Top 10 RB2B Competitors and Alternatives for 2025

RB2B offers a focused solution, tracking which companies visit your website and turning that data into leads. Yet, the sales tech landscape is evolving quickly, and so are the demands on your tools. 

In this article, we’ll explore why some businesses are looking beyond RB2B, how to pick the right alternative, and why one competitor often emerges as the superior choice.

Why look beyond RB2B?

RB2B does a decent job at what it promises: helping you identify the companies visiting your website. It turns those anonymous clicks into potential leads, giving your sales and marketing teams something to work with.

But like any tool, it’s not without its quirks. As businesses grow and markets expand globally, some of these limitations start to feel more like roadblocks. Let’s dig into the main reasons why teams are reconsidering their reliance on RB2B.

Geographic limits: a domestic view in a global market

One of RB2B’s biggest constraints is its geographic focus. Currently, RB2B only tracks website visitors based in the United States. For businesses operating solely or primarily in the US, this might seem adequate. But in today’s hyper-connected economy, where deals cross borders and customers come from every corner of the globe, this US-only window is a significant blind spot.

Imagine running a campaign that drives visitors from Europe, Asia, or South America… none of those international visits would be identified by RB2B. This means valuable opportunities could be (and probably are) slipping through the cracks unnoticed. If your growth strategy involves global expansion or you already have an international audience, relying on RB2B alone can leave you flying blind when it comes to those potential overseas leads.

Credit-based pricing can mean costs spike unexpectedly

Another pain point many teams encounter with RB2B is its credit-based pricing model. In this system, each lead or piece of data you consume requires credits that you pay for upfront. While this might sound straightforward, it can lead to unpredictability in your expenses.

Imagine you’re launching a new marketing campaign or webinar that generates a sudden surge in website traffic. That’s great news, except it also means your credits start disappearing fast, and your bill can balloon before you know it. For teams managing tight or fixed budgets, this lack of pricing transparency makes it hard to plan ahead. Surprises in cost can throw off quarterly targets or force cuts elsewhere.

Predictability and scalability in pricing models are crucial, especially for growing businesses that want to avoid budget shocks and focus on results instead of constantly monitoring credit balances.

Integration challenges result in more manual work than you’d like

Today, when teams are increasingly tech-reliant, your sales and marketing tools need to play well with others. RB2B’s integration capabilities, however, can sometimes leave teams wishing for smoother connections. If your organization uses popular CRM systems like Salesforce, HubSpot, or Microsoft Dynamics, or marketing automation platforms like Marketo or Pardot, you might find yourself doing extra manual data entry or juggling multiple platforms just to keep information up to date.

This kind of disjointed workflow not only wastes time but increases the risk of errors, think: duplicate data, missed follow-ups, or broken communication loops. Your sales reps want to spend time closing deals, not wrangling spreadsheets or syncing data manually. The best platforms today prioritize seamless integration to help teams stay efficient and focused.

Why do these limitations matter?

These issues (geographic restrictions, unpredictable pricing, and clunky integrations) may seem like small annoyances individually. But stacked together, they can significantly hamper your team’s efficiency and ability to scale. B2B marketing and sales teams play on a competitive field and every missed lead or inefficient process is an opportunity lost.

That’s why many forward-thinking teams are actively searching for alternatives to RB2B. They want platforms that offer broader global coverage, transparent and scalable pricing, and seamless integration with the tools they already rely on.

How to choose the right RB2B competitor

If you’ve decided RB2B isn’t the right fit for your team, the next step is choosing an alternative that is. Easier said than done, right? With a growing number of platforms on the market, each promising better data, better integrations, and better pricing, it can feel a little like trying to pick a favourite star in the sky.

But don’t worry. The best way to navigate the noise is to get clear on what you need. That means thinking about your team’s goals, your existing tools, and how you’ll measure success. 

Start with your data needs

Before falling in love with a slick UI or a shiny feature list, zoom out and ask: what kind of data do we actually need?

For some teams, it’s about identifying the companies visiting their website, what industries they’re in, how big they are, where they’re located. For others, it’s about getting the who as well as the what (contact names, email addresses, job titles, phone numbers). Some platforms even go further, offering insight into a prospect’s tech stack, buying signals, or web behaviour patterns.

Whatever the mix, one thing matters above all else: accuracy. Old, incomplete, or wrong data costs time and money, and not in small doses. So look for a platform that’s known for reliable, regularly refreshed data. Bonus points if you can trial it and test its match rate for yourself.

Check how well it plays with your existing stack

No matter how good the data is, it’s only as useful as your ability to act on it. That’s where integrations come in.

If your sales team lives in Salesforce or HubSpot, or your marketing team relies on tools like Marketo or Pardot, then seamless integration isn’t a nice-to-have, it’s essential. You want leads and insights to flow directly into the systems your team already uses, without needing an Excel spreadsheet and a strong coffee to bridge the gap.

The top platforms offer native integrations, flexible APIs, and easy-to-set-up workflows. This doesn’t just save time, it helps create a single source of truth, avoids duplication, and ensures everyone is working from the same, up-to-date playbook.

Don’t overlook data compliance

It’s not the most glamorous part of the buying process, but data compliance really matters — especially if you’re operating in regulated regions like Europe (GDPR) or California (CCPA).

Remember, compliance isn’t just about where you are, it’s about where your leads are. If you’re targeting prospects across borders, your data platform needs to meet the legal standards of those jurisdictions.

Some tools build compliance into their design, with automated consent capture, audit trails, and clear data provenance. Others leave it to you to figure out. If you don’t have a legal team on speed dial, it’s worth choosing a provider that helps shoulder some of the responsibility.

Understand the pricing (and what you’re really paying for)

Finally, let’s talk money. B2B data platforms take different approaches to pricing, and it’s important to know what you’re getting into before you sign the dotted line.

Some tools offer simple subscriptions: one flat fee for everything. Others use credit-based systems, where each lead or lookup eats into your balance (which can run out quickly during high-traffic campaigns). Others charge per user, which may work well for small teams but scale poorly (and expensively) as you grow.

Whichever model you prefer, the goal is predictability. Look for transparent pricing, and try to estimate what your total cost will look like over a typical month or quarter. And remember: cheapest isn’t always best. Value lies in how many qualified, actionable leads you’re getting, not just how many names hit your dashboard.

2025's 10 best RB2B competitors 

If you're considering a switch from RB2B, you're not alone. Many B2B teams are seeking more global reach, better integrations, and data they can actually trust. Below are 10 of the best alternatives on the market right now, each offering different strengths, depending on your goals.

1. Dealfront

Dealfront is a pipeline generation platform that combines real-time website visitor identification with powerful intent data, sales intelligence, and GDPR-safe contact enrichment - all built with European data privacy in mind. Unlike RB2B, which is limited to the US market, Dealfront’s platform covers global traffic and includes tools for prioritising ICP-fit accounts, automating outreach, and integrating seamlessly with your CRM or marketing stack.

Key features:

• Real-time visitor insights with firmographic data

• Intent signal tracking across multiple touchpoints

• GDPR-compliant contact data enrichment

• Native integrations with Salesforce, HubSpot, and more

Best for: B2B sales and marketing teams selling into Europe or internationally Pricing: Custom based on company size and usage making it accessible for all companies

Limitations? While offering a strong overall data set for global teams, US coverage isn’t quite as deep as their EU data.

2. Factors.ai

Factors focuses on helping marketers understand what’s working. It connects web visitor data with campaign attribution, so you can measure how ads, content, and landing pages influence pipeline; a smart choice for growth teams with longer sales cycles.

Key features:

• Cross-channel visitor tracking

• Campaign attribution and ROI measurement

• LinkedIn ad optimisation and integrations

• Visual workflow builder for automation

Best for: B2B marketing teams who want to connect visits to revenue Pricing: Starts at $549/month

Limitations? While great for attribution, Factors lacks built-in contact enrichment and may require integration with a separate sales intelligence tool.

3. ZoomInfo

ZoomInfo is a heavyweight in the data intelligence space, offering vast contact databases and enterprise-grade enrichment. If you need volume, coverage, and buying signals in one place, it’s a strong option, especially in the US.

Key features:

• Extensive contact database

• Intent data signals

• Conversation intelligence

• Advanced enrichment

Best for: Enterprise sales teams needing wide coverage Pricing: Custom enterprise packages

Limitations? It’s expensive, not always GDPR-compliant by default, and its data accuracy can suffer in niche or non-US markets. It’s also more of a prospecting tool than an all-in-one ABM solution, many companies still pair it with additional tools (and additional costs). 

4. Apollo.io

Apollo.io combines lead generation, email sequencing, and enrichment in one affordable package. Its Chrome extension makes LinkedIn prospecting easy, and the free plan is generous enough to test with small teams.

Key features:

• Verified contact data

• Multi-channel outbound sequences

• Chrome extension for on-the-fly prospecting

• Enrichment and CRM syncing

Best for: SMB and startup sales teams doing outbound at scale Pricing: Free plan available; paid plans from $49/month

Limitations? Apollo’s visitor identification is basic, and the platform is heavily US-focused. It's strong for cold outreach but not a true ABM or intent platform.

5. Lusha

Lusha makes it simple to find accurate B2B contact data. As a tool it’s particularly useful for SDRs doing one-to-one prospecting. Its emphasis is on phone numbers and real-time verification, helping teams avoid bad data.

Key features:

• Real-time contact verification

• Browser extension

• AI-powered outreach templates

• GDPR compliance support

Best for: Sales teams focused on direct outreach and accuracy Pricing: Free limited plan; paid from $49/user/month

Limitations? Lusha lacks any sort of visitor tracking and/or intent capabilities. You’ll need to use it alongside other tools to build a full-funnel strategy.

6. Cognism

Cognism is known for its compliant approach to data across Europe. With strong coverage in the UK, DACH, and other regions, it’s become one of the go-to choices for GDPR-conscious sales teams.

Key features:

• Global contact data

• GDPR-compliant processes

• Sales trigger alerts

• European market coverage

Best for: Teams selling into European markets Pricing: Custom based on usage

Limitations? Cognism’s website tracking is more limited than RB2B or Dealfront, and its interface can be a bit clunky for users expecting a modern UI.

7. 6sense

6sense takes a predictive approach, using AI to identify which accounts are most likely to buy based on behaviour and signals. It’s an enterprise-level tool aimed at mature ABM programs with deep marketing and sales alignment.

Key features:

• Intent data analysis

• Account-based marketing tools

• Predictive analytics

• Anonymous visitor tracking

Best for: Large-scale ABM programs with complex sales cycles Pricing: Enterprise-level, custom

Limitations? Setup is complex, onboarding takes time, and pricing is high. It’s overkill for smaller teams or those just getting started with ABM.

8. RollWorks

RollWorks blends account-based marketing and advertising, letting teams serve targeted ads to high-fit accounts based on IP data. It integrates tightly with Salesforce and other tools for easy campaign orchestration.

Key features:

• IP-based ad targeting

• CRM integration

• Account scoring

• Campaign measurement

Best for: B2B marketing teams focused on awareness and retargeting Pricing: Tiered plans available

Limitations? RollWorks is a bit.. Simple. It doesn’t offer deep contact enrichment, and sales teams may find themselves wanting more behavioural insights beyond just ad clicks.

9. Demandbase

Demandbase offers an all-in-one suite for account-based advertising, website personalisation, and sales intelligence. It’s built for enterprise teams with the budget and resources to run sophisticated, multi-touch campaigns.

Key features:

• Website personalization

• Intent data tracking

• Account-based advertising

• Sales intelligence

Best for: Mature marketing orgs with large-scale ABM goals Pricing: Custom based on modules

Limitations? Prepare yourself for its high cost and steep learning curve. Like 6sense, it’s best suited to teams with deep pockets and a dedicated ops function.

10. Warmly

Warmly turns anonymous website visitors into leads, then helps you act on them. It’s one of the only tools with live video calling built in, which can be powerful for B2B teams doing high-touch sales.

Key features:

• AI-powered visitor identification

• Automated outreach via email and LinkedIn

• Live video calling capabilities

• Integration with popular CRMs

Best for: B2B sales teams wanting immediate engagement with website visitors Pricing: Free plan available; paid plans from $599/month

Limitations? Warmly’s identification coverage can be hit-and-miss depending on industry and region, and its video tools won’t suit every sales style. Best to try-before-you-buy, and see if it’s for you with this one.

Key features to compare among RB2B competitors

When evaluating rb2b competitors, these key features help determine which platform best fits your needs:

The most effective platform for you will depend on your specific business goals, target market, and existing tech stack. A solution that works perfectly for one company might be less effective for another with different needs.

Integration and compliance considerations

Beyond core features like visitor identification or intent data, long-term success with any RB2B platform hinges on how well it fits into your existing systems, and how well it handles compliance.

CRM connections

How data moves between your visitor identification platform and CRM can make or break your team's efficiency. Manual data entry leads to errors, delays, and missed opportunities. The best performing platforms offer seamless integration that enables smooth, automated workflows. Look out for:

• Two-way sync - ensures that updates in either your CRM or your RB2B platform are reflected in both systems, keeping your contact and account data accurate and up to date.

• Field mapping - gives you control over which fields from your RB2B tool push into your CRM (and vice versa), so you’re not overwhelmed with irrelevant data.

• Automation triggers - enables actions in one system, like a website visit or intent spike, to automatically trigger workflows in your CRM or marketing automation platform (e.g. lead scoring, notifications, outreach sequences).

When these elements are set up correctly, your team saves time and can act on insights faster, with greater confidence in the data behind their decisions.

Privacy compliance

As data privacy laws continue to evolve, across Europe (GDPR), the US (CCPA/CPRA), and beyond, compliance is no longer optional. It's essential. Mishandling personal data not only damages brand trust but also carries significant legal and financial consequences.

Look for a platform that builds privacy into the foundation of their products. Key areas to evaluate:

• Consent management - does the platform track visitor consent in a transparent, auditable way? Can you prove that data collection complies with local laws?

• Data storage policies - where is data hosted? How long is it retained? This matters especially for companies with strict internal policies or regulatory requirements tied to geography or industry.

• Certifications and documentation - look for clear, up-to-date documentation, including compliance with ISO 27001, SOC 2, or other recognised standards. Having this on hand helps your legal and procurement teams move faster during onboarding.

Platforms like Dealfront stand out here, offering built-in GDPR compliance, data hosting within the EU, and transparent data policies, making them a particularly strong choice for businesses operating in Europe or selling globally.

Overlooked benefits of visitor identification platforms

Visitor identification tools are often seen purely through the lens of lead generation—but the best platforms offer value far beyond that. When implemented effectively, they can transform how marketing, sales, and strategy teams operate.

Here are some overlooked (but highly impactful) benefits:

• Revenue attribution: Track how anonymous website visits translate into sales, helping you prove the ROI of marketing campaigns and channels. This is critical for justifying budget and optimizing spend.

• Competitive intelligence: Spot when competitors visit your site, especially pages like pricing, product comparisons, or case studies. These signals can inform both sales strategy and messaging.

• Content effectiveness: Understand which blog posts, landing pages, or gated assets are attracting your target accounts. This insight can guide future content creation and campaign planning.

• Sales efficiency: Give reps more context on inbound leads (think: what pages they viewed, how long they stayed, what campaigns they came from) so they can personalize outreach and spend less time researching manually.

For example, Coveris, a leading European packaging company, used Dealfront to transform its sales prospecting. With Dealfront's platform, Coveris achieved impressive outcomes: identifying 99% of target companies and finding the correct decision-maker up to 80% of the time. Most strikingly, they reduced research time by 75%, enabling faster communication with high-value prospects.

This powerful insight enabled Coveris to refine their outreach strategy, identifying when a target company visits key pages and acting in real time. As a result, they tripled their prospecting efficiency and doubled the number of new meetings with qualified leads, all while significantly boosting team motivation and confidence in their data.

Finding the right solution for your needs

We’ve explored what RB2B offers, where it falls short, and which alternatives are best equipped to meet a variety of business needs. Each tool highlighted in this guide brings a unique mix of strengths, from broader data coverage to smoother integrations and better pricing transparency.

Ultimately, the best choice depends on your situation. Consider:

• Geography: Where are your key markets? If you’re selling into Europe or globally, you’ll need more than US-only data.

• Tech stack: What CRM, marketing automation, and sales tools are you already using? The right solution should integrate smoothly into your existing systems.

• Sales process: Do your reps need enrichment, intent signals, ABM features, or real-time alerts? Pick a platform that complements, not complicates, your workflow.

• Budget: Do you need a flexible, usage-based model or a predictable subscription? Pricing structure can impact long-term adoption and ROI.

Dealfront stands out as a top choice for companies looking to go beyond RB2B. It combines real-time visitor insights, intent data, and sales intelligence, with full GDPR compliance and strong integrations, especially for European and global go-to-market teams.

As you evaluate platforms, don’t just compare checklists. Look at how each one supports your team’s real-world goals. The best solution will be the one that fits naturally into how you already work, and helps you work smarter.