In addition to identifying individuals, RB2B provides company-level identification via its partnership with Demandbase, allowing businesses to recognize and engage organizations showing interest — even when person-level details are not available.
Visitors identified to the Company-Level can be found in the dashboard at https://app.rb2b.com/companies.
What is Company-Level Identification?
Company-level identification occurs when RB2B can determine the organization a visitor belongs to, even if it cannot identify the specific person. In these cases, RB2B captures and delivers valuable company-related information, such as:
Company name
Company website URL
Industry classification
Number of employees
Revenue
This insight helps businesses understand who is engaging with their website and prioritize outreach to organizations showing buying intent.
How Does Company-Level Identification Work?
RB2B’s process for company-level identification follows a similar privacy-conscious and data-driven approach:
Activation and Screening
The RB2B tracking script activates when a visitor arrives, focusing on global website traffic and applying initial screening criteria. Unless international tracking is enabled, if the visitor is an international visitor (e.g. not located in the United States), we do not attempt the identify them to the person-level but will still attempt to identify a company-level profile.Data Correlation
Using visitor analysis and device intelligence, RB2B cross-references the visitor’s network location and associated corporate domains.Company Match
Even if an individual match cannot be confirmed, RB2B can identify the visitor's company using robust databases and network mapping.Data Delivery
The matched company information is securely delivered to your dashboard, enabling you to engage with key organizations visiting your site.
This structured process ensures you gain strategic insights without breaching visitor privacy.
How to Enable or Disable Company-Level Tracking
On by default for trialing and RB2B Pro account, you can manage this setting at any time through your account dashboard:
Navigate to Account Details in the sidebar.
Select Company-Level ID from the menu or visit https://app.rb2b.com/my_account/company_level_id.
Use the radio buttons to toggle the setting on ("Yes") or off ("No") before clicking Save Changes.
Remember
Company-Level ID is only available for RB2B Pro subscriptions.
Company-Level ID is offered free of charge with unlimited resolution so long as Person-Level ID credits remain on the account.
Company-Level identification will stop working if person-level credits are entirely depleted, even though it itself does not consume credits. Ensure credits are replenished to maintain uninterrupted functionality.
Benefits of Company-Level Identification
RB2B’s company-level identification offers critical benefits for your sales and marketing strategies:
Broadened Opportunity Awareness Recognize companies engaging with your website, even if the individual visitor remains anonymous.
Account-Based Marketing (ABM) Alignment Identify potential target accounts visiting your site and tailor campaigns toward them.
Sales Team Enablement Equip your sales team with early signals about organizations researching your offerings.
Pipeline Expansion Uncover new prospects by seeing which companies are already showing interest but have not yet made direct contact.
International Visitors If your account settings have international visitor collection enabled, RB2B will attempt identify international visitors to a company-level profile only, providing you valuable insight that you may not have otherwise had access to. International visitors will not be identified to the person-level under any circumstances.
Metric Clarity Be mindful that company-level and person-level metrics are distinct. Combining their values may lead to double counting since one company can include multiple person-level interactions.
Company-Level Identification Rates
When combined with person-level identification, RB2B users can achieve a total visitor identification rate of approximately 70-80% on average for their unique U.S.-based traffic.
This includes:
40-45% person-level identification (individuals)
Additional 30-35% company-level identification (companies only)
These rates provide a strong foundation for expanding your lead generation and sales efforts based on real-time visitor activity.
Interpretation of Visitor Metrics
RB2B’s visitor metrics represent data in two distinctive ways:
Company-Level Metrics: Count of unique companies identified, aggregating data from both person-level and company-level visitors.
Person-Level Metrics: Displays specific individual users in separate charts.
Key Tip
Avoid summing person-level and company-level visitor values directly to prevent double counting and misinterpretation. Use metrics as presented in respective charts for accurate behavioral insights.
Receiving Company-Level Identification
RB2B Pro subscribers receive unlimited company-level identification of website visitors at no additional cost to their existing subscription. Unlike person-level identifications, company-level identifications do not consume credits and are included as part of your subscription benefits. However, company-level identification will cease functioning if person-level tracking credits are depleted because the tracking script relies on these credits to remain active.
By default, company-level identification is enabled for all RB2B Pro accounts. However, subscribers can control whether individual integrations (such as HubSpot, Slack, Salesforce, and others) receive company-level visitor notifications.
To manage this, simply toggle the "Send company-only profiles" setting on or off within each integration’s settings page, depending on your preferences.
Global Company-Level Identification
In addition to receiving company-level identification of U.S.-based website visitors, RB2B Pro subscribers have the option to enable tracking for global company-level visitors. This feature allows businesses to extend their visibility into web traffic originating from outside the United States, offering greater global insight into potential B2B opportunities.
RB2B's Company-Level ID tracking operates globally when enabled. This feature applies uniformly across all markets, including those within the European Union (EU), and is designed to align with GDPR principles and similar privacy frameworks worldwide. It's important to note that while company-level profiling can identify organizations from any location globally, person-level profiling is restricted exclusively to visitors located in the United States.
Default Behavior
By default, international visitor tracking is disabled for all RB2B Pro accounts. This ensures that tracking only occurs where intentional and appropriate, particularly in light of global privacy regulations.
Setting Up Global Visitor Tracking
The global tracking setting is defined during your initial account setup. If this option hasn’t yet been configured, you will be prompted to make a selection the next time you log in to the RB2B dashboard. This applies to both new and existing accounts that have not previously set a preference.
Note: Global tracking will remain off until explicitly enabled.
How to Enable or Disable Global Visitor Tracking
You can manage this setting at any time through your account dashboard:
Navigate to Account Details in the sidebar.
Select Geo Restrictions from the menu or visit https://app.rb2b.com/my_account/geo_restrictions.
On the Geographic Restrictions page, you’ll see the following message:
This setting allows you to enable or disable tracking of company-level identification outside the United States. If enabled, you are required to ensure that your website complies with applicable international consent laws and privacy policies. Please confirm that you are using a consent management tool to capture consent where required.
To proceed with enabling international tracking, you must acknowledge compliance by selecting "Yes" and confirming the use of a consent management tool.
What Is a Consent Management Tool?
A Consent Management Tool (CMT) helps ensure your website is compliant with international privacy laws like GDPR, ePrivacy, and others. It manages user permissions regarding data tracking and ensures that tracking only begins after proper consent has been obtained. This is particularly important as RB2B's tracking features can operate globally, requiring adherence to various regional privacy requirements.
Important Considerations
Global tracking can expose you to additional regulatory responsibilities. Ensure your legal or compliance team reviews any applicable requirements before enabling this feature.
RB2B does not automatically enforce consent compliance—you are responsible for configuring your consent tool appropriately.
Ensure that you update your privacy policy to include information regarding GDRP Opt-out for your users.
When Company-Level ID tracking is enabled, it applies uniformly across all markets, requiring consistent compliance with applicable privacy regulations.