19 Best Lead Generation Tools to Get More Leads (and Revenue)

lead generation tools with toolbox

Are you on the hunt for lead generation tools to help you grow high-quality leads and increase revenue generation?

You’re only as good as your leads, which is why you need to work hard to build high-quality opportunities for your sales team to convert into sales. Lead generation is no walk in the park, it requires the right tools.

We share our top pick for lead generation tools for every stage of your marketing journey. From marketing attribution to email finder tools, we’ve got the best of each!

So, without further ado, here is our list of the best lead generation tools for 2020.


Editor’s Note: We won’t lie, we want you to try out our marketing attribution tool, Ruler Analytics. Understanding how your current leads are behaving and which ones are turning into sales takes a lot of time and a lot of guesswork. Ruler can take all the frustration out of understanding your lead gen and do the hard work for you.

Find out how we can help you track your conversions both online and offline by booking a demo.

Book a demo Ruler Analytics


Conversion Rate Optimisation Tools

While you might be wondering why conversion rate tools are at the beginning of this list, when we haven’t even begun looking at lead generation tools, answer the following:


Do you know how well your marketing is working, currently?

You might have an overview of how your marketing is working together to drive leads. However, a thorough review may indicate quick fixes which mean you don’t need any of the subsequent categories of lead generation tools.

In this section, we’re going to cover lead generation tools that will help you maximise conversions for users are using your website.


1. Marketing Attribution with Ruler Analytics

Marketing attribution is the first tool for your arsenal if you’re looking to understand how high-quality leads behave.

While you might be currently tracking clicks, impressions and conversions, marketing attribution allows you to track revenue and attribute it directly to your marketing channels. This is the best way to prove your digital marketing ROI, increase your ROAS and reduce your CPL and CPA.

Ruler Analytics tracks and records calls, form submissions and live chat sessions from all of your users. Then, when that lead converts into revenue, Ruler will pump all of that data back into your analytics tools.

This means you can see the impact every part of your marketing is having on sales, not leads. Once you find what leads are converting into revenue, you can double down on driving more of the same.

Price: From £89/month


2. Reporting on digital activity with Google Analytics

Chances are, you’re already using Google Analytics to report on your digital marketing. It’s absolutely essential that you use this tool as it gives you a wealth of information about your marketing channels and campaigns.

You can set up goals and conversions in Google Analytics, so you can track meaningful actions taken on your website. With detailed insights into where your visitors are coming from and what they do on your site, you’re not only in a position to optimise your landing pages but also your advertising strategy and other parts of your site for better performance.

Price: Free


3. Landing page optimisation with Hotjar

Hotjar is a conversion optimisation tool that makes a real difference to your landing page performance. You can set up heatmaps for individual pages, meaning you can see what users are clicking on. Their scroll maps show you what users are seeing and allows you to optimise your page based on real user feedback.

Price: Free, paid plans start from $29/month


On-page Lead Generation Tools

Ok, so now you know what’s currently working, it’s time to look at optimising your pages with on-page lead generation tools.

These will help you grow your leads directly within key pages on your website.

1. Design and test web forms with Leadformly

Lead capture is obviously an important step of lead generation. You’ve got a user onto your website, so the hard work should be done, right? Wrong.

Small changes to your lead form could drastically change your conversion rates. Manually testing iterations of lead capture forms can be time consuming. But with Leadformly, it isn’t!

Leadformly has a range of templates and designs to choose from, with each form template utilising best practices that the Leadformly team have uncovered through online form conversion-optimization testing. So, you’re already off to a great start!

Their built-in analytics provide a complete picture of how well your forms are performing so you can continue to optimise.

Price: Paid plans start from $30/month


2. Building personalised landing pages with Unbounce

Unbounce is probably the first name to come to mind when thinking about landing page builders. Personalisation is key when it comes to converting web users into leads.


Not only does Unbounce have one of the best drag-and-drop page builders in the game, it also provides plenty of options to allow for on-page personalisation. You can send users to a highly-targeted and personalised landing page using simple targeting. This will help you move your users down the purchasing funnel – ideal!

Price: Prices start from $79/month


3. Speak to your users direct on site with Drift

Drift is a marketing chatbot that uses artificial intelligence to communicate with website leads, qualify them, and even schedule calls or demos with sales on your behalf.

Say a lead spends 60 seconds viewing a pricing page. They may be struggling to understand different aspects of available plans, or they may want to see the product in action before committing to a purchase.


With Drift, a chat window pops up and asks the lead if the user has any questions. In some cases, the chatbot answers questions, or if it doesn’t know the answer, it can automatically schedule a call with one of your client’s customer service or sales reps.

Drift removes the delays associated with leads filling out forms and waiting for someone to reach out by making the whole process more conversational and real-time.

Price: Free and paid-for plans are both available depending on needs.

4. Targeted pop-ups with Optinmonster

Popups are always a contentious issue in online marketing, but when done well can be extremely impactful. Optinmonster has a great popup feature that allows you to implement exit-intent popups.

This means, if a user shows signs of leaving the page, the popup will show up for a final chance at converting a visitor into a lead. Optinmonster is easy to use, and you can even A/B test them to see which works best.

Price: Prices start from $19/month


Inbound Lead Generation Tools

Ideally, your website is naturally bringing in reams of high-quality leads. However, sometimes, you need a bit of an extra push to help you get there.

Getting found online for the right search intent is the best way to drive inbound-leads, as such, here is a list of some inbound lead generation tools to help you get started.


1. Automation building with Zapier

Imagine if you could link up your software so that when a user completes a particular action in one tool, an action in another tool is triggered. Well, that’s exactly what Zapier can do. Zapier could fit in every single category we shared, it’s so versatile.

It has thousands of integrations for you to connect your data and set up automatic triggers, or zaps. We use Zapier extensively. One example is when a form converts in Ruler, Zapier can send a notification to your sales team member in Slack alerting them to a new opportunity. You can improve communication and customer service with automations – how great is that?

Price: Free, paid plans start from $20/month


2. Maximise your SEO with Ahrefs

Ahrefs is a great all rounder when it comes to SEO. From keyword planning to competitor analysis and site exploration, you can look into different facets of technical SEO with this tool.

For every piece of content you write, you’ll want to do some SEO research on it first to understand both how often it’s searched, and how difficult it will be to rank for. Ahrefs also has a great ‘keyword suggestions’ section, where you can find more targeted keywords to use for SEO writing.


Other key features include a backlinks report, meaning you can identify future opportunities to grow your backlinks, and a technical SEO report which allows you to see any issues with your website that could affect your search rankings.

Price: Plans start at $99/month


3. Optimise your SEO on your site with Yoast

If you’re running a WordPress site, then you need to download the Yoast plugin on day one. While it won’t solve all of your SEO problems, it will make sure you cover the basic essentials for every page and post on your website.

Yoast is definitely best for those with limited SEO knowledge. However, it also analyses your content on its readability, which is highly important when considering user experience on your site.

Remember, having a good amount of SEO on a blog will only get you so far if your content is poorly written. Yoast will give you tips on how to improve both readability and SEO with easy fixes you can do right on the page.

Price: free download in WordPress, advanced plan available with cost


4. Maximise your SEO with SEMrush

Good luck choosing between SEMrush and Ahrefs. Both are great tools for developing your keyword and SEO strategy. SEMrush has similar features to Ahrefs and is well known for its keyword research capabilities. Their site audit tool is great for checking SEO opportunities on your website that could give you some easy wins in rankings.



And the best thing is that it’s very user-friendly meaning your most junior team members will be able to use it and come to the same conclusion as your senior SEO marketers.

Price: Plans start at $99.95/month


5. Drive more inbound calls with ResponseIQ

This is a must-get tool for anyone relying on inbound calls to drive sales. ResponseIQ’s widget, which they claim can be installed in under five minutes, seamlessly connects your site visitor to your sales team in 27 seconds via intelligent callback technology.#


They also offer a system in which your sales team is instantly connected to users who submit a form on your website.

Price: Prices start at £49/month


6. Send targeted marketing campaigns using ActiveCampaign

Marketing automation is a useful tool where you can combine your digital marketing and your CRM. Capturing and converting leads is dependent on how well you know your audience. But driving leads with tools like ActiveCampaign can be easy.

ActiveCampaign will track every interaction a user has with your website and then use these as triggers for your email marketing.

This means you can notify your sales team as soon as a lead visits a certain page on your website. You could also automatically follow up with cold leads every few months, or build email campaigns to nurture them back into warm leads.

7. Find trending content opportunities with BuzzSumo

Buzzsumo is a great tool that helps you discover the most shared content across social media. You can use it to find the top influencers for a given topic if you’re thinking about using influencer marketing to drive leads. Or, you can set up an alert for keywords so that any new topic on that subject is sent directly to you.



This is a great way to find relevant content that you can share, or create, with your audience to drive leads. By using content that you know is working, you can jump on trends quickly and hopefully be seen by more people on search or social.

Price: Prices start at $99/month


Outbound Lead Generation Tools

Outbound lead generation is not an easy task. Finding relevant contacts who fit your profile is tricky. Getting them to take interest is even trickier.

Here’s a list of some outbound lead generation tools to help make the process of moving a user from an unknown to a sale, a little bit easier.


1. Create personalised videos with Vidyard

Personalised video is increasingly becoming more common, particularly in outbound emails to potential leads. Vidyard is an online video platform for business which allows you to increase leads, accelerate your pipeline and delight your customers. You can embed your videos directly into your emails, view analytics with options to record via your webcam or record your screen.


Price: Free plan and paid plans available


2. Find targeted prospects with Uplead

Uplead is a great tool for finding the right emails and contacts for key decision-makers at the companies you sell to. You can search their database, which is extremely precise with its results. Not only can you search the database of over 45+ million contacts, you can also refine your searches by over 16,000 technology points.

So, whether you want to find users who use a CRM like Salesforce, or advertisers on Facebook, you can! This is a great way to grow your lead generation by finding targeted, relevant audiences.

Price: Free, with paid plans available.


3. Sourcing New Leads via Sales Navigator

If you’re in B2B sales, LinkedIn’s Sales Navigator is a great tool for capturing leads thanks to huge amounts of company information in its database. Alongside receiving lead recommendations and seeing who’s viewed your profile, the Sales Navigator enables you to save your leads directly into your CRM.

Price: Prices start from $64.99/month


4. Sales prospecting and outreach with Growbots

Do you know the market you want to target? Growbots will select your prospects from their database of over 200 million contacts. You can easily get in touch with the right decision-makers and follow up automatically. Growbots also includes testing options so that you can optimise your outbound emails.


Price: You can request a free demo of Growbots. From there, you’ll need to request pricing from their sales team.


Notable mentions we couldn’t not include

1. Databox

Databox is the tool to keep track of your business. You can automate all of your reporting with customised dashboards so that you can manage and monitor every facet of your business. With hundreds of integrations, you can pull in data from all of your favourite tools.

Keep all your important data in one place, and use it to make real business decisions with Databox.

Price: Free plans available, paid plans start at $49/month


And there you have it. The ultimate guide to the best lead generation tools to help you drive more visitors into leads, and convert those leads into sales.

Remember, marketing measurement is the best way to keep track of what’s working and what isn’t. Marketing attribution is the first tool you need to understand where your leads, and more importantly, revenue, are coming from.

Ruler Analytics is the perfect tool to track your online and offline conversions, so that you can attribute your sales revenue directly back to your marketing channels, campaigns, and even keywords. Take the guesswork (and frustration) out or your marketing reports today by booking a demo.

Book a demo Ruler Analytics

Written by

Digital Marketing Manager at Ruler Analytics with experience in SEO, content marketing and social. After working both in-house for a travel firm and at an agency, I help people (who used to be me) attribute their revenue to their marketing efforts.