Top Sales Prospecting Tools (Free & Paid) 2024

Sales prospecting may be an incredibly important part of any sales process, but it’s also the part that sellers like least. It can be a real struggle to find the right people, to gather the courage to make that cold call, and (worst of all) to get ignored.

That’s why you shouldn’t prospect alone. Let a sales prospecting tool help you out! Sellers have been using prospecting tools since the dawn of the profession—Rolodex, anyone?—and they’ve only become more refined since then.

In this guide, we’ll run through a massive list of the best prospecting tools as recommended by seasoned sellers. You might just find your new “can’t-live-without.”

Why is Sales Prospecting So Important?

If you’re not prospecting, you’re not selling. Prospecting is also known as outbound sales—the act of reaching out to potential buyers and telling them about your product.

A consistent flow of new prospects creates a healthy sales pipeline. If you want to sell, you need people who are actually ready to sell to. Plus, you need to use your successes and failures to analyze which leads are or aren’t likely to buy right now, so you can focus your efforts on the right types of people in the future.

And last (but definitely not least), your prospecting outreach is often a buyer’s first interaction with a representative of your brand. It’s a one-time-only chance to make a fantastic first impression, and a happy buyer is more likely to buy.

But the art of prospecting has undergone some serious change over the last little while. The way that buyers buy has shifted, and sellers are having to update their prospecting approach in order to keep up.

Want to scrub the rust off your sales prospecting skills? Take a peek at our guide to great prospecting techniques that book more meetings.

What is a Sales Prospecting Tool?

SDRs and BDRs aren’t flipping through business cards anymore. Sales prospecting tools have gotten pretty complex, and if you aren’t using them, your competitors almost certainly are.

This is especially true if you’re selling remotely because getting in front of buyers becomes even harder. You’re going to need every edge you can get, which is where remote sales tools come in to support your prospecting.

So what are the best prospecting tools for sales? Well, to get started, they can be split into two categories:

• Lead generation tools that help you find leads via data mining and customer profiling
• Sales prospecting tools that make it faster and easier to reach out to those leads via automation and data analytics

When used correctly, sales prospecting tools can help you surface more high-quality leads that fit your ICP, get more replies from your prospects, and get more sales calls booked in your calendar.

And aside from an initial “learning-the-ropes” period, any tool you use should be quicker or easier (or both) than doing it manually.

If a prospecting tool that you’re using doesn’t hit any of those points, then why are you using it?

25 of the Best B2B Sales Prospecting Tools

So what online tools can sales reps use to prospect? We’ve rounded up 25 of the best sales prospecting software (listed here in mostly alphabetical order) that help you generate more leads, connect with more prospects, and—most importantly—make the whole process easier on you. And best of all, they’re highly rated by sellers like you on major software review database G2.

Vidyard Video Messages

Uses: Prospecting outreach
G2 Rating: 4.5 out of 5

What It Is
Vidyard Video Messages is a free sales prospecting tool that lets you create personalized videos for prospecting and outreach.

In their own words: “Whether you’re prospecting or responding to leads, Vidyard lets you record and share personal video messages that help boost response rates and generate more pipeline.”

Features

• Lets you record videos using your webcam, screen, or both, then send them to your prospects
• Notifies you when someone watches your video
• AI to help write video scripts for you
• Video templates to spark ideas

Pricing
Free plan; paid plans starting from $29/month

6sense

Uses: Lead generation
G2 Rating: 4.3 out of 5

What It Is
6sense is a lead prospecting tool that helps sales teams identify potential leads and their buying intent.

In their own words: “With 6sense’s Prospecting Workflows, sellers can discover accounts primed to buy, acquire contact information for buying team members, and easily engage them across channels — all from within their CRMs and Sales Engagement Platforms.”

Features

• Uses buying intent data and predictive AI to generate real-time intelligence and insights
• Search a gigantic database of high-quality buyer and company profiles to source new leads
• Integrates with existing sales workflows, as well as CRM and sales engagement platforms

Pricing
Request pricing

Active Campaign

Uses: Sales prospecting
G2 Rating: 4.4 out of 5

What It Is

ActiveCampaign is a sales automation tool that imports data from sales and marketing touchpoints and uses it to automate high-quality outreach.

In their own words: “now exactly the right time to connect personal sales messaging to broader marketing strategies. Automate the personal touch at scale to boost results across all areas of your business to drive more growth.”

Features

• Uses sales and marketing touchpoint data to power automated outreach
• Generates emails to connect with leads and follow up at the right time
• Scores leads to help you focus on the most likely prospects

Pricing
Paid plans starting from $19/month

Apollo

Uses: Lead generation, prospecting outreach
G2 Rating: 4.8 out of 5

What It Is
Apollo is an all-in-one sales engagement platform that provides sales reps with a suite of tools for prospecting, outreach, and lead management.

In their own words: “Whether you need to find 1000 new leads or 100 000 verified emails and phone numbers, Apollo’s living database of 265M+ contacts has you covered.”

Features

• Comb through a huge B2B contact database to build and filter lists in order to find the perfect leads
• Score leads with the help of AI to pick out the ones that are the most valuable
• AI-powered outreach that helps you build sequences, write personalized emails, make cold calls, and connect on social media

Pricing
Free plan; paid plans starting at $39/month

Cognism

Uses: Lead generation
G2 Rating: 4.6 out of 5

What It Is
Cognism is lead prospecting software that provides, enriches, and verifies prospect data with a focus on the EMEA region. Sales reps can build targeted lists of leads and automate their outreach using email and social outreach features, and get real-time alerts on lead behavior.

In their own words: “Finding your prospects’ contact information has never been easier. With the widest coverage of mobiles in the US and the best contact data in Europe, we’ll have you speaking to your dream prospects in no time.”

Features

• An enormous database of contact phone numbers that are vetted for quality
• Advanced sales intelligence that shows who to contact, what to say, and when to reach out
• A commitment to GDPR data requirements that helps limit the risk of regulatory breaches

Pricing
Request pricing

Crunchbase

Uses: Lead generation
G2 Rating: 4.5 out of 5

What It Is
Crunchbase is a business intelligence platform that provides data on prospect companies, like financial info, funding data, and intel on leadership changes.

In their own words: “Crunchbase makes it easy to find new prospects and connect with key decision-makers. Uncover new accounts, track fast-growing companies, and reach out at the right time so you never miss an opportunity.”

Features

• Helps identify qualified prospects with filtered search and automatic recommendations
• Connects with your CRM to track data on specific prospects and companies
• Provides contact info for decision-makers

Pricing
Free trial; paid plans starting from $29/month

CUFinder

Uses: Lead generation
G2 Rating: 4.8 out of 5

What It Is

CUFinder is a B2B sales prospecting software that helps you find email addresses and uses AI and advanced algorithms to spot high-quality leads.

In their own words: “Using a combination of AI and Big Data technologies, our Prospect Engine provides a comprehensive solution for businesses looking to grow their customer base.”

Features

• Finds up-to-date email addresses for specific company domains
• Uses search algorithms to identify prospects that fit your ideal customer profile
• Integrates with your CRM

Pricing
Free plan; paid plans starting from $39/month

Datanyze

Uses: Lead generation
G2 Rating: 4.2 out of 5

What It Is
Datanyze is sales prospecting software that harvests lead info from LinkedIn using a browser extension, as well as helping you manage your prospect lists.

In their own words: “Find and connect with B2B sales prospects within minutes using affordable, accurate contact information from Datanyze.”

Features

• Google Chrome extension gathers lead data as you browse social media
• Seamlessly manage and export contact lists
• Manage and export contact lists

Pricing
Free trial; paid plans starting from $21/month

D&B Hoovers

Uses: Lead generation
G2 Rating: 4.0 out of 5

What It Is
D&B Hoovers is a sales prospecting platform that offers a deep database of lead information supported by company insights and opportunity triggers.

In their own words: “Dun & Bradstreet can provide your revenue teams with access to quality leads, deep company intelligence, and world-class analytics. Spend less time searching and more time selling.”

Features

• Search a massive database of contact records backed by advanced analytics
• Uses personalized buyer intent models to spot the best selling opportunities
• Real-time alerts and dynamically updated lists

Pricing
Free trial; request pricing for paid plans

Dealfront

Uses: Lead generation
G2 Rating: 4.3 out of 5

What It Is

Dealfront is a lead generation tool that offers a rich contact database and in-depth filtering to connect with the right prospects.

In their own words: “Quickly find and reach decision makers with the most precise B2B company and contact data. Focus on the accounts that show true buying intent and expand your target list using machine learning.”

Features

• Offers a huge database of contact records to browse for prospects
• Can set alerts for specific prospect activity triggers
• Assures that its data compliance with GDPR

Pricing
Request pricing

Demandbase

Uses: Lead generation, sales prospecting
G2 Rating: 4.3 out of 5

What It Is

Demandbase is a sales prospecting tool that helps you generate new leads, plus uses sales intelligence to identify which ones are worth chasing and how best to do it.

In their own words: “You’re under more pressure than ever to make your number, and you know that informed selling is effective selling. But spending up to a quarter of your day on pre-call research? Who has the time? Enter Smarter GTM™. The secret sauce that injects deep Account Intelligence into every step of the sale. You’ll spot opportunities earlier, engage more intelligently, and close deals faster.”

Features

• Uses buyer intent data to prioritize leads and discover opportunities earlier
• Provides a holistic view of accounts and highlights important levers
• Offers insights into buyer behaviors that you can leverage to make your outreach more personal

Pricing
Request pricing

Dripify

Uses: Lead generation
G2 Rating: 4.6 out of 5

What It Is
Dripify is a sales outreach tool that helps you create compelling email campaigns that resonate with potential prospects.

In their own words: “The multifunctional LinkedIn automation tool designed to help your sales team improve LinkedIn prospecting and close more deals — all on complete autopilot.”

Features

• Scrapes lead data from LinkedIn profiles
• Creates automated sales funnels using LinkedIn actions
• Lets you message LinkedIn leads beyond your LinkedIn inbox

Pricing
Paid plans starting from $39/month

HubSpot Sales Hub

Uses: Prospecting outreach
G2 Rating: 4.4 out of 5

What It Is
HubSpot Sales Hub is sales automation software that helps automate outreach and generate high-quality pipeline.

In their own words: “Start relevant, contextual conversations with HubSpot’s sales engagement tools and effortlessly convert prospects.”

Features

• Helps provide relevant content and personalized touchpoints based on CRM insights
• Shows you which sales plays are most effective with automation and data-driven analytics
• Automates the sales process with playbooks and conversation intelligence

Pricing
Free plan; paid plans starting at $18/month

Hunter

Uses: Lead generation, sales prospecting
G2 Rating: 4.4 out of 5

What It Is
Hunter is a sales prospecting tool for finding and verifying email addresses for individual prospects or companies, as well as for sending cold emails at scale.

In their own words: “Hunter is your all-in-one email outreach platform. Find and connect with the people that matter to your business.”

Features

• Offers a huge database of email addresses alongside sources and confidence scores
• Automates cold email campaigns by personalizing and scheduling sends
• Integrates with your CRM and other workflow tools

Pricing
Free plan; paid plans starting from $34/month

LeadIQ

Uses: Lead generation, sales prospecting
G2 Rating: 4.3 out of 5

What It Is
LeadIQ is an all-in-one sales prospect platform that helps you find contacts, track sales triggers, enrich contact data, and create prospecting emails.

In their own words: “Building confident pipeline isn’t luck—it’s about finding the right contacts at the right time and engaging them with the perfect message at scale. With LeadIQ, it’s all seamlessly integrated under one roof.”

Features

• Captures and syncs contact data like email addresses and phone numbers
• Tracks sales triggers like company news and job changes
• Generates personalized email outreach with AI

Pricing
Free plan; paid plans starting at $39/month

LinkedIn

Uses: Lead generation
G2 Rating: 4.0 out of 5

What It Is
LinkedIn is a social media platform that focuses on business connections. When it comes to sales prospecting, you can use it to find new leads and gather valuable info on their background or behavior.

Features

• Openly available profiles on potential leads and companies
• Send connection requests and messages to communicate with leads
• See links between companies and prospects and use them to refine your messaging

Pricing
Free; paid plans available

LinkedIn Sales Navigator

Uses: Lead generation
G2 Rating: 4.3 out of 5

What It Is
LinkedIn Sales Navigator is a sales prospecting tool that helps you search LinkedIn for leads based on various filters and insights.

In their own words: “Sales Navigator makes it simple to establish and grow relationships with prospects and customers by helping you tap into the full power of LinkedIn, the world’s largest professional network of 860M + members, 60M + companies, and 200 countries and territories.”

Features

• Provides data necessary to prioritize buyers so you can capitalize on the best opportunities
• Flags buyer intent signals so you can engage at just the right time
• Spotlights shared connections that can help nurture relationships with buyers

Pricing
Free trial; request pricing

Outreach

Uses: Sales prospecting
G2 Rating: 4.3 out of 5

What It Does
Outreach is a sales engagement platform that helps manage your leads and automate your outreach.

In their own words: “Get the right message to the right prospect at the right time. Outreach’s sales engagement capabilities help sales teams improve prospecting effectiveness and lead follow-up efficiency, so every rep can build qualified pipeline that converts to revenue.”

Features

• Automates and simplifies prospecting workflows with templates, tasks, and more
• AI identifies your best sales plays and helps scale them up
• Syncs prospect engagement data with CRMs

Pricing
Request pricing

Owler

Uses: Lead generation, sales prospecting
G2 Rating: 4.3 out of 5

What It Is
Owler is a B2B prospecting tool that helps you discover leads based on specific filtering and the latest company updates. It also uses AI to automatically create messages for prospects.

In their own words: “Owler’s exclusive company and industry insights make it easy to find competitors, leads, and up-to-date news – so you can optimize your prospecting and sales results.”

Features

• Provides a huge database of contact records, with filtering by job title, department, seniority, and more
• Sends real-time notifications for noteworthy company events
• Uses AI to generate prospecting messages that reference relevant news and insights

Pricing
Request pricing

Reply

Uses: Sales prospecting
G2 Rating: 4.6 out of 5 stars

What It Is
Reply’s Jason AI is a sales prospecting tool that uses AI to send automated outreach based on your pre-defined ideal customer profile.

In their own words: “Jason AI is your personal assistant powered by ChatGPT to set up outreach sequences, handle prospect responses, and book meetings for you. Like magic!”

Features

• Automatically generates initial outreach emails and follow-ups
• Auto-responds to prospects’ basic questions about your product
• Replies to prospect responses and books meetings for you

Pricing
Plans starting at $60/month

Salesloft
Uses: Lead generation, prospecting outreach
G2 Rating: 4.5 out of 5

What It Does
Salesloft is a sales engagement platform that provides sales reps with tools to manage their sales cadences, as well as a sales intelligence tool that provides insights on prospect behavior.

In their own words: “Catapult sales performance with a massive pipeline of qualified leads. Build more pipeline and uplevel customer engagement with predictability across the full sales cycle.”

Features

• Uses workflow automation, A/B testing, and analytics to prioritize engagement and improve playbooks
• Automatically draft and send outreach emails with AI
• Integrates with CRMs to synchronize buyer data

Pricing
Request pricing

Seamless.AI

Uses: Lead generation, sales prospecting
G2 Rating: 4.2 out of 5

What It Is
Seamless.AI is a sales prospecting tool that helps you find high-quality info on likely leads, while also leveraging AI to write your prospecting outreach for you.

In their own words: “With access to 1.9 Billion+ real-time verified contact and company profiles, dynamic automation, and key B2B insights, smash your booked/held meeting goals and become a top 1% SDR/BDR performer faster than ever.”

Features

• Uses AI to keep its database of contact info up to date
• Prioritizes accounts with high buyer intent and automates lead list building
• Automatically writes pitch messaging that targets prospects’ pain points

Pricing
Free plan; request pricing for paid plans

UpLead

Uses: Lead generation
G2 Rating: 4.7 out of 5

What It Is
UpLead is a sales prospecting tool that lets you search a database of contact information that boasts up to 95% data accuracy.

In their own words: “Build prospecting lists free from dodgy data, bad-fit buyers and low-qualified leads.”

Features

• Offers an enormous database of leads
• Builds lead lists in real time
• Only charges you if leads’ email addresses are correct

Pricing
Free trial; paid plans starting from $99/month

UserGems

Uses: Lead generation
G2 Rating: 4.6 out of 5

What It Is
UserGems is a sales prospecting platform that helps you identify when your customers change jobs, giving you the opportunity to re-engage them as hot leads.

In their own words: “Boost pipeline and reduce churn by monitoring job changes of your most valuable buyers and automating the next steps.”

Features

• Surfaces customers who have changed jobs as new leads, helping you get in front of them ASAP
• Automatically identifies other buyers that match your ideal customer profile
• Flags outdated contacts and adds missing contacts

Pricing
Request pricing

ZoomInfo

Uses: Lead generation
G2 Rating: 4.4 out of 5

What It Is
ZoomInfo is a sales prospecting platform with a comprehensive database of companies and contacts.

In their own words: “ZoomInfo collects, verifies, publishes and updates millions of contact and company profiles every day to help you power your go-to-market motions with the most accurate company and contact data.”

Features

• Searches for leads using a massive database of company profiles and buying signals
• Filters by job title, industry, company size, revenue, and location
• Offers insights into potential prospects, like news, social profiles, and recent activities, and identifies prospects who are just starting their buyer’s journey by finding companies that are doing research on products like yours

Pricing
Free trial; request pricing

Now Get Ready to Generate More Leads

We’ve covered a ton of sales prospecting tools recommended by seasoned sellers. You should now have a baseline to test and see which ones work for you (especially the free ones!), end this year strong, and start next year on the right foot.

Feel free to bookmark this page for future updates and additions to this list.