6 Best Lead Scoring Software for Sales & Marketing 2021

In our independent editorial review, learn about the best lead scoring software and their use cases to upgrade your lead management.

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 dived into the top options and how best to use each one.

Here are the six best lead scoring software for salespeople:

  • Zoho CRM (Overall Winner): Best for multi-channel lead scoring ($14 starting price)
  • ActiveCampaign: Best lead scoring software for marketing automation ($49 starting price)
  • Freshsales: Best for AI-powered lead scoring ($29 starting price)
  • Salesforce Sales Cloud: Best lead scoring software for lead routing ($75 starting price)
  • Copper: Best for Google Workspace integration ($119 starting price)
  • Keap: Best for lead scoring setup support ($199 starting price + setup fee)

How We Evaluated the Best Lead Scoring Software

Lead scoring software is a feature of many top CRMs and marketing automation software, so every option we reviewed had lead scoring at minimum. On top of that, the best lead scoring software offers certain general and advanced features; for this reason, we based our evaluation on these features, plus the price of each option. We also looked at ease of use and customization to ensure the software would work for most teams, as well as customer service offered.

Evaluation Criteria

For our review, we based our scores on six weighted criteria. The lead scoring software that scored the highest across the six was deemed the overall winner and best value.

Pricing:
25%
General Features:
25%
Ease of Use:
20%
Advanced Features:
15%
Customization:
10%
Customer Service:
5%

Note: All per-user prices are with a one-year commitment unless noted. Not all tiers include lead scoring; the starting prices in the bulleted list above indicate the lowest tier in which lead scoring is included.

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 leadsCheck out how each scored regarding pricing, features, and primary use cases.

Zoho CRM: Best for Multi-Channel Lead Scoring

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 ($14+ for lead scoring) (15- to 30-day free trial)

Overall Rating star-fullstar-fullstar-fullstar-full Pricing star-fullstar-fullstar-fullstar-full General Features star-fullstar-fullstar-fullstar-full Ease of Use star-fullstar-fullstar-fullstar-fullstar-full Advanced Features star-fullstar-fullstar-fullstar-fullstar-full Customization star-fullstar-fullstar-fullstar-full Customer Service star-fullstar-fullstar-fullstar-fullstar-full

Pros:

  • Has a free forever plan
  • Highly functional marketing automations
  • Automates tedious business operations

Cons:

  • Beginners may need training
  • Customer service can be slow
  • No lead scoring in free plan

Zoho CRM is a marketing-forward 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 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.

Zoho CRM Pricing

  • Free Forever: Support for 3 users (doesn’t include lead scoring)
  • 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; 30 days for Ultimate tier

Zoho CRM Key Features

  • Email Marketing: Custom fields pull tailored customer information into templates for engaging email marketing to generate leads.
  • Lead Management: Scores leads, attaches them to customer records, and tracks the process through the pipeline.
  • Analytics: Turns lead data into insights that salespeople can use to focus on high-priority deals.
  • Task Management: Create tasks and notes, track conversations, and view history for each lead.
  • Well-Designed Interface: Menu options are clean and familiar-looking with tabs for contacts, accounts, and leads.

Zoho CRM - Lead Scoring Software

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ActiveCampaign: Best for Marketing Automation

A heavy-duty marketing automation tool with a CRM for those who rely on workflows to generate and nurture leads.

Price Range: $9.00 to $229 per month for 3 to unlimited users ($49+ for lead scoring)

Overall Rating star-fullstar-fullstar-fullstar-full Pricing star-fullstar-fullstar-fullstar-full General Features star-fullstar-fullstar-fullstar-full Ease of Use star-fullstar-fullstar-fullstar-full Advanced Features star-fullstar-fullstar-fullstar-fullstar-full Customization star-fullstar-fullstar-fullstar-full Customer Service star-fullstar-fullstar-fullstar-full

Pros:

  • Multiple tools for sales and marketing
  • Personalized messaging
  • Allows for split testing for campaigns

Cons:

  • CRM not as robust as standalones
  • Custom reporting limited
  • No separation of leads and contacts

ActiveCampaign is a marketing tool with CRM functions built in. 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 busy, marketing-focused companies that want to automate lead generation and scoring.

ActiveCampaign Pricing

  • Lite: $9.00 supports 3 users, per month (doesn’t include lead scoring)
  • Plus: $49 supports 25 users, per month
  • Professional: $129 supports 50 users, per month
  • Enterprise: $229 supports unlimited users, per month

ActiveCampaign Key Features

  • Automation Builder: Design your automations with drag-and-drop capabilities inside a visual layout.
  • Deal Manager: Automatically creates deals based on customer engagement activity and manages them through your sales process.
  • Email Marketing: Build intelligence-driven, professionally designed, personalized emails.
  • Lead Scoring: Identify who is ready to talk to sales based on AI-powered insights.
  • Customizable Dashboard: Easily navigate between straightforward menu options in a pleasing design.

ActiveCampaign - Lead Scoring Software

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Freshsales: Best AI-Powered Lead Scoring

Uses state-of-the-art AI to help businesses focus on high priority leads and close more deals.

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

Overall Rating star-fullstar-fullstar-fullstar-full Pricing star-fullstar-fullstar-full star-full General Features star-fullstar-fullstar-fullstar-full Ease of Use star-fullstar-fullstar-fullstar-fullstar-full Advanced Features star-fullstar-fullstar-fullstar-fullstar-full Customization star-fullstar-fullstar-fullstar-full Customer Service star-fullstar-fullstar-fullstar-fullstar-full

Pros:

  • Full suite of reports
  • Sort and filter deals in pipeline
  • Clean and easy-to-use mobile app

Cons:

  • Cumbersome to export data
  • Upgrade needed for contact storage
  • Fewer integrations available than most

Freshsales is software that uses powerful AI for lead scoring, lead prediction, and deal management. Its AI assistant, Freddy, scores new leads with historical data like engagement levels. Along with this predictive scoring, Freddy supplies analytics for sales forecasting and triggers follow-ups to keep deals moving. This makes Freshsales good for businesses that want to use AI for lead scoring and nurturing to build relationships with the right leads.

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

  • AI Assistant: AI-driven CRM functions provide actionable insight for better engagement.
  • Predictive Scoring: Identify the contacts and leads needing immediate attention through customer history and behavior.
  • Lead Management: Drag-and-drop pipelines help track leads through the sales process.
  • Customer Support: Available 24 hours a day, 7 days a week by live chat or 5 days a week by phone.
  • Deal Management: AI helps salespeople drive sales to close by automatically providing insight from historical data and customer behavior.

Freshworks CRM - Lead Scoring Software

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Salesforce Sales Cloud: Best for Lead Routing

Tracks leads from start to close, routes them quickly, and offers a full suite of customizable CRM and marketing tools.

Price Range: $25 to $300 per user, per month ($75+ for lead scoring) (14-day free trial)

Overall Rating star-fullstar-fullstar-full star-full Pricing star-fullstar-full star-fullstar-full General Features star-fullstar-fullstar-full star-full Ease of Use star-fullstar-fullstar-fullstar-fullstar-full Advanced Features star-fullstar-fullstar-fullstar-full Customization star-fullstar-fullstar-fullstar-full Customer Service star-fullstar-fullstar-full star-full

Pros:

  • Large catalog of business integrations
  • Highly customizable dashboard
  • Little to no onboarding for reps

Cons:

  • Add-ons can get expensive
  • Need an admin for maintenance
  • Customer service gets poor reviews

Salesforce Sales Cloud is CRM software that automatically scores and routes leads to the right rep for quick follow-up. Before leads engage with your brand, you can assign scoring points to the demographics or behaviors you deem most valuable, then set assignment rules regarding the criteria you’ll use to distribute leads. This makes Salesforce Sales Cloud ideal for high-volume sales teams that need accurate automatic lead routing to increase conversions.

Salesforce Sales Cloud Pricing

  • Essentials: $25 per user, per month (doesn’t include lead scoring)
  • Professional: $75 per user, per month
  • Enterprise: $150 per user, per month
  • Unlimited: $300 per user, per month
  • Free Trial: 14 days

Salesforce Sales Cloud Key Features

  • Lead Tracking: Dynamic timeline lets you see updated activity and customer records.
  • Email Marketing: Send and track emails directly in the CRM.
  • Lead Routing: Leads are scored and sent to the appropriate salesperson automatically.
  • Marketing Tracking: See exactly which marketing campaign or social media outreach is generating leads.
  • Contact Management: Key customer and social data are stored, along with activity, so that all team members can access it and act when needed

Salesforce Sales Cloud CRM - Lead Scoring Software

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Copper: Best for Google Workspace Integration

Helps companies that use Google Workspace tools, such as Gmail, Docs, Sheets, and Calendar, manage their leads.

Price Range: $25 to $119 per user, per month ($119+ for lead scoring) (14-day free trial)

Overall Rating star-fullstar-fullstar-full star-full Pricing star-fullstar-fullstar-full star-full General Features star-fullstar-fullstar-full star-full Ease of Use star-fullstar-fullstar-fullstar-fullstar-full Advanced Features star-full star-fullstar-fullstar-full Customization star-fullstar-fullstar-full star-full Customer Service star-fullstar-fullstar-full star-full

Pros:

  • Pulls lead information from email
  • Reps can work inside Gmail
  • Automated workflows

Cons:

  • Email tracker alerts clutter inbox
  • Company onboarding is an additional fee
  • Only for Google Workspace users

Copper is a productivity-forward CRM that manages leads through seamless integration with Google Workspace. Salespeople can pull lead information directly from Gmail, which will automatically update the customer database and trigger workflows. These leads are then scored by the number of website visits and email engagement and updated to their records. Copper looks and behaves like a Google app, integrating perfectly for Google Workspace users.

Copper Pricing

  • Basic: $25 per user, per month (doesn’t include lead scoring)
  • Professional: $59 per user, per month (doesn’t include lead scoring)
  • Business: $119 per user, per month
  • Free Trial: 14 days

Copper Key Features

  • Sales Pipelines: Customizable to fit your sales process.
  • Lead Management: Easily convert phone calls and emails to leads, which are automatically moved into the pipeline.
  • Auto Enrichment: Scrapes social media and websites to autopopulate customer records and lead headings.
  • Lead Scoring: Build a lead scoring system that auto updates with activity.
  • Workflow Automation: Create automatic sales activities and lead follow-up.

Copper - Lead Scoring Software

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Keap: Best for Lead Scoring Setup Support

A fusion of email marketing with a CRM, including lead management tools and comprehensive personal setup.

Price Range: $79 to $199 ($199+ for lead scoring) 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 Pricing star-fullstar-fullstar-fullstar-fullstar-full General Features star-fullstar-fullstar-full star-full Ease of Use star-fullstar-fullstar-full star-full Advanced Features star-fullstar-fullstar-full star-full Customization star-fullstar-fullstar-full star-full Customer Service star-fullstar-fullstar-fullstar-full

Pros:

  • Robust email marketing tools
  • Easy contact management
  • Highly rated customer service

Cons:

  • Expensive for the functionality
  • Custom reporting limited
  • No split testing

Keap is an email marketing tool with a CRM, lead management, and workflow automations. Rather than having companies implement its features alone, Keap requires the purchase of expert coaching with one-on-one consultation, webinars, and custom support so users maximize the lead scoring capabilities. For this reason, Keap is best for solopreneurs and small to midsize businesses that are new to lead scoring and want personalized support.

Keap Pricing

  • Lite: $79 supports one user per month and 500 contacts; $30 each additional user (doesn’t include lead scoring)
  • Pro: $159 supports one user per month and 500 contacts; $30 each additional user (doesn’t include lead scoring)
  • Max: $199 supports one user per month and 500 contacts; $30 each additional user
  • More Contacts: See website for pricing
  • Purchase of Setup and Expert Coaching (Required): $499
  • Free Trial: 14 days

Keap Key Features

  • Sales Pipelines: Customizable pipelines that turn leads into deals automatically.
  • Dashboard: Easy to use, intuitive, clean, and includes lead score.
  • Email Sync: Integrates with Gmail and Outlook so customer records auto-update.
  • Lead Scoring: Customize a scoring system with built-in triggers for automatic follow-up.
  • Workflow Automation: Create automations for marketing activities, lead capture, and lead and prospect follow-up.

Keap - Lead Scoring Software

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Bottom Line: Best Lead Scoring Software

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.

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