Lead generation remains one of the biggest challenges for B2B teams. You invest in ads, content and SEO — yet 98% of your website traffic remains anonymous. That’s revenue left on the table.
The right tools make all the difference. They identify companies, enrich data and automate follow-up. In 2026, the market is more mature than ever, with solutions for every budget and every use case.
In this guide, we compare the 10 best B2B lead generation tools. You’ll learn which tool fits your situation, what the key selection criteria are, and how to generate more pipeline directly from your existing traffic.
What should you look for when choosing a lead generation tool?
Not every tool is right for every team. Before you compare platforms, define what you actually need. The wrong choice will cost you time and budget.
Identification method and accuracy. Some tools use cookies, others rely on IP identification or a combination. Cookieless tracking is gaining ground due to stricter privacy regulations. Leadinfo, for example, offers cookieless tracking as an option: the platform identifies companies based on IP address rather than cookies.
Privacy and compliance. GDPR compliance is not a nice-to-have — it’s mandatory. Check whether the tool processes company data only and does not store personal data. EU-only hosting and ISO 27001 certification are strong indicators. You can read more here: Leadinfo and GDPR: everything you need to know.
Integrations with your tech stack. A standalone tool creates data silos. Make sure the tool integrates seamlessly with your CRM, marketing automation and communication tools. The best platforms offer native integrations plus Zapier or Make connectivity to link your favourite marketing and sales tools.
Scalability and pricing. Start-ups have different needs than enterprise teams. Watch out for hidden costs such as credits, seats or traffic limits. Transparent pricing prevents surprises.
The 10 best B2B lead generation tools in 2026
Below is our selection of the best tools. We evaluate them based on functionality, pricing model, integrations and ease of use.
1. Leadinfo
Leadinfo is Europe’s most complete platform for website visitor identification. The platform shows which companies visit your website, including behavioural data and buyer intent signals.
Key features:
- Identifies companies via IP and network metadata
- 35–40% identification rate in Benelux and DACH
- 70+ native integrations including HubSpot, Salesforce and Pipedrive
- Lead scoring and hot leads dashboard
- Slack alerts for high-intent visits
- Leadbot for direct interaction with anonymous website visitors
- Autopilot for immediate follow-up from lead to customer
Privacy and compliance
Leadinfo is fully GDPR-proof, without cookies or fingerprinting. EU-only hosting in Ireland and Frankfurt. ISO 27001:2022 certified. Cookieless tracking can be enabled via your account settings.
Pricing
From €69/month. Transparent model based on identified companies. View our pricing plans.
Pros:
- Highest identification rate in Europe
- Fully GDPR-compliant
- Fast set-up (<5 minutes)
- 70+ native integrations
Cons:
- Some features are not available in cookieless mode
2. Apollo.io
Apollo combines a large B2B database with sales engagement tools. Ideal for teams that actively prospect alongside inbound lead generation.
Key features:
- Database with 275M+ contacts and 73M+ companies
- Automated email sequences
- AI-driven email personalisation
- Chrome extension for LinkedIn prospecting
- Account-level intent data
Pricing
Free plan available with limited credits. Paid plans from $49/user/month.
Pros:
- Large contact database
- All-in-one prospecting + engagement
- Affordable entry-level pricing
Cons:
- Data quality varies outside the US
- Export limits can be restrictive
- Primarily US-focused
3. ZoomInfo
ZoomInfo is the market leader for large organisations that need maximum data coverage. It combines company data with intent signals and engagement tools.
Key features:
- Most comprehensive B2B database globally
- Website visitor tracking
- Intent data from external sources
- Advanced filtering and segmentation
- Native CRM integrations
Pricing
Enterprise pricing on request.
Pros:
- Unmatched data scale
- Strong intent data
- Extensive API
Cons:
- High cost
- Complex implementation
- Privacy considerations around EU data
4. Leadfeeder (now Dealfront)
Leadfeeder, part of Dealfront, identifies companies through a Google Analytics integration. Popular with teams heavily reliant on GA.
Key features:
- Website visitor tracking via GA connection
- Company identification with firmographic data
- Lead scoring and filtering
- CRM integrations
Pricing
Free plan up to 100 companies. Paid plans from €99/month.
Pros:
- Easy GA integration
- Free entry tier
- European background (Finland)
Cons:
- Dependent on GA (and its privacy limitations)
- Lower identification rate than native tools
- Interface can feel overwhelming
Want to see the differences? Read our Leadinfo vs Leadfeeder comparison.
5. Cognism
Cognism focuses on GDPR-compliant prospecting with verified contact details. Strong in Europe and the UK.
Key features:
- Phone-verified mobile data
- Intent data via Bombora integration
- Compliance-focused data collection
- Sales triggers and alerts
- LinkedIn integration
Pricing
On request, typically €10,000–30,000/year.
Pros:
- High-quality European data
- Strong compliance focus
- Direct mobile numbers
Cons:
- More expensive than alternatives
- No native website identification
- Limited integrations
6. Clay
Clay is a modern data orchestration tool. It combines 75+ data sources and AI to enrich leads and automate workflows.
Key features:
- Waterfall enrichment across 75+ sources
- AI agent for web scraping
- Spreadsheet-style interface
- Build custom workflows
- Outreach automation
Pricing
Free with 100 credits/month. Starter plan from $149/month.
Pros:
- Flexible data combinations
- High enrichment match rates
- Powerful automation
Cons:
- Learning curve for complex workflows
- Credits can run out quickly
- No native website identification
7. Clearbit (now HubSpot Breeze Intelligence)
Clearbit has been integrated into HubSpot as Breeze Intelligence. It offers real-time data enrichment directly in HubSpot CRM.
Key features:
- Real-time lead enrichment
- Reveal (website visitor identification)
- Native HubSpot integration
- ICP scoring
- Firmographic data
Pricing
Included in HubSpot premium plans.
Pros:
- Seamless HubSpot integration
- Strong US data coverage
- Real-time enrichment
Cons:
- Requires HubSpot
- Weaker EU coverage
- Limited standalone usability
Want to see the differences? Read our Leadinfo vs HubSpot Breeze comparison.
8. Lusha
Lusha specialises in finding business contact details. Its Chrome extension makes it quick to prospect on LinkedIn.
Key features:
- B2B contact database
- Chrome extension for LinkedIn
- Email and phone number finder
- CRM integrations
- Bulk enrichment
Pricing
Free plan with 5 credits/month. Pro from $29/user/month.
Pros:
- Easy to use
- Low entry cost
- Strong LinkedIn integration
Cons:
- Limited credits on cheaper plans
- Data accuracy varies
- Mainly contact data, no intent
9. 6sense
6sense combines AI-driven intent data with account-based marketing orchestration. Built for larger marketing and sales teams.
Key features:
- AI-driven buyer intent
- Anonymous account identification
- Predictive analytics
- ABM campaign orchestration
- Integrations with major platforms
Pricing
Enterprise pricing, typically €50,000+/year.
Pros:
- Advanced intent signals
- Strong predictive capabilities
- Complete ABM solution
Cons:
- Enterprise pricing
- Complex implementation
- Overkill for smaller teams
10. HubSpot Sales Hub
HubSpot Sales Hub combines CRM with sales tools and lead generation features. Ideal for teams that want one platform.
Key features:
- CRM with sales pipeline
- Email tracking and sequences
- Meeting scheduler
- Deal forecasting
- Prospecting tools
Pricing
Free CRM. Sales Hub from €45/user/month.
Pros:
- Complete sales suite
- Scalable from starter to enterprise
- Strong marketing integration
Cons:
- Limited native visitor identification
- Costs can rise quickly with add-ons
- Less specialised than point solutions
How do you choose the right lead generation tool?
The best tool depends on your specific situation. Here are the key scenarios:
Scenario 1: You want to know which companies visit your website
Choose a website visitor identification tool such as Leadinfo. Focus on identification rate in your region and privacy compliance.
Scenario 2: You need contact details for outbound
Apollo, Cognism or Lusha offer extensive databases. Pay attention to data quality in your target market.
Scenario 3: You want to enrich leads and automate workflows
Clay is a strong option for enrichment. Consider how it integrates with your existing stack.
Scenario 4: You run an enterprise ABM programme
6sense or ZoomInfo offer the depth you need. Allocate budget for implementation.
Read also: how to build a winning lead generation strategy.
Privacy and GDPR: what should you watch out for?
In 2026, privacy is not optional. GDPR sets strict requirements for how you collect and process leads.
Key questions when selecting a tool:
- Does the tool process personal data, or company data only?
- Where is the data hosted (EU or outside)?
- Is a data processing agreement available?
- What certifications does the vendor have?
Tools that only process company data (such as Leadinfo) typically fall under the category of legitimate interest and do not require explicit consent. This significantly simplifies implementation.
Be extra cautious with US-based tools. After Schrems II, strict rules apply to data transfers outside the EU. EU-only hosting helps avoid compliance risks.
Practical tips to maximise ROI in B2B lead generation
A tool alone isn’t enough. Implementation and processes determine success.
Tip 1: Define your ICP before you start
Who is your ideal customer? Which characteristics and behaviours matter? Without clear criteria, you generate volume — not quality.
Tip 2: Integrate with your CRM from day one
Leads that don’t end up in your CRM won’t be followed up. Set up automatic syncing immediately during implementation.
Tip 3: Set up alerts for high-intent behaviour
Visitors who view your pricing page or return multiple times are warm. Make sure your sales team is notified as soon as this happens.
Tip 4: Measure and optimise continuously
Track which sources deliver your best leads. Adjust your strategy based on data, not gut feeling.
See how other companies approach this on our customer page.
Frequently asked questions
What are B2B lead generation tools?
B2B lead generation tools are software solutions that help companies identify and reach new business customers. They range from website visitor identification tools to contact databases and sales engagement platforms. The best tools combine multiple functions in one platform.
How much does a good B2B lead generation tool cost?
Pricing varies widely. Entry-level tools start at around €50–100/month. Mid-market solutions like Leadinfo typically range between €100–500/month. Enterprise platforms such as ZoomInfo or 6sense cost €15,000–50,000+/year. Choose based on your needs, not just your budget.
