6 Best Predictive Lead Scoring Software Tools in 2026

A lot of lead scoring still runs on points someone assigned years ago: ten for a webinar, five for a pricing page view, minus twenty for a student email. Predictive scoring replaces those guesses with a model trained on which leads actually converted. It is a core use of B2B predictive marketing, and our roundup of predictive marketing platforms covers the wider category.

Predictive vs rule-based scoring

• Rule-based scoring adds and subtracts points you define. It is transparent and works with little data, but it drifts as your market changes.
• Predictive scoring learns which attributes and behaviors separated past winners from losers. It needs enough history to train on, and tools such as Einstein and Dynamics 365 show which factors drove each score.
• Account scoring applies the same idea to companies rather than people, which suits deals with several buyers.

Product-led companies have a third signal: what people do inside the product. Our guide to product qualified lead tools covers scoring based on product usage.

How we picked these tools

Each tool had to score leads or accounts with a machine-learning model trained on your own data, be sold to new customers in October 2026, and document how it works and what it requires on its own site or help center. We read those pages in October 2026 and quote plan and data requirements exactly. We did not test model accuracy, which depends on your data.

At-a-glance comparison

The best predictive lead scoring software

1. HubSpot: likelihood to close on every contact

HubSpot's predictive lead scoring analyzes your customers to estimate the probability that each open contact will close within 90 days, stored in a Likelihood to close property, and ranks contacts into Contact priority tiers (Very High, High, Medium, Low) of about 25% each.

Availability (as of October 2026): Marketing Hub Enterprise or Sales Hub Enterprise; Marketing Hub Enterprise starts at $3,600 a month. Strengths: scores sit on the same contact record your workflows and sales views use. Limits: only on Enterprise tiers.

2. Salesforce Einstein Lead Scoring: for Sales Cloud orgs

Einstein Lead Scoring scores leads by how well they fit your company's past conversion patterns and shows which fields influence each score most. It needs at least 1,000 leads created in the last 200 days, with at least 120 converted to an account and contact.

Availability (as of October 2026): with Sales Cloud Einstein, included in Performance and Unlimited Editions and available at extra cost in Enterprise Edition. Strengths: explainable scores inside the CRM sales already uses. Limits: the data threshold rules out smaller lead volumes.

3. Dynamics 365 Sales: predictive scoring with a low data bar

Dynamics 365 Sales trains a model on your historical leads and scores open leads, with a widget showing the top influencing factors. You can create up to 10 models for different regions or business units, and retrain automatically every 15 days.

Availability (as of October 2026): with a Dynamics 365 Sales Enterprise license you get 1,500 scored records a month; Advanced Sales Insights must be enabled, and you need at least 40 qualified and 40 disqualified leads in the training window. Strengths: the lowest documented data threshold here. Limits: the monthly record cap on Sales Enterprise.

4. 6sense: account scoring for ABM

6sense scores accounts rather than individual leads. Its predictive models give each account a profile fit score (how closely it matches your ideal customer profile) and an in-market score, and place it in a buying stage from Target through Purchase.

Availability (as of October 2026): in 6sense packages that include predictive AI; priced through demos. Strengths: combines your history with 6sense intent and engagement signals. Limits: a platform purchase, not a scoring add-on. See our intent data providers roundup for the signals behind it.

5. HG Insights: custom propensity models (formerly MadKudu)

HG Insights acquired MadKudu in 2025, and Breadcrumbs' pricing page now redirects to MadKudu, whose site in turn redirects to HG Insights. Its Data Studio builds no-code predictive models for account, MQL and PQL propensity scoring, combining HG's technographic and intent signals with your first-party CRM data.

Availability (as of October 2026): part of the HG Insights platform; priced through sales. Strengths: flexible models that RevOps can tune without data scientists. Limits: a larger platform than a single scoring tool.

6. Zoho CRM: Zia scores for small and mid-size teams

Zoho CRM's AI assistant, Zia, provides scores that identify the prospects most likely to convert, and suggests the best time and channel to contact each customer.

Availability (as of October 2026): part of Zoho CRM; check Zoho's edition comparison for which plans include Zia scoring. Strengths: predictive scoring at SMB CRM prices. Limits: confirm with Zoho which editions include Zia scoring before you plan around it.

How to choose

Check your data first. If you cannot meet a vendor's minimum, stay on rule-based scoring until you can. Then score where sales works: a predictive score that lives in a separate tool tends to be ignored. If you sell to buying groups, add account scoring and intent from 6sense or HG Insights, and review the score every quarter against what actually closed. For campaigns that act on the scores, see our roundup of account-based marketing platforms.

Frequently Asked Questions

What is predictive lead scoring?
Predictive lead scoring uses machine learning on your historical data to estimate how likely each lead is to convert, instead of relying on points you assign by hand. HubSpot, for example, scores the probability that a contact will close as a customer within 90 days, and Dynamics 365 Sales scores open leads based on past qualified and disqualified leads.

How much data do I need for predictive lead scoring?
Each vendor sets its own minimum. Salesforce Einstein Lead Scoring needs at least 1,000 leads created in the last 200 days, with at least 120 of them converted. Dynamics 365 Sales needs at least 40 qualified and 40 disqualified leads created and closed in the training period you choose. Below those levels, rule-based scoring is the practical option.

Which CRMs include predictive lead scoring?
As of October 2026 HubSpot includes it in Marketing Hub Enterprise and Sales Hub Enterprise; Salesforce includes Einstein Lead Scoring with Sales Cloud Einstein in Performance and Unlimited Editions and sells it at extra cost on Enterprise Edition; Dynamics 365 Sales Enterprise includes 1,500 scored records a month; and Zoho CRM offers Zia scores.

What is the difference between lead scoring and account scoring?
Lead scoring rates individual people. Account scoring rates whole companies, which suits B2B deals with several buyers. 6sense, for example, gives each account a profile fit score and an in-market score and places it in a buying stage.