Whether you’re targeting consumers or B2B buyers, if you can’t get leads, you can’t sell. To keep a steady flow of potential prospects (and revenue) coming in, businesses need effective lead generation tools.
Lead generation software automates many of the repetitive manual steps in the sales process so teams can focus on bigger things. 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 cover the top seven B2B lead generation tools of 2026: standout features, limitations, pricing, and important things to consider when choosing a tool.
Let’s dive in.
What’s is a lead generation tool?
A lead generation tool helps identify, attract, and qualify potential customers. It helps you draw prospects into your sales funnel and automates the process of collecting information about prospects, including their email address, phone number, and other contact details.
Lead generation tools are great levers for driving high-quality leads. They automate the process, removing the grunt work.
B2B lead generation tools go a step further. Rather than focusing on individual consumers and standalone transactions, these tools help businesses nurture leads through longer and more complex sales cycles.
To support more precise targeting, these tools give teams detailed views of target prospects across a variety of dimensions, including:
- Industry or vertical
- Primary use case or pain point
- Growth/Maturity stage
- Geographic region
- Buying behaviour
The tools then provide insights on how to nurture these prospects over time to increase the likelihood of a sale. Other advanced functionalities often include lead scoring, account-based insights, and multi-touch engagement.
Lead generation tools secure future sales for your business by:
- Creating lead magnets
- Targeting the prospects most likely to convert
- Developing high-quality lead capture forms
- Automating the lead follow-up process
The top 7 B2B lead generation tools of 2026
To maximise your high-quality leads, you need to use the right software. Below, we’ll highlight seven of the top B2B lead generation tools on the market right now.
| Use case | Key features | Typical user | |
| Matomo | Privacy-first analytics | Multi-touch attribution, cohorts, goal tracking | Marketing teams & web analysts |
| HubSpot | Lead nurturing | All-in-one CRM & marketing | Growing SaaS startups |
| Leadfeeder | Identifying B2B leads | Visitor ID & buyer intent signals | ABM-focused sales teams |
| OptinMonster | Lead capture forms | Templates, targeting, A/B testing | E-commerce businesses optimising conversions |
| Intercom | Conversational capture | Automated chatbots | SaaS support teams |
| Callingly | Inbound lead calls | Smart call routing | Sales teams with high inbound call volumes |
| Notion | Content production | Note-taking, project management | Content creators & educators |
1. Matomo: Best for conversion optimisation & privacy-first analytics
Matomo is an open-source website analytics tool that protects user privacy and data. The platform offers in-depth insights into your web traffic, including conversion data.
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.
The software has a suite of conversion optimisation features to help you generate more quality leads. You can easily analyse your target audience’s behaviour while also respecting users’ privacy.
Why Matomo? One of the biggest pain points businesses face with analytics platforms is losing control of data to third parties. Matomo overcomes this by giving you complete ownership of your analytics.
There is no data sharing or tracking for advertising purposes. This data security means you can nurture leads confidently while maintaining user trust and compliance with privacy regulations.
Standout features: In-depth website visitor tracking, form analytics, session recordings, A/B testing, heatmaps, marketing attribution, roll-up reporting, goals and conversion tracking.
Integrations: Cloudflare, WooCommerce, Squarespace, Shopify, Drupal, Magento, Vue, SharePoint, WordPress, Wix, Webflow, GoDaddy, Jimdo, Joomla, Kajabi and integrations with 100+ other technologies.
Pricing: Matomo On-Premise is free, while Matomo Cloud starts at $23/month.
Pros
- Privacy-first design
- Built-in GDPR manager
- Cookieless tracking configurations (in jurisdictions where national laws don’t require explicit consent)
- Extensive reporting and analytics capabilities
- Cloud hosting and on-premise hosting options
Cons
- Some premium plugins and integrations require additional licenses/fees.
2. HubSpot: Best for nurturing leads and automating sales workflows
HubSpot is a customer relationship management (CRM) and marketing software with over 194,000 customers worldwide. This user-friendly platform helps businesses of all sizes manage leads and track customer interactions.
HubSpot Marketing integrates naturally with the HubSpot CRM to help with everything from lead capture to conversion.
Why HubSpot? Managing fragmented lead data across multiple tools often leads to missed sales opportunities and disjointed communication. HubSpot solves this challenge by centralising all lead information, marketing activities and sales interactions in one platform.
Standout features: A robust set of no-code lead gen tools, like ads, web 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, Zapier and Drupal.
Pricing: Starts free and increases to $800/month for a professional plan.
Pros
- User-friendly interface
- All-in-one lead management solution
- Landing page optimisation
- Email marketing tools
Cons
- Limited functionality in the free plan
- Costs escalate quickly
3. Leadfeeder: Best for finding warm B2B leads
Leadfeeder is a B2B marketing tool that shows brands which potential prospects are visiting their websites and gives them contact information to reach out to the right decision-makers.
Leadfeeder simplifies outreach for B2B organisations by showing them which businesses are interacting with their website.
Why Leadfeeder? B2B sales teams can struggle to identify which businesses are actually interested in their offerings. Leadfeeder helps sales reps by turning anonymous website traffic into identifiable companies. Rather than reaching out to completely cold leads, sales teams can identify brands that are already showing interest.
Standout features: Many account-based marketing (ABM) tools help you 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 teams when qualified B2B leads come to their site, so that they 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
Pros
- 14-day free trial
- Track website visitors and potential customers freely
- Simple filtering capabilities
Cons
- Few integrations available
- Mixed customer support reviews
4. OptinMonster: Best all-in-one lead generation form tool
OptinMonster is a lead generation platform that uses customisable forms to help businesses capture, convert and grow their audiences.
The platform is one of the most widely used lead generation platforms. OptinMonster is highly customisable and worth considering for any business that wants to capture leads with different website forms.
Why OptinMonster? Getting consumers to take action when they visit a site is easier said than done. OptinMonster helps teams boost engagement and conversions by combining smart targeting with fully customisable sign-up forms.
Standout features include 95 customisable form templates, drag-and-drop builders, on-site retargeting, segmentation, A/B testing, and exit-intent pop-ups 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
- Drag-and-drop form-builder
- Free form template library
- Customisable forms
- Simple A/B testing
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. This live chat platform serves over 25,000 users around the world with a simple, sophisticated experience and seamless lead generation features.
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 teams to capture forms directly within a live chat conversation.
Why Intercom? A key challenge for Sales teams is losing potential leads because visitors leave before completing a contact form. Intercom’s conversational interface engages visitors instantly, capturing their details naturally during chat interactions instead of relying on static forms. As a result, businesses connect faster, perform lead qualification on the spot and keep prospects engaged.
Standout features: Lead generation via live chat, which allows to capture potential customers’ information naturally and turn them into leads. The tool also comes equipped with chatbots that can automate the communication and lead gen process.
Integrations: Pipedrive, Typeform, Google Analytics, Zapier, Calendly, Salesforce, Stripe, Campaign Monitor, Clearbit Reveal and HubSpot.
Pricing: Starts at $39/month
Pros
- Live chat lead gen capture
- Chatbot lead generation automation
- 21-day free trial
- User-friendly interface
Cons
- Expensive compared to similar tools
- Inconsistent customer support levels
6. Callingly: Best for making inbound calls with leads
Callingly is advanced call software designed to maximize the potential of every inbound lead call. It analyzes incoming leads by integrating data from various forms and other sources.
Why Callingly? Businesses often lose inbound leads because they aren’t routed quickly enough or to the right salesperson. Callingly uses intelligent lead routing and real-time caller insights to immediately route each prospect to the best team member available at the time.
Standout features: Advanced lead routing directs every call to the best sales rep based on their unique needs and geographic location. It also has call tracking, analytics and lead source tracking capabilities to speed up lead capture and conversions.
Integrations: ClickFunnels, Pipedrive, Salesforce, Drip, Aircall, HubSpot, Jotform, OptinMonster, Unbounce and Zapier.
Pricing: Starts at $49/month
Pros
- Caller auto sync and intelligent call routing
- CRM integration
- 14-day free trial
- Performance tracking analytics and reporting
Cons
- Lacks segmentation tools
- Limited customisation capabilities
- No email integration
7. Notion: Best for creating informational lead magnets
Notion is primarily a collaboration and productivity tool that’s used for its advanced note-taking and document-sharing features. But teams can also use it to create digital resources and organise campaign ideas.
While not a traditional B2B lead generation tool, Notion can be an effective lead magnet or content enablement tool. To generate more leads, creating a free ebook can be a simple and effective way to do that.
Why Notion? Many companies struggle to create high-quality lead magnets without investing in expensive tools or complex design software. Notion provides an all-in-one platform for quickly building ebooks, digital courses and video courses without having to rely on costly 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
Pros
- Easy to create a digital product or lead magnet
- Live updates
- AI writing assistant
- User-friendly interface
Cons
- No free trial available
- Limited search function
Factors to consider when choosing a lead gen tool
Consider the following factors when evaluating options:
- Integration: Make sure the tool works well with your CRM, email platform and operating systems to prevent data siloes and fragmented workflows.
- Targeting capabilities: Look for advanced filters by industry, company size or job role to target those that are most likely to convert.
- Data quality: Review what each tool discloses about the sources of its data (public sources, third‑party providers, intent networks), verification processes, and refresh frequency.
- Scalability: Choose a platform that can grow with your team and handle increasing lead volume over time.
Turn website visitors into qualified leads with Matomo
Lead generation starts with understanding your audience. By understanding visitor numbers, click patterns, and time spent on your site, you gain crucial insights for optimizing your website to improve conversions.
With clear insights into how users interact with and behave on your site, you can make smarter, faster decisions.
Matomo gives you full visibility into how visitors interact with your site, without compromising privacy. Start your 21-day free trial today. No credit card required.
