How to Buy Leads for B2B in 2024: Top 15 Websites and Pricing

How to Buy Leads for B2B in 2024: Top 15 Websites and Pricing

“You are out of business if you don’t have a prospect.” – Zig Zigler

This famous quote underscores one of the most important, yet elusive aspects of any modern B2B sales organization – lead generation.  

Lead generation is the lifeblood of any successful business strategy, but research from Hubspot has shown that even in 2024, 61% of businesses say generating high-quality leads is their biggest challenge.

If you’re anything like the majority of B2B companies out there, you may be in the same boat. 

But there is hope! 

Buying high-quality leads can be an incredibly effective approach to supplement your existing lead gen efforts and drive scalable growth. 

In this article, we’ll look at the top 15 most reliable websites for buying B2B leads in 2024. We’ll also discuss the role buying leads plays in the B2B sales process, some key considerations to make before buying any leads, and finally, we’ll dive into some tips on how to maximize your lead investment (if you decide it’s right for you). 

Top 15 Websites for Buying B2B Leads in 2024

Buying B2B leads can sometimes feel a little bit like a back alley deal with a person in a trenchcoat, however, reputable lead companies are far from that stereotype. Here are the top 15 websites for buying leads in 2024: 

1. SalesIntel

Overview: SalesIntel provides a high-quality database of B2B contacts and companies, enriched with human-verified data with filters like company size, revenue, employee count, location, funding, and more for accurate prospecting. SalesIntel also provides intent data to help you identify the perfect time to reach out.

Pricing Plans: Plans start at $69/month for individual licenses and $199/month for teams. SalesIntel also offers custom pricing plans for large teams working at scale.  

Key Features: 95% accurate human-verified data, technographic information, intent insights, seamless CRM integration, research-on-demand team, and a 4.3-star rating on G2


Overview: Apollo combines robust data acquisition capabilities with powerful search and filtering tools, making it easier for sales and marketing teams to identify and connect with potential customers.

Pricing Plans: Apollo offers monthly or annual pricing options starting at $0 for its free version, and up to $149/month for enterprise plans.

Key Features: AI-powered lead recommendations, 65+ segmentation filters, email automation tools, intent data for signal-based prospecting, website visitor tracking, Chrome extension.

3. Cognism

Overview: Cognism leverages advanced data mining, machine learning techniques, and human validation to deliver high-quality B2B lead data and intelligence with accurate and up-to-date contact information.

Pricing Plans: Cognism does not publicly share its pricing models, however, according to its website, it does offer at least two different pricing packages “Platinum” and “Diamond” (with Diamond being the higher of the two tiers). 

Key Features: Phone-verified contact data, international data coverage, advanced search and filtering capabilities, technographic data, GDPR and CCPA compliance, and integrations with popular CRM and sales platforms.

4. ZoomInfo

Overview: ZoomInfo offers a comprehensive database of B2B contacts and companies, enriched with firmographic and technographic data, and unites sales and marketing teams around a single source of truth.

Pricing Plans: ZoomInfo does not publicly share its pricing, however various (unconfirmed) sources around the internet have stated pricing ranging from $7,000-15,000/year.

Key Features: Access to organizational charts, direct dial phone numbers, intent data, dynamic segmentation, insight, and alerts for company changes.


Overview: offers a comprehensive suite of tools for prospecting, lead enrichment, and outreach, all integrated into a single platform.

Pricing Plans: offers a free trial of up to 250 credits/month, however, its higher-tiered pricing is based on the company’s specific needs/use case. 

Key Features: AI-powered lead prioritization, built-in email outreach tools, lead enrichment, robust tracking, and analytics features.

6. Lusha

Overview: Lusha provides B2B contact enrichment solutions, offering accurate email addresses and phone numbers for prospecting.

Pricing Plans: Lusha offers a free plan as well as monthly and annual packages up to $79/month and custom plans for enterprise customers.

Key Features: Contact enrichment, email verification, and a browser extension for lead capture.

7. BuiltWith

Overview: BuiltWith provides insights into the technology stack used by websites through a comprehensive database of technology profiles, including information on web frameworks, CMS, e-commerce platforms, analytics tools, and more.

Pricing Plans: BuiltWith’s Basic plan starts at $2,950/year with a “Pro” tier plan at $4,950/year and a “Team” tier at $9,950/year. The platform also offers monthly packages at slightly higher rates. 

Key Features: Comprehensive data from 673 million+ websites, competitive analysis and benchmarking, and CSV and Excel export functionality.

8. Lead411

Overview: Lead411 provides accurate and verified B2B contact information, including email addresses and direct phone numbers.

Pricing Plans: Lead411 offers a free 7-day trial, then plans start at $99 per month. Lead411 also offers custom pricing for enterprise customers.

Key Features: Native sales enablement tool, auto-dialer capability, access to both mobile and office phone numbers, and human and AI-validated data. 

9. D&B Hoovers

Overview: D&B Hoovers offers a comprehensive database of B2B contacts and companies enriched with financial data and industry insights.

Pricing Plans: Hoovers offers subscription-based plans starting at $49 per month or $529/year for their “Hoovers Essentials” plan.

Key Features: Close to 500 million contacts, predictive indicators to identify best prospects, and easy marketing automation and CRM integrations.

10. Kaspr

Overview: Kaspr is a Chrome extension for gathering contact data from LinkedIn profiles and is backed by a database of B2B contact data and a dashboard to manage leads. 

Pricing Plans: Kaspr offers a free plan with limited credits, and tiered plans ranging from $42.19/month to $92/month.  

Key Features: GDPR and CCPA aligned data, real-time verified information, strong free offering.

11. UpLead

Overview: UpLead scrapes data from millions of contacts to help sales professionals build clean prospecting lists that get them in front of their ideal buyers. 

Pricing Plans: Uplead offers a range of pricing plans starting at $99 per month (or $74.17/month billed annually) with higher packages up to $399/month.

Key Features: Real-time email verification, +50 search filters, mobile & direct dial phone numbers, and company technographic information.

12. LeadIQ

Overview: LeadIQ helps businesses streamline lead generation and sales outreach processes through access to accurate contact data for prospects, the ability to track sales triggers, and easily write personalized emails.

Pricing Plans: LeadIQ offers a “freemium” option as well as packages for $39/month, $79/month, and a customer enterprise tier. 

Key Features: Email and phone number data, contact tracking for job changes, ability to sync contact data to sales and CRM tools, as well as a Chrome extension available. 

13. Clearbit

Overview: Clearbit gathers public data from the web, leverages proprietary data, and utilizes LLMs to provide clean, precise, and reliable data that B2B teams need to go to market.

Pricing Plans: Clearbit’s pricing is based on unique business needs and does not make its pricing information public.

Key Features: HubSpot Native Data Provider, data enrichment functionality, lead scoring, and form optimization.

14. RocketReach

Overview: RocketReach provides an accurate database of email addresses and phone numbers to help businesses grow their pipeline by gathering contact and business profile info on Google, LinkedIn, and Crunchbase and creating automated prospect lists.

Pricing Plans: RocketReach offers monthly and annual packages ranging from $49/month to $300/month.

Key Features: Automated prospecting, AI-powered lead recommendations, global database, 90-98% deliverability on verified emails.

15. AeroLeads

Overview: AeroLeads offers a suite of tools and features designed to streamline the lead generation process and provide users with accurate and up-to-date contact information for their target audience from its database of 500 million business contacts.

Pricing Plans: AeroLeads offers monthly and annual packages ranging from $39/month up to $299/month. The company also offers custom plans for enterprise users. 

Key Features: Robust database of over 750 million prospects, free Chrome plugin, real-time email validation.

Understanding the Importance of Buying Leads for B2B

By tapping into pre-qualified lead databases, you gain access to a pool of potential customers (in some cases, pre-segmented) who have already expressed some degree of interest in your product or service category and will thus be generally more receptive to your message. 

This targeted approach not only saves you hours of tedious prospecting, but also increases the likelihood that when you do make the initial reach out, you get more positive responses, leading to higher demo and conversion rates, and, you guessed it, more sales! 

In addition, purchasing leads often costs less than hiring a team to gather them for you, and opens up the opportunity to reach buyers in new markets or regions. 

Key Considerations Before Buying Leads

Before purchasing B2B leads, it’s important to evaluate your specific business goals, target audience, and budget. Clearly defining your goals and audience will help you identify the lead provider that best suits your needs, and helps ensure that the leads you get align with your ideal customer profiles. Additionally, you should take into account factors like lead quality, data accuracy, and compliance with laws and regulations to mitigate potential risks and maximize your investment. For example, the fines for violating the General Data Protection Regulation (GDPR) can be up to 20 million Euros

Criteria for Evaluating B2B Lead Providers 

As we talked about in the previous section, when choosing a potential B2B lead provider, you have to be selective. Here are a few criteria to use when assessing which provider is right for you: 

  • Data Quality and Accuracy: Ensure that the lead provider maintains rigorous data verification processes to deliver accurate and up-to-date information.
  • Industry Expertise: Do you operate in a specific vertical or region? Look for providers with specialized knowledge and experience in your target industry, niche, or location.
  • Customization Options: Look for providers that offer flexible filtering and segmentation options to tailor lead lists to your specific requirements.
  • Compliance and Privacy: Prioritize lead providers that adhere to data privacy regulations such as GDPR and CCPA and maintain strict compliance standards.
  • Customer Support and Integration: Evaluate the provider’s customer support infrastructure, as well as their ability to seamlessly integrate with your existing sales and marketing tools.

Pricing Models for Buying B2B Leads

B2B lead providers typically offer various pricing models to accommodate different business needs and budgets. Here are some common pricing models:

  • Subscription-based: Paying a recurring fee (monthly or annually) for access to a set number of leads or the entire lead database.
  • Pay-per-lead: Purchasing leads individually or in bulk, based on your specific requirements.
  • List-based: Acquiring pre-packaged lead lists tailored to specific industries, locations, or company sizes.
  • Custom pricing: Negotiating customized pricing plans based on your unique lead volume and data requirements.

One thing to keep in mind here is that not every lead company will offer all types of pricing. Some companies may only have one or two pricing models to choose from. In your research, be sure to check out each company’s pricing page for more information about their specific pricing structure. 

5 Tips for Maximizing ROI When Buying B2B Leads 

To ensure you get the maximum value from your investment in B2B leads, consider the following tips:

  1. Define “Good Leads”: Set specific goals and criteria for lead quality to ensure that purchased leads align with your business objectives.

2. Have a Plan: Once you begin to see leads coming in, you need to have a plan in place to move them through your sales or marketing funnel. Develop a lead nurturing strategy to engage the leads and convert them into closed business.

3. Personalize Your Outreach: Craft personalized messaging and offers based on the needs and pain points of your target audience to increase engagement and conversion rates.

4. Enrich Your Lead Data: Leverage lead enrichment tools and data-appending services to enhance the quality and completeness of your lead data (some providers offer this as a paid add-on or as part of your lead package).

5. Track and Analyze Performance: Monitor key metrics such as lead conversion rates, cost per acquisition, and ROI to ensure your investment is paying off and identify areas for improvement and optimization.

6. Iterate and Refine: Continuously refine your lead generation and follow-up strategy based on insights gained from performance data and feedback from sales and marketing teams. If leads aren’t converting, try to determine if it’s a lead quality issue or if there’s room for improvement in the follow-up/nurture sequences. 

About SalesIntel 

SalesIntel is the top provider of accurate and affordable sales and marketing contact data with the highest number of direct dials and human-verified contacts in the industry. The combination of automation and researchers allows us to reach 95% data accuracy for all published contact data while continuing to scale up our number of contacts. With a comprehensive database of over 95 million verified business contacts and advanced data enrichment capabilities, SalesIntel can supercharge your lead generation efforts. 

Lead-ing the Way in 2024

Buying leads doesn’t have to feel like a shady practice. By leveraging the top platforms for buying B2B leads and implementing best practices and key considerations we’ve outlined, you can gain a competitive edge, streamline your lead generation efforts, and drive sustainable revenue growth for your business.