10 best sales intelligence tools for 2022 (B2B prospecting made easier)

Are all sales intelligence tools created equal? See the best sales intelligence tools on the market, including one that drove 20x closed-won a single quarter.
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Sales processes are becoming more automated thanks to sales AI. You can uncover insights as deep as anonymous traffic and new decision-makers at target companies with the best sales intelligence tools — all without manual digging.

We’ve seen businesses like Ceros gain as much as 20x ROI in closed-won revenue in a single quarter and Workramp gain 15x ROI within a year with sales intelligence data. The impact of AI on sales is so profound that Gartner predicts sales process, applications, data, and analytics will merge completely to form one single concept before 2025: AI for sales.

But are all sales intelligence tools equal? In this article, we share 10 top sales intelligence tools that have radically changed the game for sales leaders and their teams.

1. UserGems

sales intelligence tools

UserGems allows you to track contacts so you can reach out to them at key purchase points. With UserGems, you can learn when contacts take up new jobs and leverage your relationship with them for product sales at their new company.

Since new executives spend 70% of their budget in the first 100 days — according to internal research—, UserGems also helps you identify new decision-makers in target accounts. Ideally, you’d reach out to them and close deals within those first 100 days. UserGems has an impressive 4.5 stars on G2, with many reviews praising its contact tracking feature especially.

UserGems' key features

  • Contact tracking: Automatically surfaces job changes of contacts and enables reps to personalize outreach at scale
  • Account tracking: UserGems notifies you of a new hire or newly promoted person on a target account so you can reach out at a strategic time and get them to buy from you
  • Provides personalized details you can include in emails to leads
  • Native Salesforce integration

Best use cases

  • Discover new decision-makers in target companies when they’re ready to buy. 
  • Leverage past relationships to sell to existing clients who work in new companies

2. Leadfeeder

Leadfeeder

Leadfeeder helps businesses uncover what channels drive site visitors, what pages users visit, and what companies they work for. You can also manage new leads by directly sending them to your CRM and to the right team members with Leadfeeder.

The tool has a 4.3 rating on G2 and most users speak highly of its core feature; visitor identification.

Leadfeeder's key features

  • Lead generation tool that helps you maximize anonymous web traffic that would be otherwise wasted
  • Collects data as visitors visit your website and sends it to you 
  • Lead “interest score” to signify how likely the visitors are to buy 
  • Filters lead list for bots, ISPs, and other valueless traffic

Best use cases

  • Turn anonymous website traffic into real names at real companies and see the content they are interested in 
  • Set custom notifications for individual sales reps when prospects on their lists visit your website

3. Sales Navigator

LinkedIn sales nav

Linkedin Sales Navigator allows you to identify high-quality leads on the professional LinkedIn platform. With Sales Navigator, you can find relevant information sourced from target profiles, reach out to those targets even without a prior connection and build relationships with them.

With a 4.3 G2 rating, many users praise Sales Navigator’s information sourcing.

Sales Nav's key features

  • Advanced search and filter to source and segment high-quality leads even outside your network
  • See possible leads based on search history 
  • Create custom lists of leads and save up to 10,000 leads
  • Keep track of changes like promotions + job changes + profile views
  • Send prospects “Inmails” that they can easily read right from their email inbox (limited to 50 per month)

Best use cases

  • Find prospects similar to your current targets with suggested leads
  • Find LinkedIn accounts of decision-makers at target companies

4. Zoominfo

zoominfo chrome extension

ZoomInfo makes users' lives easier with its large database of potential buyers. Marketers and sales reps can find detailed information for leads, including name, email, LinkedIn profile, company, position, company size e.t.c. 

Marketers rate ZoomInfo a 4.4 on G2, quoting time savings from the massive information database as a top feature.

Zoominfo's key features

  • Large database for access to more leads
  • Advanced search and filtering options to find your best leads
  • Data cleaning and enrichment
  • News and people alerts

Best use cases

  • Identify companies and people you may not have known about otherwise, along with their contact details
  • Get more insights on leads and companies so you can connect better

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5. Cognism

Cognism

Cognism provides B2B lead generation, prospecting automation, and data processing services. The software boasts a GDPR and CCPA compliant database of over 400 million business profiles.

With an impressive 4.7 rating on G2, many users say that Cognism works great to provide lead information in a click.

Cognism's key features

  • GDPR and CCPA compliant
  • Phone-verified contacts
  • Refresh feature to scan and replace outdated data
  • Tons of integrations with sales and CRM tools

Best uses case

  • Scaling compliant outbound sales

6. Clearbit Enrichment

Clearbit

Clearbit Enrichment helps you deeply understand your customers by parsing millions of data points about them across the web in real-time. With the tool, your sales team can take advantage of shorter forms, customized live chat, and enriched lead data.

Rated 4.4 on G2, users hail Clearbit Enrichment as the ultimate time-saving sales intelligence tool.

Clearbit Enrichment's key features

  • Data enrichment
  • Shorten forms
  • Lead scoring and routing
  • Customer segmentation

Best use cases

  • Quickly find lead data when all you have is an email
  • Automate data profiling
  • Customize live chat

7. Echobot

Echobot sales intelligence

Cloud-based sales intelligence solution Echobot helps businesses in the European market with data for GDPR compliant outreach. Users say the tool helps with the data needed to prepare for sales calls, and rate it an impressive 4.8 on G2.

Echobot's key features

  • Data augmentation
  • Lead qualification
  • A/B testing

Best use cases

  • Enrichment of website visits

8. Apollo

Apollo sales intelligence

Apollo is an all-in-one sales intelligence tool that helps you discover more customers in the market, connect with prospects, and personalize sales to win more deals. The Apollo B2B Database contains over 220 million contacts and 30 million companies with robust and accurate information. 

Users rate Apollo a 4.8 on G2. Most of the users say it has a great lead filtering system which saves time.

Apollo's key features

  • 200 filter attributes to personalize engagement
  • Free trial
  • Data refreshes

Best use cases

  • Automate sales sequences
  • Track sales message performance

9. SifData Alerts

sifdata software

SifData notifies you when old contacts move to new companies so you can reach out and close a new deal with them. It enables you to track your key contacts and alumni customers to generate pipeline and reduce churn.

Users rate SifData a 4.6 on G2 and praise the job change notifications which helps prevent churn.

SifData Alert's key features

  • Native Salesforce integration to get data closer to your sales team
  • Smart lead status alerts
  • Data enrichment

Best uses cases

  • Reach out to old contacts in new positions for new business
  • Track your competitor’s customers' job changes
  • Reduce churn resulting from contact changes

10. People.ai

people.ai software

People.ai enables companies to improve the performance of their sales teams by surfacing insights from their sales behavior and automating their ramp-up and coaching processes. With People.ai, you can predict and automate manual data entry, increase sales productivity, and leverage actionable intelligence across all of your management tools.

Users say People.ai helps improve productivity in sales and rate it a 4.4 average on G2.

People.ai's key features

People.ai key features:

  • Data sourcing
  • Opportunity scoring
  • Predictive analysis

Best use cases

  • Capture sales activity including emails, calls, meetings in one platform

What should you consider when buying B2B sales intelligence tools 

With lots of sales intelligence options, it’s easy to feel overwhelmed about which tool to choose. Here are a few things to keep in mind to guide your tool choice:

Data coverage

In most cases, you’ll need a tool that has access to a wide database so you’re not limited by fewer lead options or incomplete lead data.

Data accuracy

It’s not enough to have large amounts of data if that data isn’t accurate. The wrong email or role description can easily cost you a deal.

Your main goal

The tool you choose will depend on what’s most important to your team. If you want access to contact data you’ll need a data enrichment feature. If contact tracking is important to you, then a tool that tracks your current contacts is the way to go.

Integration options

Confirm that the tool you choose integrates with the rest of your sales tools or allows for API integration, so you don’t have to pay out of pocket for custom integrations.

B2B sales intelligence tools FAQs

What is sales intelligence?

Sales intelligence is all the prospect data and insights that help salespeople make informed choices regarding prospects throughout the selling cycle. It’s often gathered from many different sources including sales software and CRMs.

What is a sales intelligence tool?

A sales intelligence tool is software that collects and parses prospect data so that salespeople can find, track, and leverage that data for more sales.

Why should you use sales intelligence software?

Use sales intelligence software to understand prospects better so you can personalize sales efforts based on needs and timing.

What is prospect intelligence?

Prospect Intelligence is data and insights which help you understand which leads are most engaged and how ready they may be to buy.

What is lead intelligence?

Lead intelligence is data that represents the additional information about leads so you can use that information to personalize outreach and follow-ups.

Who should use sales intelligence tools?

Everyone in demand generation can benefit from the best sales intelligence tools but business development representatives (BDRs), sales development representatives (SDRs), and account executives (AEs) tend to see the biggest benefits. This is because they actively manage sales efforts throughout the sales cycle.

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