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Best Lead Distribution Software for B2B Companies

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Your company is turning up the dial on B2B lead generation, but now you have a new problem: How to connect your new leads with the right sales agents, ASAP.

After all, time is of the essence. To avoid losing out on new sales calls, you need a quick and effective system for qualifying leads, saving lead data, and connecting leads with your sales team.

That’s where lead distribution software comes in. 

The advent of lead distribution software has revolutionized the way companies manage and nurture their sales leads, ensuring that prospects are connected with the right sales representatives at the right time. This saves time – and money – throughout the sales process, improving close rates and creating a scalable system for your business.

In this comprehensive guide, we’re providing you with our recommendations for the best lead distribution software. From automating workflows and enhancing response times to scoring leads and analyzing performance, these tools are designed to supercharge your sales efforts and drive business growth.

What is Lead Distribution Software?

Lead distribution software is designed to automate and optimize the process of assigning sales leads to your sales representatives. The main goal of lead distribution software is to improve response times, increase conversion rates, and ensure that leads are matched with the most suitable salesperson, based on various criteria. 

Here’s how it works:

  1. Lead capture: Lead distribution software captures your B2B leads from various sources, such as your website forms, landing pages, email, or social media.
  2. Integration: The software integrates with other tools like customer relationship management (CRM) systems, marketing automation platforms, and email marketing software to save your lead data. 
  3. Qualification and scoring: The software assesses and scores the leads based on your predefined criteria. This determines whether they are ready to be assigned to a sales rep.
  4. Distribution: Your administrator can set up rules and filters to define how leads should be distributed to your team members. The software will then distribute the leads based on these rules. 
  5. Follow-up: With most lead distribution tools, your sales team will receive instant notifications when a lead is assigned to them, reminding them to follow up quickly.
  6. Reporting and analytics: Lead distribution software provides reporting and analytics to track the performance of your sales reps, the effectiveness of the lead distribution rules, and the conversion rates of leads.

Basically, lead distribution software works to streamline the lead assignment process, ensuring that new leads are quickly and efficiently assigned to the most suitable sales reps. 

Benefits of Using Lead Distribution Software

We all know that the process of acquiring, organizing, and assigning leads can be tedious—especially if you are managing this process manually. Automated tools like lead distribution software can help speed up the process (and save you money).

Here are just a few of the many benefits of using B2B lead distribution software.

Improved response time

Lead distribution software can assign new leads to your sales reps in a matter of seconds, allowing them to follow up with leads ASAP. This can increase the likelihood that leads will be available to schedule a call. 

Higher close rates

Matching sales leads with the right sales representatives based on pre-set criteria allows reps to tailor their sales conversations to the specific needs of the prospect. This can lead to more productive sales conversations and higher close rates

Economy of scale

Lead distribution software automates the lead distribution process, removing the need for manual assignments. So, if you increase your lead generation efforts, your lead distribution system can easily scale to match this higher volume. 

Balanced workload

Lead distribution tools help to distribute leads evenly among your sales reps. This can lead to a more balanced workload, improved team performance, and less burnout. 

Improved customer experience

Many lead distribution tools allow you to set personalized responses to new leads, making them feel that your company cares about their time and needs. This can lead to stronger customer relationships, better response rates, and increased customer satisfaction. 

The 6 Best Lead Distribution Software

Looking for the best B2B lead distribution software options for your company? 

At Superhuman Prospecting, we are all about equipping B2B businesses with the right tools to streamline their sales from start to finish. Check out our recommendations for the best lead distribution solutions. 

1. Zoho CRM

Zoho is a popular lead management software that provides a range of CRM features, from lead generation to lead scoring to conversion. Zoho CRM makes it easy to automate follow-up to new leads, assign leads to sales reps, and move prospects through your sales pipeline.


  • Comprehensive CRM Integration: Zoho CRM offers seamless integration with a variety of other Zoho products and third-party tools.
  • Automated Workflow: Provides rule-based lead assignment and automated workflow capabilities.
  • Scalability: Suitable for businesses of all sizes, from small startups to large enterprises.
  • User-Friendly Interface: Intuitive and easy to navigate.


  • Learning Curve: The extensive features can be overwhelming for new users.
  • Limited Advanced Features in Basic Plans: Some advanced features are only available in higher-tier plans.


  • Offers a free version with limited features.
  • Paid plans start at $57 per month, billed annually.

2. Salesforce Sales Cloud

Salesforce Experience Cloud provides businesses with robust and flexible tools to manage their inbound (and outbound) leads, including lead distribution, lead monitoring, and lead management capabilities. Assign qualified leads to your best sales team members based on your set criteria.


  • Market Leader: One of the most popular and widely used CRM and lead management tools in the market.
  • Extensive Integration: Offers a vast array of integrations with third-party applications.
  • Advanced Features: Provides a comprehensive set of features including lead scoring, routing, and advanced analytics.


  • Price: Can be expensive, especially for small businesses.
  • Complexity: May be overwhelming for smaller teams or less tech-savvy users.


  • Plans start at $25 per user/month for the Essentials plan, with more advanced plans available at higher price points.

3. HubSpot Sales Hub

HubSpot is another “all in one” tool that allows businesses to streamline their lead generation, lead management, and sales processes. Tap into a range of helpful tools, like their built-in CRM, Operations management features, B2B commerce software, and more.


  • All-in-One Platform: Offers a range of sales, marketing, and customer service tools.
  • Ease of Use: Known for its user-friendly interface.
  • Free Version Available: Provides a robust free version with essential features.
  • Extensive Resources: Offers a wide array of educational resources and a strong community.


  • Price Scaling with Contacts: The price can escalate quickly as you add more contacts.
  • Limited Customization in Lower Tiers: Advanced customization is reserved for higher-tier plans.


  • Free version available.
  • Paid plans start at $18 per month (billed annually) for the Starter plan.

4. Pipedrive

Pipedrive’s Sales software is a centralized sales system that helps businesses “collaborate, optimize their sales process, and forecast sales cycles”. With so many automation tools, lead monitoring capabilities, and countless integrations, it is a popular choice among B2B businesses.


  • Visual Sales Pipeline: Provides a clear and visual representation of the sales process.
  • Ease of Use: Simple and intuitive interface.
  • Affordable: Competitive pricing, making it a good option for small and medium-sized businesses.
  • Customization: Allows for a high level of customization to suit various business needs.


  • Limited Advanced Features: Some advanced features are only available in higher-tier plans.
  • Reporting: The reporting capabilities could be more robust.


  • Plans start at $14.90 for the Essential plan, billed annually.

5. Marketo Engage

Marketo is another robust marketing automation and lead management platform that is particularly well-suited for B2B companies. While it does come with a higher price tag, the investment can be justified by the extensive capabilities and potential for significant improvement in lead management and conversion rates.


  • Specialized for Sales Acceleration: Designed to streamline the sales process and increase sales velocity.
  • Robust Lead Distribution: Offers advanced lead distribution and prioritization features.
  • Integration with Ellie Mae Products: Seamless integration with other Ellie Mae products, beneficial for those in the mortgage industry.


  • Learning Curve: May take time to fully understand and utilize all features.
  • Pricing Transparency: Pricing information is not readily available on their website, requiring direct contact for a quote.


6. LeadSquared

LeadSquared is one of the best lead distribution software tools that connects leads with your agents based on a variety of factors, such as lead quality, location, languages, and agent performance. Improve the quality of your sales conversations and increase close rates with the help of LeadSquared.


  • Marketing and Sales Automation: Provides a suite of tools for both marketing and sales automation.
  • Scalability: Suitable for businesses of various sizes.
  • Mobile CRM: Offers a mobile app for on-the-go access.
  • Customization: Highly customizable to cater to specific business needs.


  • User Interface: The user interface could be more intuitive.
  • Integration: While it does offer integrations, the range is not as extensive as some of its competitors.


  • Plans start at $25 per user/month, with more advanced plans available.

Best Lead Distribution System: Superhuman Prospecting

Lead distribution is only one of many steps in your lead management and sales process. If you want to generate more leads, set quality appointments, AND distribute your leads effectively, you’ll need an all-in-one solution.

Superhuman Prospecting is an outsourced lead generation and appointment management partner that empowers B2B companies to save time (and money) in their sales process. With our appointment scheduling system, your company is able to expand its client base, gain more market share, and accelerate your business growth. 

We handle the lead gen and the appointment setting so your team can focus on what matters most: closing sales. Contact us to learn more about our B2B lead generation, cold calling, and appointment setting services. 

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