Website Visitor Tracking Software for B2B Sales Leads

Lead Generation Tools for Business-to-Business

Website visitor tracking for B2B firms involves identifying anonymous website visitors by performing a ‘reverse IP lookup’ on their IP address and matching this to a company or organization, and tracking website user activity for sales lead generation purposes. 

Simply put, website visitor tracking software helps businesses increase revenue opportunities by converting site traffic to actionable sales leads.

This post covers related concepts and introduces the top vendors in this software segment.

vendor logos - website visitor tracking software

Last Updated: Apr 26, 2020

Article Contents

Introduction

Identify Anonymous 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.

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 business-to-business marketing software vendors, this percentage is only 2-3%.

This is a painful statistic for businesses struggling to convert unknown site users into engaged sales leads. 

Software tools that identify and track website visitors can greatly improve this situation. They help to turn anonymous website traffic into customer prospect information that sales teams can immediately leverage. 

Lead Identification Software Can Help

Web site visitor tracking is used by many businesses to provide sales and marketing teams with useful online visitor intelligence — actionable information about potential prospects for their products and services.

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 website lead tracking tools produce high ROI and are easily justified.

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

See below for introductions to these software solutions.

leading options for website visitor tracking software

Many companies are very happy to pay monthly fees for website-driven prospecting functionality. The business benefits of these tools can be significant:

  • Faster and more predictable revenue growth
  • Shorter sales cycles
  • Higher close rates
  • More successful sales reps
  • More productive sales funnels
  • Improved sales and marketing integration and teamwork
  • Higher marketing campaign ROI
  • More effective account-based marketing (ABM)

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.

TIP… If you’re new to this software category, it will probably help you to read more of the intro material directly below this section. This website visitor identification FAQ post may also help.

You can also skip directly to the vendor intro section via this button.

Website Visitor Identification and Tracking

Monitoring Website Traffic for Sales Leads

Identifying anonymous site visitors is the basic task of mapping an unknown 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 user’s IP address.

Firmographic data typically includes company name, location, industry codes, business size / revenues, 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. 

Worth noting: It’s usually unrealistic to expect a very high percentage of identification across all the incoming traffic your website receives. 

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.  

Even so… 30% is much better than nothing. 

Identifying Company Only… or Individual Person?

Also… and very importantly for sales teams… the ‘anonymous visitor’ revealed 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 anonymous at this point. 

Data Privacy Implications

Using software to identify your website visitors has direct implications for Europe’s GDPR data privacy compliance too… discussed briefly in a section further below, and also in more detail here (with specific 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 who need to improve lead generation. 

Collecting and Leveraging 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 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 interest and 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 sales teams find and engage interesting site visitors.

Can Google Analytics Identify Website Visitors?

Google Analytics — commonly just called GA  by itself provides some of the basic functionality required to unmask and track unknown visitors… at a company level.

I cover that in some detail in this post on Google Analytics and B2B IP Tracking

As outlined there, using *only* GA for this function does require Google Analytics skills that go a bit beyond the basics. It also requires extra effort to pull together custom reports that are easy to use by sales teams.

Moving Beyond Google Analytics Alone

Using GA by itself for revealing unknown online visitors definitely has its drawbacks. This is why there is an active market for more advanced and user-friendly tools that focus on getting 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 lead tracking solution vs. simply mining and organizing the data provided by GA alone.

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

Software Vendor Introductions

Tools to Grow Leads and Revenue

This section highlights 12 of the top software vendors addressing the need for website-based lead gen. This product segment is essentially a sales-focused sub-category of web analytics tools.

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 sales, while adding their own special twists where they can demonstrate some proprietary value-add.

Vendor and Product Profiles

I’ve included the following 12 prominent vendors so far. Company profiles and their short product intro videos start just a bit further below. My goal is to introduce many of the best software solutions available today. 

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

Core Product Features

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

  • SaaS-based delivery, providing online access to their platform
  • Mapping website visitor IP addresses to organizations and geographic locations. This is the basic anonymous website visitor identification function at the company level
  • 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.)
  • 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:

Product Design / Platform

Some vendors simply leverage existing Google Analytics data from the user’s website and GA implementation. This simplifies setup since no additional code scripts (e.g., Javascript code snippets) are required on each website page.

Other vendors provide their own tracking code snippets and can (presumably) provide extra functionality outside of the GA framework.

Worth noting: The vendors that tap into existing GA data may also offer an immediate ‘look-back’ that pulls sales lead data from recent historical data (e.g., last 30 days). This can help deliver immediate payback for new users of these solutions. Other vendors have to start from zero based only on new website user tracking data. 

Software Pricing

Some vendors base their pricing tiers on 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.

Worth noting: When pricing is based on monthly lead volumes, the issues of ISP filtering and general lead quality become even more important. You certainly 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.

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 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.   

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. 

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, 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 the anonymous companies visiting your website in order 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… e.g., using Lead Forensics with HubSpot, or similar tool combinations, in a complementary way. 

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 be sure to 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.

Also 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 below.

And just so you know: I have an affiliate marketing relationship with some of these software vendors. I may earn a commission, at no additional cost to buyers, for future purchases made via these links. 

Using any vendor links I provide is completely your choice. I do appreciate the support and will continue to provide high-value content where I can help my readers.

I also donate a decent portion of my affiliate revenues to well-respected international charities and disaster relief organizations. Learn more about that here

Act-On

Learn More At: Website Prospector

 Company Headquarters: Portland, Oregon, US

Website Prospector is part of Act-On’s overall marketing automation software suite. This includes products and features for inbound marketing, outbound marketing, CRM integrations, account-based marketing features, analytics, and reporting. 

Product Highlights

Adaptive Web Technology

Machine learning technology enables real-time website personalization, including content recommendations aimed at the individual visitor. Also offers KPI reporting for related user activity.

Prospect Activity History

Allows sales teams to reach out to prospects armed with insights into their potential interest areas.

Realtime Visitor Alerts

Immediately notify the right sales team members when specific website users have visited a key page or performed other actions of interest. Enables more timely and informed sales follow-up based on inbound visitor activity.  

Activity History

Anonymous visitor tracking maintains a running record of website activity that can be connected to actual users when and if site visitors identify themselves (e.g., via form completion) later on. This enriches the historical visitor record and provides sales with more complete insights for follow-up.  

Contact Lookup Tools

Includes integrations with LinkedIn and Zoominfo for contact details.

Sales-Focused Analytics

Traffic analytics complement other tools, such as Google Analytics. Website Prospector’s analytics are focused at the individual visitor level and include flexible prospect drill-down, filtering, search, and reporting capabilities.

Website Prospector Pricing

I found no pricing information on Act-On’s website that is specific to Website Prospector. This is probably because this capability is part of Act-On’s overall marketing automation suite, which starts at $900 per month.

For those who want anonymous website visitor identification features within a complete marketing automation platform, Act-On’s Website Prospector would certainly be worth a close look.  

Free Trial?  Nothing apparent on the Act-On website. 

Other 

Some capabilities of Act-On’s Website Prospector may work best with (or require) the implementation of other aspects of their marketing automation platform.

Be sure to check with Act-On sales regarding the total cost, complexity, and implementation time required to deliver the features you truly need.

Act-On Website Prospector Intro Video

Act-On previously had an older intro video available for Website Prospector. But they have removed it from their YouTube account. I’ll post any updates here that may become available later.

See other vendor product overview videos below.

Clickback

Learn More At: Clickback WEB

 Company Headquarters: Ontario, Canada

Product Highlights

Visitor Return Notifications 

Alerts 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 Available

Clickback 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

CommuniGator

Learn More At: GatorLeads

 Company Headquarters: Godalming, Surrey, UK

CommuniGator’s website describes their solution as a ‘Marketing Automation Platform for B2B Lead Generation’. Website visitor identification (via GatorLeads) is one of the components of their overall software solution suite.

CommuniGator markets this capability in multiple ways… as website visitor identification, visitor tracking, and company identification. It’s all basically the same concept and product.  

Product Highlights

Core Features

CommuniGator’s GatorLeads product offers all the essential ‘core features’ discussed earlier for this class of website lead generation tools. See their brief intro video for a quick overview of key features.

Private Company Database

The company maintains a private database covering millions of accounts. Their goal is to provide CommuniGator users with the most up-to-date, detailed data about website visitors.

GatorLeads Pricing

Nothing listed on their website specific to GatorLeads pricing. CommuniGator offers a wide range of products and services for lead generation, so they prefer to discuss requirements with new prospects before getting into pricing specifics. 

Free Trial?  Yes – 14 days

CommuniGator GatorLeads Intro Video

KickFire

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.

Product Highlights

Core Features

KickFire’s tracking tools offer all the essential core features discussed earlier for visitor identification. Their brief intro video below showcases their advanced business IP intelligence capabilities in particular.

Other Highlights

  • 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 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

Leadberry

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.

If you like berries, you may find yourself craving a nice berry-topped dessert after checking out their video and website.

Product Highlights

Core Features

Leadberry offers all the essential core features discussed earlier for business-to-business lead tracking software. Their animated intro video below covers these well.

Other Highlights

  • 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

Leadfeeder

Learn More At: Leadfeeder

Company Headquarters: Helsinki, Finland

Leadfeeder is another ‘point-product’ solution for anonymous site user identification.

Product Highlights

Core Features

Leadfeeder offers all the essential core features discussed earlier for website user tracking. See their intro video below for highlights.

Other 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 Lite’ – a free basic option (see pricing)

Leadfeeder Pricing

Leadfeeder offers a main ‘Premium’ plan starting at $53/month on an annual plan. This is a subscription-based SaaS product, with several pricing tiers based on number of unique leads per month. In this case, ‘unique leads’ means the number of companies that visit your site, after eliminating internet service providers.

Free Trial?  Yes – 14 days, with an option to extend. 

They also offer Leadfeeder Lite for free 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 as of February 2020. It is no longer based on service provider identifiers from Google Analytics.

Leadfeeder Intro Video

Also see my related post with more Leadfeeder user reviews and demo videos.

Lead Forensics

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 anonymous website visitors, vs. the full-suite marketing automation vendors.

Product Highlights

Core Features

Lead Forensics offers all the essential features discussed earlier for this software category. See their intro video below for highlights.

Other Highlights

  • 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

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 days, but only after booking and attending an online demo.

Lead Forensics Intro Video

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

LeadLander

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.

Product Highlights

Core Features

LeadLander offers all the main features discussed earlier for this software category. See their intro video below for highlights.

Other 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 their 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

Also see my related post with more LeadLander product highlights.

SharpSpring

Learn More At: SharpSpring

Company Headquarters: Gainesville, Florida, US

SharpSpring helps companies identify and track website visitors through its Visitor ID features, which come standard with the SharpSpring marketing automation platform.

Product Highlights

Core Features

SharpSpring offers the standard core capabilities for inbound visitor tracking, plus the added benefits of integration with a full-fledged marketing automation suite.

Other Highlights

  • Map company data to known contact records (actual people) for customized and personalized sales follow-up 

  • Specify “Important Pages” that indicate higher lead scores for website visits 

  • Prioritize leads and customize sales workflows based on specific targeted industries

  • Customize the built-in exclusion filters to maintain good lead quality

  • Integrate Visitor ID insights with your lead nurturing tactics, all within the same marketing automation platform

SharpSpring Pricing 

SharpSpring pricing starts at over $500 per month, since it’s a full-blown marketing automation platform and not a point-product tracking tool. 

They offer year-long and month-to-month pricing options, with no long-term contracts.

For companies and digital marketing agencies interested in visitor tracking and other marketing automation capabilities all in one bundle, SharpSpring is one of the least expensive ways to get there. 

Free Trial?  There’s no free trial period specifically for the Visitor ID capabilities. I suggest asking for a detailed web demo session with more emphasis on the visitor identification and monitoring features and how these integrate with the rest of the SharpSpring marketing platform.   

SharpSpring Intro Video

Visitor Queue

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.

Product Highlights

Core Features

Visitor Queue offers all the major features discussed earlier for these tools. See their animated intro video below for a quick overview.

Other Highlights

  • Unlimited users with no additional fees
  • Social profile data for visiting companies
  • Interface focused on end-user design / 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

Also see my related post with a helpful Visitor Queue demonstration video and customer testimonials.

VisitorTrack

Learn More At: VisitorTrack

 Company Name: netFactor (part of Bombora)

Company Headquarters: Denver, Colorado, US

VisitorTrack comes from netFactor, and is a pioneering solution in this software category.

Their software includes all the core site user tracking features, as well as proprietary value-add in the areas of ‘predictive marketing analytics’ and ‘advanced IP address tracking’.

Product Highlights 

Core Features

VisitorTrack offers all the essential features discussed earlier. See their animated intro video for a quick overview.

Other Highlights

  • ‘B2B Intent Data’ incorporates insights into what topics visiting companies are already researching across the web, leading to better lead scoring
  • AI-driven filters help to better identify the small and mid-sized businesses visiting your website. Less noise from ISPs, bots, and other visitor traffic that has no actionable lead-gen value
  • Company contact records are fully integrated into the pricing, with no additional costs
  • Leverages multiple databases to provide more comprehensive business and contact records
  • Also available: IP intelligence and visitor identification APIs, for multiple extended uses

VisitorTrack Pricing

Contact netFactor sales for VisitorTrack pricing details. It is likely based on monthly website visitor volume and grouped into multiple SaaS pricing tiers.

Free Trial?  Yes – 14 days.

VisitorTrack Intro Video

Visual Visitor

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.

Product Highlights

Core Features

Visual Visitor offers all the essential core features for this segment. See their animated intro video for a quick overview.

Other Highlights

  • 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

WhoIsVisiting

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.  

Product Highlights

Core Features

WhoIsVisiting offers all the core features discussed earlier. See their animated intro video for a quick overview.

Other Highlights

  • 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

International Software Vendors

The visitor tracking software vendors I’ve profiled above are some of the most well-established in identifying website visitors for 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 (as of late July 2019), there are over 36 vendors fighting for traction and market share in this web analytics software segment. Several are clearly still in startup or early growth stages, and barriers to entry seem fairly low.

Home countries for these vendors include: Canada, Czech Republic, 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. 

Global Vendor Spreadsheet Available

I’m maintaining a master spreadsheet that helps to organize and profile these software solutions. The latest version is available now, with more updates to follow in the coming months. 

Interested? Hit the button below for more details.

Wrapping Up

Growth Potential for B2B Lead Tracking Software

Software tools that help identify and track website visitors in order to drive more revenue 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 visitors will be here for the foreseeable future, giving marketing and sales teams more tools for turning their website traffic into new leads and revenue. 

Comments and Feedback

I’ll finish here with just a few questions. 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?
  • Which other software vendors should I add?
  • Software vendors: Have I missed anything critical here? Let me know… thanks!
  • What other features do you want to see in these tools?
  • Have you tried just using Google Analytics to identify your anonymous online visitors? How did that work out for you?

Thanks for reading, commenting, and sharing with your social networks, too!  🙂

2 thoughts on “Website Visitor Tracking Software for B2B Sales Leads”

  1. David – thank you for your comprehensive evaluation of this B2B marketing software category and vendor makeup.

    Some additional thoughts.

    What do actual Users think? The crowd-compiled observations of Users and their level of satisfaction is a critical input. We hear the most from Users who can get an independent evaluation from these sources;

    G2 Crowd – https://www.g2crowd.com/categories/visitor-identification

    Capterra – https://www.capterra.com/marketing-automation-software/?utf8=%E2%9C%93&feature%5B2%5D=38561&sort_options=Highest+Rated

    What to Look for in a Visitor Tracking Product?

    – Identification of business visitors to a site in real time (vs. later or a next day)
    – Accurate suppression of non-business visitors/ISPs
    – Complete business demographics (phone, company size, industry, etc.)
    – Intent data – pinpoint the research activities and behaviors of visitors before they arrive to the website based on your products and services
    – Accurate business contact records of the exact people your company targets, with name + title + email + phone (vs. general contact records)
    – Flexible reporting features which allow full customization of how to track and view web visit records according to your business needs
    – Free trial providing you complete access to your web visit data and product features (we see providers who “offer” a free trial, but instead give a curated demonstration)
    – A platform where sales or marketing Users can “log in” – solutions built on top of Google Analytics may not be a preferred method

    As full disclosure, I am the founder of netFactor, and we introduced the very first website visitor identification product of this kind in the marketplace; VisitorTrack.

    With so many seemingly similar toolsets now in the market, we are often asked “what makes VisitorTrack different?”

    1. We provide the most-comprehensive information about the anonymous business who visits a website: across demographics + behavior + geography.
    2. Complete and accurate contact record data are integrated with nothing else to buy. Full business records for the exact business contacts targeted are automatically appended.
    3. B2B “Intent Data” from Bombora provides details of the research actions your web visitors are performing for your exact products and services – before they ever visit a website.
    4. Reporting and instant alerts can be configured to nearly any criteria to match the customer’s business approach.
    5. Our pricing is competitive with a service level appropriate for nearly any business.

    Thanks again.

    Reply
    • Hi Christopher, thank you for your great insights and points here! I appreciate you taking a moment to comment and add value to this post.

      I agree that G2 Crowd and Capterra are helpful for buyers doing research. Quora can also be very helpful.
      The buyer intent data from Bombora looks especially interesting and should definitely help differentiate VisitorTrack from the “plain vanilla” B2B visitor tracking solutions. Looks like a strong and comprehensive feature set overall.

      Thanks again and good luck to you and the crew at netFactor.

      Reply

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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 designed to help you identify and track your business-to-business website visitors.

(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. 

The July 2019 update is available now. 

More updates to follow in 2020.

  • Your email address is safe here. We don't sell, rent, or give away email addresses.

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. 

The July 2019 update is available now.

More updates to follow in 2020.

  • Your email address is safe here. We don't sell, rent, or give away email addresses.
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