11 Best Lead Generation Software and Tools for B2B Companies Success

Lead generation involves much more than simply focusing on the numbers. It’s about identifying and connecting with individuals who are not just interested in your products or services, but who are also a good fit for your business. It’s about building relationships, understanding their needs, and providing value at every stage of the buyer’s journey.

And the truth is, all this can get a bit overwhelming. 

But, you can rely on lead generation tools to help you with all this, and here, we compiled a list of the best. 

 

The Essential Role of Lead Generation in Achieving Sales and Business Success

The ultimate goal of any business is to be profitable. However, having a good product or service is not enough. It’s more about reaching the right people at the right time if you’re to convert them and turn a profit. 

And that’s exactly what lead generation is all about. 

But how exactly does lead generation lead to better outcomes? For starters, it helps with:

Keeping the Sales Pipeline Full

Finding new customers is like filling up a bucket. The more customers you find, the more you can sell.

Focusing on the Right People

Instead of trying to sell to everyone, it’s better to focus on people who are likely to buy what you’re selling, an area that lead generation greatly helps with. 

Building Relationships

Finding new customers is just the beginning. You need to build relationships with them so they trust you and want to buy from you again.

Measuring How Well You’re Doing

You can track how well you’re doing at finding new customers by looking at numbers that show, for instance, how many people buy from you and how much money you make.

Getting Ahead

Being good at finding new customers can help your business grow faster than others. This is because you’ll know who to focus on and how to get them to buy.

How Specialized Tools Can Help Lead Generation

Lead generation tools act as your digital assistants, helping you find, attract, convert, and keep potential customers. Here’s how they work:

Automating Lead Capture

• Forms and Landing Pages: Tools provide customizable forms and landing pages that capture visitor information (e.g., name, email, company) when they visit a website.
• Pop-ups and Chatbots: These elements can engage visitors and collect their information in exchange for content, discounts, or other incentives.

Lead Identification and Qualification

• Visitor Tracking: Tools track visitor behavior on websites, identifying who they are, what they’re interested in, and how engaged they are.
• Lead Scoring: Automatically assigns scores to leads based on predefined criteria, such as engagement level, demographic information, and behavior. High-scoring leads are prioritized for follow-up.

Data Enrichment

• Third-Party Integrations: Many tools can enrich lead data by pulling additional information from third-party databases (e.g., company size, industry, job title), providing a fuller picture of each lead.
• AI and Machine Learning: Some advanced tools use AI to predict the potential value of a lead based on historical data and behavioral patterns.

Nurturing Leads

• Email Marketing Automation: Tools can automatically send personalized emails based on a lead’s behavior or stage in the buyer’s journey.
• Content Distribution: Tools help distribute content (e.g., whitepapers, case studies) that educates and nurtures leads over time, moving them closer to a purchase decision.

CRM Integration

• Seamless Handover: Tools for lead generation often integrate with CRM systems, ensuring that qualified leads are passed on to sales teams with all relevant data intact.
• Pipeline Management: Helps in tracking the progress of leads through the sales funnel, making it easier to manage and convert them into customers.

Top CRM for marketing that successfully integrate with lead generation software.

Analytics and Reporting

• Performance Insights: Tools provide analytics on lead generation campaigns, showing which channels, content, or strategies are most effective.
• A/B Testing: Many tools offer A/B testing capabilities, allowing businesses to experiment with different approaches to see what generates the most leads.

Check out the list of free and paid social media analytics software for a variety of purposes.

Multi-Channel Engagement

• Social Media: Tools can help identify and engage with leads on social media platforms by tracking mentions, responding to inquiries, and running targeted ads.
• PPC and SEO: Some tools assist in optimizing paid search (PPC) campaigns and improving SEO, driving more targeted traffic to lead capture forms.

Reducing Time and Cost

• Efficiency: Automation and AI reduce the time and effort needed to manage lead generation, allowing teams to focus on higher-level strategy and closing sales.
• Cost-Effectiveness: By streamlining the process, these tools help reduce the cost per lead, improving overall ROI.

Comparison of the Best Lead Generation Platforms

 

Tool	Pricing	Free Plan Available	Features	Best For
Hubspot	Hubspot has tons of platform solutions and products, each at a different price. The lead generation tools are generally free to use (see more below) or you can add them to your monthly subscription.	Yes.	Email marketing Lead generation Landing page design and optimization  SEO tools	Everyone, starting from amateur marketers to enterprises.
Salesforce	Different pricing tiers depending on your needs.	No, but you have the option to subscribe for a free trial.	Contact management Lead management Sales Forecasting Marketing Automation Collaboration Tools Marketing Cloud	Businesses of all sizes.
Leadfeeder	Starting at $99 a month.	Yes.	Automatic Lead Scoring Outbound Lead Generation Inbound Lead Generation Email Alerts Website Forms Tracking	B2B businesses.
Leadpages	Starting at $37 a month.	No, but you can subscribe for a 14-day free trial.	Lead Gen Form Builder Lead Magnet  Lead Notifications Lead Routing Lead Backup	Small businesses.
LeadsBridge	Starting at $22 a month.	Yes.	Lead distribution  Lead filtering and re-syncing List segmentation Audience targeting and retargeting  Custom integrations	Companies and advertisers that need advanced sales solutions.
ZoomInfo	Reach out for a custom quote.	No.	Lead generation Multiplatform operating system Candidate database Engagement tools ABM and conversion tools	Sales and marketing teams.
Pipedrive	Plans start at $14 a month. The LeadBooster add-on costs $32.50 a month.	No, but you can try the plan you’re interested in for free (14 days).	Web forms Live chat Chatbot Prospector tool for sourcing leads Spreadsheet imports	Small teams that want to automate sales processes for leads.
Agile CRM	Prices start at $8.99 a month.	Yes.	Contact management Appointment scheduling Project management Marketing automation Landing page builder	Small and mid-size businesses on a budget.
OptinMonster	Prices start at $59.60 a month.	No.	A\B testing Drag’n’drop builder Page level targeting Onsite retargeting Team collaboration	Marketing agencies, bloggers, eCommerce websites, and all small businesses.
Adobe Marketo Engage	Contact the team to get a custom quote.	No.	Lead scoring and nurturing  Email marketing A/B testing Analytics and reporting Integration capabilities	B2B marketers in need of lead-based and account-based marketing tools or B2C marketers nurturing high-value relationships.
ActiveCampaign	Monthly subscriptions starting at $15 a month.	No.	Landing page builder Form builder Lead scoring  Marketing automation Email automation	Advanced marketers who need high-level automation features.

List of the Top 11 Lead Generation Tools

HubSpot

HubSpot is among the very few AI marketing tools that houses all the B2B lead generation services you need to connect your marketing, sales, and customer service under one roof. 

As an all-round solution, HubSpot excels at lead generation as well. There are several ways you can use the platform to generate leads:

1. Capture lead information with the free Online Form Builder
2. Send relevant and highly personalized emails with the free email marketing tools (this tool comes in handy if you want to nurture sales leads as well)
3. Win your visitors’ hearts (and get the information you need from them while at it) with HubSpot’s free live chat software
4. Grab potential leads’ attention with beautifully designed landing pages with the free Landing Page Builder

🔗Website: https://www.hubspot.com/

💻Key Features: 

• Email Marketing
• Landing Pages
• Forms
• CMS Hub
• SEO Tools
• Social Media Management
• Marketing Automation
• Meeting Scheduling
• Sales Automation
• Sales Analytics
• Ticketing System
• Live Chat
• Supports Integrations
• AI and Machine Learning

💸Pricing: All the tools we discussed are free to use. If you wish to create a HubSpot account to access the full suite of tools, you can choose from different pricing tiers depending on your needs. 

🆓Free Plan Available: Yes. 

🚀Why You Should Use Their Tool:

• It does a lot of the boring stuff for you, like sending emails and tracking customer information, saving you precious time. 
• It helps you understand who your customers are and what they like, so you can give them what they want.
• It helps you find new customers and keep the ones you have happy.
• You don’t need technical expertise to use it.
• As your business gets bigger, HubSpot can grow with you.

✅Best for: Individuals, small teams, businesses of all sizes, and enterprises.

Salesforce

While some might argue that Salesforce doesn’t directly generate leads individually, we beg to differ—it is one of the best lead generation tools for several reasons.

For one, Salesforce’s powerful software brings together your sales, marketing, and service teams to give you a clear picture of your customers. Once you know who your customer is, you can create targeted campaigns to find qualified leads and convert them into opportunities.  

Much more than this, Salesforce supports your lead-generating efforts with:

• Web-to-Lead Forms: Create custom forms on your website that integrate with Salesforce. When visitors submit the form, their information is automatically added as a lead.   
• Landing Pages: Design targeted landing pages to capture leads based on specific campaigns or offers. Integrate these pages with Salesforce for seamless lead capture.
• Lead Import: Import existing leads from other sources (CSV files, marketing automation platforms) into Salesforce for centralized management.  

🔗Website: https://www.salesforce.com/ 

💻Key Features:

• Contact Management
• Lead Management
• Opportunity Management
• Account Management
• Sales Forecasting
• Sales Automation
• Marketing Automation
• Collaboration Tools
• AppExchange
• Einstein AI
• Sales Cloud
• Service Cloud
• Marketing Cloud
• Commerce Cloud

💸Pricing: Salesforce’s subscription plans come at different prices depending on the product(s) you want to use and your industry. 

🆓Free Plan Available: No, but they offer a 30-day free trial.

🚀Why You Should Use Their Tool:

• You can see everything about your customers in one place, helping you understand their needs better.
• Salesforce makes it easier to find new customers and close deals faster, contributing to an increase in sales. 
• You can use Salesforce to figure out what’s working and what’s not, enabling you to make better decisions for your business.
• Salesforce can grow with you—it’s easy to add new features, functionalities, and users as your company gets bigger.

✅Best for: Businesses of all sizes in all industries.

Leadfeeder

Leadfeeder is ranked as one of the best B2B lead generation tools praised by businesses such as Pipedrive, Hertz, Eventbrite, BAUER, Framery, and Meltwater, to name a few. Perfecting their lead identification process since 2012, this lead generation software helps you: 

• Discover the companies behind anonymous website traffic.
• See what pages visitors view to understand their interests.
• Filter companies based on size, industry, and website behavior.
• Find the right person to contact with detailed contact information.
• Develop winning B2B lead generation strategies.

🔗Website: https://www.leadfeeder.com/ 

💻Key Features: 

• Unmatched Contact Insights
• Automatic Lead Scoring
• Outbound Lead Generation
• Inbound Lead Generation
• Email Alerts
• Website Forms Tracking
• Versatile Filtering Options

💸Pricing: Starting at $99/month.

🆓Free Plan Available: Yes.

🚀Why You Should Use Their Tool:

• Leadfeeder’s system filters out fake traffic and provides reliable company data.
• You can control your lead list by removing unwanted companies.
• You can integrate Leadfeeder with other digital marketing tools, CRMs, email automation tools, and more. 
• Once and for all, you can understand your website traffic and optimize your marketing efforts.
• Instead of wasting time on cold leads, Leadfeeder gives you all the information you need to focus on high-potential leads based on their website behavior and company information.
  

✅Best for: B2B businesses of all sizes that want to beat the competition.

Leadpages

Saying Leadpages is just another landing page builder is the understatement of the century. It is one of those lead generation platforms that offers everything you need to grow your business. 

Satisfied clients report that they’ve managed to generate more than 12 leads daily with the help of Leadpages, making it five times more effective than the industry average. And there’s more than meets the eye: 

• Leadpages offers access to industry-leading tools, resources, and experts.
• With 40+ integrations, it accommodates most of the lead gen tools you might already be using or thinking of adopting in the future.
• Gives users 200+ templates—and before you say other website builders offer way more—they are all optimized based on 10 years of conversion data 

🔗Website: https://www.leadpages.com/ 

💻Key Features:

• Lead Gen Form Builder
• Lead Magnet Hosting & Delivery
• Lead Notifications
• Lead Routing
• Lead Backup
• SEO Options
• Real-time Analytics 
• Unlimited Alert Bars
• Unlimited A/B Testing
• Drag-and-drop Website Builder and Editor

💸Pricing: Three packages available with prices starting at $37/month.

🆓Free Plan Available: No, but they offer a 14-day free trial.

🚀Why You Should Use Their Tool:

• It integrates with tons of third-party apps, including some of the best newsletter platforms.
• It offers a lot of features making it suitable for different needs.
• With a variety of templates, it can accommodate varying business goals.

✅Best for: Small businesses.

LeadsBridge

LeadsBridge is one of those lead gen platforms that seem very basic on the surface but come with all kinds of functionalities. It acts as a bridge that links together platforms such as Facebook, Google, and LinkedIn, helping businesses keep track of all their leads in one place. What’s more, it integrates with over 380 marketing tools

The company caters to different industries, including e-commerce, marketing, sales, and the tool acts as a much-needed helping hand for lead generation agencies that want to serve their clients best. Based on your CRM data, this lead generation software can help you create targeted and retargeted marketing campaigns, ultimately contributing to positive conversion rates. 

🔗Website: https://leadsbridge.com/ 

💻Key features: 

• Lead Distribution 
• Autoresponders
• Lead Filtering and Re-syncing
• List Segmentation
• Advanced Data-Mapping
• Audience Targeting 
• Immediate Retargeting 
• Online-to-offline Tracking
• Custom Integrations 

💸Pricing: Four pricing plans available, the cheapest option starting from $22 a month. 

🆓Free plan available: Yes.

🚀Why You Should Use Their Tool: 

• With LeadsBridge, you don’t have to enter data in different places as it connects all your marketing tools. 
• It can do tasks automatically so you can focus on other things.
• You can see how your marketing is doing and make better decisions.
• You can attract more leads that are likely to become customers.

✅Best for: Businesses that want to integrate their lead generation software with a bunch of other lead gen tools and improve their sales processes.

ZoomInfo

If you’re interested in B2B lead generation tools, ZoomInfo is a great choice that not only helps you get qualified leads but also assists you in closing them. All from a single platform. 

Uniting sales and marketing teams, it assures everyone is on the same page and working towards the same goals. If your business grows, ZoomInfo allows you to scale faster by automating tasks across all outreach channels. As of recent, clients can supercharge their efforts with the AI-powered ZoomInfo Copilot. 

🔗Website: https://www.zoominfo.com/ 

💻Key features: 

• Lead Generation
• Multiplatform Operating System
• Candidate Database
• Engagement Tools
• ABM and Conversion Tools
• B2B Digital Marketing Services

💸Pricing: ZoomInfo doesn’t disclose the prices, clients have to engage with the company to get a custom quote. 

🆓Free plan available: No. 

🚀Why You Should Use Their Tool: 

• ZoomInfo has a rich database of accurate and up-to-date information on companies and individuals so it can help target the right prospects.
• The platform’s advanced search functionality helps you filter results based on specific criteria. 
• The intent data feature helps you identify companies that are actively researching products or services similar to yours. 
• The sales engagement tools help you nurture leads and follow up effectively. 

✅Best for: Sales and marketing teams of all sizes that need extensive data coverage coupled with sophisticated analytics capabilities.

Pipedrive

Pipedrive is known as more than lead generation software as it assists businesses with all kinds of day-to-day operations. For those who need support with their lead generation process, Pipedrive’s LeadBooster add-on will do the trick.

With LeadBooster, you can schedule meetings, automatically assign new sales leads to suitable teams, and track all types of leads. You can also customize your web forms, segment data, capture leads from anywhere, and receive reports that you can customize. 

🔗Website: https://www.pipedrive.com/ 

💻Key features:

• Web Forms
• Live Chat
• Chatbot
• Prospector Tool for sourcing leads
• Spreadsheet Imports
• Leads Inbox
• Automatic Assignment 

💸Pricing: You can choose from five pricing tiers with costs ranging from $14 to $99 a month. The LeadBooster add-on costs $32.50 monthly and you can add it to any of the Pipedrive plans. 

🆓Free plan available: No, but you can try every plan for free for 14 days. 

🚀Why You Should Use Their Tool:

• Easy to learn and use, even for those without technical experience.
• Visually appealing and intuitive interface.
• Customizable to fit your specific sales process.
• Offers a good balance of features and simplicity.
• Affordable pricing plans.

✅Best for: Small teams that want to automate sales processes for leads.

Agile CRM

Agile CRM is a great all-in-one CRM for small and medium-sized businesses. It’s easy to use and affordable, with features for sales, marketing, and customer service.

This platform helps you manage your contacts and leads, keeping track of all your existing and potential customers in one place. You get to send emails, create landing pages, keep track of deals—from lead to close—and it can be integrated with popular tools, including Google Workspace and Microsoft 365. 

🔗Website: https://www.agilecrm.com/lead-generation-tools 

💻Key features:

• Contact management
• Gamification
• Appointment scheduling
• Deals
• Project management
• Marketing automation
• Email marketing
• Landing page builder

💸Pricing: Several subscription options with prices starting as low as $8.99 a month. 

🆓Free plan available: Yes.

🚀Why You Should Use Their Tool:

• You can manage your leads under one roof. 
• With this all-in-one CRM solution, you can track tickets and resolve issues quickly. 
• There’s a plan to fit everyone’s budget. 

✅Best for: SMBs on a budget.

OptinMonster

Next on the list of top lead generation programs, we have OptinMonster, a tool praised by millions for its unmatched functionalities and efficiency. Among other things, it helps you get more email subscribers and increase your website conversions.

Although it has tons of features, it is very easy to use. For starters, it allows you to target specific visitors with your opt-ins by showing them pop-ups, slide-ins, and full-screen overlays based on their behavior, device, or location. 

🔗Website: https://optinmonster.com/ 

💻Key features:

• A\B testing
• Drag’n’drop builder
• Exit intent technology
• MonsterLinks (helps you create a 2-step opt-in lead generation campaign from any link) 
• Page level targeting
• Onsite retargeting
• Team collaboration

💸Pricing: Four plans available, starting from $59.60 a month.

🆓Free plan available: No, but they offer a 14-day money-back guarantee. 

🚀Why You Should Use Their Tool:

• It helps you capture more leads by displaying targeted opt-in forms at the right time.
• The platform is user-friendly and easy to use even for absolute beginners.
• You can customize your opt-ins to match your website’s branding and style.
• It integrates with popular tools.

✅Best for: Marketing agencies, bloggers, eCommerce websites, and all small businesses.

Adobe Marketo Engage

As part of the Adobe Experience Cloud suite, Marketo Engage can integrate with a lot of tools to provide a unified approach to digital marketing. It is best suited for B2B companies, helping manage campaigns, automate marketing tasks, and nurture leads throughout the customer lifecycle. 

It offers sophisticated lead scoring and nurturing capabilities. You get to define criteria for scoring leads based on their behavior, such as website visits, email interactions, and content downloads. Armed with this info, you can prioritize leads that are more likely to convert. 

🔗Website: https://business.adobe.com/pl/products/marketo/adobe-marketo.html 

💻Key features:

• Lead scoring and nurturing 
• Segmentation
• Email marketing
• A/B testing
• Account-based marketing
• Analytics and reporting
• Integration capabilities 
• Engagement programs 

💸Pricing: Reach out to the team to get a custom quote.

🆓Free plan available: No.

🚀Why You Should Use Their Tool:

• It helps you capture, nurture, and convert leads more effectively.
• You can deliver tailored content to individual customers, increasing engagement and loyalty.
• You can automate repetitive marketing tasks.
• The platform can handle the needs of growing businesses. 

✅Best for: B2B marketers in need of lead-based and account-based marketing tools or B2C marketers nurturing high-value relationships.

ActiveCampaign

ActiveCampaign is a popular email and marketing automation tool that doubles as a lead generation solution. With an array of features and an intuitive interface, it’s well-suited for businesses wanting to attract, nurture, and convert potential customers. 

If you want to capture the information you need from website visitors, make good use of the Form Builder which lets you design customizable forms. A feature that stands out is the capability to assign scores to leads based on their behavior and engagement, helping you prioritize your efforts. 

🔗Website: https://www.activecampaign.com/ 

💻Key features:

• Landing page builder
• Form builder
• Segmentation
• Lead scoring 
• Marketing automation
• Email automation
• Integrations

💸Pricing: Three pricing tiers available, with monthly subscriptions starting at $15 a month.

🆓Free plan available: No. 

🚀Why You Should Use Their Tool:

• You can design custom landing pages to capture leads and drive conversions.
• Collect valuable information from website visitors using customizable forms.
• Target specific segments of your audience with personalized messages to increase relevance.
• Save time and focus on high-value activities by automating tasks like sending emails and follow-up messages.

✅Best for: Advanced marketers who need high-level automation features.

What to Look for When Choosing Lead Generation Software

There are a lot of factors you must consider before settling on lead generation software: 

• What it can do: Does it collect leads, score them, and work with your CRM? Can it do things automatically, like sending emails?
• How easy is it to use: Is it simple to use, even if you’re not tech-savvy? Can you change it to fit your needs?
• Will it grow with you: Can it handle more leads as your business grows? Is it affordable?
• Does it work with other things: Can it connect with other software you use?
• Is your data safe: Does it keep your customer information safe?
• What do others say: Read reviews to see what other people think.
• Try it out: Use a free trial to see if it’s a good fit.

Conclusion

Lead generation tools go beyond just capturing names and emails—they help you build relationships, understand customer needs, and deliver targeted value at every touchpoint. It’s fair to say, they are invaluable. 

But, being spoiled for choice is not always the best scenario. 

Luckily, we took one for the team and researched tens of them before coming up with this ultimate list of the 11 best lead generation tools.