8 Best Lead Nurturing Software for Salespeople in 2021

Learn about the best lead nurturing software options, as well as their primary use cases, in our independent editorial review.

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:

  • Zoho CRM: Best software for omnichannel lead nurturing (free starting price)
  • HubSpot CRM: Best for automated lead scoring (free starting price)
  • Freshsales: Best for lead nurturing automation (free starting price)
  • Insightly: Best lead nurturing software for project management ($25 starting price)
  • Pipedrive: Best for a highly visual pipeline ($12.50 starting price)
  • LeadSquared: Best lead nurturing software for lead distribution ($25 starting price)
  • Bitrix24: Most robust free plan (free starting price)
  • Keap: Best software for email marketing campaigns ($79 starting price)

How We Evaluated the 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.

Evaluation Criteria

We split our scoring criteria into six weighted categories comprised of key subcriteria. Then, we assigned a score to each criteria and gave the CRMs a total score out of five.

Cost:
25%
Core Features:
25%
Ease of Use:
20%
Integrations:
15%
Customization:
10%
Customer Support:
5%

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.

Zoho CRM: Best for Omnichannel Nurturing

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)

Overall Rating star-fullstar-fullstar-fullstar-full Cost star-fullstar-fullstar-fullstar-fullstar-full Key Features star-fullstar-fullstar-fullstar-full Ease of Use star-fullstar-fullstar-fullstar-full Integrations star-fullstar-fullstar-fullstar-fullstar-full Customization star-fullstar-fullstar-fullstar-full Customer Support star-fullstar-fullstar-fullstar-fullstar-full

Pros:

  • Excels at lead generation
  • Easy and intuitive to use
  • Free and flexible pricing

Cons:

  • Complicated setup process
  • Limited customer services
  • Tutorials need improvement

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.

Zoho CRM Pricing

  • Free Plan: Support for 3 users
  • Standard: $14 per user, per month
  • Professional: $23 per user, per month
  • Enterprise: $40 per user, per month
  • Ultimate: $52 per user, per month
  • Free Trial: 15 days

Zoho CRM Key Features

  • Omnichannel Marketing Automation: Automatically capture leads and create campaigns from all channels.
  • Qualify and Convert Leads: Identify the right leads and then nurture them through the sales funnel.
  • A/B Testing for Newsletters: Discover which emails resonate with leads, then use those emails in future campaigns.
  • Lead Scoring: Qualify leads based on specific email actions taken and assign numerical scores to leads based on your ideal customer profile fit.

Zoho CRM - Lead Nurturing Software

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HubSpot CRM: Best for Lead Soring

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)

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Pros:

  • Marketing and sales in one place
  • Powerful automation
  • Easy lead generation

Cons:

  • Limited reporting
  • Not very configurable
  • Costs add up with paid integrations

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.

HubSpot CRM Pricing

  • Free Plan: Support for unlimited users, up to 1 million contacts
  • Sales Hub Starter: $45 for 2 paid users, per month
  • Sales Hub Professional: $450 for 5 paid users, per month
  • Sales Hub Enterprise: $1,200 for 10 paid users, per month

HubSpot CRM Key Features

  • Sales Qualified Leads: HubSpot CRM helps ensure that leads who have engaged with marketing and sales outreach are qualified before moving to the sales pipeline.
  • Pinpoint Lead Tracking: Adequately track leads in real-time by properly identifying the most engaged prospects.
  • Lead Targeted Campaigns: Design campaigns that target your prospective customer’s pain points and show how your business can address these problems.
  • Email Marketing: Send bulk and optimized emails that have been tested for different platforms and devices.

HubSpot CRM - Lead Nurturing Software

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Freshsales: Best for Nurturing Automation

Helps businesses to engage, attract, nurture, and close leads using automation.

Price Range: Free to $69 per user, per month (21-day free trial)

Overall Rating star-fullstar-fullstar-fullstar-full Cost star-fullstar-fullstar-full star-full Key Features star-fullstar-fullstar-fullstar-fullstar-full Ease of Use star-fullstar-fullstar-fullstar-fullstar-full Integrations star-fullstar-fullstar-fullstar-full Customization star-fullstar-fullstar-full star-full Customer Support star-fullstar-fullstar-fullstar-fullstar-full

Pros:

  • Very simple interface
  • Allows multiple pipelines
  • Low price points

Cons:

  • Lacks robust reporting
  • Limited dashboard customization
  • No 24/7 support

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.

Freshsales Pricing

  • Free Version: Support for unlimited users
  • Growth: $15 per user, per month
  • Pro: $39 per user, per month
  • Enterprise: $69 per user, per month
  • Free Trial: 21 days

Freshsales Key Features

  • Automation-Driven Lead Capture: Eliminate clunky, manual lead nurturing sequences with automated processes to scale your efforts.
  • Sales Sequences: Automatically run a sequence of sales actions, choosing the target audience and specific days of execution.
  • Auto-Profile Enrichment: Freshsales automatically enriches contacts and leads with social and publicly listed information.
  • Auto-Assigning Leads: Ensure the right leads are sent to the right sales rep and don’t fall through the cracks.
  • Smartforms: Freshsales allows you to capture leads directly into the system once they complete a web form.

Freshworks CRM - Lead Nurturing Software

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Insightly: Best for Project Management

A SaaS-based CRM that combines project management with lead management software to nurture leads.

Price Range: $25 to $99 per user, per month (14-day free trial)

Overall Rating star-fullstar-fullstar-full star-full Cost star-fullstar-full star-fullstar-full Key Features star-fullstar-fullstar-fullstar-full Ease of Use star-fullstar-fullstar-fullstar-fullstar-full Integrations star-fullstar-fullstar-fullstar-full Customization star-fullstar-fullstar-full star-full Customer Support star-fullstar-fullstar-fullstar-fullstar-full

Pros:

  • Easy to use and learn
  • Project management capabilities
  • In-depth functionality

Cons:

  • Difficult to scale with business growth
  • Support is an often-cited problem
  • Sales functions lack variety

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.

Insightly Pricing

  • Plus: $25 per user, per month
  • Professional: $49 per user, per month
  • Enterprise: $99 per user, per month
  • Free Trial: 14 days

Insightly Key Features

  • Lead Management: Lead routing with workflow automation to implement business logic and manage more new leads.
  • Relationship Linking: Link emails and other types of records to build better engagement processes and relationships with leads.
  • Design Dashboards and Track Important Metrics: Insightly allows teams to maximize their lead generation ROI with custom dashboards and report metrics.
  • Build Trust By Delivering on Promises: Insightly allows you seamlessly convert won opportunities to projects.

Insightly Lead - Nurturing Software

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Pipedrive: Best for a Highly Visual Pipeline

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)

Overall Rating star-fullstar-fullstar-fullstar-full Cost star-fullstar-full star-fullstar-full Key Features star-fullstar-fullstar-fullstar-fullstar-full Ease of Use star-fullstar-fullstar-fullstar-fullstar-full Integrations star-fullstar-fullstar-fullstar-fullstar-full Customization star-fullstar-fullstar-fullstar-full Customer Support star-fullstar-fullstar-fullstar-full

Pros:

  • Intuitive, visual workflows
  • Easy to track leads
  • Pipeline with drag and drop features

Cons:

  • Lacks A/B testing feature
  • No lead behavioral tracking
  • Limited social media integration

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.

Pipedrive Pricing

  • Essential: $12.50 per user, per month
  • Advanced: $24.90 per user, per month
  • Professional: $49.90 per user, per month
  • Enterprise: $99 per user, per month
  • Free Trial: 14 days

Pipedrive Key Features

  • Customer Journey Triggers: Pipedrive makes implementing triggers as easy as utilizing the drag and drop feature on its editor.
  • LeadBooster: A Pipedrive add-on that provides more control over the prospecting and the lead generation process.
  • Chatbot: Provides lead qualification through preset criteria, schedules calls, and automatically assigns leads to the right sales rep.
  • Website AI: Automate lead generation using landing pages, and engage leads using live chat and fully customizable web forms.

Pipedrive - Lead Nurturing Software

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LeadSquared: Best for Lead Distribution

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)

Overall Rating star-fullstar-fullstar-full star-full Cost star-fullstar-full star-fullstar-full Key Features star-fullstar-fullstar-fullstar-full Ease of Use star-fullstar-fullstar-fullstar-fullstar-full Integrations star-fullstar-fullstar-fullstar-full Customization star-fullstar-fullstar-full star-full Customer Support star-fullstar-fullstar-fullstar-fullstar-full

Pros:

  • Mobile CRM for field sales
  • Ideal for drip marketing campaigns
  • Simple and easy to use

Cons:

  • Limited third-party integrations
  • Landing pages need improvement
  • Reports need better customization

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.

LeadSquared Pricing

  • Lite: $25 per user, per month
  • Pro: $50 per user, per month
  • Super: $100 per user, per month
  • Ultimate: Call for quote
  • Free Trial: 15-day free trial

LeadSquared Key Features

  • Preset Lead Distribution Logic: Provides the opportunity to reach prospects faster through automation, no matter how complex the distribution logic is.
  • Seamless Lead Capture: LeadSquared tracks and nurtures leads across both offline and online sources with actionable insights and analytics.
  • Capture All Calls: A built-in dialer captures leads via phone calls and tracks ongoing nurturing activities.
  • Lead Capture Automation: Automatically capture lead data from marketplaces or ad campaigns running on AdWords and other digital platforms.
  • Developer-Friendly API: Use the API framework and webhooks to connect lead generation touchpoints to the LeadSquared account.

LeadSquared - Lead Nurturing Software

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Bitrix24: Most Robust Free Plan

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)

Overall Rating star-fullstar-fullstar-full star-full Cost star-fullstar-fullstar-fullstar-fullstar-full Key Features star-fullstar-fullstar-fullstar-full Ease of Use star-fullstar-full star-fullstar-full Integrations star-fullstar-fullstar-fullstar-full Customization star-fullstar-full star-fullstar-full Customer Support star-fullstar-fullstar-fullstar-fullstar-full

Pros:

  • Free sales tools and integrations
  • Free mobile CRM
  • Kanban-style UI

Cons:

  • Complicated user interface
  • Limited social media capability
  • Difficult to set up and use

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.

Bitrix24 Pricing

  • Bitrix24 Free-for-Life: Support for unlimited users
  • Basic: $39 per user, per month; 5-seat max
  • Standard: $79 per user, per month; 50-seat max
  • Professional: $159 per user, per month
  • Free Trial: 30 days

Bitrix24 Key Features

  • Free Sales Tools for Lead Nurturing: Free email, web form, and sales automation tools.
  • Lead Analytics: Identify the most profitable lead sources and remove bottlenecks in the lead pipeline and sales funnel.
  • Free Integrations: Bitrix24 provides free RestAPI integrations to enhance lead capture, nurturing, and tracking.
  • Lead Cycle Management: Allows sales teams to track interaction with leads and prospects throughout the lead generation, nurturing, and sales cycles.

Bitrix24 - Lead Nurturing Software

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Keap: Best for Email Marketing Campaigns

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)

Overall Rating star-fullstar-fullstar-full star-full Cost star-fullstar-fullstar-fullstar-fullstar-full Key Features star-fullstar-fullstar-fullstar-full Ease of Use star-fullstar-fullstar-fullstar-fullstar-full Integrations star-fullstar-fullstar-fullstar-full Customization star-fullstar-fullstar-full star-full Customer Support star-fullstar-fullstar-fullstar-full

Pros:

  • CRM plus marketing automation
  • Powerful drip campaign easily setup
  • Email analytics

Cons:

  • Limited custom reporting
  • Expensive pricing
  • Limited template designs

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.

Keap Pricing

  • Lite: $79 supports one user per month and 500 contacts; $30 each additional user
  • Pro: $159 supports one user per month and 500 contacts; $30 each additional user
  • Max: $199 supports one user per month and 500 contacts; $30 each additional user
  • More Contacts: See website for pricing
  • Purchase of Set-up and Expert Coaching (Required): $499
  • Free Trial: 14 days

Keap Key Features

  • Customized Email Templates: Create targeted content from an extensive library of functional, flexible email templates for different uses.
  • CRM and Combined Marketing: Combines sales and marketing into one unified process, helping those struggling with marketing across disparate systems.
  • Marketing Automation: Identify patterns in open email rates to recognize what’s working and what’s not.
  • Sales Pipeline: Provides one single view to track leads and clients through the sales process, linking customer interactions on a single dashboard.
  • Lead Management: Provides flexible lead score customizations.

Keap Lead - Nurturing Software

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Bottom Line: Best Lead Nurturing Software

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.

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