B2B prospecting is crucial to sustained business growth.

With the advent of B2B prospecting technology, sales representatives no longer have to rely on just in-person networking or referrals to build a vast database with contact details. 

Outreach efforts in particular have undergone a huge and rapid transformation in the last few years, with more and more businesses turning to automated softwares in order to streamline their sales endeavors.

Thus, B2B prospecting tools are now key to gathering intelligence on target prospects as well as executing certain sales engagement functions.

In this article, we’ve listed the best B2B prospecting tools in 2024 to help you make an informed decision about which powerful tool is best suited to your business’ requirements.

Before we proceed, let’s understand what B2B prospecting tools actually do and how this might benefit your company.

What is a B2B Prospecting Tool?

A B2B prospecting tool is a software that is used by the sales and marketing professionals of a company to research, identify, qualify, as well as to establish contact with potential buyers. 

By providing information that can help you connect with decision makers directly, B2B prospecting tools address and solve a major pain point for salespersons, who might otherwise find it difficult to increase conversion rates without necessary contextual details about their target such as:

  • company size,
  • revenue,
  • Industry size and type,
  • job roles and qualifications,
  • work life preferences, and
  • personality.

These tools can not only automate prospect generation and lead qualification, but can also set up email sequences to reach out to qualified leads!

But do these tools actually work?

How Does a B2B Prospecting Tool Improve Productivity?

Why should you convert from manual B2B prospecting to automated B2B prospecting? Will it improve overall productivity? If you have had similar questions, this section should clarify all your concerns.

The potential benefits of automating parts of the B2B prospecting process are:

  • It Can Enable You to Execute B2B Prospecting at Scale

For every stage of the B2B prospecting process that is automated, you save an equivalent amount of time spent by your sales team on discovery, qualification, and outreach activities. 

The more steps you automate, the more time you can save, and more leads can thus be generated and nurtured! If you work for a company that is midsize or large, this can be especially beneficial for its ROI.

B2B prospecting tools can also get you access to prospect databases, which can then be segmented according to your ideal customer profile, further streamlining your sales funnel.

  • It Can Improve the Quality of Your Prospects

Manual lead generation may not always provide your company with prospects that are a good fit. WIthout a sales prospecting software, your sales team is likely to spend a lot of time nurturing leads that may not work out in the end.

With an automated understanding of your prospects’ history, you have a better chance of finding qualified leads who are the prime target for your B2B solution!

Getting access to the relevant contact information, as mentioned above, is only an added perk to an already efficient mechanism which helps you directly engage the decision makers in your targeted companies.

  • It Can Boost Sales Efficiency 

Sales reps spend a lot of time identifying and qualifying leads. This is that could be spent putting more hours into active outreach that forms the most important part of the selling process.

More and more sales professionals report that their companies plan to invest in sales prospecting tools to aid their efforts, and this is clearly a trend that’s on the rise.

To make the process of automating your B2B processes easier, we’ve compiled a list of the best B2B prospecting tools in 2024!

Top B2B Prospecting Tools in 2024

1. Adapt.io

Adapt.io is a powerful B2B prospecting tool, offering businesses access to a substantial and properly vetted database of B2B contacts. Adapt has an extensive database of over 150 million contacts and 30 million companies, equipping sellers and marketers with the means to generate new leads, personalize engagements, and implement a robust go-to-market strategy!

Beyond data, Adapt’s core features include:

  • Lead Enrichment

This adds over 20 data points and enhances your existing lead database.

  • Contact APIs

Contact APIs can greatly boost your prospecting and enrichment processes.

  • Alerts

You can easily stay updated on changes in job titles of key decision makers from your prospect list!

You can use this tool to build your target list and find data on multiple stakeholders from specific organizations through Adapt’s incredibly intuitive ‘company search’ feature. You can also filter your search by department and level.

Thus, you can facilitate the effective execution of your sales campaign by automating multiple steps in the sales pipeline and saving your sales reps’ precious time. 

Pros 

You get access to email addresses of potential clients and company information in terms of revenue and number of employees. Adapt also aids in discovery and segmentation by role, location and industry.

Cons

Some users have cited that the number of credits are less, and that the software’s industry filters can be more specific. However, Adapt is the preferred tool for contact discovery and prospecting by making outreach activities targeted to specific roles in specific industries a seamless process!

Pricing 

Usually, the inflexible pricing of prospecting tools is a major drawback for subscription based services. However, Adapt offers flexible pricing, tailored to your exact specifications, based on the features, credits, number of licenses on the table. 

You can even sign on for a period of just one month to begin with! So what are you waiting for? Request a demo today!

2. Clearbit by HubSpot

Clearbit by HubSpot is a market intelligence tool for B2B sales prospecting, offering US and European data sourced across both public and private sources such as social media profiles, company websites, crowdsourcing, third party vendors, and even legal findings.

Some key features of Clearbit include:

  • Access to All Major B2B Companies

Over 30 million B2B profiles are available on Clearbit for users to access. You can get direct access to decision makers from a thoroughly vetted and vast database.

  • Lead Prioritization

Over a 100 data points can be applied to filter and pick leads that perfectly match your ideal customer profile, which aids lead prioritization and segmentation.

  • Buyer Intent Monitoring

Clearbit monitors potential leads showing high intent and sends you updates in real time.

Pros

Clearbit integrates directly with Salesforce, thus smoothing your CRM functionality and enriching lead, contact, and account records for obsolete or incomplete information.

Cons

Users have expressed the need for better quality customer matching and a more nuanced industry segmentation software. Some find the tool too expensive as well.

Pricing

Available upon request.

3. LinkedIn Sales Navigator

LinkedIn is a well established sales research tool and should be a part of every salesperson’s repertoire, since it seamlessly allows users to create lead and account lists.

Its core features include:

  • Vast and Verified Database

Over 850 members worldwide use LinkedIn, giving you access to an extensive professional network.

  • High Quality Prospects

Nearly 16 million LinkedIn members belong to the C-suite at their respective organizations. WIth LinkedIn Sales Navigator, you can leverage their contact info for the best results.

  • Personalized Algorithm

Not only does this tool share content with target prospects via TeamLink,it also personalizes its algorithm to generate leads that match your ideal customer profile!

Pros

A huge database sourced from the biggest social media platform for B2B businesses is definitely the best feature of the LinkedIn Sales Navigator.

Cons

Users have complained about the limitations of their InMail messaging quota as well as some glitches in the lead finding process.

Pricing

Available upon request.

4. Cognism

Cognism is one of the best B2B prospecting tools that you can use to find and contact potential customers from your target accounts. Your company can get compliant contact data from EMEA, NAM, and APAC markets, and can thus prospect in multiple territories successfully!

Cognism also grants you access to a suite of products including: 

  • A Prospector

This allows you to build prospect lists and gain access to verified phone numbers and email addresses based on your ideal customer profile.

  • A Chrome Extension

This can be used to export contacts from huge databases such as LinkedIn and transfer them to your company’s CRM via sales navigator.

  • Intent Data Monitoring

Cognism allows you to identify prospects based on buyer intent, ensuring that your sales professionals can prioritize which qualified leads to target.

Pros

Cognism is the largest global mobile numbers database and verification service on request, and users get unrestricted access to viewing and exporting global data across packages. 

It is also the most trusted contact data provider in the UK and Europe.

Cons

Users have cited that Cognism has inaccurate and outdated data for Asian markets. There have been some complaints about the clunkiness of integration as well, however Cognism’s support team was quick to fix those issues.

Pricing

Available upon request

5. Lusha

Lusha enables you to perform advanced searches and find high quality leads in a matter of minutes, and helps you to connect with them and book follow ups.

Lusha’s core features include:

  • Chrome Extension

Multichannel integration enables users to reach out to leads within Lusha itself.

  • GDPR and CCPA Compliance

Data privacy comes first and foremost as Lush adheres to stringent GDPR and CCPA guidelines.

  • Easily Allocation of Credits

Lusha not only allows you to seamlessly allot credits between members, it also enables you to limit those credits and maximize your sales team’s performance!

Pros

Users have praised Lusha’s ease of integration and usability. Lusha also has access to the last names of people who hide them on LinkedIn, and most of their contacts are personal cell phone numbers, as opposed to office numbers. Rest assured, you will be in direct contact with key decision makers!

Cons

Users have noted that bulk downloads and imports are cumbersome and difficult to use.

Pricing

Lusha’s limited version is available for free. Three pricing tiers are offered, with the pro version priced at $29 monthly, the premium version costing $51 per month, and more information about customized versions available upon request.

6. Crunchbase

Crunchbase is a B2B sales prospecting tool that helps users get actionable insights at all stages of the sales cycle. The sales tool uses filters to segment prospects based on companies, investors, and funding data, and also automates prioritization so you only interact with high quality leads.

Crunchbase has helpful key features like:

  • CRM Integration

This allows you to use CRMs such as salesforce which can bring you qualified leads and provide you with the tools to revive stale leads.

  • Market Monitoring

Market monitoring enables you to identify industry trends early on, and you can then track buying signals and recognize trigger events, thus streamlining your sales funnel.

  • In-built Email Templates

Crunchbase’s pre-built email templates can save you a lot of time and optimize your outreach personalization efforts.

Pros

Crunchbase allows sales representatives to target potential based on the valuable insights it provides about buyer intent. It keeps you updated on funding related news, funding types, and the changing identities of key investors with just a single click!

Cons

Users have complained about being unable to manage or update contacts listed on their profile, which makes it inconvenient to filter prospects for personalized outreach. Crunchbase also does not have enough data on UK companies.

Pricing

For $348 a month you can get a starter pack, and for $588 per month the pro version. Information about the two remaining pricing plans – enterprise and data licensing is available upon request.

7. ZoomInfo SalesOS

ZoomInfo is a B2B sales prospecting software which specializes in the AMER region, known for its holistic sales solutions and integrations.

Its core features include:

  • Company Tracking

You can qualify leads by finding out which companies have expressed an interest in a product or service similar to yours online and base your customer interactions on this information!

  • Extensive and Verified Database

ZoomInfo has over 70 million direct dial phone numbers and 174 million verified email addresses in its vast database. 

  • Web Browser Extension

This allows users to check if websites have a ZoomInfo profile, making it much easier to plan lead generation strategies.

Pros

ZoomInfo allows users to integrate internal data and also identifies competitors who target the same potential customers. Sales reps can also use the graded contacts feature to prioritize leads effectively.

Cons

Users have noted that ZoomInfo is priced rather extravagantly compared to the service it provides. A recent Pavillon survey also stated that it should improve its data accuracy and innovate its core functionality for a better user experience.

Pricing

Available upon request.

8. Kaspr

Kaspr is a holistic B2B sales prospecting software that provides enriched data from LikedIn and automates key steps in sales outreach.

Its core features are:

  • GDPR and CCPA Alignment 

You can rest assured that your data has been ethically obtained and is verified.

  • Chrome Extension

You can directly send information to your other apps and continue your outreach process without having to toggle between platforms.

  • Exhaustive B2B Database

You can choose and filter out the best leads for your B2B Sales Teams to target from multiple social profiles and get access to contact information that has been checked against 150 providers.

Pros

Kaspr gets highly accurate data from a wide range of platforms including LinkedIn Sales Navigator, which sets the bar for B2B sales prospecting software worldwide.

Cons

Users have noted that Kaspr is not particularly adept at retrieving data for smaller companies and recent changes in professional designations of decision makers.

Pricing

Kaspr offers a freemium version which is great for personal use by SDRs (sales development representatives) and recruiters looking for a sales opportunity.  

9. Apollo.io

With Apollo, you get access to high quality profiles and tools to engage with them and enhance your B2B sales strategies.

Apollo enables prospect discovery, outreach, and management by incorporating AI powered engagement features which include:

  • A Vast Prospect Database

With a database of over 270 million contacts including verified phone numbers and email addresses, Apollo offers you over 200 possible attributes to filter data by, including job title.

  • Prospect Monitoring Functionality

You can get notified when important decision makers switch jobs and keep tabs on crucial funding developments and hiring decisions at your targeted companies.

  • Artificial Intelligence

Apollo has a ‘persona lookalike’ feature that automatically suggests prospects according to your ideal customer profile. Prioritization is also automated with the use of demographic, firmographic, and behavioral data from first party CRMs.

Pros

Apollo lets users import contacts from LinkedIn connections and integrates them into your CRM without a hitch. This saves sales reps a lot of time.

Cons

Apollo suffers from some performance delays and issues while exporting data, which can comprise the efficiency of its integration.

Pricing

The limited version is available for free. Apollo has a three-tier pricing segmentation with the starter pack available for $49 per month, the professional pack priced at $99 per month, and the complete organizational pack available at $79 per month.

10. Bombora

Bombora’s intent data is highly coveted, with sales prospecting tools like Cognism making sure that you have access to it. 

Purchasing Bombora separately is also an option, especially if you want to immediately identify target companies who are in the market for your solution in real-time.

Core features of Bombora include:

  • GDPR and CCPA Compliance

Users don’t need to worry about the integrity of sourced data gathered about promising prospects.

  • Prospect Prioritization

Bombora allows users to score and prioritize prospects based on their readiness and interest.

  • Competitor Tracking

You can also identify at risk accounts by discovering whether your prospects are simultaneously researching competitors!

Pros

‘Automatic surge reports’ is an additional feature that gives Bombora an edge over other software platforms. This feature lets you introduce potential customers to your integrated CRM and improve conversion rates!

Cons

Bombora’s interface has some glitches. Its overall functionality could be smoother.

Pricing

Available upon request.

11. Leadfeeder by Dealfront

Leadfeeder is a website tracking software for B2B sales prospecting. It is best used alongside other B2B Prospecting tools like Adapt.io for the best results!

Leadfeeder’s core features are:

  • Use of Intent Data

Tracking account activity in real-time enables you to aim for higher conversion rates since potential prospects have already interacted with your website.

  • 33 Trigger Events

Tracking contacts and their activities can be set off by multiple trigger events. Leadfeeder alerts you any time a relevant event is triggered so that your sales prospects are promptly targeted.

  • Use of Behavioral and Firmographic Data

Advanced search filters that use behavioral and firmographic analyses can help you find and identify accounts that showcase high intent so you only engage with high quality leads.

Pros

Leadfeeder services small, mid-sized and large businesses. Its specialization in monitoring and tracking website traffic means that it has mastered this niche!

Cons

Government contacts are difficult to obtain and to track.

Pricing

Leadfeeder offers a 14 day free trial. Paid plans begin at $152 per month, paid annually. Information about customized packages is available upon request.

How to Choose the Best B2B Prospecting Tool

Now that you’re caught up on the best B2B prospecting tools in the business, you might be wondering – How do I pick the right one?

Don’t worry, because we’ve got you covered!

Here are a few things to keep in mind while you narrow down your search:

  • Evaluate Your Business Goals

Begin by considering the characteristics of potential prospects you want to target, how many relevant leads you need on a monthly or quarterly basis, and what your budget is. 

  • Shortlist Core features

This article lists the core features of prominent B2B prospecting tools. Go through it thoroughly and decide on which features are non-negotiables for your business strategy.

Do you need to prioritize email automation in your sales prospecting process? If so, then you might be better off using a sales engagement platform like Crunchbase which comes with inbuilt email template customization options.

Alternatively, if your B2B contact list could use improvement, then opt for a tool that specializes in that area, like Kaspr!

  • Assess Data Quality and Accuracy

It’s important to ensure that the tool you end up choosing has a good reputation when it comes to data handling. Looking at whether these platforms adhere to GDPR and CCPA guidelines is a good place to start.

Additionally, you read online reviews to make sure you flag any other potential problems with functionality.

  • Sign Up for Free Trials

Before you commit to purchasing, sign up for free trials and demos. Many sales prospecting platforms offer a limited or hybrid freemium version of their service. 

After trying out a few top options, you can then compare pricing models and make a final decision!

  • Check Integrations

Ensure that the tool you shortlist is compatible with your existing CRM. If there is a browser extension included, make sure that seamless integration between your existing sales engagement tools is not an afterthought.

Adapt.io – The Best B2B Prospecting Tool

As mentioned above, Adapt.io is a B2B prospecting tool that helps sales and marketing professionals get the most accurate and verified B2B contact data to get in touch with key decision makers.

With over 200 million B2B contacts and over 20 advanced filters, Adapt enables you to scale your growth by enriching your CRM.

If you choose Adapt, you can expect:

  • Account-Based Marketing (ABM) Support

Adapt provides detailed company profiles and insights into their functionality. You can easily identify high value target accounts, tap into their pain points, and orchestrate highly personalized marketing and sales campaigns tailored to each account, and increase conversion rates!

  • Improved Contact Data

Adapt offers data enrichment capabilities, including filling in missing information and updating obsolete contact details. Thus, salespersons can rest assured that their outreach activities are based on accurate and verified information.

  • Streamlined Prospecting

Streamlined prospecting makes it easier to find and target potential leads. Filters allow you to search for prospects based on industry, job title, location, company size, and various other criteria which can aid in segmentation and prioritized outreach activities.

  • Hyper Targeted List Building

Adapt lets you build targeted email lists based on factors like job function, industry, and geographic location. Segmenting your lists and customizing your messaging for multiple audience segments can improve the efficacy and relevance of your email campaigns.

  • Personalized Email Campaigns

Additionally, you can insert lead data into email templates and personalize your email campaigns based on additional insight and information that Adapt provides. Subject lines, salutations, and the targeted lead’s name, job title, and company are just some of the criteria that you can incorporate when setting up your outreach templates!

FAQs

Personal branding, account mapping, and social selling are generally considered to be highly effective when it comes to B2B sales. You can also explore cold emails and warm calling, and fit them into your sales cadences in a strategic way to conduct outreach at scale.

You can automate the B2B sales process by integrating with sales intelligence platforms that can find and qualify high quality leads for you. Manually, you may have to sift through public domain records yourself and rely on word of month to find prospects that align with your ideal customer profile.

You can automate B2B prospecting by using any of the tools listed here to identify potential prospects from B2B databases and automatically send them follow up emails, schedule meetings, and enable them to move through your sales funnel.