When was the last time you actually wanted to fill out a "Contact Us" form?
If you’re like most B2B buyers in 2026, the answer is probably never. We’ve reached a point where buyers want to do their own research, poke around your pricing page, and read your case studies, all without talking to sales until they’re up to 90% of the way to a decision.
In fact, 83% of B2B decision-makers say they now prefer digital interactions over traditional face-to-face engagement, which means your website has quietly become the most important part of your sales process.
But while those potential customers are ghosting your forms, they’re leaving behind a goldmine of digital info. If you're waiting for them to hand-raise by filling out a box, you’re not doing it right. By the time they finally reach out, your competitor has probably already identified them and started a conversation.
So instead of sitting back and waiting for a notification that may never come, smart sales teams are becoming proactive. They aren't guessing who’s on their site, they know.
The purpose of this guide is to look at how to turn that anonymous data into a real person you can actually talk to. By using website visitor identification software as a starting point, and then plugging that data into a stack that includes Clay and HubSpot, you can stop reacting to forms and start reaching out to the right people at the exact moment they’re thinking about you.
The Problem: Over 98% of B2B website visitors remain anonymous, representing a massive leak in your sales funnel.
The Top 5 Tools: Vector (High-Intent Signals), HubSpot Breeze (Native), RB2B (Person-level), Warmly (Real-time), and Leadinfo (EU/GDPR).
The "Power Stack": The most successful 2026 teams use identification tools as a "signal" that feeds into Clay for enrichment.
The Clay Advantage: Clay takes a raw visitor signal and automatically finds the right contact, verifies their email, and researches their recent company news.
The HubSpot Engine: Finalized, high-intent leads are synced to HubSpot to trigger automated, personalized sales sequences instantly.
If you go looking for website visitor identification tools, you’ll find hundreds of options. But most of them just give you a list of company names in a siloed dashboard that your sales team will probably never look at.
For a tool to actually be useful in 2026, it has to play nice with your existing stack. The five tools below feed data seamlessly into Clay for enrichment and HubSpot for action.
Vector is widely considered the premier choice for teams that need the most accurate intent data available. It goes beyond telling you someone visited, and gives the "why" behind them being a qualified lead.
If you’re already living in HubSpot, this is your starting line. Breeze is built directly into the CRM you use every day, which means there’s no complicated setup or third-party APIs to wrestle with. It reveals who your anonymous website visitors are and sends that data straight to your sales team.
Most tools tell you which company is visiting. RB2B takes it a step further by identifying the specific person browsing your site (for US-based traffic). It matches their digital footprint against a massive network to show you their actual LinkedIn profile.
Warmly is for teams that don't want to wait an hour to follow up. It’s designed to bridge the gap between someone browsing your site and someone talking to your team by using a waterfall of over 20 data providers to identify as many people as possible.
If you do a lot of business in Europe, you know privacy is the law. Leadinfo is the market leader for identifying European companies without using cookies or breaking any strict data rules.
Knowing a company is on your site is a great start, but a company name doesn't sign a contract. A human does. 84% of B2B buyers say they’re more likely to engage with brands that deliver personalized experiences, which is why visitor identification without enrichment and context is a dead end. If all you do is glance at a logo dashboard once a week, you’re not doing real b2b website visitor identification.
To actually make money from your traffic, you need a system that takes a raw signal and turns it into a real conversation. This is where the combination of Clay and HubSpot comes in.
This is the exact workflow the top 1% of GTM teams are using right now to turn anonymous website visitor identification into actual meetings.
1. Catch the signal It all starts when a high-value visitor hits a page that screams "intent", like your pricing page or your "Contact Sales" tab. Your website visitor identification software (like Vector or HubSpot Breeze) catches the signal. Instead of letting that data sit in a silo, you send it instantly to Clay via a webhook.
2. Filter out the noise Not every visitor is a lead. Some are your competitors snooping, and some are existing customers looking for support docs. Within Clay, you can set up a simple filter: "Only keep going if this company isn't already a 'Customer' in HubSpot and matches our ideal size and industry."
3. The "Clay Waterfall" Once you know the company is a fit, you need a name. Clay goes to work finding the exact person you need to talk to (e.g. Head of Marketing). It then runs a waterfall, checking dozens of data providers one after another, to find their verified work email and LinkedIn profile.
4. Let AI do the research Instead of sending a generic "I saw you on my site" email (which everyone hates), you use Claygent (Clay’s AI agent). You tell it to look at the visitor’s LinkedIn and find a recent post or a piece of company news. Then it drafts a custom intro that actually sounds like it was written by a human. That effort pays off as 93% of companies report higher conversion rates when they use personalization, and personalization only works when you know which accounts are on your site and what they’re actively researching.
5. Seamlessly sync to HubSpot Now that the lead is fully researched and personalized, Clay pushes everything into HubSpot. It creates the contact record, logs the website activity, and can even drop them into a HubSpot Sequence.
By the time you finish this process, you’ve moved from anonymous website visitor identification to a fully researched, high-intent sales lead in about 60 seconds.
If you feel like website visitor identification software has gotten eerily accurate lately, you aren’t imagining it. The tech has moved far beyond simple IP lookups that just tell you which office building a visitor is sitting in.
To stay ahead, you need to understand the tech that the best website visitor identification software for b2b is using today.
The biggest shift in research tools for anonymous website visitor identification is the move toward Identity Graphs.
They link a person's professional LinkedIn profile, their work email, and their various devices (like a laptop and a phone) into one cohesive profile. So, when a VP of Sales looks at your pricing page from their home Wi-Fi on an iPad, the identity graph recognizes those signals and tells you exactly who they are. This is how tools like RB2B can give you a name and a face instead of just a generic company logo.
Another major evolution in website visitor identification tools is the ability to shine a light on "Dark Social." In the past, if someone saw your post on a private Slack community, clicked a link in a WhatsApp group, and then visited your site, your analytics would just say "Direct Traffic."
Modern software is now getting much better at tracking these invisible journeys. It can see where visitors go after they leave your site, like if they head straight to a review site like G2 or start searching for your competitors. When you feed this pathway data into Clay, you can tailor your outreach based on their entire journey, not just the two minutes they spent on your homepage.
When you use anonymous website visitor identification that leverages these advanced tools, you’re getting context. You know that a lead didn't just appear out of thin air, they came from a specific conversation on LinkedIn, researched your competitors, and then landed on your site.
The "best" tool depends entirely on your goals. If you want a seamless, all-in-one experience where your data is already waiting for you, HubSpot Breeze is the winner. It’s built for ease of use and stays right inside your CRM.
However, for "Power Users" who want to build a massive outbound engine, the gold standard is combining Vector with Clay. This duo gives you person-level data that you can instantly enrich and personalize, which is something a standalone CRM tool usually can't do at scale.
Yes, but you have to be smart about it. Identifying that a company visited your site is generally considered "legitimate interest" and is a standard B2B practice. When you move into anonymous website visitor identification at the person level, you need to ensure your privacy policy is transparent and that you're using compliant tools (like Leadinfo for Europe).
In 2026, the key is using this data to be helpful, not creepy. Use the info to provide a better experience, not to spam people who aren't a fit.
You don't need a massive budget to start. Most people begin by installing a free tracking pixel from a tool like Vector or RB2B or turning on the "Reveal" feature in HubSpot.
Once you see the data flowing in, the next step is to connect that feed to Clay. This is where you move from just "watching" traffic to "acting" on it. Start by automating one simple task, like finding the LinkedIn profile of a visitor from a target account, and grow your workflow from there.
Not at all. One of the best things about website visitor identification tools today is that they are designed for marketers and sales reps, not developers. If you can copy-paste a small snippet of code onto your website (or use a plugin) and click "Connect" in an app, you can have this entire system running in an afternoon.
In 2026, the most successful B2B teams are the ones with the best systems for turning intent into real conversations.
The best website visitor identification software, whether it’s the native ease of HubSpot Breeze, the person-level precision of RB2B, or the global reach of Leadinfo, is really just the start. If you only use these tools to see who is on your site, you’re only doing half the work.
The real results happen when you move from passive identification to active engagement. By using Clay to automate the homework of research and HubSpot to manage the relationship, you’re reaching out to a human being with a message that actually matters to them.