8 Best Lead Nurturing Software for Sales & Marketing 2022

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 to 30 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.

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.

HubSpot CRM Pricing

• Free Plan: Support for unlimited users, up to 1 million non-marketing 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.

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.

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.

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: $14.90 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.

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 Essentials Pricing

• Single Tier: $25 per user, per month
• Free Trial: 14 days

Salesforce Sales Cloud Upgrade Pricing

• Professional: $75 per user, per month
• Enterprise: $150 per user, per month
• Unlimited: $300 per user, per month

Salesforce Essentials Key Features

• Advanced Reporting: Use preset reporting templates as well as custom reports for pipeline analysis.
• Built-in Telephony: A built-in dialer helps to nurture leads via phone calls and includes call notes.
• Separate Lead & Opportunity Pipelines: Manage leads and opportunities separately for better management.
• Lead Management Features: Distribute leads automatically and upgrade for lead scoring.

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.

EngageBay Pricing

• Free: Unlimited users
• Basic: $11.99 per user, per month
• Growth: $39.99 per user, per month
• Pro: $79.99 per user, per month

Note: Pricing is for all-in-one with a two-year commitment

EngageBay Key Features

• Free Sales, Marketing & Service Tier: Solid free tier for CRM, service, and email marketing.
• Pop Ups & Form Builders: Create email capture forms for inbound lead generation.
• Marketing Automation: Automated text message and email marketing for nurturing.
• Sales Pipeline Features: Advanced sales functionality like call records and reporting.

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.

ActiveCampaign Pricing

• Lite: $9.00 per month for 500 contacts
• Plus: $49 per month for 1,000 contacts
• Professional: $149 for 2,500 contacts
• Enterprise: $259 for 2,500 contacts

Note: Additional contacts can be purchased for a higher monthly subscription

ActiveCampaign Key Features

• Drag-and-Drop Email Builder: Create targeted content from an extensive library of functional, flexible email templates as well as a custom email builder.
• Landing Page & Form Creation: Create email capture forms with custom or pre-designed landing page templates and forms.
• Email Marketing Automation: Create and send targeted email nurturing campaigns to segmented lists.
• Custom Email Marketing Reporting: Optimize your email nurturing efforts with insights from custom reporting.

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

• Free Forever: Up to two users
• Plus: $29 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.