This article is part of a larger series on CRM.
Customer relationship management (CRM) software for business-to-business (B2B) sales allows companies that sell in the B2B space to oversee the longer sales cycle of their deals and easily manage account-based clients. The best B2B CRM software options offer affordable plans, an intuitive interface, and features for tracking and collaborating on opportunities to sell to other organizations. Based on our evaluation of dozens of software providers, our picks for the best CRM for B2B sales include:
- Best overall; robust free, easy-to-use tools: HubSpot CRM
- Great for proposal management: Pipedrive
- Best account management system: Freshsales
- Excellent CRM with project management tools: Insightly CRM
- Good option with inventory management tools: Zoho CRM
- Solid, cost-friendly lead management tools: Capsule CRM
- Great for Google Workspace teams: Copper CRM
- Best for wholesalers and manufacturers: Prospect CRM
- Most intuitive B2B CRM solution: monday Sales CRM
Best B2B CRMs Compared
Starting Monthly Price per User*
Our CRM Rating Out of 5
$45 (up to two users)
*Based on annual billing; monthly billing is also available for slightly higher rates.
HubSpot CRM: Best CRM for B2B Small Business Overall
- Expensive paid plans
- Payment processing, sales automation, and calling unavailable until Starter plan
- Account-level overviews on company records gets expensive
- You need robust, easy-to-use free B2B CRM software: HubSpot CRM not only stands out as the best B2B CRM, but also a top overall CRM for small business. This is primarily due to crucial product attributes of offering a free-forever plan with pipeline tracking, email engagement, meeting scheduling, and document storage—and being an intuitive CRM system with a clean, modern-looking interface.
- You function as a revenue operations team: The most notable aspect of the HubSpot CRM Suite is it combines the Sales, Marketing, Customer Service, and Content Management System (CMS) Hubs. Revenue operations teams, a structure becoming popular among B2B organizations, can use the CRM to improve data sharing and strategic alignment across the whole department.
- You want free calling tools: A built-in or integrated telephone system is vital to a B2B operation as it lets you easily engage decision-makers and support customers over the phone from the CRM system. While HubSpot does offer calling capabilities, those features are not available until you buy a paid plan.
- Alternative: Freshsales is the best alternative that starts offering its built-in telephone system on the Growth plan, which allows three free users.
- You are a project-based business: Plenty of businesses in the B2B space provide their services in the form of project deliverables. For instance, graphics designers, content creators, and software developers have unique client projects they must support. That said, HubSpot’s project management capabilities are limited to creating lists with tasks and associated subtasks.
- Alternative: Insightly is our favorite B2B CRM with more advanced project management tools like task assignment, collaboration in project records, and multi-view options via Kanban and lists.
HubSpot CRM Pricing Plan & Overview*
*Pricing based on annual billing on a per-month breakdown; monthly billing is also available for a higher cost. Each plan offers a 14-day free trial.
**CRM Suite includes sales, marketing, customer service, content management system (CMS), and operations software. Individual modules can be purchased for lower monthly costs.
Our Expert Opinion
HubSpot CRM takes everything good about the product and extends it to B2B use cases. For instance, its free-forever plan is one of the best available on the CRM market for teams to track business deals, manage decision-maker data, mass deploy emails, store crucial documents, and schedule meetings with leads at no cost. The product simplicity also helps maintain a positive user experience with easy-to-use features, which ultimately help with CRM adoption.
Use our in-depth HubSpot CRM review for more details on features, integrations, and best-use cases.
Pipedrive: Best Proposal Management CRM
- No free plan
- Viewing full contact timelines and obtaining revenue forecasts gets expensive
- Workflow automation capabilities not included until Advanced plan
- You want robust proposal features: Pipedrive separates itself by offering tremendous value for business proposal management activities—a common bottleneck in the B2B sales process. The platform includes Smart Docs, which lets you send trackable quotes and contracts directly from the system. Teams can also autofill their proposals with stored CRM data and easily obtain digital signatures on those documents.
- You need team collaboration on deals: The Pipedrive CRM system is mostly known for its lead and deal management tools. Taking it a step further, it also includes many collaboration tools like record mentions and comments, file attachment and storage, and team management for tracking team goals and assigning multiple reps to sales deals in the pipeline.
- You need a free B2B CRM: Pipedrive does not provide users with a free-forever option to test drive the CRM features in a limitless capacity.
- Alternative: Freshsales and HubSpot CRM are free CRM systems for users to access features at no cost.
- You want low-cost revenue forecasting tools: B2B companies often need solid revenue forecasting tools to help with capacity planning and creating growth strategies. Pipedrive, while it has lots of reporting tools on the Essentials plan, does not start offering forecasting until the Professional plan for $49.90 per user, monthly.
- Alternative: monday Sales CRM begins offering sales analytics with revenue forecasting starting at just $24 per user, per month.
Pipedrive Pricing Plan & Overview*
*Pricing based on annual billing on a per user, monthly breakdown; monthly billing is also available for a higher cost. Paid plans include a 14-day free trial.
Our Expert Opinion
Pipedrive’s powerful tools give B2B sales teams a major productivity enhancer. Aside from the solid data management capabilities for storing and enriching information on key decision-makers, Pipedrive supplies an ideal solution enabling team collaboration and streamlining the proposal generation process. More specifically, the Smart Docs, auto-data-fill, digital signature, and document tracking tools ultimately get more proposals out and signed.
Use our Pipedrive review to get the full scoop on product features, integrations, user reviews, and pricing to see if it’s right for your business.
Freshsales: Best for Account Management
- Automated profile enrichment for keeping decision-maker and contact data up to date requires Enterprise plan
- Creating deal teams to have multiple users responsible for a deal gets expensive
- Multiple sales pipelines not included in Growth plan
- You need solid account management features: Freshsales stands out as one of the top picks for best account management software. Overseeing business accounts is crucial in the B2B world for tracking contact data, prior communications, transactions, and support activity to help better assist and upsell clients. On top of having an account management module, Freshsales comes with a built-in phone system to engage clients.
- You want to utilize an omnichannel engagement approach: Another great attribute of Freshsales is the wide range of communication options to let businesses support clients and engage leads. The channels include the built-in phone system, direct and mass email, text, and live chat. There are also artificial intelligence (AI) chatbots plus interaction with messaging apps like Facebook Messenger, WhatsApp, and LINE.
- You need low-cost tools for auto-updating decision-maker data: Keeping contact data automatically up to date ensures account managers and sales reps are always using current information. Unfortunately, the automated data enrichment tools in Freshsales for CRM profiles are not available until the Enterprise plan.
- Alternative: Pipedrive starts data enrichment features on the Advanced plan for $24.90 per user, monthly.
- You use multiple team members to support sales deals: It’s common in B2B organizations for multiple people to be working together on a single deal if there are various requirements, such as underwriting, quoting, or some type of technical review that requires specialty support. Freshsales does offer a deal team feature, but not until the Enterprise plan for $69 per user, monthly.
- Alternative: Capsule CRM begins supporting multiple users on deals on the Teams plan for $36 per user, per month.
Freshsales Pricing Plan & Overview*
All paid plans have a 21-day free trial. In addition to the main subscription, Freshsales offers optional add-ons to extend the platform’s functionality. For instance, users can purchase additional automated workflows for $5 per 10 workflows to put repetitive tasks, like record updates or email follow-ups, on autopilot. They can also purchase additional phone credits for $5 to make more calls from the CRM.
*Pricing based on annual billing on a per-user monthly breakdown; monthly billing is available for a higher cost.
Our Expert Opinion
Freshsales is the ultimate solution that’s easy-to-use, affordable, and has useful features for B2B sales teams. While the most notable are the dedicated account management module and built-in phone system, we also like the system’s artificial intelligence (AI) analytics tools and multi-channel communication options. Overall, Freshsales is a powerful CRM for tracking opportunities and client activity and engaging directly with leads.
Freshsales stands out as a top pick for many use cases, including account management, B2B sales, and small business collaboration. Find out how else it supports businesses using our Freshsales review.
Insightly: Best for Project Management
- Marketing and customer service tools require separate products for additional cost
- CRM provider no longer offers a free-forever plan
- Relatively expensive automated lead assignment features
- You need project management in your CRM platform: Insightly is a great B2B CRM specifically for those who have project-based businesses such as graphic designers, content producers, marketing agencies, or software developers. The software includes a project management module for teams to track and collaborate on client deliverables and associated tasks, and the ability to easily convert won opportunities into projects.
- You want to track B2B relationships in CRM records: Referral marketing in the B2B space is heavily relationship-driven. That said, it’s useful to see which contacts know each other or have connections to specific organizations. With Insightly, you can not only store data for your leads and customers but also link records together to indicate a relationship or connection.
- You need a more affordable CRM option: Insightly used to offer a free plan for two users. Unfortunately, the provider no longer offers that option, and the paid plans start at $29 per user, monthly.
- Alternative: Zoho CRM and Freshsales are more affordable B2B CRM systems that offer free-forever plans.
- You work as a revenue operations team: One key issue with Insightly is it only comes with sales, project management, and limited marketing features to mass email. Customer service features and broader marketing tools require native add-ons for an additional cost—not ideal for revenue operations teams who need all capabilities under one system.
- Alternative: HubSpot CRM is the best CRM for those working as a revenue operations team as it has sales, marketing, service, and content management features in one CRM Suite.
Insightly Pricing Plan & Overview*
*Pricing based on annual billing on a per-user monthly breakdown; monthly billing is available for a higher cost. Insightly offers a 14-day free trial on paid plans.
Our Expert Opinion
Insightly separates itself from other providers as being the best CRM for B2B sales with solid project management capabilities. This makes the CRM more useful for businesses offering their services in a project-based deliverable as opposed to a tangible product like office equipment or recurring services like managed IT support. While it’s not the most cost-friendly solution, Insightly has a lot of value to offer with its lead, opportunity, and project management features.
Read our in-depth Insightly CRM review to get the full picture of the product details and decide if it’s the best option for your small business.
Zoho CRM: Best for Inventory Management
- Challenging user experience that requires a decent learning curve
- Artificial intelligence (AI) tools get expensive
- Mass email not available on Free plan
- You are an inventory-based business: While many CRMs offer invoice and quote generation, Zoho takes it a step further by providing a full inventory management system in the CRM for product tracking, price book management, order processing, and storing vendor data. This is useful for B2B companies selling tangible, depletable stock such as office supplies, computer equipment, or network hardware.
- You prioritize cost-friendliness: Zoho stands out as a highly affordable and scalable CRM. It starts with a free-forever plan that allows up to three users for deal, account, lead, and contact management, which then goes to $14 per user, monthly for the Standard plan. Even the Enterprise and Ultimate plans are relatively cheap compared to Zoho competitors—costing only $40 and $52 per user, per month, respectively.
- You need a more intuitive B2B CRM: Zoho has many advanced automation, data management, and analysis features. It also has various modules in the CRM system, which can make it tough to operate and navigate, especially for new users.
- Alternative: HubSpot CRM and monday Sales CRM are great alternatives for product simplicity that offer intuitive features and a clear navigation system on their interfaces.
- You need low-cost artificial intelligence (AI) features: Deploying AI in a business helps automate repetitive tasks and gain insights into certain aspects of an operation for improvement opportunities. Zoho offers this through its Zia tool, which provides automation suggestions, enriches data, and makes performance predictions. This feature, however, is not available until the Enterprise plan.
- Alternative: Freshsales begins offering AI in its CRM product on the Growth plan, which is free for three users.
Zoho CRM Pricing Plan & Overview*
*Pricing based on annual billing on a per-user monthly breakdown; monthly billing is available for a higher cost. Zoho CRM comes with a 15-day free trial on the paid plans.
Our Expert Opinion
Zoho’s popularity has allowed it to evolve into a multi-functional CRM system. We can’t say enough about the affordability of the product, which gives excellent value considering all the modules and integrations available. B2B businesses can extract value with Zoho’s account and deal management tools, lead tracking capabilities, and robust system customization. We also like the unique inventory management module to help support B2B product suppliers.
Use our expert Zoho CRM review for a complete evaluation of Zoho’s features, integrations, and best-for circumstances.
Capsule CRM: Best for Cost-friendly Lead Management
- Limited capabilities on the free plan, limited to two users and 250 contact records
- Custom activity tracking requires Teams plan
- Expensive workflow automation
- You need an affordable solution to manage sales leads: Capsule CRM is most notable for its cost-friendly tools for prospecting, generating, and managing leads. It has a free plan for two users to store lead contact data. Then, users can upgrade to the Professional plan for tagging records, engaging leads through email, tracking lead milestone stages, and enriching lead profiles through social media online data.
- You have a long B2B sales process: B2B processes tend to be longer because of the number of decision-makers, high costs, and operational adjustments that often happen when an organization commits to a business offering. We like Capsule’s opportunity management features that include proposal, bid, and deal management, reporting on why a deal was lost, and system notifications for stale deals.
- You need cost-friendly workflow automation: Capsule CRM has workflow automation for users to put repetitive tasks like lead assignments and data updates on autopilot. Unfortunately, that feature is not offered until the Teams plan for $36 per user, monthly.
- Alternative: Zoho CRM begins offering trigger-based automation on its free-forever plan.
- You are a startup with multiple sales processes: Some B2B businesses need multiple pipelines to track different processes depending on product offerings. Insurance agencies, for instance, often sell employee benefits packages and business property and liability coverage, which both demand different sales processes. While Capsule CRM can support multiple pipelines, it’s not allowed until the Teams plan.
- Alternative: The monday Sales CRM Basic plan is only $10 per user, per month and allows unlimited boards. This is the system in which you can create and track unique processes, including multiple sales pipelines.
Capsule CRM Pricing Plan & Overview*
*Pricing is based on monthly billing. Capsule does not offer annual plans, and users can cancel anytime. The paid plans offer a 14-day free trial.
Our Expert Opinion
Similar to Pipedrive, Capsule CRM is a sales-specific product that can support B2B teams in various lead and deal management activities. We like its free plan availability and cost-friendly paid plans to help small businesses on a tight budget get robust sales features. Capsule helps its users get more leads into the pipeline and convert them into new customers.
Copper CRM: Best for Google Users
- No free plan
- Lead scoring tools get expensive
- Non-Google integrations require Professional plan and above
- You are a Google Workspace team: Copper CRM is built as a CRM for Google teams. It offers direct integration to popular apps like Gmail, Contacts, Calendar, Drive, and Sheets, as well as provides a Chrome extension that lets users access the CRM directly from Gmail and Calendar interfaces to manage and pull data. These features and the interface design, similar to Google apps, make it one of the best Google CRMs available.
- You need solid deal management: A key attribute that makes Copper a pick for best CRM for B2B sales is pipeline management. Users can create custom sales processes to track opportunities per their unique operation. They can also automate tasks as deal stage changes or users are assigned deal ownership. Finally, Copper comes with an opportunity slippage tool that lets teams monitor deals that could be losing traction.
- You need more affordable lead scoring: Lead scoring is huge in B2B sales for teams to quantitatively evaluate lead quality and which prospects to prioritize. Unfortunately, Copper doesn’t offer this feature until the Business plan for $99 per user, per month.
- Alternative: Zoho CRM starts offering basic contact scoring on the Standard plan for $14 per user, monthly.
- You want to integrate with many third-party, non-Google tools: Outside of Google apps, Copper CRM is relatively limited in terms of third-party integration options. On top of that, users can’t make direct integrations until the Professional plan or above.
- Alternative: HubSpot CRM offers hundreds of popular third-party integration options that begin allowing connections for free.
Copper Pricing Plan & Overview*
*Pricing based on annual billing on a per-user monthly breakdown; monthly billing is available for a higher cost. Copper comes with a 14-day free trial.
Our Expert Opinion
Businesses using Google Workspace products should consider Copper CRM. Its seamless integration with Google apps, similar feel to Google interfaces, and unique Chrome extension give users the closest thing they’ll find to a Google-made CRM. B2B teams can also get tremendous value from the in-depth collaboration features and pipeline management module to work with one another on long sales deals.
Copper offers an easy-to-use CRM with complete Google accessibility. See if it’s right for your business using our in-depth Copper CRM review.
Prospect CRM: Best for Wholesale Businesses
- Relatively expensive with no free option
- Poor product usability ratings
- Lacks useful B2B sales tools like lead scoring and prospecting credits
- You are a wholesale or manufacturing business: Prospect CRM comes with account management features, integrations with tons of enterprise resource planning (ERP) software, and products and inventory tracking tools. These are specialty features to help a wholesaler or manufacturing company that sells to retail businesses—giving an all-in-one solution to sell, support customers, and deliver products.
- You need built-in operations management tools in your CRM: Besides helping companies with new business and customer management, Prospect CRM is loaded with features to help oversee the day-to-day delivery of products and services. For instance, there are tools for calculating future stock and inventory to help with capacity planning, equipment registering capabilities, and delivery date tracking on logistical processes.
- You need a more affordable CRM system: Because it’s an industry-specific CRM system, Prospect CRM tends to be far more expensive than the other B2B CRMs on this list—starting at $33 per user, monthly.
- Alternative: Zoho CRM and Freshsales are the best affordable CRMs that also offer a free-forever plan.
- You work outside of the manufacturing or wholesale space: The specialty design and use cases of Prospect CRM make the product less appealing if you are a B2B company outside of manufacturing or wholesale operations. The pricing isn’t ideal, and teams find the product challenging to use.
- Alternative: HubSpot CRM is our pick for the best CRM for B2B companies with plenty of use cases, including marketing agencies, business management consultants, and content producers.
Prospect CRM Pricing Plan & Overview*
*Pricing based on annual billing on a per user monthly breakdown; monthly billing is available for a higher cost. Prospect comes with a 14-day free trial.
Our Expert Opinion
Prospect is a clear pick as the best B2B CRM for those selling product stock to other companies. Its specialty focus includes account management, quoting, and inventory management modules plus integrations with popular accounting and enterprise resource planning (ERP) software solutions. While fairly expensive overall, Prospect CRM can truly help manufacturing and wholesalers develop new business relationships and scale their operations.
monday Sales CRM: Best for Product Simplicity
- Misleading pricing; paid plans require a minimum number of users
- Expensive lead scoring tools
- Module for post-sales management, which includes account management and client project tracking, requires Enterprise plan
- You need an intuitive B2B CRM: monday.com is notorious for its usability for teams to manage their data and processes using a spreadsheet-style format, which is familiar and intuitive to most users. They can easily adjust their views accordingly for unique insights on that data. This capability extends to monday Sales CRM, which is a work product built for managing leads, deals, and sales activity.
- You want to leverage low-code automation: monday Sales CRM utilizes a low-code automation system that allows teams to use premade workflows, recommendations, and drop-down menu options to design automations. This design makes it easy for anyone to construct trigger-based sales automations, like updating a record, sending an email, or assigning a lead based on triggers such as deal changes.
- You want a solution for managing client projects and accounts: One of the nice aspects of monday Sales CRM is that it has a dedicated set of features for post-sales management—allowing users to manage accounts, client projects, and accounts receivable after the deal is finalized. Unfortunately, those advanced tools are not available until the Enterprise plan.
- Alternative: Insightly CRM is our favorite pick for managing B2B client projects, while Freshsales is the best account management software. Both products offer those respective features on the lowest-tiered plans.
- You need more affordable lead scoring: While monday Sales CRM does come with lead scoring capabilities to help prioritize leads and sales opportunities, the tool is not available until the Enterprise plan, which requires users to contact the provider for pricing and will get relatively expensive.
- Alternative: Zoho CRM has the most affordable lead scoring tools for B2B firms to qualify their leads, which starts at just $14 per user, monthly.
monday Sales CRM Pricing Plan & Overview*
*Pricing based on annual billing on a monthly per-user breakdown; monthly billing is also available for a higher cost. There is a 14-day free trial for the paid plans.
Our Expert Opinion
The most notable attribute of monday Sales CRM is the main priority of the provider—product usability. We love that it takes the spreadsheet data formatting and low-code automation design functions of its work management tool and extends it to CRM use cases. This CRM is not only highly intuitive to operate and navigate but also comes with a tremendous value from its affordable plans and high range of system customization capabilities.
Don’t forget to read our monday.com review for everything you need to know about the features and benefits of this excellent work management and CRM product.
How We Evaluated the Best B2B CRM Systems
To determine the best CRM for B2B sales, we evaluated the specific features needed when selling to other organizations. For instance, deal tracking, account management, and proposal generation are common use cases of a B2B CRM product. We also looked at other critical product attributes, including price, product ease of use, and customer support availability.
The tabs below offer insight into our evaluation process of the best B2B CRMs:
25% of Overall Score
Common CRM features, such as a mobile app, extensive third-party integration options, and robust system customization, are all useful capabilities, regardless of the primary use case of the CRM product. Therefore, it was the most heavily weighed when comparing the best B2B CRM systems. We also looked at reporting and analytics tools that allow businesses to discover improvement insights, forecast revenue, and track performance.
20% of Overall Score
Pricing is crucial when evaluating all types of software products. This considered free plan availability and various pricing options businesses could upgrade to as they grow. We also looked at billing options for a subscriber to either pay monthly or save by paying annually, and the costs specifically to use the B2B-essential features like account and deal management.
20% of Overall Score
In addition to general CRM features, we evaluated niche features specifically important for B2B sales teams. Appointment scheduling and account management functions, for instance, help easily generate lead appointments and support client needs. We also wanted to see each product provide quote and proposal generation tools, a wide range of communication options through email, phone, and live chat, and excellent deal tracking capabilities.
20% of Overall Score
User support and customer service help prevent experiences and outcomes teams may encounter while using any of these B2B CRM products. This was evaluated in terms of customer service hours and channel availability via phone, live chat, and email. We also looked at self-service or help center resources users can access, like tutorials, user forums, or training modules.
15% of Overall Score
In addition to firsthand experience with these CRM products, we evaluated what actual users say about each software according to real online reviews. This takes into account how customers feel to gain insight into the perceived value for the price paid, ease of use when operating the features and navigating the CRM interface, and how users feel about the CRM’s features.
Frequently Asked Questions (FAQs)
Business-to-business (B2B) sales often require a deeper relationship with customers, a longer and more complex sales process, and increased collaboration between multiple sales reps. Therefore, key features in a B2B CRM system should support those requirements with capabilities for pipeline tracking, account management, document storage, proposal generation, and team assignment and management for multiple users on one deal.
By having a CRM built for B2B with team communication tools, a system for monitoring deals in a long sales process, and the ability to store and track key account data, B2B teams can improve collaboration and organization in their sales operation. They can also stay more productive through workflow automation, lead scoring, and proposal generation tools so they can focus more on relationship building and generate and close more deals.
B2B CRM software helps businesses selling to other businesses improve productivity, organization, and collaboration. It’ll include relevant features like deal tracking, proposal generation, appointment scheduling, and account management tools to help teams sell better. While HubSpot CRM is our pick for the best overall B2B CRM, other systems could better fit your business depending on attribute priorities, such as affordable pricing or product simplicity.