RB2B

Overview

RB2B is a person-level website visitor identification tool for B2B, built by Retention.com (the identity-data company behind the former GetEmails) in Austin, Texas, and led by founder and CEO Adam Robinson. It launched in March 2024 (the product effort began in late 2023) and famously bootstrapped to $1M ARR in 16 weeks, riding Robinson's large LinkedIn following; Retention.com's broader identity business has since been reported at $20M+ ARR. The vendor now claims more than 100,000 websites use RB2B and cites a 4.5/5 rating across 275-283 G2 reviews.

The pitch is simple: most B2B website visitors leave without filling out a form. Install one script in your site header, and RB2B identifies the actual people and companies on your site and pushes names, LinkedIn profile URLs, job titles, and (on higher plans) business emails the vendor describes as validated to Slack, Teams, your CRM, Clay, and 50+ other tools in real time. It differentiates from reverse-IP incumbents like Lead Forensics, Leadfeeder, or ZoomInfo WebSights by resolving the individual person, not just the account - Robinson's own framing is that "6sense, Demandbase, and Clearbit all stop at the company level."

Per the vendor's description, person-level ID matches visitors against a "permissioned publisher identity network" using first- and third-party cookies, device IDs, and IP addresses (methodology not independently audited). Per the vendor, company-level identification is global and powered by a partnership with Demandbase's reverse-IP network. A "Premium Resolution" option (Pro+ plan) adds an identity-graph waterfall of external sources that the vendor says roughly doubles match rates (vendor-stated figures; not independently audited).

Pricing and plans

RB2B restructured its pricing in January 2026: every identified visitor now consumes one credit regardless of whether identification is contact-level or company-level, and monthly credit limits were doubled to compensate. Plans are month-to-month only (existing annual contracts are grandfathered), with overage billing per resolution beyond quota.

• Free - $0. Company-level ID only (global, ~15-20% coverage per vendor), 150 resolutions/mo, Slack/Teams push. No person-level data, no emails. This replaced the original free plan that shipped LinkedIn profiles to Slack; since the January 22, 2026 change the free tier no longer includes contact-level data.
• Starter - $79/mo. 300 credits/mo (doubled from 150 at no cost under the January 2026 model). Adds person-level ID for US visitors (vendor-stated 15-20% coverage) and LinkedIn URLs pushed to Slack or Teams. No email addresses, no integrations beyond Slack/Teams. Overage 45¢/resolution.
• Pro - from $149/mo, starting at 600 resolutions/mo (scales up to 2,500). Business email addresses, all integrations (Clay, HubSpot, Salesforce, Zapier, webhook, Apollo, CSV export), Hot Pages high-intent tagging, Hot Leads ICP filtering, and domain/URL exclusions. Overage 25¢/resolution. Additional domains $99/mo each (up to 5).
• Pro+ - from $199/mo, starting at 600 resolutions/mo (up to 2,500,000). Adds Premium Resolution (identity graph waterfall); vendor-stated coverage of 35-45% per channel and 70-80% overall (not independently verified). Same feature set as Pro; volumes above 12,500 resolutions/mo are quoted by sales.

Every account starts with a 7-day full-featured trial with no credit card. Support on all plans is self-serve knowledge base plus AI chat/email; human escalation requires Pro or Pro+.

The overage mechanics deserve attention: high-traffic sites can burn credits quickly, and at 25¢ per extra resolution a busy pricing-page-heavy site can easily spend more on overages than the base subscription. Credits do not roll over between billing cycles (downgrading forfeits unused credits immediately). One useful lever: disabling global (international) tracking stops company-level identifications for non-US traffic, conserving credits on US-only teams.

Key capabilities

• Person-level ID (US only) - names, LinkedIn profiles, job titles, and business emails for individual US visitors (email deliverability/accuracy not independently verified; reviewers report invalid addresses), delivered in real time (vendor claims alerts within ~30 seconds).
• Company-level ID (global) - Demandbase-powered reverse-IP firmographics on every plan, including Free.
• Hot Leads - ICP filtering by industry, company size, and job title that auto-tags matching visitors; Hot Pages flags visits to high-intent URLs like pricing or demo pages.
• Exclusions - suppress domains, specific URLs, or uploaded domain lists so existing customers and competitors don't pollute your feed; a TAM domain list can be uploaded so only target accounts flow through.
• Routing and workflow - real-time Slack/Teams alerts, CRM rep-alerting and lead scoring via HubSpot or Salesforce, enrichment and automated outreach via Clay, sequenced outreach via Instantly, Smartlead, and HeyReach, plus Zapier, Make, n8n, Apollo, webhooks, and CSV export (50+ integrations in total, one connection per integration per account).
• Reporting - dashboards for top visitors, page-view history, and repeat-visit tracking, with CSV export for analysis.
• Fast setup - a single header script, live in about five minutes, with no dashboard configuration or scoring models to build.

Compliance posture

RB2B leans deliberately into a US-only person-level data moat: per its compliance pages, its person database contains only profiles matched to US home addresses, with IP "ringfencing" the vendor says ensures only US traffic resolves at the person level - the vendor argues GDPR therefore does not apply to person-level ID. The global company-level layer (Demandbase) does not resolve to individuals, but RB2B requires customers deploying it to use a consent management tool, and recommends updating privacy policies with specific disclosure language plus an opt-out link (app.retention.com/optout). Per RB2B's compliance documentation, it sets two non-PII session cookies before consent, and full identification only begins after consent where a consent-based model is configured (vendor-described behavior). The company states it holds SOC 2 Type II certification (documents via the Retention.com trust portal) and publishes DPA, Data Usage Terms, and InfoSec addendum documents (certification self-attested in vendor materials, not independently confirmed here). Buyers with meaningful EU/UK traffic or strict consent regimes should read the compliance pages with counsel - the "GDPR doesn't apply" framing is a legal argument, not a legal opinion, and the burden of consent configuration sits on the customer.

Weaknesses

• US-only person-level ID - individuals outside the US are never resolved; international traffic gets company-level data only. Teams selling into Europe or APAC get a materially incomplete picture.
• Modest match rates on standard plans - 15-20% person-level coverage on Starter/Pro means the large majority of visitors stay anonymous unless you pay for Pro+ Premium Resolution.
• Resolution-based pricing punishes traffic - credits don't roll over, overage runs 25-45¢ per identification, and G2 reviewers repeatedly flag cost escalation after trial. High-traffic sites should model monthly spend carefully before committing.
• Email accuracy is not guaranteed - surfaced business emails should be verified before sending; reviewers report invalid emails and incomplete profiles, and the vendor's own support docs treat validation as a given.
• Known data-accuracy complaints - G2 themes include mismatches between identified profiles and actual form-filling visitors, junior/irrelevant contacts surfacing without purchase authority, and noisy feeds requiring additional filtering. An independent March 2026 head-to-head study (sponsored context: conducted for competitor Leadpipe) scored RB2B 5.2/10 overall with particular criticism of contact relevance, versus Leadpipe's 8.7.
• Free plan is much weaker than its reputation - the January 2026 changes removed person-level data from the free tier entirely; it now only shows which companies visited (150 credits/mo).
• No outbound database, no off-site intent - RB2B only sees people who visit your site; it cannot find prospects who haven't, and it has no third-party intent signal. It's a point solution, not a sales-intelligence platform.
• HubSpot integration can overwrite existing contact fields - reviewers report CRM hygiene issues without careful field mapping.
• Support is AI-first on lower plans; human escalation is a Pro/Pro+ perk.

Best for / Not best for

Best for: US-focused B2B SaaS and services teams with meaningful website traffic that want to convert anonymous traffic into pipeline via real-time rep alerts, Clay-based enrichment and automated outreach, or CRM-triggered workflows - especially lean, outbound-minded teams that value speed and low contract friction.

Not best for: companies with predominantly non-US traffic; enterprise ABM programs needing third-party intent, predictive scoring, and orchestration (6sense or Demandbase fit better); teams needing an outbound prospecting database; and high-traffic sites unwilling to absorb overage costs.

Alternatives

ZoomInfo (WebSights), Lead Forensics, Leadfeeder/Dealfront, 6sense, Demandbase, Warmly, Visitor Queue, Koala, Leadpipe, Albacross, Snitcher.

Verdict

RB2B is the fastest and cheapest on-ramp to person-level website visitor identification, and its person-level (not just company-level) focus is a genuine advance over the Lead Forensics generation of tools. The trade-offs are structural: US-only person coverage, mid-tier match rates that push you toward Pro+ for serious coverage, overage economics that punish traffic-heavy sites, and output that must be filtered and email-verified before reps act on it. Treat it as a high-velocity signal source rather than a turnkey lead-quality engine: teams that pair RB2B's Slack/Clay workflow with ICP filtering, exclusions, and a verification layer get real pipeline from traffic they already own; teams expecting clean, complete, globally-accurate contact data out of the box will be disappointed. For US-centric B2B teams under ~$50k deal sizes with steady traffic, it's an easy trial with one of the strongest free/entry paths in the category.