RB2B vs Leadfeeder: Which Web Visitor Tracking Tool Wins in 2025?

It’s the modern B2B problem: digital interest is invisible unless you have the right intelligence layer on top of it.

That’s where website visitor identification, or pipeline generation platforms, come in. These tools help you understand which organisations are actively researching you, long before they convert. For marketers, that means improved campaign attribution and audience insight. For sales and SDR teams, it means warm accounts to prioritise, not cold lists to spray.

But not all platforms take the same approach.

In this article, we compare RB2B and Leadfeeder by Dealfront, two tools solving a similar problem in very different ways, and explore which approach aligns better with 2025 revenue strategies.

What is website visitor identification software?

Website visitor identification software turns anonymous website traffic into business insight. Think of it as putting glasses on your go-to-market funnel; suddenly, you can see who’s actually showing interest and where to focus effort.

It typically works by:

• Detecting IP addresses and matching them to companies

• Using reverse-lookup data to attribute visits

• Analysing behavioural signals like pages viewed and time spent

But most B2B traffic never fills out a form. In fact, research shows buyers often wait until they are around 70% through their journey before engaging vendors. So, identifying that anonymous interest is now core for revenue teams, not simply a “nice-to-have.”

Where some tools aim to identify named individuals, others identify companies showing intent. Each model has strengths, but they reflect very different philosophies about B2B data, buyer privacy, and long-term go-to-market strategy.

Imagine you’re running a trade show booth. Hundreds of people stop by, scan materials, ask questions… but only a few hand you their business cards or sign up for your info pack. Visitor identification software is the digital equivalent of knowing which companies walked past your stand, lingered, and picked up your brochure… even if they didn’t speak to you yet. This software closes the gap between silent interest and active outreach.

At a practical level, this intelligence fuels a whole pipeline engine; marketing uses it to improve retargeting and content strategy, SDRs prioritise accounts already showing intent, and RevOps teams measure campaign influence across the buyer journey. The result isn’t more contacts for your CRM, it’s greater clarity on who is in-market and how to engage them thoughtfully and efficiently.

Understanding which companies are engaging with your website is just one part of a broader shift toward real‑time, data‑driven engagement: read more in The Future of Customer Engagement to see how this fits into modern revenue strategies.

RB2B vs Leadfeeder overview

RB2B and Leadfeeder are both web visitor identification tools, but they approach visitor tracking differently. RB2B identifies individual people who visit a website, focusing mostly on US-based traffic. Leadfeeder identifies companies that visit a website, providing firmographic details and targeting a broader, often international, business audience.

Both platforms help companies make sense of web traffic, but they diverge in a few key areas:

Feature	RB2B	Leadfeeder
Identification	Person-level (individual names & roles)	Company-level (firmographic & intent data)
Starting price	$1,000/month	€99/month (free tier available)
Geographic strength	Primarily US data	Global intelligence (Europe + North America)
Main strength	Individual visitor identification	Revenue-team pipeline generation & account insights with company data and integrations

In short, RB2B aims to reveal who an individual visitor is while Leadfeeder focuses on the organization and buying signals, giving revenue teams more ethical, scalable insights while respecting privacy expectations.

How RB2B and Leadfeeder identify website visitors

Once you understand the value of turning anonymous traffic into actionable insights, the next question is how these platforms actually uncover that information. RB2B and Leadfeeder take very different approaches, each reflecting a distinct philosophy about data, privacy, and the needs of modern revenue teams.

RB2B focuses on person-level tracking. Its technology attempts to match device signals, browser information, and email identifiers with a database of individual professionals. When it finds a match, it can reveal the visitor’s name, role, department, and occasionally even social profiles. For teams seeking very specific contact discovery, particularly in the US, this level of detail can feel like striking gold. However, this approach relies heavily on third-party data networks and cookies, techniques that face increasing scrutiny and regulatory pressure around the world.

Leadfeeder, on the other hand, focuses on company-level intelligence. Instead of identifying individuals, it uses IP intelligence to pinpoint which organizations are visiting your website. It then enriches this data with firmographics, behavioural scoring, and seamless integrations with CRM and marketing platforms. The result is a broader, account-wide perspective on buying behaviour, showing how different stakeholders within a company interact with your content and products.

For revenue teams, this provides a GDPR-compliant, scalable source of insight, especially useful for international companies or teams adopting an account-based marketing strategy. Picture Leadfeeder as noticing that a delegation from a company has walked into your store and being able to track which aisles they explored, who they represent, and what they might buy next. It’s less about pinpointing one person and more about understanding the account as a whole.

Key features compared

Once you understand how each platform identifies website visitors, the next question becomes how well they help revenue teams actually use that insight. Real-time notifications, lead prioritisation, and reporting dashboards all play a role in whether a visitor identification tool becomes a powerful part of your pipeline ecosystem, or just another tab in your browser.

Real-time alerts and notifications

Both RB2B and Leadfeeder offer instant visibility when someone meaningful lands on your website, but they surface information differently. RB2B aims to deliver a highly tactical alert experience. If the platform identifies a visitor, your Slack lights up with the individual’s name, role, pages viewed, and time spent on your site. For teams that want to trigger immediate outreach to specific people (and operate heavily in Slack) this can feel like having digital radar for named prospects.

Leadfeeder, though, takes a broader, account-based approach. Its alerts notify you when target companies show interest, whether through Slack, email, or directly inside the platform. Instead of spotlighting a single individual, it highlights multi-touch buying behaviour, showing which pages attracted attention and giving a richer sense of account-level interest. For revenue teams who work cross-functionally (marketing, SDRs, sales, RevOps), this wider context supports more coordinated engagement.

Lead scoring and prioritization

Every revenue team today is balancing focus and efficiency: which accounts are worth time now?

RB2B uses behavioural signals like page views and time on page to rank individual visitors based on likelihood to buy. For teams that want to spring into outbound action quickly, this delivers a clear “who to call first” view.

Leadfeeder also prioritises leads, but through a multi-factor score that blends behaviour with company fit and engagement depth. Powered by AI, it helps teams distinguish between casual browsing and meaningful buying intent. For organisations using ABM or RevOps-led strategies, this style of scoring aligns neatly to modern pipeline discipline.

Reporting and dashboards

Both platforms also offer dashboards, but the lens is different: person-focused vs account-focused. RB2B gives individual visitor history, showing who arrived, what they viewed, and when they returned. It’s practical for SDRs and AEs who prefer to work with named contacts.

Leadfeeder surfaces patterns at the company and campaign level; think account engagement trends, top-engaged organisations, and marketing influence across channels. It gives managers and GTM leaders a full-funnel view, helping them understand which efforts are driving real interest and potential pipeline.

Pricing breakdown for 2025

Investment matters, especially when revenue teams are increasingly asked to do more with less.

RB2B pricing begins at $1,000 per month, covering up to 10,000 website visitors and providing person-level identification and real-time Slack alerts. There’s no free tier, signalling its focus on mid-market and enterprise organisations already committed to high-intensity outbound and US-centric selling.

Leadfeeder, meanwhile, offers a more flexible entry point. A free Lite plan identifies up to 100 companies per month with one-week history, giving teams a risk-free way to explore the platform. Paid plans start at €99 per month, paid annually, which unlocks unlimited data history, automation, and deep CRM and marketing integrations. Costs scale based on the number of unique identified companies, making it adaptable for growing teams. For organisations looking to build pipeline infrastructure gradually or justify ROI across multiple revenue functions, this tiered model often makes adoption easier.

Data accuracy and privacy compliance

Accuracy and compliance are the foundation of trust, both internally and with buyers. RB2B’s model depends on identifying individuals using cookies, matchback data, and third-party identity graphs. Its accuracy is strongest in the US, where its dataset is concentrated and regulatory conditions allow person-level identification with consented data. However, stricter international privacy laws limit its use in markets like the EU, so the product restricts personal identification outside the US.

Leadfeeder instead identifies companies, not people. By using IP-to-business mapping and firmographic enrichment, it avoids collecting personal information. This approach is naturally aligned to GDPR and broader global privacy expectations, offering cookie consent support and compliance controls. While match rates vary by region (as with any IP-based tool), it offers strong performance across Europe and North America.

In short, RB2B prioritises depth on a single person, while Leadfeeder prioritises breadth and compliance across accounts and geographies.

Integration capabilities

Pipeline tools only deliver value when they connect smoothly into the systems your team already uses. RB2B integrates with Salesforce and HubSpot, concentrating on fast Slack delivery for frontline reps working real-time. It fits best in environments where SDRs are the main users and Slack is the daily command centre.

Leadfeeder integrates broadly across the revenue stack (think: Salesforce, HubSpot, Pipedrive, Microsoft Dynamics, Zoho, Marketo, Mailchimp, and more) with Zapier opening the door to dozens of additional workflows. This flexibility makes it easier for both marketing and sales teams to use the platform, aligning intent data with nurture programs, campaign reporting, and account prioritisation.

When to choose each tool

Ultimately, the right choice depends on your go-to-market motion, geography, and data philosophy.

RB2B may be the better fit if you:

• Sell primarily to US-based buyers

• Want individual names for immediate outreach

• Run a high-velocity outbound or SDR-led model

• Use Slack as your main real-time engagement channel

Leadfeeder shines when you:

• Sell across multiple regions, including Europe

• Want intelligence that serves both marketing and sales teams

• Use a diverse CRM and marketing stack

• Need account-level visibility, not just contact names

• Are building modern, scalable, compliant pipeline workflows

In other words, if you need individual identity matching in the US market, RB2B will be your best fit. But, if you want global-ready, privacy-aligned, account-focused buyer intelligence, Leadfeeder is the choice that will deliver best for you.

Choosing the right website visitor tracking tool

Selecting the right website visitor identification software isn’t just a feature-check exercise, it’s about matching capability to your go-to-market motion and long-term revenue strategy. Every solution approaches identification, data depth, and workflow integration slightly differently, so understanding your needs upfront makes the decision far easier.

One of the first considerations is the level of identification required. Company-level identification connects sessions to organizations, making it ideal for account-based marketing, outbound sales teams, and especially companies working within European markets. Person-level identification, however, can recognize specific individuals, opening the door to highly personalized outreach and faster lead qualification.

Next, consider technology fit and integrations. Most revenue teams rely on tools like Salesforce, HubSpot, Microsoft Dynamics, Slack, and marketing automation platforms. The smoother the integration, the faster adoption happens, and the more value you see.

Budget is another factor, but one tied closely to website traffic and lead volume. Pricing structures often scale based on the number of identified companies or contacts, so it's helpful to estimate how much traffic meaningfully converts into pipeline.

Finally, think about geographic coverage. Some tools excel at US data only, while others specialize in European or global identification. If you sell internationally, or plan to, broad coverage ensures insight and accuracy wherever your customers are.

Why Leadfeeder (and Dealfront) stands out

Many platforms focus on one piece of the puzzle, but Leadfeeder as part of the Dealfront platform, provides a deeper and more actionable approach to visitor intelligence. It combines website visitor identification with intent signals, firmographic data, buying insights, and lead qualification capabilities, all in one place.

Rather than simply telling you who visited, Dealfront helps you understand why they visited, what they engaged with, and how closely they match your ideal customer profile. Sales and marketing teams gain a single source of truth for visitor data, real buying signals, and pipeline-building context.

Dealfront also offers seamless CRM integrations and workflow automation, helping revenue teams prioritize accounts, personalize outreach, and accelerate deal cycles without switching tools.

So, while many visitor-tracking products collect clicks, Dealfront equips teams with the intelligence, context, and automation to turn anonymous visitors into high-quality pipeline.

FAQs about RB2B and Leadfeeder

What makes Leadfeeder/Dealfront different from RB2B?

RB2B provides company-level visitor identification, while Leadfeeder (as part of Dealfront) delivers deeper intelligence, including behavioral insights, intent data, qualification tools, and CRM-ready workflows. This means richer context and more conversion-ready opportunities.

How long does implementation take for RB2B vs. Leadfeeder?

Both tools are quick to deploy. RB2B typically installs via tracking pixel in under a day. Leadfeeder also installs very quickly. 

Can website visitor identification replace Google Analytics?

No, Google Analytics measures website behavior at an aggregate level. Visitor identification tools uncover the companies or individuals behind those visits. Most B2B organizations use both for complete insight.

Which tool provides better data accuracy for global businesses?

RB2B primarily focuses on US data. Leadfeeder/Dealfront offers strong global coverage, especially across Europe and international markets such as North America making it a better choice for companies with distributed or global target accounts.

What ROI can teams expect from visitor tracking software in the first 90 days?

Teams often see faster lead response times, better ICP targeting, and new outbound opportunities. Conversion impact depends on traffic volume and the maturity of sales processes, but most see meaningful pipeline growth within the first quarter.