RB2B and Warmly both target the visitor-identification job but solve different problems. RB2B focuses tightly on person-level de-anonymisation of US website visitors, using an identity graph it describes as opt-in based. Warmly wraps visitor identification inside a broader signal-orchestration platform that also handles aggregated intent, job-change alerts and automated outbound. If your gap is putting a name on anonymous US site traffic, RB2B is the sharper single-purpose fit. If your gap is composing multiple soft signals into automated outbound, Warmly does more of the workflow inside one platform. Neither answers the timing question of what target accounts are doing on their own software stack - a subscription-intelligence layer sits alongside both.
What each tool actually is
RB2B positions itself as the tool that shows who visits your website - names, not just companies. Its core capability is person-level visitor identification built on a US-ringfenced identity graph (RB2B describes it as opt-in based; it resolves non-US traffic to company level only). A snippet on the marketing site, a feed of identified visitors pushed to Slack, Teams or the CRM out the other end. Sharp, focused, cheap to start.
Warmly positions itself around autonomous, signal-based revenue orchestration - AI agents that turn visitor and intent signals into warm outbound. Its core capability is composing visitor identification with third-party intent (including Bombora), job-change alerts, an AI chat agent and automated outbound orchestration into a single platform for sales-led SMB and mid-market teams.
Both do visitor identification. The difference is what happens next.
Where RB2B wins
Four situations where RB2B is the sharper pick.
Person-first identity. RB2B surfaces the specific individuals visiting your site - not just an account-level flag. Warmly identifies some individual visitors too (it cites roughly 15% person-level match on top of company identification), but company-level is its stronger layer; RB2B is built person-first for US traffic.
US-only compliance simplicity. RB2B’s US-ringfenced identity graph avoids most of the GDPR complications that other visitor-ID tools have to work around in Europe. For a US-only motion, this simplifies the legal review, though US state privacy laws (privacy-policy updates, opt-out handling) still fall on the customer.
Sharp, focused product. RB2B does one thing well - visitor identification. No orchestration surface to configure, no aggregated intent scoring to interpret, no automated-sequencing engine to learn. That focus is a genuine advantage for teams whose gap is specifically identity.
Genuinely self-serve pricing. RB2B has a free tier (company-level identification only since January 2026) plus monthly paid plans from $79 priced on identified-visitor credits; person-level identification requires a paid plan. Adoption path is a single script on your site, not a platform integration.
Where Warmly wins
Four situations where Warmly is the sharper pick.
Composed signal surface. Warmly bundles visitor identification with third-party intent scores and job-change alerts into one composite priority feed. If your motion needs multiple soft signals blended into a single "call this account now" decision, Warmly does more of that composition inside the platform.
Automated outbound orchestration. Warmly can fire an outbound sequence off a signal automatically - no hand-off to a separate sequencing tool. RB2B stops at the identity signal; you take the identified visitor and route them through whatever outreach engine you already run.
Sales-facing UX built for reps. Warmly’s workflow is designed for a rep working the signal in the CRM, not for a marketing operations user configuring the flow. That fits sales-led mid-market motions where visitor-ID needs to activate outbound quickly.
Broader geographic coverage. Warmly identifies companies globally, where RB2B’s person-level graph is US-only (RB2B falls back to company-level identification abroad). Person-level match rates are strongest on US traffic for both. For teams selling into Europe or other regions, Warmly is the more natural pick.
Signal source, side by side
| Signal type | RB2B | Warmly |
|---|---|---|
| Person-level visitor identification | Core capability - specific names, US only | Native but partial - roughly 15% person-level match, strongest on US traffic |
| Account-level visitor identification | Rolls up from person-level | Core capability |
| Aggregated third-party intent | Not the primary layer | Included as one input signal |
| Job-change alerts | Not the primary layer | Included |
| Automated outbound orchestration | Not included - hand off to another tool | Included natively |
| Chrome extension | Not offered - Slack, Teams and CRM feeds instead | Included for reps |
| Geographic coverage | Person-level US only; company-level elsewhere | Global (company-level) |
The blunt version: RB2B does one thing well. Warmly does more things, less deeply on any single one.
Pricing and procurement
The two tools have diverged here.
- RB2B stays genuinely self-serve: a free tier (company-level identification only since January 2026) and monthly plans from $79 to $199, priced on identified-visitor credits. Setup is a single script on the marketing site. No procurement cycle needed.
- Warmly keeps a limited free plan, but paid tiers now run on annual contracts starting around $700 to $900 per month (roughly $10,000 per year), priced on identified-visitor volume plus feature bundles (aggregated intent, job-change alerts, orchestration). Enterprise packages are demo-led and custom-priced.
Neither tool sits in the ZoomInfo or 6sense procurement bracket, but only RB2B is still an impulse line item. Pricing on both sides has moved recently - the figures above were checked in August 2026; confirm against each vendor's live pricing page before budgeting.
The decision tree
Three axes usually decide it.
- Job to be done. Pure identity job - "put a name on my anonymous US traffic" - points to RB2B. Composite-signal job - "unify visitor-ID, intent, job change into one outbound orchestration" - points to Warmly.
- Geography. US-only motion, either. Europe or global motion, Warmly.
- Team shape. Marketing-owned inbound signal that gets handed to sales, either. Sales-owned motion that needs the signal to trigger automated outbound in the same platform, Warmly.
Teams that end up with both usually keep RB2B for the deeper person-level identity on US traffic and use Warmly for everything else. That combination is real but only makes budget sense at mid-market or above.
Where a subscription-intelligence layer fits alongside
Both RB2B and Warmly are fundamentally inbound signal tools. They surface accounts that came to your site, or accounts that showed engagement on partner networks - the visitor-ID layer only fires on accounts that have visited.
The gap: what about accounts that are in a buying window but have not visited your site yet? A subscription-intelligence tool answers that question by surfacing what target accounts are doing on their own software stack - starting trials, switching vendors, approaching renewal - regardless of whether they have engaged with your marketing.
The practical pattern: RB2B or Warmly handles inbound-signal identification and activation; MarketSizer handles outbound-signal detection on target accounts across the wider market. The two layer in the rep’s workflow via the CRM and Chrome extension. See MarketSizer vs RB2B and MarketSizer vs Warmly for the full breakdowns.
Frequently asked questions
Are RB2B and Warmly competitors? Partly. Both do visitor identification, but their surface areas diverge from there. RB2B is a focused person-level ID tool for US traffic; Warmly is a composite signal-and-orchestration platform. Teams that need only the identity job often prefer RB2B; teams that want signal composition plus automated outbound often prefer Warmly.
Which one is better for GDPR-heavy markets? Warmly. RB2B’s person-level graph is US-only by design (non-US traffic falls back to company-level identification). For European visitors, Warmly’s company-level identification model is the more compatible option.
Does RB2B replace Warmly? Only if the entire job you need done is US person-level visitor identification. If you also need aggregated intent, job-change alerts and automated outbound in the same platform, RB2B stops short. Warmly does more.
Does Warmly replace RB2B? Not fully on the person-level identity axis. Warmly does identify some individuals natively, but at lower match rates; RB2B is built person-first for US traffic. Warmly even offers an RB2B integration to boost person-level coverage.
Can I use both RB2B and Warmly together? Yes, at mid-market or above. RB2B for deeper person-level ID on US traffic, Warmly for the composed signal-and-orchestration surface. The overlap is meaningful; the combination is only budget-justified once volume scales.
What does RB2B cost? A free tier (company-level identification only since January 2026) plus monthly plans from $79 to $199 priced on identified-visitor credits; person-level ID requires a paid plan. Published on the RB2B site.
What does Warmly cost? A limited free plan plus annual-contract paid tiers starting around $700 to $900 per month, priced on identified-visitor volume and feature bundles. Published on the Warmly site.
How does MarketSizer differ from both? MarketSizer is not a visitor-identification tool. It surfaces subscription events (trials, switches, renewals, churn) on target accounts across the wider market - not just accounts that have visited your site. Different job, complementary layer. Full breakdowns at MarketSizer vs RB2B and MarketSizer vs Warmly.
Sources
- RB2B homepage - positioning language, identity graph, pricing model.
- RB2B docs - what is RB2B and how does it work - the vendor's own description of its identity graph and US ringfencing.
- RB2B docs - free plan - the January 2026 change to company-level-only resolution on the free tier.
- RB2B docs - plans side by side - paid tiers and credit volumes.
- RB2B docs - company-level identification - company-level fallback for non-US traffic.
- Warmly homepage - positioning language, platform composition.
- Warmly - Bombora buyer intent - Warmly's third-party intent sources.
- Warmly - Warmly vs RB2B - the vendor's own comparison (vendor perspective).
- ZoomInfo Pipeline - RB2B vs Warmly - third-party feature and pricing comparison.
- MarketBetter - Warmly pricing 2026 - independent breakdown of Warmly's current tier structure and annual-contract move.
- MarketSizer platform capabilities and data-coverage claims - internal Claim Registry, sourced from live production tables and refreshed quarterly. Available on request via a demo.
Recommended reading
- MarketSizer vs RB2B - side-by-side breakdown.
- MarketSizer vs Warmly - side-by-side breakdown.
- Best subscription-intelligence tools - the outbound signal layer alongside visitor-ID.
- Best purchase-intent data platforms for 2026 - the wider landscape.