Why doesn't RB2B work for European visitors?
Because RB2B chose not to. Its GDPR page says it is US-only and that its person-level identification resolves US residents only. Its compliance page says it uses "IP ringfencing to only resolve US traffic", and that its database only holds profiles matched to US home addresses.
For visitors outside the US, RB2B offers company-level identification through a partner, Demandbase. RB2B's own GDPR page says that if you use this global company identification, you must use a consent management solution.
So for a European website, RB2B is a company-lookup tool that needs a cookie banner, not the person-level tool it's known for. We go through the legal side in Is RB2B legal in the EU?
What do the alternatives identify?
Every tool below names companies, not people, for EU and UK traffic. They look up who owns the network a visit comes from. Prices are the lowest paid plan each vendor shows on its own pricing page.
| Tool | What it identifies | Based in | Lowest paid plan | Free option |
|---|---|---|---|---|
| RB2B | People (US only); companies elsewhere via Demandbase | Austin, USA | $79 a month | Free plan, company-level, 150 a month |
| Leadfeeder | Companies | Karlsruhe, Germany | €79 a month billed annually (€113 monthly) | Free Lite plan, 100 companies a month |
| Leadinfo | Companies | Netherlands | €69 a month | 14-day trial |
| Snitcher | Companies | Netherlands | $49 a month | 14-day trial |
| Albacross | Companies | Sweden | €59 a month billed yearly (€84 monthly) | 14-day access |
| Signal | Not who, but what they want (names an organisation only on its own network) | Europe, hosted in Frankfurt | €39 a month | Early access, set up with you |
A note on names: Dealfront went back to calling itself Leadfeeder in March 2026, so older reviews may use either name.
Will a company lookup work for my visitors?
It depends on who your buyers are. A company lookup works when the visitor sits on the office network of a company big enough to own its own network. It works much less well for:
- people browsing from home, on mobile data or on hotel wifi, whose network belongs to an internet provider;
- small businesses, whose office internet usually comes from the same providers;
- consumers, who are never a company.
If you sell to large companies, a lookup tool gives you a useful list of accounts. If you sell to small businesses, local clients or consumers, most of your ready visitors will show up as "Proximus", "KPN" or "Vodafone", or not at all.
What does GDPR ask of me?
Three things matter, in plain terms:
- An IP address can be personal data. The EU Court of Justice said so in the Breyer case (2016), for dynamic IP addresses when the website operator has a legal way to link them to a person.
- Tracking techniques fall under the ePrivacy rules too. The European Data Protection Board's guidelines 2/2023 (final version adopted in October 2024) say that pixels, tracking links and even some IP-based tracking can count as accessing information on the visitor's device, which usually needs consent.
- The vendors disagree on the legal basis. Some rely on "legitimate interest", others tell you to collect consent. Albacross's GDPR page, for example, says you must obtain valid consent from visitors to set and read its cookies. Leadinfo's pages mention both.
We found no regulator decision aimed specifically at B2B visitor-identification tools so far. That doesn't make them safe or unsafe; it means you have to make and document your own choice. More on this in our guide to GDPR-friendly visitor tracking.
Do I need to identify anyone at all?
This is the question we'd ask first. Most tools in this space answer "who visited?". What you usually want to know is "who is ready to talk, and about what?".
Visitors who want something from you, a quote, a call back, a price, are happy to say who they are, if you offer the right next step at the right moment. That's the approach we took with Signal: it reads what a visitor does on your site, asks one short question when the answer would change what to offer ("What are you planning?"), and offers the ready ones a call, a call back or WhatsApp. It doesn't look people up, and it never stores IP addresses. When a visit comes from an organisation's own network, it shows that organisation's name; home and mobile connections never show one.
You get fewer names than a lookup tool promises, but every name comes from someone who chose to give it, with a reason attached.
When is another tool the better choice?
- You sell to large companies and want account lists for your sales team: Leadfeeder, Leadinfo, Snitcher or Albacross will give you more company names than Signal. Leadfeeder's free plan is a cheap way to see how many of your visitors come from identifiable companies.
- Most of your buyers are in the US: RB2B does what it says there.
- You need both: some teams run a company-lookup tool for account lists and Signal for the conversations. They do different jobs.
If your visitors are mostly small businesses, local clients or people on their phones, start by asking rather than looking up. See how Signal compares with RB2B, or all comparisons.
