RB2B setup: how to turn anonymous website visitors into B2B pipeline
Updated October 2026 · 8 min read · By Furkan Yaman
What is RB2B?
RB2B is a website visitor identification platform for B2B companies. A lightweight script on your site matches anonymous US visitors to real people, so you see the name, job title, company, LinkedIn profile and pages viewed for people who never filled out a form. On the Pro plans it also returns a business email and pushes each identified visitor into tools like HubSpot, Salesforce, Clay or a webhook.
For teams that already pay to bring people to their site, it closes the gap between traffic and conversations.
Why most paid B2B traffic never converts
A typical B2B website turns roughly 1–3% of visitors into leads. The rest of the clicks you pay for on Google Ads, Meta and LinkedIn leave without a trace. Most of them weren't uninterested; they were early, busy, or not ready to talk to sales. Without identification, you have no way to follow up, and your ad reports only show you what the 2% did.
How website visitor identification works
Identification tools combine signals from the visit with large identity graphs to resolve it to a person or a company. RB2B returns the match within minutes, to Slack or Teams on the lower plans, and to your CRM, Clay or a webhook on Pro and above. From there, the visitor can enter the rest of your workflow automatically.
Match rates depend on the plan: RB2B lists 15–20% person-level coverage on Pro and 35–45% on Pro+. Person-level identification only works for US visitors.
Person-level vs company-level identification
Older tools only tell you which company visited, based on the IP address. RB2B also identifies the individual. That difference decides whether you can send a relevant email to the person who read your pricing page, or just guess at who in a 500-person company it might have been. Company-level data is still useful for account-based ads and for alerting the account owner.
Step one after identification: the CRM check
The fastest way to damage a customer relationship is to send them a cold email. Every identified visitor should first be checked against HubSpot or your CRM:
- Existing customer: alert the account owner, never sequence.
- Open deal: notify the deal owner, the buyer is researching.
- Known contact, no deal: route to the owner with context.
- New: continue to scoring.
Qualifying visitors: prospect or noise?
Not every identified visitor is a buyer. Job seekers, students, partners, vendors and competitors all read your site. A simple fit score based on title, seniority, company size, industry and page intent separates the people worth contacting from the ones to ignore. In practice, a large share of identified visitors is filtered out at this step, which is exactly what keeps your domain and your brand safe.
AI enrichment: a reason to reach out
Enrichment turns a name into a reason to write. An AI research step can look up recent company news, hiring, funding and the tools the company uses, and summarize what matters into a short brief. That brief powers a personalized first line that is about them, not about the fact that they visited.
Writing email sequences for website visitors
Visitor sequences work best when they match intent. Someone who read three case studies needs a different message than someone who skimmed one blog post.
- Group pages by intent: pricing, case studies, product pages, blog.
- Write one short sequence per group, two to three emails each.
- Open with the enrichment insight, not your product.
- Never mention that you saw their visit.
- End with a low-friction question, not a calendar link.
Deliverability: landing in the inbox
Send from secondary domains with warmed-up inboxes, verify every address before sending, keep daily volume per inbox low, and set up SPF, DKIM and DMARC. The best sequence in the world doesn't matter if it lands in spam, and visitor sequences are small enough that there is no reason to push volume.
Measuring the ROI of RB2B
Tie every meeting back to the original traffic source. When a deal in HubSpot carries the UTM of the ad campaign that brought the visitor, you can finally measure paid acquisition in pipeline instead of clicks, and cut the campaigns that bring traffic but never buyers.
Privacy and compliance
RB2B identifies US visitors at the person level only. Update your privacy policy, exclude sensitive pages, and honor opt-outs immediately. Good practice here protects both your brand and your domain reputation. Legal requirements depend on your business, so check them with your own counsel.
DIY vs agency RB2B setup
You can install RB2B yourself in an afternoon. Building the CRM check, scoring, enrichment, sequences and routing around it usually takes teams several weeks of trial and error. A done-for-you RB2B agency setup gets you there in seven days, for a fixed price, and you keep everything that was built.
Book a 30-minute call and we'll tell you honestly whether RB2B is worth it for your traffic.