The Complete Guide to B2B Website Visitor Tracking (+ 10 Great Tools to Get You Started)

As a B2B business owner, it’s essential to follow up with valuable leads. It’s especially important to do so when they choose not to convert into customers. 

Think about how many potential customers you’re missing out on when you don’t attempt to approach those who already showed interest in your business. 

With the technology at our fingertips today, you can proactively reach out to visitors who are considering your solution without them needing to fill out a form. 

Read on to learn more about website visitor tracking and how it can help your B2B business grow. Plus, we’ll show you 10 visitor recognition tools that will boost your inbound marketing strategy.

What is website visitor tracking?

Website visitor tracking is the process of finding out information – a company or individual name, email address, visited pages, etc. – about people who browse your website. Website visitor tracking uses technology such as cookies and IP address tracking to identify and trace specific visitors.

It’s useful for B2B businesses to understand the names and companies behind the anonymous numbers that visit your website. Often, people interested in your products or services will browse your online presence but won’t contact you or convert by filling out a form on your site.

Using website visitor tracking, you can get vital information on these visitors and follow up on their interest by contacting them directly. This effectively converts your cold traffic into warm leads.

How does website visitor tracking work?

Every device that uses the internet has a unique internet protocol (IP) address. This IP address is linked to crucial information about the user, such as their location and contact information. 

Visitor recognition tools find the IP address of the visitor using cookies and reverse domain name systems (rDNS). The tools then return information such as location and company name or even individual names, phone numbers, and email addresses.

You can then access this information, usually in a spreadsheet or shared directly into your CRM software. 

Visitor tracking vs. web analytics

Website visitor tracking and web analytics are similar methods of getting information about your website visitors, but they are used to capture different kinds of information for different purposes:

  • Website visitor tracking: This type of tracking gathers individual visitor information so you can contact them and follow up on their interest in the company. Website visitor tracking aims to convert visitors into customers by getting them into your sales pipeline.
  • Web analytics: Rather than focusing on your visitor’s identity, web analytics focuses on the performance of your website in terms of traffic and conversions. Using web analytics, you can get information on the number of people that have visited your website, which pages get the most traffic, and data on which source your traffic comes from (social media ads, paid traffic, organic search results, etc.).

Different tracking requirements: B2C vs B2B

While visitor tracking and web analytics are both useful, one method may prove more helpful for you depending on your type of business.

B2C businesses tend to generate more traffic than B2B businesses, so using their time and resources to track and convert individual visitors may not be a great idea. It’s simpler for these businesses to focus on their website performance using web analytics data, determine which traffic sources and content work best for conversions, and then adjust accordingly.

The more traffic you bring to your website, the more accurate your web analytics data will be. So for B2B businesses – which tend to attract less traffic – this data might not be as useful. 

However, any traffic coming to a B2B website will likely be more valuable since visitors tend to be companies looking for a B2B solution. These visitors may be weighing their options by comparing your B2B product with your competitors’ or waiting for feedback from the decision-makers in their company.

B2B companies can get an advantage by learning about their website visitors and proactively reaching out to them instead of waiting for interested companies to contact them.

That’s why website visitor tracking tools may be ideal for B2B companies that want to ensure they’re keeping leads from escaping through the cracks.

Benefits of Website Visitor Tracking

Imagine owning a brick-and-mortar store where only 3 out of 100 customers who walk in make their way to the till. 

You’d probably want to investigate the reasons why and make sure your employees are reaching out to walk-in customers and helping them make a purchasing decision before walking out the door.

With website visitor tracking, you can reach out to website visitors who didn’t convert and pitch them on how your product can improve their lives.

Website visitor tracking data helps your marketing efforts too. Here are a few ways that visitor tracking can improve your marketing team’s effectiveness.

1. Enables cost-effective lead generation

It costs more to convert outbound leads than inbound leads. Save your team time and resources by focusing on leads that are more likely to convert into customers by taking advantage of your website visitor data.

2. Provides data for ABM marketing

Account-based marketing (ABM) is a form of marketing that, instead of targeting a general customer profile based on demographics, targets a specific account or organization. 

You can create an accurate persona for your ABM campaigns using the data gathered from your website visitor tracking.

3. Helps you optimize your marketing funnel

When you’ve identified your ideal client from website visitor tracking data, you have a realistic view of businesses that are actually interested in your services. This helps you tailor your marketing funnel to ensure that the ideal visitor converts into a lead.

The data you gather can also give you insight into potential leaks in your marketing funnel. 

4. Generates insights into your ICP

You can use your website visitor information to understand where your ideal customer profile (ICP) is in the buyers’ journey. That allows you to adjust your marketing and sales pitch, understanding their pain points by tracking the content and pages on your website that resonate the most with them.

Top 10 Website Visitor Tracking Tools for B2B Businesses

As a B2B business owner, you have a range of great website visitor tracking tools to choose from. Read on to see our top 10 picks. 

1. Nutshell’s PeopleIQ

Nutshell’s PeopleIQ is a valuable add-on feature to Nutshell CRM that lets you track and pinpoint potential customers from your website traffic.

It’s an excellent feature to boost your B2B sales and marketing opportunities. With PeopleIQ, you reduce the need to cold contact uninterested prospects since you’ll be contacting companies that already show an interest in working with you. 

And since PeopleIQ works hand-in-hand with your CRM, you can easily create new CRM contacts and leads from your website visitors, then assign those leads to your sales reps. PeopleIQ gives you the power to quickly and efficiently move website visitors down your sales funnel.

Every Nutshell CRM customer gets access to 10 free PeopleIQ credits per month and the option to add more for a starting price of $37 per month, paid annually.

Main features

  • Identify potential customers by pinpointing the companies and individuals that visit your website: Get vital information to identify ideal customers in your traffic with insights into the company name, revenue, employee size, and location.
  • Segment and prequalify your visitors: Did you know that visitors who land on your pricing page are more likely to convert? Analyze website visitor behavior and customize your approach to their level of interest. 
  • Customize tracking based on your ICP: PeopleIQ lets you tailor website visitor tracking based on your ideal customers, so you can ensure that your results align with your sales and marketing strategy. 
  • Nurture your customers into advocates: Keep track of the web pages your current customers visit to anticipate their needs and meet them before they ask.

Best for:

B2B businesses of all sizes that want a robust and affordable visitor tracking solution that automatically adds traffic leads to their CRM.


  • Each Nutshell CRM plan comes with 10 free PeopleIQ credits
  • PeopleIQ comes as an add-on to your Nutshell CRM subscription
  • Starting at $37 per month for 100 credits

Take your CRM to the next level with PeopleIQ

  • Nutshell’s native website visitor tracking tool
  • Try out PeopleIQ with 10 free credits per month
  • Starts at $37/month for your entire company (not per seat)

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2. Leadfeeder

Screenshot of Leadfeeder software website

Uncover opportunities within your current website traffic with Leadfeeder. You can add the Leadfeeder tracker script to your website and identify the companies that have visited your site. 

Main features

  • Get contact information from anonymous website visitors using Leadfeeder’s contact database.
  • Filter your contacts based on job role, seniority, or location.
  • Update data into your current CRM with simple integrations.

Best for:

EU-based businesses that use HubSpot, Pipedrive, Salesforce or Zoho CRM.


  • 14-day free trial available
  • Free plan available for up to 100 identified companies
  • From $108 per month (paid annually)

3. Leadinfo

Screenshot of Leadinfo software website

Leadinfo allows you to identify anonymous B2B website visitors by linking visitors’ IP addresses to their unique database. This means you get an overview of each user, including where they work and their navigation patterns.

Main features

  • Screen recordings to get detailed insight into each website visitor’s behavior
  • Worldwide coverage with 214+ countries and over 220 million companies covered
  • Automate alerts when specific users visit your site

Best for:

B2B businesses with a global customer base


  • 14-day free trial available
  • From $49 per month for 50 unique website visitors to $699 per month for 5,000 monthly visitors

4. 6Sense Revenue AI

Screenshot of 6sense software website

The 6sense software identifies the companies visiting your website with its account identification and matching software. 

Identify your website visitors and see their engagement and patterns in order to personalize your approach. 6Sense works with most CRMs, but integration can be difficult, according to user reviews.

Main features

  • Identify buyer behaviors, interests, and engagements to create personalized interactions
  • Use AI to get insight into the effectiveness of your campaigns and revenue-driving efforts

Best for:

Medium to large-scale B2B businesses


  • Pricing for 6sense is unavailable on their site

5. Lead Forensics

Screenshot of Lead Forensics software website

Your B2B website is a powerhouse of opportunity, according to the Lead Forensics team. Their visitor tracking software allows you to access the corporate identity of your website visitors. 

Lead Forensics hosts a large database of B2B-matched IP addresses. One drawback of this software is that it has a slightly steep learning curve.

Main features

  • Obtain business contact details for key prospects
  • Identify the keywords that drive the most traffic to your site
  • Access your leads directly through the Lead Forensics portal or integrate directly into your CRM platform

Best for:

Increasing your lead pool quickly to target as many viable prospects as possible


  • Seven-day free trial available
  • Pricing upon request, based on website traffic volume

6. Snitcher

Screenshot of Snitcher software website

Snitcher reveals the companies behind your anonymous traffic without depending on conversions or form submissions. 

The website visitor tracking tool allows you to use lead scoring so that you can segment your cold traffic leads to boost your sales and marketing efforts.

Main features

  • Lead scoring to prequalify and segment leads that are a good fit
  • Real-time intent signals for identifying leads that exhibit buying behavior
  • Integrates with Google Analytics

Best for:

Small businesses that need accurate website visitor information for their sales campaigns


  • 14-day free trial available
  • From $39 per month (annual pricing) for 100 unique visitors to $949 per month for up to 10,000 unique visitors

7. Foundry Intent

Screenshot of Foundry Intent software website

KickFire LIVE Leads is a software feature of Foundry Intent that lets you get information on companies that have visited your site and show buying intent. 

You get real-time alerts, and you can customize your tracker with an account watchlist to inform you whenever you receive interest from a target account.

Main features

  • Data is human-verified to ensure you get information you can trust
  • Easy to install in less than 15 minutes
  • Measure and analyze the performance of your sales and marketing efforts by analyzing your prospects’ buyer journey alongside your company data

Best for:

Medium-sized businesses that are willing to invest in order to scale


  • Price upon request—depends on data volume and use case

8. ZoomInfo SalesOS

Screenshot of ZoomInfo SalesOS software website

ZoomInfo SalesOS is a B2B sales prospecting software that features customer call and meeting analysis, email and phone automation, and website visitor tracking. 

You can identify website visitors to connect with the company decision-makers.

Main features

  • Pair your conventional website insights with website visitor tracking software to identify best-fit customers
  • Get instant and actionable access to stakeholders’ names and contact details for a smoother selling process

Best for:

Sales and marketing teams who want better insight into their high-quality leads coming from cold traffic


  • Custom quote provided upon request

9. Act-On

Screenshot of Act-On software website

Act-On has a suite of website and landing page optimization tools to help you optimize your website conversion. Customers can also get an audit of their current website performance. 

When you sign up for Act-On website optimization, you get the Act-On web beacon, which trucks and gathers corporate information about your visitors. You can even look up specific contacts to deliver segmented nurturing campaigns.

Main features

  • Receive real-time alerts when a target account performs an action, such as visiting a specific page or filling out a form
  • Expand your lead view by integrating with email, social media, CRM, and web analytics
  • Actionable insights into what buyers and prospects are interested in and their likelihood of purchase

Best for:

Large-scale marketing teams that want an automated solution to improve their lead generation.


  • Pricing model based on your estimated active contacts (contacts in your database that you actively market to)
  • From $900 per month for the Act-On marketing automation platform

10. CANDDi

Screenshot of CANDDI software website

CANDDi provides visitor-level tracking and lets you get in touch with the visitor personally with a pitch that’s specifically tailored to their interests.

Main features

  • Visitor-level tracking to get individual information on your website visitors, and not just the company name
  • Combines IP tracking with cookie tracking to send real-time visitor alerts
  • Measure your marketing success with insight into the channels from which your visitors opened your website

Best for:

Small businesses looking to scale with inbound lead generation and sales


  • 30-day free trial available
  • From $249 per month (annual pricing) for the Starter plan to $789 per month for the Pro plan
  • Pricing is not publicly available for the Enterprise Plan, which comes with unlimited visitors per month

FAQs about website visitor tracking 

Is it possible to see who visited your website?

Yes, every landing page a person visits, from whichever device they use, can potentially be recorded. This gives marketers greater insight into what visitors are likely to buy so they can create highly targeted ads. The most popular way to track website visitors is through cookies.

How can I see how many visitors a website gets?

You can use the website visitor tracking tools listed above to check your number of page views and unique visitor count.

What can you track with website visitor tracking tools?

The information you can collect via website visitor tracking software includes visitors’ company names, contact names, and email addresses. This data is important for gathering prospects to turn into leads.

What are the privacy and security risks associated with using visitor recognition software?

There shouldn’t be any security concerns when using website visitor tracking software. Most visitor tracking tools are GDPR-compliant and follow protocols to ensure security so that you can use these technologies responsibly. In general, all the compliance and security measures are the responsibility of the software companies that provide the visitor recognition tools. 

Try PeopleIQ to make the most of your website visitor data

Make the most out of your B2B cold traffic today by signing up for a 14-day free trial of Nutshell CRM. 

Our all-in-one sales automation software helps your team to customize and manage your sales pipelines, communicate with your customers, and collaborate across sales, marketing, and customer service teams.

Plus, you’ll get immediate access to PeopleIQ, our integrated website visitor-tracking software. 

Use PeopleIQ to track individuals and companies that visit your site (including data on which pages they visited) so that you can proactively approach them with a customized sales pitch.

Try Nutshell—and your first 10 PeopleIQ credits—free for 14 days. 

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Give our powerful, easy-to-use CRM a try for free for 14 days! Or join a live demo to see Nutshell at work!




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