Marketing colleagues stand at whiteboard discussing B2B lead generation tools

We’ve been talking a lot about B2B lead generation lately, and we would be remiss if we didn’t share a few more gems we’ve got on our radar. Today, we’re diving into tools for lead generation including social media, advertising, landing page, audience tracking, and analytics tools. Let’s get started.

Social Media and Advertising Platforms

Social media and advertising platforms are one of the most effective avenues for reaching and engaging potential leads—offering unparalleled access to a vast audience with the ability to target users based on a range of demographic, psychographic, and behavioral data. Delivering personalized ad experiences to the right audience at the right time can significantly enhance your brand’s visibility, drive traffic, and increase conversions. For B2B marketers, being able to pinpoint your messaging to decision-makers within specific industries makes these tools even more valuable for strategies including social media marketing, social selling, and advertising.

LinkedIn Sales Navigator

LinkedIn Sales Navigator, the business solutions suite offered by LinkedIn, is specifically designed for B2B lead generation and targeted outreach. It’s an incredibly powerful platform for leveraging LinkedIn’s extensive network of business professionals and an excellent tool for account-based marketing (ABM).

  • Pros: Access to a wide network of professionals; advanced search filters; integration with CRM tools.
  • Cons: Higher cost compared to other LinkedIn plans; steep learning curve for maximizing its potential.
  • Features: Advanced lead and company search, real-time sales updates, InMail messages, and lead recommendations.
  • Best for: Sales and marketing professionals targeting B2B leads, looking to connect directly with decision-makers and influencers in their industry.

Google Ads

Google Ads enables businesses to create and display ads across Google’s wide network, including in search results, on websites, and YouTube videos, reaching potential customers where and when they’re most likely to be interested.

  • Pros: Massive reach; diverse ad formats; detailed targeting and retargeting options.
  • Cons: Can get expensive; complex to optimize without experience.
  • Features: Keyword targeting, pay-per-click (PPC) advertising, display ads, and remarketing.
  • Best for: Businesses of all sizes looking to increase visibility and traffic through targeted online advertising.

Facebook Ads Manager

Facebook Ads Manager offers a comprehensive platform for creating, managing, and analyzing ads across Facebook, Instagram, Messenger, and Audience Network. With a large, captive audience on these platforms, advertising here can be quite effective, often with a lower cost than Google Ads.

  • Pros: Detailed targeting options; robust analytics; access to a large and engaged audience.
  • Cons: Requires ongoing optimization; privacy changes affect targeting accuracy.
  • Features: Detailed demographic targeting, ad placement options across Facebook’s network, performance tracking, and A/B testing capabilities.
  • Best for: Brands aiming to engage a broad consumer audience with targeted content.

Landing Page and Lead Capture Tools

Landing pages and lead capture platforms are an important part of your business’s online presence, helping convert website traffic into tangible leads. These tools specialize in creating engaging, high-converting landing pages that capture the attention and details of visitors through engaging content and intuitive design. By optimizing the user experience and tailoring messages to specific audience segments, you can significantly increase conversion rates and generate more leads for your sales pipelines.


Unbounce offers a powerful, drag-and-drop builder that allows you to create and publish custom landing pages without needing to write a single line of code.

  • Pros: Intuitive drag-and-drop interface; wide range of customizable templates; robust A/B testing capabilities.
  • Cons: Can be pricey for small businesses; some features require a learning curve to fully leverage.
  • Features: Drag-and-drop landing page builder, dynamic text replacement for PPC campaigns, A/B testing, and popups and sticky bars for additional lead capture opportunities.
  • Best for: Marketers and businesses of all sizes looking for a flexible and powerful tool to create and optimize custom landing pages without extensive technical knowledge.


Leadpages offers a wide range of high-converting landing page templates with real-time analytics, making it easier to gauge your page’s performance and make data-driven decisions.

  • Pros: Extensive collection of templates; easy integration with other marketing tools; detailed analytics and insights.
  • Cons: Limited customization options for some templates; the interface can be less intuitive compared to competitors.
  • Features: A large library of templates, drag-and-drop editing, real-time analytics, and built-in conversion guidance.
  • Best for: Small businesses and marketers who need to quickly deploy effective landing pages and value insights from real-time analytics to optimize their campaigns.


OptinMonster offers lead capture forms and exit-intent technology, designed to engage visitors at the moment they’re about to leave your site.

  • Pros: Powerful exit-intent technology; wide range of form types and triggers; easy to use.
  • Cons: Basic plan is somewhat limited in features; higher-tier plans required to unlock full potential.
  • Features: Exit-intent technology, campaign triggers, detailed targeting and segmentation options, and analytics dashboard.
  • Best for: Businesses and marketers focused on maximizing lead capture through forms and pop-ups, especially useful for eCommerce sites and content-heavy websites looking to convert departing visitors.

Audience Tracking Tools

Two business professionals stand outside office building looking at a laptop showing B2B lead generation tools

Audience tracking tools, including website visitor identification platforms, play a crucial role in B2B marketing, offering deep insights into who is visiting your website and how they interact with your content. By understanding visitor behavior and tracking leads, you can tailor your marketing efforts more effectively, engage with potential leads at the right time, and convert them into customers. 


LeadLander makes your marketing efforts more effective by delivering detailed insights into who is visiting your website and their areas of interest. Standing apart from traditional analytics platforms, LeadLander identifies anonymous visitors, thereby painting a clearer picture of potential leads and helping deepen your understanding of website traffic to tailor your marketing strategies accordingly.

  • Features: Real-time visitor tracking, detailed reporting on visitor behavior, integration with CRM systems for seamless lead management, and alert notifications for specific visitor activities.
  • Pros: Enhanced lead identification; actionable insights for improved marketing efforts; seamless CRM Integration; real-time tracking enables timely engagement.
  • Cons: Potential learning curve for new users; extensive amount of data and insights could be overwhelming for less experienced users.
  • Best For: Businesses looking to understand more about their anonymous website visitors and prioritize follow-up based on engagement and interest.


Hotjar offers heatmap, analytics, and feedback tools that help you understand what’s happening on your website, from how users navigate and interact with your pages to what barriers they face in their journey.

  • Features: Heatmaps showing where visitors click, move, and scroll; visitor recordings for observing user behavior; form analysis to improve conversion; and feedback polls to understand user needs.
  • Pros: Provides insightful user behavior insights; includes feedback tools; allows for conversion funnel analysis; easy to implement and use; cost-effective for basic needs.
  • Cons: Provides limited quantitative data; the use of session recordings and heatmaps raises privacy issues related to GDPR and other legislation. Adding tracking scripts can slow down page load times; there are feature limitations on the free plan.
  • Best For: Businesses seeking to enhance user experience and optimize website performance for better lead conversion.


Clearbit provides powerful data enrichment for understanding your visitors and leads better. By integrating with your website and email, it can reveal valuable insights about your audience to personalize interactions, though it’s important to tread carefully when it comes to data privacy.

  • Features: Real-time data enrichment, integration with CRM and marketing platforms, detailed audience segmentation, and personalized marketing capabilities.
  • Pros: Comprehensive data enrichment; real-time information; integration capabilities; improved segmentation and personalization; efficiency in lead scoring and prioritization.
  • Cons: Can be expensive, especially for small businesses or startups; Breadth of data and integration options can be overwhelming; Privacy considerations related to GDPR and other privacy regulations; Lead generation is dependent on the external data sources you connect.
  • Best For: Businesses that want to leverage data for personalized marketing and improved lead engagement strategies.

Analytics and Lead Scoring Tools

Analytics and lead scoring tools help you evaluate and prioritize leads, ensuring that your sales teams can focus their efforts on the prospects that are most likely to convert. By tracking audience behavior and engagement, analytics tools offer insights into how users interact with you across different channels. 

Lead scoring models take this a step further by assigning values to leads based on their actions and engagement level, segmenting them according to how sales-ready they are. This allows for more efficient follow-up and personalized engagement, improving the chances of conversion.

Google Analytics

Google Analytics, and its latest platform Google Analytics 4 (GA4), provides comprehensive website analytics, giving you a deep dive into visitor behavior, traffic sources, and content engagement across your site.

  • Pros: Free for basic use; integrates with Google’s suite of marketing products; extensive range of tracking and reporting features.
  • Cons: Can be complex for beginners; the vast array of features may be overwhelming for small teams.
  • Features: Real-time analytics, audience demographics, behavior tracking, conversion measurement.
  • Best for: Businesses of all sizes looking for a powerful, no-cost solution for website analytics to understand visitor behavior and refine marketing strategies.

Marketo Engage

Marketo Engage, owned by Adobe, offers a robust platform for marketing automation, including advanced lead scoring models that assess lead readiness and ensure alignment with sales efforts. Its integration with Salesforce enhances CRM capabilities, streamlining the lead management process.

  • Pros: Advanced lead scoring and nurturing capabilities; seamless integration with Salesforce; comprehensive marketing automation features.
  • Cons: Higher price point; could require dedicated resources to manage and optimize.
  • Features: Lead scoring and nurturing, marketing automation, CRM integration, email marketing, and analytics.
  • Best for: Medium to large businesses looking for an advanced marketing automation solution that offers sophisticated lead scoring and nurturing capabilities.

Drive B2B Marketing Success with These Tools for Lead Generation

Whether you’re looking to revamp your lead generation efforts or build a program up from scratch, these B2B lead generation tools will help you get there. Remember, make sure to evaluate each platform to ensure that it aligns with your own company culture, business objectives, and privacy standards. 

If you’re looking to discover more leads from your website, try out LeadLander for free for 14 days, no credit card needed.


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