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With so many different lead scoring software available, figuring out which is right for you is tough. You know you want to automatically assess and rank leads based on their potential value to your business but need to figure out which tool is best. I've got you! In this post I'll help make your choice easy, sharing my personal experiences using dozens of different lead scoring tools with various teams and prospects, with my picks of the best lead scoring software.

What’s Lead Scoring Software?

Lead scoring software is a tool used by sales and marketing teams to evaluate and rank leads based on their potential to become customers. It assigns scores to each lead by analyzing various factors such as demographic information, interaction with marketing materials, and behavior on a company’s website. This process helps in quantifying a lead's likelihood to convert, based on predefined criteria and algorithms.

The benefits of using lead scoring software include improved efficiency in the sales process, as it helps teams prioritize leads that are more likely to result in successful sales. It enables more targeted and personalized marketing efforts, focusing resources on high-potential leads. This strategic approach leads to higher conversion rates and more effective use of sales and marketing resources. Additionally, lead scoring fosters better alignment between sales and marketing teams by providing a clear, data-driven understanding of lead quality and potential.

Overviews Of The 10 Best Lead Scoring Software

Here are the 10 leading lead scoring software solutions to help you identify qualified leads and optimize your sales pipelines.

1

Salesflare

Best for solopreneurs

This is an aggregated rating for this tool including ratings from Crozdesk users and ratings from other sites.
4.7
196 reviews

14 days free trial

From $29/user/month (billed annually)

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.

Pros

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

Cons

  • May not be suitable for larger teams or enterprises with more complex sales processes.
  • Some users report occasional bugs and glitches
  • Limited customization options compared to more advanced CRM tools
2

ActiveCampaign

Best for affordable advanced features

This is an aggregated rating for this tool including ratings from Crozdesk users and ratings from other sites.
4.6
9483 reviews

14-day free trial

From $39/month

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.

Pros

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

Cons

  • No native integrations with popular CRMs like Salesforce
  • Limited customization options for forms and landing pages
  • Some users have reported occasional technical issues or bugs
  • Limited A/B testing options for email campaigns
3

Leadsquared

Best for small-to-medium enterprises (SMEs)

This is an aggregated rating for this tool including ratings from Crozdesk users and ratings from other sites.
4.6
220 reviews

Free demo available

From $400/month for 10,000 contacts

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.

Pros

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

Cons

  • No mobile app
  • Some users have reported bugs or technical issues
  • Limited reporting and analytics features
  • Limited third-party integrations compared to some other tools
4

HubSpot

Best for all-in-one automation

This is an aggregated rating for this tool including ratings from Crozdesk users and ratings from other sites.
4.4
10798 reviews

14-day free trial + free plan available

From $45/month

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

Pros

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

Cons

  • No phone support on the Standard plan
  • Advanced features may require technical expertise to set up and configure
  • Limited templates and customization for lead forms
  • Enterprise-level pricing is very high
5

Clearbit

Best for data-driven insights

This is an aggregated rating for this tool including ratings from Crozdesk users and ratings from other sites.
4.4
657 reviews

Freemium plan available

Pricing Upon Request

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.

Pros

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

Cons

  • If you want to use the API successfully, you’ll need technical skills
  • Lead scoring customization options are limited
  • It’s not geared toward smaller businesses, so pricing is expensive
6

Marketo

Best for enterprise-level businesses

This is an aggregated rating for this tool including ratings from Crozdesk users and ratings from other sites.
4
349 reviews

Free demo

From $895/month

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.

Pros

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

Cons

  • Requires a dedicated marketing team to fully utilize all features - why it’s best for enterprise
  • Limited support options for lower-tier plans
  • Steep learning curve for new users and complex setup process
  • Expensive pricing plans make it unsuitable for smaller businesses
7

Pardot

Best for B2B using Salesforce

This is an aggregated rating for this tool including ratings from Crozdesk users and ratings from other sites.
4
2025 reviews

From $1,250/month

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.

Pros

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

Cons

  • Limited customer support for lower-tier plans
  • Limited third-party integrations beyond Salesforce
  • Limited customization options for landing pages and forms
  • Expensive pricing plans - not for smaller businesses
8

Explorium

Best for advanced predictive analytics

Free demo available

Pricing upon request

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.

Pros

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

Cons

  • Limited lead scoring customization options
  • Requires technical expertise to fully leverage platform capabilities
  • No predefined pricing plans available
  • Pricing can be expensive for small businesses
9

Infer

Best for enterprise predictive scoring

Free demo available

Pricing upon request

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.

Pros

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

Cons

  • Some users report that customer support is slow
  • Limited support for SMBs
  • Very complex for beginners
  • Expensive - not good for smaller companies
10

Leadformly

Best for low budgets

Free Demo And Free Trial

From $37 a month for 250 lead

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.

Pros

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

Cons

  • Limited integrations compared to more established marketing and CRM tools
  • No option for custom scoring criteria or algorithms
  • Limited advanced features compared to more expensive lead scoring tools
Preview Image - <h2 class="c-block__title b-summary-table__title c-listicle__title h3" > Compare Software Specs Side by Side</h2>

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Other Options

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

  1. Oracle Eloqua

    Best for enterprise customization

  2. Zoho CRM

    Best for total beginners

  3. LeanData

    Best for lead routing

  4. Lead Liaison

    Best for businesses looking for a customizable lead scoring tool that integrates easily

  5. SalesLoft

    Best for integration with multiple sales platforms

  6. Autopilot

    Best for advanced lead nurturing

  7. MarketBright

    Best for B2B companies who want to automate lead scoring to accelerate sales

  8. Salesfusion

    Best for small companies that need integrated marketing automation

  9. InsideSales

    Best for B2B pipeline management

  10. Engagio

    Best for B2B companies looking for account-based sales solutions with lead scoring capabilities

  11. SalesWings

    Best for lead scoring that tracks website visitors

  12. Lattice Atlas

    Best for integration with marketing automation tools

  13. SalesPredict

    Best for sales intelligence based on lead scores

  14. Leadfeeder

    Best for lead enrichment

  15. LeadGenius

    Best for a data-driven approach to lead scoring

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.

Integrations

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.

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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.