You need a steady stream of quality leads to generate sales.
And how better to do that than with the best B2B lead generation tool?
We know there’s a plethora to choose from, so we’ve done the hard work for you. Only the best of the best lead software has made this list.
Whether you want to build lead lists, create landing pages or invest in conversational marketing - we’ve got you covered.
Let’s get started 👇
1. Cognism
Cognism is B2B lead generation software that helps sales, marketing and GTMOps teams identify key accounts, hit quota faster and build a successful pipeline. It offers an easy-to-use interface and accurate GDPR and CCPA-compliant B2B data.
Most sales reps spend 20% of their time researching prospects, and bad data causes them to waste another 30%. Cognism solves this with an extensive quality-driven database of mobile numbers in the US and the most complete data in EMEA.
Various filters in Cognism’s web application let you build highly targeted lead lists that you can later use to create matched audiences on LinkedIn or launch an email campaign.
Top features:
- Phone-verified mobile number accuracy to help you connect with 87% of your list.
- Exclusive on-demand verified mobile data set Diamond Data®.
- Unrestricted access to person and company-level data*.
- Instant and scheduled CRM enrichment and on-demand CSV enrichment.
- Intent data by Bombora.
- International coverage: EMEA, NAM, APAC.
- Focus on quality GDPR and CCPA-compliant data.
- Database checked and cleaned against global DNC lists.
- Cognism AI Search - to find your prospects using ChatGPT-style textual or voice prompts.
- Seamless integrations with Salesforce, Outreach, and HubSpot.
- Easy platform setup.
- Fast and friendly support team.
Pricing:
Cognism offers packages for individual contributors with unrestricted views and page-level exporting*.
However, while pricing is a key factor when shopping for sales lead software, Cognism wants to consider your desired workflow and company goals before providing a proposal you’re comfortable with.
For more information, check out the Cognism pricing page, or skip ahead and test our data with 25 free leads 👇
“Pulling numbers from the Cognism database has brought the SDRs in front of decision-makers that they wouldn’t normally be able to reach. This added touch point has been transformative to our overall outreach. The honesty around deliveries and pricing was really reassuring. In a world of deal cowboys, having a fun sales process was refreshing. Cognism does exactly what it says on the tin.”
2. Kaspr.io
Up next is Kaspr, an all-in-one lead generation tool that provides the most accurate contact data and seamless workflow integration. Specialising in European data, it allows you to connect with the right decision-makers to accelerate your European growth strategy at an affordable price point.
Even better, Kaspr has a LinkedIn Chrome extension that helps generate leads by displaying a prospect’s contact information the moment you visit their profile. You can also send your leads automated follow-up messages and enrich your lead generation data.
Top features:
- Free version.
- Contact enrichment from a LinkedIn people search, group or event.
- Seamless experience across the Chrome Extension and web app.
- Integrations with HubSpot, Pipedrive, Lemlist, Salesforce, and more.
- Data is checked and verified against 150 sources.
- 500M+ phone numbers and email addresses.
- Data coverage spans the US, Europe and APAC.
- GPDR and CCPA aligned.
- Lead organization using lists, notes, and tasks.
- LinkedIn outreach sequences.
- Lead management capabilities include tags, notes, and task creation.
- Team analytics.
- Request data with a waitlist.
Pricing:
A free plan is available for all new users. The paid plan’s starting price is $49 per user per month.
For more details, take a look at the Kaspr pricing page.
3. OptinMonster
OptinMonster is a B2B lead generation tool that helps you grow your email list, generate more leads, and increase sales from the traffic you already have. It’s a cost-efficient way to grow your business.
Top features:
- Page-level targeting.
- Personalised campaigns.
- Over 700 templates.
Pricing:
Pricing starts at $7 p/m, billed annually. Accurate pricing is available on the website.
4. HubSpot
HubSpot is one of the best lead generation tools for B2B. It has hubs for specific teams. The Sales Hub provides sales software through one connected platform to help teams close more deals, deepen relationships, and manage their pipeline more effectively.
The Marketing Hub brings all your marketing tools together so that you can run inbound marketing campaigns at scale.
It contains tools for each step of the inbound marketing process: attracting attention, converting leads, reporting, and customisation.
With the lead capture tool, you can capture and nurture leads. Forms are easy to create, allowing you to collect contact information. HubSpot’s CRM is excellent for tracking data.
The CRM platform removes friction by bringing all your data and tools together, and it’s excellent for tracking data.
Top features:
- Sales analytics and reporting.
- Meeting scheduler.
- Conversation intelligence.
- Marketing analytics.
- Form Builder.
- Ad tracking and management.
- Blog Builder.
Pricing:
$0 to $1,200 p/m for the Sales Hub and £17 - £3000 p/m for the Marketing Hub.
5. Drift
Drift is one of many conversational intelligence tools for lead generation that also improves customer engagement.
Its chatbot can instantly engage your site visitors and be used to qualify leads, share compelling content, schedule meetings with sales, and connect your buyer and sales reps live.
You can build chatbots for specific website pages and target audiences based on their demographics, origins, content engagement, and buyer journey stages.
Top features:
- Round-the-clock coverage.
- AI qualification.
- Tailored messages.
- Analytics.
Pricing:
Starts at $2,500 p/m, billed annually.6. Unbounce
Unbounce is a top-notch tool for creating landing pages that enable you to gather crucial information about potential customers.
With its intuitive drag-and-drop builder, you can effortlessly design professional-looking pages. It’s a great software for lead generation because you can add pop-ups and sticky bars to capture more leads.
Top features:
- AI copywriting.
- Intuitive page builders.
- Traffic optimisation.
Pricing:
$74 to $625 p/m, billed annually.
7. Outreach
Outreach is a complete sales execution and lead automation platform. It helps you create pipeline, close deals, and accurately forecast.
With Outreach, you can be more efficient and effective in your sales process. Its functionality covers revenue intelligence, revenue operations and sales engagement.
Top features:
- Automated prospecting workflows.
- Revenue intelligence.
- Forecasting.
- AI-guided insights.
Pricing:
Not available publicly.
We highly recommend using Outreach in conjunction with Cognism for the best lead gen success.
Here’s a video explaining how it works:
8. Mailchimp
Mailchimp is an all-in-one email marketing tool for lead generation. It helps you send targeted and engaging emails to grow your business.
You can use Mailchimp to create eye-catching email designs, track your results, and optimise your campaigns for better results.
Top features:
- Email automation.
- AI and analytics.
- Audience segmentation.
Pricing:
£0 to £286.59+ p/m (depending on contacts)
💡 Buy targeted email lists in the US and EMEA from a reputable provider.
9. Salesforce
Salesforce is B2B lead management software that helps companies find more prospects, close more deals, and connect with customers.
Its AI helps align your sales and marketing teams and integrate all your customer data into one CRM.
Top features:
- Advanced pipeline management.
- Conversation intelligence.
- Purpose-built analytics.
Pricing:
The most up-to-date pricing can be found on the website.
For the most powerful lead generation results, use Salesforce with Cognism!
10. Zendesk Sell
Zendesk Sell is a CRM built specifically for sales. It empowers you to increase revenue, maximise productivity and retain pipeline visibility.
With insights from Zendesk Sell, you can build a team that consistently exceeds expectations. You can view your pipeline in real-time to efficiently plan, track, and analyse your sales process to achieve your goals.
Top features:
- Analytics and reporting.
- Real-time pipeline.
- Complete view of your customers.
Pricing:
Monthly plans start at £15.
11. Pipedrive
Pipedrive is another CRM/B2B lead management software made with salespeople in mind. It can automate routine sales tasks and admin work, enabling your team to sell more effectively.
Automatic alerts and reminders keep deals on track. Sales forecasts will update each time you move a deal down the funnel.
You can review analytics and use AI technology to help you identify opportunities to close more sales.
Top features:
- Visual sales pipeline to track deals.
- Lead segmentation.
- Forecasting.
- Reporting and analytics.
Pricing:
£14.90 to £79.90 per user p/m, billed annually.
Pipedrive is another B2B lead generation tool that integrates with Cognism! One of the most crucial relationships in sales and marketing is between your data provider and CRM:
“Having been in sales for years, I used to spend hours of my life formatting and importing excel spreadsheets to the CRM. Cognism’s automatic integration with Salesforce means I no longer spend time manually inserting leads to our CRM. It merits 5 stars!”
12. LinkedIn Sales Navigator
LinkedIn Sales Navigator is a powerful sales lead generation tool for B2B sales.
It helps you find and connect with the right leads, saves leads to your CRM, and recommends leads based on your website visitors. It’s normally used alongside prospecting tools.
Users can research prospects and companies in their target markets and send them InMails.
Top features:
- Advanced search filters.
- InMail messaging.
- Buyer interest alerts.
Pricing:
$83 to $131+ p/m.
💡 Use a data provider like Cognism to enrich LinkedIn profiles and Sales Nav lists with actionable contact data.
“We use the Cognism Extension in tandem with LinkedIn Sales Navigator. We build the lists in Sales Nav, generate the contact details in the Cognism Extension and sync these to Salesloft sequences. Then the data is routed to HubSpot via the integration. I love the Cognism Extension because I don’t have to spend hours trudging through LinkedIn looking for email addresses. The information is accessible in one click.”
13. Paperform
Paperform is lead generation software for small businesses. It’s a versatile form builder that helps reduce busy work. It can take payments, make bookings, connect with customers, and sell products.
The powerful editor eliminates the clunky menus in favour of a fully customisable free text interface and drag-and-drop functionality.
Top features:
- Lead scoring.
- Template gallery.
- GDPR Compliant.
- Connects with Google sheets, Mailchimp, Notion and Asana.
Pricing:
$20-$159 p/m and a 14-day free trial, no credit card required.
14. Reply.io
Reply is a lead generation tool that enables you to find emails for prospecting on LinkedIn. It takes the form of a Chrome extension and can be used in combination with LinkedIn Sales Navigator to source emails in bulk.
You can also use Reply to add new contacts to your multichannel sequence at once, manage your tasks, and directly call leads.
Top features:
- Automated multichannel sequences.
- Smart audience suggestions.
- Centralised inbox.
Pricing:
You can find the most accurate Reply.io pricing on the website.
15. Instapage
Instapage is a lead tool/landing page platform that empowers marketers to convert more website visitors into customers. It achieves this by delivering highly personalised experiences at scale.
With Instapage, you can create, optimise, and personalise landing pages without any coding or design skills.
Top features:
- 500+ customisable layouts.
- Fast landing page load speeds.
- Analytics.
Pricing:
Starting at $199 p/m, billed annually.
16. ClickFunnels
ClickFunnels allows you to create landing pages fast and without previous coding skills. After all, how can you get sales leads without a good landing page?
You can choose from a variety of page types designed for the products you’re trying to sell, set the page up, and wait for results.
Top features:
- Analytics.
- A/B testing.
- CRM.
Pricing:
$127 to $208 per month, billed annually.
17. Marketo
Marketon is a good B2B lead generation solution for webinar leads. If you use Cisco WebEx for your webinars, you can integrate it with Marketo to capture leads. Upon registration, Marketo records users’ information in its database.
Once you’ve created an event in WebEx, attendees can sign up through your Marketo landing page. Marketo will collect the information and deliver it to you for follow-up.
Top features:
- Personalised experiences.
- Predictive audiences using AI.
- Nurture leads.
Pricing:
Not available publicly.
18. Leadfeeder
Next on our list of B2B lead generation tools is Leadfeeder (now Dealfront). It Identifies the companies already visiting your website and converts them into high-value leads.
Top features:
- Website form tracking.
- Video & download tracking.
- Custom feeds and filters.
Pricing:
There is a free plan and a paid plan. Accurate pricing can be found on the website.
19. Leadpages
Our next business leads software is Leadpages - a landing page and website builder that helps small businesses get online quickly and affordably.
Templates speed up the design process, and each page is optimised for lead generation.
Top features:
- GDPR compliance.
- Tracking and analytics.
- Device-specific preview.
- Automatic SSL encryption.
Pricing:
$37 to $74 p/m, billed annually.
20. Salesgenie
Salesgenie is a lead generation tool with contact information for over 25 million businesses, with new names added weekly.
You can build lead lists that are best for you based on specifics like age, income, home value, and more. You can choose solutions geared toward individual entrepreneurs, teams of employees, and marketing professionals.
Top features:
- Lead tagging.
- Advanced sorting.
- Ability to add notes to every record.
Pricing:
Not available publicly.
21. LeadGenius
LeadGenius is lead selling software that offers personalised datasets with account and contact insights. It doesn’t offer set contact datasets; instead, its data is sourced on-demand.
Top features:
- Contact address verification for gift sending.
- Contact tracker.
- Duplication removal.
Pricing:
Not available publicly.
💡 Check out the best way to generate free B2B leads.
22. Intercom
Intercom is a real-time chat tool that enables an operator to speak directly with sales prospects.
It’s a fantastic option if you’re looking for software for sales leads because it allows you to engage leads in conversation whenever they visit your website.
One of the best parts of using Intercom is consumer feedback—it’s excellent for understanding sales objections.
Top features:
- Inbox for managing conversations.
- Proactive support.
- Chatbots that use AI technology.
Pricing:
Not disclosed for enterprise customers, but for small businesses, it is $74 p/m.
23. Growbots
Growbots is an email marketing tool that identifies targeted prospects for lead generation.
You create the email, and Growbots will handle the rest. You can set your own parameters, so follow-up emails are automatic after a specific period.
Top features:
- AI technology.
- Personalised emails.
- Automatic database updates.
Pricing:
Not available publicly.
24. LeadSquared
LeadSquared helps you maximise the benefit of GoToWebinar sessions.
It’s a good B2B lead generation platform that makes it easy to create an attractive registration page, collect attendee information, and send drip email campaigns to convert leads into customers.
Top features:
- Lead capture.
- Assess performance.
- Understand intent.
Pricing:
Not available publicly.
25. ConvertKit
When considering a lead generation tool for B2B, you can’t neglect website conversions. ConvertKit helps you quickly create visually stunning landing pages for more website leads.
You can choose from a template library or start from scratch. Adding opt-in forms and integrating with Google Analytics is straightforward. The best part - no coding is required!
Top features:
- Collect custom data.
- GDPR compliant.
- Integrations with other tools.
Pricing:
$0 to $25 p/m, billed annually.
26. Optimizely
This B2B lead generation platform helps you deliver exceptional experiences through landing page optimisation and many other capabilities.
Optimizely lets you put the customer first through great content, product information, and campaign automation.
Top features:
- Omni-channel orchestration.
- Content management.
- Digital commerce.
- Customer intelligence.
Pricing:
Not available publicly.
27. D&B Hoovers
D&B Hoovers™ is business lead generation software that uses sales data and analytics to help B2B businesses grow. While its GDPR status is unclear, this tool does offer intent data.
Top features:
- Easy to use.
- Customisable lead list building.
- Risk management analytics.
- Intent data.
Pricing:
You’ll need to fill out a form on the D&B Hoovers™ website for pricing information.
28. Active Campaign
Active Campaign is AI lead generation software that helps you grow your business. Its AI-powered automation suggests, personalises, and validates marketing campaigns.
Top features:
- Automation triggers and actions.
- Email landing page templates.
- Design emails and forms.
Pricing:
Accurate pricing is available on the website starting at $15/mo.
29. Wishpond
Wishpond is an effective lead generation tool - it generates valuable contact information.
You can integrate Wishpond and Mailchimp, allowing you to create high-quality email contact lists. Additionally, Wishpond’s landing page creation tool improves your ability to gather leads.
Top features:
- Segmented email campaigns.
- Advanced reporting.
- Many integrations.
Pricing:
Not available publicly.
30. Hunter.io
Hunter.io is another tool for sales leads. It’s an email and domain finder that lists publicly available email addresses and automates email campaigns. It does not offer direct dials or intent data.
Top features:
- Email searches and verifications.
- Domain search.
- CSV exports.
- Cold email scheduling and tracking.
Pricing:
You’ll find up-to-date pricing information on Hunter.io’s website.
What is B2B lead generation software?
Lead generation platforms are hugely valuable for businesses of all sizes.
Why?
They automate the process of finding and qualifying leads - saving significant time and effort.
Lead generation platforms fall into various categories, but the general purpose is to collect the contact information of people interested in your offerings. These qualified leads are stored, creating a pool of potential customers to target.
You can capture this information in many ways, but ultimately, it’s an activity focused on the top of the sales funnel.
What types of software are used for lead generation?
The truth is that there isn’t a universal process for generating leads. You can use a variety of B2B lead generation tools and techniques.
Here are some common examples:
1. B2B data providers
These companies supply the phone numbers and B2B emails of people you’d like to do business with - this can also include intent data.
2. Communication tools
These tools can help you communicate with leads and potential customers, including social media and chat.
3. On-page lead generation
This B2B lead generation software creates opt-in forms on your website. These forms are optimised for conversions and generate leads directly from your website.
4. Email marketing
Use email lead generation tools to nurture leads with engaging, value-driven campaigns.
5. Sales tools
These tools help you convert leads into customers while maintaining contact with existing customers.
Which is the best B2B lead generation tool?
Cognism is the best sales lead generation tool because it uses the most up-to-date data on the market, is fully GDPR compliant and accelerates the prospecting process.
Not only this, it integrates seamlessly with LinkedIn and LinkedIn Sales Navigator via a Chrome extension.
“Cognism defeated all the other lead generation providers by a huge amount. Its database had an 80% accuracy rate and the highest coverage of mobile numbers”
Providing 3000+ revenue teams with a global B2B lead database
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