Lead Scoring Software

"Lead scoring software's primary purpose is to save busy salespeople time, so they can close more sales from higher quality marketing leads. In practice, this means that the software takes the leads you've captured from a variety of sources (whether email, web forms, other software systems etc.) and analyzes them in order to rate them against certain benchmarks. This then generates a ranking of which leads are the most likely to result in a successful sale/conversion, providing a list to the sales team of which prospects to contact and in what order. The software may also recommend particular mediums or types of messaging that will be particularly likely to appeal to those leads.

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

SharpSpring from Constant Contact

SharpSpring, a Constant Contact company, is a revenue growth marketing platform that helps small businesses generate leads, improve conversions to sales, and drive higher returns on marketing investment. Our innovative platform, o...Read more

4.57 (733 reviews)

7 recommendations


Net-Results is a cloud-based marketing automation solution for small, midsize and large businesses. Primary features include lead management, lead scoring, marketing list management, email builder, social media management, insight...Read more

4.64 (33 reviews)

6 recommendations


Sugar Market

Sugar Market (previously Salesfusion) focuses on what matters most to marketers — streamlining campaign creation, understanding engagement, improving conversions and driving more revenue. Attract traffic to your website using...Read more

4.10 (62 reviews)

1 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

4.15 (61 reviews)

1 recommendations


Salesforce Sales Cloud

The Salesforce Sales Cloud is an on-demand CRM platform offering applications for small, midsize, and enterprise organizations, with a focus on sales and customer relationships. This Salesforce platform has CRM capabilities tha...Read more


Asana helps teams orchestrate their work—from daily tasks to strategic initiatives. With Asana, teams are more confident, move faster, and accomplish more with less—no matter where they are located or how many different department...Read more

Zoho CRM

Zoho CRM is a cloud-based business management platform that caters to businesses of all sizes. It offers sales and marketing automation tools with helpdesk, analytics and customer support functions. Zoho CRM helps users respo...Read more

HubSpot CRM

With its cloud-based, customer relationship management (CRM) platform, HubSpot CRM helps companies of all sizes track and nurture leads and analyze business metrics. HubSpot is suitable for any B2B or B2C business in a variety of ...Read more


monday.com, an award-winning collaboration and project management platform, helps teams plan together efficiently and execute complex projects to deliver results on time. monday.com team management and task management tool allows ...Read more



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

Software pricing tips

Read our Lead Scoring 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


Nimble offers browser widget and mobile-based sales force automation and social CRM solution for small and midsize businesses. The solution automatically populates customer profiles and interaction histories from contact lists, em...Read more


Airtable is a cloud-based project management solution targeting small to midsize businesses as well as departments within larger companies. This system focuses primarily on data organization and collaboration. The system uses...Read more


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

Marketing 360

Marketing 360 is a cloud-based marketing platform suited for entrepreneurs as well as small and midsize businesses. This solution allows organizations to run social media advertising campaigns, conduct search engine optimization (...Read more


Copper is an easy-to-use CRM for small and medium-sized businesses that need a better way to manage leads & grow customer relationships. If you don't have time for data entry, tedious admin tasks, or overly complex tools, Copper j...Read more



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

Less Annoying CRM

Less Annoying CRM is a customer relationship management solution that caters to the needs of small businesses. It offers cloud-based deployment, various configuration options and a dashboard that provides an overview of contact in...Read more


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



HoneyBook is a cloud-based customer relationship management (CRM) solution designed for small businesses. The solution helps users manage business processes from inquiry through to invoicing. HoneyBook lets users manage projects, ...Read more


Tripleseat is a web application specifically designed for hotels, restaurants, and special venues to help manage sales and events. These tools help users oversee the catering business planning process by allowing detailed tracking...Read more


Buyers Guide

Last Updated: May 20, 2022

With the many marketing approaches in today's world—from email to social media to SMS—marketers rarely suffer from a lack of leads. On the contrary, as a marketer you're often faced with generating too many leads rather than too few. The question, then, becomes what to do with all those leads once you've gathered them.

That's where lead scoring software comes in. By helping you assess and rank all your leads, these software systems enable you to prioritize which ones should be followed up on and in what order. Whether offered as part of a larger lead management software suite or as a stand-alone product, lead scoring software grades leads in order to identify those most likely to result in a sale.

This buyer's guide discusses the specific functions of lead scoring software so you can choose the right one for your own marketing, sales and business needs.

Here's what we'll be covering:

What Is Lead Scoring Software?
Lead Scoring Software vs. Lead Management Software
Common Features of Lead Scoring Software
Key Considerations

What Is Lead Scoring Software?

Lead scoring software's primary purpose is to save busy salespeople time, so they can close more sales from higher quality marketing leads.

In practice, this means that the software takes the leads you've captured from a variety of sources (whether email, web forms, other software systems etc.) and analyzes them in order to rate them against certain benchmarks. This then generates a ranking of which leads are the most likely to result in a successful sale/conversion, providing a list to the sales team of which prospects to contact and in what order. The software may also recommend particular mediums or types of messaging that will be particularly likely to appeal to those leads.

This process is sometimes called predictive lead scoring, often referred to simply as "lead scoring." This differs slightly from rules-based lead scoring, which assigns specific, predetermined numerical values to leads in your marketing database based on particular characteristics and behaviors that you've entered into the system. Predictive lead scoring is more complex, relying on a statistics-based algorithm rather than the anecdotal behaviors that determine rules-based scoring.


Lead Scoring Software vs. Lead Management Software

Although you can find and purchase independent lead scoring software, you are just as likely to find it as a feature within a larger lead management software suite. Here are some of the features you'll find in those software suites, in addition to lead scoring:

  • Lead capture. Generates a greater volume of data from people who are interested in the products and services you offer.
  • Lead storage and distribution. Lead tracking software allows you to manage the flow of leads captured through various channels (such as email and web forms) and store those leads within a database.
  • Lead nurturing. Let you check the status of your leads and automate the process of following up with them by delivering relevant content and maintaining a relationship until the lead is ready to make a purchase.
  • Lead segmentation. The process of sorting leads into various categories based on criteria such as geography, professional qualification, job role or industry. This function is intimately related to lead scoring.
  • Pipeline management. Allows you to track the status of potential customers or leads and to better view and understand the sales process as a whole.

Common Features of Lead Scoring Software

Predictive lead scoring The software employs a complex algorithm that accounts for a lead's previous interactions with your organization and assesses it against a value scale determined by information in your customer relationship management (CRM) and marketing systems. It then ranks that lead's likelihood of converting to a sale. These rankings can be used by your sales team to prioritize more likely sales opportunities.
Rules-based scoring Traditional lead scoring (which is less common today) is rules-based, meaning that ranking is determined by a set of factors that you have decided upon and entered into the system yourself. It is generally less accurate than predictive lead scoring.
Pipeline management Part of successful leads scoring involves recognizing where a lead is located along your sales pipeline and intervening with contact or content at the right moment. Lead scoring software will help you with this by giving you a full view of your pipeline in regard to the ranking of your leads and when/how it will be best to contact them.
Analysis and reports Analyzing the data from your captured leads, and ranking that data against other information found in your databases in order to provide reports on which leads are most likely to convert to sales, is the inherent functionality of leads scoring software.

Lead scoring in software platform Freshsales

A lead score as presented in Freshsales.

Key Considerations

Other factors to take into consideration when picking the best lead scoring software for you or your organization may include:

  • Integration with other systems. Because the predictive algorithms of lead scoring software rely on data about historical lead behaviors found in your CRM and marketing databases, the software will need to access these systems. If your lead scoring software is part of a larger lead management suite, it may already be a function of your CRM or marketing system. If you are purchasing stand-alone lead scoring software, you must ensure it can access the data found in your other systems or else the predictive algorithms will be faulty.
  • Cloud-based software versus on-premise software. Prior to the advent of cloud computing, software was largely purchased with the understanding that it needed to be hosted, implemented and maintained by the purchaser. This required the space for additional hardware, such as servers, as well as the technical know-how and resources to keep it running, often in the form of a dedicated IT team.

    This model may still work for some large, enterprise-level businesses, but for smaller businesses it requires a high initial outlay, as well as maintenance as time goes on, making it less affordable at the onset. That's why, for the most part, today's software—including lead scoring software—is hosted via the cloud, meaning that it is provided by the vendor over the internet and doesn't require your business to house any hardware or be able to troubleshoot malfunctions on your own. Be sure to check with your vendor about how the software you're purchasing will be hosted, to make sure it works for your business' specific needs.