RB2B vs. Bombora: Which should you choose?

About RB2B

RB2B is a website visitor intelligence tool focused exclusively on U.S. traffic. It identifies visiting companies in real-time and delivers the EXACT people behind those visits—complete with names, titles, LinkedIn profiles, and emails. The platform tracks which pages were viewed to reveal intent signals and instantly pushes this data through integrations with HubSpot, Salesforce, Slack, Clay, and via Zapier/Webhooks to connect with 50+ other applications.

The service runs on a freemium model with credit packs—starting with a free tier (150 credits/month) and jumping to Pro plans at $149/month (300 credits) or $249/month (600 credits). Its U.S.-only focus sidesteps GDPR headaches but ignores non-U.S. visitors entirely. While it excels at real-time delivery and person-level identification, be aware of its geographic limitations, tiny free tier, and status as a newer platform with fewer third-party reviews.

About Bombora

Bombora provides company-level intent data through its massive B2B website data co-op. Their Company Surge® scores reveal when organizations show increased research interest on specific topics—offering hundreds of intent categories without exposing personal contact information. The system plugs into major CRMs, marketing automation platforms, and ABM tools, functioning as a data layer that feeds into existing GTM systems rather than standing alone.

The service uses a usage-based pricing model with no published rates—typically charging per intent signal on a CPM basis. It serves primarily B2B marketers and sales teams looking to prioritize accounts showing interest in relevant topics. While Bombora delivers global intent coverage and maintains GDPR/CCPA compliance through company-level (not personal) data, you'll need separate tools for contact information and some technical know-how to implement it effectively in your workflows.

Comparison

RB2B

• RB2B identifies website visitors from the U.S. and delivers person-level contact details in real-time. It plugs into CRMs, Slack, and other tools via Zapier—focusing on immediate activation of website traffic leads.

• The platform offers a freemium model with limited functionality, while paid plans start at $149/month for 300 credits. Its U.S.-only approach limits global reach but simplifies compliance, delivering actionable leads instantly—though occasionally facing enrichment failures.

Bombora

• Bombora provides company-level intent data showing which businesses are researching specific topics across a network of B2B websites. It integrates with major CRMs and marketing platforms but offers no standalone UI—focusing purely on being a data layer.

• The service uses opaque, custom pricing based on usage with no published rates. Bombora covers global intent data but provides no contact information—requiring additional tools for outreach while maintaining strong privacy compliance.

RB2B suits U.S.-focused companies wanting immediate action on website visitors, providing actual contact details for sales outreach. Bombora fits organizations with global reach needing to identify which companies are researching relevant topics—requiring additional contact tools to complete their workflow.

Contact-based marketing capability is a key differentiator between these tools. RB2B enables direct outreach with emails and LinkedIn profiles while Bombora identifies interested companies without providing contacts. This distinction matters significantly as marketers ultimately need both intent signals and actionable contacts to execute campaigns effectively.

Do you need account-based marketing, or something else?

Here's the revelation that's flipping ABM on its head: your funnel isn't about anonymous accounts. It's about the decision-makers and influencers within those accounts.

That's what makes contact-based marketing (CBM) a breakthrough. Instead of focusing on broad account intent signals, contact-based marketing pinpoints the exact people engaging with your content in real-time, even when they don't convert.

How does this solve the traditional tension of intent-based marketing? It clears up the ambiguity.

With contact-level data, you can reveal high-priority leads by identifying the individuals behind key touch points. Deliver hyper-targeted ads based on specific contact behaviors. And bridge the gap between marketing and sales alignment with actionable, lead-level insights.