RB2B Pricing 2026: Free vs. Paid Plans Explained

RB2B’s January 2026 pricing restructure changed everything growth teams thought they knew about the platform’s free tier. The “free forever person-level identification” that once defined the product no longer exists.

If you’re evaluating visitor identification tools for B2B lead generation, understanding what each tier actually delivers, and what it costs to turn those identifications into pipeline, determines whether your investment pays off or becomes shelfware. Platforms like Ploy bundle visitor de-anonymization with website optimization, CRM sync, and continuous optimization in one system. RB2B delivers identification only, requiring a stack of additional tools to action the data.

Key takeaways

• RB2B’s Free plan now provides company-level identification only, not person-level data. The January 2026 restructure eliminated your ability to evaluate person-level ROI without paying $79-$149/month.
• Pro at $149/month is the true minimum viable tier. Starter ($79/month) lacks business email addresses and all CRM integrations, making it a dead end for automated workflows.
• Realistic person-level match rates sit between 5-20% of US traffic, not the 70-80% combined resolution RB2B markets. This means 80-95% of your visitors remain anonymous even on paid plans.
• Credits expire monthly with zero rollover. A site hitting 900 resolutions on a 600-credit Pro plan faces $75 in overages, pushing your true monthly cost from $149 to $224.

Understanding B2B pricing models: free vs paid tiers

B2B lead generation software typically follows one of three pricing models: freemium with feature restrictions, credit-based usage pricing, or flat subscription fees. RB2B combines freemium and credit-based approaches, offering a free tier with severe limitations while charging per identified visitor on paid plans.

The January 14, 2026 restructure introduced a simplified credit model where every identified visitor consumes exactly one credit. Monthly credit limits doubled across all paid plans at no additional cost. Pro went from 300 to 600 credits. New plans (Pro+ at $199 and Starter at $79) replaced the old Plus/Premium structure.

This restructure also demoted the Free plan from person-level to company-level identification only. You can no longer test whether RB2B’s person-level data quality justifies the investment without committing budget first.

The value proposition of a free tier for B2B lead generation

Free tiers serve two purposes in B2B software: letting you validate product fit before purchasing, and creating a conversion funnel from free users to paid customers. RB2B’s free tier used to accomplish both. Your team could run the free plan for months, validating signal quality and traffic fit before upgrading.

Benefits of offering a free tier

The original RB2B Free plan provided 100 person-level reveals per month with no expiry. This allowed your team to:

• Validate that your website traffic includes ICP-fit companies
• Test Slack integration workflow before paying
• Confirm person-level match rates on your specific visitor profile
• Build internal business cases with actual data

Common free tier limitations

As of January 22, 2026, RB2B’s Free plan ($0/month, 150 monthly resolutions) delivers only:

• Company-level identification globally with 15-20% coverage
• Completely masked contact details (no names, emails, LinkedIn URLs, or job titles)
• Slack integration only (no CRM sync, webhooks, Zapier, or CSV exports)
• Rolling 7-day history (paid plans have unlimited history)

Previously identified visitors from paid plans are automatically masked when you downgrade to Free. Personal details disappear unless you upgrade again.

For AI growth platforms like Ploy, free tiers work differently. Ploy’s Free tier provides 2,000 monthly credits along with custom domains, integrations, visitor de-anonymization, and Git sync, allowing your team to build and launch without a credit card requirement.

Leveraging free website visitor tracking to identify B2B leads

Website visitor tracking software falls into two categories: company-level identification (which company is visiting) and person-level identification (which individual at that company is visiting). The distinction matters for your sales workflows.

How free tracking fuels your sales pipeline

Company-level tracking tells your team that “someone from Acme Corp visited your pricing page.” Person-level tracking tells you “Jane Smith, VP of Marketing at Acme Corp, visited your pricing page three times this week and viewed your case studies.”

RB2B’s Free plan now provides only company-level data. You see that companies are visiting, but you cannot identify who to contact or route that signal to sales without upgrading.

For teams needing person-level identification without the complexity of assembling a multi-tool stack, Ploy Grow provides visitor de-anonymization alongside firmographic enrichment, intent scoring, and CRM synchronization in one platform.

Data privacy considerations

RB2B’s person-level identification is US-only by design. EU visitors generate company-level data only via the Demandbase partnership. This is an explicit compliance decision to avoid GDPR obligations, not a technical limitation.

Key compliance notes:

• CCPA/CPRA compliance through state-level tracking restrictions
• Domain Exclusion List for removing known customers/employees from identification
• No explicit visitor consent collected (operates under “legitimate interest”)

Enhancing website traffic insights: beyond basic Google Analytics

Google Analytics tells you how many visitors arrived and what pages they viewed. It does not tell you which companies those visitors represent or whether they match your ideal customer profile. This gap between traffic volume and traffic quality drives the market for visitor identification tools.

Limitations of traditional analytics

Standard website analytics miss the context your growth teams need:

• Anonymous visitor sessions with no company attribution
• No firmographic data (company size, industry, revenue)
• No buying intent signals based on page behavior
• No CRM synchronization for sales follow-up

Integrating advanced tracking tools

Combining analytics with visitor identification creates a more complete picture. Ploy’s built-in analytics merge server-side and client-side tracking to capture visitors that traditional browser-based analytics miss, while also identifying the companies behind those visits.

RB2B integrates with Google Analytics 4 but does not replace it. You still need GA4 (or equivalent) for traffic volume and behavior analytics, plus RB2B for visitor identification.

Comparing RB2B’s free, starter, pro, and pro+ tiers

RB2B publishes four pricing tiers directly on their website:

When to upgrade from free

The Free tier validates one thing: whether B2B companies visit your website. If you see relevant companies in the dashboard, your traffic has ICP-fit potential.

However, you cannot assess person-level identification quality, match rates, or sales workflow fit without paying. The 7-day trial on paid plans provides limited evaluation time.

Choosing the right paid tier

Pro at $149/month is the minimum viable plan for teams wanting actionable data.

Starter lacks:

• Business email addresses (LinkedIn URLs only)
• HubSpot, Salesforce, Clay, and Zapier integrations
• Webhook and CSV export capabilities

Without emails or CRM sync, Starter cannot feed automated outreach sequences. You get notifications in Slack about who visited, but no way to systematically route those signals to sales workflows.

Unlocking advanced lead generation with paid B2B software features

Paid RB2B tiers unlock the data and integrations required to convert visitor identifications into sales activity. But identification is only the first step in a longer workflow.

Beyond basic visitor identification

RB2B delivers identification only. Converting that identification into pipeline requires additional tools for:

• Enrichment: Adding technographic data, direct dials, and verified emails
• Outreach: Sending personalized email sequences
• Personalization: Customizing website experiences for identified accounts
• Advertising: Retargeting identified visitors with paid media

Automating your sales pipeline

Building a complete visitor-to-pipeline workflow requires multiple tools working together. You’ll need platforms for enrichment, outreach sequences, website personalization, and retargeting. Each addition increases your monthly software spend and requires integration work.

For teams that need identification, enrichment, and action in one platform, Ploy Grow turns anonymous traffic into named accounts with firmographic enrichment, intent scoring, and CRM synchronization to platforms like Attio and HubSpot.

The role of AI in B2B lead generation platforms in 2026

AI changes how visitor identification platforms operate. Instead of generating static reports that require manual action, AI-native platforms continuously monitor, score, and act on visitor signals.

AI-powered optimization

RB2B provides identification data. Your team still needs to:

• Configure ICP filters to prevent credit waste
• Set up integrations with downstream tools
• Build automation workflows for routing and outreach
• Monitor credit consumption and overage risk

AI growth platforms like Ploy approach the problem differently. Ploy operates as an employee that never sleeps, continuously building pages, identifying buying intent, improving search visibility, and monitoring competitors. The three engines (Ploy Web, Ploy Grow, and Ploy Ads) share context, so insights discovered in one part of the platform immediately create opportunities in another.

Future of lead gen software

The visitor identification category is consolidating. Standalone identification tools face pressure from integrated platforms that bundle identification with activation. The market is moving toward platforms that not only identify visitors but also act on that data automatically.

Navigating buyer intent data and CRM integration for sales teams

Intent data tells your sales teams which accounts are actively researching solutions. Website visitor identification provides first-party intent signals based on page visits. Third-party intent data adds off-site research signals.

Integrating intent data into your CRM

RB2B Pro integrates with HubSpot and Salesforce, syncing identified visitors as contacts or companies. This creates CRM records automatically, but the records contain only the data RB2B provides:

• Person name and LinkedIn URL
• Business email address (Pro and above)
• Company name and basic firmographics
• Pages visited and visit timestamps

Actioning buyer intent signals

The gap between “identified visitor” and “qualified lead” requires additional qualification steps. RB2B does not score buying intent. Your team needs to:

• Define which page behaviors indicate buying intent
• Build CRM workflows to route high-intent visitors to sales
• Enrich records with additional firmographic and technographic data
• Prioritize outreach based on company fit and behavior signals

Ploy Grow includes intent scoring as part of the identification workflow, scoring buying intent and syncing qualified opportunities into CRM systems so your sales teams know who is already researching your business.

Choosing your B2B growth partner: when enterprise tier delivers

RB2B’s published pricing covers usage up to 2,500 monthly resolutions. Above that threshold, pricing becomes custom. Enterprise deals include higher usage limits and volume discounts, but no visibility into actual pricing exists publicly.

Scaling operations with enterprise tiers

High-traffic sites (50K+ monthly US visitors) face specific challenges with credit-based pricing:

• Credit burn rates fluctuate monthly based on traffic mix
• Overages accumulate quickly without real-time monitoring
• ICP filtering becomes essential to prevent waste on irrelevant visitors

The credit system operates on 30-day rolling windows with zero rollover. A visitor identified multiple times in a month consumes only one credit for that 30-day period, but unused credits vanish at month-end.

Security and compliance for large organizations

RB2B’s compliance posture includes:

• US-only person-level identification (GDPR avoidance strategy)
• CCPA/CPRA compliance through state-level tracking restrictions
• Domain Exclusion List for known customers/employees

Enterprise teams requiring SOC 2 attestation, HIPAA BAAs, or data residency options should confirm availability during vendor evaluation.

For organizations needing enterprise security alongside visitor identification, Ploy offers SOC 2 Type II certification (in progress with Big Four auditor), HIPAA standards alignment, and enterprise terms that exclude training on customer data.

RB2B vs Ploy for visitor identification

RB2B delivers on one promise: identifying website visitors. If you need raw visitor data and already have tools for enrichment, outreach, personalization, and retargeting, RB2B can fit into your existing stack.

But here’s what you’re actually buying:

RB2B gives you:

• Person-level identification for 5-20% of US traffic
• Monthly credits that expire without rollover
• Integrations that require you to build and maintain workflows
• A point solution that solves one problem in a multi-step process

Ploy gives you:

• Visitor identification with firmographic enrichment and intent scoring
• CRM synchronization to Attio, HubSpot, and other platforms
• AI-powered website building, optimization, and content generation
• Server-side and client-side analytics that capture more visitors than browser-based tracking
• Three integrated engines (Web, Grow, Ads) that share context and act automatically

Why Ploy goes beyond visitor identification

RB2B helps you identify who is visiting your site. Ploy connects that signal to everything you do next.

Ploy combines visitor identification, enrichment, intent scoring, website optimization, content creation, CRM sync, and campaign execution in one growth system. Instead of passing visitor data between separate tools, each part of Ploy can act on what the others find.

That means you can:

• Turn anonymous traffic into named accounts with enriched company and contact data
• Score buying intent based on who is visiting and what they are viewing
• Sync qualified opportunities to your CRM without manual exports or stitched-together workflows
• Create and optimize pages around the audiences and opportunities showing real interest
• Keep improving after launch as Ploy monitors performance and proposes the next action

The difference is what happens after identification. A point solution gives you the signal. Ploy connects the signal to your website, content, CRM, and campaigns so your team can move from insight to action without maintaining a stack of separate tools.

Frequently asked questions

What is the primary difference between RB2B’s free and paid tiers?

The Free tier provides company-level identification only with 15-20% global coverage. You see which companies visited but cannot identify individuals. Paid tiers unlock person-level identification with LinkedIn URLs (Starter) or business email addresses (Pro and above), plus CRM integrations and export capabilities.

How does RB2B’s credit system work?

Each unique visitor identified at the person level consumes one credit within a 30-day rolling period. If the same visitor returns multiple times in a month, they only consume one credit. Credits expire monthly with no rollover. Overages cost $0.25-$0.45 per credit depending on tier.

Why is the 70-80% match rate claim misleading?

RB2B markets 70-80% combined resolution, but this combines person-level (35-45% on Pro+) and company-level (15-35%) identification. The combined number includes company-level fallbacks that may not be actionable depending on your sales motion.

Does RB2B work for non-US businesses?

Person-level identification is US-only by design. EU visitors generate company-level data only via the Demandbase partnership. APAC and LATAM coverage is similarly limited to company-level with lower match rates due to smaller identity graph coverage outside the US and EU.

What tools do I need alongside RB2B to generate pipeline?

RB2B provides identification only. Converting that into pipeline typically requires tools for enrichment, outreach sequences, website personalization, and retargeting. You’ll need to build integrations and workflows connecting these tools to your CRM and sales processes.

How does remote work affect visitor identification accuracy?

Over 60% of knowledge workers now work remote or hybrid. Home IP addresses do not resolve to corporate networks, creating structural limitations that affect all IP-based identification vendors. This partially explains why person-level match rates fall well below marketed percentages.