How to identify website visitors with Clearbit Reveal and create HubSpot companies

Why identify website visitors?

95% of your website visitors leave without filling out a form. For a B2B site with 10,000 monthly visitors, that's 9,500 potential buyers you know nothing about. Forrester estimates that identifying even 20% of anonymous visitors can increase pipeline by 15-25% because you're reaching buyers who are actively researching but haven't raised their hand.

The timing matters too. A company visiting your pricing page is further along in their evaluation than someone who downloaded a whitepaper. Without visitor identification, your reps have no way to prioritize outreach to companies showing real purchase intent. By the time those visitors fill out a form (if they ever do), they may have already shortlisted a competitor.

This workflow deanonymizes your website traffic at the company level, filters for ICP matches, and creates HubSpot company records so your sales team can reach out while the intent is fresh.

How it works

Regardless of which tool you use, every approach follows the same four-step pattern:

1. Capture visitor IPs — extract IP addresses from server logs, analytics webhooks, or middleware. Filter for high-intent pages (pricing, demo, contact) and deduplicate.
2. Resolve IPs to companies — call Clearbit Reveal (or Breeze Intelligence) with each IP. Only 20-30% of B2B traffic resolves to a company — consumer ISPs, VPNs, and mobile carriers return null.
3. Filter for ICP matches — check company size, industry, and geography against your ideal customer profile. Most resolved companies won't match.
4. Create HubSpot records — deduplicate against existing HubSpot companies by domain, then create new company records with the enrichment data and visit metadata.

The approaches differ in how IPs are ingested and processed. Code gives you the most flexibility for log parsing and batch processing. n8n and Make process IPs via webhooks in real time. The Claude Code skill handles ad hoc batch processing from a file or log.

What you'll need

Which approach should I use?

• Code + Cron (Recommended) — Python or Node.js script with full control over log parsing, ICP filtering, and batch processing. Free to host on GitHub Actions. Best for teams with server access who want to process logs on a schedule.
• n8n — visual workflow triggered by a webhook that processes each visitor IP in real time. Self-hostable for free. Best for teams who want real-time identification and already use n8n.
• Make — no-code scenario triggered by a webhook. Each visitor uses 3-4 operations. Best for teams who prefer a visual builder and have low-to-moderate traffic.
• Claude Code — a guided Claude Code skill with workflow guidelines and API references. Give Claude a log file or list of IPs and it identifies companies conversationally. Best for ad hoc analysis and periodic batch processing.

Choose your approach

Select an approach below to see the full step-by-step guide.