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  • Writer's pictureKyle Meadows

The 12 best B2B sales tools to use in 2024

Updated: Dec 28, 2023

Welcome to NGG - this weekly 16-minute document explaining how to leverage AI and omnichannel cold outreach to book B2B sales calls so you can scale your business.

If you want to grow your B2B business, book a call to learn more about how we can help:

We at Nexar have 12 software in our sales toolkit. Many of them have been used since the company’s foundation, and some of them we switched to in 2023. As a new sales tool emerges and creates buzz, we have our revenue teams test it out. Sometimes it displaces a tool in our arsenal; other times it goes to alternatives.

So, we opened our knowledge base to see which tools we currently use and put together this exhaustive guide on the best B2B software in 2023–2024.

Read on to learn about why we prefer different tools over others, use cases, secret tips, and alternatives.


Best B2B sales prospecting tools

When we choose B2B sales prospecting tools, they have to meet the following criteria:

  • Accurate and comprehensive prospect data with regular updates (monthly, biweekly, daily).

  • Intuitive UX and UI for easy navigation and saved time.

  • Seamless integration with existing sales workflows (e.g., LinkedIn Sales Navigator integrated with HubSpot for creating new opportunities or enriching current lead records).

  • Advanced filters that allow building a lead list by numerous criteria and custom parameters (i.e., a prospect meets X and Y, and Z and doesn’t meet R).

A fair question you might ask yourself when choosing prospecting tools is: Can you get by with only a single one? Unfortunately, you can’t. We use a complex of tools with unique features that enhance the efficiency of the research process. That’s how we get substantial amounts of leads as fast as possible.

LinkedIn Sales Navigator

At Nexar , 9 out of 10 outreach campaigns begin with lead research via LinkedIn Sales Navigator. No other tool can match its database of 63 million companies and business-related data for every person and organization. 

Namely, we look for the data like:

  • People who engage with/posts content around the problem you’re solving.

  • Headcount, industry, company revenue, seniority level, and other criteria attributed to your ICP.

  • Followers of particular LinkedIn Groups in your niche.

  • Important alerts in our prospects’ profiles, like updated job statuses, posts with certain keywords, company news, and more.

Use cases

1. Use advanced filters to make your lead research as targeted as possible. Start your search with a keyword or phrase, title, or job. Narrow your search with over 20 advanced LinkedIn Sales Navigator filters:

  • Fortune (a company listed on Fortune 50/100/500)

  • Company type (public, private, non-profit)

  • Leads with shared experiences/commonalities

  • Number of followers

  • Hiring on LinkedIn

  • Location by postal code radius

  • Posted content keyword

  • TeamLink connections

  • Years in current position

Once we have a client’s ICP, we are ready to start our search in LinkedIn Sales Navigator. The numerous filters, from persona’s location to their seniority level, make prospecting fast and precise.

2. Explore LinkedIn advanced profile analytics to see your profile viewers in the past 90 days (your potential leads). The free LinkedIn is limited to only 5 viewers. Check out new viewers to connect proactively and explore their needs.

Core features:

  • Buyer interest alerts

  • Data validation and contact creation for Salesforce and Microsoft Dynamics 365 Sales

  • SNAP, Outlook web integration, and Sales Navigator mobile app

  • Access to employees from 63 million companies 

  • Advanced filters

What we like: The new-lead alert feature for all your searches. Save your custom filters and get notified every time a new prospect is added to your search


  • Professional — starting at $79.99 user/month

  • Team — starting at $134.99 user/month

  • Enterprise — price available upon request

Nexar tip: Use the Boolean search to classify your results using “and,” “or,” and “not” words. For example, you can search for “[your keyword] AND Chief Revenue Officer NOT VP of Sales” to find results for only the CRO profiles.

We use, a tool for lead generation and verification, to find the contact information of a person in several clicks without violating GDPR (General Data Protection Regulation). In fact, it saved us 25 hours per month per person

The tool finds data like verified emails, prospects’ social media, and titles and highlights an email format of a company. It also comes with a built-in email sender so you can instantly move found leads into the campaigns for outreach. But we use another tool (see the next chapter).

Use cases

1. Use the Bulks feature to find up to 50,000 email addresses at once from your list of websites, names, or companies. For every email on the list, Hunter will also add complementary information, such as:

  • The deliverability score of an email

  • Verification status

  • Position

  • Twitter URL

  • LinkedIn URL

  • Phone number

  • Company

Hunter also finds information on a company — its site, social media, YouTube, industry, and address. With Hunter TechLookup, you’ll automatically get a report on technologies used by a researched company.

2. Install two Hunter add-ons to speed up lead research and extract contact information while browsing sites with the Chrome extension. Likewise, utilize the Google Sheets add-on to fetch email addresses and send them directly to your spreadsheets.

Core features:

  • Domain Search to get all contacts from a company

  • Email Finder to find an email of an exact person

  • Bulks finders

  • Email Verifier

What we like: Unlike any other B2B lead generation tools, Hunter provides you with public sources where the email was spotted. This way, you can safely add contacts to your cold email campaigns or upload that data to Google/Facebook/LinkedIn ad campaign managers and launch personalized ad campaigns.


  • Free — 25 searches/month; 50 verifications/month. 1 email account.

  • Starter — Starting at $34 user/month

  • Growth — Starting at $104 user/month

  • Business — Starting at $349 user/month

Nexar tip: Explore Hunter integrations to automatically sync the leads you save with Hunter to your CRM account and save your team’s time on mundane and humdrum work.

Apollo is an all-in-one intelligent sales platform with features for prospecting and a 265+ million database of B2B contacts. It also has a built-in email sender with email templates. Our team uses Apollo mostly for sourcing leads and exporting their contacts.

What I love the most about Apollo is that it allows downloading whole lists of companies, which makes our work easier. After a few setups of filters, we can immediately export the sheet that includes the necessary data. Also, Apollo has an extension that pulls leads’ corporate emails from their LinkedIn profiles.

Use cases

1. The “buying intent” feature gleans data from public web sources and social media, indicating the lead’s interest in a specific product or service at the chosen time period (with 98% accuracy). What’s more, Apollo captures an intent signal if someone at a company shows interest in Windows developers, architectural rendering software, or tax service providers. 

  • Choose as many topics as you want from 1600+ intent topics.

  • Weekly intent updates.

  • Email alerts when a new lead displays a buying intent.

Thus, the feature allows for crafting personalized pitches and sending them at the precise moment at scale.

2. Get started with the Apollo AI email assistant and let the robot craft compelling emails based on Apollo’s information about a prospect and your offer. It generates subject lines, openers, and body text. It also suggests variables for granular personalization and offers several options to choose from.

Core features:

  • End-to-end workflows

  • Automatically sync and enrich lead data to your CRM

  • Analyze messaging effectiveness, rep activity, team performance, ROI, and more

What we’d like to improve:

Occasionally we stumble upon invalid data using Apollo. The most widespread inaccuracies are companies’ data regarding rebranding, mergers and acquisitions, shutdowns,


  • A 14-day trial period limited to 50 lead credits.

  • Free — 600 email credits/year.

  • Basic — Starting at $39 user/month

  • Professional — Starting at $69 user/month

  • Organization — Starting at $79 user/month (min 5 users)

Nexars tip: Use Apollo’s lead search by keywords to find leads in complex B2B niches across the United States. Specify your search by looking for keywords on social media profiles or in a company’s SEO description. This way, you can broaden the lead list even though Apollo says the search may not be accurate.


The platform reports on any technology companies use for their sites. It reports on tools for analytics tracking, email hosting providers, content management systems, verified CDN, and many more. This is a great source of lead data if we need to target companies with specific tech. It’s also pretty accurate, as BuiltWith identified the right toolkit for Belkins.

Use cases

1. The Net new leads feature captures only leads that have started using new technology since you last viewed the report. This helps maintain your pipeline hygiene and never miss out on an opportunity.

2. LeadsEye helps SDRs to upload a list of websites and visually eyeball those you want to explore further. It pulls out the homepage of a website and its technologies. This feature massively saves time on manual and mundane lead vetting.

Core features:

  • LeadsDiscovery — Find new leads based on existing customers you have and technology spending.

  • SKU Product Count — Get a lead list based on the number of products detected on an e-commerce website.

  • Business Location Data — Access the physical address information of your leads for a granular search.

  • Data from 673+ million websites and 68,412 different web technologies.

What we like: BuiltWith is our go-to tool for analyzing website technologies, web technology spending, and publicly listed contacts with shocking accuracy and always-fresh data, as it updates on a weekly basis.


  • Free — 10 detailed lookups/day

  • Basic — Starting at $295/monthly

  • Pro — Starting at $495/monthly

  • Team — Starting at $995/monthly

Belkins tip: Use BuiltWith to find companies that use competitors or similar technologies to your customers for highly targeted outreach.


Lusha — for finding leads with the highest privacy standards. Lusha is CCPA-compliant, GDPR-compliant, and ISO 27701-certified. Google is among Lusha’s customers.

GetProspect — for email prospecting in bulk for Europe and the United States. It’s notable for its great UX and affordable price.

Dealfront (ex-Leedfeader) — solely for capturing B2B buyer intent data.

Best B2B mass cold emailing tools

We recommend having several tools for mass send-outs that operate with different daily limits. That’s why we chose GMass for huge email campaigns, like reaching 1000+ emails in a day. In turn, helps us craft highly personalized outreach sequences.

Also, it includes select tools with detailed analytics on outreach campaigns and over 90% deliverability rates.


GMass is a classic cold outreach tool with no limits on how many emails you can reach per day. Though it sounds spammy, the tool comes in handy for simple, non-personalized one-email campaigns.

Use cases

1. Verify your list of emails with GMass, sending no more than 1,000 emails per day from a separate email (not connected to your business). For example, when you’ve found only a handful of emails of your ICP, “create” emails by yourself in Google Sheets by merging an email pattern of a company with a username of a prospect. 

After creating these emails, your next step is to verify them. Simply send “Hello” with GMass and analyze deliverability reports — who has received/opened the email and which are bounced.

Though we use advanced lead research tools and vast databases, we can’t rely on them 100%. So when we export the contacts from Apollo and Hunter, we always verify them via GMass emailing.

2. Embed one-question surveys directly into your emails and collect statistics in GMass with Email Polling. Once the survey is closed, export the results to Google Sheets. Style your poll links — either with the Gmail formatting bar or by editing the HTML of your email. Also, follow up with non-voters to get more responses.

Core features:

  • Mass email service.

  • A/B testing

  • Unsubscribe management

What we like:

Although GMass comes with limitations, such as how you cannot move leads forward to the next campaign step or move it from one sequence to another, it’s helpful for sending over 1,000 emails in one day


  • Standard — $19.95/month

  • Premium — $29.95/month

  • Enterprise — $49.95/month

Nexars tip:

As the rule of thumb, we don’t recommend sending out 2–10K emails per day. Even though GMass claims you won’t jeopardize your email account, first-hand experience proves the opposite. With bloated, spammy campaigns, you have higher chances of landing in Spam or even ending up with a blocked email account. So use GMass sparingly.

Reply is a world-renowned outreach automation tool. Although dozens of almost-identical tools are available on the market, we chose Reply for both client projects and Nexar's internal use due to its good cost-to-value ratio.

Use case

I use Reply for both cold outreach of new leads and re-engagement campaigns. When reaching out to prospects, I leverage personalization variables to customize my emails, which helps increase open and response rates. For re-engagement campaigns, Reply allows me to identify prospects who have opened my initial emails but haven’t responded or clicked on the provided links to case studies and materials. This way, I can prioritize prospects who already have shown an understanding of our services. One useful feature I discovered is the Outbox page, where I can view the number of emails scheduled to be sent from all connected email accounts in my Reply account. It proves valuable when I have multiple campaigns running simultaneously, as it helps me ensure that I don’t exceed the daily email limit.

Core features:

  • Multichannel sequences — Personal emails, calls, tasks, SMS, WhatsApp, social outreach on LinkedIn, and Zapier steps

  • Cloud calls

  • Meeting booking

  • Email validation

  • Reply data — 140 million contacts in the database

What we like:

My favorite feature is its variables that go way beyond the usual {{FirstName}}. With Reply, you can set up conditional variables, i.e., ask the recipient for their phone number if there is no existing record. Or you can insert dynamic info depending on the moment the email is sent — for example, “Have a nice {{day_of_week}}.


  • Free — 1K data credits/month

  • Starter — Starting at $60 user/month

  • Professional — Starting at $34 user/month

  • Custom — Pricing available per request

Nexar's tip: While the default delay between emails in Reply is 65 seconds, we suggest increasing the delay for 200 emails to 200 seconds. This way, you lower the chance of appearing in the Junk folder.


Lemlist — best for crafting super customized outreach emails with personalized landing pages and image, text, and video variables. Lemlist also pairs with Lemwarm, a tool for email warmup.

Woodpecker — best for companies who want to combine cold email software and sales assistants.

Best B2B email validation tools

Key criteria for email verification tools are high accuracy, reaching 95-99% of correctly validated emails. Also, it has to be a cost-effective solution because you’ll likely verify emails in vast numbers. Given that, we prefer a standalone solution with a sole focus on developing and fine-tuning B2B email verification algorithms.


The tool is excellent for bulk email verification, ensuring 96–99% email deliverability based on our 5-year experience working with it. Moreover, it’s super simple to use, like in 3 steps — upload your list of emails, verify, and download it back.

Core features:

  • Anti-Greylisting technology.

  • Super fast list cleaning — verify 100,000 emails in about an hour.

  • Encrypted data storage.

What we like: A super user-friendly and simple workflow and clear reporting.


  • 100 free credits daily on the free tier.

  • One-time payment based on the number of emails you want to verify. From $4 to $3,500/daily; from 500 to 5M credits accordingly.

  • Monthly payment based on daily email verification volume. From $25 to $900/month; from 100 to 50,000 credits accordingly.

Nexar's tip: Monthly subscription with added extra credits is the best option for companies who verify emails in large volumes, as extra credits never expire.


VoilaNorbert — a dirt-cheap lead verification tool. Starts at $.003/email up to 500K and $.001/email above that. $2 minimum. Best for small and mid-sized businesses.

Best B2B email deliverability tools

Choose tools with testimonials from reputable companies and lots of case studies. This is important because all deliverability tools promote the idea of inbox warm-up, but only a handful can boast good results.


To improve email deliverability and recover mailboxes labeled as Spam, we at Nexar developed Folderly in 2019, initially for internal use. To date, Folderly is used monthly by over 150+ companies, primarily in the United States. The success is dictated by the combination of technology, direct API integrations, and a dedicated email deliverability team that helps customers maintain healthy emails.

Best B2B user behavior tracking tools

Pair user behavior and buyer intent tracking tools for a killer combo for personalization and nurturing B2B leads.

Hotjar — for user behavior tracking

Hotjar is a top-of-mind tool for analyzing user behavior on your site with heatmaps and session recordings. We use Hotjar for marketing and sales purposes alike. For instance, the marketing team A/B tests different CTAs and messaging for landing pages with heatmaps. 

But what value does the sales team find in Hotjar? 

Use cases

Any sales team can use Hotjar’s heatmaps and scroll depth analysis to pinpoint what content your target audience reads and loves the most and which parts of it. What makes them stop skimming? What nails their attention and prompts them to read till the end or book a meeting?

Next, incorporate converting articles or text blocks into your cold emails, follow-ups, or nurturing campaigns. This way, you’ll enable more sales and increase conversions from visitors to MQLs to SQLs.

Core features:

  • Session recordings

  • Heatmaps

  • Onsite surveys

  • Feedback widget

  • Funnel analysis

What we like: Hotjar offers top-notch tools at a super affordable price. We also enjoy its fantastic customer success team that resolves any issues or helps us come up with the solution for our ideas.


  • Basic — €0/forever. Up to 35 daily sessions

  • Plus — €39/month. Up to 100 daily sessions

  • Business — Starting at €99/month. From 500 to 270K daily sessions 

  • Scale — Starting at €213. From 500 to 270K daily sessions


Smartlook — best for user behavior tracking on a site and in mobile applications.

Best B2B meeting scheduling tools

Decent B2B scheduling tools must come with key features, such as calendar integration, intelligent lead routing, time zone management, customizable meeting preferences, and automated reminders and notifications. 

Chili Piper has it all and goes beyond. Find out why we prefer Chili Piper over the popular tool Calendly.

Chili Piper

We selected Chili Piper due to its unique features, such as advanced round-robin and disqualification options. On a daily basis, though, I utilize Chili Piper for appointment scheduling for Nexar’ sales team. 

The tool allows me to route appointments to specific sales executives (SE) based on my preferred criteria and control the number of appointments booked for each SE. I also recommend Chili Piper for larger BDR teams, as it facilitates scheduling process automation and transparent tracking of call ownership. 

For tracking purposes, I rely on the ‘Smart Booking link’ feature, which functions similarly to a round-robin link but also allows me to claim all appointments booked through it and include them in my KPIs.

Use cases

1. Automatically identify your prospects. Every Nexar BDR uses an individual link in their signature, allowing prospects to book a meeting with just one click. Chili Piper notifies them of any new meetings booked and marks the respective BDR as the Booker in the system.

2. Lead qualification and routing. For inbound leads, we utilize Chili Piper’s lead-capturing form to prequalify prospects interested in speaking with our sales team. Based on the results, we can route them either to the sales team for the perfect fit or to the BDR team for manual qualification.

Core features:

  • Form Concierge — Instantly qualify, route, and book from your existing form.

  • Distro — Route leads quickly to the right rep every time.

  • Instant Booker — One-click booking through email.

What we like:

An ‘Aha!’ moment I had with Chili Piper was discovering the re-assign feature. It allows me to transfer a sales call to another sales executive in case of emergency without having access to the SE calendar.

Pricing: Chili Piper comes with different prices for 4 of its features .


Calendly — best for individual users and companies of any size.

Best CRMs for B2B companies

Your CRM must be versatile and with flexible customization options via API or third-party integrations. These two are chief criteria for a robust CRM. Although new businesses might consider these secondary functions, with growth, you’ll have to connect more and more plugins and widgets and integrate other tools.

Also, look for detailed reporting and analytics capabilities on sales performance, pipeline analysis, revenue forecasting, and customer behavior. Altogether, this will help your sales team identify bottlenecks and growth opportunities.


After comparing dozens of CRM systems for our own usage and for providing CRM consulting services, we concluded that HubSpot suits us best. Why? HubSpot offers a free start with essential features for aligning sales and marketing funnels, which was a must for Nexar in its early days. It has the best value for money for our needs. HubSpot CRM comes with hundreds of features and scales with your organization.

Best B2B customer success tools

Ensure your CS tool has customer health monitoring and analytics capabilities, as you need these features for measuring customer satisfaction.


We use Planhat to track payments, project health scores, and upsell/cross-sell opportunities. Also, we track crucial business numbers, such as LTV, MRR, churn, retention, etc. Personally, I like Planhat because of its simplicity, flexibility, and broad customization. The problems we face with Planhat are usually related to our specific business model. Sometimes, we do request some complex things that require a bunch of involvement from the development team.

Use cases

The combination of automation with smart filtering system allows us to identify potential churn and separate it from confirmed churn. Thus, no unfortunate surprises at the end of a month. Also, proper clientele segmentation with an automated phase change based on the health score comes in handy to identify struggling clients and add some extra resources to the project.

Core features:

  • Planhat Automation is a no-code way of building everything from simple time-saving triggers and alerts to custom bots & integrations.

  • Planhat Workflow — Develop connected journeys that combine task management with data-driven conditional sequencing.

  • Customer Playbooks.

Pricing: Available upon request.

Nexar's tip: Utilize automation. It is complicated and might require extra effort to learn, but once you have it, you will turn Planhat into an “Optimus Prime” tool that will allow you to trigger 100 operations with one click.


ChurnZero — best for customer onboarding, expansion, and product adoption.

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