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Business-to-business (B2B) customer relationship management (CRM) software enables companies to manage lengthy and complex sales cycles by providing sales teams with tools to identify, track, and nurture high-value leads.
The best platforms seamlessly integrate core CRM features, such as pipelines and automation, with B2B-specific requirements, including account hierarchies, relationship mapping, and customizable workflows.
Based on my evaluation of dozens of providers, these are my top picks for the best B2B CRMs:
| B2B CRM | Best for | Starting price* |
|---|---|---|
| HubSpot CRM | A free B2B CRM for unified sales and marketing revenue management | Free or $9/user/month |
| Zoho CRM | Budget teams with deeply customized sales processes | Free or $14/user/month |
| Freshsales | High-volume outbound teams | Free or $9/user/month |
| Pipedrive | Small B2B teams needing a simple and visual deal management system | $14/user/month |
| Salesforce | Complex enterprise deal management | $25/user/month |
| monday CRM | Building custom sales workflows aligned with operations | $12/user/month (minimum of 3 users) |
| Copper CRM | Google Workspace users | $9/user/month |
| Bitrix24 | An all-in-one system for sales, collaboration, and communication | Free or $49/month for 5 users |
| EngageBay | A low-cost CRM with basic marketing tools | Free or $13.79/user/month |
| Proton.ai | AI-driven cross-selling for distributors | Custom |
*All per-user prices are with a one-year commitment unless otherwise noted.
Although all the CRMs in our guide are strong options for B2B sales teams, HubSpot CRM emerged as the best overall for its unique combination of usability, scalability, and revenue alignment.
It delivers a powerful balance of features without overwhelming growing teams. Review the full scoring breakdown to see how each platform compares across pricing, capabilities, and ideal use cases.
| Free plan | Free trial | My rating | |
 | ✓2 users | ✕ | 4.51/5 |
| Visit HubSpot CRM | |||
 | ✓3 users | ✓15 days | 4.37/5 |
| Visit Zoho CRM | |||
 | ✓3 users | ✓21 days | 4.25/5 |
| Visit Freshsales | |||
 | ✕ | ✓14 days | 4.18/5 |
| Visit Pipedrive | |||
 | ✕ | ✓30 days | 4.13/5 |
| Visit Salesforce | |||
 | ✕ | ✓14 days | 3.93/5 |
| Visit monday CRM | |||
 | ✕ | ✓14 days | 3.87/5 |
| Visit Copper CRM | |||
 | ✓Unlimited users | ✓15 days | 3.79/5 |
| Visit Bitrix24 | |||
 | ✓15 users | ✓14 days | 3.77/5 |
| Visit EngageBay | |||
 | ✕ | ✕Demo only | 3.17/5 |
| Visit Proton.ai | |||
Provides a robust free CRM that unifies sales and marketing tools, helping B2B teams manage contacts, track engagement, and coordinate revenue activities in one platform.
HubSpot CRM is the strongest free option for B2B companies that want sales and marketing teams working from the same system without requiring technical integration. It unifies contact management, email engagement, pipeline tracking, and marketing tools in a single interface. This gives revenue teams a shared view of every prospect’s activity and intent.
While more advanced reporting and automation require paid hubs, the free version still provides far more coordinated revenue generation functionality than most CRMs at this level. No wonder it clinched the top spot in our guide to the best free CRMs.
HubSpot CRM’s contact management system gives you access to deep insights, like past activity and conversation history, to help you personalize customer experience. (Source: HubSpot)
| HubSpot Customer Platform plans | Free | Starter | Professional | Enterprise |
| Monthly price, billed annually | $0 for 2 users | $9/user | Starts at $1,300 for 6 users | Starts at $4,700 for 8 users |
| Monthly price, billed monthly | $0 for 2 users | $15/user | Starts at $1,450 for 6 users | N/A |
Delivers an affordable, highly customizable CRM that lets B2B teams tailor pipelines, workflows, and data structures to match your exact sales processes.
Zoho CRM is the best B2B CRM for companies that need complete control over how their CRM operates without paying enterprise prices. With its flexible customization, users can tailor pipelines, automations, modules, scoring logic, and page layouts to match even the most specialized B2B sales processes.
While the setup may feel complex for smaller teams, the payoff is significant because it adapts to your workflow rather than forcing your team to adapt to the software. It also offers a good balance between affordability and enterprise-level configurability.
Zoho CRM’s Canvas design studio lets you redesign custom CRM modules to make them more functional and visually pleasing. (Source: Zoho CRM)
| Free | Standard | Professional | Enterprise | Ultimate | |
| Monthly price, billed annually | $0 for 3 users | $14/user | $23/user | $40/user | $52/user |
| Monthly price, billed monthly | $0 for 3 users | $20/user | $35/user | $50/user | $65/user |
Provides an outbound-friendly CRM with native calling, SMS, and automated sequences to help B2B sales teams reach prospects faster and manage high-volume pipelines.
Freshsales is a standout relationship manager software for B2B teams that rely on outbound activity to generate a pipeline. Its built-in calling, SMS, and sequencing tools eliminate the need for separate dialers or engagement platforms, giving reps a single workspace for prospecting and follow-up.
The system’s simplicity is one of its greatest advantages as it allows teams to get up and running quickly without heavy configuration. While its reporting and automation aren’t as deep as enterprise CRMs, Freshsales more than compensates with speed, usability, and communication tools that keep outbound reps productive throughout the day.
Freshsales’ built-in calling and SMS features let you meet customers on their preferred channels. (Source: Freshsales)
| Free | Growth | Pro | Enterprise | |
| Monthly price, billed annually | $0 for 3 users | $9/user | $39/user | $59/user |
| Monthly price, billed monthly | $0 for 3 user | $11/user | $47/user | $71/user |
Offers a simple, highly visual CRM designed to help small B2B sales teams track deals, stay organized, and focus on the activities that move prospects through the pipeline.
Pipedrive is a great fit for smaller B2B sales teams that want a clean, distraction-free CRM built around pipeline movement. Its intuitive interface helps reps instantly understand where deals stand and what actions they need to take next.
While it lacks advanced automation or account-based features, its simplicity is exactly why many teams choose it. You won’t find heavy or complex sales CRM software here. Instead, Pipedrive delivers speed, clarity, and ease of use at a price point that’s ideal for early-stage or SMB sales organizations.
Pipedrive has a clean, user-friendly, and highly intuitive interface with visual elements that help you see what needs immediate attention at just a glance. (Source: Pipedrive)
| Lite | Growth | Premium | Ultimate | |
| Monthly price, billed annually | $14/user | $39/user | $59/user | $79/user |
| Monthly price, billed monthly | $24/user | $49/user | $79/user | $99/user |
Provides a powerful, highly customizable CRM built to support enterprise-grade B2B sales processes, complex account structures, and multi-team collaboration at scale.
Salesforce is unmatched when it comes to managing complex B2B relationships, multi-layered deals, and enterprise sales operations. Its biggest advantage is flexibility, which allows the platform to be molded to fit virtually any workflow, industry, or organizational structure.
That power does come with trade-offs, as Salesforce requires more setup, admin oversight, and budget than most CRMs. But for companies dealing with long sales cycles, multiple decision-makers, strict data governance, or large-scale forecasting needs, no other CRM in this list offers the same depth or long-term scalability.
Salesforce’s Flow Builder lets you build custom workflows to meet your unique business needs. (Source: Salesforce)
| Agentforce Sales (formerly Sales Cloud) plans | Starter Suite | Pro Suite | Enterprise | Unlimited | Agentforce 1 Sales |
| Monthly price, billed annually | $25/user | $100/user | $175/user | $350/user | $550/user |
| Monthly price, billed monthly | $35/user | N/A | |||
A customizable sales platform that lets B2B teams tailor pipelines, deal records, and automations to their unique sales processes while staying focused on CRM-specific functionality.
monday CRM is a strong fit for B2B organizations that want control over how their sales stages, deal records, and follow-up processes are structured without needing technical support.
With this platform, sales teams can design CRM-specific workflows that match their actual sales processes, whether that involves custom deal stages, handoff triggers, or automated reminders.
While it doesn’t offer advanced forecasting or enterprise-grade sales architecture, monday CRM provides an adaptable, lightweight CRM environment ideal for SMB and mid-market teams that value clarity and customization.
monday CRM’s Kanban-style sales pipeline view allows you to track the status of your deals easily and move them smoothly through the funnel. (Source: monday.com)
| Basic | Standard | Pro | Ultimate | |
| Monthly price, billed annually | $12/user | $17/user | $28/user | Custom |
| Monthly price, billed monthly | $15/user | $20/user | $33/user | Custom |
*All plans require a minimum of three users.
A lightweight, Google-native sales platform designed to manage contacts, pipelines, and activities directly inside Gmail and Google Workspace.
Copper CRM is a strong choice for small B2B teams that spend most of their day in Gmail because it naturally fits into existing Google workflows. Emails, meetings, files, and contacts sync automatically, eliminating much of the manual data entry that slows sales reps down.
While the platform isn’t built for complex pipelines or enterprise sales operations, Copper CRM excels at simplicity and relationship management. I recommend it for early-stage B2B companies or client-centric companies that prioritize ease of use.
Copper CRM lives inside Google Workspace, so you can create and update leads, opportunities, people, companies, and tasks directly from your Gmail inbox. (Source: Chrome Web Store)
| Starter | Basic | Professional | Business | |
| Monthly price, billed annually | $9/user | $23/user | $59/user | $99/user |
| Monthly price, billed monthly | $12/user | $29/user | $69/user | $134/user |
Combines CRM, communication tools, task management, and internal collaboration features in a single platform.
Bitrix24 is a strong fit for B2B organizations that want more than just a CRM. It enables sales teams to manage deals, communicate with customers, track tasks, route calls, and collaborate internally without switching systems. This is why it’s included in our list of the best call center CRMs.
While the breadth of features can feel overwhelming at first, the platform delivers significant value for small and mid-sized B2B teams that prefer an all-in-one environment over juggling separate tools. Its affordability and built-in communication capabilities make it especially appealing for sales teams that work closely with support, operations, or service departments.
Bitrix24’s contact center unifies calls, chat apps, social messaging, and live support into a single hub for streamlined customer communication. (Source: Bitrix24)
| Free | Basic | Standard | Professional | Enterprise | |
| Monthly price, billed annually | $0Unlimited users | $49 for 5 users | $99 for 50 users | $199 for 100 users | Starts at $399 for 250 users |
| Monthly price, billed monthly | $0Unlimited users | $61 for 5 users | $124 for 50 users | $249 for 100 users | Starts at $499 for 250 users |
An affordable all-in-one platform that combines CRM, email marketing, landing pages, and automation.
EngageBay is an excellent option for early-stage B2B teams that want CRM, email marketing, lead capture, and automation without juggling multiple tools or overspending. This platform offers a unified sales and marketing suite at a fraction of the cost of larger platforms.
While it isn’t built for complex pipelines or enterprise-level sales processes, EngageBay provides more than enough functionality for small B2B teams focused on lead nurturing, email outreach, and simple deal management. It delivers a powerful, easy-to-use foundation for managing revenue activities for startups on tight budgets.
EngageBay lets small B2B teams create automated email sequences and workflows for lead nurturing within an easy-to-use marketing dashboard. (Source: EngageBay)
| EngageBay All-in-One plans | Free | Basic | Growth | Pro |
| Monthly price, billed annually | $0 for 15 users | $13.79/user | $59.79/user | $110.39/user |
| Monthly price, billed monthly | $0 for 15 users | $14.99/user | $64.99/user | $119.99/user |
A distribution-focused CRM and revenue platform that uses AI to surface cross-sell opportunities, reorder reminders, and account insights based on ERP, product, and purchasing data.
Proton.ai is a purpose-built CRM for distributors who manage thousands of SKUs and rely on repeat orders or customer purchase history.
Its biggest advantage is its AI engine, which analyzes product, pricing, and Enterprise Resource Planning (ERP) data to recommend what each customer is likely to buy next, turning reactive order-taking into proactive account growth.
While Proton.ai lacks many features found in broader B2B CRMs, that trade-off is intentional. It is made for distribution teams focused on driving wallet share and increasing repeat revenue.
Proton.ai’s AI engine analyzes purchasing patterns and ERP data to surface proactive reorder and cross-sell recommendations for distributors. (Source: Proton.ai)
Proton.ai doesn’t offer public pricing, as its platform is tailored to each distributor’s data and integration needs. Costs typically align with mid-market or enterprise budgets due to the depth of ERP and AI capabilities. Contact Proton.ai’s sales team for a customized quote.
Choosing the right B2B CRM begins with understanding which features actually drive sales team performance. B2B selling is more complex than B2C, with longer sales cycles, multiple decision-makers, higher deal values, and more touchpoints across the buyer journey.
To be effective, a CRM must support this complexity without slowing reps down. The following features represent the core capabilities every B2B sales organization should expect from a modern CRM, regardless of size or industry.
When evaluating the best B2B CRM software, I started by defining six weighted scoring categories based on the factors I know matter most to B2B salespeople. Within each category, I broke down the scoring into detailed subcriteria so I could assess every platform on a consistent five-point scale. After scoring each CRM across these categories, I calculated the overall results and identified the primary use cases where each platform performs best. This approach allowed me to compare the most used CRM platforms not just on features and price, but on how well they support real B2B sales workflows.
When evaluating pricing, I looked at how each CRM structured its plans across the first three subscription tiers, as well as whether they offered monthly billing, annual discounts, or a free plan or trial. I placed a higher value on CRMs that provide flexible entry points, transparent pricing, and options that scale affordably as a sales team grows.
I started by examining the core CRM capabilities that every B2B sales team relies on. This included strong contact and lead management, customizable pipelines, workflow automation, robust reporting with dashboards, and communication tools that support calls, SMS, and sequences. I also looked for data quality tools like deduplication and enrichment, reliable third-party integrations, and a well-designed mobile app that supports on-the-go productivity.
For advanced and niche capabilities, I focused on features that directly support complex B2B sales cycles and sales-marketing alignment. I evaluated whether each CRM offered lead and deal scoring, targeted segmentation tools, campaign management across multiple channels, and relationship intelligence features such as account mapping, buyer committee visibility, and influence tracking. These are the capabilities that help teams manage multi-stakeholder deals and run more strategic outreach.
I assessed how intuitive each CRM felt for day-to-day use by looking at interface clarity, navigation efficiency, and overall user experience. I also considered how steep or smooth the onboarding process was, how easy it was to configure the system during setup, and how manageable it was to maintain over time. This covered updating fields, managing users, adjusting pipelines, and creating new rules. These factors determine how quickly a team can adopt the platform and stay productive.
Support quality plays a major role in how well a CRM fits into a sales organization. I evaluated each provider based on their customer service hours, the range of support channels they offer, and the strength of their onboarding and training resources. I also placed weight on whether teams have access to a dedicated success manager or priority support, since this can significantly improve adoption and long-term satisfaction for B2B sales teams.
My expert score reflects a combination of firsthand experience and insights from verified third-party reviews. I considered the overall quality and depth of each CRM’s features, the value it delivers for the price, and how real users rate their experience on platforms like G2, GetApp, and Capterra. I also looked at how well each CRM performs in practical sales workflows, including ease of setup, daily usability, and overall efficiency.
B2B CRMs focus on account-based selling, multi-contact deals, custom pipelines, relationship tracking, and forecasting. B2C CRMs, on the other hand, prioritize high-volume interactions, marketing automation, and customer lifecycle messaging. If your sales team manages multi-step deals and business buyers, you need a B2B CRM.
Yes. Even a two-person team benefits from organized contacts, automated reminders, pipeline visibility, and shared account notes. Tools like Pipedrive, Copper CRM, and Freshsales are especially well-suited for small teams.
Account-based selling treats each company — not just individual leads — as the core unit of the sales process. It’s typically the right approach if you sell high-ticket B2B deals, work with multiple stakeholders who influence buying decisions, or manage long, complex sales cycles. Tools such as HubSpot CRM, Zoho CRM, and Salesforce offer strong account-centric capabilities that help teams manage this approach effectively.
Automation reduces manual work, like sending follow-up emails, updating deal stages, and assigning leads. This is essential for consistency and rep productivity of B2B teams managing long, multi-step deals.
Free CRMs can be good enough for very small or early-stage B2B teams, but they quickly show limitations as the business grows. Most free plans lack essential capabilities like multi-pipeline management, reliable sales forecasting, meaningful automation, and advanced reporting. As sales cycles become more complex and deal volume increases, most B2B organizations outgrow free CRM tools and need to upgrade to a paid tier within six to 12 months.
The right B2B CRM is the one that best supports your sales motion, streamlines workflows, and gives your team clarity across every account. While each platform in this guide serves a different type of organization, HubSpot CRM takes the top spot for its balance of ease of use, scalability, and strong sales–marketing alignment.
Other options like Zoho CRM and Salesforce excel in more complex or customizable environments, while Pipedrive and Freshsales offer simplicity and affordability for smaller teams. Review your options carefully and choose the CRM that removes friction, improves visibility, and supports how your team actually sells.
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