Daniel & Friends / Blog / GTM & Sales
How to find out which companies visit your website
Around 98% of the people who land on your site leave without giving you a contact. Some of them were deciding whether to buy from you. There are tools that will tell you which companies those were, and a pile of details the vendors leave out of the demo.
Daniel Votruba · 2 September 2026 · 5 min read
How it works
The mechanism is simple. Every visitor arrives from an IP address, and larger companies own their IP ranges. The tool checks that address against a database, and on a match it tells you: this was Siemens, they read the pricing page, they stayed four minutes.
Firmographic data from public sources gets layered on top, so you also see industry, headcount and headquarters. US tools such as RB2B go further and promise the name and email of the individual. We will come back to that, because that is where the trouble starts.
How much will you actually see?
Here comes the first disappointment. Vendors talk about uncovering hidden demand. The number to plan around is smaller: 10 to 30 percent of visits on a typical B2B site.
The reason is mundane. A corporation owns an IP range. A thirty-person company sits on an ordinary business broadband line that maps to the internet provider, not to the business. Mobile traffic is a write-off, because the address belongs to the carrier. And when someone works from home, you see their home ISP.
That leads somewhere uncomfortable. The smaller your customers are, the less these tools give you. If you sell to enterprises, this can be a genuine source of pipeline. If you sell to sole traders, you are buying a tool that will mostly stay quiet.
Where the legal line sits
The gap between identifying a company and identifying a person is what matters in Europe, and it is a legal question rather than a technical one.
Learning that someone from Siemens read your site processes no personal data. A company is not a natural person, and that mode is usually fine under GDPR. The moment you want the name and email of the individual visitor, you need a legal basis, which in practice means consent.
This is why US tools that hand you "John Smith, john@company.com, viewed pricing" cannot do the same thing lawfully in the EU. Either they disable the feature for European traffic or you are in a grey area your lawyer will not sign off on. So when a vendor promises person-level identification for EU visitors, ask which legal basis they rely on.
Which tools are worth a look
The market is crowded and the differences are smaller than the websites suggest. Roughly:
Pricing runs from tens of euros a month at the simple end to five figures a year for enterprise platforms. Traffic volume drives the price far more than the feature list does.
Why it is pointless without a CRM
Now the part that decides whether any of this works, and the part demos leave for last.
The tool produces a list of companies. It looks good, it updates daily, it has charts. Two weeks later nobody opens it, because it is one more tab to check and no one owns that habit. I have seen companies pay for this for a year and log in three times.
It becomes useful when the visit lands inside the CRM. In HubSpot that means matching the visit to an existing company record, creating a task on target accounts, and pinging the rep in Slack: the account you sent a proposal to last week is reading your pricing page. That signal is something a salesperson can act on the same morning.
That integration is also the bigger half of the job. You have to solve record matching so you do not fill the CRM with duplicates, set up scoring (a blog visit is not three pricing-page visits), and agree with the sales team what they do when the alert fires. Skip the last one and the first two are decoration.
When to skip it
Straight answer, even though it costs us work. Do not turn visitor identification on if:
- you get fewer than a few hundred visits a month, because 15% of very little is nothing,
- you sell to consumers or to one-person businesses,
- you have no CRM, or you have one and nobody updates it,
- your sales team is already behind on the inbound enquiries you get today.
That last one is the most common by a distance. Chasing new signals while the existing ones sit unworked is a way to feel busy, not to sell more.
Key takeaways (TL;DR)
- These tools match a visitor's IP against a company database. On a B2B site expect 10 to 30% of visits identified, and close to nothing from small companies or mobile traffic.
- Identifying a company is usually fine under GDPR. Identifying a person needs consent, which is why US person-level tools cannot work the same way in the EU.
- Match rates are regional. European tools read European traffic better, US tools read US traffic better.
- The tool on its own is a dashboard. The value appears when the signal reaches your CRM and turns into a task for a named rep.
FAQ
How do I find out which companies visit my website?
Tools like Dealfront, Leadinfo or Albacross match the visitor's IP address against a database of corporate ranges. On a match they show the company name, industry and size, and can alert your CRM that the company read your pricing page.
Is it legal under GDPR?
Identifying a company by IP usually is, because it is not personal data. Identifying a named person needs a legal basis, in practice consent. Tools that show a name and email in the US cannot do that lawfully in the EU.
What match rate should I expect?
10 to 30% on a B2B site. Smaller companies browse from ordinary connections that cannot be mapped to an employer, and mobile traffic almost never resolves. Rates are highest for enterprise visitors in the vendor's home market.
Do I need a CRM?
Without one it is another dashboard nobody opens after a month. It works when the signal lands in the CRM (HubSpot, Pipedrive, Salesforce) on the right account and creates a task for the rep. Building that path is more work than picking the tool.
Sources: product documentation from Dealfront, Leadinfo, Albacross, RB2B and HubSpot Breeze Intelligence · GDPR guidance on IP address processing · our own client deployments.
Want to know who is on your site, and get something out of it? Get in touch. We pick the tool based on who you sell to, wire it into HubSpot or whatever CRM you run, and define what happens when an interesting account shows up. And if it would not pay off for you, we will say so before you spend anything.