# Best Lead Scoring Software ## How Many Lead Scoring Software Products Does G2 Track? **Total Products under this Category:** 109 ### Category Stats (Jul 2026) - **Average Rating:** 4.47/5 (↓0.01 vs Jun 2026) The average rating of products in this category, based on all submitted ratings - **Top Trending Product:** Salespanel (+0.66%) - Among all products in this category, Salespanel recorded the largest rating increase compared to last month _Last updated: July 26, 2026_ ## How Does G2 Rank Lead Scoring Software Products? **Why You Can Trust G2's Software Rankings:** - 30 Analysts and Data Experts - 73,300+ Authentic Reviews - 109+ 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. ## G2 Grid® for Lead Scoring Software ![G2 Grid® for Lead Scoring Software plotting products by satisfaction and market presence](https://www.g2.com/categories/lead-scoring/grids.png?focus%5B%5D=506&focus%5B%5D=19743&focus%5B%5D=135441&focus%5B%5D=1934&focus%5B%5D=4228&focus%5B%5D=55370&focus%5B%5D=576&focus%5B%5D=14535) Highlighted products: Agentforce Sales (formerly Salesforce Sales Cloud), Apollo.io, GTM Studio - Powered by ZoomInfo, ActiveCampaign, 6sense Revenue Marketing, 6sense Sales Intelligence, Zoho CRM, and Vanillasoft. Underlying data: [Grid® JSON](https://www.g2.com/categories/lead-scoring/grids.json?focus%5B%5D=agentforce-sales-formerly-salesforce-sales-cloud&focus%5B%5D=apollo-io&focus%5B%5D=gtm-studio-powered-by-zoominfo&focus%5B%5D=activecampaign&focus%5B%5D=6sense-revenue-marketing&focus%5B%5D=6sense-sales&focus%5B%5D=zoho-crm&focus%5B%5D=vanillasoft) **Sponsored** ### Apollo.io 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. [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%5Bchosen_at%5D=2026-07-30T09%3A22%3A33Z&secure%5Bdisplayable_resource_id%5D=495&secure%5Bdisplayable_resource_type%5D=Category&secure%5Bmedium%5D=sponsored&secure%5Bplacement_reason%5D=page_category&secure%5Bplacement_resource_ids%5D%5B%5D=495&secure%5Bprioritized%5D=false&secure%5Bproduct_id%5D=19743&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%3Fopen_modal_url%3D%252Fproducts%252Foutfunnel%252Fwishlists%253Fhost_path%253D%25252Fcategories%25252Flead-scoring%2526source%253Dcategory&secure%5Btoken%5D=93ccd8bf6c16464a15e4b9c294b2cabb8113ae30f37a1bc36b93d2b3c60555ac&secure%5Burl%5D=https%3A%2F%2Fwww.apollo.io%2Fdemo%3Futm_source%3Dg2%26utm_medium%3Dcpc%26utm_campaign%3DG2Clicks%26utm_content%3Dtopic%26utm_term%3Dleadscoring&secure%5Burl_type%5D=custom_url) ### [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:** 24,677 #### 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:** www.salesforce.com - **Year Founded:** 1999 - **HQ Location:** San Francisco, CA - **Twitter:** @salesforce 579,511 Twitter followers - **LinkedIn® Page:** [www.linkedin.com](https://www.g2.com/external_clickthroughs/record?secure%5Bsource_type%5D=product_profile&secure%5Btoken%5D=c04f36289ca03aeff007197f1d9e74e925e328ed6bcfaff98911c78b3ab382f7&secure%5Burl%5D=https%3A%2F%2Fwww.linkedin.com%2Fcompany%2F3185%2F&secure%5Burl_type%5D=linkedin_company_website) 83,223 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% Medium, 34% Large #### What Do G2 Reviewers Say About Agentforce Sales (formerly Salesforce Sales Cloud)? _AI-generated summary from verified user reviews_ ##### Pros - Users commend the **ease of use** of Agentforce Sales, appreciating seamless access to all customer information in one location. - Users value the **feature-rich platform** of Agentforce Sales, enhancing seller efficiency and customer engagement. - Users value the **powerful lead management** features of Agentforce Sales, enhancing customer experience and team collaboration. - Users value the **extensive customization options** of Agentforce Sales, tailoring it to fit unique business needs effortlessly. - Users value the **extensive customizability** of Agentforce Sales, allowing tailored solutions for unique business needs. ##### Cons - Users find the **learning curve steep** , as configuration is time-consuming and report creation can be confusing. - Users find **customization limitations** and complexity frustrating, especially for smaller teams with simpler needs. - Users find the **missing features** in Agentforce Sales hinder their ability to manage complex issues easily. - Users find the **limited features** of Agentforce Sales require time and expertise for effective customization and reporting. - Users find the **pricing model expensive** , which can be prohibitive for smaller companies and those with limited budgets. #### What Are Recent G2 Reviews of Agentforce Sales (formerly Salesforce Sales Cloud)? **["Agentforce Sales Delivers Clear Lead Visibility and Smoother Marketing-to-Sales Handoff"](https://www.g2.com/survey_responses/agentforce-sales-formerly-salesforce-sales-cloud-review-13164950)** **Rating:** 4.0/5.0 stars _— Akshara G._ [Read full review](https://www.g2.com/survey_responses/agentforce-sales-formerly-salesforce-sales-cloud-review-13164950) **["Scalable CRM for Modern Enterprise Sales Teams"](https://www.g2.com/survey_responses/agentforce-sales-formerly-salesforce-sales-cloud-review-13141005)** **Rating:** 5.0/5.0 stars _— 岡本 健太 O._ [Read full review](https://www.g2.com/survey_responses/agentforce-sales-formerly-salesforce-sales-cloud-review-13141005) #### What Are G2 Users Discussing About Agentforce Sales (formerly Salesforce Sales Cloud)? - [What is Salesforce Maps used for?](https://www.g2.com/discussions/salesforce-maps-what-is-salesforce-maps-used-for) - 2 comments - [What is the benefit of Salesforce CRM?](https://www.g2.com/discussions/what-is-the-benefit-of-salesforce-crm) - 7 comments - [What is Salesforce and CRM?](https://www.g2.com/discussions/what-is-salesforce-and-crm) - 3 comments - [What makes high velocity sales more powerful than ever?](https://www.g2.com/discussions/what-makes-high-velocity-sales-more-powerful-than-ever) - 1 comment - [How do I enable Inbox in Salesforce?](https://www.g2.com/discussions/how-do-i-enable-inbox-in-salesforce) - 4 comments ### [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:** 9,361 #### 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:** www.apollo.io - **Year Founded:** 2015 - **HQ Location:** San Francisco, CA - **LinkedIn® Page:** [www.linkedin.com](https://www.g2.com/external_clickthroughs/record?secure%5Bsource_type%5D=product_profile&secure%5Btoken%5D=cd66144fa663d2dd3c2508a803817bd944c2b55318e4c7961b7f099adc28bac4&secure%5Burl%5D=https%3A%2F%2Fwww.linkedin.com%2Fcompany%2Fapollo-io%2F&secure%5Burl_type%5D=linkedin_company_website) 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, 29% Medium #### What Do G2 Reviewers Say About Apollo.io? _AI-generated summary from verified user reviews_ ##### Pros - Users appreciate the **ease of use** of Apollo.io, enjoying a simple interface that streamlines their workflow. - Users highlight Apollo.io for its **streamlined lead generation** , enhancing accessibility and efficiency in sales prospecting. - Users value the **comprehensive database and seamless automation** of Apollo.io for efficient prospecting and support. - Users appreciate the **mass automation and personalization** features of Apollo.io, significantly enhancing their outreach efficiency. - Users value the **time-saving automation** of Apollo.io, streamlining outreach and enhancing overall productivity. ##### Cons - Users find the **limited CRM integration** options frustrating, wishing for more features in the basic plan. - Users experience **inaccurate data** on Apollo.io, requiring manual verification and leading to unreliable contact information. - Users find the **learning curve steep** and the UI clunky, making effective navigation challenging. - Users find Apollo.io's **limited features** restrictive, particularly regarding CRM integrations and sequence allowances in cheaper plans. - Users experience **data inaccuracy** with Apollo.io, finding outdated or incorrect contact information hampers effective outreach efforts. #### What Are Recent G2 Reviews of Apollo.io? **["Apollo.io Supercharges Prospecting with Powerful Data, Sequencing, and CRM Integration"](https://www.g2.com/survey_responses/apollo-io-review-13134727)** **Rating:** 5.0/5.0 stars _— Sanskar M._ [Read full review](https://www.g2.com/survey_responses/apollo-io-review-13134727) **["Sales Development Representative"](https://www.g2.com/survey_responses/apollo-io-review-8798250)** **Rating:** 5.0/5.0 stars _— Aravind D._ [Read full review](https://www.g2.com/survey_responses/apollo-io-review-8798250) #### What Are G2 Users Discussing About Apollo.io? - [What unique capabilities does Apollo.io offer for streamlining sales and marketing workflows?](https://www.g2.com/discussions/what-unique-capabilities-does-apollo-io-offer-for-streamlining-sales-and-marketing-workflows) - 3 comments, 2 upvotes - [What is Apollo.io used for?](https://www.g2.com/discussions/apollo-io-what-is-apollo-io-used-for) - 6 comments, 3 upvotes - [How do I remove my information from Apollo io?](https://www.g2.com/discussions/how-do-i-remove-my-information-from-apollo-io) - 4 comments, 1 upvote - [Is Apollo IO free?](https://www.g2.com/discussions/is-apollo-io-free) - 11 comments, 6 upvotes - [What is Apollo io?](https://www.g2.com/discussions/what-is-apollo-io) - 3 comments, 1 upvote ### [GTM Studio - Powered by ZoomInfo](https://www.g2.com/products/gtm-studio-powered-by-zoominfo/reviews) Note: GTM Studio is the upgraded version of ZoomInfo Marketing and ZoomInfo Operations. GTM Studio is ZoomInfo's AI-powered go-to-market canvas that unifies signals, systems, and teams in one intelligent workspace so plays fire automatically, moments aren't missed, and reps always know what to do next. Designed for RevOps and marketing teams, GTM Studio eliminates tool sprawl by connecting CRM, marketing, sales, and third-party data into a single live canvas - giving every team a complete, AI-ready view of their market. At the core of GTM Studio is built-in waterfall enrichment that automatically fills in missing contact and account data across 25+ vendors, so the data powering every play is always complete and actionable. AI-powered insights surface buying signals in real time, helping teams respond to in-market buyers in under five minutes - before competitors have even pulled a list. Every insight is grounded in your ICP, so GTM decisions are faster, sharper, and more informed. GTM Studio is built for speed to execution. A library of pre-built plays - including inbound acceleration, champion tracking, and competitive displacement - can be launched in a single click, with no tickets, no engineering support, and no waiting. Custom plays can be designed, tested, and scaled without code or developer involvement, compressing what used to take weeks into minutes. Specialized AI agents handle enrichment, scoring, routing, and message creation automatically, so teams stay focused on results rather than operations. GTM Studio integrates with the tools revenue teams already rely on - Salesforce, HubSpot, Salesloft, Gong, Slack, and 50+ more - ensuring signals flow freely across the stack and execution happens without friction. Built-in analytics measure what's working in real time, while automated workflows and alerts keep teams responsive to every change in GTM data. The result is a GTM motion that runs on its own - where top-performing teams launch more than 50 plays per quarter, expansion campaigns that once took three weeks go live in 30 minutes, and every seller always knows exactly where to focus next. **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:** www.zoominfo.com - **Year Founded:** 2000 - **HQ Location:** Vancouver, WA - **Twitter:** @ZoomInfo 23,515 Twitter followers - **LinkedIn® Page:** [www.linkedin.com](https://www.g2.com/external_clickthroughs/record?secure%5Bsource_type%5D=product_profile&secure%5Btoken%5D=bd618c71d6b4b0acc542c8b46079b4c9423a65a072ce8f8590d4f3ed35e8aebb&secure%5Burl%5D=https%3A%2F%2Fwww.linkedin.com%2Fcompany%2Fzoominfo%2F&secure%5Burl_type%5D=linkedin_company_website) 4,221 employees on LinkedIn® #### Who Uses This Product? - **Top Industries:** Information Technology and Services, Computer Software - **Company Size:** 63% Medium, 24% Large #### What Do G2 Reviewers Say About GTM Studio - Powered by ZoomInfo? _AI-generated summary from verified user reviews_ ##### Pros - Users value the **accurate B2B contact data** and intuitive filtering options, enhancing targeted prospecting and campaign efficiency. - Users appreciate the **accuracy of data and intent signals** , enhancing their lead generation and targeting efforts effectively. - Users find **GTM Studio easy to use** , enhancing lead enrichment with simple segmentation and sorting options. - Users value the **reliable and accurate B2B contact data** from GTM Studio, enhancing campaign targeting and efficiency. - Users value the **reliable and accurate B2B contact data** offered by GTM Studio, enhancing their targeting and campaign efficiency. ##### Cons - Many users find the **pricing too high** for small teams, making it less accessible for their needs. - Users experience **data inaccuracy** , with outdated information and missing data for niche roles affecting reliability. - Users note that the **high pricing** may not be suitable for smaller teams with limited budgets. - Users find the **learning curve steep** initially due to the platform's complexity and extensive features. - Users find the **complex interface** of GTM Studio challenging initially, requiring training to navigate effectively. #### What Are Recent G2 Reviews of GTM Studio - Powered by ZoomInfo? **["Amazing Platform That Helps Marketers Bridge the Gap with your Audience"](https://www.g2.com/survey_responses/gtm-studio-powered-by-zoominfo-review-9742370)** **Rating:** 5.0/5.0 stars _— Verified User in Hospital & Health Care_ [Read full review](https://www.g2.com/survey_responses/gtm-studio-powered-by-zoominfo-review-9742370) **["Account Exectuive"](https://www.g2.com/survey_responses/gtm-studio-powered-by-zoominfo-review-9414756)** **Rating:** 5.0/5.0 stars _— Alex P._ [Read full review](https://www.g2.com/survey_responses/gtm-studio-powered-by-zoominfo-review-9414756) #### What Are G2 Users Discussing About GTM Studio - Powered by ZoomInfo? - [What impact has Chorus by ZoomInfo had on the enhancement of sales conversations and customer insights?](https://www.g2.com/discussions/what-impact-has-chorus-by-zoominfo-had-on-the-enhancement-of-sales-conversations-and-customer-insights) - [What is Chorus.ai used for?](https://www.g2.com/discussions/what-is-chorus-ai-used-for) - [What is ZoomInfo MarketingOS used for?](https://www.g2.com/discussions/what-is-zoominfo-marketingos-used-for) - [What are ZoomInfo scoops?](https://www.g2.com/discussions/what-are-zoominfo-scoops) - [What information does ZoomInfo provide?](https://www.g2.com/discussions/what-information-does-zoominfo-provide) ### [ActiveCampaign](https://www.g2.com/products/activecampaign/reviews) ActiveCampaign is the autonomous marketing platform built to transform how marketers, agencies, and business owners work. Use Active Intelligence to power goal-aware automations and orchestrate personalized experiences across email, SMS, and WhatsApp. Effortlessly integrate with 1000+ apps, uncover deep performance insights, and optimize your workflows so you win every day. - Autonomous marketing Built on the foundation of marketing automation, fuel your marketing strategy and customer journeys with AI-driven execution, optimization, and insight at every step. - AI agents Run entire marketing campaigns through simple prompts, backed by Active Intelligence. - Cross-channel marketing Reach prospects and customers wherever they are, with email, SMS, WhatsApp, and more. - On-brand, personalized content Creative tools that deliver professional, conversion-ready designs for email and landing pages. - CRM Track, manage, and automate your sales process. - 1000+ apps & integrations Connect ActiveCampaign to your favorite tools. **Average Rating:** 4.4/5.0 **Total Reviews:** 14,206 #### How Do G2 Users Rate ActiveCampaign? - **Analysis:** 8.1/10 (Category avg: 8.4/10) - **Conversion Viability:** 8.0/10 (Category avg: 8.2/10) - **Lead Opportunity:** 8.1/10 (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 ActiveCampaign? - **Seller:** [ActiveCampaign](https://www.g2.com/sellers/activecampaign) - **Company Website:** www.activecampaign.com - **Year Founded:** 2003 - **HQ Location:** Chicago, IL - **Twitter:** @ActiveCampaign 13,203 Twitter followers - **LinkedIn® Page:** [www.linkedin.com](https://www.g2.com/external_clickthroughs/record?secure%5Bsource_type%5D=product_profile&secure%5Btoken%5D=ecaffa7a4dd54b3f72ef9abc63c48d5efe51974c2974dfaa5d09b34c1e0c97bd&secure%5Burl%5D=https%3A%2F%2Fwww.linkedin.com%2Fcompany%2F221390%2F&secure%5Burl_type%5D=linkedin_company_website) 848 employees on LinkedIn® #### Who Uses This Product? - **Who Uses This:** Owner, CEO - **Top Industries:** Marketing and Advertising, Health, Wellness and Fitness - **Company Size:** 92% Small, 7% Medium #### What Do G2 Reviewers Say About ActiveCampaign? _AI-generated summary from verified user reviews_ ##### Pros - Users find ActiveCampaign's interface **easy to use** , enhancing communication and engagement with its versatile features. - Users value the **powerful automation features** of ActiveCampaign, enhancing engagement and streamlining marketing efforts effectively. - Users appreciate the **automation features** of ActiveCampaign, which streamline marketing activities and enhance customer engagement. - Users love the **powerful automation capabilities** of ActiveCampaign, enhancing customer engagement effortlessly and efficiently. - Users appreciate the **user-friendly automation and integration features** of ActiveCampaign, enhancing customer engagement and targeting. ##### Cons - Users face a **learning curve** with ActiveCampaign, needing extra support to master its powerful features efficiently. - Users find ActiveCampaign **expensive** , especially for startups, making it challenging for some customers to justify the cost. - Users find the **missing features** in ActiveCampaign limit their automation testing and client information collection capabilities. - Users find the **limited features** of ActiveCampaign frustrating, desiring more customization and easier access to key metrics. - Users find the ActiveCampaign platform **not intuitive** , making learning and setup time-consuming and challenging to navigate. #### What Are Recent G2 Reviews of ActiveCampaign? **["Powerful Automation That Saves Me Time"](https://www.g2.com/survey_responses/activecampaign-review-12541193)** **Rating:** 5.0/5.0 stars _— Nadine T._ [Read full review](https://www.g2.com/survey_responses/activecampaign-review-12541193) **["A super complete, powerful, and easy-to-use tool"](https://www.g2.com/survey_responses/activecampaign-review-13176016)** **Rating:** 5.0/5.0 stars _— Florencia Valeria A._ [Read full review](https://www.g2.com/survey_responses/activecampaign-review-13176016) #### What Are G2 Users Discussing About ActiveCampaign? - [What are some creative ways businesses are using ActiveCampaign to automate their marketing efforts?](https://www.g2.com/discussions/what-are-some-creative-ways-businesses-are-using-activecampaign-to-automate-their-marketing-efforts) - 1 comment - [How much does ActiveCampaign cost?](https://www.g2.com/discussions/how-much-does-activecampaign-cost) - 1 comment - [What is ActiveCampaign CRM?](https://www.g2.com/discussions/what-is-activecampaign-crm) - 1 comment - [Does ActiveCampaign have a CRM?](https://www.g2.com/discussions/does-activecampaign-have-a-crm) - 7 comments - [What is ActiveCampaign used for?](https://www.g2.com/discussions/what-is-activecampaign-used-for) - 20 comments ### [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:** 4.2/5.0 **Total Reviews:** 1,449 #### 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?:** 8.8/10 (Category avg: 9.1/10) #### Who Is the Company Behind 6sense Revenue Marketing? - **Seller:** [6sense](https://www.g2.com/sellers/6sense) - **Company Website:** www.6sense.com - **Year Founded:** 2013 - **HQ Location:** San Francisco, CA - **Twitter:** @6senseInc 16,911 Twitter followers - **LinkedIn® Page:** [www.linkedin.com](https://www.g2.com/external_clickthroughs/record?secure%5Bsource_type%5D=product_profile&secure%5Btoken%5D=f878e074ce08af240ccf2d7686f8d0354b1eb43cda29c97a85bc1341f9d67152&secure%5Burl%5D=https%3A%2F%2Fwww.linkedin.com%2Fcompany%2F3677944%2F&secure%5Burl_type%5D=linkedin_company_website) 1,653 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% Medium, 37% Large #### What Do G2 Reviewers Say About 6sense Revenue Marketing? _AI-generated summary from verified user reviews_ ##### Pros - Users value the **insightful intent data** from 6sense, enhancing ad strategies and streamlining account segmentation. - Users value the **ease of use** of 6sense Revenue Marketing, allowing seamless setup of segments and alerts. - Users appreciate the **advanced targeting features** of 6sense Revenue Marketing, enhancing campaign effectiveness and audience engagement. - Users value the **easy-to-use lead generation features** of 6sense, providing crucial insights for successful campaigns. - Users appreciate the **clear visibility into the buying journey** that 6sense provides, aiding in strategic ad placement. ##### Cons - Users face a **steep learning curve** with 6sense Revenue Marketing, struggling with setup and data interpretation. - Users often experience a **steep learning curve** and slow performance, making it challenging to maximize the platform's benefits. - Users find the **learning difficulty** significant, with challenges in understanding and navigating the detailed taxonomy and UI. - Users struggle with the **complexity of setup** , requiring significant time investment before experiencing value from 6sense. - Users find the **missing features** make setup complex and limit visibility into individual engagement for effective outreach. #### What Are Recent G2 Reviews of 6sense Revenue Marketing? **["Comprehensive B2B Marketing Platform with Actionable Insights"](https://www.g2.com/survey_responses/6sense-revenue-marketing-review-13165681)** **Rating:** 4.5/5.0 stars _— Verified User in Hospital & Health Care_ [Read full review](https://www.g2.com/survey_responses/6sense-revenue-marketing-review-13165681) **["Intent Data That Transforms Account Prioritization"](https://www.g2.com/survey_responses/6sense-revenue-marketing-review-13162435)** **Rating:** 4.0/5.0 stars _— Deepak K._ [Read full review](https://www.g2.com/survey_responses/6sense-revenue-marketing-review-13162435) ### [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:** 3.9/5.0 **Total Reviews:** 1,031 #### 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:** 7.3/10 (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 6sense Sales Intelligence? - **Seller:** [6sense](https://www.g2.com/sellers/6sense) - **Company Website:** www.6sense.com - **Year Founded:** 2013 - **HQ Location:** San Francisco, CA - **Twitter:** @6senseInc 16,911 Twitter followers - **LinkedIn® Page:** [www.linkedin.com](https://www.g2.com/external_clickthroughs/record?secure%5Bsource_type%5D=product_profile&secure%5Btoken%5D=f878e074ce08af240ccf2d7686f8d0354b1eb43cda29c97a85bc1341f9d67152&secure%5Burl%5D=https%3A%2F%2Fwww.linkedin.com%2Fcompany%2F3677944%2F&secure%5Burl_type%5D=linkedin_company_website) 1,653 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:** 49% Medium, 37% Large #### What Do G2 Reviewers Say About 6sense Sales Intelligence? _AI-generated summary from verified user reviews_ ##### Pros - Users value the **enhanced lead generation** capabilities of 6sense, simplifying prospecting and territory management significantly. - Users value the **accurate intent data** from 6sense, providing a competitive advantage in understanding potential customers. - Users highlight the **buyer intent signals** in 6sense, providing valuable insights to target leads effectively. - Users value the **insightful prospecting** capabilities of 6sense, streamlining their sales efforts and boosting productivity. - Users value the **ease of use** of 6sense Sales Intelligence, appreciating its intuitive navigation and centralized data access. ##### Cons - Users report **inaccurate data** , citing high bounce rates from incorrect contact information impacting communication efforts. - Users find the **data quality lacking** in 6sense, leading to reliance on manual prospecting and causing inefficiencies. - Users report significant **accuracy issues** with 6sense, citing false positives and incorrect contact information frequently. - Users find the **learning difficulty** challenging, especially for newcomers, due to the tool's complexity and UI. - Users are frustrated with the **poor lead quality** of 6sense, often encountering false positives and unproductive leads. #### What Are Recent G2 Reviews of 6sense Sales Intelligence? **["6sense Makes It Easy to Spot In-Market Accounts and Prioritize Outreach"](https://www.g2.com/survey_responses/6sense-sales-intelligence-review-13115246)** **Rating:** 5.0/5.0 stars _— Harshita S._ [Read full review](https://www.g2.com/survey_responses/6sense-sales-intelligence-review-13115246) **["6sense Sales Intelligence Helps Prioritize In-Market Accounts and Build Higher-Quality Pipeline"](https://www.g2.com/survey_responses/6sense-sales-intelligence-review-12555167)** **Rating:** 4.0/5.0 stars _— Derrick V._ [Read full review](https://www.g2.com/survey_responses/6sense-sales-intelligence-review-12555167) ### [Zoho CRM](https://www.g2.com/products/zoho-crm/reviews) Zoho CRM is a cloud-based 360° customer relationship management tool that caters to business needs of mid-scale businesses to large-scale enterprises. Key features include contact management, sales funnels, pipeline management, workflow automation, AI-powered conversational assistant, task management, managing marketing campaigns, sales forecasting, customer support & service, inventory management, reporting & analytics, and seamlessly integrating with 500+ popular business apps in a single business system. **Average Rating:** 4.1/5.0 **Total Reviews:** 2,837 #### How Do G2 Users Rate Zoho CRM? - **Analysis:** 8.3/10 (Category avg: 8.4/10) - **Conversion Viability:** 8.4/10 (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?:** 8.0/10 (Category avg: 9.1/10) #### Who Is the Company Behind Zoho CRM? - **Seller:** [Zoho](https://www.g2.com/sellers/zoho-b00ca9d5-bca8-41b5-a8ad-275480841704) - **Year Founded:** 1996 - **HQ Location:** Austin, TX - **Twitter:** @Zoho 137,880 Twitter followers - **LinkedIn® Page:** [www.linkedin.com](https://www.g2.com/external_clickthroughs/record?secure%5Bsource_type%5D=product_profile&secure%5Btoken%5D=9c8e45ddb296c32c6c5597ef9ba945c94562c57624f7bd1dcf1a9e9931f71578&secure%5Burl%5D=https%3A%2F%2Fwww.linkedin.com%2Fcompany%2F38373%2F&secure%5Burl_type%5D=linkedin_company_website) 30,766 employees on LinkedIn® - **Phone:** +1 (888) 900-9646 #### Who Uses This Product? - **Who Uses This:** Owner, CEO - **Top Industries:** Information Technology and Services, Computer Software - **Company Size:** 62% Small, 33% Medium #### What Do G2 Reviewers Say About Zoho CRM? _AI-generated summary from verified user reviews_ ##### Pros - Users love the **ease of use** of Zoho CRM, making navigation and implementation smooth and intuitive. - Users appreciate the **robust features** and **top-notch support** of Zoho CRM, enhancing their customer management experience. - Users value the **seamless integrations** of Zoho CRM, enhancing their workflow and connecting various business tools effortlessly. - Users value the **efficient lead management** of Zoho CRM, enhancing workflows and integrating seamlessly with multiple applications. - Users love the **ease of integration** with Zoho CRM, creating a seamless workflow with other business tools. ##### Cons - Users find the **learning curve challenging** , especially with advanced features that require time to master. - Users struggle with the **limited features** of Zoho CRM, especially regarding integration and automation with other systems. - Users face significant **integration issues** with Zoho CRM, causing delays and complications in achieving desired functionality. - Users find Zoho CRM's **complexity** challenging, especially for first-time users unfamiliar with CRM systems. - Users often face **poor customer support** , finding it difficult to receive proper assistance for their queries. #### What Are Recent G2 Reviews of Zoho CRM? **["A Cost-Effective, Turnkey CRM Solution"](https://www.g2.com/survey_responses/zoho-crm-review-13048297)** **Rating:** 5.0/5.0 stars _— Rohit B._ [Read full review](https://www.g2.com/survey_responses/zoho-crm-review-13048297) **["Zoho CRM Centralizes Data, Automates Workflows, and Delivers Powerful Insights"](https://www.g2.com/survey_responses/zoho-crm-review-13163763)** **Rating:** 4.5/5.0 stars _— Muhammed A._ [Read full review](https://www.g2.com/survey_responses/zoho-crm-review-13163763) #### What Are G2 Users Discussing About Zoho CRM? - [What are the key strengths of Zoho CRM in managing customer relationships compared to other CRM platforms?](https://www.g2.com/discussions/zoho-crm-what-are-the-key-strengths-of-zoho-crm-in-managing-customer-relationships-compared-to-other-crm-platf) - 3 comments, 1 upvote - [What are the key strengths of Zoho CRM in managing customer relationships compared to other CRM platforms?](https://www.g2.com/discussions/what-are-the-key-strengths-of-zoho-crm-in-managing-customer-relationships-compared-to-other-crm-platforms) - 3 comments - [What is Zoho CRM used for?](https://www.g2.com/discussions/zoho-crm-what-is-zoho-crm-used-for) - 2 comments, 2 upvotes - [Is Zoho CRM really free?](https://www.g2.com/discussions/is-zoho-crm-really-free) - 4 comments, 5 upvotes - [What are the features of CRM software?](https://www.g2.com/discussions/zoho-crm-what-are-the-features-of-crm-software) - 2 comments, 1 upvote ### [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:** 717 #### How Do G2 Users Rate Vanillasoft? - **Analysis:** 8.9/10 (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:** vanillasoft.com - **Year Founded:** 2005 - **HQ Location:** Plano, TX - **Twitter:** @VanillaSoft 26,123 Twitter followers - **LinkedIn® Page:** [www.linkedin.com](https://www.g2.com/external_clickthroughs/record?secure%5Bsource_type%5D=product_profile&secure%5Btoken%5D=ba1f1d552f0c37d54929bf7ebc8f04d014d8bd2c1ddc3f685cf6b4f9908549ec&secure%5Burl%5D=https%3A%2F%2Fwww.linkedin.com%2Fcompany%2Fvanillasoft%2F&secure%5Burl_type%5D=linkedin_company_website) 97 employees on LinkedIn® #### Who Uses This Product? - **Who Uses This:** Insurance Agent, Account Executive - **Top Industries:** Insurance, Marketing and Advertising - **Company Size:** 59% Small, 30% Medium #### What Do G2 Reviewers Say About Vanillasoft? _AI-generated summary from verified user reviews_ ##### Pros - Users find **VanillaSoft very easy to use** , appreciating its intuitive features that streamline outbound calling and note-taking. - Users appreciate the **intuitive interface** of Vanillasoft, making navigation and learning a breeze for everyone. - Users appreciate the **ease of use** of VanillaSoft, highlighting its straightforward interface and effortless navigation. - Users value the **time-saving capabilities** of VanillaSoft, enhancing productivity through efficient navigation and easy scheduling. - Users appreciate the **user-friendly lead organization** of Vanillasoft, simplifying outreach through accessible contact details and integrated communication. ##### Cons - Users often face **slow loading times** that hinder workflow and delay moving to the next lead. - Users find the **call issues** with Vanillasoft problematic, particularly regarding mobile dialing and call prioritization. - Users experience occasional **slow performance** with Vanillasoft, including lag and delays between dials. - Users note a **lack of flexible report features** in VanillaSoft, impacting their reporting efficiency and experience. - Users experience frustrating **connectivity issues** with VanillaSoft, leading to embarrassing dropped calls and unreliable performance. #### What Are Recent G2 Reviews of Vanillasoft? **["Real-Time Segmentation Makes Special Campaigns Faster and More Efficient"](https://www.g2.com/survey_responses/vanillasoft-review-13032610)** **Rating:** 4.0/5.0 stars _— Andres B._ [Read full review](https://www.g2.com/survey_responses/vanillasoft-review-13032610) **["Flexible Dialer Settings That Keep Agents Calling Effortlessly"](https://www.g2.com/survey_responses/vanillasoft-review-13032378)** **Rating:** 4.5/5.0 stars _— Roman V._ [Read full review](https://www.g2.com/survey_responses/vanillasoft-review-13032378) #### What Are G2 Users Discussing About Vanillasoft? - [What is VanillaSoft used for?](https://www.g2.com/discussions/what-is-vanillasoft-used-for) ### [LeadSquared Sales CRM](https://www.g2.com/products/leadsquared-sales-crm/reviews) LeadSquared Sales CRM is our core sales execution product, built to support inside sales, call center, and field sales teams in managing leads, tracking pipeline activity, and closing deals from a single platform. It functions as the central hub that our other modules — marketing, mobile, service — connect into. We cover several areas of the sales process. Our lead management handles capturing leads from various sources, qualifying and scoring them automatically, and routing them to the appropriate rep or team based on configurable rules. We give sales reps a "Smart Views" interface intended to show them a prioritized list of just their own tasks and leads, rather than a cluttered general view. Our opportunity management lets teams track deals with higher revenue potential separately from standard leads, including mapping multiple opportunities tied to the same account. We've built in communication tools including click-to-call dialing with call logging, and messaging via email, WhatsApp, and SMS, with the ability to send bulk campaigns or automated replies and track engagement on individual messages. Our no-code workflow builder lets admins configure sales processes — approvals, follow-up sequences, notifications — without needing developer involvement, and we support multiple concurrent sales processes for organizations running several product lines or teams. For field-based reps, our CRM includes the mobile app functionality we described above (territory management, GPS tracking, beat planning). Our reporting and dashboards cover call volume and connect rates, conversation tracking (opens/clicks on emails and messages), revenue by rep or region, and sales closure against targets, with role-based access so different teams see relevant views. We integrate with third-party tools spanning WhatsApp Business API, analytics platforms, telephony providers, payment gateways, and meeting schedulers. We typically price this product on a per-user, per-month basis, and we publish a separate pricing page for specific tiers. We market this product broadly across industries including education, financial services, healthcare, real estate, and automotive, and cite customers from various NBFCs and educational institutions in our case studies. **Average Rating:** 4.5/5.0 **Total Reviews:** 293 #### 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?:** 9.1/10 (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 1,470 Twitter followers - **LinkedIn® Page:** [www.linkedin.com](https://www.g2.com/external_clickthroughs/record?secure%5Bsource_type%5D=product_profile&secure%5Btoken%5D=ad5ab27826d6eabef0bbaf2f637d5ec31d28b4b1c1d762bc6bae650ab0d5756f&secure%5Burl%5D=https%3A%2F%2Fwww.linkedin.com%2Fcompany%2F2502171%2F&secure%5Burl_type%5D=linkedin_company_website) 1,089 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% Medium, 28% Large #### What Do G2 Reviewers Say About LeadSquared Sales CRM? _AI-generated summary from verified user reviews_ ##### Pros - Users value the **efficient lead management** of LeadSquared, enhancing organization and reducing manual tasks in their sales process. - Users find LeadSquared Sales CRM to be highly **user-friendly** , simplifying workflows and enhancing productivity in sales management. - Users value the **efficient lead generation** capabilities of LeadSquared, enhancing tracking and nurturing throughout the sales process. - Users commend the **efficiency** of LeadSquared Sales CRM, which streamlines tasks and automates reminders for better productivity. - Users find the **intuitive interface** of LeadSquared makes managing leads and workflows effortless and efficient. ##### Cons - Users experience **slow loading** issues and delays in customer support responses, impacting efficiency and frustration during usage. - Users experience a **steep learning curve** with LeadSquared due to its initial lack of intuitiveness and slow performance. - Users often experience **slow performance** with LeadSquared, particularly when handling large datasets or facing server issues. - Users point out the **missing AI integration** in LeadSquared Sales CRM, alongside performance and reporting limitations affecting usability. - Users find the **slow speed** of LeadSquared Sales CRM frustrating, especially when managing complex automations and large data. #### What Are Recent G2 Reviews of LeadSquared Sales CRM? **["Simplifies Lead Tracking Across Multiple Channels"](https://www.g2.com/survey_responses/leadsquared-sales-crm-review-13040013)** **Rating:** 4.5/5.0 stars _— Megha A._ [Read full review](https://www.g2.com/survey_responses/leadsquared-sales-crm-review-13040013) **["Simple, Time-Saving Tool"](https://www.g2.com/survey_responses/leadsquared-sales-crm-review-13077867)** **Rating:** 5.0/5.0 stars _— Vikas G._ [Read full review](https://www.g2.com/survey_responses/leadsquared-sales-crm-review-13077867) #### What Are G2 Users Discussing About LeadSquared Sales CRM? - [What is LeadSquared Sales + Mobile CRM used for?](https://www.g2.com/discussions/what-is-leadsquared-sales-mobile-crm-used-for) - 3 comments - [Is LeadSquared a good company?](https://www.g2.com/discussions/is-leadsquared-a-good-company) - 2 comments - [What is Mobile CRM and why is it important?](https://www.g2.com/discussions/what-is-mobile-crm-and-why-is-it-important) - 1 comment - [How much is LeadSquared?](https://www.g2.com/discussions/how-much-is-leadsquared) - [What is CRM in LeadSquared?](https://www.g2.com/discussions/what-is-crm-in-leadsquared) ### [WhatConverts](https://www.g2.com/products/whatconverts/reviews) WhatConverts is an all-in-one lead tracking software for marketing agencies and their clients. WhatConverts automatically shows marketers and business owners how well their marketing is working. Use WhatConverts for call tracking, form tracking, and chat tracking for all leads. For PPC ads, WhatConverts offers keyword call tracking that reveals which campaigns work best. WhatConverts also has robust lead management and lead reporting. It's more than just call tracking software; it's a complete lead tracking, managing and reporting dashboard. **Average Rating:** 4.9/5.0 **Total Reviews:** 313 #### How Do G2 Users Rate WhatConverts? - **Analysis:** 9.0/10 (Category avg: 8.4/10) - **Conversion Viability:** 9.0/10 (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?:** 9.7/10 (Category avg: 9.1/10) #### Who Is the Company Behind WhatConverts? - **Seller:** [WhatConverts](https://www.g2.com/sellers/whatconverts) - **Company Website:** www.whatconverts.com - **Year Founded:** 2014 - **HQ Location:** Charlotte, NC - **Twitter:** @whatconverts 273 Twitter followers - **LinkedIn® Page:** [www.linkedin.com](https://www.g2.com/external_clickthroughs/record?secure%5Bsource_type%5D=product_profile&secure%5Btoken%5D=eaeea90873ead46b3791cf1d26810356ffd62f5d7d298d9708fc5177d5fc6c49&secure%5Burl%5D=https%3A%2F%2Fwww.linkedin.com%2Fcompany%2F9313296%2F&secure%5Burl_type%5D=linkedin_company_website) 46 employees on LinkedIn® #### Who Uses This Product? - **Who Uses This:** Owner, CEO - **Top Industries:** Marketing and Advertising, Construction - **Company Size:** 87% Small, 12% Medium #### What Do G2 Reviewers Say About WhatConverts? _AI-generated summary from verified user reviews_ ##### Pros - Users commend the **outstanding customer support** of WhatConverts, appreciating their quick responses and effective problem resolution. - Users praise the **outstanding support** at WhatConverts, highlighting its quick and knowledgeable assistance for seamless integration. - Users appreciate the **ease of use** of WhatConverts, enjoying its quick setup and intuitive interface for tracking leads. - Users praise the **quick and easy setup** of WhatConverts, ensuring reliable tracking and seamless integration for campaigns. - Users praise the **attribution accuracy** of WhatConverts, finding its tracking capabilities unmatched in digital marketing. ##### Cons - Users acknowledge that WhatConverts is not the cheapest solution, though they believe it offers **great value for its higher price**. - Users experience a **steep learning curve** with WhatConverts, particularly in integrating codes and transitioning accounts. - Users note that the **integration issues** with third-party tools require improvements for a smoother experience. - Users desire **enhanced lead segmentation** and better CRM integration, highlighting current limitations in tracking and journey visibility. - Users find the **learning difficulty** challenging due to the complex features and user interface of WhatConverts. #### What Are Recent G2 Reviews of WhatConverts? **["Excellent UX and a Well-Built Tracking Framework with significant unexplored potential."](https://www.g2.com/survey_responses/whatconverts-review-13123686)** **Rating:** 4.5/5.0 stars _— Luiz Henrique R._ [Read full review](https://www.g2.com/survey_responses/whatconverts-review-13123686) **["Complete Tracking Stack with Rock-Solid Integrations and Fast, Reliable Support"](https://www.g2.com/survey_responses/whatconverts-review-13118946)** **Rating:** 5.0/5.0 stars _— Asim N._ [Read full review](https://www.g2.com/survey_responses/whatconverts-review-13118946) #### What Are G2 Users Discussing About WhatConverts? - [What is WhatConverts used for?](https://www.g2.com/discussions/what-is-whatconverts-used-for) - 1 comment ### [EngageBay](https://www.g2.com/products/engagebay/reviews) EngageBay is an all-in-one customer engagement platform designed for small and mid-sized businesses that want to manage marketing, sales, and support from a unified system. Positioned as a cost-conscious alternative to platforms like HubSpot and ActiveCampaign, it focuses on delivering essential CRM and automation capabilities without the overhead typically associated with enterprise software. The platform combines contact and deal management, marketing automation, email marketing, landing pages, forms, live chat, and help desk functionality within a single interface. By consolidating these functions, EngageBay provides teams with a centralized view of customer interactions across the lifecycle and reduces the need for multiple disconnected tools. EngageBay also incorporates AI-assisted features to streamline common tasks and improve productivity. These capabilities include AI-powered email and content generation, subject line suggestions, and workflow assistance that help teams create campaigns and communications more efficiently. The AI tools are designed to support everyday execution rather than replace core strategy, making them accessible to smaller teams that may not have dedicated automation specialists. On the marketing side, users can build email campaigns, design automation workflows, capture leads through forms and landing pages, and run A/B tests. The CRM module supports pipeline tracking, contact management, task automation, and appointment scheduling to help sales teams manage opportunities in a structured way. For post-purchase engagement, the service suite includes ticketing, knowledge base tools, and live chat to manage customer support conversations from one place. A key design principle of EngageBay is accessibility for growing businesses. The platform offers a free tier with core functionality and scales through bundled paid plans rather than numerous add-ons, helping teams adopt automation without significant upfront investment. EngageBay integrates with a range of third-party tools and provides reporting dashboards to monitor campaign performance, deal progress, and support activity. While it is not positioned as a deep enterprise platform, it is built to meet the day-to-day operational needs of SMB revenue teams looking for an integrated, AI-assisted, and budget-aware solution. The platform is built with a focus on simplicity and performance, integrating advanced marketing automation, sales CRM, and customer support software into one cohesive system. EngageBay leverages cutting-edge AI intelligence to enhance productivity and decision-making across various teams. This integration allows businesses to streamline their operations and improve customer interactions, making it an ideal choice for organizations that require a robust yet user-friendly solution. EngageBay's AI capabilities are particularly noteworthy, providing users with tools that help create content quickly, predict outcomes intelligently, and deliver personalized experiences at scale. The AI Email & Content Generator allows users to craft engaging emails and campaigns in seconds, while the AI Lead & Deal Scoring feature helps identify and prioritize leads most likely to convert. Additionally, AI Insights & Recommendations offer actionable suggestions to enhance engagement and productivity, making it easier for businesses to navigate their customer journeys effectively. The platform also boasts a suite of key features that add significant value to its users. EngageBay's marketing automation capabilities include email marketing workflows, landing page and form builders, and social media integration, which collectively enhance outreach efforts. The sales CRM component provides tools for contact and deal management, visual sales pipelines, and team collaboration, ensuring that sales processes are efficient and transparent. Furthermore, the customer support features, such as a helpdesk and ticketing system, live chat, and a unified customer view, facilitate seamless communication and service delivery. EngageBay is particularly well-suited for small to mid-sized businesses, startups, and growing teams that seek an affordable yet powerful alternative to fragmented tools. It is designed for organizations aiming to automate customer interactions, align marketing and sales efforts, and improve support efficiency through the use of AI. This comprehensive approach not only enhances operational efficiency but also positions businesses to compete effectively in their respective markets. What is this product? EngageBay is an all-in-one CRM software platform built for small and mid-sized businesses to manage marketing automation, sales pipelines, and customer support in a single system. It combines email marketing, marketing automation, landing pages, contact management, deal tracking, helpdesk, and live chat—eliminating the need for multiple disconnected tools. Designed as an affordable alternative to HubSpot and ActiveCampaign, EngageBay helps growing businesses attract leads, convert deals, and support customers without enterprise-level costs or complexity. It centralizes customer data, automates workflows, and improves visibility across the entire customer lifecycle. **Average Rating:** 4.6/5.0 **Total Reviews:** 695 #### How Do G2 Users Rate EngageBay? - **Has the product been a good partner in doing business?:** 9.5/10 (Category avg: 9.1/10) #### Who Is the Company Behind EngageBay? - **Seller:** [EngageBay Inc](https://www.g2.com/sellers/engagebay-inc) - **Company Website:** www.engagebay.com - **Year Founded:** 2018 - **HQ Location:** Wilmington, Delaware - **Twitter:** @engagebay 16,866 Twitter followers - **LinkedIn® Page:** [www.linkedin.com](https://www.g2.com/external_clickthroughs/record?secure%5Bsource_type%5D=product_profile&secure%5Btoken%5D=965c404b58b2662271f49fe02e57d76d57f72941fa4b3b5af0bab064b4cc2b55&secure%5Burl%5D=https%3A%2F%2Fwww.linkedin.com%2Fcompany%2F13655085%2F&secure%5Burl_type%5D=linkedin_company_website) 53 employees on LinkedIn® #### Who Uses This Product? - **Who Uses This:** Marketing Manager, Business Development Manager - **Top Industries:** Information Technology and Services, Staffing and Recruiting - **Company Size:** 69% Small, 32% Medium #### What Do G2 Reviewers Say About EngageBay? _AI-generated summary from verified user reviews_ ##### Pros - Users appreciate the **ease of use** of EngageBay, seamlessly managing CRM, email marketing, and automation in one dashboard. - Users value the **time-saving automation** of EngageBay, enhancing organization and streamlining daily operations effectively. - Users praise the **exceptional customer support** at EngageBay, noting quick responses and helpful assistance from the support staff. - Users value the **seamless integration** of CRM, email, and automation in EngageBay, enhancing workflow efficiency and reducing tool switching. - Users praise EngageBay for its **streamlined automation** , enhancing efficiency by integrating CRM, email, and support in one platform. ##### Cons - Users find the **missing features** hinder usability, especially for data analysis and email management functionality. - Users experience **limited features** , feeling restricted by the lack of advanced functionalities and usability in EngageBay. - Users find the **reporting features limited** , lacking the depth and detail needed for more specific needs. - Users find the **limited customization** options frustrating, particularly with landing pages and workflows, impacting their overall experience. - Users find the **reporting flexibility** lacking in EngageBay, hindering deeper analytics and advanced customer journey insights. #### What Are Recent G2 Reviews of EngageBay? **["Streamlined Contact Management and Landing Pages That Keep Workflows Simple"](https://www.g2.com/survey_responses/engagebay-review-13149255)** **Rating:** 5.0/5.0 stars _— Srishti K._ [Read full review](https://www.g2.com/survey_responses/engagebay-review-13149255) **["Drag-and-Drop Deals Pipeline and Scoring That Keep Opportunities on Track"](https://www.g2.com/survey_responses/engagebay-review-13160693)** **Rating:** 4.5/5.0 stars _— Thorbjoern G._ [Read full review](https://www.g2.com/survey_responses/engagebay-review-13160693) #### What Are G2 Users Discussing About EngageBay? - [What is EngageBay All-in-One Suite used for?](https://www.g2.com/discussions/what-is-engagebay-all-in-one-suite-used-for) ### [Freshsales](https://www.g2.com/products/freshsales/reviews) Freshsales is an easy-to-use, AI-powered sales CRM software. Trusted by 65,000+ businesses worldwide, Freshsales CRM helps sales teams attract quality leads, engage in contextual conversations, grow sales pipeline, boost conversions, and power productivity. Freshsales CRM provides a 360-degree view of contacts and accounts to empower sales teams with context to sell better. Sellers can manage sales pipelines to visualize deal progress and define and track sales targets. Sales teams can effortlessly engage with prospects and customers with the built-in phone, email, and chat capabilities. Advanced automation features like workflows and sales sequences boost sales productivity and ensure better prospecting. Freddy AI in Freshsales helps sellers draft contextual sales emails, receive actionable deal insights, and never miss out on revenue opportunities. **Average Rating:** 4.5/5.0 **Total Reviews:** 1,198 #### How Do G2 Users Rate Freshsales? - **Analysis:** 8.7/10 (Category avg: 8.4/10) - **Conversion Viability:** 8.7/10 (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?:** 9.0/10 (Category avg: 9.1/10) #### Who Is the Company Behind Freshsales? - **Seller:** [Freshworks](https://www.g2.com/sellers/freshworks) - **Year Founded:** 2010 - **HQ Location:** San Mateo, CA - **Twitter:** @FreshworksInc 19,020 Twitter followers - **LinkedIn® Page:** [www.linkedin.com](https://www.g2.com/external_clickthroughs/record?secure%5Bsource_type%5D=product_profile&secure%5Btoken%5D=5f531480627d021846a1bab97814f28776888079b40b7e07b52045e7d1e35c99&secure%5Burl%5D=https%3A%2F%2Fwww.linkedin.com%2Fcompany%2Ffreshworks-inc%2F&secure%5Burl_type%5D=linkedin_company_website) 7,505 employees on LinkedIn® - **Ownership:** NASDAQ: FRSH #### Who Uses This Product? - **Who Uses This:** CEO, Business Development Manager - **Top Industries:** Information Technology and Services, Computer Software - **Company Size:** 68% Small, 27% Medium #### What Do G2 Reviewers Say About Freshsales? _AI-generated summary from verified user reviews_ ##### Pros - Users appreciate the **ease of use** of Freshsales, finding it user-friendly and intuitive for managing tasks. - Users love the **user-friendly interface and extensive features** of Freshsales, enhancing their overall experience and efficiency. - Users find Freshsales to be a **helpful CRM tool** that effectively tracks business development leads and deals. - Users appreciate the **responsive customer support** of Freshsales, enhancing their experience with seamless onboarding and guidance. - Users appreciate the **intuitive design** of Freshsales, finding it easy to learn and navigate across devices. ##### Cons - Users find **missing features** in Freshsales, leading to frustration with reporting, automation, and configuration inconsistencies. - Users find Freshsales to have **limited features** that hinder workflow management and overall user experience, prompting consideration of alternatives. - Users find **configuration complexities** and limited reporting capabilities in Freshsales, impacting their overall CRM experience. - Users find the **learning curve steep** , particularly with reporting and automated workflows in Freshsales. - Users find the **limited customization** options frustrating, particularly with reporting and adding custom fields. #### What Are Recent G2 Reviews of Freshsales? **["Logistics-Friendly CRM Lacks Mature Industry Interoperability"](https://www.g2.com/survey_responses/freshsales-review-12858179)** **Rating:** 4.5/5.0 stars _— Vehz H._ [Read full review](https://www.g2.com/survey_responses/freshsales-review-12858179) **["A Practical CRM for Managing Leads and Customer Interactions"](https://www.g2.com/survey_responses/freshsales-review-12946886)** **Rating:** 5.0/5.0 stars _— Ishan S._ [Read full review](https://www.g2.com/survey_responses/freshsales-review-12946886) #### What Are G2 Users Discussing About Freshsales? - [What is Freshsales used for?](https://www.g2.com/discussions/what-is-freshsales-used-for) - 2 comments, 1 upvote - [What are the three benefits of CRM?](https://www.g2.com/discussions/freshsales-what-are-the-three-benefits-of-crm) - 2 comments - [What is Freshsales CRM?](https://www.g2.com/discussions/what-is-freshsales-crm) - 1 comment - [What are the major types of CRM?](https://www.g2.com/discussions/what-are-the-major-types-of-crm) - 1 upvote - [What are the features of CRM software?](https://www.g2.com/discussions/freshsales-what-are-the-features-of-crm-software) - 1 comment ### [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:** 1,941 #### 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:** www.demandbase.com - **Year Founded:** 2005 - **HQ Location:** San Francisco, CA - **Twitter:** @Demandbase 21,346 Twitter followers - **LinkedIn® Page:** [www.linkedin.com](https://www.g2.com/external_clickthroughs/record?secure%5Bsource_type%5D=product_profile&secure%5Btoken%5D=fbd6df6ae02e0de4dfedb3f639579bc9dbe447eab6e09932935521ae69a2dba8&secure%5Burl%5D=https%3A%2F%2Fwww.linkedin.com%2Fcompany%2F89759%2F&secure%5Burl_type%5D=linkedin_company_website) 987 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:** 48% Medium, 32% Large #### What Do G2 Reviewers Say About Demandbase One? _AI-generated summary from verified user reviews_ ##### Pros - Users value the **ease of use** of Demandbase One, enhancing efficiency in building targeted custom audiences effortlessly. - Users value the **comprehensive datasets** of Demandbase One, enhancing targeted marketing and audience engagement strategies. - Users value the **comprehensive toolset** of Demandbase One, enhancing account targeting and analytics for effective ABM strategy. - Users value the **unified data and seamless integrations** of Demandbase One, enhancing their marketing and sales efforts significantly. - Users value the **insightful intent data** from Demandbase One for fast and effective account targeting and decision making. ##### Cons - Users face a **steep learning curve** with Demandbase One, making it challenging to utilize all features effectively. - Users find the **steep learning curve** of Demandbase One frustrating, requiring more training to maximize its features. - Users find the **steep learning curve** of Demandbase One challenging, particularly for new or smaller teams lacking expertise. - Users find the **learning difficulty** of Demandbase One challenging, particularly for those lacking technical skills. - Users find the **navigation unintuitive** , making it challenging to navigate and manage campaigns effectively. #### What Are Recent G2 Reviews of Demandbase One? **["Demandbase One: Powerful Targeting, Intent Insights, and Account-Level Visibility"](https://www.g2.com/survey_responses/demandbase-one-review-12742698)** **Rating:** 4.0/5.0 stars _— Nijat I._ [Read full review](https://www.g2.com/survey_responses/demandbase-one-review-12742698) **["Powerful Intent Data and Account Insights for B2B Account Prioritization"](https://www.g2.com/survey_responses/demandbase-one-review-12823589)** **Rating:** 4.5/5.0 stars _— Himanshu J._ [Read full review](https://www.g2.com/survey_responses/demandbase-one-review-12823589) #### What Are G2 Users Discussing About Demandbase One? - [As a beginner, how do I effectively use Demandbase One's account-based marketing feature for targeted campaigns?](https://www.g2.com/discussions/as-a-beginner-how-do-i-effectively-use-demandbase-one-s-account-based-marketing-feature-for-targeted-campaigns) - 1 upvote - [What is Demandbase ABM/ABX Cloud used for?](https://www.g2.com/discussions/what-is-demandbase-abm-abx-cloud-used-for) - [What does Insideview Data Integrity do?](https://www.g2.com/discussions/what-does-insideview-data-integrity-do) - [What is the use of Insideview Data Integrity?](https://www.g2.com/discussions/what-is-the-use-of-insideview-data-integrity) - [What does inside view do?](https://www.g2.com/discussions/what-does-inside-view-do) ### [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:** 1,030 #### 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:** www.Act-On.com - **Year Founded:** 2008 - **HQ Location:** Portland, OR - **Twitter:** @ActOnSoftware 32,069 Twitter followers - **LinkedIn® Page:** [www.linkedin.com](https://www.g2.com/external_clickthroughs/record?secure%5Bsource_type%5D=product_profile&secure%5Btoken%5D=022b5a2aefeebb976fa06cfe87f32e73d268e1d4a06a1f8e5d10887cc9ab93eb&secure%5Burl%5D=https%3A%2F%2Fwww.linkedin.com%2Fcompany%2F375185%2F&secure%5Burl_type%5D=linkedin_company_website) 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% Medium, 39% Small #### What Do G2 Reviewers Say About Act-On? _AI-generated summary from verified user reviews_ ##### Pros - Users highlight the **ease of use** in Act-On, complemented by outstanding support and user-friendly features. - Users commend Act-On's **top-notch customer support** , highlighting quick responses and valuable resources like webinars and success hours. - Users highlight the **top-notch email builder** of Act-On, enhancing their marketing strategy with powerful features and device previews. - Users praise Act-On's **exceptional email management** , with a robust builder and excellent support enhancing overall productivity. - Users commend Act-On for its **excellent support and constant updates** , enhancing their email marketing experience significantly. ##### Cons - Users express concerns over **missing features** in Act-On, especially regarding AI tools and email composer capabilities. - Users find the **user interface unintuitive** , leading to inconsistent experiences and difficulties during implementation. - Users encounter **email issues** such as limited content reuse and a cumbersome visual experience in Act-On’s email composer. - Users experience a challenging **learning curve** with Act-On, particularly in navigating its interface and implementation issues. - Users feel Act-On has **limited features** compared to competitors, hindering efficiency and user experience. #### What Are Recent G2 Reviews of Act-On? **["Robust e-marketing platform"](https://www.g2.com/survey_responses/act-on-review-17560)** **Rating:** 5.0/5.0 stars _— Sarah O._ [Read full review](https://www.g2.com/survey_responses/act-on-review-17560) **["Unified Marketing Solution with Great Support and Pricing"](https://www.g2.com/survey_responses/act-on-review-13175213)** **Rating:** 5.0/5.0 stars _— Don B._ [Read full review](https://www.g2.com/survey_responses/act-on-review-13175213) ### [Saleswings](https://www.g2.com/products/saleswings/reviews) SalesWings is an AI-powered revenue acceleration platform that helps marketing, sales, and emerging agentic teams make every engagement timely, relevant, and impactful. It provides a holistic, first-party view of buyer interests, intent, and sales-readiness across leads and accounts, and is purpose-built to complement B2C marketing clouds with the missing “B2B layer.” Built for Salesforce-centric stacks and adjacent engagement tools, SalesWings delivers best-in-class native integrations with Salesforce Sales Cloud, Marketing Cloud (all editions), Data Cloud and Agentforce, plus Braze, Segment, and others—so insights land where teams already work. It is a certified Salesforce ISV and Braze Alloys partner. Core capabilities include rich behavioral data collection, lead/account scoring (point-based, predictive, and fit/grading), interest tagging, real-time sales alerts (email/Slack/browser), an AI sales assistant for next-best actions, and CRM-native attribution and campaign impact reporting. SalesWings Interactions adds high-performing, behaviorally targeted on-site pop-ups to capture and qualify demand without heavy ops lift. Who benefits: Demand gen and marketing operations improve audience targeting, channel ROI, and attribution; SDR/BDR teams boost speed-to-lead and conversion with prioritized lists and alerts; Sales operations orchestrate cleaner hand-offs; AEs gain account-level interest maps to expand deal size and timing. Differentiation: Versus Salesforce Einstein Lead Scoring, SalesWings adds native first-party behavioral signals, actionable interest areas (not just a number), real-time alerts, and MAP activation inside Salesforce Marketing Cloud and Braze. Against 6sense and Demandbase, SalesWings stays lightweight—no third-party intent/data credits or DSP to run—while deepening first-party signal activation inside SFMC/Braze and Salesforce. Compared with Qualified, SalesWings augments existing journeys with scoring, tags, and Interactions rather than replacing them with an autonomous AI SDR. Outfunnel focuses on sync and rules-based scoring; SalesWings provides AI assistance, CRM-native attribution, and on-site engagement. Why it matters now: For teams running Salesforce/Braze who need B2B precision without stack sprawl, SalesWings offers faster time-to-value, lower change-management, and decision-grade reporting—power with simplicity, embedded where revenue work happens. **Average Rating:** 4.8/5.0 **Total Reviews:** 34 #### How Do G2 Users Rate Saleswings? - **Analysis:** 8.5/10 (Category avg: 8.4/10) - **Conversion Viability:** 8.8/10 (Category avg: 8.2/10) - **Lead Opportunity:** 9.2/10 (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 Saleswings? - **Seller:** [Saleswings](https://www.g2.com/sellers/saleswings) - **Year Founded:** 2016 - **HQ Location:** Lausanne, Switzerland - **Twitter:** @SalesWingsApp 4,523 Twitter followers - **LinkedIn® Page:** [www.linkedin.com](https://www.g2.com/external_clickthroughs/record?secure%5Bsource_type%5D=product_profile&secure%5Btoken%5D=03c0ab6a4d718bf01adcf870920b5e523aee634244c258cae023516b814e1f0a&secure%5Burl%5D=https%3A%2F%2Fwww.linkedin.com%2Fcompany%2F9328185%2F&secure%5Burl_type%5D=linkedin_company_website) 17 employees on LinkedIn® #### Who Uses This Product? - **Top Industries:** Computer Software, Information Technology and Services - **Company Size:** 41% Medium, 32% Small #### What Do G2 Reviewers Say About Saleswings? _AI-generated summary from verified user reviews_ ##### Pros - Users find Saleswings extremely **easy to use** , appreciating the straightforward setup and exceptional customer support. - Users commend the **exceptional customer support** of Saleswings, highlighting personalized assistance and thorough guidance throughout their journey. - Users appreciate the **intuitive design** of SalesWings, which simplifies insights and enhances marketing and sales effectiveness. - Users love how **CRM integration enhances visibility and insights** , seamlessly connecting marketing, sales, and finance efforts. - Users appreciate the **detailed analytics** of SalesWings, transforming engagement data into actionable insights for improved decision-making. ##### Cons - Users find Saleswings' interface **clunky** , especially with organization issues in the tag and score management sections. - Users desire **more intuitive filtering** in Saleswings, seeking improved tag visibility and account search functionality. - Users feel that **filtering could be more fine-tuned** , making it challenging to manage tags and search for accounts effectively. - Users note **layout issues** with cluttered tag and score manager pages, needing better organization tools for improved experience. - Users note the **cluttered UI** in Saleswings, particularly with organization options for tags and scores being limited. #### What Are Recent G2 Reviews of Saleswings? **["Easy Setup, Clear Docs, and Responsive SalesWings Support"](https://www.g2.com/survey_responses/saleswings-review-12258802)** **Rating:** 5.0/5.0 stars _— Adriana E T._ [Read full review](https://www.g2.com/survey_responses/saleswings-review-12258802) **["SalesWings Turns Engagement Data Into Clear Lead Insights and Smarter Spend Decisions"](https://www.g2.com/survey_responses/saleswings-review-12406055)** **Rating:** 5.0/5.0 stars _— Rhiannon R._ [Read full review](https://www.g2.com/survey_responses/saleswings-review-12406055) #### What Are G2 Users Discussing About Saleswings? - [What is Saleswings used for?](https://www.g2.com/discussions/what-is-saleswings-used-for) - ‹ Prev‹ Prev - 1 - [2](/categories/lead-scoring?open_modal_url=%2Fproducts%2Foutfunnel%2Fwishlists%3Fhost_path%3D%252Fcategories%252Flead-scoring%26source%3Dcategory&order=g2_score&page=2#product-list) - [3](/categories/lead-scoring?open_modal_url=%2Fproducts%2Foutfunnel%2Fwishlists%3Fhost_path%3D%252Fcategories%252Flead-scoring%26source%3Dcategory&order=g2_score&page=3#product-list) - [4](/categories/lead-scoring?open_modal_url=%2Fproducts%2Foutfunnel%2Fwishlists%3Fhost_path%3D%252Fcategories%252Flead-scoring%26source%3Dcategory&order=g2_score&page=4#product-list) - [5](/categories/lead-scoring?open_modal_url=%2Fproducts%2Foutfunnel%2Fwishlists%3Fhost_path%3D%252Fcategories%252Flead-scoring%26source%3Dcategory&order=g2_score&page=5#product-list) - … - [7](/categories/lead-scoring?open_modal_url=%2Fproducts%2Foutfunnel%2Fwishlists%3Fhost_path%3D%252Fcategories%252Flead-scoring%26source%3Dcategory&order=g2_score&page=7#product-list) - [8](/categories/lead-scoring?open_modal_url=%2Fproducts%2Foutfunnel%2Fwishlists%3Fhost_path%3D%252Fcategories%252Flead-scoring%26source%3Dcategory&order=g2_score&page=8#product-list) - [Next ›Next ›](/categories/lead-scoring?open_modal_url=%2Fproducts%2Foutfunnel%2Fwishlists%3Fhost_path%3D%252Fcategories%252Flead-scoring%26source%3Dcategory&order=g2_score&page=2#product-list) Spotlight Categories [Project Management Software](https://www.g2.com/categories/project-management) [Online Community Management Software](https://www.g2.com/categories/online-community-management) [Accounts Receivable Software](https://www.g2.com/categories/accounts-receivable) [Spend Management Software](https://www.g2.com/categories/spend-management) [Product Lifecycle Management (PLM) Software](https://www.g2.com/categories/product-lifecycle-management-plm) Similar Categories - [Lead Capture](/categories/lead-capture) - [Lead Intelligence](/categories/lead-intelligence) - [Lead Mining](/categories/lead-mining) - [Other Lead Generation](/categories/other-lead-generation) - [Visitor Identification](/categories/visitor-identification) [Browse Lead Scoring Themes](/categories/lead-scoring/themes) ![Alanna Iwuh](/assets/transparent-ad5be28fbcd25b7b08d2cebe1d957125437fb5407d75ee717965ad22c8808791.gif "Alanna Iwuh") A Researched and written by [Alanna Iwuh](https://research.g2.com/insights/author/alanna-iwuh) Updated October 3, 2024 Lead scoring software is used by companies to determine the potential of each business opportunity. By using this type of software, companies can create scales and benchmarks to rank prospects against. A sales team’s time can be valuable and leads can be numerous, so lead scoring software can help teams focus on those lead opportunities that are most likely to convert into sales. Driving focus on high-potential leads can help salespeople save time they would have spent on less valuable leads, and with that time they can craft better messaging when approaching customers with higher probability to close. Before they score leads, companies need to capture them first. In order to deliver optimal results, lead scoring software needs to be used with software used by marketing and sales, such as [lead capture](https://www.g2.com/categories/lead-capture), [landing page builders](https://www.g2.com/categories/landing-page-builders), or [CRM](https://www.g2.com/categories/crm). To qualify for inclusion in the Lead Scoring category, a solution must: - Deliver features to create and manage ranking scales for leads based on company objectives and market position (for instance, a company focused on small-business customers from North America will not be interested in enterprise businesses from Europe) - Allow users to assign scores to leads based on predefined criteria like company size, location, budget, and revenue - Compare lead scores to company scales or benchmarks, and provide reporting and analysis that salespeople can use to determine which opportunities to pursue - Integrate with sales and marketing software solutions, as well as advanced [analytics](https://www.g2.com/categories/analytics) or [lead intelligence](https://www.g2.com/categories/lead-intelligence) - Provide options to easily export and import data to and from most popular file types (spreadsheets, text, PDF, etc.) Top Tools at a Glance | | Einstein-native lead scoring with Data-Cloud context | User Review "Agentforce Sales Delivers Clear Lead Visibility and Smoother Marketing-to-Sales Handoff" | | | AI-powered ICP scoring with buying-intent signals | User Review "Sales Development Representative" | | | Intent-driven lead scoring with firmographic enrichment | User Review "Amazing Platform That Helps Marketers Bridge the Gap with your Audience" | | | Behavior-triggered lead scoring with automation workflows | User Review "A super complete, powerful, and easy-to-use tool" | | | Intent-driven account scoring with buying stage prediction | User Review "Comprehensive B2B Marketing Platform with Actionable Insights" | | | Intent-driven account prioritization with anonymous buyer signals | User Review "6sense Makes It Easy to Spot In-Market Accounts and Prioritize Outreach" | | | Zoho-native lead scoring with automated nurture workflows | User Review "Zoho CRM Centralizes Data, Automates Workflows, and Delivers Powerful Insights" | | | Lead scoring with activity-driven follow-up prioritization | User Review "Simplifies Lead Tracking Across Multiple Channels" | | | Lead qualification feedback into ad platforms | User Review "Excellent UX and a Well-Built Tracking Framework with significant unexplored potential." | * * * Show More * * * ## 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.