead of seeing "someone from Acme Corp visited your pricing page," you get a name, a LinkedIn profile, and a job title.

To write this RB2B review, we analyzed the platform in depth. It's the right choice if:

• You need person-level identification of U.S. website visitors

• You want a quick-to-install tool that pushes leads directly to Slack

• You prioritize simplicity and speed over depth of data

• Your sales motion centers on acting fast when prospects visit your site

• You're comfortable with 15-45% visitor identification coverage

RB2B might not be the best choice if:

• You need contact data beyond website visitors

• You require global person-level identification, not just U.S. coverage

• You want buyer intent signals from across the web, not just your own site

• You need to map full buying committees, not individual visitors

• Your GTM strategy demands prospecting, outreach, and analytics in one platform

In that case, consider ZoomInfo: an AI GTM platform that combines a large B2B database (500M contacts, 100M companies, 135M+ verified phone numbers, and 200M+ verified business emails) with website visitor identification, buyer intent signals, conversation intelligence, and AI-powered sales execution. Where RB2B tells you who visited your site, ZoomInfo tells you who to call, when to call them, and what to say, across your entire addressable market.

We've included a detailed look at ZoomInfo at the end of this review. If you're ready to explore a full GTM intelligence platform, you can start with ZoomInfo's free trial here.

What is RB2B?

RB2B is a website visitor identification platform founded in 2023 by Adam Robinson, CEO of Retention.com, and launched publicly on March 1, 2024. Robinson previously built Retention.com to help e-commerce stores identify anonymous visitors for email marketing. RB2B applies the same identity resolution concept to B2B sales.

The platform works through a tracking pixel on your website. When a U.S.-based visitor lands on your site, RB2B tries to match them to an individual, delivering their LinkedIn profile, job title, and contact information to your sales team via Slack, CRM integrations, or webhooks. The company calls itself the creator of the "person-level website visitor identification" category, distinguishing it from account-level tools that only reveal company names.

Source: RB2B

RB2B operates with just 6 employees from Austin, Texas. In early 2025, RB2B announced a partnership with Demandbase to add company-level identification globally, expanding beyond its U.S.-only person-level database. This partnership lets customers identify 70-80% of total website traffic: 30-40% at the person level (U.S. only) and another 30-40% at the company level (worldwide).

RB2B Pros & Cons

RB2B Review: How it Works & Key Features

Person-Level Visitor Identification: RB2B identifies individual website visitors, not just their companies.

RB2B's core function is turning anonymous website traffic into named individuals. After installing a tracking pixel (supported on WordPress, Google Tag Manager, Wix, Webflow, and other platforms), the platform tries to match each visitor to a real person using its proprietary U.S. database.

Source: RB2B

Each identified visitor record includes their name, LinkedIn URL, job title, company name, and (on Pro plans) business email address. The platform uses a credit-based system where each unique visitor identified within a 30-day period consumes one credit, regardless of how many times they return during that cycle.

Match rates vary by plan. Starter and Pro plans deliver 15-20% person-level coverage, while Pro+ reaches 35-45% coverage through a premium resolution layer that adds external data sources. The Demandbase partnership adds another 30-40% company-level identification globally, though this layer identifies companies, not individuals.

One important limitation: person-level identification is restricted to U.S.-based visitors. International traffic can only be resolved at the company level through the Demandbase integration.

Hot Pages: RB2B tags visitors who view high-intent content on your site.

Hot Pages lets you mark specific URLs as high-intent pages (pricing, case studies, product demos) so the platform automatically tags visitors who view that content. Setup involves adding page URLs or keywords through the dashboard. The feature uses flexible URL matching, where a value like "pricing" flags any URL containing that string.

Source: RB2B

Tagged visitors appear under the Profiles tab. The tagging is forward-looking only: visitors are not tagged retroactively for pages viewed before the Hot Page was defined. Once tagged, the label stays on the profile permanently, even if the page is later removed as a Hot Page. This feature is available only on Pro plans and above.

Hot Leads: RB2B filters visitors by your ideal customer profile criteria.

Hot Leads automatically tags visitors matching your ICP definition. You can filter across six categories: Company Revenue, Company Size, Seniority, Department, Industry, and U.S. States. The system uses OR logic between categories, and you can set how many criteria must match before a visitor earns the tag.

Source: RB2B

Hot Lead tags can be applied to integrations, filtering which visitors get pushed to Slack or your CRM. Your sales team then sees notifications only for visitors who match your target profile, cutting noise from irrelevant traffic. Like Hot Pages, this feature requires a Pro subscription.

Integrations: RB2B connects with CRMs, automation tools, and messaging platforms.

RB2B offers 50+ native integrations spanning CRMs (HubSpot and Salesforce), automation platforms (Apollo.io, Clay, n8n, Smartlead, and Zapier), messaging tools (Slack and Microsoft Teams), and 22 webhook-based integrations for custom workflows.

Source: RB2B

Integration access varies by plan. The free plan is limited to Slack only. The Starter plan ($79/month) adds LinkedIn URL pushes to Slack but excludes email addresses and all other integrations. Full CRM integration, email addresses, and the complete integration ecosystem require the Pro plan at $149/month or above.

Pricing: RB2B uses a credit-based model with four tiers.

RB2B's pricing is structured around monthly credit allocations:

Free Plan ($0/month):

• 150 monthly resolutions

• Company-level identification only (no individual contact data)

• Slack integration only

Starter Plan ($79/month):

• 300 monthly credits

• 15-20% person-level and company-level coverage

• LinkedIn URLs pushed to Slack (no email addresses)

• Overage: 45 cents per resolution

Pro Plan (starting at $149/month):

• 600 credits at $149, scaling to 2,500,000 credits at $50,000

• 15-20% person-level and company-level coverage

• Business email addresses and all integrations

• Overage: 25 cents per resolution

Pro+ Plan (starting at $199/month):

• 600 credits at $199

• 35-45% person-level and company-level coverage (premium resolution)

• All Pro features

All paid plans include Hot Pages, Hot Leads, Domain Exclusions, and support. RB2B offers a 7-day Pro trial with no credit card required, capped at 1,000 profiles. Subscriptions are month-to-month by default with no contracts, and users can upgrade, downgrade, or cancel at any time. Additional domains cost $99/month for up to 5 domains on Pro and Pro+ plans.

Where RB2B Falls Short

RB2B does one thing and does it quickly. But that narrow focus creates gaps as sales teams grow more sophisticated.

U.S.-Only Person-Level Data: RB2B's individual identification works exclusively for U.S.-based visitors. Companies targeting European, APAC, or other international markets get company-level data at best through the Demandbase partnership. For global organizations, this means an incomplete picture of who's engaging with their content.

Limited Match Rates: Even on the highest-tier Pro+ plan, 35-45% of visitors are identified at the person level. Standard Pro and Starter plans cover just 15-20%. Most of your website traffic stays anonymous. Some users have reported data accuracy issues with unreliable or incorrect profiles, though recent script updates have improved filtering of VPNs, proxies, and bots.

No Outbound Prospecting Database: RB2B only identifies people who visit your website. It offers no way to search for prospects who haven't visited yet. If a target account has never landed on your site, RB2B has nothing to offer. Sales teams that need to build outbound lists or find decision-makers proactively need a separate tool.

No Intent Signals Beyond Your Site: RB2B tracks what visitors do on your pages but has no visibility into what prospects research elsewhere on the web. It can't tell you which companies are searching for your product category, reading competitor reviews, or showing buying signals on third-party sites. This limits your ability to identify demand before it reaches your doorstep.

Free Plan Restrictions: As of January 2026, the free plan no longer offers contact-level resolution. Free users see only company names, with no access to contact-level data including visitor names, emails, LinkedIn URLs, job titles, or page view history. The free tier is useful for gauging traffic volume but not for sales workflows.

Overage Costs on High-Traffic Sites: Sites with heavy traffic can burn through credits fast. Overage charges of 25-45 cents per resolution add up, and credits don't roll over between billing cycles. There's also no pause option, so you can't temporarily stop billing during slow periods without canceling entirely.

These limitations reflect natural trade-offs for a tool built for speed and simplicity. But for teams whose GTM strategy extends beyond reacting to website visits, a broader platform offers more to work with.

Top RB2B Alternative: ZoomInfo

ZoomInfo is an AI GTM platform built on a large data foundation: 500M contacts, 100M companies, 135M+ verified phone numbers, and 200M+ verified business emails. Its GTM Context Graph processes 1.5B+ data points daily, combining this data with your CRM records, conversation transcripts, and behavioral signals to reveal the full context behind your accounts (not just what happened, but why). That context gives AI the fuel to show which actions will capitalize on momentum. Your team accesses this intelligence through the GTM Workspace for sellers, GTM Studio for marketers and RevOps, or APIs and MCP in any front-end.

This breadth addresses the core limitation of point solutions like RB2B: instead of reacting only to visitors who find your site, your team can identify in-market accounts, reach verified decision-makers, and execute across the full buyer journey.

Comprehensive B2B Data: ZoomInfo provides a verified contact and company database with global reach.

ZoomInfo's data foundation spans 500M contacts, 100M companies, 135M+ verified phone numbers, 120M direct dials, and 200M+ verified business email addresses, with global coverage including 34M+ company profiles and 200M+ professional profiles outside North America.

This data isn't self-reported. A Fortune 500 competitive RFP analyzing 25 million contacts across vendors concluded that "no other competitor came even close." The verification pipeline combines automated ML scanning of 28 million site domains daily, third-party partner data covering 95 million businesses, and an in-house Data Training Lab of 300+ human researchers, reaching up to 95% accuracy on first-party data.

For sales teams, this means direct dials that connect and emails that land, rather than relying on visitors who happen to find your site. Prospecting shifts from reactive to proactive.

"ZoomInfo gives us the information we need to execute. We don't have to go through and spend our time digging. It's already there, so we can be three steps ahead." (Vensure)

Website Visitor Tracking and Buyer Intent: ZoomInfo identifies website visitors and tracks buying signals across the web.

ZoomInfo includes its own website visitor identification (WebSights), which resolves anonymous traffic to companies and surfaces buying team contacts with direct contact information. It includes Automatic Traffic Filtering that separates real human visitors from bot traffic.

ZoomInfo goes further with Buyer Intent data, tracking signals from 210 million IP-to-Organization pairings and 6 trillion+ new keyword-to-device pairings sourced monthly. This reveals which companies are researching topics relevant to your product across the web, not just on your site. Guided Intent, exclusive to ZoomInfo, identifies topics historically correlated with deal success rather than requiring manual topic selection.

The result: you're not limited to the fraction of your market that visits your website. You can spot demand signals across the web and act on them with verified contact data attached.

"That combination of our internal CRM data, external signals, and AI that's given all that context has helped us craft very specific account- and persona-based messages. And people have responded to them right away." (Seismic)

GTM Context Graph: ZoomInfo fuses your CRM, conversation, and behavioral data into a single intelligence layer.

The GTM Context Graph is what separates ZoomInfo from data providers and point solutions. It processes 1.5B+ data points daily, combining ZoomInfo's B2B data with a customer's CRM records, conversation transcripts, email interactions, and behavioral signals into one layer.

The practical result: AI that doesn't just know facts about an account, but understands why a deal is moving or stalling. A CRM records that a deal moved to Stage 4. Conversation intelligence captures that the CFO joined the last call and asked about six-month ROI. Intent data shows the company researching a competitor. The GTM Context Graph connects these signals to identify the pattern behind closed-won deals in your segment and surface the right action.

This depth of context powers everything from AI-drafted outreach to deal forecasting to account prioritization. RB2B tells you someone visited your pricing page. ZoomInfo tells you the CFO visited your pricing page, the company is also researching two competitors, they just hired three new VPs, and this signal combination matches 73% of your closed-won deals.

"It's not just the data itself. It's more about the right data at the right time to help us reach out with the right message across that full buyer journey." (Redwood Logistics)

GTM Workspace and GTM Studio: ZoomInfo delivers intelligence through dedicated interfaces for sellers and marketers.

ZoomInfo provides three ways to access its intelligence, so every team can use it without switching tools.

GTM Workspace is the seller's interface, combining prioritized accounts, AI-drafted outreach, and deal execution in one place. It includes an AI Assistant that generates account briefs in 10 seconds, an Action Feed with pre-drafted responses to real-time buying signals, and AI-generated outreach built from full account context. Native integrations with Salesforce, HubSpot, and Microsoft Dynamics keep CRM updated without context-switching.

GTM Studio serves marketers, RevOps, and GTM engineers with an AI-powered orchestration canvas. Teams can describe audiences in natural language, launch multi-channel plays, and measure pipeline impact without engineering tickets. Expansion plays that used to take 3 weeks now launch in 30 minutes.

For teams building custom workflows, APIs and MCP deliver the same intelligence into any third-party tool or AI agent.

Pricing: ZoomInfo offers custom-quoted plans with a permanent free tier.

ZoomInfo uses a custom-quoted, seat-and-credit-based subscription model. Pricing varies based on users, credit volume, features, and contract terms.

Sales plans span three tiers (Professional, Advanced, Enterprise), each adding capabilities from core contact data through AI-driven account prioritization to intent signals and automated workflows. Marketing plans offer three tiers (Marketing Demand, ABM Lite, ABM Enterprise) for audience targeting and multi-channel orchestration.

ZoomInfo Lite is a permanent free plan (not a trial) that includes access to ZoomInfo's B2B database with 10 monthly export credits, contact and company searches, a Chrome extension, WebSights Lite (up to 10 website visitor reveals per day), and HubSpot integration. A separate 7-day free trial provides broader access to paid features.

RB2B or ZoomInfo: Comparison Summary

Final Verdict

The choice between RB2B and ZoomInfo comes down to whether your GTM strategy starts and ends with website visitors, or extends across your full addressable market.

Choose RB2B if:

• You want to identify individual U.S. website visitors

• Your team reacts to inbound traffic in real time

• You need instant alerts (e.g., Slack notifications) when prospects visit key pages

• You prefer a quick, 5-minute setup with minimal configuration

• You want month-to-month pricing with no long-term contracts

• Your sales motion is simple: visitor → outreach

Choose ZoomInfo if:

• Your GTM motion goes beyond waiting for inbound website visits

• You need verified contact data for prospects who haven’t engaged yet

• You rely on intent signals to identify accounts researching your category

• You want conversation intelligence to understand why deals move

• You need AI-driven prioritization to guide next actions

• Your team runs outbound, ABM, or full-funnel revenue operations

• You want a unified platform for sales, marketing, and RevOps

Build a proactive, data-driven GTM motion with ZoomInfo.

RB2B answers one question well: who just visited my site? ZoomInfo answers the broader questions that drive revenue: who should I be talking to, which accounts are ready to buy, and what should I say when I reach them?

RB2B FAQ

Is there a free version of RB2B?

Yes, RB2B offers a free plan with 150 monthly resolutions plus a 7-day Pro trial with no credit card required. Since January 2026, the free plan provides company-level identification only, with no access to individual contact names, email addresses, LinkedIn URLs, or job titles. The Pro trial is capped at 1,000 profiles. ZoomInfo offers ZoomInfo Lite, a permanent free plan with access to its B2B database, 10 monthly export credits, a Chrome extension, and WebSights Lite for website visitor identification.

Does RB2B work outside the United States?

RB2B's person-level identification is limited to U.S.-based website visitors. For international traffic, the Demandbase partnership provides company-level identification globally, but individual contact data is not available outside the U.S. ZoomInfo maintains global coverage with 34 million company profiles and 200 million professional profiles outside North America.

How accurate is RB2B's visitor identification?

RB2B identifies 15-20% of website visitors at the person level on Starter and Pro plans, and 35-45% on Pro+ plans. Some users have reported accuracy concerns with certain profiles being unreliable, though RB2B has implemented script updates to filter VPNs, proxies, and bots. ZoomInfo reports up to 95% accuracy on first-party data, verified through a multi-source pipeline that includes 300 human researchers and automated ML scanning of 28 million domains daily.

What integrations does RB2B support?

RB2B offers 50+ native integrations including HubSpot, Salesforce, Apollo, Clay, Slack, Microsoft Teams, and Zapier, plus 22 webhook-based connections. Most integrations require a Pro plan ($149/month or above). The free plan supports only Slack, and the Starter plan limits output to LinkedIn URLs via Slack. ZoomInfo's App Marketplace lists 120+ integrations, with API and MCP access included in all relevant plans for custom integrations.

How much does RB2B cost?

RB2B starts at $79/month for the Starter plan (300 credits, Slack only, no email addresses), $149/month for Pro (600 credits, full integrations, business emails), and $199/month for Pro+ (600 credits, premium 35-45% match rate). Overage charges are 45 cents per resolution on Starter and 25 cents on Pro/Pro+. Additional domains cost $99/month. ZoomInfo's pricing is custom-quoted based on users, credits, and features, with ZoomInfo Lite available as a permanent free tier.

Can RB2B replace a sales intelligence platform?

No. RB2B identifies website visitors but does not provide an outbound prospecting database, buyer intent signals from across the web, conversation intelligence, or AI-powered outreach tools. It works as a supplementary tool for capturing inbound interest, but sales teams still need separate tools for prospecting, data enrichment, and engagement. ZoomInfo combines all of these capabilities in a single platform, from contact discovery through deal execution.

Does RB2B offer annual plans?

As of January 2026, RB2B subscriptions are month-to-month by default, with no standard annual plan options. Accounts already on annual subscriptions may remain, but switching to monthly is irreversible. Annual subscriptions are available for enterprise customers under custom agreements. There are no contracts, and users can cancel at any time, though unused credits are forfeited and the company maintains a general no-refund policy.

What is RB2B's Page Suppression feature?

Page Suppression, also called the Domain Exclusion List, lets you exclude traffic from specific company domains such as your own employees, competitors, or existing customers. Visitors from excluded domains don't appear in profiles and don't consume credits. You can add up to 250 domains, though consumer email domains like gmail.com cannot be excluded, and wildcard exclusions are not supported.