Every sales team has felt it: hours spent chasing leads that were never going to close. The problem isn't always pipeline volume, it's pipeline quality. Lead scoring software helps you separate the serious buyers from the tire-kickers, but committing to a platform before you know if it fits your workflow is a gamble you don't have to take.
Every tool on this list offers a free trial or free tier, so you can evaluate with real data before spending a dollar. In building this list, the focus was on four core criteria: AI and machine learning capabilities, integration ecosystem, ease of setup, and how generous the trial actually is. Whether you're a lean startup or a high-volume sales org, there's an option here worth testing.
1. Orbit AI
Best for: Teams that want to qualify and score leads at the moment of form submission, before they reach the CRM.
Orbit AI is an AI-powered form builder that scores and routes leads at the point of capture, delivering pre-qualified prospects directly to your sales pipeline.
Where This Tool Shines
Most lead scoring tools operate downstream. A lead fills out a form, lands in your CRM, and then gets scored hours or days later. Orbit AI flips that model entirely. The scoring happens at the form submission stage, which means your sales team only sees leads that have already been evaluated for fit.
This is particularly valuable for high-growth teams running paid acquisition, where every unqualified lead that reaches a sales rep represents wasted time and budget. The combination of conversion-optimized form design and real-time AI qualification makes it a genuinely different approach from anything else on this list.
Key Features
AI-Powered Lead Qualification: Scores and qualifies leads in real time at the moment of form submission, before they enter your CRM.
Conversion-Optimized Templates: Beautifully designed form templates built to maximize completion rates and capture quality signals.
Conditional Logic and Smart Routing: Routes leads to the right team or workflow automatically based on their score and qualification signals.
CRM and Tool Integrations: Connects with popular CRMs and marketing platforms so qualified leads flow seamlessly into existing systems.
Real-Time Scoring at Capture: No waiting for batch processing. Every submission is evaluated instantly, giving your team an immediate signal on lead quality.
Best For
High-growth SaaS teams, demand generation marketers, and sales ops professionals who want to stop wasting rep time on unqualified leads. Especially strong for teams running inbound campaigns where form volume is high and manual review isn't scalable.
Pricing
Free trial available. Visit orbitforms.ai for current plan details and to start building for free.
2. HubSpot Lead Scoring
Best for: Teams already using HubSpot's CRM who want predictive scoring tightly integrated with their existing marketing workflows.
HubSpot offers both manual and predictive lead scoring built natively into its CRM platform, with machine learning doing the heavy lifting on higher-tier plans.
Where This Tool Shines
HubSpot's strength is ecosystem depth. If your team already lives in HubSpot, the scoring layer integrates seamlessly with your email campaigns, landing pages, deal stages, and contact records. There's no data syncing headache because everything lives in one place.
The predictive scoring model on Marketing Hub Professional analyzes your historical conversion data to surface high-fit contacts automatically. For teams that don't want to build and maintain manual scoring rules, this is a significant time saver.
Key Features
Predictive Lead Scoring: Machine learning model trained on your historical data to identify contacts most likely to convert (Marketing Hub Professional and above).
Manual Scoring Rules: Custom property-based scoring for teams that prefer explicit control over how points are assigned.
Multiple Score Sheets: Create separate scoring models for different products, regions, or customer segments.
Contact and Company Scoring: Score at both the individual and account level for ABM use cases.
Native CRM Integration: Scores surface directly inside contact records, deal views, and list segmentation.
Best For
Mid-market and enterprise marketing teams already invested in the HubSpot ecosystem. Less compelling as a standalone scoring tool if you're not using HubSpot broadly, given the price jump required to unlock predictive scoring.
Pricing
Free CRM available. Predictive scoring requires Marketing Hub Professional, starting around $800/month. 14-day free trial available for paid tiers.
3. Salesforce Einstein Lead Scoring
Best for: Enterprise sales teams running Salesforce who want AI-driven scoring without leaving their existing CRM environment.
Salesforce Einstein analyzes historical conversion data to automatically build and update predictive scoring models inside Sales Cloud.
Where This Tool Shines
Einstein's biggest advantage is that it builds scoring models from your own historical data without requiring a data science team to configure it. The system identifies patterns in past conversions and applies them to current leads automatically, updating as new data comes in.
Score explanations are a standout feature. Rather than just showing a number, Einstein tells reps which factors contributed to a lead's score, helping them personalize outreach and prioritize intelligently rather than blindly trusting a black box.
Key Features
Automatic Model Building: Einstein constructs scoring models from historical win/loss data without manual configuration.
Score Explanations: Each lead score includes a breakdown of the factors that influenced it, giving reps actionable context.
Salesforce-Native Integration: Scores appear directly in Sales Cloud views, reports, and dashboards.
Customizable Thresholds: Adjust scoring criteria and segment thresholds to match your specific sales motion.
Score Distribution Reporting: Dashboards showing how leads are distributed across score ranges and how model accuracy trends over time.
Best For
Enterprise sales organizations with substantial historical CRM data and existing Salesforce infrastructure. The tool's value scales with data volume, making it less impactful for early-stage teams with limited conversion history.
Pricing
Einstein Lead Scoring is included with Sales Cloud Einstein, an add-on to Enterprise and above. A 30-day free trial of Sales Cloud is available.
4. ActiveCampaign
Best for: Marketing and sales teams that want lead scoring tightly woven into behavioral automation and email sequences.
ActiveCampaign is a marketing automation platform with built-in contact and deal scoring that can trigger automated workflows the moment a lead crosses a threshold.
Where This Tool Shines
Where ActiveCampaign stands out is the connection between scoring and automation. A lead hits a score threshold and an email sequence fires, a task gets assigned to a rep, or a deal moves to a new stage. This closed loop between score and action is something many standalone scoring tools can't offer without complex integrations.
The behavioral tracking layer is also notably broad, covering email opens and clicks, site visits, form submissions, and custom events. This gives scoring models a rich signal set without requiring additional tracking tools.
Key Features
Contact and Deal Scoring: Separate scoring models for individual contacts and active deals with fully customizable rules.
Score-Based Automation Triggers: Automatically enroll leads in sequences, assign tasks, or update CRM fields when scores reach defined thresholds.
Multi-Channel Behavioral Tracking: Tracks email engagement, site visits, and form interactions for a comprehensive scoring signal.
Multiple Scoring Models: Build separate models for different products, regions, or lifecycle stages.
Integrated CRM: Pipeline management included without needing a separate CRM subscription.
Best For
SMBs and mid-market teams that want automation-first lead scoring without the enterprise price tag. Strong fit for email-heavy marketing motions where behavioral signals are the primary scoring input.
Pricing
Plans start around $29/month (Lite). Lead scoring is available on the Plus plan and above. 14-day free trial available.
5. Freshsales (by Freshworks)
Best for: Small and growing teams that want AI-powered scoring without a heavy implementation lift or a large budget.
Freshsales is a lightweight CRM with Freddy AI built in, automatically scoring leads based on engagement signals and demographic fit from day one.
Where This Tool Shines
Freshsales earns its place on this list partly because of its free tier. Small teams can get started with a real CRM and basic contact management at no cost, then upgrade to AI scoring as their pipeline grows. The onboarding experience is notably fast compared to more complex enterprise tools.
Freddy AI scores leads by combining engagement signals like email opens, call activity, and deal interactions with profile fit data. The result is a dynamic score that updates as the lead's behavior evolves, keeping your pipeline prioritization current without manual intervention.
Key Features
Freddy AI Auto-Scoring: Automatically scores leads based on engagement signals and demographic fit without manual rule configuration.
Visual Sales Pipeline: Drag-and-drop deal management with score-based prioritization built into the pipeline view.
Built-In Communication Tracking: Phone, email, and chat interactions are logged and factored into scoring automatically.
Custom Scoring Rules: Manual adjustments available for teams that want to layer in their own criteria on top of Freddy's model.
Free Tier: A functional free plan for up to 3 users makes it accessible for early-stage teams.
Best For
Startups, small sales teams, and budget-conscious organizations that want AI scoring without committing to an enterprise platform. Also a good fit for teams switching away from spreadsheet-based lead management for the first time.
Pricing
Free plan for up to 3 users. AI scoring available on the Pro plan at approximately $39/user/month. 21-day free trial of paid plans.
6. Zoho CRM
Best for: Teams that want highly customizable scoring rules at an affordable price point, with optional AI scoring as they scale.
Zoho CRM offers granular manual scoring rules on entry-level plans and upgrades to Zia AI-powered scoring predictions on Enterprise, all within one of the most affordable CRM ecosystems available.
Where This Tool Shines
Zoho's scoring flexibility is impressive at its price point. You can build scoring rules based on field values, activity history, engagement signals, and even negative scoring criteria that reduce a lead's score based on disqualifying signals. This level of granularity typically costs significantly more in competing platforms.
For teams embedded in the broader Zoho ecosystem, the integration depth across 45+ Zoho apps creates a unified data environment that makes scoring more accurate over time. Zia's conversion prediction dashboards on Enterprise add a layer of intelligence that rivals more expensive AI tools.
Key Features
Zia AI Scoring: AI-powered conversion predictions and scoring insights available on Enterprise plan and above.
Granular Manual Rules: Build scoring criteria based on fields, activities, engagement, and custom conditions with positive and negative scoring.
Negative Scoring: Reduce scores for disqualifying signals, keeping your pipeline clean and prioritization accurate.
Zoho Ecosystem Integration: Native connections across Zoho Campaigns, Desk, Analytics, and 40+ other apps.
Conversion Prediction Dashboards: Visual reporting on score distribution, lead quality trends, and conversion likelihood.
Best For
Cost-conscious teams that need serious scoring customization without enterprise pricing. Strong for businesses already using Zoho's broader suite of tools. The free plan makes it accessible for very small teams to evaluate before committing.
Pricing
Free plan for up to 3 users. Scoring rules available from Standard at approximately $14/user/month. Zia AI on Enterprise at approximately $40/user/month. 15-day free trial available.
7. MadKudu
Best for: Product-led growth companies that need to identify product-qualified leads based on in-app behavior and usage signals.
MadKudu is a purpose-built lead scoring platform for PLG organizations, combining product usage data with firmographic and technographic signals to surface the accounts most likely to convert or expand.
Where This Tool Shines
Traditional lead scoring tools weren't built for PLG motions. They score based on form fills and email clicks, not on whether a user has hit a key activation milestone or invited three teammates to a workspace. MadKudu is designed specifically for this context, pulling in product usage data from tools like Segment and Amplitude to build scoring models that reflect actual buying intent.
The transparent, explainable AI approach is also worth noting. Rather than delivering a score without context, MadKudu shows which signals drove each score, making it easier for sales teams to understand why an account has been flagged and what action makes sense.
Key Features
Product-Qualified Lead Scoring: Scores based on in-app behavior and product usage milestones, not just marketing engagement.
Firmographic and Technographic Enrichment: Layers company fit data on top of behavioral signals for a complete picture of each account.
Key Integrations: Connects with Segment, Amplitude, Salesforce, and HubSpot for a unified data flow.
Explainable AI: Transparent scoring models that show which factors influenced each lead's score.
Real-Time Scoring API: Enables in-app triggers and sales alerts based on live score changes.
Best For
SaaS companies with a product-led growth motion where free trial or freemium users need to be prioritized for sales outreach based on usage behavior. Less relevant for teams without a product usage data layer to work with.
Pricing
Custom pricing based on lead volume. Free trial or pilot available upon request by contacting the MadKudu team directly.
8. Leadfeeder (Dealfront)
Best for: B2B teams that want to score and prioritize accounts based on website intent signals, even from anonymous visitors.
Leadfeeder, now part of Dealfront, identifies the companies visiting your website and scores them based on engagement behavior, giving your sales team a live feed of warm accounts to act on.
Where This Tool Shines
Most lead scoring tools only work with leads you already know about. Leadfeeder surfaces companies that are actively researching you but haven't filled out a form yet. This intent-based approach adds a scoring layer that complements form-based and CRM-based tools rather than replacing them.
The custom scoring model lets you weight visits to high-intent pages like pricing or case studies more heavily than a homepage visit, giving your team a prioritized feed of accounts that are genuinely in-market right now rather than a flat list of all visitors.
Key Features
Anonymous Visitor Identification: Reveals which companies are visiting your site even when no form has been submitted.
Custom Intent Scoring: Scores accounts based on pages visited, visit frequency, and time spent on high-value pages.
Firmographic Filtering: Filter and qualify accounts by industry, company size, and geography before they ever contact you.
CRM Integrations: Syncs with Salesforce, HubSpot, Pipedrive, and other major CRMs to push scored accounts directly into your pipeline.
Intent Feed: A prioritized, real-time view of the highest-interest accounts visiting your site at any given moment.
Best For
B2B sales and marketing teams running account-based strategies who want to act on intent signals before competitors do. Particularly valuable for companies with meaningful website traffic but low form conversion rates.
Pricing
Free Lite plan available with limited data. Paid plans start around €99/month. 14-day free trial of premium features available.
9. LeadSquared
Best for: High-volume sales teams in industries like education, healthcare, and financial services that need automated scoring and routing at scale.
LeadSquared is a sales execution platform with behavioral and activity-based lead scoring designed for organizations managing large lead volumes across complex, multi-touch sales processes.
Where This Tool Shines
LeadSquared is built for volume. Where other tools on this list are optimized for relatively clean pipelines with moderate lead counts, LeadSquared is designed for environments where hundreds or thousands of leads are flowing in daily and manual prioritization simply isn't possible.
The combination of scoring, automated distribution, and built-in telephony creates a full-stack sales execution environment. Leads are scored, routed to the right rep, and tracked through every communication touchpoint without requiring multiple separate tools.
Key Features
Behavioral and Activity Scoring: Customizable scoring rules based on lead actions, engagement history, and profile attributes.
Automated Lead Distribution: Routes leads to the right rep or team automatically based on score thresholds and custom rules.
Score-Triggered Workflows: Sales automation that fires when a lead's score changes, keeping follow-up timely and consistent.
Built-In Telephony: Phone and communication tracking built directly into the platform, with all interactions logged against the lead record.
Industry-Specific Templates: Pre-built workflows and scoring templates for education, healthcare, financial services, and other high-volume verticals.
Best For
Enterprise and mid-market teams in high-volume industries where lead distribution and routing are as important as scoring itself. Strong for organizations that have outgrown general-purpose CRMs and need a platform built for sales execution at scale.
Pricing
Plans start around $25/user/month. Free trial available upon request by contacting the LeadSquared sales team.
Which Tool Is Right for Your Team?
The right lead scoring tool depends on where in your funnel you want scoring to happen and what your team's primary bottleneck actually is.
If your problem is unqualified leads entering the CRM in the first place, Orbit AI is the most direct solution. Scoring at the form level means your pipeline starts clean, not something you can say about tools that score leads after they've already been imported.
For teams already deep in HubSpot or Salesforce, HubSpot Lead Scoring and Salesforce Einstein are the natural choices. The scoring integrates with everything else you're already doing, and the setup lift is minimal when your data is already in those systems.
If automation is your priority, ActiveCampaign connects scoring directly to action in a way that few tools match at its price point. For product-led growth companies, MadKudu is in a category of its own when it comes to PQL scoring from usage data.
On a tighter budget, Freshsales and Zoho CRM both deliver genuine AI scoring capabilities without the enterprise price tag. For intent-based account identification, Dealfront fills a gap that form-based and CRM-based tools leave open. And for high-volume sales operations in regulated industries, LeadSquared is purpose-built for that environment.
Every tool on this list lets you test with real data before committing. Take advantage of that. The best way to evaluate a scoring tool is to run your actual leads through it and see whether the scores reflect what your sales team already knows about pipeline quality.
If you're ready to start qualifying leads before they ever reach your CRM, start building free forms today and see how Orbit AI's intelligent form design can transform the quality of leads your team works with from day one.
