Scroll 👇 to see a list of the must-have B2B sales tools the Cognism team uses.
1. Cognism
Every B2B sales team needs a sales prospecting tool to help them prospect effectively, and Cognism is one of the best. It’s a vast contact database containing phone-verified mobile numbers, validated business emails and intent data.
With Cognism, you can easily find the contact details of the prospects you want to do business with.
See the tool in action - take an interactive tour 👇
Best features:
- Sales Companion (Web App): Access a vast database of contacts, companies, and buying signals.
- Sales Companion (Browser Extension): Access company and contact details on LinkedIn and other platforms.
- Diamond Data®: Phone-verified mobile numbers for B2B contacts.
- Intent data by Bombora: Identify companies researching topics relevant to your business.
- Cognism AI Search: Find prospects with ChatGPT-style text or voice prompts.
- Cognism Enrich: Instant and scheduled CRM enrichment and on-demand CSV enrichment.
- Seamless integrations with CRMs and sales and marketing tools.
- International coverage: EMEA, NAM, APAC.
- Fully GDPR and CCPA-compliant data.
- Database checked and cleaned against global DNC lists.
- Fast and friendly support team.
- Unrestricted access to person and company-level data (subject to fair use policy).
Use cases:
B2B sales teams use Cognism to:
- Build targeted lead lists and find new prospects.
- Bypass gatekeepers and reach decision-makers.
- Enrich outdated data and keep their CRMs fresh.
What Cognism’s customers say:
CEO @UserEvidence
Pricing:
Choose a package to suit your needs:
- Grow, which offers essential contact and company data for prospecting.
- Elevate, which combines Cognism’s high-quality data with advanced intelligence and actionable signals.
Both packages include:
- Contact and company data, including phone-verified Diamond Data® contacts.
- Target market analytics.
- Integrations with leading CRMs and engagement tools.
- No hidden platform fees: You only pay for licenses and add-ons.
- Onboarding and training: We ensure a smooth and successful start.
- Exceptional customer support: Get fast answers via live chat (20-second average response time) from our highly-rated support team (99% satisfaction score).
- Ask Cognism for a quote.
2. Kaspr
Kaspr is Cognism’s sister tool. Whereas Cognism serves big teams and enterprise companies, Kaspr is for individuals and sole traders.
It offers an easy-to-use Chrome Extension that reveals accurate contact data on LinkedIn profiles.
See how Kaspr works by taking this interactive tour 👇
The best part? You can sign up to Kaspr for free!
3. QuickMail
QuickMail is a cold email tool that helps you personalise your outreach at scale and generate more warm leads.
You can add as many team member inboxes to QuickMail as you need to hit your sending volume targets. This makes it perfect for fast-growing B2B sales teams who need to book more meetings with their buyers.
A tip for using QuickMail:
“Take advantage of attributes to personalise your emails. This extra personalisation shows that you’ve spent time researching qualified prospects before you reach out.”
4. trumpet
A relatively new player in the B2B sales tools space, trumpet offers auto-personalised and interactive microsites that help companies centralise their buyer journeys and close deals quickly.
With just one link, B2B sellers and buyers can access a collaborative digital workspace called a trumpet Pod. There, they can manage the sales process from cold outreach to onboarding. A trumpet Pod can shorten the sales cycle by up to 40%.
A tip for using trumpet:
“Pods take 30 seconds to create, are auto-personalised with name, company name and other customisable variables and auto-branded with your prospect’s company logo, colour palette and banner image.”
“All you need to do is drop in a quick voice note or video recording to make the Pod pop!”
5. Gong
Gong is the undisputed leader in revenue intelligence software and a truly awesome B2B tool. It captures and analyses every touchpoint in the sales process, delivering real-time insights into meetings, calls, and emails.
David Bentham, former Director of Sales Development at Cognism, gave us this tip for using Gong:
“Take snippets from your high-performers’ sales calls and share them with your ramping SDRs. I’ve found this results in shorter ramp periods.”
6. LeadSquared
LeadSquared is an end-to-end lead management and sales automation tool. Its product suite covers everything from lead capture and distribution to sales performance management.
Use the tool to automate sales activities, monitor your pipeline, track on-field sales, and generate reports to forecast revenue.
Here are some tips for using LeadSquared:
“In sales, many deals fall through because of missed follow-ups or a long turnaround time. LeadSquared’s reminders and notifications ensure that 100% of your deals lean towards closure.”
“Managers can also monitor their team’s performance, identifying strengths and weaknesses and stepping in to improve the sales process.”
7. Vidyard
Vidyard is so much more than just a video hosting platform; it’s one of the best video prospecting tools out there! SDRs can use it to record and send personalised videos to leads, clients, and colleagues.
Jonathon Ilett, Cognism’s VP of Global Sales, gave us a top tip for using Vidyard:
“After every demo, send a short bespoke video summary of the meeting. Share it with stakeholders who couldn’t attend but have influence over the deal.”
8. Salesloft
Salesloft is a top-rated B2B sales tool that helps revenue teams close deals faster. It provides everything from cadence automation to an integrated dialler for cold calling and powerful reporting and analytics.
Here’s another tip from Jonathon on increasing engagement with this tool:
“Salesloft is great for post-demo nurturing. After you’ve conducted a demo, create a personalised cadence for the prospect, sharing relevant content. My team has seen very high levels of engagement with this approach.”
9. Slack
Slack is the ultimate communication and collaboration software for companies. But it isn’t just for sending memes and cat videos! It’s a highly useful sales engagement tool.
Sales teams can use Slack to connect with current customers and prospects, helping them to grow those all-important business relationships.
It’s also handy for SDR training, as David explained:
“We created Slack channels for best (and worst!) sales calls. They’re updated daily, and we use them to coach our new starters in cold calling. I don’t think our sales team would be as good without that ability to easily share knowledge and best practices.”
10. Mailtastic
Mailtastic is the world’s leading email signature marketing platform. Its solutions are also ideal for B2B sales managers.
With Mailtastic, you can centrally manage your employee email signatures, transforming them into a powerful B2B lead generation channel.
David is a big fan of Mailtastic:
“Think about the number of cold emails your SDRs send daily. It’s probably in the thousands or tens of thousands! Now think about everything you can promote using those emails - everything from webinars, whitepapers, events and more. That’s what Mailtastic offers!”
11. Zoom
Zoom is the best tool for connecting with prospects and colleagues. Many businesses went hybrid after the coronavirus pandemic, and since that time, Zoom has become an indispensable tool for sales and marketing teams.
David is a Zoom super-user. He said:
“From 121s with your line reports to those Monday morning team meetings and company-wide town halls, is there anything Zoom can’t do?”
“Now that many companies have a hybrid work model, it’s essential to maintain company culture and communication. Best of all, there’s a free option, so anyone can use it.”
12. Reachdesk
Looking for the best sales software to help close deals? Reachdesk might be what you need!
It’s a direct marketing tool that drives prospect engagement and customer loyalty. Sales professionals use it to send virtual and physical gifts to key stakeholders. Gift options include vouchers and cupcakes.
Nancy Newman-Oller, Cognism’s Head of Account Management, shared her thoughts on this tool:
“Meeting a new stakeholder for the first time? Why not use Reachdesk to send them UberEats vouchers or a coffee to enjoy during the meeting? Or to prospects who’ve returned from holiday, been ill, or had too many on Thirsty Thursday!”
13. Chili Piper
Chili Piper is a smart B2B sales tool that automates and accelerates the meeting booking process. It lets prospects book meetings or start sales conversations with a single click.
Jonathon gave us this use case for Chili Piper:
“Chili Piper automatically sorts new opportunities into enterprise, mid-market or ramping teams based on persona and deal size. This ensures fair distribution across the board.”
14. Huggg
Huggg is a gifting platform that helps businesses recognise employees and clients with tangible rewards.
Sales bosses can use it to reward SDRs as part of an employee rewards program for a job well done. Or you can send treats to your clients, building those all-important relationships with prospects.
David told us how he uses Huggg:
“When a qualified prospect celebrates a birthday, send them a hamper! This keeps your brand top of mind and may influence them to make a buying decision.”
15. Salesforce
It almost goes without saying, but Salesforce is an absolutely essential sales management tool.
It’s a global, world-beating player in the Customer Relationship Management (CRM) space for a reason. Many SaaS companies trust it to manage and align their sales and marketing activities, such as account-based marketing.
Jonathon shared how he uses Salesforce at Cognism:
“Create dashboards that are easy for your team to access and visualise. Consult them weekly, if not daily. This lets you make quick adjustments and optimise your B2B sales strategy.”
16. Drift
Drift has developed a suite of powerful tools designed to make prospecting easier and quicker. It offers website visitor analytics, AI chatbots, personalised content, and real-time notifications.
Jonathon had this to say about Drift’s chatbot feature:
“Chances are, if you’re a scaling company, you won’t have the manpower to oversee the live chat on your site. Drift automates this function, replicating the behaviour of your top SDRs. The chatbot is always there, handling the workflow and driving conversions.”
17. Seismic
The best tools for sales aren’t always client-facing. Seismic is a sales enablement tool that helps teams manage their content assets, from decks that close deals to SDR training materials.
David told us about his use of Seismic:
“When a prospect asks for a case study specific to their industry, Seismic’s AI-powered search delivers the perfect piece in seconds. This means our reps can focus more on building relationships with prospects and less on admin, leading to faster deal cycles and better customer engagement.”
18. GetAccept
GetAccept is an all-in-one sales enablement platform for sales professionals. Speed up your sales process by deploying GetAccept’s personalised videos, live chat, and e-signature features.
Nancy shared this tip:
“With GetAccept’s deal tracking, your AEs receive real-time notifications whenever a prospect views, downloads, prints, forwards, or signs your sales assets. This helps them follow up at the most optimal times.”
19. Kluster
Kluster is a smart sales forecasting tool and pipeline management system. It interprets CRM data, producing insights that streamline your sales operation and make it more predictable.
This sales forecasting software is available on the web or mobile or as a seamless integration with your CRM.
Jonathon said:
“Kluster is very useful for identifying which teams are struggling vs their forecast. Once you’ve identified the struggling areas of your business, you can take steps to help them, such as upskilling or providing more training.”
20. Turtl
Turtl is an innovative, intuitive content creation and management software. B2B teams can use it to design trackable proposals and other collateral, improving the customer experience and strengthening conversations.
Jonathon is a keen advocate of Turtl:
“We use this tool at Cognism to create sales decks, presentations and slides. The best thing is that it provides analytics for who viewed which sections of our collateral and for how long. This gives us insights for improving them going forward.”
21. Leadfeeder
Leadfeeder tracks visitors to your website. It gives you highly valuable engagement insights, such as which companies click on your site, how they found you, and what pages they like to browse. All useful intel for any modern sales department!
Jonathon shared some advice for using this tool:
“One great feature is the ability to follow specific companies. When you follow a company in Leadfeeder, the platform automatically sends you email notifications whenever the company revisits your site.”
22. Lead Forensics
Lead Forensics is a notable tool for identifying website visitors. It tells you who’s visiting your website and what interests them the most.
It’s great for highlighting new opportunities and understanding what potential customers want. With this info, you can easily personalise your outreach emails.
Jonathon gave us some insights into using Lead Forensics:
“When a company visits our website but doesn’t fill out a form, Lead Forensics identifies the company name, industry, and even key decision-makers. Our sales reps receive this information in real-time, allowing them to reach out with a personalised pitch that speaks directly to their interests.”
23. PandaDoc
The B2B SaaS industry’s number one proposal, contract, and document solution. PandaDoc simplifies the contract creation and signing workflow, making the process predictable, repeatable, and scalable.
Here’s Nancy’s advice for using this sales software:
“Use PandaDoc’s content library to store information your team will repeatedly use, like Testimonials or Ts and Cs. It’s a great way to ensure consistency across your paperwork.”
24. Meltwater
Meltwater is an indispensable sales prospecting software. It automates competitive intelligence with real-time alerts and customisable dashboards, streamlining research and identifying trends.
This tool ensures relevant insights reach inboxes or CRMs, saving reps and teams valuable time.
A quick tip for using this tech:
“Dive into the Meltwater Help Center for loads of helpful resources. Find free video tutorials and certifications to level up your skills and knowledge.”
25. Outreach
Outreach is a sales engagement platform that helps sales and marketing teams automate their (surprise, surprise!) outreach process.
It allows users to run multi-channel outreach campaigns through email, voice, text, and social media.
David explained why Cognism partnered with Outreach:
“Outreach transformed how our team manages sales follow-ups and email sequences. If a prospect doesn’t respond to an initial email, Outreach automatically sends a follow-up two days later, with a personalised message tailored to their industry.”
26. HubSpot
HubSpot Sales boosts productivity and closes more deals. It streamlines prospecting, automates follow-ups, and provides real-time engagement insights.
With email tracking, call recording, and seamless CRM integration, sales teams can focus on high-value activities. It simplifies pipeline management, making the entire sales process more efficient and effective.
A tip for using HubSpot Sales Software:
“Use HubSpot’s email templates and tracking to personalise outreach, monitor engagement in real-time, and automate follow-ups - saving time while keeping your sales pipeline flowing smoothly.”
B2B tools for sales: FAQs
What are sales tools?
Sales tools are software applications, platforms, and resources that help sales teams and professionals improve their efficiency, productivity, and effectiveness throughout the sales process.
Examples of sales tools include sales intelligence tools like Cognism, lead generation tools like Kaspr, and sales productivity tools like Gong.
Why use sales tools?
Sales software can transform manual processes that slow down reps’ time.
Improving productivity, efficiency and communication - that’s the power of technology in B2B sales! When you expand your sales tech stack, you’re giving your team everything they need to succeed.
Here’s how using a sales tool like Cognism helped three B2B companies increase their sales win rates:
ROCI agency:
- Consistently reached 8-15% click-through rates and 4-7% reply rates.
- Spent less time manually finding leads.
- Leveraged event triggers to create personalised outreach.
Frank Whiffen, Founder:
“Cognism does the legwork that you’d otherwise have to do manually. If time is precious and you want to spread the word about your business with world-class sales data, then Cognism is your go-to.”
durhamlane:
- Increased conversion rates by 3x.
- Made 50-60 calls per day on average.
- Fast-tracked access to accurate contact details with Cognism’s Chrome Extension.
Laura Quinn, Senior Team Leader:
“Previously, we were generating opportunities after 10 to 12 touchpoints. With Cognism, opportunities are created after 4. The tool has revolutionised the output of our sales team, making prospecting easier and more fun!”
Coralogix:
- Achieved better results than with their previous B2B data provider.
- Uplifted engagement rates by 3x.
- Boosted connections to prospects using Cognism’s Diamond Data®.
Assaf Shutan, Regional Sales Manager:
“While we use other data providers globally, we’ve had far more engagement using Cognism than any other provider. Cognism has always yielded better results.”
Types of sales tools
There are plenty of sales tools out there, but these are the types your outbound function must have.
Customer relationship management (CRM) systems
What is it? CRMs help you organise and track customer interactions at all funnel stages. It’s not something you can track outreach, automate tasks or generate reports on your closed-won without.
Examples: Salesforce, HubSpot and Pipedrive.
Sales intelligence and prospecting tools
What is it? Sales intelligence will help your team identify ready-to-buy leads, including those that aren’t in the market yet but soon could be, which will be most of your TAM. Tools that provide this include contact data, intent signals, and more to help you reach out.
Examples: Cognism, Kaspr and ZoomInfo.
Sales engagement platforms
What is it? These tools help you talk to prospects through email, phone, social media, and various other channels. They streamline communications and help you keep track of each touchpoint.
Examples: Outreach and Salesloft.
Meeting and collaboration tools
What is it? Sales reps and AEs need to give demos. This means you need suitable meeting and collaboration tools in place, and video conferencing tools will help you do this.
Examples: Zoom and Google Meets.
What is the best sales tool?
Successful sales start with a quality sales intelligence database.
So before you consider other tools, invest in Cognism!
The tool that offers you:
- Quality data for targeting new markets.
- Phone-verified mobile numbers.
- GDPR and CCPA-compliant data.
- Unrestricted access to data (subject to fair use policy).
- Easy, intuitive interface and reliable tech.
- A fast and friendly support team who can assist you in real-time.
