A busy contact center. Sales agents can use marketing automation lead generation software tools to generate leads.

10 Best Marketing Automation Lead Generation Software

21 min read
folder icon Automation

Automating lead generation is one of the most critical tasks for call center managers because it saves time, optimizes workflows, and makes life easier for sales agents. Software tools can help with this process and enable agents to generate more leads, move those leads through their pipelines, and convert prospects into customers over the phone. These tools remove the administration associated with lead generation, helping managers grow and scale their businesses.

In this guide, learn the 10 best marketing automation lead generation software tools and compare features, prices, capabilities, and trial and demo options.

Key Takeaways

  1. Simplify Lead Generation: Marketing automation and lead generation software play a critical role in simplifying lead generation processes. These software solutions offer a range of features such as lead capture forms, landing page builders, lead scoring, and lead nurturing campaigns, enabling businesses to generate and manage leads effectively.

  2. Comprehensive Automation Capabilities: The featured marketing automation and lead generation software options provide comprehensive automation capabilities. These include automated email campaigns, social media scheduling, CRM integration, and workflow automation. Leveraging these automation features saves time, improves efficiency, and enhances the overall effectiveness of marketing campaigns.

  3. Personalized Customer Experiences: Marketing automation software empowers businesses to deliver personalized customer experiences at scale. With features like dynamic content, behavior tracking, and segmentation, businesses can tailor their marketing messages and engage with prospects and customers based on their specific interests and preferences.

  4. Lead Scoring and Qualification: Efficient lead scoring and qualification mechanisms are vital for prioritizing and focusing on the most promising leads. The software options highlighted in the blog provide lead scoring features that help businesses identify and prioritize leads based on predefined criteria, ensuring that sales efforts are concentrated on the most qualified prospects.

  5. Seamless Integration with CRM Systems: Integration with Customer Relationship Management (CRM) systems is crucial for maintaining a cohesive customer database and enhancing lead management processes. The marketing automation and lead generation software options discussed offer seamless integration with popular CRM platforms, ensuring smooth data synchronization and a unified view of customer interactions.

  6. Analytics and Reporting: Accurate measurement and analysis of marketing efforts are essential for optimizing campaigns. The featured software solutions provide robust analytics and reporting features, allowing businesses to track key metrics, monitor campaign performance, and gain valuable insights for data-driven decision-making.

  7. Multichannel Campaign Management: Effective marketing automation and lead generation software enable businesses to manage multichannel campaigns effortlessly. From email marketing and social media to landing page optimization and SMS marketing, these tools offer comprehensive campaign management capabilities, ensuring consistent messaging across various channels.

  8. Scalability and Flexibility: Businesses' needs evolve over time, and the highlighted software options offer scalability and flexibility to accommodate growth. Whether it's expanding the number of contacts, scaling up automation, or integrating with additional tools, these solutions provide the necessary scalability to support businesses' changing requirements.

  9. User-Friendly Interfaces: User-friendly interfaces are essential for seamless adoption and efficient usage of marketing automation and lead generation software. The software options discussed prioritize intuitive designs and easy navigation, enabling users to quickly adapt to the tools and leverage their full capabilities without extensive training.

  10. Customer Support and Training: The featured software providers understand the importance of customer support and training. They offer comprehensive resources such as documentation, knowledge bases, tutorials, and responsive customer support to assist users in implementing and utilizing the software effectively.

Table of Contents

What Is Marketing Automation Lead Generation?

Marketing automation lead generation is the process of attracting potential customers to your business. In a call center environment, lead generation will typically take place over the phone. Agents will engage with prospects and tell them about their company's products and services.

Agents generally focus on leads who are likely to convert into customers. Doing so can improve sales outcomes and generate more revenue for their business.

For lead generation to be successful, agents need to know about the demographics, interests, personality characteristics, and buying behaviors of the people they communicate with over the phone. The best marketing automation lead generation software solutions help agents find out this information.

Comparison Table of Marketing Automation Lead Generation Software

Product name Price Trial/Product Demo Features Best For
FiveCRM From $70 per license, with discounts for additional licenses. There are no add-ons required.  Free Live product demo In-built email marketing, real-time analytics, reporting, account management, and features designed for call centers Call centers of all sizes
Pardot No pricing available Product demo Reports, dashboards, alerts for new leads Medium to large businesses
Leadfeeder Paid-for plans start from $63 per month 14-day free trial Analyze businesses that visit your website, CRM integration Small to medium businesses
Lead Forensics No pricing available Free trial with unspecified length Collect information about businesses that visit your website, identify anonymous visitors, and real-time analytics Medium to large businesses
MAXG From $49 per month 365-day free trial Get insights about lead generation, share insights with teams, integrate with HubSpot or Google Analytics Businesses of all sizes
Qualaroo From $80 per month 14-day free trial Create surveys for website visitors, survey templates Small to medium businesses
TexAu From $29 per month 14-day free trial Extract information about businesses from the internet, simple dashboards Small to medium businesses
Unbounce From $80 per month 30-day free trial Create custom landing pages, A/B testing, real-time analytics Businesses of all sizes
HubSpot Sales Hub From $50 for two users per month 14-day free trial Data visualizations, lead scoring, sales analytics Medium to large businesses
ActiveCampaign From $9 per month 14-day free trial Email marketing, SMS marketing, A/B testing, split testing Small to medium businesses

Best Marketing Automation Lead Generation Software

1. FiveCRM

FiveCRM Screenshot

FiveCRM is a customer relationship management (CRM) system for call centers that automates lead generation. Unlike traditional CRMs, FiveCRM comes with analytical features that provide insights into your lead generation strategies, helping you learn how agents move customers through their marketing funnels. FiveCRM also comes with in-built email marketing, allowing you to prospect leads via email before contacting them over the phone. That helps increase hit rates and generate more leads.

FiveCRM's lead generation tools automate dialing and call-back management, while fill scripting and call guides make it easier for agents to prospect leads. This CRM lead generation platform suits call centers in both B2B and B2C environments.

FiveCRM Key Features

  • FiveCRM improves sales efficiency with call management and workflow automation, helping you reduce call transition times.
  • FiveCRM lets you manage up to 999 separate databases, far more than many other CRMs. You can also benefit from unlimited data storage and scale your lead generation strategy.
  • Use FiveCRM's specialized marketing and performance tools to automate lead generation, monitor operational performance, and help agents capture quality leads through lead scoring.
  • Generate business intelligence to improve departmental performance and use key metrics to improve sales growth in your call center.
  • Increase organizational efficiency with FiveCRM's reporting, security, and account management features.

FiveCRM Pricing

FiveCRM's U.S. plan starts from $70 per license, with discounts for additional licenses. You will receive unlimited data storage, consolidated reporting, call recording, auto-dial and hang-up features, and other benefits. Sample FiveCRM's features with a Free live demo.


FiveCRM could double your call rate compared to traditional CRMs. This CRM lead generation tool is designed for 5–200+ seats and integrates with multiple telephony systems to make generating leads in your call center easier.

Learn more about FiveCRM's lead generation features or get FiveCRM now.

2. Pardot

ParDot Screenshot

Pardot from Salesforce is a lead generation tool that helps you find the right prospects for your marketing campaigns. The platform automatically sends emails to potential leads based on triggers, allowing you to identify prospective customers interested in your products and services. You can also create landing pages with pre-made templates and link to these pages in emails.

Pardot Key Features

  • Agents can receive real-time alerts for new leads and find high-value prospects to nurture.
  • View reports and dashboards that influence your lead generation campaigns and improve marketing outcomes.
  • Track leads at every touchpoint in your lead generation campaigns.

Pardot Pricing

Salesforce doesn't publish Pardot pricing on its website. You will need to contact the company for a personalized quote if interested in this product. There is a live demo available.


Unlike FiveCRM, Pardot is not a CRM lead generation tool, meaning you can't combine lead generation with customer relationship management. However, the platform makes generating leads easier by automatically sending emails to prospective customers and alerting agents when new leads are ready for nurturing.

Learn more about Pardot.

3. Leadfeeder

LeadFeeder Screenshot

Leadfeeder is a B2B marketing automation lead generation tool that helps agents find the right prospects. It provides lists of businesses that visit your website and how they came across your products and services. You can use these lists to source high-quality leads based on behavioral and demographic information. For example, find businesses in specific locations that visit your website and pass this information to agents for more successful lead generation.

Leadfeeder doesn't have a steep learning curve, making it a good fit for smaller B2B call centers that want to learn more about the companies visiting their website. The platform also has dashboards and real-time reports for analyzing lead generation campaigns and finding the right prospects to target.

Leadfeeder Key Features
  • Analyze the behavior of businesses that visit your website and segment these customers based on demographic information for better lead generation.
  • Leadfeeder removes bots and low-value traffic from its lists, helping you focus on high-quality leads.
  • Integrate Leadfeeder with CRMs and other marketing automation tools.

Leadfeeder Pricing

You can use some of Leadfeeder's features for free. However, you must upgrade to a premium plan to access advanced lead generation tools. These plans start from $63 per month. Try out Leadfeeder with a 14-day free trial.


Leadfeeder provides users with more context about businesses that could become future customers. The easy-to-use platform sources the most valuable leads for agents and even integrates with CRMs for even more targeted marketing. Leadfeeder only benefits B2B call centers, so customer-facing organizations should consider an alternative marketing automation lead generation software tool.

Learn more about Leadfeeder.

4. Lead Forensics

Lead Forensics Screenshot

Lead Forensics is a marketing automation lead generation tool that generates analytics about potential leads who visit your website. It collects demographic data about potential customers and assigns a score to each prospect based on different criteria, helping agents find the most lucrative targets to move through their pipelines. The platform also automatically assigns leads based on how likely they are to convert, making this platform extremely useful for lead generation.

Lead Forensics auto-assigns leads in real-time, meaning agents can jump on sales opportunities and get to work immediately. These agents can access lead generation information from a centralized dashboard, so there's no switching between screens. Another feature is the ability to manually flag leads that are likely to convert, helping agents find the best prospects to nurture.

Lead Forensics Key Features

  • Identify anonymous website visitors interested in your products and services and add these potential customers to your lead generation lists
  • Find out information about potential leads, such as names, email addresses, and search behavior, and add this data to your CRM for even more effective lead generation.
  • Identify 'lapsed' prospects who previously visited your website and turn these leads into bonafide customers.

Lead Forensics Pricing

Lead Forensics doesn't publish pricing on its website. However, you can contact the company for a personalized quote based on your business budget and requirements. You can try Lead Forensics with a free trial.


Lead Forensics is a valuable tool for lead generation because it provides in-depth information about the people and businesses that visit your website. You can use this information to source new leads and grow your business.

Learn more about Lead Forensics.


MAXG Screenshot

MAXG is a B2B analytical tool that you can use to optimize lead generation efforts. It provides insights into B2B sales in your call center environment, helping agents find high-quality leads across multiple channels. The platform uses artificial intelligence to translate insights into powerful data visualizations, enabling you to identify trends and patterns in lead generation data.

One of the best features of MAXG is its ability to search the emails you send to leads and provide insights about open and click-through rates. You can use this information to fine-tune your marketing automation campaigns and target leads with more relevant communications.

MAXG Key Features

  • Share MAXG insights with agents or use access controls to protect sensitive lead generation data from specific teams.
  • You can also use MAXG for sales enablement and identify sales methods that need improvement in your call center.
  • Integrate MAXG with HubSpot or Google Analytics for even deeper insights into your marketing campaigns.

MAXG Pricing

MAXG's pricing plans start from $49 per user per month. The company's enterprise plan includes more lead generation features but will cost you $490 a month — an expense smaller call centers might not be able to afford. You can sign up for a generous 365-day free trial.


MAXG is a standalone tool, and you can't integrate it with your existing CRM and combine lead generation with customer relationship management. However, the platform provides accurate insights about potential lead generation opportunities and can improve sales enablement by identifying weak sales processes in your contact center.

Learn more about MAXG.

6. Qualaroo

Qualaroo Screenshot

Qualaroo is a lead generation tool that collects website feedback from potential leads. The platform sends website visitors surveys and polls, allowing you to collect data from the people who interact with your company online. You can use this data for lead generation and learn more about what potential customers think about your products and services.

Using Qualaroo for lead generation is effective because the platform enables agents to learn about any pain points potential customers have when making purchasing decisions. For example, you can discover whether customers think your products are too expensive or unsuitable for their needs. Agents can then use this information and change customer perceptions over the phone.

Qualaroo Key Features

  • You can create exit-intent surveys for visitors who leave your website.
  • Use Qualaroo to create call-to-actions based on Net Promotor Scores that encourage visitors to purchase your products or services.
  • Design surveys with built-in templates.
  • Qualaroo promises 10 times more insights than regular email surveys.

Qualaroo Pricing

Qualaroo pricing starts from $80 per month. You can access the platform's features through a 14-day free trial.


Creating website surveys is one of the most successful ways to gauge customer perceptions and improve lead generation. Qualaroo's feedback tools provide agents with additional context for generating leads, helping you improve sales and turn prospects into buyers.

Learn more about Qualaroo.

7. TexAu

TexAu is an innovative marketing automation lead generation software tool that helps you build long-lasting relationships with leads. The platform collects information about leads from Facebook and Instagram, helping you build profiles of prospects for lead generation. Agents can learn about a prospect's behaviors and interests before contacting them on the phone.

TexAu can also find a lead's email address on the internet, providing agents with an alternative communication method for lead generation. There are over 120 automation tools in total, and you can integrate the platform with CRMs and other marketing automation tools.

TexAu Key Features

  • Extract information about leads from the web in minutes and power your lead generation campaigns.
  • TexAu searches LinkedIn for information about prospects, providing agents with more context during outbound calls.
  • Get a 360-degree overview of potential customers with simple dashboards.

TexAu Pricing

TexAu pricing starts from $29 per month. You can sign up for a two-week free trial.


While users need to be wary of any data governance legislation in their jurisdiction or niche when collecting information about leads from the internet, TexAu provides agents with real-time insights that can change the course of lead generation campaigns. The platform crawls the web for information about prospective customers, making it a valuable tool for call centers that lack the context needed for successful lead generation.

Learn more about TexAu.

8. Unbounce

Unbounce Screenshot

Unbounce is a lead generation tool that helps you create custom landing pages. You can direct potential customers to these pages via emails and text messages and increase awareness about your products and services. Agents can then follow up on page visitations and contact customers over the phone.

Unbounce is effective for call centers of all sizes because it features a drag-and-drop interface and pre-built landing page templates. You can customize your pages based on your brand colors and logo and use CTAs and other marketing tools to encourage prospects to learn more about your products and services.

Unbounce Key Features

  • Unbounce's A/B testing tools help you determine which landing pages are the most suitable for increasing awareness or converting leads into customers.
  • You can access real-time analytics about the effectiveness of your landing pages. 
  • Design landing pages from scratch with bespoke elements and graphics.

Unbounce Pricing

Unbounce pricing starts from $80 per month. However, you might want to upgrade to a premium plan to access additional features and create more elaborate landing pages that benefit your business. You can sign up for a 30-day free trial and sample Unbounce's many features.


Incorporate landing pages into your lead generation strategy and move prospects through your marketing campaigns. When used alongside outbound calling, landing page creation can increase awareness about your products and services and change perceptions about your brand. Unbounce helps you create attractive and high-converting pages with its templates and A/B testing tools.

Learn more about Unbounce.

9. HubSpot Sales Hub

HubSpot Screenshot

HubSpot Sales Hub is primarily a sales analytics tool, but it offers an incredible amount of lead generation features that will benefit your call center. You can use the platform to generate intelligence about lead generation activities and monitor marketing trends, helping agents move high-value leads through their sales funnels.

You can use Sales Hub as a standalone product or alongside HubSpot CRM and centralize your lead generation and customer relationship management responsibilities.

HubSpot Sales Hub Key Features

  • Data visualizations let you analyze lead generation trends in your business.
  • Automate lead generation with advanced lead scoring.
  • Get insights into the best contacts for nurturing when you integrate Sales Hub with HubSpot CRM.

HubSpot Sales Hub Pricing

Sales Hub pricing starts at $50 for two users per month. Sales Hub Enterprise, the most expensive package, costs $1,200 for 10 users per month. You can try out Sales Hub by signing up for a 14-day trial.


Sales Hub lets you combine sales analytics and lead generation in one system. You can track lead generation activities and find the best prospects to engage with by analyzing real-time data visualizations. Sales Hub also has a lead scoring feature that lets you assign a score to each lead that communicates with your call center, enabling you to find the best prospects to target and nurture.

Learn more about HubSpot Sales Hub.

10. ActiveCampaign

ActiveCampaign Screenshot

Email marketing is one of the critical components of an effective lead generation strategy. ActiveCampaign takes email marketing to the next level by automating tasks such as contact scoring, customer segmentation, and landing page creation. After perfecting your email marketing, agents can follow up on emails over the phone and convert leads into customers.

ActiveCampaign Key Features

  • In addition to email marketing, ActiveCampaign optimizes SMS campaigns by making it easier to communicate with potential customers via text message.
  • Split and A/B testing allows you to find out which emails are the most effective for specific demographics and customer segments.
  • B2B and B2C call centers can use ActiveCampaign for email marketing automation.

ActiveCampaign Pricing

ActiveCampaign pricing starts from $9 per user per month. You can sign up for a free 14-day trial.


ActiveCampaign is a popular email marketing campaign that you can add to your tech stack. Use it to polish your lead generation efforts and target more prospects via email. The platform offers features such as automated customer segmentation and landing page creation. You can also assign contact scores to each lead and find the most valuable prospects to pass on to agents.

Learn more about ActiveCampaign.


While all the tools above help agents generate leads in your call center, only FiveCRM combines lead generation with customer relationship management. As a result, you can attract leads to your business and create long-lasting relationships with those prospective customers. That helps you grow your business and generate more revenue. You can also integrate this CRM lead generation tool with telephony systems and optimize the way agents communicate with leads.

FiveCRM comes with in-built email marketing, call scripts, real-time analytics, and other features that support agents in lead generation activities. Get FiveCRM now.

FAQ Section

Is lead generation a marketing tool or a sales tool?

Lead generation can be the responsibility of both sales and marketing teams, depending on the context. Marketing agents might generate leads through marketing channels such as email before passing on those leads to sales agents to 'close the deal.'

Why does your company need lead generation software?

Lead generation can involve many manual tasks, such as finding leads from different sources and deciding which potential customers to pursue. Lead generation software supports agents who generate leads by automating various processes. It also helps agents find high-quality leads interested in their company's products and services.

How does a lead generation platform work?

  • Lead nurturing tools
  • Lead scoring
  • Lead distribution
  • Sales analytics and reporting

What are the key features of lead generation software?

  • Easy to learn interface
  • Integrations
  • Analytics
  • Automation
  • Customer relationship management

What are the key benefits of marketing automation lead generation software?

  • Improved customer insights
  • Better qualified leads
  • Refined marketing tactics
  • Time-saving

What types of lead generation are there?

  • Outbound lead generation
  • Inbound lead generation

How do you generate leads automatically?

Lead generation software lets you automatically generate leads without human intervention. These tools source leads based on historical and statistical data, helping agents target high-value leads who are likely to convert into customers.

How do I select the best marketing automation lead generation software?

Choose a platform that combines lead generation with customer relationship management like FiveCRM. That helps you generate leads and develop long-lasting relationships with those potential customers for better sales and marketing outcomes.

Michael King says...

"I can’t think of a time where a client has requested something that we weren’t able to do with FiveCRM. Unlike most systems, it has a lot of flexibility."

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Managing Director, Senior Response


“Each client, and each of their campaigns, has its own unique specifications. We essentially needed to set up mini CRMs on one platform to meet those requirements.”

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Operations Director, Team Telemarketing

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