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12 Best Lead Scoring Software for 2023

Best Lead Scoring Software Shortlist

Here’s a list of the top lead scoring tools I found during my research. Continue reading to find the detailed summaries further down:

  1. HubSpot - Best for all-in-one automation
  2. Marketo - Best for enterprise-level businesses
  3. Zoho CRM - Best for total beginners
  4. Leadformly - Best for low budgets
  5. Pardot - Best for B2B using Salesforce
  6. LeadSquared - Best for small-to-medium enterprises
  7. ActiveCampaign - Best for affordable advanced features
  8. Explorium - Best for advanced predictive analytics
  9. Oracle Eloqua - Best for enterprise customization
  10. Clearbit - Best for data-driven insights
  11. Infer - Best for enterprise predictive scoring
  12. Salesflare - Best for solopreneurs

As a revenue operations lead, you understand that generating and nurturing leads is crucial for a company's success.

While you know that lead scoring software is an efficient way to do this, you may not have the time to dive into each and every tool to find the one that has just the right set of features to meet your specific needs. Which is why I’ve gone ahead and done that for you.

In this article, I'll explore the benefits of lead scoring and review some of the top tools on the market, along with frequently asked questions.

What’s Lead Scoring Software?

Lead scoring software helps you rank leads based on engagement and conversion potential. This helps your sales team identify worthwhile leads quickly and informs your future marketing campaigns.

Once you’ve defined your ideal customer, you decide the best lead scoring factors, like industry, job title, and behavior. Your lead scoring tool will automate the collection of this data, analyze it, and score it based on your criteria. High-scoring leads are more likely to convert, showing you where you should be focusing your efforts.

Retail lead scoring process
Retail lead scoring helps brands find high-value customers.

Take the retail world, for example. Lead scoring helps businesses find high-value customers by filtering for factors like demographics, buying history, and web browsing behavior.

Overview of the 12 Best Lead Scoring Software

Here are the 12 leading lead scoring software solutions to help you identify qualified leads and optimize your sales pipelines.

1. HubSpot - Best for all-in-one automation

Lead scoring tool by HubSpot
HubSpot scores leads using positive and negative attributes. (Source)

HubSpot provides an all-in-one marketing solution that integrates lead scoring for end-to-end customer relations.

Why I picked HubSpot

HubSpot is my top pick for an all-in-one marketing automation solution. Suitable for both small businesses and larger companies, it combines customizable scoring software with a full suite of sales and marketing tools. Plus, HubSpot’s seamless integration with a huge range of tools makes it easy for you to manage lead generation in one place.

HubSpot Standout Features and Integrations

Features include customizable lead scoring models and automated nurturing workflows to capture, segment, and manage leads. There are also email marketing and campaign management tools, along with social media management and monitoring functionalities for smooth sales and marketing workflows.

Integrations include a whole range of sales, marketing, and customer management tools such as Salesforce, Zapier, Gravity Forms, SurveyMonkey, Leadfeeder, WordPress, and Shopify

Price: There are three packages: Starter - $23-$45, Professional: $360-$800, and Enterprise: $1,200-$3,600

Free Trial: All packages have a 14-day free trial.


  • Comprehensive all-in-one marketing automation solution
  • User-friendly interface and easy-to-use tools
  • Robust reporting and analytics features
  • Highly-customizable scoring models


  • Enterprise-level pricing is very high
  • Limited templates and customization for lead forms
  • Advanced features may require technical expertise to set up and configure
  • No phone support on the Standard plan

2. Marketo - Best for enterprise-level businesses

Marketo lead scoring customization
Marketo’s platform has highly customizable lead scoring functionalities. (Source)

Marketo is an advanced lead scoring tool that enables large enterprises to customize scoring based on complex rules.

Why I picked Marketo:

I chose Marketo for this list because it is unmatched when it comes to lead scoring tools for large, enterprise-level businesses. Plus, It’s advanced capabilities and complex scoring models made it easy to incorporate a wide range of behavioral and demographic factors.

Not only does it integrate with lots of popular enterprise-level applications, but I found its analytics dashboards to be powerful enough for even large-scale business intelligence. Alongside its lead scoring and nurturing functionalities, it also offers marketing automation to create seamless sales and marketing workflows.

Standout Features and Integrations

Features include advanced scoring models based and automate lead nurturing workflow tools to collect and manage leads. There are also campaign management, email marketing, and landing page optimization features to enhance marketing campaigns. Advanced analytics and reporting tools make it easy to monitor progress.

Integrations include CRMs, such as Salesforce, Microsoft Dynamics CRM, SugarCRM, and Zoho CRM, as well as marketing and communication tools, like Zendesk, Hootsuite, Zoom, and Slack.

Price: Marketo has a custom pricing model, starting from $895 a month.

Free Trial: No free trial or demo.


  • Robust lead scoring and lead nurturing capabilities
  • Highly customizable and configurable scoring models
  • Comprehensive analytics and reporting features
  • Strong integrations with popular third-party applications


  • Expensive pricing plans make it unsuitable for smaller businesses
  • Steep learning curve for new users and complex setup process
  • Limited support options for lower-tier plans
  • Requires a dedicated marketing team to fully utilize all features - why it’s best for enterprise

3. Zoho CRM - Best for total beginners

Lead scoring on Zoho CRM
Zoho CRM users can head straight to high-scoring leads to target effectively. (Source)

Zoho CRM is an easy-to-use customer relationship management (CRM) platform that enables users to score leads and manage the entire relationship in one place.

Why I picked Zoho CRM:

Zoho CRM is my top recommendation for those new to lead scoring, particularly if you have limited technical expertise. Its user-friendly platform simplifies lead scoring with predefined criteria and templates. Plus, it's more than just lead scoring — it's also a CRM, helping you keep track of customer relationships in one place.

Standout Features and Integrations

Features include customizable lead capture forms and predefined lead scoring criteria and templates, ideal for those who need straightforward lead capture tools. Using the real-time analytics and reporting made it easy for me to keep an eye on progress, and I really enjoyed how easy it was to change campaigns and see progress on the go with the mobile app.

Integrations include marketing tools like Mailchimp, HubSpot, Jotform, and various advertising mechanisms, like Google, Facebook, and LinkedIn. There are also customer management integrations like Salesforce and Microsoft Dynamics CRM.

Price: Zoho CRM has four packages: Standard - $14, Professional - $23, Enterprise - $40, and Ultimate - $52

Free Trial: There’s a 15-day free trial on all paid packages.


  • Easy-to-use interface with a low learning curve
  • Affordable pricing options for small businesses
  • Built-in lead scoring capabilities with predefined criteria and templates
  • Good customer support


  • Few advanced features compared to more expensive lead scoring tools
  • Limited integrations compared to more established marketing and sales tools.

4. Leadformly - Best for low budgets

Lead scoring tool by Leadformly
Leadformly users can organize leads by score or value. (Source)

Leadformly is a straightforward platform that provides lead capture mechanisms and built-in lead scoring to capture new customers at the top of the funnel.

Why I picked Leadformly

If you’re looking for a budget-friendly option, I’d recommend Leadformly. The pricing is affordable and the interface is easy-to-use, so training costs are low. There’s built-in lead scoring, along with customizable lead generation forms and surveys. This makes it easy to score leads as you capture them.

Standout Features and Integrations

Features include customizable lead forms and surveys, along with built-in lead scoring capabilities. I was impressed with the A/B testing and optimization features, and enjoyed using the real-time analytics to monitor progress and understand which campaigns were working.

Integrations include marketing tools like HubSpot, Marketo, ActiveCampaign, and Mailchimp, as well as task management software like Pipedrive, Trello, and Asana. There are also integrations for advanced analytics like Google Analytics, and automation tools like Zapier.

Price: Based on the number of leads, prices start at $37 a month for 250 leads.

Free Trial: There’s a free trial and you can demo the product before committing.


  • Affordable pricing options for businesses with a limited budget
  • Easy-to-use interface and drag-and-drop form builder
  • Built-in lead scoring capabilities eliminate the need for a separate tool
  • Good customer support


  • Limited advanced features compared to more expensive lead scoring tools
  • No option for custom scoring criteria or algorithms
  • Limited integrations compared to more established marketing and CRM tools

5. Pardot - Best for B2B using Salesforce

Pardot lead scoring software
Pardot users can assign lead scores to activities to see which strategies work best. (Source)

A Salesforce-based marketing automation software, Pardot helps you generate, nurture, and score leads to identify promising prospects and optimize sales efforts.

Why I picked Pardot:

For me, Pardot is a top choice for B2B businesses using Salesforce. You get advanced lead scoring software that integrates easily with your CRM for seamless data sharing and customer relationship lifecycle management. Plus, I like Pardot’s easy-to-use tools that help automate lead nurturing workflows for an all-in-one sales funnel solution.

Standout Features and Integrations

Features include advanced scoring models and automated lead nurturing workflows for straightforward segmentation and management. The email marketing and campaign management tools were great for streamline marketing campaigns, and I really enjoyed the in-depth reports on progress the analytics tools provide.

Integrations include lead capture integrations like Gravity Form and SurveyMonkey, as well as CRMs like Salesforce, Microsoft Dynamics CRM and SugarCRM. There are also customer service integrations such as Zendesk, and advertising tools like Google, Facebook, and Twitter Ads, and AdRoll.

Price: There are four packages, starting at over $1,000 a month.

Free Trial: There’s no free trial, but there’s a demo to try the tool out before buying.


  • Salesforce integration provides seamless data sharing and lead management
  • Advanced scoring models and lead nurturing workflows
  • Comprehensive analytics and reporting features
  • Easy-to-use interface and user-friendly tools


  • Expensive pricing plans - not for smaller businesses
  • Limited customization options for landing pages and forms
  • Limited third-party integrations beyond Salesforce
  • Limited customer support for lower-tier plans

6. LeadSquared - Best for small-to-medium enterprises (SMEs)

Lead scoring on LeadSquared's dashboard
LeadSquared enables users to assign values that add or subtract from a lead’s score. (Source)

LeadSquared is a customer acquisition platform with easy-to-use lead scoring tools to monitor and analyze lead behavior, so sales teams can focus on the leads most likely to convert.

Why I picked LeadSquared:

LeadSquared is designed for SMEs. It offers an affordable all-in-one marketing automation solution with an intuitive lead scoring tool built in. I picked LeadSquared for this list because of its straightforward lead qualification features that funnels leads through multi-channel marketing automations for omnichannel lead nurturing.

Standout Features and Integrations

Features include multi-channel lead tracking, progressive profiling, and personalized lead nurturing campaigns to segment, manage, and nurture prospects. I’m a huge fan of the drag-and-drop tools such as the lead scoring builder, landing page builder, and lead capture forms creator that made for straightforward lead management setup.

Integrations include marketing tools like Mailchimp, JotForm, Constant Contact, and Hootsuite, as well as a bunch of customer lifecycle management tools like Salesforce, Microsoft Dynamics CRM, and HubSpot.

Price: There are four subscriptions, starting at $150 a month.

Free Trial: LeadSquared offers a generous 30-day free trial on all packages.


  • Affordable pricing with no hidden fees
  • Robust lead management and marketing automation features
  • Easy-to-use interface and drag-and-drop builder
  • Good customer support


  • Limited third-party integrations compared to some other tools
  • Limited reporting and analytics features
  • Some users have reported bugs or technical issues
  • No mobile app

7. ActiveCampaign - Best for affordable advanced features

Lead scoring software by ActiveCampaign
ActiveCampaign enables users to sort leads by lead score. (Source)

ActiveCampaign is a marketing platform with advanced lead scoring functionality, a comprehensive CRM, and end-to-end marketing automations.

Why I picked ActiveCampaign:

If you need complex features but you have a limited budget, I think ActiveCampaign is well-equipped with advanced lead scoring features at a fair price. Its dynamic lead scoring made it easy for me to create highly-targeted lead segments, and the visual automation builder was a breeze when I was setting up automated workflows. Honestly, I was surprised how easy it was to streamline the whole lead nurturing process. Plus, it’s also a powerful all-in-one CRM and marketing automation solution.

Standout Features and Integrations

Features include lead capture forms, a landing page builder, and dynamic lead scoring. I like how well ActiveCampaign complements these core features with their conditional content and a visual automation builder for creating marketing workflows and their A/B testing and advanced analytics.

Integrations include a variety of ecommerce and marketing tools such as Salesforce, Adobe Commerce, Shopify, WooCommerce, BigCommerce, Leadpages, ClickFunnels, Typeform, and Zapier.

Price: ActiveCampaign is surprisingly affordable, starting at $29 a month.

Free Trial: All packages come with a 14-day free trial.


  • Advanced automation and lead scoring features
  • Intuitive interface and visual builder
  • Good customer support


  • Limited A/B testing options for email campaigns
  • Some users have reported occasional technical issues or bugs
  • Limited customization options for forms and landing pages
  • No native integrations with popular CRMs like Salesforce

8. Explorium - Best for advanced predictive analytics

Explorium Ai-driven lead scoring dashboard
Explorium enriches data and uses AI to predict lead quality. (Source)

Explorium utilizes predictive modeling and machine learning to identify the most valuable leads and improve lead scoring over time.

Why I picked Explorium

Explorium claims to be a revolution in lead scoring, and while I am typically skeptical of that kind of marketing fluff, I was impressed by its AI-driven lead scoring tools.

Explorium offers advanced predictive analytics based on internal and external data, so not only do you benefit from comprehensive insights based on your own leads, the platform’s AI algorithms train the software based on external data to predict better-quality leads.

Explorium Standout Features and Integrations

Features include advanced predictive lead scoring analytics and AI-driven lead quality prediction, as well as automate feature engineering for high-quality lead scoring and management. What stood out to me the most was how well their data enrichment functionality helped to ensure all data is of top quality.

Integrations include a range of marketing and cloud services include Salesforce, marketo, HubSpot, Amazon Web Services, Google Cloud Platform, and Azure.

Price: Explorium offers custom pricing based on the number of users, data sources, and API usage.

Free Trial: There’s a free trial and a demo.


  • Advanced predictive analytics and AI-driven lead scoring
  • Automated feature engineering for improved lead quality prediction
  • Seamlessly integrates with popular CRM and marketing automation platforms
  • Utilizes both internal and external data sources for comprehensive lead insights


  • Pricing can be expensive for small businesses
  • No predefined pricing plans available
  • Requires technical expertise to fully leverage platform capabilities
  • Limited lead scoring customization options

9. Oracle Eloqua - Best for enterprise customization

Lead scoring interface on Oracle Eloqua
Oracle Eloqua users can assign weight to different activities to influence lead scores. (Source)

Oracle Eloqua is a highly customizable marketing automation platform that helps businesses to segment and prioritize leads based on their engagement, behavior, and characteristics.

Why I picked Oracle Eloqua:

Oracle Eloqua is geared toward large-scale businesses. Out of the enterprise lead scoring options, I found that Oracle Eloqua has the best set of customizable tools, coupled with extensive analytics and advanced segmentation. There’s also a wide range of templates and workflow automations to simplify campaign creation and execution.

Standout Features and Integrations

Features include advanced automation for multi-step marketing and sales campaigns, plus comprehensive reporting for improving future marketing efforts. I’m a huge fan of how much thought the developers put into the customizable lead scoring and qualification rules, and the robust personalization features for forms, landing pages, and emails.

Integrations include sales and marketing tools like Salesforce, Marketo, HubSpot, Pardot, ClickDimensions, 6sense, ReachForce, and Bombora.

Price: Choose from two monthly packages: Basic - $2000 and Standard - $4000.

Free Trial: There’s no free trial.


  • Advanced lead scoring and automation features
  • Robust customization and integration options
  • Strong, in-depth customer support
  • Advanced reporting and analytics options
  • Highly customizable lead forms and segmentation options


  • It’s pricey, starting at $2,000/month for up to 10,000 contacts
  • Steep learning curve and complex setup
  • Limited third-party integrations compared to some other tools
  • While customer support is good, it’s often slow

10. Clearbit - Best for data-driven insights

High-value leads on Clearbit's platform
Clearbit’s simple-to-use platform makes it easy to find high-value leads. (Source)

Clearbit is a data enrichment platform that scores leads using machine learning, based on their firmographics, technographics, and behavioral data.

Why I picked Clearbit:

Clearbit is one of my top picks when it comes to data-driven insights. Lead scoring works using data enrichment and machine learning to improve lead quality and segmentation. I really appreciate how seamlessly the tool integrates with most popular CRM platforms, enabling organizations to make informed data-driven decisions and implement them directly through their current CRM platform.

Clearbit Standout Features and Integrations

Features include data enrichment and machine-learning lead scoring for smarter segmentation and improved lead quality. I gave extra points for the real-time data updates that ensure scoring is based on the latest information and for the API that allows for powerful custom integrations.

Integrations include a whole range of sales, marketing, and automation tools, including HubSpot, Segment, Salesforce, Zapier, Outreach, Drift, and Intercom.

Price: All pricing is customized, based on API usage and your number of contacts.

Free Trial: There’s no free trial, but you can demo the software.


  • Provides comprehensive, enriched lead data for accurate scoring and segmentation
  • Machine learning-powered scoring improves predictions over time
  • Seamless integration enables entire lifecycle management
  • Regular data updates validate data so you’re working with the latest information


  • It’s not geared toward smaller businesses, so pricing is expensive
  • Lead scoring customization options are limited
  • If you want to use the API successfully, you’ll need technical skills

11. Infer - Best for enterprise predictive scoring

Lead scoring commands on Infer
Infer’s lead scoring system is comprehensive but complex. (Source)

Infer is a predictive lead scoring platform that uses machine learning algorithms to pinpoint the most valuable leads based on highly-customizable criteria.

Why I picked Infer:

For enterprises that need predictive lead scoring, Infer is my top pick. Designed for mid-market to large B2B organizations, Infer leverages machine learning-based predictive analytics to prioritize the highest value leads based on your predetermined criteria. The more the tool analyzes leads, the better it gets at predicting which prospects will produce the most value.

Standout Features and Integrations

Features include a proprietary dataset of over 20 billion customer interactions, along with automated lead scoring and prioritization plus customizable scoring models. I liked the real-time analytics and reporting which help prioritize leads based on prospect data.

Integrations include marketing and data management platforms such as Eloqua, Marketo, Pardot, and HubSpot, as well as LiveRamp, LeanData, Demandbase, and Bombora.

Price: Infer has a custom pricing model that’s based on your number of contacts.

Free Trial: There's both a free trial and a demo.


  • Highly accurate predictive modeling capabilities
  • Comprehensive analytics and reporting
  • Easy to use and configure
  • Integrates with a wide range of other tools


  • Expensive - not good for smaller companies
  • Very complex for beginners
  • Limited support for SMBs
  • Some users report that customer support is slow

12. Salesflare - Best for solopreneurs

Lead scoring dashboard on Salesflare
Salesflare drag-and-drop lead scoring system is simple for beginners to use. (Source)

Salesflare is a CRM platform that includes lead scoring functionality that helps businesses track and analyze leads to identify high-value leads based on behavior.

Why I picked Salesflare:

Salesflare is my first choice for solopreneurs because it’s both affordable and easy to use. The interface is specifically tailored to smaller teams and solo entrepreneurs, while you don’t lose out on functionality simply because it’s a tool for smaller companies. Salesflare uses AI to automate lead scoring for more precise segmentation.

Standout Features and Integrations

Features include AI-driven automated lead scoring, as well as a customizable sales pipeline, and contact and deal management features. Some of my favorites were the email tracking and automation for streamlining email marketing.

Integrations include marketing and communication tools like Mailchimp, HubSpot, Typeform, Wufoo, and Gravity Forms, as well as Intercom, Slack, and Trello.

Price: There are three affordable monthly packages: Growth - $29, Pro - $49, and Enterprise - $99.

Free Trial: There’s a 30-day free trial and you can demo the software


  • Affordable pricing for small teams and solo entrepreneurs
  • Intuitive user interface and easy setup
  • Robust automation and lead scoring features
  • Comprehensive customer support


  • Limited customization options compared to more advanced CRM tools
  • Some users report occasional bugs and glitches
  • May not be suitable for larger teams or enterprises with more complex sales processes.

Other Options

Still haven’t found the right tool for you? I also recommend these tools.

  1. Salesfusion - Best for small companies that need integrated marketing automation
  2. MarketBright - Best for B2B companies who want to automate lead scoring to accelerate sales
  3. Autopilot - Best for advanced lead nurturing
  4. LeadGenius - Best for a data-driven approach to lead scoring
  5. InsideSales - Best for B2B pipeline management
  6. SalesLoft - Best for integration with multiple sales platforms
  7. Leadfeeder - Best for lead enrichment
  8. LeanData - Best for lead routing
  9. SalesPredict - Best for sales intelligence based on lead scores
  10. Lattice Atlas - Best for integration with marketing automation tools
  11. Engagio - Best for B2B companies looking for account-based sales solutions with lead scoring capabilities
  12. Lead Liaison - Best for businesses looking for a customizable lead scoring tool that integrates easily
  13. SalesWings - Best for lead scoring that tracks website visitors

Selection Criteria For the Best Lead Scoring Software

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

Core Functionality

The most important aspect of a lead scoring tool is, unsurprisingly, its ability to score leads. But not every tool does this the same way, nor do they do it with the same efficiency or algorithmic insights. I looked for tools that had scoring that was both easy to set up and customize while also going above and beyond to enrich the sales data in some way.

Key Features

Not every lead scoring software is worth its salt. When choosing lead scoring software, I looked for particular standout features, such as:

  • Customizable lead scoring
  • Lead scoring templates
  • CRM integration
  • Marketing and workflow automations
  • Lead generation features
  • Data enrichment
  • Predictive lead scoring

User-friendliness and usability

There is always a tough decision in designing the UX/UI for a software platform. The more features you include, the more complex and complicated it is for users to interact with the platform. And the more you simplify the interface, the more you have to simplify what users can and can’t do on the platform. For the tools on this list, I searched for tools on both sides of the aisle, but always looking for those that fit the most features in the user-friendliest package.

I looked specifically at how easy it was for the user to navigate throughout the platform, how straightforward the dashboards (and dashboard creation tools) were, and how simple it was to create, update, and maintain the lead-scoring pipeline.

Price and value

You don’t have to sacrifice value just because you don’t have a big budget. In fact, the tools on this list range in price from $14 to $4,000 per month or more. What I looked for was not just how much the tools cost, but how much value they delivered for their respective price points.

Not every small business is going to need all the features of a $4,000 enterprise solution, and that’s OK. And a $14-per-month tool probably won’t have all the bells and whistles a multinational company needs, and that’s because it wasn’t build with them in mind.

In the list you’ll find tools that cater to smaller companies, bringing the value they need at a realistic price, as well as tools for enterprise businesses willing to pay a bit more for the complexity and advanced functionality.


Many lead scoring tools offer a bunch of integrations. The right lead scoring software is the one with the integrations that match up with your existing workflow.

When looking for tools, I tried to consider the most important integrations for sales and marketing teams, such as:

  • CRM (Customer Relationship Management)
  • Lead generation
  • Marketing automation
  • Analytics and reporting
  • Collaboration and communication

Customer support

Customer support should be easily accessible and affordable. The tools I picked have good knowledge hubs for self-support, and tiered technical support plans to help you deal with tech issues quickly.

People Also Ask

Still unsure what lead scoring software is and why you need it? Read our FAQs.

Other Lead Software Reviews

Here are some other software reviews for you to consider if you are looking for other lead management tools.

Did You Find the Tool for You?

If you want to streamline sales and marketing efficiency and boost conversions, lead scoring tools can help you better understand your target audience, tailor your marketing efforts, and prioritize high-value leads.

However, to achieve optimal results, you’ll need to ensure you’re using accurate data. Consider a lead scoring tool with data enrichment functionalities if you’re worried that your data is outdated or incorrect.

To learn more about the best tools to improve your revenue operations, subscribe to our newsletter.

By Phil Gray

Philip Gray is the COO of Black and White Zebra, a digital publishing and tech company. He hails from rainy Glasgow, Scotland transplanted in not quite as rainy Vancouver, BC, Canada. 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. His love for data and all things revenue operations landed him this role as resident big brain for the RevOpsTeam.

A business renaissance man with his hands in many departmental pies, he is an advocate of centralized data management, holistic planning, and process automation. An unapologetic buzzword apologist, you can often find him double clicking, drilling down, and unpacking all the things.

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