Lead Generation Software


Check our our list of the top lead generation software types for inbound and outbound leads. At the bottom, you'll also find a full list of our lead gen software articles.

Lead generation software is a broad category of tools for collecting contact information and communicating with leads through inbound or outbound methods. Whether you’d like to build up your contact lists with high-value prospects for outreach, or want an effective tool that helps drive quality leads to you, the list below covers the best options available, including core features and who should use each type of sales prospecting software.

Rather than looking at our entire list of software, you can jump to our complete list of niche-specific articles for any lead generation software need: See them below. Otherwise, continue reading for an A-Z overview of the top lead generation software types:

1. B2B Lead Database

What it Does: Searchable sales software that helps marketers and salespeople find and start to qualify new leads so they know who to target and how to reach them.

Average Cost: Price can vary from free basic tools to over $300 per month for additional or more sophisticated features.

UpLead best b2b database

B2B database example

Key B2B Lead Database Features

  • Email Finding: Provides a resource to search for email addresses and/or a plugin to collect contact information from the web or LinkedIn.
  • Email Verification: Enables you to verify whether your existing lists of email addresses are valid to ensure you’re maximizing outreach efforts.
  • Lead Qualification: Allows you to target leads that are more likely to convert based on their similarity to your customer profile, and better position your pitch with relevant data on leads.
  • CRM Integration: Connects and syncs your lead lists with your CRM, allowing you to seamlessly transition to lead nurturing.

Who Should Use B2B Lead Databases

B2B databases are a great sales prospecting tool for companies looking to collect corporate leads through targeted outreach efforts. This is because they provide access to new leads plus key information such as their demographics, geographics, and contact details so sellers can find and qualify new leads or enhance the data they have on their existing leads. For more information about inbound lead generation tools, continue reading below.

Top B2B Lead Database Providers

  • UpLead: Discover email addresses and enrich contact information via a searchable database and a Chrome extension that scrapes email addresses from sites you visit. UpLead guarantees a 95% accuracy rate and integrates with many CRMs, and it's great software for cold calling.
  • LinkedIn Sales Navigator: Top LinkedIn lead generation software that gives access to all LinkedIn profiles, including details unavailable to users with standard accounts. Find leads' contact info and interests and see which mutual connection would be best to introduce you.
  • ZoomInfo: Helps you conduct targeted reachouts using standard information you'll find in most databases plus insight into leads' buyer intent and website activity. With this kind of additional key information, ZoomInfo is an excellent tool for increasing conversions.
Additional Reading:

If you want information on the top databases and the primary use cases for each one, check out our detailed article on the best B2B lead databases, including pricing and features.

2. Email Finder Software

What it Does: Allows sales professionals to search databases for lead contact information or scrape email addresses from websites and social media.

Average Cost: Free options with a capped number of monthly credits, up to $500+ including pay-per-credit options.

Email finder software example
Email finder software example

Key Email Finder Software Features

  • Chrome Extension: Allows email finders to scrape email addresses from the websites or social media pages you visit.
  • Social Media Compatibility: Some email finders are more capable than others when it comes to pulling contact information from professional sites like LinkedIn.
  • Data Point Filters: Narrowing your search allows you to target leads that are more likely to convert, and the additional information allows you to better position your pitch.
  • Bulk Search: Process thousands of company domains simultaneously to build up your list of prospects fast.
  • Automated List Building: Pre-set your desired criteria to automate the process of adding emails to your lead lists.

Who Should Use Email Finder Software

Salespeople looking to generate outbound leads will benefit from this cold email software's ability to apply filters to searches and automate lead gathering. You’ll be able to manually search for emails, scrape contact information from web and social media pages you visit, or let your email finder auto-generate lead lists on a recurring schedule based on parameters you set.

Top Email Finder Software Providers

  • Snovio: Affordable email finder with great features, Snovio can be used as either a Chrome extension or a searchable database. Integrates with LinkedIn and Facebook and includes automated lead nurturing campaigns with analytics on performance.
  • VoilaNorbert: With an advertised 98% accuracy rate and a pay-as-you-go plan, VoilaNorbert is a solid option for salespeople looking for a no-frills email finder that gets the job done right and allows room for scaling up.
  • Hunter.io: Hunter offers automatic email verification and transparent, relevant data on email addresses retrieved including where and when they were found, so you can feel more confident about the leads you add to your list. Available as a browser extension or a searchable database.
Additional Reading:

For more on email finding software, including the best options for you or your team, check out our detailed list of the best email finder software, which can help you choose the best tool for you.

3. Email Verification Software

What it Does: Verifies whether existing lists of email addresses are valid so you can maximize hits and minimize bouncebacks.

Average Cost: Based on number of emails verified, from $3 to $10 per 1,000 addresses.

Email Verification Software example
Email verification example

Key Email Finder Software Features

  • Chrome Extension: Allows email finders to scrape email addresses from the websites or social media pages you visit.
  • Social Media Compatibility: Some email finders are more capable than others when it comes to pulling contact information from professional sites like LinkedIn.
  • Data Point Filters: Narrowing your search allows you to target leads that are more likely to convert, and the additional information allows you to better position your pitch.
  • Bulk Search: Process thousands of company domains simultaneously to build up your list of prospects fast. Automated List Building: Pre-set your desired criteria to automate the process of adding emails to your lead lists.

Who Should Use Email Finder Software

Sales professionals preparing to launch an email marketing campaign can maximize their efforts by using an email verification tool to reduce the number of bouncebacks they get. Not only does this increase efficiency, it also protects the integrity of your IP address and minimizes the chances your outreach ends up in a spam folder.

Top Email Verification Software Providers

  • ZeroBounce: Removes invalid and misspelled email addresses from your list, helping you improve your inbox placement and email campaign performance. With spam trap verification included, you’ll improve your IP reputation by removing risky email addresses that can mark your emails as spam.
  • NeverBounce: Provides real-time email verification and email cleaning service. Simply upload your existing list and download your updated, clean list with a guaranteed 99.9% accuracy rate. NeverBounce can also integrate with your opt-in forms to ensure only valid submissions are sent to you.
  • Mailfloss: Connects with your email service provider to automatically verify emails and remove any that are no longer valid. It also auto-corrects common domain spelling errors to make sure that you’re syncing valid email addresses only.
Additional Reading:

For more information on the top email verification software options, check out our independent editorial review of the best email verification software, including what each provider does best.

4. Lead Generation Website

What it Does: A website is your foundation for inbound lead generation, allowing you to capture leads, provide customer support and convert sales.

Average Cost: $48 to $1,000+ annually depending on its size, functions and features.

Lead Generation Website example
Lead generation website example

Key Lead Generation Website Features

  • Domain Registration and Web Hosting: Purchase a domain name and publish your website online, allowing you to utilize additional lead generation tools.
  • Templates: Website builder software provides pre-designed templates for your site, including for opt-in forms and landing pages.
  • Customization: Ability to customize your website with your choice of colors, images, icon and button sizes and additional pages.
  • SEO Features: Optimizes your website so it ranks higher in search engine results, driving traffic and increasing the number of inbound leads you get.
  • Web Forms & Landing Pages: Create opt-in forms for lead magnets and surveys, or create a landing page as a standalone site for capturing leads.

Who Should Use a Lead Generation Website

Sales teams and individuals who want to generate inbound leads may begin with a lead generation website. Your website is the starting point for additional tools such as opt-in forms, landing pages and live chat software. Whether you’d like to build your website from scratch or use a website builder to make the process easier, a website is an essential tool for generating leads.

Top Lead Generation Website Providers

  • WordPress: Allows you to publish and update your website from a simple user interface with an endless amount of customization. With WordPress, you’ll be able to choose from a vast selection of free or paid templates, and many plugin options to extend your page’s functionality and search engine ranking.
  • GoDaddy: An all-in-one provider that can help you register, host, and/or build your website with its free website builder. With competitive pricing, a range of pricing tiers and an array of useful features – GoDaddy can serve as a one-stop shop for getting your website online.
  • Squarespace: Known for its incredibly easy-to-use website builder with great-looking templates, even the least tech-savvy among us can create an awesome website with Squarespace. In addition, there are plenty of advanced features and analytics tools available to boost your site’s performance.
Additional Reading:

If you're looking for a complete guide on lead generation websites, check out how-to article on creating and optimizing a lead generation website, including tips and best practices.

5. Lead Capture Software

What it Does: Broad category of tools that helps salespeople collect contact information from leads, primarily via online forms on a lead generation website.

Average Cost: Monthly price of $0 to $400 for feature-rich plans and multiple users.

Lead Capture Software example
Lead capture software example

Key Lead Capture Software Features

  • Web Forms: Allows you to add a form to your web page where leads can enter their contact information.
  • Web Page Surveys: Enables you to add a survey to your website as a means for collecting contact information and data.
  • Performance Analytics: Detailed information on how your lead capture forms are performing.
  • Integrations: Integrates with social media, messaging apps, or your CRM to capture leads from more places and add them to existing contact lists.
  • Landing Pages: A standalone web page a visitor is directed to after clicking an email or web link where they can enter contact information.

Who Should Use Lead Capture Software

Lead capture software helps generate inbound leads by assisting in the creation of web forms where leads are able to enter contact information. This increases your ability to engage with prospects who have shown interest and may be more likely to convert. Additional features like analytics and integrations with your other sales tools help you easily nurture leads after you’ve captured their contact information.

Top Lead Capture Software Providers

  • Optinopoli: Allows salespeople to capture leads through email campaigns and opt-in forms for your web page. Optinopoli has a number of customization options for your lead capture campaigns, performance analytics, and a free pricing plan with essential features.
  • ActiveCampaign: Helps map out and automate the process of creating and adjusting email campaigns and landing pages. ActiveCampaign segments leads and uses past click data to send copy that is uniquely suited to the individual lead, providing relevant content that is more likely to convert.
  • Leadpages: Create online landing pages, pop-ups, and alert bars to collect leads and convert sales with no limit on the number of leads you can collect or pages you’re able to publish. Leadpages even has a hefty selection of customizable templates and great customer support.
Additional Reading:

For additional information on lead capture tools and for help choosing the best option, check out our in-depth editorial review of the top lead capture software to narrow down your options.

6. Landing Page Builder

What it Does: After clicking an offer link in an email campaign or online ad, visitors are sent to a standalone web page with lead capture forms embedded to collect contact information.

Average Cost: Wide ranging pricing options from $0 to $500 monthly depending on number of users, features, or number of leads collected.

Landing Page Builder example
Landing page builder example

Key Landing Page Builder Features

  • Template Selection: Use pre-made templates to create visually appealing landing pages and increase your conversion rate.
  • Drag and Drop Builder: Customizing your landing pages is simple with drag and drop functionality.
  • Integrations: Allows you to take the leads generated from your landing pages and move them through your sales pipeline by integrating with your lead management software.
  • A/B Testing: Create multiple landing pages and compare performance to make sure they are optimized for your targeted audience. Customization: Allows you to easily add custom javascript or HTML to your landing page to get the precise look you want.

Who Should Use a Landing Page Builder

The benefit of a landing page as opposed to a web form on your main website is that since it’s a page devoted entirely to capturing the lead, there aren’t other links or menu items that divert the lead to another page. Landing page builders allow you to create eye catching, professional landing pages to capture leads and route them to your CRM for further engagement.

Top Landing Page Builder Providers

  • ClickFunnels: Create your whole sales funnel to guide leads directly to the best product or service for their individual needs. Includes an easy-to-use drag and drop builder, one-click up-sell functionality, and email campaign automation all from one convenient dashboard.
  • Unbounce: Perfect solution for sales professionals who are new to the process of creating landing pages and want something very user-friendly. Unbounce is compatible with WordPress, allows you to choose from over 100 available templates, and includes a drag and drop function to build the perfect landing page.
  • Elementor: Widely used plugin built for WordPress which assists with building landing pages. Elementor has a wide selection of templates and widgets which can be used to design landing pages that look great and work as intended.
Additional Reading:

For more details on the best landing page builder options for salespeople, check out our editorial review of the top landing page builders, including which one is right for you.

7. Live Chat Software

What it Does: Provides a platform for potential leads and customers to interact with you or your team from their mobile device or computer.

Average Cost: Free plans with basic functionality and limited users, up to $1,000 monthly for large businesses with many users.

Live Chat Software Example
Live chat software example

Key Live Chat Software Features

  • Chat Options: The platform’s ability to use multiple chat functions such as text, voice or video.
  • Integrations: Connects the chat platform with third party tools and platforms like Salesforce, Mailchimp, WordPress, or Facebook Messenger.
  • Customization: Included builder tools let you customize the look of your chat service to sync with your branding.
  • AI Automation: Chat bot can automate the chat service to help with the most common inquiries and route leads for further assistance.
  • Analytics: View data on past chats to see which requests are most common and improve your ability to move leads through your sales funnel.

Who Should Use Live Chat Software

Live chat software serves as both an inbound lead generation tool as well as a means for providing support to keep customers happy. The ability for leads to interact in real time allows you to guide them through the sales process before they’ve left your website. The added touch of personal connection through chat can also help to establish a relationship with leads for future outreach.

Top Live Chat Software Providers

  • HubSpot CRM: HubSpot offers a range of tools with their service hub platform with their free-for-life plan, as well as paid options with additional advanced features. The free plan includes live chat, VoIP, reporting analytics, and more.
  • ChatBot: Automates customer service by providing an AI-powered bot capable of chatting live with leads or existing customers. Customize your ChatBot with a drag and drop builder, integrate it with your social media channels, and support customers in a range of languages.
  • Intercom: Includes a chatbot feature for most common requests, a live chat option so you can take over when it’s time to get hands-on, and customer engagement tools like targeted emails and conversation tracking so you can review your engagement approach.
Additional Reading:

If you'd like more detail on the top live chat software options, including the best solution for your needs, check out our editorial-independent review of the best live chat software, including cost and features.

8. Website Visitor Tracking Software

What it Does: As more and more potential customers visit your website and landing pages, website visitor tracking software reveals who they are and/or which company they represent.

Average Cost: Free versions offer standard features, while upgraded plans that reveal more visitors and info can be less than $100 to several hundred dollars per month.

Leadfeeder website visitor tracking software
Website visitor tracking example

Key Website Visitor Tracking Software Features

  • Anonymous Site Visitor Identification: Shows you who is visiting your website, including the company they work for plus key demographics.
  • Web Activity Tracking: Understand what your visitors are doing once they reach your site, including page visits, clicks, and more.
  • Lead Scoring: The software will use demographics and behavior information to rank and score the leads it believes are most likely to close.
  • Search and Filter Tools: Automatically organize your website visitors, including individual leads and businesses, within a detailed database.
  • Third Party Integrations: Create a link between your website visitor tracking software and your CRM, marketing platform, or Google Analytics account.

Who Should Use Website Visitor Tracking Software

Website visitor tracking software can reveal the people and companies checking out your lead gen website, keep track of the actions they take on your site, and score and rank them according to the factors that indicate fit and interest. This gives sales teams with quality websites and landing pages the ability to see exactly who they are and reach out to them while their interest is piqued. Scoring tools will help you know who to contact first.

Top Website Visitor Tracking Software Providers

  • Leadfeeder: The best overall website visitor tracking software for a mix of pricing and features for B2B businesses, Leadfeeder shows you which companies are visiting your site, including key intel like the job title and contact info of the specific representative who viewed the site. You can also confirm the right person from each company to contact.
  • HubSpot CRM: With a robust set of free website visitor tracking tools plus sales, marketing, service, and operations features, HubSpot is a CRM that helps you learn the basics of your visitors, such as company name, firmographics, and activity like page views and downloads. It also offers upgrades for more detailed info and cold outreach tools.
  • ZoomInfo: A well-known B2B database with website visitor tracking tools, ZoomInfo helps you qualify your web visitors by comparing the information it gathers about them with your ideal customer profile. Using the database and the WebSites feature, you can then learn all about your top leads and prioritize them when you reach out.
Additional Reading:

To learn more about the best tools for tracking your web visitors, read our full article on the best website visitor tracking software, which will also help you pick the best option for you.

9. Lead Management Software

What it Does: After you’ve captured a lead, your lead management software allows you to nurture the lead to deal-close.

Average Cost: Free plans available which include standard features, while premium plans with advanced features that support more users can be over $1,000 per month.

lead management software example
Lead management example

Key Lead Management Software Features

  • Sales Pipeline Visibility: Allows you to identify the status of leads within your sales cycle, qualify them and take action to move them through your pipeline.
  • Workflow Automation: Set up custom rules to automate a given action when leads reach a specific stage in your sales cycle.
  • Email Tracking: Provides an organized view of your emails and their status so you can easily determine when and how to follow up.
  • Third Party Integrations: Connects your lead management software with tools such as your email service provider, POS system, accounting software, or cloud storage.
  • Customer Analytics: Segments customer data and provides ROI insight, allowing you to make sound decisions on your products/services and communication strategies.

Who Should Use Lead Management Software

Lead management software provides salespeople an organized view of where leads are in the sales cycle and what needs to be done to drive them towards conversion. For sales teams or individuals that have more than a few leads to juggle, lead management software can help you stay on track and engage prospects at the right time. With customer analytics, you’ll also enhance your ability to pitch your leads.

Top Lead Management Software Providers

  • HubSpot CRM: Offering a suite of sales tools, HubSpot is a platform that allows you to scale up as you go. Their lead management software’s free starting plan for unlimited users offers most of the standard features you would find in a paid starter plan. It also includes live-chat widgets and plenty of educational support resources.
  • Pipedrive: A visual pipeline with a very user-friendly interface is what sets Pipedrive apart from other platforms. You’ll be able to easily see where your leads are in the sales process and automate your workflow to ensure follow-ups are carried out at the right time.
  • Less Annoying CRM: A well-rounded platform that covers all of your basic needs under a single-tiered pricing plan. It has an easy-to-use, customizable interface allowing you to segment your leads and manage your pipeline with minimal effort. Less Annoying CRM also offers customer support for uploading your data at no added cost.
Additional Reading:

For additional reading about the top lead management tools for salespeople, check out our best lead management software article to help you decide which platform fits your needs.

Bottom Line

Lead generation tools make the process of collecting, qualifying and effectively engaging with leads more efficient, boosting your potential to find more high quality leads and convert more sales. With software that speeds up your process and enhances your ability to generate leads, you’ll be able to close more with less wasted effort.

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