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B2B Website Visitor Tracking Software

Last updated Jun 5, 2024

Tools for B2B Lead Generation and Sales Intelligence

B2B website visitor tracking tools identify corporate website visitors by performing a ‘reverse IP lookup’ on their IP address and matching this to a company or organization.

They then also track website user activity for lead generation and sales intelligence insights. 

Simply put, website visitor tracking software helps B2B firms increase revenue opportunities by converting anonymous website visitor traffic into actionable sales leads.

This post covers key aspects of B2B website visitor tracking and identification and introduces many of the top vendors in this software segment.

Table of Contents (+/-)
    b2b lead generation-ip tracking-website visitor identification
    B2B website visitor tracking software tools help companies generate more leads and engage new customer prospects.

    This post contains a few referral links to vendor partners. We may receive compensation for purchases made via these links, at no additional cost to buyers.

    B2B Website Visitor Tracking — Introduction​

    Identify B2B Website Visitors to Increase Sales Leads

    Most business-to-business (B2B) marketing teams know that they just don’t get enough high-quality sales leads driven solely by their website content and marketing campaign landing pages.

    Not enough of their anonymous online visitors turn into visible ‘hand-raisers’ — new customer prospects who want to talk to sales or at least register to receive ongoing marketing content.

    Turn Your B2B Website Visitors into Prospects

    Companies understand that only a very small percentage of their online prospects actually submit inquiry forms, sign up for content offers, or request a direct sales call.

    According to most B2B marketing software vendors, this percentage is only 2-3%.

    B2B website visitor identification and tracking software that also monitors the website activities of visiting companies can greatly improve this situation.

    These tools help to turn ‘hidden’ or ‘invisible’ website traffic into customer prospect information and buyer intent insights that sales teams can immediately leverage.

    B2B Website Visitor Tracking Has High ROI Potential

    Any website lead generation software that can help sales teams proactively engage unidentified online visitors is worth considering. 

    When they work well for a company, these B2B website lead tracking tools produce high ROI and are easily cost-justified. They can produce identifiable benefits from all marketing channels, ranging from email and social media to B2B SEO campaigns and account-based marketing (ABM) strategies.

    Several software vendors provide these specialized B2B website analytics tools to help monitor ‘hidden’ site visitors and turn them into sales-ready leads.

    The business benefits of these tools can be significant:

    Software Vendor and Product Profiles

    I’ve profiled many of the best software options in this category further below. 

    Some vendors are based in the US and Canada; others in Europe and India. Many have international office locations for regionalized business development, sales, and customer support.

    Quick Tip: If you’re completely new to this software category, it will probably help to read more of the intro material directly below this section. You can also skip directly to the vendor intro section via the link below.

    Skip down to Vendor Intros here.

    B2B Website Visitor Identification & Tracking​

    Monitoring Website Traffic for Sales Leads

    Identifying anonymous site visitors is the basic task of mapping an unknown website visitor’s internet (IP) address to an actual company or organization name. It works in cases where there is a direct 1:1 association between an online user’s IP address and company or organization. 

    This is also called IP-to-company resolution.

    Determining geographic location and other visiting company-specific information is also important. This is the firmographic data collected based on the visitor’s IP address.

    Firmographic data typically includes company name, location, industry codes, business size/revenue, website address and main contact information, social media profiles, top executives, etc.

    Good ISP Filtering is Key

    The IP-to-company mapping capability is not so useful when the mapping is simply to a broadband internet service provider / ISP (e.g., Comcast, Verizon, Vodafone, etc.). In these cases, the actual visiting organization we care about is ‘masked’ behind the service provider that provides their IP connection.

    Some of the software vendors claim to be better than others at unmasking the smaller companies that visit websites via internet service providers, with no fixed IP address. 

    These vendors may have proprietary technology and/or company databases that help improve the reverse IP lookup accuracy and usefulness for lead gen. The ability to accurately filter out ISPs is really important here. 

    For one example, see how the Leadfeeder Tracker works, and also learn how it helps to identify even those corporate visitors working in remote locations (e.g., work-from-home (WFH) or other remote employees).

    Pro Tip: Don’t expect these tools to be able to map all of your B2B website visitors into actual company names. Some vendors claim up to ~ 30% direct mapping to actual companies. This percentage can vary widely, depending on the industry, composition of web visitors, and capabilities of the software tool(s) in use.

    Identifying Company Only, Or Individual Person?

    Also, and very importantly for sales teams, the ‘anonymous visitor’ revealed by reverse IP-centric solutions is typically not an individual person. It’s generally a company identification only; perhaps ‘ABC Company’ in Dallas, Texas, but usually not ‘Joseph Smith at ABC Company’.

    However, if the site visitor is already personally identified to the software, it’s possible that their web session activity will be recorded at the individual (not just corporate) level. 

    This could happen if the user is personally signed in to a membership area of the site, or if the person visiting is already identified as an individual by online form submission, CRM, email marketing, or marketing automation tools also in use. The website user is no longer unknown at this point.

    Some solution vendors may use terms like ‘visitor identity resolution’, ‘website visitor deanonymization’, ‘identity graphs’, etc., in their product marketing content, especially when moving beyond classic IP-to-company mapping features.

    Related: See this post on several newer website visitor tracking solutions for more on the company vs. individual identification angle. Also, see this post on company vs person-level website visitor identification.

    Data Privacy Implications

    Using software to identify your anonymous website visitors has direct implications for Europe’s GDPR data privacy compliance too — discussed in more detail in this post about GDPR and website visitor tracking tools (with specific B2B visitor tracking vendor examples).

    For any of the software vendors I’ve profiled below, be sure to check with them to verify what you should expect regarding company vs. individual-level tracking in your specific implementation.

    Even in the more common case of only company-level identification, these website traffic tracking tools can offer great value for firms that need to improve lead generation.

    EU-Centric B2B Lead Generation

    For those interested specifically in B2B lead generation in Europe, where GDPR is the law of the land, consider EU-native solutions like Dealfront, highlighted below.

    dealfront logo

    Dealfront: B2B Go-To-Market Platform

    Dealfront is a ‘revenue engine’ for B2B sales and marketing teams, especially those with European / EU account targets.

    Combines strengths of Echobot and Leadfeeder into a full-cycle, AI-assisted platform for B2B revenue growth.

    Pros:

    Boosts revenue and sales/marketing efficiency

    Integrates multiple sales intelligence tools and data for B2B revenue teams

    Supports affordable Account-Based Marketing (ABM) programs

    Provides strong GDPR/regulatory compliance for EU markets

    Cons:

    May be pricey for smaller B2B’s with limited account targets

    Lacks some features of enterprise-scale ABM platforms

    Collecting and Leveraging B2B Website Visitor Data

    The term ‘website visitor tracking’ is also commonly used for this overall software category. It goes beyond simple company name identification to actually track the visitor’s activity on the target website, within a single website session and also across multiple sessions over time (e.g., repeat visits by the same user or company IP address). 

    This web user tracking includes pages viewed, time on page, session history, click path data, and other engagement metrics that can be useful for lead scoring and judging buyer intent.

    In this way, it’s much like good old (and free) Google Analytics, but with extra useful data collection, reporting, and alerting features that are more directly aimed at helping B2B sales teams find and engage interesting site visitors.

    Can Google Analytics Identify Website Visitors?​

    B2B Website Visitor Tracking and Google Analytics

    Google Analytics — commonly just called GA — was previously able to provide some of the basic functionality required to unmask and track unknown visitors, at least at a company level.

    Google Analytics dropped support for most of its native functionality in this area in early 2020. See this post on the Google Analytics lost service provider dimensions for more on that.

    Today, you can use tools like Leadfeeder and others to provide B2B data enrichment for Google Analytics. These ‘GA data connectors’ augment standard GA visitor metrics with additional visitor data and firmographic details that help both B2B marketing and sales.

    Related: See these posts covering Google Analytics and B2B IP Tracking, identifying website visitors in Google Analytics, and how IpMeta restores the lost Google Analytics ISP dimensions (Service Provider and Network Domain).

    Moving on to B2B Sales-Focused Website Analytics

    Using GA by itself for revealing unknown online visitors always had its drawbacks, even before the drastic changes in early 2020.

    This is why there is an active market for more advanced and user-friendly tools that focus on getting B2B website visitor information in a way that is directly helpful to sales teams. 

    These products provide a more integrated, comprehensive, and easier-to-use web-based B2B lead tracking solution vs. simply mining company visitor data available within GA.

    Related: This post on Lead Forensics and Leadfeeder vs Google Analytics looks more closely at how this class of website tracking software compares to using Google Analytics by itself.

    The next section looks at several of these solutions in more detail.

    Visitor Tracking Software Vendor Introductions​

    Tools to Grow Leads and Revenue

    This section introduces several of the top software vendors for B2B website visitor tracking and anonymous visitor identification.

    There are many similarities in terms of core product features (see discussion below). After all, these vendors are trying to solve the same essential problems for B2B sales, while adding their own special twists where they can demonstrate some proprietary value-add.

    B2B Website Visitor Tracking — Vendor and Product Profiles

    I’ve included the following vendors so far. Company profiles and their short product intro videos start here.

    Click on any link below to jump to a specific profile further down this page.

    B2B Website Visitor Tracking Software — Core Features

    Virtually every product in this software category includes the following core features:

    • SaaS-based delivery, providing online access to their platform
    • Providing company firmographic data (industry sectors, annual revenues, main social profiles, etc.)
    • ‘ISP suppression’ to ensure a decent percentage of ‘valid’ buying organizations get identified for sales consideration — not just various internet service providers who provide the website visitors’ IP addresses
    • Providing company contact lookups to help identify potential people for targeted sales outreach (emails, phone calls, etc.) Tip: You may have to pay extra for this added layer of details
    • Lead scoring, account filtering, realtime alerts, lead assignments to sales staff, and other features important for timely and organized sales follow-up
    • Web page visitor details (clickpath data), useful for lead scoring and gaining insights into specific customer interest areas
    • Flexible reporting and email alerts
    • User interface designed expressly with sales teams in mind
    • Platform integrations with CRMs, marketing automation platforms, etc.
    • Other proprietary value-add features (for some vendors)

    Product Differences

    There are some product differences worth noting, including:

    Software Pricing

    Some vendors base their pricing tiers on the number of unique website leads provided per month, while offering essentially all product features across all pricing tiers. Others may offer unlimited users and leads across all pricing tiers, but charge more for additional features and functionality.

    Some also charge extra to provide the targeted contact details for the prospect companies and locations identified. Others include this in their standard pricing.

    Some vendors also allow tracking visitors across multiple sites for a single user account and monthly fee. Users pay based on the sum total of leads generated per month across those websites.

    Other vendors may require a separate subscription and monthly fee for each website tracked. In cases where you want to track companies visiting a single corporate website, this is fine. It’s probably the typical scenario.

    Pro Tip: When pricing is based on monthly lead volumes, the issues of ISP filtering and general lead quality become even more important. You don’t want to pay for ‘false positive’ leads, or waste time arguing with your software vendor about overpayments or hitting your lead limits too quickly due to ineffective ISP filtering.

    Related: See this pricing update for website visitor tracking software tools.

    Free (‘Light’) Versions

    A few of these vendors offer completely free ‘light’ or ‘lite’ versions of their main software. These offer limited (but still useful) tracking functionality that may be enough for some. 

    The ‘free forever’ versions are also a good way to continue using at least some of the product features after concluding a free trial period of the full version. 

    Technology Integrations

    Some vendors are further along than others in terms of direct (native) technology integrations with 3rd-party CRMs and other tools in the marketing technology stack. Others rely more on intermediary tools like Zapier to make these connections.

    Proprietary Visitor Tracking Features

    Some vendors basically have all the essential (‘core’) visitor tracking features in place but don’t have much in the way of proprietary capabilities. 

    Others have proprietary technologies that improve the reverse IP company lookup functionality, perform more advanced lead scoring, leverage buyer intent data, etc. 

    For example, some vendors may have better methods for resolving a specific company from the visitor’s IP data. This may be due to having multiple lookup sources, more up-to-date company databases, special unmasking capabilities, etc. 

    Leadfeeder’s advanced IP tracker is a good example here. So is their focus on successfully mapping visitors to companies in remote work or work-from-home situations.  

    Be sure to look for any add-on or proprietary features and decide what you really need and are willing to pay more for. A solution with a ‘core features only’ focus may be all you need, for now at least. 

    Some of these newer website visitor tracking companies have innovative approaches as well.

    Point Product vs. Software Suite

    Some of these products are very specific to the task of identifying site visitors and helping sales teams leverage the prospect data captured. They have more of a ‘stand-alone’ product design philosophy and focus on doing only a few things, but doing them very well.

    Other online visitor tracking tools are components or features of a broader marketing software suite. The functionality for identifying website users is there, of course. But it’s part of a broader software suite aimed at comprehensive marketing automation, CRM, account-based marketing, or inbound marketing.

    Software buyers should consider which approach works best for their business size and ‘organizational maturity’ in this area, future needs, budget, etc. 

    Be a bit careful about buying into a complete marketing automation solution if all you really want right now is the ability to unmask many of the companies visiting your website to generate sales leads.

    In fact, many companies prefer using stand-alone web-based lead tracking tools instead of marketing automation website visitor tracking features. It’s also common to use both platforms — for example, using Lead Forensics with HubSpot, or similar tool combinations, in a complementary way. 

    B2B website visitor identification tools can also be good choices for those wanting to run more affordable account-based marketing programs.

    ABM platforms and tools can be very expensive, so these web visitor tracking solutions can enable simpler ABM programs for smaller companies, at much lower cost.  

    User Experience (UX)

    I personally think that this is a critical factor, aside from all the other features included in these tools. If the sales team simply won’t use a tool because it’s too cumbersome and provides a bad user experience, it won’t matter what other features the software delivers.

    That’s why the free trials are so useful. Be sure to get key members of your sales and marketing team heavily involved during the software trial period. 

    Sales teams are always busy, so plan the software trial well in advance and get complete buy-in from sales and marketing leadership to commit people, time, and energy to the free trial evaluation. The typical two-week trial period can go by in a hurry.

    On that note, see this related post about managing a successful free trial of these software solutions.

    Software Vendor Overviews

    Let’s take a look now at some of the leading vendors and their products.

    I’ve listed them in alphabetical order next.

    Clickback WEB

    clickback logo

    Learn More At: Clickback WEB

    Company headquarters: Ontario, Canada

    Clickback WEB Product Highlights

    • Visitor return notifications alert the sales team when targeted companies make a return visit to the website.
    • Visitor click path data shows web page visit tracking details, including pages visited and durations. Helpful for sales teams and marketing content developers.  
    • Sales lead management includes lead assignment features to simplify and streamline prospect follow-up activities.  
    • Contact profile data availability provides the option to purchase complete contact data for some company decision-makers, which can simplify and speed up the sales outreach process.

    Clickback WEB Pricing

    Clickback WEB is a subscription-based SaaS (Software-as-a-Service) product, offered in three pricing tiers based on unique site visits per month. 

    Every pricing tier includes all features. Plans start at $99 per month.    

    Free Trial?  Yes — duration not stated, but probably 14 days.

    Clickback Web Intro Video

    Get the latest details on Clickback WEB here.

    KickFire LIVE Leads

    kickfire-logo

    Learn More At: KickFire LIVE Leads

    Company headquarters: San Jose, California, US

    KickFire’s LIVE Leads solution is a good example of a visitor tracking platform with proprietary value-added features.

    KickFire Live Leads Product Highlights

    • KickFire’s tracking tools offer all the essential core features discussed earlier for B2B website visitor identification software. Their brief intro video below showcases their advanced business IP intelligence capabilities in particular.
    • Proprietary ‘TWIN Caching’ for advanced IP-to-Company lookup capabilities that go well beyond what simple public IP address databases provide
    • Multiple simple but flexible lead scoring methods
    • Lead information integration with Google Analytics, including custom dimensions
    • Integrations with Adobe Analytics and Adobe Target
    • Integration with VisiStat Analytics
    • KickFire Prospector — a free Chrome extension for contact discovery

    KickFire LIVE Leads Pricing

    No pricing details are listed on their website. Contact KickFire sales for pricing.

    Free Trial?  Yes — 7 days

    Other

    LIVE Leads is part of a suite of KickFire solutions for executing, managing, and measuring digital marketing campaigns. The company’s primary focus is IP address intelligence and firmographic data. 

    KickFire Intro Video

    Get the latest details on KickFire LIVE Leads here.

    Leadberry

    leadberry logo

    Learn More At: Leadberry

    Company headquarters: Los Angeles, California and Budapest, Hungary

    Leadberry is a great example of a ‘pure play’ software tool in this category. 

    In fact, they are a very highly-rated Google Technology Partner, with over 200 five-star ratings.

    Their website and intro video are both very colorful and dynamic.

    Leadberry Product Highlights

    • Leadberry offers all the essential core features discussed earlier for business-to-business lead tracking software. Their animated intro video below covers these well
    • Extensive filtering of non-useful visitor data
    • Direct LinkedIn integration for contact insights and social selling
    • Visiting company social data
    • Website content consumption details
    • Custom filtering
    • Identification of ‘lookalike’ other potential business prospects
    • ‘Leadberry Light’ — a free basic option (see pricing)

    Leadberry Pricing

    Leadberry offers multiple pricing tiers starting at $24/month on an annual plan. 

    This is a subscription-based SaaS product, with higher priced tiers offering additional features. All Leadberry plans include unlimited leads, users, and websites.

    Free Trial?  Yes — 14 days. They also offer free web visitor tracking via Leadberry Light. This is a limited-function version of their main product.

    Other

    Leadberry, like some other vendors, moved to requiring the installation of a custom tracking script in February 2020, after Google Analytics suddenly stopped supporting its Service Provider and Network Domain dimensions.

    Leadberry Intro Video

    Get the latest on Leadberry here.

    Leadfeeder / Dealfront

    leadfeeder logo

    Learn More At: Leadfeeder

    Company headquarters: Helsinki, Finland

    Leadfeeder is another leading solution for anonymous website visitor identification and tracking. They also now have an even stronger offering for companies interested in account-based marketing (ABM) strategies.

    Leadfeeder + Echobot = Dealfront

    In 2022, Leadfeeder and Germany-based Echobot merged to form a new combined firm named Dealfront, which officially launched in April, 2023.

    Leadfeeder Product Highlights

    • Leadfeeder offers all the essential core features discussed earlier for website user tracking. See their intro video below for highlights
    • Extensive filtering of non-useful visitor data
    • Ability to filter and hide other unwanted companies for improved lead quality
    • Data quality team making continuous improvements since 2012
    • ‘Leadfeeder Free/Lite’ — a free basic option (see pricing)

    Leadfeeder Pricing

    Leadfeeder offers paid plans starting at about $99/month on an annual basis. This is a subscription-based SaaS product, with several pricing tiers based on usage credits.

    Free Trial?  Yes — 14 days. 

    They also offer ‘Leadfeeder Free’ for free basic visitor tracking. Like the Leadberry product approach, Leadfeeder’s free option is a limited-function version of the full product.

    Other

    Leadfeeder, like others, requires installing a tracking script. It is no longer based on the service provider identifiers/dimensions from Google Analytics.

    Leadfeeder Intro Video

    Get the latest on Leadfeeder here.

    Lead Forensics

    lead forensics logo

    Learn More At: Lead Forensics

    Company headquarters: London, UK

    Lead Forensics in one of the key players in this industry. I first became aware of them when one of my industrial marketing clients started using their software for web-based lead generation.

    The Lead Forensics solution is another example of a point-product approach to identifying ‘hidden’ website visitors, vs. the full-suite marketing automation vendors.

    Lead Forensics Product Highlights

    • Lead Forensics offers all the essential features discussed earlier for this software category. See their intro video below for highlights
    • Built-in CRM capabilities
    • A mobile app for on-the-go lead generation and follow-up
    • Instant access to visiting company contact details (additional fees may apply)
    • Portal customization
    • WordPress plugin available

    Lead Forensics Pricing

    Not listed online. Lead Forensics bases pricing on website traffic determined during a no-obligation free trial. Their onboarding specialists will tailor a pricing plan based on this analysis.

    (For an interesting cost comparison discussion, also be sure to see WhoIsVisiting further below.) 

    Free Trial?  Yes — 7 to 14 days, but only after booking and attending an online demo.

    Leadfeeder Intro Video

    Get the latest on Lead Forensics here.

    Also, see my related post with more Lead Forensics reviews and demo videos.

    You may also want to check out this post comparing Lead Forensics vs Leadfeeder.

    LeadLander

    leadlander logo 2020

    Learn More At: LeadLander

    Company headquarters: Corte Madera, California, US

    LeadLander is another veteran in this software segment. Formerly part of Upland Software (until ~ mid-February of 2020), they are now an independent company.

    LeadLander Product Highlights

    • LeadLander offers all the main features discussed earlier for this software category. See their intro video below for highlights
    • No per-user charges
    • Intuitive user dashboard
    • Visitor click-path data
    • Company watchlist (e.g., ‘tagged companies’)

    LeadLander Pricing

    LeadLander does not advertise specific pricing on its website. There is a web form available to request a demo and pricing. 

    Pricing is likely based on monthly site traffic volume and grouped into multiple tiers. There are no per-user charges.

    Free Trial?  Yes — 14 days.

    LeadLander Intro Video

    Get the latest info on LeadLander here.

    Visitor Queue

    visitor queue logo

    Learn More At: Visitor Queue

    Company headquarters: London, Ontario, Canada

    Visitor Queue is another worthy competitor in this segment, with a point-product approach to visitor identification tools.

    Visitor Queue Product Highlights

    • Visitor Queue offers all the major features discussed earlier for these tools. See their animated intro video below for a quick overview
    • Unlimited users with no additional fees
    • Social profile data for visiting companies
    • Interface focused on end-user design and user experience
    • Lead export and archive features
    • REST API for custom integrations

    Visitor Queue Pricing

    Visitor Queue offers six pricing tiers starting at just over $20/month on an annual plan. This is a subscription-based SaaS product, with pricing tiers based on number of ‘unique companies’ identified per month. All plans include all product features.

    Free Trial? Yes — 14 days. 

    Other

    Visitor Queue requires a one-time installation of the Visitor Queue Tracking Script on the target website’s pages. 

    Visitor Queue Intro Video

    Get the latest Visitor Queue details here.

    Visual Visitor

    visual visitor logo

    Learn More At: Visual Visitor

    Company headquarters: Roswell, Georgia, US

    Visual Visitor is another popular solution focused squarely on turning website traffic into usable sales leads.

    Visual Visitor Product Highlights

    • Visual Visitor offers all the essential core features for this segment. See their animated intro video for a quick overview
    • No per-lead fees or extra charges
    • Email campaign integration tools
    • Integrated form capture tools
    • Comprehensive website visitor analytics
    • Email and call tracking options
    • WordPress plugin available

    Visual Visitor Pricing

    Visual Visitor pricing starts at $59/month for up to 3 users and 20,000 page views per month. Additional fees apply for more users, additional page views (in 5,000 page view increments), and certain call-tracking upgrades.

    Free Trial?  Yes — 14 days.

    Visual Visitor Intro Video

    Get the latest Visual Visitor details here.

    WhoIsVisiting

    whoisvisiting logo

    Learn More At: WhoIsVisiting

    Company headquarters: Northampton, UK

    WhoIsVisiting is another popular option from the UK, competing vigorously with Lead Forensics in that region and elsewhere.

    WhoIsVisiting claims to have a significant pricing advantage vs. Lead Forensics. See the ‘Our Competition’ discussion on their website.  

    WhoIsVisiting Product Highlights

    • WhoIsVisiting offers all the core features discussed earlier. See their animated intro video for a quick overview
    • Visitor ‘Engagement Bar’ feature assists with lead scoring
    • Provides LinkedIn social profiles of visiting company employees
    • ‘Visitor Actions’ feature provides advanced filtering and lead management
    • In-app support
    • WordPress plugin available

    WhoIsVisiting Pricing

    WhoIsVisiting pricing starts at just over $60 per month, with a 12-month minimum commitment. Pricing tiers are based on number of unique website visitors (unique IP addresses) tracked per month. This is initially determined during the free trial period.

    All WhoIsVisiting plans include unlimited users, all features, and in-app support.

    Free Trial?  Yes — 14 days.

    WhoIsVisiting Intro Video

    Get the latest details on WhoIsVisiting here.

    International Interest in B2B Website Visitor Tracking​

    Dozens of Website Visitor Tracking Software Vendors Worldwide

    The visitor tracking software vendors I’ve profiled above are some of the most well-established in identifying website visitors for B2B sales lead development.

    This remains a dynamic product segment that has attracted software firms and talent primarily from North America, Europe, and India. 

    Diverse and Nearly Global

    By my count, there are over 40 vendors fighting for market share in this B2B web analytics software segment. Several are still in startup or early growth stages, and barriers to entry seem fairly low.

    Home countries for these vendors include: Canada, Czech Republic (Czechia), Denmark, Estonia, Finland, France, Hungary, India, Italy, The Netherlands, Poland, Russia, Spain, Sweden, UK, and the United States. 

    The primary vendors I’ve profiled above are from the US and Canada, UK, Finland, and Hungary.

    Related: See these posts highlighting the website visitor tracking vendors based in the UK and Europe, and these vendors based in the US and Canada.

    B2B Website Visitor Tracking Software — Closing Thoughts

    Growth Potential for B2B Lead Tracking Software

    Software tools that help identify and track B2B website visitors to drive more revenue opportunities from site traffic continue to have good growth opportunities ahead. 

    Each of the software vendors profiled above provides their own justifications for investing in their tools, but the themes are very common: 

    • Low ‘organic’ conversion rates (visitors-to-inquiries) on a typical business website drive a need to find ways to deal with this reality and build website-based lead generation capabilities.
    • Continued pressure on marketers to help build the sales pipeline through digital marketing tactics that directly assist the sales team.
    • A need to augment other tools (such as Google Analytics) with more actionable prospect data for business development and revenue generation.

    Other Trends Driving Adoption

    Other trends also argue in favor of continued use of tools for website lead tracking. These include marketers’ growing interest in using account-based marketing tactics. 

    We also see restrictions in other marketing channels due to things such as GDPR regulations on ‘cold’ email marketing, and the rise of ad blockers that reduce the effectiveness of certain online marketing tactics.

    Software solutions that help identify anonymous website visitors will be here for the foreseeable future, giving B2B marketing and sales teams more tools for turning their website traffic into new leads and revenue. 

    Questions or Comments?

    I hope this discussion and vendor overview of the B2B website visitor tracking software segment have been helpful!

    I’ll wrap up with just a few questions for you. Feel free to add your comments below.

    • Have you used any of these tools to identify business visitors on your company’s website? What do you like and/or dislike about them?
    • Software vendors: Have I missed anything critical here? Let me know… thanks!
    • What other features do you want to see in these tools?

    Thanks for reading, commenting, and sharing this post with your social networks via the buttons below.

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    B2B Website Visitor Tracking Software

    Get My Complete Vendor Listing

    Hello and thanks for reading!

    I’ve built an Excel spreadsheet that captures key details on virtually all software products that focus on anonymous website visitor identification.

    (Many more vendors than I have room to include in this post!)

    It’s based on many hours of my vendor research… and I’m happy to share it as a helpful reference item for you.

    Just drop me your best email address below and I’ll send the link to the spreadsheet download page.

    Grab the current version now. I’ll send you future updates, too! 

    Website Visitor Identification Tools

    Get My Complete Vendor Listing

    Hello and thanks for reading!

    I’ve built an Excel spreadsheet that captures key details on virtually all software products that focus on anonymous website visitor identification.

    (Many more vendors than I have room to include in this post!)

    It’s based on many hours of my vendor research… and I’m happy to share it as a helpful reference item for you.

    Just drop me your best email address below and I’ll send the link to the spreadsheet download page.

    Grab the current version now. I’ll send you future updates, too! 

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