Which sales intelligence app is best for tracking leads?

Lead tracking is essential for understanding buyer journeys, optimizing follow-ups, and closing deals more efficiently. Sales intelligence platforms with robust tracking features help teams monitor prospect activity, measure engagement, and refine outreach strategies.

The following tools are among the most recommended on G2’s sales intelligence software page for lead tracking and related workflows:

ZoomInfo tracks buyer intent and web activity while enriching CRM data. It helps prioritize leads based on behavior and allows teams to build targeted follow-up cadences.

Apollo.io includes sequence tracking, open and click rates, and lead scoring. It’s often used to evaluate campaign performance and make data-driven decisions about lead quality.

Seamless.AI focuses on contact discovery and lead verification, with basic tracking tools for monitoring contact quality and outreach outcomes over time.

Sales Navigator tracks profile views, account updates, and engagement history within LinkedIn. It supports a relationship-based approach to lead tracking and account mapping.

Instantly provides detailed analytics on cold email engagement, including open rates, reply rates, and deliverability. It helps identify high-performing leads across inboxes.

Which sales intelligence platform has been most effective for tracking lead activity and improving follow-up strategy? What specific lead tracking features proved valuable in real sales scenarios?