By leveraging thousands of data points, lead scoring software auto-scores the viability of leads coming in and assigns a ranking. This streamlines the lead management process which saves your sales team time, prioritizes efforts, and improves sales efficiency through automation.

There's a lot to consider when choosing lead scoring software, each platform has its own model and level of complexity, so we went through and found the top 10 platforms available now. The following factors were used to assess which lead scoring software made the cut: we focussed on model and flexibility, price (value for money), online third-party reviews, ease of use, and any extra features.

Ortto

G2 Score: 4.4/5
Free trial: Ortto offers free trials for 14 days so you can experience the whole platform.
Price: Starts at $509 per month, billed annually

Ortto’s lead scoring software is highly customizable, allowing you to set up points-based scoring models for leads, customers and product engagement, using any attributes, filters or activities you choose from your CDP. By assigning emojis for different score types, you can easily differentiate between scoring models to prioritize your leads.

When setting up your lead scoring, Ortto offers the functionality of selecting a half-life (i.e. the score degrades over time) however, unlike other platforms, the half-life will only be applied to Activities, not Filters. This means that demographic or firmographic information used in Scores will not degrade over time. For example, if a lead is a CMO that information will be just as relevant in 6 months as it is today, where an Activity like opening an email becomes less relevant over time. In Ortto you can apply a Filter so it does not degrade over time

You can also set up different scoring models for different types of lead qualifications. For example, you can have a score for leads based on buyer fit and another score for purchase intent. In a Buyer fit score, you would use demographic and firmographic information using filters, meaning the score would not degrade over time. A purchase intent score would likely be more reliant on behavioral data using Activities, which do degrade over time.

Once your lead scoring attributes are defined, you can automate the perfect lead journey where your sales team is automatically directed to hot leads. Then, using Ortto's analytics software, you can more accurately measure the ROI by analyzing which channels and programs are producing the highest quality leads.

Ortto also offers a lot more than lead scoring software, the powerful CDP and marketing automation platform enables you to consolidate your tech stack, and combine your customer data with marketing automation, meaning you can see a complete 360-degree view of your customers and leads.

Features:

• Customer data platform

• Integrations

• Customer journeys

• Marketing automation

• Playbooks

• SMS marketing

• Email marketing

• Lead generation and management

• Personalization

• Analytics and dashboards

• Lead capture

• Marketing attribution

  
  

HubSpot lead scoring

G2 Score: 4.4/5
Price: The feature is only available in the Enterprise plan for both Sales Hub ($1,730 p/m) and Marketing Hub ($5,200 p/m).

HubSpot offers a predictive lead scoring tool in both their marketing and sales hub plans. This tool is powered by machine learning, finding the best leads so you don’t have to. It can also be a much more customizable experience, HubSpot’s traditional scoring enables you to create your criteria based on the data you’ve collected, for example, form submissions, CTA clicks, and page views.

They also offer a rule-based lead scoring tool however, it’s only available in their marketing hub plan.

Features:

• Email marketing

• SMS marketing

• Lead management software

• Marketing automation

• Marketing analytics

Zoho One

G2 Score: 4.4 /5
Price: The Standard plan (includes scoring rules) sits at $22 p/m

Zoho One is a cloud-based business management platform. There are a range of tools available through the suite that can be purchased separately, or altogether under Zoho One.

Zoho’s CRM lead management software can identify quality leads from all incoming prospects, nurture high-scoring leads, analyze, track and engage with leads across multiple touch points.

This tool will help with lead generation across many channels and score them according to a set of rules you determine. The data collected is typically based on demographic and engagement, for example, email opens, click-through rate, bounces.

Zoho also has a sales forecasting tool powered by AI. Named Zia, it will assign a score to every lead and deal on the platform and use predictive AI to predict whether the deal will go through or not.

Features:

• Email marketing

• Lead management

• Analytics

• Task management

• Sales operations features

• Predictive sales

• Performance management

Freshsales

G2 Score: 4.6/5
Price: Growth plan includes their AI-powered contact scoring for $25 p/m

Freshsales is a Salesforce automation platform designed for context-driven sales. The Freshsales suite is their all-in-one sales and marketing CRM offering with all the capability to attract and engage with quality leads, drive deals using AI-powered insights, nurture customer relationships, along with many other activities.

Freddy AI is their artificial intelligence product, which helps with lead and deal management. Freddy assigns a score to leads based on historical data points then once prioritized and actioned, these scores are leveraged into forecasting, and nurture campaigns to ensure they keep warm if the conversion did not occur.

Features:

• AI assistant

• Lead scoring

• Lead management

• Deal insights

• Lead generation

• Sales forecasting

• Customer support

• Deal management

Zendesk Sell

G2 Score: 4.2/5
Price: Lead and deal scoring functionality is only available in the Professional ($99 p/m) or Enterprise ($150 p/m) plans.

Zendesk Sell describes itself as a ‘modern CRM’, helping sales teams to maximize productivity and drive revenue. Their lead and deal scoring feature is highly customizable, allowing you to define the scoring models and formulas to evaluate leads or deals specific for your company.

If you prefer a color scale to differentiate your hot, warm and cold leads, then Zendesk Sell can provide that as part of their user-friendly interface. The platform allows the user to segment and create smart lists to help prioritize the leads that should be contacted immediately or those to send on a nurture campaign to keep warm.

Features:

• Lead management and scoring

• Sales email intelligence

• Integrations and APIs

• Sales prospecting

• Sales reporting, analytics and dashboard

MadKudu

G2 Score: 4.7/5
Known for: AI-predicted scores

As one of the platforms at the higher end of the price scale, MadKudu is designed specifically for product-led and B2B companies. It has an AI lead scoring tool that will take all your data points and assess whether a lead is worth your sales team's time. You can also override the AI to conduct your own scoring to test outcomes.

Once a lead is assigned, the sales rep will get context as to why it was scored this way, and the data can be synced with your CRM or other platforms.

MadKudu will connect directly to the modern data stack without having to rely on engineers or knowing code yourself.

Features:

• Data science studio

• Marketing operations

• Lead generation

• Website visitor tracking

• Integrations

• Website personalization

• Lead enrichment

• Smart retargeting

• Ad spend optimization

Final word

Choosing a robust and customizable lead scoring platform will take your lead management efforts to the next level. The right software will help you recognize the viability of prospects and nurture those most likely to convert, saving time and resources.

Click here for more information on Ortto's lead scoring software or sign in to start creating Scores today.