Your sales team is drowning in leads, but not all leads are created equal. Some are ready to buy today while others are just browsing—and without a system to tell them apart, your reps waste hours chasing dead ends. Lead scoring software solves this by automatically ranking prospects based on their likelihood to convert, helping your team focus on the opportunities that actually matter. We evaluated dozens of platforms based on AI capabilities, integration depth, ease of setup, and pricing transparency to bring you this curated list of top tools.
1. Orbit AI
Best for: Teams who want to qualify leads at the point of capture with AI-powered forms
Orbit AI takes a unique approach by qualifying and scoring leads before they ever reach your CRM—right at the form submission stage.
Where This Tool Shines
Most lead scoring tools wait until prospects are already in your database to start evaluating them. Orbit AI flips this model by analyzing form responses in real-time using AI, instantly scoring each submission based on response patterns and qualification criteria.
The platform combines beautiful, conversion-optimized form design with intelligent lead qualification, so you're not just capturing more leads—you're capturing better ones. High-scoring prospects get routed immediately to sales while lower-quality submissions can trigger nurture sequences automatically.
Key Features
AI Lead Qualification: Automatically analyzes form responses to score lead quality before CRM entry.
Intelligent Routing: Routes high-scoring leads directly to sales reps via Slack, email, or CRM.
Native Integrations: Connects seamlessly with HubSpot, Salesforce, and popular marketing tools.
Conversion-Optimized Templates: Pre-built form designs proven to maximize completion rates.
Real-Time Scoring: Instant lead qualification means no delay between capture and action.
Best For
High-growth teams who want to eliminate low-quality leads before they clog up the pipeline. Particularly valuable if you're running paid advertising campaigns where lead quality varies significantly, or if your sales team complains about wasting time on unqualified prospects.
Pricing
Free tier available with basic features. Paid plans start at competitive rates and scale with your lead volume and feature needs.
2. HubSpot Sales Hub
Best for: Teams already using HubSpot who want native CRM scoring without additional integrations
HubSpot Sales Hub offers comprehensive lead scoring that combines manual rule creation with predictive AI to rank every contact in your database.
Where This Tool Shines
HubSpot's scoring lives directly inside your CRM, which means zero friction between scoring and action. Sales reps see scores right in the contact record, and you can trigger workflows, notifications, or task creation based on score thresholds.
The predictive scoring feature uses machine learning to analyze your historical conversion data and automatically identify which characteristics matter most for your business. You don't need to guess which behaviors indicate buying intent—HubSpot's AI figures it out by studying your closed-won deals.
Key Features
Predictive Lead Scoring: AI analyzes historical data to automatically identify high-value prospects.
Custom Scoring Properties: Build scoring models using any field in your CRM database.
Automatic Updates: Scores refresh continuously as contacts engage with your content.
Marketing-Sales Alignment: Seamless handoff when leads hit score thresholds.
Score Performance Reporting: Track how well your scoring predicts actual conversions.
Best For
Companies already invested in the HubSpot ecosystem who want scoring that integrates natively with their marketing automation, sales tools, and reporting. Works especially well for mid-market companies with established sales processes.
Pricing
Free CRM includes basic features. Sales Hub Professional starts at $90 per user per month and includes predictive scoring capabilities.
3. Salesforce Sales Cloud
Best for: Enterprise organizations needing highly customizable scoring for complex sales processes
Salesforce Sales Cloud delivers Einstein AI-powered lead scoring with virtually unlimited customization options for sophisticated sales operations.
Where This Tool Shines
Salesforce excels when you need scoring that accounts for multiple products, regions, business units, or sales motions. You can build separate scoring models for different segments, score at both the lead and account level, and incorporate data from across your entire Salesforce ecosystem.
Einstein Lead Scoring uses machine learning to continuously improve predictions based on your actual conversion patterns. The platform can identify subtle signals that human-created rules would miss, and it adapts automatically as your business evolves.
Key Features
Einstein Lead Scoring: Machine learning models that predict conversion likelihood.
Multi-Level Scoring: Score leads, contacts, accounts, and opportunities independently.
Advanced Customization: Build complex scoring logic using any Salesforce data.
Ecosystem Integration: Leverage data from Marketing Cloud, Service Cloud, and third-party apps.
Forecasting Integration: Tie lead scores directly into pipeline and revenue predictions.
Best For
Large enterprises with complex sales processes, multiple product lines, or international operations. Best suited for organizations with dedicated Salesforce administrators who can manage the customization and ongoing optimization.
Pricing
Essentials edition starts at $25 per user per month. Einstein AI features require Professional edition or higher, with pricing increasing based on features and user count.
4. ActiveCampaign
Best for: Marketing teams who want scoring based on email engagement and website behavior
ActiveCampaign combines marketing automation with behavioral lead scoring that tracks engagement across email, web visits, and custom events.
Where This Tool Shines
ActiveCampaign makes it incredibly easy to score leads based on what they actually do—which emails they open, which pages they visit, which forms they submit. The visual automation builder lets you create scoring rules without technical knowledge, and you can trigger different actions based on score thresholds.
The platform tracks both contact-level engagement and deal-level activity, so you can score prospects before they become opportunities and continue scoring throughout the sales cycle. This dual approach helps marketing qualify leads and helps sales prioritize active deals.
Key Features
Behavioral Scoring: Assign points based on email opens, clicks, page visits, and custom events.
Automation Triggers: Launch workflows automatically when scores hit specific thresholds.
Contact and Deal Scoring: Track engagement at multiple stages of the customer journey.
Email Marketing Integration: Scoring flows naturally from your email campaigns.
Visual Builder: Create and modify scoring rules using drag-and-drop interface.
Best For
Small to mid-sized marketing teams who rely heavily on email campaigns and want to identify engaged prospects. Particularly effective for content-driven businesses where email engagement strongly predicts buying intent.
Pricing
Lite plan starts at $29 per month for basic automation. Contact scoring requires Plus tier at $49 per month, with pricing scaling based on contact count.
5. Madkudu
Best for: Product-led growth companies that need to score based on product usage data
Madkudu specializes in predictive scoring for PLG companies, identifying which free users are most likely to convert to paid customers.
Where This Tool Shines
Traditional lead scoring focuses on marketing engagement—email opens, content downloads, demo requests. Madkudu adds product usage data to the equation, analyzing how users actually interact with your product to identify sales-ready accounts.
The platform introduces the concept of Product Qualified Leads, combining firmographic fit with behavioral signals from your product to surface users who are both a good match and actively engaged. This approach works particularly well for freemium or trial-based business models where product usage predicts conversion better than marketing activity.
Key Features
Product Usage Scoring: Incorporates how users interact with your product into lead scores.
PQL Identification: Automatically flags Product Qualified Leads ready for sales outreach.
Fit and Behavioral Scoring: Combines demographic data with engagement patterns.
PLG Stack Integration: Connects with Segment, Mixpanel, Amplitude, and product analytics tools.
Real-Time API: Access scoring data programmatically for custom workflows.
Best For
SaaS companies with product-led growth motions, particularly those offering free trials or freemium tiers. Most valuable when you have significant product usage data and need to prioritize which active users sales should contact.
Pricing
Custom pricing based on lead volume and data sources. Contact Madkudu directly for a quote tailored to your usage patterns.
6. Clearbit (Breeze Intelligence)
Best for: Teams who need real-time data enrichment to power firmographic scoring
Clearbit enriches every form submission with company and contact data, enabling instant scoring based on firmographic fit.
Where This Tool Shines
Clearbit solves a fundamental problem with lead scoring: you can only score what you know about a prospect. The platform automatically appends dozens of data points to every contact—company size, industry, technology stack, funding status, and more—the moment they submit a form or visit your website.
This enrichment happens in real-time, which means your scoring models have complete data to work with immediately. You can score leads based on whether they work at companies in your ICP, use technologies that integrate with yours, or match other firmographic criteria that predict conversion.
Key Features
Real-Time Enrichment: Automatically appends company and contact data on form submission.
ICP Scoring: Score leads based on how well they match your ideal customer profile.
Visitor Identification: Reveal which companies are browsing your website anonymously.
HubSpot Native Integration: Works seamlessly inside HubSpot with no coding required.
Technographic Data: See which technologies prospects use to inform scoring and messaging.
Best For
B2B companies selling to specific industries, company sizes, or technology users. Particularly valuable if firmographic fit is a strong predictor of conversion and you want to score leads immediately upon capture.
Pricing
Free tier includes limited monthly credits. Paid plans scale based on enrichment volume, with custom pricing for high-volume users.
7. Zoho CRM
Best for: Budget-conscious small teams who need AI-powered scoring without enterprise pricing
Zoho CRM includes Zia AI assistant that provides lead scoring predictions at a fraction of the cost of enterprise alternatives.
Where This Tool Shines
Zoho delivers surprisingly sophisticated AI capabilities at prices that work for small businesses and startups. Zia analyzes your historical conversion data to predict which leads are most likely to close, and it continuously learns from new outcomes to improve accuracy over time.
Beyond basic scoring, Zia provides recommendations on best times to contact leads, suggests which deals might be at risk, and even predicts optimal deal close dates. You get enterprise-grade intelligence without needing an enterprise budget or dedicated data science team.
Key Features
Zia AI Scoring: Machine learning predicts conversion likelihood for every lead.
Custom Scoring Rules: Build manual scoring models alongside AI predictions.
Multi-Channel Tracking: Score based on email, phone, social, and web engagement.
Workflow Automation: Trigger actions automatically based on score changes.
Affordable Pricing: Access AI features at small business-friendly rates.
Best For
Small to mid-sized businesses that want AI-powered lead scoring but can't justify enterprise CRM pricing. Works well for teams that need solid fundamentals without excessive complexity or cost.
Pricing
Free plan available for up to three users. Standard plan at $14 per user per month includes lead scoring capabilities, with higher tiers adding more AI features.
8. Freshsales
Best for: Teams prioritizing ease of use and fast implementation over advanced customization
Freshsales offers Freddy AI-powered contact scoring with an interface designed for quick adoption and minimal training.
Where This Tool Shines
Freshsales focuses on simplicity without sacrificing intelligence. Freddy AI analyzes your contacts and provides clear, actionable scores that help reps prioritize their day. The system automatically enriches profiles with social and company data, giving scoring models more context to work with.
Setup takes hours instead of weeks—you can start scoring leads the same day you implement the platform. The built-in phone and email tools mean reps can act on high-scoring leads without switching between applications, reducing friction in the follow-up process.
Key Features
Freddy AI Scoring: Automatic contact scoring based on engagement and fit.
Profile Enrichment: Appends social and company data to improve scoring accuracy.
Activity Timeline: See complete engagement history for context on scores.
Built-In Communication: Call and email prospects directly from the CRM.
Quick Setup: Start scoring leads within hours of implementation.
Best For
Sales teams that value user experience and quick time-to-value over deep customization. Ideal if you're replacing spreadsheets or basic tools and want something your team will actually adopt without extensive training.
Pricing
Free tier includes basic CRM functionality. Growth plan at $15 per user per month adds Freddy AI scoring and automation features.
9. 6sense
Best for: Enterprise ABM teams using intent data to identify in-market accounts
6sense goes beyond traditional lead scoring to provide account-level intelligence using third-party intent data and buying stage predictions.
Where This Tool Shines
6sense takes an account-first approach, scoring entire companies rather than individual contacts. The platform monitors intent signals across the web—what content your target accounts consume, which competitors they research, which solutions they compare—to identify accounts actively in-market for your product.
This intent data powers buying stage predictions that tell you whether an account is just becoming aware of their problem, actively researching solutions, or ready to make a purchase decision. Sales and marketing can coordinate outreach based on where accounts sit in their journey, dramatically improving conversion rates.
Key Features
Intent Data Scoring: Score accounts based on third-party intent signals across the web.
Buying Stage Predictions: Identify which stage of the buying journey accounts are in.
Account Identification: Reveal which target accounts are researching your category.
ABM Orchestration: Coordinate campaigns across channels based on account scores.
Revenue AI: Forecast pipeline and revenue using predictive intelligence.
Best For
Enterprise B2B companies with account-based marketing strategies, particularly those with long sales cycles where intent data provides early buying signals. Most valuable when selling to large accounts where multiple stakeholders influence decisions.
Pricing
Enterprise-level pricing based on account volume and feature requirements. Contact 6sense sales team for custom quote.
Making the Right Choice
The best lead scoring software depends on where you need the intelligence most. Choose Orbit AI if you want to qualify prospects at the point of capture, eliminating low-quality leads before they ever reach your CRM. Go with HubSpot or Salesforce if you need native scoring that lives inside your existing CRM and leverages all your customer data. Pick Madkudu or 6sense if you need advanced predictive models—Madkudu for product-led growth motions, 6sense for account-based marketing with intent data.
ActiveCampaign and Freshsales work well for teams that prioritize simplicity and affordability over enterprise features. Clearbit makes sense if firmographic fit is your primary scoring criterion and you need real-time enrichment. Zoho delivers surprising AI capabilities at small business prices.
The best lead scoring software is the one your team will actually use. Start by identifying your primary use case: Are you trying to qualify inbound leads faster? Prioritize product-qualified users? Identify in-market accounts? Your answer points you toward the right category of tool.
Test scoring accuracy against your historical conversion data before committing. The most sophisticated AI means nothing if it doesn't predict your actual closed-won deals. Many platforms offer free trials—use them to validate that scores correlate with outcomes in your specific business.
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.