Today, there are tons of B2B lead generation software that you can use to improve the number of leads you’re generating.

Most of these tools get the same features, such as automated sales sequences, lead enrichment, etc… but some of them are proposing very advanced ones.

What is B2B lead generation software? Why do you need to use it? And what are the best tools to use?

This post is created as a full review of the best tools on the market, according to us. For each one of them, we’ll explain what its pros & cons are, our very own ranking, and will give tips that you can utilize to employ these tools to their fullest.

But first, let’s introduce a definition of B2B lead generation software and explain why you should definitely go for it!

What is B2B lead generation software?

By definition, B2B lead generation software is, first of all, a tool that will help you generate more leads as a salesperson or a growth marketer.


By automating repetitive manual tasks that are very time-consuming. Basically, it’s like if you had a little assistant that would do a lot of the things for you so that you can focus on the more important stuff (such as closing deals, for example).

Gorgeous, right?

Here’s what you can expect when playing with LaGrowthMachine!

You can automate pretty much everything from your lead generation process:

  • Sending sales messages: by planning each message of your sales sequence, through different channels.
  • Nurture your leads: by sending your leads some resources and content that might educate them about your service or brand.
  • Manage your leads: by organizing them with parameters through your different tools & processes.
  • Collecting data about your leads: by scraping different data sources and gathering them all at the same place.

This is a great example of what B2B lead generation software can do. But there are many other use cases and workflows that exist that will lead you to great opportunities, speaking about business.

That’s what we’re going to detail a bit further in this post.

But first, let’s scope all the benefits you may encounter!

Why should you use B2B lead generation software?

To us, these are the three main advantages of using such a tool:

  • Saving time
  • Saving money
  • And improving your performance.

Let’s go through each benefit to explain our thoughts on this.

Save a lot of time

First of all, using B2B lead generation software will allow you to save tons of time!

When you automate most of your sales team tasks, such as writing a sales email or even prospecting for new leads, you make their job a lot easier.

It allows your salespeople the time to focus on more accurate and valuable missions in addition to these.

Save a lot of money

You may feel that choosing a B2B lead generation tool such as LaGrowthMachine is expensive.

And it is. Kind of…

We’d suggest that you see it more as an investment because that’s exactly what it is. If you’re not convinced, here’s a quick calculation:

If you’re taking the most expensive version of LaGrowthMachine, it will cost you $220 a month.

Let’s assume that thanks to our tool, you’re only generating 3 leads more than you used to manually. Your cost would still be absorbed pretty quickly, wouldn’t it?

As a rule of thumb, our clients are generating 3.5X more leads than they used to manually.

Improve your sales performance

Naturally, you’ll be generating many more leads than you used to before, thanks to automation.

Also, the fact that your sales team is less focused on sending sales messages is the opportunity to concentrate their efforts on closing, which should improve your results as well.

In other words: you have more leads incoming and therefore, a better conversion rate.

Reviews of the best B2B lead generation software

As said before, there are currently hundreds of tools available on the market that we could talk about for generating leads.

But we’d rather focus on the best tools according to our experience.

In the reviews below, we’re going to include these elements:

  • How it works
  • Price
  • Target audience
  • Main pros
  • Main cons
  • Pro tip(s)
  • Rating

Review 1: LaGrowthMachine

As we built it ourselves, we’d like to introduce this first one.

Technically, LaGrowthMachine is more of a sales automation tool, which means that it will focus mainly on the sales funnel part – which is still part of the lead generation process, by the way.

This tool regroups a lot of great features such as lead enrichment, lead data management, and a powerful sales sequence-builder.

⚙️ How does it work?

  1. Import thousands of leads at once from any source (Linkedin or CSV).
  2. Manage your leads with our audiences and filter system.
  3. Build your sales campaign for one or several channels at the same time (LinkedIn + Twitter + Email).
  4. Automatically enrich the data you have.
  5. Launch your campaign.
  6. Analyze results with our Live Reporting feature.
lgm analytics per action

💰 Price: Between 80 and $220 per month.

🎯 Target users: Growth marketers, salespeople, and recruiters that are already at an advanced level, as it is probably the most technical tool available on the market.

Main pros:

  • You have access to many interesting features (Inbox, LinkedIn voice messages, live reporting, …) to explore in just one tool, which allows you to do pretty much anything you want!
  • The tool can be integrated into your CRM, whichever one it is.
  • The campaign builder is pretty easy to use with a simple drag-and-drop system.
  • The support is very reactive and can review not only your campaign setup but also the copywriting of your messages.
  • The degree of personalization is very high thanks to our 24 variables available at your disposal.

Main cons:

  • It’s a bit complicated to use at first if you’re not used to this kind of tool.
  • It’s one of the most expensive tools.

📣 Pro tip: You can use the custom CRM feature from LaGrowthMachine to tag your lead with very accurate parameters. Doing this allows your lead to come up in your CRM with the right data and labels based on actions they’ve taken!

Rating: 4.9/5

Review 2: Waalaxy

The second lead generation tool we want to talk to you about is Waalaxy (ex. ProspectIn).

Waalaxy is software that’s very easy to use and because of that, it’s generally used as an introduction to B2B automation software. Just like LaGrowthMachine, Waalaxy allows you to send sales messages through LinkedIn and Email.

⚙️ How does it work?

  1. Download their Chrome extension.
  2. Create your audience directly in the extension.
  3. You can import your leads list through LinkedIn or a CSV file.
  4. Select a sales sequence campaign (LinkedIn or LinkedIn + Email).
  5. Set up the different steps you want to take.
  6. Launch your campaign.

💰 Price: between 0 and $80 per month.

🎯 Target User: Mostly salespeople and growth hackers who are not so experienced and are interested in lead generation automation.

Main pros:

  • It’s very easy-to-use software.
  • You don’t need to install a program, as you’ll use it mainly through the chrome extension and their web app.
  • It’s very cheap!
  • You can have good results, especially on the LinkedIn part as they used to work only through this channel at first.

Main cons:

  • The Email channel is not as performant as other tools at the moment.
  • Their support might be a bit slow to answer.
  • Bugs have been reported through LinkedIn recently.
  • The sales sequence interface isn’t as UX-friendly as other tools.

📣 Pro tip: You can program some settings to use the tool without being connected all the time to the plug-in, and continue to send sales messages through Linkedin even if your laptop is closed.

Rating: 3.5/5

Review 3: Lemlist

This is one of the most well-known B2B lead generation software.

Lemlist is a direct competitor of LaGrowthMachine and Waalaxy, as it allows you to import leads, enrich their data, and set up sales automation sequences.

User experience is known to be a little more complicated on this one than on Waalaxy, but the tool enables you to do a lot of great things.

⚙️ How does it work?

  1. Download their Chrome extension.
  2. Follow their step-by-step campaign setup.
  3. You can import your leads list from scratch or with a CSV file.
  4. You can use existing sales sequences or create your own from scratch.
  5. Launch your campaign.
  6. Get live reporting.

💰 Price: Between 29 and $99 per month.

🎯 Target Users: Sales teams or business units, advanced-level growth hackers, advanced-level talent recruiters… and so on!

Main pros:

  • The software is very thorough and allows you to do a pretty accurate setup.
  • You get a high degree of personalization.
  • It’s pretty affordable.
  • Friendly UX.
  • Support is available and professional.
  • Huge user community.

Main cons:

  • Has a friendly UX for advanced users but might be complicated for basic consumers.
  • Some features are locked out of cheaper plans (A/B testing feature + integration with other tools).

📣 Pro tip: To optimize your deliverability for cold email channels, you can use their “lemwarm” feature, which is an automatic sending, receiving, and answering feature within the Lemlist userbase. This allows you to warm up your email address before sending emails to your clients, and get better deliverability results!

Rating: 4.2/5

Review 4: Pipedrive

More than B2B lead generation software, Pipedrive is a CRM solution that has been including sales and marketing features with time.

Right now, it is a serious competitor of all sales automation and other lead generation tools. That’s why we decided to include it in our list!

⚙️ How does it work?

  1. Subscribe to a plan.
  2. Go through their Inbox platform.
  3. Add as many leads as you want and connect them with their company identities.
  4. Prequalify your leads.
  5. Go through their sales automation feature.
  6. Set up the tasks you want to automate (sending sales emails, qualifying, etc…)
  7. Navigate between the “Lead” and “Deal” dashboards and follow up until conversion is achieved.

💰 Price: From 12,50 to $99 per month and per user.

🎯 Target user: Mostly big sales and marketing organizations and large business units, with a high volume of transactions and with a technical setup already existing.

Main pros:

  • Very extensive features including marketing, sales, and accounting departments and tasks.
  • Clear user interface.
  • Available and qualified support.
  • Safe and secure (it’s one of the most well-known companies for this trait).

Main cons:

  • Very expensive.
  • Takes a long time to set up and handle properly.
  • Not adapted to small teams or independent sales.
  • A bit far from lead generation’s original purpose and less flexible than other tools in this range.

📣 Pro tip: Integrate all your other tools to use the all-in-one Pipedrive solution. For example, if you plug in your phone number or favorite live meeting tool, you’ll be able to follow up with leads and call them directly in your Pipedrive interface!

Also, with the proper extension, you can identify your website traffic and turn them into leads as a new data entry.

Rating: 4.1/5

Review 5: HubSpot

Just like Pipedrive, HubSpot was more of a CRM solution at first. Today, it’s an all-in-one tool that makes you able to automate everything from your marketing to your sales tasks: Email marketing, marketing automation, lead management, customer relationship management, etc.

You can follow up with your qualified leads from identification to upsell, which is great for customer relationship issues and optimizing client lifetime value.

⚙️ How does it work?

  1. Subscribe to a plan.
  2. Import leads and create audiences.
  3. Set up your objectives for your lead nurturing campaign.
  4. Create content to push at each stage of your funnel.
  5. Design your campaign, with a timeline between each stage.
  6. Iterate.

Main Pros:

  • It is one of the most reliable tools on the market.
  • Very large choice of features.
  • No limit to the leads treated.
  • Very large database of posts to learn how to use the tool.

Main Cons:

  • A bit too many features, which might be hard to understand sometimes.
  • A bit expensive for small and medium businesses.

💰 Price: Custom prices, depending on the number of users, features you want, and whether you want to add advice from the HubSpot team or not.

🎯 Target User: Pretty large marketing and/or CRM teams.

📣 Pro Tip: You can and should use HubSpot mostly for the lead nurturing features which is great. You can even create content and push it directly from the platform, which makes it one of the most advanced tools in this expertise.

Rating: 4.5/5


B2B lead generation software is a powerful tool that can help you save time, money, and improve your sales performance. With its automation of repetitive manual tasks, you can focus on more important things like closing deals.

LaGrowthMachine is a great example of a B2B lead generation software that offers features like lead enrichment, lead data management, and a sales sequence builder.

In this post, we’ve provided a comprehensive review of the best B2B lead generation software on the market, including the features, target audience, pros, cons, pro tips, and ratings for each tool.

With this list, you can easily compare and choose the best solution for your business needs. Are you ready to make your lead generation process smoother? Try one of these tools today!

Happy lead generating!