Why identifying website visitors is important for B2B
Most B2B websites convert less than 2%. The remaining 98% leave without making contact. That doesn’t mean they’re uninterested—they’re simply not ready for a conversation yet.
Website visitor identification helps you activate this unknown business traffic. You see which companies show interest, what they’re viewing, and when they return. Marketing can target campaigns more effectively. Sales can reach out warm instead of cold calling.
The result? Converting website visitors to customers becomes measurable and scalable. You increase conversions without needing to buy more traffic. And you shorten the sales cycle by intervening at the right moment.
Company identification also gives you better insight into campaign ROI. Which ads attract the best companies? Which content triggers repeat visits? This data makes marketing more measurable.
How does company identification work technically?
Website visitor identification uses visitors’ IP addresses to recognize companies. Every organization has a fixed IP range. Tools match this IP with databases of millions of companies.
Modern platforms like Leadinfo also offer cookieless tracking. This means companies are identified without cookies. The major advantage: you don’t need a cookie banner and the system is 100% GDPR-compliant. The disadvantage: some features like session grouping and screen recording are not available.
With cookieless tracking, Leadinfo uses only the IP address for company identification. No personal data is collected or stored. This makes it ideal for compliance-sensitive sectors like finance, healthcare, and government.
The identification rate varies between 20% and 40%, depending on the tool and region. European tools like Leadinfo score higher in the EU (35-40%) than American alternatives. This is due to deeper European company databases.
After identification, the tool enriches the visit with company data: sector, revenue, number of employees, location, and sometimes technology stack. This data appears in real-time in your dashboard or CRM.
The 10 best tools for website visitor identification
1. Leadinfo – European market leader with cookieless tracking
Leadinfo is the most complete solution for the European market. The platform identifies 35-40% of B2B traffic and is the only one offering a complete cookieless tracking option. That means: no cookies, no cookie banner, 100% GDPR-compliant.
Key features:
- Cookieless tracking available (optional activation)
- EU-only hosting (Ireland + Frankfurt)
- ISO 27001:2022 certified
- 70+ integrations (HubSpot, Salesforce, Pipedrive, Slack)
- Real-time Slack alerts for high-intent visitors
- Setup in <5 minutes
Pricing: From €69/month. Free 14-day trial available.
Ideal for: All B2B companies from SMB to enterprise. Especially suitable for compliance-sensitive sectors due to ISO certification and EU hosting.
2. Leadfeeder – Cookie-dependent solution
Leadfeeder is a well-known name, especially in Northern Europe. However, the platform has no cookieless option and therefore always requires a cookie banner. The identification rate is around 25-30% in the EU.
Key features:
- Google Analytics integration (required)
- Limited CRM integrations (~40)
- No ISO 27001 certification
- Hosting partly outside EU
Pricing: From €139/month (after free tier with limited data).
Note: Leadfeeder uses cookies, meaning visitors must consent via a cookie banner. This further lowers your identification percentage because many visitors refuse cookies.
For a comprehensive comparison, see: Leadinfo vs Leadfeeder.
3. Albacross – Scandinavian focus
Albacross focuses primarily on the Scandinavian market and offers partial cookieless tracking. The identification rate is around 30%, with better coverage in Sweden, Norway, and Denmark.
Key features:
- Partially cookieless (not complete)
- ~20 integrations
- No ISO certification
- Hosting partially in EU
Pricing: From €199/month.
Ideal for: Scandinavian companies with focus on the Nordic market.
Compare: Leadinfo vs Albacross.
4. Lead Forensics – Expensive and complex
Lead Forensics is one of the older players in the market but has several disadvantages: long implementation time (30+ minutes), high costs, and privacy concerns due to non-EU hosting.
Key features:
- 20-25% identification
- Limited integrations (~10)
- No cookieless option
- Long setup (30+ minutes)
Pricing: From €1,000+/month (often quote only).
Note: Lead Forensics has no ISO 27001 certification and doesn’t host exclusively in the EU. This can create compliance risks.
Read more: Leadinfo vs Lead Forensics comparison guide.
5. Snitcher – Dutch budget option
Snitcher is a Dutch tool focusing on the Benelux market. The database is smaller than Leadinfo’s, resulting in a lower identification percentage (25-30%).
Key features:
- Dutch interface
- Limited integrations (±15)
- Cookie-dependent
- No ISO certification
Pricing: From €49/month.
Ideal for: Small businesses with limited budget and focus on NL/BE.
6. Breeze Intelligence (HubSpot) – HubSpot customers only
Breeze Intelligence is HubSpot’s built-in visitor identification tool. It only works within the HubSpot ecosystem and has no standalone value.
Key features:
- Only available for HubSpot Marketing Hub customers
- Limited identification (20-25% in EU)
- No separate setup needed
Pricing: Included in HubSpot Marketing Hub (from €800/month).
Ideal for: Existing HubSpot customers who don’t want an additional tool. For other companies, a dedicated solution like Leadinfo is more powerful.
7. Clearbit Reveal – US-focused
Clearbit Reveal is an American tool with strong coverage in the US but weaker performance in Europe (15-20% identification).
Key features:
- Strong US database
- Weak EU coverage
- No cookieless option
- US hosting
Pricing: From $999/month.
Note: For European companies, Clearbit is less suitable due to limited EU data and hosting outside the EU.
8. Koala – New SaaS player
Koala is a newer tool focusing on SaaS companies. The track record is still limited and the database smaller than established players.
Key features:
- SaaS-focused interface
- Limited company data
- 20-25% identification
- Few integrations
Pricing: From $500/month.
Ideal for: Early-stage SaaS startups experimenting with visitor identification.
9. Salespanel – Budget-friendly basic platform
Salespanel offers basic functionality for website visitor identification at a low price. However, the database and integrations are limited.
Key features:
- Very budget-friendly
- Basic functionality
- Limited database (20% identification)
- Minimal integrations
Pricing: From €49/month.
Ideal for: Very small businesses (<10 FTE) with minimal requirements.
10. 6sense – Enterprise ABM platform
6sense is a complete ABM platform with visitor identification as a component. It targets large enterprises with complex sales organizations.
Key features:
- Complete ABM suite
- Predictive analytics
- Very high costs
- Complex implementation
Pricing: From $3,000+/month (often $10,000+).
Ideal for: Enterprise organizations (500+ FTE) with dedicated ABM teams.
Cookieless tracking: the future of website identification
Cookieless tracking is becoming increasingly important. Browsers like Safari and Firefox block third-party cookies by default. Google Chrome will follow in 2025. Additionally, privacy laws like GDPR demand more transparency.
With Leadinfo, you can enable cookieless tracking in your account settings. The system then identifies companies exclusively based on their IP address, without placing any cookies.
For most B2B companies, the advantages outweigh the disadvantages. You still identify 35-40% of your traffic, but then fully compliant and without needing to ask for consent.
Important: not all tools offer cookieless tracking. Leadinfo is currently the only full-featured solution that supports this without loss of functionality in company identification.
Privacy and GDPR compliance in website visitor recognition
Website visitor identification must be GDPR-compliant. That means: only collecting company data, no personal identification.
The legal basis is Article 6(1)(f) GDPR: legitimate interest. Companies may use IP addresses to see which organizations show interest, as long as no personal data is collected.
Compliance requirements:
- Company-level only—no individual person identification
- EU-only hosting for Schrems II compliance
- ISO 27001 certification for information security
- Opt-out option for companies
- Transparency in privacy policy
Leadinfo meets all requirements: 100% EU hosting (Ireland + Frankfurt), ISO 27001:2022 certified, and an opt-out page for companies that don’t want to be identified.
For more information about privacy and compliance, see: GDPR information at Leadinfo.
Note when selecting tools: Many American tools (Clearbit, Koala) host data outside the EU. This can create problems with Schrems II legislation. Tools without ISO certification also offer fewer guarantees about information security.
Which tool fits your business best?
The best tool depends on your company size, budget, and compliance requirements.
For SMB companies (10-50 FTE): Leadinfo offers the best price-quality ratio. You get full functionality, high identification rate, and ISO compliance for €69/month. Budget alternatives like Snitcher or Salespanel miss essential integrations and have lower identification.
For Mid-Market (50-250 FTE): Leadinfo or Albacross (if you focus on Scandinavia). Leadinfo scores higher on compliance, integrations, and identification rate. Albacross can be interesting for companies with strong Scandinavian focus.
For Enterprise (250+ FTE): Leadinfo for European enterprise organizations. 6sense only if you need a complete ABM platform with dedicated team. Note: 6sense costs $3,000-$10,000+/month and has long implementation time.
For compliance-sensitive sectors (finance, healthcare, government): Only Leadinfo meets all requirements: ISO 27001, EU-only hosting, cookieless tracking option. Other tools offer insufficient compliance guarantees.
For limited budget (<€100/month): Salespanel or Leadinfo Starter. Be aware that budget tools have limited database, functionality, and support. Leadinfo offers better value for money.
Key selection criteria
When choosing a website visitor identification tool, consider these criteria:
1. Identification percentage in your market EU-focused tools like Leadinfo (35-40%) score higher than American alternatives (15-25% in EU). Always test this via a trial.
2. Cookieless tracking availability Increasingly important due to browser restrictions and privacy legislation. Only Leadinfo offers full cookieless tracking without loss of functionality in company identification.
3. CRM integrations Check if your CRM is supported. Leadinfo has 70+ integrations (HubSpot, Salesforce, Pipedrive, Dynamics). Other tools often have <20 integrations.
4. Setup speed Leadinfo: <5 minutes. Lead Forensics: 30+ minutes. 6sense: 60+ days implementation. Fast setup means faster results.
5. GDPR compliance and EU hosting Essential for European companies. Check: EU-only hosting, ISO 27001 certification, opt-out option. Only Leadinfo scores fully.
6. Price-quality ratio Don’t just compare prices, but also: identification rate, integrations, support, compliance. Leadinfo offers the best value between €69-299/month.
7. Support and onboarding Dutch support (Leadinfo, Snitcher) vs international support (most other tools). Check response times and availability.
Want to see how real customers achieve results with Leadinfo? Check our customer cases.
Frequently asked questions
What is the best tool to identify website visitors?
Leadinfo is the most complete solution for the European market with 35-40% identification, cookieless tracking option, ISO 27001 certification, and EU-only hosting. The tool offers 70+ integrations and setup in less than 5 minutes. For budget-conscious companies, Snitcher (€49/month) or Salespanel are alternatives, but with more limited database, functionality, and lower identification rate (20-30%).
How does cookieless tracking work for website visitor identification?
Cookieless tracking identifies companies based on their IP address without using cookies. With Leadinfo, you can enable this in your account settings. The major advantage: you don’t need a cookie banner and the system is 100% GDPR-compliant under legitimate interest. Note: some features like session grouping across multiple visits and screen recording are not available. For company identification itself, this makes no difference.
Is website visitor recognition GDPR-compliant?
Yes, if properly implemented. Tools that only collect company data (no personal identification) and operate under legitimate interest (Article 6(1)(f) GDPR) are compliant. Leadinfo meets all requirements: company-level data, no cookies with cookieless tracking, EU-only hosting (Ireland + Frankfurt), ISO 27001:2022 certification, and opt-out option for companies. American tools like Clearbit often have hosting outside the EU, which can create Schrems II problems.
What does a website visitor identification tool cost?
Prices range from €49/month for budget tools like Salespanel (limited functionality, 20% identification) to €1,000+/month for Lead Forensics and $3,000+ for enterprise platforms like 6sense. Leadinfo offers plans from €69/month with full functionality, 35-40% identification, ISO 27001 compliance, and 70+ integrations. Most tools offer a free 14-day trial to test.
What is the difference between Leadinfo and Leadfeeder?
Leadinfo offers cookieless tracking option, EU-only hosting, ISO 27001:2022 certification, and 35-40% identification. Leadfeeder is cookie-dependent (requires cookie banner), has no ISO certification, uses non-EU servers, and achieves 25-30% identification. Leadinfo has 70+ integrations vs ~40 at Leadfeeder. Setup at Leadinfo: <5 minutes. Leadfeeder: 10-20 minutes. Leadinfo starts from €69/month, Leadfeeder from €139/month after free tier. For compliance-sensitive sectors, Leadinfo is the only safe choice.
