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Visitor identification through RB2B remains a popular choice among B2B companies wanting to identify b2b traffic, but users increasingly feel frustrated with its limitations and actively search for better alternatives.
RB2B claims to identify website visitors effectively. The reality disappoints most users. The platform offers simple visitor tracking features that most companies know. Marketing teams struggle with its low 10-20% identification rate and constant reliability problems.
The reality is that RB2B is simply whitelabeling 5×5 and LiveIntent data. They don’t offer proprietary technology.
These RB2B challenges affect many businesses today. Companies now choose platforms like Identity Matrix to get better identification rates and dependable data. Let's get into the problems that drive users toward these alternatives and understand what matters to make the right choice.
What is RB2B and Why Users Are Looking for Alternatives
RB2B works as a website visitor identification tool that helps B2B companies capture and convert anonymous traffic. Startups and small businesses love this platform's straightforward lead generation solutions. However, users now look for alternatives more than ever.
Core functionality of RB2B explained
The platform works through a simple JavaScript snippet in your website's header. RB2B tries to identify visitors on a B2B website through what they call a "fully-permissioned, proprietary publisher network." Their documentation shows that RB2B uses first-party and third-party cookies, device IDs, and IP addresses to track and identify people across their network.
The basic promise is simple. You can turn anonymous website visitors into identifiable leads. RB2B whitelabels B2B website visitor tracking that sends their information to you through Slack notifications; however, you need a Slack admin login. The platform also connects with HubSpot and Salesforce CRM systems. This allows you to create workflows for automated outreach and lead scoring.
One important technical detail stands out. RB2B only identifies US-based traffic. They use IP ringfencing to limit identification to US visitors. This serves as their GDPR compliance strategy since their "database of personal information only contains profiles that have been matched to US home addresses."
Growing dissatisfaction among users
The platform's popularity hasn't stopped users from reporting several consistent problems that cause frustration:
- Limited identification capabilities: RB2B claims to identify 20-30% of web traffic, but real-life performance often falls short. We’ve heard some users receive as low as 8% of their traffic. They use 5×5’s and LiveIntent's cookie matching, which makes them vulnerable to Google and Apple's stronger data privacy measures.
- Data quality concerns: Users often get broken LinkedIn profile links and unreliable email addresses. The system mostly provides LinkedIn profiles and rarely business email addresses, which limits outreach options.
- Problematic pricing structure: Users pay credits for every lead captured, whatever the quality or time spent. You pay the same amount for someone who leaves after one second as you would for an interested prospect.
The company's CEO revealed that RB2B has about 20% monthly customer churn. This high turnover suggests ongoing problems with either value delivery or customer satisfaction.
The search for RB2B competitors
These limitations have marketing teams actively looking for alternatives that fix these problems. Companies moving away from RB2B usually want several key features:
They want better identification rates that don't rely only on cookies. The changing privacy landscape makes solutions using different identification methods more appealing. Digital fingerprinting and AI-based matching have become attractive options.
Companies need detailed contact data beyond LinkedIn profiles. They want verified work and personal email addresses, accurate mobile numbers, and reliable social media profiles—all checked in real-time.
Marketing teams also need better analytics and more integration options. RB2B users often feel frustrated with the platform's basic reporting features and limited integration options.
These changing needs explain why many businesses learn about alternatives like Identity Matrix that claim to fix these specific problems. As with any platform switch, careful testing remains essential.
Limited Visitor Identification Capabilities
RB2B's biggest problem with technical limitations shows up in how well it identifies visitors. This basic issue affects everything from getting leads to marketing ROI and creates many challenges for marketing teams.
RB2B's 10-20% identification rate problem
RB2B's technology struggles with a limited identification rate. The company claims to identify 20-30% of web traffic, but real-life results drop to just 10-20%. Your sales teams work with incomplete data because you can't see what 80-90 out of every 100 website visitors are doing.
RB2B's own FAQ section confirms this weakness: "We identify 20-30% of web traffic, US only. So, there's somewhere between a 1/3 and 1/5 shot you'll be able to see yourself on your site." This statement shows a major flaw in their identification technology.
Cookie-based limitations in a privacy-first world
RB2B's identification problems happen because they depend too much on cookies. They use LiveIntent's cookie matching system, which faces tough challenges as browsers push for more privacy. Google wants to remove third-party cookies while Apple's privacy updates directly threaten this technology.
RB2B tries to fix these issues by using "a combination of 1st and 3rd party cookies, device IDs, and IP addresses." But modern privacy rules and browser updates block these exact methods. Each privacy update makes RB2B's core technology less effective.
How Identity Matrix achieves 70% identification rates
Identity Matrix stands out by identifying about 70% of US web traffic. This improvement is 3-5x times better because their technology works differently.
Identity Matrix rely on cookies. They use complex digital fingerprinting and AI-driven matching that looks at many identification points at once. Their system processes over 5 trillion data points and matches device IDs, hashed emails, and mobile ad IDs.
Their approach keeps working well even as privacy rules get stricter. Marketing teams see the difference clearly - Identity Matrix users find 3-5 times more leads from the same traffic.
Identity Matrix uses proprietary machine learning and AI to match data across billions of records to build the ultimate b2b website visitor identification software.
Inadequate Contact Data Quality Issues
Contact data quality is the biggest problem in RB2B's offering, beyond just identification rates. Sales teams who rely only on RB2B end up working with incomplete and unreliable prospect information. This affects their outreach efforts and conversion rates badly.
Missing personal and work email addresses
RB2B matches LinkedIn profiles but provides limited or no access to prospects' email addresses. Sales teams find it hard to establish direct communication channels because of this limitation. Users also report frequent deliverability issues due to outdated or inaccurate information.
In stark comparison to this, Identity Matrix gives you both personal and work email addresses as standard features. Your sales team gets multiple contact options through this dual-email approach. This becomes especially valuable when you need to reach decision-makers who don't respond to corporate communications. Each email address goes through up-to-the-minute verification that ensures your messages reach real inboxes instead of bouncing.
Unreliable LinkedIn profile matching
RB2B's original LinkedIn profile matching looks like its strongest feature. Users consistently report broken LinkedIn links and mismatched profiles in reality. The platform's limited data refresh rates are a key reason - once it matches a profile, updates are rare, even when prospects change their positions or companies.
Identity Matrix takes a complete approach and continuously verifies LinkedIn profiles against current employment data. Your sales team connects with the right people at the right companies, and no effort gets wasted on outdated contacts.
Mobile number accuracy: RB2B vs Identity Matrix
Mobile contact information shows the clearest difference between these platforms. RB2B has almost no mobile phone data, which forces sales teams to use less effective communication channels.
Identity Matrix has 75%+ mobile number accuracy - this is a big deal as it means that it beats even industry leader ZoomInfo's 65% accuracy rate. Every contact detail goes through verification before delivery. Your sales team connects with decision-makers instead of hitting dead ends.
These accuracy differences directly affect conversion metrics. Sales professionals who use Identity Matrix report much higher connection rates because they work with freshly verified contact information. Accurate mobile numbers often determine whether you close deals or miss opportunities when time-sensitive situations arise.
Problematic Pricing Structure and Credit System
RB2B's pricing model shows some big problems that guide customers toward frustration and leaving the platform. Many businesses find these money issues become the final straw that makes them look elsewhere.
Paying for bounced visitors with RB2B
RB2B's credit system bills you for every lead it captures, whatever the quality or how long they stay. You'll pay just as much for someone who leaves after a second as you would for a serious prospect who explores your whole site.
This wasteful approach burns through your marketing budget on leads that go nowhere. The Pro Plan starts at $149/month for 150 contacts. Each contact uses one credit, useful or not. Your business ends up paying for data you can't really use since many identified visitors offer little sales potential.
Hidden costs and overage charges
The base subscription isn't your only expense with RB2B's pricing model. Their tier system tries to push you toward upgrades by offering "lower overage rates" on pricier plans. This shows you'll face extra charges if you go over your monthly limit.
The "free-forever" simple plan comes with major drawbacks:
- Only simple profile information
- Slack alerts without full contact data
- A basic dashboard that lacks analytics
You'll need to upgrade to paid tiers to get complete information and all integrations. The costs add up quickly - Pro+ jumps to $349/month for 1,000 contacts while using the same credit system.
Identity Matrix's selective credit usage approach
Identity Matrix takes a fresh look at this challenge. Their system spots all possible leads but only charges when you pick contacts that fit your needs or hit your lead score threshold.
Their pricing gives you more options:
- $149/month starter plan with 75 reveal credits
- Credits work only for leads you choose
- You control and adjust threshold settings anytime
Identity Matrix offers better value than RB2B at every tier. The platform becomes more budget-friendly as your traffic grows, with enterprise plans ready for sites that get over 25,000 monthly visitors.
This pick-and-choose credit system helps you get more for your money. You pay only for data you can actually use, not just anyone who happens to visit your site.
Integration and Analytics Shortcomings
The way a tool connects with your existing tech stack plays a crucial role in its effectiveness. RB2B shows major weaknesses in this area. These problems go beyond simple convenience and affect how well you can use visitor data.
Limited CRM integration options
RB2B's integration options are surprisingly limited. The platform only works with three systems: HubSpot, Salesforce, and Clay (via webhook). Many teams must create manual workarounds or give up on certain processes because of these restrictions.
Identity Matrix offers a much wider range of integrations that has:
- Major CRM platforms (Salesforce, HubSpot)
- Marketing automation tools (Marketo, ActiveCampaign)
- Sales enablement solutions (Apollo)
- Over 7,000 applications through Zapier
- Advanced analytics platforms
Absence of behavioral analytics
What's worse, RB2B has no behavioral analytics features at all. You can see who visited your site but nothing about how they interact with your content. This creates a huge blind spot. You know who came but not what caught their interest or why they visited.
Identity Matrix solves this problem with complete behavioral analysis. It tracks visitor activity across your site and measures how they engage with content. Your team can spot buying signals beyond just visits and see which products or services really interest each prospect.
Missing attribution data for marketing teams
RB2B provides no attribution data, which leaves marketing teams in the dark about which channels bring quality traffic. Marketing teams can't optimize their budgets because they can't link their spending to visitor quality or engagement.
Identity Matrix shows exactly how prospects find and interact with your site through multi-touch attribution tracking. Marketing teams can see which campaigns generate qualified leads, which helps improve ROI across all channels.
These gaps in integration and analytics stop RB2B users from making the most of their limited visitor data. This creates major roadblocks to optimization and growth.
Comparison Table
Conclusion
RB2B has most important drawbacks that affect B2B companies looking for reliable visitor identification solutions. The platform provides simple tracking capabilities but identifies only 10-20% of visitors. Its contact data lacks reliability, and the pricing structure charges users for low-quality leads.
Identity Matrix emerges as a better choice with 3.5x higher identification rates through advanced digital fingerprinting and AI-driven matching. The platform doesn't rely on increasingly restricted cookies. Users receive verified contact information with personal and work emails, plus mobile numbers that are 75% accurate.
Marketing teams save money with Identity Matrix's selective credit usage. They pay only for valuable leads that match their criteria. The platform provides detailed integration options and behavioral analytics to track visitor activity. RB2B's features don't deal very well with these requirements.
Identity Matrix proves to be a practical solution for companies frustrated with RB2B's limitations. Try Identity Matrix free today and see how reliable visitor identification transforms your B2B marketing results.
FAQs
Q1. What are the main differences between RB2B and Identity Matrix? Identity Matrix offers a higher identification rate (70% vs 10-20%), more accurate contact information, and a selective credit usage system. It also provides comprehensive behavioral analytics and better integration options compared to RB2B. In addition, RB2B pricing is more expensive for less data all around.
Q2. How does Identity Matrix achieve higher identification rates? Identity Matrix uses advanced digital fingerprinting and AI-driven matching techniques, analyzing multiple identification vectors simultaneously. This approach allows it to maintain high identification rates even as privacy regulations tighten. You end up with 3-5x more decision makers ready to call.
Q3. What contact information does Identity Matrix provide? Identity Matrix provides both personal and work email addresses, LinkedIn profiles with continuous validation, and mobile numbers with over 75% accuracy. All contact details undergo real-time verification before delivery. This dramatically decreases the cost of customer acquisition.
Q4. How does the pricing structure differ between RB2B and Identity Matrix? RB2B charges for every lead captured, regardless of quality. Identity Matrix uses a selective credit system where you only pay for leads you choose that meet your criteria, potentially offering better value for your budget.
Q5. What integration capabilities does Identity Matrix offer? Identity Matrix offers extensive integration options, including major CRM platforms, marketing automation tools, sales enablement solutions, and over 7,000 applications through Zapier. It also provides advanced analytics and multi-touch attribution tracking.
