14 B2B lead generation tools for outbound and inbound teams

B2B lead generation tools cover different parts of the job: finding prospects, capturing website enquiries, qualifying interest, and following up. Start with the gap in your process. A contact database helps you build a target list; a form captures a named lead; visitor identification surfaces a company to investigate. Those outputs need different next steps.

For sales teams working through LinkedIn, Extrovert connects prospect discovery with activity-based Intent Signals, prospect tracking, and contextual comment and DM drafts. This guide also covers contact data, enrichment, email execution, website capture, and inbound qualification, so you can compare tools by the work they do rather than treat them as substitutes.

B2B lead generation tools by workflow

Compare the workflow first, then the billing unit.

Missing contacts? Start with discovery and contact data. Incomplete records? Look at enrichment. For sending campaigns, compare email execution. If traffic is arriving but leads are not reaching sales, inspect capture and qualification or visiting-company identification. For neglected LinkedIn relationships, start with Extrovert.

Tool	Main workflow	Entry price and billing unit
Extrovert	Find LinkedIn prospects, engage with posts, and follow up in DMs	$49 per connected account/month
LinkedIn Sales Navigator	LinkedIn search, saved lists, and activity alerts	Core $119.99 per license/month
Apollo	Contact search, enrichment, and sales engagement	Free; Basic $49 per seat/month billed annually
ZoomInfo	Contact and account intelligence, intent, and GTM modules	Custom quote
Cognism	Contact data, mobile verification, and account signals	Custom quote; five seats included
Clay	Multi-provider enrichment and workflow orchestration	Free; Launch $185/month on monthly billing
Lusha	Contact data, browser enrichment, and email sequences	Free; Starter $37.45/month billed annually
Hunter	Email discovery, verification, and outreach	Free; Starter €49/month on monthly billing
Lemlist	Email and multichannel outreach	Email €69/month on monthly billing
Instantly	Cold-email execution	Growth $47 per workspace/month
HubSpot Marketing Hub	CRM-connected capture, segmentation, and nurture	Free tools; standard Starter from $20 per seat/month
Typeform	Conditional forms and lead qualification	Basic €35/month on monthly billing
Unbounce	Campaign landing pages and conversion testing	Starter $29/month on monthly billing
Leadfeeder	Identify companies visiting your website	Lite free; Discover from €113/month on monthly billing

Prices use the currency shown in each section. Annual monthly-equivalent rates require an annual commitment. Seats, connected accounts, workspaces, contacts, and usage allowances are different billing units; additional limits are explained below.

1. Extrovert for finding and engaging LinkedIn prospects

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Extrovert helps SDRs, account executives, and founders find LinkedIn prospects and manage the comments and DMs that follow. Lead Finder searches a B2B database by person and company criteria, including role, location, company size, industry, and technology. You can also import an existing list from CSV, your CRM, or Sales Navigator.

Once prospects are in a campaign, Extrovert tracks their posts and prepares comments in your Voice. You can stay visible in relevant discussions, then move into a DM with context instead of writing an introduction from scratch. Explore the product workflow or see how it supports LinkedIn prospecting for SDRs.

Discover people from relevant activity

Intent Signals finds ICP-matched people who interacted with configured posts, people, company pages, topics, or competitor teams. Lead Finder is a separate database search; an activity signal gives you a reason to investigate, not proof of a purchase decision.

Keep the next DM on your radar

Recommended DMs brings first messages, follow-ups, and conversation restarters into one queue, with a reason and draft for each. Each recommendation shows why the conversation needs attention, so the rep can review the draft, send it, or snooze it.

Workflow and control:

• Track selected people and topics, with posts prioritized by campaign goal.
• Review and edit comments, approve drafts in bulk, or configure selected comment campaigns to run automatically.
• Set connection-request timing and DM follow-up rules. In the app, recommended DMs are drafted for review and sending.
• Let teammates manage authorized accounts. Through API or MCP, an assistant can approve or send the actions you allow.

Official pricing, monthly billing selected (USD). Open at full size.

Price and limits: $49 per connected LinkedIn account per month on monthly billing. One seat includes 250 tracked prospects, one topic, and 300 monthly Credits, shared across the team. Lead Finder uses one Credit per delivered prospect; Intent Signals uses 25–250 Credits per prospect depending on the signal. Tracking add-ons and Credit top-ups cost extra. Operators without a connected LinkedIn account are free. The trial lasts 10 days and requires no card; Extrovert pricing covers annual and volume discounts.

Prospect discovery and contact data

A contact record is a starting point. Your team still needs to confirm fit, establish a lawful basis for contact where required, and choose a relevant next action. Database size alone does not establish coverage in your territory.

2. LinkedIn Sales Navigator

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Sales Navigator provides first-party LinkedIn search with 50+ filters, saved lead and account lists, and alerts for activity such as new content and job changes. Core includes 50 InMail credits per month. InMail reaches people outside your network; it is not a cold-email channel or a response guarantee.

TeamLink, team reporting, and advanced CRM workflows depend on the subscription. Advanced Plus includes advanced integrations with CRMs such as Salesforce and HubSpot. Core does not include that full synchronization workflow.

Official pricing FAQ, with monthly and annual rates. Open at full size.

Pricing: Core starts at $119.99 per license per month, or $1,079.88 per license per year. Advanced starts at $159.99 monthly or $1,799.88 yearly. Advanced Plus is custom-priced. Region, taxes, device, and promotions can affect the displayed rate. Trial eligibility also depends on subscription history.

Search and alerts are distinct from maintaining a daily comment and DM queue. Our Extrovert vs. Sales Navigator comparison explains that workflow difference.

3. Apollo

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Apollo combines contact and company search, enrichment, email sequences, calling, and deal-management features. Browser extensions support prospect research, while CRM integrations move records into the team's existing system.

Official pricing, annual billing selected (USD). Open the complete section at full size.

Pricing: Basic is $49 per seat per month billed annually, with 30,000 Credits per seat per year. Professional is $79 with 48,000 annual Credits; Organization is $119 with 72,000 and a three-seat minimum. The free plan lists 900 Credits per seat per year, granted monthly, and two sequences.

Usage limits: email access costs one Credit, phone numbers eight, and enrichment one to eight. Calling and additional modules can add charges. Annual headline rates are not month-to-month prices, and data Credits are not the same as email sends. Evaluate current roles and usable contact details in your ICP rather than treating the database as a list of qualified buyers.

4. ZoomInfo

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ZoomInfo offers business contact data, company intelligence, buying-intent signals, and engagement applications. Its sales and marketing packages cover different jobs: contact research, account prioritization, display advertising, website chat, and form management can sit in separate modules.

Official quote-based plans. Open the complete section at full size.

Pricing: custom quote based on package scope, licenses, data usage, integrations, and contract terms.

Define which intent, export, and engagement capabilities the quote includes. Account intelligence can help research a buying group, but it does not establish who will respond or when an account will purchase.

5. Cognism

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Cognism's Sales Prospecting product combines contact and company data with firmographic, technographic, and signal-based filters. Standard includes core prospecting, CSV enrichment, AI research, and MCP/API access. Pro adds advanced targeting, intent data, premium mobile capabilities, and on-demand verification.

Official quote-based plans. Open the complete section at full size.

Pricing and units: Standard and Pro are custom-priced with five seats included. Cognism uses one Credit when a contact record is revealed; a redeemed record can be used during the contract, with another Credit required if the contact changes jobs. CRM Enrichment is a separate product or add-on.

Phone verification and compliance processes are product capabilities, not guarantees that every number connects or every outreach program meets legal requirements. Check your team's data use, retention, suppression, and territory requirements separately.

Enrichment and data orchestration

Enrichment adds fields to records; orchestration decides which data source runs, what qualifies a lead, and where that record goes. A larger number of fields is useful only if it changes targeting or follow-up.

6. Clay

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Clay combines multi-provider waterfalls, AI research, signals, and workflow integrations. A waterfall can query another source when one provider returns no useful result. Clay also offers email sequencing and advertising-audience workflows, with integration access depending on the plan.

Official pricing, annual billing selected (USD). Open the complete section at full size.

Pricing: Free includes 100 Data Credits and 500 Actions per month. Launch starts at $185 per month with 2,500 Data Credits and 15,000 Actions. Growth starts at $495 with 6,000 Data Credits and 40,000 Actions; Enterprise is custom-priced. Annual Launch is $167 per month with 30,000 Data Credits and 180,000 Actions per year; annual Growth is $446 per month with 72,000 Data Credits and 480,000 Actions per year.

Usage limits: Data Credits pay for data and AI; Actions meter platform execution. Growth adds CRM auto-sync, HTTP integrations, and webhooks; Clay API access is listed on Enterprise. Using your own provider keys avoids Clay Data Credit charges for those calls, but Actions still apply. Model the full workflow cost before running a large list.

7. Lusha

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Lusha provides contact and company search, email and phone reveals, browser enrichment, and automated email sequences. Its extension supports research on LinkedIn, CRM pages, and other websites. API, webhooks, signals, and team controls vary by plan.

Official pricing, annual billing selected (USD). Open the complete section at full size.

Pricing: Free includes 40 Credits per month and one seat. The annual Starter configuration is $37.45 per month, billed yearly, with 4,800 Credits granted upfront and one seat. Pro is $52.45 per month billed yearly with 7,200 annual Credits; larger credit and seat configurations change the price.

Usage limits: revealing a contact's email costs one Credit and a phone number five. Export and other actions can consume additional Credits. The annual pool is not a monthly reset allowance. Compare the combined data and export cost instead of assuming one Credit buys an entire contact workflow.

8. Hunter

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Hunter includes Domain Search, Email Finder, Email Verifier, the Discover B2B database, and email sequences. It supports a broader workflow than an email lookup: teams can find leads, enrich them, and send follow-ups from connected mailboxes. All plans allow unlimited team members sharing the allowance.

Official pricing, annual billing selected (EUR). Open the complete section at full size.

Pricing: Free includes 50 Credits per month, one connected email account, and 500 recipients per sequence. Starter is €49 per month billed monthly, or €34 per month billed yearly, with three connected email accounts. Annual Starter includes 24,000 Credits per year; annual Growth is €104 per month with 120,000 Credits per year and 10 email accounts. Monthly Growth is €149 per month. The annual Credit allowance is an annual pool, not a monthly reset.

Usage limits: Email Finder uses one Credit per email found; verification uses half a Credit per email. Bulk Domain Search has a different unit, one Credit for up to 10 emails found. Connected-mailbox and recipient limits also affect execution. Email verification does not guarantee inbox placement or permission to contact the person.

Email and multichannel execution

Sequence tools handle message scheduling and replies. An email program still needs relevant targeting, mailbox infrastructure, suppression, and a clear owner for responses. Warm-up features do not guarantee delivery.

9. Lemlist

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Lemlist combines a lead database, enrichment, personalization, email warm-up, and outreach execution. The Multichannel plan adds LinkedIn automation and calling; SMS and WhatsApp options have their own conditions and add-ons. Native CRM integrations and API access connect the workflow to existing records.

Official pricing, annual billing selected (EUR). Open the complete section at full size.

Pricing: the EUR Email plan starts at €69 per month on monthly billing, or €55 per month billed yearly, at the 50,000-email monthly tier. It includes unlimited users and email senders. Multichannel is €109 per user per month, or €87 with annual billing, and includes five senders per user. Enterprise is custom-priced. Local currency billing is available.

Data enrichment and buying signals are separate usage purchases. The entry Email price does not include Multichannel's LinkedIn actions. Those actions also require an account-risk decision. Our Lemlist alternatives comparison explains how contextual LinkedIn engagement differs from sequence execution.

10. Instantly

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Instantly's Outreach product runs email campaigns across connected sending accounts, with warm-up, testing, reply detection, and reply management. Its wider product range also includes lead data, verification, website visitors, CRM, and AI agents; those are not all included in the entry Outreach subscription.

Official pricing, monthly billing selected (USD). Open at full size.

Pricing: Growth Outreach is $47 per workspace per month on monthly billing, with 1,000 uploaded contacts and 5,000 emails per month. It includes unlimited connected email accounts and warm-up. Annual and bundled configurations use different rates and allowances.

Unlimited connected accounts does not mean unlimited emails. Uploaded contacts are workspace capacity, not a fresh monthly supply of leads. Data Credits and mailboxes are separate costs; confirm the chosen package before budgeting a complete email program.

Website capture and lead qualification

Inbound tools start with people who reach your website or campaign. The next question is whether you need to collect contact details, ask better qualification questions, test the page, or connect a submission to follow-up. More traffic will not fix a form that asks irrelevant questions or a lead that reaches the CRM without an owner.

11. HubSpot Marketing Hub for CRM-connected capture and nurture

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HubSpot connects lead capture with the contact record and the follow-up process. Its forms add submissions to Smart CRM, where the team can use contact properties and segments to organize leads. Email marketing, live chat and automation support the work after someone raises their hand.

Submitted details can feed a nurture campaign or sales handoff rather than sit in a separate form inbox. The team still needs to define qualification, ownership and what happens when a lead replies.

Free tools cover basic forms and email marketing. Starter provides simple automation; Professional expands the automation and reporting scope. Advanced form features and landing-page capabilities have their own packaging, so match the subscription to the capture and follow-up workflow instead of assuming every feature is included in the entry plan.

Official Marketing Hub catalog: standard plans, contact tiers and onboarding fees. Open at full size.

Pricing:

• standard Marketing Hub Starter starts at $20 per seat per month with 1,000 marketing contacts.
• Professional starts at $890 per month on an annual commitment paid monthly, with three Core Seats and 2,000 marketing contacts, plus required one-time onboarding of $3,000.
• Enterprise starts at $3,600 per month billed annually, with five Core Seats, 10,000 marketing contacts and required $7,000 onboarding.
• Additional marketing contacts and seats increase the cost.

Marketing contacts are a billable audience, not a promise of new leads. Keep the volume of contacts you market to separate from the total number of records in your CRM. HubSpot also has a limited-release flexible seats-and-credits pricing program with a different usage model.

12. Typeform for conditional lead capture and qualification

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Typeform collects contact details and qualification answers through interactive forms. Conditional logic changes the questions a respondent sees based on earlier answers. That helps a team gather relevant information without making every visitor work through the same questionnaire.

The handoff is a submitted response. Integrations and webhooks can send those answers into the team's CRM or other tools. Its role is narrower than a full marketing platform: improve what you ask and how the visitor answers, then make sure the resulting data reaches the people responsible for follow-up.

Basic includes conditional logic and integrations. Plus removes Typeform branding and increases the response allowance. Business adds drop-off rates and conversion tracking, which help identify where the form loses respondents. Growth Flow adds data enrichment, segmentation and email or SMS follow-up, so teams can also automate work after the submission.

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Pricing:

• Basic is €35 per month billed monthly, or €25 per month billed annually, with 100 responses per month and one user.
• Plus is €70 monthly or €49 on annual billing, with 1,000 responses and three users.
• Business is €120 monthly or €84 on annual billing, with 10,000 responses and five users.

Growth Flow is €345 per month billed monthly or €242 per month billed annually. It includes 10,000 monthly responses, five users and enrichment for 1,500 responses per month. Unlimited forms do not mean unlimited responses; budget for submissions across the account. A form submission also needs qualification before it becomes a sales opportunity.

13. Unbounce for campaign landing pages and conversion testing

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Unbounce gives marketers a dedicated destination for campaign traffic. Its drag-and-drop builder creates landing pages with lead-generation forms. Build adds popups, sticky bars and multi-step forms; integrations and webhooks connect the resulting submissions to an existing CRM or marketing platform.

Teams can control the whole landing page, including its form fields. Experiment adds A/B testing and dynamic text replacement, so teams can compare page variants and align page copy with campaign keywords. Optimize adds AI traffic optimization that routes visitors to different page variants.

This is a conversion workflow. You still need a source of traffic and a follow-up system. A page conversion can be a form submission or another configured action, such as a CTA click, so check the goal before reporting every conversion as a captured lead.

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Pricing:

• Starter costs $29 per month billed monthly or $22 per month billed annually, with five pages, 500 unique visitors per month, one user and one root domain.
• Build is $99 monthly or $74 on annual billing, with unlimited pages and 20,000 monthly visitors.
• A/B testing begins with Experiment at $149 monthly or $112 on annual billing, with 30,000 visitors, three users and two root domains.
• Optimize is $249 monthly or $187 on annual billing, with 50,000 visitors, five users and three root domains.
• Concierge and Agency are custom-priced.

All plans list unlimited conversions, but traffic remains metered. Repeated visits from the same cookie-recognized visitor count once within the month; exceeding the allowance can incur overage charges.

Website visitor identification

A visitor-identification tool can surface an account even when nobody submits a form. That gives sales a company to research and marketing an audience to prioritize. It does not automatically provide a named person who requested contact.

14. Leadfeeder for identifying companies visiting your website

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Leadfeeder, formerly Dealfront, identifies companies behind website visits using IP-based recognition. It combines the account with visit history and company details, so the team can review ICP fit, pages viewed and repeat activity before deciding what to do next. Alerts and CRM integrations bring those accounts into the sales workflow.

Discover focuses on identifying visiting companies and syncing them to the CRM. Activate adds verified contact emails and phones, intent filters, display campaigns and CRM automation. These are different steps: a company visit supplies account context; contact data helps research relevant people at that account.

By default, Leadfeeder identifies companies rather than individual visitors. A contact found at a visiting company is not proof that the person viewed your pricing page. Use the account signal to investigate fit and choose a relevant stakeholder, without claiming knowledge of that person's browsing activity.

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Pricing: Lite is free with up to 100 identified companies per month, seven days of visitor history and unlimited users. Discover starts at €113 per month billed monthly or €79 per month billed annually. Activate starts at €527 monthly or €369 on annual billing. Scale starts at €599 per month and is billed annually only; Enterprise is custom-priced.

All plans allow unlimited users. Paid prices scale with the monthly identified-company tier, while credits meter enrichment and activation actions. A unique company counts once in a month even if it visits repeatedly. A visiting account still needs qualification; page activity alone does not establish a buying decision.

How to evaluate your lead generation stack

Identify the gap before adding software

Separate acquisition, qualification, and follow-up. Missing ICP-matched contacts calls for discovery. Incomplete records call for enrichment. A neglected target list calls for a repeatable engagement workflow. Poor inbox placement calls for an email-infrastructure investigation, not a larger database.

Once you have identified and qualified the people to contact, you can import the target list into Extrovert and track their LinkedIn activity for relevant comments and DM follow-up. Use a focused target list during the trial to check whether reps can consistently review opportunities and start relevant conversations. Return to the Extrovert workflow and trial.

For inbound lead generation, diagnose the step after traffic arrives. Missing contact details call for capture. Irrelevant or incomplete submissions call for better qualification. Campaign pages that underperform call for page and form testing. High-fit accounts that visit without submitting a form call for visitor identification and account research.

Then check the handoff. Decide which system stores the contact or account, who owns it, which action follows, and how consent and suppression are recorded. Count submitted leads, identified companies and qualified conversations separately; they are not interchangeable measures of pipeline.

Evaluate qualified conversations, not list volume

Check whether contacts fit the role, company, territory, and use case you sell to. Inspect duplicates and outdated roles. For signals, ask whether the activity gives you a specific reason to contact a relevant stakeholder. A topic read or post reaction is not a qualified opportunity by itself.

Track the handoff: who accepts a lead, who replies, and what becomes a sales-qualified conversation. Keep LinkedIn engagement, email replies, and CRM opportunities distinguishable. Use your team's cohort data to judge reply rates and timing.

Check costs and action permissions

Include seats, connected accounts, workspaces, Credits, Actions, exports, mailboxes, and integrations. Put annual commitments beside the actual monthly subscription cost. Confirm which actions run automatically, what needs review, and what delegated operators or agents may send.

For client work, Extrovert for agencies explains managed accounts and operator access. For the broader acquisition plan, see the demand generation tools guide; for a more sales-focused discovery comparison, see B2B prospecting tools.

FAQ

Which B2B lead generation tools capture inbound leads?

HubSpot connects forms to CRM records and nurture workflows. Typeform collects qualification answers through conditional forms. Unbounce builds and tests campaign landing pages with lead forms. Leadfeeder identifies visiting companies even without a submission, which gives sales an account to research rather than an automatically qualified contact.

Does website visitor identification tell you which person visited?

Company identification and person identification are different capabilities. Leadfeeder shows visiting companies by default. Business contact data can help find stakeholders at those accounts, but it does not establish that a particular contact made the visit.

What is the best B2B lead generation tool for LinkedIn engagement?

Extrovert connects prospect discovery, activity-based signals, comments, and contextual DM follow-up. It is relevant when the team needs to build relationships with defined buyers. Contact data, email sending, advertising, and website capture remain separate requirements.

How is lead generation different from prospecting?

Lead generation includes attracting, identifying, and qualifying potential buyers through inbound and outbound channels. Prospecting is the sales team's active work of finding and contacting accounts or people that fit. Tools overlap, so compare the actual workflow rather than the label.

Can lead generation software replace a CRM?

Some products include deal or contact management. A CRM still provides the system of record for your process. Decide where lead ownership, qualification, consent or suppression, and opportunity history live, then verify the integration and subscription required.

How long does engagement-led lead generation take?

It depends on your market, relationships, message quality, and sales cycle. Extrovert prepares discovery and engagement work; it does not promise a pipeline result by a fixed week. Review conversations and qualified opportunities from consistent cohorts before increasing the list or changing the approach.