15 must-have B2B Lead Generation Tools for 2024

Lead generation is the fundamental process for any business and it is crucial for organizations to implement various lead generation strategies to ensure long-term growth and sustainability of business. 

Lead generation involves various strategies and techniques from different parameters. To maintain a competitive edge and remain relevant to the industry trends, it is essential for businesses to leverage various modern tools of lead generation. Unlike traditional methods, lead generation tools enable businesses to implement various strategies effectively. 

From email marketing to social media marketing, from collecting leads through surveys and feedback forms to PPC advertising, from leveraging AI and predictive lead scoring to offering lead magnets and enhancing customer engagement, lead generation tools empower businesses with various features and capabilities that address every aspect of lead generation techniques.

Below are some of the best lead-generation tools for 2024. 

  1. Hubspot Marketing Hub 

Hubspot Marketing Hub by HubSpot provides you with comprehensive solutions for lead generation and inbound marketing. The platform helps you in various lead-generation processes including email marketing automation, social media management, content management, lead-gen forms, site visitor tracking, etc. The sales hub feature helps manage contacts, tracking lead-gen funnels, etc.

  1. Drift

Drift covers one of the crucial aspects of lead generation i.e., it enables real-time conversation with leads. Businesses can leverage chatbots and provide real-time answers to their potential customers. It is also a channel to interact with your audience visually using a video call tool. By leveraging this tool, businesses can provide round-the-clock services to their potential customers, engage them efficiently, and increase conversion rates. 

  1. Hootsuite

Hootsuite is a social media management platform that helps businesses in managing social media marketing and lead-generation efforts. Hootsuite brings together social media activities from multiple channels and users can manage all their social accounts from a single dashboard. It helps in social media scheduling, content management, detailed analysis, and reporting tools to track the performance of social media campaigns, helps in social listening, etc. Hootsuite can be effectively leveraged in the lead generation process to connect with potential leads using social media. 

  1. LeadPages

Landing pages are a vital component of lead generation strategies as they provide a dedicated space for potential customers to understand the product/service in detail. LeadPages enables businesses to create effective and customized landing pages by providing various templates. Using leadpages businesses can create different landing pages for each of the customer segments. Overall, businesses can leverage various features of lead pages to build customized websites, landing pages, pop-ups, etc. 

  1. Jotforms  

Jotform helps b2b businesses to create surveys, and customer forms for free. Lead generation forms are the fundamental tools to gather potential customers’ contact information including name, email addresses, etc. Jotforms makes it easy for businesses to create customized survey forms. 

  1. OptinMonster

OptionMonster is a popular lead generation and conversion optimization form. Businesses can create and optimize various opt-in forms on their websites. The user-friendly features include exit-intent technology, drag-and-drop builder, geo-location targeting, lead segmentation, conversion analytics, etc.

  1. Salesforce

Salesforce is also one of the well-known CRM software that provides comprehensive solutions for lead generation strategies. The various capabilities of salesforce include lead data management, lead scoring, lead analytics and reporting, lead tracking, AI-driven predictive lead scoring, lead engagement tracking, etc.

  1. Marketo

Marketo is a marketing automation software that offers a range of features and capabilities to support marketing and lead generation strategies. It helps in email marketing, personalization, creating lead-gen forms, social media marketing, etc. It offers comprehensive solutions to b2b businesses to implement seamless lead generation process

  1. LeadPages 

LeadPages enables businesses to create effective and customized landing pages. It provides you with various templates and you can choose from the 250+ templates available to create landing pages without coding. Also, LeadPages enables users to generate instant copies and images with the help of AI without having to exit the LeadPages account. It also provides real-time suggestions and inputs that help to improve the landing pages.

  1.  Mailchimp

Mailchimp is an email marketing platform and marketing automation software that offers comprehensive solutions for businesses in implementing lead-generation processes. It helps businesses manage email marketing campaigns, automates email sending, provides lead capture forms, tracks sales and campaign performance with unique reporting capabilities, etc.

  1. LinkedIn Sales Navigator

LinkedIn sales navigator is the best tool to relevant prospects and generate leads. It is a premium subscription service offered by LinkedIn and offers enhanced search capabilities. Users can search their prospects with specific filters including job title, industry, experience, etc. This feature is extremely helpful in filtering out potential leads. Also, it facilitates detailed information about the lead and target accounts that contributes to easing the process of lead generation.


Outreach is a sales engagement and automation platform that helps marketers streamline outreach and communication activities of lead generation and other marketing processes. Outreach provides various tools and features including creation and automation of email sequences, multi-channel engagement, prospect and lead tracking, analytics and reporting, etc. These features help B2B businesses improve sales efficiency, lead generation, and lead nurturing.

  1. Surfer SEO

Surfer SEO can be a valuable tool in the B2B lead generation process that helps businesses the potential prospects organically. Surfer SEO enables businesses to increase their online visibility. Its features including keyword research, content optimization, increased user engagement, and conversion optimization help businesses reach more prospects but Surfer SEO helps in the on-page SEO aspect of lead generation.

  1.  Active Campaign 

Active Campaign helps B2B businesses streamline various activities of lead generation and marketing processes. Businesses can leverage it for email marketing (creating and sending automated emails), marketing automation, tracking and monitoring our website data, machine learning, predictive sending, sales automation, lead scoring, etc.

The platform can be leveraged for managing customer relationships, engagement, and marketing efforts other than lead generation activities.

  1. Intercom

Intercom is a customer messaging platform that provides various features to connect with potential leads and customers in a personalized and real-time manner. Some of the features that help to capture the attention of leads and engage them include live chat, product tours, in-app messaging, customer support, automated messaging, etc. 

Reaching out to the right leads and engaging them in real-time is the crucial aspect of lead generation and Intercom fulfills these needs with its various capabilities.


The above lead generation tools automate and streamline various lead acquisition processes and offer comprehensive solutions. Since each of the strategies requires different expertise, it is difficult to effectively implement them with human resources without any errors. However, lead generation tools are both cost-effective and save the time of human resources by automating some of the repeated tasks.

Also, another important aspect of lead generation tools is that they are scalable and they can handle large volumes of leads for growing businesses. Overall, lead generation tools simplify the process of lead acquisition, they offer efficiency, scalability, data-driven decision making and improved lead nurturing.

Written by Amy John

Amy John is a marketing executive with more than 12 years of experience in the execution of marketing and lead generation strategies. Currently, she heads the marketing at Email Data Group, a renowned B2B database provider.


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