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Best Lead Management Software Shortlist

Here’s my shortlist of the top 12 lead management software I think belong in the spotlight:

  1. Adapt - Best for lead generation
  2. Zendesk Sell - Best for lead qualification
  3. Heyflow - Best for creating sign-up funnels
  4. Pipedrive - Best for visual sales pipeline management
  5. Aeroleads - Best for building email lists
  6. D&B Hoovers - Best for prospect list creation
  7. Callpage - Best for outbound lead management
  8. OptinMonster - Best for lead capture and segmentation
  9. Hubspot Sales - Best for email outreach and follow-up
  10. Kustomer - Best for omnichannel customer support
  11. Unbounce - Best for creating personalized landing pages
  12. Drift - Best for conversational marketing

Effective lead management is essential for the success of any business. In my experience, sales-dependent businesses need robust lead management software to help them keep up with‌ evolving market trends and customer preferences.

Lead management software helps businesses automate many important customer acquisition processes by identifying, capturing, and storing data of those who have shown interest in their business.

What is Lead Management Software?

Lead management software is used by businesses to track, manage, and nurture their leads throughout the sales process. These tools are designed to help businesses streamline their sales processes, improve customer relationships, and ultimately increase revenue.

Some of the processes carried out through lead management software includes assigning leads to sales reps, creating customized lead nurturing campaigns, and tracking lead interactions and activities.

By providing a centralized system for managing leads, businesses can improve their efficiency, enhance their customer relationships, and ultimately increase their revenue and growth potential.

Overview of the 12 Best Lead Management Software

Here’s a brief description of each lead management software that showcases each tool’s best use case, noteworthy features, pros, and cons. I’ve also included screenshots of their user interface.

1. Adapt - Best for lead generation

A screenshot of Adapt's interface
Adapt helps you find prospects with their database of over 100 million business contacts. (Source)

Adapt is a global B2B database provider with over 100 million business contacts. Contacts are categorized by industry and contain information such as name, job title, phone numbers and email addresses.

Why I picked Adapt

Adapt is my pick for the best lead generation because because it offers an easy-to-use platform that streamlines the lead management process. Its intuitive interface and advanced automation features enable businesses to capture, track, and nurture leads effectively.

Adapt’s Standout Features and Integrations:

Standout features: Adapt gives access to over 100 million business contacts, allowing businesses to create thorough prospect lists. Its reporting and analytics capabilities particularly stand out to me, providing valuable insights into lead performance and conversion rates, enabling businesses to optimize their lead generation efforts continually.

Integrations include Salesforce CRM, Mailchimp, Constant Contact, WordPress, Hubspot, Zoho, Microsoft Dynamics 365, Outreach, Marketo, Eloqua, and more.

Pricing: Pricing available on request

Free Trial: 3-day free trial


  • Centralized platform for managing leads and sales pipeline
  • Automation saves time and improves efficiency
  • Customizable scoring and qualification criteria
  • Real-time tracking and reporting
  • Integrates with popular software and tools


  • Pricing can be expensive for small businesses
  • Learning curve for new users
  • Limited customization options for some features
  • Integration with certain tools may require additional setup

2. Zendesk Sell - Best for lead qualification

A screenshot of Zendesk Sell's interface
View leads, contacts, and interactions with Zendesk Sell. (Source)

Zendesk Sell is a lead management software that enhances productivity and pipeline visibility for businesses. With Zendesk Sell, you can easily qualify leads based on key criteria like budget, timeline, and company size, ensuring that you're only pursuing the most promising opportunities.

Why I picked Zendesk Sell

I selected Zendesk Sell because it is great for lead qualification as it helps to prioritize leads based on their likelihood to convert. It also offers robust reporting and analytics tools to help sales teams track their progress.

Zendesk Sell Standout Features and Integrations:

Standout Features: My favorite Zendesk Sell feature is that it provides automated lead nurturing through email and SMS, ensuring that businesses can stay engaged with their leads throughout the customer journey. The platform's reporting and analytics features also provide valuable insights into lead performance, enabling businesses to optimize their lead qualification process continually.

Integrations include Salesforce CRM, Microsoft Dynamics 365, Slack, Zendesk Support, Zoom, Google Workspace, and more.

Pricing: $19/user/month (Team), $49/user/month (Growth), $99/user/month (Professional)

Free Trial: 30-day free trial


  • Robust lead scoring and pipeline management features
  • Easy-to-use interface and mobile accessibility
  • Seamless integration with other Zendesk products


  • Some users report limited customization options for email templates
  • Higher pricing compared to some other lead management software

3. Heyflow - Best for creating sign-up funnels

A screenshot of Heyflow's Interface
Create interactive sign-up funnels with Heyflow. (Source)

Heyflow offers a range of tools for creating engaging sign-up funnels that help you capture leads and move them through your sales pipeline more efficiently.

Why I picked Heyflow:

I picked Heyflow because it’s great for creating sign-up funnels, as it offers a range of customizable templates and design tools. It also provides analytics to track user behavior and conversion rates.

Heyflow Standout Features and Integrations:

Standout Features: I love Heyflow’s simple drag-and-drop interface for building custom funnels, allowing businesses to tailor their sign-up process to their unique needs. Heyflow also provides advanced A/B testing capabilities, enabling businesses to optimize their sign-up funnels continually.

Integrations include Zapier, Mailchimp, Slack, Trello, Hubspot, ActiveCampaign, Pipedrive, Salesforce CRM, and more.

Pricing: $54/user/month (Basic), $144/user/month (Pro), $420/user/month (Agency), $339/user/month (Business).

Free Trial: 14-day free trial


  • Customizable templates and design tools
  • Easy-to-use interface and analytics tracking
  • Affordable pricing compared to some other lead management software


  • Limited integrations with other software
  • Some users report a lack of advanced customization options

4. Pipedrive - Best for visual sales pipeline management

A screenshot of Pipedrive's Interface
Track leads through every part of the sales funnel with Pipedrive. (Source)

Pipedrive is great for visual sales pipeline management as it provides a clear overview of the sales process.

Why I picked Pipedrive:

I picked Pipeline because it offers an intuitive, visual interface for managing your sales pipeline and tracking leads through each stage of the sales process. It's also very customizable and allows integration with a wide range of other software.

Pipedrive Standout Features and Integrations:

Standout Features: Pipedrive’s intuitive interface allows businesses to efficiently manage their leads and deals, so they can move prospects through the sales funnel quickly. I also love Pipedrive’s advanced reporting and analytics capabilities, which can help businesses track sales performance and identify areas for improvement continually.

Integrations include Google Workspace, Mailchimp, Trello, Hubspot, Asana, Slack, Salesforce CRM, Microsoft Dynamics 365, and more.

Pricing: $9.90/user/month (Essential), $19.90/user/month (Advanced), $39.90/user/month (Professional), $59.90/user/month (Enterprise)

Free Trial: 14-day free trial.


  • Easy-to-use interface and visual pipeline management
  • Customizable pipelines and integration with other software
  • Affordable pricing compared to some other lead management software


  • Some users report limited customization options for email templates
  • Higher-tier pricing plans are required for some advanced features

5. Aeroleads - Best for building email lists

A screenshot of Aeroleads's interface
Build comprehensive email lists with Aeroleads. (Source)

Aeroleads is an excellent tool for building high-quality email lists quickly and efficiently. It makes it easy to build targeted email lists by searching for and verifying contact information for prospects in your target market.

Why I picked Aeroleads:

I picked Aeroleads because of its powerful AI-powered algorithms, which can help businesses find the contact information of decision-makers in companies of all sizes and industries. This makes it a must-have for businesses looking to grow their email marketing lists.

Standout Features: My favorite features include the ability to find email addresses and contact information from social media platforms and websites, AI-powered email verification, and integration with popular CRMs like Salesforce, Zoho, and Hubspot.

Integrations include Salesforce CRM, Zoho CRM, Freshsales, Hubspot, Pipedrive, Slack, and Google Sheets.

Aeroleads integrates with several popular CRMs, including Salesforce, Zoho, and Hubspot, making it easy to import and manage contact information. It also integrates with Zapier, allowing for seamless integration with hundreds of other apps and services.

Pricing: Free, $49/user/month (Takeoff), $149/user/month (Climb), $449/user/month (Cruise).

Free Trial: 14-day free trial.


  • Powerful AI-powered algorithms for building high-quality email lists quickly and efficiently.
  • Integrates with popular CRMs like Salesforce, Zoho, and Hubspot.


  • The user interface could be more intuitive and user-friendly.

6. D&B Hoovers - Best for creating prospect lists for lead generation

A screenshot of D&B Hoovers's interface
Easily create prospect lists with D&B Hoovers. (Source)

D&B Hoovers is an excellent lead marketing software for businesses looking to build high-quality prospect lists quickly and easily. D&B Hoovers offers a large database of company and contact information, making it easy to build targeted prospect lists and conduct in-depth research on potential customers.

Why I picked D&B Hoovers:

I picked D&B Hoovers for its ability to create prospect lists. With its massive database of over 150 million companies, D&B Hoovers can help businesses find and target potential customers with ease.

Standout features:

I like D&B Hoovers’s advanced search filters and segmentation capabilities, which allow businesses to refine their search and target specific industries, geographies, and company sizes.

Integrations include Salesforce CRM, Microsoft Dynamics 365, Marketo, Eloqua, Hubspot, and more.

D&B Hoovers integrates with popular CRMs like Salesforce and Microsoft Dynamics, allowing businesses to import and manage contact information seamlessly. It also integrates with marketing automation tools like Marketo, Eloqua, and Pardot. These tools enable businesses to automate their lead nurturing and follow-up processes.

Pricing: Available on request

Free Trial: 7-day free trial


  • Massive database of over 150 million companies and contacts.
  • Advanced search filters and segmentation capabilities.
  • Integrates with popular CRMs and marketing automation tools.


  • Expensive pricing plans make it more suitable for large enterprises and corporations.

7. Callpage - Best for outbound lead management

A screenshot of Callpage's interface
Get free 28-second calls directly from your customers with Callpage. (Source)

Callpage is a tool that helps businesses manage their outbound calling campaigns more effectively, with features like automated call tracking, lead scoring, and more.

Why I picked Callpage:

Callpage offers an all-in-one solution for businesses to manage outbound lead management, which is exactly why I picked it for this use case. It provides an easy-to-use platform for automating and tracking all your calls. It's ideal for businesses that want to streamline their lead management processes and optimize their outbound sales efforts.

Standout features: My favorite feature is Callpage’s simple widget that can be added to a business' website, allowing visitors to request a callback from a sales representative. Callpage also provides advanced call tracking and analytics features. This enables businesses to track the effectiveness of their outbound lead management efforts.

Integrations include: Salesforce, Hubspot, Pipedrive, Zapier, and Google Analytics

Pricing: $25/user/month (Basic+), $129/user/month (Professional), $329/user/month (Premium).

Free Trial: 7-day free trial


  • Easy-to-use platform with intuitive UI
  • Advanced call tracking and reporting capabilities
  • Built-in callback widget helps to capture leads directly from your website


  • Limited customizability options for the call widget
  • Not suitable for businesses with complex sales processes

8. OptinMonster - Best for lead capture and segmentation

A screenshot of OptinMonster's interface
Automatically capture and segment leads with OptinMonster. (Source)

OptinMonster is a powerful lead generation tool that helps businesses capture leads and segment them based on their behavior. OptinMonster offers a range of tools for capturing leads on your website and segmenting them based on key criteria like interests, behavior, and more.

Why I picked OptinMonster:

I picked OptinMonster because it’s well-known for its drag-and-drop builder, which allows users to create eye-catching opt-in forms, pop-ups, and other lead capture tools that can be integrated with popular marketing tools and CRMs.

Standout features: The platform provides a wide range of customizable opt-in forms that can be added to a business's website, enabling them to capture leads effectively. OptinMonster also provides advanced segmentation features. My favorite feature is that it allows businesses to target their leads with personalized messaging.

Integrations include: Salesforce, Mailchimp, Hubspot, Constant Contact, and AWeber

Pricing: $9/user/month (Baic), $19/user/month (Plus), $29/user/month (Pro), $49/user/month (Growth)

Free Trial: No free trial.


  • User-friendly interface with an easy-to-use drag-and-drop editor
  • Wide range of targeting and segmentation options
  • Multiple trigger options for displaying opt-in forms


  • Limited customization options for some form types
  • Integration with some marketing tools may require additional setup

9. Hubspot Sales Hub - Best for email outreach and follow-up

A screenshot of Hubspot Sales Hub's interface
Easily follow up with prospects with Hubspot Sales Hub. (Source)

Hubspot Sales Hub is an all-in-one sales CRM that offers a suite of tools for email outreach and follow-up, lead tracking, and reporting. It is a powerful tool for managing your email outreach campaigns, with features like email tracking, automated follow-up sequences, and more.

Why I picked Hubspot Sales Hub:

I selected Hubspot for its customizable dashboard and intuitive interface, which makes it easy for sales teams to manage their sales pipeline and optimize their sales processes.

Standout features: Features that differentiate Hubspot Sales from its competitors include its email outreach and follow-up capabilities, which enable businesses to create and automate personalized email campaigns. Additionally, I love that Hubspot Sales integrates with popular tools like Gmail and Outlook, allowing users to access all their sales and marketing information in one place.

Integrations include: Salesforce, Microsoft Dynamics, Slack, Zoom, and Shopify

Pricing: $500/5 users/month (Professional), $1200/10 users/month (Enterprise)

Free Trial: 14-day free trial


  • Integration with popular marketing and sales tools
  • Easy-to-use interface with a customizable dashboard
  • Comprehensive sales pipeline management features


  • Some features may require additional paid add-ons
  • Limited customization options for email templates

10. Kustomer - Best for customer profiling

A screenshot of Kustomer's interface
Profile and engage customers with Kustomer. (Source)

Kustomer is a comprehensive customer support platform that enables businesses to manage customer interactions across multiple channels, including email, social media, phone, and more.

Why I picked Kustomer:

Kustomer’s omnichannel support and advanced analytics help businesses provide personalized customer support and improve their customer experience, making it my top pick for customer profiling.

Standout features: Kustomer’s AI-powered chatbot is my favorite feature since it helps automate customer interactions. It also features a range of advanced tools, such as automation and real-time chat, that enable you to engage with your customers in a meaningful way.

Integrations include Facebook Messenger, WhatsApp, Twitter, Shopify, and Magento.

Pricing: $29/user/month (Professional), $49/user/month (Business), $89/user/month (Enterprise), $139/user/month (Ultimate)

Free Trial: 14 day free trial


  • Advanced AI-powered chatbot for automating customer interactions
  • Comprehensive omnichannel support capabilities
  • Real-time analytics and reporting


  • Limited customization options for some features
  • Integration with some apps may require additional setup

11. Unbounce - Best for creating personalized landing pages

A screenshot of Unbounce's interface
Create interactive landing pages with Unbounce. (Source)

Unbounce is a landing page builder that makes it easy to create and optimize landing pages that are tailored to specific customer profiles, making it easier to convert leads into customers.

Why I picked Unbounce:

I selected Unbounce because it helps businesses to easily create custom landing pages for their marketing campaigns without any coding knowledge. It’s range of templates makes it easy to create high-converting landing pages.

Standout Features and Integrations: I love Unbounce because of how customizable it can make your landing pages. The software features a drag-and-drop interface that allows you to customize each element of your landing page, and its A/B testing tools enable you to optimize your pages for maximum conversions.

Integrations: include Mailchimp, Salesforce CRM, Google Analytics, WordPress, Hubspot, and Zapier.

Pricing: $99/user/month (Launch), $145/user/month (Optimize), $240/user/month, (Accelerate), $625/user/month (Conceirge)

Free Trial: 14-day free trial


Unbounce offers a range of templates and design tools, making it easy to create professional-looking landing pages. The drag-and-drop editor is intuitive and easy to use, and the A/B testing tools make it easy to optimize landing pages for conversions.


Unbounce can be a bit pricey compared to some other landing page builders, and the interface can be a bit slow and clunky at times.

12. Drift - Best for conversational marketing

A screenshot of Drift's interface
Discuss directly with your prospects with Drift. (Source)

Drift is a conversational marketing platform that enables businesses to create personalized landing pages, chatbots, and other marketing assets that are tailored to the specific needs and interests of individual leads.

Why I picked Drift:

I selected Drift because it offers a range of tools for targeted marketing, including chatbots, email marketing, and lead management. Drift's conversational AI technology allows businesses to engage with customers in a more human way, leading to higher conversion rates and improved customer satisfaction.

Standout features: Features that differentiate Drift from its competitors include its conversational marketing capabilities. I was impressed by the fact that businesses can engage with website visitors in real-time via chatbots and personalized messaging. The platform offers lead capture and management tools, automated workflows, and integrations with popular CRM systems.

Integrations: include Salesforce CRM, Hubspot, Marketo, Zapier, Google Analytics, Slack, and Zendesk Support

Pricing: $2500/user/month (Premium), Custom (Advanced)

Free Trial: 10 day free trial


  • Powerful conversational marketing tools for personalized and targeted marketing
  • Easy to use and set up
  • Advanced integrations with CRMs and marketing automation tools


  • Higher price point compared to some other lead marketing software options
  • Steep learning curve for more complex features

Other Lead Management Software Options

Here are a few other top lead management software that weren't mentioned in the article.

  1. Keap - Best for small businesses and appointment management
  2. Copper - Best for email integration
  3. SharpSpring - Best for marketing automation
  4. Freshsales - Best for deal and account management
  5. Zoho CRM - Best for customer lifecycle management

Selection Criteria For the Best Lead Management Software

Here’s a short summary of the main selection and evaluation criteria I used to develop my list of the top lead management software for this article:

Core Functionality

I evaluated and compared a wide range of popular lead management software based on a few core functionalities. I expect top lead management software to have. Here’s a list of basic functionalities the products have to provide to make it onto my list:

  • Capture, store and organize leads from different channels
  • Track the status of leads across the entire sales cycle
  • Develop and execute automated campaigns that nurture the leads

Key Features

  • Lead capturing and tracking capabilities

A good lead management software should be able to capture leads from a variety of sources, such as web forms, landing pages, social media, and email campaigns. It should also enable you to track leads throughout the sales process, from initial contact to close. This includes the ability to see which stage of the sales funnel each lead is in, and to set reminders and tasks to follow up with leads as necessary.

  • Customizability

Every business has unique needs and workflows, so a good lead management software should be highly customizable. This includes the ability to create custom lead forms, sales pipelines, and workflows. You should be able to set up your sales pipeline to match your specific sales process, and to add custom fields to your lead forms to capture information that is important to your business.

  • Analytics and reporting

A good lead management software should provide comprehensive analytics and reporting features that enable you to track your lead generation and sales performance. This includes metrics such as lead source, lead quality, lead conversion rates, and sales revenue. The software should also provide the ability to create custom reports and dashboards that are tailored to your specific needs.

  • Lead nurturing features

In addition to capturing and tracking leads, a good lead management software should also have lead nurturing capabilities. This includes the ability to set up automated email campaigns to engage with leads over time, lead scoring to help you prioritize your efforts, and lead segmentation to group leads by common attributes and interests.


A good lead management software should be user-friendly and easy to navigate, with an intuitive interface and clear instructions. This includes the ability to quickly access and update lead information, as well as the ability to perform common tasks such as adding notes, setting reminders, and sending emails.


Good lead management software should integrate seamlessly with other tools that you use for your business, such as a CRM, marketing automation software, and analytics platforms. This integration should enable you to share data between these systems, such as leads captured by your lead management software automatically being added to your CRM.

People Also Ask

What next?

Lead management is a powerful component of any successful marketing funnel. When used correctly, lead management software can increase your chance of converting leads into long-term customers. But, there are hundreds of lead management tools available on the market, and you need to select the best fit based on your specific needs.

For more key insights from industry leaders regarding lead management, sign up to The RevOps Team newsletter.

By Phil Gray

Philip Gray is the COO of Black and White Zebra and Founding Editor of The RevOps Team. A business renaissance man with his hands in many departmental pies, he is an advocate of centralized data management, holistic planning, and process automation. It's this love for data and all things revenue operations landed him the role as resident big brain for The RevOps Team.

With 10+ years of experience in leadership and operations in industries that include biotechnology, healthcare, logistics, and SaaS, he applies a considerable broad scope of experience in business that lets him see the big picture. An unapologetic buzzword apologist, you can often find him double clicking, drilling down, and unpacking all the things.