Your sales team is drowning in leads, but how many are actually worth pursuing? The difference between high-growth teams and those stuck in neutral often comes down to one thing: qualifying leads before they consume your sales resources. B2B lead qualification software automates the process of scoring, routing, and prioritizing leads based on fit and intent—so your reps spend time on prospects who are ready to buy, not tire-kickers who will ghost after the demo.
We evaluated dozens of tools based on AI capabilities, integration depth, ease of setup, and pricing transparency. Here are the top platforms that stand out for teams serious about conversion optimization.
1. Orbit AI
Best for: Teams wanting AI-powered qualification built directly into their form experience
Orbit AI is an AI-powered form builder that qualifies leads in real-time through conversational forms and intelligent scoring.
Where This Tool Shines
Orbit AI takes a fundamentally different approach to lead qualification by building intelligence into the capture point itself. Instead of scoring leads after they've entered your CRM, the platform qualifies prospects as they fill out forms through adaptive questioning and real-time analysis.
The conversational form experience adjusts based on responses, asking follow-up questions that reveal buying intent and fit. This creates a natural qualification flow that feels less like interrogation and more like guided discovery—while simultaneously routing high-value leads to sales workflows instantly.
Key Features
AI-Powered Lead Scoring: Automatically scores leads at the moment of form submission based on responses and behavioral signals.
Conversational Form Experiences: Forms adapt dynamically based on answers, creating personalized qualification paths for different prospect types.
Native CRM Integrations: Connects seamlessly with HubSpot, Salesforce, and Slack to route qualified leads directly into existing workflows.
Real-Time Qualification Routing: High-scoring leads trigger immediate notifications and handoffs to sales teams while they're still engaged.
Conversion-Optimized Design: Beautiful, modern form templates built specifically to maximize completion rates and reduce friction.
Best For
High-growth teams that generate leads primarily through forms and want qualification to happen at the point of capture rather than downstream. Particularly valuable for companies tired of bloated CRMs filled with unqualified contacts who never had purchase intent.
Pricing
Free tier available for getting started. Paid plans begin at competitive rates designed for growing teams that need advanced qualification features and higher submission volumes.
2. Clearbit
Best for: Data enrichment and firmographic qualification based on company fit
Clearbit is a data enrichment platform that appends firmographic, technographic, and contact data to qualify leads based on company fit.
Where This Tool Shines
Clearbit excels at transforming minimal lead information into comprehensive profiles. When someone submits a form with just an email address, Clearbit instantly appends company size, revenue, technology stack, industry, and dozens of other data points that help you assess fit.
The platform's Reveal product goes further by identifying anonymous website visitors at the company level, showing which organizations are researching your solution even before they convert. This visibility helps prioritize outreach and understand demand signals across your total addressable market.
Key Features
Real-Time Data Enrichment: Appends company and contact data instantly when leads submit forms or enter your system.
Company Intelligence APIs: Access firmographic, technographic, and employee data programmatically for custom qualification workflows.
Reveal Anonymous Visitors: Identifies companies visiting your website without filling out forms, uncovering hidden demand.
Fit Scoring: Automatically scores leads against your ideal customer profile based on enriched company attributes.
Native Integrations: Connects directly with Salesforce, HubSpot, Marketo, and other platforms to enrich records automatically.
Best For
B2B companies selling to specific company profiles where firmographic fit is a primary qualification criterion. Especially valuable for teams with incomplete lead data or those wanting to identify anonymous website visitors for account-based outreach.
Pricing
Custom pricing based on enrichment volume and features needed. Plans typically start at several hundred dollars per month, scaling with company size and data requirements.
3. Chili Piper
Best for: Instant meeting booking with real-time lead routing and qualification
Chili Piper is an inbound conversion platform that instantly qualifies, routes, and books meetings with leads the moment they submit a form.
Where This Tool Shines
Chili Piper solves the speed-to-lead problem by eliminating the gap between form submission and sales contact. When a qualified lead fills out your form, they're immediately presented with available meeting times from the right rep—no waiting for follow-up emails or playing phone tag.
The platform's qualification rules engine routes leads based on territory, company size, product interest, or any custom criteria you define. This ensures hot leads reach the right sales rep within seconds while lower-priority contacts get appropriate follow-up sequences.
Key Features
Form Concierge: Embeds meeting booking directly into form experiences, letting qualified leads schedule immediately after submission.
Intelligent Lead Routing: Routes leads to the right rep based on territory, availability, product line, or custom qualification criteria.
Qualification Rules Engine: Define complex routing logic based on form responses, enriched data, and CRM fields.
Calendar Integration: Syncs with Google Calendar and Outlook, supporting round-robin distribution and team availability management.
Handoff Automation: Manages transitions between SDRs and account executives with automated scheduling and context transfer.
Best For
High-velocity inbound teams where speed-to-contact directly impacts conversion rates. Ideal for companies with distributed sales teams needing intelligent routing or those losing deals because qualified leads go cold waiting for sales follow-up.
Pricing
Starts around $150 per user per month for core features. Pricing scales with team size and advanced routing capabilities needed.
4. MadKudu
Best for: Product-led growth companies needing predictive scoring with product usage signals
MadKudu is a predictive lead scoring platform built for product-led growth companies, using machine learning to score leads based on fit and behavior.
Where This Tool Shines
MadKudu was designed specifically for the product-led growth motion where traditional demographic scoring falls short. The platform combines firmographic fit signals with product usage data to identify which free trial users or freemium accounts show genuine buying intent.
Unlike black-box scoring systems, MadKudu provides transparent explanations for why leads receive specific scores. Sales teams can see exactly which signals—whether it's feature adoption, usage frequency, or company profile—drive each qualification decision, building trust in the model.
Key Features
ML-Powered Predictive Scoring: Machine learning models trained on your historical conversion data to identify patterns that predict purchase likelihood.
Product Usage Integration: Incorporates signals from your product analytics to score based on actual engagement, not just demographics.
Dual Scoring System: Provides both customer fit scores and likelihood-to-buy scores for nuanced qualification.
PQL Identification: Automatically flags product-qualified leads showing the behavioral patterns that precede conversion.
Transparent Explainability: Shows which specific signals contribute to each lead's score, making the model interpretable for sales teams.
Best For
Product-led growth companies with free trials or freemium models where product usage data is essential for identifying sales-ready accounts. Works best for teams with sufficient historical data to train accurate predictive models.
Pricing
Custom pricing typically targeting mid-market to enterprise companies. Pricing reflects the sophistication of machine learning models and integration requirements.
5. 6sense
Best for: Enterprise ABM programs needing account-level intent data and buying signals
6sense is an account-based marketing platform using intent data and AI to identify and qualify accounts showing buying signals.
Where This Tool Shines
6sense operates at the account level rather than individual lead level, making it powerful for enterprise ABM strategies. The platform monitors intent signals across millions of websites, identifying when target accounts research relevant topics even before they visit your site.
By tracking anonymous research behavior and aggregating buying signals, 6sense predicts which accounts are actively in-market and at what stage of the buying journey. This allows marketing and sales to prioritize accounts showing real intent rather than guessing based on demographic fit alone.
Key Features
Intent Data Network: Monitors research behavior across the web to identify accounts showing buying signals for your category.
Anonymous Visitor Identification: Reveals which companies visit your website at the account level, even without form submissions.
AI-Powered Account Scoring: Scores and prioritizes accounts based on aggregated intent signals and engagement patterns.
Buying Stage Predictions: Predicts where accounts are in the buying journey—awareness, consideration, or decision stage.
ABM Orchestration: Coordinates campaigns across advertising, email, and sales outreach based on account readiness.
Best For
Enterprise B2B companies with account-based sales motions and long sales cycles where early intent signals provide competitive advantage. Most valuable when selling to large organizations with multiple stakeholders and complex buying committees.
Pricing
Enterprise-level pricing typically starting at $50,000+ annually. Pricing reflects the breadth of intent data access and platform capabilities included.
6. HubSpot Lead Scoring
Best for: Teams already using HubSpot who want integrated scoring without additional tools
HubSpot Lead Scoring is built-in lead scoring within HubSpot CRM offering both manual and predictive scoring for teams already in the ecosystem.
Where This Tool Shines
HubSpot's lead scoring advantage is seamless integration with the rest of your marketing and sales stack. Since scoring happens natively within the CRM, there's no data syncing, no API connections to maintain, and no context lost between systems.
The predictive scoring option uses machine learning trained on your actual conversion data to automatically score leads. For teams without data science resources, this provides sophisticated scoring without manual rule configuration or ongoing model maintenance.
Key Features
Predictive Lead Scoring: Machine learning-based scoring available in Enterprise tier, trained on your historical conversion patterns.
Manual Scoring Rules: Build custom scoring models based on demographic properties, behavioral actions, and engagement signals.
Behavioral and Demographic Criteria: Score based on form submissions, email engagement, page views, company attributes, and any CRM property.
Native CRM Integration: Scoring happens directly in HubSpot with no sync delays or data discrepancies between systems.
Workflow Automation: Trigger automated actions based on score thresholds—routing to sales, enrolling in nurture sequences, or updating properties.
Best For
Companies already invested in the HubSpot ecosystem who want lead qualification without adding another vendor to their stack. Works well for teams wanting scoring that's tightly integrated with marketing automation and CRM workflows.
Pricing
Included in Marketing Hub Professional at $800 per month and Marketing Hub Enterprise. Predictive scoring specifically requires Enterprise tier.
7. Leadfeeder
Best for: Identifying and qualifying companies visiting your website without form submissions
Leadfeeder is a website visitor identification tool that reveals which companies visit your site, even without form submissions.
Where This Tool Shines
Leadfeeder uncovers the 98% of website visitors who never fill out forms by identifying companies based on IP address. You can see which organizations are researching your solution, which pages they viewed, how long they engaged, and whether they match your ideal customer profile.
The platform's filtering and qualification features let you separate tire-kickers from genuine prospects. Set up custom feeds for high-value accounts, specific industries, or companies showing particular behavioral patterns, then route qualified visitors directly to sales outreach.
Key Features
Company Identification: Identifies businesses visiting your website based on IP address, revealing anonymous traffic at the organization level.
Firmographic Filtering: Filter visitors by company size, industry, location, and other attributes to focus on qualified accounts.
Behavior Tracking: See which pages visitors viewed, session duration, visit frequency, and engagement patterns over time.
CRM Synchronization: Syncs identified companies to Salesforce, HubSpot, Pipedrive, and other CRMs for sales follow-up.
Custom Scoring and Alerts: Build custom lead scoring rules and receive notifications when high-value accounts visit your site.
Best For
B2B companies with significant website traffic where most visitors don't convert through forms. Especially valuable for account-based sales teams wanting to identify target accounts showing interest before formal engagement.
Pricing
Free tier available with limited company reveals and features. Paid plans start at $139 per month, scaling with the number of companies identified and advanced features needed.
8. Salesloft Rhythm
Best for: Sales teams needing AI-prioritized workflows based on aggregated buyer signals
Salesloft Rhythm is an AI-powered sales engagement platform that prioritizes leads and accounts based on aggregated buyer signals.
Where This Tool Shines
Salesloft Rhythm solves the prioritization problem that overwhelms sales reps. Instead of forcing reps to manually decide which leads to contact first, the platform's AI analyzes all available signals—email engagement, website visits, content downloads, buying stage—and builds a prioritized daily workflow.
The platform aggregates signals from multiple sources into a single prioritization score, so reps focus on prospects showing the strongest buying intent across channels. This prevents hot leads from getting buried in crowded pipelines while reducing time wasted on cold outreach.
Key Features
AI-Prioritized Workflows: Automatically builds daily task lists for reps, prioritizing prospects based on aggregated engagement signals.
Buyer Signal Aggregation: Combines signals from email, website, content engagement, and third-party intent data into unified scores.
Cadence Automation: Triggers qualification-based actions within multi-touch sequences based on prospect behavior and responses.
Conversation Intelligence: Integrates call and meeting analysis to incorporate conversation signals into qualification scoring.
Salesforce Integration: Deep native integration with Salesforce for seamless data flow and workflow automation.
Best For
Sales teams managing high volumes of prospects who need AI-driven prioritization to focus on the highest-value opportunities. Works best for organizations with established sales engagement processes looking to add intelligence layer.
Pricing
Custom pricing typically ranging from $100-150 per user per month depending on features and team size. Enterprise pricing available for larger deployments.
9. Qualified
Best for: Enterprise ABM teams using conversational marketing to qualify target accounts in real-time
Qualified is a conversational marketing platform for enterprise ABM, using live chat and AI to qualify and convert target accounts in real-time.
Where This Tool Shines
Qualified was built specifically for account-based strategies where you know exactly which companies you're targeting. When high-value accounts visit your website, Qualified identifies them instantly and routes them to the right sales rep through personalized chat experiences.
The platform combines AI chatbots for initial engagement with seamless handoffs to human reps for qualified conversations. This hybrid approach qualifies visitors through automated questions while ensuring hot accounts get immediate human attention when they're actively researching your solution.
Key Features
Real-Time Visitor Identification: Instantly identifies and qualifies target accounts the moment they land on your website.
AI Chatbot with Human Handoff: AI handles initial qualification questions, then routes qualified visitors to available sales reps for live conversations.
Account-Based Routing: Automatically routes target accounts to their assigned sales rep or account team based on CRM ownership.
Salesforce-Native Architecture: Built directly on Salesforce platform for real-time data sync and unified workflow management.
In-Chat Meeting Booking: Qualified visitors can schedule meetings directly within the chat interface without leaving the conversation.
Best For
Enterprise B2B companies with defined target account lists running account-based marketing programs. Most effective when you have a manageable number of high-value accounts and sales capacity to engage them in real-time.
Pricing
Enterprise pricing starting around $3,500 per month. Pricing reflects the platform's focus on high-value account engagement rather than high-volume lead processing.
Making the Right Choice
The best B2B lead qualification software depends on how you acquire and process leads. If forms are your primary conversion point, Orbit AI's intelligent qualification happens at the moment of capture—scoring leads and routing them to sales before they even enter your CRM.
For teams swimming in data but lacking enrichment, Clearbit fills the gaps by appending firmographic and technographic intelligence to every contact. High-velocity inbound teams benefit from Chili Piper's instant routing that books meetings while prospects are still engaged.
Product-led growth companies need MadKudu's ability to incorporate product usage signals alongside traditional demographic data. Enterprise ABM programs should evaluate 6sense or Qualified for account-level intelligence and intent data that reveals buying signals before formal engagement.
Start by auditing where qualified leads currently slip through. Are you losing them because forms don't capture enough information? Because enrichment happens too late? Because routing is slow or manual? Because you can't identify product-qualified leads? Match your specific gap to the tool designed to solve it.
Ready to see how AI-powered forms can qualify leads before they hit your CRM? Start building free forms today and discover how intelligent form design elevates your conversion strategy while automatically routing high-value prospects to sales the moment they express interest.