What it is
RB2B is the person-level US-traffic deanonymization tool: drops a snippet on the marketing site, identifies anonymous US visitors at the person level (name, work email, company, role) using third-party identity-graph data, pushes the identified person into Slack and CRM. Used by RevOps and growth-marketing teams running outbound motions where the target ICP visits the site but doesn’t fill out a form — and the team wants to act on the visit before it goes cold.
Why it shows up in RevOps stacks
- Person-level, not just account-level. Most visitor-deanonymization tools (Demandbase, 6sense, Clearbit) identify the visiting account; RB2B claims person-level identification on a non-trivial share of US visitors. For SDR teams, person-level is the actionable signal.
- Free-tier on entry. The freemium model lets teams test the data quality on their own traffic before committing.
- Slack push as the activation surface. Identified visitors land in a Slack channel for SDRs to action immediately, rather than buried in a CRM dashboard.
Pricing reality
- Free — limited daily identification volume; sufficient for low-traffic sites or pilots.
- Standard — $159/month for ~250 identified visitors/month
- Pro — $499/month for ~1,000 identified visitors/month
- Enterprise — custom; high-volume + advanced routing
Per-identified-visitor economics are friendly for low-volume teams. High-traffic sites running through Pro or Enterprise tiers can land at $1K-5K/month.
The economics work when the team can act on identified visitors fast (SDR with capacity, defined outbound playbook). They don’t work if the team can’t follow up — paying for identification data that doesn’t get worked is wasted spend.
Best for
- US-focused B2B SaaS with marketing-site traffic in the ICP zone where SDR follow-up speed wins.
- Growth-marketing experiments testing whether deanonymized visitor data lifts pipeline.
- Mid-market teams whose budget doesn’t support 6sense / Demandbase but who want some signal on anonymous traffic.
Versus the alternative
- vs Demandbase / 6sense account-level identification. Those identify the visiting account (with surrounding intent data); RB2B identifies the visiting person. Pick Demandbase / 6sense for ABM-led motions where the account is the unit of work and broader intent signal matters. Pick RB2B for person-level outbound where the goal is “name + email of the human who just visited.”
- vs Clearbit Reveal (acquired by HubSpot). Account-level identification embedded in the HubSpot stack. Pick Clearbit if you live in HubSpot. Pick RB2B for person-level signal beyond what Clearbit’s account-level provides.
- vs Leadfeeder / Albacross. EU-aware company-level identification. Pick those if EU traffic is the target. Pick RB2B for US-only person-level.
- vs no visitor identification. Workable when inbound forms cover most ICP visits.
Watch-outs
- Person-level identification has privacy implications. RB2B identifies US visitors; EU GDPR and many state privacy laws restrict person-level deanonymization without consent. Guard: restrict the snippet to US traffic only; do not deploy for EU or state-resident traffic without privacy-counsel review.
- Identification data quality varies. RB2B’s identification is heuristic, not deterministic — match accuracy is reportedly 50-70% on US ICP traffic. Guard: treat identifications as signal, not as confirmed person; have SDRs verify before high-confidence outbound.
- CCPA-CPRA and state privacy law exposure. California, Virginia, Colorado, Connecticut state privacy laws have provisions on deanonymized personal information. Guard: review with privacy counsel for CA / VA / CO / CT visitor handling.
- Outbound to identified visitors must respect cold-outbound rules. Identifying a visitor doesn’t authorize unsolicited outreach in jurisdictions with anti-spam law (Canada CASL, EU). Guard: wire identified visitors into the firm’s standard cold-outbound suppression and consent path.