Most B2B website visitors leave without converting: RB2B identifies them by matching visitor IPs to LinkedIn profiles, turning anonymous traffic into actionable sales contacts.
By William Rodriguez | Published: May 2026
TL;DR
Analytical Ants builds data platforms and operational systems for mid-market companies. We spend a lot of time helping clients understand who is engaging with their business and where their pipeline is leaking. So when we looked at our own website traffic and realized we had no visibility into who was visiting, we fixed it.
The tool we added is RB2B. This post covers what it does, why it matters specifically for B2B businesses, and exactly how to implement it in a Next.js site.
The average B2B website converts 1-3% of visitors into a form submission or direct contact. The other 97% leave without a trace.
For a B2B consultancy with a defined ideal customer, that 97% is not just lost traffic. It is lost pipeline. A VP of Operations at a $150M manufacturer visited your site, read your case study, spent three minutes on your services page, and left. You have no idea they were there. You cannot follow up. That meeting never happens.
Form fills capture intent from people ready to raise their hand. Visitor identification captures intent from people who are not ready yet but are clearly looking. That is a very different and often more valuable signal.
RB2B identifies individual B2B visitors by matching their IP address against a database of professional profiles, cross-referenced with LinkedIn data.
When a visitor lands on your site, RB2B:
This is individual-level identification, not company-level. The difference matters. Knowing "someone at Acme Corp visited" tells you a company showed interest. Knowing "Sarah Chen, VP of Operations at Acme Corp, visited your pricing page on Tuesday" tells you who to call and what to say.
Match rates vary by network type, VPN usage, and device. Expect 20-40% coverage on B2B traffic. The value is in the quality of matched contacts, not universal coverage.
The implementation is one script tag. In Next.js App Router, load it through the built-in Script component so it does not block page rendering or hurt Core Web Vitals.
Step 1: Sign up at RB2B and copy your tracking script from the dashboard.
The script follows this structure:
!function(key) {
if (window.reb2b) return;
window.reb2b = { loaded: true };
var s = document.createElement("script");
s.async = true;
s.src = "https://[cdn]/b/" + key + "/" + key + ".js.gz";
document.getElementsByTagName("script")[0].parentNode
.insertBefore(s, document.getElementsByTagName("script")[0]);
}("YOUR_KEY");
Step 2: Add the Script import to your root layout.
import Script from "next/script";
Step 3: Place the snippet inside <body>, after other analytics tags.
<Script id="rb2b" strategy="afterInteractive">
{`/* paste your RB2B snippet here */`}
</Script>
Step 4: Deploy to production.
RB2B only processes live traffic. Localhost visits will not be identified.
That is the full implementation. No SDK, no npm package, no environment variable required.
Adding visitor identification to a US-facing B2B site requires a privacy policy that discloses the practice. It does not require a cookie consent popup or a GDPR-style opt-in banner for US B2B audiences.
At minimum, the policy should cover:
One page, linked from your site footer as "Privacy Policy," is sufficient. Analytical Ants built this page from scratch in MDX to match the existing site design. The whole effort was under 30 minutes.
Visitor identification for B2B outreach is a legal and widely used commercial practice in the United States.
A useful analogy: when you walk the floor at a trade show, your badge is scanned by exhibitors. You knew that was the deal. A business visiting a consulting firm's website in a professional context is engaged in a similar dynamic. The outreach that follows should be relevant, professional, and easy to opt out of.
If your audience includes EU residents, GDPR requires explicit consent before identifying or tracking individual visitors. For US-only B2B, a disclosed privacy policy is the standard.
If you are trying to build a more structured pipeline and want a conversation about how Analytical Ants approaches lead generation and data infrastructure, the contact form is a good place to start.
What is RB2B and how does it identify website visitors? RB2B is a B2B visitor identification service. It matches website visitor IP addresses against a database of professional profiles to return name, job title, company, LinkedIn URL, and often a business email. It uses IP-to-identity resolution rather than cookies or form data.
Is identifying website visitors without a form fill legal in the United States? Yes, for B2B audiences. IP-based business visitor identification is a standard commercial practice in the US. A privacy policy disclosing the practice is required. A cookie consent banner or explicit opt-in is not required for US-only B2B sites.
How accurate is RB2B at matching visitors to individuals? Match rates of 20-40% on B2B traffic are typical. Accuracy drops for mobile users, those behind corporate proxies, and anyone using a VPN. The tool is most effective on desktop visitors arriving from business networks.
Does RB2B offer a free plan? RB2B offers a free tier with a capped number of monthly identifies. For lower-traffic B2B sites, the free plan is sufficient to evaluate whether the tool produces actionable contacts before committing to a paid subscription.
Why does the Next.js implementation use strategy="afterInteractive"?
The afterInteractive strategy defers the script until React has hydrated the page. This prevents the tracking tag from delaying first paint, which protects Core Web Vitals scores and avoids layout shifts during load.
Skip this section if you're not building something similar.
The full implementation is two additions to app/layout.tsx:
// 1. Add the import at the top
import Script from "next/script";
// 2. Add the script inside <body>, after other analytics tags
<Script id="rb2b" strategy="afterInteractive">
{`/* your RB2B snippet from the dashboard */`}
</Script>
Why not a plain <script> tag in <head>?
Next.js App Router does not render arbitrary <script> tags in <head> without next/script. Using the Script component also handles deduplication and avoids hydration warnings.
Why inline the snippet rather than use an external src?
The RB2B snippet is an IIFE that programmatically injects a secondary async script from their CDN. You load the initializer inline; RB2B handles the CDN request. There is no stable external src to reference directly in Next.js.
Privacy policy implementation: A standard Next.js MDX page at /privacy-policy, linked from the Footer component, satisfies the disclosure requirement. No consent management platform (CMP) is needed for US B2B.