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B2B CRM software are CRMs offering functionalities helpful to companies selling their products and services directly to other businesses. The best B2B CRMs help salespeople find and nurture leads toward a big-ticket purchase, offering a balance between general CRM software features like pipeline management and B2B-specific tools such as relationship linking that they can customize for their respective industries. To help you decide, we scored the top B2B CRMs.
Here are the top B2B CRM software based on our scoring rubric:
While several options scored highly in one category or another, we found that Zoho CRM provides the best overall value for businesses seeking a CRM solution, scoring highly for features and tying for cost. Continue reading to see each software’s pricing, use case, key features, and pricing plans, or jump down to see how we evaluated each B2B CRM option.
Note: All per-user prices are with a one-year commitment unless noted otherwise.
Helps B2B sales reps engage with leads with robust yet affordable sales and marketing tools.
Zoho CRM is robust B2B CRM software offering both advanced marketing and sales pipeline tools for B2B sellers and teams. Monitor how your deals and accounts move through the pipeline and handle purchase orders with its inventory management tool, as well as predict your B2B revenue via sales forecasting. Grow your company’s brand with digital marketing features like social tab for LinkedIn and Google Ad management for handling paid advertisements.
While Zoho is a top-rated B2B CRM, its user interface could be more intuitive. For a B2B CRM with advanced features and an easier-to-use interface, check out Freshsales.
Offers intelligent B2B sales features in a simple and easy-to-use CRM platform.
Freshsales is our top-rated CRM that provides an intuitive B2B pipeline as well as sales features powered by Freddy AI. Use Freddy’s contact scoring to find high-intent leads and its deal-specific insights to get real-time recommendations to personalize your engagement with them. You can access all contact information, including scores, deals by stage, and AI insights, or easily hover over tools for calling, sending emails, and setting meetings in one dashboard.
Even though Freshsales is our top-rated B2B CRM, its levels are missing some marketing functionality. For a B2B CRM that provides the best mix of sales and marketing features, try Zoho CRM, which has Zia AI.
Allows you to monitor online visitors via a landing page builder, web pop-up, and link tracker.
EngageBay is an all-in-one CRM that offers tools to track and engage web visitors. Create intuitive landing pages with its drag-and-drop designer and embed web pop-up forms to capture essential data from potential B2B buyers. Use this data to segment your target audience according to source, location, and other criteria. You can also identify which marketing channels are profitable by adding links to your LinkedIn messages, PPC ads, and blog posts.
While EngageBay has great web activity tracking features, you need to upgrade to higher tiers for automation and robust customization. For a more affordable CRM with multichannel tracking tools, look into Zoho CRM.
Provides a unified view of every contact as well as multiple pipelines and advanced reporting.
Salesforce Sales Cloud is highly customizable CRM software that offers advanced pipeline features for teams with longer sales processes. Track multiple buyers at different stages of the purchase cycle with separate pipelines for leads and opportunities, as well as robust contact records to stay on top of prospect data. Leverage its built-in internal communication tools, such as its native phone dialer, chatter, and case management, to collaborate with your team.
Even though Salesforce is a powerful B2B CRM option for longer or complex sales cycles, it's missing a free tier as well as some sales and marketing features. For an advanced free tier, check out HubSpot CRM.
Offers an intuitive B2B pipeline tool with contract management features and a la carte upgrades.
Pipedrive is an intuitive sales pipeline tool offering a well-designed interface for B2B salespeople and teams. Its out-of-the-box features provide all the core sales features you expect, but they also offer a la carte add-on features for lead generation and pipeline management. One such add-on is Smart Docs, which allows you to send trackable B2B sales quotes and notifies you when buyers open the file so you can request esignatures from them.
Pipedrive's B2B a la carte tools offer a unique use case, but it doesn't offer a free tier and is missing some sales and marketing features. For a robust free tier and advanced sales and marketing upgrades, check out HubSpot CRM.
Provides a feature-packed free version to help you streamline sales, marketing, and service.
HubSpot CRM is our top-rated free CRM software that supports B2B businesses’ sales. Its robust free plan offers a shared inbox, visual pipeline, automated task assignment, native reporting dashboards, live chat, and more. Premium tiers are also available with Sales Hub, which unlocks custom reporting, conversation routing, custom email sequences, and more. You can even integrate seamlessly with its Marketing and Service Hubs for added features.
HubSpot may offer the most feature-rich free B2B CRM option, but its upgrades can be pricey for small teams or solo users. For cost-effective sales upgrades, look into Freshsales.
The best B2B CRM software includes the following capabilities:
Track your sales process from lead generation through qualification, nurturing, and deal closing. B2B sales managers can also use sales pipelines to track their team’s performance and, at the same time, identify possible risks and opportunities in each deal stage.
When determining our list of the best B2B CRM software, we first defined six weighted scoring categories based on the factors that are most impactful to B2B salespeople. Within each category, we used weighted subcriteria to assign a score out of five in each category. Finally, we calculated the overall scores and identified primary use cases according to what each software does best.
First, we looked at the core features of each B2B CRM, including its general CRM tools and industry-specific offerings, followed by its cost. Then, we considered each CRM option’s advanced features, customization capabilities, and ease of use. Finally, the quality of the customer support solutions offered rounded out our evaluation.
We examined each B2B CRM’s core offerings, such as pipeline management, reports and dashboards, workflow automation, and multichannel engagement.
We considered the pricing of each plan, billing options, and any freemium or free trials and their length.
Does the B2B CRM software provide lead scoring and routing, inventory management, and artificial intelligence?
We assessed the CRM’s ability to customize sales pipelines, reports, and dashboards and integrate with third-party applications.
We assessed the CRM’s ability to customize sales pipelines, reports, and dashboards and integrate with third-party applications.
We looked up how each option offers support: email, chat, and/or phone, as well as real user ratings on certified review sites.
If you’re managing B2B leads and customers, B2B CRM software is a necessary investment. However, it’s essential you get the one that’s the best fit. While the basic CRM functions are usually included, each option will differ in the kinds of advanced features offered, customization capabilities, ease of use, and price. Let our list be your guide in determining which industry-relevant CRM has the overall best qualities that will help your department succeed.
Jen is a Pittsburgh-based contributing writer for Selling Signals specializing in CRM software buyer's guides. As a freelancer, she also writes about hospitality and tourism sales, including sales and marketing tech and travel content. When she isn't on assignment, Jen catches up on her many newsletter subscriptions, watches no-code tutorials, and spends time with her family.
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