7 Best Lead Capture Software in 2024

96% of your website’s visitors aren’t totally ready to buy.

But they’re there, and it is a great opportunity for you to lure them in.

With lead capture software, you can gather their contact info for your lead nurturing and offer them a valuable resource that will help them move down the sales funnel.

Why you should implement lead capture in your business

Building a customer base with outdated, incomplete, or inaccurate data is like building a house on a foundation of sand. Completely useless.

With a lead capture strategy, you’ll be able to gather your leads’ information directly from the source through forms, landing pages, chatbots, popups, etc.

In exchange for their information, you must offer a valuable resource like an ebook, newsletter subscription, demos, free trials, and any other resource that will help you build trust, establish yourself as an industry leader, and overall drive conversions.

Among lead capture’s many benefits, these are our favorites:

Increase conversion rates
Improve targeting and personalization
Improve lead nurturing
Higher-quality leads
Lead scoring and lead qualification

What to look for in lead capture software

Investing in lead capture software is going to help you get the most out of your forms, organize data, and get actionable data and insights that are going to save you time and money while carrying out effective lead generation for your business.

However, picking the perfect tool for your needs will be crucial to make sure you’re not missing any important features.

When choosing your lead capture tool there are some features that you should definitely look out for:

Personalization in your lead capture forms

You want your lead capture forms (no matter the format) to represent you and your brand and that will effectively target your ICP.

You can look out for lead capture software that offers a template library that you can customize to fit your needs.

Different formats

When you define your lead capture strategy, you’ll have to think about when and where you’re going to implement your forms, and the same strategy won’t always be effective.

Make sure the software you choose will allow you to create different formats, for example:

→ landing pages

→ chatbots

→ pop-ups

→ multipage forms

A/B testing

In order to perfect your lead capture strategy, you want to be able to run A/B tests for every element of your form to see what performs better and what needs optimizing.

Remember to only run A/B tests on one element at a time to get more accurate insights.

Lead qualification or lead scoring

Your lead capture software should be able to implement lead qualification so you don’t have to waste time or extra resources in classifying your leads.

This will allow you to run effective lead-nurturing campaigns.

Automation and workflows

Your software should support automation, enabling businesses to automatically route leads to the right team, trigger follow-up emails, or send notifications based on specific lead actions (e.g., form submission, downloading a whitepaper).

7 best lead capture tools

Most of these tools are not exclusively dedicated to lead capture.

You can either choose software that is exclusive to lead capture if you already have a set of tools that will take care of your overall lead management or you can go for a more comprehensive tool that will help you manage everything from one app.

1. Pipedrive

Rating ⭐⭐⭐⭐

G2 4.3/5 (2,061 reviews) | Capterra 4.5/5 (3.002 reviews)

Overview

Pipedrive is an advanced CRM tool that offers many different features.

Among them is lead capture software.

Pipedrive’s Web Forms can be used to improve lead generation within landing pages.

With Pipedrive you can access a library of form templates that are fully customizable and can be embedded on websites, landing pages, or shared as standalone links.

Since Pipedrive is a CRM, all the collected data will be automatically included in your CRM.

Some features include:

Personalization
Automated CRM data
Embeddable and standalone forms
Notifications

Pricing

Pricing ranges from $14 to $99 and offers 5 different plans with free trials.

Web Forms is available in all Pipedrive plans however, customization and automation are very limited in the cheaper plans, so you’d have to invest more to be able to get the lead capture forms you need.

✅ Pros

GDPR compliant
Custom data fields
Key trend analysis

❌ Cons

No email marketing automation capabilities
Customizable reporting could be improved
Lacks features in email marketing

2. HubSpot Marketing Hub

Rating ⭐⭐⭐⭐⭐

G2 4.4/5 (11,995 reviews) | Capterra 4.5/5 (6,058 reviews)

Overview

HubSpot Marketing Hub is a marketing platform designed to help businesses attract visitors, convert leads, and nurture them into customers.

Although it is not a dedicated lead capture software, among its many features, it offers strong lead capture capabilities:

Create custom forms and include all the fields that you need. Once they’re done, you can embed them into your website or on landing pages.

You can also choose pop-up forms that can be triggered based on different conditions, including visitor behavior or page views.

To further engage your leads, HubSpot offers a chatbot builder to capture information in real time, allowing for lead routing.

With HubSpot, you can also run A/B testing to ensure you get the perfect lead capture form.

Pricing

With 4 pricing plans, HubSpot’s pricing ranges from $15 all the way to $3,300 only for the Marketing Hub.

✅ Pros

Lead segmentation
Automated workflows
Intuitive form set-up

❌ Cons

Test submissions cannot be deleted from the performance report
Forms cannot be deleted from lists
Basic designs for landing pages

3. Mailchimp

Rating ⭐⭐⭐⭐⭐

G2 4.4/5 (5,202 reviews) | Capterra 4.5/5 (17,196 reviews)

Overview

Mailchimp is a marketing platform that offers many features to help you collect and manage new leads.

Mailchimp also has a lead capture tool packed with features such as:

Embedded and pop-up forms
Landing pages with a drag-and-drop builder
Hosted forms
Template library with customizable designs
Audience segmentation
Lead magnet creation
A/B testing

With built-in analytics and automation, you can create an idea lead capture strategy.

Pricing

Mailchimp offers 2 pricing plans.

The Standard plan offers a vfree trial for a month and is then priced at $18,57. The premium plan is set at $325,01 per month.

Although there is a great difference between both plans, you can create forms and landing pages with both of them.

✅ Pros

Comprehensive email marketing platform
Clean interface
Content creation tools

❌ Cons

Pricing scales quickly
Basic CRM tool
Limited scalability

4. Captello

Rating ⭐⭐⭐⭐⭐

G2 4.8/8 (57 reviews) | Capterra 4.8/5 (6 reviews)

Overview

Captello is a dedicated lead capture and engagement platform designed to help businesses capture, qualify, and engage leads across different channels.

Although it can be used for marketing campaigns, it is primarily used in events and trade shows.

Aside from customizable lead capture forms, Captello stands out thanks to its gamification features, which allow you to incorporate games and quizzes into your forms to engage your leads and increase traffic.

Other features include:

Lead and badge scanning
Offline lead capture
Lead qualification
Lead scoring
Integrations with CRM and marketing automation tools

Pricing

Captello discloses its pricing plans upon request.

However, according to G2, pricing can be $500 for a one-time event.

✅ Pros

CRM integrations
Possibility to edit leads in real-time
Endless options to design your form

❌ Cons

Only works for live events
Exporting leads can be difficult
High learning curve

5. Typeform

Rating ⭐⭐⭐⭐⭐

G2 4.5/5 (760 reviews) | Capterra 4.7/5 (873 reviews)

Overview

Typeform is an online form-building tool that is particularly useful for building multipage forms.

This tool allows you to include a conversational tone in your surveys that will not discourage your leads from moving forward.

This engaging format can lead to higher conversion rates and more successful lead generation.

Additionally, you can use Typeform for progressive profiling, lead scoring, and lead nurturing!

Some other features Typeform offers are:

Customizable lead capture forms
Forms can be embedded in your website, as standalone links, or sent via social media or email
Logic Jumps to build dynamic forms
Gamification
Integration with CRM and marketing tools
Zapier integrations
Advanced analytics and insights
Supports lead magnets
Customizable templates

Its use of conditional logic, automation, and gamified experiences helps make the lead capture process more personalized, increasing conversion rates and lead quality.

Pricing

If you’re looking for a cheaper option, you can go for the Core plans, but you’d be missing out on lead scoring and lead routing.

✅ Pros

Supported in +20 languages
Multiple integrations
Several embedding options

❌ Cons

Results lack insights
Limited customization
Not optimal for lead generation

6. Flowlu

Rating ⭐⭐⭐⭐⭐

G2 4.7/5 (197 reviews) | Capterra 4.8/5 (350 reviews)

Overview

Flowlu combines CRM, project management, invoicing, and other tools, such as free lead capture software.

Flowlu’s lead capture tools are part of its CRM functionality. With the web-to-lead forms, you can embed your lead capture form on websites, landing pages, or blogs, and the captured data will be automatically included in your CRM.

Some of Flowlu’s features include:

Customizable forms
Lead source tracking
Lead scoring
Automated lead assignment
Pipeline tracking

Pricing

Flowlu offers 5 different pricing plans, including a free plan going up to $199.

Although bear in mind, that the lead capture tool is free!

✅ Pros

Clean interface
Round Robin feature for leads

❌ Cons

Lacks integrations to storage services
Lacks email marketing features

7. ZoomInfo

Rating ⭐⭐⭐⭐⭐

G2 4.4/5 (8,634 reviews) | Capterra 4.1/5 (290 reviews)

Overview

ZoomInfo is a sales intelligence platform designed to help businesses capture, manage, and engage with leads.

Although ZoomInfo offers a database with accurate data, you can also use its lead capture tool to gather more data on your leads.

ZoomInfo’s lead capture tool is FormComplete. This tool helps reduce form abandonment and capture more lead data from website visitors.

FormComplete auto-fills form fields with data from the ZoomInfo database, allowing visitors to enter only their name or email, therefore avoiding long and intrusive forms.

Once the data has been enriched, it will be automatically included in your CRM.

Other features include:

Lead enrichment
Website visitor identification (WebSights)
Chrome extension
Intent data
Buyin signals
Multichannel outreach
Lead scoring

Pricing

All of ZoomInfo’s pricing models are only disclosed upon request.

✅ Pros

Seamless integrations
Great list-building capabilities
Buyer intent signal

❌ Cons

Unable to export large lists to CRM
Outdated data
Add-ons can scale pricing

Key takeaways

A lead capture strategy will help you take your lead generation to the next level by gathering as much data as you need to increase your lead conversion rates.

Why should you invest in lead capture software?

✅ Accurate and complete lead information

✅ Improve personalization in your outreach

✅ Avoid the spam folder

✅ Gain insights into your leads’ behavior

✅ Save time and resources