March 25, 2024

The Ultimate Guide to Lead Generation Software and Tools (2024)

I don’t need to wax lyrical about the importance of lead generation to you. That’s because, as a sales professional, you already know a consistent inflow of qualified leads is the lifeblood of your sales pipeline. 

However, with recent technological advancements like predictive analytics via Machine Learning algorithms, AI automation, and personalized content, the lead generation process is more predictive, targeted, and efficient. This lead generation technology enables sales teams to optimize efforts, focus on high-potential leads, and increase conversion rates.

In this blog post, you’ll learn about the best lead generation tools to stay competitive and keep generating sales leads.

Understanding Lead Generation Software

Lead generation software refers to tools and platforms designed to automate and optimize the lead capture process for businesses. Their primary purpose is to streamline the top of the sales funnel by facilitating lead collection through website visitor tracking, email collection, online chat and SMS bots, social media lead generation, and more. The software then compiles these leads into a centralized database for nurturing. 

Lead generation tools are indispensable for businesses looking to scale their customer acquisition today.

Difference Between B2B and B2C Lead Generation Tools

Depending on whether you’re targeting businesses or consumers, your lead generation strategy and tools will vary. This is because of the difference in target markets and sales cycles.

B2B sales cycles are longer and more complex because they often involve larger financial investments, which require the approval of multiple decision-makers and stakeholders. While B2C sales cycles are typically shorter and simpler because they involve selling to individual consumers. And because transactions are usually lower in value, they require fewer approvals and negotiations.

Therefore, when it comes to tools, B2B lead generation ones identify and engage with key decision-makers and stakeholders within other businesses. On the other hand, B2C lead generation systems focus on capturing a broader audience's attention and driving immediate conversions. 

When choosing a lead generation tool, it's important to consider these key differences and choose solutions tailored to your specific target markets and business context.

With that said, let’s look at the best lead generation software available and what you can use them for.

Comprehensive Review of Top 7 Lead Generation Software and Tools (Paid + Free)

1. Dealfront

Dealfront is the result of the merger of Echobot and Leadfeeder. It offers sales and marketing teams the data, applications, and insights they need to excel in lead generation and deal closing. 


  • Identification of anonymous website traffic, viewing enriched company and contact details, and automatically sending qualified leads to Customer Relationship Management (CRM) or marketing automation systems
  • Real-time notifications when important prospects are on your website so you can follow up with them.
  • Checking, cleaning, and enriching company data in the CRM to maximize sales efficiency.
  • Automatic lead scoring, surfacing the most promising leads at the top of the lead list.


They have a 14-day free trial. For paid plans, reach out to them to get a quote.


  • Its data is accurate and up to date.
  • Dealfront complies with Europe's strict regulations.


  • Dealfront doesn’t share the name of your website visitors, just their IP or website address.

User Review

Moss, VP of sales and marketing for a mid-size IT and cybersecurity company, said:

“My rating for Dealfront is five stars. So I was using a different product before and the data wasn't as accurate, which caused me to look elsewhere. I started working with Dealfront even before when it was Leadfeeder, and the data now is definitely much more accurate and more useful for our sales and marketing teams. I was looking for the ability of the solution to integrate with HubSpot, which is our CRM. And I was also looking at the costs in addition to added features and functionality, which I found in Dealfront. It was extremely simple. I'm not an engineer, I'm a sales and marketing expert. It was just a few clicks and it was up and running in a matter of no time. Meeting with your client or partner success manager or account manager and getting a clear understanding of all the features that you have available in your licensing, because there's actually a lot more than meets the eye. That can be really useful.”

2. Instantly

Founded in 2021, Instantly is a newcomer in the cold email solution provider space, but it does a great job of optimizing lead generation. It offers robust features for businesses and agencies to grow through cold emails. 


  • Lead Finder is a database of 160 million B2B prospects, allowing for efficient lead discovery.
  • Cold email accelerator containing 50+ docs and SOPs, 600+ cold email templates, set-up guides, step-by-step instructions, etc.
  • Campaign and lead management, facilitating easy movement between lists and campaigns
  • Ability to warm up emails to increase deliverability.
  • Unibox to manage all inboxes efficiently.


  • Growth: $30/month, charged annually
  • Hypergrowth: $77.6/month, charged annually
  • Light Speed: $286.3/month, charged annually


  • Private Facebook community so you can connect with other experts and learn from them.
  • Unlimited email accounts, allowing for strategic email marketing.


  • Because it’s a relatively new tool, it lacks certain native integrations and advanced features.
  • The database for companies outside of the US is not robust enough.

User Review

3. LinkedIn Sales Navigator

This tool, created by LinkedIn itself, helps sales managers and representatives find, connect, and engage with potential customers on LinkedIn. It is the best version of LinkedIn for Salespeople and an effective lead generation system.


  • Access to LinkedIn’s extended network, where you can conduct unlimited advanced searches with filters to connect with prospects.
  • Alerts, lead lists, smart links, and CRM integrations to keep track of prospects and nurture relationships.
  • InMail messaging to engage with prospects at the right time.
  • Integrates with ZoomInfo, Salesloft, Salesforce, etc.


1-month free trial, after which you pay:

  • Core: $99.99/month per license or $959.88 billed annually
  • Advanced: $149.99/month or $1,300 billed annually
  • Advanced Plus: Starting at $1,600/seat/year


  • You can message anyone on LinkedIn anytime, even if you’re not connected with them.
  • Allows you to send warm messages to people by discovering advocates within your network and leveraging that relationship.


  • It’s expensive.
  • There’s a limit to the number of inmails you can send per month.

4. Sumo

Sumo is an email capture tool that helps businesses increase website traffic and generate more leads through email opt-in forms. The software boasts of having 30,000+ active installs.


  • Form templates you can use to design and schedule pop-ups with customization options.
  • WordPress Plugin, which facilitates easy access to tools from the admin console.
  • Easy website content sharing across over 60 social media channels with responsive and customizable buttons.
  • Direct integration with platforms like WooCommerce and Shopify to boost conversion rates and sales. 


There’s the free or pro tier, which costs $39/month and is billed annually.


  • Sumo offers a 14-day money-back guarantee.
  • Free version available with basic features for testing.


  • Some users complain about poor & clunky interface

User Review

G2 Review

5. LeadIQ

LeadIQ is a sales intelligence platform designed to streamline the process of finding, capturing, and synchronizing contact data to CRM and sales tools. It provides a smarter B2B contact database focused on data quality and accuracy, with a focus on prospecting, tracking key accounts, and personalizing outreach at scale.


  • Find, capture, and sync contact data to CRM and sales tools in one click.
  • Know when to reach out to a prospect or account based on key signals.
  • Generate complete, personalized messages for any prospect in seconds.
  • Keep Salesforce data accurate over time with automatic enrichment.
  • Know when your decision-makers change jobs.


  • Freemium: $0
  • Essential: $39/user/month for annual plan
  • Pro: $79/user/month for annual plan
  • Enterprise: Contact LeadIQ to get a quote


  • There’s a Chrome extension, which makes prospecting easier.
  • It’s a convenient way to capture leads and enroll them in a sequence in your CRM.


  • They don’t always have the contact information for a prospect.
  • The phone number database needs improvement.

User Review

6. Cognism

Cognism is a comprehensive sales intelligence platform that provides tools for enriching sales data, prospecting, and integrating with various CRM and sales engagement tools. It aims to improve sales and marketing activities by providing high-quality, real-time B2B data to its users.


  • Ensures high-quality B2B contacts by calling each mobile number for verification.
  • Identifies ideal customers and generates leads.
  • Provides high-quality real-time B2B data to users.
  • Utilizes intent data to identify accounts actively searching for services and products.


Pricing is tailored to individual needs, so you have to contact them.


  • Real-time, high-quality B2B data.
  • Easy to use lead generation platform.


  • It lacks some features in comparison to competitors.
  • Sometimes, its data is incorrect.

User Review

7. Unbounce

Unbounce is a versatile landing page builder that enables users to create high-converting landing pages, pop-ups, and sticky bars without requiring any coding or design expertise. It caters to various industries and use cases and is particularly valuable for users looking to increase their conversion rates.


  • Allows users to create high-performing landing pages for lead generation even if they don’t have design experience with its drag-and-drop builder.
  • Offers a variety of industry-optimized templates for quick and efficient page creation.
  • Enables users to test different variants of their landing pages to optimize conversions.
  • Automatically sends visitors to the highest-converting page based on gathered data, optimizing conversion rates.
  • Seamless integration with popular marketing platforms like HubSpot, Google Analytics, ActiveCampaign, Hotjar, and numerous other tools through Zapier.


There’s a 14-day free trial after it costs:

  • Build: $74/month for annual plan
  • Experiment: $112/month for annual plan
  • Optimize: $187/month for annual plan
  • Concierge: $649/month for annual plan


  • Easy-to-use drag-and-drop editor for creating landing pages in minutes.
  • Allows you to create landing pages without building a full site.


  • Limited templates available.
  • The tool glitches sometimes.

User Review

Lead Generation Through Automation: Workflows

Even with the abovementioned tools, lead generation can be tedious, involving manual data collection, lead scoring, and lead nurturing. That’s where AI comes in. According to Gartner, B2B sales organizations using generative-AI-embedded sales technologies will reduce the time spent on prospecting and customer-meeting prep by over 50% by 2026. offers intelligent workflows that automate many of these processes to save time and energy while improving results.

 Let’s see some of the benefits of workflows.

Automating Lead Data Collection and Scoring

With AI Sales OS you can build automated workflows to identify and capture lead data from numerous sources. The leads are then automatically scored and ranked based on your set parameters, ensuring you focus on higher-quality leads.

To automate your lead data collection and scoring, go to “Workflow Library,” scan the pre-existing templates, and select your preference. 

Don’t worry if you don’t see anything that suits your needs. You can always create a custom workflow by describing what you want it to do in your own words, and will generate it. In the library, I chose the “Prioritize leads/lead scoring” template:'s workflow library

Now, this template is only for lead-scoring, so I’ll modify it to collect and score leads. 


Voila! Your lead data collection and scoring workflow is ready. When you launch, it’ll prompt the visitor to provide details like name, company, role, and industry. Based on the information received and the criteria set, it’ll categorize the lead. All you need to do is reach out to the Tier One and Tier Two leads.

Go to the ‘table' tab to run it on a larger scale.

Enhancing Lead Nurturing and Management With AI can deliver personalized, relevant messaging and content to prospects at each stage of their buyer's journey.

End result of this level of customization? Higher conversion rates and more successful lead nurturing and management.

With workflows, you can create personalized subject lines, cold emails and follow-ups, prospect reports or sales briefing materials, and webinar promotion emails. All of which helps you attract and engage with prospects more effectively.

See an example of a personalized outbound lead generation workflow that follows the pattern: prospect research → create targeted prospect list → write personalized message → initiating contact → follow-up and engagement → close prospect. 

Custom LinkedIn outreach workflow

Leveraging AI + Digital Marketing and Social Media Platforms

Digital advertising and social content creation are very effective for lead generation. By leveraging machine learning algorithms, sales reps can optimize content for lead generation (by generating engaging and valuable content) and create targeted Facebook or Google ads. 

There are workflows available for this, or you can create your own.

How Analytics Software Can Refine Your Lead Generation Strategies

Data and analytics play a critical role in evaluating and optimizing the performance of lead generation strategies. With the massive amounts of data available today, businesses need to leverage analytics to gain meaningful insights to refine their lead generation efforts and boost results.

Analytics tools provide visibility into the effectiveness of your current lead generation campaigns. They make it easy to monitor essential lead gen KPIs like:

  • Lead volume from each channel/campaign
  • Lead quality score
  • Cost per lead 
  • Lead to customer conversion rates
  • Sales velocity by lead source

By regularly reviewing these metrics, sales and marketing teams can identify low-performing lead sources to cut or optimize. They may also uncover lead gen assets that produce more conversions so you can leverage them more.

Integrating Analytics for Improved Lead Quality Assessment

The key to successful lead generation is not just capturing leads but capturing the right leads. When you combine analytics software with lead generation tools, you can gain enhanced insight into lead qualification and targeting, enabling the continuous optimization of lead gen strategies.

Predictive models and algorithms get smarter as you collect more data over time. This creates a feedback loop of constant optimization, where it identifies the best leads faster. And the higher the quality of leads generated, the higher the ROI from your lead generation strategies.

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