# Best Enterprise Lead Scoring Software *By [Alanna Iwuh](https://research.g2.com/insights/author/alanna-iwuh)* Products classified in the overall Lead Scoring category are similar in many regards and help companies of all sizes solve their business problems. However, enterprise business features, pricing, setup, and installation differ from businesses of other sizes, which is why we match buyers to the right Enterprise Business Lead Scoring to fit their needs. Compare product ratings based on reviews from enterprise users or connect with one of G2's buying advisors to find the right solutions within the Enterprise Business Lead Scoring category. In addition to qualifying for inclusion in the Lead Scoring Software category, to qualify for inclusion in the Enterprise Business Lead Scoring Software category, a product must have at least 10 reviews left by a reviewer from an enterprise business. ## How Many Lead Scoring Software Products Does G2 Track? **Total Products under this Category:** 108 ### Category Stats (May 2026) - **Average Rating**: 4.47/5 (↑0.01 vs Apr 2026) - **New Reviews This Quarter**: 153 - **Buyer Segments**: Mid-Market 44% │ Small-Business 35% │ Enterprise 21% - **Top Trending Product**: LeadsPlease (+0.031) *Last updated: May 18, 2026* ## How Does G2 Rank Lead Scoring Software Products? **Why You Can Trust G2's Software Rankings:** - 30 Analysts and Data Experts - 71,700+ Authentic Reviews - 108+ Products - Unbiased Rankings G2's software rankings are built on verified user reviews, rigorous moderation, and a consistent research methodology maintained by a team of analysts and data experts. Each product is measured using the same transparent criteria, with no paid placement or vendor influence. While reviews reflect real user experiences, which can be subjective, they offer valuable insight into how software performs in the hands of professionals. Together, these inputs power the G2 Score, a standardized way to compare tools within every category. ## Which Lead Scoring Software Is Best for Your Use Case? - **Best for Small Businesses:** [Agentforce Sales (formerly Salesforce Sales Cloud)](https://www.g2.com/products/agentforce-sales-formerly-salesforce-sales-cloud/reviews) - **Best for Mid-Market:** [Agentforce Sales (formerly Salesforce Sales Cloud)](https://www.g2.com/products/agentforce-sales-formerly-salesforce-sales-cloud/reviews) - **Best for Enterprise:** [Agentforce Sales (formerly Salesforce Sales Cloud)](https://www.g2.com/products/agentforce-sales-formerly-salesforce-sales-cloud/reviews) - **Highest User Satisfaction:** [Agentforce Sales (formerly Salesforce Sales Cloud)](https://www.g2.com/products/agentforce-sales-formerly-salesforce-sales-cloud/reviews) - **Best Free Software:** [Agentforce Sales (formerly Salesforce Sales Cloud)](https://www.g2.com/products/agentforce-sales-formerly-salesforce-sales-cloud/reviews) --- **Sponsored** ### Metadata.io The B2B Paid Digital Platform designed to optimize Ad Spend into Revenue with precision, efficiency, and AI-agents. While exceptionally designed for an ABM use, Metadata fits perfectly into broader Demand Generation approaches too. Metadata consolidates Paid Social and Paid Search channels into one platform. Allowing teams to scale, manage, and report on campaigns across channels. Metadata's AI optimizes campaigns across channels for metrics based on data from your CRM/MAP like meetings, pipeline, and revenue. The alternative is manually optimizing each channel, separately, for the top-of-funnel metrics available within native channels like cost-per-click. Metadata's target market focuses on leading marketing teams across SaaS industries who invest in Paid Social and Paid Search for customer acquisition. Metadata allows lean teams to hit large pipeline numbers. Key features of Metadata include: - Patented Audience Targeting - Programmed Experimentation at Scale - Unified Campaign Management and Reporting - Autonomous Bottom of Funnel Optimizations - Unlocking untapped B2B channels (Facebook, Instagram, Reddit, X etc) - Lead Enrichment Customers Include: Zoom, UserTesting, Apptio, Notion, Gainsight, Cisco, HPE, Cvent, BigID, LogicMonitor, AwardCo, Writer, Decisions.com, Monotype, Planful, Wrike, Own, Brex and more. [Visit website](https://www.g2.com/external_clickthroughs/record?secure%5Bad_program%5D=ppc&secure%5Bad_slot%5D=category_product_list&secure%5Bcategory_id%5D=495&secure%5Bdisplayable_resource_id%5D=2183&secure%5Bdisplayable_resource_type%5D=Category&secure%5Bmedium%5D=sponsored&secure%5Bplacement_reason%5D=neighbor_category&secure%5Bplacement_resource_ids%5D%5B%5D=497&secure%5Bprioritized%5D=false&secure%5Bproduct_id%5D=15192&secure%5Bresource_id%5D=495&secure%5Bresource_type%5D=Category&secure%5Bsource_type%5D=category_page&secure%5Bsource_url%5D=https%3A%2F%2Fwww.g2.com%2Fcategories%2Flead-scoring%3Fpage%3D2%26segment%3Dall%26selected_view%3Dtrending&secure%5Btoken%5D=f3dd1253f2cf4ef4c29bc49d0bd0a3ae10631f10ba2c35f9d1c9676ddd9accb2&secure%5Burl%5D=https%3A%2F%2Fmetadata.io%2Fone%2F%3Futm_source%3DG2%26utm_medium%3Dother%26utm_term%3Dother%26utm_campaign%3DG2%26utm_content%3Ddemo%26utm_type%3Dother&secure%5Burl_type%5D=book_demo) --- ## What Are the Top-Rated Lead Scoring Software Products in 2026? ### 1. [Agentforce Sales (formerly Salesforce Sales Cloud)](https://www.g2.com/products/agentforce-sales-formerly-salesforce-sales-cloud/reviews) Accelerate revenue from pipeline to paycheck with Salesforce Sales Cloud - your complete growth platform that brings together the power of humans with agents at every step of the sales cycle. Boost productivity with automation and drive revenue with an integrated growth platform. The future of sales is here, and with Agentforce, we’re helping teams unlock their full potential - making them limitless. Build Pipeline Faster with AI Agents: Sales Agents Sales AI Sales Engagement Sales Programs Buyer Engagement Accelerate Productivity with Automation: Sales Data Sales Analytics Sales Team Productivity Revenue Intelligence Drive Revenue on an Integrated Platform: Revenue Lifecycle Management and CPQ Sales Performance Management Partner Relationship Management **Average Rating:** 4.4/5.0 **Total Reviews:** 24,606 **How Do G2 Users Rate Agentforce Sales (formerly Salesforce Sales Cloud)?** - **Analysis:** 8.6/10 (Category avg: 8.4/10) - **Conversion Viability:** 8.5/10 (Category avg: 8.2/10) - **Lead Opportunity:** 8.9/10 (Category avg: 8.8/10) - **Has the product been a good partner in doing business?:** 8.4/10 (Category avg: 9.1/10) **Who Is the Company Behind Agentforce Sales (formerly Salesforce Sales Cloud)?** - **Seller:** [Salesforce](https://www.g2.com/sellers/salesforce) - **Company Website:** https://www.salesforce.com/ - **Year Founded:** 1999 - **HQ Location:** San Francisco, CA - **Twitter:** @salesforce (581,299 Twitter followers) - **LinkedIn® Page:** https://www.linkedin.com/company/3185/ (88,363 employees on LinkedIn®) **Who Uses This Product?** - **Who Uses This:** Account Executive, Account Manager - **Top Industries:** Computer Software, Information Technology and Services - **Company Size:** 46% Mid-Market, 34% Enterprise #### What Are Agentforce Sales (formerly Salesforce Sales Cloud)'s Pros and Cons? **Pros:** - Features (3167 reviews) - Ease of Use (2065 reviews) - Lead Management (1174 reviews) - Simple (1117 reviews) - Salesforce Integration (991 reviews) **Cons:** - Learning Curve (1092 reviews) - Limitations (791 reviews) - Complexity (682 reviews) - High Complexity (622 reviews) - Expensive (612 reviews) ### 2. [6sense Revenue Marketing](https://www.g2.com/products/6sense-revenue-marketing/reviews) 6sense Revenue Marketing is a B2B revenue marketing and account-based go-to-market (GTM) platform that helps marketing and revenue teams identify in-market accounts, prioritize buying groups, and execute coordinated engagement across digital channels using buyer intent and predictive analytics. The platform is built for B2B organizations with long sales cycles and multi-stakeholder buying processes. Typical users included CMOs, demand generation leaders, ABM managers, marketing operations teams, and revenue operations leaders. 6sense Revenue Marketing is commonly evaluated alongside ABM platforms, buyer intent data providers, and revenue intelligence solutions, but is designed to function as a centralized decision and orchestration layer within the broader go-to-market technology stack. 6sense Revenue Marketing aggregates and analyzes large volumes of first-party and third-party data, including buyer intent signals, website engagement, CRM and marketing automation platform data, firmographics, and technographics. AI-driven models asses account fit, buying stage, engagement behavior, and momentum to determine which accounts are actively researching solutions and how close they are to a purchase decision. These insights are continuously updated, allowing marketers to move beyond static lead scoring and rule-based segmentation. The platform embeds intelligence directly into campaign execution through automated workflows that connect advertising platforms, marketing automation platforms, web experiences, and sales engagement tools. Marketing teams can create dynamic audiences, trigger multi-channel campaigns, and adapt messaging and timing based on real-time buyer behavior. AI-powered agents assist with tasks such as personalized outreach, inbound follow-up, and campaign activation, helping teams scale execution while reducing manual effort. Key capabilities of 6sense Revenue Marketing include: -Buyer intent data and predictive analytics for identifying in-market accounts -Account- and buying-group-level prioritization and segmentation -Automated audience activations across advertising, email, web, and sales tools -Workflow orchestration integrated with CRM and marketing automation platforms -Reporting focused on account engagement, pipeline influence, and revenue impact Common use cases include account-based marketing (ABM/ABX), intent-based demand generation, inbound lead follow-up, pipeline acceleration, and marketing and sales alignment around shared account qualification models. 6sense Revenue Marketing is designed to support revenue-focused marketing execution rather than lead volume optimization. By aligning buyer intent data, predictive prioritization, and cross-channel activation in a single platform, it helps organizations measure marketing effectiveness based on account progression and pipeline contribution instead of surface-level engagement metrics. **Average Rating:** 4.3/5.0 **Total Reviews:** 1,410 **How Do G2 Users Rate 6sense Revenue Marketing?** - **Analysis:** 7.8/10 (Category avg: 8.4/10) - **Conversion Viability:** 7.7/10 (Category avg: 8.2/10) - **Lead Opportunity:** 7.9/10 (Category avg: 8.8/10) - **Has the product been a good partner in doing business?:** 8.9/10 (Category avg: 9.1/10) **Who Is the Company Behind 6sense Revenue Marketing?** - **Seller:** [6sense](https://www.g2.com/sellers/6sense) - **Company Website:** https://www.6sense.com - **Year Founded:** 2013 - **HQ Location:** San Francisco, CA - **Twitter:** @6senseInc (16,928 Twitter followers) - **LinkedIn® Page:** https://www.linkedin.com/company/3677944/ (1,576 employees on LinkedIn®) **Who Uses This Product?** - **Who Uses This:** Account Executive, Sales Development Representative - **Top Industries:** Computer Software, Information Technology and Services - **Company Size:** 53% Mid-Market, 37% Enterprise #### What Are 6sense Revenue Marketing's Pros and Cons? **Pros:** - Intent Data (297 reviews) - Features (215 reviews) - Ease of Use (212 reviews) - Lead Generation (195 reviews) - Insights (184 reviews) **Cons:** - Steep Learning Curve (142 reviews) - Learning Curve (136 reviews) - Learning Difficulty (114 reviews) - Complexity (93 reviews) - Missing Features (87 reviews) ### 3. [6sense Sales Intelligence](https://www.g2.com/products/6sense-sales/reviews) 6sense Sales Intelligence is an AI‑powered revenue technology solution designed to help B2B sales teams identify in‑market accounts, understand buyer intent, and engage prospects with the right message at exactly the right moment. Positioned as part of the broader 6sense Revenue AI platform, it equips sellers with deep data, predictive insights, and automated workflows that dramatically improve pipeline quality and conversion efficiency. Drawing on trillions of buyer signals collected daily, 6sense analyzes intent behavior, firmographics, technographics, and engagement patterns to surface the accounts most ready to buy and the actions sellers should take to influence their journey. At the core of the platform is robust access to company and contact intelligence. Sales Intelligence provides enriched profiles, including verified emails, phone numbers, and detailed account attributes. Users can employ tools like Company & People Search, List Builder, and Sales Alerts to quickly zero in on high‑value opportunities. The platform’s credit‑based system allows teams to unlock and export relevant data as needed, making it scalable for sales organizations of different sizes and operational models. Where 6sense differentiates itself is in its predictive capabilities. Using its proprietary 6AI engine, the platform scores and prioritizes accounts based on buying stage, behavioral intent, and likelihood to convert. This predictive modeling helps sellers focus efforts where they matter most, reducing time spent on unqualified outreach. The solution also embeds intelligence directly into seller workflows through features like Sales Copilot, intelligent workflows, and AI‑recommended actions, ensuring sales teams receive contextually relevant insights without switching tools. Sales teams benefit from seamless integrations with leading CRMs, sales engagement platforms, and marketing automation tools, enabling smooth activation across channels. Real‑time buying signals and automated alerts help sellers engage prospects earlier in the journey—often before competitors even realize a deal is forming. This proactive engagement model is reinforced by detailed reporting and dashboards, providing clear visibility into account progression and revenue impact. Overall, 6sense Sales Intelligence empowers revenue teams to move beyond traditional lead‑based approaches and embrace a more efficient, account‑centric strategy. With deep data, advanced AI, and automated decisioning, it transforms how sellers prioritize outreach, personalize engagement, and accelerate deals—ultimately helping organizations win more opportunities with less manual effort. **Average Rating:** 4.0/5.0 **Total Reviews:** 941 **How Do G2 Users Rate 6sense Sales Intelligence?** - **Analysis:** 7.3/10 (Category avg: 8.4/10) - **Conversion Viability:** 7.1/10 (Category avg: 8.2/10) - **Lead Opportunity:** 7.2/10 (Category avg: 8.8/10) - **Has the product been a good partner in doing business?:** 8.8/10 (Category avg: 9.1/10) **Who Is the Company Behind 6sense Sales Intelligence?** - **Seller:** [6sense](https://www.g2.com/sellers/6sense) - **Company Website:** https://www.6sense.com - **Year Founded:** 2013 - **HQ Location:** San Francisco, CA - **Twitter:** @6senseInc (16,928 Twitter followers) - **LinkedIn® Page:** https://www.linkedin.com/company/3677944/ (1,576 employees on LinkedIn®) **Who Uses This Product?** - **Who Uses This:** Account Executive, Sales Development Representative - **Top Industries:** Computer Software, Information Technology and Services - **Company Size:** 51% Mid-Market, 35% Enterprise #### What Are 6sense Sales Intelligence's Pros and Cons? **Pros:** - Intent Data (206 reviews) - Lead Generation (192 reviews) - Buyer Intent (176 reviews) - Prospecting (139 reviews) - Ease of Use (128 reviews) **Cons:** - Inaccurate Data (150 reviews) - Data Quality (96 reviews) - Lead Quality (78 reviews) - Data Accuracy (71 reviews) - Learning Difficulty (71 reviews) ### 4. [Demandbase One](https://www.g2.com/products/demandbase-one/reviews) Demandbase is the leading, enterprise-grade account-based GTM platform for sales and marketing teams designed to make every moment and every dollar count. Since creating the category in 2013, we have been pioneering technologies to sharpen revenue teams’ ability to confidently deliver the right message to the right customers at the right time. Powered by industry-leading data, our transparent and tunable AI-enhanced model, and integrations that meet your tech stack where it is, Demandbase helps you to take meaningful action confidently and efficiently. We know that there’s no such thing as ‘one-size- fits-all’ account-based marketing and sales. That’s why we built our platform to be flexible, easily handling dynamic GTM motions, nuanced business rules, and diverse integrations that others struggle with. Demandbase One™ is your account-based GTM command center, powering your entire revenue stack. Our AI-driven engine unifies first and third-party data, streamlines cross-channel execution, and connects the tools in your stack with the same data, insights, and workflows to accelerate your revenue. **Average Rating:** 4.4/5.0 **Total Reviews:** 1,899 **How Do G2 Users Rate Demandbase One?** - **Analysis:** 8.5/10 (Category avg: 8.4/10) - **Conversion Viability:** 8.5/10 (Category avg: 8.2/10) - **Lead Opportunity:** 8.2/10 (Category avg: 8.8/10) - **Has the product been a good partner in doing business?:** 8.8/10 (Category avg: 9.1/10) **Who Is the Company Behind Demandbase One?** - **Seller:** [Demandbase](https://www.g2.com/sellers/demandbase) - **Company Website:** https://www.demandbase.com - **Year Founded:** 2005 - **HQ Location:** San Francisco, CA - **Twitter:** @Demandbase (21,371 Twitter followers) - **LinkedIn® Page:** https://www.linkedin.com/company/89759/ (995 employees on LinkedIn®) **Who Uses This Product?** - **Who Uses This:** Account Executive, Business Development Representative - **Top Industries:** Computer Software, Information Technology and Services - **Company Size:** 49% Mid-Market, 32% Enterprise #### What Are Demandbase One's Pros and Cons? **Pros:** - Ease of Use (211 reviews) - Lead Generation (190 reviews) - Insights (184 reviews) - Features (166 reviews) - Intent Data (159 reviews) **Cons:** - Learning Curve (86 reviews) - Steep Learning Curve (72 reviews) - Complexity (63 reviews) - Learning Difficulty (61 reviews) - Difficult Learning (60 reviews) ### 5. [D&B Rev.Up ABX](https://www.g2.com/products/dnbrevupabx/reviews) D&B Rev.Up ABX is an open RevTech platform designed to help marketing and sales teams grown revenue by consolidating accounts, contacts, campaigns, and sales plays. With D&B Rev.Up ABX, you get the power to: •Learn: with a full view of buyers and customers, better understand their behavior, their journeys, and when they're likely to buy •Target: With AI-driven insights, prioritize the audiences most likely to buy - or customers at risk of leaving •Engage: Turn on and run personalized, data-backed campaigns in the channels where your buyers and customers are most likely to respond •Win: Uncover all of the points in your buyers' journeys where they're likely to engage to help your team reach them at the right times - and get through the door first **Average Rating:** 4.4/5.0 **Total Reviews:** 109 **How Do G2 Users Rate D&B Rev.Up ABX?** - **Analysis:** 9.0/10 (Category avg: 8.4/10) - **Conversion Viability:** 8.2/10 (Category avg: 8.2/10) - **Lead Opportunity:** 8.8/10 (Category avg: 8.8/10) - **Has the product been a good partner in doing business?:** 9.2/10 (Category avg: 9.1/10) **Who Is the Company Behind D&B Rev.Up ABX?** - **Seller:** [Dun & Bradstreet](https://www.g2.com/sellers/dun-bradstreet) - **HQ Location:** Short Hills, NJ - **Twitter:** @DunBradstreet (22,554 Twitter followers) - **LinkedIn® Page:** https://www.linkedin.com/company/2385/ (5,816 employees on LinkedIn®) - **Ownership:** NYSE: DNB - **Total Revenue (USD mm):** $1,738 **Who Uses This Product?** - **Top Industries:** Information Technology and Services, Computer Software - **Company Size:** 40% Mid-Market, 32% Small-Business #### What Are D&B Rev.Up ABX's Pros and Cons? **Pros:** - Analytics (2 reviews) - Audience Targeting (2 reviews) - Data Accuracy (2 reviews) - Data Quality (2 reviews) - Effective (2 reviews) **Cons:** - Learning Curve (2 reviews) - Poor Customer Support (2 reviews) - Slow Performance (2 reviews) - Automation Difficulty (1 reviews) - Call Management (1 reviews) ### 6. [GTM Studio - Powered by ZoomInfo](https://www.g2.com/products/gtm-studio-powered-by-zoominfo/reviews) ZoomInfo Marketing is a sophisticated demand generation solution designed specifically for marketing teams focused on account-based marketing (ABM) and lead conversion. This platform is part of the broader GTM (Go-To-Market) intelligence ecosystem, which aims to empower users with actionable insights that facilitate targeted outreach and personalized engagement strategies. By leveraging data-driven orchestration, ZoomInfo Marketing enables businesses to effectively identify and convert potential leads into loyal customers. The platform is tailored for marketing professionals who seek to optimize their outreach efforts across various channels. With capabilities that span display and social advertising, email marketing, SMS campaigns, and more, ZoomInfo Marketing allows users to execute comprehensive marketing campaigns that reach the right buyers at the right moments. The emphasis on hyper-targeted messaging, driven by fit, intent, and engagement signals, ensures that marketing efforts resonate with the intended audience, thereby increasing the likelihood of conversion. One of the standout features of ZoomInfo Marketing is its ability to transform a company’s website into a dynamic digital storefront. The platform enhances user experience by enriching forms, which helps to reduce friction during the conversion process. Additionally, it tracks unique visitors, allowing businesses to identify anonymous buyers before they engage with the site. This proactive approach is complemented by human-first chat experiences that engage high-intent visitors, fostering stronger connections between potential customers and sales teams. Moreover, ZoomInfo Marketing provides comprehensive visibility into the total addressable market, enabling users to manage their marketing databases with clean and verified data. This functionality is crucial for identifying and prioritizing the best audiences based on their fit, intent, and engagement levels. By engaging buyers when they are most likely to convert, businesses can maximize their marketing efficiency and drive better results. Overall, ZoomInfo Marketing stands out in the competitive landscape of demand generation solutions by offering a robust suite of features that cater to the needs of modern marketing teams. Its focus on data-driven insights, personalized engagement, and streamlined conversion processes makes it an invaluable tool for organizations looking to enhance their marketing strategies and achieve sustainable growth. **Average Rating:** 4.5/5.0 **Total Reviews:** 3,395 **How Do G2 Users Rate GTM Studio - Powered by ZoomInfo?** - **Analysis:** 8.8/10 (Category avg: 8.4/10) - **Conversion Viability:** 8.7/10 (Category avg: 8.2/10) - **Lead Opportunity:** 8.9/10 (Category avg: 8.8/10) - **Has the product been a good partner in doing business?:** 9.0/10 (Category avg: 9.1/10) **Who Is the Company Behind GTM Studio - Powered by ZoomInfo?** - **Seller:** [ZoomInfo](https://www.g2.com/sellers/zoominfo-26a9872a-d61e-4832-ab53-5e972b230706) - **Company Website:** https://www.zoominfo.com/ - **Year Founded:** 2000 - **HQ Location:** Vancouver, WA - **Twitter:** @ZoomInfo (23,485 Twitter followers) - **LinkedIn® Page:** https://www.linkedin.com/company/zoominfo/ (4,296 employees on LinkedIn®) **Who Uses This Product?** - **Top Industries:** Information Technology and Services, Computer Software - **Company Size:** 63% Mid-Market, 24% Enterprise #### What Are GTM Studio - Powered by ZoomInfo's Pros and Cons? **Pros:** - Features (27 reviews) - Lead Generation (26 reviews) - Ease of Use (25 reviews) - Data Accuracy (20 reviews) - Data Quality (19 reviews) **Cons:** - Expensive (16 reviews) - Data Inaccuracy (13 reviews) - Cost (11 reviews) - Learning Curve (10 reviews) - Complexity (9 reviews) ### 7. [Leadspace](https://www.g2.com/products/leadspace/reviews) When working with huge volumes of data, the ability to validate and resolve companies and buyers at the enterprise, SMB, or even micro-business level is a challenge. Leadspace is purpose-built to help growing organizations effectively manage these data challenges. And we do it at scale for some of the most demanding B2B customers—Microsoft, Zoom Video, and Salesforce. Resolving this challenge requires multi-source validation involving dozens of sources of both first- and third-party data. The Leadspace platform unifies all of this data into a B2B data graph that can host and rationalize billions of relationships and potentially trillions of data points down to the company- and buyer-level. This helps go-to-market teams easily navigate, segment, and activate across multiple digital channels to positively change the economics of their pipeline and deal conversion. **Average Rating:** 4.3/5.0 **Total Reviews:** 109 **How Do G2 Users Rate Leadspace?** - **Analysis:** 8.6/10 (Category avg: 8.4/10) - **Conversion Viability:** 8.3/10 (Category avg: 8.2/10) - **Lead Opportunity:** 8.5/10 (Category avg: 8.8/10) - **Has the product been a good partner in doing business?:** 8.9/10 (Category avg: 9.1/10) **Who Is the Company Behind Leadspace?** - **Seller:** [Leadspace](https://www.g2.com/sellers/leadspace) - **Year Founded:** 2010 - **HQ Location:** San Francisco, US - **Twitter:** @Leadspace (2,359 Twitter followers) - **LinkedIn® Page:** https://www.linkedin.com/company/1493652/ (79 employees on LinkedIn®) **Who Uses This Product?** - **Who Uses This:** Marketing Operations Manager - **Top Industries:** Computer Software, Information Technology and Services - **Company Size:** 50% Mid-Market, 45% Enterprise ### 8. [Act-On](https://www.g2.com/products/act-on/reviews) Act-On Software is a Marketing Automation Platform that provides solutions to empower marketers to engage marketing targets at every step of the customer lifecycle. Act-On makes customer data actionable so marketers can dream big and build smart, effective marketing automation programs to grow their businesses and generate higher customer lifetime value – all with the fastest time-to-value. Get a Demo: https://act-on.com/demo/ Act-On empowers marketers to: • Grow and expand their businesses at scale through B2B demand generation, B2C sales and transactions, and customer marketing features. Orchestrate and optimize the entire customer journey — from awareness to advocacy — by building continuous, customized engagement that transforms visitors into prospects, prospects into qualified leads, and qualified leads into lifetime customers. • Deliver exceptional brand experiences throughout the customer lifecycle by automating buying journeys, personalizing communications and campaigns, and improving brand affinity and loyalty. Leverage Act-On’s automated capabilities to attract new prospects, engage your contacts, and guide leads toward more frequent and more lucrative purchasing decisions. • Drive measurable product adoption and customer retention through executing comprehensive onboarding and training programs, product adoption and customer retention strategies, and new products and services promotions. From new contacts to loyal partners, you can use Act-On to engage your audience, turn them into brand ambassadors, and keep them coming back for more. With interactive and dynamic reporting and analytics to assess, showcase, and improve performance, the Act-On Platform is designed to deliver growth marketing value for businesses and marketers of any size, shape, location, and scale. Platform features include: • Automated and adaptable buying journeys • Deep integrations with leading CRM systems and web conferencing • Website visitor engagement tracking and intent reporting • Dynamic lead scoring, segmenting, and nurturing • Social media listening, prospecting, publishing, and advocacy • Easy-to-design web forms, landing pages, and email templates • Event-triggered and transactional emailing • Active contact-based pricing for actual usage billing We get marketing. We understand your challenges. And we’re here to help you excel with every customer and every campaign. **Average Rating:** 4.1/5.0 **Total Reviews:** 1,028 **How Do G2 Users Rate Act-On?** - **Analysis:** 7.4/10 (Category avg: 8.4/10) - **Conversion Viability:** 6.5/10 (Category avg: 8.2/10) - **Lead Opportunity:** 7.5/10 (Category avg: 8.8/10) - **Has the product been a good partner in doing business?:** 8.6/10 (Category avg: 9.1/10) **Who Is the Company Behind Act-On?** - **Seller:** [Act-On Software](https://www.g2.com/sellers/act-on-software) - **Company Website:** https://www.Act-On.com - **Year Founded:** 2008 - **HQ Location:** Portland, OR - **Twitter:** @ActOnSoftware (32,105 Twitter followers) - **LinkedIn® Page:** https://www.linkedin.com/company/375185/ (200 employees on LinkedIn®) **Who Uses This Product?** - **Who Uses This:** Marketing Manager, Marketing Specialist - **Top Industries:** Marketing and Advertising, Computer Software - **Company Size:** 49% Mid-Market, 39% Small-Business #### What Are Act-On's Pros and Cons? **Pros:** - Ease of Use (25 reviews) - Customer Support (17 reviews) - Email Marketing (16 reviews) - Automation (14 reviews) - Email Management (14 reviews) **Cons:** - Missing Features (12 reviews) - Learning Curve (8 reviews) - Email Issues (7 reviews) - Not Intuitive (7 reviews) - Limited Features (6 reviews) ### 9. [LeadSquared Sales CRM](https://www.g2.com/products/leadsquared-sales-crm/reviews) LeadSquared is a Sales Automation SaaS platform helping 2000+ organizations globally to drive sales efficiency at scale. LeadSquared has built a global, best-in-class CRM platform that takes away the guesswork from sales execution and makes efficiency the focus of every customer interaction, no matter how complex the customer journey is. The software automatically captures leads from all your channels, manages them intelligently, and transfers them to the right teams (and people), ensuring zero lead leakage and zero missed opportunities. Businesses that have achieved growth with LeadSquared include higher education institutes, edtech, financial services, healthcare, and marketplaces, among others. The company is headquartered in Bengaluru, India, with a local presence, in the United States, the Philippines, South Africa, Australia, Singapore and Indonesia. **Average Rating:** 4.5/5.0 **Total Reviews:** 288 **How Do G2 Users Rate LeadSquared Sales CRM?** - **Analysis:** 8.9/10 (Category avg: 8.4/10) - **Conversion Viability:** 9.2/10 (Category avg: 8.2/10) - **Lead Opportunity:** 9.4/10 (Category avg: 8.8/10) - **Has the product been a good partner in doing business?:** 9.0/10 (Category avg: 9.1/10) **Who Is the Company Behind LeadSquared Sales CRM?** - **Seller:** [LeadSquared](https://www.g2.com/sellers/leadsquared) - **Year Founded:** 2011 - **HQ Location:** Bangalore - **Twitter:** @LeadSquared (1,467 Twitter followers) - **LinkedIn® Page:** https://www.linkedin.com/company/2502171/ (1,136 employees on LinkedIn®) - **Phone:** 848-248-4002 **Who Uses This Product?** - **Who Uses This:** Inside sales specialist, Business Analyst - **Top Industries:** Education Management, Financial Services - **Company Size:** 54% Mid-Market, 29% Enterprise #### What Are LeadSquared Sales CRM's Pros and Cons? **Pros:** - Lead Management (34 reviews) - Ease of Use (27 reviews) - Lead Generation (22 reviews) - Efficiency (17 reviews) - Intuitive (16 reviews) **Cons:** - Slow Loading (12 reviews) - Learning Curve (10 reviews) - Slow Performance (10 reviews) - Missing Features (9 reviews) - Slow Speed (9 reviews) ### 10. [Pocus](https://www.g2.com/products/pocus/reviews) For revenue teams suffering from manual GTM processes and data overload, Pocus is the AI sales intelligence platform that delivers 10x rep productivity and increased pipeline attainment. Pocus AI analyzes your accounts, finds the best opportunities, and tells reps exactly what to do next. Reps start each day with prioritized accounts and ready to execute plays. Leading companies like Monday.com, Canva, and LaunchDarkly use Pocus to generate over 70% of their pipeline and save reps 10+ hours every week. AI That Tells Reps Exactly What to Do Next At the core of Pocus is the Relevance Agent™ and Intelligent Inbox - advanced always on AI agents that continuously analyze account data, buying signals, and market context. Reps receive 3–5 high-value recommendations daily, each with research summaries, talking points, and even ready-to-send emails. This gives leaders more control over their reps and ensures sales teams focus only on the opportunities most likely to convert. Designed for Modern Revenue Teams For reps: No more overload of random signals or struggling with unreliable lead scores. Pocus delivers a trusted prioritization engine that cuts through noise. For leaders: Gain more control and scale best practices across your sales team with prescriptive guidance that ensures consistency, accountability, and predictable pipeline growth. For complex deals: Unlike basic tools that focus only on single contacts, Pocus considers entire buying committees, multi-threaded relationships, and account dynamics. Proven Results with Leading Companies High-growth organizations like Monday.com, Canva, and LaunchDarkly use Pocus to: - Generate 70%+ of their pipeline through AI-driven prioritization - Save reps 10+ hours every week on manual prospecting - Increase rep productivity by 10x while improving win rates Why Choose Pocus? Pocus goes beyond traditional sales engagement or sales enablement tools. It’s not another “signal dashboard.” Instead, it delivers decision intelligence - actionable guidance that tells reps where to focus, who to engage, and how to win. By consolidating workflows, improving pipeline quality, and empowering reps with AI-powered recommendations, Pocus helps revenue teams build a consistent, scalable, and predictable GTM engine. **Average Rating:** 4.4/5.0 **Total Reviews:** 134 **How Do G2 Users Rate Pocus?** - **Analysis:** 8.0/10 (Category avg: 8.4/10) - **Conversion Viability:** 8.3/10 (Category avg: 8.2/10) - **Lead Opportunity:** 8.5/10 (Category avg: 8.8/10) - **Has the product been a good partner in doing business?:** 9.0/10 (Category avg: 9.1/10) **Who Is the Company Behind Pocus?** - **Seller:** [Pocus](https://www.g2.com/sellers/pocus) - **Year Founded:** 2021 - **HQ Location:** New York, NY - **Twitter:** @getpocus (589 Twitter followers) - **LinkedIn® Page:** https://linkedin.com/company/pocus (34 employees on LinkedIn®) **Who Uses This Product?** - **Who Uses This:** Account Executive, Sales Development Representative - **Top Industries:** Computer Software, Information Technology and Services - **Company Size:** 52% Mid-Market, 40% Enterprise #### What Are Pocus's Pros and Cons? **Pros:** - Lead Generation (72 reviews) - Time-saving (61 reviews) - Ease of Use (49 reviews) - Time-Saving (49 reviews) - Efficiency (45 reviews) **Cons:** - Learning Difficulty (21 reviews) - Inaccurate Data (18 reviews) - Learning Curve (17 reviews) - Steep Learning Curve (16 reviews) - Integration Issues (15 reviews) ### 11. [Vanillasoft](https://www.g2.com/products/vanillasoft/reviews) Vanillasoft is the only sales engagement software that has \*built in\* lead management and auto dialling. Its the best for fast-moving revenue teams. Most sales engagement tools orchestrate and automate communication channels, standardize workflows, cadences, and scripts, and provide reporting and analytics. But, most sales engagement software rely on external CRMs to manage lists, and external dialers to launch calls. Vanillasoft's sales engagement software has an embedded, native auto dialer. We evaluate rank and serve the next best lead in real time, as an industry-leading lead management tool. Plus, Vanillasoft optimizes agent outreach deliverability, making sure that every call, SMS and email reach their destination. The primary audience for Vanillasoft are organizations with fast-moving revenue teams that rely on quick and effective communication with leads. The platform is tailored for teams that prioritize responsiveness and efficiency, making it an ideal choice for industries such as real estate, insurance, and financial services. With its focus on optimizing lead engagement, VanillaSoft serves as a critical tool for fast-moving revenue teams aiming to enhance their performance and streamline their processes. Fast moving revenue teams love Vanillasoft's: - Material, dramatic increases in agent activity - often 500% increase - Increases in agent productivity - up to 94% - Increases in agent actions per hour - 3x - 35% increase in call connections G2 Sales Engagement users say it clearly- we help teams move faster by being 1. The Easiest To Do Business with 2. The Best User Adoption 3. The Easiest To Use Vanillasoft users get going faster, get agents working sooner, and ramping to be productive faster. Vanillasoft ensures that communication is timely and effective. The platform's lead management and sales automation manages the sequence of calls, emails, and texts, ensuring that messages are sent in the optimal order and with the appropriate content. This capability not only improves the likelihood of successful contact but also helps agents avoid common pitfalls such as spam filters and blocked calls. By streamlining communication, Vanillasoft enhances the overall effectiveness of sales efforts, allowing teams to reach their leads more consistently. Overall, Vanillasoft's comprehensive system is built on the principles of effectiveness and efficiency, equipping sales teams with the tools they need to succeed in a competitive landscape. By prioritizing leads, simplifying agent activities, and optimizing communication, Vanillasoft stands out as a valuable solution for organizations looking to enhance their sales processes and achieve better results. **Average Rating:** 4.5/5.0 **Total Reviews:** 633 **How Do G2 Users Rate Vanillasoft?** - **Analysis:** 9.0/10 (Category avg: 8.4/10) - **Conversion Viability:** 9.1/10 (Category avg: 8.2/10) - **Lead Opportunity:** 9.1/10 (Category avg: 8.8/10) - **Has the product been a good partner in doing business?:** 9.4/10 (Category avg: 9.1/10) **Who Is the Company Behind Vanillasoft?** - **Seller:** [Vanillasoft](https://www.g2.com/sellers/vanillasoft) - **Company Website:** https://vanillasoft.com - **Year Founded:** 2005 - **HQ Location:** Plano, TX - **Twitter:** @VanillaSoft (26,137 Twitter followers) - **LinkedIn® Page:** https://www.linkedin.com/company/vanillasoft/ (98 employees on LinkedIn®) **Who Uses This Product?** - **Who Uses This:** Insurance Agent, Account Executive - **Top Industries:** Insurance, Marketing and Advertising - **Company Size:** 58% Small-Business, 30% Mid-Market #### What Are Vanillasoft's Pros and Cons? **Pros:** - Ease of Use (62 reviews) - Intuitive (23 reviews) - Simple (22 reviews) - Time-saving (22 reviews) - Lead Generation (21 reviews) **Cons:** - Slow Loading (15 reviews) - Call Issues (13 reviews) - Slow Performance (12 reviews) - Missing Features (10 reviews) - Connectivity Issues (9 reviews) ### 12. [MadKudu](https://www.g2.com/products/madkudu/reviews) MadKudu is an AI Sales assistant that makes prospecting easy — right where your sellers already work (Gong, Salesforce, Outreach…). It automates the tedious tasks of prioritizing, researching and engaging with prospects. By automating the research of your internal data and combining with external signals, MadKudu delivers all the insights sellers need to take action, all in one place. **Average Rating:** 4.5/5.0 **Total Reviews:** 45 **How Do G2 Users Rate MadKudu?** - **Analysis:** 8.4/10 (Category avg: 8.4/10) - **Conversion Viability:** 8.3/10 (Category avg: 8.2/10) - **Lead Opportunity:** 8.4/10 (Category avg: 8.8/10) - **Has the product been a good partner in doing business?:** 9.6/10 (Category avg: 9.1/10) **Who Is the Company Behind MadKudu?** - **Seller:** [HG Insights](https://www.g2.com/sellers/hg-insights) - **Year Founded:** 2010 - **HQ Location:** Santa Barbara, CA - **LinkedIn® Page:** https://www.linkedin.com/company/1311279/ (1,008 employees on LinkedIn®) **Who Uses This Product?** - **Top Industries:** Computer Software, Information Technology and Services - **Company Size:** 59% Mid-Market, 26% Enterprise #### What Are MadKudu's Pros and Cons? **Pros:** - Helpful (5 reviews) - Lead Generation (4 reviews) - Prospecting (4 reviews) - Accurate Data (3 reviews) - Customer Support (3 reviews) **Cons:** - Dashboard Issues (2 reviews) - Learning Curve (2 reviews) - Account Issues (1 reviews) - Clunky Design (1 reviews) - Complexity (1 reviews) ### 13. [Apollo.io](https://www.g2.com/products/apollo-io/reviews) Apollo.io is an AI-powered go-to-market (GTM) platform that helps revenue teams find, engage, and manage B2B buyers across the entire sales cycle. Apollo.io is the company behind the industry’s first fully agentic GTM platform, transforming how revenue teams execute. Going beyond automation, Apollo’s intelligent agents actively drive results across the entire sales funnel – from prospecting to deal management – all in one place. Trusted by millions of users and hundreds of thousands of companies – including Anthropic, Autodesk, and Docusign – Apollo is making world-class go-to-market simple, intelligent, and accessible for all. Apollo serves sales development representatives, account executives, sales leaders, revenue operations, and marketing teams at B2B organizations of various sizes. Teams use Apollo to build and maintain target account lists, orchestrate outbound and inbound motions, manage opportunities, and understand which activities lead to qualified pipeline and closed revenue. Key capabilities include: Data and targeting: Access to a large B2B database with company and contact details, including firmographic, technographic, and buyer signal data, so users can define ideal customer profiles and create precise segments for outreach. Prospecting and enrichment: Tools to search, filter, and save prospect lists, plus enrichment workflows that keep contact and account records up to date in Apollo and connected systems such as CRM. Sales engagement: Multi-step, multi-channel sequences for email, calls, and tasks that standardize how reps follow up with prospects, with controls for timing, throttling, and deliverability. Agentic and AI-assisted workflows: Intelligent agents and AI features that help with account research, lead scoring, message generation, and next-step recommendations so reps can prioritize and personalize at scale. Deal and activity management: Basic CRM-style functionality for tracking opportunities, stages, activities, and notes, giving teams a single view of pipeline health and sales performance. By combining data, engagement, and deal execution in one platform, Apollo is designed to reduce the number of disconnected tools in a typical GTM stack and provide a consistent workflow for building pipeline and managing deals. This helps organizations improve data quality, increase seller productivity, and run more structured, measurable go-to-market programs. **Average Rating:** 4.7/5.0 **Total Reviews:** 9,326 **How Do G2 Users Rate Apollo.io?** - **Analysis:** 8.8/10 (Category avg: 8.4/10) - **Conversion Viability:** 8.5/10 (Category avg: 8.2/10) - **Lead Opportunity:** 8.9/10 (Category avg: 8.8/10) - **Has the product been a good partner in doing business?:** 9.1/10 (Category avg: 9.1/10) **Who Is the Company Behind Apollo.io?** - **Seller:** [Apollo.io](https://www.g2.com/sellers/apollo-io) - **Company Website:** https://www.apollo.io/ - **Year Founded:** 2015 - **HQ Location:** San Francisco, CA - **LinkedIn® Page:** https://www.linkedin.com/company/No-Linkedin-Presence-Added-Intentionally-By-DataOps (1 employees on LinkedIn®) **Who Uses This Product?** - **Who Uses This:** Account Executive, Business Development Manager - **Top Industries:** Information Technology and Services, Computer Software - **Company Size:** 67% Small-Business, 29% Mid-Market #### What Are Apollo.io's Pros and Cons? **Pros:** - Ease of Use (1587 reviews) - Lead Generation (1349 reviews) - Features (1321 reviews) - Helpful (1317 reviews) - Time-saving (1123 reviews) **Cons:** - Missing Features (559 reviews) - Inaccurate Data (469 reviews) - Learning Curve (458 reviews) - Limited Features (431 reviews) - Data Inaccuracy (420 reviews) ## What Is Lead Scoring Software? [Lead Generation Software](https://www.g2.com/categories/lead-generation) ## What Software Categories Are Similar to Lead Scoring Software? - [Sales Intelligence Software](https://www.g2.com/categories/sales-intelligence) - [Lead Capture Software](https://www.g2.com/categories/lead-capture) - [Lead Intelligence Software](https://www.g2.com/categories/lead-intelligence) --- ## How Do You Choose the Right Lead Scoring Software? ### What You Should Know About Lead Scoring Software ### What is Lead Scoring Software? Lead scoring software is used by companies to evaluate the sale potential of each business lead or opportunity. By using this type of software, companies create scales and benchmarks against which to rank prospects. Lead scoring software helps teams focus on lead opportunities that are most likely to convert into sales, thus saving time. Driving focus on high-value leads helps sales reps save the time they would have spent on less valuable leads, and with that time they are enabled to craft better messaging when approaching ideal customers who have a higher probability of becoming a sale. Lead scoring systems use a methodology that assigns numerical point values to each lead a business generates. Leads can be evaluated with certain scoring criteria, including the professional information they have submitted to a company and how they have engaged with a website and brand across the internet. The lead scoring model helps sales and marketing campaigns prioritize effective leads, respond to them, and increase the rate at which those leads become customers. #### What Types of Lead Scoring Software Exist? There are two main types of lead scoring software—predictive and rules-based software. More information about both types is listed below. **Predictive lead scoring software:** Predictive lead scoring software is the most common type of lead scoring software. This type of scoring relies on a predictive model as well as machine learning and complex algorithms to identify which leads are best for a company to pursue. These models use external data points, such as demographic information, employee count, job openings, web presence, etc., along with historical data and any interactions the lead prospect previously had with the company, to create a more accurate and informed score. The software also creates a predictive model, often using data from a CRM or marketing platform to pinpoint any behaviors and characteristics that closed or won accounts share. **Rules-based lead scoring software:** Rules-based lead scoring software is a more traditional type of scoring and is usually standard in most marketing automation platforms. It assigns a numeric value to attitudes, characteristics, and behaviors of a prospect, which is defined by a company’s marketing team, although input from sales is common. The intent is that these scores increase the number of quality leads that are passed to sales. Rule-based scoring can be broken into two categories—implicit and explicit data. Implicit data tracks lead behavior on a website. Explicit data is quantified based on information a prospect enters into a form. ### What are Common Features of Lead Scoring Software? There are several features included in lead scoring software that benefits marketing, finance, sales, and the company as a whole. The most important features are further discussed below: **Importing and exporting data:** This feature provides options to easily import and export data to and from multiple file types, such as PDFs, spreadsheets, text files, and more. **Integration:** Lead scoring software integrates with marketing and sales software, as well as lead intelligence and advanced analytics platforms.  **Comparisons:** This software feature assists in comparing lead scores to company benchmarks while providing reporting and analysis that sales teams use to determine which opportunities to follow, and more importantly, which to avoid. **Scoring:** Scoring features use criteria such as revenue, budget, and company size to assign scores to leads. **Rankings:** Lead scoring software contains functionality to create and manage ranking scales for leads based on company objectives and their market position. [**Analysis**](https://www.g2.com/categories/lead-scoring/f/analysis) **:** Lead scoring software analyzes which leads should be prioritized and then accelerates them up the sales pipeline. The software also matches and assigns leads to the correct sales representative and aligns lead scores with predefined lead distribution criteria. **Scoring management:** Lead scoring software reports on and analyzes lead scores to determine the conversion rate of lead opportunities, and aligns lead scores and strategy with existing sales operations. **Attribution:** This aspect of software syncs lead data within the sales database for consistency and accuracy, and provides analysis on lead scores, sales funnel insights, and both open and closed opportunities.  Other Features of Lead Scoring Software: [Lead Management Capabilities](https://www.g2.com/categories/lead-scoring/f/lead-management) ### What are the Benefits of Lead Scoring Software? Organizations use lead scoring software because it is a key component in an efficient marketing and sales process. By assigning scores to leads, companies determine which leads are ready to send directly to sales and which leads still need to be developed by the marketing team. This practice not only provides sales teams with better-qualified leads but also streamlines communication between the two departments. Below are the benefits associated with using lead scoring software: **Increased efficiency:** Lead scoring boosts sales efficiency by providing insights into a consumer’s readiness to make a purchase. **More impactful marketing:** Marketing effectiveness increases when integrating lead scoring software integrates with business practices, enabling organizations to effectively measure the return on investment (ROI) of their marketing efforts. **Facilitates collaboration:** Lead scoring increases collaboration between marketing and sales to define the profile of sales-ready leads, thus promoting sales and marketing alignment. **Prioritizes leads:** Through determining which leads to focus on, lead scoring software boosts revenue and helps sales teams avoid wasting time on leads that are not ready to become closed deals. ### Who Uses Lead Scoring Software? Lead scoring software is mostly used by sales and marketing teams. The most important and relevant reasons for these teams using this software are given below: **Sales teams:** Lead scoring software allows sales managers and sales teams to measure leads and focus only on the strong or warm leads that produce sales and revenue. This, in turn, helps maximize conversion rates and shorten sales cycles. **Marketing teams:** Marketing teams use lead scoring software to increase marketing qualified leads (MQL) and sales accepted leads (SAL) conversion rates, which could result in more revenue through increased sales. All departments within a company are expected to take on more revenue responsibility, and marketing departments get value from this software by chasing only viable leads. **Finance teams:** Finance teams use lead scoring software to track and analyze metrics in regards to sales efficiency, conversion rates, and sales cycles. The more efficient the sales cycle is, the more cost savings a company realizes, and vice versa. Tracking the amount of time and money lost on subpar or premature leads allows an organization to make forecasts and adjustments to minimize these risks in the future. #### Software Related to Lead Scoring Software There are several solutions that benefit sales and marketing departments that also integrate with or provide similar features of lead scoring software. A couple examples of these software categories are listed below: [CRM software](https://www.g2.com/categories/crm) **:** CRM software, sometimes referred to as sales force automation (SFA) software, helps businesses track and manage interactions in a single system of record by creating a customer profile. A CRM records interactions between a business, its prospects, and its existing customers. It also eases those interactions by placing all relevant customer data, including contact information, history, and transaction summaries into a concise live record. Effective CRM also helps organizations follow up with key prospects.  [Lead capture software](https://www.g2.com/categories/lead-capture) **:** Lead capture software is used by companies to find new sales opportunities. Since most markets are very competitive, companies must discover new business opportunities ahead of the competition. Lead capture software is used by salespeople for lead generation through using information gathered from various sources including direct from leads, sales representatives, marketing practitioners, or customer support agents. [Lead-to-account matching and routing software](https://www.g2.com/categories/lead-to-account-matching-and-routing) **:** Another related software is lead-to-account matching and routing tools. This software type automatically matches new leads to account records in a CRM and then connects them to salespeople in the same territory. Although the basic functionality is similar to a CRM or marketing automation platform, lead-to-account matching and routing systems have the advantage of managing complex workflows. ### Challenges with Lead Scoring Software Although lead scoring tools have the potential to greatly improve the process of finding MQLs and high-value customers, they do not come without complications. Below is a list of key challenges associated with lead scoring software: **Based on assumptions:** Setting up lead scoring in an automated tool requires attributing positive or negative traits of MQLs based on assumptions and guesses. Predictive lead scoring often hones in on traits such as demographics or information entered into a business’ website. However, what makes a lead high value can vary from company to company and product to product. **Labor-intensive:** Building an automated lead scoring system requires an immense amount of brainpower and labor. In addition, although a formula may fit in the present, it will need to be continuously revised and optimized. Lead scoring is not a cavalier undertaking and should not be underestimated. ### How to Buy Lead Scoring Software #### Requirements Gathering (RFI/RFP) for Lead Scoring Software The first step of buying a lead scoring software is developing a list of features and functionalities a product must have to suit one’s company. Buyers can start by creating a short list of general features and must haves, and then create a long list that has more specific functionalities that could act as tiebreakers. #### Compare Lead Scoring Software Products **Create a long list** Buyers can consider the following features to assemble a long list of potential products: - Integration capabilities with other tools (e.g., CRM and marketing databases) - Cost **Create a short list** Buyers can consider the following features to assemble a short list of top contenders for purchase: - Rules-based lead scoring vs. predictive lead scoring - Cloud-based program vs. on-site hardware **Conduct demos** After narrowing down the long list to a short list, one should conduct product demonstrations to ensure the way the software operates would suit their business. Buyers must be certain to see if a rules-based or predictive lead scoring system would work better. Also, if the product operates on a cloud, it’s important to ask questions about cybersecurity and collaboration with remote teams. #### Selection of Lead Scoring Software **Choose a selection team** The selection team for purchasing lead scoring software should consist of the chief marketing officer, chief executive officer, management leads in IT, and the chief finance officer. Leadership across these various disciplines will ensure the chosen product accomplishes key business goals within a reasonable budget. **Negotiation** During the negotiation process, one should be prepared to come up against the vendor’s strongest salespeople. For this reason, one must have all company goals and needs clearly articulated to ensure the product is indeed the best fit. **Final decision** In order to make the final decision, each member of the decision-making team must agree that the product meets key criteria. Marketing must be convinced there will be a measurable ROI. The CEO will be looking for signs that the product serves the bottom-line—numbers and money. Therefore, a CEO must believe a lead scoring system will help boost revenue and please investors. IT executives will look out for technicalities and the ease of integration into current operating systems. Finally, the CFO will need to be persuaded that the lead scoring tool will shorten sales cycles and increase conversion rates. Once all of these stakeholders are on board, the final decision can be made. ### Lead Scoring Software Trends **Artificial intelligence (AI):** Lead scoring platforms equipped with AI can collect and analyze more data in a shorter period of time. AI helps this software analyze data from several sources, including social media, email, CRM systems, and other company systems. AI is also able to create and test different predictive scoring models, automatically selecting the best one based on a sample data set. Another functionality of AI that plays an important part in lead scoring software is increasing accuracy in data by constantly incorporating new insights and continually reanalyzing data.