What is B2B lead generation software?

In short, a lead generation system is a strategic approach and set of tools designed to identify, attract, and convert potential customers into leads. These tools are designed specifically to help companies streamline their demand generation activities by: capturing interest, nurture prospects, and lastly create opportunities that can be turned into paid deals. Lead generation software aims at building a sales pipeline, and as a result increases revenue. 

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How to Choose the Right Lead Generation Tools

Choosing the right software tool can be overwhelming due to the abundance of options available. The key factors to take into account when selecting the best tool to fit your business challenges and objectives are:

• Defining your lead generation goals
• Assessing your budget (does it offer a free plan?
• Identifying essential features
• Evaluating ease of use (integrations)
• Considering scalability (is it going to ‘grow as you go’?)
• Testing and comparing tools
• Target users (sales and marketing purposes or partnerships)

To simplify this process, we've compiled a comprehensive comparison chart of the top 20 lead generation tools on the market. These tools have proven track records in helping businesses generate high-quality leads and drive sales. Each software will be briefly described, outlining its core functionalities and unique selling points: key features, target audience, sales model, pricing plan, enabling you to make an informed decision.

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1. Journeybee

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‍Overview 

‍Journeybee is a comprehensive partnership management platform that goes beyond traditional Partner Relationship Management (PRM) functionalities. It's designed to foster collaboration and efficiency across sales, marketing, and partner teams.‍

Key features

• Lead management: Captures, attributes, and shares leads efficiently.
• Real-time collaboration: Facilitates seamless communication and interaction among partners, sales, and marketing teams.
• Deal collaboration: Enables joint deal planning and execution.
• Payment management: Streamlines payment & commissions
• Analytics: tracks, measures and provides insights of partner performance.

Pricing

‍Free Plan - available (a comprehensive free plan)

Premium - additional features (analytics, payments and others) starting from $500 per month

‍Business Value

‍Journeybee aims to optimise partner relationships, improve deal closure rates, and drive overall partner-led growth. Essentially, Journeybee offers a unified solution for managing the entire partner lifecycle, from initial onboarding to joint revenue generation.

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2. Hubspot Marketing Automation

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‍Overview

‍HubSpot is a leading CRM platform that offers a robust marketing automation solution. It's designed to help businesses attract, engage, and delight customers.

‍Key features

• Email marketing: Create personalised email campaigns, automate workflows, and track performance.
• Lead management: Capture, nurture, and qualify leads through automated processes.
• CRM integration: Seamlessly connect marketing and sales teams for better collaboration.
• Analytics and reporting: Gain insights into campaign performance and ROI.
• Landing page creation: Build high-converting landing pages to capture leads.

Pricing

‍Free Plan - available for up to 5 users (small teams)

Premium: Marketing Hub Professional - starts at $792 per month

‍Business Value

‍HubSpot's user-friendly interface and comprehensive suite of tools make it a popular choice for businesses of all sizes. By automating repetitive tasks and providing valuable insights, HubSpot empowers marketers to focus on strategic initiatives and drive growth.

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3. Pipedrive

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‍Overview

‍Pipedrive is primarily a sales CRM platform with a growing suite of marketing automation tools. It's designed to help sales teams manage their pipelines effectively and improve deal closure rates.

‍Key features

• Sales pipeline management: Visualise and track deals from inception to closure.
• Contact management: Organise and segment customer information.
• Deal forecasting: Predict sales and revenue.
• Email integration: Send and track emails within the platform.
• Marketing automation (Campaigns by Pipedrive): Automate email campaigns and lead nurturing.

Pricing

‍Free plan - 14 days

Paid Plan - starts are $14 / seat per month

‍Business Value

‍While not as comprehensive as dedicated marketing automation platforms, Pipedrive offers sufficient tools for smaller businesses or those seeking a combined sales and marketing solution. Its focus remains on sales, but the addition of marketing automation features enhances its overall value proposition.

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4. Salesforce

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‍Overview

‍Salesforce is a cloud-based software company renowned for its Customer Relationship Management (CRM) platform. It provides businesses with a comprehensive suite of tools to manage and nurture customer relationships across the entire customer lifecycle.

Key features

• Sales Cloud: Manages sales pipelines, forecasts, and customer interactions.
• Service Cloud: Handles customer support, case management, and field service.
• Marketing Cloud: Executes targeted marketing campaigns and tracks customer engagement.
• Commerce Cloud: Powers online sales and commerce experiences.
• App Cloud: Develops custom applications and integrations.

Pricing

‍Free plan - 30 days

Paid Plan - undisclosed (priced upon request)

‍Business Value

‍Beyond its core CRM functionalities, Salesforce offers a vast ecosystem of apps, integrations, and AI capabilities to enhance business operations. Its platform's flexibility and scalability have made it a popular choice for businesses of all sizes, from startups to global enterprises.

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5. Cognism

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Cognism is a leading B2B sales intelligence platform designed to supercharge lead generation and prospecting efforts. It offers a robust suite of tools to help sales and marketing teams identify, qualify, and engage potential customers efficiently.  

‍Key features

• Data enrichment: Accurately updates and completes existing contact information.  
• Lead generation: Identifies and qualifies potential customers based on specific criteria.  
• Prospecting: Provides verified contact details for outbound sales campaigns.  
• Data compliance: Ensures data is collected and used ethically and legally.  

Pricing

‍Free Plan - not available

Paid Plan - from $1,000 per month

‍Business Value

‍By leveraging Cognism's advanced data capabilities and intelligent search functions, businesses can significantly improve their sales pipeline and conversion rates.

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6. 6sense

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‍Overview

‍6sense is a leading revenue intelligence platform that leverages AI to predict and influence buyer behaviour. It goes beyond traditional marketing automation by providing deep insights into customer intent and engagement.

‍Key features

• Intent data: Identifies companies actively researching products or services similar to yours.
• Account-Based Marketing (ABM): Focuses marketing and sales efforts on high-value accounts.
• Predictive analytics: Forecasts customer behaviour and buying stages.
• Revenue orchestration: Aligns sales and marketing teams for optimal performance.

Pricing

‍Free plan - not available

Paid Plan - from $12,000 / per year

‍Business Value

‍By providing actionable insights and automating tasks, 6sense helps businesses increase revenue and improve sales efficiency. It's particularly well-suited for organisations looking to adopt a data-driven approach to sales and marketing.

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7. Zoho CRM

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‍Overview

Zoho CRM is a cloud-based customer relationship management (CRM) software designed to help businesses manage and nurture customer relationships effectively. It offers a suite of tools to streamline sales, marketing, and customer support processes.  

‍Key features

• Lead management: track and qualify leads through the sales pipeline  
• Contact management: Maintain detailed records of customer information and interactions
• Sales automation
• Marketing automation: Execute targeted campaigns, nurture leads, and measure ROI.  
• Analytics and reporting: Gain insights into sales performance, customer behavior, and campaign effectiveness.  

Pricing

‍Free Plan - not available

Premium - starting from 14 EUR per month

‍Business Value

‍Zoho CRM is known for its affordability, scalability, and user-friendly interface, making it a popular choice for businesses of all sizes. By centralising customer information and automating tasks, it helps improve sales efficiency, enhance customer satisfaction, and drive business growth

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8. Gong 

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‍Overview

‍Gong is a revenue intelligence platform that leverages AI to analyse customer interactions and provide actionable insights to sales teams. It captures a vast amount of data from various channels, including calls, emails, video conferences, and more, to offer a comprehensive view of the sales process.  

‍Key features 

• Conversation intelligence: Transcribes and analyses calls to identify key topics, customer sentiment, and sales rep performance.  
• Deal intelligence: Predicts deal outcomes based on historical data and identifies opportunities to improve win rates.  
• Coaching and development: Provides insights into sales rep strengths and weaknesses, enabling targeted coaching and development plans.  
• Sales enablement: Offers content recommendations based on customer interactions and sales stage.

Pricing 

‍Free Plan - Unavailable

Premium Plan - Undisclosed (pricing upon request)

‍Business Value

‍Connects with popular CRM and sales tools to provide a unified view of customer data.  By providing deep insights into customer behaviour and sales performance, Gong empowers sales teams to optimise their strategies, improve win rates, and accelerate revenue growth.  

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9. Attio

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‍Overview 

Attio is a cloud-based CRM platform that prides itself on flexibility and customisation. Unlike traditional CRMs, Attio is designed to adapt to your specific business needs rather than forcing you to fit into a predefined structure.  

‍Key features 

• Highly customisable data model: Build a CRM tailored to your unique business processes.  
• Intuitive interface: Easy to use and navigate, even for non-technical users.  
• Collaboration features: Effectively work with teams and share information.
• Integration capabilities: Connect with other tools and platforms to streamline workflows.  
• Scalability: Grows with your business, accommodating increasing data and user needs.  

Pricing

‍Free Plan - up to 3 seats (real-time contact syncing, automatic data enrichment)

Paid Plan - starts from 29 EUR per seat / per month

‍Business Value

‍Attio is particularly well-suited for startups and small businesses that require a CRM that can evolve with their changing needs. Its focus on flexibility and customization sets it apart from traditional CRM solutions.

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10. Lusha

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Overview

‍Lusha is a robust B2B sales intelligence platform designed to supercharge the prospecting process. It provides accurate and up-to-date contact information, empowering sales teams to identify and connect with potential customers efficiently.  

‍Key features

• Lead generation: Quickly find relevant leads based on various criteria like company size, industry, job title, and location  
• Contact enrichment: Enhance existing CRM data with missing information like phone numbers, email addresses, and social profiles  
• Data accuracy: Lusha prioritises data quality to ensure reliable and actionable insights.
• Buyer intelligence: Gain insights into buyer behaviour and intent to optimise sales strategies  

Pricing

‍Free plan - up to 50 Emails, 5 Phones for 1 user

Paid Plan - $36 per user / month

‍Business Value

‍By providing accurate and accessible contact information, Lusha helps sales teams build stronger pipelines, improve conversion rates, and accelerate revenue growth.

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11. Seamless AI

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‍Overview

‍Seamless.AI is a powerful sales intelligence platform that leverages artificial intelligence to streamline the lead generation process. By providing accurate and up-to-date contact information, it helps sales teams identify and connect with potential customers efficiently.  

Key features

• Real-time contact discovery: Quickly find accurate email addresses and phone numbers for potential prospects.  
• Lead enrichment: Enhance existing CRM data with missing information and verify contact details.  
• Intent-based prospecting: Identify companies and individuals showing interest in your products or services.
• Chrome extension: Easily access contact information while browsing the web.  

Pricing

‍Free plan - available up to 50 credits

Paid plan - from 250 credits (price undisclosed)

‍Business Value

‍Seamless.AI's focus on speed, accuracy, and ease of use makes it a valuable tool for sales teams looking to boost productivity and improve sales performance.

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12. LinkedIn Sales Navigator

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‍Overview

‍LinkedIn Sales Navigator is a premium version of LinkedIn designed specifically for sales professionals. It offers advanced search capabilities, lead generation tools, and insights to help sales teams identify, connect, and engage with potential customers more effectively.

‍Key features

• Advanced search: Find ideal prospects based on specific criteria like job title, company size, industry, and location.
• Lead recommendations: Discover potential customers based on your existing network and engagement.
• Account insights: Gain insights into company size, industry trends, and employee changes.
• InMail credits: Send personalised messages to prospects outside your network.
• Sales analytics: Track sales activity, measure performance, and optimise sales strategies.

Pricing

‍Free plan - 1 month

Paid plan - from €81.31 per  month 

‍Business value

‍By providing a deeper level of access to LinkedIn's vast professional network, Sales Navigator helps sales teams increase their productivity, improve lead quality, and ultimately drive revenue growth.

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13. Clay

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‍Overview

‍Clay is a powerful platform designed to streamline the lead generation and outreach process for sales teams.It specialises in data enrichment, allowing users to gather comprehensive information about potential customers, and then leverages AI to create personalised outreach campaigns.  

‍Key features

• Data enrichment: Accurately and efficiently enriches lead data with missing information.  
• AI-powered outreach: Creates personalised outreach messages at scale.  
• Integration capabilities: Connects with popular CRM and sales tools for seamless workflow.  
• Data accuracy: Provides high-quality data to improve lead quality and conversion rates.  
• Time-saving: Automates repetitive tasks, allowing sales teams to focus on higher-value activities.  

Pricing

‍Free plan - 14-day trial available

Premium plan - $149 per month

‍Business Value

‍By combining data enrichment with AI-driven outreach, Clay helps sales teams improve efficiency, increase productivity, and ultimately drive more revenue.

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14. Kaspr 

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‍Overview

‍Kaspr is a lead generation tool designed to help sales, recruiting, and business development professionals find and connect with potential customers. It specialises in providing accurate and up-to-date contact information, such as phone numbers and email addresses. 

‍Key Features

• Real-time data: Kaspr offers access to a vast database of contact information, which is constantly updated to ensure accuracy.  
• LinkedIn integration: The platform seamlessly integrates with LinkedIn, allowing users to easily find and enrich prospect information.  
• Data verification: Kaspr verifies contact details to minimise bounce rates and improve outreach effectiveness.  
• Lead management: Beyond data collection, Kaspr provides tools for organising and managing leads, including list creation, tagging, and note-taking.  
• Data export: Users can export lead data in various formats for further analysis or integration with other tools.

Pricing

‍Free plan - available (5 Phone credits, 5 Direct email credits and 10 Export credits)

Paid plan - available from 45€ per licence, per month

‍Business Value

‍In essence, Kaspr aims to simplify the process of finding and connecting with potential customers, providing sales and recruiting professionals with the tools they need to succeed.

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15. Apollo 

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‍Overview

‍Apollo focuses on empowering sales teams to boost productivity and revenue. It offers a comprehensive suite of tools.Key features 

• Prospecting: Identifying potential customers and gathering relevant information.  
• Engagement: Building relationships and nurturing leads through various channels.  
• Data enrichment: Improving the quality and completeness of contact information.
• Automation: Streamlining sales processes and saving time.

Pricing

‍Free - available with 10,000 per month (per account)

Paid Plan - starting at $49 per month

‍Business Value

‍Apollo provides access to a massive database of verified contact information and powerful filters to find ideal prospects based on specific criteria. Apollo's data insights help identify the right leads and prioritise outreach efforts based on buying signals and firmographic/demographic data.

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16. Orum

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Overview

Orum is a sales acceleration platform that specialises in automating outbound calling processes.It leverages AI to increase the efficiency and effectiveness of sales teams.  

‍Key Features

‍Orum allows sales reps to dial multiple numbers simultaneously, significantly increasing the number of calls made per hour.  

• AI-Powered Lead Qualification: The platform uses AI to identify live humans and automatically disposition calls, saving time and effort.  
• Call Recording and Analytics: Orum provides tools for recording calls and analysing performance metrics, enabling sales teams to improve their approach.
• Coaching and Feedback: The platform offers features to help managers coach their teams and provide feedback based on call performance.  

Business Value

‍In essence, Orum aims to revolutionise outbound sales by automating time-consuming tasks, improving call efficiency, and providing data-driven insights to drive sales growth.

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17. Salesloft

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‍Overview

‍Salesloft is a robust platform designed to enhance sales productivity and efficiency. It serves as a centralised hub for sales teams to manage their entire sales process, from prospecting to closing deals.

‍Key Features

• Sales Engagement: Offers tools for email, calling, and LinkedIn outreach, including sequence building, cadence management, and performance analytics.
• Sales Enablement: Provides content libraries, coaching tools, and playbooks to equip sales reps with the necessary resources.
• Sales Analytics: Offers in-depth insights into sales performance, including pipeline analysis, forecasting, and win/loss analysis.
• CRM Integration: Seamlessly integrates with popular CRM systems like Salesforce to provide a unified view of customer data.
• AI-Powered Features: Leverages artificial intelligence to automate tasks, provide recommendations, and improve sales efficiency.

Pricing

‍Free Plan - not available

Paid Plan - upon request (not disclosed)

‍Business Value

‍Salesloft aims to transform the way sales teams operate by providing a comprehensive platform that empowers sales reps and drives revenue growth.

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18. Crossbeam

Overview

‍Crossbeam is a powerful platform designed to help businesses leverage their partner ecosystems to drive growth.It focuses on connecting, collaborating, and optimising partnerships to uncover new opportunities and expand customer reach.  

‍Key Features

• Account Mapping: Identifies shared customers and prospects between a company and its partners. 
• Data Enrichment: Provides insights into partner ecosystems, including customer overlaps and complementary technologies.  
• Partnership Orchestration: Facilitates collaboration and communication between partners.  
• Data-Driven Insights: Offers analytics and reporting to measure the impact of partner programs.  

Pricing

‍Free Plan - available up to 3 seats

Paid Plan - $150 per user / per month

‍Business Value

‍Crossbeam helps identify new sales opportunities through partner referrals and joint ventures.It empowers businesses to build stronger, more profitable partner ecosystems by providing the tools and insights needed to identify, collaborate, and scale partnerships.

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19. Keyplay

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Overview

Keyplay is a software solution designed to help businesses identify and prioritise their ideal customer profile (ICP). It focuses on providing accurate and actionable data to improve sales and marketing efficiency.  

‍Key Features

• ICP Definition: Helps businesses clearly define their ideal customer profile based on specific criteria.  
• Account Discovery: Identifies potential customers that match the defined ICP.  
• Account Prioritisation: Ranks accounts based on various factors, such as firmographic data, technographics, and behavioural signals.
• Account Enrichment: Provides detailed information about target accounts, including company size, industry, and recent news.
• Data Accuracy: Ensures high-quality data to improve the effectiveness of sales and marketing efforts.  

Pricing

‍Free Plan - available up to 25 credits available

Paid Plan - available from $12,000 per year

‍Business Value

‍Keyplay helps businesses work smarter by providing the tools and data needed to identify and engage their ideal customers.

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20. Zaplify

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‍Overview

‍Zaplify is a sales engagement platform designed to streamline the prospecting and outreach process. It leverages AI to automate various tasks, allowing sales professionals to focus on building relationships and closing deals.  

‍Key Features

• Prospecting: Access to a vast database of potential leads with advanced search filters.  
• AI-Powered Outreach: Generates personalised email and LinkedIn messages based on prospect data.  
• Automation: Automates follow-ups, scheduling, and other time-consuming tasks. 
• Performance Analytics: Tracks campaign performance and provides insights for optimisation.