Best Lead Generation Tools for 2020

How many blogs and articles have you read about lead generation tools, tips and tricks? If you’re anything like us, the answer is probably “too many”. The simple fact of the matter is that lead generation is the lifeblood of any company, and without a good flow of qualified leads, no business will survive very long. 

Not only is lead generation extremely vital – it’s also extremely difficult. 

There are hundreds of companies all competing for the attention of a finite number of visitors. As a result, the market is becoming saturated with content marketing and ads. The digital world is becoming just as noisy as the real one. 

To keep up with the competition, a business has a few options:

  • Bring in more (relevant) traffic
  • Create more enticing offers 
  • Optimize your lead generation pathways 

Option one and two focus on maintaining your website’s conversion rate, and simply increasing the volume of leads.

More traffic = more leads

While this may work, it is not ideal. Rather, we’ll be focussing on option three: lead generation tools and software to help you increase your website’s conversion rate. 

Same amount of traffic = more leads

So without further ado:

The Best Lead Generation Tools for 2020

1. Leadformly

The only thing a visitor from a lead is your form. Consequently, even small improvements to your forms can have a huge impact on your marketing performance and conversion rate. According to VentureHarbour, the creator of Leadformly, lead form optimization alone has led to a 200%+ increase in lead generation multiple times. 

Leadformly screenshot - lead generation tools

A tool that makes it easy to create high-converting lead generation forms, Leadformly offers many benefits over the basic forms offered by many CRMs and email marketing services – which often negatively impact conversion rates.

After looking into multiple form-building plugins and tools and realizing that none really offered a good solution for conversion-optimised forms, they did what all pioneers do and created their own.

According to VentureHarbour, “Leadformly sweats the little things so that you don’t have to.”

As such, Leadformly offers many of the benefits you would expect from a conversion-optimized form builder: built-in audience insights and analytics, conditional logic for segmenting leads, and bar indicators displaying optimal progress. 

One of the tools most noteworthy features, Leadformly offers pre-optimised templates which follow more than 58 best practices.

Check out Leadformly to see just how much difference properly optimized forms can make. 

2. Lead Forensics

The average conversion rate for websites across all industries is anywhere between 2% and 5%, depending on who you ask. In layman’s terms, that means that for every 100 people who visit your site, only 5 will fill in a form. 

While form-optimizing tools like Leadformly can definitely increase that percentage, there will almost always be a few potential leads who slip through the cracks. That’s where LeadForensics comes in. 

LeadForensics uses your visitor’s IP address to identify which company they’re from, helping you figure out which businesses are visiting your website – even if they don’t fill out a form. While this is only useful in the B2B sector, it is definitely one of the more useful tools on this list.

Once you know which companies are viewing your website, your sales team can reach out to them. As they are probably already familiar with your business, having been to your website already, converting them should be a breeze.

LeadForensics - Lead Generation Tools

Check out LeadForensics.

3. Intercom

Another tool with multiple components and use cases, Intercom offers on-site messaging and chat to improve customer relations. With sales, support and marketing features under one roof, Intercom is good for collecting data and improving customer success. Allowing you to engage with visitors, collect their information and analyze on-site or in-app behavior their behaviour, Intercom also allows you to create message triggers to assist with support, retention and onboarding. 

A comprehensive tool for support, sales, marketing and lead generation, Intercom offers a wide range of features to “drive loyalty and growth at every stage of your customer lifecycle.”

Intercom - lead generation tools

See how Intercom can help you to build better client relationships.

4. HotJar

hotjar - lead generation tools

Possibly our favourite tool on this list, Hotjar is a visitor recording and heatmap tool. In a nutshell, Hotjar helps marketers to see how users are really behaving on their websites. Using this information, you can start to identify problem points in your website design, and better understand your users. Additionally, Hotjar’s survey polls allow you to question bounced visitors so you can optimize for conversions. 

One of the best customer experience analytics platforms available, it is probably the best tool for conversion optimization research. User-friendly and offering scalable pricing plans, Hotjar offers:

  • Heat maps
  • Session replays
  • Form analytics
  • On-site polls

Another benefit of Hotjar’s polls is that they double as conversion points because when users submit feedback, they can also leave their email address.

Visit Hotjar to get started with customer experience analytics.

5. Proof

Helping to instantly boost your website conversions by showing real-time social proof, Proof is an early stage SaaS startup. Statistically speaking, visitors are more likely to convert when they see what other visitors are buying. As such, Proof adds notifications to the bottom of your webpage to show recent customer behaviour.

A good example of their tool in action, LawnStarter uses Proof on their homepage:


Tips for Choosing the Right Lead Generation Tools

Don’t Fall in Love Based on a Dating Profile

When choosing new marketing technology, 47% of buyers head to Google or G2 to compare pricing and features. They might also try out a free trial to see if the tool is a good fit. Unfortunately, this is like marrying someone based on their dating profile. You won’t know what the tool really offers until you figure out how it fits into your marketing strategy. 

Tools Don’t Work Without a Good Strategy.

One of the most important things to remember before implementing any new technology is that a good tool is useless without a good strategy. In other words, get your strategy right before you start looking for new tools to play with. 

Before you start choosing your marketing tools for 2020, make sure you have a comprehensive strategy in place. This strategy should take into account your product, your audience and how you will reach them. Analyze your current marketing practices, and identify weak spots and areas you could manage differently. Using this information, choose the tools and technology that will best support your processes and goals.