---
title: "Leadpipe vs RB2B: Plans, Fields and Visitor Workflows"
description: "Leadpipe and RB2B both offer person-level visitor identification."
canonical_url: "https://www.leadpipe.com/blog/leadpipe-vs-rb2b/"
source_url: "https://www.leadpipe.com/blog/leadpipe-vs-rb2b/"
md_url: "https://www.leadpipe.com/blog/leadpipe-vs-rb2b.md"
content_type: "article"
pubDate: "2026-03-18T00:00:00.000Z"
last_updated: "2026-08-27T00:00:00.000Z"
---

# Leadpipe vs RB2B: Plans, Fields and Visitor Workflows

Quick answer

Leadpipe and RB2B both offer person-level visitor identification. Compare the selected plan, returned fields, coverage on your traffic and delivery into the workflow your reps use. RB2B Free is company-level; paid plans differ in contact data.

Leadpipe and RB2B both offer person-level visitor identification. Compare the selected plan, returned fields, coverage on your traffic and delivery into the workflow your reps use. RB2B Free is company-level; paid plans differ in contact data.

This comparison is published by Leadpipe. We reviewed the linked product sources on September 23, 2026. The recommendations below are our interpretation of product fit, not an independent performance test.

## The decision that matters

The meaningful comparison is between two configured products on the same eligible traffic. RB2B paid plans can provide contact data and exclusions, so neither should be described as exclusive to Leadpipe. Leadpipe uses its own identity graph; that architecture is not a substitute for evidence from the buyer’s actual traffic.

## Leadpipe and RB2B at a glance

| Requirement | Leadpipe | RB2B |
| --- | --- | --- |
| Main job | Visitor identification | Visitor identification |
| Product scope | Leadpipe offers person-level website visitor identification using its own identity graph, plus API, webhook and CRM delivery. | RB2B Free provides company-level results. Starter adds LinkedIn-profile delivery; Pro and Pro+ list business emails and broader integrations. |
| Fit to evaluate | A team that wants to route eligible website visits into an existing sales workflow. | A team that wants visitor alerts and can select its plan around required output fields. |
| Key buying check | Test required contact fields on your own traffic. Person-level coverage is strongest in the US; EU/UK defaults to company-level, with person-level requiring affirmative consent. | Compare Pro and Pro+ using the same traffic and fields. RB2B documents exclusions; do not assume these are absent. |
| Commercial reference | Pro 500 is $147/month for 500 identification credits. Trial: 7 days or 500 profiles, whichever comes first, no card. | Free: $0; Starter: $79/month; Pro starts at $149/month; Pro+ starts at $199/month. Allowances differ. |

Sources: [Leadpipe](https://www.leadpipe.com/product/identification/) and [RB2B](https://www.rb2b.com/pricing). Product availability and plan terms should be confirmed in the account or order form you will use.

## When to shortlist Leadpipe

A team that wants to route eligible website visits into an existing sales workflow. Test required contact fields on your own traffic. Person-level coverage is strongest in the US; EU/UK defaults to company-level, with person-level requiring affirmative consent.

The useful question is whether this capability removes work or adds evidence at the point where your team makes a decision. Assign an owner to the output before treating it as a benefit. A feed that nobody reviews or a workflow that nobody maintains will not earn its place in the stack.

## When to shortlist RB2B

A team that wants visitor alerts and can select its plan around required output fields. Compare Pro and Pro+ using the same traffic and fields. RB2B documents exclusions; do not assume these are absent.

Keep the capabilities you already use in other systems visible. Duplicating a function may simplify a workflow, but that is a hypothesis to demonstrate. Ask the person who operates the current process to complete the same task in the candidate product.

## A practical side-by-side evaluation

Export both results, deduplicate repeat visits and classify company records separately from person records. Review the same required fields without assuming either vendor wins disagreements. A LinkedIn profile establishes that someone exists, not that they made the visit.

Record the evaluation in a shared worksheet:

| Field | What to record |
| --- | --- |
| Input | The same accounts, identifiers or eligible traffic, with region and dates |
| Required result | Identity level, contact fields and evidence needed for acceptance |
| Exceptions | Missing, rejected and unknown cases, with reasons |
| Handoff | Destination, owner, duplicates and suppression behavior |
| Operating effort | Research, correction, implementation and recurring administration |
| Commercial scope | Products, users, usage, term, renewal and data-use rights |

Keep unresolved cases visible. A matching name in a database is not independent proof that the person visited your site. For visitor workflows, use [the evaluation kit](/resources/visitor-identification/) and the [person-versus-company explanation](/blog/person-level-vs-company-level-visitor-identification/) to define evidence consistently.

## Compare the complete purchase

Get a quote for the workload and package you evaluated. Include required integrations, additional consumption and implementation. If one amount is an annual monthly equivalent and the other is month-to-month, show the commitment separately. Do not assume unused capabilities create a financial return.

Divide operating cost by accepted output only after agreeing on the denominator. A company, a suggested contact, a matched visitor and an activated audience are different outputs. Our [pricing framework](/blog/visitor-identification-pricing/) explains how to keep subscription cost and operating effort visible.

## Data handling and geographic scope

Request the relevant data-processing terms, source descriptions, retention controls and suppression procedures for the intended workflow. Confirm what changes by country. Contact availability alone does not establish permission to send a campaign, and a vendor’s general compliance statement does not answer every implementation question.

## Where Leadpipe fits

Leadpipe supports both account-level and person-level workflows. Its [IP to Company API](/product/ip-to-company/) retrieves stored company information from an IPv4 or IPv6 address; its separate [Identification product](/product/identification/) supplies eligible visitor records and activity. Choose company context for account research and person-level output when the action requires a specific visitor. A company lookup returns no people or visits. Confirm API eligibility and its separate lookup allowance in the [official documentation](https://docs.leadpipe.com/ip-to-company/introduction).

Person-level coverage is strongest in the US. EU/UK traffic defaults to company-level identification; person-level requires affirmative consent. Fields can be missing, so judge required output on your actual traffic. If you need research signals from outside your website, evaluate [Orbit](/product/orbit/) separately and check its audience allowances.

The [current pricing page](/pricing/) lists Pro 500 at $147/month for 500 identification credits. The trial is **7 days or 500 profiles, whichever comes first, no card**. Confirm the delivery and data-use requirements of your chosen plan.

Use the [vendor evaluation kit](/resources/visitor-identification/) to record the same acceptance criteria for every candidate. [Start a Leadpipe trial](https://dashboard.leadpipe.com/auth/signup) when website identification is the requirement you want to measure.

## FAQ

### Which is better, Leadpipe or RB2B?

Leadpipe and RB2B both offer person-level visitor identification. Compare the selected plan, returned fields, coverage on your traffic and delivery into the workflow your reps use. RB2B Free is company-level; paid plans differ in contact data.

### Does a larger database mean better results?

No. Evaluate relevant, current records that meet your required fields and reach the intended destination. Database size is not a measured outcome for your target segment.

### Can these products work alongside Leadpipe?

They can serve different parts of a sales process when the selected plans, integrations and data-use terms support it. Define which system supplies the signal, which owns the contact and which executes the next action. Confirm the actual connection before committing.

For other pairings, pricing guides and migration decisions, use the [comparison directory](/compare/). The [visitor software buying guide](/blog/b2b-website-visitor-identification-software/) covers the requirements to set before trialing a website-identification product.

## Related vendor guides

- [RB2B Alternatives: Compare Visitor Data and Workflows](/blog/rb2b-alternatives/)
- [FullContact vs Leadpipe: Identity Inputs and Delivery](/blog/fullcontact-vs-leadpipe/)
- [Leadpipe vs Clearbit: Visitor Data and HubSpot Workflows](/blog/leadpipe-vs-clearbit/)

## Sources and review basis

Published by Leadpipe. Vendor references support product descriptions; recommendations reflect our assessment of fit. Confirm current plan and contract terms before buying.

- [Leadpipe IP to company API](https://docs.leadpipe.com/ip-to-company/introduction)
- [Leadpipe product / buying reference](https://www.leadpipe.com/product/identification/)
- [RB2B product / buying reference](https://www.rb2b.com/pricing)
- [Leadpipe pricing and plan allowances](https://www.leadpipe.com/pricing/)

[Explore all comparisons and our evaluation method →](/compare/)