20 Lead Generation Tools to Capture, Qualify, & Convert Leads in 2025

Lead generation is tough, but the right tools can make it a whole lot easier. Whether you’re building landing pages, outbound campaigns, or email flows, tools can help you capture the right leads, automate your workflows, and convert more prospects into customers.

But with so many options out there, how do you choose? We reviewed the top platforms to find the best lead generation tools for 2025.

Here’s what we looked for:

• Features: Do they actually help you generate and convert leads?
• Ease of use: Can you launch campaigns without relying on dev or IT?
• Integrations: Does it play well with your CRM, CMS, or email tools?
• Pricing: Is it budget-friendly — and does it scale as you grow?

What Is a Lead Generation Tool?

A lead generation tool is software that helps businesses attract, capture, and qualify potential customers without relying on time-consuming manual outreach or follow-ups. These tools streamline the lead-gen process, whether through forms, chatbots, landing pages, email sequences, or outbound automation.

When marketers think of a “lead generation tool,” they likely think of some of the popular, full-suite sales and marketing tools today, such as Salesforce, HubSpot, and Marketo.

However, lead generation tools can take many forms, such as:

• Inbound lead generation tools
• Outbound lead generation tools
• Email marketing tools
• Search marketing tools
• Conversational and messaging tools
• SEO or on-page lead generation tools

The Top 20 Lead Generation Tools

Ready to add some new tools to your tech stack? Here are the best lead generation tools for capturing, qualifying, and converting leads.

1. OptinMonster

Many marketers claim that OptinMonster is one of the best lead generation tools available today for startups, small businesses, agencies, bloggers, and e-commerce businesses. They offer a wide range of features and functionalities designed to help businesses generate quality leads.

• Available features: OptinMonster is well-known for its robust features and functionalities, designed to help users grow email lists, boost website conversions, build forms, and even set up and run campaigns.
• User-friendliness: After reviewing a handful of user reviews, OptinMonster is generally considered fairly straightforward and easy to use, requiring minimal setup time.
• Platform integration: OptinMonster seamlessly integrates with many other popular tools and applications, including Mailchimp, HubSpot, Drift, Campaign Monitor, and many more.
• Cost: One might think that, given all the features and functionalities included with OptinMonster, it would come with a high price tag. However, you can set up a basic plan for as little as $7 per month (billed annually).

For larger businesses that require more functionality, business plans are available for $49 per month (billed annually). As a result, OptinMonster rates high on the affordability list.

2. HubSpot

From managing a full contact database to publishing a blog, HubSpot provides sales and marketing teams with everything they need to generate leads and function as a well-oiled machine.

• Available features: The platform offers the essential features and functionalities that every marketer should have in their toolbox, including data analytics and reporting, social media, email marketing, lead flows, landing pages, and more.
• User-friendliness: It’s relatively easy to set up and use. However, depending on how you want the tool to work, some of the features can be somewhat complex. In some cases, it may be helpful to have an IT professional on hand for assistance. HubSpot also offers live chat and phone support if you get stuck.
• Platform integrations: Like OptinMonster, HubSpot integrates with a wide range of tools and applications, including LinkedIn Sales Navigator, Google Suite, Zoom, Databox, and ClearVoice, among others.
• Cost: Although users love HubSpot, one of the biggest downsides to using the tool is the cost. Although the marketing dashboard starts at only $50 per month, many users need more functionality and only see benefits from subscribing to both the Marketing and Sales hub platforms. This can cost businesses upwards of $800 per month, which is way out of budget for some businesses. However, the businesses that do pay the high cost claim it is well worth it.

3. Unbounce

Unbounce is a dedicated landing page builder that helps marketers convert more visitors and leads into buyers and sales. In fact, more landing pages (like those used in paid search campaigns) than websites convert leads into loyal customers.

• Available features: Although Unbounce is a dedicated landing page builder with an easy-to-use drag-and-drop feature, it also offers A/B testing, analytics, form creation, SEO management, and more.
• User-friendliness: Although it is designed with their self-proclaimed “easy drag-and-drop builder,” some users claim it can take up to 30 minutes to figure out how the tool works.
• Platform integrations: Unbounce offers a number of in-app integrations, including AWeber, Campaign Monitor, Close.io, Constant Contact, and more.
• Cost: Unbounce monthly plans start at $74 per month (billed annually). They also offer a free trial.

4. Instapage

Instapage is another popular landing page builder used by many marketers to generate and convert more leads.

• Available features: Instapage is designed with many features, including drag-and-drop content blocks, call-to-actions, forms, visuals, A/B testing, and more.
• User-friendliness: The platform features a clean, organized, and modern user interface, making it extremely easy to set up and use.
• Platform integrations: Instapage boasts its available integrations with over 100 different tools, including Facebook Ads, Google Ads, Rollworks, and more.
• Cost: Instapage and its various features can cost users $79 to $159 per month, with customized pricing also available.

5. Optimizely

Optimizely is a tool that helps users build high-performing landing pages designed to convert. It also comes with AI-enabled features built to enhance your target users’ experiences.

• Available features: Optimizely also offers users a number of tools and features to perform and run tests and experiments across websites and mobile apps. This allows marketing teams to understand how landing pages are performing and what they can do to further “optimize” them to drive more conversions.
• AI-powered tools: Optimizely’s AI engine captures customer activity across your digital ecosystem. For instance, it can track metrics such as the time someone spends on a landing page or the demographics of your visitors. It then uses machine learning models to identify behavioral patterns and create predictive models of user preferences.
• User-friendliness: After reading a handful of customer reviews, users believe that Optimizely is easy to use. Its highly intuitive and clean interface provides for a great user experience.
• Platform integrations: Optimizely does offer various platform integrations; however, some applications require an enterprise plan.
• Cost: Optimizely offers multiple plans tailored to businesses of varying sizes and needs. Interested users must contact one of their reps for a quote.

6. Adobe Marketo Engage

Marketo Engage is another complete marketing dashboard. It provides marketers and users with tools for lead generation and management, as well as marketing automation, and even account-based marketing (ABM) for both B2C and B2B businesses.

• Available features: With a focus on data and analytics, Marketo offers lead scoring, analytics and ROI tracking, landing pages and forms, segmentation, and more.
• AI-enabled features: Marketo Engage has generative AI tools for creating marketing content and campaigns. It also uses AI for data analysis. You can use this to analyze campaign performance and understand how marketing efforts support revenue streams.
• User-friendliness: Although Marketo is rated “best-in-class software” by many users, it isn’t necessarily the easiest tool to use. Many users claim that sufficient training is necessary to use the tool effectively.
• Platform integrations: Marketo offers a number of CRM integrations and other tools, including Drift, Vidyard, Zoom, RingLead, and more.
• Cost: Marketo doesn’t advertise its pricing, but you can reach out to the Adobe Business team to get a quote.

7. Keap

Keap, formerly known as InfusionSoft, is a powerful lead generation tool and CRM that allows users to build and manage lead lists, segment emails, and shopping carts.

• Available features: There are numerous reasons to love Keap, and one of those reasons is the extensive range of available features. Keap allows users to import or add new contacts, schedule appointments, and send email follow-ups or automated SMS messages.
• Drag-and-drop design tools: With Keap, you can use a visual design tool to build lead generation automations by dragging and dropping each step into a sequence. For example, you can drag in a module for when they fill out a form on a landing page, then add one for sending them an email, and another inviting them to a webinar.
• User-friendliness: The Keap dashboard is simple to understand and easy to navigate. It only takes a few minutes of exploring the tool to see how it works.
• Platform integrations: Like the best of the best B2B lead generation tools, Keap also offers a wide variety of integrations, including Gmail, Instapage, OptinMonster, Shopify, and many more.
• Cost: You can try Keap for 14 days for free, and paid plans start at $249 per month, billed annually.

8. ZoomInfo

If your lead lists are disorganized or mismanaged, and segmenting audiences is a giant pain, then ZoomInfo is the answer. ZoomInfo is a cloud-based, AI-enabled lead generation tool that triggers users when a lead, prospect, or customer fills out a form, downloads a gated asset, or completes the onboarding process.

• Available features: ZoomInfo offers a comprehensive range of features, including customer and list segmentation, filters, triggers, and parameters, as well as lead workflows and contact management.
• An AI-powered copilot. ZoomInfo’s AI copilot uses generative AI to guide your lead generation process. For instance, it surfaces and analyzes market events, such as new hires, and recommends the best way to take advantage of them as you connect with leads.
• User-friendliness: The platform hasn’t always been easy to use, however, after a recent round of product updates, the UI is now easier to navigate.
• Platform integrations: ZoomInfo can also easily be integrated with other third-party tools and CRMs, such as Salesforce, Marketo, Zoho, HubSpot, Pipedrive, and more.
• Cost: Pricing isn’t readily available for ZoomInfo, however, they do offer a limited free version.

9. Salesforce Marketing Cloud Account Engagement

Salesforce Marketing Cloud Account Engagement, formerly called Salesforce Pardot, is another B2B lead generation platform that allows users and marketers to streamline marketing automation and email marketing.

• Available features: What makes Pardot different is its focus on business intelligence insights, reporting, and maximizing ROI. It offers a wide range of reporting related to measuring website traffic and conversion rates.
• User-friendliness: Overall, Pardot is easy to use; however, the positioning of some of the features isn’t very intuitive and can be confusing at times.
• Platform integrations: Pardot does integrate with a number of tools, including Salesforce, Instagram, Unbounce, and several others.
• Cost: In terms of pricing, Pardot is a bit more expensive and is designed for medium-sized businesses and enterprises. It costs upwards of $1,250 per month. So, it may not be the best tool for startups or small businesses with tight budgets.

10. Hootsuite

Hootsuite is one of the top social media management tools out there, with over 25 million users! Many of those users also leverage Hootsuite for lead generation purposes.

• Available features: Hootsuite offers a great deal of functionality, including contact management, task management, scheduling, calendar management, and content management.
• AI-powered tools: Hootsuite has its own generative AI model called Owly GPT. It helps users create content, analyze social media performance, evaluate how individual posts perform, respond to messages, and more.
• User-friendliness: Its navigation has come a long way, making it clear and easy for users to create and schedule new social posts.
• Platform integrations: Hootsuite is powerful and has added considerable functionality, including integrations with other third-party apps.
• Cost: They do continue to offer their free plan with limited functionality. However, most users see the most value from the tool with a paid version. Their entry-level plan, Standard, costs $99 per month per user and includes up to five social media profiles, unlimited scheduling, and support for one user.

For larger teams, Hootsuite costs $249 per month per user, and this gives you everything in the Standard plan, unlimited social media profiles, and unlimited scheduling.

11. LinkedIn Sales Navigator

The opportunities and possibilities of using LinkedIn today are endless. With a solid sales and nurturing strategy, LinkedIn Sales Navigator can become your primary lead gen source.

• Available features: With LinkedIn Sales Navigator, you can use the Search feature to build lead lists for your sales teams, add those lists to a CRM, and perform sales outreach. Also, LinkedIn recently announced a new feature, Sales Assistant, a tool that screens your leads and surfaces the most relevant ones.
• AI-enabled tools: Sales Navigator’s AI tools can pre-screen leads and help you create personalized InMail messages, but both of these features are still in beta testing. But its Lead IQ and Account IQ features are fully released. Lead IQ provides insights about leads, and Account IQ helps with account planning and research.
• User-friendliness: After exploring the tool for a brief amount of time, users can easily figure out how to use Sales Navigator.
• Platform integrations: Although there aren’t a ton of platform integrations available for LinkedIn Sales Navigator at the time, the list is steadily growing. Some popular integrations include ZoomInfo and HubSpot.
• Cost: LinkedIn Sales Navigator starts at $89.99 per month, per user, billed annually, and they offer a one-month free trial.

12. Salesforce

Many small businesses and enterprises use Salesforce as their primary CRM, sales and marketing dashboard, reporting and analytics, and much more. It’s different from Salesforce Pardot in that Pardot is a marketing automation platform, while Salesforce is a CRM. Salesforce also functions as a great lead gen software, allowing sales teams to attract, grow, and manage customer relationships easier and faster.

• Available features: Salesforce is designed with a wide range of lead generation features, including lead scoring, email marketing, list segmentation, quotes and proposals, and more.
• AI agents: Salesforce AI agents automate tasks, enhance decision-making, and personalize interactions across the Salesforce platform. You can also build and customize your own agents using no-code or low-code programming. 
• User-friendliness: After reading a number of customer reviews, many users claim Salesforce is easy to set up, use, and scale with their businesses.
• Platform integrations: Salesforce allows users to integrate their accounts with other lead generation and business applications.
• Cost: Believe it or not, Salesforce is one of the more affordable lead generation tools available. Pricing starts at $25 per user, per month. Salesforce does not offer a free plan, but they do offer a free trial.

13. SharpSpring

SharpSpring, owned by the CRM company Constant Contact, offers flexible and affordable marketing automation and lead generation solutions for small businesses, startups, and marketing agencies.

• Available features: SharpSpring is rich with available features, and it is also one of the most flexible applications available on the market. It comes with behavior-based email marketing, CRM integration, social media management tools, landing page and blog builders, lead scoring, drip campaigns, and much more.
• Integrated marketing, sales, and CRM automations: SharpSpring stands out in its ability to automate marketing, sales, and CRM functions by integrating all three in a single platform. For instance, you can use data from the way customers interact with marketing campaigns to provide insights to the sales team — and also build an appropriate email campaign using contact info from your CRM.
• User-friendliness: After reading a number of customer reviews, many users claim that SharpSpring is easy to set up, use, and scale with their businesses.
• Platform integrations: Like other programs in this list, SharpSpring also integrates with hundreds of other third-party tools and apps, and also boasts universal CRM connectivity.
• Cost: SharpSpring starts at $449 per month for 1,000 contacts and unlimited users, and increases from there. They offer a free demo so you can see the platform in action.

15. Intercom

Intercom enables businesses and marketers to build better customer relationships with scalable messaging and more personalized experiences, allowing them to optimize the lead generation process for better conversion results.

• Available features: Intercom provides all the features and functionalities that users need, including email management, live chat, appointment management, surveys and feedback, and performance metrics.
• AI features: At the core of Intercom’s AI lead generation is Fin, their AI Agent. Fin is designed to engage website visitors in real-time conversations. Instead of static forms, it uses natural language processing (NLP) to understand visitor intent. It also asks questions and collects information for qualifying leads.
• User-friendliness: Although setting up Intercom is relatively easy, the UI/UX slightly lacks in comparison with some other tools. Some of the features can also be a little clunky. However, overall, the experience is positive.
• Platform integrations: Intercom offers a wide variety of integrations, including Salesforce, Slack, Stripe, Google Analytics, Keap, and more.
• Cost: Intercom subscriptions begin at $29 per month. AI tools and conversational channels, such as email and SMS, cost extra, based on your usage.

16. Facebook Messenger

Of course, we’ve all heard of Facebook Messenger, but did you know that it is one of the top lead generation tools available today? Many consumers — particularly millennial buyers — use Facebook Messenger as a method for getting in touch with businesses. Therefore, businesses, marketers, and agencies can leverage Facebook Messenger in their lead generation processes.

• Available features: Although Facebook Messenger began as a basic messaging tool, the number of available features has grown significantly over the last several years. For example, users can now set up video calls, receive payments, design chatbots, and even share content relevant to users’ or buyers’ interests.
• User-friendliness: Overall, Facebook Messenger is relatively easy to set up and use, however, navigating the features and settings isn’t very intuitive.
• Platform integrations: Facebook Messenger offers some plug-in features for the chatbot, but setup can be quite complicated for the average user. Many users end up working with their IT team for setup. However, Zapier, which is a third-party integration tool, can seamlessly connect Facebook Messenger and set up automation with hundreds of other tools.
• Cost: Free

17. Overloop

18. BDOW!

19. ClickFunnels

ClickFunnels is a cloud-based lead generation platform that allows users, small businesses (including e-commerce businesses), and agencies to attract leads and generate sales.

• Available features: ClickFunnels is also designed with numerous features, including A/B testing, SEO management, form creation, available templates, and more.
• AI-powered tools: ClickFunnels has an AI Funnel Builder that prompts users to provide basic information about their business, target audience, and primary goal. The AI then analyzes this input to automatically construct a custom sales funnel, including the appropriate steps, professional design elements, and even compelling copy.
• User-friendliness: The main ClickFunnels dashboard is super easy to use and navigate. There are also a number of training courses, resources, and tools available to help users fully understand how the tool works, how to use it, and how to make the most of it.
• Platform integrations: ClickFunnels also offers a number of platform integrations, including GoToWebinar, Stripe, PayPal, WordPress, Twilio, and more.
• Cost: ClickFunnels starts at $81 per month and goes up to $5,997 per year.

20. Yoast SEO

Although Yoast is primarily an SEO tool, SEO plays a crucial role in lead generation efforts. And because the majority of businesses and e-commerce businesses use WordPress as their primary CMS, including Yoast on this list made sense. In fact, Yoast SEO is the world’s number-one SEO tool.

• Available features: Yoast SEO analyzes the overall SEO score of your website, pages, blog posts, and so on, and will tell you where SEO and readability improvements are necessary. There are also different Yoast plugins available depending on your needs. For example, there is a Yoast video plugin, Yoast WooCommerce plugin, Local SEO plugin, News SEO plugin, and more.
• AI-powered content generation: Yoast uses AI to build content for you, as well as optimize existing content for better SEO performance. For instance, Yoast can make sure keywords and phrases appear at the right frequency on a landing page designed for new leads.
• User-friendliness: Yoast SEO is relatively easy to use and can be installed on WordPress in minutes.
• Platform integrations: Although there aren’t any platform integrations available for Yoast SEO itself, there are a number of WordPress integrations available that users can leverage.
• Cost: Yoast has a free plugin that can help you improve your site’s SEO. But it also has paid versions that offer guided SEO and AI-powered content suggestions. Yoast SEO for WordPress starts at $118.80 per year, and Yoast SEO for Shopify costs $19 per month and also has a 14-day free trial. This yearly subscription also comes with free updates and support.

Lead Generation Tools to Try in 2025

We get it: Lead generation isn’t always easy, but with the right tools in your martech stack and the right strategy, it can be. By checking out these lead generation tools, you’re on the way to streamlining your sales and marketing efforts and operations, optimizing your lead generation efforts, and closing more deals.

Need a little help getting more leads into your pipeline? Connect with a content specialist today to learn how we can help you create high-quality content that attracts and converts leads — with or without lead gen tools.