What is RB2B? A visitor identification tool for US B2B sites

What exactly is RB2B? A script that turns visits into named leads

RB2B identifies anonymous visitors to a business-to-business website. A visitor who never fills in a form still leaves signals: cookies, a device identifier and an IP address. RB2B's script reads those signals and checks them against its identity data. When it finds a match, it reports who visited, which pages they viewed and where they came from.

RB2B describes itself as built for the B2B sector. Its pricing page offers a free plan, a 7-day trial without a credit card, and paid plans for teams that want to work the contacts it finds. Its home page states that its parent company is Retention.com. This page explains the product, and the pricing guide covers cost.

The data RB2B sends you

RB2B's information article lists what a matched visitor can include. Not every field is filled for every visitor, and paid plans unlock more than Free.

• The person: full name, job title, LinkedIn profile link, a business email address (a verified personal email if the business one fails its checks), and city, state and ZIP code.
• The company: name, website, industry, employee count and estimated annual revenue.
• The visit: a timestamp, the referring URL and the pages viewed, in order, with time spent on each.
• Not provided: phone numbers, social links other than LinkedIn, and investor or funding details.

Person-level and company-level identification

Person-level, which RB2B also calls contact-level, names an individual and works for US visitors only. Company-level names the organization behind a visit, even when the person stays unknown, and RB2B applies it to visitors worldwide through a partnership with Demandbase. RB2B calls the two independent processes: a match at one level does not imply a match at the other.

That difference matters for cost and for privacy. Both kinds of match use a plan credit, and only person-level matching puts a name on a visitor. On the Free plan, RB2B says, person-level visitors appear masked or as companies only.

The workflow after a match: alerts, CRM and outreach

A match appears in the RB2B dashboard, where person-level profiles and company-level visitors sit on separate pages. From there RB2B passes it on. Slack or Teams get an alert, HubSpot or Salesforce can alert the account owner, Clay can enrich it and draft messages, and tools such as Instantly, Smartlead or HeyReach can start outreach. RB2B's Hot Leads settings filter which visitors trigger a send, for example by company size, seniority, department or location, and its Hot Pages feature flags visits to pages you mark as high intent.

Where RB2B says the data comes from

RB2B describes matching visitors against a permissioned publisher network using first-party and third-party cookies, device identifiers and IP data, then adding professional details from LinkedIn and other professional databases. An April 2025 RB2B article says its own identity graph now handles most lookups, with outside data vendors used for about 15 percent. These are RB2B's own descriptions of its method.

Who RB2B fits, and who should look elsewhere

RB2B fits a US business-to-business site with steady traffic and a team ready to follow up the same day, usually a founder, a solo marketer or two or three salespeople. Its integrations page names Slack, Teams, HubSpot, Salesforce, Clay, Zapier and outreach tools as destinations.

Look elsewhere if most visitors are outside the US, if you need phone numbers, or if company-level reports are enough. The visitor identification shortlist covers those cases, and how RB2B works explains the matching steps and the privacy checks.