Read our in-depth Zoho CRM review to learn if this popular sales and marketing CRM is right for your business.
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 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 identified the top six weighted categories important to lead nurturing software and assigned each category key subcriteria. From there, we used the subcriteria to give each category a score out of five, and summed them all together to give each option an overall score out of five, including the identification of primary use-cases. Take a look at our specific evaluation criteria below:
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- to 30-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 these features a step further with robust premium tiers. HubSpot CRM is therefore a great option for those needing a free platform that can grow with them.
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 salespeople and teams that want to consistently nurture their leads without having to manually reach out.
A lead nurturing platform to easily create visual customer journeys and move deals through stages in the sales pipeline.
Price Range: $14.90 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.
The small business option from Salesforce essential built for robust B2B lead nurturing and reporting.
Price Range: $25 per user, per month (14-day free trial)
Salesforce Essentials is the small business product that's part of the larger Salesforce Sales Cloud suite of products. Its single-tier pricing and 14-day trial provides a good entry-point into the Salesforce CRM platform known for its robust features for B2B sellers or businesses with longer sales cycles requiring a lot of manual relationship-building. One standout features is its robust pipeline reporting, as well as its phone dialer and call log to nurture relationships.
Salesforce Sales Cloud Upgrade Pricing
EngageBay is a rising star in the CRM space offering robust sales, marketing, and service features for a reasonable price. While they offer individual products, the best lead nurturing features come with their all-in-one package that offers functionality for both inbound lead generation and nurturing as well as sales prospecting. With their all-in-one, you get the sales pipeline features you need as well as marketing features like landing pages and text marketing.
Note: Pricing is for all-in-one with a two-year commitment
Top of the line email marketing software great for automated email nurturing campaigns and sequences.
Price Range: $9.00 to $259 for 500 to 2,500 contacts (additional contacts can be purchased)
ActiveCampaign is a lead nurturing email marketing software with marketing automation 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 ActiveCampaign is great for companies that nurture their leads largely through email.
Note: Additional contacts can be purchased for a higher monthly subscription
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.
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.