Quick Summary
This guide highlights 10 top lead generation tools for small businesses, comparing features, pricing, pros, and cons to help you choose the right fit. Backed by Growform’s expertise in high-converting forms, it underscores the importance of effective lead capture. Explore tools like OptinMonster and HubSpot, and visit our blog or YouTube for deeper insights and tips.
Looking for the Best Lead Generation Tool for Your Small Business?
Unless you focus on capturing and converting potential leads, your business won’t bloom. In fact, a little over half (53%) of marketers spend more than 50% of their budgets on lead generation, and 70% see it as their top priority.
With so much investment, it’s important that you’re not just doing lead gen— you need to do it well. And that means choosing the best lead generation tools for your business.
In this Growform guide, we’ll introduce you to six of the best lead-generation tools for small businesses.
But first…
Why Listen to Us?
We are a high-converting form builder boosting your lead generation efforts. We’ve helped businesses optimize their lead generation outcomes by soaring conversion rates and improving cost per lead.
Our insights are based on real-world applications and success stories, making our tools reliable and actionable for businesses—big or small—with no prerequisite of programming or coding knowledge.
What Is a Lead Generation Tool?
A lead generation tool is a software or platform designed to help businesses quickly capture and manage potential customer leads. It is at the heart of marketing and sales strategies, offering a structured approach to discovering, acquiring, and nurturing leads. This support empowers businesses to turn potential prospects into loyal, paying customers.
For instance, our lead capture forms effectively convert your prospects through a visually appealing, interactive, and responsive form-filling experience.
To choose the right lead generation tool, you need to look for:
- Lead capture
- Integrations with CRM
- Automation
- Targeting and segmentation
- Analytics and reporting
Top 10 Lead Generation Tools for Small Businesses
- Growform
- OptinMonster
- HubSpot
- Dealfront
- Pipedrive
- Leadpages
- Unbounce
- Freshworks CRM
- LeadSquared
- Leadfeeder
1. Growform
Growform isn’t your run-of-the-mill form builder. We offer small businesses a quick, intuitive way to build beautiful, high-converting multi-step forms that look great on any screen.
Our tool is designed specifically for small businesses to help them attract hard-to-reach leads through our lead capture forms optimized for high completion rates.
And you don’t need to be a coding whizz to use it. You can customize your forms with advanced conditional logic for a personalized user experience to increase the chances of lead capture in no time.
Key Features
- Conditional logic: Dynamically change forms based on user responses for a more customized experience and to increase the odds of form completion.
- Custom Style and Design: Our extensive no-code customization aligns your form’s appearance with your brand Identity.
- Templates: Over 25 pre-designed templates made with extensive conversion rate optimization (CRO) experience for various industries.
- Buttons: Our buttons make it easier for users to interact with your forms.
- Calculations: Calculations are based on user inputs for instant feedback or estimates to enhance user engagement and decision-making.
- Validation: We check whether user inputs meet specific criteria before submission to reduce errors and improve data quality.
Pricing
We offer a subscription-based pricing model. The Basic plan starts at $59 billed monthly and features multi-step forms and conditional logic. Our Professional plan at $99/month accommodates small businesses with more extensive needs, our Scale plan at $199/month, while our Custom plan at custom pricing is for higher lead volume.
We offer a 14-day free trial for Basic and Professional plans, and you can save 20% with annual billing.
Pros and Cons
Pros:
- Powerful and easy form building with drag-and-drop
- Three HTML form embed methods
- Email alerts after lead submission
- Diverse integration
- 14-day free trial without credit card details
Cons:
- Less straightforward customization options
- 1000 leads/month can be low for large businesses
2. OptinMonster
OptinMonster is a game-changing lead-generation tool for small businesses. It specializes in creating high-converting pop-ups, slide-ins, and other forms.
It stands out for its exit-intent technology that engages visitors by presenting a timely, relevant offer or message as they’re about to leave your website. It also offers advanced targeting and segmentation to show personalized offers to specific audiences.
Key Features
- Drag-and-Drop Builder: Create and customize opt-in campaigns like popups and floating bars.
- Advanced Targeting and Personalization: Display campaigns to the right audience at the right time.
- A/B Testing: Test different versions of your campaigns to find which performs best.
Pricing
OptinMonster offers four pricing plans with annual billing only:
- Basic ($7/month): Features unlimited campaigns and lead collection
- Plus ($19/month): Provides yes/no forms and A/B testing
- Pro ($29/month): The most popular one, best-suited for mobile-specific campaigns
- Growth ($49/month): Comes with success scripts and geolocation targeting
All plans are 60% off for 12 months. Please confirm the most current pricing during your consultation or at the time of booking.
Pros and Cons
Pros:
- First seven months free
- Integration and support with platforms like WordPress
Cons:
- Some users have reported performance issues
- No option for monthly billing
3. HubSpot
The HubSpot Marketing Hub is a complete marketing, sales, and customer service platform with features for lead capture forms, chatbots, and email marketing. Its integration with its free CRM lets small businesses manage and track all customer interactions in one place, providing a smooth experience from lead capture to conversion.
Key Features
- Email Marketing and Automation: Create targeted email campaigns to nurture leads and send personalized follow-up emails based on behavior.
- Landing Pages with A/B Testing: Create optimized landing pages and use A/B testing to improve them.
- Live Chat and Chatbots: These offer real-time engagement with website visitors, such as answering questions and guiding potential leads through sales.
Pricing
HubSpot’s Marketing Hub price plans are divided into three tiers: Starter, Starter Customer, and Professional, based on a combination of features, the number of marketing contacts, and the number of users.
- Free Tools: Limited free marketing tools for up to five users
- Marketing Hub Starter ($15/mo/seat): Essential lead-capturing tools, including forms and live chat
- Starter Customer Platform ($15/mo/seat): Includes basic features from multiple HubSpot hubs
- Marketing Hub Professional ($792/mo/seat): Includes campaign reporting for 2,000 marketing contacts
Pros and Cons
Pros:
- All-in-one platform for managing multiple functions
- HubSpot Academy for comprehensive educational resources
Cons:
- May have a steep learning curve
- Overwhelming scope of features
4. Dealfront
Dealfront is a B2B lead generator that helps businesses identify which companies visit their website, even if the visitors don’t fill out a form or directly contact them.
It works by tracking website traffic, uncovering the names of companies visiting the site, and providing detailed information about their behavior on the website. The data can be used to generate sales leads for teams to follow up on.
Key Features
- Website Visitor Tracking: Provide insights into which businesses are interested in your products or services.
- Lead Qualification and Scoring: Create custom feeds and filters based on criteria like web activity, industry, and geographic location to qualify and score leads.
- Enhanced Buyer Intent Data: Get detailed insights into visitor engagement, including tracking on-page events like form fills and file downloads.
Pricing
Dealfront has two main pricing plans—Free and Premium.
- Free: Identifies up to 100 companies
- Premium Plan (€99/month or $109.98/month): Detailed visitor activity tracking
Pros and Cons
Pros:
- Customizable filters and notifications
- Integrates with popular CRMs like HubSpot and Salesforce
Cons:
- Customer support could be more hands-on
- May not identify all visitors, especially with disabled cookies or unregistered users
5. Pipedrive
Pipedrive is a sales-focused CRM platform that manages leads and deals effectively for small businesses.
Its visual sales pipeline and automation features streamline the sales process. It offers tailored pipeline stages to align the sales process with your specific needs for timely follow-up.
Key Features
- LeadBooster Add-on: Includes features like chatbots and live chat to engage website visitors 24/7, capture leads, and route them to sales reps.
- Web Forms and Chat Options: Lets you create customizable web forms and use chatbots to interact with and qualify web visitors, turning them into leads.
- Prospector and Web Visitors Add-ons: Identifies potential leads by accessing a database of business profiles, while the add-on tracks companies visiting your site.
Pricing
Pipedrive has a range of price plans— here’s their monthly plan when billed annually:
- Essential Plan ($14/seat/mo): 400+ integrations
- Advanced Plan ($34/seat/mo): Open and click tracking
- Professional Plan ($49/seat/mo): Pipeline-specific leads
- Power ($64/seat/mo): AI-powered sales assistant
- Enterprise ($99/seat/mo): Complete access to all features
Pros and Cons
Pros:
- Customizable pipeline stages
- Powerful automation
- Mobile-friendly access data
Cons:
- Potential high cost for add-ons
6. Leadpages
Leadpages is a no-code landing page builder packed with tools that help small business owners generate and convert more leads.
Its customizable templates, extensive integrations, and robust A/B testing features improve how effective you are at capturing and nurturing leads.
Key Features
- Drag-and-Drop Builder: A simple editor to create and customize landing pages, websites, and opt-in forms.
- A/B Testing and Analytics: Tools for split testing and detailed analytics to optimize your pages for better conversion rates and track real-time performance.
- Lead Management: Automate lead generation processes, including lead magnet delivery and lead notifications.
Pricing
Leadpages has three main pricing plans:
- Standard ($37/month): Unlimited traffic and leads
- Pro ($74/month): Features 200+ conversion-optimized templates
- Advanced ($697/month): Advanced integrations
For Standard and Pro plans, they offer a free trial.
Pros and Cons
Pros:
- Mobile responsive
- Professionally designed templates
- Extensive customer support includes live chat
Cons:
- Limited design customization
- Steep learning curve for using templates effectively
7. Unbounce
Unbounce is a powerful no-code platform designed to help small businesses create high-converting landing pages and pop-ups without needing technical skills. It focuses on improving lead generation through easy-to-use drag-and-drop tools combined with AI-powered optimization.
Key Features
- Drag-and-Drop Builder: Quickly design and customize landing pages and pop-ups with an intuitive editor.
- AI-Powered Smart Traffic: Automatically routes visitors to the landing page variant most likely to convert, improving lead capture rates.
- Integrations: Connects seamlessly with popular marketing and CRM platforms like HubSpot, Mailchimp, and Salesforce.
Pricing
Unbounce offers three pricing tiers billed monthly or annually:
- Build ($74/month): Unlimited pages, up to 20k visitors, 1 user, 1 root domain, popups & sticky bars, AI copywriting, 1,000+ integrations.
- Experiment ($112/month): Adds unlimited A/B testing, up to 30k visitors, 3 users, 2 root domains, manual traffic allocation, conversion reporting.
- Optimize ($187/month): Includes AI traffic optimization, up to 50k visitors, 5 users, 3 root domains, advanced triggers, scheduling, and full analytics.
A 14-day free trial is available to test the platform.
Pros and Cons
Pros:
- Real-time engagement boosts conversion rates
- Scalable automation fits business growth.
Cons:
- Can be expensive for startups
- Requires time to master all features.
8. Freshworks CRM
Freshworks CRM is a user-friendly sales CRM designed for small businesses to manage leads, automate workflows, and improve sales productivity. It combines AI-powered lead scoring with built-in communication tools to streamline the sales process.
Key Features
- AI Lead Scoring: Uses artificial intelligence to analyze lead behavior and prioritize high-potential prospects for faster sales conversions.
- Visual Sales Pipeline: Provides a drag-and-drop interface to track deals through each stage, helping sales teams stay organized and focused.
- Built-in Phone and Email: Enables seamless communication with leads directly inside the CRM, improving efficiency and tracking all interactions automatically.
Pricing
Freshworks CRM offers:
- Growth ($11/user/month): Perfect for small teams or startups looking to scale efficiently.
- Pro ($47/user/month): Ideal for growing businesses that need more advanced SEO functionality and support.
- Enterprise ($71/user/month): Designed for large teams or agencies managing multiple sites or clients.
Pros and Cons
Pros:
- Easy to use AI features
- Built-in communication tools.
Cons:
- Limited customization on basic plans
- Some advanced features require upgrades.
9. LeadSquared
LeadSquared is a marketing automation and CRM platform helping small businesses capture, nurture, and convert leads through customizable workflows and integrated tools.
Key Features
- Custom Lead Capture: Allows creation of highly customizable forms and landing pages to effectively capture leads from various channels.
- Email Drip Campaigns: Automates personalized email sequences to nurture prospects and move them steadily through the sales funnel.
- Visual Sales Pipeline: Offers an intuitive dashboard to manage and track sales deals, tasks, and progress in one centralized view.
Pricing
Pricing Plans:
- Sales Pro ($40/user/month): Ideal for teams seeking essential tools for streamlined sales management.
- Sales Super ($60/user/month): A comprehensive suite for advanced sales optimization.
Pros and Cons
Pros:
- Strong automation capabilities
- Mobile-friendly and integrates well.
Cons:
- Pricing structure can be complex
- It may have a steep learning curve.
10. Leadfeeder
Leadfeeder identifies anonymous website visitors to provide B2B companies with detailed lead data and visitor insights to boost sales opportunities.
Key Features
- Visitor Identification: Tracks companies visiting your website anonymously and reveals detailed information without needing users to fill out forms.
- CRM Integrations: Seamlessly integrates with popular CRM platforms like HubSpot and Salesforce to sync leads and streamline sales workflows.
- Lead Scoring & Filtering: Helps prioritize potential leads based on visitor behavior, company size, industry, and engagement level for better targeting.
Pricing
Leadfeeder offers:
- Free Plan: Up to 100 leads per month.
- Paid Plan (€141/month): Unlimited leads, advanced filtering, and integrations.
A 14-day free trial is available.
Pros and Cons
Pros:
- Reveals hidden leads
- Easy CRM integration and simple setup.
Cons:
- Best suited for B2B businesses
- Premium features are pricey.
Benefits of Lead Generation Tools for Small Businesses
Lead generation tools are essential in helping businesses remedy the challenge of attracting new customers and nurturing relationships with potential leads.
Take the visual media company Twenty20, for instance. They improved their lead generation process by shifting to search engine marketing and social media advertising. This resulted in a 403% increase in website traffic and a 16.42% rise in free trial sign-ups, significantly enhancing lead conversion
Lead generation tools bring endless benefits:
- Efficient and Cost-effective: Streamlining the sales and marketing processes reduces the workload on your teams. Plus, lead gen tools reduce advertising expenses, making them more cost-effective than traditional methods.
- Improved Targeting and Lead Quality: They help to target the right audience so you don’t waste time and resources chasing prospects that won’t convert.
- High ROI: Lead generation tools help you target better leads and convert more of them. This improves customer lifetime value, leading to a high return on investment (ROI).
Boost Your Lead Generation with Growform
Selecting the right lead generation tool for your small business can significantly affect how much you’re attracting and converting potential customers.
The tools reviewed in this article, from Growform to Leadpages, offer a range of features tailored to enhance your lead generation strategies, from advanced targeting to seamless CRM integration. Don’t miss the opportunity to boost your business’s growth through high-quality leads with us today! Start a 14-day free trial to experience firsthand how we can streamline your lead capture process.