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Sales Intelligence Software & Tools

headshot of Sidney Jones
Sidney Jones
November 7, 2022
a group of co-workers in a meeting working with Sales Intelligence Software & Tools

Sales intelligence is the data you need to make better decisions. It's the key to increasing your sales, improving marketing, and building customer loyalty. Could your sales team use sales intelligence software tools to shorten sales cycles and generate greater revenue? You bet!

Learn more about all the value you can get from sales intelligence as well as the best sales intelligence software and tools on the market.

What is Sales Intelligence

Sales intelligence refers to the gathering, analysis, and application of information and data about potential customers or prospects to improve the sales process. It involves the collection and interpretation of data related to businesses, industries, and individuals to help sales teams make more informed decisions, identify promising leads, and ultimately close deals more effectively. Sales intelligence leverages various sources of information, both internal and external, to provide valuable insights into customer behavior, preferences, and needs.

In other words, sales intelligence software helps you identify opportunities for growth by analyzing your existing customer base, identifying potential new customers within that same market, and understanding why you have been successful or not with each group. 

What are Sales Intelligence Tools

A sales intelligence tool is a valuable software solution that provides business owners or sales people with critical insights and data to enhance their sales and marketing efforts. Companies that offer sales intelligence will gather, analyze, and leverage information about your potential customers, competitors, and market trends to make more informed decisions and drive revenue growth.

Think of it as a powerful tool that empowers businesses to be more efficient and successful in selling their products or services. It's especially important in today's digital world where there's a lot of competition, and understanding your customers is key to making sales.

Types of Sales Intelligence Tools

  • Customer Relationship Management (CRMs): A CRM is software that allows you to collect and store data on your customers. You can use it to store name, email, location, phone numbers, and other important information. HubSpot and Salesforce are two of the best CRMs.
  • Content Management Systems (CMS): A Content Management System is software that’s used to build a website. This in itself is not a sales intelligence tool; however, pairing it with a CRM is essential. A CMS allows you to publish content like articles, pages, and host forms that can convert website visitors into customers. WordPress and Webflow are two examples of CMSs.
  • Sales Leads Databases: Sales leads databases are platforms that have contact information on people from different companies. Business to business (B2B) frequently use sales leads databases. These are used to find potential customers or prospects that you can sell your product or service to. Use this to build email lists and more. LinkedIn Sales Navigator and Seamless AI are examples of the best sales leads databases. Seamless is a real-time database that does not get stagnant with old lead information.
  • Data Enrichment Tools: Data enrichment tools allow you to upload a prospecting list from a leads database and add more information to it. This is important because you want to make sure the information you have on a prospect is accurate and up to date.
  • Prospecting Tools: These are tools that allow people to send emails, SMS, and other messages to prospects. Tools like Outreach IO are a good example of a sales prospecting & outreach tool.

Why Companies Need Sales Intelligence

If you’ve wondered why your competitors are able to capture more of the market than your organization, the answer is sales intelligence. The direct result of SI is greater efficiency and better sales & marketing strategies—both in terms of targeting specific audiences, increasing awareness through different channels, generating leads, and then closing those deals–which all leads to increased revenue.

Sales intelligence is the data your team needs to research your total addressable market (TAM) and tap into your prospect’s mind to find out when they buy solutions like yours, and what their motivation is for buying. With B2B sales intelligence, you can generate qualified leads, build out stronger, more informed marketing strategy, and stay ahead of the curve.

Related: What is TAM

Top 10 Best Sales Intelligence Company Software Tools

Now that you are familiar with sales intelligence, check out some of the best B2B  sales intelligence companies you need to add to your tech stack ASAP. 

1. Seamless.AI 

G2 voted Seamless.AI one of the best software products of 2022 for a reason. 

This platform uses artificial intelligence to generate qualified leads for you to sell to as well as full pitch intelligence so you’re outreach is customized and relevant. 

Instead of buying stale email lists or taking your chances with outdated business directories, find all the ready-to-buy prospects in your market, and build out perfect email lists in a matter of minutes.

Not sure if Seamless is the right fit for you? Book a demo with Seamless!

2. LinkedIn Sales Navigator 

You are probably already familiar with LinkedIn. It’s one of the top resources sales professionals use to connect with prospects.

If you like LinkedIn, you’ll love the premium version,  LinkedIn Sales Navigator

With Sales Nav, you get more InMail credits (which is crucial to any scalable sales efforts) as well as advanced search features so you can get in front of the right prospects and learn more information about them to deliver personalized messaging. 

3. Bombora 

Bombora is a sales intelligence tool that allows you to find already warm prospects who are searching for solutions similar to your product or service. With Bombora, you can skip the introductory, “awareness” stage of the sales cycle and get right to the close faster than ever.  Learn more at Bombora.

4. Clearbit

With Clearbit Prospector and Enrichment, find ideal customers and get the intel to not only build out complete customer profiles but also deliver value-driven messaging.  Learn more at Clearbit.

5. Hubspot Sales Hub 

Get to a closed won faster with Hubspot Sales Hub. This platform provides insights into your prospect’s engagement with your content, so you can refine your marketing and sales strategies and meet them where they’re at in the buying process. Learn more at Hubspot.

6. Cognism

Identify opportunities earlier in the sales journey and reach prospects using phone, email, social media, or paid advertising. See which companies are researching solutions like yours and start conversations with the right decision-makers in key accounts. Cognism is the only provider that checks Do-Not-Call lists in the US, Canada, Australia, as well as UK and European countries - showing you the contacts that have registered their numbers on a national do not call list. Learn more at Cognism.

7. Zoominfo

ZoomInfo is recognized for being a sales intelligence solution that allows sales professionals to proactively uncover new opportunities and spend more time doing what they do best: selling. With the Growth Acceleration Platform, sales teams can identify and connect with ideal buyer personas more efficiently. Learn more at Zoominfo.

8. Lusha

Lusha’s advanced algorithms and proprietary machine-learning models auto-complete business information based on the data in Lusha’s database, and other information found in public sources. Lusha’s proprietary algorithm cross-checks data from multiple sources and combines numerous data-points, to create one business contact or company profile. Learn more at Lusha.


The only sales platform with everything you need to find, email, call and close your ideal customers, all in one place. Supercharge your systems with Apollo's API. Use it to search and enrich lead data leveraging our complete and rich B2B database, or use it to auto-sync tasks, sequences, opportunities, and more. Learn more at

10. 6sense

6sense curates the most relevant B2B dataset available, arming revenue teams with the right information to engage with the right accounts, with the right messages, at precisely the right time. 6sense’s groundbreaking AI continuously delivers the intelligence that revenue teams need most: world-class intent data, accurate predictions of buying stages & fit, recommendations for next best actions, and more. Learn more at 6sense.

Try out these B2B sales intelligence software tools today so you can deliver relevance to your target customers and easily scale your sales efforts.

Before you go! Since you’ve already taken a look at the best sales intelligence tools, why not check out some great market intelligence tools here and leave all your competitors in the dust! 

Key Components of Sales Intelligence:

  1. Data Gathering: This involves collecting data from various sources such as CRM (Customer Relationship Management) systems, social media, websites, news articles, and other publicly available information. This data can include company profiles, contact information, purchase history, social media activity, and more.
  2. Data Analysis: Once the data is collected, it needs to be analyzed to extract meaningful insights. This can involve using data analytics tools and techniques to identify trends, patterns, and opportunities. For example, analyzing customer behavior to understand which products or services are most likely to appeal to them.
  3. Lead Scoring: Sales intelligence often includes lead scoring, which assigns scores or ranks to leads based on their likelihood to convert into customers. This helps sales teams prioritize their efforts on leads with the highest potential.
  4. Predictive Analytics: Advanced sales intelligence may use predictive analytics to forecast future sales trends, identify potential churn, or even suggest optimal pricing strategies.
  5. Competitive Analysis: Understanding the competitive landscape is crucial. Sales intelligence can provide insights into competitors' strengths and weaknesses, allowing sales teams to position their products or services more effectively.
  6. Market Research: Sales intelligence often involves market research to identify market trends, customer demographics, and emerging opportunities or threats.
  7. Personalization: With the help of sales intelligence, sales teams can personalize their interactions with prospects. They can tailor their pitches and messaging to match the specific needs and interests of each potential customer.
  8. Automation: Many sales intelligence tools and platforms use automation to streamline data collection and analysis processes, saving time for sales representatives.
  9. Integration: Sales intelligence is often integrated with CRM systems and other sales tools to provide a seamless flow of information and insights to sales teams.

What is the Role of AI in B2B Sales?

AI plays a pivotal role in B2B sales intelligence, revolutionizing how businesses engage with potential clients, manage data, and optimize their sales processes. It has emerged as the linchpin in revolutionizing B2B sales strategies. It's the digital compass guiding businesses through the complex terrain of customer insights, predictive analytics, and streamlined processes.

From unravelling intricate data patterns to illuminating the path to personalized interactions, AI empowers sales teams to scale new heights. It doesn’t just automate mundane tasks but serves as the architect of innovation, orchestrating dynamic pricing strategies and forecasting future trends. In this landscape, AI isn’t just a tool; it's the cornerstone upon which B2B sales ascend, redefining how relationships are nurtured, leads are cultivated, and success is redefined.

AI in B2B sales streamlines processes, offering insights for personalized interactions, automating tasks, predicting trends, optimizing lead management, and enhancing sales team performance, ultimately driving more effective sales strategies and improved customer relationships.

In essence, AI in B2B sales enables businesses to work smarter, streamline operations, and deliver a more personalized and efficient sales experience, ultimately resulting in increased revenue and customer satisfaction.

Learn More About Your Customer

The bottom line with sales is that you want to understand your customers better. Period. 

In order to get to know your customers, you need to use a sales intelligence tool like a Customer Relationship Manager (CRM) to gather and store customer data. Your CRM helps you build a customer profile so you can better understand the needs of your customer and how they behave on your website. 

You can then analyze the data by looking at trends like where they’re located, what they bought previously, what pages they visited, etc., which helps you learn more about who your customer really is. 

Lastly, based on all this information you can make decisions that will help grow revenue or identify ways to improve customer service.

Find the Right People to Sell To

Picture this–You’re just starting out with your business venture, you have an incredible product or service, but now need to find the right people to sell to. 

In order to get the right messaging to the right people, you would need to use a sales intelligence tool like Seamless.AI to identify your ideal customer profile and pull contact information of people in your target companies.

Sales Intelligence Recap

B2B Sales intelligence is about using data and insights to enhance the sales process, increase efficiency, and improve the chances of closing deals successfully. It helps sales professionals better understand their customers and prospects, enabling them to deliver more targeted and effective sales strategies.

A sales intelligence tool is a crucial asset for small business owners looking to gain a competitive edge in the market. It provides actionable data and insights that can lead to more efficient sales and marketing efforts, ultimately driving business growth and success. However, it's important to choose a tool that aligns with your specific business needs and goals.

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