8 Best Lead Management Software for Salespeople 2022

Learn about the best lead management software solutions for top sellers, including the best use-cases for each of the top options.

Lead management software is a tool that analyzes, qualifies, tracks, and helps you nurture leads. The top lead management software are typically CRMs that include automations, integrations, and pipeline management; however, some of the best lead management software can also include marketing automation and email marketing software. To help you choose the right fit for your lead management process, we reviewed the best software to determine which top option is right for you.

Here are the eight best lead management software for sales and marketing:

ProviderWhat It's Right For
FreshsalesBest software for AI-powered lead management (free starting price)
HubSpot CRMBest for inbound lead management (free starting price)
PipedriveBest for managing sales leads through a visual pipeline (14-day free trial)
Zoho CRMBest software for multi-channel lead management (free starting price)
Salesforce EssentialsBest for advanced sales lead reporting insights (14-day free trial)
Insightly CRMBest for lead and project management in-one (free starting price)
ActiveCampaignBest for email nurturing and lead management ($9.00 starting price)
EngageBayBest for affordable lead scoring and distribution (free starting price)

How We Evaluated the Best Lead Management Software

Lead management software is a broad term that represents any sales or marketing tool that helps manage leads and prospects. However, the best lead management software are typically CRMs that offer sales and marketing features such as lead nurturing, pipeline management, contact management, lead capture, email nurturing, and more. To determine the best, we took these CRM features into account, as well as criteria such as pricing and ease-of-use, to assign each of the top options an overall score out of five. Check out our specific evaluation criteria below.

Evaluation Criteria

We identified the top six evaluation categories important to lead management software and assigned each a weighted score. Pricing and features were first, followed by ease-of-use, customization, and service.

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.

Freshsales emerged as the best lead management software, scoring the highest overall as well as in many of the individual categories. Still, it may not be the exact right solution for your unique needs. See below to learn more about each of our top-rated option's pricing, features, and scores.

Freshsales: Best for A.I. Lead Management

Uses powerful AI to help businesses automate lead management and nurturing.

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-full

Pros:

  • Lowest tier is feature-packed
  • Simple to learn and use
  • Easy migration from other CRMs

Cons:

  • Pricier than most
  • Must upgrade for contact storage
  • Better reports in higher tiers

Freshsales is software with tools for lead tracking, lead scoring, email marketing, and more to help users manage leads through activity and historical data. Its AI assistant, Freddy, provides insights via predictive scoring and sales forecasting, then suggests best next steps so salespeople know how and when to engage with leads. Freshsales is a fit for businesses looking for AI assistance to more strategically manage their 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: Automates lead generation, qualifies leads, and provides salespeople with deep insights in how to effectively communicate with customers.
  • Automated Workflows: Automatically create tasks to send welcome emails, follow up with leads, and move leads forward.
  • Mobile Management: Syncs with Google maps to automatically get directions or arrange transportation to your customer appointments..
  • Customization: Create landing pages and web forms that convert web traffic into leads, and customize dashboards for the information you need.
  • Customer Support: Available 24 hours a day, 7 days a week by live chat or 5 days a week by phone.

Freshworks CRM - Lead Management Software

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HubSpot CRM: Best for Inbound Lead Management

Offers a feature-packed solution designed to capture and prioritize inbound leads and keep them organized.

Price Range: Free to $1,200 per month (Sales Hub)

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

Pros:

  • Exceptional training resources
  • Well-designed dashboard
  • Free forever plan

Cons:

  • Must pay for lead nurturing
  • Reporting is limited
  • Customer support is add-on

HubSpot CRM is a cost-optional solution helping companies of all sizes manage their inbound leads. You can create landing pages and web forms to collect the info you need to start sales conversations, and HubSpot CRM will complete lead profiles in the database and route leads automatically. You can also build workflows to send personalized emails to nurture new leads, making HubSpot CRM right for businesses who focus primarily on online lead generation.

HubSpot CRM Pricing

  • Free Plan: Supports unlimited users
  • Sales Hub Starter: Starts at $45 per month for 2 users
  • Sales Hub Professional: Starts at $450 per month for 5 users
  • Sales Hub Enterprise: Starts at $1,200 for per month for 10+ users

HubSpot CRM Key Features

  • Lead Routing: Automatically distribute leads to the appropriate salesperson along with follow-up tasks.
  • Lead Management: See lead details inside contact profiles and view a timeline of activity, plus history, for more informed follow-ups.
  • List Segmentation: Build targeted lists and use email automations to nurture leads and grow your customer database.
  • Lead Scoring: Customize the scoring feature with your own criteria or use HubSpot’s predictive lead scoring software.
  • Lead Profiling: Automatically optimize your customer records with data you request from customers on web forms.

HubSpot CRM - Lead Management Software

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Pipedrive: Best for a Visual Pipeline

Features clean drag-and-drop pipeline views so salespeople know exactly where leads are positioned in the sales funnel.

Price Range: $14.90 to $99 per user, per month (14-day free trial)

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

Pros:

  • Visual pipeline for lead nuturing
  • Leadbooster add-on available
  • Syncs with calendars

Cons:

  • Bulk email not available
  • Leads and contacts not separated
  • Workflow automations in Advanced Tier

Pipedrive is a CRM that gives a visual representation of the sales process. Import new leads manually or via your website’s chat and forms, then label and filter them to schedule activities like emails or calls with the strongest ones. Leads will then appear in a visual pipeline sorted by activity due date so your salespeople can stay on top of lead management. Pipedrive is best for sales teams needing a clean, visual pipeline to organize their leads and tasks.

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

  • Sales Pipelines: Create one for each team or rep to make meeting their sales goals a more visual process.
  • Deal Management: Track deals, and see and prioritize ones that are growing cold.
  • Custom Fields: Create fields to collect the lead data you need
  • Calendar Sync: Integrates with Google, iCloud, and Microsoft Office, and also syncs across devices.
  • Lead AI: Analyzes sales actions, suggests improvements, notifies you of account changes, and gives progress reports.

Pipedrive - Lead Management Software

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Zoho CRM: Best for Multi-Channel Lead Nurturing

Provides a suite of lead management features like routing and scoring, plus lead nurturing through various channels.

Price Range: Free to $52 per user, per month (15- to 30-day free trial)

Overall Rating star-fullstar-fullstar-full star-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-full star-full Customization star-fullstar-fullstar-full star-full Customer Service star-fullstar-fullstar-full star-full

Pros:

  • Has a free forever plan
  • AI tools automate nurturing
  • Excellent lead & customer insights

Cons:

  • Advanced analytics only in Ultimate tier
  • Automations only in upgraded tiers
  • Customer support often reported slow

Zoho CRM is customer management software with lead scoring, nurturing, and tracking. Salespeople can talk to customers through multiple channels, such as email, phone, website chat, and social media, without switching systems for more personalized outreach — all lead information remains centralized in one platform. Zoho CRM works great for companies needing a solution to manage their diverse communications with high volumes of leads.

Zoho CRM Pricing

  • Free Forever: 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 days; 30 days for Ultimate tier

Zoho CRM Key Features

  • Pipeline Customization: Custom fields pull tailored customer information into pipelines for easy deal management.
  • Lead Management: Segments customer lists and manages follow-ups to ensure all steps to close are taken.
  • Analytics: Turns sales performance data into insights salespeople can use to focus on high-priority deals.
  • Task Management: Create tasks and notes, track conversations, and view history for better sales performance.
  • Custom Views and Filters: Advanced filters and timeline views allow salespeople to focus on vital statistics and information about each customer.

Zoho CRM - Lead Management Software

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Salesforce Essentials: Best for Lead Reporting

Customer and lead management software with robust reporting and other sales tools that enrich sales and lead data.

Price Range: $25 per user, per month (14-day free trial)

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

Pros:

  • Highly customizable
  • Lead tracker keeps records updated
  • Robust custom reporting

Cons:

  • Upgrades can be pricey
  • Add-ons unlock full potential
  • Cluttered interface with learning curve

Salesforce Essentials is a powerful, customizable CRM. Advanced tools like automated lead routing, custom sales forecasting reports and dashboards, pipeline tracking, a built-in caller, and more. Leading security measures also protect against data loss and breaches, making Salesforce Essentials ideal for larger teams that want the best features available for lead and contact management.

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
  • Free Trial: 14 days

Salesforce Essentials Key Features

  • Lead Tracking: See and access updated lead information, where it came from, and relevant insights.
  • Automatic Lead Routing: Ensure the right salesperson gets the lead for quicker introductions.
  • Track Marketing: Manage and track campaigns so you can see how they’re affecting your pipeline.
  • Opportunity Management: Manage deals with activity trackers, dynamic updates, and quick email templates.
  • Customized Reports: Build sales forecasting reports with drag-and-drop fields and filters for real-time views.

Salesforce essentials dashboard example

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Insightly CRM: Best for Project Management

An affordable, feature-rich CRM with tools that can manage leads from capture to close and beyond.

Price Range: Free to $99 per user, per month (14-day free trial)

Overall Rating star-fullstar-fullstar-full star-full Pricing star-fullstar-fullstar-full star-full General Features star-fullstar-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-fullstar-full Customer Service star-fullstar-fullstar-fullstar-fullstar-full

Pros:

  • Project management features
  • Robust workflow automation
  • Many integrations available

Cons:

  • Could be more user friendly
  • Upgrades can be pricey
  • Limited marketing features

Insightly CRM is a well-known CRM that offers solid sales pipeline features as well as advanced project management functionality. Manage leads using the platform's workflow automations and covert prospects into customers with ongoing projects or services. While there may be better options if you're just looking for sales and marketing lead management, but if you offer ongoing project management, Insightly is a good choice for you.

Insightly Pricing

  • Free Tier: Supports up to 2 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

  • Integrated Applications: Apps work together to create a highly customized CRM.
  • Project Management: Provides a visual representation of milestones, goals, meetings, and delivery dates inside the CRM.
  • Task/Activity Management: Tasks and activities are synced across teammates’ feeds.
  • Workflow Automations: Build customized workflows that can be triggered by events and will move leads to the next state in the pipeline.
  • Customer Support: Available 24 hours a day, 7 days a week by live chat or 5 days a week by phone.

Insightly CRM dashboard

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ActiveCampaign: Best for Email Nurturing

Email marketing software great for marketers nurturing leads via email campaigns.

Price Range: $9.00 to $259 per user, per month

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-full Advanced Features star-fullstar-fullstar-full star-full Customization star-fullstar-full star-fullstar-full Customer Service star-fullstar-fullstar-fullstar-fullstar-full

Pros:

  • Reps can access deal updates
  • Nicely designed mobile app
  • Simple, organized UI

Cons:

  • Needs Zendesk Service for full capability
  • Limited live customer support
  • Uploading customer records cumbersome

ActiveCampaign is a leading email marketing software offering lead management features for marketers capturing online leads and nurturing them vis email campaigns. Pricing starts at $9.00 for up to 500 contacts, with the ability to upgrade into more robust tiers or add additional contacts. While ActiveCampaign is limited in sales management features, it makes up for it with robust email nurturing and inbound lead management features perfect for marketers.

ActiveCampaign Pricing

  • Lite: $9.00 per month for 500 contacts
  • Plus: $49 per month for 500 contacts
  • Professional: $149 per month for 500 contacts
  • Enterprise: $249 per month for 500 contacts

Note: Extra monthly contacts can be purchased for an additional monthly fee

ActiveCampaign Key Features

  • Lead Nurturing Templates: Send automated emails, leverage custom forms, and create ongoing nurturing campaigns.
  • Integrations: Access a library of 1,000+ prebuilt third-party business app integrations.
  • Automatic Lead Distribution: Create rules for lead distribution based on lead source, lead profiling, or round-robin rules to match leads with the appropriate salesperson.
  • Lead Tracking: Segment customers, monitor activity, analyze data for patterns, and collaborate with your team.

activecampaign dashboard example

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EngageBay: Most Cost-Effective Lead Scoring & Routing

CRM software with sales and marketing features, including inexpensive lead scoring and routing.

Price Range: Free to $79.99 per user, per month

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-fullstar-fullstar-full Customer Service star-fullstar-fullstar-fullstar-fullstar-full

Pros:

  • Robust sales and marketing tools
  • Lead scoring and routing
  • Robust free tier

Cons:

  • 2-year commitment for lowest price
  • Lacking some customizations
  • User interface can be clunky

EngageBay is a newer CRM on the market but one of the best combined offerings of sales and marketing lead management software features. It offers a fairly robust free tier as well as premium tiers with advanced sales, marketing, and service automation functionality. You can even unbundle its features for a sales- or marketing-specific tool, making it great for sales and marketing teams needing a cost-effective lead management option.

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 based on all-in-one product with a two-year commitment.

EngageBay Key Features

  • Sales and Marketing Automation: Automate repetitive tasks such as lead scoring and distribution.
  • Pipeline Management: Drag-and-drop pipelines show you the status of leads and deals and sync with the CRM.
  • Service Functionality: Supercharge your sales efforts with customer service features and functionalities.
  • Email Marketing: Trigger automated, personalized nurture campaigns with visually appealing, easy-to-use templates.
  • Landing Page Builder: Build landing pages to capture inbound leads for routing and nurturing.

Engagebay dashboard

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Bottom Line: Best Lead Management Software

Without a structured lead management strategy in place, incoming leads run the risk of not getting qualified or nurtured properly, which wastes valuable time for you and them. Worse, your potential customers could receive outdated or duplicate messaging, turning them off your product or service. But with the help of the CRMs on this list, you can take control of your lead management and convert them into paying customers. 

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