Check out our independent editorial review of the best crm software for sales professionals, including use cases for each option.
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, pipeline management, and advanced security to keep information safe. To help you choose the right fit for your lead management process, we reviewed the best software; all are CRMs, as lead management is typically a primary feature.
Here are the eight best lead management software for salespeople:
In our evaluation, we researched each CRM’s core lead management features like multi-channel lead capture, scoring, routing, nurturing prospects to keep them warm, and profiling using public data. We also considered affordability and whether the CRMs are easy enough to adopt. Advanced CRM features and customization were also reviewed for businesses wanting AI assistance and custom reporting and dashboards, and customer service rounded out our research.
Note: All per-user prices are with a one-year commitment unless noted.
Apptivo emerged as the best lead management software, scoring the highest overall as well as in the Pricing category. A close runner-up was Freshsales, which won in the General Features, Ease of Use, Customization, and Customer Service categories. See below to learn more about each option’s pricing, features, and scores.
An affordable, feature-rich CRM with tools that can manage leads from capture to close and beyond.
Price Range: Free to $20+ per user, per month (30-day free trial)
Apptivo is a selection of highly customizable business applications that help manage leads from capture to pipeline to post-sale customer service. In addition to the CRM, Apptivo offers features related to email marketing, esignatures and contracts, quotes and invoicing, a contact center and help desk, and more. These capabilities make Apptivo great for businesses looking for a full-cycle solution for lead nurturing and customer service.
Uses powerful AI to help businesses automate lead generation and qualification, allowing salespeople to focus on relationships.
Price Range: Free to $69 per user, per month (21-day free trial)
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.
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)
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.
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)
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.
Check out our article on the best lead nurturing software for more detail on the top options.
Features clean drag-and-drop pipeline views so salespeople know exactly where leads are positioned in the sales funnel.
Price Range: $12.50 to $49.90 per user, per month (14-day free trial)
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.
Customer and lead management software with AI and other advanced tools that enrich and protect sales and lead data.
Price Range: $25 to $300 per user, per month (14-day free trial)
Salesforce Sales Cloud is a powerful, customizable CRM. Advanced tools like automated lead scoring and routing, custom sales forecasting reports, “Sales Path” lead tracking, “Einstein” AI assistant, built-in quoting, and a mobile app fully equip your sales team to manage leads. Leading security measures also protect against data loss and breaches, making Sales Cloud ideal for large teams that want the best features available for lead and contact management.
A simple-to-use sales tool best for managing deals and leads coming in through call centers.
Price Range: $19 to $99 per user, per month (14-day free trial)
Zendesk Sell is a customer-service-focused CRM with lead management and collaboration tools. Users can create and store unlimited templates for email campaigns and personalize them with recipients’ name, company, and more, and salespeople can access notes and call scripts in the CRM to better support each lead via phone and email. This makes Zendesk Sell ideal for those looking to streamline lead management via forms, templates, and scripts.
Customer management software with excellent email marketing tools for engaging and nurturing leads.
Price Range: $79 to $199 per month for one user, then $30 per additional user, per month; $499 one-time set-up fee (14-day free trial)
Keap is a CRM and marketing platform that allows salespeople to capture and engage with leads via web and email tools. Collect email addresses through attractive web forms, then segment lists according to leads’ behavior and data, build automated emails using templates, and launch effortless campaigns from inside the CRM. These email features plus A/B testing, reporting, and analytics mean Keap is ideal for those who rely on email to convert leads.
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.