Lead Capture Software

Lead capture software gathers data about the people or businesses with a potential interest in your product or service and aggregates it into a searchable database. These tools then help teams analyze that data so that either the sales or marketing department can take the immediate next best action.

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Showing 1 - 20 of 159 products
Showing 1 - 20 of 159 products

Benchmark Email

Benchmark Email is a cloud-based email marketing platform. It offers email templates for different occasions and events. It helps users manage email campaigns. It provides Email signup forms on website, blog and social media to in...Read more about Benchmark Email

4.24 (160 reviews)

9 recommendations

HubSpot Marketing Hub

HubSpot is a leading growth platform. Over 52,000 total customers in more than 100 countries use HubSpot’s award-winning software, services, and support to transform the way they attract, engage, and delight customers. Marketing H...Read more about HubSpot Marketing Hub

4.50 (4962 reviews)

5 recommendations

ZoomInfo SalesOS

ZoomInfo powered by DiscoverOrg provides buyer intent data and alerts to sales and marketing teams. This cloud-based solution is suitable for businesses of all sizes looking to streamline marketing initiatives and workflows. It he...Read more about ZoomInfo SalesOS

4.23 (220 reviews)

3 recommendations


ActiveDEMAND is a cloud-based marketing automation solution that caters to marketing agencies and helps them to create and manage their marketing campaigns. The solution includes marketing automation functionalities for small busi...Read more about ActiveDEMAND

4.22 (72 reviews)

3 recommendations


LeadSquared is a cloud-based marketing automation and customer relationship management (CRM) solution for businesses of all sizes. It serves clients in industries such as finance, e-commerce, education, health and wellness, market...Read more about LeadSquared

4.34 (125 reviews)

2 recommendations


Ortto is the product-led growth engine that helps businesses acquire and retain customers. Since 2015, Ortto has empowered over 10,000 companies with their software. Ortto allows online businesses to unify their customer data with...Read more about Ortto

4.59 (104 reviews)

2 recommendations


Established in 2008, Act-On is a comprehensive marketing automation tool designed to offer a complete suite of applications, including email marketing, website visitor tracking, lead management, social media management, reporting ...Read more about Act-On

4.26 (250 reviews)

1 recommendations


Pipedrive is a web-based Sales CRM and pipeline management solution that enables businesses to plan their sales activities and monitor deals. Built using activity-based selling methodology, Pipedrive streamlines every action invol...Read more about Pipedrive


Keap (formerly Infusionsoft) is a cloud-based sales and marketing solution that offers customer relationship management (CRM), marketing automation, and e-commerce functionalities in one suite. Keap helps small businesses across v...Read more about Keap


Pardot, a Salesforce company, is designed for organizations that primarily focus on business-to-business (B2B) sales and marketing automation. This email marketing system offers automated support for the longer timespan and multi-...Read more about Pardot

Software pricing tips

Read our Lead Capture Software Buyers Guide

Subscription models

  • Per employee/per month: This model allows you to pay a monthly fee for each of your employees.
  • Per user/per month: Users pay a monthly fee for users—normally administrative users—rather than all employees.

Perpetual license

  • This involves paying an upfront sum for the license to own the software and use it indefinitely.
  • This is the more traditional model and is most common with on-premise applications and with larger businesses.

Rated best value for money


Twilio SendGrid is a cloud-based email marketing tool that assists marketers and developers with campaign management and audience engagement. Its key features include A/B testing, mailing list management, predefined templates, ima...Read more about SendGrid


Typeform is a cloud-based survey management solution designed for companies of all sizes. It offers survey design, configuration, distribution and analytics within a suite. Typeform features survey design, where users can des...Read more about Typeform


ClickFunnels is a cloud-based website marketing funnel that provides landing page solutions to market, sell and deliver products and services online. Primarily catering to startups, agencies and freelancers, e-commerce, coaching a...Read more about ClickFunnels


Bitrix24 is a client management solution that provides a platform for businesses to organize and track interactions with potential or existing clients and partners. The software allows users to log and manage client interactions, ...Read more about Bitrix24


Freshsales is a salesforce automation solution that enables businesses of all sizes to streamline lead management, client interaction, marketing insights, customer relationship management and other operations. The platform enables...Read more about Freshsales

Agile CRM

Agile CRM is a cloud-based customer relationship management (CRM) solution designed for small and midsize businesses. It offers contact management, telephony tools, appointment scheduling, marketing automation, project management,...Read more about Agile CRM

Really Simple Systems CRM

Really Simple Systems is an easy to use cloud CRM system designed for small and mid-sized organizations, yet also perfect for larger teams. There’s a customizable Sales CRM, plus options for Marketing and Service tools and integra...Read more about Really Simple Systems CRM


GetResponse is a cloud-based marketing tool that allows users to connect with their customers through email and create landing pages. It caters primarily to small businesses, bloggers and marketing agencies. GetResponse provi...Read more about GetResponse

monday sales CRM

Built on top of monday.com Work OS, monday sales CRM is a no-code, customizable solution that empowers managers and sales teams to take control of their entire sales cycle - from lead capturing and sales pipeline management to pos...Read more about monday sales CRM

Vtiger CRM

Vtiger CRM offers a single, unified CRM for sales, customer support and marketing teams. Vtiger CRM can be used across the entire customer lifecycle, and it allows marketing teams to capture and nurture leads, sales teams to score...Read more about Vtiger CRM

Buyers Guide

Last Updated: August 12, 2022

Even though they're separate departments, sales and marketing work toward a common goal: Converting prospective buyers into satisfied customers.

  • Marketing develops a variety of initiatives—ranging from traditional advertisements to targeted email and social media campaigns—to generate interest in your company's product or service.
  • Sales capitalizes on that interest, closing deals and selling your product or service to targeted consumers.

This conversion depends on successfully attracting, or capturing, "leads," i.e., people or businesses with a potential interest in what you're selling.

It's crucial to track where your leads come from for two reasons:

  1. So marketing knows which campaigns are successful.
  2. So sales knows which leads are the most promising.

That's where lead capture software comes in. These tools help marketing teams aggregate and review the leads they pull in from various marketing campaigns, and help sales teams identify which ones get put on the "nurture" track.

In this guide, we'll discuss the key features of lead capture software, outline which tools you should look at based on your business size and highlight some considerations you should review with vendors before making a purchase.

Here's what we'll cover:

What Is Lead Capture Software?
Common Features of Lead Capture Software
What Type of Buyer Are You?
Key Purchase Considerations

What Is Lead Capture Software?

Lead capture software gathers data about the people or businesses with a potential interest in your product or service and aggregates it into a searchable database. These tools then help teams analyze that data so that either the sales or marketing department can take the immediate next best action.

The information contained in these leads may include:

  • Name
  • Source of lead
  • Contact information
  • Preferred method of contact
  • Previous interactions with your company

The sources of these leads include, but are not limited to:

  • Responses to marketing materials
  • Responses to sales outreach
  • Customer support agents
  • Purchased lists

Lead capture is the first step in the sales pipeline. The next steps include nurturing, lead scoring, analytics and a variety of other procedures that sales teams follow to turn leads into closed sales.

Thus, although lead capture software can be purchased as a best-of-breed, or stand-alone solution, you will frequently find it as just one component of a larger lead management suite or marketing software suite.

See the "What Type of Buyer are You?" section below for a breakdown of which tools you should consider based on the size of your business.


Common Features of Lead Capture Software

Lead capture software will contain some, if not all, of the following features:

Leads database Create and store leads data from numerous marketing efforts in a centrally accessible database. Organize leads using tags or classification criteria that you can set. Import or export data to or from other sales and marketing software platforms as needed based on the buyer journey.
Lead forms Place forms in key places on your website prompting visitors to enter contact details, often in exchange for access to gated information.
Multiplatform support Gather leads from multiple platforms and marketing efforts, including your website, email, social media and other sources.
Lead analytics and reporting Create and analyze lead reports to see how marketing and sales efforts are performing, i.e., which marketing campaigns are most successful and which types of leads are converting at the highest rates.
Integrations Integrate lead capture with other lead management tools to make effective use of your database and nurture leads through to closing a sale.

A lead dashboard in Infusionsoft

A lead dashboard in Infusionsoft

What Type of Buyer Are You?

You can purchase lead capture software as a stand-alone tool, as part of a larger lead management suite, or as one application within a robust CRM or marketing platform. Your company's size and industry needs will influence how you should invest.

  • Small business. If your business is small, you can likely get by with stand-alone lead capture software—if nothing else, it's good to have a database that keeps track of all the leads you've obtained. However, as you grow, you'll want your leads database to integrate with other sales tool, so consider how long you expect to use the stand-alone system based on your business growth expectations.
  • Midsize business. If you're a midsize or growing business, consider a lead management suite, which will offer lead capture in addition to nurturing, scoring and segmentation capabilities. You'll want it to integrate with your other sales, marketing or customer relationship management (CRM) software.
  • Large business. At the large or enterprise scale, your business will almost certainly need lead capture functionality as a part of larger lead management or sales and marketing software. It is unlikely that it would be cost-effective for you to purchase best-of-breed lead capture software.

Key Purchase Considerations

Other factors to consider when picking lead capture software include:

Integration with other systems. This will likely be the key consideration when it comes to choosing lead capture software. A database of leads that doesn't integrate with other sales or marketing tools won't prove very useful. To make lead capture a valuable resource to your company, you'll need those other functions to nurture leads along the sales pipeline and turn prospective buyers into satisfied customers.

Cloud-based vs. on-premise software. These days, most lead capture software is distributed over the cloud. This means that your business doesn't need to host the platform on its own hardware, and you won't require ongoing IT resources to maintain that hardware, as with on-premise solutions. Due to lower upfront and maintenance costs, cloud-based tools are often the smarter choice for small businesses. Ask vendors about their deployment options, training and customer support services when you're evaluating software to ensure you choose a system that best meets your needs.