Best B2B Lead Generation Tools for Pipeline in 2026
We tested 16+ B2B lead generation tools to find the best options for building pipeline. These platforms help find decision-makers, get contact data, and identify companies showing buying intent.
ZoomInfo is the industry-leading B2B data platform with the largest database, intent signals, and technographic data. Enterprise teams get complete buying committee visibility.
Starting price$15K+/year
Strengths
Largest database
Intent data
Technographics
Buying committees
Best integrations
Limitations
Very expensive
Annual contracts
Enterprise focused
Overkill for small teams
Who it's for: Best for enterprise sales teams with budget for the most comprehensive data platform.
Apollo combines a large contact database with built-in sales engagement. Find prospects and reach them from one platform, with a generous free tier to start.
Starting priceFree/$49
Strengths
All-in-one platform
Generous free tier
Good database size
Sequences included
Affordable paid tiers
Limitations
Data quality varies
Less accurate than premium
Limited intent data
Newer platform
Who it's for: Best for startups and SMBs wanting prospecting and outreach in one affordable tool.
Sales Navigator provides official LinkedIn prospecting with advanced search filters, lead recommendations, and InMail credits. The safest way to prospect on LinkedIn.
Strengths
Official LinkedIn data
No account risk
Lead recommendations
InMail credits
CRM sync
Limitations
LinkedIn only
No email/phone data
Expensive for data
Limited export
Who it's for: Best for teams whose prospects are active on LinkedIn and want official, safe access.
Lusha provides quick contact lookup with a browser extension for LinkedIn and company websites. Get direct dials and verified emails fast during prospecting.
Starting priceFree/$29
Strengths
Fast lookup
Good extension
Direct dials
Email verification
Free tier
Limitations
Smaller database
Limited intent
Credit-based pricing
Basic features
Who it's for: Best for individual reps needing quick contact data during research.
Cognism provides phone-verified contact data with strong GDPR compliance. Excellent for European markets where data privacy and direct dial accuracy matter most.
Starting priceCustom
Strengths
Phone verified
GDPR compliant
European data strength
Intent data
Good accuracy
Limitations
Custom pricing
Smaller US database
Less known
Limited integrations
Who it's for: Best for teams selling into European markets or prioritizing phone-verified data.
Clearbit specializes in data enrichment, adding firmographic and technographic data to your existing leads. Reveal identifies anonymous website visitors for outreach.
Starting priceCustom
Strengths
Best enrichment
Reveal visitor ID
Form shortening
API flexibility
HubSpot integration
Limitations
Not a contact database
Custom pricing only
No outreach tools
Requires existing leads
Who it's for: Best for teams wanting to enrich existing leads and identify website visitors.
We tested each tool for B2B lead generation effectiveness and data quality.
Data Quality (30%) — Accuracy and freshness of contact data.
Database Size (25%) — Breadth of contact and company coverage.
Intent Signals (20%) — Ability to identify active buyers.
Ease of Use (15%) — Workflow efficiency for prospecting.
Value (10%) — Data access relative to cost.
How to Choose
Choose ZoomInfo if you need enterprise with budget.
Choose Apollo.io if you need startup or SMB.
Choose Sales Navigator if you need LinkedIn-focused.
Choose Cognism if you need European markets.
Choose Clearbit if you need enrich existing leads.
Common Questions
ZoomInfo and Cognism (for phone) generally have the best accuracy. Apollo is good for the price. Always verify critical contacts before important outreach.
Intent platforms track research behavior across the web (content consumption, review site visits, etc.) to identify companies actively researching solutions like yours. Higher intent = more likely to buy.
Yes, many teams combine tools. For example: Sales Navigator for research, Lusha for quick lookups, Clearbit for enrichment, and ZoomInfo for enterprise deals.
