Sales Intelligence: What It Is, How It Works, and 18 Tools You May Want to Try

They empower you to build strong B2B sales strategies, improve your workflows, and close more deals—saving both time and effort along the way. But with the sales intelligence market growing rapidly and every platform claiming to be the best, how do you know which one you should choose? To make your decision easier, we’ve rounded up the top sales intelligence tools for 2025.

In this guide, we’ll explore the standout features, key benefits, and practical use cases of each solution so you can choose with confidence. 

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What is sales intelligence?

Sales intelligence involves collecting, analyzing, and leveraging data about prospects, markets, and competitors to inform and optimize sales strategies. 

It combines several sales-focused tools and techniques to gather information from different sources, such as company websites, social media, or sometimes proprietary databases.

Sales intelligence solutions offer sales teams insightful information that helps them understand how to identify high-quality leads, personalize their outreach, and eventually close their deals.

They often work hand in hand with a sales CRM—a customer relationship management system designed specifically to manage and track sales interactions, store data, and streamline processes.

How does sales intelligence work?

Sales intelligence works by gathering and centralizing data from multiple sources. Sales intelligence tools use filters, segmentation, predictive algorithms, and other analytical techniques to produce actionable insights. 

A sales intelligence strategy is like going to the optometrist for the first time. Sure, you can read a book in bed with some squinting and proper lighting. However, it takes a lot of effort, and sometimes you miss things. Using the right tools and frameworks, you’re able to see everything more clearly and better understand your target audience.

Where does sales intelligence data come from? 

So, you're evaluating platforms like Dealfront and Apollo. The question is, where does all this data come from? Sales intelligence data comes from a variety of internal and external sources. 

Every business needs to identify which places to prioritize for value and reliability. At the same time, it doesn’t hurt to take a comprehensive approach and leave no stone unturned.

 Understanding data sources enables you to assess platforms for quality and relevance. It also ensures you find vendors that provide accurate and compliant data.

Places to source sales intelligence data from include:

• Public data and records: These are the backbone of all sales intelligence platforms. Public data sources include websites, press releases, social media accounts, and company filings. While public data is freely available, it can be an arduous process to manually collect from every relevant source (and keep your records up to date). 

• Platform databases: These are additional layers of data to give you a competitive advantage. Companies like Dealfront maintain extensive databases. These are built through years of data collection and verification. 

These deep databases often contain contact information, organizational charts, and technology usage data from national trade registers and chambers of commerce. A lot of this data is publicly available. However, some of this data is difficult to procure by other means.

• Web scraping and tracking: This includes solutions that continuously monitor digital activity across the internet. It’s important to understand which firms are interested in your products.

When a prospect visits your website, downloads content, or engages with your social media, these actions are captured and analyzed. Tools like Leadfeeder by Dealfront identify anonymous website visitors. They help you uncover hidden customers effortlessly.

• Third-party data partnerships: Sales intelligence solutions often partner with other providers. Platforms might partner with credit agencies, technology vendors, or industry publications. These partnerships further enrich the data offered by the provider.

Unlike proprietary data, these partnerships involve licensing access to someone else's data collection. The B2B data provider may not own the data itself.

• Customer-driven data: This information starts with your customer relationship management (CRM) platform. You use it on a daily basis to create and update customer accounts after every sales and prospecting interaction. 

When you're using a CRM with sales intelligence features, this data doesn't just sit idle—it actively supports smarter outreach, stronger pipeline management, and more effective forecasting.

• Other internal data sources: Besides your CRM, prospect data comes from website analytics, email marketing, and social media listening tools. These data sources add additional layers to your sales intelligence. They improve the identification of prospects that fit your ideal customer profile (ICP) and have intent to buy.

Different types of sales intelligence

As we’ve seen, sales intelligence comes from a diverse range of sources. Even with AI-powered algorithms, you don’t want to spend your efforts on the wrong datasets. If you want to improve your pipeline, you need to understand which types of sales intelligence to look for and evaluate. 

Company data

Company data informs and shapes your prospecting, qualification, and targeting tactics. It includes information such as:

• Company size

• Industry

• Geographic locations

• Annual revenue

• Organizational structure

• Growth stage

• Customer base

• Products  

Contact data

Contact data is information about who to reach out to and how to do it. It means the names, numbers, and email addresses of contacts at a business you’ve identified as a lead. You use contact data to personalize interactions such as email outreach. It also helps SDRs and account executives target the right people for outbound sales tactics.

Technographics

Technographics describes the technological specifics and maturity of an organization. It helps you understand what software, hardware, business tools, and IT infrastructure a firm uses. 

By understanding what technologies a company uses, you can identify which prospects are a good fit for your product or service. You can segment your potential customers based on technological pain points and challenges.

Intent data

Intent data is based on the buying signals from potential prospects and customers. What activity or behavior is taking place that indicates willingness and readiness to make a purchase? 

An example of B2B intent data may be when someone visits a product page or downloads a whitepaper. These actions may take place on competitor or neutral websites as well as your own channels. 

Buyer intent data helps your team improve lead scoring and qualification. It also guides sales executives to focus on the warmest leads.

Trigger event intelligence

Trigger events represent actions that present opportunities. They can induce buying signals, but also events that make a prospect a better fit for your solution. Some examples may include expanding into new markets and taking on a significant investment. 

Platforms like Dealfront enrich your B2B sales data with trigger events and news. These notices keep you updated on potential opportunities in real time. For example, a company may announce some new changes on social media, alerting you and your team so you get the jump on the competition.

Behavioral data

Behavioral data tracks how prospects interact with your content across multiple touchpoints. This intelligence goes beyond simple website visits to understand engagement and communication styles. 

Gleaning behavioral insight, you can adjust messaging accordingly. Behavioral data also helps identify the best times and channels for outreach, improving response rates.

Deal intelligence

Deal intelligence provides insights into a prospect's buying and decision-making process. It also helps you understand their current vendor relationships. This includes information about existing contracts, renewal dates, and past purchasing behavior. 

Deal intelligence also informs you about prospects who are currently using products from your competitors. Are they satisfied? Are they likely to renew? If you know a prospect's contract with a competitor expires in six months, you can begin nurturing that relationship in advance.

Deal intelligence data also helps you identify potential roadblocks like lengthy contracts. You can simply put those opportunities on the back burner until it's time to turn up the heat.

Market data

Market data encompasses industry trends, competitor insights, and economic factors. In other words, they’re external factors that can influence buying decisions. 

Use market intelligence data to better position your solutions given the current climate and context. When you understand that a prospect's industry is facing new compliance requirements or market pressures, you can tailor your messaging to highlight how your product meets these specific challenges.

What is sales intelligence used for?

Sales intelligence is used to help you make better informed decisions. By gathering and analyzing vast amounts of data, you can improve sales strategies by optimizing messaging and outreach to drive greater revenue. 

Sales intelligence use cases include:

• Prospecting and lead generation: Identify companies that match your ICPs for better engagement. You can prioritize higher-quality prospects based on stronger insights.

• Lead scoring and qualification: Enrich CRM data with firmographics, technographics, intent data, and other information for streamlined lead scoring. Use filters and segmentation to qualify leads with higher granularity and focus on high-value targets. 

• Personalized messaging: Use intelligence data to tailor messages to specific buyer personas. Differentiate from competitors by providing more personalized interactions and relevant messaging.

• Optimizing sales tactics: Use insights to identify what’s working well and what can be improved in your sales process. Understand preferred communication channels, times, and other prospect inclinations for more effective interactions.

• Market differentiation: Gain a better understanding of your market and the competitive landscape. Identify opportunities based on which competitors a current prospect uses. Focus messaging on what makes your company and brand the best option when contract renewal time approaches.

• Pipeline forecasting and deal prediction: The more data you gather and analyze, the more accurate your sales forecasting will be. Use both historical and real-time data to get precise ideas of how much potential revenue is in the pipeline. Predict which deals are likely to close within a month or quarter. 

  Less time researching, more time closing deals

  Qualify companies faster with comprehensive profiles. Access compliant contact information for the right decision-makers.

  Qualify companies faster

  

  

Sales intelligence vs CRM: Understanding the differences 

Sales intelligence tools and CRMs are related but separate components. A customer relationship management platform is at the heart of most sales activities. It serves as a central source of prospect and customer information for SDRs, AEs, closers, and other team members.

The B2B customer journey is much longer than in B2C. This means that CRM data is much more likely to depreciate and decay without constant updates and verification. If you go into a sales meeting with inaccurate information, you’re likely to be caught unprepared and miss out on an opportunity. 

Sales intelligence tools are like the constant flow of blood to and from the heart. With each beat of your CRM, new and up-to-date information is returned. 

Platforms like Dealfront draw data from multiple sources, while your CRM typically draws from one source (you). The good news is that the best sales intelligence tools automatically sync with your CRM after every trigger event and interaction, enriching your customer data for deeper insights. 

Let’s summarize the differences between a CRM and sales intelligence:

Why use a B2B sales intelligence platform?

Adding B2B sales intelligence tools to your B2B sales funnel can bring several advantages to your business:

• Better leads: Sales intelligence platforms analyze firmographics (company size, industry, etc.) and buying intent to help you concentrate on the leads most likely to close.

• Automated processes: Automated sales intelligence processes collect and analyze data in the background so your sales team won’t have to spend valuable time researching prospects manually. Instead, they can spend more time on high-impact activities.

• Targeted messaging: Detailed information about individual prospects enables sales reps to send highly personalized and thoughtful messages that are more likely to generate responses and create trusting relationships.

• Competitive advantage: Sales intelligence tools let you know what your competitors are up to, opening insights into who their customers are and how they’re positioning their market. This gives you the chance to differentiate your offerings from competitors.

• Data-driven decision-making: Using sales intelligence data, the sales leader can make decisions more effectively regarding resource allocation, territory planning, and goal setting. As a result, the level of performance will go up.

The best sales intelligence tools available in 2025

At first glance, it can feel like most sales intelligence companies offer the same thing. While there’s some overlap, many tools boast unique features. 

Pricing structures also differ, and they cater to different aspects of sales intelligence, from email verification and domain searches to CRM integration and real-time data enrichment. 

Disclaimer:

This comparison is intended for guidance purposes only and has been provided in good faith and to the best of our knowledge using the information available at the date of publication. All ‘Trademarks’ are property of their respective owners. We are not endorsed by, directly affiliated with, maintained, authorised, or sponsored by any trademark holder referenced herein.

1) Dealfront

Dealfront offers an integrated suite of robust sales intelligence tools that cover the entire sales pipeline and include Leadfeeder by Dealfront, which can identify web visitors by IP address.

These sales prospecting tools help sales teams identify high-intent prospects, enrich CRM data, and run targeted advertising campaigns based on IP addresses. All this is achievable with the help of features like unique filtering, trigger event notifications, high-quality CRM integrations, buying intent signals, and web visitor tracking.

Dealfront is wholly compliant with GDPR,  providing detailed insights with complete transparency to help users identify and engage decision-makers effectively, responsibly, and successfully.

Key benefits:

• Comprehensive company profiles provide up-to-date firmographics

• Real-time buyer intent data from website visits

• Over 100 filtering options for precise targeting in a database of over 56 million companies

• Automatic triggering notifies sales teams of company updates, including funding, hiring, and other trigger events

Pricing: Dealfront understands that every business is different and has unique requirements. Contact the team to book a demo today.

2) Cognism

Cognism is a global sales intelligence platform that supports prospecting and lead generation activities by giving users access to large-volume contact databases with firmographic and technographic data.

Cognism's unique selling point is its use of AI to help sales teams generate intent data that’s useful for  contacting a prospect at the right moment.

Key benefits: 

• Global contact database 

• AI-driven intent data

• Easy platform setup and integrations

Drawbacks: Cognism can be expensive for smaller businesses and requires substantial data integration efforts.  Pricing: Customized to the size and needs of the business, available upon request.

3) Apollo

Apollo is a sales intelligence and engagement platform with a large contact database, offering sequencing and email automation, as well as integrations into CRM systems. Apollo packages various existing sales tools into a single platform to improve the efficiency of outreach for sales teams.

Key benefits: 

• Extensive contact and company database 

• Robust email automation and sequencing tools

• CRM integration 

Drawbacks: The learning curve is steep for new users, and data accuracy can vary, requiring regular updates. 

Pricing: Apollo offers a freemium model with paid plans starting at $49 per user per month for more advanced features.

4) ZoomInfo

ZoomInfo is a fully developed sales intelligence platform known for its B2B contacts and company databases. It offers advanced search and filtering capabilities, intent data, and integration with various CRM systems. ZoomInfo aims to identify high-value prospects and accelerate the sales pipeline.

Key benefits: 

• Large B2B database 

• Filtering and search capabilities

• Integrations with major Cloud Partners 

Drawbacks: ZoomInfo is expensive, especially for small to medium-sized businesses, and some users report inaccurate data and outdated contacts. 

Pricing: Get in touch with ZoomInfo to request pricing.

5) LinkedIn Sales Navigator

LinkedIn Sales Navigator leverages the power of the LinkedIn professional network to help sales teams identify prospects and establish connections with them. The tool provides professional insights and activities of prospective leads, which helps in relationship building and lead nurturing through personalized outreach.

Key benefits: 

• Access to LinkedIn's professional network 

• Search filters and lead recommendations

• Real-time insights into lead activities and updates 

Drawbacks: LinkedIn Sales Navigator can only operate on data available on LinkedIn and can be expensive for premium features. 

Pricing: The core plan starts at $99.99 per user per month, with more advanced features available at higher tiers.

6) Lusha

Lusha’s browser extension, CRM, and API deliver verified contact information and company data. The platform is simple and easy to use, with a focus on validating contact information as users interact with prospects online.

Key benefits: 

• User-friendly browser extension

• Up-to-date contact data

• Integration with CRMs and sales tools 

Drawbacks: Advanced features have to be purchased separately or included in a custom pricing bundle.

Pricing: Lusha offers a freemium model with paid plans starting at $37.45 per user per month for more advanced features.

7) HubSpot Sales Hub

HubSpot Sales Hub is a CRM and sales intelligence platform that includes tools for email tracking, scheduling meetings, managing your pipeline, and gaining insight into contacts that could be valuable for your business. HubSpot is a one-stop shop for helping sales teams manage their entire sales cycle.

Key benefits: 

• CRM capabilities

• Integrated sales and marketing tools

• User-friendly interface 

Drawbacks: HubSpot Sales Hub isn’t easy to set up and configure. The price for advanced features and increasing the number of users is costly. 

Pricing: The free plan includes key CRM features, while paid plans start at $20 per user per month for more advanced features.

8) Uplead

Uplead is a B2B sales intelligence and lead generation platform that offers a wide range of B2B contact data and insights. Advanced search filters, prospect monitoring, real-time email verification, and CRM integration are just a few of its top features.

Key benefits: 

• High data accuracy with real-time email verification 

• User-friendly interface

• Integration with major CRM systems 

Drawbacks: The platform is limited to contact and company data and can be expensive for higher contact limits.  Pricing: Plans start at $99 per month for up to 200 credits, with more expensive plans for higher volumes.

9) Clearbit

Clearbit provides enrichment tools that plug into your CRM to optimize your existing contact and company records. It offers APIs for lead enrichment, prospecting, and marketing automation, making it a versatile tool for data-driven sales teams. 

Features include 100+ B2B data attributes for segmenting customers and automatic contact data updates.

Key benefits: 

• Data enrichment capabilities

• CRM integration

• Real-time data updates 

Drawbacks: Clearbit is an enrichment tool and requires existing data to be effective. It also incurs a premium for extended functionality. 

Pricing: Custom pricing based on a company’s specific needs and data usage.

10) Datanyze

Datanyze is a sales intelligence solution that provides technographic and firmographic data. These datasets help sales teams target companies that use certain technologies, making the tool useful for getting into a particular industry vertical. 

The Google Chrome Extension also allows users to access contact and company data from social media.

Key benefits: 

• Automatic segmentation of contact lists

• Easy integration with sales and marketing tools

• Real-time data capture on social media

Drawbacks: Datanyze has limited data outside of technographics and can be expensive for smaller businesses. 

Pricing: Datanyze offers a 90-day free trial. Paid plans start at $39 per month when billed annually.

11) 6Sense

6Sense uses AI and big data to predict upcoming changes in intent and buying behavior. Features like the Persona Map and account engagement reports enable sales teams to identify actual in-market accounts, make relevant outreach, and optimize the path to closing.

Key benefits: 

• Predictive analytics and AI capabilities 

• Buyer intent data

• Integration ecosystem includes partners like Drift, Marketo, and TrustRadius

Drawbacks: 6Sense can be complex to implement and use, and the high cost is prohibitive for small businesses. 

Pricing: Custom pricing based on the scale and requirements of the business.

12) D&B Hoovers

D&B Hoovers provides company data and analytics. It offers features like search filters, company profiles, and integration with CRM systems. It's known for its large database and in-depth insights into company performance and market trends.

Key benefits: 

• Extensive company data 

• Comprehensive analytics and market insights

• Reliable CRM integrations

Drawbacks: D&B Hoovers is expensive and complex to use for those who only need basic information. 

Pricing: Custom pricing plans based on user needs and data requirements.

13) Bombora

Bombora is an intent data intelligence tool, providing insights into companies' content consumption and buying signals. Through its intent data cooperative and diverse ecosystem, it helps sales teams prioritize leads and tailor their outreach based on real-time data.

Key benefits: 

• High-quality intent data 

• Prioritizing leads

• Integrating CRMs and sales platforms 

Drawbacks: Bombora is focused primarily on intent data, so you’ll need another tool to supplement it for full-blown sales intelligence. Pricing is also steep for small businesses. 

Pricing: Custom pricing based on data needs and usage.

14) Drift

Drift is a conversational marketing and sales software that aims to turn website visitors into leads. Using chatbots and live chat, Drift helps sales teams stay connected with website visitors in real time and syncs to CRM software to act as a lead generator and make the sales process easier.

Key benefits 

• Real-time engagement with website visitors 

• CRM integration

• Lead generation and customer support 

Drawbacks: Drift requires more setup and customization, and the price climbs if you want advanced features. 

Pricing: Custom pricing based on business needs.

15) Crystal

Crystal uses AI to analyze prospects’ personalities based on their digital behavior. Features like a profile dashboard, playbooks, and data enrichment help sales teams develop communication styles that will be most effective with their target customers.

Key benefits: 

• Personalized communication strategies 

• Improved engagement and conversion rates

• Integration with major CRMs 

Drawbacks: Crystal is based only on personality data; the results can be uncertain due to a lack of other data. 

Pricing: Crystal offers a free basic plan. Paid plans start at $49 per month. 

16) Lead411

Lead411 provides verified contact and company information, including emails and direct dials. It offers real-time email verification, ensuring accuracy for outreach efforts. 

Its robust filtering allows you to narrow down leads, and it integrates with leading CRM systems to make data transfer simple.

Key benefits: 

• Verified contact information 

• Real-time email verification

• Filtering for targeted lead generation

Drawbacks: Lead411’s coverage varies by industry, and there’s a higher charge for extensive data access. 

Pricing: Starting at $99  per user, per month for up to 200 credits; custom pricing is also available.

17) Hunter.io

Hunter.io specializes in finding email addresses and verifying their validity. This is a good option for anyone wanting to identify key decision-makers to market to. The Finder function helps you track down email addresses for individual contacts, while the Discover filter is ideal for searching at scale. 

It integrates with many CRMs and email marketing platforms, features an easy-to-use Chrome extension, and can be added to your existing workflow.

Key benefits: 

• Email discovery and verification 

• Domain search reveals all emails associated with a specific domain

• Integrates well with existing tech stacks 

Drawbacks: Hunter.io only gives you email addresses, as it doesn’t collect broader contact information and can also quickly prove expensive to use extensively. 

Pricing: Freemium model, with paid plans starting at $49 per user per month for 500 searches.

18) Kaspr

Kaspr is a sales intelligence tool that lets you look up contact details directly from an individual’s LinkedIn profile. It extracts emails and phone numbers so sales teams can easily call and email prospective leads. 

Kaspr works with LinkedIn and CRMs to provide real-time data scraping and enrichment features.

Key benefits: 

• Direct integration with LinkedIn 

• Email and phone number contact information

• Real-time CRM data enrichment 

Drawbacks: Kaspr lacks a diversity of data sources, and you’ll need a higher pricing plan to access more data. 

Pricing: Free trial, with paid plans starting at €49 per user, per month.

How to choose the best sales intelligence software for your business

Choosing the appropriate sales intelligence software is a crucial step that will help you shape your B2B sales strategy. Adding these tools to your arsenal means gaining relevant insights into your prospect pool, identifying a good crop of leads, and accelerating your sales funnel. 

But it’s also hard to evaluate sales intelligence platforms and determine which one is right for you when there are so many to choose from. So, here are some key features and factors you need to consider as you search for the right sales intelligence tool for your company:

Data accuracy 

The tool must collect accurate and verified data. Useless or outdated information will waste your time and resources, so you should focus on platforms that offer reliable data. Dealfront ensures high data accuracy through a combination of Echobot and Leadfeeder technologies.

Data coverage

Look for extensive coverage across industries, geographies, and company sizes. A comprehensive database ensures that you can find relevant prospects and gain insights into your target market. 

For example, Dealfront has extensive data coverage and provides a wealth of information across various industries and regions.

Ease of use

Consider the usability of the sales intelligence software. Remember, it has to be adopted across your business, and everyone will need to get up to speed quickly. Dealfront is designed with user-friendly features, including an intuitive interface that saves you time and resources while boosting efficiency.

Integrations 

When you have a lot of data and proprietary information already in your tech stack, focus on investing in tools that can integrate well with these, or you risk creating data silos.

Customizations 

Look for platforms that can fit your particular business needs and workflows—basically, anything that can help maximize the value you get from the tool. 

Are the dashboards customizable? Are there filters and reporting capabilities for monitoring what’s happening within your business?

Real-time updates

Nothing beats real-time information for keeping up with market trends and making the right decisions promptly. 

Automated sales intelligence processes can ensure the data you work with is cutting edge across your platforms. 

Dealfront provides sellers with the most important sales data in real time. This data is needed not only for intelligent decision-making but also for the proper execution of the sales process.

Compliance

Adherence to applicable data privacy regulations is mandatory, so don’t compromise on this. Choose a tool that takes the protection of your prospects’ data seriously to avoid legal issues that come with non-compliance. 

At Dealfront, we operate in compliance with the strict EU data privacy laws of the GDPR and store our data on servers in Europe.

Scalability 

Is your sales intelligence software prepared to grow as your business does? It’s important to select tools with flexible pricing structures that can grow with your company as data and user requirements increase. 

For example, Dealfront’s pricing model means that it’s within reach of businesses both big and small, with scalable options as needs for data grow.

Support and training 

How easy will it be for your teams to get started with your chosen tool? Does the company offer live customer support agents or developers to walk you through the initial setup, help along the way, and onboard your teams onto the platform? 

This can make a key difference in user adoption and long-term success. For example, Dealfront provides comprehensive support, including onboarding and training resources, to ensure that users get the most from the platform.

Reporting and analytics

Good sales intelligence solutions provide advanced reporting features to allow you to track how your sales team is performing and analyze where you’re going right and wrong. 

It should also give you specific data on your sales cycle to optimize the process. These features are integral parts of Dealfront, providing insightful data into sales performance and helping businesses create strategies based on iterative, data-driven insights.

Lead scoring 

Automated lead scoring capabilities help grade prospects based on defined parameters, meaning you can focus your efforts on the highest-value prospects. 

A robust tool should offer lead-scoring rules that are customizable according to your ICP (ideal customer profile). Dealfront does this through automated lead scoring for prioritizing high-quality prospects.

Export options

Data-export options have to be flexible to integrate with other tools and systems. Check whether the sales intelligence software you’re considering allows you to export data in various formats for use in other applications. 

You can export data with Dealfront in multiple formats, depending on which other marketing and sales platforms you use.​

Cost 

Budgets are always a key consideration, and, of course, you want to ensure your tool delivers ROI. 

It must have a clear and affordable pricing model that allows for adequate long-term usage. This includes upfront costs as well as any additional fees for data or user licenses.​

Trials and demos 

Some tools provide a free trial/demo period where you can explore whether the product is right for you before purchasing. During this time, make sure the product has a robust feature set with high-quality data and offers a user-friendly experience. 

Dealfront offers customers a free trial and demo so you can see the platform in action before making a commitment.

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