Your sales team is drowning in leads—but how many are actually worth pursuing? Without proper lead filtering, reps waste hours chasing prospects who'll never convert while hot opportunities slip through the cracks. The right lead filtering tool transforms this chaos into a streamlined system that surfaces your best opportunities automatically.
We evaluated dozens of platforms based on filtering accuracy, ease of setup, integration capabilities, and value for high-growth teams. Here are the top tools that stood out for helping businesses separate signal from noise and focus on leads that actually close.
1. Orbit AI
Best for: Teams who want to filter leads at the moment of capture with AI-powered forms
Orbit AI takes a fundamentally different approach to lead filtering by qualifying prospects the instant they submit a form, before they ever reach your CRM or sales team.
Where This Tool Shines
The platform analyzes form responses in real-time using AI to determine lead quality, automatically scoring and routing prospects based on their fit. This means unqualified leads never consume sales resources in the first place.
What makes this particularly powerful is the conditional routing capability. High-quality leads can be sent directly to sales with instant meeting booking, while lower-fit prospects are routed to nurture sequences or self-service resources. The filtering happens invisibly to the user, maintaining a smooth conversion experience.
Key Features
AI Lead Qualification: Automatically analyzes form responses to determine prospect quality and intent signals.
Automatic Scoring: Assigns quality scores based on response patterns without requiring manual rule configuration.
Conditional Routing: Sends qualified leads to sales and routes poor-fit prospects to alternative workflows.
Native CRM Integration: Syncs filtered and scored leads directly to Salesforce, HubSpot, and other platforms.
Real-Time Processing: Filters leads instantly at submission without batch processing delays.
Best For
High-growth teams that generate significant inbound volume and need to protect sales capacity by preventing unqualified leads from entering the pipeline. Particularly valuable for companies with clear ideal customer profiles where form responses reveal fit signals.
Pricing
Free tier available for basic functionality. Paid plans start at $29/month with advanced AI qualification and routing features.
2. HubSpot Lead Scoring
Best for: Teams already using HubSpot who want native CRM-integrated lead filtering
HubSpot Lead Scoring combines demographic, firmographic, and behavioral data to prioritize leads entirely within the HubSpot ecosystem.
Where This Tool Shines
The predictive scoring model learns from your historical conversion data, identifying patterns that indicate which leads are most likely to close. This machine learning approach adapts as your business evolves, rather than relying on static rules that quickly become outdated.
Because it's native to HubSpot, the scoring integrates seamlessly with workflows, list segmentation, and sales tools. Your team can filter views by score, trigger automations based on score changes, and prioritize outreach without switching platforms.
Key Features
Predictive Lead Scoring: Machine learning models analyze your data to predict conversion probability automatically.
Custom Scoring Rules: Build manual scoring criteria based on any contact or company property in your database.
Behavioral Tracking: Incorporates website visits, email engagement, and content downloads into scoring calculations.
Automatic Segmentation: Creates filtered lists based on score thresholds for targeted campaigns and sales outreach.
Native Integration: Works seamlessly with all HubSpot CRM and Marketing Hub tools without additional setup.
Best For
Companies already invested in the HubSpot ecosystem who want sophisticated lead filtering without managing multiple platforms. Best suited for teams with enough historical data to train predictive models effectively.
Pricing
Included in HubSpot Professional and Enterprise plans, which start at $800/month. Predictive scoring requires Enterprise tier.
3. Clearbit
Best for: Filtering leads based on firmographic and technographic company data
Clearbit enriches leads with over 100 data attributes in real-time, enabling instant filtering by company size, industry, technology stack, and more.
Where This Tool Shines
The platform appends company and contact data the moment a lead enters your system, whether through forms, CRM imports, or other channels. This immediate enrichment means you can filter and route leads based on firmographic fit without waiting for manual research.
Clearbit's form shortening capability is particularly clever. It captures minimal information upfront (often just an email), then enriches the record with dozens of additional data points behind the scenes. This reduces form friction while still providing the data needed for sophisticated filtering.
Key Features
Real-Time Enrichment: Appends company and contact data instantly as leads enter your system.
100+ Data Attributes: Access to employee count, revenue, industry, technologies used, and many other filtering criteria.
Form Shortening: Capture minimal information upfront while enriching records with complete data automatically.
Reveal: Identifies anonymous website visitors by company for proactive outreach to engaged accounts.
Native Integrations: Connects directly to Salesforce, HubSpot, Marketo, and other major platforms.
Best For
B2B companies that filter leads primarily by company attributes like size, industry, or technology stack. Especially valuable when selling to specific segments where firmographic fit is a strong conversion predictor.
Pricing
Custom pricing based on enrichment volume and features needed. Typically starts in the low thousands per month for meaningful usage.
4. MadKudu
Best for: Product-led growth companies filtering leads based on product usage signals
MadKudu specializes in scoring and filtering leads for PLG companies by combining product engagement data with traditional fit signals.
Where This Tool Shines
The platform understands that for product-led companies, how someone uses your product is often more predictive than demographic data alone. It analyzes usage patterns, feature adoption, and engagement frequency to identify which free or trial users are most likely to convert to paid customers.
MadKudu comes with pre-built models trained on data from similar PLG companies, so you don't need massive historical datasets to get started. These models can then be customized based on your specific conversion patterns as you gather more data.
Key Features
Product Usage Scoring: Incorporates feature usage, engagement frequency, and adoption patterns into lead quality calculations.
Pre-Built PLG Models: Start with models trained on data from similar product-led companies before customizing.
Real-Time Scoring API: Get instant lead scores via API for triggering sales outreach or automated workflows.
Custom Model Training: Train models on your specific conversion data for increasingly accurate predictions over time.
Segment Integration: Connects with Segment to access product usage data alongside CRM and marketing tools.
Best For
SaaS companies with product-led growth motions where free or trial users convert to paid customers. Most valuable when product usage patterns are strong indicators of purchase intent and fit.
Pricing
Pricing starts around $1,999/month depending on lead volume and features required.
5. Salesforce Einstein Lead Scoring
Best for: Enterprise Salesforce users wanting AI-powered filtering within their existing CRM
Salesforce Einstein Lead Scoring analyzes your historical conversion patterns to predict which current leads are most likely to convert.
Where This Tool Shines
Einstein trains its models directly on your Salesforce data, learning from the characteristics and behaviors of leads that actually converted versus those that didn't. This means the scoring criteria are specific to your business rather than generic industry assumptions.
The platform provides score explanations, showing which factors contributed most to each lead's score. This transparency helps sales teams understand why certain leads are prioritized and builds trust in the filtering system.
Key Features
Automatic Model Training: Learns from your conversion history without requiring manual rule configuration or data science expertise.
Score Explanations: Shows which factors contributed to each lead's score for transparency and trust.
Native Workflow Integration: Triggers Salesforce workflows, list views, and assignment rules based on lead scores.
Continuous Improvement: Models automatically retrain as new conversion data becomes available.
Account-Level Scoring: Score entire accounts in addition to individual leads for account-based strategies.
Best For
Large enterprises already using Salesforce Enterprise or higher editions who want sophisticated AI-powered filtering without adding external tools. Requires sufficient historical data for model training.
Pricing
Included with Salesforce Enterprise and Unlimited editions. Enterprise starts at $165/user/month.
6. Leadfeeder
Best for: Filtering and prioritizing companies that visit your website but don't submit forms
Leadfeeder identifies which companies visit your website and filters them based on fit criteria for sales outreach.
Where This Tool Shines
The platform reveals the companies behind anonymous website traffic, then lets you filter those visitors by industry, company size, location, and behavior. This creates a filtered lead list from traffic that would otherwise be invisible.
Custom feed filters let you create different views for different segments. Your enterprise sales team can see large companies visiting pricing pages, while SMB reps see smaller companies engaging with specific product content. This filtering happens automatically, surfacing the right opportunities to the right people.
Key Features
Company Identification: Reveals which companies visit your site even when individuals don't fill out forms.
Custom Feed Filters: Create filtered views by company attributes, pages visited, and engagement level.
Page-Level Tracking: See exactly which pages each company viewed to understand their interests and intent.
CRM Sync: Automatically create or update CRM records for qualified website visitors with lead assignment.
Slack Notifications: Get instant alerts when high-fit companies visit your site for timely outreach.
Best For
B2B companies with significant website traffic where many potential customers research without submitting forms. Most effective when you can filter by company attributes to identify ideal prospects.
Pricing
Free tier available with limited features. Paid plans start at $139/month with more comprehensive filtering and integrations.
7. Clay
Best for: Building custom lead filtering workflows that combine multiple data sources
Clay is a data orchestration platform that lets you build sophisticated lead filtering logic using 50+ enrichment sources.
Where This Tool Shines
Clay's real power is in combining multiple data providers to create filtering criteria that no single tool could provide. You might enrich leads with Clearbit for firmographics, Apollo for contact data, and BuiltWith for technology stack, then filter based on criteria that spans all three sources.
The waterfall enrichment feature tries multiple data providers in sequence until it finds the information you need. This dramatically improves data coverage compared to relying on a single source, which means your filters can be more comprehensive and accurate.
Key Features
50+ Data Integrations: Connect to dozens of enrichment providers, databases, and APIs in a single workflow.
AI-Powered Data Cleaning: Automatically normalize and clean data from different sources for consistent filtering.
Custom Filtering Formulas: Build complex filtering logic using spreadsheet-like formulas and conditional statements.
Waterfall Enrichment: Try multiple data sources sequentially to maximize data coverage for filtering decisions.
Outbound Integration: Connect filtered lead lists directly to outbound sequences in tools like Instantly or Smartlead.
Best For
Teams with complex filtering requirements that can't be met by a single data source. Best suited for companies with technical resources who can build and maintain custom workflows.
Pricing
Free tier available for basic usage. Paid plans start at $149/month with higher limits and advanced features.
8. Chili Piper
Best for: Real-time lead filtering and routing with instant meeting booking for qualified prospects
Chili Piper qualifies leads in real-time as they submit forms, then routes qualified prospects to instant booking flows while filtering out poor-fit leads.
Where This Tool Shines
The platform combines lead filtering with conversion optimization. When a qualified lead submits a form, they're immediately presented with available meeting times instead of waiting for sales to reach out. Unqualified leads are routed to self-service resources or nurture flows.
Chili Piper's routing rules can be incredibly sophisticated, filtering by territory, product interest, company size, and dozens of other criteria. This ensures qualified leads not only get fast response, but reach the right rep who can actually help them.
Key Features
Real-Time Form Qualification: Evaluates lead quality instantly as forms are submitted based on your filtering criteria.
Instant Meeting Booking: Shows qualified leads available meeting times immediately for same-day or next-day conversations.
Complex Routing Rules: Filter and route leads by territory, segment, product, and custom criteria with fallback logic.
Disqualification Flows: Send poor-fit leads to alternative resources instead of consuming sales capacity.
Native CRM Integration: Works directly within Salesforce and HubSpot forms without custom development.
Best For
High-velocity sales teams where speed-to-lead matters and qualified prospects expect immediate engagement. Most valuable when you have clear qualification criteria and available sales capacity for instant meetings.
Pricing
Pricing starts at $150/user/month, making it a significant investment for larger teams.
9. LeadIQ
Best for: Filtering and verifying leads during outbound prospecting research
LeadIQ helps sales teams capture, verify, and enrich prospects during LinkedIn research, filtering for data quality and fit before adding to outbound campaigns.
Where This Tool Shines
The platform's browser extension lets reps capture prospect information from LinkedIn with one click, then immediately enriches and verifies that data. Email verification happens at capture, filtering out invalid addresses before they enter your outbound sequences.
LeadIQ also checks for duplicates in your CRM as you capture prospects, preventing wasted effort on leads already being worked by other reps. This filtering happens in real-time during the research process, not as a cleanup step later.
Key Features
One-Click Capture: Save prospect information from LinkedIn directly to your CRM or outbound tools with a single click.
Email Verification: Validate email addresses at capture to filter out invalid contacts before outreach.
Automatic Enrichment: Append company and contact data to captured prospects for better filtering and personalization.
Duplicate Detection: Check against your CRM in real-time to filter out prospects already being worked.
Team Analytics: Track prospecting activity and data quality across your team to identify filtering gaps.
Best For
Sales teams doing significant outbound prospecting on LinkedIn who need to filter for data quality and avoid duplicate efforts. Most valuable for teams running personalized outbound campaigns where email deliverability matters.
Pricing
Free tier available with limited captures. Paid plans start at $39/user/month for higher limits and team features.
Finding Your Perfect Lead Filtering Solution
The right lead filtering tool depends on where your leads originate and what signals predict conversion in your business.
If you're generating significant inbound form volume, Orbit AI filters at the point of capture before unqualified leads consume any sales resources. For teams already invested in HubSpot or Salesforce, the native scoring tools provide sophisticated filtering without adding platforms. Companies selling to specific firmographic segments often find Clearbit's enrichment-based filtering most effective.
Product-led growth companies should look at MadKudu for filtering based on usage signals, while teams focused on website visitor conversion will benefit from Leadfeeder's company identification. If you need custom filtering logic that combines multiple data sources, Clay provides the flexibility to build exactly what you need.
The filtering landscape has shifted decisively toward AI-powered solutions that learn from your conversion patterns rather than relying on static rules. The most effective implementations combine multiple filtering layers—capturing fit signals at form submission, enriching with third-party data, and scoring based on behavioral engagement.
Transform your lead generation with AI-powered forms that qualify prospects automatically while delivering the modern, conversion-optimized experience your high-growth team needs. Start building free forms today and see how intelligent form design can elevate your conversion strategy.