There’s no way around it — every business needs to drive leads to grow.
However, B2B lead generation is far from a simple task.
You are competing with other businesses, navigating misinformation, and playing trial and error with various tools. Not to mention, you also might be selling a product that’s more expensive or requires a hire subscription fee than many B2C offerings.
Though a complex task, having the right B2B lead generation tools can simplify and speed up the process of lead generation.
In this post we’ll cover:
What is B2B lead generation?
B2B (business-to-business) lead generation is the process of attracting prospects that are businesses and converting them into leads.
While a B2B lead is made when anyone shares name and contact information that enables you to identify and follow up with them, a quality lead is one that signals their seriousness about product interest by providing other useful information and engaging further with your business. Qualified lead information varies and is harder to get. But, it generally includes name, occupation, and email address.
Ultimately, the goal of B2B lead generation is to create a consistent pipeline of qualified leads who are likely to convert into customers.
Why You Need B2B Lead Generation Tools
Trying to generate B2B leads without tools is like showing up to a sword fight without a sword — you will not be equipped with the tools you need to achieve your goal.
Because it is distinct from B2C lead generation, B2B lead generation requires a different set of strategies. B2B lead generation tools are critical for any business wanting to get high quality leads from the right places. These tools can automate processes which saves time, provide critical data to help you make better decisions, and integrate with other tools like CRMs.
Best B2B Lead Generation Tools
1. HubSpot Marketing Hub
Overview: HubSpot Marketing Hub is a suite of tools that aim to help marketers funnel leads through the attract, engage, and delight stages of the marketing flywheel.
For example, you can use Marketing Hub to create compelling content to attract your target audience, capture leads via site, email, or social media; and nurture tools like automated workflows that can continue to engage contacts via email and other types of messaging.
Features: HubSpot Marketing Hub has multiple features designed for lead generation, including a lead capture tool. It is also equipped with forms, popup forms, live chat, and chatbot.
What we like: Lead generation tools like an email builder are available for you to use. HubSpot Marketing Hub also integrates with HubSpot CRM.
Pricing: Paid tiers run from $45 to $3,600 per month depending on company size.
Overview: LeadPages enables you to create custom landing pages for different, specific audiences. It also integrates with other software, funneling leads into your CRM.
Features: Build websites, landing pages, pop-ups, alert bars, and more.
What we like: You have the ability to choose from hundreds of templates — there is a high level of customization.
Pricing: 14-day free trial, then$27/month for Standard (one website), $59/month for Pro Plan (three websites), and $239/month for Advanced Plan (50 websites)
Overview: Leadfeeder is a sales and marketing tool that identifies website visitors, even if the site visitors don’t fill out a form or contact you. The company boasts a database of static and dynamic IPs. Furthermore, Leadfeeder shows contact information for employees at the company.
Features: Features include automatic lead scoring, instant lead generation with their tracker, personal email alerts, and CRM automation.
What we like: Leadfeeder captures data from website visitors, turning anonymous traffic into potential leads. It also has custom segmentation features to help you identify high quality leads.
Pricing: $139+/month after a 14-day free trial.
Overview: OptinMonster enables users to build lead forms, with over 100 templates to choose from. There is a segmentation and targeting engine to display the popup.
Features: Build opt-in forms like lightbox popups, fullscreen takeovers, floating bars, and slide-ins.
What we like: There’s a drag-and-drop builder for easy form building.
Pricing: Prices start at $14/month for Basic (one website). $30/month for the Plus Plan (two sites), $47/month for three sites, or $80/month for Plus Plans covering five or more sites.
5. LinkedIn Sales Navigator
Overview: LinkedIn is known as a platform to connect with B2B audiences. Its Sales Navigator Professional and Team tool can help businesses target specific prospects, track leads, and engage with potential buyers with InMail Messages and TeamLink.
Features: Lead and company search tools, automated lead recommendations, and CRM integration.
What we like: You can build and automate custom lead and account lists.
Pricing: $65+ /month with a one-month free trial and annual commitment. There are two options — Sales Navigator Professional and Sales Navigator Team.
Overview: Qualaroo is an website polling tool that collects user feedback and leads using the tool.
Features: Qualaroo boasts customizable survey options and advanced targeting features.
What we like: Surveys are an interesting way to generate leads. Qualaroo makes categorizing leads and sending them to designated funnels based on their answers seamless.
Pricing: Prices start at $80 for the Essential tier. The Enterprise tier is quote-based.
Overview: Discover.ly is a Google Chrome add-on that allows you to find and score leads from social media.
Features: Discover.ly profile scans recommend and score prospects you’re connected to on social media.
What we like: This convenient Chrome extension that delivers digestible information.
Overview: Does a question ever pique your interest? How about a quiz? LeadQuizzes is an online quiz maker that helps businesses capture site leads.
Features: LeadQuizzes boasts features like website embedding, embeddable CTAs, website popups, announcement bars, and ad campaign tools that integrate with Facebook Pixel and Google Ads.
What we like: Quizzes are a unique way to capture your audience’s attention and generate leads. LeadQuizzes simplifies quiz-making and can be integrated into your website.
Pricing: $49+/month after a 14-day free trial.
9. Hello Bar
Overview: When you visit a website, you may be greeted by a popup that splashes across the screen. Hello Bar is a widget that enables you to create those popup bars that appear across people’s screens when they visit a website.
Features: You can choose from a wide variety of popups: bars, modals, alerts, sliders, and full-screen page takeovers.
What we like: Hello Bar is highly customizable; personalize your message, CTA, and position.
Pricing: Freefor up to 5,000 page views per month. Upgrades available include: Growth for $29/month (50,000 monthly page views), Premium for $49/month (up to 150,000 monthly page views), and Elite for $99:month (up to 500,000 monthly page views).
Overview: Webinars are a good content marketing method for B2B businesses to generate leads. Everwebinar helps you schedule and automate your brand’s webinars.
Features: Everwebinar has features like a room that mimics a live webinar with chat, and boasts high definition quality. It also enables you to tailor your messaging for post-webinar follow ups.
What we like: Everwebinar enables you to run webinars with automation and customizable follow-up pages.
Pricing: $499 annual (billed annually) or $874 biennial (billed every two years).
Overview: MailChimp is an email marketing tool that you can integrate with your landing page tools or CRM.
Features: Email automation tools, lead capture forms with exit-intent technology, and shareable newsletter URLs.
What we like: MailChimp has manyemail tools that help you create on-brand emails and track campaign performance.
Pricing: Mailchimp has a free version with a 1,000 send limit. The Essentials version starts at $13 per month, the Standard at $20 per month, then the Premium at $350 per month.
Overview: At its core, HotJar is a customer experience platform that enables you to visualize user behavior with heatmaps and design surveys.
Features: Heatmaps, surveys, and a dashboard for viewing analytics.
What we like: Heatmaps provide useful intelligence about how users behave on your site. HotJar also enables you to target visitors by URL, device, and user attributes.
Pricing: The Basic tier is free and the Business tier is $80+/month.
Overview: Zapier is an automation platform that lets you connect over 3,000 apps, so within automated workflows..
Features: Pre-made templates for connecting and automating tasks, plus countless integrations
What we like: Zapier is compatible with over 3,000 apps, making integrating software and tools easy.
Pricing: Zapier has a free version. The Starter plan is $19.99/month while the Company plan is $599/month.
14. Turnstile by Wistia
Overview: Is it Turnstile the band, or Turnstile the lead generating email capture tool? It’s the latter. Turnstile helps you collect emails from your videos to generate leads. It is compatible across all devices.
Features: You can customize how you want your email collecting form to appear, like on hover. You can also personalize the submit button copy.
What we like: Turnstile’s form is simple, but effective. You can connect Turnstile data to HubSpot, Marketo, and Pardot.
Pricing: T Requires Wistia Plus for $19/month.
Overview: Receiving quality data is important for generating quality leads — it also helps you cut down on time spent prospecting. Datanyze collects contact information about technologies used by different companies that could become prospects.
Features: Stores, collects, and exports prospect data from LinkedIn pages and company websites, including email addresses and phone numbers.
What we like: Consolidates and organizes data.
Pricing: 90-day free trial with two paid monthly ($29 or $55 per month) and yearly ($21 or $39 per month) tiers.
Overview: Smartphones are omnipresent. Why not reach customers via text message? MobileMonkey enables you to target leads via mobile devices and messaging.
Features: SMS promotion tools, surveys, and integration options that let you connect to top-of-funnel channels like blogs and social media to the platform.
What we like: MobileMonkey automates the process of engaging and re-engaging contacts and leads.
Pricing: Demo required for pricing information.
Overview: Hootsuite enables you to monitor social profiles from one place, schedule posts in advance, and analyze social campaigns’ performance.
Features: Post scheduling , advertising tools, messenger integrations, and analytics.
What we like: Hootsuite consolidates social media activity across multiple channels.
Pricing: Plans start at $49/month for Professional and $129/month for Team with a 30-day free trial
Overview: It would be hard to drive qualified site leads with bad SEO. SEMrush is an SEO tool you can leverage to perform website audits and use that information to assess where you can improve in driving search traffic to lead-gen content.
Features: You can run technical SEO audits; track SERP positions; integrate with Google Analytics and other data tools, build,execute, and monitor PPC (pay-per-click) ad campaigns.. SEMrush also offers social media post scheduling for major channels.
What we like: SEMrush integrates with Google Analytics, making insights more powerful.
Pricing: After a 7-day free trial, plans cost $99 or $199 per month dependent on features and user size.
Overview: ActiveCampaign is a CRM that aims to m help users collect and organize leads.
Features: Pipeline management, follow up and email segmentation.
What we like: You can affordably get a lot out of ActiveCampaign’s features.
Overview: Every B2B website needs some sort of form for collecting data. Jotforms do exactly that by allowing you to collect data like website visitor emails, payment information, and names.
Features: You can build professional-looking forms that integrate with email marketing services, project management boards, CRMs, cloud storage apps, and more. You can also be paid directly through your form.
What we like: Jotform has over 10,000 templates for you to choose from.
Pricing: There’s a free tier, but paid plans range from $34 to $99 per month.
How to Choose Winning B2B Lead Generation Tools
While the list of lead generation tools feels endless these days, here are a few quick things you want to keep in mind when choosing the right tools:
- What channels are most effective for your lead generation efforts? – Which channels can be improved?
- What’s your budget for lead generation?
- What level of ROI do you need?
- How many users will need to use these tools?
By answering these questions, you can identify the best tools for your exact needs. For more help with lead generation, check out the offer below.