Website Visitor Identification
Most B2B website visitors never fill in a form, so sales does not know who they are. Visitor identification tools try to name them anyway: the company from the visitor's IP address, and in some products the individual, by matching the visit against third-party identity data.
Website visitor identification: resolving anonymous site traffic to a company or person so that sales and marketing can act on it.
Company-level vs. person-level
- Company-level identification (reverse IP lookup) maps the visitor's network to an organization. It is less reliable for people working from home or on mobile networks.
- Person-level identification matches the visit to an individual through cookies and identity data from third parties. It raises privacy questions, especially under data protection laws such as the EU's GDPR, so check with counsel before using it on traffic from those regions.
What teams do with it
Identified visits feed account-based marketing and sales: alerts when a target account is on the pricing page, buying signals for scoring, and triggers for chat or outreach. Tools such as Warmly sell visitor identification on its own or combined with AI chat.
Where Floe fits
Floe does not identify anonymous visitors. It learns who a visitor is only when they say so in the conversation, for example by giving their email, and its recaps label a lead as a confirmed contact, an unverified email claim or an anonymous lead. Teams that want visitor identification run a dedicated tool alongside Floe.
FAQ
How does website visitor identification work? Company-level tools look up the organization behind the visitor's IP address. Person-level tools match the visit to an individual using cookies and third-party identity data.
Is website visitor identification legal? Company-level lookup is widely used. Person-level identification depends on the data protection laws where your visitors are, such as the GDPR in the EU; check with counsel before turning it on.