The race to find the most effective lead-scoring software in 2023 is on.
The competition to convert prospects into customers pushes marketers to use advanced lead-scoring tools to gain an edge.
Lead scoring software platforms analyze behavioral data and activity to identify hot leads, route them faster, and boost sales. But the important part is to pick the most effective one.
In this guide, we look at the top 11 platforms heating the lead-scoring arena. We'll uncover the unique features of each and help you identify the one lead-scoring tool that can take your lead gen to the next level.
Let’s get started.
Lead scoring helps identify and prioritize high-value prospects based on engagement, attributes, and behaviors.
When evaluating solutions, look for predictive lead scoring, account intelligence, journey analytics, and integrations.
Factors provides the most comprehensive account intelligence to optimize targeting and engagement. It goes beyond essential scoring to analyze account health, revenue potential, and more with AI.
ZohoCRM offers various capabilities like lead management, workflow automation, and predictive lead scoring to streamline the sales process. However, its UI can be difficult for new users.
Salesforce Einstein leverages AI and machine learning to deliver real-time insights, next-best-action recommendations, and content within workflows. However, it lacks flexibility with integrations.
HubSpot combines powerful CRM, marketing automation, email marketing, and analytics in one platform. It offers robust features but needs more AI capabilities.
Freshsales maximizes sales pipelines with lead scoring, deal insights, automation, and other capabilities. Its UI could use some improvements for ease of use.
ActiveCampaign provides end-to-end marketing automation with advanced lead scoring and Salesforce integration. However, support responsiveness needs improvement.
EngageBay combines CRM and marketing automation tailored for SMBs with lead scoring and segmentation. But key analytics features require add-ons.
Adobe Marketo enables personalized cross-channel experiences with marketing automation, analytics, and AI. However, its UI for campaigns needs refinement.
Monday.com brings key sales capabilities into one intuitive, customizable platform. But it requires time for proper setup and customization.
Platformly centralizes and automates marketing operations, including basic CRM and email. Its interface and documentation need improvement.
Pardot focuses on lead nurturing, marketing automation, and CRM integration. However, it has limited social media integration and reporting capabilities.
Aligning sales and marketing with shared CRM and automation tools improves conversions.
Solutions range from standalone scoring to full suites like CRM and marketing automation.
Pricing varies based on features like contacts, AI capabilities, and number of users. Most offer multiple tiers.
What Should You Look for in a Lead Scoring Tool?
When it comes to driving sales, not all lead-scoring tools are created equal. But what should you look for when evaluating options? Let’s go through the must-have features of an excellent lead-scoring tool.
Predictive Lead Scoring: Rule-based lead scoring is old school. And while it may work, predictive lead scoring is where we’re now. These tools use artificial intelligence and machine learning to analyze data points to predict which leads will most likely convert. Unlike the rule-based approach, predictive lead scoring helps you “set-it-and-forget-it”. .
Comprehensive Account Intelligence: You need more than just names and emails to understand your leads. Comprehensive account intelligence gives you a 360-degree view of their behavior, needs, and potential value. This allows you to create hyper-targeted campaigns that convert like crazy.
Insight Into Customer Journeys: Understanding the journey leads take through your sales funnel provides a roadmap to conversion. It helps you see exactly how and when to engage each lead to boost conversions. This is especially useful for account-based marketing teams who need to track touchpoints.
Integrations With Other Tools: Your scoring tool can't live in a silo. It must play nicely with your other martech tools like CRM, email, and analytics. Look for a range of integrations to connect the dots seamlessly.
Intuitive UI: An intuitive user interface helps your team focus on what matters most—converting and leads. Complicated UIs slow everyone down and lead to errors. Make sure it's human-friendly!
Customizable Reporting Options: Granular data and customizable reporting help uncover the insights you need to optimize your strategy. Track specific KPIs, monitor campaign performance, and more with the flexibility to slice and dice.
Top 11 Lead Scoring Software of 2023
Let’s start with the top lead-scoring software tools in 2023.
Factors is an AI-powered account intelligence platform tailored to the needs of B2B sales and marketing teams. It goes beyond essential lead scoring to provide comprehensive account insights that drive revenue growth.
With Factors, you get a 360-degree view of your target accounts by analyzing behavioral, firmographic, and technographic data signals. The platform uses predictive analytics and machine learning to model account health, engagement, and revenue potential.
This actionable intelligence lets you identify high-value accounts, uncover growth opportunities, and personalize engagement across channels. If you're looking to boost ABM impact and align sales and marketing on what matters most, Factors is a go-to solution.
“Factors lead generation and nurturing capabilities have been instrumental in helping us identify and engage with high-value prospects. By providing us with real-time insights into website visitor behavior, we can quickly identify and nurture leads and move them along the funnel.” — Soumya M.
Predictive Lead & Account Scoring: Factors analyzes multiple attributes with AI to model account potential and prioritize your outreach accurately.
Account Intelligence Engine: Get a comprehensive view of your target accounts, including firmographic and technographic profiles, churn predictions, win probability, and more.
Advanced Behavioral Analytics: Track channel engagement to inform your account-based strategies and campaigns. Identify areas of momentum and weakness.
Journey Analytics: Analyze accounts' steps to optimize conversion touchpoints through your funnel. Factors' "Explain" feature highlights trends driving account progression.
What Users Say About Factors
“Factors has successfully optimized our marketing and sales procedures by centralizing our data, encompassing both marketing and sales data, into a single, convenient platform. This consolidation has not only saved us valuable time but also valuable resources. Consequently, we have witnessed a notable increase in our return on investment (ROI), owing to the significantly reduced time required to engage with potential clients and the ability to create more precisely targeted campaigns.” — Ashok D.
Factors.ai integrates with a wide range of platforms to streamline your data collection and analytics:
Free Plan: Ideal for small businesses or individuals just starting out. This plan allows you to track up to 100 monthly accounts at no cost.
Basic Plan: Priced at $99/month when billed annually, the Basic Plan is designed for growing businesses. It offers additional features like custom events, KPIs, and onboarding support.
Growth Plan: For established businesses looking to scale, the Growth Plan costs $499/month when billed annually. This plan introduces account lead scoring and provides a Priority Customer Success Manager (CSM).
Professional Plan: Aimed at large enterprises, the Professional Plan is priced at $999/month when billed annually. It includes advanced features like multi-touch attribution, AI-fueled explanations, and a dedicated CSM.
Higher tiers provide more identified accounts, tracked users, advanced features, and additional integrations. Custom enterprise pricing is also available.
Zoho CRM is a comprehensive customer relationship management platform engineered to streamline various business processes, including sales, marketing, customer support, and engagement. It offers a centralized system where businesses can store customer data, track sales activities, manage marketing campaigns, and provide timely customer support.
Zoho CRM features robust features to optimize lead management, including:
Lead scoring - Automatically score and prioritize leads based on profile attributes, behavior, and engagement. Helps sales teams identify and focus on hot leads.
Predictive lead scoring - Leverages AI and machine learning to analyze data patterns and behaviors to predict lead outcomes and suggest optimal next steps.
Workflow automation - Set up triggers and actions to nurture leads through customized journeys. Automates repetitive tasks to boost efficiency.
Sales insights - Real-time analytics provide visibility into deal performance, sales activities, and more to inform data-driven strategy.
What Users Say About Zoho CRM
"Zoho CRM helps us bring our organization together–pieces fragmented across emails, notebooks, and different applications are now centralized. Zoho CRM is a game changer for us and Indian businesses of the digital era." - Suresh Iyer, CIO, Blue Star Limited
“Zoho CRM can be overwhelming for new users. The user interface is not very intuitive, and it takes some time to understand how to navigate and use all of the features. The reporting functionality could be improved, as it is not as robust as some of its competitors.” — Juan E.
Zoho CRM offers four main pricing tiers, each designed to cater to different business needs:
Standard Plan: Priced at $14/user/month when billed annually. This plan focuses on automating and optimizing your sales cycle.
Professional Plan: Costs $23/user/month when billed annually. Aimed at improving customer acquisition and accelerating growth.
Enterprise Plan: Priced at $40/user/month when billed annually. Designed for managing global customer experience operations.
Ultimate Plan: Costs $52/user/month when billed annually. This plan allows businesses to scale exponentially with dedicated Business Intelligence capabilities.
3. Salesforce Einstein
Salesforce Einstein provides an end-to-end AI solution to help companies adopt AI. It offers predictions and generates content to assist with marketing emails or content. Deeply integrated with Salesforce, Einstein uses data from CRM and other apps to deliver real-time insights, predictions, and content within your workflows.
Einstein Prediction Builder allows you to create custom AI models to predict outcomes like churn or lifetime value. This is useful for scoring leads based on different criteria.
Einstein Next Best Action delivers recommendations to employees and customers within Salesforce apps. You can define strategies and build models to suggest the next steps for nurturing leads.
Einstein Discovery uncovers patterns in your data and provides AI insights for solving problems. This can help identify high-value leads or understand lead behavior.
Einstein Language uses natural language processing to understand customer sentiment and intent. It can route inquiries and optimize workflows to prioritize leads based on interactions.
What users say about Salesforce Einstein
“Salesforce.com is our source of truth database for customer relationship management activities. With the Salesforce.com enablement features we have bought and the third-party vendors we work with sitting on top of our Salesforce.com, we can do all client interactions within Salesforce.com. Because of this, we have robust data on our sales and customer activities.” — Anonymous user
“I dislike that if you want a channel that isn't covered out of the box it's so difficult to use your own connectors. Also, it's extremely hard to bring your own bot to the party.” — Marilyn M., Senior Director
Salesforce supports an extensive list of integrations as they have a complete marketplace to help you seamlessly integrate your stack. And because Einstein is part of the Salesforce ecosystem, you get the same integrations with Einstein.
Some popular integrations include:
Google Data Studio
And much more
Salesforce Cloud Einstein is priced at $50/user/month and charged annually. This includes unlimited requests for its lead-scoring-focused features.
HubSpot is an all-in-one sales and marketing software that helps businesses attract, engage, qualify, and convert leads at every sales funnel stage. It combines a full suite of tools to streamline and automate the sales process. HubSpot also offers powerful lead scoring features that can be a great way to prioritize your marketing campaigns, especially ABM.
Lead Management & Prospecting: Manage leads and upcoming sales activities in one workspace.
Email Tracking: Get real-time notifications when a lead opens an email.
Sales Automation: Automate follow-up tasks and emails to keep leads engaged.
Sales Analytics & Reporting: Full visibility into the sales process for effective forecasting.
Predictive Lead Scoring: Available in the Enterprise plan, this feature helps prioritize leads.
What Users Say About Hubspot
“Hubspot Marketing Hub is our go-to tool for all our Marketing Initiatives. The best about Hubspot Marketing Hub is its User Experience. It is pretty much simple and their to-the-point approach (not showing too many options) is very beneficial.
The main red flag in Hubspot is its lack of Artificial Intelligence capabilities. Hubspot do have generative AI for Content creation but it lacks AI functionalities in Analytics and Database cleansing. We are tedious process especially if you have a huge database.” — Karthick M.
HubSpot, like Salesforce, has a marketplace of integrations that allows you to integrate with hundreds of different tools. Some popular ones include:
Free CRM plan with basic features
Starter plan at $45/month for 1-10 users
Professional plan at $800/month for advanced features
Enterprise plan starting at $1,600/month with predictive lead scoring, A/B testing, and more
Freshsales is a powerful CRM platform designed to maximize business sales pipelines and revenue. It equips teams with robust features, including multiple sales pipelines, revenue analytics, CPQ capabilities, and AI-powered automation. This enables in-depth visibility into the sales process and intelligent prioritization of high-value deals.
Contact Scoring: Freddy AI assigns scores to prospects based on positive and negative signals to identify sales-ready leads.
Deal Insights: Predictions on deal closure based on historical data, engagement, and activities to focus on high-value opportunities.
Sales Sequences: Set up personalized outreach campaigns with triggers to effectively nurture prospects.
Workflows: Automate repetitive sales tasks to reduce manual work and focus on qualified leads.
Territory Management: Segment and prioritize prospects with rules to pursue leads likely to convert.
What Users Say About Freshsales
“Freshsales is a userfriendly CRM that is constantly looking for ways to improve. I like that they not only take feedback, but actually implement it. It syncs up easily to your email and allows for seamless work across different platforms like Google calendar/Gmal and Acuity.
I wish it would not ask to duplicate leads when they have different locations. Sometimes there will be a lot of leads with the same name (i.e. Jennifer Smith) and FS will automatically assume it is a duplicate. If it was somehow able to identify a difference in, say, location or company name, it would make the AI work in our favor with more ease.” — a reviewer on G2.
Free Plan: $0 for up to 3 users with basic features.
Growth Plan: $15/user/month billed annually or $18/user/month billed monthly. Includes contact scoring and sales sequences.
Pro Plan: $39/user/month billed annually or $47/user/month billed monthly. Includes multiple pipelines and deal insights.
Enterprise Plan: $69/user/month billed annually or $83/user/month billed monthly. Advanced customization and governance.
ActiveCampaign is an end-to-end marketing automation platform designed to help businesses grow by streamlining the entire customer experience. It offers powerful capabilities, from email marketing to advanced lead scoring and sales automation.
Lead Scoring: Scores leads based on behaviors and attributes to identify and prioritize hot prospects for outreach.
Win Probability: Uses machine learning to analyze past interactions and estimate the likelihood of closing a deal.
Salesforce Integration: Enables robust scoring models by incorporating CRM data.
Attribution Reporting: Provides insights into effective marketing channels for conversions.
What Users Say About ActiveCampaign
What I love about AC is they don't try to be the "only tool" you use. They get that we all use dozens of tools and instead work with that. We integrated in our Calendly, our Segment, our Bonjoro and many other integrations and they worked seamlessly. Not even Zapier required. — Casey H.
“Main downside we have experienced to date has been around Active Campaign support and responsiveness to issues. We have had our developer design and build the flows we are seeking but our main automation that has been set up is not working properly and a ticket has been logged with support for a number of days and no response or contact has been received.” — James C., Director
Plus Plan: $49/month annually for 3 users. Includes basics like WooCommerce integration.
Professional Plan: $149/month annually for 5 users. Adds AI, Salesforce integration, and more.
Enterprise Plan: Custom pricing for 10 users. Advanced features like custom reporting.
EngageBay is an intuitive all-in-one CRM and marketing automation platform tailored for small and midsize businesses. It combines a robust feature set on one seamless platform to maximize sales and revenue growth by aligning marketing and sales.
However, it contains multiple add-ons that you may require for proper analytics tracking which are not part of the complete package.
Marketing Automation: Create targeted campaigns and workflows to nurture prospects with relevant content and offers for better lead qualification.
Lead Scoring: Automatically score leads based on demographics, behaviors like email opens/clicks, and other criteria to identify sales-ready prospects.
Segmentation: Divide contacts into groups based on attributes like location, firmographics, interests, and behaviors for highly targeted marketing.
Email Broadcast: Send customized emails to contacts and subscriber lists to drive engagement, which can be tracked for lead scoring.
Deal Management: A centralized pipeline provides visibility into deal stages to score leads accordingly and focus efforts on closing deals.
What Users Say About Engagebay
“I love how you can manage your deals (sales pipeline) with email automations associated with those deals from the same platform. This is essential as it saves my sales and account management team a ton of time and effort with regards to admin work” — Rahul C.
“One thing I dislike about EngageBay is that the All-in-one suite does not actually include everything. There is a new really cool feature which allows you to track website activity, but it is an add-on. EngageBay charges extra for this feature.” — Marcin R.
Free Plan: $0 per user/month, includes 250 contacts, basic CRM, and email marketing.
Basic Plan: Starts at $12.74 per user/month, includes 500 contacts and lead scoring.
Growth Plan: Starts at $42.49 per user/month, includes 5000 contacts and advanced features like custom domain.
Pro Plan: Starts at $84.99 per user/month, and offers unlimited contacts and advanced analytics.
8. Adobe Marketo
Adobe Marketo Engage is a comprehensive marketing automation platform for B2B and B2C companies looking to optimize customer engagement and accelerate revenue. It combines robust email marketing, advanced lead management, and data-driven analytics in one powerful solution.
Marketo helps marketing and sales teams work cohesively to attract prospects, identify hot leads, and guide customers through personalized journeys from discovery to conversion. AI-powered capabilities provide actionable insights to engage people at the right time.
Lead Management: Nurture and qualify prospects through tailored content and the sales funnel.
Account-Based Marketing: Coordinate marketing and sales to target high-value accounts.
Scoring, Routing & Alerts: Prioritize and route leads based on engagement metrics and behaviors.
Advanced Journey Analytics: Uncover customer insights across touchpoints to improve lead scoring.
Predictive Audiences: Use AI to build customized audiences based on predicted behaviors.
What Users Say About Adobe Marketo
“It is a fairly complete tool, focused on marketing automation composed of webinars, form editor, landing templates, which significatly help you to elaborate reports though the management and analysis of programs that contains Adobe Marketo Engage, being this has a quite striking workflow management, taking into account that this engine is what makes this software quite attractive.” — Marco P.
“The user experience of building emails and campaigns can be very frustrating. For example, spacing surrounding email components appears much differently in the Marketo email preview than it does in your inbox. About 50% of the time, when you add an image, link, or token to your email, it disappears upon saving and you need to add it a second time. Almost every time you add a line break in your email, you have to save the component, open it again, and save it again before Marketo will reflect the space you added in the email preview.” — Jordan M.
Like Salesforce and HubSpot, Adobe Marketo has a marketplace for all the tools that can be integrated with it. Here are some of the popular ones.
With powerful automation, intelligence, and analytics, Marketo enables personalized cross-channel experiences to convert more prospects and drive revenue.
Monday.com is a flexible and customizable sales platform designed for sales teams looking to streamline processes, boost productivity, and centralize customer data. It brings key sales capabilities like pipeline visibility, forecasting, email integration, and activity tracking into one intuitive platform.
Email Sync & Tracking: Sync Gmail/Outlook to log emails and get notifications when prospects open or reply.
Sales Forecasting: Set deal values and probabilities to track forecast vs. actual sales.
Activity Management: Log activities like calls, meetings, and notes with leads and contacts.
Team Goals: Manage and track team quota attainment over time.
Lead Capturing: Integrate with other tools or add website forms to capture leads.
What Users Say About Monday
“I like how monday.com helps us create almost instanly more efficient team no matter the approach you take: be it Kanban, Scrum, Scrumban or any other predictive or agile enviroment, Monday.com is full of templates and views to show the data in all those approaches. Automations make the job of a project lead much easier and allows you track performance, SLAs, etc. You can assign owners, up to two, limit the work in progress, link with Gmail, etc” — Milton Adalberto A.
It takes a long time to set up exactly how you want it, truly you need a dedicated person to be able to get it going perfectly. Otherwise, you will be tweaking constantly to get it fully operational and customized. — Megan M., Director of Operations
Standard CRM: $14/user/month billed annually, 2-way email, CRM automation.
Pro CRM: $24/user/month billed annually, sales analytics, mass emails.
Enterprise CRM: Contact for pricing, lead scoring, analytics, and security.
Platformly is an intuitive marketing automation platform designed to help online businesses centralize, automate and scale their operations for growth. It combines email marketing, basic CRM, behavioral tracking, analytics, and more to streamline processes and convert leads.
CRM: Automatically record and update customer information like contact details, interactions, and recent social media activity.
Segmentation: Divide your contacts into groups with shared attributes to send targeted campaigns.
Sales Pipelines: Visualize deal stages to understand where leads are in the funnel and focus efforts on pushing them through.
What Users Say About Platformly
“Platformly is perfect because it always allows you to save time. It offers many features in one tool: marketing automation, emails, forms... and more. On top of that, it has many integrations with other tools! The other great thing is support. This is important to me. I don't like waiting too long for support.” — Thomas K.
“The well-defined interface is rather complicated and confusing. Their documentation is primarily technical documentation and less about use case scenarios to help train and guide in optimal usage.” — Peter K., CEO and Co-Founder
ClickBank, PayPal, Paddle, Stripe
Twilio & Nexmo
Starter Plan: $69/month for up to 10K contacts, 10K emails/month, 1 dashboard, 5 integrations.
Growth Plan: $49/month extra for 100K emails/month, 5 dashboards, unlimited integrations.
Unlimited Plan: $99/month extra for unlimited emails, dashboards, integrations.
Pardot combines a suite of capabilities, including email marketing, lead nurturing, lead scoring, and seamless CRM integration with Salesforce. Automated and personalized campaigns allow you to engage prospects with the right message based on their interests and behaviors at the right time.
Robust analytics provide insights to refine campaigns and strategies for optimal ROI continuously. The platform is optimized to find, nurture, and convert more prospects into customers.
Marketing Automation: Automate tasks to identify and engage with hot leads.
Marketing Analytics: Focus efforts on high-value prospects based on conversion data.
Sales & Marketing Alignment: Salesforce Engage connects sales with qualified leads from marketing.
What Users Say About Pardot
Complexity, Cost, Learning Curve, Limited Social Media Integration. Despite these potential downsides, many organizations find the benefits of Pardot when it comes to enhancing their marketing efforts and customer engagement — Deepak R.
Pardot requires knowledge of HTML, which is a nice way of saying that your time working on email campaigns is going to be complex, frustrating, and time-consuming. Formatting and styling are Pardot's pain points. Source reporting, and reporting in general, are famously awful. Don't take my word for me - check around, and you'll find out that Pardot is dead last in the market regarding providing useful data and insights. — Ian B., Growth Marketing Manager
Similar to Salesforce, Pardot integrates and works with all the tools that Salesforce integrates with.
Account Engagement: $1,250/month for up to 10K contacts annually.
Plus: $2,750/month for up to 10K contacts annually.
Implementing lead scoring is critical to identify and prioritize hot prospects most likely to convert. The right software solution can analyze engagement, attributes, and behaviors to accurately predict lead potential.
Look for AI-powered predictive scoring, actionable account intelligence, and intuitive journey analytics when evaluating lead scoring platforms. These capabilities optimize targeting, conversions, and revenue growth.
Platforms like Factors utilize advanced AI and machine learning to provide unparalleled accuracy in predicting outcomes. Comprehensive account profiles and Explain features uncover trends driving progression.
Seamless CRM and marketing automation integrations align sales and marketing around high-value targets. Shared tools and data foster engagement, coordination, and conversions.
Solutions range from specialized scoring to end-to-end suites. Assess your needs and stack compatibility when selecting. All-in-one platforms can maximize efficiency.
Carefully evaluate capabilities, ease of use, customer support, and pricing models. Many offer multiple tiers based on features, users, and contacts.
For enterprises seeking a powerful yet intuitive lead scoring and account management platform, Factors is a clear choice. Book a demo with Factors to learn how cutting-edge AI can uncover revenue opportunities.