11 Best B2B Lead Generation Tools in 2024

B2B lead generation tools are a necessary element in any serious business’s tech stack, as they:

Boost efficiency and productivity of marketing and sales teams.
Support business growth and expansion thanks to their scalability.
Help find higher-quality leads.
Improve outreach and marketing campaigns’ targeting and success rates.
Provide a competitive advantage by discovering qualified leads faster and reducing time-to-lead.

However, finding the best lead generation software for your use case can be tricky, as there are so many viable solutions.

Our detailed review is here to help you narrow down your search.

We compiled a list of the 10 best B2B lead generation tools, with an in-depth breakdown of each solution’s features, pricing, shortcomings, and more.

Let’s begin!

A Few Extra Notes to Help You Decide

There are several factors you should consider to ensure you’ll make the best possible choice, including:

1. Will costs sneak up on you?

Different users have different budget sizes, so what’s affordable to you might be too expensive for others. It’s up to you to assess.

Nonetheless, to avoid breaking the bank regardless of your budget size, focus on solutions with transparent pricing structures and no hidden costs that could sneak up on you.

2. Can it integrate with your stack?

Even the most powerful tool won’t do you any good if it doesn’t play well with your existing tech stack.

It’s much easier to find a lead generation provider that integrates with your CRM, SEP, and other intelligence platforms than replace them altogether.

3. Does it play where your leads play?

Some lead generation platforms are optimized for a single channel—such as email or social media—while others are more versatile and allow for a multichannel approach.

When picking a solution, focus on those optimized for your primary lead generation channel and target audience.

And now, it's time for the best part - the top 10 list!

What Are the Best B2B Lead Generation Tools?

Warmly - Captures qualified leads on your website and helps convert them.
Clay - Compiles data from 75+ validated sources to help you build targeted lead lists.
OptinMonster - Optimizes your website for lead generation.
Zoominfo - Enterprise-level sales tool.
Dealfront - Helps generate leads by combining sales intelligence with website traffic tracking.
LinkedIn Sales Navigator - Good choice for LinkedIn-based lead generation.
Hootsuite - Solid option if social media is your primary lead generation channel.
Leadpages - Builds converting landing pages.
LeadGenius - Industry-specific lead generation platform.
Apollo.io - Versatile sales engagement and intelligence tool.
Keyplay - Provides advanced filtering and custom lead-scoring features.

1. Warmly

Warmly is a lead enrichment solution that captures quality leads on your website and enriches them with intent data.

The revenue orchestration platform also provides options for engaging and converting leads without leaving your website.

Let’s get a closer look at some of its key features.

Feature #1: Reveal leads on your website

Your website can be a rich source of high-quality leads, provided you have the tools to identify them.

And that’s one of the things Warmly does - it reveals both companies and individuals that land on your website, often allowing you to pinpoint the exact person visiting your website right now.

Gaining insight into who’s visiting your website is an essential part of any lead generation strategy, as it helps you understand:

Whether your website is even attracting the right audience.
Which businesses are your potential leads based on their interest in your product.

However, those insights alone are not enough for accurate lead scoring and qualification, as you still know nothing about what pages your visitors are looking at, whether they’ve already shown interest in similar solutions, etc.

That’s why Warmly enriches each identified visitor with buyer intent data, providing a complete picture of their likelihood to convert.

Website visitor tracking, coupled with intent data, helped Arc move from a “best guess” approach to attribution to a 200% ROI in 6 months.

This data includes:

Firmographic data (job titles, email addresses, company locations, phone numbers, etc.).
Technographic data (a business’s tech stack).
CRM data (ongoing and closed deals, account owners, previous interactions with your sales reps, etc.).
First-party buyer intent data, i.e., website session insights, including pages visited, time spent on each page, downloaded content, etc.
Third-party buyer intent data, such as topics recently searched for on the web.
And much more.

This type of granular intent data provides all the key intel that successful lead generation depends on:

Who are your hottest leads?
When is the perfect time to contact them?
What is the best method of reaching out?

It’s also worth mentioning that you don’t have to be a tech geek to make the most of Warmly’s website visitor identification and enrichment feature.

All you need to do is paste a snippet of Warmly’s code into your website, and you’ll start detecting high-value leads in hours.

Tip: You can also add Warmly’s snippet to emails, enabling you to track leads who’ve come through specific cold email campaigns. This allows for better marketing attribution and lead targeting.

Feature #2: AI Prospector

Finding an SDR who’ll be present at all times and always ready to engage hot leads is not a simple task, especially considering things like different time zones.

Once the platform has identified anonymous website visitors and enriched them with intent data, you can have Warmly’s AI Prospector automatically engage prospective customers who match specific criteria (e.g., location, seniority, pages visited, etc.) by:

Firing a personalized email.
Connecting with them on LinkedIn.
Sending a chat message that will resonate with them (e.g., by referring to the web page they’re currently looking at).

AI Prospector is highly configurable. You can specify WHO you want it to contact, WHAT action to take, and WHEN to do it:

WHO:

Which accounts should be targeted based on the chosen segments (e.g., company size, industry, etc.)
What specific personas from each account should be added to workflows (e.g., sales reps, marketing executives, etc.)

WHAT:

How many contacts from each account should be targeted
Which action should be taken (e.g., send personalized email or LinkedIn message)

WHEN:

How often should the Prospector search for profiles fitting the set criteria and run workflows

This way, you’ll constantly have new warm leads trickling down the funnel on autopilot.

Try it yourself 👇or watch it in action.

Feature #3: Routing and alerts

While the AI Prospector can handle repetitive sales processes, some tasks—like lead nurturing and successful deal closing—require human attention.

Warmly lets you set up automated Slack notifications that will alert a sales rep when:

A high-caliber lead matching the criteria you set up lands on your website.
A lead asks a high-intent question in the web chat (e.g., inquires about the price, free trial, demo, a particular product feature, etc.) or specifically requires to speak with an actual human.

This way, sales reps will be immediately notified when a hot lead is surfing your website, allowing them to engage them while their interest in your solution is at its peak.

Moreover, the Slack notifications are highly configurable, letting you handle lead routing on autopilot.

Namely, you get to decide what lead will be assigned to which SDR based on:

Prior interaction with the lead.
Account ownership.
The rep’s experience with a given account’s industry.
Other relevant criteria.

Pricing

Warmly has a free forever plan that lets you reveal up to 500 individuals and companies visiting your website. This plan is perfect for trying out one of the platform’s essential capabilities.

Inbox Pirates were able to close a 4-figure deal in just two weeks on Warmly’s free plan.

If you expect higher monthly web traffic and need more features, there are three paid plans to choose from:

Startup: $700/mo, includes 3 users, up to 10,000 monthly visitors.
Business: From $1,440 to $1,740 per month, depending on the number of visitors you expect to have. It includes 10 seats.
Enterprise: Custom plan. Created for users with an estimated traffic of 100,000+ visitors per month who need more customization. Includes 20 seats, advanced AI personalization, custom integrations, etc.

Note: All paid plans provide access to all of Warmly’s features and include integrations with Clearbit, Bombora, and 6Sense.

Integration options

All of Warmly’s plans provide access to expensive data solutions that you would otherwise have to buy separately.

It comes bundled with Clearbit, Bombora, People Data Labs, 6Sense, and OpenAI and integrates with most modern sales platforms (CRMs, SEPs, etc.).

Pros & Cons

✅ Identifies website visitors at company and prospect level.

✅ Enriches each identified lead with in-depth intent data, allowing for precise lead qualification and scoring.

✅ Provides sales engagement options.

✅ User-friendly.

✅ All plans include comprehensive data solutions.

❌ Big jump from the free to the first paid plan.

2. Clay

Clay is a waterfall enrichment solution, meaning it consolidates relevant data from dozens of online sources. This allows users to create targeted lead lists enriched with accurate data.

Its Excel-like interface makes it a favorite tool of RevOps teams, while sales and marketing people may find it a bit too complex.