Best Sales Prospecting Tools for Finding Leads in 2026
We tested 20+ prospecting tools to find the best for building targeted lead lists. These platforms help you find contact information, research accounts, and build prospect lists that convert.
Apollo combines a massive 275M+ contact database with built-in sequencing and a dialer. Find prospects, get their contact info, and reach out - all in one platform. The generous free tier makes it accessible to anyone.
Starting priceFree
Strengths
Huge database
Email + phone included
Built-in sequences
Generous free tier
Intent data
Limitations
Data accuracy varies
Phone credits limited
UI can be overwhelming
Support response times
Who it's for: Best for SMBs wanting prospecting data and outreach in one affordable platform.
ZoomInfo is the enterprise gold standard for B2B data. The deepest company and contact information, intent signals showing active buyers, and org charts for account mapping. If data accuracy is critical, ZoomInfo delivers.
Starting priceCustom
Strengths
Best data quality
Advanced intent signals
Org chart mapping
Extensive filters
Enterprise integrations
Limitations
Expensive
Annual contracts
Overkill for small teams
Complex pricing
Who it's for: Best for enterprise sales teams where data accuracy directly impacts revenue.
Sales Navigator gives you advanced search and saved leads on LinkedIn. See job changes, post activity, and mutual connections. InMail lets you reach anyone. Essential for relationship-based selling.
Strengths
LinkedIn ecosystem
Real-time updates
Relationship insights
InMail included
TeamLink for intros
Limitations
No email/phone
Requires other tools
LinkedIn-only
Limits on views
Who it's for: Best for enterprise sales doing account-based and relationship selling.
Lusha makes contact finding fast and simple. The Chrome extension reveals email and phone while you browse LinkedIn or company websites. Quick lookups without the complexity of larger platforms.
Starting priceFree
Strengths
Fast lookups
Good accuracy
Simple interface
Chrome extension
Free tier
Limitations
Smaller database
Limited filters
No intent data
Credits run out fast
Who it's for: Best for quick contact finding without complex prospecting workflows.
Cognism offers phone-verified mobile numbers - their Diamond Data is human-verified for accuracy. Strong GDPR compliance makes it the choice for European markets and compliance-conscious teams.
Starting priceCustom
Strengths
Phone-verified mobiles
GDPR compliant
Intent data included
Strong in Europe
Diamond verification
Limitations
Premium pricing
Smaller US coverage
Annual contracts
Setup required
Who it's for: Best for teams selling into Europe who need GDPR-compliant mobile numbers.
Hunter focuses purely on email finding and does it exceptionally well. Domain search finds everyone at a company, email finder gets specific contacts, and verification confirms deliverability.
Starting priceFree
Strengths
Best for email finding
Very accurate
Verification included
Simple API
Affordable
Limitations
Email only
No phone numbers
Limited company data
Basic prospecting
Who it's for: Best for teams who just need accurate email addresses at scale.
Clearbit enriches your existing data in real-time. Pass an email address, get back full firmographic and demographic data. Reveal identifies anonymous website visitors for outbound follow-up.
Starting priceFree
Strengths
Real-time enrichment
Website visitor ID
Great API
HubSpot native
Accurate firmographics
Limitations
Enrichment focus
Less for prospecting
Expensive at scale
Requires other tools
Who it's for: Best for teams wanting to enrich leads and identify website visitors.
Integrations (15%) — CRM and sales tool connections.
Pricing (10%) — Value at different usage levels.
How to Choose
Choose Apollo.io if you need all-in-one value.
Choose ZoomInfo if you need enterprise data accuracy.
Choose Sales Navigator if you need LinkedIn-based selling.
Choose Hunter.io if you need just need emails.
Choose Cognism if you need GDPR compliance needed.
Common Questions
Top tools claim 95%+ email accuracy, but reality is 80-90% for most. Phone numbers are less reliable - direct dials are 60-70% accurate at best. Always verify before large campaigns and expect some bounce rate.
Platforms like Apollo.io combine both. But many teams use ZoomInfo or Sales Navigator for prospecting, then Outreach or Salesloft for sequences. Separate tools often offer more depth in their specialty.
In the US, generally yes for B2B data. In Europe under GDPR, you need legitimate interest and must honor opt-outs. Some tools like Cognism specialize in GDPR-compliant data. Check your legal requirements before purchasing.
