Top Lead Management & Tracking Software for 2022

Track and nurture more qualified leads with lead management software.

A guide to the best lead management platforms

Your marketing and sales teams share the same basic objective—to sell your service or product. Marketers generate interest, while sales teams guide prospective buyers to the cash register.

But it isn’t always clear what goes on between those two steps. That’s where lead management comes in.

In this guide, we’ll answer the most pressing questions about lead management software, and how it can help your business convert leads into sales.

What is lead management software?

During the process of converting leads, there is a very important moment when they’re handed off from marketing to sales. If you’ve ever watched a relay race, you’ll know that the moment of hand-off is the most tense. It’s the moment where mistakes are most likely to happen.

Lead management software—sometimes known as lead software or lead trackers—de-risks that hand-off.

How does lead management software work?

Lead management is the process of ensuring that potential customers aren’t dropped as they’re passed from marketing to sales. Depending on which platform you use, the process may run differently. But the basic procedure usually looks something like this:

  • Lead generation software draws interested people to your website, either through paid advertisements, search engine results, referrals, or social media. And here are some outside-the-box ways to generate leads, too.
  • Lead capture feeds information into your CRM lead software. Usually by offering users some kind of perk in exchange for filling out a webform or entering their email.
  • Lead qualification determines a potential customer’s sales readiness by reviewing their problems and looking at how suited your product or service is to solving it.
  • Segmentation divides your population of potential customers based on different factors such as location, demographics, and problems. This allows teams and reps to target specific groups with personalized campaign efforts.
  • Lead scoring prioritizes them based on whatever criteria is most important to your business. It places the most sales-ready buyers at the top. Your sales team will know who’s most likely to buy and who will require more effort.
  • Lead distribution automatically assigns them to the sales people who are in the best position to close the deal.
  • A lead nurturing process educates them about your product or service, establishing credibility, trust, and value.

lead management software features

It should be said that the process doesn’t work by itself. Understand your ideal customer and maintain strong communication between marketing and sales teams to maximize your approach.

What are the benefits of lead tracking software?

Here are some of the biggest benefits of investing in these software tools.

Save valuable time and energy

Using sales automation functionality to manage leads saves time by automating much of the work that your team members would otherwise have to do manually. From automatically entering new contact details into your database to alerting sales reps of new qualified CRM leads, these platforms eliminate hours of tedious work.

Convert more leads to sales

Lead software helps you generate more sales by prioritizing the ones who are most likely to buy. Think of it like a range of archery targets. This software illuminates only the targets that are in your range and line of sight, so you’re not wasting arrows and energy trying to hit targets you can’t reach.

Improved communication between teams

Clear communication between departments is key to optimizing the sales process. Lead management software gives you a direct link between marketing and sales and provides better insight into just how one team’s efforts affect the other.

Better customer insight

Gain a better understanding of exactly what your customers love, what they respond to, and how they behave. Just as importantly, discover the practices that just aren’t hitting the mark so you can either optimize the approach for a better response, or strategize a new approach using the power of data.

What are the features of a lead management system?

Using lead management software allows you to respond the moment a prospect shows interest in your product or service. And for each action you can take, there’s a lead software management tool making the job easier, faster, and more efficient.

Here are some of the standard features you can expect to be included in lead management software.

A customizable CRM dashboard

A CRM dashboard gives you a 360-degree look at where your prospective customers stand. You can view their activity from the moment they enter the funnel to the moment they make a purchase. Navigating from the sales dashboard, your team can monitor performance metrics. They can also judge the effectiveness of a recent campaign and view the entire customer lifecycle at a glance.

Lead capture

Lead capture collects prospective client data, including contact details, behavior, and preferred channels of communication, and stores it in a secure database. When your sales reps arrive at the lead nurturing stage later on, they’ll have a treasure trove of information to get the ball rolling.

Activity tracking

An activity tracking tool tracks your potential customers’ activities with your business. From face-to-face meetings to email conversations, this type of tool tracks their engagement as they move through your sales funnel.

Such data gives you further insight into their preferred methods of communication. And lets you see where they may be getting stuck in your pipeline.

Analytics and reporting

Analytics and sales reporting systems lets you see the exact numbers and patterns behind every success and failure. It becomes clear what kind of messaging works with which segments, and where people are slipping out of the funnel.

Using analytics and reporting, your managers can implement data-driven solutions, and see in real-time if they’re working.

Communication Tools

As stated earlier, one of the biggest benefits of using lead management software is improved communication. The best platforms will provide features for optimizing communication on the platform, making data sharing easy and eliminating chances for miscommunication.


Integrations let you connect your lead tracking software to other business apps. Many lead software apps are simply included as a function of customer relationship management, or a CRM software platform.

CRM lead software comes with many other profit-boosting features and benefits, such as contact management software, pipeline automation, and a power dialer.

What are the current lead management software trends?

Software development is an ever-evolving segment of the tech industry. It changes as the market adjusts to new buyer demands and tougher competition. As you search for the right tracking tool for your business, don’t overlook these important sales lead management software trends.

  • Buyer intent data that lets you rack what a customer looks at on your site, whether it’s a blog or pricing page.
  • Customer-centric marketing that helps you create campaigns that truly resonate with your ideal customer, rather than trying to throw yourself in front of everyone’s gaze.
  • Video content that combines personality and convenience to engage more new leads with your brand.
  • Automated chatbots that provide a hands-off hands-off approach to answering visitor questions and gathering information.

Top 10 lead management software solutions

Here’s our list of the top tools on the market today, as well as the features they offer to help you boost sales and sales productivity.

  1. Zendesk Sell
  2. Keap
  3. Zoho CRM
  4. HubSpot
  5. LeadSquared
  1. Lead Docket
  2. ClickPoint
  3. Pipedrive
  4. Leadfeeder
  5. Lead Capsule

1. Zendesk CRMfor Sales: Sell

Zendesk Sell sales CRM

Zendesk Sell is a powerful and user-friendly CRM lead tracking platform that includes all the features of lead management. Its pre-built Pipeline Conversion Report lets users spot bottlenecks in the sales cycle, while funnel tracking gives you a full view of how well your activities are translating into revenue.

Sell offers lots of useful features that makes tracking your potential customers with ease and speed. They’ll have access to time-saving (and industry-leading) sales tools, housed on a simple interface that makes it simple to navigate.

Using Sell, your sales reps can spend their time perfecting their sales emails, cold email templates, and sales follow up emails. Check out our resources around sales email examples and writing effective sales email subject lines for more info.

Users can also quickly search for prospects in your customizable Lead Smart List, so they’ll always have fast access to the best prospects. And to make sure nothing gets lost in the sales prospecting shuffle, Sell automatically logs calls and emails.


2. Keap

Keap lead management software

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Keap is a CRM lead manager tool built with long-term growth in mind. Designed to nurture strong customer relations from first impression onward, Keap provides businesses with tools for streamlining and automating their sales process so they can move prospects quickly to conversion.

Keap offers different pricing models that let you scale for your needs. Its lowest pricing tier begins for 500 contacts for one user. All of Keap’s pricing plans offer unlimited emails, data migration support, and include a one-time fee for its expert coaching.


  • Analytics/ROI tracking
  • Segmentation
  • Landing pages/web forms
  • Marketing automation
  • Sales pipeline management

3. Zoho

Zoho CRM

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Zoho CRM promises a 360° customer lifecycle platform designed to help small and enterprise-level businesses alike. It offers seamless integration with over 500 other widely used apps, as well as robust lead tracking features like omnichannel communication and targeting email marketing. It also features an AI-powered conversation assistant and omnichannel communication options so businesses can reach their prospects on their favorite platforms.

Zoho’s most affordable pricing includes standard features like pipelines, customer dashboards, and 10 fields for scoring rules.


  • Collaboration tools
  • Card scanner app
  • Live chat
  • Social media integration
  • Targeted email campaigns
  • Google ads integration

4. HubSpot


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HubSpot’s SalesHub is a CRM sales lead management tool that lets businesses keep all of their prospect data and activity centralized on a single platform. The pipeline features allows users to access all of their contact details and track every customer touchpoint so they can jump in at exactly the right moment. The HubSpot CRM Starter Plan is priced competitively per month for 2 users.

SalesHub is a reliable tool for scoring and prioritizing potential customers, segmenting them into targeted lists, and tracking email exchanges in real-time.


  • Live chat
  • Meeting scheduling
  • Email tracking and notifications
  • Reporting dashboard
  • Email reply tracking
  • Mobile app

5. LeadSquared

LeadSquared sales CRM

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LeadSquared is a CRM and lead management system used in industries such as travel, real estate, education, marketing agencies, e-commerce, and more. Designed for B2C businesses with high sales volumes, LeadSquared is a useful tool for connecting all of the touchpoints in a customer journey on a single platform so that teams can focus on the next task with all of the information they need. For teams on the go, LeadSquared offers mobile access on Android and iOS devices.


  • Calendar/reminder system
  • Marketing automation
  • Performance metrics
  • Pipeline management
  • Social media integration

6. Lead Docket

Lead Docket lead tracking software

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Lead Docket is a lead flow software tool best used for individuals, mid-sized businesses, or enterprise firms. It offers web forms for capturing new prospect contact details, and automated communications follow ups that let salespeople keep potential customers informed and engaged on every step along their journey. Additionally, it comes with marketing optimization so users can see where their leads are coming from and gauge the efficacy of their campaigns.

Lead Docket offers integrations with business apps like Docusign, Mailchimp, and CallRail. Pricing details are available upon request.


  • Campaign management
  • Online forms
  • Data extraction
  • Sales pipeline management
  • Prospecting tools

7. ClickPoint

ClickPoint lead management software

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ClickPoint serves a range of industries, including education, mortgage, B2B, travel, franchise based customers, insurance, and call centers. Designed for salespeople in the office, out in the field, or in call centers, ClickPoint helps businesses improve their reach to prospects and automatically prioritize the deals that matter most. Plus, actionable sales reporting sheds light on which lead sources are bringing in the most value, and which ones are underperforming.


  • Calendar/reminder system
  • Call logging
  • Auto-dialer
  • Marketing automation
  • Field sales management

8. Pipedrive

Pipedrive sales CRM

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Pipedrive is a cloud-based CRM system designed to help salespeople focus on activities rather than outcomes. It includes all the key features for tracking and managing potential customers, as well as other functions like call recording, client tracking, and online forms. It also uses the power of analytics to turn selling into a science, so sales teams can adjust their processes based on data rather than gut instinct.


  • Churn management
  • Calendar/reminder system
  • Collaboration tools
  • Landing pages/web forms
  • Dashboard

Learn more about Pipedrive integration for Zendesk

9. Leadfeeder

Leadfeeder sales tracking software

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Leadfeeder gives businesses more visibility into who’s interested in their product so salespeople can prioritize where to target their best efforts. It provides tools for reaching out quickly to leads so they’re not lost to a faster competitor, and offers more insight into customer behavior so you can anticipate their needs.

Best for B2B businesses with at least one sales person, Leadfeeder’s pricing plans are per month per feature. It includes all the basic features of lead tracking software like qualification, segmentation, and nurturing. It also includes CRM features and user interaction tracking.


  • Dashboard
  • Goal setting/tracking
  • CRM
  • Reporting/analytics
  • Pageview tracking

10. Lead Capsule

Lead Capsule is a lead management software platform that’s best for brokers, aggregators, and call centers. It specializes in capturing and selling information to other businesses, so they can focus on making sales rather than hunting for valuable prospects. It helps drive traffic to your businesses’ offers, capture contact information in web forms, and track your lead sources so you can see where your best prospects are coming from.


  • Source tracking
  • Pipeline management
  • Prospecting tools
  • Segmentation

How to choose the best lead management software?

A quick search on the internet will give you hundreds of sales lead tracking software options. Choosing the right one is all about knowing your business top to bottom, and being honest about your budget and needs.

Before signing on the dotted line, here are some steps you should take to help you make the best choice for your company.

  • Know what tracking features you need
  • Define your budget
  • Research your options
  • Test drive the top choice(s)

Whichever platform you go with, keep in mind that it should be able to scale with your growth. Otherwise, you’ll have to go through the process of selecting and implementing software all over again.

FAQs on lead management systems

Still have questions? Here are the simple answers to some common queries we see people asking about lead tracking software.

What is the difference between lead tracking and CRM software?

Lead tracking software is specifically used for potential buyers. CRM, on the other hand, is used to manage an existing customer base. The reason CRM and lead tracking sometimes go hand-in-hand is simple — the hope is that every potential buyer becomes a loyal customer. Using CRM lead software is a smart choice because it integrates two powerful tools on a single platform.

How do I implement a lead management system in my organization?

The first step is to talk to your team. Keep in mind that a huge benefit of sales lead software is improved team communication. This means everyone should know what your goals are for using the new software.

Additionally, ensure that any lead tracking software you commit to has good training and support in place. Look for vendors who offer both in-person and online training, as well as 24/7 live rep support to speed along the implementation process.

Why is lead management important?

Without lead management software, you could be wasting valuable time and effort on weak leads or unqualified buyers. Lead tracking software helps you reduce time and resources.

Time you may currently be wasting on leads who have no intention of buying. Lead software also helps you estimate lead value, which improves your sales forecasting. Read more about sales forecasting software.

Getting rid of time waste isn’t only good for your bottom line, it’s also good for team morale. When your reps feel that their energy is aimed at the right targets, their selling skills improve. And it makes for a healthier company culture.

How can my team use lead management to improve conversions?

Not every lead has a clear idea of what their problem is. Sales apps and sales lead software educates buyers through repeated and personalized messaging. It’s a process of educating, prioritizing, and building trust.

Implementing new software may require you to change your approach to handling leads. But the end result will be reduced time waste and improved conversion rates.

And once you start using lead tracking, you can always double-check reporting and analytics to make sure the numbers are confirming these improvements.

Try lead tracking software for free

Zendesk Sell gives you all the benefits of a user-friendly lead management process with 24/7 live rep support and extensive training tools. Incorporate our scalable, easy-to-use, powerful CRM into your sales workflow.

Discover how Sell’s lead tracking software can improve your team communication and lead conversion. Start your 14-day free trial today.

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