10 Best MadKudu Alternatives & Competitors [Oct 2025]

MadKudu is a predictive lead scoring and revenue intelligence platform designed to help you prioritize and qualify leads based on fit and behavior.

The solution promises best-in-class lead prioritization, account briefing, and personalization support for users on Gong, Outreach, and Salesforce, and, I have to say, it does a pretty good job at that.

However, some customers have been dissatisfied with its price tag, and I noticed that the setup can be significantly time-consuming, and that the tool might not offer the best value-for-money option on the market.

In this article, I’ll go over the 10 best MadKudu alternatives on the market in 2025, going over their features, use cases, pros & cons, and pricing structures.

TL;DR

The primary reasons some teams have been looking to switch from MadKudu are its expensive pricing structure, complicated setup, and lack of signal-based outreach orchestration.
Warmly offers the best alternative to Madkudu with its signal-based revenue orchestration, real-time visitor identification, and AI-powered outbound automation capabilities.
Tools like Clearbit and Demandbase are ideal for teams seeking robust data enrichment, ABM orchestration, and real-time personalization across enterprise accounts.
On the other hand, there are platforms like Clay and Salespanel that can help you build customized lead scoring workflows, qualify prospects faster, and align sales engagement with actual buyer intent.

Why have some teams been looking to make the switch from MadKudu?

When I was testing out MadKudu, I was impressed with how easily it works with Clay to score leads based on my ICP and bonus data to reach out only to the best prospects.

I didn’t have to spend hours reviewing LinkedIn profiles to see who matches my ideal customer persona.

However, there were definitely some drawbacks to the platform that I noticed from the get-go, from its pricing structure to its core value-for-money.

Here are some of the cons I stumbled upon in my review of Madkudu:

#1: Expensive pricing structure

Starting off with the pricing structure, you cannot find information on it on their website. You have to contact their sales team for a demo and a quote.

According to 3rd-party data from Vendr, the median buyer pays $36,000/year for MadKudu out of the 47 deals they’ve handled for the software.

The pricing starts somewhere around $13,800/year and can go up to around $97,000/year, according to the insider information.

This is significantly more than other solutions on the market that are more SME-friendly.

‘’Pricing is a big jump to get into, but the product is worth it!’’ – G2 Review.

#2: Setup can be highly technical

Next up, implementing MadKudu typically requires engineering and analytics time to map data, engineer features, validate models, and operationalize writebacks.

It’s not a no-touch solution that you can start with out-of-the-box.

I had to first run a pilot, iterate on feature sets, and use middleware (Segment) or native connectors to feed MadKudu, which means small teams may need contractors to get up and running.

➡️ MadKudu demands technical investment up front: it scales nicely once set up, but getting there reliably requires support.

#3: Missing signal-based outreach orchestration

Last but not least, I was not happy with Madkudu’s overall value proposition and what it offered me for the price tag.

While MadKudu does a solid job at analyzing fit and behavioral signals, it doesn’t yet provide a signal-based automation or orchestration layer that connects those insights directly to outreach.

Currently, the platform cannot (yet):

Automate outbound actions based on specific triggers or combinations of buying signals (e.g., “lead visits pricing page + company size > 500 + past demo request = trigger sequence”).
Route signals to reps in real-time via Slack or CRM alerts.
Enable sales teams to build automated “if-this-then-that” workflows that engage prospects the moment intent appears.

Instead, MadKudu delivers scoring data and insights, but relies on external tools like HubSpot, Apollo, or Outreach to execute those actions.

That means more tools for you to pay for.

➡️ In short, MadKudu provides the insight, but not the execution. It tells sales teams who to reach out to, but not when or how.

What are the best MadKudu alternatives on the market in 2025?

The best alternatives to MadKudu are Warmly, with its signal-based revenue orchestration platform, Clearbit, and Demandbase.

Here’s a breakdown of the 10 tools that I shortlisted:

Tool	Use Case	Pricing
Warmly	Uses person-level intent signals to de-anonymize visitors, enrich contacts, and automate outreach via AI agents.	Starts at $10,000/year (AI Data Agent) $16,000/year (AI Inbound Agent) $22,000/year (AI Outbound Agent)
Clearbit	Real-time enrichment of inbound leads and lightweight scoring workflows with data embedded across CRMs and websites.	Custom pricing volume-based model with add-ons like Forms, Advertising & Capture.
Demandbase	Designed for ABM teams that want to unify sales and marketing around target accounts with intent data and personalization.	Custom pricing.
6sense	Best for predictive AI-driven account engagement and pipeline creation using intent data and orchestration.	Free plan (50 credits/mo) Paid plans (Team Growth Enterprise) with custom pricing Average deal $123,711/year (Vendr)
ZoomInfo	Helps teams unify contact and account enrichment with verified emails and direct dials in one sales platform.	Custom pricing for Sales, Marketing & Talent packages.
Apollo.io	Combines a large B2B contact database with built-in email sequencing, lead scoring and CRM sync to move directly from list building to outreach.	Free plan available. Paid plans $59/user/mo (Basic) $99/user/mo (Pro) $149/user/mo (Organization)
Salespanel	Tracks website visitors in real-time, scores them by behavior, and aligns outreach with buyer intent.	Starts at $99/mo (Customer Data Platform or Account Reveal). Custom plans available.
Bombora	Uses large-scale intent data to identify which enterprise accounts are actively researching your product category.	Custom pricing based on intent data volume and integrations.
Clay	Perfect for sales teams that want fully custom ICP-powered scoring workflows using enriched data from 75 sources.	Free plan (100 credits/mo), Paid plans from $149/mo (Starter) to $800/mo (Pro), and Enterprise has custom pricing.
Keyplay	Best for enterprises with defined ICPs that need highly targeted segmentation and nuanced intent tracking.	Free limited plan, Paid plans $12,000/year (Growth), Custom pricing (Scale).

#1: Warmly

Warmly offers the best MadKudu alternative on the market with our signal-based revenue orchestration platform that helps you de-anonymize your website visitors and then automatically reach out to them.

Our tool uses person-level intent signals to identify and prioritize your best prospects in real-time, instead of only ranking contacts that already exist in your systems.

Disclosure: Even though Warmly is our sales tool, I’ll provide an unbiased perspective on why Warmly offers the best alternative to MadKudu in 2025.

Warmly is a signal-based revenue orchestration platform that lets you:

Identify website visitors (~60% of companies and ~15% of contacts).
Reveal which website visitors are most likely to convert.
Gain insights into prospects so that your SDRs can tailor their strategies accordingly.
Automate essential sales processes on top of buying intent signals.

Let’s look at some features that make Warmly so popular among sales teams:

Feature #1: Identifies your website visitors

Unlike MadKudu, Warmly lets you maximize your website’s lead generation potential by identifying the companies and individuals visiting it.

You add a snippet of Warmly’s code to your website, and the sales intelligence software will start revealing your visitors in minutes.

In addition to essential company and individual-level identification, Warmly will also enrich your visitors’:

Contact data (email address, phone number, social media profiles, etc.).
Firmographics (company location, size, funding, etc.).
Demographics (individual names, job positions, etc.).
Technographics (tools and software a company uses).

But our visitor identification solution doesn’t stop there.

Warmly also tracks real-time 1st, 2nd, and 3rd-party intent signals to surface the visitors that matter most, so you can instantly prioritize outreach based on actual buying behavior.

That includes:

1st-party signals like pricing page views, repeated visits, product usage, or form fills.
2nd-party signals like relevant LinkedIn activity (e.g., industry-relevant discussions, posts, comments, likes, etc.).
3rd-party signals like competitor research or intent keywords being searched.

Our platform optimizes our data through a waterfall approach.

Warmly uses multiple data providers (20+), including 2 other leading website de-anonymization providers to validate the accuracy, quality & overall match rate of our signal & contact data.

This leads to:

Higher data quantity: Multiple sources expand match rates.
Higher data quality: Proprietary cleansing and confidence scoring validate accuracy.

💡 To maintain data quality and quantity, we continuously monitor vendor performance and validate our proprietary matching algorithms.

➡️ These systems allow us to track quality and quantity metrics in real-time to make sure that both contact-level and company-level data meet the high standards our customers expect.

Warmly’s transparent data commitment means you can test our data quality with our free tier before committing to us as a data provider.

Because we aggregate data from 25+ providers and cross-check it using our proprietary waterfall technique, we can validate and verify data on your behalf, ensuring it’s of the highest quality.

Feature #2: Find new leads that look just like your best customers

Most tools give you firmographic filters, such as industry, headcount, location, and job title, and call it a day.

However, our platform goes much deeper.

With our AI-powered ICP identification capabilities, Warmly analyzes your actual customer data to uncover what really makes a good fit.

And it’s not just surface-level attributes, but patterns across the company tech stack, growth signals, org structure, seniority distribution, and even past engagement behavior.

Once Warmly understands who your best customers truly are, it’ll automatically scan its database of 200M+ contacts to find lookalike prospects, that is, the people and companies that closely resemble your top performers.

The result is a list of not just any leads, but the right leads, so your team spends less time guessing and more time engaging the people most likely to convert.

Feature #3: Turn static lists into automated outreach with AI SDRs

Once your team has built the lead list, Warmly doesn’t just let it sit there. It gets to work for you.

With AI Orchestrator and built-in AI SDR agents, Warmly turns every high-fit lead into a warm opportunity by triggering automated, personalized outbound across email and LinkedIn, based on real-time behavior and intent signals.

Here’s how it works:

Leads who match your ICP and show strong signals (like visiting the pricing page or researching competitors) are instantly added to outbound sequences.
Messages are personalized automatically using contact data, context, and intent.

3. Warmly checks to avoid duplicate outreach and ensures contacts aren’t already being worked.

4. You can even set rules for account multithreading, so your AI SDR reaches all the key decision-makers, not just one person.

And this isn’t just task automation. It’s real prospecting, at scale, without increasing SDR headcount.

Feature #4: Live lead engagement with Warm Calls

Warmly offers another trick up its sleeve for large teams that want to make the most of the traction gained by the intent insights the platform uncovers.

Our AI sales solution for sales reps lets you engage your leads in a live video call while they’re still on your website.

When you go to the “Warm Calls” section of Warmly’s dashboard, you can see who’s visiting your website and monitor their sessions in real-time.

Once your SDRs assess that the time is right, they can hop on a video call straight from Warmly’s dashboard.

Nothing can help you close more deals than one-on-one meetings, so make sure to make the most of them.

You can test it out here:

Feature #5: Build targeted lead lists from a 200M+ contact database (Coldly)

Warmly offers a built-in prospecting platform, Coldly, which gives your team access to a constantly refreshed database of over 200 million contacts and accounts, so you can build high-quality prospect lists in seconds.

The database combines powerful filters with real-time enrichment to help you find exactly who you’re looking for across every channel.

You will be able to filter by:

Job title, function, or department.
Seniority level and decision-making role.
Company size, revenue, industry, or location.
Tech stack and hiring signals.
And dozens more customizable filters.

➡️ Each prospect comes pre-enriched with verified email addresses, phone numbers, and LinkedIn profiles, so your lists are not only accurate but also immediately actionable.

Bonus: There’s also a Chrome extension that lets your reps pull contact data directly from LinkedIn or any website, making manual prospecting a whole lot faster.

Warmly’s Integrations

Warmly integrates with a wide range of CRMs and sales platforms, including:

HubSpot CRM.
OpenAI.
Slack.
Apollo.
Outreach.
Demandbase.
RB2B.
Clearbit.
People Data Labs.
And more.

💡 For example, it’s possible to combine Warmly’s visitor identification software with HubSpot to alert your sales team the moment a known prospect arrives on the site.

With the HubSpot browser cookie, you can prioritize conversations with the leads who have shown the most engagement with your HubSpot campaigns.

In addition to deep integrations with several lead intelligence platforms, Warmly provides a Warm Bundle: partner discounts for over 25 sales, marketing, and GTM tools.

This way, your team can access many relevant tools and combine them with Warmly at a fraction of their usual price.

Pricing

Warmly’s pricing is modular and component-based.

You can choose the components that best match the needs of your business, as components are priced by output and not just by a monthly fee.

There are 3 paid product plans that you can choose from:

AI Data Agent (Starts at $10,000/yr), which includes 5,000 credits, person-level web visitor de-anonymization (RB2B + Vector data), CRM integration, and access to our Coldly Contact Database.
AI Inbound Agent (Starts at $16,000/yr), which includes all AI Data Agent features, 10,000 credits, Intent-powered pop-ups (Warm Offers), AI chatbot & live video chat, and lead routing.
AI Outbound Agent (Starts at $22,000/yr), which includes 10,000 credits, automated signal-based outbound orchestration, email automation, LinkedIn automation, and email warmup.

Monthly credits on Warmly are used to track and engage with potential leads.

For example, each interaction or engagement with a lead will use up one credit, such as when you engage with a lead through email or LinkedIn.

➡️ Warmly’s pricing is ideal for larger SMB and MM companies with a growing or mature GTM motion with SDR, sales, and marketing functions.

How is Warmly different from MadKudu?

While MadKudu focuses on predictive lead scoring and prioritization of known leads inside your CRM and product analytics, Warmly takes a more active, signal-driven approach to prospecting.

Instead of only ranking contacts that already exist in your systems, Warmly captures real-time intent signals: de-anonymizing who’s visiting your site, tracking their behavior, and triangulating second- and third-party signals to surface people who are actively in-market.

➡️ That means you don’t just get a score; you get a prioritized pipeline of prospects showing live buying behavior.

MadKudu tells you who (within your data) is most likely to convert and why; Warmly finds who (even before they’re a lead) is showing intent, enriches those visitors with person- and company-level data, and then activates outreach through automated sequences, AI SDRs, and live engagement.

Here’s a breakdown of the tool’s functionality:

Category	MadKudu	Warmly
Core Functionality	Predictive lead & opportunity scoring using ML on CRM, MAP and product event data, and then produces explainable scores to prioritize known leads in your CRM.	Real-time revenue orchestration and visitor de-anonymization: identifies companies and people on your website, surfaces intent, and automates immediate engagement.
Data Enrichment & Intent Signals	Leverages firmographic, demographic and behavioral signals tied to existing contacts and accounts (CRM + product events + enrichment).	Captures first-party, second-party and third-party intent; enriches anonymous visitors to person and company level using multiple providers and proprietary matching for higher match rates.
Automation & Outreach	Primarily an insights and scoring layer. It integrates with CRMs and workflow tools to act on scores but has limited native outreach and orchestration capabilities.	Built-in orchestration: AI SDR workflows, automated sequences, Slack/CRM alerts, AI chat on site, and live “Warm Calls” to engage visitors in real-time.
Best for	Revenue teams that need explainable ML scoring of captured leads and opportunities.	GTM teams that want to discover, prioritize and immediately engage anonymous high-intent visitors with automated, real-time outreach.

Pros & Cons

✅ Identifies companies and individuals visiting your website.

✅ Enriches each identified lead with detailed B2B intelligence and reveals intent data.

✅ Versatile sales orchestration options.

✅ Live sales engagement capabilities.

✅ Reveals who your hottest prospects are right now.

❌ Pricing is modular.

#2: Clearbit

Best for: Teams looking for real-time enrichment of inbound leads and lightweight scoring workflows.

Similar to: Cognism.

Clearbit provides real-time enrichment that SLG teams use to enrich forms, score leads, and segment accounts as they interact with your website.

The platform is a viable alternative to Madkudu with its developer-friendly stack, which makes it easy to embed data into workflows for immediate personalization.