Growth Marketing

4 Best Predictive lead scoring tools in 2024

The predictive lead scoring tools you absolutely need in 2024.
November 22, 2023
min read

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As you effectively set or take-on your quota in 2024, including predictive lead scoring in your workflows is a key part of crushing the quota puzzle.

What is Predictive Lead Scoring?

Predictive lead scoring is an algorithm-based machine learning model that uses all historical customer data to continuosly calculate a score for each lead.

Locked and loaded with all the necessary data, your reps can prioritize the right leads and save dozens of hours every sales cycle!

For instance, if Customer A has a score of 85 and Customer B has a score of 60, the sales rep should prioritize Customer A as they’re more likely to convert and become a loyal customer. You need predictive lead scoring tools that help your sales teams drive metrics they care about - new customers, expansion sales, cross sells, identifying customers at risk - and more.

Here's a look at top four predictive lead scoring tools you should consider.

Top 4 Predictive Lead Scoring Tools to Check Out in 2024

Salesforce Einstein

Salesforce Einstein is predictive lead scoring tool that primarily uses the extensive data in the Salesforce CRM software. Its strength lies in seamlessly combining predictive analytics and machine learning to offer valuable insights. Through in-depth analysis of user behavior and other data points, Einstein enables sales teams to predict future actions and develop proactive sales strategies.

Its predictive lead scoring system operates within the Salesforce CRM environment. This offers a comprehensive understanding of the ideal customer profile and guides sales teams toward high-value opportunities.

Key Features:

  • Behavioral Analysis: By analyzing historical data patterns and user behaviors, businesses can forecast future actions, which helps develop proactive sales strategies.
  • Scalability and Adaptability: Einstein is designed to be scalable and adaptable, allowing it to grow with businesses and meet changing needs without sacrificing accuracy. This makes it especially suitable for fast-growing small businesses.
  • Dedicated Fields for Lead Score: To prioritize tasks for sales teams, a special lead score field is used. This field compares leads to past converted leads and assesses their potential.
  • Excellent Customization Options: The tool allows customization of scoring criteria and models to match specific business requirements.

Pricing: Pricing details are available upon request.


HubSpot's user-friendly lead-scoring software takes an all-encompassing approach to evaluating leads. By analyzing data from the customer journey map as a whole, it provides a comprehensive understanding of each lead.

With its careful customer engagement monitoring across different touchpoints, HubSpot stands out in measuring interaction levels and identifying leads who show genuine interest. This helps sales reps improve their sales pipeline, boosting conversion rates and closing deals quickly.

Furthermore, advanced features like the predictive analytics dashboard summarize lead scores, behaviors, and trends.

Key Features:

  • Behavioral Tracking: The tool helps evaluate user interactions across various channels like social media, landing pages, websites, etc. This functionality helps measure their engagement and buying intent.
  • Customizable Scoring Criteria: HubSpot allows customizing 25 scoring models to align with unique business goals and priorities.
  • Integration Capability: The tool seamlessly integrates with the HubSpot CRM and marketing automation suite, streamlining sales and marketing efforts.
  • Integrated Marketing: HubSpot facilitates email segmentation, representative notifications, and personalized web content.

Pricing: HubSpot's predictive lead scoring feature is exclusively available in the Enterprise plan for both HubSpot Marketing Hub and Sales Hub. The Marketing Hub is priced at $3,600 per month, while the Sales Hub is priced at $1,500 per month.


Marketo is one of the leading marketing automation tools. It mainly benefits marketers with marketing campaigns like email marketing, lead generation, and outreach. However, the tool goes above and beyond by incorporating advanced analytics to offer predictive lead scoring.

At the heart of Marketo's predictive lead scoring tool lies the ability to decode complex data patterns, helping sales teams identify and prioritize leads with a strong potential for conversion.

This leading marketing automation platform also helps sales reps connect with users efficiently at every sales cycle stage. It simplifies the sales process by leveraging predictive scoring models, allowing teams to concentrate on potential customers who are most likely to convert. This improves the allocation of resources and helps businesses optimize their sales funnels and achieve higher performance.

Key Features:

  • Integration with Marketing Automation: Market and sales efforts are perfectly aligned through seamless integration with Marketo's suite of marketing tools.
  • Lead Lifecycle Management: Marketo helps with the optimization of your workflow and lead management by offering valuable insights at every stage of the sales funnel.
  • Real-Time Insights: Provides up-to-the-minute insights and data visualization for quick and informed decision-making.

Pricing: Details about the pricing plans are available upon request.

Yes, you can score leads with all the above tools.

But you’ll still need a platform that can auto-stitch data across product analytics, sales and marketing data, and billing tools to drive metrics that you care about.

Unfortanely, the above tools can't help you with it.

But here's a fourth tool that can.


Toplyne is a predictive AI tool for sales and marketing teams to predict any business outcomes - new customers, expansion sales, cross sells, customers at risk - and more. Toplyne combines first party data sources (product usage, billing, CRM) with third party sources (demographics & firmographics) and then learns from this data to surface users and accounts with propensity to perform specific next actions - in downstream go-to-market applications.

Key Features:

  • AI-Powered Lead Scoring: Heuristic lead scoring sounds great in the meeting room but fails in reality. Toplyne's AI models cut through the noise for you.Toplyne's AI models outperform native scoring of popular lead scoring tools across all of your GTM goals - free-to-paid conversion, win-rates, net revenue retention, and enterprise conversions.
  • Get started in two weeks: Go live within 14 days without any effort from your engineering teams. Along with dedicated CSMs with a 3 hour SLA.
  • Add-ons: Out of the box additional features like total enrichment, economic buyer identifier, and ICP match. For no additional cost.

Here’s how companies like Pitch, Notion, and Vercel generate sales pipeline from their self-serve funnel using Toplyne:

  • Step 1/7: Create monetization playbooks to surface conversion and expansion opportunities (leads most likely to convert to paying customers, and teams most likely to grow into larger teams)
  • Step 2/7: Choose the right leads to target – users (individual users) or accounts (a group of users with an organization).
  • Step 3/7: Select the frequency at which you would want leads synced in your GTM apps.
  • Step 4/7: Define how many leads you want by either the number of leads or your expected win rate, depending on your sales capacity and GTM strategy.
  • Step 5/7: Build custom segments - Build custom segments based on And/Or logic at the deepest level of sub-properties within your product analytics.
  • Step 6/7: Validate your GTM strategy - Hold back some users as a control group to test your GTM strategy.
  • Step 7/7: Sync your product qualified pipeline into your GTM destinations - CRMs, sales & marketing execution tools, and customer engagement platforms.

Pricing: Find more details about Toplyne's pricing here.

Wrapping Up

So, these are our top four predictive lead scoring tools for 2024. Toplyne, Salesforce Einstein, HubSpot, and Marketo are all remarkable options with distinct strengths catering to various business requirements. We also recommend you check out software solutions like Freshsales, Pipedrive, and Zoho CRM.

Remember, the most effective predictive lead scoring tool is one that seamlessly aligns with your business needs and empowers your sales team to follow up with potential leads and convert them into loyal users.

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