RB2B Alternatives by Region, Price and What Is Legal

The best RB2B alternative is the one that matches where your website visitors are. RB2B only names individual people when they browse from the US. That means geography decides the choice first and price second:

1. Mostly UK or EU traffic: switch to a company-level tool such as Leadfeeder or Albacross.
2. Mostly US traffic, and you need named people: price RB2B's Pro tier first, then Warmly, which names both people and companies but starts at $10,000 a year.
3. Account-based marketing across large buying committees: 6sense, Demandbase or ZoomInfo, none of which publishes a list price.
4. A small, named target market: skip paid visitor tools. Put the budget into your list and your offer, and use a free plan to watch traffic.

Every price below comes from the vendor's own pricing page, at the time of writing. The only match rates quoted here are RB2B's, and RB2B publishes them without a method. Read the privacy section before any script runs on UK, EU or Californian visitors, because the law limits what each tool may do there.

Why do teams leave RB2B?

Most lists of alternatives mix up two kinds of identification. Person-level identification names the individual who visited, for example by sending their LinkedIn profile to your Slack. Company-level identification names only the business behind the visit. Working out who inside that business to contact is left to you.

RB2B sells both, but its person-level product stops at a border. Its FAQ is blunt: "Person-Level ID is US-only technology with a US-only database" (RB2B FAQ). Company-level identification runs globally through its partner Demandbase.

Teams usually leave for one of three reasons:

1. The buyers who matter are not American. A team selling into London or Amsterdam gets company names from RB2B and never people, whatever tier it pays for.
2. Resolutions run out. Each plan has a monthly allowance, and every resolution past it is billed on top.
3. Email sits behind Pro. The two cheapest plans include no email addresses. A named visitor still needs a second tool before anyone can write to them.

A disclosure before the numbers. My team runs cold email and LinkedIn outreach, and our clients pay tool vendors directly, outside our fee, so I sell no visitor identification software and earn nothing from any tool on this page. This page compares published prices and published rules; it is not a hands-on test. Test any shortlisted tool on your own traffic first.

What does RB2B actually cost at the time of writing?

RB2B lists four plans on its pricing page; read at the time of writing:

Pro and Pro+ are starting prices, so your quote rises with volume. Each extra website domain costs $99 a month, up to 5 domains.

Now the coverage claims. The pricing page shows 15 to 20% coverage on Starter and Pro and 35 to 45% on Pro+. RB2B also says that combining its person-level ID with its partner's company-level matching identifies 70 to 80% of traffic. Neither page explains how these figures were measured. Treat them as vendor claims and test them on your own traffic.

In plain numbers, 15% coverage on 1,000 US visitors a month gives you 150 named people. At 35%, you get 350.

What does 1,000 resolutions a month cost?

Take a team that expects 1,000 resolutions a month and starts on Starter. The plan covers 300. The other 700 cost 45c each, which comes to $315, so the monthly bill is $394.

Pro's $149 entry price includes 600 resolutions. The other 400 cost 25c each, which comes to $100, so the monthly bill is $249. Pro is $145 a month cheaper at this volume, and it adds the email addresses Starter leaves out.

The decision rule, at the time of writing: once your Starter overage regularly passes $70 a month, your Starter bill exceeds Pro's starting price. Price Pro before you price any other tool.

How do Leadfeeder and Albacross compare with RB2B on price?

Leadfeeder and Albacross both price by the number of companies they identify each month, and both bill in euros. The figures below come from the Leadfeeder pricing page and the Albacross pricing page, at the time of writing. Neither page shows a date, so read every figure as a snapshot from the time of writing.

A credit is what you spend to turn a company into contact data. At Leadfeeder, identifying the companies on your site uses no credits. Credits go on enrichment, such as verified emails and phone numbers. Standard credits do not roll over, so buy only what you will use. Leadfeeder also counts a repeat visit once, and it filters out internet providers and low-quality traffic before counting.

Albacross includes a small allowance of verified email and phone credits in each plan. Extra email credits cost EUR 0.17 each in a block of 100, falling to about EUR 0.11 in larger blocks.

Leadfeeder vs RB2B: which one?

The two tools sell different units. RB2B bills per resolution, and in the US it can hand you a person. Leadfeeder bills per company, counts that company once however often it returns, and works at account level in every country.

The same budget therefore buys different things. Leadfeeder Activate gives you accounts plus a credit allowance for finding people inside them. RB2B Pro gives you US people with business emails attached. If your target visitors are American buyers you plan to email this week, RB2B Pro is the closer fit. If they are UK and European accounts you plan to research and map, Leadfeeder is.

What do the US and enterprise alternatives cost?

Outside RB2B, Leadfeeder and Albacross, the tools in this market mostly hide their prices. Here is what each pricing page showed at the time of writing:

Warmly is the one person-level option in this group with a public price. At the 1,000-resolution volume worked through earlier, RB2B Pro comes to roughly $3,000 a year against Warmly's $10,000 floor. Warmly's page does not say what one credit buys, so ask how credits map to identified people before you compare.

For a US founder, the prices above point one way: treat the pixel as one tool in the stack, price RB2B Pro first, and look at Warmly only when someone on your team will work its routing and alerts every day. The three ABM suites belong to companies with a marketing team that scores accounts for a sales team.

Which alternative fits your traffic and team?

Pick the line that describes your traffic today:

When should you skip visitor identification entirely?

Signal tools earn their cost when the market is large enough that a small share of it is still a lot of accounts. Say your whole market is 2,000 companies and signals land on only about 10 of them. I would skip the tool there and spend the budget on an offer that speaks to all 2,000. Ten flagged accounts cannot fill a sales calendar, however well they fit.

I see the same with lists. Even 50 to 100 perfect-fit leads a month leave you betting on a coin flip, because in any given week people are busy, not ready or not interested.

The same reasoning applies to buying signals from outside your site, which I cover in how intent data pays off for a small team. For how the pixel itself works before you pick a tool, see how visitor identification works.

What can each tool legally do with UK, EU and Californian visitors?

The three rules below were read at the time of writing. This is not legal advice.

California. If your company crosses any of those thresholds and your setup sells or shares visitor data, you need a "Do Not Sell or Share My Personal Information" link. You must also treat a browser's Global Privacy Control signal as a valid opt-out.

RB2B's own position. RB2B's compliance page says its database holds only profiles tied to US home addresses, and that it uses IP ringfencing to resolve US traffic only. On that basis, RB2B's position is that GDPR does not apply to it. That is the vendor's position, not a regulator's ruling. RB2B's FAQ adds that company-level use outside the US requires a consent collection tool on your site, and that RB2B holds a SOC 2 Type II certification.

UK. The ICO says consent must be freely given, specific, informed and given through an unambiguous positive action. It also says non-essential cookies must not be set on your homepage until the visitor consents.

Ask each vendor in writing whether its script sets cookies or reads anything from the device. If it does, load the script only after consent. Your identified-company count will then only include visitors who clicked accept, so compare tools on that smaller number.

EU. A sales team finding out who visited is hard to describe as a service the visitor asked for, so plan on needing consent. The European Data Protection Board has published Guidelines 2/2023 on the technical scope of Article 5(3), in a final version 2.0 dated 16 October 2024. Give that document to whoever signs off your tracking setup.

GDPR on top. The consent rules above cover the script on the device. What the tool does with the visit is a separate question. GDPR Recital 30 names IP addresses and cookie identifiers as online identifiers that can be linked to a person, and UK GDPR applies as well wherever cookie data can be tied to a person. Vendors answer this differently, which is why how GDPR applies to B2B data providers is worth a read before you pick a tool.

So a tool that turns a visit into a named person, or into a one-person company, is processing personal data, and you need a lawful basis for it in the EU and the UK. The consent banner comes first either way.

What should you do with an identified company?

A company name in Slack is a row in a spreadsheet. In my campaigns, no copy rescues a poor list or a shaky sender, so I fix the list before anyone touches the message. Treat every identified company as the start of a list entry:

1. Check fit first. Size, industry and market against your ideal customer, before anyone spends research time on it.
2. Find the person who decides. Search for the job titles that actually sign off in that niche, and drop vague titles like Assistant, Manager or Associate.
3. Verify every address. Keep the bounce rate below 0.5%, because bounces damage the sender before the copy gets a chance.
4. Leave the visit out of the message. The person you write to may not be the one who browsed. Mentioning a pricing page visit reads like surveillance to the wrong reader.

I go through why the list beats the email in this journal post on lists.

The country column matters, too. For Germany, Austria and the Czech Republic I use LinkedIn rather than cold email unless a compliant basis exists. If your tool flags an account in one of those countries, pick the channel before anyone writes. Check the rules in each market you sell to before you send.

The visitor tool is a cost line like any other, and it has to earn its place next to the list and the mailboxes. If you would rather hand the outreach that follows to a senior team, that is what our cold email agency does.

Should you fix your funnel before paying for any pixel?

Yes. A pixel adds names at the top of the funnel. Fix the funnel first. Then scale. If your offer, list and follow-up do not turn names into calls today, more names only produce more silence. One client changed only the foundations. Reply rate rose 571% within 60 days. Nothing else moved.

Before you pay for any visitor tool, check these five things:

1. Offer: it already books calls from cold prospects.
2. List source: you know where your contacts come from and who verifies them.
3. Sending setup: separate sending domains, never your main one, with SPF, DKIM and DMARC on each. My team warms new mailboxes for 10 to 14 days before a single cold email goes out.
4. Reply handling: one named person answers every reply within a working day.
5. Consent: the banner is live for UK and EU visitors, and the script waits for it.

Seeing visits in your pixel but unsure you may contact the people behind them? Book a call and tell me where your traffic comes from. I will say what I would do.