13 Best Sales Automation Software & Tools For Sales Reps

The right sales automation tool can completely change how your sales team works. It helps you focus on what drives results, like lead generation and building strong client connections.

In this guide, you’ll discover top sales automation tools to simplify your workflow and give your sales process a real edge.

TL;DR

• Sales automation tools enhance productivity by reducing repetitive tasks, improving lead management, and allowing sales teams to focus on building relationships to close deals faster.

• Main use cases include generating leads, scoring prospects, automating outreach, meeting scheduling, and pipeline management to enhance your sales strategies.

• Here’s a quick summary of the top 13 sales automation tools to boost your sales performance:

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Top sales automation use cases for sales teams

Sales automation tools remove the hassle of repetitive tasks, freeing up time for your team to focus on closing deals.

From lead generation to sales pipeline management, a good sales automation system can handle the busy work.

Here’s how sales teams use automation to boost sales productivity and streamline workflows:

• Finding leads: Automate prospecting to surface qualified leads.

• Scoring prospects: Identify high-potential opportunities with precision.

• Automate your outreach: Personalize and scale follow-ups effortlessly.

• Meeting scheduling: Skip back-and-forth emails with calendar automation.

• Pipeline management: Keep deals organized and moving forward with minimal manual effort so you don't run into pipeline generation challenges.

1. PhantomBuster: Best sales automation platform for lead generation and outreach

PhantomBuster is your go-to sales and marketing automation tool when you need to cut through the noise and focus on results.

It takes on the repetitive, time-consuming tasks that slow you down—think lead generation, data enrichment, and outreach.

It’s especially useful if you’re juggling multiple platforms like LinkedIn, Sales Navigator, and Instagram.

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How PhantomBuster helps with sales automation

• Find the right leads: Scrape leads based on intent data with tools like the LinkedIn Post Commenter and Liker Scraper to gather targeted prospects actively engaging with industry-related content, such as competitors' or influencers' posts.

• Get to know your leads: Enrich your lead lists with up-to-date details—like job titles or contact info—without lifting a finger.

• Leverage AI for lead scoring: Know which leads to prioritize with the AI LinkedIn Profile Enricher by scoring them based on key criteria.

• Sync with your CRM easily: With built-in integrations for your customer relationship management (CRM) software, you can keep dirty data out of your contacts lists and ensure everything is ready to use without wasting time on manual data entry.

• Create personalized messages in seconds: With AI tools, like the AI LinkedIn Message Writer, you can automatically generate messages that sound personal and tailored for each lead.

• Streamline your outreach: Automate your connection requests and follow-ups so every prospect feels like a priority without you doing all the legwork.

Pros and Cons

✅ Covers all your platforms: From LinkedIn to Sales Navigator, it’s got you covered.

✅ Bi-directional integration with HubSpot: Sync data automatically so your CRM stays clean and up-to-date.

❌ Works within LinkedIn’s limits: Great for compliant use, which might not suit those looking for a more aggressive data scraping approach.

❌ Not white-labeled: PhantomBuster might not be the best choice if you need white-label lead generation software.

Pricing

• Free Trial: Explore for 14 days with 2 hours of execution, 1,000 AI credits, 5 slots, 50 email credits, and limited exports—no credit card required.

• Starter Plan: $56/month for 20 hours, 10,000 AI credits, 5 slots, unlimited exports, and 500 email credits.

• Pro Plan: $128/month for 80 hours, 30,000 AI credits, 15 slots, unlimited exports, and 2,500 email credits.

• Team Plan: $352/month for 300 hours, 90,000 AI credits, 50 slots, unlimited exports, and 10,000 email credits.

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2. LinkedIn Sales Navigator: Top sales automation software for LinkedIn-based prospecting

LinkedIn Sales Navigator is a top-tier tool designed for sales professionals who rely on LinkedIn for their sales prospecting strategy.

With advanced search filters, real-time updates, and InMail messaging, it provides the features you need to connect with decision-makers directly and effectively.

How LinkedIn Sales Navigator helps with sales automation

• Advanced search filters: Zero in on prospects who match your ideal customer profile based on job title, industry, company size, and more.

• InMail messaging: Reach out to potential leads directly, even without a prior connection.

• Real-time updates: Stay informed about job changes, promotions, and activities within your prospect pool.

Pros and Cons

✅ Precise targeting: Advanced filters allow granular prospect searches by job position, location, and more.

✅ Enhanced lead engagement: InMail lets you contact high-value prospects even if you’re not connected.

❌ Expensive for small teams: The pricing model might not suit tighter budgets.

❌ Time-intensive onboarding: Fully leveraging its social selling features takes effort and training.

Pricing

• Core Plan: $99.99/month, with basic features like CRM integration and data validation.

• Advanced Plan: $149.99/month, adds features like account insights and buyer intent signals.

• Advanced Plus: Custom pricing for enterprise teams with enhanced analytics and integrations.

All plans include a 30-day free trial, which allows you to test the features and determine which is best for your team.

3. HubSpot Sales Hub: Best sales automation CRM

HubSpot Sales Hub is a go-to CRM tool for sales teams looking to work smarter, not harder.

It simplifies the sales process with powerful automation features, allowing you to manage leads, track deals, and close sales faster.

How HubSpot Sales Hub helps with sales automation

• AI-powered lead scoring: Pinpoint your top prospects based on their behavior and engagement so you’re always focusing on the leads most likely to convert.

• Social selling tools: Keep tabs on your leads’ activity on LinkedIn and other platforms so you can strike when the timing is perfect.

• Accurate sales forecasting: Use AI insights to predict deal outcomes and confidently plan your next steps.

Pros and Cons

✅ Streamlined pipeline management: Easily organize contacts, track deals, and manage your B2B sales pipeline stages in one platform.

✅ Customizable lead scoring: Leverage AI to prioritize leads and focus on high-value prospects.

❌ Learning curve for beginners: The extensive features can feel overwhelming without adequate training.

❌ Upgrading subscriptions: Adjusting or scaling plans can be complicated for growing teams.

Pricing

• Professional Plan: Starts at $100/seat/month, offering sales automation tools, call transcription, and ABM features.

• Enterprise Plan: From $150/seat/month, unlock AI-powered lead scoring, advanced permissions, and predictive sales forecasting.

Sales teams should note a one-time onboarding fee of $3,500 for both paid plans.

4. AiSDR: AI-driven sales assistant for automating prospecting and outreach

An AI SDR (Sales Development Representative) is a tool that uses artificial intelligence to handle tasks traditionally managed by human SDRs, such as sales prospecting, lead qualification, and outreach.

With AiSDR, sales teams can simplify their daily workflows. It handles time-consuming tasks like email follow-ups and crafting personalized messages.

How AiSDR helps with sales automation

• Streamlined outreach: Automates email and LinkedIn messaging, saving time for your sales team.

• Personalization at scale: Tailors messages based on LinkedIn activity and CRM data to increase engagement.

• Meeting scheduling: Books meetings directly with leads, reducing the manual back-and-forth.

Pros and Cons

✅ Efficient onboarding: Quick setup and intuitive interface for sales teams of all sizes.

✅ Improved email delivery: Warm-up features for better inbox placement and lower bounce rates.

❌ Limited integrations: Not fully compatible with some CRMs like Salesforce.

❌ AI customization gaps: Some users feel lead filtering could be more automated.

Pricing

• Basic Plan: $750/month for 1,000 personalized emails or texts, unlimited seats, domain warm-up, and dedicated support.

• Grow Plan: $2,500/month, tailored for businesses with higher volume needs.

5. Cognism: Sales automation tool for lead generation and data enrichment

Cognism is a powerful B2B sales productivity tool that provides accurate and verified contact data while enriching your CRM systems.

With easy integration with platforms like Salesforce and HubSpot, it helps sales teams optimize their lead generation and outreach strategies through reliable data.

How Cognism helps with sales automation

• Global contact database: Gain access to an extensive B2B database with verified phone numbers and email addresses, helping you target decision-makers worldwide.

• Real-time data enrichment: Automatically update your CRM with fresh lead data to guarantee you always work with the most accurate information.

• GDPR-compliant data: Stay confident with Cognism's commitment to data privacy regulations, making it a trusted tool for global outreach.

Pros and Cons

✅ Accurate and verified data: Provides phone-verified contact details and validated email addresses, reducing bounce rates.

✅ Global coverage: Offers access to a vast database, making it ideal for international lead generation.

❌ Occasional data inaccuracies: Some outdated or incomplete contact details may require manual validation.

❌ Duplicate entries in CRM: When exporting leads, duplicates can sometimes occur if CRM settings aren't adjusted properly.

Pricing

Pricing is not publicly available, but it is estimated to range from $15,100 to $103,000 annually, depending on the plan features and additional services:

• Platinum Plan: Includes email, mobile contact details, direct dials, CRM integration, and unrestricted data access for comprehensive lead enrichment.

• Diamond Plan: Adds phone-verified mobile numbers, Bombora intent data, and enhanced verification features tailored for companies seeking detailed insights.

Cognism also offers a free trial of 25 targeted B2B leads.

6. ZoomInfo: For accurate B2B lead data and insights

ZoomInfo is a powerful sales automation tool designed to provide accurate B2B lead data and streamline sales teams' workflows.

With advanced data insights and CRM integrations, it helps automate lead qualification and engagement processes, enabling teams to focus on closing deals faster.

How ZoomInfo helps with sales automation

• Comprehensive database: Access over 220 million verified contacts and company profiles to automate data gathering.

• Intent data integration: Spot high-intent leads automatically for better targeting.

• Automated workflows: Reduce manual effort by syncing updated data and automating repetitive tasks.

• Customizable lists: Automatically generate tailored lead lists based on specific filters like industry, job title, or geography.

Pros and Cons

✅ Extensive data coverage: Provides a large pool of accurate B2B data to fuel automated workflows.

✅ Time-saving workflows: Automates repetitive tasks, freeing up sales teams for high-priority activities.

❌ Inconsistent contact updates: Data accuracy for certain regions or companies can vary.

❌ Limited flexibility in ICP criteria: Users report constraints in defining their ideal customer profiles.

Pricing

Pricing isn’t public but is commonly reported as:

• Professional Plan: $14,995/year for 5,000 credits and three users. Suited for small teams.

• Advanced Plan: $24,995/year with 10,000 credits and added features like monthly user credits. Ideal for mid-sized teams.

• Elite Plan: $39,995/year, offering advanced tools and enterprise-level features with 10,000 credits.

A free trial is available to explore this sales automation software.

7. Hunter.io: For finding and verifying professional emails

Hunter.io is your go-to tool for quickly finding and verifying professional email addresses.

It’s perfect for sales and marketing teams who want to streamline email outreach without wasting time on invalid or outdated addresses.

How Hunter.io helps with sales automation

• Email finder: Easily uncover verified professional email addresses straight from company websites.

• Domain search: Find every email connected to a specific domain for precise targeting.

• Email verifier: Improve deliverability by validating email addresses and reducing bounce rates.

• Cold email campaigns: Build, send, and track personalized outreach campaigns directly from Hunter.

Pros and Cons

✅ Accurate email verification: Reduces bounce rates with reliable validation tools.

✅ Domain search capabilities: Quickly find all email addresses tied to a specific domain for targeted outreach.

❌ Limited LinkedIn integration: Lacks support for finding or verifying LinkedIn-based emails.

❌ No "accept-all" validation: Cannot verify emails flagged with an “accept-all” status.

Pricing

• Free Plan: Perfect for small teams, offering 25 monthly searches to get started.

• Starter Plan ($34/month): Includes 6,000 yearly searches, email verifications, and domain search tools.

• Growth Plan ($104/month): Adds 60,000 yearly searches, email tracking, and campaign features.

• Business Plan ($349/month): For larger teams, with 600,000 yearly searches and advanced integrations.

• Enterprise Plan: Custom pricing for high-volume needs, including dedicated account support.

8. Lusha: Powerful sales automation software for enriching lead data

Lusha is a sales automation tool that provides verified contact details, including emails and phone numbers, to streamline lead enrichment.

How Lusha helps with sales automation

• Verified contact details: Provides accurate phone numbers and email addresses to optimize outreach efforts.

• Bulk enrichment: Updates and enriches multiple contacts in CRM databases simultaneously.

• Browser extension: Allows instant contact retrieval directly from LinkedIn and other platforms.

• Compliance features: Adheres to GDPR and CCPA standards for secure data handling.

Pros and Cons

✅ Accurate contact data: Offers highly reliable phone numbers and emails, reducing bounce rates.

✅ Quick access: The browser extension simplifies data retrieval in real-time.

✅ Bulk updates: Makes managing large-scale lead data enrichment efficient and organized.

❌ Limited free features: Free plan has restrictions, making it less useful for large-scale operations.

❌ Occasional data gaps: Some contact records may lack full details, requiring extra verification.

Pricing

• Free Plan: Includes 50 email and 5 phone credits per month, suitable for small-scale use.

• Pro Plan: $36/user/month, offering bulk enrichment, CSV exports, 1,920 email, and 480 phone credits annually.

• Premium Plan: $59/user/month, with advanced features like team management, 3,840 email credits, 960 phone credits, and usage analytics.

• Scale Plan: Custom pricing for enterprise needs, including unlimited credits, API access, and advanced support.

9. Reply.io: For automating cold emails and follow-ups

Reply.io is a versatile sales automation platform designed to help sales teams streamline their email outreach and follow-up processes.

With advanced automation features, it allows personalized, multi-channel communication across emails, calls, LinkedIn, and more, helping you reach leads efficiently.

How Reply.io helps with sales automation

• AI-driven personalization: Tailor email messages and follow-ups automatically based on recipient behavior and profile data.

• Advanced analytics: Track performance metrics like open rates, reply rates, and conversions to optimize campaigns.

• Deliverability enhancements: Features like warm-up tools and domain tracking improve email success rates.

Pros and Cons

✅ Personalized automation: AI enables hyper-personalized email and follow-up sequences tailored to each lead.

✅ Multi-channel approach: Combines email, LinkedIn, and SMS into cohesive sales cadences.

❌ CRM sync issues: Occasionally reported integration problems with CRMs.

❌ Email deliverability concerns: Users have noted email inaccuracies and high bounce rates.

Pricing

After a 14-day free trial, you can choose from these paid plans:

• Email Volume Plan ($59/month): Ideal for scaling outreach with 1,000 active contacts/month, unlimited emails, and a centralized inbox.

• Multi-Channel Plan ($99/month per user): Includes multi-channel outreach, five mailboxes per user, and advanced sales automation tools.

• Agency Plan ($210/month): Designed for agencies, offering unlimited clients, centralized inboxes, and anti-spam tools.

10. Gong.io: AI-powered sales engagement platform

Gong.io is an AI-powered revenue intelligence platform that transforms sales by analyzing customer interactions, identifying trends, and providing actionable insights.

It helps sales reps optimize their approach, improve call effectiveness, and accurately forecast revenue.

How Gong.io helps with sales automation

• AI-powered call analysis: Transcribes and analyzes sales calls for actionable insights.

• Sales performance tracking: Tracks team performance based on real sales data.

• Revenue forecasting: Uses past interactions to predict future sales outcomes.

• Sales coaching tools: Delivers coaching recommendations to improve call effectiveness.

Pros and Cons

✅ Integration with CRMs: Easily connects with platforms like Salesforce to streamline workflows.

✅ AI-driven coaching: Offers actionable recommendations to help sales teams refine their approaches.

❌ Data gaps in transcription: Occasional inaccuracies in call transcription may require manual adjustments.

❌ Lagging performance: Some users report delays during call recording sessions.

Pricing

Gong offers a custom pricing model starting at $1,500 per user annually, including AI-driven insights and full platform access.

11. Clearbit: For enriching leads with real-time data

Clearbit, owned by HubSpot, transforms prospecting efforts with enriched contact profiles, advanced analytics, and automated CRM integrations.

The platform delivers real-time updates and visitor insights, helping sales teams focus on high-potential leads.

How Clearbit helps with sales automation

• Enriched prospect profiles: Adds over 100 firmographic and technographic attributes, including company size, industry, and tools used.

• Real-time CRM updates: Keeps contact and company information accurate and current.

• Website visitor insights: Identifies anonymous visitors and converts them into qualified leads.

• Advanced lead scoring: Uses predictive analytics to prioritize prospects.

Pros and Cons

✅ Comprehensive enrichment: Enhances customer data with detailed firmographic and technographic insights.

✅ Accurate visitor tracking: Converts anonymous website visits into actionable leads.

❌ GDPR setup requirements: Users must manually configure compliance settings.

❌ Occasional data gaps: Some information may need manual validation for accuracy.

Pricing

Clearbit uses a volume-based pricing model based on database size and credits required for actions. Pricing is not public, so you must contact their sales team for a custom quote.

12. Outreach: Best for automating multi-channel sales engagement

Outreach is a powerful sales engagement platform that helps sales managers automate and streamline their outreach across multiple channels.

It combines email, calls, and LinkedIn messaging into one easy-to-manage workflow, allowing sales teams to increase efficiency and focus on relationship-building.

How Outreach helps with sales automation

• Multi-channel management: Centralizes email, LinkedIn, and call activities, helping teams execute and track outreach campaigns effortlessly.

• Pipeline management: Offers insights to monitor sales opportunities and forecast outcomes effectively.

• Conversation intelligence: Analyzes customer interactions, enabling improved engagement strategies and coaching opportunities.

• Integrated tools: Works with CRMs like Salesforce and marketing platforms to provide a unified workflow.

Pros and Cons

✅ AI-driven insights: Improves forecasting and engagement through smart conversation analysis.

❌ Pricing opacity: Requires contacting sales for quotes, which may frustrate some users.

❌ Limited manual updates: Lacks quick options for one-off changes in workflows.

Pricing

Outreach’s pricing is not publicly available and depends on your needs and team size, so you’ll need to contact their sales reps for a quote. Key plans include:

• Engage Plan: Focuses on managing sales activities with features like templates, smart account planning, and sequences.

• Call (Voice Package): Includes advanced calling options such as real-time monitoring and AI-powered summaries.

• Meet Plan: Offers sales automation tools like conversation intelligence and action item summaries for post-meeting follow-ups.

13. Calendly: For automating meeting scheduling

Calendly simplifies meeting scheduling by streamlining the back-and-forth of finding the perfect time.

It integrates smoothly with calendar apps and offers features that optimize sales productivity.

How Calendly helps with sales automation

• Automates meeting scheduling: Sends invites and confirmation emails automatically.

• Integrates calendars: Syncs with Google, Microsoft, and other major calendars to prevent double bookings.

• Customizable workflows: Offers meeting types, availability settings, and reminders tailored to your needs.

• Advanced team routing: Distributes meetings across team members efficiently.

Pros and Cons

✅ Streamlined scheduling: Reduces back-and-forth with automated workflows.

✅ Scalable for teams: Distributes meetings and manages routing efficiently.

❌ Complex advanced features: May require setup for full customization.

❌ Team pricing required: Individual users may find advanced plans unnecessary.

Pricing

• Free Plan: Basic features like one event type and calendar integration.

• Standard Plan ($12/seat/month): Adds multiple calendars, event types, and Zapier integration.

• Teams Plan ($20/seat/month): Includes advanced routing, admin features, and Salesforce integration.

• Enterprise Plan (custom pricing): Offers enterprise-grade security, SSO, and data deletion APIs.

How to choose the right sales automation software?

Selecting the best sales automation solution depends on your team’s needs, current processes, and long-term goals.

With so many options on the market, focusing on a few key criteria can simplify your decision.

Here are key factors to consider:

• Ease of use: Choose an intuitive tool for your team, minimizing the learning curve.

• Integration capabilities: Verify it connects well with your CRM, marketing platforms, and other tools already in use.

• Scalability: Opt for software that grows with your business and adapts to increasing demands.

• Customization options: Look for flexible workflows and tailored features to match your processes.

• Customer support: Reliable support and resources make all the difference during onboarding and beyond.

Conclusion

Sales automation platforms should simplify your life and ensure your sales tasks run smoothly.

And now, you’re equipped to choose the best sales automation tools to help your team focus on generating quality leads and closing deals efficiently.

Ready to see the difference in your sales processes? Try PhantomBuster for free and start boosting your sales efforts.

Start your 14-day free trial today!