If you can’t get leads, you can’t get customers. To ensure you always have a steady stream of new customers (and revenue), you need to equip yourself with lead generation tools.
Lead gen software does the heavy lifting for you so you can focus on providing great products and great services. With it, you’ll be able to turn more strangers into customers and grow your business.
And you don’t need a ton of tools to get the job done, either. Consolidating your tech stack to a few select tools will help you get more done in less time (and with less confusion).
In this article, we’ll analyse the top seven lead generation tools to help you grow your business in 2024.
Let’s dive in.
What is a lead generation tool?
A lead generation tool is software you can use to turn strangers into customers. It helps you draw customers into your sales funnel by learning their contact details, like their email address or phone number.
Lead generation tools are great levers you can pull to drive high-quality leads. They remove the grunt work by automating the lead generation process.
Whether it’s through creating lead magnets, offering conversion rate analytics, helping you create high-quality forms or automating the lead follow-up process, lead generation tools can bring in new customers to grow your business.
The top 7 lead generation tools in 2024
To land more leads, you need to ensure you’re leveraging the right software. With so many to choose from, here’s just a handful of the best ones available:
1. Matomo: Best conversion optimisation tool
Matomo is an open-source website analytics tool dedicated to protecting user privacy and data. Trusted on over 1 million websites, the platform offers in-depth insights into your web traffic, including conversion data.
Why Matomo? Matomo is trusted by over 1 million websites, including the United Nations and the European Commission, making it the leading choice for privacy-focused web analytics.
It comes equipped with a suite of conversion optimisation features to help you generate more leads. You can easily analyse your target audience’s behaviour while also respecting users’ privacy.
Standout features: In-depth visitor tracking, From Analytics, Session Recordings, A/B Testing, Heatmaps Marketing Attribution, roll-up reporting (pulling data from multiple sites), Google Analytics importing. and more.
Integrations: Cloudflare, WooCommerce, Squarespace, Shopify, Drupal, Magento, Vue, SharePoint, WordPress, Wix, Webflow, GoDaddy, Jimdo, Joomla, Kajabi. and more.
Pricing: Starts free for Matomo On-Premise and increases to $23/month for Matomo Cloud (which includes a free 21-day trial with no credit card required).
Pros
- 100% accurate data with no data sampling
- Leading web analytics tool for respecting visitor privacy
- Compliant with the strictest privacy laws, like the GDPR
- No need for cookie consent banner (except in the UK and Germany)
- Wide range of advanced features to optimise your website and increase conversions
- Cloud hosting and on-premise options for flexibility
Cons
- Matomo On-Premise requires technical expertise (but for the less technical, the Cloud option works instantly)
- On-Premise plugins are an additional cost
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2. HubSpot: Best all-in-one CRM for organising leads
HubSpot is a customer relationship management (CRM) and marketing software with over 194,000 customers worldwide. This user-friendly platform is dedicated to helping businesses of all sizes manage leads and customers.
Why HubSpot? HubSpot Marketing integrates seamlessly with the HubSpot CRM to help with everything from lead capture to conversion. The platform also features a free version — a great starting place for lead generation and management.
Standout features: A robust set of no-code lead gen tools, like ads, forms, customisable landing pages, lead capture templates for potential customers, email campaigns, analytics dashboards and a free CRM to track leads.
Integrations: Google Ads, WordPress, Jotform, Facebook Ads, Magento, Shopify, Weebly, WordPress, Zapier and Drupal.
Pricing: Starts free for anyone and increases to $800/month for a professional plan.
Pros
- User-friendly interface
- All-in-one lead management solution
- Easy integration with HubSpot CRM
- Simple analytics for beginners
- Includes landing page tools
- Offers email marketing tools to nurture leads
Cons
- Free version has limited functionality
- Expensive jump to paid plans
3. Leadfeeder: Best for finding warm B2B leads
Leadfeeder is a business-to-business (B2B) marketing tool that shows B2B brands which companies are visiting their websites and gives them contact information to reach out to the right decision-makers.
Why Leadfeeder? Leadfeeder simplifies outreach for B2B organisations because it shows you what businesses are interacting with your website. Rather than trying to reach out to completely cold leads, the tool highlights brands that are already checking out your content and offerings.
Standout features: Many account-based marketing (ABM) tools enable you to discover B2B accounts with insights into when you should contact them after they visit your site, as well as their job titles. The platform also includes a range of features that notify you and your sales team when qualified B2B leads come to your site so that you can move to capture them quickly.
Integrations: Zoho, Google Chat, Pipedrive, Salesforce, Google Looker Studio, ActiveCampaign, HubSpot, Mailchimp, Microsoft Dynamics and Slack.
Pricing: Starts at $139/month (includes a 14-day free trial).
Pros
- Easily find prospective customers
- Track website visitors and potential customers freely
- Simple filtering capabilities
Cons
- Few integrations available
- Can be difficult to contact customer support
4. OptinMonster: Best all-in-one lead generation form tool
Founded in 2013, OptinMonster has over 1.2 million users worldwide. It offers a wide range of lead gen tools led by robust form tools that turn your target audience into leads.
Why OptinMonster? The platform is one of the most reputable lead generation platforms available. With nearly 100 lead capture templates, it’s highly customisable to almost any business looking to begin capturing leads with different forms.
Standout features: 95 customisable form templates, drag-and-drop builders, onsite retargeting, segmentation, A/B testing and exit-intent popups that present forms when a user is about to leave the site.
Integrations: Constant Contact, ConvertKit, ActiveCampaign, Salesforce Pardot, Campaign Monitor, HubSpot, Jilt, Keap and Mailchimp.
Pricing: Starts at $16/month (no free trial offered).
Pros
- Easy drag-and-drop form-builder
- Wide range of form templates
- Customisable forms for any business
- Simple A/B testing to help optimise form performance
Cons
- No free trial available
- Growth features, like onsite retargeting, are only available on higher-tiered plans
5. Intercom: Best live chat tool for capturing leads
Intercom is one of the top live chat tools for helping businesses maintain solid communication with their customers. Founded in 2011, this live chat platform serves over 25,000 users around the world with a simple, sophisticated experience and seamless lead generation features.
Why Intercom? Intercom is a live chat tool first. But many people don’t know it’s also a simple lead capture tool. When people think of lead generation, they think of static or popup forms. But Intercom allows you to capture forms directly within a live chat conversation.
Standout features: Lead generation via live chat that allows you to naturally capture potential customers’ information to turn them into a lead. The tool also comes equipped with chatbots that can automate the communication and lead gen process on autopilot.
Integrations: Pipedrive, Typeform, Google Analytics, Zapier, Calendly, Salesforce, Stripe, Campaign Monitor, Clearbit Reveal and HubSpot.
Pricing: Starts at $39/month (with a 21-day free trial).
Pros
- Live chat lead gen capture
- Chatbot lead generation automation
- Wide range of integrations and apps
- User-friendly interface
Cons
- Fairly expensive for small businesses
- Customer support isn’t the fastest
6. Callingly: Best for making inbound calls with leads
Callingly is a sophisticated call software that lets you get the most out of every inbound call you get from leads. Founded in 2019, this software company gives valuable insights into your inbound call leads, pulling information from various integrations and forms.
Why Callingly? Callingly is a robust call software that gathers lead information through forms, lead magnets, landing pages and forms. The software also has intelligent routing, which sends a call to the most relevant salesperson.
Standout features: Advanced lead routing ensures inbound leads are directed to the most appropriate sales rep based on their unique needs and geographic location. The tool is also equipped with call tracking, analytics, lead source tracking and more to help personalise the experience for quick capture and conversion of leads.
Integrations: ClickFunnels, Pipedrive, Salesforce, Drip, Aircall, HubSpot, Jotform, OptinMonster, Unbounce and Zapier.
Pricing: Starts at $49/month (with a 14-day free trial).
Pros
- Instantly see robust caller information based on previous interactions
- Intelligent routing places leads with the right sales reps
- Call recordings to capture data and transfer it into your CRM
- Voicemail and caller ID capabilities
- Reporting and analytics for performance tracking
Cons
- Doesn’t include lead segmentation
- Limited customisations
- No email integration
7. Notion: Best for creating informational lead magnets
Notion is one of the most popular collaboration tools on the Internet. Founded in 2013, the platform has over 35 million users worldwide. While it’s known primarily for its advanced note-taking capabilities, Notion is also a simple tool you can use to create informational lead magnets.
Why Notion? Notion is a simple yet powerful tool you can use to create almost anything. If you want to generate more leads, then creating a free info product with Notion is a simple and effective way to do that. It enables you to create ebooks, digital courses and video courses without having to rely on expensive software.
Standout features: Documentation tools, note-taking, collaborative documents and duplication capabilities. It’s simple to create a high-value informational product, like an ebook or course with multiple chapters.
Integrations: Audienceful, Miro, Momentum, Slack, ChatGPT, Clockify, Desktop.com, SureTriggers, Trello and Google Drive.
Pricing: Starts at $8/month (no free trial available).
Pros
- Easy to create a digital product or lead magnet
- Leads have access with a simple link
- Lead magnet can be updated in real time
- AI writing assistant
- Drag-and-drop functionality
- User-friendly interface
- Low-cost pricing plans
Cons
- No free trial available (though there is a free version)
- Search function could use some improvement
- Performance isn’t the fastest
Use Matomo to generate more leads
If you want more leads, then you need to start tracking your website’s forms.
With Matomo, you get access to features like Form Analytics, A/B Testing, Heatmaps, and Session Recordings to help with conversion rate optimisation.
Recently, Concrete CMS leveraged Matomo’s funnel analysis feature to improve its lead capture. The CMS was then able to identify bottlenecks in user onboarding. Matomo’s insights showed that users were getting stuck at the address input stage of the form.
By tweaking their form, Concrete CMS tripled their leads in just a few days.
If you want to improve your lead generation, then get started with Matomo’s 21-day free trial today. No credit card required.
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