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11 Best Sales Automation Tools To Use In 2023

Sep 02, 2021

6 min read

Automation as a whole is a driving force of all businesses. Naturally, sales automation does not fall from the tree. 

Whether there’s one sales rep, many, or a few, managing sales can lead to burnout. With the unlimited potential to scale given digital outreach, there are more sales to account for than ever before. 

In truth, the selling part of sales only takes up approximately 36% of a sales rep’s time. Everything else is largely researching prospects and handling administrative tasks. 

No doubt, sales automation tools can make a grand impact on how efficiently your business runs. Keep reading to see which sales automation tools can best optimize your business!

What Are Sales Automation Tools?

The growing automation market comes as no surprise. Market experts expect that by 2027, the market for global industrial automation will reach $306.2 million

Automation, in general, can standardize repetitive tasks and shift the responsibility to machinery rather than humans. 

For companies that have been utilizing automation, the software is discernible in almost every business sector, from marketing automation tools to — of course — sales automation tools. 

Sales automation tools describe a variety of technologies that can streamline the sales process. 

Navigating the sales cycle involves a number of tasks. Namely

  1. Prospecting 
  2. Lead Qualification
  3. Company Research 
  4. Pitch
  5. Objection Handling 
  6. Lead 
  7. Nurturing 

Though the best businesses thrive by personalizing how they interact with potential customers and leads, even this undertaking does not go past automation’s capabilities. 

Sales automation tools can effectively manage several of the outlined processes above with little to no need for human aid. 

For example, sales automation tools can do the following:

This is only a brief overview of the capacity of typical sales automation software. 

Not only do sales automation tools provide a means for enhancing the customer experience, but you can have greater reach all-around when it comes to engaging your clients. 

Benefits of Sales Automation

There are many advantages of sales automation. Undoubtedly, sales automation tools will ensure that you can avoid doing necessary but banal tasks on a daily basis. However, there are some fringe benefits as well. See below.



There is no question that sales automation tools make for a more productive workforce. The entire incentive behind sales automation tools is to reduce the time you spend on laborious manual tasks. 

And though time is decreased, the increase in productivity comes from outsourcing the tasks in question to computers. 

Computers get the job done quickly leaving them more time to do the job again and again. To put it simply, sales automation tools get more done with less


Businesses should always aim to work smarter in turn for working harder. Both sentiments have their place and often function in tandem. But working smarter is characteristic of an efficient business. 

Efficiency warrants that your energy input and results output tend to line up nicely. Any useful strategy that organizations can take advantage of works toward this objective. 

Naturally, sales automation would qualify as a useful strategy. Spending less time on tasks that can be automated means sales professionals can focus on sales-critical tasks that play a great part in cultivating a successful business. 


Once you get familiar with automations enough to ascertain that your business operations run smoothly regardless of your input, you’ll gain some unexpected liberties. 

One basic freedom you’ll gain is the ability to work remotely. Although it may come as a surprise to chronic micromanagers, research shows that remote workers are generally able to maintain and often increase their productivity levels while working from home

With the proper tools for remote work and some handy sales automation tools which you’ll hear more about in just a minute, you’re off to a much better work-life balance. 

11 Best Sales Automation Tools

Here is a short list of some popular sales automation tools that could help you vitalize your sales process.


1. HubSpot Sales Hub 

HubSpot is an innovative platform offering tooling for inbound marketing, sales, and service. 

HubSpot Sales Hub serves as an all-in-one sales automation tool with sufficient optimization to scale any business

In HubSpot, you can make use of email templates to send personalized and time-sensitive follow-up emails to leads. 

Or you can set up the software so that you receive real-time notifications when a lead clicks on a link or checks an email. 

Behavioral tracking is one more thing you can do with HubSpot Sales Hub, where you can monitor when a user opens an attachment or replies 

There is much more HubSpot can do. Either way, the Sales Hub will guarantee that you close leads in record time. 

2. Leadiro 

Leadiro, as the name suggests, is well-suited for lead generation. As a sales automation tool reserved for business-to-business (B2B) organizations, the platform host an impressive compilation of data relating to business in nearly 100 different countries.

Information of this kind is markedly practical, especially since Leadiro is capable of filtering target accounts according to firmographic, technographic, and demographic data

In short, Leadiro is the premier tool for identifying active prospects, increasing your sales pipelines, and ultimately boosting your revenue. 

3. LinkedIn Sales Navigator  

LinkedIn Sales Navigator is a sales automation platform with advanced prospect search features. 

Prospect searches are one of the many integral sales activities that lead to actionable insights. It is the very first step in the sale funnel. 

Essentially, a prospect search is when a sales team gets to know a potential customer but gathering data and making inquiries

To achieve this outcome, LinkedIn Sales Navigator lets you filter LinkedIn users by company, industry, education, location, and more. 

Other notable features of the tool are lead recommendations, CRM integration, and real-time sales updates. 

4. Leadfeeder

Leadfeeder is a website visitor tracking software B2B organizations. Despite the direct functionality of the platform, in practice, the tool can be quite utilitarian. 

Your sales team along with your marketing team can employ Leadfeeder to find out which companies are visiting your business website, how they found you, and where their interests lie.

5. Clearbit 

Clearbit is yet another sales automation tool that specializes in data collection. The usefulness of this tool relies heavily on personalization as a starting point for all prospects. 

Via Clearbit, you can summon the data you need and fill in the blanks with unique attributes like job title, role, employee size, industry, and other relevant information. 

In effect, you can further understand your customers in an effort to personalize your future marketing and sales interactions.

6. ZoomInfo 

ZoomInfo is a fan of customization as well. As a sales automation tool for B2B companies, ZoomInfo makes use of comprehensive prospect information to refine lead generation and nurturing processes. 

Key automation features of ZoomInfo include the creation of actionable target lists and over 50,000 searchable data points. The ZoomInfo database even contains direct-dial phone numbers. 

7. Calendly 

Calendly is a sales automation tool capable of organizing dozens of meetings per week by nailing down mutual schedules in a business setting. 

At first sight, this does not seem to be a tool informed by either marketing in sales. Yet, in reality, collaboration fuels business operations of all kinds

Thus, using an automation tool like Calendly — which can be integrated with Google, Office 365, and Outlook — prompts better team communication overall. 

8. Growbots  

Growbots is an outbound sales platform with a database featuring millions of influences and decision-makers. You can also manage email campaigns from the platform and integrate Growbots with your CRM. 

World-renowned brands such as Gusto and Deloitte depend on Growbots to deliver hot and easy-to-convert leads. 

9. Autoklose 

Autoklose is a sales automation software with dozen of features. Lead generation, email campaign management, reporting, team management, contact management, and real-time email tracking come equipped with the platform, to name a few. 

Customized targeting and automatic segmentation are also treasured features of the tools. 

Not to mention, Autoklose combines with Salesforce, a popular cloud-based CRM platform that many marketers cherish. 

10. Pega Sales Automation

Pega is a powerful artificial intelligence for scoring leads and identifying qualified leads who are ready to make a purchase. 

Lead ranking and personalized deal generation are other perks of this platform. What’s more, Pega Sales Automation can identity opportune moments for you to cross-sell, upsell, or encourage repeat purchases. 

11. EngageBay

EngageBay is a sales automation and conversion platform that enables small businesses to increase revenue and improve field sales efficiency. 

EngageBay’s sales solution combines the power of lead generation, automated email marketing, social media management, and multiple war room monitors into one platform.

It allows companies to automate follow-ups, customize forms and pages, build unlimited landing pages, collect leads, create campaigns with flexible email sequencing, A/B test different variants of marketing communications, retarget visitors that visit specific pages, and more.

How To Choose The Best Sales Automation Tools

Choosing the right sales automation tools is an important decision that will make a big impact on the future of your business.

As you can see, there are several excellent tools that can be a part of your arsenal. But true optimization requires careful and strategic decision-making

To make a decision, you must consider your business goals. Choose sales automation tools that align with those goals and guide you to meet them. 

The right tools will make for a more productive, efficient, and flexible business. And you’ll begin to notice these benefits as your lead conversion rate increases.

For more specificity, keep in mind that the best tools will have an easily navigable dashboard to magnify the user experience. 

Prospecting tools are equally important. Other automation features like email templates and trigger campaigns should play a role in your decision too. 

Again, the best tool will be the software that is saving you time and resources. 

Boost Sales by Using the Right Automation Tools For Your Business

Using the right automation tools for your business is sometimes more complex than meets the eye. 

This is largely because data integration is a huge factor in how easily you’re able to use these tools. 

Data integration is what syncs multiple automation tools together so you can get the workflows you need to speed up operations. 

But lack of customization is a common problem where integrating sales automation tools is a concern. 

Fortunately, Trio knows just how to resolve these sorts of issues. For more information on sales automation tools and data integration, get in touch with Trio!

Frequently Asked Questions

What are sales automation tools?

Sales automation tools describe a variety of technologies that can streamline the sales process.

What are the benefits of sales automation tools?

The benefits of sales automation are productivity, efficiency, and flexibility.


What are the best sales automation tools?

The best sales automation tools depend on your business needs. Browse the list above and choose wisely.

Author name

Cordenne Brewster

Cordenne Brewster is a tech enthusiast whose ardor is best expressed through the written word. With contributions ranging from software development to scaling, Cordenne provides insights to keep the curious and inquisitive informed, well-read, and on-trend.

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