7 Best B2B CRM Software + Feature Comparison [2025]

Learn what features to expect & how each platform stacks up

If you’re selling B2B, the key reason most B2B companies need a CRM is to better follow up their sales leads.

If that is your case as well, you best make sure you implement a solid B2B CRM.

The benefits can be huge: even a small sales team (of 3 people) I recently talked to reported earning $1 million per year more in sales (💵!) after getting their CRM in place.

With all the different CRM software for B2B sales out there however, it can be hard to figure out exactly what you need to up your success rate and productivity. So first, I’ll tackle that for you and give you a list of useful features to look out for. 👀

After this, I’ll use this same feature list as well as review scores from G2 to compare 7 different top B2B CRM software platforms in detail, including pricing.

Let’s dig in! 👇

Core features of B2B CRM software

Here are 10 core features a B2B CRM software solution can offer to help you better follow up your leads:

1. Visualize your leads in multiple drag-and-drop pipelines
2. Send automated email sequences until leads reply
3. Automatically enrich B2B leads (companies & contacts) from both publicly available info and email signatures
4. Track the source (and lost reason) of your leads and analyze it
5. Add and manage your leads from LinkedIn with a Chrome extension (including a built-in email finder)
6. Track leads with integrated email & website tracking
7. Get a live overview of what your leads are doing in an in-app notification center
8. Digitize business leads with a built-in business card scanner
9. Use email templates within your Gmail inbox to manage leads more productively
10. Manage your leads fully from your inbox with a handy email sidebar

There’s a lot of useful features in there that you won’t be able to get just from an Excel sheet 😄 I’ll detail below which of these features come with each B2B CRM software.

Ranking B2B CRM software: our methodology

If you’re looking for good CRM software to manage your B2B sales leads, the above set of features can significantly boost your success rate and up your productivity.

To compile this ranking, I went through a list of around 650 possible CRMs to make a pre-selection. Then I tested every one of the 7 selected B2B CRMs first hand and researched which of them offer which features and detailed this for you below.

Next to this, it is important to keep the bigger picture in mind when comparing software, because you need to make sure your team will actually use the system as well. Getting a CRM system that the sales team doesn’t use is pretty useless 😏

Because of that, I’ve included the current scoring for each software on G2 so you get a better idea of how they stack up. It’s broken down as follows:

• Ease of Use
• Ease of Setup
• Meets Requirements
• Quality of Support
• Ease of Doing Business With
• Ease of Admin

I’lve then taken the average of the G2 review score, and combined it with the B2B CRM feature score, to calculate… the final score! 🥇

The 7 Best B2B CRM Software ranked

Don’t want to read the whole comparison? 🤓

The top 7 best CRMs for B2B sales in 2025 are:

1. Salesflare: 9.8/10 🏆
2. HubSpot CRM & Sales Hub: 8.3/10
3. Pipeliner CRM: 7.2/10
4. Freshworks CRM: 7.0/10
5. Pipedrive: 6.3/10
6. Salesforce: 6.1/10
7. Zoho CRM: 5.9/10

Want to dig into the details? Read on!

1. Salesflare [9.8/10] 🏆

If I ask our customers what they’re essentially using Salesflare for, the answer is usually: to better follow up our leads.

Our goal at Salesflare is to make following up B2B leads super easy for you, without you having to input data to keep the system alive. And with a ton of built-in automation to make you more productive.

Salesflare (founded in 2014) is used by thousands of small and medium-sized businesses who sell B2B (incl. agencies, consultancies, development houses, tech companies, …). It’s top ranked across review platforms and is the #1 B2B CRM software on Product Hunt, the leading community for product enthusiasts.

Interestingly, Salesflare is the only CRM in this listing that is exclusively built for B2B sales. As it doesn’t need to support B2C use, the software is more tailored and easier to use if you’re a B2B company.

The app is very tightly integrated with Gmail (also within Google Workspace), Outlook and LinkedIn, so you don’t need to switch between your inboxes and sales software while tracking sales leads. Plus it adds some handy features like integrated email and website tracking, email templates, and email sequences.

“I love the simplicity and easy of use. Yet still has most of everything you need and expect. Integration with LinkedIn and Gmail is good. Automated data enrichment is good. It’s nicely focused on account management – great for B2B sales. Email and website tracking are good.” writes David V., founder & CEO of a branding agency, about Salesflare.

Scoring

Without further ado, here’s an analysis of how Salesflare stacks up:

Features Salesflare offers: 10/10

• Visualize your leads in multiple drag-and-drop pipelines
• Send automated email sequences until leads reply
• Automatically enrich B2B leads (companies & contacts) from both publicly available info and email signatures
• Track the source (and lost reason) of your leads and analyze it
• Add and manage your leads from LinkedIn with a Chrome extension (including a built-in email finder)
• Track leads with integrated email & website tracking
• Get a live overview of what your leads are doing in an in-app notification center
• Digitize business leads with a built-in business card scanner
• Use email templates within your Gmail inbox to manage leads more productively
• Manage your leads fully from your inbox with a handy email sidebar

Features Salesflare doesn’t offer: none

G2 review scoring:

• Ease of Use: 9.5
• Ease of Setup: 9.5
• Meets Requirements: 9.3
• Quality of Support: 9.7
• Ease of Doing Business With: 9.9
• Ease of Admin: 9.5

Final result:

• B2B CRM feature score: 10/10
• Average G2 review score: 9.6/10
• FINAL SCORE: 9.8/10

Testing it out

When you test Salesflare, the experience is incredibly intuitive and user-friendly. As soon as you connect your email and social accounts, Salesflare starts pulling in data and populating your customer profiles with minimal manual input. You notice how it gathers contact details, company data, and even social media profiles to create comprehensive records for each lead and customer. The automated data entry is seamless, making it easy to keep your records updated without constant effort.

The email and meeting tracking features stand out as well. Every email you send or receive is automatically logged, and you can see details about when the email was opened and which links were clicked. This level of insight helps you gauge lead engagement and prioritize your follow-ups effectively. The platform also tracks your meetings, adding them to the timeline with notes and action items, ensuring you never miss a beat and always have the context you need for each interaction.

Salesflare’s integration with Gmail, Outlook, and LinkedIn is another highlight. You can manage leads directly from your inbox and LinkedIn profiles, streamlining your workflow significantly. The built-in email and website tracking, email templates, and email sequences are additional features that enhance your productivity and make lead management more efficient.

Pricing

Pricing to get all of the above (10 of 10 features) on the Salesflare Pro plan:

$49/user/month (billed annually)
$55/user/month (billed monthly)

Try Salesflare

Want to see it all in action? You can try Salesflare for free. 👈

It only takes a few minutes to to start a Salesflare trial and start tracking your leads in a better way.

I guarantee you won’t find easier and more automated B2B CRM software! 👌

2. HubSpot CRM + Sales Hub [8.3/10]

HubSpot is a marketing automation platform turned everything platform. It was founded in 2005 to make marketing automation easier.

Nowadays, HubSpot’s main selling point is offering an all-in-one solution, including marketing, sales, service and operations. If you don’t like using different apps and integrating them (using tools like Zapier and native integrations), then HubSpot might be what you’re looking for.

“[I like the] centralization and Integration. It integrates with other HubSpot products, allowing businesses to manage marketing, sales, and customer service from a single platform. This centralization improves efficiency and data consistency.” writes Soubitya S., customer success person at a software company, about HubSpot.

To get functionality that is comparable to what you’re getting with the other B2B CRM software in this ranking, you need to get two HubSpot products: its CRM and its Sales Hub.

That makes the pricing to get all this handy functionality (8 features) quite steep, starting at $90-100/user/month plus an extra required fee of $1470 for onboarding.

Testing it out

Testing HubSpot CRM and Sales Hub revealed a powerful and comprehensive platform, albeit with a steeper learning curve. Setting up the CRM was straightforward, but diving into the vast array of features took some time. The visual pipeline management stood out immediately; it was easy to drag and drop leads through different stages, which made managing my sales process more visual and intuitive.

The email sequencing feature allowed me to automate follow-up emails, which saved a lot of manual effort. The system also enriched contact details from email signatures and publicly available information, creating robust lead profiles. However, integrating data from various sources and customizing the platform to fit my specific needs required a bit of setup and learning.

HubSpot’s comprehensive reporting tools were a plus, providing deep insights into my sales funnel and helping identify bottlenecks. The integration with Gmail and Outlook was seamless, allowing me to manage leads from my inbox. However, I missed some more advanced features available in other CRMs, like LinkedIn integration and real-time notifications of lead activity.

Scoring

Features HubSpot CRM + Sales Hub offers: 8/10

• Visualize your leads in multiple drag-and-drop pipelines
• Send automated email sequences until leads reply
• Automatically enrich B2B leads (companies & contacts) from both publicly available info and email signatures
• Track the source (and lost reason) of your leads and analyze it
• Track leads with integrated email & website tracking
• Digitize business leads with a built-in business card scanner
• Use email templates within your Gmail inbox to manage leads more productively
• Manage your leads fully from your inbox with a handy email sidebar

Features HubSpot CRM + Sales Hub doesn’t offer:

• Add and manage your leads from LinkedIn with a Chrome extension (including a built-in email finder)
• Get a live overview of what your leads are doing in an in-app notification center

G2 review scoring:

• Ease of Use: 8.6
• Ease of Setup: 8.3
• Meets Requirements: 8.5
• Quality of Support: 8.5
• Ease of Doing Business With: 8.7
• Ease of Admin: 8.6

Final result:

• B2B CRM feature score: 8/10
• Average G2 review score: 8.5/10
• FINAL SCORE: 8.3/10

Pricing

Pricing to get all of the above (8 of 10 features) on the HubSpot Sales Hub Professional plan:

$90/user/month (billed annually)
$100/user/month (billed monthly)
+ an extra required fee of $1470 for onboarding

3. Pipeliner CRM [7.2/10]

Pipeliner CRM (formerly Pipelinersales) is a software company founded in 2009 with the goal of building better software for salespeople.

Although Salesflare hardly ever gets compared to Pipeliner by people who want to follow up their leads in a better way, I decided to include them in this comparison because of their clear dedication to B2B sales.

The software is relatively feature rich compared to the other platforms in this comparison, although also a little dated and not too easy to use.

Pipeliner’s pricing rises quite steeply as you need more functionality, which probably makes it a better fit for mid-sized companies with deep pockets.

“Pipeliner CRM is a great tool for sales or vendor relationship businesses where you need to understand where products and customers are in the process. You can create multiple pipelines for different needs or uses, and the best part is you can create dynamic reports. Also, in my planning session this year I was able to incorporate a new tool introduced this year called account health. Pipeliner allowed me to see who I need to focus on and who is sucking my time. More clearly.” writes Rodney M., president at a financial advisory company, about Pipeliner CRM.

Testing it out

Testing Pipeliner CRM was a mixed experience. The visual representation of the sales pipeline was a definite highlight, making it easy to see where each lead was in the sales process and move them through stages with a simple drag-and-drop interface. This visual approach was intuitive and helped in quickly assessing the status of my sales efforts.

However, I found the interface somewhat dated and not as user-friendly as some of the other platforms. While Pipeliner offers a decent set of features, including live activity notifications and a built-in business card scanner, setting up and customizing the CRM to fit my needs required some effort. The lack of automated email sequences and integrated email and website tracking was noticeable.

Despite these shortcomings, Pipeliner’s strong points include its robust analytics and reporting capabilities, which provided valuable insights into my sales process. The email sidebar feature was helpful for managing leads directly from my inbox, although it didn’t integrate as smoothly as I would have liked with other tools I use regularly.

Scoring

Features Pipeliner CRM offers: 5/10

• Visualize your leads in multiple drag-and-drop pipelines
• Track the source (and lost reason) of your leads and analyze it
• Get a live overview of what your leads are doing in an in-app notification center
• Digitize business leads with a built-in business card scanner
• Manage your leads fully from your inbox with a handy email sidebar

Features Pipeliner CRM doesn’t offer:

• Send automated email sequences until leads reply
• Automatically enrich B2B leads (companies & contacts) from both publicly available info and email signatures
• Add and manage your leads from LinkedIn with a Chrome extension (including a built-in email finder)
• Track leads with integrated email & website tracking
• Use email templates within your Gmail inbox to manage leads more productively

G2 review scoring:

• Ease of Use: 9.4
• Ease of Setup: 9.2
• Meets Requirements: 9.3
• Quality of Support: 9.3
• Ease of Doing Business With: 9.4
• Ease of Admin: 9.3

Final result:

• B2B CRM feature score: 5/10
• Average G2 review score: 9.3/10
• FINAL SCORE: 7.2/10

Pricing

Pricing to get all of the above (5 of 10 features) on the Pipeliner Business plan:

$70/user/month (billed annually)

4. Freshworks CRM [7.0/10]

Freshworks CRM (formerly known as Freshsales) is a CRM from Freshworks, the company behind / initially called Freshdesk. Freshworks was founded in 2010 to provide a better, cheaper solution for customer service teams.

Freshworks’ main selling point is its feature depth. It has also managed to offer this range of functionality through an easier to use interface than its competitor/predecessor from the same city, Zoho.

What makes Freshworks strong is also its weakness: the interface is full of so many little buttons that common side-effects of using the platform include a mild headache, fatigue and dizziness. 😅

Testing it out

My experience testing Freshworks CRM was generally positive, though it had its challenges. The setup process was relatively quick, and I was soon able to visualize my leads in drag-and-drop pipelines, which made managing the sales process straightforward. The system’s depth of features was impressive, but it came with a cluttered interface that sometimes felt overwhelming.

The email sequencing feature was particularly useful, allowing me to automate follow-ups and stay on top of my outreach efforts. The CRM also tracked the source of my leads and provided analysis, which helped in understanding the effectiveness of different channels. However, the platform lacked some automation capabilities, such as automatic enrichment of contact details from emails and web tracking.

One standout feature was the live overview of lead activities within the app, which kept me informed about my leads’ actions in real-time. However, integrating Freshworks with other tools was less seamless than expected, and the interface’s complexity could be a bit daunting for new users.

Scoring

Features Freshworks CRM offers: 5/10

• Visualize your leads in multiple drag-and-drop pipelines
• Send automated email sequences until leads reply
• Track the source (and lost reason) of your leads and analyze it
• Get a live overview of what your leads are doing in an in-app notification center
• Manage your leads fully from your inbox with a handy email sidebar

Features Freshworks CRM doesn’t offer:

• Automatically enrich B2B leads (companies & contacts) from both publicly available info and email signatures
• Add and manage your leads from LinkedIn with a Chrome extension (including a built-in email finder)
• Track leads with integrated email & website tracking
• Digitize business leads with a built-in business card scanner
• Use email templates within your Gmail inbox to manage leads more productively

G2 review scoring:

• Ease of Use: 9.1
• Ease of Setup: 8.9
• Meets Requirements: 8.9
• Quality of Support: 9.0
• Ease of Doing Business With: 9.1
• Ease of Admin: 9.4

Final result:

• B2B CRM feature score: 5/10
• Average G2 review score: 9.0/10
• FINAL SCORE: 7.0/10

Pricing

Pricing to get all of the above (5 of 10 features) on Freshsales Enterprise plan*:

$59/user/month (billed annually)
$71/user/month (billed monthly)

* Sequences with stricter limits also available on Pro plan

5. Pipedrive [6.3/10]

Pipedrive is an easy-to-use and easy-to-setup CRM software for startups and small businesses, and is therefore compared to Salesflare very often.

The company was founded in 2011 to launch a counterreaction to enterprise systems like Salesforce, which are built more for enterprise needs than they are for B2B sales teams. Pipedrive set out to change that.

While the company is focused on helping you manage your sales in a better way, it keeps missing some of the more modern functionality offered by other platforms in this area.

Testing it out

Testing Pipedrive was a breeze in terms of ease of use and setup. The platform’s straightforward design and user-friendly interface made it easy to get started. Visualizing leads in multiple drag-and-drop pipelines helped streamline my sales process and keep track of where each lead was in the funnel.

However, I found Pipedrive lacking in some advanced features. While it provided a good overview of lead activities and integrated well with my inbox, it did not offer automated email sequences or enriched lead profiles from emails and public sources. These missing features meant I had to spend more time manually entering and managing data.

The email sidebar (only for Gmail) was a handy feature for managing leads directly from my inbox, but the absence of more modern functionalities, like integrated website tracking and a built-in email finder for LinkedIn, was noticeable.

Scoring

Features Pipedrive offers: 4/10

• Visualize your leads in multiple drag-and-drop pipelines
• Track the source (and lost reason) of your leads and analyze it
• Get a live overview of what your leads are doing in an in-app notification center
• Manage your leads fully from your inbox with a handy email sidebar

Features Pipedrive doesn’t offer:

• Send automated email sequences until leads reply
• Automatically enrich B2B leads (companies & contacts) from both publicly available info and email signatures
• Add and manage your leads from LinkedIn with a Chrome extension (including a built-in email finder)
• Track leads with integrated email & website tracking
• Digitize business leads with a built-in business card scanner
• Use email templates within your Gmail inbox to manage leads more productively

G2 review scoring:

• Ease of Use: 8.9
• Ease of Setup: 8.7
• Meets Requirements: 8.4
• Quality of Support: 8.4
• Ease of Doing Business With: 8.7
• Ease of Admin: 8.6

Final result:

• B2B CRM feature score: 4/10
• Average G2 review score: 8.6/10
• FINAL SCORE: 6.3/10

Pricing

Pricing to get all of the above (4 of 10 features) on the Pipedrive Professional plan:

$49/user/month (billed annually)
$64/user/month (billed monthly)

6. Salesforce Sales Cloud [6.1/10]

Salesforce is by far the biggest CRM company in the world, controlling about 24% of the market in 2025. It was founded in 1999 in California by an ex-Oracle executive.

Salesforce offers a huge platform to enterprises that basically consists of a set of building blocks with which you can build anything, gives the possibility to customize everything, and the promise to connect to whatever other software you’re using.

A Salesforce implementation typically requires a consulting company to map the business needs and workflow, build all this in Salesforce, connect with other software, train the employees and follow up with additional changes afterwards.

While the software is not a great match for small and medium-sized businesses nor really built for B2B sales follow up, no comparison is complete without mentioning the market leader.

Testing it out

Testing Salesforce Sales Cloud was an eye-opening experience, showcasing the platform’s vast capabilities and customization options. Setting up Salesforce required a significant investment of time and effort, often necessitating the help of a consulting partner to tailor the system to my specific needs.

Once configured, the platform offered unparalleled flexibility and integration possibilities. The visual pipelines were highly customizable, and the system could track leads comprehensively. However, the sheer breadth of features and customization options sometimes made the platform feel overwhelming and complex to navigate.

Salesforce’s robust reporting and analytics tools provided deep insights into my sales process, but the platform’s lack of built-in automation for email sequences and contact enrichment was a drawback. Managing leads from my inbox was possible through the email sidebar, but integrating all the functionalities required considerable setup and learning.

Scoring

Features Salesforce Sales Cloud offers: 4/10

• Visualize your leads in multiple drag-and-drop pipelines
• Track the source (and lost reason) of your leads and analyze it
• Manage your leads fully from your inbox with a handy email sidebar
• Use email templates within your Gmail inbox to manage leads more productively

Features Salesforce Sales Cloud doesn’t offer:

• Send automated email sequences until leads reply
• Automatically enrich B2B leads (companies & contacts) from both publicly available info and email signatures
• Add and manage your leads from LinkedIn with a Chrome extension (including a built-in email finder)
• Track leads with integrated email & website tracking
• Get a live overview of what your leads are doing in an in-app notification center
• Digitize business leads with a built-in business card scanner

G2 review scoring:

• Ease of Use: 8.1
• Ease of Setup: 7.5
• Meets Requirements: 8.8
• Quality of Support: 8.2
• Ease of Doing Business With: 8.3
• Ease of Admin: 8.0

Final result:

• B2B CRM feature score: 4/10
• Average G2 review score: 9.6/10
• FINAL SCORE: 6.1/10

Pricing

Pricing to get all of the above (4 of 10 features) on the Salesforce Sales Cloud Professional plan:

$80/user/month (only billed annually)

7. Zoho CRM [5.9/10]

Zoho is a true household name in the CRM industry, so I couldn’t omit them from this ranking.

Zoho launched its small business CRM product in 2005 and has historically been positioning itself as a cheaper alternative to Salesforce. That is immediately its main selling point.

If you’re looking for a B2B CRM solution, Zoho has many tiers (and products even: Zoho CRM, Zoho CRM Plus, Zoho One, …). Most of the four features below come on Zoho CRM’s Professional plan, which offers the lowest pricing of the platforms in this comparison.

Testing it out

Testing Zoho CRM was a mixed experience. On the plus side, Zoho offers a range of features at a competitive price, making it an attractive option for budget-conscious businesses. Setting up the CRM was relatively straightforward, and the drag-and-drop pipeline visualization was intuitive and helpful for managing the sales process.

However, the interface felt somewhat dated, and navigating through the numerous features was occasionally cumbersome. Zoho CRM’s ability to track lead sources and provide analysis was beneficial, but the platform lacked some advanced automation features found in other CRMs. For instance, there were no automated email sequences or integrated email and website tracking.

Despite these limitations, Zoho’s built-in business card scanner and the ability to manage leads directly from my inbox were useful features. However, the overall user experience was less smooth compared to other platforms, and integrating Zoho with other tools sometimes required additional effort and technical know-how.

Scoring

Features Zoho CRM offers: 4/10

• Visualize your leads in multiple drag-and-drop pipelines
• Track the source (and lost reason) of your leads and analyze it
• Digitize business leads with a built-in business card scanner
• Manage your leads fully from your inbox with a handy email sidebar

Features Zoho CRM doesn’t offer:

• Send automated email sequences until leads reply
• Automatically enrich B2B leads (companies & contacts) from both publicly available info and email signatures
• Add and manage your leads from LinkedIn with a Chrome extension (including a built-in email finder)
• Track leads with integrated email & website tracking
• Get a live overview of what your leads are doing in an in-app notification center
• Use email templates within your Gmail inbox to manage leads more productively

G2 review scoring:

• Ease of Use: 8.1
• Ease of Setup: 7.6
• Meets Requirements: 8.2
• Quality of Support: 7.4
• Ease of Doing Business With: 7.9
• Ease of Admin: 7.8

Final result:

• B2B CRM feature score: 4/10
• Average G2 review score: 7.8/10
• FINAL SCORE: 5.9/10

Pricing

Pricing to get all of the above (4 of 10 features) on Zoho CRM Professional plan:

$23/user/month (billed annually)
$35/user/month (billed monthly)
+20% if you want to get “Premium support” (i.e. comparable support to what you get in other places)

That’s all I have for the 7 B2B CRM software platforms!

Want to dig deeper into the differences? Just ask our team using the chat on salesflare.com. We’re here to help 😄

👉 You can follow @salesflare on Twitter, Facebook and LinkedIn.

• Author
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Jeroen Corthout

Co-Founder & CEO at Salesflare

I'm Co-Founder & CEO at Salesflare, the intelligent sales CRM for small and medium-sized businesses selling B2B. I love automating sales, building beautiful products, and writing about all of these topics.

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