Best Lead Generation Tools for B2B SaaS

Website: https://www.apollo.io

Best for: Small SaaS teams that want a database plus outreach

Starting price: $49 per user/month (billed annually)

Free plan: Yes

Pros: Free plan gives 900 credits a year, 500 contacts and 200 email credits a month; Basic at $49 a user a month billed annually includes 5,000 email credits a month and unlimited sequences; 265 million contacts and 210 million companies in the database

Cons: Basic is limited to 1,000 exporting credits a month, so heavy exporters need Professional; mobile numbers cost extra credits, and data accuracy varies by region

Apollo.io combines a contact database with outreach, and it is the cheapest full platform in this list. The free plan covers 900 credits a year, 500 contacts, 200 email credits a month and 25 mobile credits a month, with unlimited seats. Basic costs $49 a user a month billed annually, or $59 month to month, and it adds 5,000 email credits a month, 1,000 exporting credits a month, unlimited sequences, 5 mailboxes per user, AI writing, meetings and A/B testing. Professional costs $79 billed annually and adds 30,000 email credits a month, 3,000 exporting credits, 50 mobile credits a month and call recordings, while Organization costs $119 billed annually with a 3-seat minimum and adds custom reporting and advanced security.

Credits are the cost to watch: email credits and mobile credits are separate pools, and mobile numbers cost more than emails. Apollo.io suits a small SaaS team that wants a database, email finding and outreach in one tool, and that can live with the 1,000 exporting credit cap on Basic or pay $79 a user for Professional.

Website: https://www.zoominfo.com

Best for: Enterprise sales teams that need deep company data

Starting price: quote only

Free plan: Yes

Pros: Free Lite plan gives 10 credits a month and a company and contact database; Operations OS covers intent data, technographics, org charts and conversation intelligence; data accuracy is among the strongest in the category

Cons: No published prices for any tier, so the bill is only known after a sales call; enterprise pricing is high, with small teams often quoted thousands a year; contract terms and auto-renewal need careful review

ZoomInfo is the enterprise standard for B2B contact and company data, and it publishes no prices for any tier. The free ZoomInfo Lite plan gives 10 credits a month, with access to the company and contact database, and it is the only free entry point. The priced tiers are custom: Operations OS covers intent data, technographics, org charts, conversation intelligence and data enrichment, and it is sold per seat with a contract, but the public pricing page lists no starting rate. Third-party reports put typical annual contracts in the thousands of dollars, with small teams often quoted $15,000 or more a year.

The lack of a published price is the main cost here, because you cannot compare ZoomInfo against Apollo.io or Lusha without a sales call. ZoomInfo suits an enterprise sales team that needs deep company data, intent signals and technographics, and that can afford a custom contract and a sales-led buying process.

Website: https://www.linkedin.com/sales/sales-navigator

Best for: Reps who prospect on LinkedIn every day

Starting price: $119.99 per month

Free plan: Free trial (30 days)

Pros: Core gives 50 InMail messages a month, advanced search, lead recommendations and CRM sync; native LinkedIn data, so profiles, job changes and company updates are current; Advanced adds TeamLink, smart links and usage reporting

Cons: No free plan, only a 30-day trial; Core at $119.99 a month is the most expensive entry here; Advanced Plus is custom priced, and InMail caps at 50 a month on Core

LinkedIn Sales Navigator is the only tool here with native LinkedIn data, and it prices per user per month with three tiers. Core costs $119.99 a month, or $1,079.88 a year, which works out to about $89.99 a month, and it covers 50 InMail messages a month, advanced lead and company search, lead recommendations, lists, alerts and CRM sync. Advanced costs $159.99 a month, or $1,799.88 a year, and it adds TeamLink, smart links, usage reporting and admin controls. Advanced Plus is custom priced and adds SSO, advanced CRM integration and team reporting.

Sales Navigator finds people and companies, but it does not verify email addresses the way Apollo.io or Lusha do, so most teams pair it with an email finder. It suits a sales rep who prospects on LinkedIn every day, and who values current job-change data and InMail over a standalone contact database.

Website: https://www.lusha.com

Best for: SMBs that need verified emails and phone numbers

Starting price: $37.45 per month (billed annually)

Free plan: Yes

Pros: Free plan gives 40 credits a month with 5 phone credits; Starter at $37.45 a month billed annually includes 200 email credits a month and job change alerts; data is verified against multiple sources with a confidence score

Cons: Phone credits are a separate pool and cost more than email credits; Starter caps at 200 credits a month, so heavy prospectors need Pro; API access starts at Pro

Lusha is a contact data platform for small and mid-sized sales teams, and it prices per user per month with a free plan that gives 40 credits a month, including 5 phone credits. Starter costs $37.45 a month billed annually, or $49.90 month to month, and it covers 200 email credits a month, job change alerts, buying intent signals and CRM sync. Pro costs $52.45 a month billed annually and adds 400 credits a month, 80 phone credits, list building and enrichment, while Premium costs $299.95 billed annually and adds 800 credits, 200 phone credits, API access and SSO.

The credit model means the real cost depends on how many contacts you need: a rep who uses 200 credits a month pays $37.45, but a rep who needs 800 pays $299.95. Lusha suits an SMB that needs verified emails and phone numbers for a defined list, and that can count its monthly credit use before it picks a tier.

Website: https://www.cognism.com

Best for: European teams that need GDPR-compliant data

Starting price: quote only

Free plan: No

Pros: Data is verified against multiple sources and checked for GDPR and CCPA compliance; Diamond data gives phone-verified mobile numbers for key personas; strong European coverage, with intent data and sales triggers

Cons: No published prices and no free plan, only a demo and a free 25-lead sample; standard and Pro tiers include 5 seats, so small teams pay for seats they do not use; contract terms need careful review

Cognism is a B2B data platform built for European teams, and it publishes no prices: Standard and Pro are custom priced after a demo, with 5 seats included on both tiers. The platform covers a global contact database, phone-verified mobile numbers, intent data, sales triggers, enrichment and CRM sync, with data checked for GDPR and CCPA compliance. Cognism also offers a free 25-lead sample, which is the only way to test the data without a sales call.

The 5-seat inclusion means a solo user or a two-person team pays for five seats, which makes Cognism expensive for small teams even before the price is known. Cognism suits a European sales team that needs compliant data with phone-verified numbers, and that can afford a custom-priced contract with a 5-seat floor.

Website: https://leadiq.com

Best for: SDRs who capture contacts from LinkedIn into their CRM

Starting price: $20 per month

Free plan: Yes

Pros: Free plan gives 1 user and 50 credits a month; Pro starts at $20 a month for 200 credits shared by up to 5 users; Chrome extension captures email and phone from LinkedIn profiles in one click

Cons: Phone numbers cost 10 credits each, so 200 credits buy only 20 phones; no sequencer or dialer, so outreach needs another tool; credits do not roll over at the end of the billing cycle

LeadIQ is a Chrome extension for sales reps who prospect on LinkedIn, and it captures contact data into the CRM and sequencing tool they already run. The free plan costs $0 for 1 user and 50 credits a month, which covers 50 emails or 5 phone numbers. Pro is priced by a credit slider for up to 5 users sharing one pool: $20 a month for 200 credits on monthly billing, up to $290.25 a month for 6,750 credits, with 25 percent off for annual billing, so the entry tier is $15 a month billed annually. Enterprise is custom priced and annual only. An email costs 1 credit, a phone number costs 10, both together cost 11, and an account enrichment costs 3.

LeadIQ has no sequencer and no dialer, so it captures the data and pushes it to Salesforce, HubSpot, Outreach, Salesloft or Gong, and the outreach happens there. Champion tracking alerts you when one of your buyers changes jobs. LeadIQ suits a small team of up to five reps who prospect on LinkedIn every day, and who want a published price and a free plan to test accuracy before they buy credits.

Website: https://hunter.io

Best for: Small teams that need email finding and verification

Starting price: $34 per month (billed annually)

Free plan: Yes

Pros: Free plan gives 50 credits a month, with 25 searches and 50 verifications; Starter at $34 a month billed annually includes 500 searches and 1,000 verifications a month; domain search, email verification and cold email campaigns in one tool

Cons: No phone numbers, so it covers email only; Starter caps at 500 searches a month, so heavy prospectors need Growth; campaign sending limits apply on lower tiers

Hunter is the simplest tool here, and it does one job well: finding and verifying email addresses. The free plan gives 50 credits a month, with 25 searches and 50 verifications, and it covers domain search, email finder and email verifier. Starter costs $34 a month billed annually, or $49 month to month, and it adds 500 searches and 1,000 verifications a month, with campaign sending and follow-ups. Growth costs $104 billed annually and adds 5,000 searches and 10,000 verifications, while Scale costs $209 billed annually and adds 50,000 searches and 100,000 verifications.

Hunter has no phone numbers and no company database, so it is an email tool, not a full prospecting platform, and most teams pair it with a database such as Apollo.io. Hunter suits a small team that needs reliable email finding and verification at a low price, and that can live with the 500-search cap on Starter or pay $104 a month for Growth.