B2B Lead Generation Tools | Free & Paid (2024) (2024)

No matter the size of your business, you need a steady inflow of leads to boost your revenue and scale growth.

Research shows that companies with a well-established process for generating leads get 133% more revenue compared to those who lack one.

Here’s the kicker. To pull off these incredible results, you need the right set of B2B lead generation tools. These tools not only speed up the process of lead generation but also give you an edge over competitors.

Ready to attract high-quality inbound and outbound prospects? Below are 16 free and paid B2B lead generation tools you can use to streamline your lead gen efforts.

Let’s get to it!

Table of Contents

• B2B Lead Generation Tools
• B2B Lead Generation Tools FAQs

Jump to:

• Visme
• HubSpot
• Leadfeeder
• LinkedIn Sales Navigator
• Hotjar
• LeadPages
• Respona
• Intuit Mailchimp
• SEMRush
• OptinMonster
• LeadQuizzes
• ActiveCampaign
• Snov.io
• Hunter.io
• Livestorm
• Intercom

1. Visme

Visme is a powerful B2B lead generation tool designed to help your sales team attract, generate and convert sales qualified leads.

As a visual design tool, Visme makes it easy for anyone to create interactive lead magnets, such as:

• Checklist
• Reports
• Ebooks
• Whitepapers
• Worksheets
• Case Studies
• Cheat sheets and more

The beautiful thing about using Visme is that you’ll find templates that cater to each stage of the funnel—be it BOFU, MOFU or BOFU.

But that’s just the half of it regarding how Visme can help you attract high-converting leads.

With Visme’s intuitive form builder, you can create interactive lead generation forms without writing a single line of code. We’ve tested Visme forms on more than 700k organic users and results show it generates 2-3x more conversions than traditional forms. Read the full case study here.

To create your forms, start from scratch or use predesigned forms and survey templates depending on what you want to achieve. The software offers lead forms, newsletter sign-up forms, contact forms, website popups, email forms, feedback forms, registration forms, email collectors and more.

Create beautiful lead forms that drive conversions in minutes!Sign up. It’s free

Easily customize your form fields to collect information like names, email addresses, company names, phone numbers, job titles and more.

What’s more, you can customize the form heading, text, button and footer; add form icons, ebook and logos; and adjust the form style and branding.

The best part? Visme gives you full control over the interactive element of this form. You can choose your preferred character and their behavior.

After you’ve designed your form, you can easily generate HTML to embed the form on your landing page or website. You can select the embed style as well—pop up, between content and sidebar.

Users also have the option to share a link to the form or QR code that visitors can scan to access it. From the interface, you can share the form directly with your social media accounts like Facebook, LinkedIn, Pinterest, X (Twitter), Slack and more.

With Visme Forms analytics, you can monitor the performance and engagement of your forms per device and for all device types.

Features

• Thousands of professional lead magnet templates across 40+ categories
• Extensive library of customizable form templates
• Intuitive and easy-to-use no-code form builder
• Smart interactivity and animation features, including a wide range of characters, gestures and animation styles
• Built-in library of free images, icons, fonts, videos, audio and illustrations
• Analytics for tracking engagement and conversions of lead magnets
• Form analytics for monitoring form performance and engagement
• Collaboration and workflow management tools for team projects
• AI tools for generating images, text and documents
• Brand design tool for keeping forms and lead magnets aligned with your brand
• Integrations with third-party tools like ConvertKit, HubSpot, Zapier, Mailchimp, Active Campaign and more
• Generate high-quality drafts and proofread your copy with AI text generator
• Customize your lead magnets for multiple ICPs using Dynamic Fields
• Publish and share your form with a link, QR code or embed it anywhere on your site using HTML

Pricing

• Basic: Free
• Starter: $12.25
• Pro: $24.75
• Visme for Teams: Contact Sales

Best For

Lead generation, lead nurturing, interactive forms, high-converting lead magnets and all kinds of visual content.

2. HubSpot

HubSpot is a leading marketing, sales, and CRM tool. It has six core products designed to help companies of all sizes increase leads, drive sales, simplify their business processes and grow their businesses.

HubSpot’s marketing hub provides tools that allow you to generate inbound leads and automate your marketing campaigns. Users can collect new leads with forms, build high-converting landing pages and create ads and bulk emails—all within the same tool. The platform also provides a robust analytics tool to help you analyze your campaign to improve your conversion.

In addition to the marketing hub, HubSpot provides everything you need to supercharge your business process. You’ll find solutions for sales, content management, customer service, operations and more.

Features

• Build conversion-ready forms
• Create high-converting landing pages
• Contact management to update records and log sales activities
• Campaign management to see, execute and collaborate on campaigns
• Marketing automation for campaigns, forms, email personalization, lead scoring and follow-ups
• Live chat and chat automation to provide real-time customer support
• Built-in analytics, reporting and dashboards to track and improve performance
• Integration with Salesforce and other third-party apps

Pricing

• Free: $0
• Starter: $20/month
• CRM Suite Starter: $30/month
• Professional: $890/month
• Enterprise: $3,600/month

Best For

Lead generation, marketing and sales automation and customer relationship management

3. Leadfeeder

Leadfeeder is a top B2B lead generation tool that helps businesses analyze and engage with website visitors in real-time and turn them into high-value leads.

An outstanding feature of this tool is its ability to convert anonymous website visitors into potential leads by enriching company data and contact information. It also allows you to track their behavior, gain insights into their interests and use that data to optimize your website for better engagement and conversions.

The built-in filter helps you score and qualify leads and focus on high-value and high-intent prospects. Users can also automate their lead gen funnel by auto-populating their CRM or marketing automation with high-intent sales leads.

Features

• Generate leads from anonymous website traffic
• Automatically send leads to your CRM or marketing automation system
• Score and qualify leads based on value and high intent
• Automatically score leads based on their web activity
• Segment lists based on geography, industry, web activity, custom properties and more
• Integrate with your favorite third-party tools like Pipedrive, Salesforce and HubSpot

Pricing

• Free: €0
• Paid: €165/month

Best For

Lead generation, scoring and qualification, account management and sales prospecting

4. LinkedIn Sales Navigator

According to a State of B2B Marketing Report from Wpromote, about 89% of B2B marketers utilize LinkedIn for lead generation. In fact, 62% of them say they generate over 2x more leads on LinkedIn than the second-highest social channel.

With the highest professional network, LinkedIn Sales Navigator gives you a lead generation boost. It helps you target specific prospects, track and filter leads, and engage with high-potential buyers.

Sales Navigator provides the data and insights to help you prioritize the accounts with the biggest opportunities so you can streamline your efforts. You can easily identify which companies are connected to you or your company. Or use 14+ account filters to find the best opportunities across 61M+ accounts on LinkedIn.

Also, the tool shares valuable insights into company hiring trends, department headcount, recent hires, etc. Armed with this information, you can build rapport, engage and communicate with your prospects using the InMail feature.

Features

• Advanced lead and company search tools
• Automated and personalized lead recommendations
• Detailed and real-time insight into decision-makers, company news and updates
• Alerts on your saved leads and accounts
• Communicate and engage with leads via the InMail feature
• CRM contact integration with Salesforce and Microsoft Dynamic 365 Sales

Pricing

LinkedIn Sales Navigator has three pricing plans: Core, Advanced and Advanced Plus.

Best For

Lead generation, sales prospecting and social selling

5. Hotjar

Hotjar is a powerful website heatmap and behavior analytics tool. It enables you to gauge the user experience on your website or app and monitor their behavior. Essentially, you can target and track visitors via device type, URL and user attributes.

The heat map helps you make sense of how your user navigates your site or landing page, how far they scroll, which buttons they click and elements they ignore.

With useful intelligence about user behavior, you can identify opportunities to optimize your website for lead generation. Hotjar is also effective for discovering bugs and broken flows and prioritizing the right fixes.

What’s more, you can get screenshots and recordings of your customers's journeys and create surveys to get customer feedback about their experiences with your site.

Features

• Funnels to measure conversions and learn where and why users drop off
• Create surveys in seconds using Hotjar AI
• Integrations with a wide range of third-party tools
• Visualize heatmaps and metrics to spot user behavior patterns
• Recordings to see how users navigate your website or landing page

Pricing

The pricing plan for Hotjar Observe includes:

• Basic: $0
• Plus: $39/month
• Business: $99/month
• Scale: $213/month

Hotjar Ask, Hotjar Engage and Custom Package all have different pricing plans.

Best For

Website and landing page optimization, user research, surveys and feedback.

6. LeadPages

Landing pages are invaluable for lead generation and LeadPages makes it super easy for anyone to create SEO-optimized landing pages within a fraction of the time.

With its drag-and-drop builder, anyone can build a landing page or website without writing a single line of code or hiring a developer. LeadPages offers an extensive library of 250+ conversion-optimized templates, an image library, and a built-in lead magnet delivery system.

Aside from creating multi-page sites or a single landing page, you can embed mobile-responsive pop-ups and alert bars to collect emails and pass them to your email service or CRM.

Features

• Drag and drop website and landing page builder
• Comprehensive library of 250+ website templates and over 100 prebuilt sections
• AI engine to generate new images, create new copies or optimize existing content
• Lead generation and conversion tools like popup forms, alert bars, leadmeter and checkout forms
• Integrates with a wide range of third-party marketing, sales, webinars, CRM tools, etc
• Monitor traffic and conversion rate with real-time tracking
• A/B test to test combination and maximize lead and sales opportunities

Pricing

• Standard: $49/month
• Pro: $99/month
• Advanced: Inquire for pricing

Best For

Website, landing page builder, alert bars, pop-ups, A/B test and more.

7. Respona

Not all leads will come from inbound marketing. You need to invest in outreach tools and strategies to acquire outbound leads for your business.

Respona is an all-in-one software that helps you build backlinks, personalize your email campaign and connect with relevant contacts in your niche. With its email finder tool, you can find verified emails and contact information. All you need to do is input the name and domain into the search box and it will generate the emails you need.

Respona also makes it seamless for users to connect with relevant journalists, bloggers and podcast hosts, create an automated drip campaign and personal pitch to them—all in one place.

Additionally, users can find top affiliates, get their contacts and scale their outreach efforts. You can also deploy the solution for cold emailing, prospecting, follow-ups and personalization for your marketing campaigns.

Features

• High-performing outreach templates and strategies
• Email finder to find verified email addresses
• Digital PR, outreach, cold email, blogger outreach and podcast booking tools
• Free backlinks checker
• Email verifier to verify any email address in real-time

Pricing

• Starter: $79/month
• Pro: $397/month
• Unlimited: Custom pricing

Best For

Email outreach, lead generation

8. Intuit Mailchimp

MailChimp offers robust B2B lead generation software with email marketing and marketing automation features for businesses of all sizes. It comes with a drag-and-drop builder that simplifies the process of creating mobile-optimized websites and landing pages.

Whether you’re offering a free download, holding contests or selling products, you can embed sign up forms and surveys to generate leads from your traffic. The best part? You can purchase a new domain or connect an existing one and publish your website on the web.

Aside from the landing page builder, users can create emails using customizable email templates and a drag-and-drop editor. With MailChimp, you have access to detailed analytics and A/B testing features. You can track email open rates and click-through rates and monitor trends and overall campaign performances.

Using advanced A/B testing tools, B2B marketers can conduct A/B and multivariate testing to improve their campaigns. Test subject lines, CTAs, from-name, content, send time and number of recipients to see what works best.

Features

• Mobile-optimized website and landing page creator
• Intuitive email builder for creating impact emails
• Automated email marketing campaigns and sequences
• Generative AI for generating email copy and headlines
• AI Growth Assistant for personalized emails and automation
• Customer journey builder and personalized insights
• Content studio, optimizer and creative assistant
• Audience management and segmentation for targeted messaging
• Detailed performance reporting, analytics and AB/testing
• Integration with a wide range of third-party applications

Pricing

Marketing Platform:

• Free: $0
• Essential: Starts at $13/month
• Standard: Starts at $20/month
• Premium: Starts at $350/month

Websites

• Free: $ 0/month
• Core: $10/month

Best For

Website and landing page creation, email marketing, marketing automation, lead nurturing, content creation, reporting and analytics

9. SEMRush

Semrush offers a complete suite of tools for SEO, content marketing, competitor research, PPC and social media marketing. With its features, you can optimize your website, increase its ranking and visibility in search engines and drive more traffic to your website.

And it makes sense; increased website traffic means more leads and conversions for your business.

The keyword research tool lets you find the best keywords to drive website traffic. You can gain deep insights into your competitor’s winning strategies—keywords they’re ranking for, gaps they overlook, social media and ads. In addition, you can see their total traffic, top traffic sources, bounce rate and time on page.

What’s great about SEMRush is that users can access advanced capabilities to improve their on-page, technical and local SEO. You can conduct a site audit and get ideas on link building, content writing, SERP feature targeting and more.

Features​​

• Access over 25 billion keywords for 130 countries
• Conduct detailed website audit based on 130+ checks
• Get recommendations to improve your site health, SEO performance and content to increase search rankings
• Monitor and analyze competitor websites and marketing strategies
• Create, optimize and track your PPC campaigns
• Draft, schedule and post content on social
• Create and schedule branded or white-labeled reports
• Discover unique opportunities to strengthen your backlinks profile

Pricing

• Pro: $129.95
• Guru: $249.95
• Business: $499.95

Best For

Keyword research, competitor analysis, on-page, technical and local SEO, link building, content marketing strategy, backlink analysis and website audit.

10. OptinMonster

OptinMonster is one of the best online form builders out there. It provides a powerful drag-and-drop builder for creating different types of forms.

This includes fullscreen takeovers, lightbox popups, floating bars, and slide-ins. With these visually stimulating forms, you can quickly grow your email list, get more leads, and increase sales.

OptinMonster comes with over 100 templates, so there’s no need to start from scratch. This means you can confidently customize your form details without writing a single code.

It also has a powerful segmentation and targeting engine for personalizing your offers. This behavior automation tool ensures your offer is displayed to the right people at the right time.

There’s also an A/B testing tool to test various headlines, content and layouts to see what converts the best. The analytics and insights tool is effective for measuring conversions, revenue attribution and real-time behavior automation.

Features

• Powerful drag-and-drop form builder
• 300+ predesigned templates
• Attention-grabbing animations and sound effects
• Supports multiple campaign types
• Advanced traffic redirection
• Smart behavior detection and campaign trigger
• Campaign scheduling and times display control
• Precise campaign targeting
• Integrates with third-party sites
• Actionable analytics and insights

Pricing

• Basic: $16/month
• Plus: $32/month
• Pro: $69/month
• Growth: $99/month

Best For

Lead generation, form, gamification,

11. LeadQuizzes

LeadQuizzes is a platform that lets you create forms, surveys and quizzes people want to fill out. These solutions not only help you capture leads or collect feedback but you can also use them to scale your marketing efforts.

The form, quiz and survey builders all have drag-and-drop functionalities—no coding is required. And there are 75+ ready-made templates for your next lead generation project. After you design your firm or template, you can easily embed the form on your site, share via email or advertise directly on social media.

Features

• Form builders for capturing leads
• Survey builders for collecting data
• Quiz builder for acquiring leads and engaging audience
• 75+ quiz, survey and form templates
• Drag and drop content builder
• Report dashboard, analytics, response analysis and data export
• Integrations with a wide range of third-party tools

Pricing

• Standard: $49/month
• Pro: $99/month
• Premium: $249/month

Best For

Lead capture, surveys, quizzes and form creation

12. ActiveCampaign

ActiveCampaign is one of the leading email, CRM and marketing automation platforms out there. Together, these tools enable users to effectively capture, nurture, and convert leads.

With its intuitive drag-and-drop tool, B2B marketers can easily create forms and add them to their websites to gather lead data and contact information. The tool also lets you add tags to track where your leads come from and what they are interested in. Not only does this help you segment the list, but you can effectively focus on leads who are most likely to convert.

ActiveCampaign’s landing page tool is also effective for capturing leads and growing your audience. After gathering lead information, you can nurture leads by creating email newsletters, automating deliverability and tracking their performance. The tool also offers solutions for lead scoring, lead analytics and sales automation.

Features

• Drag and drop landing page builder
• Email marketing tool for creating newsletters and campaigns
• 250+ email marketing templates
• Forms to turn visitors into leads
• Over 800+ pre built marketing and workflow automation
• Integrates with a wide range of third-party software
• Create targeted and personalized customer segments
• Website and event tracking
• Attribution and custom reporting

Pricing

The paid plans for Marketing include:

• Lite: $29/month
• Plus: $49/month
• Professional: $149/month
• Enterprise: 259/month

These pricing plans may vary based on the number of contacts you need.

Best For

Landing pages, marketing automation, email newsletters and campaigns, website popups and forms

13. Snov.io

Snov is a popular tool for prospecting, outreach and list building. What users love about the tool is that each feature solves a specific sales problem. There’s a solution for every stage of the entire sales process—from prospecting to deal closure to follow up.

The email finder has an extensive database that lets you find leads. You can search emails by domain, company and name. Additionally, users can filter leads based on their ICPs using parameters like job position, location, industry or skills. This ensures that you’re only targeting leads that are relevant to your business.

The email verifier provides 7-tier verification that helps you keep your database clean and reduce your bounce rate. Using the AI conversation tool and warm up tool, you can improve your email deliverability and increase your domain reputation.

Features

• Email finder to collect pre-verified emails
• Extensive database of emails and leads
• Drip campaigns for personalized email outreach and automated follow-ups
• Email verifier to clean up the database and reduce bounce rates
• Email warm up tool to improve deliverability and email placement
• Sales CRM to streamline sales workflow
• Email finder extensions
• Integrations with multiple third-party platforms
• Custom tracking domain and domain health checker

Pricing

• Trial: $0/month
• Starter: $39/month
• Pro: $99/month
• Managed Service: $3999/month

Best For

Lead finder, sales outreach, prospecting, email marketing and customer relationship management.

14. Hunter.io

Hunter is another effective B2B lead generation software for finding and verifying professional email addresses. With its email outreach platform, B2B can connect the leads that matter to their businesses.

Find the best person to contact by typing in a company name or website with the domain search tool. In addition, Hunter offers an email finder to help you find verified email addresses—just by typing a name.

There’s also a tool that lets you automate your cold email campaign. You can create, schedule and send personalized emails at scale. Schedule follow-ups on your email outreach and track the results of your campaign—including replies, opens, clicks and recipient activity.

Features

• Domain search to find company email addresses
• Email finder to find verified email addresses for professionals
• Email verifier to validate and confirm email address
• Automate, personalize and schedule email campaigns
• Track email campaign performance
• Supports integrations with multiple third-party platforms

Pricing

• Free: $0/month
• Starter: $49/month
• Growth: $149/month
• Business: $499/month

Best For

Email outreach, prospecting, cold emailing and email campaigns.

15. Livestorm

Livestorm is a video engagement platform that provides solutions for webinars, online events, and virtual meetings.

Why does it matter? When it comes to attracting B2B leads, event marketing can generate quick wins. During webinars, you collect emails, share information about your products and welcome them to experience your products.

Livestorm helps you manage the entire process in one place. Before the event, you can create customized registration pages and send customized reminders and follow-up emails.

Engage webinar participants and create memorable experiences with features like file sharing, custom room design, breakout rooms, chat features, Q&As and more.

After the event, you can view and export attendees' contact information. The detailed analytics also provide insights into replay views, event attendance and engagement rates and replay views.

Features

• Host live, on demand meetings, webinars and virtual events
• Create customized registration pages, rooms, email cadences and other event assets
• Send unlimited customized reminders and follow-up emails.
• Engage your audience with breakout rooms, chats, polls, Q&As and question upvotes
• Sync participant data with CRM integrations
• Access detailed event analytics and performance reports
• Integrates with marketing automation platforms

Pricing

• Free: $0/month
• Pro: $99/month
• Business: Get a quote
• Enterprise: Contact sales for a quote

Best For

Event marketing, lead generation, onboarding, training and virtual selling

16. Intercom

Intercom is a powerful customer messaging platform that helps businesses communicate with their customers through various channels, including live chat, email, and in-app messaging.

It offers AI-powered solutions to help B2B marketers streamline their customer service efforts. Users can access AI chatbots and help desks proactively interact, engage and support their users in real time.

With round-the-clock assistance and issue resolution, you can cater to multiple customers. This empowers you to convert your visitors into leads quickly, nurture them and move them along the sales funnel fast.

Users can set up automated messages and workflows to engage users based on predefined triggers or events. For example, you can set up workflows that trigger the chatbot when the visitor is on a certain page or based on time spent or interaction with certain elements within the page.

Features

• Visual automation builder for task automation
• Omnichannel customer support and engagement
• Help desk support and ticketing system
• Prebuilt templates for a wide range of support use cases—customer onboarding, support triage, CSAT
• AI-powered chatbots for lead generation and engagement
• Targeted message sequences across multiple channels
• Integrates with a variety of third-party tools and platforms
• Real-time dashboards and monitoring views

Pricing

• Essential: $39 per seat/month
• Advanced: $99 per seat/month
• Expert: $139 per seat/month

Best For

Omnichannel customer support, lead generation and lead nurturing

B2B Lead Generation Tools FAQs

Q. Which B2B Lead Generation Method Works Best?

There are several effective lead generation methods for B2B marketers, including:

• Inbound content marketing
• Email marketing
• Search Engine Optimization (SEO)
• Social media marketing
• Event marketing
• Networking and Referrals
• Lead magnets
• Paid advertising
• Cold calling and outreach

Q. What are the Three Lead Generation Tools?

The three main categories of lead generation tools for B2B you should pay attention to are

• SEO, content and social media management software
• Website tracking software
• Customer relationship management software

Q. How to Generate B2B Leads in 2024?

Here are the top B2B lead generation strategies you can use in 2024:

• Define your ideal customer profile
• Deploy engaging and interactive lead generation forms that increase conversion rates by up to 40%
• Maximize lead generation with lead magnets
• Offer valuable and interactive content in various formats—videos, podcasts and blog posts
• Create hyper-niched and targeted landing pages
• Optimize your website and landing pages for SEO
• Leverage social media platforms for B2B networking and social selling
• Implement AI-driven chatbots for real-time interaction and lead qualification
• Utilize email marketing to reactivate cold and warm leads
• Host and attend events like webinars, podcasts and conferences

Q. What Is a B2B Lead Generation Example?

An effective example of B2B lead generation is the use of lead generation forms on your website to collect leads and build high-quality email lists.

But there are other effective B2B lead generation ideas. You can create and share valuable lead magnets and downloadable resources with prospects in exchange for their contact information. Examples of lead magnets are ebooks, case studies, whitepapers, checklists, reports and other problem-solving resources.

Now that you have their contact details, you can build a database of leads that you can nurture and convert to paying customers. You can create email sequences and automated drip campaigns from signup to the conversion stage.

Generate Quality B2B Leads with Visme

There you have it—the 16 best B2B lead generation tools for 2024. With the tools we've listed, you're literally spoiled for choices and generating leads doesn’t need to be a heavy burden. However, we recommend Visme, as it offers a complete suite of tools and tactics to keep those high-quality leads flowing in.

Tap into our rich library of templates to create interactive lead magnets that convert like ebooks, whitepapers, case studies, research reports, checklists, videos, infographics, etc.

Better yet, turn your website traffic into leads with Visme's form builder. Take advantage of our customizable form template to create and publish interactive lead gen forms that drive more engagement and signups than traditional forms.

What are you waiting for? Sign up or book a demo to generate high-quality leads.