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Top 21 Lead Generation Tools in 2024 (Cheaper and Better)

Kate Williams

23 May 2024

13 min read

Leads are the elixir that businesses need to survive, and lead generation tools are the best way to get them.

With so many options and categories of tools available, it can be daunting tasks to choose one for you. If you are someone who is on the look for a lead generation tool, your search ends here. We have researched and collated a list of tools from which you select.

NOTE: There is no one type of lead generation tool. Yes, there are many, each with its own unique approach to capturing leads. Therefore, the following list has been categorized and listed accordingly.

Survey and Form Builders

Most of you might not know this, but online survey tools serve as the backbone for direct engagement with potential leads. This can be either understanding your customer’s needs or their experience at each touchpoint. Follow the link to read more about how surveys can help with generating leads.

Some of the best survey tools for lead generation are as follows.

#1. SurveySparrow

G2 Rating: 4.4 (5)

Starting Price: $19 per month

It’s no secret that this tool can turn boring surveys into engaging conversational ones. It’s this quality that makes SurveySparrow one of the top-rated lead-generation tools.

One of the main features a B2C or B2B lead generator should have is the ability to acquire detailed customer feedback. And just so as it happens, SurveySparrow does the same. The template you saw earlier would have been enough to prove the point.

Here’s a sneak peek into how SurveySparrow can engage your prospects.

Lead Generation Survey Template

It has now introduced a new AI feature that would further help you curate the survey questions and make them interactive and engaging.

Features that Help with Lead Generation:

  • Conversational interface for higher engagement
  • Customizable survey templates (1000+)
  • Automation features for survey distribution across various channels
  • Integration with CRM tools and other marketing tools for seamless lead management
  • Reputation management to keep track of customer opinions


  • High completion rates due to engaging format
  • Versatile design options enhance brand presence
  • Easy integration with popular marketing and CRM platforms


  • Advanced analytics features may require a higher subscription tier

#2. Zoho Forms

G2 Rating: 4.4 (5)

Starting Price: $8 per month

homepage of zoho forms
Source: Zoho Forms

Zoho Forms is more suitable for organizations that are running on Zoho Suite. It’s a decent lead generation tool and provides tools to create detailed surveys for your needs. The tool is very cheap as well.

Features that Help with Lead Generation:

  • Unlimited questions and responses on paid plans
  • Diverse question types for comprehensive data collection
  • Integration with Zoho CRM and other Zoho apps
  • Custom branding and advanced reporting tools


  • Supports extensive surveys without limitations
  • Easy to use with a wide range of customization options
  • Integrates seamlessly into the Zoho ecosystem


  • Poor customer support
  • Some advanced features are only available on higher-tier plans
  • Non-Zoho users might find some integrations less beneficial

#3. Typeform

G2 Rating: 4.5 (5)

Starting Price: $25 per month

homepage of the survey tool - typeform
Source: Typeform

Typeform is known for its intuitive UI. Just like SurveySparrow, It also houses a variety of survey templates and follows a conversational approach. It helps create engaging surveys, quizzes, and forms that capture leads’ attention.

If you are looking for a good lead generation tool for your business, Typeform would be a good choice.

Features that Help with Lead Generation:

  • Intuitive design with drag-and-drop builder
  • Customizable templates with a focus on aesthetics
  • Integration with digital marketing tools and platforms
  • Logic jumps and respondent path customization


  • High user engagement due to attractive design
  • Flexible and customizable to suit various needs
  • Wide range of integration options


  • Limited responses on the free plan
  • Some advanced features can be pricey for small businesses

Suggested Read: 10 Best Typeform Alternatives

Lead Capture and Management Tools

It’s quite obvious from the title itself. These tools are efficient in lead capturing and management. The following are some of the top tools that can help you with generating leads.

#4. Zapier

G2 Rating: 4.5 (5)

Starting Price: $19.99 per month

Homepage of the lead generation tool - Zapier
Source: Zapier

Interfaces Zapier Interfaces is famous, and it’s possible that you have seen messages like “providing 1500+ integration with Zapier”. Well, the tool does just that. It helps you build and automate anything by combining user interfaces, data tables, and logic with 6000+ apps. Such integration capability allows you to streamline the workflow and grow fast.

Features that Help with Lead Generation:

  • Automation of form creation and data capture
  • Integration with over 6,000 web apps for seamless data flow
  • Custom workflows to organize and follow up with leads automatically


  • Vast integration possibilities streamline lead management processes
  • Automates repetitive tasks, saving time and reducing errors
  • Flexible and customizable to fit various business needs


  • Very expensive
  • Can be complex to set up custom workflows for non-technical users

Suggested Read: Zapier integration with SurveySparrow

#5. HubSpot

G2 Rating: 4.4 (5)

Starting Price: $18 per month

homepage of hubspot CRM tool
Source: hubSpot

By providing a comprehensive set of tool marketing, HubSpot is undeniably one of the best lead generation tools. It offers an all-in-one platform for businesses that includes robust tools for lead capture and management. It’s CRM lets you optimize the relationships with prospects and customers.

Features that Help with Lead Generation:

  • Integrated form-building tools for lead capture
  • CRM system for organizing and tracking leads
  • Automated email marketing and lead nurturing workflows


  • A complete set of tools supports various aspects of lead generation
  • Intuitive and user-friendly interface
  • Excellent customer support and community resources
  • Sales analytics is useful


  • Some advanced features are available only on higher-tier plans
  • Can become costly as business needs grow and require more advanced features

Advertising and Promotion Tools

Performance marketing is something most businesses follow to generate Sales Qualified Leads (SQL). Therefore, tools that support advertisement and promotion also fall under lead generation tools.

#6. Google Ads

G2 Rating: 4.3 (5)

Starting Price: Free

homepageof the advertising tool google ads
Source: Google Ads

This is a widely known and most-used platform for generating leads. It allows businesses to run text, image, and video-based advertising campaigns across Google’s vast network. The network includes search results, websites, and YouTube.

With Google being the place where more than 90% of the searches happen, Google Ads is another top-rated lead generation tool.

Features that Help with Lead Generation:

  • Targeted advertising based on keywords, demographics, and user behavior
  • The pay-per-click (PPC) model ensures you pay only for engagement
  • Detailed analytics to track and optimize campaign performance


  • Extensive reach across the internet
  • Highly customizable targeting options
  • Robust tracking and optimization tools


  • Can be complex to master all features and best practices
  • Competitive industries may face high costs per click

#7. Meta Ads

G2 Rating: 4.2 (5)

Starting Price: Free

homepage of the tool meta ads
Source: Meta

This is the same as Google Ads but for Meta apps. If you didn’t know, Meta apps include – Facebook, Instagram, WhatsApp, and Messenger. For example, It creates highly targeted ads using Facebook’s user data to drive traffic to web pages.

This is a good business lead generator for those who are focusing on account-based marketing (ABM).

Features that Help with Lead Generation:

  • Advanced targeting based on interests, behaviors, and demographics
  • Variety of ad formats for different engagement objectives
  • Integration with Meta’s analytics tools for performance tracking


  • Access to one of the largest social media audiences
  • Detailed targeting options to reach specific user groups
  • Creative flexibility in ad formats


  • Ad performance can vary widely depending on the industry and target audience
  • Privacy concerns and platform changes may affect targeting capabilities

#8. LinkedIn Sales Navigator

G2 Rating: 4.3 (5)

Starting Price: Available on Contact

homepage of the tool - linkedIns ales navigator
Source: LinkedIn

LinkedIn is one of the most prominent platforms for businesses. From hiring candidates to discussing corporate lifestyles and nurturing leads, it has it all. LinkedIn Sales Navigator is a tool on the platform that helps find and convert leads.

This B2B lead generator offers advanced search and filtering options to identify and engage with potential leads on LinkedIn. The business nature and higher quality of leads it offers make it one of the most powerful lead generation tools.

Features that Help with Lead Generation:

  • Advanced search features to find potential leads
  • Integration with LinkedIn’s messaging for direct engagement
  • Sales insights for a better understanding of prospects


  • Access to the world’s largest professional network
  • Detailed search capabilities make it easier to find high-quality leads
  • Useful for building long-term relationships in the B2B sector


  • Premium tool with a subscription cost
  • Requires time and effort to effectively build and nurture relationships

Chatbot Tools

Chatbots’ ability to engage with customers on websites and social platforms is widely known. With prompt and helpful responses, the customers feel valued, and this improves the chances of being converted. Therefore, it’s safe to consider them to be decent lead generation tools.

Let’s explore some Chatbots that can help with lead generation.

#9. Intercom

G2 Rating: 4.5 (5)

Starting Price: $39 per seat per month

homepage of intercom
Source: Intercom

Intercom is a chatbot solution that uses AI to provide enhanced customer support. The idea behind the tool is to lower expenditures, aid the support team, and satisfy customers. It analyzes the customer response, including the sentiment, and engages with personalized conversations. As a result, it engages with the customers, nurturing and converting them.

Features that Help with Lead Generation:

  • Customizable chatbots for various customer engagement scenarios
  • Targeted messaging based on visitor behavior
  • Integration with sales and marketing tools for seamless lead management


  • Enhances visitor engagement with real-time conversations
  • Automates lead capture and qualification processes
  • Offers detailed insights and analytics on visitor interactions


  • Can be expensive for small businesses
  • Requires setup and maintenance to ensure conversations are relevant and effective

#10. Manychat

G2 Rating: 4.6 (5)

Starting Price: $15 per month

homepage of the tool manychats
Source: manychats

Manychat is a chat marketing tool that helps businesses reach out to prospects through chat platforms. It facilitates engagement across more channels and captures lead information through interactive chats. Though it doesn’t come under free tools for lead generation, the first 1000 contacts through this tool are free of charge.

Features that Help with Lead Generation:

  • Easy-to-build chatbots for Messenger with no coding required
  • Features like broadcasts and sequences to nurture leads
  • Integration with major marketing platforms


  • Direct access to a large audience on Facebook Messenger
  • Intuitive interface makes it easy to create engaging chatbots
  • Versatile tool for both lead capture and customer service


  • Poor technical support
  • The documentation is not up to mark

Email and SMS Marketing Tools

Email and SMS marketing tools are among the best lead generation tools. Why? Because they enable direct and personalized communication with your audience. By using these tools, businesses can send targeted messages that resonate with the interests and needs of their potential customers.

Let’s explore some email and SMS marketing tools you can use for generating leads.

#11. Benchmark Email

G2 Rating: 4.3 (5)

Starting Price: $13 per month

homepage of the mail marketing tool - benchmark emails
Source: benchmark email

Benchmark Email is a simple email marketing platform that helps you nurture and convert leads. It offers a variety of templates and tools to create engaging email campaigns for lead generation and nurturing.

Features that Help with Lead Generation:

  • Drag-and-drop editor for easy email creation
  • Automation tools for targeted campaigns
  • Detailed analytics for campaign optimization


  • Intuitive interface suitable for beginners
  • Wide range of templates and customization options
  • Free plan available for small businesses


  • Some advanced features are only available in paid plans
  • May lack some integrations with other marketing tools

#12. Mailchimp

G2 Rating: 4.4 (5)

Starting Price: $6 per month


Mailchimp is among the best lead generation tools for email marketing. You can set up automation that triggers emails based on customer behavior. Doing so ensures that the customers receive relevant information at the right time.

Apart from lead generation, it also helps you engage your most loyal customers.

Features that Help with Lead Generation:

  • Extensive template library for various campaign types
  • Audience segmentation and personalization features
  • Detailed reporting and analytics to track campaign performance


  • Dashboard interface is easy to use
  • Wide array of features for email marketing and beyond
  • Message personalization through merge tags


  • Hard to design custom emails
  • Expensive for small campaigns

#13. TextMagic

G2 Rating: 4.3 (5)

Pricing: $4.90 per 100 texts

homepage of the tool - text magc
Source: text magic

TextMagic is a bulk SMS service that allows businesses to send text messages to customers worldwide. You can send out messages through SMS, email, and even voice. You can automate replies and streamline workflow with its robust integration capability. The tool allows direct communication and lead nurturing, making it a desirable business lead generator.

Features that Help with Lead Generation:

  • SMS campaigns to reach leads directly on their phones
  • Personalization options for targeted messaging
  • Integration with CRM and other business tools


  • High open and read rates for SMS messages
  • Simple setup and user-friendly interface
  • Effective for time-sensitive and direct communications


  • Poor customer support
  • Can’t add images or other similar files

#14. SimpleTexting

G2 Rating: 4.7 (5)

Starting Price: $39 per month

homepage of the tool - simpletexting
Source: simpletexting

This is yet another SMS marketing tool that helps businesses reach the chat apps of their customers. SimpleTexting allows you to connect with prospects through personalized text messages, enhancing lead generation efforts. It’s specifically designed for small businesses and is among the top lead generation tools for them.

Features that Help with Lead Generation:

  • Easy-to-use platform for creating and sending bulk SMS
  • Self-cleaning feature removes inactive phone numbers
  • Features like keywords and autoresponders to automate engagement
  • Integration with popular business tools for seamless workflows


  • Direct and immediate communication with leads
  • Easy to use and set up
  • Great customer support


  • Lack of CRM integration
  • Limitation in message characters

AI Sales Assistants

AI is taking the market by storm. Be it writing content, generating codes, or generating aesthetic videos. Some of the survey software (SurveySparrow) we discussed has implemented AI, and so have marketing tools. So, why would it be different for lead generation tools, right?

Here are two prominent lead generation tools that use AI to help you capture, nurture, and convert leads.

#15. Suede (Formerly

G2 Rating: Nil

Starting Price: Available on Request

Homepage of the tool - Suede
Source: Suede

This is a relatively new tool, but effective nonetheless. is an AI-powered platform that automates the process of sending cold emails. The tool is designed for lead nurturing and generation. Therefore, it is one of the top lead generation tools for businesses looking to expand their outreach efficiently.

Features that Help with Lead Generation:

  • AI-driven personalization for higher email engagement
  • Automated follow-up sequences to increase response rates
  • Easy integration with CRM systems for lead tracking


  • Saves time on crafting and sending personalized emails
  • Enhances email campaign effectiveness with AI optimization


  • New product, so it’s bound to have issues
  • AI personalization is effective but may need human oversight for the best results


G2 Rating: 4.4 (5)

Starting Price: Available on Request

homepage of tool -
Source: regie can be considered an AI lead generator. It uses Gen AI and Automation to make the prospecting process easier. The tool offers businesses a streamlined solution for nurturing leads toward conversion.

Features that Help with Lead Generation:

  • Automated content creation for emails and SMS
  • Personalization at scale to enhance engagement
  • Integration with popular sales and marketing platforms


  • Reduces time spent on campaign creation
  • AI-generated content can be highly effective
  • Supports a multi-channel approach to lead nurturing


  • Content may need review to ensure brand consistency
  • Need better personalization options

Other Lead Generation Tools You Can Consider

We have discussed survey software, email marketing tools, chatbots, and so on. While all these are great options for lead generation tools, there are some others you should know about. They are as follows.

#17. Thrive Leads

Starting Price: $299 per year

Thrive Leads is a lead generation plugin for your WordPress. It’s designed to grow your email list by creating optimized opt-in forms and targeted offers. The tool shows highly relevant and targeted offers to your visitors based on posts, tags, and more.

As a result, you can engage better with the customers and boost the conversion rate. Following are some key features that make it one of the best lead generation tools.

Features that Help with Lead Generation:

  • A variety of opt-in form types and triggers
  • Advanced targeting features for personalized offers
  • A/B testing tools to optimize conversion rates
  • Integration with popular email marketing services


  • Deeply integrated with WordPress for ease of use
  • Comprehensive A/B testing for improved performance
  • Wide range of opt-in form types to suit any strategy


  • Exclusive to WordPress, limiting its use to non-WP sites
  • Some features may require technical knowledge to be implemented effectively

#18. Carrd

Pricing: $19 per year

Surely, blogs are great for informing website visitors, but more often than not, it’s landing pages that bring in more leads. Carrd is tool that helps you craft conversion-optimized web pages. It specializes in creating simple, affordable, and responsive one-page websites. This tool is favored by individuals and small businesses for its ease of use and cost-effectiveness.

Features that Help with Lead Generation:

  • Straightforward design tools for building landing pages quickly
  • Responsive templates that work well on mobile and desktop
  • Option to integrate forms and widgets for lead capture


  • Extremely user-friendly with a minimal learning curve
  • Affordable, with a generous free tier and low-cost premium options
  • Lightweight pages that load quickly, improving user experience


  • Limited to one-page websites, which may not suit all businesses
  • Customization options might be limited compared to more complex website builders

#19. WPForms

Pricing: $49.50 per year

WPForms is a WordPress plugin that allows users to build engaging forms and surveys. As we have established, surveys are one of the greater ways to understand your leads and convert them. Its simple drag-and-drop interface makes it easier to create a survey. If your CMS is WordPress, then this is a worthy lead generation tool to consider.

Features that Help with Lead Generation:

  • Pre-built form templates for a variety of uses
  • Integration with email marketing services and payment processors
  • Conditional logic to customize forms based on user input


  • Intuitive interface that’s easy for beginners
  • Versatile, supporting a wide range of form types


  • Primarily for WordPress, not suitable for sites on other platforms
  • Some advanced features are absent

#20. Hotjar

Pricing: $32 per month

This is not part of conventional lead generating tools. Hotjar is mainly used to understand user behavior within a website or app. It uses session recording and heatmaps to track and understand how users are interacting with your site.

Features that Help with Lead Generation:

  • Heatmaps show where visitors click, move, and scroll on your site
  • Session recordings for observing user interactions
  • Surveys and feedback polls to gather direct input from users


  • Offers unique insights into user behavior that can help optimize conversion rates
  • Easy to install and start collecting data
  • Combines both quantitative and qualitative data sources
  • Good support team


  • Hotjar issues are harder to troubleshoot
  • Incomplete tracking may happen

#21. AeroLeads

Pricing: $19 per month

AeroLeads is a widely used tool for finding business emails and phone numbers. It has (in-built) 500 million business emails, 120 personal emails, and 20 million phone numbers. With the contact details at your disposal, you can do cold outreach to prospects, engaging and converting them.

For businesses looking for simple lead generation tools, AeroLeads would be a great pick.

Features that Help with Lead Generation:

  • Chrome extension to find contact details from LinkedIn, Crunchbase, and other platforms
  • Integration with CRMs to streamline the lead generation process
  • Ability to verify emails to improve the success rate of outreach campaigns


  • Intuitive UI
  • Offers a way to quickly scale outreach efforts


  • Lead contacts are sometimes inaccurate

Final thoughts

The lead generation tool that you choose for your business can make a lot of difference to your bottom line. While we have prepared an exhaustive list of 21 lead generation tools, you need to ensure that the ones you choose are perfect for your business’ unique needs.

You cannot choose tools just because they are popular or have been recommended by other business founders. The choice has to be made on what is best for you.

If you are looking for a lead generation tool, we couldn’t stop ourselves from recommending SurveySparrow, an online survey tool. Gathering responses or collecting feedback from your leads can be a great way to identify what you can do to make them your paying customers.

Using a tool like SurveySparrow can make that happen with ease. Get on a call with us to understand how we can be of help to your lead generation efforts.

Kate Williams

Content Marketer at SurveySparrow

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