Back in the early days of entrepreneurship, generating leads was much hard. It was difficult to find an audience interested in your products or services and get them to contact you. But things have changed a lot with the emergence of many free lead generation tools for b2b that marketers can use.
In this article, I’m going to cover free lead generation tools for b2b. I’ll be reviewing some of the best free tools out there and make recommendations on which ones you should use. With these free tools, you’ll be able to build lists of targeted leads and start generating leads when your marketing is getting off the ground. Furthermore, with these available options, it’s much easier to improve your conversion rates. If you’re curious about what the best free lead generation tools are for b2b, then continue reading!
The goal of lead generation is to find potential customers. Lead generation is a way of introducing your company and product to potential clients and customers. Generating leads is also a way of bringing them closer to becoming actual buyers. Lead generation is one of the most important stages in the sales process.
A list of some of the best tools for lead generation for B2b businesses. There’s a section that deals with email marketing and another with content marketing. This is a mix of free and paid tools, so there’s something for everyone.
Our top lead generation tools and software picks
Essentially, these free lead generation tools are the equivalent of hugging a warm cup of tea ☕ in front of the fireplace.
I hope you get the same feeling when you use them. First up in the spotlight — our very own lead generation tool, Leadfeeder. Who put that there? 😁
The following list is a “table of contents”; feel free to skip around.
- Website visitor identification + website personalization
- Lead data collection
- Email lookup
- Email follow up
- Form & email collection
- Email marketing
- Landing page creation & capture
- Complete marketing automation
- Sales process automation
- Live chat
- Social media & forum software
- Social Media Contests
- Customer insights and customer satisfaction survey
- Calendar scheduling
B2B Lead Generation Guide
Marketers — need some fresh ideas to hit your MQL targets? Download this guide and fill up your pipeline now!
Note: Want to generate more B2B leads from your website? Sign up and try Leadfeeder free for 14 days to see the companies that visit your website, which pages they look at, and more.
Lead generation tools: Website visitor identification + website personalization
To say there’s a lot of lead generation software on the market would be an understatement. Hey, we’re all just here to help companies grow.
There are hundreds of tools that claim to help with lead generation, but none that do it quite like Leadfeeder— which is why we gave ourselves our own category. 💅
So why do we think we’re so cool? We don’t just help you follow up on leads; we find quality leads you didn’t even know existed. It’s like a super spy tool, but for your website.
We will now review the 65 best B2B free lead generation tools for 2022:
1. Leadfeeder
Pricing: 14-day free trial, paid plans start at $79/month
Rating: 4.3 stars on G2 (Based on 483 reviews)
Leadfeeder tells you what companies visit your website, even if they never fill out a form or contact you.
Leadfeeder also finds contact information for employees at the company using Leadfeeder Discover. This allows you to follow up with visitors who never inquired about your product or time your outreach to potential leads in your sales pipeline.
To try out Leadeeder, all you need to do is install the Leadfeeder Tracker (it takes less than 5 minutes!).
A 14-day free trial is available with paid plans starting at $63/month.
To sign up for Leadfeeder, follow these steps. We can start sending you leads in minutes. 
Leadfeeder for Marketing
Track site visitors, measure campaign success, and find more qualified leads.
Lead generation tools: Lead data collection
Need more data? These tools will help you better understand your customers and prospects so you can develop relationships that convert.
2. Prospect.io
Pricing: Paid plans start at $74/month (annually) or $89/month (monthly)
Rating: 4.2 stars out of 5 via Capterra
Prospecti.io is a modern-day sales automation platform that’s fully integrated with Salesforce, Pipedrive, Close.io, and HubSpot. The Prospect.io Chrome extension helps you find prospects in one click and launch cold email campaigns straight from your browser in mere seconds.
Looking for new leads takes time and effort. With Prospect.io, you can focus on what really matters: selling to decision-makers.
Their essential plan starts at $78 per month (if paid annually), while their business plan starts at $129 per month (if paid annually), and prices go up from there based on how many credits you’ll need.
3. Hoovers
Pricing: Contact for pricing, they offer a free trial
Rating: 3.9/5 stars on G2, based on 380 reviews
Hoovers is a sales acceleration tool that helps businesses leverage data and analytics so you can build your lists and connect with prospects faster. Features include informed conversations, automated workflow software, real-time notifications, and personalized buyer intent data.
Email address lookup tools
These tools help to automate the process of finding someone’s email address.
4. Hunter.io
Pricing: Free to find up to 25 requests/mo; plans start at $49/month with a free option
Rating: 4.3 out of 5 stars via G2
Hunter helps you find emails by typing in the person’s name and their company. You can also browse for all emails at a specific company. You can use the tool for free for up to 25 email searches and 50 email verifications per month. From there, paid plans start at $49/month for 500 searches and 1000 verifications.
5. Voila Norbert
Pricing: Free to find up to 50 emails; plans start at $49/month
Rating: 4.8 out of 5 stars via G2
Voila Norbert is a sales tool that helps you find email addresses. Simply enter the name of the person you’d like to see an email for, along with the company they work for, and Voila Norbert will automatically find the email address. Bulk email identification is also available. In addition to paid plans, you can purchase pay-as-you-go plans start at $50/500 credits.
6. Reply.io
Pricing: free unlimited access for all Reply users
Rating: 4.65/5 stars on GetApp (based on 85 reviews)
The new Reply Chrome extension helps you find prospect emails on LinkedIn in seconds, keeping your pipeline full. You can either look up the required contacts one by one or source emails in bulk directly from LinkedIn Sales Navigator.
A valuable addition to Reply’s sales engagement platform, this extension also allows you to instantly add new contacts to multichannel sequences, access and manage your tasks, and make direct calls.
7. Skrapp
Pricing: Free to find up to 150/month; paid plans start at $49/month
Rating: 3.5 out of 5 stars on G2
Skrapp is a tool specifically for finding someone’s LinkedIn email. Skrapp has Chrome Extension that, when enabled, will show a “Find Email” button on a person’s LinkedIn profile. You can then click this button, and Skrapp will find that person’s email when possible. The tool can be used for free to find up to 150 emails/month. After that, paid plans start at $49 per month for 1,000 emails/month.
8. AeroLeads
Pricing: Plans start at $49 per month for up to 1,000 credits
Rating: 4.6/5 stars out of 35 reviews from Capterra
AeroLeads makes it easier than ever to find contact information for prospects. Simply sign up, add their Chrome plugin, search LinkedIn, CrunchBase, AngelList, etc. and add possible leads to AeroLeads.
Their software will search and find contact information, including email, company URL, job title, and more.
9. Datanyze
Pricing: $39 per month, billed annually, for up to 10809 credits a year. They also offer a free 90-day trial.
Rating: 4.1 out of 5 stars based on 43 reviews on Capterra
Datanyze helps B2B sales teams connect with prospects by providing contact information, company details, and “icebreakers” to help you warm up cold calls and email outreach.
Using data gleaned from social profiles, local news outlets, and more, you’ll know who to contact and know how to start the conversation so you can build relationships — and drive revenue.
Lead generation tools: Email follow-up tools
If you do a lot of cold email outreach, or your sales approach requires following up with prospects often, these tools will help you to keep track of your outreach efforts.
10. Boomerang for Gmail
Pricing: Free with 10 message credits/month; paid plans start at $4.99/month
Rating: 4.4 out of 5 stars via G2
Boomerang is a Gmail extension that allows you to schedule emails. But, it’s also helpful to deliver emails back to your inbox when you don’t receive a response from the person you originally messaged. For example, you can send the email back to your inbox if the person doesn’t reply within two days. This helps to stay organized when following up with prospects.
11. HubSpot Sales
Pricing: Free, paid plans start at $50/month
Rating: 4.5/5 stars on GetApp (Based on 658 reviews)
HubSpot Sales is a division of Hubspot’s complete marketing and sales platform. One of the best features of HubSpot Sales is the ability to track email opens. HubSpot Sales features a Gmail extension that will allow you to decide which emails to track. Then, when a prospect opens an email, you will receive an update.
You can also check all of your opened/unopened emails in the HubSpot Sales dashboard. You can compare HubSpot vs. Leadfeeder here.
12. Yet Another Mail Merge
Pricing: Free for one user and up to 50 recipients per day, paid plan at $24 for 400 email/day
Rating: 4.7 out of 5 stars via Capterra
Yet Another Mail Merge is a Google Sheets Extension that tracks email opens. This tool makes it easy to send email in bulk, schedule and personalize emails, see who opened your email, and follow up based on who opened your email, who didn’t open your email, etc.
The tool is free to send up to 50 emails/day, and paid plans start at $23/year for up to 400 emails/day.
Lead generation tools: Form & email collection
These lead generators are all about collecting emails on your site to build your email list, either for future drip campaigns or content promotion.
13. Snov.io
Pricing: Free to find up to 50 emails per month; paid plans start at $39/month.
Rating: 4.9 in Chrome Web Store
Snov.io is a multifunctional tool that helps collect emails from the company website, get emails based on personal and domain names, find emails on Google and LinkedIn, and much more.
The platform also helps with nurturing through automated outreach and lead research.
14. Global Database
Pricing: Available upon request, customizable by the number of regions and industries and other individual requirements.
Rating: 4.5 out of 5 stars via G2
Global Database offers verified and up-to-date business information through an online platform with an advanced filtering system. You can get contact data of the companies matching your ideal lead profile, with a certain financial state, credit risk, position on the market, or digital presence. All you need is to pick various criteria according to your expectations or use one of the integrated workflow solutions provided by the company.
15. Sumo
Pricing: Free, Paid plans start at $49/month
Rating: 4/5 stars on GetApp (Based on 7 reviews)
Sumo is one of the most popular tools for listing, building, and capturing emails on your site. The tool offers popups, slide-in popups, and welcome mats (a popup email opt-in that covers an entire page).
The tool also has an option for a floating social share bar on your site and heat maps for figuring out where visitors are clicking on your site. The tool can be used for free (with Sumo branding on popups and the social share bar).
16. ConvertPlus
Pricing: Paid WordPress Plugin for $23 one-time fee
Rating: N/A
ConvertPlus is another tool for displaying popup forms on your website. However, instead of a SaaS solution, this tool is offered as a WordPress plugin.
It has many of the same features as Sumo, including timed popups, percentage of the page scrolled popups, exit popups, etc. It can be a good tool for companies using WordPress that can’t invest in a monthly SaaS tool.
17. LeadQuizzes
Pricing: 14-day free trial, starts at $49/month
Rating: 4.7 stars on Capterra
Make a quiz to capture leads and learn about your audience. LeadQuizzes has helped clients grow by capturing up to 500% more leads from their website. Additionally, the answers you collect can help you segment and understand your audience better.
Lead generation tools: Email marketing
To take it a step further, these tools will allow you to actually create email marketing campaigns and automated email drip campaigns. Using email marketing, you can continue to educate subscribers and eventually turn them into potential sales.
18. MailChimp
Pricing: Free, paid plans start at $9.99/month
Rating: 4.5/5 stars on GetApp (Based on 2295 reviews)
MailChimp is one of the most popular and easiest-to-use email marketing platforms out today. One of its best features is its intuitive, easy-to-use drag-and-drop email builder. MailChimp also offers email automation. The platform can be used for free to store up to 2,000 email contacts and send out 12,000 emails/month. After that, paid plans start at $14/month.
19. ActiveCampaign
Pricing: Paid plans start at $9/month
Rating: 4.5/5 stars on GetApp (Based on 76 reviews)
ActiveCampaign is another popular email marketing platform. While ActiveCampaign’s email builder isn’t as polished as MailChimp, ActiveCampaign has a more powerful email automation editor.
They also offer additional tools in their marketing suite, including landing page templates, segmenting, Facebook custom audiences, contact scoring, SMS marketing, and more.
20. SendinBlue
Pricing: Free, paid plans start at $25/month
Rating: 4.5/5 stars on GetApp (Based on 119 reviews)
SendinBlue is one of the more affordable options for email marketing with their paid plans starting at only $25/month. This plan allows you to send up to 10,000 emails a month. All of SendinBlue’s plans allow for unlimited email contact storage.
Lead generation tools: Landing page creation & capture
These lead generation software tools will allow you to create custom landing pages and lead capture forms on your website. These are useful when trying to get visitors to sign up for an ebook, a demo request, or a sales call.
21. Unbounce
Pricing: Paid plans start at $80/month for up to 20,000 visitors and 500 conversions
Rating: 5/5 stars on GetApp (Based on 48 reviews)
Unbounce is a tool used to create custom landing pages. The platform features a drag-and-drop landing page builder as well as many pre-built templates. Opt-in popups and A/B testing are also available. A 30-day free trial is available with paid plans starting at $80/month.
22. Instapage
Pricing: Paid plans start at $499/month
Rating: 4.5/5 stars on GetApp (Based on 144 reviews)
Another popular landing page builder, Instapage integrates with popular email marketing and CRM platforms like Zapier, Hubspot, MailChimp, and Salesforce. The tool offers a drag-and-drop landing page and other handy features such as A/B testing, lead capture forms, conversion analytics, and heat maps.
23. Leadpages
Pricing: Paid plans start at $27/month
Rating: 4.6 out of 5 stars via Capterra
Leadpages claims to be the “#1 Landing Page Builder”. While we can’t necessarily say it’s the best, it does have a very well-designed drag-and-drop builder that is super easy to use. Additionally, the platform enables you to build Facebook ads directly inside the tool, and it even features built-in payment functionality for forms.
24. ClickFunnels
Pricing: Paid plans start at $97/month
Rating: 4.5/5 stars on GetApp (Based on 11 reviews)
Clickfunnels is a sales funnel and landing page builder all-in-one solution. With the tool, you can select from various sales funnels, and build the process out from there, including adding subscribers to your email list and collecting payments. A 14-day free trial is available with paid plans starting at $97/month after that.
25. SeedProd
Pricing: $79.50 per year for Basic Package (1 site, unlimited landing pages, etc.)
Rating: n/a (5 out of 5 stars on G2, but based on 1 review)
SeedProd is a WordPress landing page builder that makes it easier than ever to build customized landing pages that actually convert. Used by over 1 million professionals, it offers a drag-and-drop page builder, live previews, layout navigation tools, templates, and a revision history tool in case you make a mistake.
26. WPForms
Pricing: Plans start at $299.50 per year
Rating: 4.8 out of 5 stars based on 485 reviews on G2
WPForms is one of the most popular drag-and-drop WordPress form builders on the market. More than 4 million professionals use it to build smarter forms and surveys. Sales and marketing teams can create custom lead generation forms, gather information about their audience, and collect payments.
WPForms also integrates with many of your favorite sales and marketing tools, including Salesforce, ActiveCampaign, and Zapier.
Lead generation tools: Complete marketing automation/CRM
All-in-one marketing and automation software remove the hassle of integrating multiple platforms (such as your email marketing provider, landing page builder, popup builder, etc.) and instead combines all of these tools into one platform.
Additionally, many often include lead management and scoring features. While this can make managing leads easier, it typically comes at a higher price. So consider whether you’d like to go with an all-in-one solution carefully. Below are a few top platforms:
27. HubSpot
Pricing: Free, paid plans vary depending on which features you need, but start at $45 per month
Rating: 4.5/5 stars on GetApp (Based on 1394 reviews)
HubSpot is one of the biggest and well-known tools on the market for SaaS companies and agencies. The all-in-one marketing and CRM solution has features for managing contacts, posting to your blog, creating landing pages, finding new leads, and more. Pricing primarily depends on what features you need as HubSpot consists of three main platforms: HubSpot CRM, HubSpot Sales, and HubSpot Marketing. However, free plans are available for all three platforms.
28. Marketo
Pricing: Paid plans start at ~ $900/month
Rating: 4/5 stars on GetApp (Based on 292 reviews)
Marketo is another all-in-one solution that features lead management, lead scoring, email marketing, email automation, and analytics. Again, pricing will depend largely on the features you need, and you will need to get in touch with sales to receive pricing information. However, we’ve seen packages start at roughly $900/month.
29. Pardot
Pricing: Paid plans start at $1,250/month
Rating: 4.5/5 stars on GetApp (Based on 254 reviews)
With Pardot (now part of Salesforce), you can create landing pages, conduct A/B testing, capture leads, integrate Google Adwords, create email campaigns, and set up email automation. There is no free trial available; however, you can view a demo by filling out a lead form on Pardot’s website.
30. Keap
Pricing: Paid plans start at $79/month for the first five months, they also offer a 14-day free trial
Rating: 4/5 stars on GetApp (Based on 398 reviews)
Keap is an all-in-one solution for marketing automation and CRM. You can manage contacts, score leads, create automated email campaigns, create landing pages, track website visitors, and more. They offer a 14-day free trial.
31. SharpSpring
Pricing: Paid plans start at $400/month
Rating: 4/5 stars on GetApp (Based on 398 reviews)
SharpSpring is a bit of a lesser-known all-in-one solution, but it still has many of the same features as the top players. The platform features lead management, lead scoring, email marketing, landing pages, chatbots, pipeline management, and email automation. Pricing starts at $399/month for 1,500 contacts.
32. Constant Contact
Pricing: Tiered pricing starting at $20 per month for email marketing (other tools priced separately)
Rating: 4.3 out of 5 stars based on 1799 reviews on Capterra
Constant Contact is an email marketing and automation tool that makes it easier to create and send branded emails, manage your website, and even use social media to attract leads to your site. Features include website builders, email segmenting, SEO tools, and deep analytics tools, so you have more of that sweet, sweet data.
Constant Contact is best for small businesses, so make sure it fits your needs before diving in.
Lead generation tools: Sales process automation
These tools help you save time by automatically completing routine actions. They can be used to find leads or for sales prospecting by notifying you of new postings on a specific directory, or they can simply help you save time by automating mundane tasks.
For example, here is a shortlist of ways to use IFTTT for lead generation and other sales automation.
33. IFTTT
Pricing: Free to create up to 3 applets or turn on unlimited applets, paid plans at $3.40
Rating: 4.5/5 stars on GetApp (Based on 27 reviews)
IFTTT stands for “If This Then That.” The platform can be used to complete a specified action when another specific action happens. For example, if someone posts in a particular Craigslist category, you can automatically receive an email in your inbox with that posting. This can be helpful for companies that browse Craigslist for leads, such as web design companies.
34. Zapier
Pricing: Free, paid plans start at $20/month
Rating: 4.5/5 stars on GetApp (Based on 158 reviews)
Zapier works much like IFTTT does; if a specific action occurs, then another is automatically completed. One big difference is you can generally create more elaborate actions using Zapier. For example, when you receive an email, the email could automatically be added to Dropbox, then an alert can be created in Slack.
35. Salesforce Automation (Pardot)
Pricing: $1,250 per month, billed annually for up to 10,000 contacts
Rating: 4.5/5 stars on GetApp (Based on 254 reviews)
Salesforce is a robust sales and marketing tool — in fact, you might already use it as a CRM or for analytics. But, they also have a powerful automation tool called Pardot. Features of their automation platform include lead generation, custom landing pages, smart lead capture forms, dynamic content, targeted messaging, lead grading and scoring, and marketing ROI calculations.
One drawback is the price — Salesforce is powerful, but the price could be too high for small- to medium-sized companies.
36. OnePageCRM
Pricing: Plans start at £12 per month for small businesses
Rating: 4.8 out of 5 stars based on 54 reviews on Capterra
OnePage CRM is a powerful CRM that keeps things simple by reducing admin work so you can focus on closing deals. It helps manage contact contacts, email, your sales pipeline, and offers automation and reporting tools.
Plus, it integrates with tons of other tools, like MailChimp, Unbounce, Skype, and Google Contacts.
Free Lead Generation Strategies
Email Marketing
Generally considered one of the most effective ways to reach your target customers, email marketing is still widely used as a marketing tool due to its direct approach and most importantly, its low cost.
Aim to send personalized emails with an opt-in method that utilizes an attractive call to action strategy. This not only helps you gain subscribers who enjoy receiving emails from you but also boosts your chances of conversions.
Free tool for the job: MailChimp
Blogs
Writing blogs regularly helps keep your website fresh while building visibility on Google keyword searches.
An 11-blog per month target can help increase your lead volume by up to 4X, while increasing traffic by up to 3X, according to a Hubspot Benchmarks report. Don’t forget to include links to other websites and a prominent call to action.
Free tool for the job: WordPress
Social Media
Social media is a great modern marketing channel thanks to its high penetration rate and sheer volume of users. Posting content and sharing what others post consistently can improve your visibility and boost your metrics.
You can amass a loyal following by building relationships with your potential customers through valuable social interactions. This is also where you can communicate and share information through dialogue whether it’s on Facebook, LinkedIn, or other social channels.
Free tool for the job: Hootsuite
Conclusion
What is a lead generation tool? A lead generation tool is an online platform that generates leads for sales professionals. Tools can help you find potential customers, qualify leads and qualify opportunities based on various criteria.
As the saying goes, time is money. Yet, one thing I hear from business owners is how busy they are — but never enough time. So, it makes sense that using technology to scale back efforts and save time is one of the ways businesses can stay competitive in today’s market.