If you’re running a B2B sales team, you already know: getting leads isn’t the hard part. Getting leads worth your time is. There are a million ways to stick a “Contact Us” form on your site, but only a handful will actually help your team talk to the right people, not just anyone with a keyboard. This guide is for anyone who’s tired of sifting through junk leads and wants a real comparison—no hype—of Leadformly and other lead capture tools built for B2B sales.
Let’s break down what matters, what doesn’t, and which tools are actually worth your money.
Why Lead Capture Tools Matter (and Why Most Fall Short)
Lead capture isn’t rocket science. At its core, it’s about getting info from potential customers without making them jump through hoops. The catch: B2B sales aren’t like B2C. You care less about volume, and more about details—company size, budget, intent. Most generic tools either drown you in low-quality leads or don’t let you qualify prospects until it’s too late.
So, what should a good B2B lead capture tool actually do? - Qualify leads up front (not after your SDR wastes an hour talking to them) - Integrate with your CRM (because manual entry is the worst) - Be quick to set up and easy to tweak - Not break the bank (or lock you into long contracts) - Give you data you can actually use (not just “Name” and “Email”)
Let’s see how Leadformly and its main competitors stack up.
Meet the Contenders
Here’s who we’re looking at:
- Leadformly: Built specifically for B2B lead qualification, with smart forms and a ton of templates.
- Typeform: Stylish, user-friendly forms used everywhere, but not built just for sales teams.
- HubSpot Forms: Part of the HubSpot ecosystem—great if you’re all-in on HubSpot.
- Gravity Forms: A WordPress plugin with lots of add-ons, but mostly DIY.
- Unbounce: Landing page builder with form capabilities, popular for marketing teams.
Each tool promises better leads. The reality? They’re not created equal. Here’s how they actually perform for B2B sales teams.
Feature Face-Off: What Matters for B2B Sales Teams
1. Lead Qualification
- Leadformly: This is its main pitch—forms that ask qualifying questions (budget, company size, etc.) before you even get the lead. You can score and segment leads right from the form. It’s actually hard to build a “bad” form with Leadformly because the templates force you to think about qualification.
- Typeform: You can build qualifying questions, but it’s up to you. There’s no baked-in logic for lead scoring unless you DIY it or pay for extra integrations.
- HubSpot Forms: Decent at qualification if you use their progressive profiling, but only if you’re on a paid plan.
- Gravity Forms: Possible, but you’ll need add-ons or custom code. Not plug-and-play.
- Unbounce: Forms are basic unless you wire up extra tools. Most people use Unbounce for landing pages, not for deep qualification.
Bottom line: If you want to qualify leads before they hit your CRM, Leadformly is purpose-built for it. The others can get you there, but you’ll need to duct-tape things together.
2. CRM Integration
- Leadformly: Connects with all the major CRMs—Salesforce, HubSpot, Pipedrive, Zoho—plus Zapier for everything else. Setup is straightforward, and mapping fields is pretty simple.
- Typeform: Has integrations, but mapping to CRMs can be clunky unless you use Zapier or a third-party tool.
- HubSpot Forms: Perfect if you’re using HubSpot CRM. Not so great if you’re not.
- Gravity Forms: Integrates with CRMs, but usually needs paid add-ons or extra setup.
- Unbounce: Integrates with most CRMs via Zapier, but not as seamless as Leadformly.
Pro tip: If your sales team spends more time cleaning data than selling, pick a tool with direct CRM integration and solid field mapping. Don’t mess around with CSVs.
3. Ease of Use and Setup
- Leadformly: Built for non-technical sales and marketing folks. Templates are designed for B2B, so you’re not reinventing the wheel. You can get a live form up in an hour or less.
- Typeform: Drag-and-drop builder, very easy to use, but you’ll need to build your qualification logic yourself.
- HubSpot Forms: Easy if you’re already in HubSpot. Otherwise, there’s a learning curve.
- Gravity Forms: Easy if you know WordPress; otherwise, expect to Google a lot.
- Unbounce: Great for building pages, but form setup is secondary.
Skip the fancy features: Unless you have a dev team on call, go with something that works out of the box. Complexity kills adoption.
4. Customization and Branding
- Leadformly: Good level of branding—logos, colors, even custom question flows. Not as “beautiful” as Typeform, but solid.
- Typeform: Best-looking forms, hands down. If you care about aesthetics, Typeform is the winner.
- HubSpot Forms: Basic branding unless you pay for higher tiers.
- Gravity Forms: Fully customizable if you know CSS.
- Unbounce: Highly customizable, but only if you’re building full landing pages.
Reality check: Most leads don’t care about form beauty if it works and feels professional. Don’t let “pretty” trump “useful.”
5. Analytics and Reporting
- Leadformly: Decent built-in analytics—conversion rates, drop-off points, lead quality scores. Not enterprise-grade, but more than enough for most B2B teams.
- Typeform: Good basic analytics, but limited qualification insights.
- HubSpot Forms: Tied to HubSpot’s reports, which are solid if you’re a paying customer.
- Gravity Forms: Minimal analytics unless you buy add-ons.
- Unbounce: Strong page-level analytics, but not much on the lead itself.
Skip: Overly complex analytics dashboards. Focus on the basics: are you getting better leads, and do you know where people drop off?
6. Price
Prices change, but here’s the gist (as of mid-2024):
- Leadformly: Middle of the road. Not cheap, but pricing is flat and predictable. No crazy overages.
- Typeform: Starts free, but you’ll pay more for logic jumps and integrations.
- HubSpot Forms: Free plan is limited. Anything advanced means paying for HubSpot’s Marketing Hub.
- Gravity Forms: One-time license, but add-ons cost extra.
- Unbounce: Pricey if you only want forms; makes sense if you need landing pages too.
Watch out: For B2B teams, “free” tools usually mean limits that’ll annoy you after the first month. Pay for what you’ll actually use.
What Actually Matters: Real-World Scenarios
Scenario 1: Your SDRs Are Drowning in Bad Leads
If your team wastes time on leads that will never close, you need better qualification—not just more leads. Leadformly shines here because it forces you to ask the right questions up front. You could hack something similar together with Typeform or HubSpot, but expect a lot more fiddling and missed details.
Scenario 2: You Need to Move Fast (Without IT Help)
If you want a form live today, not next quarter, Leadformly or Typeform are your best bets. Both are easy to use, but Leadformly has the edge for B2B logic. Gravity Forms is only quick if you’re already a WordPress nerd.
Scenario 3: You’re Stuck in the HubSpot Universe
If you’re already paying for HubSpot, just use their forms. Don’t overthink it. If you’re not, there’s no reason to go all-in just for forms—look elsewhere.
Scenario 4: You Care Most About “Pretty”
If your CMO insists on beautiful forms, Typeform is the winner. Just remember, looks don’t close deals—answers do.
What to Ignore (Seriously)
- Gimmicky features: Chatbots, “AI scoring,” and other buzzwords rarely move the needle for B2B sales teams.
- Endless customization: Most teams never use advanced features. Simple, clear forms win every time.
- Volume metrics: It’s not about how many leads you get—it’s about getting the right ones.
Final Thoughts: Keep It Simple, Iterate Often
There are dozens of lead capture tools out there, but most B2B sales teams need the same things: get better leads, faster, without a hassle. If you want forms that actually qualify prospects and play nice with your CRM, Leadformly is a solid choice. If you need to impress with visual flair or are already married to another platform, there are options—but expect to give up something in return.
Don’t get bogged down in feature lists or “paralysis by analysis.” Pick something simple, launch it, and tweak as you go. In B2B, a slightly ugly form that qualifies leads beats a beautiful one that wastes your team’s time—every single day.