Check out our independent editorial review of the best crm software for sales professionals, including use cases for each option.
Lead nurturing software are typically CRMs or marketing automation software that help sales and marketers attract, qualify, and engage leads to turn them into customers. The top software offer features like contact management, pipeline management, automated follow-ups, and email drip marketing campaigns to guide prospects through the sales funnel and optimize conversion rates. To help you choose the right one for you, we’ve evaluated the best lead nurturing software.
Here are the eight best lead nurturing software:
In our evaluation, we first looked at each option’s cost and core features to make sure they offer affordable lead nurturing functionality, such as lead scoring and targeted email marketing. Next, we reviewed ease of use, integrations, and customization so salespeople can modify their lead nurturing software to fit their needs. Customer support rounded out our scoring to ensure users have the help they need.
Note: All per-user prices are with a one-year commitment unless noted.
All software we evaluated are good options for businesses looking to capture leads and convert customers. However, Zoho CRM emerged as the best lead nurturing software, which also tied for core CRM features and came out on the top spot for integrations. Read on to see how each CRM performed in each category.
Helps capture leads from multiple sources, from email campaigns to websites, and nurture them to close.
Price Range: Free to $52 per user, per month (15-day free trial)
Zoho CRM is sales software known for its multichannel marketing features that help generate and nurture leads. Its robust marketing integrations notify you when a lead engages with your social media, emails, or website, enabling you to respond immediately. Its Zia AI tool reveals the leads most likely to convert so you can build a relationship on their preferred platform, making Zoho CRM ideal for businesses that connect with leads via various online channels.
One of the most effective platforms for generating and qualifying inbound leads, and nurturing them into customers.
Price Range: Free to $1,200 per month (Sales Hub)
HubSpot CRM is free marketing and sales software that includes robust contact management features. Users can qualify leads through calls, emails, and live chat, and also set up chatbots to automatically ask website visitors questions and qualify them accordingly. The Professional and Enterprise levels take this qualification a step further, also offering lead scoring. HubSpot CRM is great for teams looking to accurately qualify leads through their CRM.
For more information, check out our comparative guide on the top lead scoring software.
Helps businesses to engage, attract, nurture, and close leads using automation.
Price Range: Free to $69 per user, per month (21-day free trial)
Freshsales is a contact management platform that helps improve lead nurturing by tracking and engaging leads throughout the sales pipeline. It allows companies to use automated workflows to create and send targeted lead outreach — these automated tasks, emails, call reminders, and notes make Freshsales a great option for businesses that want to consistently nurture their leads without having to manually reach out.
Insightly is a cloud-based CRM that helps users nurture leads through project management. The platform tracks all activity throughout the sales process using real-time dashboards so the sales team can see engagement with each lead thus far and when to follow up. It also integrates with over 250 popular third-party apps like Google Workspace, Mailchimp, and Slack to make nurturing leads and staying on top of tasks even easier for busy sales teams.
A lead nurturing platform to easily create visual customer journeys and move deals through stages in the sales pipeline.
Price Range: $12.50 to $99 per user, per month (14-day free trial)
Pipedrive is a CRM that allows teams to see their sales process in a highly visual way. With little training, salespeople can nurture their leads, then drag and drop them along the pipeline to close. The appealing pipeline shows all contacts and their activities and conversations so the sales team can nurture each lead in the most effective way. Pipedrive is a good fit for businesses wanting to equip their salespeople with a clear, visual view of their leads.
A cloud-based CRM and sales platform that helps sales teams easily distribute and track leads based on preset requirements.
Price Range: $25 to $100+ per user, per month (15-day free trial)
LeadSquared is a cloud-based sales CRM for lead distribution and nurturing. Users can build a series of rules to auto-assign leads to sales reps based on criteria like lead location/industry, product type, and salesperson performance. Capping logic ensures salespeople receive only the number of leads they can handle so they can properly nurture each one. LeadSquared is best for businesses looking to automate their lead distribution process for better nurturing.
A free and fully customizable CRM equipped with lead nurturing and automated lead management capabilities.
Price Range: Free to $159 per user, per month (30-day free trial)
Bitrix24 is our best free CRM for salespeople, providing advanced sales tools and supporting unlimited users, leads, and contacts. Free features include call recording, email marketing with unlimited templates, and automated marketing campaigns targeting leads at specific pipeline stages. Free lead enrichment also collects relevant data on potential customers during nurturing, so budget-conscious businesses will benefit from using Bitrix24.
A lead nurturing software built for small businesses that integrates CRM, marketing automation, and email marketing.
Price Range: $79 to $199 supports one user per month and 500 contacts, then $30 each additional user, per month; $499 one-time fee for setup ($14-day free trial)
Keap is a lead nurturing software that combines CRM, sales, and marketing automation software in one interface. Businesses can run highly-effective, targeted email campaigns using templates and segmentation, which trigger automated, personalized emails to nurture leads. The platform also comes with built-in A/B testing so users can see what’s working in their campaigns, so Keap is great for companies that nurture their leads largely through email.
Lead nurturing is essentially customer relationship management, but businesses can’t afford to waste time focusing on the wrong leads. Lead nurturing software zero-in on the right leads, then enables teams to engage their audience at every step of the way with unique, tailored lead-to-customer journeys from the first touchpoint. The top eight lead nurturing software assist businesses to drive potential customers through the sales funnel.