With so many excellent sales prospecting tools on the market, deciding on the perfect one is challenging.
However, making the right choice can differentiate between a healthy and dry pipeline. A sales prospecting tool that fits your teams’ needs can help sales professionals:
- Find the right prospects.
- Scale sales processes.
- Segment prospects for better targeting.
- Focus only on qualified prospects who are likely to convert.
- Hyper-personalize outreach and drive more conversations.
In this detailed guide, we compare the most popular sales prospecting software for 2024 to help you find the one that fits your needs and budget. We analyzed each tool’s top features, pricing, strengths, and limitations.
TLDR: The best sales prospecting tools are Warmly, LinkedIn Sales Navigator, Lusha, Keyplay, Clay, ZoomInfo, Cognism, Wiza, and Crunchbase.
Before we begin, let’s quickly skim over some key things to remember when shopping for a sales prospecting tool, according to customer interviews and reviews.
Factors to Consider When Choosing Sales Prospecting Software
1. Does cost and ROI make sense at scale?
Of course, price plays an essential role in deciding on the best sales prospecting tool. The nuance is that most solutions will start at appealing prices that can sneak up on you at larger volumes.
Make sure that the software you choose:
▶️ Includes all the features you need so you won’t have to buy additional tools to complete your tech stack.
For example, suppose a sales prospecting tool lacks intent data enrichment. In that case, you’ll have to pay extra for Bombora or 6Sense, etc.
▶️ Gives you adequate value for money, meaning you can reasonably expect to find and convert high-quality leads, resulting in a solid ROI.
▶️ Doesn’t have hidden costs. Opaque pricing structures, many add-ons, or volume-based pricing can quickly add up to a hefty sum.
For example, Apollo.io gives you lots of credits but you can’t export them, forcing you on their platform for sales engagement.
2. How easy is it for the whole GTM org to adopt?
You’ll enjoy all the benefits of sales prospecting only if you find one that’s easy to use and integrates with your existing systems.
For 2 reasons:
- Data is at the core of most GTM systems.
- If it lacks adoption and slows down sales activities, it can crush quota attainment for reps.
3. Can you go from lead to engagement quickly?
You know the saying “Strike while the iron is hot”?
Well, the same goes for efficient prospecting.
The whole point is not just to identify potential prospects but to successfully identify the hottest ones and react when they’re ripe for your sales representatives to work their magic.
Look for sales prospecting software that includes buyer intent and the ability to engage prospects in real time, whether through integration into another tool or the platform itself.
4. Is the data accurate?
Sales tools can market themselves like gym bros, showing off how big their databases are. Data quality, accuracy, and consistency are even more important, and they’re the #1 complaint in reviews. Bad data means more bounce rates and demotivated sales teams.
5. Can it handle your target market?
Tools like ZoomInfo struggle to cover the European market, while products like Keyplay specialize in B2B SaaS accounts. Whatever your ideal customer profile (ICP), make sure the sales prospecting tool you choose can deliver quality data in that segment.
What are the Best Sales Prospecting Tools in 2024?
A few words on our methodology ⤵️
To make sure this list is actually useful to you, we:
- Tested most of the sales prospecting software listed below ourselves.
- Interviewed real users who’ve been using them for longer to get a better hang of the overall UX and their key benefits and downsides.
- Read through hundreds of reviews on G2, Capterra, TrustRadius and more.
Here’s our curated list of 10 best sales prospecting tools for 2024:
- Warmly — Best for finding and enriching leads with high buying intent and converting website visitors.
- LinkedIn Sales Navigator — A good B2B prospecting tool if your main or only prospecting channel is LinkedIn.
- Lusha — A budget-friendly B2B sales prospecting database with rich and accurate data.
- Keyplay — Prospecting database with numerous filtering options.
- Clay — Sales tool that provides comprehensive data enrichment from 75+ sources.
- Zoominfo — Enterprise-level sales prospecting and lead generation OS with a price to match.
- Cognism — Sales intelligence platform with international coverage.
- Wiza — Chrome extension built for basic LinkedIn sales prospecting.
- Crunchbase — A multifaceted sales prospecting tool focusing on private company data.
- Apollo — Comprehensive B2B data and sales engagement platform.
1. Warmly
Warmly is a revenue orchestration platform that lets you identify individuals and companies that have landed on your website.
In addition to deanonymizing website traffic, Warmly provides detailed intent data on each visitor, enabling you to quickly qualify prospects and reach out precisely when they show buying interest in your solution.
It’s not a typical sales prospecting solution. It focuses on prospecting for people who are interested in what you sell. As Scott Leese said recently 👇, it’s the future of sales.
Who is Warmly for?
Warmly is built primarily for SMBs looking to:
- Make the most of their website traffic by revealing visitors and identifying the hottest prospects.
- Equip their SDRs with all the relevant information they need to optimize their prospecting efforts.
- Boost conversion rates by engaging prospects when they’re most likely to buy.
- Save time and money by streamlining and automating repetitive sales processes.
Here are some key features that allow Warmly to achieve all this and more:
Feature #1: Website lead prospecting
Your website is a genuine gold mine of prospects - provided you know who’s visiting and can strike while the iron’s hot.
Warmly identifies about 15% of individuals and 65% of companies visiting your site. It then taps into data sources (Clearbit, 6Sense, Bombora) to enrich prospects and decipher their intent signals/behavior.
You get access to these data points:
- Firmographic data, including titles, email addresses, company information, etc.
- Technographic data, such as information on the tools and technology a business uses.
- CRM data, including deals, account owners, previous interactions with your reps, etc.
- Website activity, i.e., pages visited, time spent on each page, etc.
- Buying intent data, including topics recently searched for on the web.
As a result, you’ll be empowered to:
❎ Immediately weed out visitors who don’t match your Ideal Customer Profile or are rated as cold based on their buyer intent.
🔥 Create detailed prospect segments, allowing for better targeting for marketing and outreach efforts.
🎯 Personalize your approach to each prospect based on the insights you have at hand.
📩 Contact prospects when they’re most likely to respond.
Learn how to set up website visitor identification in minutes here and funnel more high-quality prospects down your sales pipeline today.
Feature #2: AI Prospector
AI Prospector is basically an automated SDR that works around the clock.
Once Warmly has identified your website visitors and enriched their data, AI Prospector lets you set up simple yet effective automated workflows, such as:
- Adding a prospect to a sales sequence.
- Connect with them on LinkedIn and/or DM them.
- Sending personalized emails.
- Starting a website chat.
The best thing is that the AI Prospector is super configurable, meaning you can define:
- Which accounts should the Prospector target.
- How many contacts per account should be added to workflows.
- Which specific contacts should be targeted (e.g., sales reps, marketing reps, etc.).
- Which action should be taken (send email, LinkedIn message, etc.).
- How often should the Prospector run workflows.
Why is the AI Prospector important?
Finding quality sales reps - and being able to afford them - is far from easy.
Moreover, regardless of how good and hard-working a rep is, no one can be available 24/7, meaning you’ll often miss golden sales opportunities.
With the AI Prospector, you’ll have someone keeping a close eye on your website visitors and reaching out to all the right accounts and contacts in real time - i.e., while they’re still on your website.
That minimizes the chances of losing qualified leads just because you didn’t engage at the right time. Human SDRs and account executives can pick up conversations once prospects reply to the initial AI touch. Try it yourself 👇or watch it in action.
Feature #3: Live calls
Warmly give you the option to engage prospects in live chats or video calls while surfing your site.
If you go to the “Warm Calls” section of the Warmly dashboard, you’ll get an overview of all the prospects visiting your website right now.
Clicking on each respective user will uncover all the detailed data Warmly has on them, including:
- Account and contact details (and their deal stage if they’re in your CRM)
- An activity timeline of their web session (i.e., the pages they visited, how long they stayed, etc.)
- The web page they’re on at this very moment.
You can take it from there, opting to send them a personalized chat message (e.g., referencing the page they’re on and the info they’re looking at) or engaging them in a live call based on their preferences. Here’s an example ⤵️
Note: You can also set up automated Slack notifications to alert sales reps when a high-intent or important prospect is on your website. This allows them to tune into their web session in real-time and engage with them via chat or video call.
Check it out here:
Find out how this feature helped Namecoach book 20+ meetings in just 6 months, achieving a 282% ROI.
💡Note that Live Calls is not available on Warmly’s free plan.
Pricing
Warmly has a generous free plan that lets you reveal and enrich up to 500 website visitors per month.
Learn how Inbox Pirates closed a 4-figure deal in just 2 weeks while on Warmly’s free plan.
If you have higher traffic volumes and want to access advanced features - such as live calls, AI-driven capabilities, live session observing, etc. - there are two pricing tiers to choose from:
- Business: From $700 to $1,740 per month, depending on how many visitors you expect to have. It includes up to 10 seats and all of Warmly’s features.
- Enterprise: Custom pricing. Designed for larger-scale users with an estimated traffic of 100,000+ visitors per month who need a system that can be configured to their needs. Includes custom AI personalization, integrations, etc.
💡 Note: All plans include integrations with Clearbit, Bombora, and 6Sense, which you would otherwise have to pay for separately!
Pros and Cons
✅ Provides accurate and detailed intent data allowing for improved prospecting and more conversions.
✅ Lets you engage prospects when they’re most likely to respond.
✅ Very easy to set up
✅ Integrates with your existing tech stack (e.g., CRMs, lead enrichment tools you already use, etc.)
✅ Flexible & affordable pricing.
✅ Consolidates data sources (and their cost) in every plan (Bombora, 6Sense, and Clearbit).
❌ Significant jump in price between the free and the first paid tier.
❌ Doesn’t have a static B2B database like some other tools, as it focuses on dynamic intent data.
Book a live demo if you’d like to get a tour of Warmly’s capabilities.
2. LinkedIn Sales Navigator
No sales prospecting software list would be complete without LinkedIn Sales Navigator.
It’s LinkedIn’s core business sales solution built to help users tap into LinkedIn’s full prospecting potential.
Features
- Account prioritization that helps you single out the accounts with the most opportunities for you.
- Advanced search filters which enable finding the profiles that fit into your ICP the best.
- Warm introductions that allow you to identify people in your sales team or wider professional network who are closely connected to qualified leads (e.g., former colleagues, classmates, past customers, etc.).
Pricing
LinkedIn Sales Navigator is notorious for its pricing, as it’s one of LinkedIn’s most expensive solutions.
It has three pricing tiers:
- Core at $74.31 per month when billed annually
- Advanced at $125.87 per month when billed annually
- Advanced Plus at a custom price
Note: If you need more than the basic features, you’ll have to upgrade to the Advanced Plus plan.
Pros and Cons
✅ Native LinkedIn solution, making it perfectly fine-tuned to the nuances of LinkedIn prospecting.
✅ Provides 50 InMails per month, allowing you to contact prospects even when disconnected.
❌ Too expensive for what it offers, particularly considering that it enhances prospecting on LinkedIn alone.
❌ The best features are gated behind a high paywall.
❌ Doesn’t allow for running actions in bulk, which is an issue when conducting prospecting at scale.
3. Lusha
Lusha is a comprehensive B2B sales prospecting tool with a solid database of accurate and CCPA & GDPR compliant data.
Features
- Allows for pulling 1,000 enriched contacts in a single search.
- Enables filtering company accounts by applying various relevant criteria.
- Integrates with many CRMs, enabling you to easily export enriched prospect and lead lists.
Pricing
Lusha has a free-forever plan that provides 50 email and 15 phone credits.
Since you’ll probably need more credits and additional features, you can choose from three pricing tiers:
- Pro - $49 per month
- Premium - $79 per month
- Scale - Custom price
Note: You get a discount on annual billing.
Pros and Cons
✅ User-friendly interface.
✅ Its data is CCPA & GDPR compliant and verified.
❌ Advanced filters and CRM integrations are included only in the highest-tier plan.
❌ Its browser extension for scraping websites is prone to crashing and lagging.
4. Keyplay
Keyplay is a sales prospecting tool with advanced filtering options that allows you to better target and find profiles that fit into your ICP.
The solution is growing in popularity for its ability to find very specific accounts, like:
“B2B HR software companies that have hired 5+ sales reps in the last year, use Hubspot and are have a free trial”.
Features
- AI-powered recommendations suggest prospects that are most alike your best accounts.
- Provides in-depth data on potential prospects, such as company details, recruitment activity, etc.
- Options for creating custom lead and prospecting scoring based on the criteria most fitting for your industry and ICP.
Pricing
While Keyplay doesn’t have a free trial for its paid plans, it does have a free forever plan that provides access to its basic features.
If you need more, you can upgrade to one of two plans:
- Growth: $12,000/year
- Scale: Custom pricing
Pros and Cons
✅ User-friendly interface.
✅ Allows you to create custom scoring and signals.
✅ Has data points like pricing model, sign-up flow, hiring patterns, etc.
❌ Its free plan has limited functionality.
❌ Locks you in annual billing packages from the get-go.
❌ Integrates with just two CRMs.
5. Clay
Clay is a sales prospecting and lead enrichment tool that collects data from 75+ different enrichment tools and allows building lead lists from its 10+ built-in sources.
The beauty in Clay is the ability to instruct the tool to “go scrape these sites and find me prospects that look like my ICP”. It’s a different way to prospect but that’s growing in popularity.
Features
- Waterfall data enrichment lets you access dozens of databases and data providers simultaneously, maximizing your coverage with minimal effort.
- AI web scraper, Claygent, that takes care of essential prospect research for you in seconds.
- Intuitive lead list builder.
Pricing
Clay has a free forever plan that provides 100 monthly search credits and limited access to its functionality.
If you need more, Clay offers 4 pricing tiers:
- Starter: $149/mo
- Explorer: $349/mo
- Pro: $800/mo
- Enterprise: Custom pricing
Clay has a 14-day free trial for its Pro package, allowing you to try out its most comprehensive features.
Pros and Cons
✅ Waterfall enrichment speeds up prospecting and improves the quality of your prospect and leads lists.
✅ Wide range of features and integrations.
✅ Can automate essential prospecting and lead generation processes.
❌ Difficult to master.
❌ Expensive.
6. Zoominfo
Zoominfo is a robust business intelligence platform that provides company and contact details, helping sales, marketing, and recruiting professionals identify and engage their ideal prospects.
Features
- Contact tracking that allows users to keep tabs on relevant activities regarding their most valuable prospects (e.g., job changes, company changes, etc.).
- Conversation intelligence, which analyzes customer calls, meetings, and emails, providing valuable insights to help boost your sales team's performance.
- Data capturing forms that allow for gathering prospects’ information even when they abandon forms midway.
Pricing
Zoominfo offers different pricing packages for Sales, Marketing, and Talent teams.
While the actual price is not disclosed on the website, the costs depend on several factors:
- Features and functionality
- Number of licenses
- Credit usage
Pros and Cons
✅ Extensive B2B database with options for tracking relevant changes.
✅ Lots of different filters that allow for narrowing down your search and identifying key prospects to contact.
✅ Seamless integration with various CRM systems, such as HubSpot, Salesforce, etc.
❌ Opaque pricing structure that indicates it’s pretty expensive, making it primarily an enterprise solution.
❌ Issues with data accuracy and updates when it comes to data sourced outside of North America in particular.
7. Cognism
Cognism provides accurate B2B contact data with international coverage, ensuring that the data complies with global privacy laws.
Features
- Its extensive database allows you to create comprehensive contact lists of promising leads.
- Scheduled data enrichment, which keeps your data fresh and accurate by checking for changes in weekly, monthly, or quarterly frequencies.
- Chrome extension for 1-click LinkedIn prospecting.
Pricing
Cognism has custom pricing for each customer, tailored to their specific needs.
However, its team also chose not to disclose the factors on which the price depends, except for noting that each price comes with a flat platform fee that includes support, maintenance, onboarding, and initial setup.
Pros and Cons
✅ International coverage of contact and company data.
✅ User-friendly and intuitive interface.
❌ The data isn’t updated as regularly as it should.
❌ No free trial and non-transparent pricing.
8. Wiza
Wiza is a sales tool that converts LinkedIn Sales Navigator searches into clean, exportable lead lists with verified email addresses.
Features
- Simple Chrome extension that can scrape any LinkedIn Sales Navigator search and create an enriched prospect list.
- Built-in email verification.
Pricing
Wiza has a free forever plan that allows you to discover 20 email addresses and 5 phone numbers per month
If you need more, there are three plans to choose from when you opt for monthly billing:
- Starter: $49 per user per month
- Email: $99 per user per month
- Email + Phone: $199 per user per month
If you decide to go for Wiza’s annual plans, you’ll get unlimited emails or unlimited emails and phone numbers, depending on the plan you subscribe to.
There are two annual plans:
- Email: $83 per user per month
- Email + Phone: $166 per user per month
Pros and Cons
✅ Easy to use.
✅ Doesn’t charge for emails or numbers it cannot find.
❌ Limited functionality.
❌ Depends primarily on LinkedIn Sales Navigator for prospecting.
9. Crunchbase
Crunchbase is a comprehensive business information platform that goes beyond the usual contact and company data.
It provides detailed intelligence on private companies, including information about investors, funding rounds, and industry trends.
Features
- Enables tracking prospects that could bring you the most value, providing real-time alerts when a relevant change occurs.
- Largest database of private company information, allowing not only in-depth prospecting but also market research, fiding investors or good investment opportunities, etc.
Pricing
Crunchbase has 2 pricing tiers:
- Pro: $99 per user per month when billed monthly or $49 on the annual plan
- Enterprise: Custom pricing
You can try Crunchbase’s Pro plan for 7 days free of charge.
Pros and Cons
✅ Versatile use cases - sales and marketing reps, investors, startups, business owners, etc., can all benefit from using it.
✅ Provides in-depth access to companies’ financial information to help narrow prospecting down.
❌ Limited international coverage, as its data is focused on North America.
❌ Clunky interface.
❌ CRM enrichment is available only on the Custom pricing plan.
10. Apollo
Apollo is an all-in-one sales engagement solution with a rich B2B database and a wide range of features allowing you to run your sales processes from one platform.
Features
- Extensive database of 275+M contacts and 73+M companies that allows you to find prospects more easily.
- AI-powered lead scoring based on their search intent, website visits, etc., helping you qualify prospects and leads.
- Allows you to create automated outreach sequences, boosting sales reps’ efficiency.
Pricing
Apollo has a free forever plan that provides you with unlimited email finder credits, 5 phone number credits, and 10 export credits.
You can choose from three pricing tiers if you need more than that:
- Basic: $59 per user per month
- Professional: $99 per user per month
- Organization: $119 per user per month
Note: The paid plans come with a 14-day free trial.
Pros and Cons
✅ A wide range of features enabling you to manage prospecting, sales engagement, outreach, etc., from a single platform.
✅ Easy to use.
✅ Has a browser extension for one-click online prospecting.
❌ Advanced features are kept behind a high paywall.
❌ Limited integrations, making data exports and syncing difficult.
Master Sales Prospecting with Warmly
And there you have it, folks: We gave you a wide range of powerful tools fit for different needs, budgets, and skill levels to choose from.
If you need more info before you decide, the best way is to stop reading and start acting.
Try out some of these tools, as most have free trials or plans, and see what works best for you.
However, if you want to embark on your sales prospecting journey by harnessing your website’s full potential first, look no further than Warmly, as it can help you:
- Find prospects that want to buy from you.
- Create more personalized and efficient outreach and marketing strategies.
- Engage prospects while they’re hot.
Try Warmly for free and start identifying and converting more qualified prospects today.