Top 5 B2B Lead Generation Tools to Know

Generating quality leads is no easy task, but it's vital for every business’s success. Here are the top lead generation tools our expert recommends.

Written by Vlad Oleksiienko
Published on Mar. 21, 2024
Top 5 B2B Lead Generation Tools to Know
Image: Shutterstock / Built In
Brand Studio Logo

Lead generation is the foundation to every successful business venture, sustaining growth and longevity. In today’s competitive landscape, with consumer behaviors constantly evolving while market dynamics shift rapidly, the ability to consistently attract and convert quality leads is more crucial than ever.

For B2B companies, targeting the right decision-makers in other businesses is paramount, involving meticulous research to tailor outreach efforts and address their specific needs. While B2B lead generation is complex, we can break it down into three key steps: identifying leads, conducting thorough research and engaging them.

Lead generation software entails a wide range of different tools, from B2B contact databases and sales intelligence tools to lead-capture form builders and outreach platforms. In fact, even social platforms like LinkedIn, TikTok and Facebook can be powerful lead generation tools if you think about it.

Recommended Lead Generation Tools

  • identify and engage targeted prospects.
  • Lusha: reach the right customers at the right time.
  • Dealerfront: generate leads from website traffic.
  • OptinMonster: capture leads with optimized forms.
  • Hootsuite: leverage social media to generate leads.

More on lead generation5 Ways to Elevate Your Lead Generation Strategy


Why Are Lead Generation Tools Important?

The significance of lead generation tools cannot be overstated in today’s hyper-competitive digital landscape. These tools empower businesses to reach their target audience with precision and efficiency, creating a constant flow of potential customers into their sales pipelines.

Lead generation software uses key data to ensure businesses are targeting the right people at the right time with the right message. Using this software, companies can streamline their marketing and sales efforts, optimize resource allocation and unlock new avenues for revenue generation. It’s impossible to picture a successful business that doesn’t continuously bring in quality leads, making lead generation tools a vital addition to every tool stack.


How to Choose the Right Lead Generation Tool

Selecting the most suitable lead generation tool entails a thoughtful assessment of your business objectives, target audience and operational requirements. Lead generation tools span across multiple software categories with distinct sets of features. This variety exists because there are countless ways that businesses generate their leads, whether it’s via inbound channels, outbound or both. And each company has their designated technology designed to improve, automate and scale their individual process.

Businesses must therefore carefully evaluate their needs and priorities, considering factors such as their existing tool stack and what features they already possess, integration capabilities for a seamless data flow and thorough research on where their leads are located to determine the ideal tool or combination of tools that align with their unique goals.


Top 5 Lead Generation Tools

Let’s take a look at these five tools covering different angles of the lead generation process. We’ll explore how they work, their benefits and drawbacks. 

Reply is an AI-powered sales automation platform that helps businesses find targeted leads, engage them throughout their sales journey via multiple channels and ultimately close deals. With its rich B2B contact database, Reply empowers teams to generate quality leads along with their most important data points, such as contact email, job title, company size and more, which it then uses to create personalized outreach sequences.

With its neat Chrome extension, users can also get verified contact information directly from professional social networks like LinkedIn, allowing them to seamlessly connect with relevant decision-makers. Last but not least, Reply will soon roll out an AI chatbot trained to capture inbound data from website visitors and nurture them into leads.

Reply’s main con is that, while it effectively nurtures inbound leads toward sales with personalized engagement, it’s limited in terms of generating inbound leads. To do so, you’d need to integrate Reply with an inbound-focused lead gen tool.



When generating leads, timing is paramount, and Lusha simplifies the mission of connecting with the right customers at the most optimal moment. Ideal for sales, marketing, RevOps or recruitment professionals, Lusha’s robust platform offers exclusive access to B2B contact and company data, empowering users with accurate intent data to pinpoint companies actively seeking their offerings.

Lusha allows users can stay updated on prospects with job change alerts and leverage other buyer signals to make the most timely and relevant offers. With Lusha Engage, they can seamlessly connect with prospects and deliver precise messages via email sequences directly from the platform. Plus, Lusha alerts users on any changes in their leads’ activity to accurately leverage their buying potential and enrich their data profile.

No B2B database tool is perfect in these early stages, however. At times, Lusha provides users with inaccurate contact data — outdated phone numbers, invalid email addresses, etc. — which may cause hurdles in lead generation.



Dealfront, formerly Leadfeeder, revolutionizes lead generation from website traffic, providing sales and marketing teams with indispensable data, applications and insights from potentially interested leads. Among its array of features, Dealfront enables users to identify anonymous companies visiting their websites and seamlessly transfer them to their customer relationship management tool for sales and marketing campaigns.

Users can discover which companies are expressing interest in their products, along with detailed information, including if their employees are working remotely. It analyzes website visitors with state-of-the-art algorithms to determine exactly what they’re looking for and interested in, removing the guessing game for businesses when engaging them.

While Dealfront provides a mix of sales intelligence and website traffic identification to pinpoint the hottest, purchase-ready leads, sales and marketing teams will still need to gear up with a dedicated sales engagement platform to then utilize this data for targeted outreach campaigns. 



OptinMonster supercharges lead capture with its array of optimized, no-code forms designed to drive conversions effortlessly. This versatile lead generation software empowers users to grow their email subscriber list, increase sales and expand their business without the need for coding or graphic design expertise.

With its intuitive campaign builder, users can create captivating pop-ups, email subscription forms, announcement bars, gamified spin-a-wheel opt-in forms and more in minutes. OptinMonster’s advanced targeting and behavior automation features ensure these personalized forms reach the right audience at the perfect time, while real-time stats enable continuous optimization for maximum results.

The main cons of OptinMonster include its relatively high pricing for small businesses wishing to access all lead generation features, coupled with reported limitations in integration flexibility with existing tool stacks.



Hootsuite empowers businesses to harness the power of social media to generate leads effortlessly. With its comprehensive social media management platform, users can schedule posts across multiple social networks, seamlessly manage organic and paid social content and monitor customer conversations.

Hootsuite allows users to gain actionable insights from social media data to make informed business decisions, monitor brand mentions, track trends and keep an eye on competitors with Hootsuite’s social media monitoring feature. Additionally, Hootsuite’s optimization tools analyze data to determine the ideal posting times for reaching users’ target audience effectively, ensuring their social media lead generation efforts reach their full potential.

Hootsuite’s main drawbacks lie in its free plan’s limited features and that it’s primarily relevant to businesses heavily reliant on generating leads through social media platforms or via social selling.

This year’s trends5 Lead Generation Trends to Know in 2024


Create Lead Magnets

B2B lead generation is multifaceted, placing the responsibility on businesses to initially identify where their ideal leads are situated and how they are most effectively engaged.

Once this crucial step is complete, it merely becomes a matter of equipping themselves with the right tools and creating optimized processes to create a powerful lead generation engine. This involves creating lead magnets to capture targeted, purchase-ready leads and using enriched data points to craft personalized buyer journeys that ultimately lead to sales.