6 Best B2B CRM Software for Salespeople & Teams 2022

Find the best B2B CRM software available using our list, including use cases to find the right one for your B2B sales and marketing needs.

B2B CRM software are CRMs offering functionalities helpful to companies selling their products and services directly to other businesses. The best CRMs for B2B businesses include B2B-specific CRMs as well as general CRM software offering useful B2B features. Overall, the top B2B CRMs typically help salespeople find and nurture leads through long or more complex sales cycles toward a bigger-ticket purchase. To help, we scored the top B2B CRMs to find the best for you.

Here are the top B2B CRM software based on our scoring rubric:

  • Freshsales: Best overall mix of B2B CRM features, pricing, and usability (free starting price)
  • Zoho CRM: Best for robust online marketing and sales pipeline features (free starting price)
  • HubSpot CRM: Best free B2B CRM software with premium upgrades (free starting price)
  • Salesforce Essentials: Best B2B CRM for longer or more complex processes (14-day free trial)
  • Pipedrive: Best B2B CRM for contract and document management (14-day free trial)
  • Insightly CRM: Best B2B CRM for project management and sales (free starting price)

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          How We Evaluated the Best B2B CRMs

          When determining our list of the best B2B CRM software, we assessed the top CRMs offering tools and resources most helpful for B2B salespeople. To rank these top options, we used six weighted scoring categories to assign each option an overall score out of five as well as a primary use case. The six highest-scoring options were included in our list along with a write-up of when to use each. Check out our specific evaluation criteria below, then continue for a breakdown of each option:

          Evaluation Criteria

          First we looked at the general and advanced features each B2B CRM offered for sales, marketing, and service, including how much these features cost. Then, we considered cuztomizations and integrations as well as customer service to round out our analysis.

          Pricing:
          25%
          General Features:
          25%
          Ease-of-Use:
          20%
          Advanced Features:
          15%
          Customization:
          10%
          Customer Service:
          5%

          Note: All per-user prices are with a one-year commitment unless noted.

          After totaling the scores, we found that Freshsales provides the best overall value for B2B businesses seeking a CRMBelow, read how each option fared across all six categories.

          Freshsales: Best Overall B2B CRM Software

          Freshsales offers an intuitive and inexpensive CRM with both basic as well as advanced B2B sales features.

          Price Range: Free to $69 per user, per month (21-day free trial)

          Overall Rating star-fullstar-fullstar-fullstar-full Pricing star-fullstar-fullstar-fullstar-fullstar-full General Features star-fullstar-fullstar-fullstar-full Ease-of-Use star-fullstar-fullstar-fullstar-fullstar-full Advanced Features star-fullstar-fullstar-fullstar-fullstar-full Customization star-fullstar-fullstar-fullstar-fullstar-full Customer Support star-fullstar-fullstar-full star-full

          Pros:

          • Excellent features for the price
          • Intuitive and simple to use
          • Robust AI automation tools

          Cons:

          • Integrations are limited
          • Free tier missing visual pipeline
          • Missing some marketing features

          Freshsales offers an intuitive B2B sales pipeline CRM with a free version as well as paid tiers with advanced sales, communication, and lead generation tools. Its free option offers robust contact management as well as features like live chat, email, web forms, and more. Upgrade into one of their premium tiers for advanced sales functionality such as AI-powered automations, custom reporting, multiple custom deal pipelines, and more.

          Even though Freshsales is our top-rated B2B CRM, its free tier could be more robust and its paid options are missing some marketing functionality. If you need a better free option, check out HubSpot CRM, and for well-priced marketing features visit Zoho CRM.

          Freshsales Pricing

          • Free Version: Supports unlimited users
          • Growth: $15 per user, per month
          • Pro: $39 per user, per month
          • Enterprise: $69 per user, per month
          • Free Trial: 21 days for paid plans
          • Integrate with entry-level help desk tier for free

          Freshsales Key Features

          • Clean User Experience: Intuitive and easy to understand user interface with a clean sales pipeline and tools.
          • Automated Workflows: Automate outreach to prospects and customers via email, phone, or text messages.
          • Lead Management: Filter and export contacts easily and create drag-and-drop pipelines to manage their journeys to customers.
          • Customized Reporting & Analytics: Build reports to customize your B2B reporting dashboards or use a prebuilt template.
          • Communication & Lead Gen Tools: Connect with leads and prospects via email, live chat, online web forms, a built-in dialer, and more.

          freshsales dashboard example

          Visit Freshsales

          Zoho CRM: Best for B2B Marketing Features

          Zoho CRM is known for digital marketing features like social media management as well as advanced sales pipeline tools.

          Price Range: Free to $52 per user, per month (15+ day trial)

          Overall Rating star-fullstar-fullstar-full star-full Pricing star-fullstar-fullstar-fullstar-full General Features star-fullstar-fullstar-fullstar-fullstar-full Ease-of-Use star-fullstar-fullstar-full star-full Advanced Features star-fullstar-fullstar-fullstar-fullstar-full Customization star-fullstar-fullstar-fullstar-full Customer Support star-fullstar-fullstar-fullstar-fullstar-full

          Pros:

          • Customizable pipelines
          • Social media marketing
          • AI-powered automations

          Cons:

          • Free tier is limited
          • UI could be better
          • All features aren't needed

          Zoho CRM is a robust B2B CRM software offering both advanced marketing and sales pipeline tools for B2B sellers and teams. Their free option includes a visual pipeline with custom fields and data filters for efficient management but lacks most other features. Its paid tiers, however, boast robust digital marketing tools such as social media or Google Ad management as well as sales pipeline tools like advanced reporting and inventory management.

          While Zoho's a top-rated B2B CRM, its user interface could be more intuitive and its missing some sales tools like live chat or a phone dialer. For these sales tools along with an easier-to-use interface, check out Freshsales. And for a more robust free option, try HubSpot CRM.

          Zoho CRM Pricing

          • Free Version: Supports unlimited users
          • Standard: $14 per user, per month
          • Professional: $23 per user, per month
          • Enterprise: $40 per user, per month
          • Ultimate: $52 per user, per month
          • Free Trial: 15 to 30 days for paid plans

          Zoho CRM Key Features

          • Custom Pipelines: Kanban-style pipelines with robust data fields and filters help B2B sellers monitor leads and track deals.
          • Social Media Management: Take advantage of Zoho's social suite for social media management including posting and responding to messages.
          • Automated Workflows: Create new deals with every new contact, transfer ownership at different stages, and create activities as deals move.
          • Product & Inventory Management: Create product catalogues, invoices, and purchase orders directly within the CRM.
          • Email Marketing: Personalize emails using templates as well as create automated email sequences for efficient follow-up.

          Dashboard in Zoho CRM

          Visit Zoho CRM

          HubSpot CRM: Best Free B2B CRM With Upgrades

          Offers a feature-packed free version that helps B2B sales teams streamline sales, marketing, and service.

          Price Range: Free to $1,200+ per month (Sales Hub)

          Overall Rating star-fullstar-fullstar-full star-full Pricing star-fullstar-fullstar-full star-full General Features star-fullstar-fullstar-full star-full Ease-of-Use star-fullstar-fullstar-fullstar-fullstar-full Advanced Features star-fullstar-fullstar-full star-full Customization star-fullstar-fullstar-full star-full Customer Support star-fullstar-fullstar-fullstar-full

          Pros:

          • Robust free tier for sales and marketing
          • Integrate with other HubSpot tools
          • Can scale as you grow

          Cons:

          • Upgrades can be expensive
          • Limited custom reporting
          • Missing advanced marketing features

          HubSpot CRM is a feature-rich system 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, and its paid tiers are missing marketing features. For cost-effective sales upgrades, try Freshsales, and for more marketing features check out Zoho CRM.

          HubSpot CRM Pricing

          • Free Version: Supports unlimited users
          • Sales Hub Starter: Starts at $45 per month for up to 2 users
          • Sales Hub Professional: Starts at $450 per month for up to 5 users
          • Sales Hub Enterprise: Starts at $1,200 for per month for up to 10 users
          • Extra users can be purchased for an additional fee
          • Integrates with entry-level Marketing and Service Hub tiers for free

          HubSpot CRM Key Features

          • Robust Free Tier: Unlock a visual pipeline and tools such as live chat for free, as well as integrate with free Marketing and Service Hubs.
          • Conversation & Lead Routing: Sends online leads to the most relevant B2B seller as well as automate lead rotation.
          • Live Chat & Bots: Integrate a live chat widget on your website as well as create basic chatbots for automated conversations.
          • Email Tracking: Build sales through targeted email sequences and track your progress with email reply tracking and health reporting.
          • Accept Payments: Integrate Stripe to accept online payments directly from within the CRM software.

          hubspot dashboard example

          Visit Hubspot CRM

          Salesforce Essentials: Best for Complex B2B Sales Pipelines

          Powerful software that provides a unified view of every contact as well as multiple pipelines and advanced custom reporting.

          Price Range: $25 per user, per month (14-day free trial)

          Overall Rating star-fullstar-fullstar-full star-full Pricing star-fullstar-fullstar-fullstar-fullstar-full General Features star-fullstar-fullstar-fullstar-full Ease-of-Use star-fullstar-fullstar-fullstar-fullstar-full Advanced Features star-fullstar-fullstar-fullstar-fullstar-full Customization star-fullstar-fullstar-fullstar-full Customer Support star-fullstar-fullstar-full star-full

          Pros:

          • Robust contact records
          • Multiple pipeline views
          • Built-in dialer and collaboration tools

          Cons:

          • Expensive to upgrade
          • Some add-ons not included
          • Learning curve required

          Salesforce Essentials is the small business CRM brought to you by Salesforce. It offers advanced sales pipeline features such as individual pipelines to track leads and opportunities as well as robust contact records to stay on top of prospect data. Also included are internal communication tools for small sales teams as well as external communication tools like a native phone dialer. Finally, create custom pipeline reports to stay on top of your sales process.

          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, and for additional sales or marketing features, try Freshsales or Zoho CRM.

          Salesforce Essentials Pricing

          • Essentials: $25 per user, per month
          • Free Trial: 14 days

          Salesforce Sales Cloud Upgrade Pricing

          • Professional: $75 per user, per month
          • Enterprise: $150 per user, per month
          • Unlimited: $300 per user, per month
          • Free Trial: 30 days

          Salesforce Essentials Key Features

          • Collaboration Tools: Contact records are accessible company wide with internal communication to collaborate across the team.
          • Multiple Pipeline Views: Track leads and opportunities separately in two highly-customizable pipelines for the best results.
          • Email Marketing: Use email templates and segmented lists for targeted outreach as well as track prospect interactions.
          • Reporting & Analytics: Pre-built  as well as customizable reports show your pipeline, performance, and forecasts.
          • Enterprise Upgrades Available: As your B2B business grows, upgrade into Salesforce Sales Cloud without losing any data.

          Salesforce Essentials CRM dashboard

          Visit Salesforce Essentials

          Pipedrive: Best for Document Management

          Offers an intuitive B2B pipeline tool with contract management features and a la carte upgrades.

          Price Range: $14.90 to $99 per user, per month (14-day trial)

          Overall Rating star-fullstar-fullstar-full star-full Pricing star-fullstar-fullstar-fullstar-fullstar-full General Features star-fullstar-fullstar-fullstar-fullstar-full Ease-of-Use star-fullstar-fullstar-fullstar-full Advanced Features star-fullstar-fullstar-fullstar-fullstar-full Customization star-fullstar-fullstar-fullstar-fullstar-full Customer Support star-fullstar-fullstar-full star-full

          Pros:

          • Easy to use pipeline tool
          • e-sign and contract management
          • Large list of integrations

          Cons:

          • No free tier offered
          • Missing some marketing features
          • No native live chat

          Pipedrive is an intuitive and easy to use 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. Use Lead Booster or Web visitors for advanced prospecting or Smart Docs and Campaigns for efficient contract and email marketing management.

          Pipedrive's B2B add on features offer a unique use case. However, it doesn't offer a free tier and is missing some sales and marketing features. For a robust free tier, check out HubSpot CRM, and for additional sales or marketing features, visit either Freshsales or Zoho CRM.

          Pipedrive Pricing

          • Essential: $14.90 per user, per month (purchase Smart Docs as add on)
          • Advanced: $24.90 per user, per month (purchase Smart Docs as add on)
          • Professional: $49.90 per user, per month (includes Smart Docs)
          • Enterprise: $99 per user, per month (includes Smart Docs)
          • Free Trial: 14 days

          Pipedrive Key Features

          • Intuitive Pipeline View: Easy to use and visual custom sales pipeline that makes it easy to track leads and opportunities.
          • Document Tracking: See when leads interact with documents and emails as well as send contracts for signature.
          • Automatic Data Aggregation: Automatically import lead data from publicly available information like email signatures and social media.
          • Email Sync & Sequences: Sync your email inbox for effective email tracking as well a create robust email automation sequences.
          • Contact Mapping: Integrate with Google Maps to see where your contacts are located as well as filter by city, state, and country.

          Dashboard in Pipedrive

          Visit Pipedrive

          Insightly CRM: Best for B2B Project Management

          Provides project and task management tools as well as workflow automations so you can work on projects in real-time.

          Price Range: Free to $99 per user, per month (14-day trial)

          Overall Rating star-fullstar-fullstar-full star-full Pricing star-fullstar-fullstar-full star-full General Features star-fullstar-fullstar-fullstar-fullstar-full Ease-of-Use star-fullstar-fullstar-fullstar-fullstar-full Advanced Features star-fullstar-fullstar-full star-full Customization star-fullstar-fullstar-full star-full Customer Support star-fullstar-fullstar-fullstar-fullstar-full

          Pros:

          • Dynamic project activity timelines
          • Extensive integrations
          • Useful custom reporting

          Cons:

          • Free tier hard to access
          • Live customer support an add-on
          • Free plan is limited in features

          Insightly is a powerful B2B CRM with seperate project pipelines and the ability to turn won opportunities into ongoing client projects, keeping customer records intact along the way. Users can customize their project management dashboard so the entire B2B team can track every step — including milestones, metrics, and activity — to final delivery. Also included is robust task management as well as workflow automations for efficient project execution.

          While Insightly is great for ongoing B2B project management, there may be better options for sales and marketing. If this sounds like you, check out either Freshsales or Zoho CRM. And for a more robust free option, check out HubSpot CRM.

          Insightly Pricing

          • Free Plan: Supports up to 2 users
          • Plus: $29 per user, per month
          • Professional: $49 per user, per month
          • Enterprise: $99 per user, per month
          • Free Trial: 14 days for paid plans

          Insightly Key Features

          • Project Management: Track activity and communication for a project across assigned team members.
          • Lead Management: Manage, track, and qualify leads to route them to the right rep automatically.
          • Email Marketing: Send custom or templated emails to segmented lists and track email open rates.
          • Relationship Linking: See an overall map of complex B2B customer relationships with flexible linking of records, emails, and contact information.
          • Custom Reporting: Built-in business intelligence dashboards are configurable with drag-and-drop capability.

          Insightly b2b CRM

          Visit Insightly

          Bottom Line: Best B2B CRM Software

          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 software has the overall best qualities that will help your department succeed.

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