“Customer conversion is dependent upon right customer conversation”: Rasheed Ogunlaru

Establishing trust with your audience is the secret to getting more leads to customer conversion. And that you must show them your credibility. For that, you must talk about their interests:

 How they can make more money, 

How they can beat their competitors, 

How they can overcome their problems, 


How they can achieve their goals.

When you provide them with this information, they engage with your content, they start to believe that you can help them to upgrade their business. And once they start believing it, conversion happens.

This is called lead nurturing. Lead nurturing becomes hectic when you have a continuous influx of leads and different leads at different stages of the customer journey. To make it smooth and effective you can take help from best lead nurturing software.

There are many tools out there that can help you with the lead nurturing process. In this blog, we are going to cover all the important lead-nurturing tools that help you in the lead-nurturing process.

Let’s start with some understanding of lead nurturing tools.

What is a lead nurturing tool?

Lead nurturing is all about building and maintaining relationships with leads. Lead nurturing tools are the ones that can help you monitor and optimize your various interactions with various leads at various stages of the sales pipeline.

How do lead nurturing tools help your business?

To nurture your leads, you must know at what stage of the buying journey they are. You should know whether they are in the research stage, the consideration stage, or at the final stage of purchasing. 

And how would you know that? That’s when lead nurturing automation tools come in. Lead nurturing tools provide valuable information about leads by tracking their behavior at multiple touchpoints.

It helps you know which leads are most engaged with your brand and makes it more likely to close the deals.

Lead nurturing tools help you in 

Lead scoring

With the help of lead nurturing tools, you can score the leads based on their behavior and engagement.

For example, leads can score higher if they stay on the website longer, sign up for the newsletter, and also download the content. Lead scoring helps you prioritize the efforts in the right leads.

Activity tracking

With lead nurturing software you can identify the most active channel, as lead nurturing tools help you track the activity of your leads across various platforms like emails, short code texting, long code texting, websites, and social media..

Lead Segmentation

With lead nurturing tools, you can segment the leads based on their behavior, industry, and job title. This lets you use multiple types of content to boost engagement with your prospects.

Improved customer relationships

These efforts in lead scoring and their segmentation help you to build and improve relationships with your customers.

Improved sales process

With the help of leads, you can automate the repetitive tasks involved in lead nurturing. This way you can improve your sales process and increase revenue.

Let’s see important lead nurturing tools.

9 Best Lead Nurturing Software

For nurturing a lead you need the right email marketing tool, the right CRM, and the right marketing automation tool. Let’s see the important tools in each of these categories.

1. MailChimp

Mailchimp offers a comprehensive set of email marketing tools to help you create, send, and analyze your\ email campaigns. These tools enable users to organize their audience, segment customers, design and schedule emails, and evaluate campaign performance. 

Mailchimp’s platform is designed to be user-friendly for beginners while also offering powerful features for experienced marketers. Additionally, Mailchimp provides AI-driven suggestions for crafting effective marketing emails and offers real-time reports, analytics, and smart recommendations to help users optimize their campaigns. 

The platform also supports multichannel marketing efforts, including the creation of landing pages and postcards. Furthermore, Mailchimp provides free email marketing and nurturing software with robust features and 24/7 customer support to assist users.

2. Active Campaign

ActiveCampaign is an email marketing, marketing automation, and sales CRM platform that offers a range of tools to help you create, manage, and analyze your email campaigns. Some of the key features of ActiveCampaign include:

Marketing Automation: 

ActiveCampaign’s automation workflow builder allows you to create advanced follow-up sequences and triggered emails, resulting in more personalized and relevant messages for customers.

Sales Automation and CRM

The platform integrates sales automation and CRM features, enabling both marketing and sales teams to use the same automation tools, streamlining lead management and improving customer engagement.

Email Marketing: 

ActiveCampaign provides tools to create, manage, and extend email marketing and autoresponder campaigns, with fully mobile-responsive designs and content blocks for easy customization.

Conditional Content: 

This feature allows users to change the content of an email based on the contact’s information and actions, providing more personalized and relevant messages

3. Constant contact

Constant Contact is an email marketing service that offers a range of tools and features to help small businesses create and manage their email marketing campaigns effectively. Some key aspects of Constant Contact include:

Ease of Use: 

Constant Contact is known for its user-friendly interface, allowing marketers to create and launch email campaigns in under 10 minutes

Affordability: The platform offers a variety of features at an affordable price, making it suitable for small businesses on a budget.

Email Templates: 

Constant Contact provides dozens of reusable templates for desktop and mobile devices, which can be customized with your own images, brand colors, logos, and fonts.

Free Trial: 

The platform offers a 60-day free trial that includes access to all tools, templates, images, an email editor, contact management, reporting, and live support, without requiring a credit card

Guarantee and Support: 

Each Constant Contact plan comes with a 30-day guarantee and award-winning customer support


Constant Contact offers a wide range of features, including email marketing, automation, SMS marketing, and CRM.

The platform also provides social media marketing tools, allowing users to schedule posts, create ads, and manage their accounts in one place.

4. SalesForce

Salesforce CRM is a cloud-based software that provides customer relationship management tools and applications focused on sales, customer service, marketing automation, e-commerce, analytics, and application development. Salesforce CRM is built on the force.com platform and is considered the number one CRM tool in the current market

The platform offers a range of tools and features, including Sales Cloud, Service Cloud, Marketing Cloud, and Commerce Cloud, to help businesses personalize every experience along the customer journey with the Customer 360.

Salesforce CRM allows businesses to manage customer interactions through several email inquiries, communities, media, and social media. The platform is designed to help businesses improve customer relationships and manage customer accounts, enabling them to grow.

Salesforce CRM is hosted on the cloud, making it easy to use and readily accessible from anywhere.

The platform is known for its innovative and far-reaching CRM solutions that can be effectively customized.

Read Also: Lead Nurturing Strategies

5. EngageBay

EngageBay is an all-in-one CRM platform that offers a comprehensive set of tools for marketing, sales, and customer support. The CRM software is designed to help small businesses drive growth, engage website visitors, and delight customers. 

Some key features of EngageBay’s CRM tool include:

Contact Management: 

The CRM stores every interaction with the customer, including calls, emails, meetings, and notes, and presents this information in a timeline format for a complete overview of the customer’s engagement history.

Deal Pipeline Management: 

Users can view their deal pipeline and track the status of every deal organized in stages. Within the CRM, deals can be moved from one stage to another using simple drag and drop operations.

Task Management: 

The CRM allows you to create easy-to-do tasks for each lead and track all to-do tasks in one place. Task creation can also be automated by setting up the right rules, with periodic reminder alerts to never miss a task.

Email Tracking and Automation: 

EngageBay’s CRM provides email tracking features to know if prospects have opened and read emails, with real-time notifications and the ability to set up automation based on these actions to engage with hot leads

Telephony Integration: 

The platform offers CRM telephony integration software, allowing users to make and receive calls with a single click without leaving the system.

Marketing Automation: 

EngageBay’s CRM is integrated with marketing automation tools, including email marketing, automation, email template builder, landing page builder, lead generation tools, and social suite, to take marketing efforts to the next level.

EngageBay’s CRM is designed to improve customer satisfaction, automate marketing and sales funnels, and provide a seamless all-in-one solution for small businesses. The platform also offers a free forever plan for its CRM with marketing automation software

6. Nutshell

Nutshell CRM is an all-in-one growth software designed to help B2B sales teams close more deals and manage their customer relationships effectively. The platform offers a range of features, including contact management, pipeline management, sales automation, marketing and email automation, and integrations with other tools

Some key aspects of Nutshell CRM include:

Contact Management: 

Nutshell CRM allows you to find the most important and up-to-date information for every person and business you interact with, including importing data from spreadsheets or other CRMs.

Pipeline Management: 

The platform offers you a flexible sales tracking system, with multiple ways for sales reps to view, manage, and prioritize leads. Nutshell provides you with pipeline templates and guidance on how to build your pipeline.

Sales Automation: 

Nutshell CRM automates small tasks, such as automatic lead assignments, lead advancement, and task reminders, reducing busy work for managers and sellers.

Marketing & Email Automation: 

The platform offers features like web forms that automatically add leads to a pipeline and tags to contacts, email sequences that send automatically to increase reply rates, and email marketing directly within the CRM

7. Hubspot

HubSpot Marketing Automation is an integral component of HubSpot’s comprehensive suite, including the HubSpot CRM, a central pillar that seamlessly integrates with the platform’s marketing, sales, and service software. It allows for the crafting of personalized marketing messages at scale, leveraging workflows, chatbots, email triggers, and more to reach the target audience. 

HubSpot’s marketing automation functionality is one of the most powerful and popular options available, according to the G2 Grid for Marketing Automation. It is part of HubSpot’s full growth suite, which includes sales software, marketing software, and support software, all of which integrate automatically with HubSpot’s CRM. 

The platform offers a range of automation features, including workflows that automatically enroll records based on specific criteria. 

HubSpot’s marketing automation tools are available with Marketing Hub Starter, Professional, and Enterprise subscriptions, as well as Sales Hub and Service Hub subscriptions. 

The platform is known for its user-friendly interface and the ability to unleash creative possibilities once mastered. It is a comprehensive solution for businesses looking to automate and optimize their marketing processes.

8. Marketo

Marketo is a marketing automation platform that helps you automate and measure marketing engagement, tasks, and workflows. It is a Software-as-a-Service. 

(SaaS)-based marketing automation software owned by Adobe and built to help B2B and B2C marketers target qualified leads, produce lead-to-revenue opportunities, and execute automated, personalized marketing campaigns across multiple digital channels.

Marketo offers you a range of features, including lead management, marketing automation, lead scoring, account-based marketing, digital advertising, email marketing, real-time personalization, reporting, marketing ROI, campaigning, event marketing, and more.

The platform is known for its scalability, collaborative marketing automation, and extensive contact profiles with engagement behavior history.

Marketo is considered a leader in the marketing automation space, according to analyst firms such as Gartner and Forrester.

9. Mailerlite

MailerLite is an email marketing service that offers digital marketing tools to grow your audiences faster and drive revenue smarter. It provides you  features such as email campaigns, automations, websites, and signup forms. 

The platform is known for its simple, beautiful UI, attentive customer service, and 24/7 award-winning support. MailerLite is used by over 800,000 companies each month and is distinguished by its ease of use and value for money. 

The platform allows you to create professional newsletters, landing pages, and websites using a drag-and-drop editor. It also offers automation features, A/B split testing, and the ability to build websites and landing pages. 

MailerLite is known for its affordability compared to its competitors and is suitable for businesses looking for an easy-to-use and effective email marketing service.


Thus lead nurturing is important  to convert your leads into customers. Based on your budget and important requirement you should choose the tool that let you score the leads, track the activity of leads, improve customer relationships, lead segmentation, and so on.

The tools mentioned above are very popular and known for their best service. You can rely on any one of them based on your requirements.