20+ Best B2B Lead Generation Tools

Want to build a lead generation machine for your business? Struggling to pick the best tools for your marketing tech stack? Well, you are in the right place!

B2B lead generation strategies involve multiple channels and tactics, from driving traffic to the website to encouraging them to take action toward conversion. This requires different tools at each stage of the lead generation funnel.

In this article, I will be presenting you with the best B2B lead generation tools that I have used for my clients and recommend to others.

That said, here are the best B2B lead generation tools –

1. Unbounce

Unbounce - B2B lead generation tools

Unbounce is my favorite landing page-building platform because of its easy drag-and-drop builder and 100+ customizable templates at a very affordable price. 

Alongside the landing page builder, Unbounce also offers popup and sticky bar builders, which you can quickly deploy on your existing website to capture leads. 

Pricing plans: Starts at $80/month to $300/month with a 14-day free trial for every plan.

2. Instapage

Instapage - B2B lead generation tool

Instapage promotes itself as the world’s most advanced landing page platform, and somewhere I believe it too. Instapage provides a wide range of features from lead capturing to analytics and personalization, allowing you to optimize your landing pages for higher ROI.

Instapage offers 500+ professionally designed landing page templates that can be easily customized as per your needs.

Pricing plans: Starts at $149/month with a 14-day free trial

3. Leadpages

Leadpages - B2B lead generation tool

Leadpages is also a drag-and-drop page builder which is not just limited to creating landing pages. You can create your entire site and add popup forms and alert bars to capture leads.

Leadpages offers 150+ high convertible landing page templates and seamless integration with advertising platforms, allowing you to build stunning opt-in lead generation campaigns easily.

Pricing Plans: Leadpages’ basic plan ranges from $25/month to $199/month with 14-day free trials

4. OptinMonster

Optinmonster - B2B lead generation tool

When it comes to creating a highly targeted and intelligent popup form builder, OptinMonster is the first tool that comes to my mind. It offers very advanced features like geo-location targeting, device-based Targeting, and page-level targeting that allow you to customize your offerings based on the user behavior on your site and personas.

Pricing plans: OptinMonster plan starts at $9/month with limited features and ranges up to $49/month with all the features.

5. Sumo

Sumo - Lead generation tool for B2B

As the homepage of the tools states, Sumo is a free email-capturing tool that just takes two steps to add popups on your site. Sumo offers fully customizable designs and integrates easily with email marketing tools.

It is a great tool when you’re getting started, but if you want to leverage pop-ups to improve conversion rate without affecting the user experience, you should consider OptinMonster.

Pricing plans: It starts with the free plan and offers all the features at $39/month.

6. ActiveCampaign

ActiveCampaign- B2B Lead generation tool

ActiveCampaign is the best email marketing and marketing automation tool I have ever encountered. Its advanced automation and website tracking features allow you to automate a lead’s journey from the first touchpoint on your website until it exists in the company ecosystem.

It also offers you a Free Sales CRM and Automation tool to manage contacts, assign deals to team members, and automate the sales sequence.

Pricing Plans: ActiveCampaign Lite plan starts at $9/month, but its Plus plan at $49/month is most relevant for B2B marketing. 

7. ConvertKit

Convertkit - B2B lead generation tool

When it comes to the closest and most affordable alternative to ActiveCampaign with advanced features, including marketing automation, ConvertKit is the best option. It also offers a landing page builder that allows you to create 

Pricing Plans: ConvertKit offers only Free and $29/month complete feature plans.

8. Semrush


As the headline of the Semrush homepage states, it is an all-in-one marketing tool designed to help you with every aspect of marketing, from SEO, keyword research, rank tracking, and technical audits to PPC campaigns, competitive intelligence, and more.

Semrush offers an extensive set of tools that enables you to research and analyze data to unlock lead generation opportunities for your business.

Pricing Plans: It starts at $7 for a 7-day trial, and it offers 3 premium plans which start at $99.95/month with the Pro plan 

9. Ahrefs


Well, Ahrefs is an alternative to Semrush. It also provides a wide range of SEO tools to help you rank higher and drive more traffic to your website. I have already been using Semrush as my SEO tool, but I have been a great admirer of Ahrefs backlink checker – it is better than any other tools out there.

But you don’t need both Semrush and Ahrefs as your SEO tool. Both tools offer a trial at $7 for 7 days. So, I recommend you try both the tools and choose one that you’re more comfortable with.

Pricing and Plans: It starts at $7 for a 7-day trial, and its monthly plan begins with the Lite plan at $99/month.

10. KWFinder


KWFinder is a keyword research tool that is very useful while creating your content strategy and writing blogs for your site. Keyword research is crucial before publishing an article to ensure a high ranking for relevant keywords.

If your budget doesn’t allow you to afford tools like SEMrush and Ahrefs, you must have a powerful keyword research tool in your arsenal to ensure your content strategy is intact. KWFinder is the best keyword research tool among others out there.

Pricing Plans: KWFinder is offered by Mangools, and its pricing starts at $29.90/month and goes up to $79.90/month

11. Google Keyword Planner

Google Keyword Planner

Google Keyword Planner is a free keyword research tool offered with Google Ads. Marketers mostly use it for PPC campaign strategy, but you can leverage it for the website content strategy targeting relevant audiences.

Pricing Plans: Free    

12. GoToWebinar

GoToWebinar b2b lead generation tool

GoToWebinar is a powerful webinar tool that aims to help you leverage webinars as a lead generation strategy by automating the whole process from promotion to conversion. 

GoToWebinar allows you to schedule and automate your pre-recorded webinar videos to set up the event at a specific time interval and recreate the live experience for the audience. With its email automation and seamless integration with other marketing tools, you can keep your audience engaged and nurture them over some time. 

Pricing Plans: GoToWebinar Plan starts at $89/month and goes up to $429/month

13. Demio

Demio - B2B lead generation tool

If I have to choose a webinar platform that is very much relevant to B2B marketing, Demio would be my first choice. It offers a customizable landing page and form builder to put your brand aesthetic on your landing page.

Best of all, it allows you to host your webinar instantly, on-demand for the registrants. This single feature is what makes me fall for Demio. The on-demand webinar hosting feature lets your prospects see the product demo instantly without making your sales representative take the demo every time someone requests it.

Pricing Plans: Demio starts at $34/month and goes up to $163/month

14. Survicate

Survicate - B2B Lead Generation Tools

Survicate is one of the best survey tools that allows you to create responsive survey forms and collect responses from your target audience via email, social media, or web links.  

It is a handy lead generation tool because the data you can gather from your existing and potential customers helps you optimize your lead generation process for better results. 

Pricing Plans: Survicate offers a 10-day free trial and paid plans start at $59/month, allowing up to 250 responses per month.

15. Qualaroo

Qualaroo is also a customer research tool, but unlike SurveyMonkey, it allows you to collect data from your website visitors in real-time based on their behavior and page context.

You can ask specific questions on the pages or button clicks without affecting the user experience. Qualaroo can help take feedback from visitors related to products, website design, etc. The data gained from it can be used to optimize your website conversion.

Pricing Plans: Qualaroo offers two plans, a Startup plan at $199/month and a Growth plan at $499/month.

16. Leadfeeder

Leadfeeder is a website visitor identification tool that tells you people from which company is visiting your site and their contact information like email, phone number, and LinkedIn profile.

Leadfeeder also shows you the company’s key details, including industry, number of employees, location, etc. Using such information about the companies, you can filter the most suitable prospects you would like to add to the pipeline.

Additionally, you can connect Leadfeeder with your CRM where it can push the contact information directly with their website behaviors like –

  1. Pages visited
  2. Time spent on site
  3. Source of traffic etc.

It is a handy tool for B2B marketers and salespeople as it speeds up the entire lead generation process by sharing all the possible details about unknown visitors. All you need to do is install the Leadfeeder tracker on your site and connect it with your Google Analytics account.

Pricing and Plans:  It offers only two plans: Free and Premium. Premium with all the features costs $55/month. 

17. Hunter.io

Hunter is an email-hunting tool that lets you find the email address of your prospects just by entering the website address of your target company. It allows you to pick and choose the email address of the person you would like to connect with. 

Hunter also offers an email verifier tool that checks if the email address is active and whether the message will be delivered to the right inbox or not. You can use this tool to reach the decision-makers of target companies whom you cannot convert via other marketing platforms.

Pricing and Plans: Prices start from $49/month and go up to $399/month with the enterprise plan

18. Intercom

Intercom is the most advanced messenger which is relevant for B2B audiences. Most chatbots are designed for B2C audiences, but Intercom Messenger allows you to engage B2B professionals on your site and walk them through the funnel for lead generation.

Above all, this chatbot can analyze the user behavior on your site and filter out the most potential customers, which your sales team can follow up.

Pricing and plans: Intercom’s pricing starts at $87/month for their Essential plan and goes to $153/month for their Pro plan.

19. ManyChat

ManyChat is a Facebook chatbot that lets you capture leads via chatbox. It is a great tool for building relationships with customers and prospects. You can create a custom chatbot using the templates offered by ManyChat, or you can make one from scratch based on how your visitors interact on the site. 

Pricing and Plans: ManyChat is initially free and starts the premium plan at $10/month with all the features.

20. HubSpot

HubSpot is the first CRM that I ever came across, and I still prefer it over any other CRM to manage contacts and consolidate user data from all other marketing tools. HubSpot Marketplace offers a range of marketing tools that seamlessly integrate and update contact details.

HubSpot offers free CRM, which is more potent than most paid CRMs. Here are some of the features included in HubSpot free CRM –

  • Contact management
  • Company records
  • Pipeline
  • Live Chatbot
  • Company insights
  • Email integration
  • Website forms
  • Ads management (Google Ads, Facebook & LinkedIn)
  • Email tracking & notifications
  • Email templates
  • Reporting dashboards

Pricing and Plans: HubSpot is free to use, but its premium plan for marketing CRM starts at $40/month and goes up to $3200/month.

21. Keap

HubSpot premium plan that includes advanced marketing features can be over your budget. In that case, there’s no better alternative than Keap.

Keap also offers email marketing, SMS marketing, appointment booking, landing page builder, lead scoring, etc. And the best part is, it allows you to send invoices to clients right from the dashboard and collect the payment via Paypal and Stripe – isn’t this a great time and resource saver?  

Pricing and Plans: Keap’s pricing starts at $24/month for their Grow plan, $45/month for their Pro Plan, and $60/month for their Infusionsoft plan.

Wrap-Up: Best B2B Lead Generation Tools

While selecting the tools to set up the marketing ecosystem in your organization, always remember that the tools enable you to do marketing more efficiently and effectively.

But it shouldn’t come at the cost of your entire marketing budget. I have listed tools with different pricing plan features in each category.

Now, it’s your job to evaluate each tool and pick one that fulfills your current needs. If I had to build a marketing tech stack for a B2B startup, I’d like these tools-

Tool NameStarting PriceOffer
ActiveCampaign$49 – Plus PlanTry 14-day free trial
Semrush$99.95 – Pro PlanTry 7-day trial
Demio$69 – Growth PlanTry 14-day free trial
Survicate$59 – Starter PlanGet 10-day free trial
Leadfeeder$55- Premium PlanTry 14-day free trial
Hunter.io$99 – Growth PlanCreate Free Account
Intercom$87 – EssentialsTry 14-day free trial
HubSpotFreeCreate a free account

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