Quick Summary
This guide covers top B2B lead generation tools built to help teams find, engage, and convert high-quality prospects. Each tool, from data platforms to outreach automation, is designed to streamline your pipeline. If you’re serious about better lead capture, Growform’s high-converting forms are the perfect starting point, especially when paired with the tools on this list. For further tips and in-depth insights, check out more resources on our blog.
Essential B2B Lead Generation Tools to Accelerate Your Pipeline Growth
Over 50% of B2B companies in the U.S. say getting new marketing-qualified leads (MQLs) into the pipeline is an urgent priority. With so much riding on effective lead generation, it’s important to choose tools that not only capture B2B interests but also convert them into real opportunities.
In this Growform article, we’ll explore some of the best B2B lead generation tools to help you generate high-quality leads and fill your pipeline faster.
Why Listen to Us?
At Growform, we specialize in lead generation solutions that convert visitors into qualified leads. With extensive experience optimizing lead capture strategies, we’ve helped businesses of all sizes improve their sales processes. Our expertise ensures this guide is reliable for selecting the best B2B lead generation tools to drive growth.
What are B2B Lead Generation Tools?
The best B2B lead generation tools are designed to help businesses find, target, and convert high-quality leads. These tools streamline identifying potential clients and nurturing relationships, ensuring a steady flow of qualified prospects for your business.
Top tools often include features like automated outreach, data enrichment, and analytics to optimize lead quality and sales pipeline efficiency. With the right tool, you can increase your lead volume and conversion rates while reducing manual effort.
Why are B2B Lead Generation Tools Important?
- Efficient Lead Capture: Automatically capture leads from various sources to ensure no opportunity is missed.
- Lead Nurturing: Engage and build relation with leads through automated email sequences and follow-ups.
- Time Savings: Automate routine tasks, freeing up resources to focus on closing deals.
- Improved Lead Quality: Score and segment leads to prioritize those with the highest potential.
- Data-Driven Insights: Access real-time analytics to refine strategies and optimize lead generation efforts.
Not a B2B business? You can check out our compilation of the Best Lead Generation Tools for Small Businesses.
Top 8 B2B Lead Generation Tools
- Growform
- Leadfeeder
- OptinMonster
- Unbounce
- Zendesk Sell
- HubSpot Marketing Hub
- ZoomInfo
- Salesforce Marketing Cloud Account Engagement (Pardot)
1. Growform
The first B2B lead generation on the list is our tool, Growform, a form builder built solely for lead generation. Multi-step forms built on Growform from scratch or using templates are optimized to reduce friction, look great on any device, and improve lead quality without developer input.
While other tools prioritize surveys or data collection, we focus on helping B2B businesses get more qualified leads from the same traffic.
Key Features
- Multi-step Forms with Conditional Logic: Ask smarter questions in a logical sequence to improve lead qualification and keep users engaged from start to finish.
- Drag-and-Drop Builder: Build high-performing, complex forms quickly using an intuitive drag-and-drop interface. No developers or coding knowledge is required.
- Seamless Integrations: Connect to 300+ tools like CRMs, email platforms, and spreadsheets using Zapier to automate your lead management workflows.
- Advanced Form Analytics: Identify which fields users complete or abandon, giving you the insights needed to improve form performance and increase conversion rates.
- Real-Time Data Validation: Catch typos and inaccurate data instantly, ensuring every lead submitted is clean, accurate, and ready for follow-up.
- Customizable Templates: Choose from 100+ high-converting templates or design your own with flexible layout, colors, fonts, and branded styling.
Pricing
- Basic Plan ($59/month): 300 leads, 1 domain, unlimited forms, no Growform branding.
- Professional Plan ($99/month): 1,000 leads, unlimited domains, validation tools, and priority support.
- Scale Plan ($199/month): 3,000 leads, advanced marketing features, ad tracking, GTM integration.
- Custom Plan: Tailored for agencies; includes SLA, custom integrations, and uptime guarantee.
All the plans come with a 14-day free trial. Visit the Growform pricing page for more details.
Pros
- Purpose-built for B2B lead generation workflows
- Templates designed using conversion-focused UX principles
- Forms blend seamlessly with any site design
- Easy setup without developer involvement
- Forms can be easily embedded on websites and landing pages
- Mobile-optimized forms perform well on all devices
Cons
- Limited free plan with basic features and no advanced options
- Customization beyond templates requires coding or custom CSS
2. Leadfeeder
Leadfeeder is a B2B lead generation tool that identifies and tracks website visitors, turning anonymous traffic into actionable leads. The platform helps companies discover which companies are engaging with their content, providing detailed company profiles and contact information.
Leadfeeder’s focus on identifying high-value prospects from existing website traffic helps businesses maximize their marketing efforts without additional budget for ads or campaigns.
Key Features
- Website Visitor Identification: Identifies companies visiting your website, even if they remain anonymous.
- Company and Contact Enrichment: Provides detailed company profiles and contact info for decision-makers.
- Lead Scoring: Automatically scores leads based on their website activity and engagement.
- CRM Integration: Syncs with popular CRMs like Salesforce, HubSpot, and Pipedrive for streamlined lead management.
- Customizable Feeds: Create lead lists based on industry, activity, geography, and more.
Pricing
- Free Plan: Includes up to 100 companies, 7 days of data, and limited features.
- The Paid Plan starts at €165/month and offers unlimited data storage, detailed company information, and CRM integrations.
There’s a 14-day free trial for new users.
Pros
- Provides accurate lead data, showing which companies visit your site
- Tracks company behavior, including pages visited and engagement
- Integrates easily with Salesforce, HubSpot, and other CRMs
- Allows creation of custom lead lists for targeted outreach
Cons
- Some company data may lack accuracy, affecting lead qualification
- Limited integration options with non-major CRM systems like Odoo
3. OptinMonster
OptinMonster helps B2B marketers capture and convert leads through targeted on-site campaigns. Its tools, such as popups, slide-ins, and exit-intent triggers, are designed to turn anonymous visitors into qualified leads. OptinMonster works well for SaaS companies, consultants, and service providers looking to grow email lists and nurture prospects.
Key Features
- Exit Intent® Technology: Displays targeted messages when a visitor is about to leave the site.
- Page-Level Targeting: Customizes campaigns based on the specific page the visitor is viewing.
- A/B Testing: Tests different opt-in forms to optimize conversion rates.
- Geolocation Targeting: Personalizes messages based on a visitor’s location.
- Custom Success Messages: Shows personalized thank-you messages with actionable next steps.
Pricing
Optinmonster offers four paid plans:
- Basic: $7/month (2,500 pageviews, unlimited campaigns)
- Plus: $19/month (10,000 pageviews, A/B testing, additional features)
- Pro: $29/month (25,000 pageviews, exit intent, advanced targeting)
- Growth: $49/month (100,000 pageviews, eCommerce targeting, follow-up campaigns)
Pros
- Highly customizable targeting rules for specific B2B audiences
- Works well for content and lead magnet distribution
- Seamless integration with CRMs and email platforms
- Drag-and-drop editor is flexible and intuitive
Cons
- Advanced features like Exit Intent® are only available in higher plans
- Design flexibility is limited without custom CSS
- No native support for conversational forms
4. Unbounce
Unbounce helps B2B businesses generate leads by creating high-converting landing pages without developers. Even if you’re running paid campaigns, promoting gated content, or capturing demo requests, Unbounce gives you full control over on-page messaging and lead capture.
With built-in A/B testing, dynamic content, and AI-powered optimization, B2B teams can launch targeted landing pages that align with sales goals and quickly capture qualified leads.
Key Features
- Drag-and-Drop Builder: Builds and launches professional-grade landing pages without touching code or relying on developers.
- A/B Testing: Tests different headlines, offers, and layouts to improve conversion rates and capture more leads.
- AI Optimization: Automatically routes traffic to the best-performing landing page variant using machine learning.
- Popups and Sticky Bars: Captures leads and drives action with timed or behavior-triggered on-page campaigns.
- Dynamic Text Replacement: Matches page content to ad keywords or user attributes to increase message relevance.
Pricing
- Build Plan ($99/month): Up to 20,000 visitors, 1 domain, unlimited landing pages and popups.
- Experiment Plan ($149/month): Adds A/B testing and support for 30,000 visitors and 2 domains.
- Optimize Plan ($249/month): Includes AI optimization and advanced targeting for up to 50,000 visitors.
Pros
- Easy-to-launch pages without developer involvement
- Strong integrations with B2B CRMs and platforms
- Mobile-optimized pages and pop-ups
- Supports highly targeted campaigns with dynamic content
Cons
- Advanced design tweaks may require custom CSS
- Steeper learning curve for new users
- Some users report slower page load speeds
5. Zendesk Sell
Zendesk Sell is a sales CRM designed to help B2B businesses enhance their lead generation and sales processes. It offers tools for managing contacts, automating tasks, and gaining insights into sales activities, all within a user-friendly interface.
Zendesk Sell integrates seamlessly with other Zendesk products, providing a unified platform for both sales and customer support teams.
Key Features
- Lead Management: Organize and track potential clients throughout the sales pipeline to ensure consistent follow-ups and conversions.
- Sales Email Automation: Automate personalized email campaigns to engage leads effectively and save time.
- Task and Appointment Setting: Schedule tasks and meetings directly within the platform to streamline daily operations.
- Advanced Reporting and Analytics: Gain insights into sales performance with customizable reports and dashboards.
- Seamless Integrations: Connect with various third-party applications and existing tools to enhance workflow efficiency.
Pricing
- Sell Team ($19/month): Includes basic CRM features, limited integrations, 1 user.
- Sell Growth ($55/month): Offers advanced sales features, forecasting, analytics, 3 users.
- Sell Professional ($115/month): Includes task automation, lead scoring, advanced permissions, 5 users.
- Sell Enterprise ($169/month): Enterprise-level features for multi-department teams, advanced needs.
Pros
- Simple to use and quick for teams to adopt
- Works smoothly with other Zendesk products
- Mobile app is full-featured and fast
- Custom pipelines support complex B2B sales processes
Cons
- Premium features get expensive quickly
- Learning curve for setup and automation tools
6. Hubspot Marketing Hub
HubSpot Marketing Hub is an all-in-one marketing platform designed to help B2B businesses attract, engage, and convert leads. It offers a comprehensive suite of tools that streamline marketing efforts, enhance lead nurturing, and provide deep insights into campaign performance.
By integrating various marketing functions into a single platform, HubSpot enables businesses to execute cohesive strategies that drive growth.
Key Features
- Lead Management: Organizes, tracks, and nurtures leads throughout the sales funnel for improved conversion rates.
- Email Marketing: Creates and sends personalized email campaigns to nurture leads and build relationships.
- Landing Pages: Designs and launches custom landing pages to capture lead information and promote offerings.
- Analytics and Reporting: Gains insights into marketing performance with detailed reports and dashboards.
- CRM Integration: Seamlessly connects with HubSpot’s CRM to align marketing and sales efforts.
Pricing
- Free ($0/month): Basic email marketing, forms, live chat, and ad management.
- Starter ($20/month per seat): Multiple currencies, email health insights, and no HubSpot branding.
- Professional ($890/month, 3 seats): Campaign management, SEO, custom reporting, and lead scoring.
- Enterprise ($3,600/month, 5 seats): Multi-touch revenue attribution and advanced analytics.
Pros
- All-in-one platform for complete B2B marketing
- Clean interface and easy to learn for teams
- Native CRM integration enhances sales alignment
- Scales well from small to large B2B orgs
Cons
- Customization can be limited without dev help
- Integrating outside tools sometimes requires workarounds
Unlock Better Lead Data and Conversions with Growform
We’ve covered the top tools built to help B2B teams generate and convert more leads, from prospecting platforms to marketing automation. Each one streamlines lead generation and improves outreach.
If you’re ready to improve the way you capture leads, Growform is a smart place to start. Its customizable, high-converting forms plug into your CRM and help you collect better data and drive more conversions without the usual tech headaches.
Start today with a free 14-day trial.