Best B2B lead generation tools 2026: 16 compared by price

There is no single best B2B lead generation tool, because the category covers four different jobs: finding contacts, identifying website visitors, sending outreach and acting on buying signals. The cheapest paid entry points we found are Lusha at $37.45 a month for contact data, Snitcher at $49 for visitor identification, Waalaxy at €19 a user for LinkedIn outreach, and Gojiberry or Leo by Revexa at $99 among signal-based agents. For European buyers, coverage and GDPR matter as much as price: of the 16 tools, only Lusha, Prospektly and Vainu publish figures for Sweden, and the vendors' GDPR positions range from servers in Ireland to leaving all responsibility with the customer.

Checked against each vendor's own pages on 15 October 2026. Revexa builds Leo, one of the tools below.

Within each group, tools are ordered by starting price, lowest first: the lowest published monthly price for the cheapest paid plan, whatever the billing term, in US dollars. Other currencies are converted at the ECB reference rate of 15 October 2026 (1.1208 dollars per euro, 9.97 kronor per dollar); ties are alphabetical, and tools without a public price come last. Prospektly's prices include Swedish VAT, which we removed for the ordering.

Four jobs called lead generation

1. Contact databases find companies and people: Apollo, Cognism, Kaspr, Lusha, Prospektly, Vainu.
2. Website visitor identification shows which companies visit your site: Albacross, Leadfeeder, Leadinfo, Snitcher.
3. Outreach tools send email and LinkedIn messages: Instantly, lemlist, Waalaxy.
4. Signal tools and agents start from an event, such as a new hire, and act on it: Clay, Gojiberry, Leo by Revexa.

Most teams combine two, such as a database and an outreach tool. Agencies do the whole job for a fee.

Comparison table

"Not published" means we found no figure on the vendor's pages. "Best for" and "Wrong choice if" are our judgements.

Contact databases

Lusha

Contact and company data through a Chrome extension, an API and MCP. Starter includes one seat and 400 credits; an email costs 1 credit and a phone number 5 (pricing). Lusha reports 3.1 million+ contacts and 190,000+ companies in Sweden, updated 30 September 2026, and says it never scrapes "professional networks or social platforms" (data).

Apollo

Apollo offers "240M contacts & 30M companies" plus sequences and a dialer. The free plan has 75 credits a seat a month, and Basic comes with a 14-day trial (pricing). Apollo relies on legitimate interest and is certified under the EU-US Data Privacy Framework, but publishes no country figures, so test it on Nordic companies you know (Apollo alternatives).

Kaspr

Kaspr, "part of Cognism", finds emails and phone numbers from LinkedIn profiles with a Chrome extension (about). Free gives 15 B2B email and 5 phone credits a month (pricing). It claims "200 million +" European contacts and says it "notifies over 50,000 contacts per day" (our data).

Prospektly

A Swedish database of 1,190,000+ companies built on data from Statistics Sweden and Bolagsverket, with filters for industry, region, size and tech stack, and export to CSV or Excel. Solo costs 749 SEK a month or 7,640 SEK a year, including VAT (Prospektly). Sweden only, with no outreach of its own.

Vainu

Company data from the four Nordic business registers, including Bolagsverket: 5.1 million+ companies and 10.5 million+ contacts, 1.9 million and 3.2 million of them in Sweden (Vainu, our data). The €250 licence covers one country database, and trying it means booking a 30-minute demo (pricing). More in Nordic B2B data tools.

Cognism

European-focused contact data with phone-verified mobile numbers and a claimed "90%" coverage of director-level contacts in Europe and the US (our data). Cognism says it notifies contacts "within GDPR timeframes" and screens phone numbers against do-not-call registries including Sweden's (compliance).

Website visitor identification

All four match IP addresses to companies, not people. Consent rules for tracking scripts are in Warmly alternatives.

Snitcher shows euros to visitors from Sweden, includes every feature on every plan and has "no long-term contracts" (pricing).

Albacross includes email and LinkedIn outreach, and plans renew unless cancelled "at least 30 days prior" to expiry (terms).

Leadinfo says it typically identifies "around 30%" of traffic and recommends "obtaining consent from your website visitors before activating the Leadinfo tracking code" (GDPR).

Leadfeeder was called Dealfront until 24 March 2026, with "no pricing changes" (FAQ). Verified emails and phone numbers start at Activate, €369 a month billed annually, and data is hosted on AWS in Ireland (GDPR).

Outreach tools

These send messages; most need a list from somewhere else.

Waalaxy sends LinkedIn invitations and follow-ups, with cold email on Business. Pro covers 300 invitations a month; prices are localized, and from Sweden the page showed 54 SEK a month billed yearly (pricing). Its terms say the customer "is and remains solely responsible for the processing carried out" (terms).

Instantly Growth covers 5,000 emails and 1,000 uploaded contacts a month, with unlimited email accounts and warmup; lead data is a separate credits plan. It says "We generally store the Information used in our Services in the United States" and offers a DPA with EU standard contractual clauses (privacy, DPA).

lemlist includes unlimited users on the Email plan; Multichannel, adding LinkedIn and calls, costs $87 a user billed yearly. It is run by LEMPIRE SAS in Paris under French law and offers a DPA to EU customers (terms, DPA).

Signal tools and agents

These start from a buying signal rather than a list; more in buying signal tools compared.

Gojiberry

Gojiberry learns your business from your website, finds prospects from buying and social signals and contacts them by email and LinkedIn: 2 AI agents and up to 1,800 prospects a month for $99 (Gojiberry). It is run by SUPERFRUITS SAS in Paris (privacy).

Leo by Revexa (ours)

Leo reads your website to build an ideal customer profile and watches buying signals: hiring, funding, new executives in the buyer role, engagement with competitors' LinkedIn posts, competitors' tools on a company's site, and job ads, including Sweden's Platsbanken. It finds the right person, drafts LinkedIn and email messages in your voice, in the lead's language when your website has it, handles replies and books meetings with a Lead Brief. By default you approve every draft, in the portal, iMessage or Slack; autonomous mode is opt-in per channel. $99 a month, €89 in Europe or 999 SEK in Sweden, excluding VAT; 7 days free, no lock-in (pricing). Wrong choice if you want a database to export, visitor identification, calls, SMS or WhatsApp.

Clay

A workspace for building enrichment and signal workflows from many data providers. Launch adds job change and other signals; web intent needs Growth, from $446 a month billed annually (pricing). Clay Labs Inc offers a DPA with standard contractual clauses on request (privacy).

Agencies and pay per meeting

Belkins, itself an agency, puts retainers at $2,000 to $25,000 a month, most established agencies at $6,000 to $8,000, and pay per appointment at $200 to $600 a meeting (Belkins, 2026). That includes the people. Define a meeting in writing first (pay per meeting), and compare channels in what lead generation costs and what a lead costs.

GDPR and the rules on what you can send

This is not legal advice.

• GDPR. Most databases above rely on legitimate interest, Article 6(1)(f); recital 47 says direct marketing "may be regarded as carried out for a legitimate interest". Say where you got the data by your first message (Article 14(3)(b)) and stop when someone objects (Article 21) (GDPR).
• Email rules are national. The ePrivacy Directive requires consent for email marketing to natural persons and leaves companies to each country (Article 13). Sweden requires consent for natural persons, sole traders included, and an opt-out address in every email (Marketing Act, prop. 2003/04:43). Denmark requires consent for email to "nogen", anyone, companies included (§ 10, guidance). Norway applies its rule to named work addresses such as "ola.nordmann@firmaX.no" (Forbrukertilsynet). Germany requires prior express consent (UWG §7).
• LinkedIn. Section 8.2 of LinkedIn's User Agreement bans "bots or other unauthorized automated methods" to send messages (User Agreement). That covers every tool that sends from your account, including Waalaxy, lemlist Multichannel, Gojiberry and Leo (LinkedIn guide).

Leo blocks cold messages to leads in Germany automatically, and only Germany; for Denmark and Norway you decide, since you approve every draft in review mode.

How to choose

• Under $50 a month: a free plan (Apollo, Clay, Kaspr, Leadfeeder, Lusha, Prospektly) plus Waalaxy or Instantly.
• Selling in Sweden: Prospektly or Vainu for registry data; Lusha publishes Swedish contact figures.
• Selling across Europe: Cognism or Kaspr, after checking each country's email rule.
• Anonymous website traffic: Snitcher, Albacross, Leadinfo or Leadfeeder.
• No time for outreach: an agent from the last group, or an agency.
• A GTM engineer on the team: Clay.

More prices in our sales tool pricing research.

Common questions

What is the best B2B lead generation tool in 2026?

It depends on the job. From the lowest paid price: Lusha ($37.45 a month) for contact data, Snitcher ($49) for visitor identification, Waalaxy (€19 a user) for outreach, and Gojiberry or Leo by Revexa ($99) among signal-based agents. In Europe, check country coverage and GDPR before price.

Which B2B lead generation tools are free?

Apollo, Clay, Kaspr, Leadfeeder (100 companies a month), Lusha (40 credits a month) and Prospektly (25 prospects) have free plans, per their pages on 15 October 2026. Most others offer a free trial, usually 14 days.

Which tools have the best data for Sweden and the Nordics?

We found no independent test, only vendor figures: Vainu reports 1.9 million companies and 3.2 million contacts in Sweden, Lusha 3.1 million+ contacts and Prospektly 1,190,000+ companies. The other tools publish no country figures.

Is cold email to companies legal in Europe?

It varies by country. Sweden requires consent only for natural persons, sole traders included, and an opt-out address in every email; the industry body SWEDMA says named employees need no consent when the message fits their role (SWEDMA). Denmark and Germany require consent even from companies, and Norway for named work addresses. This is not legal advice.