10 Best Prospecting Tools to Use with HubSpot CRM

The right prospecting tools make a big difference in driving your sales, especially if you use HubSpot to manage your contacts.

But if you want to find new prospects or start more conversations, you’ll need something more to pair with your HubSpot.

The good news? There are plenty of great tools that work well with HubSpot. Whether you’re in sales or marketing, they’ll help you identify and engage potential leads faster.

That’s why we’ll be exploring what you should look for in a prospecting tool to work with HubSpot CRM, as well as 10 of the best tools you can use with HubSpot to build pipeline and close deals.

What to look for in a prospecting tool for HubSpot CRM?

When you’re looking for a sales prospecting tool to use with your HubSpot, it’s important to choose one that fits smoothly or improves your existing process.

It should save you time, help you find better leads, and make it easier to start conversations. And – of course – the tool should be easy to set up and connect with HubSpot, so that way you don’t waste time switching between systems.

Here’s a rundown of the features you should look for in a prospecting tool for HubSpot:

• Native HubSpot integration – Does the prospecting tool offer a direct integration with HubSpot? Or does it rely on third-party connectors like Zapier? Fewer integration points mean fewer sync errors, duplicated records, and manual fixes.
• Automatic syncing – Records and sales activities should appear in HubSpot as fast as possible. Delays can result in confusion, duplicated work, and missed follow-ups.
• Duplicate record management – If a prospect has more than one record in the CRM, multiple members of your sales team may reach out to the same prospect, wasting time and effort. Prospecting tools should be able to cross-reference with HubSpot to avoid creating duplicate records (as well as delete any they find).
• Contact field mapping – At a minimum, tools should support default HubSpot fields like “Name” and “Email”. Even better if it supports custom properties, such as “Attended [X] conference”. Prospect data should then be entered into the correct corresponding fields. 
• Analytics and reporting – To make life easier, you’ll want your prospecting tool to integrate with HubSpot’s reporting dashboards, as well as support custom metrics and segmentation options.
• Custom information fields – Custom properties let you capture unique elements of your sales process, like average contract value or communication style. Deeper segmentation helps you be more personal with different types of prospects.
• Automated workflows – You should be able to automate tasks like assigning leads to campaigns and responding to incoming messages. 

And last, but certainly not least, you’ll want to check out the tool’s pricing, terms, and conditions.

This might involve requesting a demo, claiming a free trial, or signing up for a month to see how the tool works with HubSpot. 

10 best prospecting tools for HubSpot CRM

There are lots of prospecting tools for sales on the market, but not all of them work well with HubSpot CRM.

Here’s a breakdown of 10 tools that are easy to use with HubSpot.

HubSpot Prospecting

HubSpot’s Prospecting is a built-in tool that matches website visitors to companies in its database based on visitors’ internet service provider (ISP) data. This feature is helpful for B2B sales teams and account-based marketing (ABM) campaigns because it shows which organizations are interested in your products before they engage with you directly.

That said, the growth of remote work and work-from-home has caused the ISP feature to lose a bit of usefulness. That’s because many workers are connecting from their home ISP or some other coworking space rather than a corporate network.

Although this prospecting tool is no longer 100% accurate for matching visitors to companies, it’s still helpful for identifying leads and uncovering sales opportunities. It offers many features to maximize ABM strategies, such as tracking repeat visits, identifying buyer intent, and retargeting.

Alternatively, HubSpot users can also try out Breeze Intelligence, which is an AI-powered prospecting tool that’s also built into HubSpot.

Key HubSpot Prospecting features

• Real-time company identification: HubSpot attempts to identify prospects by matching a visitor’s IP address with a known business network.
• Customizable filters: Allows sales teams to prioritize and segment prospects based on custom criteria (company size, industry, location, etc.).
• Quick conversion: A single click converts a visitor’s company information directly into a HubSpot CRM contact.
• ABM workflow support: Inserts a visitor’s company into HubSpot email sequences, paid ads, or sales cadences.
• Pattern analysis: Tracks changes in website visits, engagement behavior, and other patterns.

AiSDR

AiSDR is an AI-powered GTM solution with the deepest HubSpot integration on the market.

It doesn’t just move contact data back and forth. It sees where each lead is at in their buyer journey, which signs of buyer intent they’re flashing, and creates relevant messaging that gives them a nudge to the next stage in your pipeline.

You can fine-tune AiSDR with the help of your dedicated GTM engineer to match your brand voice and writing style. Or you can opt for a different style by using one of the email frameworks available in AiSDR’s library of tactics sourced from 50+ sales leaders. 

AiSDR’s GTM engineering will even help you with the set-up, persona testing, and message updates so that all you need to do is approve a campaign and step in when leads book a demo.

Some of the use cases you can delegate to AiSDR include cold outreach, inbound lead nurturing, webinar and event invites, tradeshow communications, and GTM plays like website visitors, reactivating lost opportunities, and monitoring LinkedIn social signals.

Key AiSDR features

• Contact creation in HubSpot: Every time you generate net-new leads through AiSDR (e.g. website visitor tracking, AI Prospecting, Lead Discovery, or even referrals from current leads), AiSDR will add them to the list you synced from HubSpot.
• Real-time activity history sync: All interactions within AiSDR (messaging, call schedules, lead engagement, and cold call scripts) are automatically synced to HubSpot.
• Deep email personalization: AiSDR pulls up to 3 default and custom HubSpot properties to make your emails relevant to where your prospects are in the sales funnel.
• Unlimited campaigns: You can easily create and launch an AiSDR campaign for any active or static list you have in HubSpot. AiSDR will also use your list’s criteria to create a relevant sales persona.
• Lead enrichment: You can use AiSDR’s lead database, Sales Navigator integration, or ZoomInfo integration to find any information you need that you’re missing, such as buyer intent data or lead details.
• Suppression lists: You can add any suppression lists you have to keep AiSDR from reaching out to people you don’t want to talk with.
• Website visitor tracking: AiSDR lets you de-anonymize website visitors and run retargeting micro-campaigns that focus on specific visitors to specific pages. 
• Relevant, automated responses in < 10 minutes: AiSDR responds to any incoming messages within 10 minutes so that you keep the lead engaged and the conversation flowing. 
• LinkedIn outreach: AiSDR can manage your connection requests, direct messages, and follow-ups to any leads you engage via LinkedIn.

Reply

Reply.io’s AI Chat is a conversational chatbot that automates lead capture, qualification, and engagement. It interacts with website visitors and, based on their responses and site behavior, qualifies leads according to alignment with your ICP. If a visitor meets the prospect criteria, Reply.io automatically adds them to an email or sales sequence.

Additionally, Reply.io AI Chat handles common questions, provides key information, and helps book meetings when human sales reps are unavailable. And it captures every visitor interaction for analysis and follow-up. Essentially, it’s an AI chatbot that reduces manual workload.

Key Reply features

• Real-time lead routing: Reply.io can flag warm leads, schedule meetings, assign leads to reps, and trigger follow-up tasks in HubSpot.
• Automatic lead enrichment: Captures, stores, and updates prospect information in HubSpot.
• 24/7 chatbot: Every chat session is logged in HubSpot’s timeline, allowing sales reps to review conversations and track lead intent.
• Sequences nurturing: Integrates with HubSpot’s workflow automation engine to enroll prospects in nurturing sequences based on responses, engagement level, and intent signals.

Apollo

Apollo.io is another sales and prospecting platform that integrates natively with HubSpot. It offers a large B2B lead database containing business email addresses, phone numbers, and LinkedIn profiles.

In addition to contact information, Apollo can track buyer intent signals, funding events, hiring trends, and other data. It will trigger alerts in HubSpot when a prospect engages with content or reaches a specific intent score. Sales teams can segment prospects and tailor outreach based on numerous factors, such as a lead’s tech stack.

Key Apollo features

• Two-way data sync: Apollo.io enriches HubSpot contact records with verified company data. Modifications in HubSpot are reflected in Apollo.io to prevent inconsistencies.
• Real-time triggers: If prospects display strong conversion intent, the tool triggers notifications and assigns tasks in HubSpot.
• Action logging: All outreach sequences are logged across channels, helping sales and marketing teams track engagement in the CRM.
• Built-in technographics: Apollo.io tracks and categorizes a company’s technology stack to personalize outreach (e.g., you can target companies that use AWS, Azure, Salesforce, etc.).

ZoomInfo

ZoomInfo is a sales database with in-depth information on companies’ firmographics, technographics, and intent signals. It currently provides more than 100 million company profiles and professional contacts. It’s a valuable tool for B2B companies that focus on high-value prospects and enterprise accounts.

HubSpot users can enrich contact records with ZoomInfo’s verified business insights and contact data. This prospecting tool integrates natively and offers seamless data syncing.

Every lead is backed by accurate information, AI-based analysis, and real-time intent tracking. Any organizational shifts and job changes are automatically reflected in HubSpot CRM.

Key ZoomInfo features

• Intent data tracking: ZoomInfo detects which companies are actively researching products or services similar to yours so sales teams can focus on high-intent buyers.
• Enrichment and scoring: It automatically updates HubSpot leads with contact details, job changes, information about new funding, and other relevant signals.
• Configurable field mapping: Users can customize firmographics, technographics, and other intent data as HubSpot properties.
• Automated follow-up: The tool automates many tasks, like assigning sales reps to prospects and triggering follow-up sequences.

Crunchbase

Crunchbase is an AI-powered B2B prospecting tool with a regularly updated database of private and public companies. It allows sales teams to track various financial indicators about companies, such as when they raise capital, launch new products, or make changes in leadership. It also monitors industry shifts and competitor activity.

Direct integration with HubSpot CRM means it enhances existing records to centralize lead intelligence. You can set up automated workflows based on customizable triggers.

Key Crunchbase features

• In-depth account insights: Crunchbase syncs funding information and company growth data into HubSpot records to help sales teams prioritize financially healthy prospects.
• Configurable alerts: You can set notifications for company updates, like funding rounds, mergers, acquisitions, hiring surges, and more.
• Identify missing records: If a company’s record lacks critical data in HubSpot (like “no assigned owner”), Crunchbase finds the information in its database and syncs it accurately.
• Automated actions: Crunchbase can trigger specific outreach sequences when it identifies buying intent.

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UserGems

UserGems is a buyer intent tracking tool that can identify warm leads from multiple data points. This tool helps sales teams discover prospects based on publicly available company data, previous interactions with prospects, website behavior, and more.

The tool is useful for re-engaging past leads. It updates you about job changes within and between companies so your sales team can reconnect when reps are most receptive to re-engagement.

Key UserGems features

• ICP generation: Based on historical information in HubSpot, the tool can automatically generate an ICP model that sales reps can use for outreach.
• Automated actions: UserGems can trigger workflows when tracked prospects experience relevant events (funding, job change, etc.).
• Third-party tool integration: In addition to HubSpot, this prospecting tool works with task management software like Trello and communication platforms like Slack, and sends sales teams instant alerts about prospect movements.
• Dedicated support: Revenue operations specialists and customer success engineers assist with HubSpot setup, including workflow configuration and data mapping, so you can leverage UserGems to its fullest potential.

Clay

Clay helps sales departments collect, qualify, and enrich leads from over 100 data providers and multiple external sources. It pulls real-time corporate data, social insights, and technographics into HubSpot. If your sales team updates a lead in HubSpot, Clay automatically pulls that data and reflects it in its system. Like other solutions, Clay can execute engagement sequences and workflows based on triggers.

As for its integration, Clay works natively with HubSpot and supports a bring-your-own API (BYOA) model. Teams with custom workflows or complex CRM setups can define exactly how their data is structured and organized in Clay.

Key Clay features

• Sync and duplicate review: Clay regularly syncs prospect data with HubSpot and cross-references databases to merge or remove duplicate contacts.
• Real-time scoring: The prospecting tool assigns a dynamic score based on various criteria, thresholds, and filters.
• Automated sequences for high-scoring leads: New high-score leads are immediately synced to HubSpot for enrollment in outreach sequences.
• Field mapping: You can define which fields in Clay map to specific properties in HubSpot, create custom fields, and standardize data formatting.

Cognism

Cognism is a sales intelligence platform with a global B2B contact database. The platform offers key insights and a robust set of verified decision-makers that can assist sales teams in outreach.

Cognism provides data and enhances automation. It prioritizes compliance with data protection regulations, such as GDPR and CCPA, and includes data hygiene tools to ensure all prospecting and lead data is accurate, consistent, and secure.

Key Cognism features

• Real-time data enrichment: Cognism automatically cross-references its global database to fill in missing information in HubSpot CRM, and data hygiene tools prevent duplicate records.
• Global coverage: The database contains information about companies in North America, Latin America, Europe, and APAC, allowing segmentation by region.
• Built-in compliance mechanisms: The tool obtains all provider and lead information legally and verifies its contact listings.
• Chrome extension: Sales reps using Chrome can send contact information from any website or LinkedIn profile directly to HubSpot with one click.

Hunter

Hunter.io is more of an email finder and verifier than a full B2B contact database, making it a lean option to help sales teams reach prospects.

The tool integrates directly with HubSpot to sync new leads, deals, and email engagement metrics. It also supports automated cold email campaigns and basic intent data tracking to help optimize outreach strategy.

Key Hunter features

• Contact verification: Hunter verifies company emails in bulk, ensuring you get valid addresses directly in HubSpot.
• Email activity tracking: The tool tracks all email interactions, providing users with information about opened emails, link clicks, and replies.
• Advanced filtering: It allows users to store leads in custom HubSpot properties, segment leads, and compare performance across outreach strategies.
• Follow-up sequences: Sales reps can set the CRM to trigger follow-ups based on different engagement metrics (for example, if a lead opens an email three times without responding).

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