Leadfeeder vs RB2B (2026) Compared
Leadfeeder tells you which companies visit your site. RB2B tells you which people. That's a bigger difference than it sounds.
The Short Version
Leadfeeder (now Dealfront) is the established player for company-level website visitor identification. It tells you "Acme Corp visited your pricing page." RB2B is the newer, more aggressive option that identifies individual visitors by name and LinkedIn profile. RB2B's person-level data is more actionable for sales, but raises more privacy questions and only works for US traffic.
Quick Comparison
| Feature | Leadfeeder (Dealfront) | RB2B |
|---|---|---|
| Identification Level | Company-level | Person-level |
| Free Plan | Yes (last 7 days, 100 companies) | Yes (personal LinkedIn profiles) |
| Paid Starting Price | $99/mo | $99/mo |
| Geographic Coverage | Global (company IP data) | US only |
| Data Provided | Company name, pages viewed, visit duration | Name, email, LinkedIn, company, pages viewed |
| CRM Integration | Salesforce, HubSpot, Pipedrive | Slack, HubSpot (via integrations) |
| GDPR Compliant | Yes | US-focused (limited EU support) |
| Best For | Companies with global traffic | US B2B companies wanting person-level data |
| The Big Risk | Company-level data has limited actionability | Privacy concerns and US-only coverage |
Deep Dive: Leadfeeder (Dealfront)
What They're Selling
Leadfeeder (rebranded to Dealfront's website visitor identification) uses reverse IP lookup and proprietary data to identify which companies visit your website. It's been in the market since 2012 and is one of the most established visitor identification tools. The integration with Dealfront's broader sales intelligence platform adds European market targeting capabilities.
What It Actually Costs
The free plan shows the last 7 days of data with up to 100 identified companies. The paid plan starts at $99/month for up to 100 identified companies, with pricing scaling based on volume. Higher tiers run $199-599/month depending on company volume and features. CRM integrations and custom feeds are included in paid plans.
What Users Say
Users like the reliability and CRM integrations. Leadfeeder has been doing this long enough that the product is stable and the data is consistent. The main complaint: company-level identification without knowing which person visited is only marginally useful. Sales teams still have to guess which contact at the company was browsing. Match rates vary significantly by traffic source.
Pros
- Established product with proven reliability
- Global coverage (not limited to US)
- GDPR compliant for European markets
- Good CRM integrations (Salesforce, HubSpot, Pipedrive)
- Free plan for basic evaluation
Cons
- Company-level only, which limits actionability
- Match rates vary by traffic type
- Pricing scales with identified companies
- Requires sales team to figure out the right contact
- Part of Dealfront rebrand, which adds complexity
Deep Dive: RB2B
What They're Selling
RB2B launched in 2023 with a provocative pitch: we'll show you the actual person visiting your website, not just their company. Using identity resolution technology, RB2B matches website visitors to individual profiles, providing name, email, LinkedIn URL, and the pages they viewed. The free plan delivers personal LinkedIn profiles; paid plans add work emails and more data.
What It Actually Costs
The free plan shows personal LinkedIn profiles of identified visitors. The Pro plan at $99/month adds work emails, company data, and Slack/webhook integrations. Enterprise pricing is custom. The free plan is generous enough that many teams use it indefinitely for the LinkedIn profile data alone.
What Users Say
Users are enthusiastic about the person-level data, calling it a "cheat code" for outbound sales. The Slack integration that pushes visitor notifications in real-time is particularly popular. Concerns center on privacy implications, the US-only limitation, match rates that can be inconsistent, and questions about the long-term viability of this approach as privacy regulations evolve.
Pros
- Person-level identification (name, email, LinkedIn)
- Free plan with LinkedIn profile data
- Real-time Slack notifications
- More actionable data than company-level tools
- Fast setup (JavaScript snippet)
Cons
- US traffic only
- Privacy concerns and regulatory risk
- Match rates vary significantly
- Newer company with less track record
- Person-level identification may not survive evolving privacy laws
Which Should You Pick?
The Honest Take
These tools solve the same problem differently, and RB2B's approach is objectively more useful for sales teams. Knowing that "John Smith, VP of Sales at Acme Corp" visited your pricing page is an order of magnitude more actionable than knowing "Acme Corp" visited. The question is whether person-level visitor identification will survive increasing privacy regulation. Leadfeeder is the safer bet; RB2B is the higher-payoff gamble. Many teams use both.
Questions to Ask Before Buying
- What percentage of your website traffic comes from the US?
- Does your legal team have a position on person-level visitor identification?
- How does your sales team currently follow up on website leads?
- Do you need CRM integration, or is Slack notification sufficient?
- How much of your traffic is anonymous vs logged-in?
- What's your monthly unique visitor count for B2B traffic?
- Do you sell into European markets where GDPR applies?
- Are you willing to combine multiple tools for full coverage?
Frequently Asked Questions
Is RB2B legal?
RB2B operates within current US privacy regulations. It uses identity resolution technology similar to what ad networks use. However, individual-level visitor identification exists in a gray area that privacy regulations may address. European GDPR would likely restrict this approach for EU visitors, which is why RB2B focuses on US traffic.
How accurate is Leadfeeder's company matching?
Leadfeeder typically identifies 30-60% of B2B website visitors at the company level. Match rates depend on traffic source: direct visits from corporate IPs match well, while mobile and home Wi-Fi traffic has lower match rates.
Can I use both tools together?
Yes, and many teams do. RB2B identifies individual US visitors while Leadfeeder covers international traffic at the company level. The tools complement each other for different segments of your traffic.
Which has a better free plan?
Both have useful free plans. Leadfeeder's free plan shows the last 7 days of company-level data. RB2B's free plan shows person-level LinkedIn profiles indefinitely. For sales teams, RB2B's free plan is more actionable.