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Website Visitor Identification Software, De-anonymisation, and Lead Routing

Website Visitor Identification covers tools and workflows that de-anonymise website traffic at account and person level, then route that signal to sales. This category includes visitor identification software, reverse IP and account-level de-anonymisation, GDPR-compliant identification for EU traffic, visitor alerting and lead routing, and enrichment of identified visitors into a CRM.

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What is website visitor identification?

Website visitor identification is the process of working out which companies, and sometimes which individuals, visit a website, even when they never fill in a form.

How does website visitor identification work?

Most tools match a visitor's IP address or device signals against a database of company and contact records, then pass any match to your CRM, Slack or sales tools.

Is website visitor identification GDPR compliant?

It depends on the vendor and the data involved. Account-level identification generally carries less risk than person-level identification, and EU traffic usually calls for a vendor that processes data inside the EU on a lawful basis. Check your own setup with a legal adviser.

What is the difference between visitor identification and intent data?

Visitor identification tells you who came to your own site. Intent data tells you which accounts are researching your category elsewhere. Many teams use both together.

Who should use website visitor identification tools?

B2B marketing, demand generation, RevOps and sales teams with meaningful website traffic and a defined list of target accounts.
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