Here are the 23 best lead generation tools + why they matter

When I first started in marketing, the term “lead generation” felt like this big, vague thing everyone was obsessed with, but no one could explain clearly. I’d hear phrases like “capture demand” and “fill your funnel,” and I’d nod along pretending to understand while secretly Googling things like “what is a lead magnet?” during team meetings.

Over the years, I’ve tested dozens of tools, chased shiny objects, and finally found a few that made a real difference. That’s why I’m excited to break down these lead generation tools and platforms — no jargon, no fluff — just real tools that actually help bring leads in the door (and keep your sales team from sending passive-aggressive Slack messages).

Table of Contents

• What is lead generation?
• Why is lead generation important?
• What is a lead generation platform?
• The 23 Best Online Lead Generation Tools

Want a full breakdown? I’d recommend starting with this beginner’s guide to lead generation. Then, grab our free lead gen starter guide to help with launching and sustaining effective lead generation efforts.

Why is lead generation important?

Without leads, your business is just a really expensive hobby.

No leads = no pipeline = no revenue.

But there’s more to it. Lead generation is foundational not just for growth, but for scalable and predictable growth. Let’s break down three key benefits:

1. Revenue growth that compounds over time.

Companies that have a solid lead generation engine see massive payoffs. In fact, B2B companies with mature lead gen processes generate 133% more revenue than average performers.

When you consistently fill your pipeline with qualified prospects, it feeds every part of your sales funnel — and ultimately drives long-term profitability.

2. Smarter marketing spend with clear ROI.

Lead gen is one of the most measurable parts of your marketing strategy. You can track cost-per-lead, conversion rates, time-to-close, and customer lifetime value. This kind of clarity means your marketing team can double down on what works — and cut what doesn’t — without guessing.

According to HubSpot’s State of Marketing report, 61% of marketers say generating traffic and leads is their top challenge, yet it’s also the area with the most measurable ROI.

3. Better alignment between sales and marketing.

Good lead generation aligns your sales and marketing teams. With the right tools and handoff processes in place, marketers can deliver sales-ready leads that match the ideal customer profile. This reduces friction, shortens sales cycles, and improves win rates.

According to LinkedIn, 87% of sales and marketing leaders say collaboration between teams enables critical business growth.

Want to go deeper? Check out this free lead generation introduction.

What is a lead generation platform?

Lead generation platforms are tools that help you find, attract, and capture leads. Some help with email outreach. Others focus on landing pages, pop-ups, chatbots, or data enrichment. The best ones? They integrate seamlessly with your CRM and workflows.

You can explore lead gen from every angle, but it boils down to three things:

• Get attention.
• Create value.
• Make it easy to take action.

Below, I’ve compiled a list of the best lead generation platforms and tools on the market, including some free options.

The 23 Best Online Lead Generation Tools

1. HubSpot Marketing Hub

Best for: All-in-one inbound marketing

I know — of course HubSpot is on this list. But it’s not just because I’m writing this for HubSpot. It’s because I’ve used it across multiple roles, from solo marketing team to scaling startups.

With HubSpot’s Marketing Hub, I was able to build landing pages, automate emails, score leads, and track performance — all in one dashboard. The integration with the CRM means I didn’t have to switch tools just to understand where a lead came from or how qualified they were.

What I really appreciated was the lead capture functionality — all customizable, all trackable. I could launch a new lead gen campaign in an afternoon and know it would plug right into our nurturing workflows.

You can easily integrate Marketing Hub with your CRM, email tool, or customer data platform of choice. Or, if you want to spare yourself from the headache that comes with integrating third-party apps, you can opt for HubSpot’s Starter Customer Platform — it packs email automation and content marketing tools, cross-departmental analytics, ecommerce features, and a lot more, all under an intuitive interface.

Source

Pricing: Free plan available; Starter starts at $20/month, with Professional and Enterprise tiers offering deeper automation and ABM features.

What I like: The built-in CRM and marketing automation combo is hard to beat. You don’t need five different platforms to do the job of one, and the scalability makes it great for small teams and big operations alike.

2. Unbounce

Best for: High-converting landing pages

When I worked at an early-stage startup with no dev support, Unbounce was a lifesaver. I could build and publish branded, mobile-optimized landing pages without touching a line of code.

What stood out was how fast I could A/B test different layouts, CTAs, and form formats. And the AI-powered Smart Traffic feature (which sends visitors to the landing page variation most likely to convert) actually made a noticeable difference in our sign-up rates.

Source

Here are my favorite features:

• Drag-and-drop builder for fast launches.
• Smart Traffic optimization.
• Over 100 templates to choose from.
• Integrates with most CRMs and email tools.

Pricing: Starts at $99/month for the Build plan. More advanced features (like Smart Traffic and AMP) are included in higher tiers.

What I like: The ease of setup and A/B testing is unmatched. It’s perfect for marketers who want to launch campaigns quickly without relying on devs.

3. OptinMonster

Best for: Converting website visitors with pop-ups

I’ve tested a lot of pop-up tools, but OptinMonster consistently performed better in terms of user targeting. It’s not just about showing a discount to everyone who’s about to bounce — it’s about showing the right message at the right time.

Source

With OptinMonster, I could use exit-intent popups, scroll triggers, and even geo-location targeting. I once ran a campaign that only showed a free trial pop-up to returning visitors from California. It crushed it.

Here are my favorite features:

• Exit-intent and time-triggered campaigns.
• Drag-and-drop campaign builder.
• Audience segmentation and personalization.
• Built-in A/B testing.

Pricing: Starts at $16/month for Basic. Higher-tier plans unlock advanced features like exit-intent and onsite retargeting.

What I like: Its targeting options are precise, and it plays nicely with most CMS platforms. You can personalize the experience without needing custom code.

4. Leadfeeder

Best for: Identifying anonymous B2B website visitors

This one blew my mind the first time I used it. Leadfeeder tells you what companies are visiting your site — even if they don’t fill out a form. That means you can start warming up leads before they convert.

I’ve used this in tandem with cold outreach tools to prioritize companies already showing intent. It helped our sales team get to the right accounts faster.

Here are my favorite features:

• Connects to Google Analytics and CRM.
• Company-level visitor tracking.
• Daily lead reports and notifications.
• Integrations with Pipeline, Salesforce, and HubSpot.

Source

Pricing: Free version available (limited data). Paid plans start at $139/month depending on company size and lead volume.

What I like: It’s like getting a second chance with anonymous traffic. If your site gets decent B2B traffic, this tool pays for itself quickly.

5. Pipedrive

Best for: Visual sales pipeline management

As a visual thinker, I love how Pipedrive lays out your sales process in drag-and-drop stages. It’s so much easier to keep track of where leads are, what next steps need to happen, and where you’re losing momentum.

The real magic, though, is in the automation. I’ve set up workflows where a new lead from a specific form automatically gets added to a pipeline, assigned to a rep, and sent a custom follow-up email. Once it’s set up, it just works.

Source

Here are my favorite features:

• Kanban-style deal tracking.
• Workflow automation tools.
• Activity reminders and scheduling.
• Insights into sales velocity and conversion.

Pricing: Starts at $14.90/month per user. Advanced plans offer more automation and reporting capabilities.

What I like: Its simplicity is a major win for small teams, and the automations can save serious time on repetitive tasks.

6. Keap (formerly Infusionsoft)

Best for: Automating small business lead nurturing

I’ve worked with a few small teams that didn’t just want a CRM — they wanted an entire marketing backend. Keap filled that gap perfectly. It offers CRM, email automation, payments, forms, appointment booking … and it’s all tied together with visual workflows.

Source

Here are my favorite features:

• All-in-one CRM and automation.
• Easy-to-use campaign builder.
• Built-in invoicing and appointment scheduling.
• Designed for service-based businesses.

Pricing: Starts at $129/month for Pro. Max tier available for $199/month with more automation and ecommerce features.

What I like: Keap is purpose-built for solopreneurs and small teams. Everything lives in one place, which cuts down on tool fatigue and data silos.

7. Hotjar

Best for: Understanding user behavior to optimize lead flows

This isn’t a traditional lead gen tool, but I can’t imagine running a website without it. Hotjar gives you heatmaps and session recordings so you can see how people are actually using your site.

When I first used Hotjar on a client’s landing page, we found that 80% of users never scrolled past the hero section. That insight alone reshaped our form placement strategy.

Source

Here are my favorite features:

• Heatmaps, click maps, scroll depth.
• Session replays to spot friction points.
• Feedback widgets and surveys.
• Easy to install and use.

Pricing: Free plan available; paid plans start at $39/month based on daily sessions.

What I like: Hotjar doesn’t just give you numbers — it gives you a narrative. You can literally watch how users move through your site, rage-click, or abandon forms. That visibility is game-changing when you’re trying to understand drop-off points or improve your UX for better lead capture.

8. ZoomInfo

Best for: B2B contact and company data at scale

When I needed deeper insight into enterprise accounts, beyond just emails or job titles, ZoomInfo delivered.

It’s not just a contact database — it’s a sales intelligence platform. I’ve used it to build segmented ICP lists, enrich CRM data, and trigger outreach based on company changes like hiring spikes or funding rounds.

ZoomInfo GTM Intelligence: How AI-Powered Lead Generation Transforms Sales Teams

Here are my favorite features:

• Real-time contact and company enrichment.
• Intent signals and technographic data.
• Workflow automation for sales and marketing.
• Native integrations with HubSpot, Salesforce, and Outreach.

Pricing: Custom pricing based on seat count and features. Typically geared toward mid-sized to enterprise teams.

What I like: The depth and reliability of data are hard to beat. If your lead gen strategy depends on targeting the right people at the right companies, ZoomInfo gives you both the map and the compass. Bonus points for its intent signals that help prioritize outreach based on behavior.

9. Wisepops

Best for: Advanced on-site lead capture popups

If you’ve ever felt limited by other pop-up builders, Wisepops is worth a look. I tested it on an ecommerce site and loved how dynamic the targeting options were — cart value, scroll percentage, device type, and more.

Source

Here are my favorite features:

• Slide-ins, bars, modals, and full-page overlays.
• Email and SMS capture in one flow.
• Behavior-based triggers and segmentation.
• Built-in analytics and A/B testing.

Pricing: Starts at $49/month for up to 100k monthly pageviews.

What I like: The editor is intuitive, but it’s the targeting that makes Wisepops stand out. You can build sequences based on what someone does and where they are in your funnel. It’s the kind of personalization that actually boosts conversion rates without annoying your users.

10. Apollo.io

Best for: B2B email outreach and lead databases

I found Apollo when I was tired of overpriced B2B databases that gave me stale or irrelevant leads. Apollo combines a solid contact database with a cold outreach tool — perfect for SDRs or founders doing their own outreach.

Source

Here are my favorite features:

• Over 250M contact profiles.
• Built-in email sequencing and dialer.
• Intent signals and filters for ICP targeting.
• Works well with CRMs like HubSpot and Salesforce.

Pricing: Free plan with limited contacts; paid plans start at $49/month.

What I like: Apollo lets you do your research, build a list, and launch a campaign — all from the same dashboard. The filters are super specific, and the emails don’t feel like spam when done right. It’s outbound made scalable and efficient, especially for scrappy B2B teams.

11. Typeform

Best for: Interactive lead capture forms

Most forms are boring. Typeform makes them feel like a conversation. I’ve used Typeform for everything from newsletter sign-ups to product fit surveys. People actually enjoy filling them out, and that matters when every conversion counts.

Source

Here are my favorite features:

• One-question-at-a-time design.
• Logic jumps and personalization.
• Beautiful design, even for free users.
• Easy integrations with HubSpot, Zapier, and more.

Pricing: Free plan available. Paid plans start at $25/month with more responses and customization.

What I like: Typeform turns your lead gen into a branded, user-friendly experience. It’s not just a form — it’s a micro-conversion tool that respects your audience’s time.

12. Salesloft (formerly Drift)

Best for: Conversational lead capture via chat

I’ve seen this tool, back when it was known as Drift, transform the way B2B teams talk to site visitors. Instead of sending someone to a static form, Salesloft lets you start a conversation. That real-time interaction means more qualified leads, booked meetings, and less waiting.

Source

Here are my favorite features:

• AI chatbots and live chat.
• Custom chat playbooks based on page behavior.
• Calendar integrations for instant meeting booking.
• ABM support with personalized experiences.

Pricing: Custom pricing for teams. Free plan includes live chat and basic bot features.

What I like: Salesloft doesn’t just capture leads — it qualifies them. I love how easy it is to route visitors based on actions or attributes and get them talking to the right person faster.

13. Intercom

Best for: Combining live chat, support, and nurture

I’ve used Intercom in SaaS setups where customer education was key. Their bots handle onboarding and lead capture while keeping the tone human and helpful. It’s chat that scales.

Source

Here are my favorite features:

• Custom bots and carousels.
• Product tours and triggered messages.
• Email, SMS, and app messaging in one place.
• Deep user segmentation and behavioral targeting.

Pricing: Starter plans begin at $74/month. Larger teams need custom pricing.

What I like: Intercom shines when you need to educate and nurture leads over time. It blends marketing and support so that the handoff between interest and onboarding feels seamless.

14. LinkedIn Lead Gen Forms

Best for: B2B paid campaigns on LinkedIn

If your audience lives on LinkedIn, this is a no-brainer. I’ve used Lead Gen Forms to run sponsored content campaigns and capture quality leads without sending users to a landing page. The forms auto-fill with LinkedIn profile data- huge win.

Source

Here are my favorite features:

• Native forms inside LinkedIn ads.
• Auto-populated contact info.
• Easy CRM sync (like with HubSpot or Salesforce).
• Works across Sponsored Content and InMail.

Pricing: Free to use, but only available with LinkedIn Ads spend.

What I like: The frictionless experience leads to higher conversion rates, especially if you’re targeting execs who don’t like clicking around. The lead quality is usually higher, too.

15. Outgrow

Best for: Creating lead magnets like quizzes and calculators

Want to stand out? Build something interactive. I’ve used Outgrow to build ROI calculators, product recommenders, and personality quizzes — and they convert way better than static PDFs.

Source

Here are my favorite features:

• Templates for quizzes, polls, assessments, and calculators.
• No-code builder with logic branching.
• Built-in analytics and lead scoring.
• Integrates with most CRMs and email tools.

Pricing: Starts at $25/month for freelancers and $95/month for businesses.

What I like: Outgrow makes lead magnets feel like tools, not freebies. You offer value before asking for info which builds trust and boosts conversion.

16. Mailchimp

Best for: Email marketing and landing page combos

Mailchimp isn’t just about newsletters anymore. I’ve used it to build email workflows, lead gen landing pages, and even run basic A/B tests. For small businesses or solopreneurs, it’s a solid starting point with a friendly UI and drag-and-drop everything.

Source

Here are my favorite features:

• Email sequences and automation.
• Landing pages and signup forms.
• Segmentation and tags.
• Integrations with hundreds of tools.

Pricing: Free plan available with up to 500 contacts. Essentials starts at $13/month; Standard and Premium plans offer more automation.

What I like: It’s approachable but still powerful. You can launch a full-funnel lead gen campaign — form, email, nurture — without touching code. Plus, their pre-built templates save serious time.

17. Leadpages

Best for: Fast, code-free landing page creation

Leadpages is built to convert — plain and simple. I’ve used it to create dozens of lead capture pages, from free resource downloads to webinar registrations. The drag-and-drop builder feels snappy, and the analytics are precise.

Source

Here are my favorite features:

• Conversion-focused templates.
• Built-in pop-ups and alert bars.
• A/B testing and real-time optimization.
• Easy Zapier and email marketing integrations.

Pricing: Starts at $49/month for the Standard plan. Pro plan is $99/month with more A/B testing and checkout options.

What I like: The speed. You can go from idea to published page in under an hour. Great for time-crunched marketers who need results now.

18. Jotform

Best for: Building complex forms with conditional logic

When Typeform felt too sleek and Google Forms too basic, I turned to Jotform. I’ve built registration forms, multi-step questionnaires, and file upload forms with zero code — and it always just worked.

Source

Here are my favorite features:

• 10,000+ templates for all industries.
• Conditional logic and calculation fields.
• HIPAA and GDPR-compliant options.
• Payment integrations and e-signatures.

Pricing: Free plan includes five forms. Paid plans start at $39/month and scale by submissions and storage.

What I like: Jotform handles complexity without making your life complex. It’s ideal when your lead gen form needs to do more than just collect an email.

19. BDOW! (formerly Sumo)

Best for: List building and email capture on-site

Back when I was launching a niche content site, I used then-Sumo to build my first 1,000 subscribers. It offers welcome mats, pop-ups, scroll boxes — you name it. Even the free version gave me enough tools to meaningfully grow my list.

Source

Here are my favorite features:

• Easy-to-install WordPress plugin.
• Pre-designed opt-in forms.
• Built-in email integrations.
• Heatmaps and analytics for form performance.

Pricing: Free version available. Pro starts at $39/month.

What I like: BDOW! is lightweight but powerful. It’s especially good for content-drive brands that want to turn readers into leads without building a whole landing page.

20. Albacross

Best for: Identifying anonymous website visitors (EU-friendly)

Similar to Leadfeeder, Albacross helped me uncover the companies visiting a B2B SaaS site I worked on. What I liked most was their data compliance — being based in Europe, they’re GDPR-aware by default.

Source

Here are my favorite features:

• Company-level website visitor tracking.
• Lead enrichment and firmographic filters.
• Integrations with HubSpot, Pipedrive, Salesforce.
• Real-time alerts and customizable lead feeds.

Pricing: Custom pricing based on site traffic and features used.

What I like: If your business serves Europe or you’re worried about privacy laws, Albacross gives you peace of mind with powerful insights. Plus, the intent data helps you reach out at the right time.

21. Google Ads: Lead Form Extensions

Best for: Capturing leads directly from search results

I first tried this during a campaign targeting high-intent keywords, and it worked surprisingly well. Instead of sending users to a landing page, Google’s lead form extensions let people submit their info directly from the ad.

https://youtu.be/ncDVZoq52u0?si=w8-33fXTlFLTfb_W

Here are my favorite features:

• No-click lead capture.
• Mobile-optimized form experience.
• Integrates with CRMs like HubSpot and Salesforce.
• Best for high-intent, lower-funnel keywords.

Pricing: Included with your Google Ads spend.

What I like: It reduces the steps needed to convert —no click-throughs, no drop-offs. If you already run paid search, this is a low-effort way to boost lead volume.

22. Facebook Lead Ads

Best for: High-volume B2C lead capture on social

Running lead gen campaigns for a consumer product? Facebook Lead Ads make it super easy to collect emails, phone numbers, and other details without making users leave the app.

Source

Here are my favorite features:

• Native forms within Meta products, Facebook and Instagram.
• Auto-filled fields based on profile data.
• Syncs with email and CRM tools.
• Works great for giveaways, downloads, and sign-ups.

Pricing: Free to use with your Facebook/Instagram ad spend.

What I like: It’s fast, frictionless, and very scalable. I’ve used it to grow newsletter lists, book consults, and even pre-launch audiences. By far my favorite tool and strategy.

23. Crunchbase

Best for: Prospecting and market research

When I was building ICP lists for a B2B SaaS project, Crunchbase helped me identify funding rounds, decision-makers, and tech stacks all in one place. It’s a goldmine for cold outreach when paired with tools like Apollo or HubSpot.

Source

Here are my favorite features:

• Company insights, revenue, funding, and contact info.
• Advanced filters by industry, stage, and geography.
• Custom lists and saved searches.
• Ideal for B2B research and sales teams.

Pricing: Free tier available; Pro plan starts at $49/month.

What I like: Crunchbase saves hours of manual research. You get a data-rich picture of your prospects before ever writing a cold email which massively improves personalization.

Final Thoughts

Lead generation used to intimidate me. Early in my career, I’d spend hours setting up clunky forms, chasing down cold emails, and wondering if I was missing some magic formula everyone else had figured out.

Spoiler: there’s no magic formula. But there are tools that make it way easier.

Every tool on this list has played a part in helping me grow pipelines, nurture relationships, and actually enjoy the process of connecting with potential customers. Whether you’re running paid ads, building quizzes, or optimizing landing pages, the key is choosing the tools that match your style and your audience.

Personally, I’ve found that success comes from stacking tools that work well together — like combining Hotjar insights with an Unbounce test, or using Typeform data to drive better segmentation in Mailchimp. The more intentional your stack, the smoother your funnel.

So, experiment. Try a few. Break things (gently). The right lead generation tool won’t just save you time — it’ll show you what’s working and help you double down on it.

And if you’re still unsure where to begin, I’d start simple: Pick one tool from this list, set it up, and run a small test. That first lead that comes in? It’ll feel like magic.

Editor’s note: This post was originally published in March 2019 and has been updated for comprehensiveness.