How to Use RB2B to Turn Anonymous Traffic Into Sales Leads

One of the most common challenges we hear from early-stage companies is this: “We’re getting website traffic, but we don’t know who it is or what to do about it.”

If this sounds familiar, you’re not alone. It’s a classic gap between awareness and attribution where you know your site is attracting interest, but you can’t connect the dots between visits and real people.

That’s where tools like RB2B come in. It’s not about chasing every visitor, it’s about better understanding how the right traffic behaves, and using that insight to refine how you market and sell.

Full disclosure, we did sign up with RB2B as an affiliate, which means we do get a small kickback any time someone signs up for the service with our link. But it also means our readers get a discount to try out software we’re exploring ourselves. We always aim to be unbiased in our reviews, but honesty is the best policy so we’re sharing this affiliation up front.

What Is RB2B, and Why Should Startups Care?

RB2B is a digital intelligence platform that helps B2B companies identify the organizations behind anonymous website visits. It connects the dots between browsing behavior and firmographic data (like industry, company size, and location), and ( for those paying the higher tier subscription fees) even enriches visit data with job titles and LinkedIn profiles.

So instead of relying solely on form fills or demo requests to know who’s interested in your products, you get an early signal that a qualified company is visiting your site.

This doesn’t replace lead forms, but it helps fill in the blanks for the ~98% of site traffic that never submits one.

What You Can Learn From Anonymous Visitors

Used well, platforms like RB2B aren’t just “lead gen tools.” They’re strategic data layers that can inform multiple parts of your go-to-market motion:

• Sales prioritization: It tells you which types of companies are consistently visiting high-intent pages (like Pricing or Solutions)

• Content strategy: It tells you what pages are attracting the right traffic, and which are creating drop-off

• ICP alignment: It tells you whether you are actually reaching the companies your team has defined as a fit

For startup teams under pressure to do more with less, having this layer of visibility can sharpen your focus without expanding your budget.

How We’re Using RB2B at Wheels Up

We’ve configured the platform to identify companies browsing our site, and we’ve connected it to Slack. That means our team gets real-time alerts when high-fit visitors land on key pages like our Services or Contact page. 

It’s a lightweight integration, but incredibly effective. It lets us see who’s interested in us even if they never fill out a form.

This setup has already helped us:

• Spot repeat visits from companies we’ve been in conversation with

• Identify new prospects who were off our radar

• Tailor our outreach with sharper timing and context

We’re not trying to jump on every website visitor. It’s more about recognizing patterns, improving message-market timing, and making sure our high-intent visitors don’t slip through unnoticed.

It’s important to note that the data isn’t flawless. For example, role-based enrichment may occasionally reflect outdated job titles if someone has recently changed roles. But even with the occasional inaccuracy, the directional insight is highly valuable. It helps us prioritize follow-up, identify buying signals earlier, and better understand who’s engaging with what content.

How to Try It (Without Committing to a Paid Plan)

RB2B offers a free tier (150 monthly credits) that has all the features you need to get directional insight. We recommend it for clients who want to test the signal quality before investing further.

Here’s how to get started:

Step 1: Sign Up

• Head to the RB2B website and choose the Free Tier

• Use your company email and fill in basic company info

• Confirm your email via the activation link

Step 2: Configure Your ICP

Define filters like industry, geography, and company size so you only see high-fit visitors. This keeps noise low and focus high.

Step 3: Add Stakeholders

If you’re working with Wheels Up (or any partner), invite them via the Team Settings to help with configuration and analysis.

From there, it’s about observing the patterns and asking better questions. What are your visitors most often looking for? Is there information you could give or questions you could answer more up front? Are visitors converting? If not, what might they need to see next? How could learnings support your outbound sales prioritization?

A Note on Privacy and Compliance

It’s worth noting that RB2B is SOC 2 Type II–compliant and doesn’t track personally identifiable information without consent. It operates at the company level, and is designed for ethical B2B intent data usage.

As always, we encourage teams to vet any data tool against their compliance policies and customer trust standards.

What This Enables

You can’t optimize what you can’t see. And anonymous website traffic is often a missing piece of the early funnel puzzle, especially for startups trying to prove repeatability in their sales and marketing model.

RB2B doesn’t solve everything, but it does help teams see more clearly. And that clarity tends to pay off in better targeting, sharper campaigns, and faster deal cycles.

If you’re experimenting with your GTM strategy and want to learn from what’s already happening on your site, this is a low-effort way to start.

Bonus: We’re part of RB2B’s Agency Partner Program, so if you sign up using our referral link, you’ll automatically receive 20% off any paid plan—no need to be a client. Just sign up through that link and the discount is built in.