A Small Business' Guide to Choosing The Best Lead Nurturing Software

Simply generating leads isn’t enough to have a successful business. You need to nurture those leads, build relationships, and guide them toward becoming loyal, long-term customers. That’s where lead nurturing software comes in. However, choosing the right tool for your business can be overwhelming with the many software options that are available.

This guide is aimed to help you make an informed decision. We’ll explore what lead nurturing software is, its benefits, key features to consider, and factors to weigh when making your choice.

What is Lead Nurturing?

Potential customers visit your website all the time, but many aren’t quite ready to buy. Perhaps they’re browsing for information, comparing options, or waiting for the right time to make a purchase. 

Lead nurturing refers to the process of building relationships with these leads who haven’t shown a desire to buy immediately. That way, over time, as they progress through the sales funnel and buyer’s journey, they’ll be more likely to consider your business when they are ready to make a purchase decision. 

What is Lead Nurturing Software?

Lead nurturing software automates many tasks involved in the nurturing process, such as sending targeted message campaigns and managing lead communication and engagement. It allows you to deliver targeted communication and content that resonates with each lead’s specific needs and interests. The software helps you turn initial website visits into loyal, long-term customers. 

Why Does Your Small Business Need Lead Nurturing Software?

Before getting into the details of different lead nurturing softwares, it’s important to understand why small businesses need this software in the first place.

In a nutshell, lead nurturing software solutions are designed to automate and centralize key aspects of customer relationship management, focusing specifically on turning leads into loyal customers.

The following are a few benefits that show why your small businesses should implement lead nurturing software:

Benefits of Lead Nurturing Software

Efficiently Manage Leads

Lead nurturing software simplifies lead management processes, from capturing leads to tracking their interactions and progress through the sales funnel. This automation saves you time and makes sure no lead slips through the cracks.

Personalize Communication

Effective lead nurturing includes personalized communication customized to each lead’s interests and stage in the buying journey. Lead nurturing software facilitates this by allowing for personalized messaging and timely follow-ups.

Build Strong Customer Relationships

Consistent and timely communication gives customers a convenient, unified experience when they ask questions, set appointments, and receive reminders. Communication like this turns customers into lifelong fans of your business. And that’s exactly what lead nurturing software provides — consistent and timely communication. 

Saves Time and Resources

Lead nurturing software automates manual tasks like initial outreach and follow-up. This saves you time, allowing you and/or your team to focus on other important business tasks. When you use the right software, you can practically eliminate manual lead nurturing. 

How to Choose the Right Lead Nurturing Software for Your Small Business

1. Define Your Objectives

Before exploring specific lead nurturing software options, define your lead nurturing goals. What outcomes do you want to achieve through lead nurturing? Are you focused on increasing conversion rates, improving lead engagement, or reducing lead acquisition costs? Your goals should align with your business objectives and target audience.

Common lead nurturing goals for small businesses include:

  • Increasing conversion rates through personalized follow-up
  • Improving lead engagement and responsiveness
  • Reducing the sales cycle by nurturing leads through each stage

Once you have clear goals, research software solutions that align with your objectives. Take advantage of free trials, product walkthroughs, or demos to evaluate the software’s features and functionality before making a decision.

2. Consider Your Budget

Your budget is one of the most important factors in choosing the right lead nurturing software. Small businesses typically have tight budgets, so it’s important to understand the full cost of software implementation and ongoing maintenance.

When evaluating the budget, consider factors such as:

  • Initial setup and implementation costs
  • Subscription or licensing fees
  • Integration with existing tools and systems
  • Training and support costs
  • Scalability for future growth

Choose lead nurturing software that offers the features you need within your budget constraints. 

It’s better to invest in a more basic solution that aligns with your budget initially and then upgrade as your business grows.

3. Choose a Software with a User-Friendly Interface

A user-friendly software is essential for quick adoption and efficient use. Look for software with:

  • Intuitive interface: The software should have a clear and logical layout. You should be able to access the features you need without navigating through convoluted menus.
  • Customization options: Small businesses often have unique processes and requirements. A software system that allows for easy customization, such as adding fields, modifying forms, and creating tailored reports, is beneficial.
  • Training and support: Consider the software company’s availability of training resources, expertise, and support. Does the company offer a resource library or video tutorials to help you find answers to common questions?

Choosing user-friendly software minimizes your team’s learning curve and maximizes its potential impact on your business.

4. Consider Integrations and Features

Make sure the software seamlessly integrates with your existing marketing and sales tools, like your CRM or marketing platform(s). Without certain integration capabilities, the software won’t be nearly as effective. 

Also, consider the features. Each software offers different key features. Make sure the one you choose provides the features you really need. 

The Top Lead Nurturing Softwares

To help you get started on your search, here’s a list of some popular lead nurturing software options for small businesses:


HubSpot is designed to automate and optimize the process of nurturing leads throughout the sales funnel. This software combines lead tracking, email marketing, SMS marketing, and CRM functionalities to simplify lead management.

For small businesses, HubSpot offers various packages tailored to different needs and sizes, allowing users to choose a solution that fits their specific lead nurturing requirements.

Key features:

  • Lead Tracking
  • Email Marketing Automation
  • SMS Marketing Automation (only on certain plans)
  • CRM Integration
  • Personalization


Skipio is a sales follow-up and nurturing solution for locally owned businesses and franchises that want a way to A) automate their initial outreach so they’re not missing leads and B) schedule follow-up so they’re working on their business, not in their business. It gives users a separate 10-digit number to text back and forth with their leads/customers and a single space to manage that communication.

Skipio works best for small businesses that actually care about starting conversations and building relationships with their customers.

Key features:

  • Automated text messaging for lead engagement, nurturing, and follow-up
  • Lead (contact) segmentation and management
  • Personalization
  • Campaign automation and scheduling
  • Text Message Template Library
  • Web2Txt webchat
  • Outbound calling
  • Integrations


Keap automates the lead nurturing processes for small businesses by integrating CRM, email marketing, and automation tools to help businesses nurture leads effectively and convert them into customers.

Keap offers customizable solutions tailored to different business needs, letting users create personalized lead nurturing campaigns and track lead interactions seamlessly. As a user’s business grows, Keap’s scalable features allow them to expand their lead nurturing strategies.

Key features:

  • CRM Integration
  • Email Marketing Automation
  • Customizable Workflows
  • Integrations


Zoho is designed designed to help businesses break down silos between departments and increase organizational efficiency. This software has multiple apps and products with lead nurturing capabilities that help businesses effectively engage with prospects.

Key features:

  • Lead scoring and tracking
  • Email campaigns
  • Workflow automation
  • Sales pipeline management


Pipedrive is a user-friendly software that helps users manage leads, track interactions, and simplify their sales process for improved conversions. Users can create customized pipelines, automate tasks, and gain insights into their sales performance.

Key features:

  • Customizable pipelines
  • Lead tracking and management
  • Automated workflows
  • Sales reporting
  • Email integration
  • CRM functionality

Set Your Business Up for Success

The lead nurturing software options for small businesses mentioned above are excellent starting points, but many other software programs are available that may be better suited to your business needs. Check out online reviews and recommendations from other business owners before you make your final decision.

Ultimately, choosing a lead nurturing software for your business is an important decision that impacts your day-to-day operations and growth. Understand your business needs and carefully evaluate different software types to set your business on the path to success.