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Best B2B prospecting tools (2026): our stack, then the alternatives

Prospecting has three jobs: finding the right accounts and people, knowing when to reach out, and getting the message in front of them. Most tools are strong at one of those jobs and passable at the rest, which is why good outbound teams combine a few.

Here is the prospecting stack OneGTM runs for clients, then the other tools worth considering and what each costs. We use the first group every week and have no reseller deals with anyone listed.

By Garrett Wolfe, founder of OneGTM (Clay Artisan Solutions Partner) and former GTM engineer at Unify. Updated .

Key takeaways

  • Split the job: list building, signals, and sending are different tools in most strong stacks.
  • Our stack is Clay or Deepline for lists, RB2B and PhantomBuster for signals, and Instantly plus HeyReach for email and LinkedIn.
  • All-in-one platforms like Apollo, Amplemarket, and Unify are faster to start with and less flexible.
  • Sales Navigator is still the best source for who works where, and most stacks plug into it.

The prospecting stack OneGTM uses

These tools cover the full flow in our client builds: Clay or Deepline build and score the list, RB2B and PhantomBuster surface signals, and Instantly and HeyReach send.

Clay

OneGTM uses this

Builds and scores target lists by pulling companies and people from many providers, researching each row with AI, and pushing the best leads to a sequencer.

Best for: List building and scoring without code

Pricing: Free plan; Launch $167/month and Growth $446/month, about 10% less billed annually.

Deepline

OneGTM uses this

API and Claude Code skills for sourcing and enriching prospects across many providers, run on a schedule. Our choice when the list logic lives in code.

Best for: Code-first and AI agent prospecting

Pricing: Pay as you go at $0.10 per credit; Growth $395/month plus usage.

Instantly

OneGTM uses this

Cold email platform with unlimited sending accounts and warmup on every plan, plus a 450M+ B2B lead database with email enrichment.

Best for: Cold email at volume

Pricing: Outreach from $47/month; lead credits from $47/month.

HeyReach

OneGTM uses this

Runs LinkedIn connection and message campaigns across many sender accounts from one inbox, with native Instantly and Smartlead integrations.

Best for: LinkedIn outreach across several profiles

Pricing: Growth $79/month per sender; Agency $999/month for 25 senders. Free trial.

RB2B

OneGTM uses this

Identifies US website visitors at the person level and sends their LinkedIn profiles to Slack and your CRM, so you can reach out while interest is fresh.

Best for: Turning website traffic into warm outbound

Pricing: Free company-level plan; Starter $79/month; Pro from $149/month.

PhantomBuster

OneGTM uses this

Cloud automations that pull data from LinkedIn and other sites, such as people who engaged with a post or attended an event, for use as prospecting signals.

Best for: Scraping engagement and event signals

Pricing: Tiered monthly plans priced by automation hours; free trial.

Other B2B prospecting tools worth knowing

These tools are good choices depending on team size and how much you want in one platform. Databases and all-in-ones come first, then signal tools.

LinkedIn Sales Navigator

LinkedIn's paid search with advanced filters, lead lists, InMail, and alerts on job changes and company news.

Best for: Account and people research on LinkedIn

Pricing: Core $119.99/month; Advanced $159.99/month; free trial if eligible.

Apollo.io

Contact database plus sequencing, a dialer, and CRM sync in one tool.

Best for: Small teams that want data and sending together

Pricing: Free plan; paid from $49/user/month billed annually.

Unify

Combines intent signals, enrichment, AI copy, and sequencing to run signal-triggered outbound plays for BDR teams.

Best for: Signal-based outbound with a BDR team

Pricing: Free plan for up to 3 seats; Base $20/seat/month; Pro $60/seat/month.

Amplemarket

All-in-one platform with contact data, signals, job-change tracking, and multichannel sequences.

Best for: Startups that want one contract for data and engagement

Pricing: Startup $600/month on an annual term for 2 users; free trial.

ZoomInfo

Enterprise contact and company database with intent data and the Copilot AI assistant.

Best for: Enterprise sales teams

Pricing: Not published; sold by quote.

Lusha

Email and phone finder with a Chrome extension that works on LinkedIn.

Best for: Reps prospecting one account at a time

Pricing: Free plan with 40 credits a month; Starter $49.90/month.

Seamless.AI

Searches the web in real time to find emails and phone numbers for prospects.

Best for: High-volume SMB prospecting

Pricing: Free signup with up to 50 credits; paid pricing not published.

Cognism

Contact data with phone-verified mobile numbers and strong European coverage.

Best for: Cold calling, especially into Europe

Pricing: Not published; sold by quote.

Common Room

Captures buyer signals across your website, product, community, and social, then enriches and routes them to reps.

Best for: Product-led and community-led companies

Pricing: Essential $2,500/month billed annually.

Prices are from each vendor's site as of October 2026 and change often, so check before you buy. This is an opinionated list, not a paid ranking.

B2b prospecting tools compared

ToolBest forStarting price
Clay (OneGTM uses)List building and scoring without codeFree plan; Launch $167/month
Deepline (OneGTM uses)Code-first and AI agent prospectingPay as you go at $0.10 per credit
Instantly (OneGTM uses)Cold email at volumeOutreach from $47/month
HeyReach (OneGTM uses)LinkedIn outreach across several profilesGrowth $79/month per sender
RB2B (OneGTM uses)Turning website traffic into warm outboundFree company-level plan
PhantomBuster (OneGTM uses)Scraping engagement and event signalsTiered monthly plans priced by automation hours
LinkedIn Sales NavigatorAccount and people research on LinkedInCore $119.99/month
Apollo.ioSmall teams that want data and sending togetherFree plan
UnifySignal-based outbound with a BDR teamFree plan for up to 3 seats
AmplemarketStartups that want one contract for data and engagementStartup $600/month on an annual term for 2 users
ZoomInfoEnterprise sales teamsNot published
LushaReps prospecting one account at a timeFree plan with 40 credits a month
Seamless.AIHigh-volume SMB prospectingFree signup with up to 50 credits
CognismCold calling, especially into EuropeNot published
Common RoomProduct-led and community-led companiesEssential $2,500/month billed annually

Starting prices as published by each vendor in October 2026.

How to choose B2B prospecting tools

  • Start from your motion. Email-heavy teams need a strong sequencer and verified data. LinkedIn-heavy teams need Sales Navigator and a tool like HeyReach. Call-heavy teams need phone data.
  • Decide on all-in-one or best of breed. One platform is faster to roll out. Separate tools for lists, signals, and sending give better coverage and more control.
  • Look for signals, not just contacts. Job changes, hiring, funding, and website visits tell you when to reach out. What is signal-based selling?
  • Check how it connects. Your prospecting tools should write back to the CRM so reps are not working from spreadsheets.

How OneGTM runs prospecting for clients

We build the account list from several sources, score it on fit and timing, and enrich contacts through a waterfall of data providers. Signals such as website visits and LinkedIn engagement move accounts to the front of the queue. Email goes out through Instantly and LinkedIn through HeyReach, and replies land in Slack with a drafted response for approval.

If you want this built and run for you, see our signal-based outbound work.

When it makes sense to get help with prospecting

Each tool on this list is easy to start. Making them work together is where teams get stuck: lists that do not match the ICP, signals that never reach a rep in time, LinkedIn and email running as separate efforts, and nothing written back to the CRM.

OneGTM builds the connected version. We score the list, wire signals to the right reps, run email and LinkedIn from one system, and hand you documentation so your team can take it over whenever you want.

  • You have the tools but reps still build lists by hand.
  • Reply rates dropped and nobody is sure whether it is the list, the copy, or deliverability.
  • Signals like website visits and job changes are not reaching reps fast enough.
  • You want outbound running in weeks, not after a quarter of hiring and testing.

Book a prospecting review

B2B prospecting tools FAQ

What are the best B2B prospecting tools?
It depends on your motion. OneGTM's own stack is Clay or Deepline for list building, RB2B and PhantomBuster for signals, and Instantly and HeyReach for email and LinkedIn outreach. Popular alternatives include LinkedIn Sales Navigator, Apollo, Unify, Amplemarket, and ZoomInfo.
What is a B2B prospecting tool?
A B2B prospecting tool helps sales teams find target accounts and contacts, decide when to reach out, or run the outreach itself. Examples include contact databases, signal tools, LinkedIn automation, and cold email sequencers.
Is Sales Navigator worth it for prospecting?
For most B2B teams, yes. It has the most current data on who works where and strong filters for building lead lists. Most teams pair it with an enrichment tool for emails and a sequencer for outreach.
Should I use an all-in-one prospecting platform?
All-in-one tools like Apollo, Amplemarket, and Unify are faster to set up and easier for small teams. Separate tools for data, signals, and sending give better coverage and more control, which matters more as volume grows.
What prospecting tools does OneGTM use?
OneGTM runs Clay or Deepline for sourcing and scoring, providers like LeadMagic for enrichment, RB2B and PhantomBuster for signals, Instantly for cold email, and HeyReach for LinkedIn. The mix changes by client.
Do I need an agency to use these prospecting tools?
No. Every tool here can be run in house. Teams bring in a GTM engineering agency when they want the tools connected into one system quickly, or when they do not have someone to own list building, signals, and deliverability. OneGTM builds in your accounts and documents everything so your team can take over.

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