Learn about the best CRM for law firms, plus the primary use case of each top law firm CRM option, in our independent editorial review.
Lead scoring software is a tool that autoscores 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 you, we’ve ranked the top options and what they each do best.
Here are the best lead scoring software, however, some tiers listed do not include scoring features:
Most of the above lead scoring options also offer additional lead management features like lead distribution that can effectively route qualified leads to sales reps. If you'd like to read more, check out our article on the best lead distribution software.
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Lead scoring software is a feature of many top CRMs and marketing automation software, so every option we reviewed had lead scoring at minimum. To determine the best, we based our scoring on six weighted evaluation criteria important to lead scoring software. The lead scoring software with the highest aggregate score across the six categories was deemed the overall winner and best value. Also determined were primary use cases every top-scoring option.
Note: All per-user prices are with a one-year commitment unless noted.
Even though some options scored highly in one category or another, overall, we found that Zoho CRM offers the best overall value for those seeking a way to score and manage leads. Check out how each scored regarding pricing, features, and primary use cases.
A well-rounded CRM with powerful marketing features and lead management tools to help companies close deals quickly.
Price Range: Free to $52 per user, per month (15+ day free trial)
Zoho CRM is a sales and marketing CRM 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 engagement, like email opens, clicks, and bounces; Facebook likes, comments, and messages; and website visits. For this reason, Zoho CRM is a fit for those who attract leads through multi-channel marketing.
While Zoho CRM is our top-rated lead scoring option, its user interface can be hard to learn and it may be missing some sales CRM features. If you need a sales-forward lead scoring option, visit Freshsales instead.
Top-rated CRM with sales and lead generation features like AI-powered lead scoring for scoring sales leads in your pipeline.
Price Range: Free to $69 per user, per month (21-day free trial)
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. Along with this predictive scoring, Freddy supplies analytics for sales forecasting and triggers follow-ups to keep deals moving. This makes Freshsales good for those wanting to score, prioritize, and nurture top leads in their pipeline.
Freshsales is the best option for scoring sales leads, however, it may be missing some marketing features. For a more robust marketing lead scoring option, try Zoho CRM for an inexensive option or HubSpot Marketing Hub for an enterprise-level marketing tool.
Access robust marketing automation and management features for SEO, social media, blog posting, and more.
Price Range: Free to $3,200 per month
HubSpot Marketing Hub is an all-in-one marketing automation and management platform offered by HubSpot. Not only does it offer lead scoring, but also offers advanced marketing features such as blog and SEO management, social media management, paid ad management, email marketing automation, and more. It even integrates seamlessly with HubSpot's CRM and service platforms, both of which offer a free tier.
However, lead scoring is only available in their paid tiers starting at $800 per month. If you need a more inexpensive lead scoring option with marketing features, check out Zoho CRM.
A robust email marketing automation tool offering lead scoring and a CRM for lead generation and ongoing nurturing.
Price Range: $9.00 to $149+ per month (14-day free trial)
ActiveCampaign is a top email marketing tool with a built in CRM. With this setup, you can use marketing automations and send targeted email campaigns to segmented lists, then score generated leads using AI based on behavior. Using the scores, over 500 prebuilt workflows can then be triggered to send highly personalized, effective messages. ActiveCampaign works for marketing-focused companies that want to automate email marketing based on lead scoring.
Even though ActiveCampaign offers a native CRM, there are better CRM options available with lead scoring capabilities. If you need a more robust CRM, check out Freshsales.
Tracks leads from start to close, routes them quickly, and offers robust reporting for effective lead management.
Price Range: $25 per user, per month (14-day free trial)
Salesforce Essentials is the small business CRM created by Salesforce offering multiple pipeline views and robust reporting dashboards good for those with longer or more complex sales processes. While Essentials doesn't include native lead scoring, it offers an extensive app marketplace with multiple lead scoring integration options that lets you tailor-pick the best scoring software for you. Upgrade into its enterprise-level Sales Cloud for native lead scoring.
Salesforce Essentials is a robust sales CRM with a vast marketplace of lead scoring integrations, but it doesn't offer native lead scoring unless you upgrade into their enterprise tiers. If you want a powerful sales CRM with native lead scoring, try Freshsales instead.
Leading sales pipeline CRM known for its ease of use and add-on upgrades that let you choose the features you want.
Price Range: (14-day free trial)
Pipedrive is a sales pipeline CRM offering standard sales features as well as add-on upgrades you can purchase for an additional fee. These a la carte upgrades allow you to choose features most important to you, such as robust document management, email marketing, website visitor tracking, and lead generation capabilities. Included in its LeadBooster add-on is lead scoring along with a lead database and inbound marketing features like web forms.
Pipedrive offers robust a la carte upgrades but is missing some native, features including lead scoring. If you're looking for a sales CRM with more out-of-the-box features, try Freshsales.
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. In fast-paced sales departments, time can’t be wasted chasing uninterested prospects. This is when a CRM with lead management software becomes an essential sales tool. Our list will show you the ways lead scoring can help you reach sales goals using the latest in intelligence and automations.