In theory, selling to companies rather than consumers should be simple: they know what they want, make generally rational decisions, and are willing to spend money on solutions that improve their bottom lines. However, there’s one caveat: you have to tailor your value offering to reflect what each genuinely needs. This means that B2B sales intelligence tools are essential for data-driven sales strategies, even more so in 2025 than in the past.
Aside from generating leads, these platforms enrich customer profiles with valuable data, giving each salesperson an idea of what a prospect might be looking for before even picking up the phone or contacting a list of email leads. When you personalize sales approaches based on insights like these, success is close at hand.
These tools are constantly evolving: the sales intelligence software that met your needs a year ago may not have the capabilities you need in 2025. Let’s take a look at some products that can help you enhance sales productivity and efficiency and maintain your competitive advantage even in a challenging marketplace.
Assuming that your sales reps take a proactive approach to their jobs, they probably spend a good chunk of their time prospecting for new potential customers. The right sales intelligence tool can already improve efficiency at this stage by helping businesses identify high-value prospects.
In fact, B2B lead generation companies typically gather intelligence from various sources, which also lets you qualify leads based on detailed data analysis of customer buying patterns, industry trends, and other information it would be tedious to gather and evaluate manually. The same process may also involve segmenting audiences for targeted outreach – rarely a bad strategy in a B2B setting.
Essentially, good sales intelligence tools allow you to increase revenue without spending more. For example, BookYourData assisted marketing company Creative Edge Australia by:
Today, it’s not enough for a B2B sales intelligence platform to provide you with the same lead lists you can buy from a broker. It should also enrich your records with information that allows you to predict future sales opportunities, support personalized outreach for greater engagement, report on sales performance and KPIs you define, and do all of this with a competitive pricing model.
Of course, there’s no single “best” tool for all sales strategies you might want to implement. In almost all cases, though, one of the following is sure to meet your needs:
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Though its database spans over 500 million entries, users can choose to download contact information only for those B2B buyers they’re most interested in. A simple user interface allows you to filter results by industry, company size, location and other data points. In addition, its subscriptionless pricing model makes Book Your Data ideal for smaller companies or those that are just getting started with digital lead generation and sales analytics technology, while volume discounts make it a competitive option for larger firms.
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One of ZoomInfo’s best selling points is that it can integrate seamlessly with CRM systems and related software, including AWS, TrustRadius, Salesforce, and Aircall.
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Owned by ZoomInfo, DiscoverOrg is a specialist company research tool. Its features include notifications when a designated contact is promoted or changes jobs, advanced filtering capabilities, buyer persona matching, and real-time buying signals analysis. Once you’ve mastered the interface, this ensures you contact the right prospects at the right time.
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Salesforce Einstein goes beyond the traditional capabilities of cold emailing software by personalizing outreach messages with generative AI that garners and utilizes insights about your clients from information stored in the cloud-based Salesforce Customer 360 suite. It can also suggest the most promising leads to target based on unstructured information it finds online, eg. customer press releases.
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LeadIQ is designed to guide teams through the entirety of the sales process, from initial prospecting to identifying the most promising opportunities and conducting outbound marketing. It works well with multiple CRM systems and outreach tools, including Salesforce, Gong, Salesloft, Hubspot, and Groove.
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Adapt allows targeted outreach based on factors like each prospect’s job title, department, level of authority, geographic location. and more. Though not well-equipped for lead scoring, this sales intelligence tool is unique in that it focuses mainly on building lead lists for high-tech, high-growth companies.
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Seamless.ai also features a Chrome extension to enable prospecting without any manual data entry whatsoever and can export this data to CRM systems like Salesforce, Outreach, Pipedrive, HubSpot, Salesloft, and many others.
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LeadGenius, though a relatively recent entrant to the world of sales intelligence, prides itself on providing customized data sets and not just being another B2B email list provider. DoorDash, for instance, used its adaptive capability to sanitize, re-qualify and expand a list of 250,000 restaurant leads with minimal outlay and effort.
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Another newcomer to sales intelligence services, CIENCE takes much of the guesswork out of outreach marketing. The lead information they provide typically enables a multi-channel approach combining phone, email, and paper mailing campaigns with tactics like content syndication and paid ads.
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With a comparably simple yet powerful user interface, Nimble is an excellent CRM solution for small to medium-sized businesses. This platform makes it easy to keep track of contacts, emails, tasks, and customer relationships – all in the same place.
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In sales, timing is often everything. When a new manager joins an existing prospect, one you’ve dealt with before changes organizations, a previous customer reports increased revenue, or businesses in your contact database exhibit buying signals, Lead411 will let you know immediately rather than allowing such an opportunity to go to waste.
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Given that pursuing a consistent outreach strategy over multiple simultaneous channels pays huge dividends, companies that use FullContact to track key metrics and buyer behaviors over multiple platforms have a distinct advantage over their competitors.
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In addition to its unique competitor analysis capabilities, Klue features native integration with communication, decision-making, and sales tools such as Slack, SharePoint, Seismic, Salesforce, Gong, and many others.
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Chasing leads who don’t exist or who have changed their contact information is not only frustrating, it wastes valuable employee-hours. SalesIntel mitigates this expensive problem by re-verifying its data every three months and taking pains to supply customers with buyer profiles that are appropriate to their defined segment and qualified to be sales-ready.
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Automation is the name of the game with Groove. Everything that’s happening with your sales and marketing efforts is summarized simply and clearly, giving the person in charge of these activities an instant bird’s-eye look at what’s working and what’s not. This high-level control makes this platform a good choice for smaller companies with a compact management structure.
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Outreach automatically analyzes messages sent to different market segments to make suggestions on which resonate best with your customers. It also predicts the likelihood of success of any given interaction with a prospect and prompts salespersons to pursue the most promising avenues.
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In addition to never leaving you at a loss for what to do next in order to move some potential customer toward a sale, it measures the success of different sales strategies and outreach cadences through integrations with analytics tools like LinkedIn Sales Navigator, Salesforce, and custom solutions via the SalesLoft API.
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When cold-calling prospective customers about a technical product, it helps to know what kinds of software they’re already using and how your solution can improve their current workflow. Aside from this, Datanyze also suggests conversational icebreakers for initial prospect interactions to help get the ball rolling.
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Businesses that generate most of their revenue from a few, specialized software product lines can make use of Slintel’s predictive analytics insights into which tools potential customers currently have installed, who among them may be interested in upgrades, and which SaaS or software products will appeal to them most.
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A common challenge in cold outreach campaigns is that many of your calls and messages are routed to gatekeepers or people who are otherwise not in a position to make purchasing decisions. RocketReach sidesteps this problem by providing you, in most cases, with each prospect’s job title and direct contact details.
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Not to be confused with the video-generating app of the same name, Zoomerang (owned by SurveyMonkey) specializes in getting market insights straight from the horse’s mouth, namely customers themselves. An AI-driven personalization tool can then apply this information to individual messages to help tailor communications and product suggestions to typical prospect needs.
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Though many sales intelligence tools claim to enable data-driven marketing decisions, Mattermark takes the unusual approach of giving prominence to customer business data like revenue, new investment, web traffic numbers, and growth. Using this platform, sales teams can prioritize those prospects that are in the process of expanding and may have associated needs and the budget to pay for solutions.
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Designed specifically for smaller businesses, Growbots allows largely hands-off lead generation and some degree of outreach automation. This takes much of the guesswork, indecision, and repetitive manual labor out of prospecting and contacting potential customers.
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Along with helping to find new prospects in the first place, TechTarget allows you to structure your sales approach most efficiently by telling you a great deal about what any particular customer may be looking for. In addition, monitoring their online actions and behavior can give sales reps an idea of when each lead is likely to be at its warmest.
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Though not a lead prospecting tool in itself, Kompyte integrates well with CRM systems like Hubspot, Salesforce, Highspot, and various other communication and collaboration tools. When your competitors threaten deals you’ve already worked hard to secure, perhaps by cutting their prices, you’ll know about it and be prepared to take action.
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Understanding the different technologies used by potential customers goes well beyond concentrating your marketing efforts on prospects that operate compatible or complementary systems. Using HG Insights’ data, you can more accurately estimate the size of current and potential markets, facilitating forecasting and strategic marketing decisions.
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In any but niche markets, the first step toward mass outreach is often to compile an extensive list of prospects along with their email and phone contact details. Unfortunately, the size of some lead generation databases obscures the fact that they’re riddled with outdated, erroneous, or irrelevant records. UpLead avoids this problem by focusing on data accuracy, reducing email bounce rates and saving time when it comes to cold calling and emailing.
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Owned by HubSpot, Clearbit is a full-featured lead list generation and curating tool. It is especially good at adding information to your existing prospect database, including company type, size, lead score, and recent online activity indicating an intent to buy products similar to yours.
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If you’re in danger of running out of actionable leads, HQ Data is a tool worth exploring. In addition to accelerating your prospecting efforts, its suite of customer engagement tools allows you to manage outreach campaigns and build engagement more effectively.
Though practically any sales intelligence tool is better than none, this isn’t a decision you want to make lightly or without forethought. Some criteria to consider include:
Aside from the above, it’s always a good idea to check online reviews of different tools, especially regarding the quality of customer support you can expect. In addition, it’s an excellent idea to investigate companies that offer free trials or demos first. This allows you to verify that they do, in fact, provide the kind of information they claim to. BookYourData, for instance, allows you to download 10 free leads according to the filters you specify, without entering a credit card number or accepting any kind of implied obligation.
In general, you get what you pay for: while free sales tools can be useful in certain limited contexts, the increased capabilities and sophistication of commercial products pay for themselves many times over. It’s worth noting, though, that many B2B sales intelligence providers offer free trials so you can test the quality of their service.
It is, in fact, somewhat rare for a modern sales intelligence tool to not use AI and machine learning in at least some of its features. AI improves lead generation efficiency, automates personalization in outreach campaigns, and often allows software to make actionable suggestions distilled from masses of data.
Though many small businesses – those who serve a stable customer base in their immediate area, for instance – can get by without using sales intelligence tools, all indications point to seat-of-the-pants marketing being a thing of the past even for SMEs. Fortunately, some of these platforms are highly intuitive, inexpensive, and can yield major benefits even to novice, small-scale users.
The cost of different sales intelligence tools varies widely. It’s common for users to pay a monthly fee on the SaaS model, which may run to anything from $100 to over $1,000/month. Fortunately, many such companies do offer trial periods, or free versions of their software, to give you an idea of how the user interface works and what functionality the full edition provides.
Sales intelligence tools and CRM packages typically have a symbiotic relationship; they may even be bundled together. In general, sales intelligence software is used to expand, enrich, validate, and sometimes act upon the information stored in your CRM system. To this purpose, most sales intelligence packages work seamlessly with a variety of CRM platforms.
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