32 must have sales tools for 2019

byGuido Croce

In order for a prospect to become a customer, they have to go through a sales funnel (an inbound outbound funnel). Companies have to use technology to aid them in acquiring those new customers. The average amount of tools that a company deploys is between five to seven for sales alone.

Research is often required to identify and trial software in the market to check for company fit. At hubsell I have gone through the same process. So, in this post I would like to share with you the types of tools and some examples that have improved our ROI and efficiency.

Before I break down each category of tools, here is a list of all the topics for reference:

The structure of the B2B sales funnel (inbound and outbound)

Categories of tools and examples

  • data suppliers
  • outreach
  • reverse IP lookups
  • CRMs
  • email intelligence
  • content sharing
  • calling
  • scheduling
  • conferencing
  • e-signatures
  • billing

The structure of the B2B sales funnel (inbound and outbound)

A sales funnel is divided into three main sections, Top of the Funnel (TOFU), Middle of the Funnel (MOFU), and Bottom of the Funnel (BOFU). Let’s break them down one by one:

TOFU (top of the funnel – outbound)

  • define a customer profile
  • find companies based on criteria
  • identify stakeholders relevant to the sales process
  • build a list of decision-making prospects
  • reach out to prospects until dialogue is established

TOFU (top of the funnel – inbound)

  • define a customer profile
  • find companies based on criteria
  • attract leads through content and landing pages

MOFU (middle of the funnel)

  • follow up with replies to set up a discovery call
  • assess needs and handle objections
  • set up a demo call
  • demo the product/solution

BOFU (bottom of the funnel)

  • consulting the client
  • negotiating the offer
  • creating the offer
  • closing the deal

The categories analyzed from this point forward aim to fulfil the requirements of the TOFU, MOFU and BOFU of both funnels.

Data suppliers

In B2B, high-quality data on prospects has become a priority in 2019 if you plan to outcompete other companies in cold outreach. Poor quality data will hinder your campaigns’ effectiveness, decrease the health of your domain and cost you more money in the long term.

A reliable quality data supplier is hard to find in a marketplace filled with unsatisfactory options. You should be looking for GDPR and PECR adherent data curation verified by a trained team. A wide array of data points on contacts is a plus to enable dynamic personalisation.

Here are a few options for data suppliers:

hubsell (contacts)

Disclaimer: hubsell contacts is our product. Our customer’s feedback state that we are amongst the highest quality data suppliers in Europe. We provide on-demand curation of data combined with verification and enrichment by a trained team. That results in the lowest bounce rates and a plethora of variables for message personalisation. All while being GDPR adherent.


Data.com is a company integrated with Salesforce that enables salespeople to focus on selling instead of researching. It provides complete data on prospects that is automatically updated and enriched. It also provides access to 250M+ company profiles and 40M+ contacts.


Datanyze offers real-time insights based on a company’s technology choices and buying signals. With technographics, they help their customers find great accounts and convert them into customers.

Outreach software

After compiling a list of prospects with quality data, you now require a plan to contact them. An option is to outreach manually which takes too much time and money that could be spent elsewhere more productively.

An outreach software should allow conditional and parallel outreach through multiple channels. You create personalised message templates once and the software delivers in an automated fashion.

Here are a few options of outreach software:

hubsell (campaigns)

Disclaimer: hubsell campaigns is our product too. Our customers have stated that we have one of the best outreach software in the market. We include multi-channel outreach in a conditional and parallel fashion.


Outreach.io helps you close more deals by personalizing, prioritizing and analyzing sales activities. They orchestrate email, voice, and social outreach to land more meetings, while providing what your sales reps need to execute selling activities. They also provide insights into which sales plays work and where to fine tune.


Pardot gives you the tools to create, deploy, and manage online marketing campaigns that drive real results. They connect to the well known CRM, Salesforce and help track and measure the effect of your campaigns right from your dashboard. Their main value is helping to find and nurture leads, close more deals and maximize ROI.

Reverse IP lookups

Imagine having thousands of leads coming into your website not converting and you do not know who they are. That is a common situation in the B2B world. All the effort you have put in finding and attracting the right audience is wasted. And you have no ability to retarget them.

Reverse IP lookups work to find out who those mysterious leads are, so you can reach out knowing they are likely interested (and know about you). The software tracks the IP of the leads and compares it to databases to find a match and provide you with the information.

Here are a few options of reverse IP lookups:


Leadfeeder uncovers which companies visit your B2B website and key people in their organization to contact. It identifies anonymous visitors, the pages they visit, the campaigns they engage with and sends that information to your CRM. That allows you to easily connect with the right person from companies visiting your website.


Leady recognizes the corporate visitors that come to your website and reports back to you. The information gives you new opportunities to turn them into new customers. They come with complete person and company profiles and track in-app user behaviour.


Albacross tells you exactly who is visiting your website and how to reach them. Find which companies and prospects are visiting your website. Track their activity across the website’s pages and identify decision makers and their contact information.


You have leads coming in and you have established a conversation. The next step is to lead the prospect through the sales funnel. However, trying to organize 50+ leads and tracking where each contact is in the funnel manually is a nightmare (which you can probably attest to).

CRMs exist to organize, label and prioritize leads in the process to make the lives of SDRs easier. A good CRM must include a prioritization and labelling system. And a lead scoring and database features.

Here are a few options of CRMs:


Pipedrive claims that their users close an average of 28% more deals after their first year. They believe power comes from simplicity, so they designed each element carefully. Your emails, calls, and progress are tracked automatically and you will have access to a single, streamlined view of your sales process.


Salesforce gives your sales teams the power to close deals like never before. They use cloud-based tools that increase productivity, keep pipeline filled with leads, and score more wins. It includes what you need to succeed with your sales process, lead generation, forecasting, and contact management.


Hubspot helps you to manage your pipeline and speed up your sales team with the Hubspot CRM. Interactions are tracked automatically and deals are displayed on one dashboard for total visibility. And without added work. The HubSpot CRM automates the tasks salespeople hate and takes minutes to learn instead of months.

Email intelligence

Let’s imagine you have a lead that is interested in your product but is not ready to buy yet. At that stage it is time to nurture the prospect and educate them about the problem that you solve. You could do it manually by writing and sending emails one by one but this method is not scalable.

The solution is to deploy an email intelligence software that enables you to tag leads, place them in different funnels and send personalized messages automatically. And according to reactions to your emails.

Here are a few options for email intelligence:


Activecampaign allows you to send personalised, responsive, beautiful emails in a few minutes. It triggers personalised emails based on customer actions and sends automated follow ups. All integratable with your favorite CRM.


Drift is a conversational marketing platform. It helps you understand your customers, build real relationships, and sell like a human. Drift is not a traditional marketing and sales platform that relies on forms and follow ups. They connect your business with the best leads in real-time.


Sendinblue allows you to easily design beautiful, results-driven campaigns. It also helps you grow and segment your audience without limits. And optimize your campaigns with insightful reporting. You can also use customer marketing workflows to guide customers through a personalised buying journey.

Content sharing

Nurturing leads includes adding value with ebooks, reports, case studies, etc. However, a lot of those documents are confidential and companies do not feel comfortable relying on email intelligence to share the files.

To solve the privacy issue there are tools that allow for a safe interchange of documents between corporations.

Here are a few options for content sharing:


Docsend allows you to share business-critical documents with confidence. It includes easy, secure sharing with real-time, actionable feedback. It permits you to fix errors after hitting send, share up to 250MB, control file downloads, and turn off access anytime. Finally, you can share all documents pertinent to a deal in a custom branded Space.


Clearslide provides content, communications, and insights to create amazing customer experiences. Online, email, mobile, screen share and in-person communications made easy. They provide unprecedented visibility into every customer interaction. That gives reps, sales leaders and marketers the engagement insights they need to make better business decisions.


NewsCred powers integrated marketing campaigns with a consistent, relevant, and measurable content experience. They provide the collaborative workspace and insights necessary to efficiently plan and execute better campaigns.


Cold calling has seen a decline in usage as a customer acquisition channel in B2B. Calling thousands of leads daily manually is hard to track and is usually not as productive as other strategies. However, it is a useful strategy in certain cases.

A solution is to adopt a calling software to auto dial numbers and organize the leads automatically. All connected to the CRM.

Here are a few options for calling software:


Tenfold allows you to recognize and respond to your customers during the interaction. It automatically tracks and logs all customer interactions into Microsoft Dynamics or Salesforce. You can create compelling, consistent customer experiences across voice and digital channels. And without replacing your customer communications infrastructure.


Ringio claims to increase sales calling productivity by 2x. You can instantly dial out of Salesforce with native Click-to-Call. You can automatically leave pre-recorded voicemails for leads. They also claim to be able to 3x your connect rate with automated local area caller ID.


Connectandsell is not an autodialer. It is a platform that gets your best salespeople 8-10x more live conversations with qualified prospects. Their products can turbo charge your SDRs by getting qualified prospects on the phone with every dial. They also allow you to leverage their expert reps to make 1,200 dials and have 40-100 conversations per day.


Having calls with SQLs is commonplace in B2B. But the traditional hassle of back and forth emails to schedule a time is far from the ideal. If the lead is highly interested then that might not make a difference. But the friction can cost you conversions in the long run.

Setting up a demo scheduling link through a software will eliminate the logistical nightmare. The SQL is able to easily book a time when both parties are available.

Here are a few options for scheduling software:

Google Calendar

Google Calendar is a time-management and scheduling calendar service developed by Google. It allows its users to create and edit events, which can be demonstrations of product calls or negotiation of contract meetings.


Calendly helps you schedule meetings without the back-and-forth emails. It integrates with Google Calendar.  You can let Calendly know your availability preferences and it will do the work for you. You can share your Calendly links via email or embed it on your website. The prospects pick a time and the event is added to your calendar.


Having discussed the solutions to schedule calls efficiently, next comes the call itself. There are many options in the marketplace so you have to choose based on your requirements. Those could be screen sharing, a secure and consistent connection or document sharing features. I would recommend choosing a reputable option recommended by your peers.

Here are a few options for conference software:

Google Meet

Google has launched a new video conferencing application called Meet by Google Hangouts. It is designed for HD video and real-time meetings. You can use your browser to share your video, desktop, and presentations with teammates and customers.


Zoom is one of the leaders in modern enterprise video communications. It has an easy, reliable cloud platform for video and audio conferencing, chat, and webinars. It offers flawless video, clear audio, instant sharing, and an enterprise cloud phone system.


UberConference allows you to save time preparing for meetings by joining instantly. There are no PINs or downloads required. They provide you what you need for effective meetings, minus all the stuff you do not. It lets all participants view your screen and collaborate live on documents within the meeting.


E-signatures are commonplace in partnerships. But back and forth mailing of papers can delay the process, create friction and increase expenses.

Existing technology allows contracts to be merely digital. It takes care of contract creation and editing. And it allows access by both parties and e-signatures that comply with the law.

Here are a few options for e-signatures:


Hellosign allows you to easily eSign documents, forms and agreements online. You can automate and manage your important business transactions with the HelloSign platform. Also, it is possible to sign and send Google Docs in seconds without the need to export and upload.

Rocket lawyer

Rocket Lawyer provides individuals and small to medium-sized businesses with online legal services. Including incorporation, estate plans, legal health diagnostics, and legal document review. You can manage all of your legal needs online and create legal documents and legal forms instantly. All with safe and secure storage, e-signatures and lawyer review.


Pandadoc empowers your sales team to create, send, track, and eSign beautiful proposals, quotes, and contracts. You can use pre-built templates, content from marketing, and customer data from your CRM. Proposals get out the door faster with collaborative workspaces, automated approval workflows, and metrics that tell sales managers what deals are stuck.


Billing should be the fun part since it implies the nearing of the big payday. Unfortunately, constant reminding and manual sending of invoice emails are impractical in the long run.

There are options that allow a company to automate the payment process. Those decrease friction between the parties involved and save much needed time.

Here are a few options for billing:


Chargebee platform powers end-to-end recurring billing for subscription businesses. All with its fully automated SaaS billing solution. It offers subscription management, recurring billing, accounting, revenue recognition, and analytics and insights.


Freshbooks claims to be the best small business accounting software. It allows you to send invoices, track time, manage receipts, expenses, and accept credit cards. FreshBooks products are geared mainly toward small-sized businesses. They offer cloud-based accounting applications that manage and pay bills, and payroll functions.


Replicon is a time tracking and management app. It is an all-in-one solution for project costing, billing, attendance, labor law compliance and more. It includes cloud time tracking applications including timesheet and expense management software.


In this post, I shared with you the main categories of software and examples of solutions that might improve ROI and efficiency. Here are the main takeaways:

Type of tools you need for each stage of the funnel:

data suppliers – supply complete, quality data on prospects (hubsell, data.com, datanyze)

outreach – allow for flexible outreach in different channels simultaneously (hubsell, outreach.io, pardot)

reverse IP lookups – identify interested companies visiting your website (leadfeeder, leady, albacross, salespanel)

CRMs – organize and structure a funnel of leads (pipedrive, salesforce, hubspot)

email intelligence – send newsletters and campaigns to MQLs (activecampaign, drift, fullcontact)

content sharing – allow for safe sharing of important content (docsend, clearslide, newscred)

calling – enable structured calling with an auto dialer (tenfold, ringio, connectandsell)

scheduling – decrease friction of demo or call scheduling (google calendar, calendly)

conferencing – have private, quality connection calls with prospects (google meet, zoom, uberconference)

e-signatures – enable digital signing of contracts and documents (hellosign, rocket lawyer, pandadoc)

billing – enable seamless charging of services (chargebee, freshbooks, replicon)

Choose your stack of tools carefully to complement your sales funnel because some tools have redundant features. The fewer tools you have to manage the better.

other interesting insights

There is a reason we idolise certain people in our industries. They have accomplished far more than the average person and have guided many people along the years. So, I wanted to write a blog post that would pay homage to the sales influencers of our industry, B2B sales. […]

The journey of a prospect starts with the subject line. A bad one will bring lower open rates. So, in this post, I will explain what makes good cold email subject lines to get high open rates. And a few important rules to keep in mind. […]

In a B2B company, sales is what makes the machine keep going. And, a successful sales team is comprised of productive salespeople. So, in this blog, I will examine seven methods to improve the productivity of each salesperson. And the biggest factors that contribute to sales inefficiency. […]

hubsell enables you start dialogue with key decision makers of your target markets