Every sales team knows the feeling: your inbox is flooded with form submissions, your CRM is a mess of contacts who never respond, and your reps are spending half their week chasing leads that were never going to close. The problem isn't lead volume. It's lead quality.
A better lead filtering system changes the equation entirely. Instead of sorting through noise after the fact, you intercept unqualified prospects before they ever enter your pipeline, so your team spends time on opportunities that actually convert. If you want to go deeper on the strategy side, check out our guides on how to qualify leads with forms and how to improve lead quality for your funnel.
To build this list, we evaluated tools across five dimensions: AI and automation capabilities, scoring flexibility, CRM integration depth, ease of setup, and pricing transparency. Whether you're a lean startup or a scaling enterprise, there's a solution here that fits your stack.
1. Orbit AI
Best for: High-growth teams that want to filter leads at the point of capture, before they hit the CRM.
Orbit AI is an AI-powered form builder that qualifies and filters leads in real time using conditional logic, dynamic fields, and built-in lead scoring.
Where This Tool Shines
Most lead filtering tools work after a lead submits a form. Orbit AI works during the form experience itself. By using conditional logic and dynamic fields that adapt based on how someone responds, the form becomes an intelligent qualification layer, not just a data collection box. Prospects who don't meet your criteria are filtered out before they ever touch your pipeline.
The result is a CRM that stays clean by default. Your team doesn't need to manually score or sort through submissions, because the heavy lifting happens upstream. Orbit AI also prioritizes form design, so qualification doesn't come at the cost of completion rates.
Key Features
AI-Powered Lead Qualification: Built directly into the form experience, scoring and filtering leads based on responses in real time.
Conditional Logic and Dynamic Fields: Forms adapt based on user answers, asking only relevant questions and routing prospects accordingly.
Conversion-Optimized Templates: Pre-built form designs engineered for high-growth teams who need both beauty and performance.
CRM Integrations: Passes only qualified leads downstream to your CRM, keeping your pipeline free of noise from the start.
Modern Form Design: Clean, branded experiences that maintain high completion rates without sacrificing qualification depth.
Best For
SaaS companies, growth teams, and B2B marketers who want to filter leads at the top of the funnel rather than cleaning up the mess later. Particularly strong for teams running high-volume inbound campaigns where manual review simply doesn't scale.
Pricing
Visit orbitforms.ai for current pricing plans. A free tier is available to get started.
2. HubSpot Lead Scoring
Best for: Teams already on HubSpot who want native, automated lead prioritization without adding new tools.
HubSpot Lead Scoring is a predictive and manual scoring system built into HubSpot CRM, using machine learning to analyze contact behavior and prioritize your best prospects.
Where This Tool Shines
HubSpot's lead scoring works best when you're already living inside the HubSpot ecosystem. It pulls from email engagement, page visits, form fills, deal history, and contact properties to build a composite score, and it does this automatically once configured. The predictive scoring layer removes the guesswork of setting manual point values.
The tight integration with HubSpot's Marketing, Sales, and Service Hubs means scored leads can immediately trigger workflows, move through pipeline stages, or get assigned to reps, all without leaving the platform.
Key Features
Predictive Lead Scoring: Machine learning analyzes historical conversion data to assign scores without manual rule-setting.
Custom Scoring Rules: Layer in your own criteria based on contact properties, company attributes, or behavioral signals.
Native Hub Integration: Connects seamlessly with HubSpot Marketing, Sales, and Service Hubs for end-to-end visibility.
Automated Workflow Triggers: Score thresholds automatically move leads into sequences, assign them to reps, or update pipeline stages.
Best For
Mid-market and enterprise teams already using HubSpot as their primary CRM and marketing platform. Less compelling if you're on a different CRM, since the value is deeply tied to the HubSpot ecosystem.
Pricing
Included in HubSpot Marketing Hub Professional at $800/month and Enterprise plans. Predictive scoring is an Enterprise-tier feature.
3. Salesforce Einstein Lead Scoring
Best for: Salesforce-native teams that want AI-driven scoring without managing a separate tool or integration.
Salesforce Einstein Lead Scoring is an AI-driven scoring layer within Salesforce that analyzes historical conversion patterns to predict which leads are most likely to close.
Where This Tool Shines
Einstein's core advantage is that it learns from your own Salesforce data. Rather than applying generic scoring models, it trains on your historical wins and losses to identify patterns specific to your business. The result is a scoring model that gets more accurate over time as more conversion data accumulates.
Transparency is another strength. Reps can see exactly which factors are driving a lead's score, so they can prioritize outreach with context rather than just chasing a number they don't understand.
Key Features
Custom ML Models: Trained on your historical Salesforce data for scoring that reflects your actual buyers, not industry averages.
Automatic Score Updates: Lead scores refresh as new behavioral and engagement data flows in, keeping prioritization current.
Transparent Scoring Factors: Reps see why a lead scores high or low, enabling smarter, more confident outreach.
Native Salesforce Integration: No third-party connectors, middleware, or sync delays to manage.
Best For
Enterprise sales teams running Salesforce as their system of record. Best suited for organizations with enough historical conversion data to train meaningful models, typically teams that have been in Salesforce for at least a year with consistent data hygiene.
Pricing
Included in Salesforce Sales Cloud Einstein, starting at $75/user/month as an add-on to existing Sales Cloud plans.
4. Clearbit
Best for: Teams that want to enrich and filter leads based on firmographic and technographic data before manual review.
Clearbit is a real-time data enrichment platform, now deeply integrated into HubSpot, that appends detailed company and contact intelligence to every lead that enters your funnel.
Where This Tool Shines
Clearbit's power is in what it knows before your rep picks up the phone. When a lead submits a form, Clearbit instantly appends firmographic data like company size, industry, revenue range, and technology stack, allowing you to filter leads based on ideal customer profile fit without asking prospects to fill in those fields themselves.
The Reveal feature goes a step further, identifying anonymous website visitors by company and scoring them before they ever fill out a form. For teams running ABM campaigns, this is particularly valuable for surfacing target accounts who are browsing but haven't converted yet.
Key Features
Real-Time Enrichment: Appends 100+ firmographic and technographic attributes to leads at the moment of form submission.
Reveal for Anonymous Visitors: Identifies company-level data for website visitors who haven't yet converted.
Dynamic Form Shortening: Auto-fills known fields to reduce friction and improve completion rates.
Broad Integration Support: Deep HubSpot integration plus Salesforce, Segment, and API access for custom workflows.
Best For
B2B companies with a defined ideal customer profile who want to filter leads by company-level attributes automatically. Especially effective for teams running ABM strategies or those who want to shorten forms without sacrificing data quality.
Pricing
Custom pricing based on volume and use case. Contact Clearbit directly for a quote tailored to your lead volume and enrichment needs.
5. LeanData
Best for: Revenue operations teams that need precise lead routing and account matching inside Salesforce.
LeanData is a revenue orchestration platform focused on lead-to-account matching, intelligent routing, and deduplication within Salesforce environments.
Where This Tool Shines
LeanData solves a problem that scoring tools don't: getting the right lead to the right rep at the right time. Even if you've scored a lead perfectly, a routing failure means it sits in a queue while a competitor follows up first. LeanData's visual routing builder lets revenue ops teams design complex assignment logic without writing a single line of code.
The lead-to-account matching capability is particularly valuable for ABM-focused teams. When a new lead comes in from a target account, LeanData automatically connects it to the existing account record and routes it to the rep already working that account, eliminating the confusion of duplicate records and missed context.
Key Features
Visual Routing Builder: Drag-and-drop interface for building sophisticated lead assignment logic without engineering support.
Lead-to-Account Matching: Automatically connects new leads to existing account records for proper ABM alignment.
Deduplication and Merge: Keeps pipeline data clean by identifying and resolving duplicate records in real time.
Flexible Assignment Rules: Supports round-robin, territory-based, weighted, and custom routing configurations.
Best For
Mid-market and enterprise revenue operations teams running Salesforce who need sophisticated routing logic beyond what native Salesforce assignment rules can handle. Particularly strong for ABM-driven go-to-market teams.
Pricing
Starts at approximately $39/user/month with custom enterprise pricing available for larger deployments.
6. Chili Piper
Best for: Inbound teams that want to qualify leads and book meetings instantly, eliminating the follow-up delay.
Chili Piper is an inbound lead conversion platform that qualifies form submissions in real time and routes qualified prospects directly to instant meeting scheduling.
Where This Tool Shines
Speed-to-lead is one of the most documented challenges in B2B sales, and Chili Piper addresses it directly. Its Concierge product sits on top of your existing forms and, the moment a qualified lead submits, presents them with a calendar to book a meeting immediately. No email follow-up. No waiting for a rep to respond. The meeting gets booked while intent is at its peak.
The qualification layer is what makes this more than a scheduling tool. You define the rules that determine who gets routed to a calendar versus who gets filtered out or sent to a nurture sequence, so your reps' calendars only fill with prospects who actually fit your ICP.
Key Features
Concierge Real-Time Qualification: Evaluates form submissions against your criteria and routes qualified leads to instant meeting booking.
Custom Qualification Rules: Define exactly which leads get routed to sales versus filtered into other workflows.
Automated Round-Robin Distribution: Distributes qualified meetings evenly across sales team members based on your configured rules.
Broad Integrations: Connects with Salesforce, HubSpot, and most major form builders for flexible deployment.
Best For
B2B SaaS and services companies with a dedicated inbound sales motion where speed-to-lead directly impacts close rates. Works best when layered on top of an existing form and CRM setup.
Pricing
Instant Booker starts at $30/user/month. Concierge (the full qualification and routing product) is priced on request.
7. Madkudu
Best for: Product-led growth companies that need to score leads using product usage data alongside traditional firmographic signals.
Madkudu is a predictive lead scoring platform built specifically for PLG companies, combining product usage signals, behavioral data, and firmographic intelligence to surface sales-ready accounts.
Where This Tool Shines
Traditional lead scoring ignores what users actually do inside your product. Madkudu fills that gap by pulling in product usage data from tools like Segment and Amplitude and weighting it alongside firmographic and intent signals. The result is a scoring model that reflects genuine purchase intent, not just demographic fit.
For PLG teams, this is transformative. Instead of guessing which free users might convert to paid, Madkudu identifies the accounts showing the engagement patterns that historically precede conversion, so sales can prioritize outreach based on real behavioral evidence.
Key Features
Product Usage Signals: Integrates in-app behavioral data directly into lead scoring models for PLG-specific intelligence.
Multi-Signal Scoring: Combines behavioral, firmographic, and intent data into a unified predictive score.
Pre-Built Integrations: Native connectors for Segment, Amplitude, Salesforce, and HubSpot.
Transparent Model Insights: Shows exactly which signals are driving each account's score, so sales teams understand their outreach context.
Best For
Mid-market and enterprise PLG companies where product usage is a meaningful predictor of conversion. Less relevant for teams without a self-serve or freemium product motion.
Pricing
Custom pricing tailored to company size and data volume. Madkudu primarily targets mid-market and enterprise PLG organizations.
8. ActiveCampaign
Best for: Small and mid-sized teams that need lead scoring and filtering built into their marketing automation platform without enterprise complexity.
ActiveCampaign is a marketing automation platform with built-in contact and deal scoring that lets growing teams filter and prioritize leads based on email engagement, site behavior, and custom data.
Where This Tool Shines
ActiveCampaign's strength is accessibility. You don't need a dedicated revenue operations team or a Salesforce admin to set up meaningful lead scoring here. The platform's visual automation builder makes it straightforward to define scoring rules, set thresholds, and trigger actions when a contact crosses into sales-ready territory.
The combination of email engagement data, site tracking, and custom field scoring gives smaller teams a surprisingly robust filtering system at a price point that enterprise tools can't match. It won't replace a dedicated scoring platform for complex enterprise needs, but for teams under a few hundred employees, it covers a lot of ground.
Key Features
Contact Scoring: Assigns points based on email opens, clicks, site visits, form fills, and custom field values.
Deal Scoring: Scores pipeline opportunities separately from contacts, helping prioritize active deals alongside new leads.
Automation Triggers: Workflows fire automatically when contacts hit defined score thresholds, moving them to the right sequence or rep.
Built-In CRM: Includes a native CRM with lead filtering, segmentation, and pipeline management.
Best For
Small to mid-sized B2B and B2C teams that want an all-in-one marketing automation and CRM solution with solid scoring capabilities, without the cost or complexity of enterprise platforms.
Pricing
Starts at $29/month on the Lite plan. Lead scoring is available on the Plus plan at $49/month and above.
9. Zoho CRM with Zia AI
Best for: Cost-conscious teams that want AI-powered lead scoring and automation within a full-featured CRM suite.
Zoho CRM with Zia is a comprehensive CRM platform where Zia, Zoho's AI assistant, predicts lead conversion likelihood, detects anomalies, and automates lead assignment at a competitive price point.
Where This Tool Shines
Zia brings genuine AI capability to a price tier that most AI-powered tools don't reach. The conversion prediction feature assigns confidence scores to leads based on historical patterns in your CRM data, giving reps a clear signal about where to focus without requiring a separate scoring tool or complex configuration.
The anomaly detection layer adds an interesting dimension: Zia flags unusual patterns in your lead data, such as a sudden spike in unqualified submissions or a drop in conversion rates from a specific source, so you can investigate before those issues compound. For teams managing high volumes with lean ops support, this kind of proactive alerting is genuinely useful.
Key Features
Zia Conversion Prediction: AI predicts the probability of each lead converting, with confidence scores reps can act on immediately.
Anomaly Detection: Automatically flags unusual patterns in lead data before they become pipeline problems.
Workflow Automation: Automates lead assignment, stage progression, and follow-up tasks based on score and behavior.
Full CRM Suite: Includes scoring, segmentation, reporting, and pipeline management in a single platform.
Best For
Growing teams and SMBs that want AI-powered lead scoring without the enterprise price tag. A strong choice for organizations already using Zoho's broader product suite, where native integrations add additional value.
Pricing
Zia AI features are available on the Enterprise plan at $40/user/month.
Choosing the Right Lead Filtering System for Your Team
The best lead filtering system isn't the one with the most features. It's the one that solves your specific bottleneck without adding operational complexity your team can't sustain.
If your problem starts at the form level, where unqualified prospects are submitting freely and cluttering your CRM from the moment they enter, Orbit AI addresses that upstream. Qualifying leads at the point of capture means your pipeline is clean by default, not by effort.
If you're already deep in HubSpot or Salesforce and need smarter prioritization within those platforms, HubSpot Lead Scoring and Salesforce Einstein are the natural fits. They leverage the data you've already accumulated and don't require adding another tool to your stack.
For product-led growth teams, Madkudu stands apart by incorporating the behavioral signals that generic scoring models miss entirely. And if routing speed is your core challenge, Chili Piper's real-time qualification and instant scheduling solves a problem that scoring alone never will.
Smaller teams on tighter budgets should look closely at ActiveCampaign and Zoho CRM with Zia. Both punch well above their price points and offer enough sophistication to make a meaningful difference in pipeline quality without requiring a dedicated RevOps hire to maintain them.
The shift toward earlier, smarter lead filtering is one of the most impactful changes a growth team can make. When your pipeline only contains prospects who actually fit, everything downstream, from conversion rates to sales cycle length to rep morale, improves with it.
Ready to start filtering leads before they ever hit your CRM? Start building free forms today and see how intelligent form design can transform your lead qualification from a reactive chore into a proactive, automated advantage.