Best Lead Generation Tools for Small Businesses

Small businesses have limited resources, including time and funds, making prospecting, outreach, and lead nurturing challenging. They need to find ways to prospect and connect with potential customers as effectively as possible, and that’s where lead generation tools come into play. 

Let’s look at the 11 best lead generation software for small businesses, including lead generation platforms, prospecting tools, and sales intelligence software. 

1. Kaspr

Kaspr is an all-in-one prospecting tool that helps small businesses and individual SDRs speak with decision-makers. The Kaspr database has super accurate contact data, such as direct phone numbers and email addresses, specializing in European data.

Use the web app or the Kaspr Chrome Extension to capture lead information while browsing LinkedIn and create bulk lists in Sales Navigator.

Kaspr has the data you need; you can test our accuracy for free. Sign up now. 👇

Features

• Free B2B lead generation tool for small businesses.
• LinkedIn Chrome Extension to capture lead information while you’re browsing online.
• Bulk list building capabilities built around ICPs.
• Automatic data syncing with your CRM.
• GDPR and CCPA aligned. 

Cost

• Kaspr’s free plan includes 5 phone credits and 5 email credits monthly.
• Kaspr’s Starter plan costs $49 per license per month and includes 1,200 phone credits and 60 direct email credits in addition to more advanced functionality. 

2. HubSpot CRM

HubSpot’s CRM can unify marketing and sales teams in a single platform, synching data from multiple prospecting tools. 

(Source: HubSpot)

It can be powerful as lead tracking software for small businesses, as it can store every customer interaction, display where in the pipeline leads are, and automate follow-up processes. It also seamlessly integrates with HubSpot’s extensive suite of tools, which include dedicated marketing, sales, and operational modules. 

Features

• Interaction tracking across multiple platforms, including email, social media, site activity, and phone calls.
• Automation for follow-up processes, assigning tasks, and setting up notification reminders.
• AI-generated smart suggestions to guide lead interactions. 

Cost

• HubSpot CRM has a free plan.
• Paid plans vary in cost depending on the module you choose. 
• The Sales Hub Professional plans start at $90 per user per month and includes ABM tools, sales forecasting, and call transcription and coaching. 
• The Marketing Hub Professional plan starts at $800 per month for three seats, and includes campaign reporting features. 

3. Hootsuite

If you want to create lead generation campaigns through Facebook and Instagram Ads, Hootsuite can help. You can create and manage these campaigns right from within Hootsuite’s dashboard, in addition to running extensive organic marketing campaigns that may be used to attract new leads. 

(Source: G2)

Features

• Nurture relationships and business lead generation with strong, timely posts and fast social media responses.
• Create lead generation ads for Facebook and Instagram.
• Monitor and optimize ads from within Hootsuite’s dashboard. 

Cost

• Hootsuite’s Professional plan starts at $99 per month, and includes access for a single user.
• The Team plan costs $249 per month, and includes access for three users and up to 20 social media accounts. 

4. BDWOW!

BDWOW! (formerly known as Sumo) is an intelligent website popup tool that can help you turn website visitors into leads.

You can collect user email addresses, and paid plans may include features like audience targeting, A/B testing, and analytics. All plans allow limited email broadcasts to keep in touch with leads. 

(Source: BDWOW!)

Features

• Onsite lead generation forms with popup tools.
• Send email broadcasts through multiple email platform integrations.
• A/B testing options.
• Full customization options for form design. 

Cost

• The Free plan includes up to 10,000 monthly visits, visitor targeting, and email sharing.
• The Starter plan costs $12 per month, removes BDWOW! branding from your forms, and includes analytics.
• The Plus plan costs $19 per month, and includes additional features like audience targeting and A/B testing. 

4. Google and LinkedIn Ads

PPC platforms are beneficial for generating leads for small businesses, and Google and LinkedIn Ads are particularly powerful for B2B businesses. You can create lead generation ads that collect user information from the browser or send them to a custom landing page. 

(Example of a Google Ad)

Features

• Pay to promote your ad to highly targeted audiences, who will see it when using the platform.
• Quickly expand your reach amongst your ICP instead of relying on manual outreach.
• Use retargeting to connect with interested prospects who haven’t converted yet. 

Cost

• Costs of PPC platforms vary significantly depending on the type of ad you’re running, the audience you’re targeting, and (if relevant) the keywords you choose. 
• You can set daily or lifetime budgets, and bid caps to limit how much you pay.
• Most PPC platforms allow you to choose what type of action you want to pay for, including per click, per video views, or per thousand ad impressions. 

5. Tidio

Tidio is an AI customer service platform that can help you with engaging prospects on your site and convert them into leads or customers. The platform claims to be able to answer up to 70% of inquiries without human intervention using advanced chatbots on any live channel.

(Source: G2)

Features

• Support for dozens of different languages.
• Provides customer answers in six seconds or less using conversational AI, your data, and human-centered language.
• 40+ flow templates to speed up the chatbot training process.
• Option to create custom automated sales flows. 

Cost

• The Free plan covers 50 conversations monthly, with live chat, ticketing, and social media integrations.
• The Start plan costs $29 per month and includes 100 conversations and everything in the Free plan along with more advanced features like analytics, live visitors list, and operating hours.

6. Leadfeeder

Leadfeeder (by Dealfront) is one of the top small B2B lead generation software companies. It can help you identify companies already visiting your site so you can prioritize outreach to interested prospects—even if they weren’t already on your radar. 

(Source: Leadfeeder)

Features

• Turn anonymous traffic into real company names.
• See exact customer behavior when these users visit your site to understand what they’re interested in and potential pain points.
• Create behavioral and demographic filters to segment leads. 

Cost

• Leadfeeder’s free plan includes unlimited users, but only 100 identified companies and data from the last week.
• The paid plan starts at $99 per month, and includes unlimited users and visit data storage. 

7. Unbounce

Unbounce is a landing page creation and A/B testing platform. You can create beautiful landing pages from scratch or use one of their many tried-and-true templates. 

They now offer AI-optimization and copywriting features, which you never want to rely on entirely but can be a helpful place to start if you’re stuck or looking for new ideas to engage prospects to submit those lead gen capture forms. 

(Source: G2)

Features

• Effective A/B testing functionality, which includes showing different versions of a single page to alternating site visitors.
• AI copywriting and optimization suggestions.
• Hundreds of landing page templates, including industry-optimized options.
• Custom landing page, pop-up, and sticky bar creation and implementation. 

Cost

• Unbounce’s pricing starts at $74 for their Build plan, which includes a landing page builder, popups and sticky bars, and AI copywriting.
• However, we recommend springing for at least the Experiment plan, which costs $112 and also includes A/B testing and support for up to 30,000 unique visitors monthly. 

8. Pipedrive

Pipedrive is a sales-focused CRM that offers pipeline tracking and lead optimization capabilities. You can use the platform to evaluate and manage deals with current leads, automating your sales process. Once you’ve generated your leads, this is a solid CRM that can help you actually convert them. 

(Source: G2)

💡 Pipedrive (along with several other popular tools) also integrates with Kaspr. So you can send your contact data straight to other apps.

(Graphic showing how you can integrate with Pipedrive in seconds)

Features

• Sales funnel visualization with AI suggestions.
• Create customized pipelines for improved and accurate insights.
• Activity-focused approach that flags when your sales team needs to take action with specific leads. 
• Categorize potential leads with color-coded labels for improved optimization.
• Chatbot and live chat features to engage with prospects and potentially capture lead information. 

Cost

• Pipledrive’s Essential plan, which will likely be sufficient for many small businesses, costs $14 per user per month and includes 3,000 trackable open deals, 30 custom fields, and 15 reports per customer. 

9. Mouseflow

Mouseflow is a digital experience analytics platform that can help you better understand on-site customer behavior. You can see what users see as they navigate your site, which can help you better understand conversion funnels and any obstacles that cause leads to drop-off. 

(Source: G2)

Features

• Strong heat maps to see where users click most.
• Form analytics to determine what may prevent some users from submitting a lead generation form.
• Session replay based on audience segment, showing you where users click and what they see.
• Friction scores that showcase behavior patterns from frustrated customers. 

Cost.

• Their Starter plan is best suited as a tool for small businesses. It costs €31 per month when paid annually, and includes 5,000 sessions per month, one website project, three months of storage, and unlimited page views.

10. Smaply

Smaply is a customer journey mapping platform that provides end-to-end visualization of your customers’ experiences. 

These tools can help you better understand the customer experience, and make improvements to attract new customers and potentially generate more leads.

(Source: G2)

Features

• Flexible customer journey mapping with an easy-to-use interface.
• Customer journey mapping by persona. 
• Co-creative workshops for team collaboration.
• High-security standards, with multiple security certifications. 

Cost

• Smaply’s Free plan includes one project, three journey maps, three personas, and three system maps. 
• The Basic plan costs €19 per month, and includes three projects, unlimited journey and system maps, and unlimited personas.
• Enterprise companies can get in touch for custom quotes, which includes benefits like unlimited storage, premium support, and an enterprise image gallery. 

11. Semrush

Semrush is a good marketing tool for small business owners. It's mostly an SEO tool, but they now have a lead-finding feature. This can help with not only marketing but also lead generation. You can search for leads by technology or industry; they update data every one to three months. 

(Source: Semrush)

Features

• “Add to CRM” button for for fast and easy data synching.
• Provides specific data and general lead contact information to allow for customized messages.
• Lead scores are based on power signals and buying potential. 
• Insights that help interpret data on different leads based on multiple data points. 

Cost

• All Semrush plans can access the lead finder tool, though leads are limited based on the plan.
• Agency Growth Kit (AGK) plans start at users can access between 1000-3000 leads per month, depending on their plan. These plans start at $208.95 per month. 
• Users non-AGK accounts with paid subscriptions can check up to 10 leads per month. These plans start at $139.95 per month. 

How can SMBs automate lead generation to save time and resources?

To automate lead generation for small businesses and save both time and resources, SMBs should leverage lead generation and prospecting tools.

Examples may include:

• Using prospecting tools to identify high-value leads.
• Automatically sync prospect data with CRMs and sales pipeline software.
• Use sales intelligence software to maintain data hygiene with up-to-date customer and company information.
• Set alerts on prospects, such as hiring, funding, or job change alerts, to identify potential purchase signals or opportunities. 
• Automate follow-up processes to stay in touch with leads. 

What is the best way to capture leads on a website?

These are some of the most effective ways to capture lead information:

• Use tools like Kaspr to capture lead information while browsing on LinkedIn.
• Use tools with Google Chrome Extensions that allow you to capture lead data from company websites.
• Set up lead generation forms and pop-ups on your site with an offer to gain access to a demo, product tour, lead magnet, or discount.  

How can SMBs reach high-value leads?

When it comes to conversion optimization, it’s not just about generating leads for small businesses but also about actually connecting with them. 

SMBs can leverage high-value leads with direct outreach, account-based marketing, and targeted ICP-focused pay-per-click campaigns. Lead generation tools can help businesses identify which brands to target and better understand their ideal customer profile. 

Once you’ve identified high-value leads, you can reach them by cold calling. To help small businesses get started, Kaspr’s free plan includes five phone credits for direct outreach and so you can test the data. 

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