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Lead scoring software is a tool that automatically rates leads for businesses so they can uncover the viability of sales opportunities and nurture the prospects most likely to convert. The top scoring software are typically CRMs or marketing software that have built-in scoring functionality based on specified demographics and customer behavior. To help you choose the right one for your business, we’ve ranked the top lead scoring options and what each does best.
Here are the best lead scoring software options to consider:
Although some options in our list scored highly in one category or another, we found Zoho CRM to be our top lead scoring software, winning first place in cost, core features, and customization. Jump down to see how each lead scoring software performed across six categories, or keep reading to check out their primary use cases, pricing plans, and key features.
Note: All monthly prices are with a one-year commitment unless noted.
Offers powerful marketing features and lead management tools to help close deals quickly.
Zoho CRM is top marketing software that helps generate leads from multiple channels and score them for further nurturing. Users can reach out to leads via email and social media campaigns and set scoring rules based on their demographics and engagements. Customize your parameters based on how each lead responded to your marketing campaign, how often they visit a webpage, and how they interact on social media like Facebook via likes or shares.
While Zoho CRM is our best-rated lead scoring option, its user interface can be hard to learn and it may be missing some sales CRM features that you need. If you need a sales-forward lead scoring option, visit Freshsales instead.
Provides AI-powered lead generation features and tools for scoring sales leads in your pipeline.
Freshsales is a leading CRM that uses powerful AI for lead scoring, lead prediction, and deal management. Its AI assistant, Freddy, scores sales leads based on characteristics and behavior, so you can rank prospects in your pipeline. Automatically add scores to leads that match the buyer persona you’ve created and deduct points otherwise. Along with this predictive scoring, Freddy supplies analytics for sales forecasting and triggers follow-ups to move deals.
Freshsales is the best option for scoring sales leads; however, it's missing some key marketing features. For a more robust marketing lead scoring option, try Zoho CRM, which also provides AI-powered lead scoring via Zia AI.
Helps you automate and manage tasks for SEO, social media, blog posting, and advertising.
HubSpot Marketing Hub is an all-in-one marketing automation and management platform offered by HubSpot. Toggle between traditional lead scoring with its free scoring templates and predictive lead scoring powered by machine learning, depending on the size of your database. Then, utilize its advanced marketing features to nurture good-fit leads, such as blog and SEO management, social media management, paid ad management, and targeted email campaigns.
However, HubSpot’s lead scoring is only available in its Professional and Enterprise tiers, starting at $800 per month. For a more cost-effective lead scoring option, check out Zoho CRM, which is our top marketing software.
Helps filter and categorize your contacts via predictive lead scoring, smart lists, and automation.
EngageBay All-in-One is a unified sales, marketing, and service platform with built-in predictive lead scoring and segmentation tools. Customize and automate how you want to score your leads based on their activities, location, and survey responses, and at the same time predict their future behavior. Use its contact management features to filter your leads according to scores and segment them into lists to determine future marketing campaigns for them.
While EngageBay has great lead scoring and segmentation, its reporting tools can be clunky. If you need lead scoring software with robust reporting features, try Salesforce, which offers custom reports and dashboards.
Tracks leads from generation, routes them accurately, and offers robust reporting features.
Salesforce Sales Cloud is a customizable software offering advanced AI-powered lead scoring. Einstein AI helps you analyze your data to find leads that are most likely to convert via predictive lead scoring. Unlike most software, Einstein employs negative scoring to filter out web visitors right away to find the right leads to score. It also builds a comprehensive scoring model from your database and a database generated from Salesforce customers around the world.
Salesforce is a robust platform for lead scoring and reporting, but its customization capabilities can be overwhelming. For more user-friendly software, check out Freshsales, which also offers predictive lead scoring and advanced sales features via Freddy AI.
Offers a user-friendly interface to track, score, and filter leads in one place.
monday sales CRM is an easy-to-use CRM software built by monday.com that helps you score and manage leads. Organize your leads in one centralized location and track new ones by creating a separate column in your leads board. Then, keep your leads’ relevant information in the same column by adding kanban cards so it’s easier for you to score them. Arrange them by status by setting different colors for labels like "qualified,” "unqualified,” "follow up,” and more.
Although monday sales CRM offers an intuitive platform to manage your leads, it lacks advanced automations. For a lead scoring software with robust workflow automation, try Freshsales, which also features modern views like kanban boards, tables, and more.
The best lead scoring software options offer these functions:
Utilize advanced lead scoring tools or AI-powered insights to automatically score and rank your leads and also predict their future behavior.
Lead scoring software is a feature of many top CRMs and marketing automation software, so every option we reviewed had lead scoring at the minimum. To find the best one for your business, we scored each lead scoring software across six weighted categories made up of relevant subcriteria. Then, we named our overall winner and determined each option’s primary use case, pricing plans, and key features.
In our evaluation, we put the most weight on the cost and core features of each lead scoring software. We also looked into each option’s accessibility in terms of ease of use and customer support provided. Finally, we assessed the advanced features each software offers and their customization capabilities.
We evaluated the subscription costs, free trial period, billing options available, and/or free plan offered.
We examined each lead scoring software’s core offerings, such as lead scoring, multichannel marketing, auto-profile enrichment, and list segmentation.
We looked into the usability of each lead scoring software and their respective knowledge bases. Then, we took into account the salespeople's reviews on sites like Capterra, G2, and TrustRadius.
We checked how each option offers support via phone, email, and chat and considered verified user reviews on G2 and Capterra.
Does the software provide advanced lead management features like predictive lead scoring, lead tracking and routing, prospecting, and live chat?
We assessed each option’s ability to customize score parameters, build forms, and create reports and dashboards.
Having good lead scoring software as a part of your CRM is an excellent way to get salespeople focused on qualified leads and using the right tasks to convert them into wins. The top options we’ve included in our list are CRM software with basic and advanced lead scoring tools paired with core CRM functions. If you’re specifically looking for a platform that offers other lead management features, read our in-depth review of the best lead management software.
Jen is a Pittsburgh-based contributing writer for Selling Signals specializing in CRM software buyer's guides. As a freelancer, she also writes about hospitality and tourism sales, including sales and marketing tech and travel content. When she isn't on assignment, Jen catches up on her many newsletter subscriptions, watches no-code tutorials, and spends time with her family.
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