Ever wonder who’s browsing your website?
With only 3% of website visitors estimated to fill out a form, you’re in the dark about the 97% of visitors browsing your site.
Website visitor identification software draws back the curtain on anonymous visitors, turning them from faceless stats into potential leads.
This article covers the key features, pros, and cons of the top visitor tracking tools for 2024 to boost your sales and marketing performance.
Quick Overview of the Best Visitor Identification Tools
Every visitor to your website represents a potential customer.
However, without effective visitor tracking tools, identifying the 97% of visitors who haven’t made themselves known through actions like filling out a form remains a challenge.
That’s where website visitor tracking software that focus on company identification come in. These visitor identification software tools are designed to provide valuable insights that can help you convert passive visitors into active customers.
But with multiple options available, how do you choose the right tool for your unique needs? To make your decision easier, we’ve rounded up the top seven visitor identification software of 2024:
- Best Comprehensive Tool: HubSpot Marketing Hub
- Best for Sales Prospecting: Leadfeeder
- Best Affordable Option: Visitor Queue
- Best for B2B Teams: Clearbit Reveal
- Best for Complete Customer Journey: Factors.ai
- Best for Real-Time Insights: Lead Forensics
- Best Upcoming Tool In The EU: Albacross
Let’s go through the website visitor identification software options, examining their features, how they differ from each other, and pricing.
HubSpot Marketing Hub: Best Comprehensive Tool
HubSpot Marketing Hub, renowned for its extensive range of features, is an all-in-one platform that that’s used by many marketing teams.
The HubSpot website visits tool, part of this product suite, offers valuable insights into your website traffic, identifying visitors via IP addresses and providing information about the companies they represent.
The tool allows for the customization of reports to meet specific needs. For example, you can filter out visits from smaller companies or individuals based on IP addresses, offering a clearer view of potential prospects. Additionally, HubSpot enables the setting up of notifications to alert you to website visitor activity, helping you stay informed about potential leads to fill your sales funnel.
Features:
- Tracks prospects on your site that have not yet converted on a form
- Segment your prospects by creating filters
- Create a favourites list of prospects to follow
- Adjust real-time notifications, a daily email summary, or in your HubSpot activity feed
How it’s different: HubSpot includes its website visits tool within its CRM and Marketing Hub as a free feature, distinguishing it from competitors who may charge for similar capabilities. This approach not only aids in attracting new users by offering immediate value at no cost but also positions HubSpot to upsell more of its paid features to those users over time, integrating seamlessly with its comprehensive suite of marketing tools.
Price: HubSpot’s website visits tool is available with all of their products and plans, including its free tools. $50 per month for the Starter plan, $800 per month for the Professional plan, and $3,200 per month for the Enterprise plan.
Leadfeeder: Best for Sales Prospecting
Leadfeeder (by Dealfront) is a point solution designed for sales and marketing teams to generate leads by identifying companies visiting their website, leveraging first-party intent data over traditional methods like form fills or third-party cookies.
It integrates natively with top CRMs for a two-way data sync, offers custom segmentation for scoring and qualifying visitors based on web activity, and optimizes ad spend by tracking which campaigns attract ideal customer profiles.
Additionally, Leadfeeder Contacts™ helps users find and connect with decision-makers, providing contact details such as email addresses, phone numbers, and LinkedIn profiles. With features like automatic lead scoring and integration with various CRM and marketing automation tools, Leadfeeder aims to transform anonymous traffic into qualified leads, enhancing sales intelligence and facilitating targeted outreach.
How it’s different: Leadfeeder distinguishes itself by focusing on first-party intent data, claiming to help businesses recognize up to 30% more leads by identifying companies visiting their website without relying on third-party cookies or form fills. It processes over 14 million events daily across a global tracking network of 205 locations, utilizing machine learning to ensure data quality and accuracy. It also has nearly real-time IP recognition and machine learning for better data quality.
Price: Leadfeeder offers a Free plan with unlimited users and data from the last 7 days for up to 100 identified companies, and a Paid subscription starting at $139/month, billed annually, featuring unlimited data storage, user access, and advanced integration and tracking capabilities. Pricing is based on the number of uniquely identified companies monthly, with a focus on providing comprehensive insights and engagement metrics for effective lead generation and management.
Visitor Queue: Best Affordable Option
Visitor Queue is a B2B lead generation software that identifies website visitors in real-time, supports unlimited users, and provides detailed visitor behavior analysis.
It allows users to manage leads efficiently with features like customizable lead queues, exporting, and emailing of leads. The platform offers company and contact information, including social media profiles and key personnel details, ensuring compliance with privacy laws.
Visitor Queue integrates with CRM systems like Salesforce, communication tools like Slack, and offers a Zapier integration for broader app connectivity. It also includes a website personalization feature, a REST API for custom integrations, and promises easy setup with dedicated customer support.
How it’s different: Visitor Queue sets itself apart by offering unlimited users and websites on its platform, simplifying user management. Also, it positions itself against the competition as a top alternative because of its cost-effective pricing, ease of setup, and comprehensive lead generation experience that includes personalized website visitor experiences, detailed analytics, and dedicated customer support.
Price: Visitor Queue offers cost-effective pricing plans based on the number of unique companies identified monthly, with the option to save 20% on annual payments. Prices start at $39 annually for 100 unique companies, scaling up to $2,375 for 40,000 unique companies. Each plan includes all the features Visitor Queue offers, with the addition of website personalization available for an extra $200 per month.
Clearbit Reveal: Best for B2B Teams
Clearbit Reveal, by HubSpot, identifies companies behind anonymous website visits, offering insights into their site actions and interests.
It enables targeted engagement by revealing when specific accounts visit and allowing instant sales alerts and personalized experiences based on data like industry and company size. Designed for B2B teams, Clearbit Reveal helps convert website traffic into potential leads.
How it’s different: Clearbit distinguishes itself from traditional reverse-IP lookup tools by mapping a broader range of company domains to IP addresses, effectively identifying visitors from both large companies and those working remotely. It leverages machine learning to process and validate matches using hundreds of millions of new data points each month, along with traffic patterns, geolocation, and more, offering access to de-anonymized visitor reports for free to demonstrate its capabilities and encourage further engagement with its advanced tracking and personalization features.
Also, Clearbit offers a free Visitor Report, providing de-anonymized insights on companies showing interest in your website, as part of its commitment to demonstrate the value of its services. This free offering aims to showcase the benefits of detailed visitor identification, with the expectation that users will explore additional, paid features for deeper tracking, personalized marketing, and sales team alerts for target account visits.
Price: Clearbit offers a free Weekly Visitor Report. Contact their Sales team for more information about their plans for more on company enrichment, contact enrichment, lead scoring & routing, form optimization, and intent-based outreach.
Factors.AI: Best for Complete Customer Journey
Factors.AI targets sales and marketing teams turn anonymous website traffic into sales opportunities, focusing on the 95% of visitors who do not self-identify.
Using a database from 6sense & Clearbit, Factors.AI identifies up to 64% of anonymous accounts and provides account scoring based on engagement, intent signals, and firmographics. This tool gives a view of buyer interactions across channels, real-time alerts for visitor activities, and automates CRM workflows.
It supports intent-based marketing by identifying accounts engaging with your website and platforms like G2 and LinkedIn, facilitating personalized outreach and prioritization of accounts.
Used by over 200 B2B teams, Factors.AI streamlines account identification and intelligence, essential for revenue generation and marketing.
How it’s different: Factors differentiates itself to B2B marketers and sales professionals with its partnerships with 6sense, Clearbit, LinkedIn, and G2. Through these partnerships, Factors.AI boasts a database of over 50 million companies and 4.7 billion IP addresses (through 6sense and Clearbit), unveiling up to 64% of anonymous accounts on your site.
Price: Factors.AI offers a tiered pricing model starting with a free plan for revealing anonymous companies visiting your website, allowing up to 200 company identifications per month and up to 2 seats. Paid plans range from $249/month for SMB marketing and sales teams to $799/month for mid-market teams focusing on ABM efforts, with a custom plan available for enterprises, all providing increasing levels of company identifications, visitor insights, and integrations with platforms like Hubspot, Salesforce, and Marketo.
Lead Forensics: Best for Real-Time Insights
Lead Forensics provides a comprehensive B2B website visitor identification solution, designed to enhance sales, marketing, and account management strategies for businesses and agencies.
It caters to various business needs with Essentials and Automate plans, supporting seamless integration with tech stacks for both SMEs and large enterprises. The platform emphasizes real-time engagement opportunities, unlimited user access without per-seat pricing, and extensive integration capabilities.
How it’s different: Lead Forensics differentiates itself by claiming it has the world’s largest, wholly owned B2B matched IP address database to identify more website visitors. The company also claims to make a substantial investment in B2B data, exclusive data rights, and rigorous daily data accuracy verification by an in-house team of analysts to provide users with the most current and comprehensive business contact information available.
Price: Lead Forensics offers two main plans: Essential for SMEs and Automate for enterprises, with pricing based on website traffic and both featuring a free trial. The service includes business visitor insights, contact data, and CRM integration, supporting unlimited users without impacting cost. Specific pricing is not publicly disclosed.
Albacross: Best Upcoming Tool In The EU
Albacross provides a solution for B2B pipeline generation that uses first-party intent data to reveal companies behind website visits, enabling businesses to capture demand from their site, prioritize outreach based on buying intent, and access decision-makers’ contact information.
With the capability to filter and segment visitors based on criteria and automate the integration of this data into sales and marketing stacks, Albacross aims to convert web traffic into leads. Its partnership with Bombora enriches its offering by integrating third-party intent data, providing a comprehensive understanding of buyer intent for European B2B marketing and sales teams.
Trusted by over 10,000 companies, Albacross supports revenue teams in identifying future customers with identification rates and integrations within the EU market.
How it’s different: Albacross sets itself apart by boasting that is has the largest proprietary IP-to-company mapping database in the world, a result of extensive user contributions, which ensures unparalleled data quality and coverage to empower user success. Additionally, it claims to outperform most intent data platforms in the EU with an identification rate 1.7 times higher than “most intent data platforms.”
Price: Albacross offers a Self Service Plan at €79/month, including up to 100 identified companies, visitor tracking, and CRM integrations. Their Growth Plan requires contacting sales for pricing, providing unlimited company identifications and API integrations, targeting sales and marketing teams for enhanced efficiency.
Choosing the Right Website Visitor Identification Software
Selecting the right visitor identification software can be difficult given how similar the solutions appear on the surface. However, if you dig one layer deeper into what we covered in this article on how each visitor tracking software is different, you’ll gain a better understanding of the one that’s right for you.
Some important features to look for in website visitor tracking are:
- Coverage and accuracy at de-anonymizing the website visitors on your site
- Easy integration with your existing systems and workflows
- Customizable reports and dashboards
- Quality customer support
These features will help you convert the most website visitors to help with your business growth.
Summary
Visitor identification software provides the insights you need to transform passive website visitors into active customers. Whether you’re a small business looking for an affordable option or a large enterprise in need of a comprehensive solution, there’s a tool out there that’s perfect for your needs.
Remember, the key to success lies not just in choosing the right tool, but also in using it effectively. Leverage the power of visitor identification software to uncover hidden opportunities and propel your lead generation efforts.
Frequently Asked Questions
Why is visitor identification software important?
Visitor identification software is important because it helps businesses understand their website visitors, identify potential leads, and increase conversions.
Google Analytics doesn’t provide company-level insight into your website visitors, which creates a need for this solution to be solved in another tool.
How does visitor identification software work?
Visitor identification software works by tracking visitor behavior on a website using tracking codes and analyzing data such as IP addresses and browsing behavior to provide insights into the visitors’ company, industry, and contact information.
This helps businesses understand their website visitors better and aids marketing efforts to help build sales pipeline.
Is there a better way to identify anonymous website visitors than IP tracking?
Some account-based marketing (ABM) platforms like 6sense are engineered to monitor the activity of anonymous buyers at an individual level, beyond merely identifying corporate IP addresses.
Utilizing its Company Graph, 6sense integrates IP addresses, cookies, and advertising IDs to establish a data link, enabling the matching of anonymous buying signals directly to a specific account.
However, this increased accuracy versus the standard IP website visitor identification software comes at a relatively much steeper price that is out of budget for many.
How do website visitor identification tools differ from traditional analytics tools?
Website visitor identification tools focus on identifying businesses or individuals visiting a site, aiming to assist in lead generation and sales by providing detailed information like company name and contact details.
Website analytics tools, like Google Analytics, on the other hand, collect aggregate data on website traffic and user behavior to inform site optimization and marketing strategies, without specifically identifying visitors. They help analyze visitor behavior, track website traffic, and provide marketing analytics.
Visitor identification tools are designed for direct sales and marketing integration, while website analytics tools offer broader insights into website performance.
How do website visitor identification tools comply with GDPR?
Website visitor identification tools comply with GDPR by focusing on collecting and processing data in ways that respect privacy regulations.
This typically involves using anonymized or aggregated data, obtaining consent where required for tracking cookies, and ensuring that any personal data is collected and processed lawfully, transparently, and for legitimate purposes.
Many tools also provide features to manage data subjects’ rights, such as access, rectification, and deletion requests. Additionally, they emphasize company-level information over individual identification of website visitors, aligning with GDPR’s emphasis on privacy and data protection.
Which tool is best for website visitor tracking?
The best tool for website visitor tracking will depend on your budget, use case, industry, target market locations, and more. Review the tools on this list, learn how they’re different, and try the ones that best fit your needs.
