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We’re not here to police what you send to your list. We're here for the good guys building legitimate subscriber bases — regardless of which industry you're in, including ones who get unfairly banned like cryptocurrency & blockch...Read more about SendX

4.6 (32 reviews)

6 recommendations

HubSpot Marketing Hub

FrontRunners 2024

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

4.5 (5954 reviews)

3 recommendations

Zoho Social

Zoho Social is a holistic social media management tool that lets you effortlessly expand and grow your social media presence from one platform. Zoho Social supports major social media platforms such as Facebook, Instagram, Twitter...Read more about Zoho Social


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

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FrontRunners 2024

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


FrontRunners 2024

Typeform is an interactive data collection tool that lets you create forms, surveys, and quizzes that people enjoy answering. By asking questions one at a time, you get more thoughtful responses and higher completion rates. Plus, ...Read more about Typeform


FrontRunners 2024

Bitrix24 is an online workspace for small, medium, and large businesses. It features over 35 cross-integrated tools, including CRM, tasks, Kanban board, Gantt chart, messenger, video calls, file storage, workflow automation, and m...Read more about Bitrix24

EngageBay CRM

EngageBay is an integrated marketing, sales, support and CRM solution designed to help small to midsize enterprises acquire, engage and convert website visitors into customers. The cloud-based platform lets businesses use marketin...Read more about EngageBay CRM


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


Trusted by 100k+ ecommerce businesses, Omnisend’s all-in-one email marketing & SMS tool automates your marketing across the entire customer journey—reaching the right audience, with the right message at the right time. Capture and...Read more about Omnisend


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

Salesforce Marketing Cloud Account Engagement

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 Salesforce Marketing Cloud Account Engagement


FrontRunners 2024

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

FrontRunners 2024

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


GetResponse is a comprehensive email marketing platform that provides small businesses, solopreneurs, coaches, and marketers with powerful and affordable tools to grow their audience, engage with their subscribers, and turn subscr...Read more about GetResponse

Meritto (Formerly NoPaperForms)

Meritto, popularly known as the Operating System for Student Recruitment and Enrollment, is the defacto choice for educational organizations looking to boost team productivity, enhance student experience, optimize marketing spends...Read more about Meritto (Formerly NoPaperForms)

Bigin by Zoho CRM

Bigin by Zoho CRM is a pipeline-centric CRM that is built and priced for small businesses. Minimal by design and focused on greater ease-of-use, Bigin brings spreadsheets-like simplicity to CRM and allows anyone to get started in ...Read more about Bigin by Zoho CRM

Spotler CRM

Spotler CRM 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 integrations - so...Read more about Spotler CRM

Kylas Sales CRM

FrontRunners 2024

"Voted #1 CRM Software for growing Indian businesses by Capterra. Kylas is a sales CRM designed to support growing businesses in competitive marketplaces. It offers a Unique Pricing Framework: It is available for a flat INR 12,...Read more about Kylas Sales CRM

FrontRunners 2024 is a cloud-based sales management system designed for small and midsize businesses which offers prospecting, lead tracking and pipeline management within a suite The solution allows users to upload contacts either fr...Read more about

Buyers Guide

Last Updated: March 16, 2023

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.


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

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.