Identify Website Visitors and Their Buying Intent
Anonymous website visitors are worthless without account context. ZoomInfo matches visitor behavior to 100M+ company profiles and 5,000+ intent topics, so you know which accounts are researching your solution on your site. Faster follow-up. Higher conversion.
100M+ company profiles identify which accounts are visiting your site
5,000+ intent topics show which visitors are actively buying
Salesforce and HubSpot integration routes identified visitors to sales automatically
300+ filters let you prioritize only high‑intent visitor accounts
50%
Pipeline growth
We're looking at who is visiting our website, what pages they are going to and then building relevant campaigns designed to effectively target those prospects.
Millions
In ARR
The introduction of the WebSights functionality was a game-changer for understanding website visitors' behavior. It allowed demandDrive to personalize outbound efforts more effectively and significantly improve their prioritization processes, resulting in millions of dollars in annual recurring revenue.
Increased
Lead conversions
We've had an increase in conversion leads as we have a better overview of each account, our customers, website visitors, and contacts—the people we need to get in contact with.
Trusted by 35,000+ businesses
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Using ZoomInfo, I was able to get in touch with a new CIO, and start a new sales process. I would not have known this without ZoomInfo. The way they have updates on companies and industries really helped me to be educated when speaking with new prospects.
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I was able to directly connect VP Tech using ZoomInfo which helped me grab a wholesome deal covering 43 percent of my QRF.
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I found a new decision maker that had just been hired at one of my accounts, I was able to reach out to them thanks to ZoomInfo and ultimately it closed a $3k MRR deal.
Anonymous Visitors Without Account Data Are Noise
ZoomInfo matches website visitors to 100M+ company profiles and 5,000+ intent topics. See which accounts are researching your solution.
Request AccessWebsite Visitor Tracking
Uncover the companies and decision-makers exploring your site
ZoomInfo reveals the companies browsing your pages, the key contacts inside each organization, and the buying signals that matter most. Arm sales with warmer outreach, feed marketing with richer retargeting lists, and watch pipeline velocity accelerate.
Advanced Visitor Identification & Insights
Accelerate Deal Cycles
Turn anonymous traffic into meaningful opportunities. With enhanced Automatic Traffic Filtering, WebSights now distinguishes between verified company visitors and automated activity — so your teams can focus on real buying signals. By ensuring only human-verified traffic flows into your GTM motion, you accelerate engagement and move high-intent prospects through the funnel faster.
FAQs
What is visitor identification software?
Visitor identification software, or B2B website visitor identification software, helps businesses track and identify their website visitors.
Without it, you gather only limited information about who’s on your website.
With visitor identification software, you know the companies who visit your site, the pages they visit, and how often. Using B2B intelligence data, you can access the website visitor’s org chart, identify decision makers’ contact information, and reach out to them.
Ultimately, visitor identification software gives you the information you need to reach out to prospects with a message that fits their buying activity.
Learn more about how to convert high-quality traffic into marketing leads — even when your business website doesn’t.
How does ZoomInfo know a business’s IP address?
Zoominfo knows a business’s IP address by creating a link between the IP address and website domain.
Using B2B website visitor identification software, ZoomInfo can identify website visitors who would otherwise remain anonymous.
See the following prospecting scenario that combines B2B website visitor tracking with automated workflows: Identify Prospects Through Website Visitor Insights.
What are buying signals, and how do they work?
B2B website visitor identification works by creating a link between a remote worker’s IP address and their company domain when employees are not working in the office.
The website visitor tracking software does a reverse IP-address lookup to identify otherwise anonymous website visitors. The visitor tracking tool then matches the IP address to a company.
Whether a website visitor is working off-site at a Starbucks or from their home office, your website visitor identification software will recognize the visitor as “a company.”
See how ZoomInfo’s website visitor identification software adapted during the pandemic in How ZoomInfo’s B2B IP Lookup Adapts to WFH Environment.
How does Automatic Traffic Filtering improve data quality?
Only verified human visits from identified companies are included in your follow-up data. This means your sales and marketing teams can focus exclusively on real, high-intent prospects — not bots or false signals.
Will Automatic Traffic Filtering change what I see in my reports?
Yes - your Analytics Dashboard will now display two metrics: Company Traffic (Real People) and Automated Traffic (Bots). Combined, they represent your total identification strength, providing a complete picture of every visit to your site.