Lead generation remains a point of focus for B2B companies in 2024, marking both their top objective and significant hurdle. Sales teams know that the lead generation is their most critical goal and their foremost challenge.  

You need the right tools, and this is where lead generation tools and lead generation software become indispensable. B2B lead generation software has transformed, driven by advancements in AI and personalization technologies, offering new avenues for companies to connect with their target audiences.  

Below we will explore top lead generation tools tailored for B2B companies in 2024.

Key Features to Look for in B2B Lead Generation Software

When selecting B2B lead generation software, businesses must consider a variety of features that align with their specific needs and goals. The effectiveness of these tools can significantly impact the ability to attract and convert leads into long-term customers. Here’s a breakdown of essential features that B2B companies should look for:

A) Usability and Integration

  • Ease of Use: The software should have an intuitive interface that allows users to navigate and utilize features without extensive training.
  • Integration Capabilities: Effective lead generation tools should seamlessly integrate with existing CRM systems and other marketing tools, ensuring data synchronization and streamlined workflows.

B) Comprehensive Toolsets

  • Prospecting Tools: Essential for identifying and connecting with potential leads.
  • Pop-up and Landing Page Builders: These help in capturing leads through engaging content offers and calls-to-action.
  • Marketing and Sales Automation: Automates repetitive tasks, allowing teams to focus on strategy and customer engagement.

C) Advanced Features for Targeting and Conversion

  • IP Intelligence and Data Enrichment: Identifies the companies visiting your website and enriches leads with valuable data, enhancing personalization.
  • Email Marketing and Lead Nurturing Tools: Supports the creation and management of email campaigns that move leads through the sales funnel.
  • A/B Testing and Analytics: Offers tools for testing different approaches and analyzing performance, crucial for optimizing strategies.

D) Accessibility and Support

  • Mobile Accessibility: Ensures that the team can access the platform from any device, enhancing flexibility and on-the-go management.
  • Customer Support: Robust support options are critical, including training resources, customer service, and technical support to resolve issues swiftly.

E) Pricing and Scalability

  • Affordable Solutions: Pricing should align with the features offered and be suitable for the company’s budget while providing the option to scale as business needs grow.

By focusing on these key features, B2B companies can choose lead generation tools that not only meet their current needs but also adapt to future growth and changes in the marketing landscape.

6 Best Lead Generation Software of 2024

Below, we've listed six top lead generation software options worth considering in 2024.



SMARTe is a B2B lead generation platform that provides sales intelligence and company & contact data.

SMARTe’s advanced filters make it easier for sales and marketing teams to build highly targeted lead lists that you can later use for your cold calling, create matched audiences on LinkedIn or send a targeted email campaign.

Some Top features of SMARTe:

  • 226M+ Contact data from 20M+ companies
  • International coverage in NA, EMEA, APAC and LATAM
  • Mobile number availability of 70% in NA and 45-50% across EMEA, APAC and LATAM.
  • Validated B2B emails (runs real-time verification when you request an email)
  • CCPA, GDPR compliance and SOC 2 compliant
  • Job changes updates and technographics
  • Integration with your existing tech stack (Salesforce, Outreach, HubSpot, etc.)
  • Chrome Extension to find leads of company websites and LinkedIn
  • Free sign up with 10 free credits every month
  • Efficiently priced starting at $900/user/year.

2. Cognism


Cognism is renowned for its comprehensive suite of products designed for sales, marketing, and GTMOps, making it a powerhouse in the realm of B2B lead generation tools. This platform offers a variety of features that cater to the dynamic needs of modern businesses striving to optimize their lead generation funnel.

Key Offerings of Cognism:

  • Prospector: Allows for targeted list building, enabling users to create highly specific lists for their campaigns.
  • Enrich: Provides list cleansing and enrichment services, ensuring data accuracy and utility.
  • Chrome Extension: Facilitates individual prospecting directly from the web browser, enhancing ease of access and usability.
  • Intent Data: Delivers insights into buyers actively searching for solutions like yours, which can significantly shorten the sales cycle.
  • Integrations: Seamlessly connects with your existing tech stack, allowing for a more integrated and efficient workflow.
  • Performance and Compliance: Cognism ensures compliance with CCPA, GDPR, and DNC (Do Not Call) lists scrubbing.

Pricing: Not available publicly.

3. LinkedIn Sales Navigator


LinkedIn Sales Navigator stands out as a premium subscription service tailored specifically for sales professionals. This tool is designed to enhance the capabilities of sales teams by providing them with advanced features to identify, engage, and convert prospects into paying customers.

Key Offerings of LinkedIn Sales Navigator:

  • Advanced Search and Filtering: Sales Navigator offers over 40 search filters allowing users to pinpoint their ideal prospects based on criteria such as job titles, industries, company size, and specific skills. This level of granularity ensures that the outreach efforts are as targeted and effective as possible.
  • Personalized Engagement: With access to detailed profiles including job history, education, and interests, sales professionals can craft personalized messages that resonate with each prospect. This personal touch increases the likelihood of engagement and relationship building.
  • Relationship Building Tools: Building meaningful relationships is at the core of successful sales strategies. Sales Navigator facilitates this by providing insights into prospects’ needs and pain points, enabling sales teams to offer valuable information and solutions.
  • Conversion Strategies: The tool aids in converting prospects through the use of social proof such as case studies and testimonials, demonstrating the benefits of products or services clearly and effectively.
  • Additional Tools and Integration: Lead Recommendations and Alerts: Utilizes AI to suggest potential leads based on search criteria and past interactions. Users can set up alerts for specific activities like job changes or new job postings, keeping them informed of important developments.
  • CRM and Administrative Tools: Seamless integration with existing CRM systems ensures that all customer data is synchronized and accessible. Provides detailed reports on sales activities and outcomes, helping refine strategies.

Pricing: $80+ p/m

4. HubSpot Marketing Hub


HubSpot Marketing Hub stands as a comprehensive solution tailored for B2B companies, focusing primarily on inbound marketing and sales strategies. This platform is particularly recognized for its robust handling of customer-facing activities, though it has some limitations in internal operational processes.

Key Features of HubSpot Marketing Hub:

  • Comprehensive Inbound Marketing Tools: HubSpot provides an array of tools designed to attract, engage, and delight customers, including content creation, SEO, and social media marketing capabilities. These tools are integrated into a single platform, simplifying the management of marketing campaigns.
  • Sales Enablement: The platform enhances the efficiency of sales teams with features like email tracking, meeting scheduling, and lead management, ensuring that potential leads are nurtured and converted effectively.
  • Customer Relationship Management (CRM): At the core of HubSpot Marketing Hub is its free CRM system that allows businesses to keep track of every interaction with their customers, providing a clear view of the sales pipeline and enabling personalized communication.
  • Easy Integrations: HubSpot seamlessly integrates with a variety of other tools and platforms, enhancing its utility without disrupting existing workflows. This integration capability is vital for businesses looking to maintain a cohesive technology ecosystem.

Pricing: $0 to $1,200 p/m

5. Drift

Image Source: Drift

Drift is a cloud-based chat solution that automates the business’s sales process, focusing on lead generation. It offers live chat widgets on the website to enhance customer experience and loyalty. Drift's key features include chatbots, proactive chatting, geo-targeting, and routing, making it a robust tool for mid-sized and enterprise businesses.

Key Features and Integrations

  • Chatbot Builder and Live Chat: Drift provides a visual flow builder for creating chatbot flows, which allows for real-time conversations with customers. This feature helps in shortening sales cycles by engaging visitors the moment they land on the website.
  • Proactive Chatting and Geo-targeting: The platform can initiate conversations based on visitor behavior and location, providing a personalized experience and improving engagement.
  • Comprehensive Routing: Utilizes enriched IP data to route visitor chats to the appropriate support representative based on the industry, although some users have reported issues with this feature being glitchy and sometimes routing irrelevant chats.
  • Rich Integration Capabilities: Drift offers 60 native integrations, including major tools like Salesforce, Marketo, Microsoft Dynamics, Oracle, and SAP. Additionally, it supports Zapier & Integromat for extended connectivity.
  • Performance Metrics: Drift provides a detailed and comprehensive dashboard that offers key success metrics, helping teams measure and optimize their engagement strategies.
  • Customer Reviews: The platform has received positive feedback for ease of use, customer support, and functionality, scoring an average of 4.5/5 across various review metrics. However, some users have expressed concerns over unethical billing practices and difficulties with account cancellation.

Pricing: Starts at $2,500 p/m, billed annually

6. Optimizely

Image Source: Dribble

Optimizely is a leader in digital experience platform technology. Known for its experimentation and personalization capabilities, it offers tools that allow B2B companies to conduct A/B testing, multivariate testing, and personalization at scale. This platform is crucial for businesses looking to optimize their websites and apps based on user behavior and feedback.

Key Features of Optimizely:

  • A/B Testing: Enables businesses to test different versions of their web pages to determine which one performs better in terms of user engagement and conversion rates.
  • Multivariate Testing: Allows for the testing of multiple variables to see how changes in several sections of a page interact with each other, providing a deeper understanding of user preferences.
  • Personalization: Offers tailored experiences to users based on their behaviors, demographics, and psychographics, enhancing the user engagement and conversion likelihood.
  • Real-Time Data: Optimizely provides real-time analytics that helps businesses make data-driven decisions quickly.
  • Heatmaps and Clickmaps: These tools offer visual representations of where users click and how they navigate through the site, helping identify hotspots and areas needing improvement.
  • Platform Integrations: Optimizely integrates seamlessly with other digital marketing tools and data management platforms, ensuring a unified approach to data and customer insights.
  • Scalability: It supports businesses as they grow, handling increased traffic and more complex testing scenarios without compromising performance.
  • Interactive Elements: Supports the creation of interactive elements on websites to enhance user engagement and satisfaction.
  • Mobile Optimization: Ensures that all tests and personalization strategies work flawlessly across mobile devices, crucial for reaching the increasingly mobile user base.

Pricing: Not available publicly


The landscape of B2B sales and marketing continues to evolve at a rapid pace, driven by technological advancements and changing consumer expectations. As companies strive to stay ahead in this dynamic environment, the selection of lead generation tools becomes critical in shaping their success. These platforms not only facilitate a more personalized and efficient outreach but also provide the analytics and insights necessary for continual optimization of marketing strategies. Moving forward, B2B companies are encouraged to consider these advanced tools as integral components of their lead generation and conversion strategies, ensuring they remain competitive and aligned with the needs and behaviors of their target markets.

Nitesh Sharma

Nitesh is SMARTe’s Head of Growth Marketing. He writes on topics within B2B marketing and sales, providing readers with real life, actionable tactics.

Prospect on any site or LinkedIn using SMARTe

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All your questions, answered.

What are the most effective B2B lead generation strategies currently?

The top B2B lead generation strategies include:

  • Engaging visitors with interactive content
  • Utilizing AI chatbots for better engagement
  • Collaborating with micro-influencers
  • Thoroughly analyzing all available data
  • Creating detailed profiles of target audiences
  • Encouraging sales enablement across different departments
  • Implementing a referral program to leverage existing relationships.

What constitutes B2B lead generation tools?

B2B lead generation tools are specialized software solutions that help in capturing leads automatically. This allows businesses to concentrate on crafting marketing campaigns rather than manually entering lead data.

Which lead generation tool is considered the best?

Email is often regarded as one of the best tools for lead generation. It effectively guides prospects through the sales funnel. Email newsletter platforms like Benchmark offer dynamic templates, tailored segmentation, and comprehensive analytics and reporting, providing valuable insights into what engages and converts prospects.

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