Quick answer: For most B2B teams, LinkedIn prospecting starts with Sales Navigator for search and lists ($119.99/month for Core, billed monthly). After that, you add a tool for outreach. Pick Waalaxy or Expandi for LinkedIn-only outreach, HeyReach if you run many sender accounts, lemlist or Apollo if email comes first, or Buzz.ai for LinkedIn, email and call with an AI SDR. If you'd rather not run it yourself, a LinkedIn prospecting service does the work for you, and agencies can resell Buzz under their own brand with Buzz White Label ($1,000/mo, 20 seats, billed annually).
We make Buzz. Every other vendor fact here comes from that vendor's own site, checked on October 1, 2026.
LinkedIn for prospecting: tool or service?
- Tool: you own the targeting, copy and follow-up. It costs less, but it takes your time.
- Service: an agency runs the outreach for you. It costs more, and you give up some control over messaging.
Whichever you choose, follow LinkedIn's rules. See is LinkedIn automation safe?
The tools
1. LinkedIn Sales Navigator
LinkedIn's own prospecting product. Core costs US$119.99/month or US$1,079.88/year, Advanced costs US$159.99/month or US$1,799.88/year, and Advanced Plus is custom (compare plans). Every plan includes Advanced Search, alerts, custom lists, 10,000 saved leads and accounts, and 50 InMail credits a month. Advanced adds Buyer Interest, shared lists and searches, and TeamLink (features by plan). Best for: finding and tracking the right people.
2. Buzz.ai
An AI SDR platform that uses LinkedIn as one channel in a sequence alongside email, calls and voicemail drops (beta, US and Canada). It can import Sales Navigator searches and lists, Recruiter projects, LinkedIn posts, events, groups and CSVs, and it keeps pulling new prospects from saved Sales Navigator searches. Prospects get enriched through a data waterfall, and the AI Employee writes messages, handles replies and books meetings. Core is $79/month per seat, billed monthly. AI Employee is $695/month per seat (pricing). Best for: teams that want one tool across LinkedIn, email and call. Consider something else if: you only need cheap LinkedIn-only automation. See Buzz LinkedIn automation.
3. Waalaxy
LinkedIn-first and cloud-based. With monthly billing selected, its pricing page showed Pro at €19, Advanced at €49 and Business at €69 per user/month. Business adds cold email and 500 email finder credits. Each plan has a 14-day trial (pricing). Best for: solo users on a budget. See our Waalaxy alternative guide.
4. Expandi
Cloud LinkedIn automation with a dedicated country-based IP, and sequences that combine connection requests, messages and email follow-ups. Business is $99/month billed monthly or $79/month billed annually. There's a custom Agency plan for 10+ seats with an option to use Expandi under your own brand (pricing). Compare: Expandi alternative.
5. HeyReach
Built around LinkedIn sender accounts. Growth is $79 per seat/month, Agency is $999/month with white label included, and the top plan is $2,999/month, with quarterly and yearly discounts (pricing). Compare: HeyReach alternative.
6. lemlist
Email-first. The Email plan starts at $55/month. The Multichannel plan starts at $87/month and adds LinkedIn automation, SMS and a call dialer. There's a 14-day free trial (pricing).
7. Apollo.io
A contact database with sequencing. There's a free plan. Paid plans are Basic at $49, Professional at $79 and Organization at $119 per seat/month (minimum 3 seats), all billed annually (pricing). Best for: teams that need contact data first.
LinkedIn prospecting services
A LinkedIn prospecting service runs targeting, copy and outreach for you. One example is Zeekeo, which lists a done-for-you service from $600/month (zeekeo.com/pricing). Before you sign with any service, ask:
- Whose LinkedIn account sends the messages, and what daily limits will they use?
- Who approves the copy?
- Do you own the lead data and conversations if you leave?
- How do they report meetings, as opposed to sends?
Running a service yourself? Buzz White Label lets agencies resell LinkedIn, email and data outreach under their own logo, colors and domain. It includes wholesale pricing, Stripe billing for clients and an admin panel, for $1,000/mo with 20 seats, billed annually. More in white label LinkedIn automation.
How to use LinkedIn Sales Navigator for lead generation
- Define your ICP in terms of filters: role, seniority, company size, industry and geography.
- Build an Advanced Search and save it, so new matches show up in your alerts.
- Save the best matches to custom lists (up to 10,000 saved leads per plan).
- Research before you reach out using lead and account pages. On Advanced, check Buyer Interest and TeamLink for warm paths in.
- Choose the channel: a connection request with a relevant note, or InMail. You get 50 InMail credits a month, and a credit comes back when the recipient replies within 90 days (InMail credits).
- Follow up on more than one channel. Buzz can import your Sales Navigator searches and lists, enrich prospects with emails and phone numbers, and run LinkedIn, email and call steps in one sequence. Sending InMail through Buzz requires an active Sales Navigator subscription.
- Track meetings, not sends. See outbound sales automation.
Comparison table
| Tool | Main channels | Starting price listed |
|---|---|---|
| Sales Navigator | LinkedIn search, InMail | US$119.99/mo (Core, monthly) |
| Buzz.ai | LinkedIn, email, call | $79/mo per seat (Core, monthly) |
| Waalaxy | LinkedIn, email on Business | €19/user/mo (Pro, monthly) |
| Expandi | LinkedIn, email follow-ups | $99/mo monthly; $79/mo annual |
| HeyReach | $79/seat/mo (Growth, monthly) | |
| lemlist | Email; LinkedIn on Multichannel | From $55/mo |
| Apollo.io | Data, email sequences | Free; $49/seat/mo billed annually |
Start prospecting with Buzz
Start free on Buzz with a free seat, limited credits and no card. For more AI SDR tools, see best AI SDR tools 2026. Check your email copy with the cold email spam checker.
FAQ
What is the best LinkedIn prospecting tool?
Sales Navigator is the standard tool for finding prospects. For outreach, it depends on your channels: Waalaxy or Expandi for LinkedIn only, lemlist or Apollo if email comes first, and Buzz.ai for LinkedIn, email and call with an AI SDR.
What is a LinkedIn prospecting service?
An agency or managed service that runs LinkedIn targeting, messaging and follow-up for you. Ask whose account sends the messages, who approves the copy, and who owns the data.
How much does Sales Navigator cost?
On LinkedIn's compare-plans page (updated September 27, 2026), Core starts at US$119.99/month or US$1,079.88/year, and Advanced at US$159.99/month or US$1,799.88/year. Advanced Plus is custom.
How do I use Sales Navigator for lead generation?
Turn your ICP into search filters, save the search and alerts, save leads to lists, research lead and account pages, then reach out with a relevant connection request or InMail. Follow up by email or phone too.
How many InMails does Sales Navigator include?
50 InMail credits a month on Core, Advanced and Advanced Plus, up to a maximum of 150. A credit comes back when the recipient replies within 90 days.
Can agencies white-label a LinkedIn prospecting tool?
Yes. Buzz White Label is $1,000/mo for 20 seats, billed annually, with a branded dashboard, Stripe billing and an admin panel. HeyReach's Agency plan also includes white label, and Expandi's Agency plan offers it on request.
Sources (checked October 1, 2026)
- https://business.linkedin.com/sales-solutions/compare-plans
- https://www.linkedin.com/help/sales-navigator/answer/a431190
- https://www.linkedin.com/help/linkedin/answer/a101030
- https://www.waalaxy.com/pricing , https://expandi.io/pricing/ , https://www.heyreach.io/pricing
- https://www.lemlist.com/pricing , https://www.apollo.io/pricing , https://www.zeekeo.com/pricing
- https://buzz.ai/pricing/ , https://buzz.ai/products/social/ , https://buzz.ai/whitelabels/
