If you want to generate more sales, you’ll need to generate more leads. But B2B lead generation is really difficult — unless you have the right B2B lead generation tools to help.
The tools on this list are hand-picked; these are the ones you’ll actually want to use. They work, and they make B2B lead gen easy!
Table of Contents
- B2B Lead Generation Tools
- Email Follow-Up B2B Lead Generation Software Tools
- Form and Conversion Lead Generation Software Tools
- Suite/Comprehensive Lead Generation Software Tools and Services
B2B Lead Generation Tools
We’ll start by looking at B2B lead generation tools that help you get more data on leads, whether you’re generating leads from scratch or are qualifying leads from another source.
Some allow you to get more details about individuals, while others serve to generate qualified B2B leads for your organization from the outset. In any case, they’ll greatly increase the quality of your lead pool.
If you rely on LinkedIn heavily, you should consider LinkedIn Sales Navigator. It’s a tool designed by LinkedIn for LinkedIn, allowing you to find more detailed information on your prospects, while also using advanced search filters and automatic recommendations to find better prospects in the first place.
There are some excellent add-ons for LinkedIn Sales Navigator that make it easy to extract and verify email addresses from your LinkedIn search results. My favorites:
For a more in-depth overview of each of those tools, see our post on tools to build a targeted list of prospects for email outreach.
And be sure to check out our detailed post on LinkedIn Sales Navigator vs LinkedIn Premium as well as our detailed guide on using Linkedin Sales Navigator. And don’t miss our guide to LinkedIn outreach!
Paid plans start at $65 per month.
Up next in our list of B2B lead generation tools is Survicate, a tool designed to collect feedback from your website visitors. You’ll be able to display short surveys and feedback forms on your site, so you can learn more about the types of people who visit your site, and even embed forms into your email—which is great if you have a running email marketing campaign you use to generate B2B leads.
Free plans exist, with optional paid features running at $169 per month.
Prospect.io is a kind of B2B sales automation platform designed to help you find and research prospects from your browser. When enabled, you can find information on people straight from your web browser, looking up their email, job title, and location, and verifying their email address.
It also integrates with Salesforce, Pipedrive, and a number of other tools. Plans start at $99 per month.
Dealfront is a powerful tool that helps businesses to generate quality leads easily by identifying and engaging with their website visitors in real-time.
With Dealfront Web Visitors, you can track visitor behavior, gain insights into their interests, and use that data to set your sales team up for effective prospecting.
The platform offers a range of features, including live visitor tracking, versatile filtering, automatic lead scoring, powerful contacts insight, email marketing integrations, website forms tracking, and real-time notifications, making it the perfect solution for businesses looking to grow their pipeline with leads that show high buying intent.
Paid plans start at €199/month.
Hunter is a simple search tool that lets you find and verify email addresses. All you have to do is enter the name of a company, and you’ll generate a list of active email addresses at the company—as well as the naming convention the company seems to follow, so if you know someone’s name, you can figure out their email address.
You can make 50 queries a month for free. After that, it’s $39 per month.
6. Google Forms
One of G Suite’s lesser-used and underrated apps, Google Forms is a survey creation and distribution tool. With it, you’ll be able to design a survey to your liking and distribute it easily to an email list or a group of people; from there, you should be able to qualify your leads more thoroughly, or learn more about your target audience.
Serving a niche function, Skrapp is designed to help you find the email addresses of LinkedIn profiles. Once the Chrome extension is enabled, you can simply click “find email” to discover a person’s email address. If LinkedIn is your main source of B2B leads, it’s a lifesaver.
You can use it for up to 150 email addresses per month for free. After that, it’s $39 per month for 1,000 emails per month.
If you struggle with users who bounce or exit your site prematurely, give Qualaroo a try. With it, you can design small prompts and popup surveys that ask users simple questions. For example, you might ask a visitor, “does our pricing make sense?” or “were we able to answer your question?”
From these answers, you can better understand where your B2B lead generation strategy is going wrong—and how to fix it.
You may not think about Quora as a lead generation tool, but it can be great for learning about your B2B leads (and finding new ones). Quora is designed as a question-and-answer platform where users can ask questions about anything, and other users can freely answer them.
Use it to figure out what types of questions your target market asks, or respond directly to people who might be interested in your services. It’s completely free.
Gleam is a self-proclaimed “business growth platform” that allows you to find leads through contests. Integrating with platforms like Facebook, Twitter, Pinterest, and Eventbrite, you can easily create and manage social media contests designed to gather information from interested participants.
Paid plans start at $39 per month, but there’s also a free version.
Vyper functions somewhat similarly. Within 10 minutes, you can design a giveaway or social media contest from scratch and start executing/distributing it. It’s especially useful for contests for which you want users to earn multiple entries; for example, you can enter them into a giveaway multiple times, depending on which actions they take for your brand.
Paid plans start at $29 per month.
Rafflecopter is one more contest-oriented tool worth mentioning. Its contest creation tool is very easy to understand, and you can distribute your contest via email, Facebook, Twitter, and Pinterest.
You can design your contest for free, but to distribute it, you’ll need a paid plan at $13 per month.
13. Mail Tester
Mail Tester is a simple tool, but it could be exactly what you need to qualify your B2B leads. With it, you can enter any email address and see whether it’s valid—and whether it’s worth following up with.
14. Voila Norbert
Voila Norbert is a virtual assistant and sales tool meant to help you find a person’s contact information. Enter the person’s name and/or the company they work for, and this platform will do the rest.
You can use it for free to find up to 50 email addresses, but paid plans start at $49 if you need more than that.
15. Twitter Search
Don’t underestimate the power of Twitter, or its built-in search feature for finding out more about your leads. Search specific terms to find people talking about a specific topic, or look for certain types of people based on predefined parameters.
It’s completely free, so it’s worth trying out.
Email Follow-Up B2B Lead Generation Software Tools
Once you have a qualified lead, how do you make sure you’re able to follow up with this person in a way that results in a sale? These tools can help.
Improve your team's email response time by 42.5% With EmailAnalytics
- 35-50% of sales go to the first-responding vendor.
- Following up within an hour increases your chances of success by 7x.
- The average professional spends 50% of their workday on email.
Sure, we may be a bit biased, but our own namesake tool, EmailAnalytics, is fantastic for learning more about your sales email activity – or that of your team. Once integrated with your Gmail account, you can learn more about key metrics like your average response time, your average thread length, and even your busiest times and days of the week.
If your leads frequently drop off and you don’t know why, EmailAnalytics may have the answer.
Boomerang works with Gmail in a number of interesting ways. You can use it to schedule an email to send later, set reminders of when to follow up with your B2B leads, and even get notifications when one of your leads doesn’t respond within a specified amount of time.
You can use it for free with a handful of monthly “credits,” but the paid plan is only $5 per month.
18. Hubspot Sales
A division of Hubspot, Hubspot Sales is a tool that lets you track email opens, attachment downloads, and other metrics. It’s very easy to use, and can help you better understand the nature of your prospects—as well as what’s going right and wrong with your lead follow-up strategy.
The free version works well, but the more robust paid version starts at $50 per month.
Assuming things go well with your leads, you’ll need to make it easy to schedule an appointment or consultation—otherwise, they could bounce prematurely. Doodle makes it easy to schedule appointments, allowing participants to recommend times they’re available.
It’s free for most purposes, but paid plans start at $18 per month.
Form and Conversion Lead Generation Software Tools
Rather than going out and looking for leads, many B2B companies rely on naturally attracting leads through their website. But for this inbound sales strategy to be successful, you’ll need on-site forms that incentivize conversions—and collect all the right information.
These tools were designed with this need in mind:
20. Hello Bar
With Hello Bar, you’ll have the power to display different types of popup windows, forms, or bars on your site. It’s offered in the form of a WordPress plugin, which is super convenient if you’re running on WordPress. You can tinker with your popups with settings for timing, percentage of page, and exit displays.
There’s a limited free plan, and pricing that ranges from $29/mo to $99/mo. This is one of the B2B lead generation tools we use here at EmailAnalytics!
Sumo is a tool with a similar purpose. Its bottom-line goal is to help you generate more email addresses and form conversions from the visitors on your site. You can use it to customize your own popups, slide-ins, welcome mats, and other such calls-to-action (CTA). You can also use it for its built-in heat maps and visitor behavior analytics tools.
While a free version exists, the paid plans start at $29 per month.
Unbounce is all about creating and managing custom landing pages. You’ll use a drag-and-drop based WYSIWYG editor to design your landing pages from scratch, following recommendations from the platform, or work from existing templates proven to generate leads. After a 30-day trial, you’ll be paying $79 per month.
This is another of the B2B lead generation tools we use here at EmailAnalytics!
Instapage is similar to Unbounce, with a few small differences. For example, it features a heat map you can use to see how users behave—and analyze why they might not be converting. It also integrates directly with many other CRM and sales tools, like Hubspot, Salesforce, and MailChimp.
Paid plans start at $68 per month.
OptinMonster is a platform meant to help you convert and monetize all your website traffic. With it, you’ll gain access to dozens of different popup, slide-in, and landing page options for your site, all of which can be customized with a WYSIWYG editor. There are also options for email marketing and email-based lead generation campaigns.
Paid plans start at $9 per month.
There’s also Leadpages, another landing page builder that works well and is very easy to learn. You can also use it to build out Facebook ads, and integrate payment functions for certain forms.
Paid plans start at $25 per month.
Many B2B companies think about their lead generation and sales strategies in terms of funnels, which is why ClickFunnels works exceedingly well. With it, you can create individual sales funnels and landing pages, building out your process from start to finish.
After a 14-day free trial, paid plans start at $97 per month.
Suite/Comprehensive Lead Generation Software Tools and Services
If you’re looking for a single platform to help you market, advertise, generate leads, and track and manage sales all in one, you’re in luck—though you’ll have to pay more for such robustness. These are some of the best comprehensive platforms available today:
Rather than a software tool, CIENCE is a People as a Service (PaaS). Combining technology with talent, they train and manage teams of lead generation experts that you can leverage to create lead lists for your own business. The service is dedicated to finding data-points that don’t exist on any database; data that can only be searched for and vetted by human eyes. While their standard daily quota for new leads is only 35-40, their rapid growth (#112 on the Inc 5000) speaks to the high-quality of this service.
Pricing is dependent. If you’re looking to outsource your sales team management, look no further.
Keap is designed to make your life easier by integrating all the lead generation, marketing, and sales tools you need. With marketing automation features, a built-in CRM, lead management tools, lead qualification tools, and detailed web visitor tracking, it should have most of the tools you need, but isn’t quite as robust or comprehensive as some of the other options on this list.
Paid plans start at $70 per month, and you can schedule a demo to see what it can do firsthand.
Marketo is another all-in-one app that offers features like lead generation, lead qualification, email marketing, marketing automation, landing page generation, conversion optimization, and deep-dive analytics so you can figure out which elements of your strategy are working.
Again, there are many options for consumers, so pricing varies significantly.
Pardot also has a suite of tools that will make any B2B marketer or salesperson light up. Create landing pages, run AB tests, generate and qualify leads, and manage your email marketing and advertising campaigns (including Google Adwords campaigns) all in one place.
Paid plans start at $1,000 per month, which is similar to Hubspot and Marketo pricing for similar suites of tools.
These B2B lead generation tools are the cream of the crop among a wide variety of tools available to salespeople. Many of them have a free trial, so find a few that look interesting and give them a try.
Be sure not to miss our big post on 75 B2B lead generation ideas and tips as well as email lead generation. And if you’re looking for help creating a targeted list of prospects for cold email outreach, click that link! For an in-depth guide on how to define leads vs prospects, click that link.
And when you’re ready to do a deeper dive into your B2B lead generation and sales statistics, you’ll need a tool like EmailAnalytics.
EmailAnalytics will help you visualize how many emails you’re sending and receiving, the average length of your conversations, your average response time, and more. Sign up for a free trial today, and learn what’s holding your sales strategy back!
Jayson is a long-time columnist for Forbes, Entrepreneur, BusinessInsider, Inc.com, and various other major media publications, where he has authored over 1,000 articles since 2012, covering technology, marketing, and entrepreneurship. He keynoted the 2013 MarketingProfs University, and won the “Entrepreneur Blogger of the Year” award in 2015 from the Oxford Center for Entrepreneurs. In 2010, he founded a marketing agency that appeared on the Inc. 5000 before selling it in January of 2019, and he is now the CEO of EmailAnalytics.