In this guide, we compare the best lead generation software for B2B companies in the United Kingdom. We take you through the most important features, prices and practical applications. So you know exactly which tool suits your organisation, whether you are a small business or a growing SME.
What is lead generation software?
Lead generation software helps you identify, qualify, and track potential customers throughout the entire sales process. It ensures that every prospect is properly managed, from their first website visit to a successful deal.
The best tools go far beyond simple identification. They automatically enrich company data, score leads based on buying intent, and integrate seamlessly with your existing CRM and marketing automation systems. This makes it easier to prioritise follow-ups, manage tasks efficiently, and keep your pipeline flowing.
For B2B companies in the UK, there’s another crucial aspect: data protection compliance. Post-Brexit, UK GDPR still applies strict requirements to how you collect and process data. The best lead generation tools are built with privacy-by-design principles.
Key features of lead generation software
Here are 10 main features that a lead generation platform can offer to help you generate more and better leads:
- Identify which companies visit your website
- Automatically enrich leads with company data such as industry, size, and contact details
- Score leads on buying intent based on behaviour, page visits, and return frequency
- Send real-time alerts to Slack or Teams when ICP companies visit your site
- Integrate seamlessly with your CRM: HubSpot, Salesforce, Pipedrive, and more
- Build automated workflows for lead follow-up and nurturing
- Retarget visitors via LinkedIn Ads and Google Ads
- Analyse which campaigns generate the best leads
- Export data to your marketing automation for personalised follow-up
- Stay 100% GDPR-compliant with EU/UK hosting and no personal data processing
There are many useful features here that you simply cannot extract from a spreadsheet or Google Analytics alone. We’ll detail below which of these features each lead generation tool provides.
The 7 best lead generation tools for the UK at a glance
The top 7 best lead generation software for B2B in 2026:
- Leadinfo
- Cognism
- Dealfront (Leadfeeder)
- HubSpot Sales Hub
- Albacross
- Snitcher
- Lead Forensics
1. Leadinfo: the best choice for UK B2B companies
When we ask our customers what they essentially use Leadinfo for, the answer is usually: to finally see which companies visit our website and take immediate action on it.
Our goal at Leadinfo is to make website visitor identification incredibly simple, without compromising on privacy. And with plenty of built-in automation to make you more productive.
Leadinfo (founded in 2017 in Rotterdam) is used by more than 20,000 B2B companies across Europe. From marketing agencies and IT companies to manufacturing firms and professional services. We consistently rank at the top of all review platforms and have been named a Leader in G2 reports.
The platform integrates deeply with all major CRM systems like HubSpot, Salesforce, and Pipedrive, so you don’t have to switch between systems when following up with leads. Additionally, we offer useful features such as automatic lead scoring, real-time Slack alerts, and cookieless retargeting via LinkedIn and Google Ads.
Why Leadinfo is an excellent choice for the UK market
We built Leadinfo specifically for the European market, with deep company database coverage across the UK, Benelux, DACH, and Nordics. This means we identify companies that other tools simply miss.
Our identification rate of 35-40% is among the highest in the market for the UK. For comparison: most competitors sit around 20-30%. That 10-15 percentage point difference concretely means that with Leadinfo you can identify up to 50% more leads from the same amount of website traffic.
But identification is just the beginning. What sets Leadinfo apart is the complete workflow from identification to action:
- Identification: We recognise which company visits your website
- Enrichment: We automatically add firmographic data (industry, size, location, decision-makers)
- Scoring: We determine buying intent based on behaviour
- Routing: We automatically send the lead to your CRM or alert you via Slack
- Activation: You can take immediate action or trigger automated workflows
“Leadinfo has completely transformed our view of website visitors. We now see not only which companies visit our website, but also which pages they view and how often they return. That gives our sales team the perfect opening for a warm conversation.”
Pricing
Leadinfo maintains transparent pricing based on the number of identified companies per month. You pay for what you use, with no hidden costs or mandatory annual subscriptions.
Starter: from £57/month
Scale: from £132/month
Pro: from £298/month
2. Cognism: a good choice for outbound prospecting
Cognism is a London-headquartered B2B sales intelligence platform that has established itself as a European leader in contact data and prospecting tools. Founded in 2015, the company has built an impressive reputation for GDPR-compliant data, particularly strong in the UK and EMEA markets.
What sets Cognism apart from website visitor identification tools is its focus on proactive prospecting. Rather than showing you who visits your website, Cognism provides a searchable database of B2B contacts that you can reach out to directly. Their Diamond Data® feature offers phone-verified mobile numbers with claimed 87% connect rates.
How Cognism works for lead generation
Cognism takes a fundamentally different approach to lead generation than website visitor identification tools. Instead of revealing who’s already interested in your business, Cognism helps you find and reach new prospects who fit your ideal customer profile.
The platform offers several key capabilities:
Sales Companion provides AI-powered recommendations for who to contact next, with intelligent signal data about target accounts. It’s designed to help reps spend less time researching and more time selling.
Diamond Data® is Cognism’s phone-verified contact database. Their team manually verifies mobile numbers, claiming an 87% connect rate compared to the industry average of around 30%. For cold calling teams, this can dramatically improve productivity.
Intent Data (via Bombora integration) shows which companies are actively researching topics related to your solution. This helps prioritise outreach to accounts showing buying signals.
Chrome Extension allows you to find verified contact details while browsing LinkedIn, making prospecting more efficient.
Pricing
Cognism doesn’t publish pricing publicly, requiring you to speak with their sales team for a custom quote.
3. Dealfront (Leadfeeder)
Dealfront was formed from the merger of Finnish Leadfeeder and German Echobot in 2023. The combined platform positions itself as a European sales intelligence solution for mid-market and enterprise companies.
Leadfeeder, the original product, was one of the first website visitor identification tools in Europe. Following the merger with Echobot, the focus has shifted to a broader “go-to-market platform” combining sales intelligence, prospecting, and web visitor identification.
How Dealfront works
Dealfront offers two main products relevant to lead generation:
Target is the sales intelligence module that allows you to find new prospects based on firmographic criteria. You can filter by industry, size, location, technology stack, and more to build lists of potential customers.
Reveal is the website visitor identification module (formerly Leadfeeder). It identifies which companies visit your website and shows their behaviour.
Pricing
Dealfront uses custom pricing and doesn’t publish standard rates.
4. HubSpot Sales Hub
HubSpot is a marketing automation platform that has evolved into an all-in-one solution. Founded in 2006 to make inbound marketing more accessible, it’s now a comprehensive CRM and sales platform.
Today, HubSpot’s main selling point is offering a complete solution including marketing, sales, service, and operations. If you don’t enjoy using different apps and integrating them, HubSpot might be what you’re looking for.
To get lead generation functionality comparable to specialised tools, however, you need to combine multiple HubSpot products: the CRM, Marketing Hub, and Sales Hub. Additionally, for website visitor identification, you need the Breeze Intelligence add-on (formerly Clearbit), which significantly increases costs.
How HubSpot works for lead generation
HubSpot’s approach to lead generation is fundamentally different from specialised identification tools. Where Leadinfo focuses on identifying anonymous website traffic, HubSpot primarily focuses on converting visitors through forms and content offers.
This means with HubSpot alone, you only gain insight into a visitor once they identify themselves — by filling out a form, downloading a whitepaper, or subscribing to a newsletter. The 98% of visitors who don’t do this remain invisible unless you add Breeze Intelligence.
With Breeze Intelligence you do get website visitor identification, but coverage for UK companies is less deep than with European specialists. HubSpot’s focus remains primarily on the American market.
Pricing
HubSpot pricing can be complex due to the modular structure. For a team of 5 users with Breeze Intelligence, you’ll quickly exceed £500/month, excluding the one-time onboarding fee.
5. Albacross
Albacross is a Swedish platform focusing on intent data and account-based marketing. Founded in 2014 and headquartered in Stockholm, it has a strong position in the Scandinavian market.
The platform positions itself as an ABM tool that goes beyond just identification. The focus is on finding accounts with buying intent and activating those accounts through personalised campaigns.
How Albacross works
Albacross combines website visitor identification with what they call “buyer intent data.” The platform analyses not only who visits your website, but also whether those companies are researching solutions in your category elsewhere online.
The Intent Data feature is unique: you can see which companies are actively researching topics related to your product, even if they haven’t visited your website yet. This gives sales teams an advantage because they can approach prospects before those prospects make contact themselves.
The Audience Builder function allows you to create segments of website visitors that you can then target via advertising. This works through integrations with LinkedIn Ads and other advertising platforms.
Pricing
Albacross pricing is starting from €59/month, based on the amount of companies that are recognized.
The Essential tier has limitations on the number of identifications and lacks advanced features like intent data. For full functionality, a Professional or Organisation plan is needed.
6. Snitcher
Snitcher is a Dutch platform targeting the budget-conscious business market. Founded in Amsterdam, it focuses on simplicity and accessibility.
How Snitcher works
Snitcher offers straightforward website visitor identification. You place a tracking script on your website and then see which companies visit your site. The interface is clean and data is presented in a clear dashboard.
The tool integrates with popular CRMs like HubSpot, Salesforce, and Pipedrive. You can set up filters to only see relevant companies and create exports for further processing.
Pricing
Snitcher starts at €49 per month when choosing for a yearly contract. Pricing depends on the amount of companies identified.
7. Lead Forensics
Lead Forensics is one of the oldest players in the website visitor identification market. The British company was founded in 2009 and was a pioneer in IP tracking technology, headquartered in Portsmouth.
How Lead Forensics works
Lead Forensics uses traditional IP lookup technology to identify companies visiting your website. The tool offers enrichment with contact details of decision-makers within those companies.
A unique selling point is the contact database. Where many competitors only show company information, Lead Forensics claims to provide direct contact details of people within the identified company. However, the quality and currency of this data varies considerably.
Pricing
Lead Forensics doesn’t publish prices.
Best lead generation software for B2B companies in the UK.
Leadinfo is an excellent choice for B2B companies in the UK. The combination of high identification rate (35-40%), complete feature set for follow-up of leads, 70+ integrations, and native GDPR compliance makes it one of the most comprehensive solutions for the British market.
What sets Leadinfo apart is not just the technology, but also the focus on the European market. Where American alternatives treat Europe as a secondary market, Leadinfo was built with European privacy requirements as the foundation. You notice this in the depth of the UK company database, the responsive support, and the privacy-first architecture.
For companies doing active outbound prospecting, Cognism is worth considering for its phone-verified contact data, though the pricing puts it firmly in enterprise territory.
For organisations already deeply invested in the HubSpot ecosystem, Sales Hub with Breeze Intelligence can be a logical addition — despite the higher total cost of ownership.
Frequently asked questions
How does lead generation software actually work?
Lead generation software like Leadinfo identifies companies visiting your website by analysing network-level data. When someone visits your site, the IP address is matched against a company database.
You see the company data like name, industry, size and location. That company data is automatically enriched with additional information such as decision-makers, technology stack, and financial details. You can then automatically send these leads to your CRM, set up alerts for high-intent visitors, or trigger workflows for automated follow-up.
The best tools also score leads on buying intent. A company that returns three times and views your pricing page clearly has more interest than a one-time visitor who only saw your homepage.
Is website visitor identification GDPR-compliant?
Yes, provided the tool is correctly configured and uses the proper legal basis.
Leadinfo fully complies with GDPR because we:
- Only process company data
- Have a cookieless solution for tracking
- Host all data within the EU
- are ISO 27001 certified with annual audits
You can read more about the legal foundation in our comprehensive GDPR article. We also have a Data Processing Agreement (DPA) available for customers who need it.
How many visitors do I need to see results?
From as few as 300 business visitors per month, website visitor identification delivers valuable insights. With Leadinfo’s identification rate of 35-40%, that means 100-120 identified companies you would otherwise miss.
Even if only 5% of those are a relevant prospect, that’s 5-6 warm leads per month you would otherwise have missed. At an average deal value of £5,000 and a close rate of 20%, that yields £5,000-6,000 in additional revenue per month. The ROI of a £57/month investment is then immediately clear.
Can I combine lead generation software with my CRM?
Absolutely, and that’s even essential for an effective workflow. Leadinfo integrates directly with more than 70 platforms:
CRM: HubSpot, Salesforce, Pipedrive, Microsoft Dynamics, Zoho, Teamleader, Copper, and more.
Marketing Automation: ActiveCampaign, Mailchimp, Marketo, SharpSpring.
Communication: Slack, Microsoft Teams.
Advertising: LinkedIn Ads, Google Ads.
Workflow: Zapier, Make.
With these integrations, leads are automatically created in your CRM, existing contacts are enriched with company data, and real-time alerts are sent when ICP companies visit your site. You don’t need to manually copy data, everything flows automatically to the right place.
