Proven Cold Calling Strategies for 2023

Is cold calling worth it? It’s popular to say that cold calling is dead, but while its glory days are certainly over, connecting one-on-one with a prospect via a sales call is still a powerful sales tool, at least for some industries.

Not every business will find cold calling worthwhile, but for those who do, approaching it with proven strategies and the right technology makes all the difference. Read on to learn if cold calling is the right fit for your business, along with insider knowledge on how to cold call effectively.

How to Know if Cold Calling is Right for You

While cold calling has never been easy, today it can be nearly impossible to reach the person you want to speak to. Between caller ID, answering services, and other gatekeepers, making cold calls can be extremely time-consuming. For some companies, this is just the cost of doing business, while for others, cold calling is simply unsustainable.

So how do you know if cold calling is right for your business?

Data shows that experienced sales reps can expect to spend about 7.5 hours of sales calling to gain a referral or book one appointment. With these statistics, it’s easy to see why so many assume that cold calling just doesn’t work anymore. But if your profit per sale is high enough, and you can dial enough phone numbers per day, then cold calling might be worthwhile for your sales methodology.

Consider this scenario:

  • $5,000 average profit per sale
  • 20% of appointments lead to sales
  • $4,000 per month base, paid to full-time appointment setter

Seven-and-a-half hours of cold calling per day (using a power dialer) should net around 20 appointments per month, leading to four sales per month. This brings in $20k profit per month; $15k once the rep and sales expenses are paid. In this case, cold calling is a viable business strategy, even with the low conversion rate.

Of course, you’ll need to leverage your own data to figure out if making cold calls is the right choice for your business. If the numbers work, keep reading to find out how to cold call for the best possible results.

Anatomy of a Successful Cold Calling Strategy

In order to cold call successfully today, you’ll need two things: effective technology and proven cold calling techniques. Technology is your tool for maximizing efficiency, and technique comes down to each person’s sales skills and powers of persuasion.

Technology: The Backbone of Cold Calling

The following sales tools are absolutely necessary for cold callers:

CRM or Prospecting Software:

A customer relationship management (CRM) platform, such as the HubSpot Sales CRM, is essential technology for cold calling campaigns. You can use it to track outreach, follow-up, and other sales tasks, and it’s vital for successful sales process automation. A prospecting tool can be used in addition to your CRM, but make sure the software is integrated so your CRM is always up-to-date.

Phone System (VoIP):

A VoIP phone system is necessary for cold calling (unless you have an existing company landline that integrates with your CRM). A good VoIP like Kixie or Aircall will integrate seamlessly with your CRM, automatically logging call details as you go.

Power Dialer:

Power dialers automate the dialing process and maximize efficiency by connecting sales representatives only with the leads that answer. And as soon as you hang up, it dials the next number. This is the secret sauce for cold calling success. Remember, if your profit per sale is high enough, and you can dial enough numbers per day, then cold calling can be a great way to generate sales.

It’s important to note that power dialers are not the same as auto dialers and predictive dialers, both of which call multiple people at a time. These may allow you to rack up more calls, but you’ll risk coming across as scammy and impersonal. Power dialers automatically dial the next number if the line is busy or disconnected, or if there is no answer. This avoids this issues surrounding auto dialers and predictive dialers, while still allowing you to make the maximum number of calls.

Before making any calls, be sure you’re aware of the telemarketing laws and regulations in your state.

Cold Calling Technique

Follow a Strict Process

If you want to be successful at cold calling, you need to consistently follow a clearly defined process, like the four-step cold calling process we mention below. There’s nothing that will destroy the effectiveness of your cold calling campaign quicker than haphazardly making phone calls and winging the follow-up. Following a clear process is a vital step to cold calling success.

Utilize a Cold Calling Script or Call Architecture

Another area where you definitely don’t want to be winging it on cold calls is your call script. When most people think of call scripts, they think of the boring, repetitive, robotic call scripts you hear from huge corporations like Comcast or AT&T. While this impersonal approach isn’t ideal, you’re not going to do yourself any favors by going entirely off-script.

A far more practical solution is to use a call architecture. While call templates can be linear and one-dimensional, call architectures track the most common paths a sales conversation is likely to take, and develop responses for each one to keep the conversation going in the right direction. Also, good call architectures allow you to practice many different conversational paths so you can navigate calls comfortably and consistently without needing to read directly from a sales script. We dig into how to create your own call script or call architecture in the paragraphs below.

How to Create Effective Cold Calling Scripts, aka Call Architectures

As we mentioned above, call architectures are a significant improvement to boring, one-dimensional call scripts. But how do you go about creating one?

To start, think through the common (or likely) responses you’ll get when making a cold call – for example, “they’re not available right now,” “we already have a contract with your competitor,” and “sent to voicemail.”

Then, create a script for each conversation path, with branches for the common responses for each step. Basically, a call architecture is a flow chart showing the common pathways each call might take.

Each “bubble” or step in the call architecture should include three parts:

  1. An example of what to say. This is an example of the best response to this objection, question, pain point, or situation. A traditional call script stops here.
  2. A breakdown of each component of the response – essentially a formula for how to address the sales objection, question, or situation so that responses are phrased naturally without the robotic wording of a script.
  3. An explanation of the response and why it works. This isn’t necessary if you’re creating a call architecture for your own purposes, but is really helpful when you’re training other reps.

A Proven Four-Step Cold Call Process

As we’ve mentioned, the most important cold calling tip is to follow a defined process. This will help you reach potential customers, increase your success rate, and get the ever-important “yes.”

1. Reach Your Contact

Most of the time, reaching the decision maker will require getting past a gatekeeper. Keep in mind that the more rehearsed and “salesy” you sound, the less likely you’ll be able to get through. Instead, speak clearly and confidently, and be concise. It’s likely that you’ll need to make multiple attempts to get through to your contact, but this is a great opportunity to keep practicing and improving your sales skills.

2. Get Their Permission to Speak

A popular sales technique in cold calling is using the intro “Did I catch you at a bad time?” There are several reasons that this works so well:

  • You’re immediately addressing any resistance they may have.
  • It sets the person you’re calling at ease by giving them a polite and easy out of the conversation.
  • If they do say it’s a bad time, you have an opening to ask for a time that does.
  • If they say they have a few minutes or ask what this is about, they’re granting you permission to speak for a minute or two.

Ultimately, regardless of whether or not they choose to speak with you, you’re leaving the impression that you are polite and respectful of their time.

3. Get Them to Understand Why You’re Calling

Once you have their permission to speak, you need to be clear and get to the point immediately. No one is going to be interested unless you can clearly explain why you’re calling. Practice communicating this in a clear and concise manner.

4. Get Them to Your Conversion Goal

Your conversion goal (the desired result of each call you make) is typically to either schedule a demo or book an introductory call. Once the contact understands why you’re calling, your only aim should be to achieve this conversion goal.

A good line for this is:

“I know you weren’t expecting my call today so how about we schedule something for ________ or ________ instead?”

People who answer a cold call are rarely ready to drop everything and dive into conversation with you. If they’re interested, then get a formal discovery call on the books during your first call where they can devote their attention to you.

If they want to discuss it now, or ask you some questions first, they’ll do it. But don’t answer unasked questions or start a sales pitch when your ideal outcome is a scheduled, formal sales call.

Common Cold Calling Pitfalls

Once you’ve set yourself up with the right technology, techniques, and call architectures/dynamic call scripts, you’ll be well on your way to cold calling success. But even experienced salespeople make all-too-common cold calling mistakes.

If you want long term success in your cold calling strategy, avoid the following cold calling mistakes:

Don’t Rely Solely on Cold Calling

If you determine cold calling is a good idea there’s one golden rule: don’t put all of your eggs in this basket. Cold calling should never be the only channel you use to drum up deals. A good outbound cold calling campaign can take six months to a year to fill the pipeline even if everything works out as planned. Making this your only way to get new deals can be a devastating, even fatal, mistake.

Warm calling, cold email, outreach through LinkedIn and other social media platforms, and even in-person selling can help you find potential clients and nurture existing relationships.

Don’t Think it Will Be Easy

Cold calling stinks. There’s some good days, but the overwhelming majority of people hate cold calling. It’s hard, frustrating, and people aren’t friendly. Don’t plan on cold calling being easy. Plan on it being several times more difficult than you can possibly imagine. That said, if the numbers still make sense, do it. Just don’t expect it to be easy.

Don’t Lose the Metrics

Failure to accurately track your sales metrics will bite you in the ass in the long run. Make sure you (and everyone on your sales team) are accurately logging call details and tracking sales outreach activities. This will give you the data you need to make better decisions and transparency to know when and where improvement is needed.

Don’t Get Lazy

Remember that cold calling is a numbers game – if you can’t do it efficiently, you’re not going to be successful. Leverage technology, follow systems and call architectures, and be consistent with outreach and follow ups. Consistent effort = consistent results.

In Conclusion

Cold calling isn’t for everyone, but if your average order value is high enough to justify the time needed and low conversion rate, it can be a powerful sales tool. But don’t approach it haphazardly, and don’t expect it to be easy. As with anything, the right product, technology, and technique will go a long way toward setting your business up for cold calling success.

Telemarketing Laws: From Timeframes to Call Recording Consent

Despite the rise in social selling and email prospecting, telemarketing is still a staple of many companies’ outbound strategies. While it can be cumbersome to navigate each state’s specific requirements around telemarketing, the potential penalties for violations can be significant and include both fines and jail time in some states.

In this blog, we’ll walk you through your obligations around allowable time windows for telemarketing and recording calls.

Is Now a Good Time to Call?

It’s always a good practice to ask the person answering the phone if now is a good time to speak. But before you get that far, it’s important to know the restrictions around telemarketing call windows for the state you are calling. 

Telemarketing Timeframes and State Law

The Federal Communications Commission (FCC) and Federal Trade Commission (FTC) set the telemarketing sales rules at the federal level.

For example, the FTC’s National Do Not Call Registry is designed for consumer protection and levies steep fines against salespersons who call telephone numbers on the do not call list. And the Telephone Consumer Protection Act (TCPA) sets guidelines on “robocalls,” text messages, and other forms of unsolicited contact to protect the public from harassment, misrepresentations, and scams.

When it comes to timeframes for telephone solicitation, federal law allows for calls between 8 am and 9 pm local time at the called person’s location, but many states are more restrictive.

To help ensure interstate telephone calls are compliant with state laws, the table below lists allowable call times for states that are more restrictive than federal law.

List of telemarketing timeframes by state

 Why Record Calls at All?

Recording telephone calls can have multiple benefits for the company:

  • Training and Quality Assurance: For businesses, particularly those in customer service, recorded sales calls offer a goldmine of training materials to help your team improve their sales skills. They enable team leaders to review conversations, provide feedback, and train new staff using real-life scenarios.
  • Evidence: Recorded calls can serve as evidence in case of disputes or disagreements. They provide a tangible record of what was said, by whom, and when.
  • Memory Aid: Sometimes, we just need a reference to remember the specifics of a conversation, especially if it involves intricate details.
  • Note Taking: Many applications will allow users to download transcripts of call recordings. When you take those transcripts and ask ChatGPT to summarize them, including action items, you have everything you need to send a recap note to the meeting attendees.

Before You Click ‘Record’

While the benefits of recording calls are significant, recording such calls without consent can infringe on privacy rights, leading to potential legal troubles.

One-Party Consent vs. Two-Party Consent

In the U.S., the primary distinction in call recording laws revolves around consent: 

One-Party Consent:

If the sales rep’s state follows a one-party consent rule – and the prospect is also in a one-party consent state – only one person involved in the call needs to consent to the recording. This means if you’re the one recording the call, you don’t need to notify or get permission from the other party.

Two-Party Consent:

States with a two-party (or all-party) consent rule require that everyone involved in the conversation consent to being recorded. This is where it gets tricky, especially for businesses operating in multiple states.

Below is a table presenting one-party and two-party consent states. Note: If you are not sure of the jurisdiction of the person you’re speaking to, it’s always safer to obtain consent.

Call recording telemarketing laws by state

Telemarketing Laws for International Call Recording

The telemarketing laws surrounding call recording are even more complex when businesses operate internationally. The following is a sample of existing requirements for recording phone conversations. It is essential to review local regulations in detail, especially if you’re operating in or calling to/from different countries.

European Union

With the introduction of the General Data Protection Regulation (GDPR), the EU has set stringent guidelines about data protection and privacy. When it comes to phone call recording, businesses must ensure that they receive consent from the participants, maintain records securely, and confirm that the reason for using a call recorder fulfills one of five specific conditions.

Before you record a call, be sure it is:

  1. Necessary to fulfill a contract to which the participant in the call is a party.
  2. Required to meet a legal obligation to which the recorder is subject.
  3. Needed to protect the vital interests of one or more participants.
  4. In the public interest or in the exercise of official authority vested in the recorder.
  5. In the legitimate interests of the recorder, unless those interests are overridden by the interests of the participants in the call which require protection of personal data.

Canada

Canada’s Personal Information Protection and Electronic Documents Act (PIPEDA) mandates businesses to obtain consent before recording phone calls.

Australia

The Privacy Act dictates that call recording is permissible provided the other party has the required oral disclosure that the call is being recorded.

Best Practices for Compliant Call Recording

For Outbound Cold Calling 

If both states are one-party consent states, record the call and do not inform.

However, if one state is a two-party consent state, do not record the call.

For Inbound Calls

Many businesses use prerecorded messages at the start of the call. For example, “This call is being recorded for quality and training purposes.”

Secure Storage

Recorded calls contain personal data, like phone numbers, credit card information, and even material information that could be sensitive for their business. Good businesses practices should ensure that these records are stored securely, limiting access only to authorized personnel.

Train Your Staff

Ensure that your team understands the importance of following call recording laws. Provide regular training to keep them updated, and monitor to ensure compliance.

Stay Updated

Telemarketing laws and regulations change. Make it a point to stay updated with local, state, national, and international laws pertaining to call recording.

Tools for Recording

It’s important that your team has the right sales tools. Most video calling platforms like Zoom, Google Meet, and Microsoft Teams provide audio/visual recording capabilities. If you’re making calls from a VoIP, or only have audio recordings, we recommend TL:DV. Upload your recordings to this tool for AI-generated notes and transcripts of your calls. 

While telemarketing remains a significant aspect of many sales methods, tread carefully in terms of both timing and call recording. By implementing best practices, consistently updating your knowledge base, ensuring staff training, and leveraging the right sales solutions, businesses can still effectively utilize telemarketing while maintaining compliance and fostering trust with their customers.

Enabling Buyers at Every Stage

Buyer Enablement helps steer prospects toward your offer. It’s about feeding them the right information at the perfect time, potentially boosting conversion rates by 20%.

The buyer’s journey into three stages: Awareness, Consideration, and Decision. Here’s how to craft content for each stage:

Awareness Phase

Goal: Educate and guide

What Buyers Want: Knowledge about their problem

Best Vehicles:

Indications that a lead is in the “Awareness” stage:

  • Website visits to educational or informational pages
  • Google searches with symptoms of a problem included in keywords
  • Attending informational events.

Tech that Can Help:

  • Social Media Management Tools: Tools such as Hootsuite, Buffer, or Sprout Social let you schedule, post, and monitor social media content to engage with early stage leads
  • SEO Tools: Platforms like SEMrush, Moz, or Ahrefs ensure content is optimized for organic search, attracting potential buyers during their research phase
  • Google Analytics: To understand the source of website traffic and what content potential buyers are engaging with

Consideration Phase

Goal: Showcase expertise

What Buyers Want: Deep insights, comparisons, and potential solutions

Best Vehicles:

Indications that a lead is in the “Consideration” stage:

  • Engagement with content that compares one solution with another
  • Inbound questions regarding specific differentiators of your products vs others
  • Engagement with tools like cost calculators and product configurators

Tech that Can Help:

  • Email Marketing Platforms: Tools like Mailchimp, HubSpot, or Constant Contact enable lead nurturing through email marketing and more
  • Chatbots and Messaging Platforms: Tools like Intercom, Drift, or MobileMonkey engage leads in real-time, answering questions and directing them to resources or reps
  • Webinar Platforms: Solutions like Zoom, Livestorm, or Webex hosting informational sessions or workshops

Decision Phase

Goal: Make the Sale

What Buyers Want: Address objections, showcase value

Best Vehicles:

Indications that a lead is in the “Decision” stage:

  • Requesting detailed pricing information, terms and conditions, etc.
  • Requesting references or further social proof (e.g. industry-specific specific case studies)
  • Requesting a trial

Tech that Can Help:

  • Sales Enablement Platforms: Tools like SalesLoft, Highspot, or Showpad equip reps with the right content or knowledge at the right time
  • Proposal and Quoting Software: Platforms like PandaDoc, Proposify, or Qwilr to create, send, and track professional proposals quickly
  • E-Signature Platforms: Solutions such as DocuSign or PandaDoc expedite the closing process by allowing leads to securely sign contracts or agreements online
  • Competitive Intelligence Tools: Platforms like Crayon or Kompyte help reps stay updated on competitors’ moves, allowing them to position their offerings more effectively

Boost Email Engagement with Video

Boost your email open rates by 19%, click-through rates by 65%, and cut unsubscribes by 26% with one tool: video. Video, especially in emails, has become a powerful marketing tool because:

  • It’s now affordable and accessible to produce high-quality content.
  • Videos can simplify complex topics better than text.
  • They showcase the brand’s personality, fostering familiarity.
  • They naturally grab more attention than plain text, boosting visibility and engagement.

For prospecting, videos are invaluable. Start with an email introduction and then offer a personalized video. This makes your video anticipated and tailored to the recipient, increasing engagement.

Example strategy:

  • Email 1: “Thanks for downloading our Commission Modeler. What challenges do you face in selecting the right commission structure? Reply, and I’ll provide a personalized video with recommendations.”
  • Email 2 (if no response): “Here’s a video about selecting the right commission model for various sales models. If you want personalized insights: <insert link to sales page>”

Thinking of using video? Here are tips:

  • Personalize: Address specific issues of the prospect.
  • Keep it concise: Aim for about 30 seconds. Anything longer than that, and viewers drop off.
  • Be clear: Have a succinct message with a defined call-to-action.
  • Prioritize quality: Even smartphone cameras work, but ensure good lighting, minimal background noise, and stability.

Expand video use to social media, post-event emails, testimonials, and demos. Incorporating video in your email marketing not only boosts engagement but also effectively addresses prospect needs, paving the way for conversion.

Sales Tools – Choosing the Right Tech for Your Sales Team

In our high-tech world, skill, experience, and training will only take you so far – and choosing the best sales tools and technology can be the difference between success and failure. But finding the right sales technology for your needs isn’t easy. After wading through marketing messages, sales demos, and over-hyped user reviews, you still need to find technology that fits your budget, team size, and specific business needs. Just as important, the sales technology you select needs to play well with the other tools in your tech stack – or you risk information silos and communication errors that can bring your team’s momentum to a grinding halt.

You may be wondering if these technological unicorns even exist. Thankfully, we can answer this question with a resounding yes!

The Sales Tech Stack

There are three primary types of sales technology:

  • CRM — all-around sales management software
  • Sales prospecting tools — specialized software for engaging leads
  • Targeting tools — specialized software for finding leads and contact information

At the very least, every sales team needs a Customer Relationship Management tool (CRM). Depending on your sales process, you may also need a targeting or sales prospecting tool, or software for scheduling meetings, making cold or follow-up sales calls, and the like.

Using multiple specialized sales management tools doesn’t need to be a hassle or cost a fortune. One tool that does everything is ideal, but it’s not necessary to learn to code or have a large budget to integrate software or use multiple tools. Most sales tools integrate well with other sales technology and you can put together a good sales tool tech stack for under $500/mo.

For example, consider a B2B sales team that needs to find their own qualified leads for high-volume outbound prospecting, and has a long, detailed sales process. A cloud-based CRM like HubSpot can manage the sales process for $50/mo, but it has no targeting capabilities and charges $500/mo to add most prospecting features. Here are their options:

Option 1: HubSpot Sales Professional (sales and prospecting for $500/mo) + LeadFuze (targeting for $135/mo). Total fee = $635 per month.

Option 2: HubSpot Sales Starter (sales for $50/mo) + Reply (prospecting for $70/mo) + LeadFuze (targeting for $135/mo). Total fee = $255 per month.

Option 3: HubSpot Sales Starter (sales for $50/mo) + Growbots (prospecting and targeting for $200/mo). Total fee = $250 per month.

Not only is option #1 the least specialized option (HubSpot has less prospecting capabilities than Reply or Growbots) but it’s also nearly three times the cost of the other, more specialized bundles.

Now that we’ve covered the basics of the sales technology stack, we’ll dive into each of these tools in detail, along with our top recommendations for CRMs, targeting and prospecting platforms, and other sales productivity tools we use and love.

But first, let’s dive into why you need a CRM and how to find the best one for your team.

Sales CRMs

Every sales team needs a CRM tool. Yes, even a sales team of one. 

To close deals and succeed in sales, you need to follow clearly defined sales methodologies, you need to be efficient, and (if you have a sales team of more than one) you need to be transparent. A good CRM will help with all of this.

Sales CRMs are designed to manage everything sales-related. They track the entire sales cycle, sales process, prospecting, customer lifecycle, KPIs, commissions, sales performance, sales analytics, website traffic, all customer interactions, customer satisfaction and more. And they alert your team with notifications when key activities occur to keep the workflow moving. CRMs are vital to maximizing customer experience, and they can significantly improve your customer success program.

Sales CRMs also contain sales enablement tools, marketing and sales process automation tools, sales AI tools, and nearly everything else needed for modern sales teams to manage sales efforts and stay competitive. Inevitably you’ll need other tools to level up your sales efforts further, but the CRM is where nearly all sales professionals live throughout the day.

Not only do you need a CRM, but you need a good CRM and to configure it to match your processes. A CRM that’s not a good fit for your business (or just bad software) will cause unnecessary drag on your salespeople – and often does more harm than good.

Sales CRM Categories

CRMs typically fall into one of three categories:

  1. Lite CRMs – software that wasn’t specifically designed as a CRM, but can be adapted to provide basic CRM functionality. Examples of this include Asana, Notion, and Airtable.
  2. Standard CRMs – this category includes the majority of CRMs and typically works best for small to midsize sales teams (100 sales reps or less). Examples include Pipedrive, Copper, and Close.io.
  3. Enterprise CRMs – this is full-sized software for full-sized companies, and most enterprise options end up being unnecessarily complicated and expensive for the average sales team. Salesforce, Zoho, and NetSuite are all examples of enterprise CRMs.

Of course, there are always exceptions to the rule. While most CRMs fit firmly in one category, we’ve found that HubSpot works well for everything from tiny sales teams to full-scale enterprise organizations.

Questions to Answer Before Choosing a CRM

When selecting a CRM there are a few things to carefully consider:

  • Will it support all aspects of your sales process, or will you need to integrate other software to fully meet your needs?
  • What is the user interface like? Is it straightforward and easy to navigate, or does it have a steep learning curve?
  • What features can be automated? What information will need to be entered manually?

CRM Features Every Sales Team Needs

Determining which features are important to you will depend on your sales strategy, marketing activity, and existing tech stack. Some words to be on the lookout for are:

Email Sequences — every sales team needs the ability to send sequenced emails automatically. As we mentioned earlier, some sales prospecting tools do this better than most CRMs (and cost less) but it’s much less hassle when possible in your CRM.

Multichannel Sequences — nearly everyone doing outbound sales prospecting should use multiple channels to connect with leads. This feature includes email sequences and, again, some sales prospecting tools do it better than CRMs (and cost less) but the integration can be a hassle.

Automation — all sales teams should use automation, at least to streamline basic tasks and workflows. This doesn’t need to be done in the first year while your process gets ironed out but you’ll need it eventually. It’s fine to start with lower automation capabilities as long as the next tier(s) will fit your needs as you grow.

Pipeline — sales managers spend most of their time looking through the pipeline and individual deals. When these screens aren’t customizable or intuitive, or don’t mesh well with your team’s process, it’s a pain and sales representatives will use them less. Look for a visual sales pipeline and a streamlined user experience.

Meeting Scheduler — every sales team should make it as easy as possible to schedule a sales call. Finding a sales CRM with this native feature is the easiest way to do it.

Sales Playbooks — sometimes called dynamic call scripts, intuitive call notes, or “blueprints,” playbooks are interactive call scripts that guide sales professionals through calls and organize their notes. This has a massive impact on the quality of sales calls, data reporting, and transparency, but is only valuable if you have written sales processes.

Integrations — all CRMs like to advertise how many automations they have. Native CRM integrations usually work better than 3rd party integrations (like Zapier) but it’s always better to have that capability as a baked-in feature of the CRM.

Popular Sales CRMs:

The most popular sales CRMs are:

HubSpot

Unlimited scalability, with a great user experience regardless of team size

Pipeline management and deal stages in HubSpot

HubSpot is the best all-around sales CRM on the market. It’s the best sales CRM for startups, small businesses, and most large businesses because it strikes a perfect balance between user experience (UX), scalability, and pricing. They’re also releasing new AI sales tools, like a content assistant and operational chatbot built on GPT.

What you need to know about HubSpot:

  • The only enterprise CRM with great user experience at every level. This combination of scalability and UX is priceless. Competitors like Salesforce and Zoho have similar capabilities but are so ugly and clunky that sales professionals hate using them. HubSpot gives you the strengths of an enterprise CRM that you’ll never grow out of, without jeopardizing buy-in from your team or giving them a steep learning curve. This is important when it comes to adoption and onboarding.
  • Unlimited efficiency from automations and integrations. HubSpot has every workflow and task automation you’d ever need. Sales Hub, which is also a sales enablement platform, offers enough automation at the Professional tier for most teams and costs a maximum of $500/mo for five users, whereas Sales Hub Starter ($20/mo for two users) is just enough automation for small sales teams or startups.
  • Affordable lower tiers. HubSpot gets pricey when you add many hubs (especially with many marketing contacts). But these hubs and higher tiers aren’t necessary for small, low-revenue teams. HubSpot’s $20/mo Sales Team Starter tier is loaded with more features than every other similarly priced option on this list.
  • High quality of training. HubSpot’s training academy is incredible. The courses for learning how to use HubSpot are best in the business, plus they have some of the best online sales training courses we’ve seen. Conversation intelligence also helps sales managers coach their sales reps on recorded calls.

HubSpot’s Pricing:

Sales Hub Starter ($20/mo for two users) is enough to get you started if this is your first CRM, but larger and experienced sales teams will eventually want Sales Hub Professional ($500/mo for five users). The Enterprise tier ($1,200/mo for 10 users) unlocks playbooks, custom objects and reporting, and advanced analytics and automation.

HubSpot only charges for seats that use Sales Hub features. Most admins and non-sales reps will NOT require a paid seat. Non-sales users are free.

Check out our full review of HubSpot Sales CRM here.

Pipedrive

Simple, affordable and easy to use

Visual sales pipelines in Pipedrive

Pipedrive is the best standard CRM for small sales teams, and the best budget CRM for startups. It doesn’t have the scalability of HubSpot, but it still has an excellent combination of great capabilities and excellent UI/UX.

What you need to know about Pipedrive:

  • The best value CRM. Pipedrive’s 2nd and 3rd tiers ($28-$50 per user per month) have more capabilities than other CRMs at the same price point. The 3rd tier includes workflow automations, webhooks, custom fields, quotes, e-signatures, email sequences, custom reporting, scheduling, a dialer, and more. The majority of these features are either not included with other CRMs or in the range of $100 per user per month.
  • Good UI/UX. It’s tough to pack many features into a CRM while maintaining an excellent look and feel. Many people leave CRMs like Salesforce, Zoho, and ActiveCampaign because the UI is too confusing and it’s tough to get reps to buy-in. Pipedrive is visually appealing and easy to get situated without formal training. Each screen strikes an excellent balance, containing lots of data while still being easy on the eyes. While plenty of CRMs suffer from “great data; terrible to look at,” Pipedrive deserves credit for avoiding the fate of Keap and Close, which prioritize great UI at the expense of minimal data.
  • Limited scalability. Pipedrive has similar features as enterprise CRMs, which may make it seem like you’ll never grow out of it. However, these features in Pipedrive have fewer capabilities and customizations than in premium tiers of HubSpot or Salesforce. This is okay since the cost is 10-20x lower than a premium tier enterprise CRM, but since migrating CRMs is such a big job, scalability is key for growing sales teams. Examples of features that need more depth are reporting, deal customization, and automations.
  • Some key features require paid add-ons. Many of these features are very basic and really shouldn’t be behind another paywall. For example, it’s an additional $32/mo for a meeting scheduler, live chat, and web forms, which are all included in HubSpot’s completely free tier. Document library, document tracking, proposals and quotes, and e-signatures cost another $32/mo. The list goes on.

Pipedrive’s Pricing:

The Advanced tier ($28 per month per user) is good enough for very basic sales teams. However, most good sales tools are in the Professional tier ($50 per month per user), such as extra deal and field customization, advanced reporting, and more.

See our full review of Pipedrive here.

ActiveCampaign

Email marketing-centric but well-rounded with great marketing automation

If you’re looking for customer relationship management but still need affordable technology for your marketing teams (marketing automation, email automation, etc.) then ActiveCampaign may be perfect. It has solid CRM functionality for the price, and significantly more automation capabilities than non-enterprise sales software on this list. Although we haven’t tested them yet, their new sales & marketing AI and AI lead generation tools seem more like simple workflows than high-powered machine learning and AI sales technology.

What you need to know about ActiveCampaign:

  • Scalable and efficient. A big reason for this is the wide array of sales and marketing automation options. You get a lot of automation tools even at the lower tiers, and the price to upgrade to Professional or Enterprise tiers is reasonable compared to competitors.
  • Affordable, especially if you have a lot of marketing contacts. While this is more of a concern for marketing-heavy companies, many CRMs get extremely expensive as you scale to 5k, 10k, 50k, or more contacts. ActiveCampaign’s price remains reasonable as you scale.
  • User interface isn’t great. The UI is a bit outdated and geared more toward marketing than sales. This is a matter of preference, but many people used to using sales CRMs may not like this interface.
  • No competitive advantage if not utilizing marketing automation tools. In other words, if you don’t need marketing software then choose a more sales-focused CRM.

ActiveCampaign’s pricing:

You can subscribe only to their marketing features ($49/$149) or sales features ($19/$49) but ActiveCampaign is best when bundled. The Plus bundle ($93/mo for five users) is an excellent, affordable option. The Professional bundle ($386/mo for 10 users) adds AI prospecting and AI lead generation, as well as sales engagement and advanced automation.

Copper

Niche but powerful CRM that lives entirely inside Google Workspace

Copper is the best CRM for people who live inside their Gmail or Google Workspace. At first glance it’s tempting to write it off as a niche Gmail plugin, but Copper is capable of more than most other standard CRMs.

What you need to know about Copper:

  • Designed for Google Workspace. It’s unmatched in terms of its integration with Gmail and the rest of the Google ecosystem. If you value this more than anything, look no further. Copper is the only sales CRM recommended by Google, and they’re a Google-backed company – they have no real competition here.
  • Ease of use and easy sales rep buy-in. Copper may be the easiest CRM to get employees to buy into using since everything is a click away from their email inbox.
  • Scalability is an issue. Copper lacks many of the advanced capabilities you’d find in an enterprise CRM. You can use integrations when necessary for calling, automations, quotes and proposals, etc., but all these integrations add up to being expensive and a hassle.
  • Gets expensive. Subscriptions are per person (regardless of roles) so a team of a couple sales reps, a manager, and operations rep can cost over $500/mo. At this price it can be tough to justify the lack of scalability and enterprise-level capabilities.

Copper’s Pricing:

The Basic tier ($23/mo) is too limited and doesn’t even include reporting, integrations, or email templates. Most will need the Professional tier ($59/mo) which is also limited. The Business tier ($99/mo) unlocks email sequences, lead scoring, and more.

Close

Great for outbound sales calling, but seriously lacking in reporting and customization

Emailing, SMS, and calling in Close

Close is a good CRM if you need one that comes fully equipped for phone calls. It has a good range of CRM features, especially at higher tiers, but some of these features are so severely limited that it’s tough to recommend Close over other similarly priced CRM software and sales tools.

What you need to know about Close:

  • Very well-equipped for calling. Power dialers are the first step toward consistently making a high volume of sales calls, and Close has this feature natively. This is great since adding an efficient dialer onto most other CRMs is either impossible, expensive, or requires a complex integration. With Close you get this feature right out of the box at $99 per month per user.
  • Easy to use. This is due to its lack of features and options, but regardless, it sticks to its core activities (namely calling and deal tracking) and does those well without distracting in the process. Centralize your workflow by syncing with Gmail, Outlook, and other email providers.
  • Reporting is extremely limited. You can only view reports or dashboards that report on very basic information, like the number of leads created or calls made. There’s no way to even check conversion rates per pipeline stage or lead source, which is just basic reporting to most other CRMs. Close is aware of this – they have a blog post on their website which is essentially a guest-sponsored ad for a $60-$260 per month integration for advanced reporting.
  • Very little customization available. Close will look pretty much the same for any teams using it. You’re not able to change the user interface much, and while you can create custom fields and properties to record data, you can’t do much with them. Currently there are no extensions available at the Chrome Web Store.

Close’s Pricing:

Most small sales teams can use their Startup tier ($99/mo for three users), which includes a power dialer. Their Professional tier ($299/mo for three users) and Enterprise tier ($699/mo for the users) aren’t worth the price unless your sales reps need to make thousands of cold calls per day for high-ticket sales.

Keap

Loved by some for payment processing but known for a steep learning curve and bad UX

Dashboards in Keap

Keap (formerly Infusionsoft) is an all-in-one sales and marketing platform with solid CRM and payment processing capabilities. It’s more of a one-stop-shop for small business owners or freelancers than a high-powered CRM.

What you need to know about Keap:

  • Simple and polished UI. This sales software was clearly designed by someone with aesthetics in mind, which may be helpful in getting buy-in from users. However, this simplicity and compact design may be a downside for users looking for a full-suite CRM.
  • Great automations for the price, and easy to implement. In part due to its simple UI, it’s easy to automate workflows in Keap. There’s a vast number of automations you can use within Keap, and it’s easy to create automations from your sales pipeline. You won’t find more automations than in enterprise CRMs like HubSpot, but it’s easier for users to configure these automations on their own (in part due to their simplicity).
  • Strong and simple text messaging. Keap has a tab dedicated to text messaging and it’s easy to send quick texts to contacts from their file. Sales teams who rely heavily on texting may find this worth the price of admission.
  • Limited complexity, customization, and reporting. Companies with complex deals and detailed, data-driven sales processes simply cannot use Keap. In the sales pipeline, only basic properties like deal value, deal contacts, deal stage, and deal status are available. This is fine if you’re selling simple widgets, but teams selling complex products or services need more customization in their sales pipeline, contact, and company screens. You can’t create custom reports or dashboards based on metrics or custom properties you’re interested in.

Keap’s Pricing:

The Pro tier ($149/mo for two users) is likely enough for most users. If you need more e-commerce features like promo codes or marketing analytics tools, get the Max tier at $199/mo for three users.

Salesforce

Every feature imaginable but exhausting to shop for, learn, and use

Information overload in Salesforce

Salesforce is a multi-faceted CRM with extensive capabilities… at a price. Due to the availability of features, the user interface can feel busy and overwhelming. The learning curve is substantial and implementation often requires (paid) professional assistance.

What you need to know about Salesforce:

  • Unlimited functionality and scalability. Salesforce is ubiquitous in the sales and software industries. It’s everywhere because it can do everything. It’s designed for large, enterprise companies who want to invest in one super-powered CRM they’ll never grow out of. Salesforce is constantly adding new functionality, improving existing technology, and buying massive companies (e.g., Slack, Tableau) to roll into their offering. This has an absurd effect on the buying experience (detailed below), but if you’re okay with that and its other weaknesses, you will find everything you need in Salesforce.
  • Terrible user interface (UI) and user experience (UX). Salesforce is far too complex for its own good. You need a certified Salesforce consultant to set it up and extensive training for anyone using it. That’s not to say all enterprise CRMs are simple to use and set up, but if you care about an intuitive and easy-to-use CRM then HubSpot beats Salesforce in nearly every category.
  • Horrible buying experience. There are 13 different products, each with up to four tiers. Nearly all are designed to rope you into their FIFTY-SIX PAGE list of add-ons. If you want to “sync your email, calendar, and customer data” – a feature that’s included free in every other CRM on this list – Salesforce has an add-on called “Inbox” for an extra $25 per person per month. But on their pricing page for Sales Cloud (which includes sales forecasting), their “Email Integration” feature, which is included in all tiers, is defined as “automatically sync email with CRM data.” And on their Sales Cloud Edition Comparison chart, the Inbox feature is included in the 1st tier (“Essentials”) and the 4th “Unlimited” tier, but is “available for purchase” with the 2nd and 3rd tier.

Salesforce’s Pricing:

See above then buy HubSpot (or anything else) instead.

Zoho One

Affordable with extensive capabilities, but clunky and complicated UI/UX

Zoho One is an affordable all-in-one business solution that includes enterprise CRM, sales marketing, finance, and web features. It contains impressive automation and AI capabilities. However, the learning curve is significant and minimal training materials are available. If you’re going with Zoho, buy the bundled Zoho One instead of Zoho CRM.

What you need to know about Zoho:

  • Great value. The Zoho Bundle comes packed with 40+ “apps” with a wide array of functionality. It’s annoying that these are bundled as separate apps (discussed below), but Zoho One does pack an immense amount of functionality that’s well beyond every CRM on our list (aside from maybe Salesforce). To name a few: loyalty and affiliate management platform, surveys, e-commerce management, service desk, inventory, payroll, bookkeeping, recruiting, contracts, password manager, and more.
  • Terrible user interface (UI). Zoho looks terrible and is confusing to navigate. Similar to Salesforce, Zoho is far too complex for its own good. As HubSpot has shown for enterprise CRMs (and Pipedrive on the standard CRM level) it’s possible to display a lot of data without making sales reps’ eyes bleed.
  • Separating features into 40+ “apps” makes for a bad user experience (UX). Many of these are very basic features included in any other CRM, such as a meeting scheduler, forms, pipeline management, live chat, and a document library. Even the CRM in Zoho is considered an app. While some CRMs may charge extra for certain features, it’s insane to compartmentalize each one. Users need to constantly click to the main menu, find another app, open it, perform a task, click to the main menu, go back to the CRM, etc. Furthermore, since apps are separate modules, it’s often not possible to link tasks between two modules.

Zoho One’s Pricing:

Zoho has 40+ apps, including one Zoho CRM app. If you like Zoho we recommend just buying Zoho One. If you buy Zoho One for all of your employees the price is $37 per user per month. If you only want Zoho One for several employees the cost is $90 per user per month.

See our full review of Zoho One here.

Other CRM Options and Next Steps

Other popular CRM choices decision-makers should consider are Apptivo, Freshworks, Airtable, Notion, and Touchpoint.

Once you’ve settled on your top three choices for CRM, it’s time to look at other parts of your tech stack. If targeting or prospecting are a big part of your sales process, you may want to consider a tool specifically for that task. Most targeting and prospecting tools are designed to work hand-in-hand with your CRM. 

Sales Prospecting Tools

Prospecting tools explained:

If you’re reaching out to leads by cold calls or cold emails, you probably need a prospecting tool. This type of sales outreach is necessary for many companies, especially for startup sales with no inbound leads yet, but it must be done efficiently to make it worthwhile.

Higher efficiency leads to more outreach attempts, more leads, and eventually more deals

Some CRMs have a full suite of prospecting features, but if you try to use a CRM like Salesforce or HubSpot to match the prospecting power of a tool like Reply or Growbots, you’ll pay far more money with the full-suite CRM than you would with a specialized prospecting tool. 

A good sales prospecting tool will:

  • Automate or semi-automate multichannel outreach through email, LinkedIn, and phone. 
  • Provide better, more affordable outreach capabilities than what’s packaged with a CRM.
  • Be easy to integrate with CRMs and targeting tools.

How to choose a sales prospecting tool:

First decide which channels are important to you: email, LinkedIn, calling, texting, or a combination of multiple channels. Compare prospecting tools according to these key features:

Multichannel sequences

Along with email automation, this is the most common use for prospecting tools. Every tool we recommend has this built in; it’s just a matter of how they do it.

Email automation

Automatically personalize and send email templates and sequences. This is why most companies need a prospecting tool. Prospecting tools also help with email tracking by monitoring email open rates and clicks in real time. And they help you send automated emails in a way that maximizes deliverability, like with email sending limits. Most prospecting tools have settings for tweaking send habits and frequencies to improve deliverability and avoid spam filters. CRMs weren’t designed for outreach and don’t always have these settings.

LinkedIn semi-automation

Efficiently send LinkedIn connections and messages while prospecting. Email and LinkedIn always increase success when paired together, so this is important for everyone whose target market is on LinkedIn.

This is tough to fully automate since that’s technically against LinkedIn’s terms of service, but some (like Zopto) pull it off. Usually, sending LinkedIn connection requests as part of a multichannel sequence is semi-automated. For example, in Reply to complete “tasks” for each LinkedIn connection, you click a button, which opens a new tab on your browser for that contact’s public LinkedIn page → it automatically clicks the “connection request” button → automatically pastes your pre-written message → automatically clicks send → then you close the tab and repeat for each request. This takes around 10 minutes per day since LinkedIn limits you to around 20 connection requests per day.

Calling automation

You need a native dialer in your prospecting tool if you want to add calling to your multi-channel sequences. Cold calling today is largely dependent on volume – if you’re not doing it efficiently then it’s probably not worth the effort. That said, if cold calling isn’t part of a multichannel sequence with email or LinkedIn, then a VoIP with a power dialer like Aircall is all you need.

Keep an eye out for capabilities such as call recording, click to call/click to dial, and the ability to bring your own VoIP or phone number versus needing to use one provided by the prospecting tool. If you’re required to use theirs then it’s likely a higher monthly fee.

Texting automation

Adding texting to multichannel sequences can be very effective, especially in B2C. But as with calling, it must be efficient to be worthwhile. If you plan on texting leads then make sure to choose a prospecting tool that has native texting and an SMS inbox. Some tools let you bring your own VoIP or phone number versus needing to use one provided by them. As will calling automation, if they require you to use theirs it’s likely a higher monthly fee.

A/B testing

Test multiple different copy options in your emails, LinkedIn messages, and SMS. A/B testing is necessary to figure out which subject lines, introductions, offers, and calls to action bring the best results. The best prospectors and marketers don’t magically write perfect sales messages – they start with a bunch of options then A/B test until they find the best.

Email domain warm-up

As described in the cold email guide, you need to warm up new emails and new email domains prior to sending 50+ sales emails per day. Many prospecting tools have this feature built-in, which is extremely useful for people launching their first automated prospecting campaign. This will take three to four weeks to finish (you won’t need to touch it once it’s set up). Google is requiring many prospecting tools to shut down email domain warm-up features, so if you use Gmail it may be tough to find this feature.

Multichannel inbox

This is a comprehensive inbox for all sales channels, letting you read and respond to messages from email, LinkedIn, SMS, and more all in the same tab. This is only important if you do a lot of messaging across multiple sales cycle prospecting channels. This is fairly common in CRMs.

Best Sales Prospecting Tools

Reply

Reply is a simple prospecting tool for automating email, SMS, and WhatsApp campaigns, and semi-automating LinkedIn outreach. Reply has a fantastic UI/UX and is easy to learn. Reply can be used as a lead generation tool as well, but its prospecting and outreach experience is unmatched for the price, making it one of our top sales tools overall and our top recommended sales prospecting software.

Features:

  • Amazing outreach and prospecting abilities
  • Good lead database for targeting and contact information
  • Best-in-class UI/UX
  • Best-in-class LinkedIn semi-automation in multichannel sequences
  • Texting, A/B testing, email domain warm up, and calling automation

Pricing:

Most users will need the $90/mo Professional tier. A free tier is available for trial and there is a $60/mo tier for email outreach only.

Growbots

The Growbots user interface

Growbots is a basic prospecting tool with a great lead database and targeting capabilities. These are better than other sales tools with both targeting and prospecting, but its outreach and prospecting aren’t as great as what’s possible with Reply. UI/UX is very good and customer support is great.

Features:

  • Great at finding targeted leads with contact information
  • Good outreach and prospecting capabilities
  • Email automation, A/B testing, email domain warm-up
  • Multichannel sequences with LinkedIn
  • No texting, multichannel inbox, or calling automation

Pricing:

A $49/mo tier is available for outreach efforts only, but since Growbots shines most as an all-in-one targeting and prospecting tool, we recommend the $199/mo tier.

Apollo

A/B testing and managing outreach sequences in Apollo

Apollo is a good all-in-one sales technology for lead generation and beyond. Prospecting and lead targeting are both core functions. And while it may not be the best software for either prospecting or targeting, it’s priced well for an all-in-one software and the unlimited email credits at every tier are tough to beat. Apollo is great for managing nearly all sales activities prior to the sales process, and while it’s not a full-fledged CRM, it’s better than most prospecting software in terms of sales intelligence, sales automation, and general sales enablement.

Features:

  • Great prospecting/targeting combo tool for the price
  • AI-assisted cold email writing
  • Click-to-call dialer with call recording and calling automation
  • Buyer intent feature targets leads who may be searching for your product
  • No email warm-up, SMS texting, or multichannel inbox

Pricing:

We recommend the $99/mo Professional tier, which includes AI-assisted email writing, buyer intent, and calling automation.

Zopto

Fully automated LinkedIn lead generation with Zopto

Zopto is a LinkedIn automation tool – think of it like an automated version of LinkedIn Sales Navigator. It provides significantly more LinkedIn automation than other prospecting tools, but it isn’t helpful for email automation or other prospecting channels. You need a paid LinkedIn Sales Navigator account to get the most out of Zopto.

Features:

  • Fully automated lead targeting and outreach on LinkedIn
  • Automatically send connection requests to website visitors and form submissions
  • No email, phone, texting, or other social media prospecting capabilities
  • Great when using another tool for email marketing campaigns, but tough to coordinate timing perfectly

Pricing:

Pricing is simple and starts at $215/mo. If using Zopto for cold outreach, you’ll also need LinkedIn Sales Navigator for $99/mo.

Some prospecting tools have targeting capabilities which allow them to search for leads and contact info to be used in your prospecting campaigns. If it doesn’t have that capability, you’ll need to input your own lead lists or use a separate targeting tool.

Targeting tools

Targeting tools explained

A targeting (or “lead generation”) tool is software for finding leads and their contact information. You enter the industry and characteristics you want to target, and the tool spits out results. This info is usually pulled from large databases or public information, but methods for sourcing data aren’t always transparent. 

Targeting tools:

  • Find leads based on buyer personas and ICPs (ideal client profiles)
  • Provide contact data such as email addresses, phone numbers, job titles, collegiate affiliations, interests, and LinkedIn URLs
  • Provide company data such as revenue, number of employees or locations, years in business, funding acquired, ad spend, staff changes, and technologies used

The targeting software recommended below are specialized tools whose core function is finding leads and their contact information. If you’re also shopping for outreach software, all-in-one platforms like Reply or Growbots may be the right sales tools, especially for startups or small businesses on a budget.

There are targeting tools to fit just about any need. First figure out what features and capabilities you need, then begin your search.

How to choose a lead targeting tool:

The key distinctions and features to look at when choosing a lead generation software for your sales team are below.

Pricing

Naturally, pricing is important. Targeting tools typically charge a monthly (or annual) fee in exchange for a number of leads per month (or year). Top tiers may have some extra features, but the biggest distinction is always with the number of leads you receive per month. Note that some software (e.g., Hunter, RocketReach) charges per search instead of per lead, so don’t compare these figures head to head with price per lead in other tools (e.g., LeadFuze, Dealfront).

Data Quality

Data quality is tough to determine without testing. Sign up for a trial or entry-level account or try this: come up with a list of 10 companies in your target market, preferably ones you’re familiar with (e.g., current customers) and can verify. Email the targeting tools you’re considering and ask them for contact information within those accounts. If they have no data on these companies they’ll deflect your answer. If they have data, they’ll tell you.

Bulk Enrich

You need this feature to enrich existing lead lists with contact information. For example, if you have a spreadsheet with company and contact names but need contact email addresses or phone numbers. All targeting software on our list has this feature.

Search by Technologies Used

This feature analyzes target company domains to see which technologies are in use. This is huge if you sell products or services that work (or don’t work) with certain technologies. For example, if you work exclusively in WordPress this feature will target companies using WordPress, ensuring you don’t waste costly lead credits on those with Wix, Squarespace, etc.

Search by Buyer Intent

This feature (in theory) lets you know when companies in your target demographic are searching for services like yours. Typically this data is acquired from 3rd party sites that detect a spike in one company’s domain researching the same solution. We’ll have a higher opinion of this feature once the accuracy is proven to be better.

Organizational Charts

This feature tells you who reports to whom within your target organization. Similar to buyer intent, this is a feature that sounds great in theory but rarely lives up to the hype.

Once you’ve determined which features make the best sales tool for targeting in your industry and what customer data or lead data is important to you, it’s time to take a closer look at our recommended tools.

After a lot of trial and error, we’ve come up with a short list of options we’d recommend.

Popular targeting tools

LeadFuze

Searching a wide array of job titles in LeadFuze

LeadFuze is an easy-to-use targeting tool specifically for outbound sales, marketing, and recruiting teams. It has excellent data quality and data volume for a reasonable price. We really like the AI-based feature that continuously matches and verifies new emails, numbers, and socials.

Features:

  • Hundreds of filters to fine-tune searches
  • Add contact info to existing lead lists through upload
  • Search for companies based on technologies used on their domain
  • AI feature constantly searches for new leads according to your saved searches
  • No buyer intent or inbound features like tracking web visitors

PRICING:

The first tier ($147/mo) is enough for around 25 emails per business day. Contact their sales department to increase leads per month or upgrade to their unlimited tier for $397/mo. Unlimited leads requires an annual subscription.

Dealfront

Turning website visitors into enriched, inbound leads in Dealfront

Dealfront (formerly Leadfeeder) is a robust option that generates cold leads for outbound sales plus inbound leads and ads. Their price per lead isn’t cheap, but the lead quality in our testing was excellent. Fully loaded Dealfront will cost more than other tools on our list, but it’s far stronger than most. We recommend Dealfront over ZoomInfo as the top premium lead gen tool.

Features:

  • Excellent data quality when finding outbound leads
  • Identify inbound leads and gather sales intelligence from website traffic
  • Retarget website visitors with ads and account based marketing (ABM)
  • Bulk enrichment of existing lead lists, search by buyer intent
  • AI-based targeting and deeper company profiles in the Pro tier

PRICING:

The base plan costs $199/mo for 208 credits per month. Credits are used for targeting outbound leads or tracking inbound web visitors. For more leads, upgrade to Pro ($999/mo for 1,250 credits per month) or buy lead credits in bulk (e.g., 1,200 credits for $999).

Hunter

Email searches in Hunter's Chrome extension

Hunter is a decent budget option for finding lead contact information. They boast a database of over 100 million email addresses, but the data quality can be dubious and many are guesses (e.g., “firstname.lastname@domain.com”) rather than verified contacts.

Features:

  • Upload CSVs to bulk-enrich existing lead lists with new email addresses
  • Search for companies based on technologies used on their domain
  • Email outreach capabilities included in paid tiers

PRICING:

Pricing is based on searches and verifications, not leads provided. Users need one credit to search and another credit to confirm the information is correct (and the result may still be partial confidence). For this reason, the Starter tier ($49/mo for 500 searches) isn’t enough to send 25 emails per day. Most users will need the Growth tier ($149/mo for 5,000 searches).

RocketReach

Finding contact info in RocketReach

RocketReach is fairly expensive and has a bit of a learning curve, but it has much better data quality and functionality than most targeting tools on the market. It’s a great choice if you need high-quality lead data without a ton of volume, since it gets expensive beyond 200 leads per month.

Features:

  • Massive database with over 700 million profiles
  • Bulk-enrich existing lead lists (Pro tier) and CRM leads (Ultimate tier)
  • Search based on technologies used
  • Organizational charts and company trends (Ultimate tier)

PRICING:

Similar to Hunter, RocketReach is pay per search. You may need multiple searches to find one lead. Their entry tier ($80/mo for 80 searches) is email-only and very limited in volume. Most users need their Pro tier ($150/mo for 200 searches) or Ultimate tier ($300/mo for 500 searches). Annual plans provide a 50% discount on these prices, but we recommend testing data first while on a monthly plan.

Other sales technology

The following tools aren’t sales-specific, but we’re including them here because they are an essential part of a streamlined and transparent sales engagement process.

VoIP

Every sales team needs a dedicated phone system for their sales reps. Even if you have the most dedicated reps, cell phones are just too distracting and lack the transparency and recording capabilities of a good VoIP.

There are a ton of VoIP platforms to choose from, but here are three:

Aircall — industry leader with power dialer and advanced call center options. Integrates extremely well with any major CRM software.

Kixie — another high-powered VoIP platform with a power dialer, voicemail drop, and automated SMS. Integrates well with popular CRMs.

JustCall — budget-friendly option with a power dialer and nearly every capability Aircall has, except for a few enterprise-focused call center options. Integrates well with most major CRMs.

If using HubSpot or need multiple phone numbers, we recommend Aircall due to the excellent integration and overall ease of use. If you only need one phone number then we recommend JustCall since it’s more affordable, especially with fewer than three phone numbers.

Conversation Intelligence

A step above call transcripts and recordings, call intelligence gives you real time data you can use while you’re on the call (and after) to highlight key points, questions, and action items. Gong is a well-known call intelligence option, however, it can cost thousands per month, making it out of reach for many startups and small businesses. Fortunately, there are several more affordable options. While they’re not quite as full-featured as Gong, these platforms meet our minimum requirements for conversation intelligence software:

  • Automatically record calls on Zoom and Google Meet by joining the meeting as an attendee.
  • Transcribe sales calls using GPT to make the transcriptions much more accurate than anything pre-AI.
  • Automatically save meetings with timestamps for takeaways, topics, or questions covered in the call. Click on what you’re interested in and it plays that portion of the call.

We’ve tested several affordable conversation intelligence solutions, and have narrowed it down to two that we’d recommend:

Read.ai — Seems like it was designed for larger teams, or for sales managers reviewing rep performance en masse. Scores meeting performance and participation. Gives feedback on attendee engagement, talking pace, interruptions, non-inclusive terms, bias and more. For each meeting it documents: summary, chapters & topics, action items, and key questions. Recording can be glitchy.

Tl:dv — Simpler approach than Read.ai: meeting reports contain “takeaways” throughout the call. AI does a good job of recommending these, plus they place a button in your meeting client so you can manually set markers with one click during a call. Great for when you know in real-time that something is important. There are integrations for automatically logging calls and highlights in HubSpot, Salesforce or Slack, and you can easily create clips of takeaways or other key moments and share them.

Proposals, Contracts, and eSign

The tools in this category perform two or all three of these functions:

  • Proposals — present statements of work, pricing, and more to potential customers who haven’t yet entered the sales funnel
  • Contracts — upload full-length contracts for customers to enter their information into custom fields and create legally binding agreements
  • Clickwrap — lets users check a box to accept agreements, which is legally binding but not a full-service, robust contract manager like above

While there are a lot of options to choose from, these are some of the best options for small to midsize teams:

PandaDoc — full-service tool with proposals, contracts, clickwrap, and more. Easy to use drag-and-drop editor where proposals are fairly customizable, look good (not great), and the price is reasonable, starting around $25/mo.

Proposify — full-service tool with proposals, contracts, clickwrap, and more. Drag-and-drop editor allows for immense customization, but it’s clunky and buggy, and proposals look far from beautiful. Price is reasonable but starts at $50/mo, which is double the cost of Pandadoc.

Qwilr — only for proposals and clickwrap agreements. Users with zero design background can easily create beautiful proposals. Customization is lacking but the price is reasonable at $35/mo.

If you want the most complete all-around tool, go with PandaDoc. We’ve tried all three at IRC and this is the one we prefer (and still use).

Content Creation Tools

Targeting lead sources with carefully crafted content is an important avenue for attracting inbound sales leads. For example, creating more impactful blog content or videos for YouTube can equal higher conversions for landing pages, product pages, and other money pages you want to drive traffic to.

A user-friendly YouTube shorts video editor can lower the barriers to creating professional videos, and a generative AI tool for writing web and blog copy, can help more leads discover your content. These aren’t simply marketing tools, but powerful lead generation tools for advertisers.

Internal Processes and Communication

Some of the biggest challenges to being a sales rep have nothing to do with sales. Internal communication about products, processes, and expectations can make or break your team. Fortunately, there are a wide range of platforms that make it easier than ever to bridge this gap.

Here are several that we regularly use and recommend:

Clockify – This time-tracking app is simple, reliable, and has great reporting capabilities. You can also use it for scheduling and time-off requests.

1Password – This password manager is similar to LastPass but we think it’s easier to use. Along with upgrading your security, password managers will make you better prepared when sales reps leave or are terminated.

Slack – Slack brings internal and external teams together across locations, time zones, and working styles, instead of confining work to email’s siloed communication. We also love that all content in Slack channels is searchable, so it’s easy to find past conversations or get new team members up to speed.

Notion – Notion is the connected workspace where better, faster work happens. We use Notion to host our sales manual, SOPs, and working documents. It’s great for creating wikis, project trackers, and complex databases.

Scribe – Scribe allows you to turn any process into a step-by-step guide, instantly. It’s the easiest way to communicate processes and SOPs with ease.

Loom – Rather than taking the effort to document your progress in writing, simply hit the record button and update your team members with async video.This platform is also great for back-and-forth communication when email or Slack just won’t cut it.

Asana – Asana is the #1 software in product and project management. It works well for small teams and scales easily as you grow. Our favorite part about Asana? It makes communication and transparency about projects and tasks simple and searchable. Plus its Zoom integration allows video conferencing.

In today’s fast-paced business world, selecting the right sales technology can be the difference between failure and success. When choosing tech for your sales team look for tools that are high-quality, easy to use, and integrate well with other platforms. The goal is to create efficient, transparent processes that allow your team to spend less time on non-sales tasks and more time actually selling. Making the right choices in sales technology can provide the competitive edge needed to thrive in today’s highly competitive market.

How to Boost Your Sales on LinkedIn in 2023

With over 900 million members worldwide, LinkedIn has become the go-to platform for professionals looking to network and connect with others in their industry. But did you know that it’s also a powerful tool for businesses looking to boost their sales?

That’s right! LinkedIn can help you reach potential customers, build relationships, and ultimately increase revenue.

Let’s go over six cutting-edge strategies to help you unlock the full potential of LinkedIn and take your sales skills to the next level in 2023.

1. Make your profile shine

In the world of business, first impressions matter, and your LinkedIn profile is no exception. Since your LinkedIn profile is frequently the initial interaction between you and prospective customers, optimizing it to leave a lasting impression is crucial.

To optimize your profile, start by ensuring that it’s complete. That means filling out every section, including your education, work experience, and skills. Make sure to include your current job title and a clear and concise headline that accurately reflects your area of expertise. This will help potential customers quickly understand what you do and whether you’re the right fit for their needs.

Next, it’s essential to use a professional photo. Choose a high-quality headshot that portrays you in a positive and professional light. Avoid using photos that are blurry, low-quality, or inappropriate. Remember, your photo is one of the first things people will see when they view your profile, so make it count.

Another key component of optimizing your LinkedIn profile is to write a compelling summary that highlights your unique selling proposition. This is where you can showcase your skills and experience, as well as your passion for your industry. Use your summary to demonstrate your expertise and explain how you can help potential customers achieve their goals.

Lastly, use relevant keywords in your profile to make it easier for people to find you. Think about the terms your potential customers might search for when looking for businesses like yours, and include those keywords in your profile. This will help your profile appear in search results and increase your visibility on the platform.

2. Smartly cast your net(work)

Connecting with your target audience is crucial to building meaningful relationships on LinkedIn — and you can’t make sales without establishing relationships first.

The first step is to use LinkedIn’s search feature to find potential customers who fit your ideal customer profile. This can include people in your industry, companies you want to do business with, or individuals with whom you share common interests.

When sending a connection request, it’s important to include a personalized message that explains why you want to connect. Avoid using generic messages, as they are less likely to be accepted. Instead, take the time to research the person you want to connect with and personalize your message accordingly to show that you are genuinely interested in connecting with them and increase the likelihood of them accepting your request.

Once you’ve connected with your target audience, it’s essential to engage with connections regularly. Comment on their posts and share valuable content that they will find interesting and relevant to establish yourself as a thought leader in your industry and build trust with your connections.

However, it’s important to remember that quantity doesn’t always equate to quality when it comes to LinkedIn connections. It’s important to manage LinkedIn connections carefully and keep your network relevant. You should regularly review your connections and remove those who are no longer relevant or active on the platform. That way, you can ensure that your network is focused on your target audience and increase the effectiveness of your sales efforts.

3. Ignite engagement with valuable content

Sharing valuable content on your LinkedIn profile is a great way to establish yourself as an industry expert, build trust with your connections, and ultimately boost your sales. When sharing content, it’s important to make sure that it is valuable and relevant to your target audience.

One effective way to share valuable content is to create and share your own blog posts, articles, and videos. These types of content allow you to showcase your expertise and share insights on relevant topics in your industry.

Another way to share valuable content is to curate content from other sources. Share articles, blog posts, and videos from reputable sources that are relevant to your target audience. When sharing content from other sources, be sure to add your own commentary or perspective to the post, which can help establish your own expertise and point of view.

4. Utilize the power of LinkedIn Groups

LinkedIn Groups is a powerful tool for businesses looking to build relationships with potential customers and establish themselves as thought leaders in their industry. Joining relevant groups helps you connect with others who share your interests and engage in meaningful conversations that can help you grow your business.

To utilize LinkedIn Groups effectively, first search for groups that are relevant to your industry or niche. You can do this by using LinkedIn’s search feature and filtering the results by group. Once you’ve found a group that looks interesting, join it and start participating in conversations.

Engage in conversations by commenting on posts, sharing your opinions, and asking questions. Engaging with posts in LinkedIn Groups will help you build relationships with other group members and demonstrate your expertise in your field. Additionally, sharing valuable content, such as articles or infographics, can help establish you as an industry expert and attract potential customers to your profile.

5. Add more value with LinkedIn Ads

LinkedIn Ads are a great way to reach your target audience on the platform. With LinkedIn Ads, you can target your ads to specific industries, job titles, and locations, making it easier to reach the right people. This targeted approach can help you save time and money on your advertising efforts and increase the effectiveness of your sales strategy.

When creating LinkedIn Ads, it’s important to use compelling ad copy and visuals that grab your audience’s attention. Your ad copy should be clear and concise, and highlight the benefits of your product or service. Additionally, your visuals should be eye-catching and relevant to your ad’s message. By doing so, you can increase the likelihood of your target audience engaging with your ads and ultimately converting into customers.

Finally, it’s important to set a budget for your LinkedIn Ads and monitor your spending carefully. This will help you ensure that your advertising efforts are cost-effective and align with your overall sales strategy.

6. Don’t forget to measure

Measuring your results is an essential part of any successful LinkedIn sales strategy. Tracking your engagement and reach allows you to determine what works and what doesn’t, and adjust your approach accordingly.

LinkedIn’s analytics tools provide valuable insights into your profile’s performance, allowing you to track your engagement and reach over time. These tools enable you to see how many people are viewing your profile, engaging with your content, and clicking on your links. When you monitor these metrics, you can identify which content performs well and adjust your strategy accordingly.

It’s also essential to track your conversion rates, which can give you insight into how effective your sales strategy is. This means tracking how many of your LinkedIn connections convert into customers and analyzing what factors may be influencing this conversion rate.

In addition to tracking your analytics, it’s also essential to pay attention to feedback from your connections and customers. Customer feedback will help you identify pain points, concerns, and opportunities for improvement in your sales strategy.

Wrapping up

LinkedIn can be a powerful tool for businesses looking to boost their sales in 2023. By optimizing your profile, connecting with your target audience, sharing valuable content, utilizing LinkedIn Groups, using LinkedIn Ads, and measuring your results, you can build relationships with potential customers and increase revenue.

With these six tips, you can make the most of LinkedIn in 2023.