8 Best Lead Generation Software for B2B and B2C in 2021

“Lead generation is a breeze,” said not a single business owner, marketing manager, or just anyone involved in this process. Regardless of the complexity and challenges businesses have to overcome, it’s still the critical aspect that directly influences the B2B and B2C bottom line.

According to the statistics, 65% of businesses say that generating quality leads is their biggest marketing challenge. With the rising competition for companies and the abundance of options for prospects, it’s getting harder to generate and then nurture leads every single day.

However, business owners share that the lack of resources like time, staff, and money are the greatest barriers that stop them from succeeding with their lead generation campaigns.

Lead generation software can be a sweet remedy for those organizations that are eager to implement robust lead generation tactics and get quality leads with fewer efforts.

Today, companies that are using automation increase their leads generation by 80% and boost conversion by 77%.

So, if you would like to attract more leads to your business and turn them into your brand defenders, you can take a shortcut and make use of lead generation tools that benefit organizations in many ways.

But before we move onto the recommendations of top apps, let us explain what strategies work best and give you examples of successful lead generation campaigns.

    Best B2B and B2C lead generation tactics

    Is there any difference between B2B and B2C lead generation? Yes, there is. Of course, their goal is the same — to sell. But how they attract leads, nurture them, and finalize the deal can drastically differ.

    However, don’t rely on the stigma that B2C lead generation marketing should be emotional, while B2B should operate exclusively with logical facts.

    It’s not always the case, that is why the successful lead generating strategy will involve the research of the target audience first.   

    As you are building a lead generation strategy, you need to consider that the B2B sales cycle is more time-consuming.

    You need to provide more value with educational content and create an environment for a seamless transition from one stage of the funnel to another.

    So, what tactics might help business owners bring more leads into their business and nurture them into customers?

    We’ll delve on the most popular lead generation strategies and take a look at the most successful tactics with examples.

    Email marketing

    Email marketing is not dead. It’s been already working for 23 years and is still appearing in the top spot of the most effective lead generating strategies for B2B and B2C companies.

    Probably, the easiest way to get new leads is to offer something free in exchange for an email address. One of the biggest benefits of this strategy is that people already made the first step towards you rather than your competitors and had some communication with your company.

    Those who have received your free materials are more inclined to become your customers rather than the ones who have never heard of you.

    For instance, Nick Kolenda, a writer on psychology and marketing, actively uses this strategy. As you appear on the home page of his website, you are suggested to pick either free guides or paid courses. 

    Free guides vs course

    As you hit Free guides, you are offered a list of materials you can view and download. To download the file, you need to enter your first name and email. The data will then be used to send you emails.

    OPTIN form

    Content marketing

    Quality content is a great lead-generator both for B2B and B2C businesses. Content marketing:

    • Improves SEO ranking so more prospects could find your website;
    • Increases brand awareness and builds trust with cold leads;
    • Allows to organically carry new leads through all stages of the sales funnel;
    • Provides educational materials that prove your expertise.

    However, there’s one more thing. According to statistics, about 80% of B2B leads prefer self-education first before they jump into the buying process. This means that people become more careful with their purchasing decisions and need proof that their investment will pay off.

    Good content covers the lead’s requirements and if the content strategy is carried out right, the “from a cold lead to a customer” transition is guaranteed.

    For this reason, almost every business produces tons of valuable content. For instance, Grammarly, the digital writing tool, runs a blog to update its users with new software features, share writing or grammar tips, and more. 

    When implementing content marketing strategies, you should not omit a perfect opportunity to ‘vote’ for your page on other resources through backlinks.

    Social media marketing

    You can drive more new leads to your business creating a well thought out strategy. Facebook, Instagram, LinkedIn, or Twitter might become a great source of the prospects that might fall in love with your brand or business or get the proof that you are a worthy company to give their hard-earned money.

    Even though there is a stigma that social media works effectively only for B2C segments, let us disagree. General Electric Company (GE), the digital industrial company that specializes in aircraft, healthcare, power generation, and more, dispels this myth.

    They manage to run an interesting account, showing the backstage of complicated engineering processes. GE also works with influencers allowing them to take virtual tours over facilities.

    GE twitter

    These are just three channels for capturing leads (there are far more!!!), but efforts that stand behind every strategy are titanic.

    Luckily, there are tools that allow optimizing lead generation at all channels and making it a cakewalk.

    How automation can facilitate lead generation?

    Running a business becomes easier when lead generation processes are automated. Using the software to capture leads helps you work smarter and more effectively. And here’s why.

    Top benefits of using lead generation tools:

    • Spend the time to close the sale rather than gathering information about prospects;
    • Find leads faster and keep contact information accurate;
    • Define successful marketing strategies and analyze why others failed;
    • Upscale easily as your business needs growth;
    • Access a larger audience effectively targeting your message;
    • Exclude human-related errors and ensure smooth lead generation strategy implementation.

    But not all lead generation apps are made equal. When picking the software for your business, make sure it has a user-friendly interface so your team members could use it even without any coding background.

    Of course, there are plenty of other tools you use to run your business, so check integration because you’ll want to share data between these platforms.

    Also, different lead generation apps have various features and could help you reach specific goals.

    8 best lead generation software for business in 2020


    This is probably the first tool that springs to mind when people ask about lead gen tools. This software helps capture, nurture, segment leads, and allows running inbound marketing campaigns.

    Manage social media accounts, connect with customers, deliver flawless customer support, close deals, create automation workflow, and much more with this tool. They offer a free CRM system meant to help you organize, manage, and approach your leads in a more efficient way. 

    Pricing: Get started for free

    Starter: $40/mo and $480/yr 

    Professional: $800/mo and $9,600/yr

    Enterprise: $3,200/mo and $38,400/yr

    Website: https://www.hubspot.com


    An OptinMonster toolkit enables your organization to grow the email list from your website traffic and reach more potential customers. It works great for eCommerce, bloggers, marketing agencies, SaSS companies, and small businesses.

    The software makes it easier to capture and convert new leads through adjustable opt-in forms. It also contributes to the decrease of cart abandonment and an increase in the site conversion. 

    Pricing: Beginner: 9$/mo (billed annually)

    Plus: 19$/mo (billed annually)

    Pro: 29$/mo (billed annually)

    Growth: 49$/mo (billed annually)

    Website: https://optinmonster.com

    3.Agile CRM

    This cloud-based all-in-one software helps small and medium-sized businesses capture leads, build stronger relations with them, and run more effective marketing campaigns at a small business price.

    You can thrive and make the full use of your online presence with features like contact management, project management, marketing automation, and more.

    But the most important thing is that it allows creating forms and pop-up windows for a personalized lead generation. It easily integrates with other tools your company might need to run successful lead generation campaigns.

    Pricing: Free for 10 users with limited features

    Starter: $14.99/mo, $9.99/yr and $8.99/2yrs

    Regular: $49.99/mo, $39.99/yr and $29.99/2yrs

    Enterprise: $79.99/mo, $64.99/yr and $47.99/2yrs

    (Prices per user per month – billed monthly, yearly, and once in 2 years).

    Website: https://www.agilecrm.com


    This app is offered by Wistia, the company delivering video-hosting services. This feature allows your business to collect qualified leads right from your videos. It works like this: a website visitor watches a video.

    wistia screenshot

    You add a pop-up at the beginning, middle, or end of the video offering to fill out the form asking for the email or phone number. You can integrate this software with any email marketing tool or other advanced options.

    Pricing: Free for businesses just getting started

    Pro: $99/mo

    Advanced: the rate is arranged with the company individually

    Website: https://wistia.com/product/turnstile

    5.D&B Hoovers

    The toolkit provides business owners with insights on critical business processes, including lead generation.

    The app will help learn more about the market and identify key prospects, as well as define their key challenges, get access to qualified leads, and analyze the performance and success of the whole campaign.

    Pricing: Free trial

    No other pricing information provided

    Website: https://www.dnb.com/products/marketing-sales/dnb-hoovers/sales-leads.html


    This software will convert your landing page or website visitors into customers. It allows you to adjust pop ups and sticky bars so you could present relevant offers to a specific targeted group.

    This means your offer will become more attractive and you’ll generate more leads from your existing web pages.

    unbounce screenshot

    You can make use of pop ups for lead generation, promoting coupons, special offers, or new product releases.

    The system works to customize the notifications depending on the keywords the visitor uses to find the product. Unbounce is a great app to convert the website traffic into new leads.

    Website: https://unbounce.com 

    Pricing: Launch: $80/mo

    Optimize: $120/mo

    Accelerate: $200/mo

    Scale: $300/mo


    This lead generation app is a great solution if you need help with identifying your target audience, engaging your accounts, and measuring the results.

    The software will spot your target audience creating a profile of an ideal buyer and will automatically reach them through ads and emails.

    The service range includes ICP identification, target account and contact selection, account-based targeting and retargeting, personalized ads, campaign analytics and more.

    Pricing: Starter: $975/mo

    Standard, Professional, Ultimate: contact sales

    Website: https://www.rollworks.com  


    If you are starting your business from scratch or need a new base of leads, this Email Finder by Prospect.io will do the job for you. It uses the algorithms to find new leads and get their emails if you know their name or company domain.

    Prospect.io screenshot

    You can do operations in bulk or get the email address of one person who might be potentially interested in your products or services. It also gives you access to a wide range of templates you can use to reach leads at the right moment.


    Essential: $79/mo and $69/yr with $25/mo per additional user (paid annually)

    Business: $129/mo and $105/yr $230/mo per additional user (paid annually)

    Website: https://prospect.io  

    Final words

    There are plenty of lead generation software options these days. So which one is the best? There’s no canned answer here. It all depends on your budget, team size, workflow, goals you need to cover, features you are looking for, and more. As you find out your needs, the choice will be much easier. 

    If you find it challenging to settle for one software, you can always test multiple options as most of them have a free trial. Give every app that interests you a try and then decide based on your experience and results.

    Frequently Asked Questions

    Is there a bit of ultimate advice for successful lead generation?

    It is usually challenging to come up with an ultimate recipe for success in any sphere,
    but we are happy to announce that we have one here! The core of lead generation is
    human interaction, and this is the primary source to draw inspiration for your profitable
    lead generation. Any efficient kind of networking or distributing content is yet another
    chance of reaching your lead generation goals.

    Any special tips on content for blogging?

    The great thing about implementing blogging for lead generation is that you may tailor
    the content to your platform; hence, your business as a whole. You will get more
    visibility on the internet and win customers’ trust. After winning the trust as mentioned
    above, the vital goal is to sustain your audience’s interest with valuable and high-quality
    content. It is also essential to resist the temptation of overloading your blog posts with
    direct promotions and calls for purchases.

    How to put together a base of leads from scratch?

    If you are launching a business and just getting on with testing the waters out there,
    finding leads might be the first, quite demotivational obstacle. Expanding your influence
    and getting leads through means of modern lead generation tools should be your first
    option. Pop-up windows, email lists of potential customers - you name it. Nowadays,
    having lead generation tools in your arsenal is simply indispensable.

    Is there a bit of ultimate advice for successful lead generation?

    The Ultimate List of Marketing Statistics for 2020: https://www.hubspot.com/marketing-

    B2B Lead Generation Trends 2013: https://www.slideshare.net/hschulze/b2-b-lead-generation-report-2013/6-Q4_Q3_WHAT_ARE_THE

    Marketing automation best bets: 80% of companies increase leads, 77% increase conversions: https://venturebeat.com/2015/05/05/marketing-automation-best-bets-80-of-companies-increase-leads-77-increase-conversions

    Nick Kolenda: Psychology & Marketing (Home Page):

    THE GROWING BUYER-SELLER GAP: Results of the 2018 Buyer Preferences Study:

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