If you want to crush your lead generation goals, there are several questions you need to answer:
- Who are your leads?
- What problems are they looking to solve?
- Where can you find them?
- How can you contact them?
- When is the best time to reach out?
However, this is no easy task, given that everyone competes to get your leads’ attention on every channel.
This is exactly why you need lead intelligence software. It can help answer all these questions quickly and accurately, allowing you to run high-performing lead-generation campaigns at scale.
We researched and tested dozens of lead intelligence platforms firsthand, interviewed real users, and reviewed user reviews on reputable software rating sites, resulting in this detailed list of the 12 best lead intelligence software.
But first, let’s look at some factors you should consider when deciding.
What Makes a Good Lead Intelligence Tool?
🏆 Is the data high-quality and accurate?
This one’s a no-brainer - the whole point of getting a lead intelligence tool is to access relevant, accurate, and up-to-date data on your leads.
Look for tools with high accuracy, matching rates, and regular data updates for the best results.
🏆 Are features complementing your stack?
Some are designed for highly specific use cases and target markets, while others provide more versatile possibilities.
Evaluate each tool you consider against your unique needs to find the best match.
🏆 Will Sales love it or hate it?
Sales and marketing people use lead intelligence software.
By default, they’re not the most technical user type, so try to find a tool that won’t require months of training and frequent sessions with its customer support team later.
🏆 Can cost scale without surprises?
Does the lead intelligence tool you’re interested in have transparent pricing?
Does it include all its features in its regular pricing packages, or do you have to pay extra for add-ons?
How do costs scale when higher volumes?
These questions can help you determine whether a lead intelligence platform is worth it.
🏆 Does it play well with others?
Make sure that the tool you choose fits in well with your existing tech stack and has the out-of-the-box integrations you need to get going.
What Is the Best Lead Intelligence Software in 2024?
1. Warmly - Reveals leads on your website and enriches them with B2B and intent data.
2. Clay - Waterfall lead enrichment
3. Zoominfo & Apollo.io - All-in-one sales platforms with large B2B databases.
4. Bombora - Intent data provider.
5. 6Sense - Identifies accounts most likely to convert right now.
6. Clearbit - HubSpot native lead intelligence data provider.
7. Cognism - Lead and sales intelligence solution with international data coverage.
8. Dealfront - B2B database and website traffic tracking platform built for the European market.
9. LeadIQ - B2B prospecting and lead intelligence solution that tracks key leads and data in real time.
10. BuiltWith - Provides technographic lead intelligence.
11. CrystalKnows - Analyzes leads’ personality profiles, allowing you to create tailored sales strategies.
1. Warmly
Disclaimer: Although Warmly is our solution, we reviewed it as objectively as any other lead intelligence platform on our list. We included it here because we’re confident it will be the perfect match for some of you.
Warmly is a website traffic deanonymization platform that goes beyond just revealing the companies that land on your website.
It enriches all identified visitors - companies and individuals alike - with granular data that lets you recognize who your hottest leads are right now.
The signal-based revenue orchestration platform also enables you to automate outreach, prospecting, and lead engagement by leveraging the buying signals and data it picked up.
However, three features stand out the most in the context of lead intelligence.
Feature #1: Identifies website visitors
Your company website is a potentially rich source of qualified leads, as it’s likely that the individuals and businesses visiting it are interested in your offering.
Warmly lets you tap into that lead pool by identifying website visitors.
Unlike similar software, Warmly uncovers both companies and individuals, revealing the name and LinkedIn contact of actual stakeholders.
Just paste a snippet of Warmly’s code into your website to start revealing website visitors, and watch as the platform identifies anonymous visitors in minutes.
Pro tip: Add Warmly’s code snippet to email campaigns to track leads that come to your website through them. This improves marketing attribution and lets you identify warm leads more easily.
Feature #2: Enriches visitors with B2B intelligence
Warmly provides essential B2B intelligence on each identified visitor, including:
- Contact details (company names, phone numbers, email addresses, job titles, LinkedIn profiles, etc.).
- Firmographic data (industry, size, employee count, location, and other company details).
- Technographic data (software tools and technology a company uses).
- CRM data (ongoing and closed deals, account owners, previous interactions with your sales professionals, etc.).
- SEP data (engagement with other sales and marketing campaigns, chatbot interactions, etc.).
With this data at hand, you’ll be able to:
- Contact leads.
- Identify buying committees and key stakeholders.
- Assess how well your solution fits in with the technology the lead is already using.
- Tailor your approach based on previous interactions.
Feature #3: Reveals buying intent data
In addition to B2B intelligence, Warmly uncovers buyer intent insights that tell you who your hottest leads are right now.
It reveals two types of buyer intent data:
➡️ First-party intent data (buying signals coming from leads’ interactions with your website) that includes:
- Pages they visited, with a focus on high-intent pages (e.g., pricing, specific features, comparison with competitors, etc.).
- Time spent on each page.
- The content they downloaded (such as whitepapers, playbooks, etc.) or forms they filled out.
- High-intent questions they asked the chatbot.
➡️ Third-party intent data (buying signals they left on other places on the web), such as:
- Recently researched topics.
- Job change intent.
- Visits to competitors’ websites.
- Interactions with ads and social media posts.
Such actionable lead intelligence can significantly improve your conversion rates by enabling sales reps to:
- Identify leads most likely to buy at this moment.
- Personalize their approach using the data Warmly revealed.
- Find the perfect time to reach out to specific leads.
Pricing
Warmly offers a free forever plan that lets you reveal up to 500 people and companies visiting your website.
If you expect higher traffic volumes and need more functionality, you can upgrade to one of three paid options:
- 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 deep integrations with lead intelligence tools such as Clearbit, Bombora, and 6Sense, allowing you to get a bundle of products at the price of one.
Integrations
Warmly integrates with OpenAI and most modern SEP and CRM software, in addition to the data solutions we mentioned above.
As a result, Warmly will easily fit into various tech stacks.
Pros & Cons
✅ Identifies companies and individuals visiting your website.
✅ Enriches each identified lead with detailed B2B intelligence.
✅ Reveals buying intent data.
✅ Sales engagement and orchestration options.
✅ Includes all features in all paid plans.
✅ Integrates with several lead and sales intelligence solutions, enabling you to get a bundle of products at the price of one.
❌ Only annual pricing options.
2. Clay
Best for: Dynamic lead enrichment.
Clay is a waterfall data enrichment solution that collects and cross-references data from 50+ sources, providing high accuracy rates.
It can be used to find B2B contact data as well as other relevant data attributes, such as tech stacks, job openings, etc.
Features
- Provides multiple data waterfalls for looking up various data across sources, such as contact information, company news, industry, leads’ social media profiles, etc.
- Artificial Intelligence-powered web scraper Claygent that you can train to do detailed lead research anywhere on the web.
- Automatic CRM enrichment.
Who is it for?
Clay is best suited for GTM leaders and revenue teams that need accurate B2B contact data and other types of lead intelligence.
Pricing
Clay has a free forever plan that provides 90 monthly search credits and limited access to its essential features.
If you need more, you can choose from 4 paid plans:
- Starter: $149-$229/mo
- Explorer: $349-$699/mo
- Pro: $800-$2,000/mo
- Enterprise: Custom pricing
A 14-day free trial lets you try Clay’s Pro plan.
Pros & Cons
✅ Compares data from dozens of sources to find the right match, ensuring high accuracy rates.
✅ Solid number of CRM integrations.
❌ Complex user interface, not suitable for sales and marketing reps.
❌ The costs can add up quickly.
3. Zoominfo & Apollo
Best for: Getting lead intelligence and options for managing the entire sales cycle.
Both Zoominfo and Apollo are popular sales tools best known for their massive B2B contact database and a wide range of sales pipeline management options.
This is why we chose to showcase them together. They’re fairly similar, and it's just a matter of nuances deciding which is better for you.
Apollo and Zoominfo are good choices if you’re looking for a solution that offers lead intelligence, sales engagement, and automation.
Features
Zoominfo
- Large B2B databases with over 260M professional and 100M company profiles and 135M verified phone numbers.
- Identifies companies visiting your website.
- Tracks buying intent signals, such as researched topics and keywords relevant to your business.
Apollo
- B2B database with 275M contacts and 73M companies and solid international coverage.
- Versatile filtering options to drill down on leads who match your Ideal Customer Profile the best.
- Apollo Chrome extension for unearthing lead intelligence anywhere on the web.
Who are they for?
Both solutions are best suited for medium-sized and large businesses looking for vast B2B databases and versatile functionality that lets them handle the entire sales process from a single platform.
Pricing
Zoominfo has separate plans for Sales, Marketing, and Talent teams.
No prices are disclosed, so you’ll have to contact its sales team for a custom quote.
The final price depends on:
- Features and functionality you need.
- Number of licenses.
- Credit usage.
- Other factors.
On the other hand, Apollo has a free forever plan that includes unlimited email finder credits, 5 phone number credits, and 10 contact export credits.
If you need more, you can upgrade to one of three paid plans:
- Basic: $59 per user per month
- Professional: $99 per user per month
- Organization: $149 per user per month
Professional and Basic plans come with a 14-day free trial.
Pros & Cons
✅ Both platforms have large B2B databases with good matching rates.
✅ Both offer a wide range of features for sales management across levels.
❌ Both are expensive. (Apollo has a dual credit system, meaning you spend one credit for revealing an email address and another for getting a phone number).
❌ Zoominfo doesn’t cover regions other than North America well and can’t identify individual-level website visitors.
❌ Apollo has issues with finding accurate phone numbers.
4. Bombora
Best for: Revealing buying intent signals across the web.
Bombora is an intent data provider that tracks leads’ digital journeys across 5,000+ B2B websites to help you understand what they’re looking for and how ready they are to convert.
Many platforms, like Warmly, embed Bombora to provide their clients with quality intent data combined with their native capabilities for the best results.
Features
- Tracks more than 5,000 premium B2B websites, 86% of which are exclusively covered by Bombora.
- Market Insights that visualizes the intent data the platform revealed, delivering actionable and easy-to-navigate intelligence reports.
- Identifies and tracks 15,000+ B2B intent topics.
Who is it for?
Businesses of various sizes that want to make data-driven sales decisions by being enabled to recognize and prioritize the hottest leads easily.
Pricing
Bombora chose not to publish prices or details about its packages.
You can request a demo or contact its sales for more details.
Note: Integration with Bombora is included in all of Warmly’s paid plans.
Pros & Cons
✅ Tracks a wide range of intent topics and has high accuracy rates.
✅ Robust integrations with numerous sales and marketing tools.
❌ Its reports are somewhat unintuitive.
❌ Judging by user reviews, it’s expensive, especially for smaller teams.
5. 6Sense
Best for: Building highly-targeted data-driven lead lists.
6Sense provides a vast database of B2B contact data in addition to collecting intent data.
This combination makes it ideal for creating lead lists, uncovering accounts that exhibit the most interest in your offering, and tailoring your sales efforts accordingly.
Features
- Tracks 65M+ companies, 600M+ buyer profiles, and 35K+ technologies.
- Detects website intent and connects it with the rest of the visitor’s customer journey online, enabling you to recognize leads most likely to convert based on their level of intent.
- Predictive analytics identifies the leads most likely to convert right now.
Who is it for?
Sales, GTM, and account-based marketing teams that need to accurately identify the hottest leads and figure out the best way to convert them.
Pricing
6Sense has a free plan with 50 credits for accessing its database and limited functionality.
You can upgrade to one of three plans for additional features:
- Team
- Growth
- Enterprise
6Sense doesn’t disclose prices for any of the plans.
Note: 6Sense is one of the data solutions included in Warmly’s premium plans.
Pros & Cons
✅ Has advertising capabilities, letting you build targeting and retargeting campaigns based on its intent data.
✅ Insightful and actionable data.
❌ Unintuitive interface.
❌ Expensive.
6. Clearbit
Best for: HubSpot data enrichment.
Clearbit is a real-time data enrichment tool that pulls data from over 250 proprietary and external sources and translates it into 90+ B2B attributes for individual and company profiles.
Since HubSpot acquired it last year, some of its features have been discontinued, and the data solution has become primarily geared toward HubSpot lead and data enrichment.
Features
- Real-time data enrichment with over 100 B2B attributes aggregated from 250+ data sources, providing an in-depth view of leads’ vital data.
- Automatically refreshes HubSpot records as soon as a relevant data change occurs.
- Instant lead scoring and routing thanks to granular industry categorization, corporate hierarchies, job roles, seniority tags, etc.
Who is it for?
Clearbit is a good option for HubSpot users who need detailed lead intelligence and want to keep their CRM data fresh and accurate.
Also, if you want to improve a SaaS product by embedding a rich B2B database, Clearbit might be a good choice because it can be white-labeled.
Pricing
Clearbit doesn’t disclose prices, meaning you’ll have to contact its team for accurate pricing details.
The volume-based plan can include add-on packages like Forms, Advertising, and Capture. (The add-ons are probably charged extra).
Remember that Warmly's pricing tiers include access to Clearbit’s vast B2B contact and intent data database.
Pros & Cons
✅ Accurate data.
✅ Integrates with various platforms and CRMs.
✅ User-friendly.
❌ Opaque pricing.
❌ Some of its features are available only as add-ons that are charged extra.
❌ Uncertain future as part of the HubSpot family.
7. Cognism
Best for: Uncovering intelligence on international leads.
Cognism is best known for its large B2B database with good international coverage.
If your business operates internationally, Cognism might be a good choice for gathering relevant lead data.
Features
- B2B database with 70M verified mobile phone numbers (47 million cell phone numbers in the US alone) and global data coverage.
- Offers phone-verified mobile numbers in some of its packages, ensuring 100% accuracy.
- Chrome extension for pulling lead intelligence from LinkedIn and LinkedIn Sales Navigator search results.
Who is it for?
Large teams that run sales and marketing operations on an international market.
Pricing
Cognism doesn’t have one-size-fits-all pricing packages. Instead, the price is tailored to each customer’s needs.
However, there are several things we do know regarding the price packages:
- There are two types of data to choose from: Platinum and Diamond, with the latter being more accurate as it goes through several verification layers.
- The price comes with a flat platform fee that includes support, maintenance, onboarding, and initial setup.
For more details, it’s best to contact its sales team.
Pros & Cons
✅ Global data coverage with high matching rates.
✅ Chrome extension for LinkedIn sales prospecting.
✅ More verified phone numbers than most lead intelligence tools.
❌ Complex pricing.
❌ Phone-verified mobile numbers are available only on its most expensive data package.
8. Dealfront
Best for: Finding relevant lead intelligence for European-based leads.
Dealfront is a B2B lead intelligence tool built for sales and marketing teams focused on the European market.
The platform was born through the merger of Echobot (sales intelligence software) and Leadfeeder (website visitor identification software), combining their key features into a single solution.
Features
- Provides data on 40M+ companies and 180M+ contacts, with 30M+ companies and 83M+ contacts in Europe alone.
- In-depth data from specific European regions, such as DACH, Benelux, Nordics, etc.
- Lets you set up alerts to follow relevant changes in key leads’ profiles, such as changes in management, increases in employee count, mergers and acquisitions, etc.
Who is it for?
Sales and marketing teams whose leads are mostly located in Europe.
Pricing
Dealfront has separate pricing for its sales intelligence and website traffic deanonymization.
Its sales intelligence plan does not have flat fees, so you’ll need to contact its team for precise pricing details.
When it comes to website visitor identification, there’s a limited free plan that only lets you identify up to 100 anonymous website visitors per month, omitting all other Dealfront features.
The paid plan starts at €99 per month, with the final price depending on the number of identified companies.
You also get 25 free credits for revealing contact details like email addresses and phone numbers. If you exceed the limit, you’ll pay extra.
The website visitor identification plan has a 14-day free trial.
Pros & Cons
✅ Solid international coverage.
✅ GDPR-compliant data.
❌ Separate and non-transparent pricing plans for sales intelligence and website visitor identification.
❌ Users report frequent inaccuracies with its website traffic deanonymization.
9. LeadIQ
Best for: Tracking high-value leads and potential sales triggers in real-time.
LeadIQ is a B2B lead intelligence platform that tracks buying signals and sales-relevant changes in your key leads’ accounts.
It has a solid range of CRM integrations, enabling seamless record enrichment.
Features
- Covers millions of verified profiles, emails, and mobile numbers aggregated from various sources.
- Lets you track real-time insights and changes in important prospects’ profiles, such as job changes, promotions, etc.
- Chrome extension for 1-click LinkedIn prospecting.
Who is it for?
LeadIQ is geared toward smaller B2B teams looking to track buying signals and relevant account changes in real-time,and enrich their CRMs on autopilot.
Pricing
Lead IQ has a free forever plan that provides:
- 20 verified work emails per week
- 10 mobile phone numbers
- 40 email generations per month
- 10 accounts tracked
There are three paid plans for users who need more:
- Essential: $45 per user per month
- Pro: $89 per user per month
- Enterprise: Custom pricing, annual subscription only
Pros & Cons
✅ User-friendly interface.
✅ Lets you monitor relevant changes and other important factors, allowing you to pounce on leads while they’re still hot.
❌ Emphasis on North America, limited European coverage.
❌ Contact tracking is an add-on whose price starts at $5,000 per year.
10. BuiltWith
Best for: Finding out what tools and technology a lead uses.
BuiltWith reveals “what websites are built with,” i.e., provides deep insights into a company’s tech stack.
As a result, you’ll be able to find ICPs more easily and adjust your sales and marketing efforts based on what you know of each lead.
Features
- Tracks 100,000+ web technologies and 670M+ websites, providing valuable insights into which sites use shopping carts, hosting, etc.
- Lets you search for potential customers by applying various filters relevant to your business, such as specific keywords used on their website, industry, technology, revenue, and more.
- Helps you find higher-quality leads by identifying B2B companies that use technologies similar to your best-performing records or companies that might benefit from your product.
Who is it for?
Given its wide range of features geared toward e-commerce, BuiltWith is best suited for e-commerce businesses looking to improve their lead generation process.
However, since the platform offers nuanced technology-based filtering, it can also be used by companies operating in a specific niche or offering a highly unique product.
Pricing
BuiltWith doesn’t have a free trial or a plan, meaning you have to subscribe to one of its three plans from the start:
- Basic: $295/mo
- Pro: $495/mo
- Team: $995/mo
Pros & Cons
✅ Solid data accuracy.
✅ Delivers a nearly 360-degree view of a company’s technology stack.
❌ Its most affordable plan is very limited, pushing you to upgrade.
❌ Limited to technographic data only.
11. CrystalKnows
Best for: Leveraging personality data to find quality leads, landing more qualified meetings, and getting more conversions.
CrystalKnows analyzes publicly available data points across the web to assess potential customers’ personality traits.
It provides insights into a person’s tolerance to risk, preferred way of communication, and more, allowing you to tailor your approach accordingly.
Features
- Identifies your leads' personality and communication style, letting you understand what strategy and approach work best, the tone of voice, and even specific words you should use, etc.
- Lets you build marketing segments based on personality traits, ensuring that your campaigns will resonate with your target audience without exception.
- Chrome extension for uncovering personality insights while you surf LinkedIn.
Who is it for?
Can be used by sales and marketing teams of various sizes to create better-targeted and personalized experiences for potential customers.
It’s also suitable for internal use, as HR departments and team leaders use it to create best-performing teams.
Pricing
CrystalKnows offers a free trial with 5 profile credits and 5 assessments.
Once you spend those credits, you can upgrade to one of three plans:
- Premium: $49/mo, billed annually
- Business: Custom pricing
- Enrichment: Custom pricing
Pros & Cons
✅ Delivers actionable insights that enable personalization and customization.
✅ Nifty Chrome extension for pulling personality data from LinkedIn.
❌ Expensive.
❌ Personality assessments are not an exact science, so caution is advised.
Next Steps: Start Generating More Quality Leads Today
Now that you’ve read through this entire piece, a question remains:
Which lead intelligence software solution can boost your lead generation?
All the detailed information we provided is bound to help you decide, but the best way to know for sure whether a tool is suitable for your specific use case is to test it yourself.
While you’re here, you might as well start with Warmly, as it:
- Identifies leads most likely to convert right on your website.
- Provides options for engaging them while they’re still hot.
- Includes several top-performing lead intelligence tools in its paid plans without extra costs.
Sign up for Warmly’s free plan and unlock your website’s full lead generation potential.
Need more convincing? Book a live demo with our team and see Warmly in action first.