7 Best B2B CRM Software + Feature Comparison [2024]

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, we’ll tackle that for you and give you a list of useful features to look out for. 👀

After this, we’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! 👇

What features can you expect from 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 😄 We’ll detail below which of these features come with each B2B CRM software.

How can you determine what is the best B2B CRM software for your company?

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. We’ve researched which platforms offer which features and have detailed them 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, we’ll include 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

We’ll then take the average of the G2 review score, and combine 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? 🤓

Here’s a quick overview of how the B2B CRM software stacks up:

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 we 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.

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

Pricing to get all of the above (10 features):

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

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.

We 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.

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 $450/month billed annually (for 5 users, which is the minimum they impose).

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 to get all of the above (8 features):

$90/user/month (billed annually – minimum 5 users)
$100/user/month (billed monthly – minimum 5 users)

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, we 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.

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 to get all of the above (5 features):

$85/user/month (billed annually)
$100/user/month (billed monthly)

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. 😅

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 to get all of the above (5 features):

$69/user/month (billed annually)
$83/user/month (billed monthly)

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.

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 to get all of the above (4 features):

$49.90/user/month (billed annually)
$59.90/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 2024. 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.

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 to get all of the above (4 features):

$75/user/month (only billed annually)

7. Zoho CRM [5.9/10]

Zoho is a true household name in the CRM industry, so we 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.

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 to get all of the above (4 features):

$23/user/month (billed annually)
$35/user/month (billed monthly)

That’s all we 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 😄

We hope you liked this post. If you did, spread the word!

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• Author
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Jeroen Corthout

Co-Founder at Salesflare

I'm Co-Founder of Salesflare, the simply powerful CRM for small businesses. I love growth, automating sales, and building beautiful products.

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