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.
G2 Score: 4.5/5 Free option: Ortto offers free trials for 14 days so you can experience the whole platform.Price: Self serve plan starts at $99 per month which includes 2,000 contacts
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 are also able to 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, combine your customer data with marketing automation, meaning you can see a complete 360-degree view of your customers and leads.
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.
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 the 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.
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.
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.
G2 Score: 4.3/5
Price: Offer a free annual plan (Total of 10,000 contacts). The Pro annual plan is $1,599 p/m (with 2,000 new contacts each month)
Breadcrumbs.io is a “co-dynamic lead scoring and routing engine living at the intersection of marketing and sales.”
Seen as a modern take on lead scoring, Breadcrumbs is a revenue acceleration platform working to find hidden lead opportunities and leverage scoring so that it can deliver meaningful and actionable scores.
The platform collects contact data, e.g. demographics and activity, and can identify the best moment when a customer is ready to buy, upsell or churn.
G2 Score: 4.7/5
Price: ‘Real-time lead scoring & enrichment’ is available in the Growth plan for $1,999 p/m
As one of the platforms at the higher end of the price scale, MadKudu is designed specifically for product-led and B2B companies. Define the product activities that drive conversions in your business, then plug these product-qualified lead definitions into MadKudu and the platform will then pull your top leads.
These leads and the data included can then be used to segment, prioritize and personalize every step of the buyer journey and ultimately drive action. Use the platform to determine the best journey for that Product qualified lead (PQL), whether it's to speak to your sales team or a self-learning nurture journey.
The platform will connect directly to the modern data stack without having to rely on engineers or knowing code yourself.
G2 Score: 5/5
Price: Starter plan is $39 (EU) p/m, Growth plan is $59 (EU) p/m and Enterprise is $99 (EU) p/m
Leadcamp is a intent-led sales platform that leverages AI to analyze all sales interaction data collected from various touchpoints. The AI takes the guess work out of sales and automates the manual job of analyzing all the data, so your sales team can focus on closing deals.
Leadcamp’s Heat Score provides a complete view of the business pipeline powered by the data collected from intent signals, content, and sequences. If needed, it also allows the user to dig deeper into the finer details of every prospect, in real time.
G2 Score: 4.5/5 Price: No pricing is shown on the website, however you can request a demo.
Infer is a predictive-first platform, using proven data science it has the functionality to ‘rapidly model the untapped data sitting in enterprises.’
Infer will analyze the data in your CRM, marketing automation systems, and CDP, as well as its database of company information, to find and score the best leads for your company.
The platform can integrate with any MarTech solution to have access to predictive lead and account scoring and create hyper-targeted segments to personalize lead outreach.
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.
Ortto’s Head of Email Deliverability shares some of the most cutting-edge tools we provide users for more consistent inbox landings.
“We were looking for a solution that was really easy to use, didn’t require a tech team, and would have a robust integration with Salesforce so we could trigger sales communications in a smarter way. Nobody else out there has what Ortto has.”