Top 10 B2B Prospecting Software Trusted by Industry Leaders

Sales reps are hitting quotas and in high demand. 

In fact, seventy percent of sales leaders plan to expand their SDR teams in the next 12 months. 

However, many reps still struggle to identify and reach decision-makers. And that’s where sales prospecting software can help in a big way. 

Why Does Your Business Need B2B Prospecting Software?

Finding good leads and getting in touch with the right decision-makers are major challenges for salespeople. Here's how prospecting software makes things easier.

Higher Lead Quality

Want to connect with CEOs, department heads, or key decision-makers? Prospecting software helps you find and reach the right people, so you’re not wasting time on leads who can’t actually make a purchase decision.

Smoother, Faster Sales Process

With automation handling tasks like lead scoring, follow-ups, and email sequences, your sales team spends less time on manual work and more time closing deals.

Always Up-to-Date Contact Info

Forget outdated spreadsheets—prospecting tools pull real-time data, so you’re always reaching out to the right people at the right time.

More Personalized Outreach

Advanced prospecting tools , especially those that use AI, go far beyond swapping in a first name. They personalize messages using real-time data about your prospect’s company, industry trends, and even recent events like funding rounds and leadership changes. 

Better Customer Experience

When outreach feels personal and relevant, prospects actually enjoy the sales process instead of feeling like another name on a list. 

Lower Costs in the Long Run

Automation means you can do more with a leaner team—fewer people handling repetitive tasks and a shorter sales cycle that gets deals closed faster. That’s a double win for cutting costs and boosting revenue.

Top 10 B2B Prospecting Tools Every Sales Team Recommends

Prospecting tools are far from the same, and it’s important you pick one that meets your specific needs. 

Startups, for example, need a solution that scales easily. An enterprise-level outbound platform will be far too unwieldy for a small business owner. And established companies should prioritize a comprehensive feature set with a good dose of automation.

With that in mind, let’s look at the best of what the market has to offer. 

1. Artisan

Best for: B2B companies of all sizes — from startups to enterprises — looking to scale their sales process without increasing headcount.

Artisan is more than just a B2B prospecting tool. It’s a complete sales platform. It combines your sales tech stack into a single AI-powered solution for prospecting, lead management, and outreach, all supported by an AI assistant called Ava.

Just tell Ava who your ideal customers are, and she’ll find the best-fit leads for you. Pulling from a database of over 300 million entries across 200+ countries, Ava identifies and scores prospects. 

Ready to reach those prospects? Ava crafts personalized emails and social media messages using real-time data, tailoring each message to match your preferred selling points, tone, and pitch. You can also set up an automated omnichannel sequence, and Ava will follow it.

Key Features

• Watchtower Campaigns identify high-intent leads among your website visitors

• A massive pool of over 300 million verified B2B, local business, and ecommerce leads

• Unique personalization algorithm that scrapes and selects the best lead details to craft highly personalized emails and social media messages

• Continuous enrichment of contact profiles with the latest, most relevant data

• Automated cross-channel outreach sequences

• Email deliverability optimization to keep your messages out of spam folders

• Background A/B testing and campaign optimization

Pricing

Get in touch for a customized pricing plan. 

Automate your outbound with an AI BDR

Meet Ava—your AI BDR who handles prospecting, outreach, and follow-ups, so your team can focus on closing.

Book a demo

2. ZoomInfo

Best for: Midsize to enterprise B2B teams that have a large budget and time to invest in onboarding.

Think of ZoomInfo as the HubSpot of B2B data. It’s divided into three main platforms—Sales, Marketing, and Talent. Here, we’re focusing on Sales.

ZoomInfo Sales combines a massive B2B contact database with a powerful go-to-market (GTM) platform, filled with bells and whistles such as lead intent tracking and conversation intelligence.

That said, as a long-established player in the data space, ZoomInfo comes with a premium price tag. It also has a large learning curve due to its extensive feature set.

Key Features

• Access to millions of verified B2B contacts across different industries

• Real-time intent data to help you prioritize leads who are actively researching solutions

• Conversation Intelligence to analyze and improve rep performance

• Native integrations with major CRMs and sales tools

• Data enrichment and hygiene to keep your contact list fresh and accurate

• Automated workflows for lead scoring and outreach

Pricing

Custom pricing is provided upon request.

3. LinkedIn Sales Navigator

Best for: B2B companies whose audiences are active on LinkedIn.

If you want to keep prospecting simple but effective, LinkedIn Sales Navigator is an option. It is LinkedIn’s native prospecting tool and helps reps get more out of the platform.

The platform offers a range of advanced filters that make finding the right leads easier. You can narrow your search by factors like recent job changes, seniority level, and companies currently hiring, alongside traditional filters such as job title and industry.

Although it’s not a full outreach or automation platform on its own, when paired with your CRM or a sequencing tool, it can become a powerful part of your prospecting workflow.

The two main issues with sourcing leads solely from LinkedIn are that data is sometimes outdated and not all prospects check their messages regularly. But if your audience frequents the platform, it’s a no-brainer.

Key Features

• Advanced lead filters

• Custom lead lists with automatic recommendations

• Real-time updates on job changes, company news, and more

• InMail messaging to connect with prospects outside your network

• CRM integration to sync lead data and engagement activity

• TeamLink to reveal shared connections across your sales org

Pricing

• Core ($99/month): Includes advanced search filters and real-time alerts on decision-makers

• Advanced ($149/month): Adds collaboration tools, buyer intent signals, and smart links you can track

• Advanced Plus (Custom pricing): Comes with full CRM integrations and additional enterprise features

4. Cognism 

Best for: Mid-market companies targeting EMEA or needing a GDPR-compliant contact source.

Cognism is a premium sales intelligence platform, known for its GDPR-compliant contact database.

It claims to be the only sales intelligence tool that cross-references contact data with Do Not Call lists across 13 countries, both in Europe and internationally. And the claims hold up—the quality and accuracy of Cognism’s data is top-notch. While no system is perfect, the error rate is much lower than other prospecting tools.

Key Features

• Access to GDPR-compliant global contact data

• Phone-verified mobile numbers for more accurate outreach

• Intent data to prioritize leads most likely to convert

• Chrome Extension for LinkedIn prospecting (research prospects as you browse)

• Outbound automation integrations (e.g., Outreach, Salesloft)

• Do-not-call and suppression list compliance features

Pricing

Pricing packages are tailored to individual business needs.

5. Apollo.io

Best for: Sales teams targeting U.S. prospects and looking to run multi-channel outreach from one platform.

While Cognism is ideal for EMEA-based audiences, Apollo is best suited to sales teams targeting leads in the US. 

Apollo is a B2B prospecting platform that combines a large database of verified contacts with powerful sales automation tools. 

That said, while Apollo is widely used, it’s been receiving some criticism lately, mostly around the quality of its contact data and limitations in its outreach tools, like the lack of inbox rotation or email warmup.

Often, B2B companies combine ZoomInfo and Apollo, using ZoomInfo for data sourcing and Apollo for outreach.

Key Features

• B2B contact database

• Search filters for company size, job changes, tech used, and more

• Real-time intent signals like website visits and headcount growth

• Built-in dialer for cold calls, with call recording and AI-powered insights

• Chrome extension for quick access to data on LinkedIn and CRMs

• Meeting scheduler that syncs with your calendar

• Performance dashboards to track team activity and campaign results

Pricing

• Free: Limited access to contact data and basic outreach features

• Basic ($59/user/month): Includes more daily credits, meeting scheduling, buyer intent signals, and CRM integrations

• Professional ($99/user/month): Adds advanced features like automated workflows, sales dialer, and call recordings

• Organization ($149/user/month): Tailored for larger teams, with custom workflows, advanced permissions, and premium support

6. UpLead

Best for: Sales and marketing teams that want clean, accurate B2B contact data without a steep learning curve.

If you're looking at Apollo, chances are UpLead is also on your radar, and for good reason.

Both tools offer a solid balance of features and pricing, but UpLead tends to perform better when it comes to data accuracy. You’re more likely to get valid emails and phone numbers here, which is something many users struggle with in Apollo.

It’s also easy to use, and their support team is known to be super helpful. So, even if you’re not a sales pro, you can hit the ground running.

Key Features

• Access to over 160 million B2B contacts

• Mobile and company phone numbers for prospects

• Real-time email verification to reduce bounce rates

• Advanced filters to find leads by job title, company size, tech stack, and more

• Chrome extension to find contacts directly from LinkedIn

• Data enrichment tools to keep your CRM records up to date

• API access for bulk data updates and integrations

Pricing

• 7-day free trial: Includes 5 credits (1 credit = 1 contact)

• Essentials: Starts at $99/month for 170 credits

• Plus: $199/month for 400 credits

• Professional: Custom pricing

7. Hunter

Best for: Freelancers, small teams, or marketers who need a clean, affordable setup for finding leads and running basic email outreach.

Hunter is best known for its reliable email search and verification tools, but it’s grown into more than just a data provider. Today, it offers an all-in-one platform that includes everything from prospecting to outreach.

There are two sides to Hunter: the data tools (like Email Finder and Verifier) and the all-in-one outreach platform, which lets you create and send cold email sequences directly from the system. Together, they make it easy to find leads, verify addresses, and launch campaigns without switching tools.

Key Features

• Email Finder & Verifier helps you search and confirm addresses with confidence

• Campaigns tool for sending simple, personalized cold email sequences

• Browser extensions for prospecting while browsing LinkedIn or company websites

• CRM integrations to sync contacts and campaign data

• Clear reporting on email performance, even in the free plan

Pricing

• Free plan: Up to 25 monthly searches

• Starter ($49/month): Up to 500 monthly searches

• Growth ($149/month): Up to 5,000 monthly searches

• Scale ($299/month): Up to 10,000 monthly searches

8. Lusha

Best for: SDRs and sales teams that rely heavily on LinkedIn and want an easy way to find and enrich lead data.

Lusha is a simple and affordable prospecting platform with a good track record. 

It gives you access to over 150 million business profiles. You can narrow your search using detailed filters, such as recent job changes, company tech stacks, or likelihood to convert, and the platform will surface the most relevant prospects.

Originally built as a lead finder, Lusha now includes basic email outreach tools. You can set up automated email campaigns and start connecting with leads right from the platform.

Key Features

• Over 150 million business profiles

• Advanced filters to target leads based on job changes, tech stack, company size, and more

• Contact enrichment tools that sync updated data with your CRM

• Basic email automation with simple sequences

• Chrome extension that provides supplementary data on LinkedIn or company websites

• Prospecting API to automate lead enrichment at scale

Pricing

• Free: Up to 70 monthly credits 

• Pro ($29.90/month): Up to 300 monthly credits

• Premium ($69.90/month): up to 800 monthly credits

• Scale: Custom pricing

9. Salesloft

Best for: Sales teams that want a full-featured cadence tool with strong calling capabilities.

Salesloft is a comprehensive sales engagement platform without its own lead database, which is actually a good thing if you’re looking for a solid outreach solution. Tools that try to do everything often fall short, but Salesloft focuses purely on helping sales teams run smart, consistent outreach and track every touchpoint along the way.

It brings together email, calls, social touches, and task management into one platform. You can build multi-step cadences, get notified when prospects engage, and analyze rep performance across the sales funnel.

That said, if your outreach strategy leans heavily on email and lacks calling, Salesloft might not be the best fit, especially since it doesn’t support inbox rotation or advanced email-sending features some high-volume teams rely on.

Key Features

• Multi-channel cadences with email, calls, and social touches

• Real-time engagement alerts and task reminders

• Conversation Intelligence to coach reps and analyze calls

• Sales analytics and reporting for team performance

• Lead prioritization based on engagement signals

Pricing

Pricing is provided upon request.

10. Keap

Best for: Small businesses and solopreneurs who want to automate lead capture and client communication without juggling multiple tools.

Keap (formerly Infusionsoft) is a unique entry on this list. It’s a full CRM and marketing automation platform geared toward small businesses that want to simplify their sales and client follow-ups.

It blends contact management, email automation, appointment booking, and even invoicing. 

It’s not built specifically for high-volume outbound sales teams, but if you’re a small B2B business looking to manage leads, automate follow-ups, and keep your pipeline workflow clean, Keap is a great all-in-one choice.

Key Features

• Built-in CRM with smart contact tags (for administration)

• Email and text message automation

• Appointment scheduling and reminders

• Lead capture forms and landing pages

• Basic sales funnel and pipeline management

• Invoice and payment tools are built in

Pricing

Keap offers one core plan starting at $299/month for 2 seats and 1,500 contacts. You only pay more if you need additional contacts or users.

Unlock Your Sales Potential with the Right Prospecting Software

The tools we’ve covered represent just a fraction of what’s out there, but we’ve rounded up the best options to help you cut through the noise.

Before deciding, take a moment to clarify what you need. Is it a large database, reliable phone numbers, or built-in outreach features? 

Once you know, you’ll be better equipped to choose the tool that fits your needs.

And if you want to see how AI can transform your prospecting, try Artisan. It’s laser-focused on helping you prospect smarter, with an extensive, high-quality B2B lead database and outreach personalization tools designed for maximum response rates.

Automate your outbound with an AI BDR

Meet Ava—your AI BDR who handles prospecting, outreach, and follow-ups, so your team can focus on closing.

Book a demo