--- title: Identity Matrix Reviews meta_title: 'Identity Matrix Reviews 2026: Details, Pricing, & Features | G2' meta_description: Filter 26 reviews by the users' company size, role or industry to find out how Identity Matrix works for a business like yours. aggregate_rating: rating_value: 5.0 review_count: 26 scale: '5' date_modified: '2026-06-17' parent_category: name: Lead Generation url: https://www.g2.com/categories/lead-generation --- # Identity Matrix Reviews **Vendor:** Identity Matrix **Category:** [Visitor Identification Software](https://www.g2.com/categories/visitor-identification) **Average Rating:** 5.0/5.0 **Total Reviews:** 26 ## About Identity Matrix Identity Matrix is the world's first and only Person-Level GTM platform. Using AI, the platform identifies 70% of anonymous web visitors, gives you unparalleled person-level web insights, and builds next-generation ABM campaigns. Join GTM leaders across the globe with our ABM 2.0 technology that helps you see a 3-5X ROI on your GTM efforts. ## Identity Matrix Pros & Cons **What users like:** - Users value the **easy integrations** of Identity Matrix, enabling seamless workflows and enhanced marketing effectiveness. (3 reviews) - Users value the **impressive accuracy** of Identity Matrix in converting website traffic into detailed visitor profiles. (3 reviews) - Users value the **seamless integrations** in Identity Matrix, enhancing visibility and actionable insights like never before. (3 reviews) - Customers value the **responsive customer support** of Identity Matrix, enhancing their overall experience and satisfaction. (2 reviews) - Users find Identity Matrix to be **easy to use** , enabling quick integration and efficient business growth. (2 reviews) - Intent Data (2 reviews) - Users love the **immediate lead generation** capabilities of Identity Matrix, enjoying seamless integration with HubSpot for automation. (2 reviews) - Accuracy (1 reviews) - Automation (1 reviews) - Users value the **industry leading contact information** provided by Identity Matrix, enhancing lead conversion and outreach efforts. (1 reviews) **What users dislike:** - Users face **bug issues** with Identity Matrix, but timely fixes and data accuracy mitigate the impact significantly. (1 reviews) - Users note some **contact issues** with Identity Matrix, acknowledging that it's not uncommon for such products. (1 reviews) - Users note that the only downside is the **inconsistent capture of personal emails** , which limits effectiveness. (1 reviews) - Users have noted a **lack of integrations** , though recent updates are addressing this issue significantly. (1 reviews) - Users notice that **lead quality can be inconsistent** , but appreciate the efforts to improve scoring for accuracy. (1 reviews) - Slow Performance (1 reviews) ## Identity Matrix Reviews ### 1. Hands Down The Best Website Visitor Identification Tool On The Market (By A Longshot) **Rating:** 5.0/5.0 stars **Reviewed by:** Zach W. | Co-Founder, Computer Software, Small-Business (50 or fewer emp.) **Reviewed Date:** December 27, 2024 **What do you like best about Identity Matrix?** Compared to tools like rB2B and others, IM blows them all out of the water. We ran several A/B tests with other tools and the amount of traffic IM was able to identity vs any of the others was not even close. Seriously not even close. The best part though is that IM puts a focus on revealing the mobile phone numbers of website visitors within the platform so we don't even need to rely on another data enrichment provider. **What do you dislike about Identity Matrix?** It's a newer tool and we knew that going in so have had to deal with a few bugs, but the accuracy of the data and the amount of website traffic able to be identified tremendously outweights this downside. Plus any bugs have been fixed within days so. **What problems is Identity Matrix solving and how is that benefiting you?** Helps us see who's visiting our site from paid ads to then nurture through personalized outbound. ### 2. A Tool That Makes Marketing & Sales Much Easier and More Effective **Rating:** 5.0/5.0 stars **Reviewed by:** Verified User in Computer Software | Small-Business (50 or fewer emp.) **Reviewed Date:** February 11, 2025 **What do you like best about Identity Matrix?** We've got much better visibility into the types of accounts and visitors on our website, along with integrations in place to act on those signals in a way we didn't before. It is the strongest match rate I've seen from anyone in the space. **What do you dislike about Identity Matrix?** Will be good to get a bit more information pushed across in the alerts to Slack and Hubspot, where our sales team is working with the leads. **What problems is Identity Matrix solving and how is that benefiting you?** We've got visibility into the types of people and companies that are engaging with our website. Open pipeline? We can automate alerts. Net-new contacts? We can round-robin high-intent visitors and provide context that sales reps need to act on the notifications. It is helping us create pipeline in ways that traditional outbound struggled with. ### 3. Powerful, affordable, warm sales leads! **Rating:** 5.0/5.0 stars **Reviewed by:** Keith W. | CEO, Small-Business (50 or fewer emp.) **Reviewed Date:** November 14, 2024 **What do you like best about Identity Matrix?** We love how easy it is to setup and immediately the leads start coming through. We also like the integration with HubSpot to automatically store the leads and we can setup workflow automation to automatically send follow up emails to these leads to set a meeting. **What do you dislike about Identity Matrix?** Sometimes the leads are not always the correct workemail but it seems like you have a fix for this in terms of setting the lead scoring as to assign a lower score when a personal email comes through. **What problems is Identity Matrix solving and how is that benefiting you?** It is helping us understand exactly who is visiting our website and making it easy for us to follow up with them via email. ### 4. Identity Matrix makes me look like a genius to my clients **Rating:** 5.0/5.0 stars **Reviewed by:** Melanie M. | Marketing Strategist, Small-Business (50 or fewer emp.) **Reviewed Date:** September 25, 2024 **What do you like best about Identity Matrix?** Identity Matrix is the first thing I recommend to all my US clients to get on their sites ASAP. Literally a no brainer. All the reasons why marketers and sales teams bang their heads on walls... lack of lead generation, low quality leads, missing information, etc... Identity Matrix solves all of them. You can single handedly drive traffic to your website and just sit back and capture leads... without doing anything. No more lead magnets (because let's be real... we're they really THAT valueable) and no more buying low intent random lead lists. Pair that with the fact it also lead scores people on your website...huge. To my clients I literally look like a magician- big shout out to Identity Matrix. **What do you dislike about Identity Matrix?** At first it was lack of intergrations, but they've just pushed out a BUNCH of new things and continue to. **What problems is Identity Matrix solving and how is that benefiting you?** The biggest thing is solving is lack of direction and lead generation. Lack of direction caused by which leads are worth our time, who our website visitors are, and then what to even do with this information. Now because I see who's on my website, have all the information I need, and am able to execute on them in a dashboard... biiiig life saver. ### 5. Great tool for marketers and sales leaders to find prospects that were previously unknown. **Rating:** 5.0/5.0 stars **Reviewed by:** Matt M. | VP, Marketing, Mid-Market (51-1000 emp.) **Reviewed Date:** August 23, 2024 **What do you like best about Identity Matrix?** Great user interface, solid customer service, and the price is very reasonable, especially given the value of the tool. It's amazing to be able to navigate website visitors that are actively seeking your products or software, and to have their contact information readily available in real-time. Very user-friendly solution, as well. It's super easy to deploy the tool and get up and running with very little ramp. **What do you dislike about Identity Matrix?** The product roadmap is still evolving so there are some platform updates, but this is true of most SaaS solutions that continue to innovate. Hasn't been a problem with usage yet. **What problems is Identity Matrix solving and how is that benefiting you?** Identifying users that were previously or are currently engaged with our content on the website, but were anonymous to our marketing and sales orgs prior to deploying Identity Matrix. ### 6. The best in personal identification **Rating:** 5.0/5.0 stars **Reviewed by:** Verified User in Financial Services | Small-Business (50 or fewer emp.) **Reviewed Date:** March 19, 2025 **What do you like best about Identity Matrix?** They have the best support and they are investing a lot into their technology. **What do you dislike about Identity Matrix?** Any b2b company is going to tell you they want more business contacts, but I’ve used a lot of tools and identity matrix is as good as it gets. **What problems is Identity Matrix solving and how is that benefiting you?** We can work with people who visit our website but do not submit a lead form. ### 7. The Best Website Visitor Identifier On The Market **Rating:** 5.0/5.0 stars **Reviewed by:** Christian K. | Founder, Security and Investigations, Small-Business (50 or fewer emp.) **Reviewed Date:** December 23, 2024 **What do you like best about Identity Matrix?** It identifies 70% of your website traffic compared to 20% with RB2B or any of the other products on the market. **What do you dislike about Identity Matrix?** Nothing, Stephen is the founder who helped me on the phone, they are an incredible company. **What problems is Identity Matrix solving and how is that benefiting you?** It's identifying our website visitors, so we can target them with email marketing, and gain more qualified leads. ### 8. Great software, good customer support **Rating:** 5.0/5.0 stars **Reviewed by:** Sam S. | CRO, Small-Business (50 or fewer emp.) **Reviewed Date:** January 16, 2025 **What do you like best about Identity Matrix?** I've been working in sales for over 20 years, so I've basically seen every tool come and go from the market. After testing out many competitve services, I've found Identity Matrix to have the right combination of accurate data, relevant integrations, and a pricing model that works for me. **What do you dislike about Identity Matrix?** Nothing thus far. Sometimes the data is a bit slow to load. **What problems is Identity Matrix solving and how is that benefiting you?** Having people-level contact information for our website visitors is crucial information for intelligence for my sales team. ### 9. really maximize the value of our website and increase our lead flow **Rating:** 5.0/5.0 stars **Reviewed by:** Jacob H. | Director of Marketing, Small-Business (50 or fewer emp.) **Reviewed Date:** November 11, 2024 **What do you like best about Identity Matrix?** We get a lot of traffic to our website that is our ideal ICP but haven't always been the best about nurturing and converting those leads. Identity Matrix has allowed us to gather the data we need on site visitors to push them into a nurture and continue to lead score them and monitor their activity until we think it's hot enough for a sales rep to work. **What do you dislike about Identity Matrix?** really the only thing we're still working on optimizing is the sale process with the leads but that's more on our end then the systems **What problems is Identity Matrix solving and how is that benefiting you?** We had a lot of website traffic we couldn't convert on because we didn't have the data ### 10. Excellent technical skills and very good to work with **Rating:** 5.0/5.0 stars **Reviewed by:** Thomas R. | Chief Marketing Officer , Mid-Market (51-1000 emp.) **Reviewed Date:** August 13, 2024 **What do you like best about Identity Matrix?** The team conceived and set up our ABM system using our existing toolset, augmented by their toolset, quickly and efficiently. They trained our sales leads and built out our reporting. They "got it" in the sense that they built the most critical areas first, ran an MVP before rolling out wider, and are now doing refinements. The team has been super responsive (quick and intelligent responses) with NO hold-ups from project managers or other intermediaries. Their pricing was fair and transparent, which I have yet to experience with other rev ops partners. I'd feel good recommending this team to any company that needs rev ops/ ABM build outs and does not want to invest in a 6sense type full platform. **What do you dislike about Identity Matrix?** Nothing that I can think of. The team really has done everything I've asked for quickly and better than I imagined. **What problems is Identity Matrix solving and how is that benefiting you?** De anonimizing site visitors, building intent lists, lead scoring, and HubSpot implementation of an ABM GTM approach ### 11. Marketing and Business Development Game Changer **Rating:** 5.0/5.0 stars **Reviewed by:** Steve L. | CEO, Mid-Market (51-1000 emp.) **Reviewed Date:** October 24, 2024 **What do you like best about Identity Matrix?** Better resolution rate of website visitors and personal contact information that any tool we have tried. **What do you dislike about Identity Matrix?** Not perfect with contact information, but nothing is! **What problems is Identity Matrix solving and how is that benefiting you?** We can see so many of our website visitors now and have their personal and often have their professional contact info. The recent integration with zapier allows us to automate adding the info to hubspot and automating our marketing to these visitors while our sales people are calling them. ### 12. Easy to Use with Great Lead Generation **Rating:** 4.5/5.0 stars **Reviewed by:** Jennifer R. | Vice President Marketing, Mid-Market (51-1000 emp.) **Reviewed Date:** December 02, 2024 **What do you like best about Identity Matrix?** It’s simple to set up, and leads start flowing that day. The integration with HubSpot is a big plus, letting us automatically create workflow automations. This allows us to send follow-up emails right away to schedule meetings. We literally use this every day. If we have an issues customer support is always helpful. **What do you dislike about Identity Matrix?** There are times when only personal email is captured, which is the only downside. **What problems is Identity Matrix solving and how is that benefiting you?** It helps us identfy exactly who is visiting our site and allows us to follow up with them via email. ### 13. A unique, high ROI value for all web-based businesses **Rating:** 5.0/5.0 stars **Reviewed by:** Joe M. | Co-Founder, Small-Business (50 or fewer emp.) **Reviewed Date:** October 07, 2024 **What do you like best about Identity Matrix?** Identity Matrix is easy to use, integrate, and quickly convert from an expense into a profitable tool that can advance all areas of the business's growth. **What do you dislike about Identity Matrix?** Identity Matrix takes some time to fully hone and eliminate any visitors to your website that are not in your ideal customer profile. **What problems is Identity Matrix solving and how is that benefiting you?** We couldn't tell who was coming to our website, so we were losing potential traffic and customers. ### 14. Best Site De-anon **Rating:** 5.0/5.0 stars **Reviewed by:** Noah J. | Co Founder, Small-Business (50 or fewer emp.) **Reviewed Date:** January 14, 2025 **What do you like best about Identity Matrix?** Identity Matrix is simply the best source for deanonymizing website visitors. The quality is unparalleled and the data is pure. **What do you dislike about Identity Matrix?** Doesn't provide a whole lot of firmographic data, but that's okay. **What problems is Identity Matrix solving and how is that benefiting you?** Identity Matrix helps me not miss out on visitors who come to my site. ### 15. Outstanding Lead Generation Tool! **Rating:** 5.0/5.0 stars **Reviewed by:** Verified User in Market Research | Small-Business (50 or fewer emp.) **Reviewed Date:** August 16, 2024 **What do you like best about Identity Matrix?** Identity Matrix has completely transformed the way we handle lead generation. It’s incredibly user-friendly, making it simple to access detailed insights on potential leads. The interface is sleek and easy to navigate, which enhances the overall experience. Additionally, their customer support is responsive and helpful, and the pricing is very reasonable considering the powerful features it offers. **What do you dislike about Identity Matrix?** At this point, I haven’t encountered any drawbacks **What problems is Identity Matrix solving and how is that benefiting you?** Identity Matrix is crucial for creating lead prospects and gathering comprehensive contact details. It's significantly increased my efficiency, allowing me to focus on high-intent, in-market leads with greater precision. The ability to de-anonymize web traffic and connect with potential customers in real-time has provided a substantial boost to our lead generation strategy. Thanks to Identity Matrix, my workflow is more streamlined, and I have a broader and more targeted overview of leads to work on. ### 16. Best lead prospecting tool ever **Rating:** 5.0/5.0 stars **Reviewed by:** Jacek B. | Senior Account Executive, Small-Business (50 or fewer emp.) **Reviewed Date:** August 14, 2024 **What do you like best about Identity Matrix?** Ease of use - access to multiple leads details Quick support Nice UI Good prices **What do you dislike about Identity Matrix?** Haven't found any negatives so far! Loving the tool. **What problems is Identity Matrix solving and how is that benefiting you?** Identity Matrix is helping me in creating a good lead prospects and gathering their contact details. Thanks to that my work is more efficient and I've got a bigger lead overview on which I can work further on. ### 17. Real contacts, real leads **Rating:** 5.0/5.0 stars **Reviewed by:** Clint D. | Supply Chain Manager, Mid-Market (51-1000 emp.) **Reviewed Date:** October 16, 2024 **What do you like best about Identity Matrix?** Identity Matrix has been great in helping convert web traffic to real contacts and real leads for our sales team. The ROI is clearly there with the software and we look forward to the leads the software brings us. **What do you dislike about Identity Matrix?** Nothing as of yet. The software works as advertised. **What problems is Identity Matrix solving and how is that benefiting you?** Identity Matrix allow our team to identify and contact web traffic and convert them to viable leads. ### 18. All Marketing Teams need this! **Rating:** 5.0/5.0 stars **Reviewed by:** Bryce H. | Director of Operations, Small-Business (50 or fewer emp.) **Reviewed Date:** December 19, 2024 **What do you like best about Identity Matrix?** Helping marketing teams target better and boost conversions - Simple to integrate **What do you dislike about Identity Matrix?** Our team has not seen anything we dislike about this software. **What problems is Identity Matrix solving and how is that benefiting you?** Creates new opportunities we would not have had prior. ### 19. A powerful platform **Rating:** 5.0/5.0 stars **Reviewed by:** Morgan K. | Project Manager, Small-Business (50 or fewer emp.) **Reviewed Date:** October 07, 2024 **What do you like best about Identity Matrix?** Identity Matrix transforms anonymous website traffic into detailed visitor profiles with impressive accuracy, offering valuable insights for businesses to enhance marketing and sales strategies. For companies serious about capitalizing on every website visitor, this platform is second to none. **What do you dislike about Identity Matrix?** Still adding features to allow users to filter further **What problems is Identity Matrix solving and how is that benefiting you?** They are in the process of adding more features to allow users to filter their results better ### 20. Great product! 100% recommended! **Rating:** 5.0/5.0 stars **Reviewed by:** Jean H. | Web Developer, Small-Business (50 or fewer emp.) **Reviewed Date:** August 16, 2024 **What do you like best about Identity Matrix?** It is an excellent tool to turn anonymous clicks and page views into tangible leads by identifying individuals and companies behind the web visits. Versatile to use and easy to integrate. The implementation was simple and clear. Also, their support is very kind and quick to answer and be helpful **What do you dislike about Identity Matrix?** Nothing that I dislike about the product **What problems is Identity Matrix solving and how is that benefiting you?** Turning anonymous clicks and page views into tangible leads by identifying individuals and companies behind the web visits. ### 21. Amazing product to know who your customers are. **Rating:** 5.0/5.0 stars **Reviewed by:** Daniel K. | Founder, Small-Business (50 or fewer emp.) **Reviewed Date:** October 15, 2024 **What do you like best about Identity Matrix?** I love the way that they can track an findout who our website customers are. **What do you dislike about Identity Matrix?** Nothing, loving it so far. They are a startup so they are building a lot fast. **What problems is Identity Matrix solving and how is that benefiting you?** It is helping me understand who the leads are coming to our website. ### 22. If You Are NOT Using This You Are Being Left Behind!! **Rating:** 5.0/5.0 stars **Reviewed by:** Todd C. B. | Owner, Small-Business (50 or fewer emp.) **Reviewed Date:** October 24, 2024 **What do you like best about Identity Matrix?** The ability to learn about your business. Ease to Use. **What do you dislike about Identity Matrix?** Nothing Yet!!! We are are still learning but super impressed. **What problems is Identity Matrix solving and how is that benefiting you?** We don't guess who we are marketing the to site -- We know who is coming to site. ### 23. Efficient & Quality Work **Rating:** 5.0/5.0 stars **Reviewed by:** Clayton S. | Marketing Director, Information Technology and Services, Mid-Market (51-1000 emp.) **Reviewed Date:** August 21, 2024 **What do you like best about Identity Matrix?** The team at Identity Matrix was quick and efficient in consulting on and building out our ABM infrastructure. Their project management is painless and communication is consistently clear. Great partners to work with! **What do you dislike about Identity Matrix?** None. Support, ease of use, and implementation were top notch. **What problems is Identity Matrix solving and how is that benefiting you?** Helps us understand our web traffic and effectively leverage that data with our sales team. ### 24. Great tool for revealing candidate contact information - both personal and work **Rating:** 5.0/5.0 stars **Reviewed by:** Keith F. | Research Consultant, Small-Business (50 or fewer emp.) **Reviewed Date:** August 26, 2024 **What do you like best about Identity Matrix?** Finding reliable personal email addresses and cell phone numbers. **What do you dislike about Identity Matrix?** Perhaps less main office phone numbers that go to an operator **What problems is Identity Matrix solving and how is that benefiting you?** Uncovering contact info to reach candidates. ### 25. Amazing product to increase your leads **Rating:** 5.0/5.0 stars **Reviewed by:** Verified User in Construction | Small-Business (50 or fewer emp.) **Reviewed Date:** August 13, 2024 **What do you like best about Identity Matrix?** Highly recommended product as it helped me increase the number of the leads for my company, de-anonymizes 50% of the web traffic, gets me the mobile data to increase the chances of sales and provides industry leading contact information which helps me reach out to the leads directly. **What do you dislike about Identity Matrix?** I coudn't find anything to dislike about this product. **What problems is Identity Matrix solving and how is that benefiting you?** It helps me identify the anonomous traffic and generates leads for me ### 26. Great Contact Information **Rating:** 5.0/5.0 stars **Reviewed by:** Janelle O. | VP, Operations & Administration, Small-Business (50 or fewer emp.) **Reviewed Date:** August 26, 2024 **What do you like best about Identity Matrix?** Most helpful with Personal Cell numbers! **What do you dislike about Identity Matrix?** Not much negative at this point. So far so good **What problems is Identity Matrix solving and how is that benefiting you?** contact info - [View Identity Matrix pricing details and edition comparison](https://www.g2.com/products/identity-matrix/reviews?section=pricing&secure%5Bexpires_at%5D=2026-06-17+03%3A46%3A51+-0500&secure%5Bsession_id%5D=74b5b2da-e7a4-49ac-a165-3f43a6f5d40f&secure%5Btoken%5D=32d941b701e733c7244042ecbf6eba494792fefc0358720da9cb1705782b6374&format=llm_user) ## Identity Matrix Features **Lead Generation** - Lead Builder - CRM Integration - Marketing Automation Integration - Social Media Integration - Data Import & Export Tools **Agentic AI - Visitor Identification** - Cross-system Integration ## Top Identity Matrix Alternatives - [GTM Workspace - Powered by ZoomInfo](https://www.g2.com/products/gtm-workspace-powered-by-zoominfo/reviews) - 4.5/5.0 (8,874 reviews) - [HubSpot Sales Hub](https://www.g2.com/products/hubspot-sales-hub/reviews) - 4.4/5.0 (13,242 reviews) - [Apollo.io](https://www.g2.com/products/apollo-io/reviews) - 4.7/5.0 (9,339 reviews)