Enterprise lead capture software costs vary wildly. Some platforms charge a few hundred dollars a month; others lock you into six-figure annual contracts before you've seen a single qualified lead. For high-growth teams, picking the wrong platform doesn't just drain budget — it means slower pipelines, unqualified prospects, and missed revenue targets that compound quarter over quarter.
This guide cuts through the noise by comparing nine enterprise-grade lead capture tools on features, pricing transparency, and fit for different team sizes and use cases. Whether you're evaluating your first serious investment or benchmarking your current stack, you'll find honest breakdowns of what each platform actually costs and what you get for it. Tools are ordered starting with the best overall value for modern, conversion-focused teams.
1. Orbit AI
Best for: High-growth B2B and SaaS teams that want AI-native lead qualification at the form layer.
Orbit AI is an AI-powered form builder with native lead qualification and conversion optimization built specifically for teams that can't afford to let unqualified leads clog their pipeline.
Where This Tool Shines
Most lead capture tools treat qualification as a downstream problem — something you solve in the CRM after the form is submitted. Orbit AI flips that model entirely. The AI qualification layer lives inside the form itself, meaning your sales team only sees leads that have already been scored, routed, and validated before they hit the inbox.
The UX is a genuine differentiator too. Forms are modern, branded, and designed with conversion in mind — not the clunky, generic look that kills completion rates on older enterprise platforms. For teams running paid acquisition, that design quality translates directly to lower cost per lead.
Key Features
AI-Powered Lead Qualification: Scoring and qualification happen at the form layer — no downstream CRM logic or manual tagging required.
Conversion-Optimized Design: Modern, branded form UX built to maximize completion rates across device types.
Conditional Logic and Dynamic Fields: Personalize the capture flow based on earlier responses, so each prospect sees a relevant, streamlined experience.
Lead Scoring and Routing: Route high-value leads directly to the right rep or sequence based on form responses and qualification criteria.
CRM and Marketing Automation Integrations: Connects with major CRMs and marketing platforms so qualified lead data flows into your existing stack without friction.
Best For
Orbit AI is the strongest fit for B2B SaaS teams, demand generation marketers, and growth-focused operators who want AI-native qualification without the complexity of a full marketing automation suite. If you're tired of sifting through unqualified form submissions, this is built for that exact problem.
Pricing
Transparent pricing tiers are available directly at orbitforms.ai, scaling with team size and usage. No opaque "contact sales" walls for standard tiers.
2. HubSpot Marketing Hub
Best for: Mid-market to enterprise teams already invested in the HubSpot CRM ecosystem.
HubSpot Marketing Hub is a full-suite inbound marketing platform with native form building, smart forms, and deep CRM integration that makes it a natural choice for teams already living in HubSpot.
Where This Tool Shines
The smart forms with progressive profiling are genuinely useful at scale. Instead of asking a returning visitor for their company name again, HubSpot pre-fills known fields and asks for new enrichment data — reducing friction while building a richer contact profile over time. Combined with native CRM sync, there's no data mapping headache between your form tool and your sales team's workspace.
The enterprise tier also delivers robust attribution reporting, which matters when leadership wants to connect top-of-funnel form fills to closed revenue. That multi-touch view is hard to replicate with stitched-together point solutions.
Key Features
Smart Forms with Progressive Profiling: Avoids re-asking known data, improving completion rates while enriching contact records incrementally.
Native CRM Sync: Lead data flows seamlessly into HubSpot CRM without third-party connectors or manual exports.
A/B Testing: Test form variants and landing pages to optimize conversion rates with statistical backing.
Multi-Touch Revenue Attribution: Connect lead capture activity to closed deals across the full funnel.
Enterprise Controls: SSO, custom objects, and advanced permissions for large team governance.
Best For
Teams already using HubSpot CRM who want to consolidate their marketing stack under one roof. The ecosystem value compounds significantly when sales and marketing are both on HubSpot — but the price tag is harder to justify if you're only using it for forms.
Pricing
The Enterprise tier starts at approximately $3,600 per month billed annually, with costs scaling based on contact database size. Mid-market plans are available at lower price points.
3. Marketo Engage
Best for: Large enterprise marketing teams running complex, multi-channel demand generation programs.
Marketo Engage is Adobe's enterprise marketing automation platform, known for sophisticated lead scoring, multi-touch nurture programs, and the operational depth that large organizations require.
Where This Tool Shines
Marketo's lead scoring engine is one of the most mature in the category. You can build behavioral and demographic scoring models that reflect real buying signals — not just form fills — which gives sales teams a much more nuanced picture of prospect intent. For organizations with complex, long sales cycles, that sophistication pays off.
The engagement programs for multi-touch nurture are equally powerful. You can orchestrate sequences across email, web, and events with branching logic that responds to prospect behavior in real time. That level of control is hard to find elsewhere, though it comes with meaningful operational overhead.
Key Features
Advanced Lead Scoring: Behavioral and demographic scoring models that surface genuinely sales-ready leads rather than just active ones.
Engagement Programs: Visual nurture journey builder for complex, multi-touch sequences across channels.
Native Salesforce and Dynamics Integration: Deep bi-directional sync with the two dominant enterprise CRM platforms.
Robust API: Extensive API coverage for custom integrations and data workflow automation.
Enterprise Compliance Controls: Data governance, audit trails, and compliance features suited to regulated industries.
Best For
Enterprise marketing operations teams with dedicated Marketo administrators. This platform rewards investment in expertise — teams without a skilled marketing ops resource will likely underutilize what they're paying for.
Pricing
Custom pricing only. Adobe requires a direct quote from their sales team, and Marketo is typically positioned for large enterprise budgets. Expect a significant annual commitment.
4. Pardot (Marketing Cloud Account Engagement)
Best for: B2B organizations already running their revenue operations on Salesforce CRM.
Pardot, now officially called Marketing Cloud Account Engagement, is Salesforce's B2B marketing automation product built for pipeline-aligned lead capture and nurture within the Salesforce ecosystem.
Where This Tool Shines
If your sales team lives in Salesforce, Pardot's native sync is its most compelling feature. Lead data passes in real time, pipeline visibility is shared across marketing and sales, and you're not fighting integration headaches between two separate systems. The alignment that creates between teams is genuinely valuable for B2B organizations with longer sales cycles.
The B2B-specific lead scoring and grading system is also worth noting. Unlike generic scoring models, Pardot's grading layer lets you assess whether a prospect matches your ideal customer profile — not just whether they're active. That distinction matters when you're trying to prioritize outreach for a complex enterprise sale.
Key Features
Native Salesforce Sync: Real-time, bi-directional lead data passing without third-party connectors.
Engagement Studio: Visual nurture journey builder for designing and managing multi-touch sequences.
B2B Lead Scoring and Grading: Scores for activity level, grades for ICP fit — a useful distinction for enterprise sales teams.
Dynamic Content Personalization: Personalize form and email content based on prospect attributes and behavior.
Account-Based Marketing Features: ABM capabilities for enterprise B2B teams targeting specific accounts.
Best For
B2B companies already committed to the Salesforce platform who want marketing automation that feels native rather than bolted on. The value drops significantly outside the Salesforce ecosystem.
Pricing
Growth: approximately $1,250/month; Plus: approximately $2,500/month; Advanced: approximately $4,000/month; Premium: custom. All tiers are priced per 10,000 contacts and billed annually.
5. Typeform Enterprise
Best for: Teams prioritizing form completion rates and branded, conversational survey experiences.
Typeform Enterprise is a conversational form platform that uses a one-question-at-a-time format to reduce friction and improve completion rates, with enterprise-tier features for security, compliance, and brand customization.
Where This Tool Shines
The conversational format is Typeform's core differentiator, and it genuinely works for certain use cases. When a prospect is asked one focused question at a time rather than confronted with a wall of fields, the experience feels more like a dialogue than a data extraction exercise. For lead capture flows where brand experience matters, that distinction can meaningfully affect completion.
At the enterprise tier, Typeform adds the compliance and security features that regulated industries require: HIPAA compliance, SSO, custom domains, and white-label options. That combination of polished UX and enterprise-grade controls makes it a legitimate option for teams that need both.
Key Features
Conversational Format: One-question-at-a-time design for higher completion rates and a more engaging prospect experience.
Custom Branding and White-Label: Full brand customization including custom domains and white-label options at enterprise tier.
HIPAA Compliance and SSO: Enterprise security and compliance features for regulated industries and large organizations.
Logic Jumps and Conditional Branching: Personalize the form flow based on earlier responses to keep experiences relevant.
Key Integrations: Connects with HubSpot, Salesforce, Zapier, and other major platforms in the marketing stack.
Best For
Marketing teams focused on brand experience and completion rate optimization, particularly in industries where a polished, human-feeling form interaction supports conversion goals. Also a strong fit for compliance-sensitive organizations that need HIPAA coverage.
Pricing
Business plan pricing is publicly listed on the Typeform website. Enterprise pricing is custom — contact Typeform sales for volume, compliance, and advanced feature tiers.
6. Drift (Salesloft)
Best for: Enterprise B2B teams focused on real-time engagement and account-based lead qualification.
Drift, now part of the Salesloft platform following its 2023 acquisition, is a conversational marketing and sales tool that uses AI-powered chatbots and live chat to capture and qualify leads the moment they land on your site.
Where This Tool Shines
Drift's real strength is immediacy. While form-based capture waits for a prospect to complete and submit, Drift engages them in real time — qualifying intent, answering questions, and booking meetings without requiring a rep to be available. For high-intent pages like pricing or demo request pages, that real-time layer can meaningfully accelerate pipeline velocity.
The account-based targeting capability adds another dimension: you can personalize the chat experience based on the visiting company, serving different messages to a target account versus an unknown visitor. Post-acquisition, the integration with Salesloft's broader revenue workflow adds pipeline context that pure chat tools can't match.
Key Features
AI-Powered Chatbots: 24/7 real-time lead qualification and engagement without requiring live rep coverage.
Account-Based Targeting: Personalize conversations based on visiting company, segment, or account tier.
In-Chat Meeting Scheduling: Let prospects book directly within the chat flow, removing friction from the handoff to sales.
Buyer Intent Signals: Track site engagement patterns to surface high-intent accounts for outbound follow-up.
Salesloft Integration: Native connection to the broader Salesloft revenue workflow for full pipeline context.
Best For
Enterprise B2B teams running account-based programs who want to add a real-time engagement layer to their existing lead capture strategy. Works best as a complement to form-based capture rather than a replacement.
Pricing
Custom enterprise pricing — contact Salesloft sales directly. Historically positioned as a premium enterprise product with pricing that reflects that positioning.
7. Unbounce
Best for: Paid media and performance marketing teams running high-volume landing page experiments.
Unbounce is a landing page and conversion platform with built-in lead capture forms, AI-powered traffic routing, and robust A/B testing designed specifically for teams optimizing paid acquisition campaigns.
Where This Tool Shines
Smart Traffic is Unbounce's standout feature: an AI layer that automatically routes each visitor to the landing page variant most likely to convert them, based on attributes like device, location, and behavior. For teams running significant paid budgets, that automatic optimization can meaningfully improve return on ad spend without requiring manual experiment management.
The drag-and-drop builder is genuinely fast for creating and iterating on landing pages with embedded forms. Combined with dynamic text replacement — which swaps headline copy to match a visitor's search query — it gives paid search teams a level of message match that generic form tools simply can't offer.
Key Features
Smart Traffic AI: Automatically routes visitors to the highest-converting page variant based on real-time behavioral signals.
Drag-and-Drop Builder: Fast page and form creation without developer dependency.
A/B and Multivariate Testing: Statistical significance reporting to make confident optimization decisions.
Dynamic Text Replacement: Personalizes page copy to match paid search queries for improved message match.
Marketing Stack Integrations: Connects with HubSpot, Marketo, Salesforce, and major email platforms.
Best For
Performance marketing teams and paid media managers who need to build, test, and optimize landing pages quickly without relying on engineering resources. Less suited to teams that need deep CRM-native lead qualification.
Pricing
Build: approximately $74/month; Experiment: approximately $112/month; Optimize: approximately $187/month; Concierge (enterprise): custom. All plans billed annually.
8. Formstack
Best for: Regulated industries and enterprise teams with strict compliance and data governance requirements.
Formstack is an enterprise form and workflow automation platform built around compliance certifications, making it the go-to choice for healthcare, finance, and other regulated sectors where data handling requirements rule out many competitors.
Where This Tool Shines
Formstack's compliance stack is its clearest differentiator. HIPAA, SOC 2 Type II, and GDPR certifications aren't afterthoughts — they're core to the platform's positioning. For teams in regulated industries, that certification coverage removes a significant procurement obstacle that blocks many other tools from consideration.
Beyond compliance, Formstack extends beyond pure form capture into document generation and e-signature workflows. That means a single platform can handle the full data collection and processing lifecycle — from initial lead capture to signed agreement — which reduces tool sprawl for teams managing complex intake processes.
Key Features
Compliance Certifications: HIPAA, SOC 2 Type II, and GDPR coverage for regulated industries and enterprise procurement requirements.
Document Generation and E-Signature: Extends form data into downstream document workflows without switching platforms.
Advanced Field Types: Calculations, file uploads, and payment capture alongside standard form fields.
Conditional Logic and Multi-Page Forms: Personalized, branching form flows for complex intake scenarios.
Enterprise Admin Controls: SSO, audit logs, and team permission management for large organizations.
Best For
Healthcare organizations, financial services teams, and any enterprise with strict data handling requirements that need compliance certifications as a baseline, not a premium add-on. Also strong for teams that want to consolidate forms, documents, and signatures in one platform.
Pricing
Forms plans start at approximately $83/month. Enterprise and platform bundles combining Forms, Documents, and Sign are custom-quoted — contact Formstack sales for full platform pricing.
9. Dealfront (Leadfeeder)
Best for: ABM and outbound teams who want to identify and act on anonymous website visitors without requiring a form fill.
Dealfront, formed from the merger of Leadfeeder and Echobot, is a B2B intent data platform that identifies companies visiting your website using IP intelligence — no form submission required.
Where This Tool Shines
Dealfront solves a problem that traditional form-based capture can't touch: the vast majority of your website visitors leave without filling out anything. By identifying the companies behind those anonymous visits, Dealfront gives your sales team a list of warm accounts to pursue proactively — accounts that have already demonstrated interest by visiting your site.
The intent scoring layer adds useful prioritization. Rather than handing sales a raw list of every company that visited, Dealfront surfaces accounts showing the strongest signals — repeat visits, time on high-intent pages like pricing or case studies, and engagement patterns that suggest active evaluation. Combined with CRM push integrations, that intelligence flows directly into your sales workflow.
Key Features
Company-Level Visitor Identification: IP intelligence reveals which companies are visiting your site, even without a form fill.
Intent Scoring: Prioritizes accounts based on pages visited, time on site, and return visit frequency.
CRM Push Integrations: Sends identified company data directly to Salesforce, HubSpot, and Pipedrive for immediate follow-up.
Firmographic Filters: Surface only ICP-matching companies to keep sales focus sharp.
Free Tier Available: Entry-level access for teams wanting to test the concept before committing to a paid plan.
Best For
B2B sales and marketing teams running account-based programs who want to add an intent data layer to their existing lead capture strategy. Dealfront works best as a complement to form-based tools — it covers the anonymous traffic that forms can't reach.
Pricing
A free plan is available with limited company identification. Paid plans start at approximately $139/month and scale with identified visitor volume.
Which Tool Is Right for Your Team
Nine platforms, nine different value propositions. The right choice depends heavily on your existing stack, your compliance requirements, and where your biggest lead quality gaps actually are.
Here's a quick orientation by use case:
AI-first lead qualification: Orbit AI is the clearest choice for teams that want qualification to happen at the form layer — before unqualified leads ever reach your CRM or your sales team's queue.
HubSpot ecosystem teams: HubSpot Marketing Hub is the natural fit. The ecosystem value compounds when sales and marketing are both on the platform, and progressive profiling adds real data enrichment value over time.
Salesforce-native organizations: Pardot (Marketing Cloud Account Engagement) is built for this. The native sync and B2B scoring model are genuinely useful when your revenue operations live in Salesforce.
Regulated industries: Formstack's compliance certifications make it the default starting point for healthcare, finance, and other sectors where HIPAA and SOC 2 Type II are non-negotiable.
ABM and outbound prospecting: Dealfront fills the gap that forms can't cover — identifying the anonymous majority of your site visitors and giving sales a prioritized list of warm accounts to pursue.
Before you renew your current contract or sign a new one, it's worth auditing your actual total cost. Many platforms advertise a base price that doesn't reflect what you'll actually pay once you factor in API limits, additional workspaces, SSO setup fees, dedicated onboarding, and premium support SLAs. The published price is often just the starting point.
If you're building or rebuilding your lead capture stack and want AI-native qualification without the complexity of a full marketing automation suite, Start building free forms today and see how intelligent form design can elevate your conversion strategy. Transform your lead generation with AI-powered forms that qualify prospects automatically while delivering the modern, conversion-optimized experience your high-growth team needs.