If you want to generate more sales, you’ll need to generate more leads. But B2B lead generation is where many businesses struggle. They have a compelling product, a great team of salespeople, and a solid strategy to make everything click—but they don’t have enough qualified leads to achieve their sales goals.
Thankfully, we have access to a wide assortment of different B2B lead generation tools, all of which can help you get the leads you need to keep your business growing.
Components of Effective B2B Lead Generation Strategies
Let’s start by dissecting the main priorities of an effective B2B lead generation strategy:
- Qualified leads are the name of the game. It doesn’t matter if you have 100,000 new leads every month if none of them are interested in your product, or if you don’t have sufficient information on them. It’s important to know who you’re talking to, and make sure they’re a decent fit for your business.
- Once you have good quality leads coming in, you can focus on quantity; all other factors being equal, more leads will result in more sales.
- In an ideal B2B company, sales, lead generation, and marketing all work together as a kind of seamless comprehensive strategy. Accordingly, your lead generation strategy should be well-integrated into both your existing marketing channels and your active sales team.
The tools on this list are hand-picked from the thousands of B2B lead generation and lead management tools that currently exist. These will help you in one or more of the above categories, and are broken down according to their primary function below.
B2B Lead Generation Software Tools: Getting More Data on Leads
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.
Up first 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 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.
If you get lots of website visitors but few formal conversions, consider using Leadfeeder. Leadfeeder allows you to find detailed information on people who visit your website, serving as a lead generation tool that requires minimal outside input. All you need is an active Google Analytics account. Paid plans start at $55 per 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.
5. 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.
7. LinkedIn Sales Navigator
If you rely on LinkedIn heavily, you might also 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. Paid plans start at $65 per month. Be sure to check out our detailed post on LinkedIn Sales Navigator vs LinkedIn Premium!
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 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.
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 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.
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.
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.
Email Marketing Tools
Email marketing is another method commonly used to generate B2B leads. We’ve written in depth about the best email marketing tools available, but here are a handful that work especially well for generating leads:
It’s still the leading name in email marketing, and for good reason. MailChimp lets you do everything you need for an email marketing campaign, designing and sending emails, managing lists, and analyzing your results. It’s free for up to 2,000 email contacts and 12,000 emails per month, but after that, you’ll have to pay a whopping $10 per month.
If you’re looking for a MailChimp alternative, you can consider SendinBlue. It has several options for creating and sending emails, with unlimited contact storage and up to 40,000 sent emails per month at the $7 per month tier.
Another option is ActiveCampaign, which is an email marketing platform designed with lead generation for B2B in mind. The email builder isn’t quite as robust, but it’s much better at helping you automate email drip campaigns. Paid plans start at $9 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.
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.
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 exiting it in January of 2019, and he is now the CEO of EmailAnalytics.