B2B prospecting tools: find, qualify, and enrich your pipeline
Your sales CRM is only as good as the lead and customer data you have in it. Unfortunately, around 51% of sales teams consistently struggle to find and qualify good-fit prospects efficiently, according to Pipedrive.
B2B prospecting tools fix that. They help you find, qualify, and enrich the lead and customer data your CRM depends on.
Below, we've covered 19 of the best B2B prospecting tools so your sales team can find, reach, and convert high-value prospects faster.
What should you consider when buying the best B2B prospecting tools?
When considering buying a B2B prospecting tool, you’ll want to assess the:
Type and quality of the database to ensure it works for your industry
Available automation to help reduce repetitive work and save your reps’ time
Available integrations with your sales teams’ existing tech stack, especially your CRM
Additionally, you’ll want to ensure the tool fits with the strategies your team is already using so that it accelerates the pipeline and streamlines their processes.
To help you begin your search, we’ve compiled 19 of the best B2B prospecting tools.
19 B2B prospecting tools ranked
UserGems
UserGems surfaces leads who are 3x more likely to buy, without adding manual work to your team's plate. Sales and demand generation teams use UserGems to identify warm leads faster and spend less time on manual research.
UserGems tracks buyer signals — job changes, new stakeholders entering target accounts, past relationships in your calendar — and feeds them into AI agents that write contextually relevant outreach. The result: pipeline from contacts who already have a reason to engage.
Plus, we integrate with the tools your team is already using like Salesforce, HubSpot, Outreach, Slack, and Marketo.
Leadfeeder
Leadfeeder identifies the anonymous businesses visiting your website so you can turn those visits into leads.
It also helps you find out how visitors got to your site, what their behavior was like, and what their intent is. Custom segmentation allows you to score and qualify visitors to provide your sales team with high-value leads, saving them time.
Additionally, Leadfeeder Contacts enables you to identify the right person to reach out to and their current contact information.It also integrates with all major CRMs to sync lead data and generate reports for your sales team.
However, a handful of customers on review sites like Trust Radius report it may not be a fit if you’re selling to governments or Fortune 100 companies.Leadfeeder’s licensing options include:
A free trial
A free Lite version with access to limited features
A premium version for $79 per month
LinkedIn Sales Navigator
LinkedIn Sales Navigator taps into a database of over 600 million professionals with advanced search filters and account-level alerts.
This B2B prospecting tool identifies leads with advanced search options and gives you updates about high-value accounts, such as when an employee switches roles or a relevant press release is published.
Additionally, it’s easy to connect and stay connected with prospects on LinkedIn’s platform.Pricing for their Core plan starts at $79.99 per user per month with limited features and no real reporting functionality.
Comparing UserGems vs. LinkedIn Sales Navigator for tracking job changes
ZoomInfo
ZoomInfo is a tool B2B businesses use to gather new leads by finding new prospects for you to reach out to in your specific, targeted market.
Using ZoomInfo, earn about a buyer’s intent by researching relevant topics and keywords online and identify and capture anonymous website visitors. The software also integrates with various CRM and marketing automation tools, provides data segmentation and filtering, compiles reports to help you understand your high-value prospects, and gathers email contact data.
ZoomInfo does offer three pricing tiers as well as a limited free trial. However, certain features, like their real-time buying intent signals, are only available at the highest tier.
ZoomInfo doesn’t list pricing information on its website.
Comparing UserGems vs. ZoomInfo for tracking job changes
Cognism
Cognism gives B2B teams accurate, real-time contact data to reach new prospects faster. It’s also compliant with GDPR and CCPA and updated in real-time.
Sales teams get the data and contact details they need to start outreach fast. They can also build targeted campaigns and segment account and lead lists against custom profiles.
Pricing information is only available upon request.
Clearbit
Clearbit is a data-driven prospecting tool that captures information from anonymous website visits so you can target high-value prospects who have visited your site.
This software works well for SMEs and mid-market businesses. Use the information to build target lists, including setting custom criteria or setting up automatic outbound sequences to save time and create tailored advertising campaigns. Additionally, Clearbit provides instant alerts when target accounts engage.
Build your account lists in Clearbit or within Salesforce and then use the platform of your choice to create contacts that match your buyer persona. Clearbit tailors pricing to fit each company's needs and volume, so you need to contact customer support for a custom quote.
DiscoverOrg
DiscoverOrg provides quality data and real-time buying signals you can use to connect with high-value B2B decision-makers.
This cloud-based platform provides advanced insights, accurate contact data, and real-time buying signals. These features increase the number of qualified prospects in your pipeline and reduce time spent researching. DiscoverOrg also integrates well with other popular platforms, like HubSpot and Salesforce.
DiscoverOrg is a good option for sales teams, marketers, and recruiters. The website mentions it offers multiple plans at different price points but you have to contact them for more information.
Outreach
Outreach is a sales execution platform built to turn pipeline data into coordinated rep activity. It's a tool sales teams use to maximize prospecting with efficient, streamlined workflows that turn insights into actions. The Outreach Engage tool lets sellers make quality decisions at every sales cycle stage.
Outreach Engage automates repetitive workflow steps so reps spend less time on data entry and more time on prospects.
Additionally, Outreach uses AI-driven insights to optimize engagement with prospects.
It also surfaces which sequences and touchpoints are actually working, so reps can replicate what converts.
Pricing information is only available upon request.
Lusha
Lusha gives you B2B contact email addresses and phone numbers quickly.
The Lusha extension allows your sales team to identify, focus on, and connect with prospects on websites or LinkedIn. The advanced filters show you the right leads that fit your criteria.Lusha integrates with tools such as Salesforce, Outreach, or SalesLoft and their data is CCPA compliant and GDPR aligned.
There are four available plans, including:
A free Starter option that provides five credits per month
The Professional plan for $29 per month per user
The Premium plan for $44 per month per user
And, an Enterprise plan, which is a custom plan.
Lead Forensics
Lead Forensics gives the name and contact information of anonymous B2B website visitors in real-time.
It works by tracking the IP addresses of users visiting your website. The IP address is then matched to data in Lead Forensics’s extensive B2B IP address database, so you know who is visiting your site.
Additionally, the software identifies when existing customers are exploring your website. It will send you information about their on-site behavior, allowing your team to tailor their strategy to specific users in real-time.
Lead Forensics offers a free week-long trial and two plans. To opt into a paid plan, you need to contact sales for a demo.
Bombora
Bombora provides privacy-compliant, consent-based B2B intent data.
The Company Surge tool gives you a better understanding of your buyers’ interests and intent with advanced BERT-based machine learning. The information you receive will you prioritize your prospect list and tailor your outreach.
However, according to many G2.com reviews, their surge data is often limited for regions outside of the US.Bombora also integrates with various CRM and sales acceleration tools, including Salesforce and HubSpot.
The company only offers custom packages. You need to speak to sales for pricing information.
Lead411
Lead411 provides verified lead data on millions of contacts, making finding new opportunities easier. Lead411 designed this software for sales services, SaaS and technology, marketing services, and recruiting.
Lead411 ensures the quality of their triple-verified email data and double-verified direct dial. They also provide multiple phone numbers for prospects when possible, including mobile numbers, direct office, main lines, and headquarters.
Additionally, their growth intent data identifies the best timing for your outreach efforts. Lead411 offers three plans:
The Basic plan is $900 per year per user and is ideal for individuals.
The Pro plan is $1,800 per year per user
And, the Enterprise plan pricing is customized to your team. You can also add on reach email/SMS automation for an additional cost.
Sales Leads Pro
Sales Leads Pro is a web-based lead generation and management system designed for home improvement professionals.
It’s used to manage, distribute, and analyze leads on a web-based platform.Additionally, Sales Leads Pro maintains a Contractor Director to help home service businesses find qualified customers. The listing includes your profile, contact information, company details, and a photo gallery.
Their site omits details about how their lead generation system works, setting it apart from the other tools on this list. Pricing is $100 per month for the Sales Leads Pro Package and $50 per month for the Sales Leads Management Package.
Ricochet
Ricochet’s free Chrome extension finds B2B information quickly while on any business website, Twitter profile, LinkedIn company page, or Google search results.
The extension speeds up your research by providing information like company size, investment information, and more. The Competitors and Peers feature offers information on similar services to the one you’re researching, potentially leading to new prospects.
This free tool is ideal for sales and marketers at small businesses, who don’t need native integrations and are looking for a lightweight sales prospecting plugin.
LeadIQ
LeadIQ eliminates busy work and makes prioritization and personalization easier by enabling sales teams to increase their efficiency with outbound prospecting .
Find, capture, and sequence contact data directly into your preferred sales tool with one click. And, maintain quality data with automatic updates for existing records and enriched new ones.
LeadIQ offers different plans to fit various businesses’ needs.
A free plan
A Starter plan that’s $60 per month per user
A Pro plan for $120 per month per user.
And, the Enterprise plan is a custom plan for established sales teams.
Apollo.io
Apollo.io has a global database of over 220 million contacts with verified email addresses, phone numbers, and direct dials, so you can find leads quickly and easily.
It uses a five-step email verification process and third-party vendors to verify phone numbers, as well as daily database updates for accuracy.Apollo.io also tracks hiring data and funding activity to flag accounts showing growth signals. And it integrates well with CRMs.
They have a limited free version that provides 50 email credits per month. Paid plans start at $49 per user per month. It’s worth noting that features like their job change alerts are only available through their enterprise plan.
SalesIntel
SalesIntel finds high-value prospects and fills your pipeline with their human-verified contact information and buying intent signals.
They also provide website visitor tracking, so you can identify anonymous visitors and turn them into prospects.Unlike some other tools that have real-time data enrichment, SalesIntel only verifies its data every 90 days.
SalesIntel offers customized annual licensing prices based on the number of user licenses, apps and modules, and usage credits.
AeroLeads
AeroLeads finds business and personal emails from a database of over 425 million records and pushes that data directly to your CRM in one click.
AeroLeads validates all emails in real-time, so the data you need is accurate and reliable.They also have a Chrome extension you can use to add prospects from platforms such as LinkedIn Sales Navigator and other websites.You upload your own data, like names, companies, or LinkedIn URLs using their upload feature.
AeroLeads offers a limited free trial with 10 credits. Paid plans start at $49 per month. Each plan tier provides a different number of credits, with one credit equaling one record.
RocketReach
RocketReach connects you with prospects using real-time verified data for 700 million professionals across 35 million worldwide companies.
This tool specializes in finding the right decision-maker using verified emails, phone numbers, and social links.Plus, you can also discover good-fit companies that match your target criteria to help fill your pipeline.
RocketReach also allows you to customize your outreach campaigns, and the advanced search features identify the right person to talk to. It integrates with Salesforce and most CRMs.
They have a limited freemium plan that gives you five free lookups per month. Paid plans start at $49 per month.
B2B prospecting tools FAQs
Is Salesforce a prospecting tool?
Salesforce is primarily a CRM with the ability to create customizable workflows. Sales teams use it to communicate with each other and stay up to date on what’s happening with a lead and for its detailed reporting and automation capabilities.
However, Salesforce is only as good as the data that you have in there. That’s where prospecting tools like UserGems come in handy. These prospecting tools integrate directly with Salesforce to ensure the lead and customer data in your CRM is accurate.
Which platforms are best for B2B sales prospecting?
LinkedIn is one of the most valuable sales prospecting platforms for many B2B companies.
One advantage of LinkedIn is that many companies' decision-makers have profiles on the platform, making it easier to reach the right person. Other social media platforms, including Twitter, also work for prospecting, but it’s important to consider which social media platforms your target prospects use.Email and phone calls also continue to be strong methods for connecting with prospects.
What is the most effective prospecting strategy?
Most effective prospecting strategies blend inbound and outbound channels. According to HubSpot, most sales teams already use both.
According to HubSpot, most sales teams report using a combination of inbound and outbound selling.
What is a prospecting tool?
Sales prospecting tools help revenue teams identify and reach the right buyers at the right time. UserGems goes further. It tracks buying signals like job changes and new stakeholders, scores accounts with transparent AI, and surfaces the contacts most likely to convert.
That gives SDRs, AEs, and ABM marketers a prioritized list of prospects with context for outreach, not a raw list to work from scratch.
The best B2B prospecting tools also save your sales team time by providing your teams with accurate contact information for key decision-makers.
What are prospecting techniques?
Effective prospecting techniques vary by industry and organization. That said, some commonly used prospecting techniques include:
Targeting good-fit prospects through social selling
Using tools to identify anonymous visitors to your website to find potential prospects and leads
Asking for referrals
Making phone calls, whether warm or cold
Sales multithreading to increase your chances of winning a deal
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