5 of 8 account-identification tools print a price; 6sense and ZoomInfo don’t

01The three tools we named in 2023: one sold, one priced, one still quote-only

Clearbit went first. HubSpot announced on 1 November 2023 that it would buy the company, which then claimed more than 400,000 users and data on 20 million companies, and closed the deal on 4 December 2023.¹ Clearbit’s own site now reads “Clearbit has joined HubSpot!”; it is no longer a separate purchase.

Factors.ai went the other way and published its prices: Lite at US$199 a month after a trial, Basic at US$6,000 a year, Growth at US$20,000 and Enterprise from US$30,000.² 6sense still prints no number. Every plan on its pricing page, from Revenue Marketing to Sales Intelligence, ends in “Get a quote”.³

Read together, the three paths say something about the category. Identifying the company behind a visit has become a feature of the CRM rather than a product of its own: HubSpot bought Clearbit to fold its data into the HubSpot platform, and Pipedrive sells a Web Visitors feature inside a CRM add-on.¹⁷ The standalone vendors that remain either publish a price and sell to small teams (Factors.ai, Leadfeeder, RB2B) or sell a much larger platform where visitor identification is one input among many (6sense, ZoomInfo, Demandbase). If you already pay for a CRM, check what it includes before you buy a separate tag.

02Five of eight print a price, from free to US$10,000 a year

We read eight vendors’ pricing pages. Five print a figure. Leadfeeder, part of the Dealfront group, has a free Lite plan that shows the last 100 companies a month, then Discover from €79 a month billed annually.⁴ RB2B has a free plan with 150 company-level resolutions a month and paid plans at US$79, US$149 and US$199 a month.⁵ Warmly starts at US$10,000 a year for its de-anonymisation plan.⁶ Pipedrive bundles a Web Visitors feature into LeadBooster at about US$32.50 a company a month on top of the CRM seats.⁷ The three that print nothing are 6sense, ZoomInfo and Demandbase.³⁸⁹

The free tiers are real but narrow. Leadfeeder Lite keeps seven days of visitor history, shows the last 100 companies a month and caps traffic at 50,000 unique visitors, with unlimited users.⁴ RB2B’s free plan resolves 150 visits a month to a company.⁵ For a small Indian B2B site, that is enough to learn whether the tool finds your buyers at all, which is the only question worth answering before paying.

03The real unit is the identified company, and volume does not always make it cheaper

A plan price means little until you divide it by what it buys. Leadfeeder prices by companies identified per month, which makes the division easy. On Discover the first tier buys 50 companies for €79, about €1.58 each; at 1,000 companies Discover costs €309, about €0.31 each. Activate starts at €369 for 1,000 companies and 200 credits, and reaches €729 for 4,000, about €0.18 a company.⁴

Factors.ai runs the other way. Lite at US$199 for up to 1,500 companies is about 13 cents a company; Basic, at US$6,000 a year for 3,000 a month, is about 17 cents; Growth, US$20,000 a year for 8,000, about 21 cents.² Each step up adds seats, tracked users and features, so you pay more per company, not less. Neither model is wrong. But an identified company is only worth the price if someone acts on it, and a 3,000-company plan feeding a two-person sales team is a report nobody reads.

04Company or person: where the privacy line sits

Most of these tools are sold on naming the company. Leadfeeder, Factors.ai and Pipedrive’s Web Visitors all describe their job as revealing the organisations visiting your site.²⁴⁷ RB2B goes further: its paid plans identify individual visitors and their contact details, but only visitors in the United States; everyone else is resolved to a company, and its free plan is company-level everywhere.⁵ Factors.ai, for its part, advertises that it can “unmask over 75% companies visiting your website”. That is the vendor’s claim, not a measured rate, and we found no independent test of match rates for any tool here.²

One practical caution for Indian traffic. Reverse-IP lookup works when a visitor sits on a company network with its own address range. A large share of Indian B2B browsing happens on mobile data and home broadband, where many users share one carrier address, and those visits resolve to the carrier or to nothing. Ask any vendor for a trial on your own traffic before you believe a match rate; Leadfeeder and RB2B have free plans, and Factors.ai offers a trial without a card, which makes that test cheap.²⁴⁵

The test itself takes a month. Run the tag on your site for thirty days alongside your normal forms. At the end, take every visitor who filled in a form, so you know their company for certain, and check what the tool said about the same visit. The share it got right is your match rate, on your traffic, from your buyers’ networks. Then look at the companies it named that never filled a form, and ask your sales team how many they would actually have called. Those two numbers, accuracy and usefulness, decide the purchase; the vendor’s headline percentage does not.