In our independent editorial review of retail CRM solutions, learn about the top options along with their primary use cases.
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:
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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:
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 CRM. Below, read how each option fared across all six categories.
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)
Freshsales offers an intuitive B2B sales pipeline CRM as well as advanced sales, communication, and lead generation tools. Its Growth option offers robust contact management as well as features like live chat, email, web forms, and more. Upgrade into one of their higher paid tiers for advanced sales functionality such as more AI-powered automations, custom reporting, and multiple custom deal pipelines.
Even though Freshsales is our top-rated B2B CRM, its levels are missing some marketing functionality and its Growth tier only includes three free users. If you need a better free option, check out HubSpot CRM, and for well-priced marketing features visit Zoho CRM.
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)
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.
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)
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.
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)
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.
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)
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.
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)
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.
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.