RB2B vs Warmly for Retargeting Identified Visitors

RB2B and Warmly both put a name to the anonymous traffic hitting a website, but the real split between them appears after that moment of recognition. RB2B produces a person-level record and hands it to whatever stack already exists, usually by way of a Slack alert or an integration into a CRM. Warmly folds identification into a bundle that includes chatbots, email sequences, and LinkedIn outreach, so the engagement step happens inside the same platform that did the identifying. Retargeting is the work of pushing identified visitors back into paid media audiences or CRM-driven sequences, and it is where these two philosophies pull apart: one tool expects the team to own the plumbing that moves a name into an ad audience, the other builds that plumbing in. A third option exists for teams that want person-level identification paired directly with ad-platform attribution and CRM integration, without folding retargeting into a single vendor's orchestration layer. Maverick Intelligence occupies that third position, and the article returns to it after laying out what RB2B and Warmly each actually deliver.

How RB2B identifies visitors for retargeting

RB2B runs on a JavaScript pixel placed on the site. When a US-based visitor lands on a page, the tool tries to match that visitor against its proprietary US database, drawing on browser signals, cookies, and identity-graph data to make the connection. A successful match returns a record with the visitor's name, LinkedIn URL, job title, and company name, and on Pro plans, a business email address as well. That person-level matching only works for US-based visitors. International traffic only gets company-level identification, with no individual name.

What RB2B does with that record once it exists tells you how the product was designed to be used. The tool pushes identification data out through Slack, Teams, HubSpot, Salesforce, Clay, Zapier, webhooks, and CSV export. Slack is the center of that list by design: a rep sees a name land in a channel in real time and decides what to do with it. For retargeting purposes, the integration list is the entire mechanism. RB2B identifies the visitor, but it leaves the retargeting action to whatever sits downstream. Webhook and CSV export, available on Pro and Pro+ plans, make it possible to push identified visitors into ad-platform audiences, but building and maintaining that pipeline falls to the team running it. RB2B's job ends at the handoff.

How Warmly identifies visitors for retargeting

Warmly identifies visitors through a comparable mix of signals, but the product's distinguishing feature is what happens immediately after identification. Where RB2B stops at the handoff, Warmly keeps going: identified accounts and contacts flow directly into automated email sequences, LinkedIn connection-request queues, and ad retargeting audiences, all without the team assembling a separate pipeline to connect them. When a target account visits a page the team cares about, Warmly can alert the rep in Slack, queue a LinkedIn connection request, enrich the CRM record, and kick off an email sequence, all from a single visit event. That simultaneity is the core of Warmly's pitch: orchestration lives inside the same platform that did the identifying, so retargeting doesn't require a second system.

That architecture is about to sit inside a larger one. HubSpot acquired Warmly on June 30, 2026. Any team evaluating Warmly today is evaluating a product that will be absorbed into the HubSpot ecosystem over time. For a team already running HubSpot end to end, that's a reasonable bet on the direction of travel. For a team running a Salesforce-first stack, the acquisition raises a real question about how well Warmly will continue serving non-HubSpot workflows over the next 12 to 18 months, worth working through before signing a multi-year contract.

Match rates and geographic coverage: what each tool identifies before retargeting begins

Every retargeting audience starts as a subset of total traffic, and the size of that subset depends on a number vendors don't always define the same way. Most identification vendors report match rate against "eligible" traffic, meaning visitors who are US-based, reachable through a business network, not flagged as a bot, and covered by consent. A tool promising high contact-level identification is often counting matched companies rather than matched people, so the question that actually matters is what percentage of total traffic resolves to a specific person with a verified email address.

RB2B's own published figures break down by plan like this. The free tier returns 150 resolutions a month, company-level only, with no person-level data; as of January 22, 2026, the free plan stopped providing contact-level data. Pro+, starting at $199 a month, adds a premium resolution engine that pushes contact-level coverage of US traffic to 35 to 45 percent.

Warmly's identification ceiling runs lower on the person-level side and wider on the company-level side: up to 15 percent person-level identification, up to 65 percent company-level.

Geography draws a hard line for RB2B specifically. Person-level identification is restricted to US visitors because of GDPR compliance boundaries, so international traffic only ever returns company-level data. Warmly's company-level coverage extends globally, but its person-level ceiling of 15 percent applies no matter where the visitor is browsing from. Both tools face the same structural headwind: a buyer browsing from a home network maps to a residential ISP instead of their employer's corporate network, and remote and hybrid work has eroded IP-based identification since 2020 as a result. The retargeting question that follows is what each one lets a team do with the fraction it does identify, and that's where pricing and feature gating start to matter.

Pricing and retargeting features by plan

The price difference between RB2B and Warmly is wide enough to decide, on its own, which teams can realistically consider either product. RB2B's pricing, as listed on its pricing page as of October 2, 2026, runs in monthly increments with no published annual rate. The free tier costs nothing and returns 150 resolutions a month, company-level only, through Slack alone, so retargeting is ruled out: there's no person-level data and no integration path to build on. Pro+ starts at $199 a month for 600 resolutions and rises to $849 a month for 12,500 resolutions, with volumes above 20,000 requiring a direct sales conversation; this tier adds Premium Resolution, a waterfall across external data sources that lifts contact-level coverage to 35 to 45 percent. Overage runs 45 cents per resolution on Starter and 25 cents per resolution on Pro and Pro+, and credits you don't use don't roll over month to month. That credit structure carries real risk for high-traffic sites: at 10,000 monthly visitors, a Pro plan's 600 credits can run out in the first week if traffic arrives in concentrated bursts.

Warmly starts at $599 a month, or $15,000 a year, with no free tier. What that price buys, even at the entry level, is native retargeting: ad audiences, email sequences, LinkedIn outreach, and CRM sync all come built in rather than requiring separate tools stitched together. The counterargument is just as straightforward: a team that already owns those tools and runs them well gains nothing from paying again for an orchestration layer it doesn't need, and Warmly's price becomes duplicated cost.

AI agent and bot traffic distortion in identification numbers

Every match-rate figure either tool reports depends on how well it filters bot traffic out of the count, and neither RB2B nor Warmly has published its methodology for handling AI crawler traffic. That's a gap with real consequences for a retargeting campaign, not a footnote. ChatGPT, Claude, and thousands of other AI crawlers now generate a material share of B2B website traffic. If that traffic gets counted as a match instead, audience lists end up padded with non-human records that were never going to convert.

A User-Agent header identifies a request as a claim, nothing more. Verifying that a crawler is what it says it is requires forward-confirmed reverse DNS, a check of the source IP against the operator's published CIDR ranges, or Web Agent Auth signature verification, and neither RB2B nor Warmly has said which of these methods, if any, it applies. A further wrinkle complicates the picture: a user-directed fetcher, where a person asks an AI assistant to visit a specific URL on their behalf, can originate from ordinary cloud infrastructure carrying a standard browser User-Agent string, making it indistinguishable from a real human visit at the IP layer. For retargeting specifically, unfiltered bot and crawler traffic sitting inside the identification pool means an ad audience pushed to LinkedIn, Google, or Meta can include sessions that were never a person at all, which turns into wasted spend the moment that audience goes live.

Retargeting requirements for both tools

Turning an identified visitor into a retargeted one requires three things at once: person-level contact data, a way to sync that data into ad-platform audiences, and attribution that ties ad spend back to the individuals it reached. Neither RB2B nor Warmly delivers all three without help.

You need person-level contact data first, since retargeting by email or LinkedIn message needs an email address or a LinkedIn profile, not just a company name. Company-level identification alone still gets you a usable account-based retargeting audience, but it can't target a named individual the way person-level data can.

Getting an identified list into an ad platform is the second requirement. Pushing names into LinkedIn Matched Audiences, Google Customer Match, or Meta Custom Audiences needs either a native integration or a custom pipeline built on webhooks or CSV export. RB2B makes that possible on Pro and Pro+ through its webhook and CSV tools, but the team running the campaign has to build and keep that sync running. Google Ads Enhanced Conversions, LinkedIn's Conversions API, and Meta's CAPI are now strongly recommended across their respective platforms for retargeting accuracy, because a pixel-only setup on its own produces audiences the platforms can't verify as reliably.

The third requirement is the one both tools leave open: attribution that connects a specific ad, campaign, and platform to the identified visitor it produced. Without that link, retargeting spend recycles without a feedback signal telling the team what to do differently next time. Warmly layers in intent data, but it doesn't natively close the loop between ad spend and the pipeline those identified people eventually produce.

Maverick Intelligence: person-level identification with the ad attribution and CRM integrations retargeting requires

Maverick Intelligence brings together the person-level identification that RB2B offers and the ad-platform attribution and CRM integration that retargeting depends on, and it doesn't require a team to adopt a single vendor's full orchestration layer to get there. Each identified visitor comes with a full event journey attached, not a single identification ping: page views, clicks, scroll depth, and visit frequency all travel with the record. That detail is what makes retargeting sequencing specific rather than generic, since a team can act on which page a visitor saw, how far they scrolled, or whether they reached the pricing page before leaving.

Where RB2B hands off the retargeting work to downstream tools via webhooks and CSV exports, platforms like Maverick Intelligence embed ad-platform attribution directly, so the same person-level identification landing in Slack or HubSpot can also feed retargeting audiences to Google, Meta, or LinkedIn without a team building and maintaining an audience pipeline by hand.

A stated match rate only means as much as the quality of the record behind it, and Maverick Intelligence addresses that by detecting AI crawlers, including ChatGPT and Claude, and reporting what content they consume and who operates them. Agencies managing several client accounts can use Maverick Intelligence's partner accounts, where each client sits as its own tracked domain with a domain-scoped API key, so agency teams get the same real-time intelligence across every client they run without mixing data between accounts.

Team motion fit: RB2B, Warmly, and Maverick Intelligence

Maverick Intelligence fits teams that need person-level identification with an ad-platform attribution layer attached, so they can ask not just who visited but which Google, Meta, or LinkedIn campaign brought them there. It also fits teams that want visitor intelligence delivered through tools they already run, Slack, HubSpot, Salesforce, Attio, webhooks, and API access, rather than funneled through a single vendor's orchestration platform. Teams running paid media gain the most from this architecture if they need to attribute spend to identified companies and individuals rather than anonymous sessions, and so do teams that need AI agent and crawler detection kept separate from human-session identification so reported match rates reflect actual buyer traffic.

RB2B fits teams running a US-focused go-to-market motion, where person-level identification of domestic traffic covers the need and international reach isn't required. RB2B also fits teams that want a fast setup, often under five minutes, a Slack-first alert workflow that doesn't ask for much implementation work up front, and that are comfortable building their own retargeting pipeline through webhooks or Zapier.

Warmly fits teams that want identification and orchestration under one roof, chatbots, email sequences, LinkedIn outreach, and retargeting audiences included, rather than stitching several point solutions together. If you run a Salesforce-first stack, you should work through Warmly's non-HubSpot integration roadmap explicitly before committing, given where the HubSpot acquisition is likely to take the product over the next year and a half.

The three paths map to three different starting conditions: how much of the retargeting pipeline a team wants to own, how much orchestration it wants bundled in, and how much it needs ad spend tied directly back to the people that spend reached.