CustomerOS vs RB2B - Which platform delivers qualified pipeline?

RB2B is a known provider of website visitor identification through its publisher cookie network, often relying on hashed email matching during login events. But if you're looking for real-time ICP scoring, content and channel attribution, and sales prioritization, CustomerOS offers broader, more actionable intelligence.

CustomerOS gives you visibility into which accounts are visiting your site, where they came from, what stage they’re in, and what to do next.

TL;DR Comparison at a glance:

Feature / Capability	CustomerOS	RB2B
Company Identification (Deanonymization)	✅ Best-in-class, combines multiple sources	✅ IP-based with basic firmographics
ICP Scoring / Qualification	✅ Built-in, customizable per client	❌
Pipeline Attribution to ICPs	✅ Unique to CustomerOS, shows which ICPs drive real revenue	❌
Buying Stage Inference	✅ Tracks buyer journey depth and velocity	❌
Campaign & Content ROI by ICP	✅ Shows which campaigns convert ICPs (not just leads)	❌
Sales Prioritization for SDRs	✅ Flags high-fit, high-engagement accounts	⚠️
Connected to Ad Platforms (Google Ads, LinkedIn)	✅ Uses first-party data to tie ad clicks to ICPs	❌
Time to Value / Setup Effort	⚡ Fast (<48 hours), out-of-the-box value	✅ Easy
Price Point / Accessibility	💰 Mid-tier, great for growth-stage	💰 Low

What Is CustomerOS?

CustomerOS is a revenue intelligence platform that identifies ICP-fit visitors on your website, analyzes their buying journey, and attributes their behavior to pipeline-driving content, ads, or campaigns.

Built for Visibility and Activation

While RB2B is optimized around hashed email matching via a publisher network, CustomerOS focuses on:

Multi-source identification: IP, fingerprint, and hashed identifiers
Scoring traffic against your Ideal Customer Profile
Mapping engagement to pipeline stage
Helping sales act faster with real-time account alerts

Core Capabilities Compared

1. Website Visitor Identification

CustomerOS combines first-party JS, IP data, fingerprinting, and optional hashed emails.
RB2B relies on distributed cookies and login-based hashed email matching across publishers.

2. ICP Fit Scoring

CustomerOS includes firmographic + behavioral scoring tied to your target criteria.
RB2B provides identification but not ICP qualification.

3. Pipeline Attribution

CustomerOS shows which campaigns, pages, and channels drive pipeline.
RB2B stops at visitor identification, no attribution provided.

4. Buyer Stage and Intent Scoring

CustomerOS models stage based on depth and type of content engagement.
RB2B doesn’t track or infer buyer stage.

5. SDR Prioritization

CustomerOS surfaces and routes high-fit, high-intent accounts to sales automatically.
RB2B data requires manual handling or exports to use.

Use Cases – When to Choose CustomerOS

Use Case	Best Tool
You want to identify and score anonymous ICP traffic	✅ CustomerOS
You need attribution to pipeline, not just visit logs	✅ CustomerOS
You rely on hashed emails from login across a publisher network	⚠️ RB2B
You want to enable sales with fit + intent insights in real time	✅ CustomerOS

Real Results – What Customers Say

"Infinity identified $1.14M in pipeline from inbound traffic using CustomerOS, without changing their ad spend or website."

"We booked 3 meetings in the first week, all from accounts we didn’t even know were on our site."

Read full case study →

Frequently Asked Questions

Is CustomerOS similar to RB2B?

Not exactly. While both identify website visitors, CustomerOS goes many steps further and focuses on ICP scoring, buying stage, and pipeline attribution, RB2B stops at identification leaving you with a GTM mess to clean up. Lot's of noise, very little signal.