Independently tested ranking
Best CRM Software for B2B in 2026
We compared 10 CRM tools for B2B sales teams on account and deal management, forecasting, sales engagement, ease of use and real per-seat pricing.
- Tools compared
- 10
- With a free plan
- 4 of 10
- Median entry price
- $17/user/mo
- Average rating
- 4.4
On this page
Which CRM is best for B2B?
The best CRM software for B2B is Salesforce Sales Cloud for complex, multi-team sales with forecasting and custom objects. HubSpot is best for joining B2B marketing and sales on one database, Pipedrive for small teams that want a clear pipeline, Zoho CRM for enterprise-style process control at a lower price, and Close for high-volume calling and email. HubSpot and Salesforce both have free plans for 2 users, and Zoho CRM Standard costs $14 per user a month billed annually.
Our top picks
Best overall
Salesforce Sales Cloud
The most complete B2B CRM for multi-team sales, with forecasting, custom objects and the largest app ecosystem.
Paid plans from $25/user/mo (Starter Suite)
See why we picked itBest for marketing and sales together
HubSpot Sales Hub
Puts B2B marketing and sales on one database, with a free plan for 2 users and easy adoption for reps.
Paid plans from $20/seat/mo (Starter)
See why we picked itBest for small B2B teams
Pipedrive
A visual, activity-based pipeline that reps pick up quickly, from $14 per user a month billed annually.
Paid plans from $14/user/mo annual
See why we picked itKey takeaways
- Salesforce is still the standard for complex B2B sales, but plan for an admin or partner. Pro Suite with quoting and forecasting costs $100 per user a month billed annually.
- Start free if you are small. HubSpot and Salesforce have free plans for 2 users, and Zoho CRM and Attio are free for up to 3 users.
- Price the plan you will grow into. HubSpot jumps from $20 per seat on Starter to from $90 per seat on Professional, plus a $1,500 onboarding fee.
- Inside sales teams should look at built-in calling. Close and Freshsales include phone and email in the CRM, which can replace a separate dialer.
- Match the CRM to your office suite. Copper only makes sense on Google Workspace, while Pipedrive, Zoho CRM and Freshsales connect to both Google Workspace and Microsoft 365.
What is CRM software?
B2B CRM software is a customer relationship management system that tracks the companies you sell to, the people inside them and the deals you are working, and the best CRM software for B2B does this from first contact through close and renewal. Unlike a simple contact list, a B2B CRM ties every email, call, meeting and opportunity to an account, so the whole team sees where each deal stands.
A CRM for B2B sales has to handle longer cycles and more people per deal. It needs account and opportunity records, pipelines with stages you define, forecasting that rolls up by rep and team, and automation for follow-ups. Most B2B teams also want email and calendar sync, lead scoring and integrations with their marketing tools. A good B2B CRM does all of this without slowing reps down.
Best CRM software compared
| # | Tool | Best for | Free plan | Paid plans from | Our rating |
|---|---|---|---|---|---|
| 1 | Salesforce Sales Cloud |
Complex multi-team B2B sales | Yes (2 users) | $25/user/mo (Starter Suite) | ★4.3 |
| 2 | HubSpot Sales Hub |
B2B marketing and sales together | Yes (2 users) | $20/seat/mo (Starter) | ★4.5 |
| 3 | Pipedrive |
SMB B2B pipeline management | No (14-day trial) | $14/user/mo annual | ★4.5 |
| 4 |  Zoho CRM |
Process control on a budget | Yes (3 users) | $14/user/mo annual | ★4.1 |
| 5 |  Close |
Outbound calling and email | No (14-day trial) | $9/user/mo annual (Solo) | ★4.5 |
| 6 |  Attio |
Modern CRM for tech B2B | Yes (3 users) | $40/mo (annual, 1 seat) | ★4.7 |
| 7 |  Freshsales |
Lead scoring at a low price | No (21-day trial) | $9/user/mo annual | ★4.3 |
| 8 |  Copper |
B2B teams in Google Workspace | No (free trial) | $23/seat/mo annual | ★4.3 |
| 9 |  Nutshell |
Simple pipelines and reports | No (14-day trial) | See vendor pricing | ★4.3 |
| 10 |  Insightly |
Sales plus project delivery | No (14-day trial) | See vendor pricing | ★4.0 |
Ratings are MakeSuccessOnline's. Prices are the cheapest paid plan, billed monthly unless marked annual, checked November 2026.
The 10 best CRM software in 2026
B2B sales needs more than a contact list: accounts, long pipelines, forecasting and follow-up discipline. Here are the 10 best CRM tools for B2B teams, ranked for how well they handle that work.
#1Best for complex, multi-team B2B sales
Salesforce Sales Cloud
The most widely used enterprise CRM, with deep forecasting, custom objects and the largest app ecosystem for B2B sales.
- Paid plans from
- $25/user/mo (Starter Suite)
- Free plan
- Yes (2 users)
- Best for
- Growing B2B companies through to large enterprises with admin resources
- Works on
- Web, iOS, Android, API
Salesforce is the default CRM for B2B companies with long, multi-stage sales cycles. It tracks leads, accounts, contacts and opportunities through stages you configure, and it handles the things that break simpler tools: several sales teams, regional forecasts, approval steps and custom data such as contracts or partner deals. If your deals involve many people on both sides, Salesforce is built for that.
The catch is effort. Sales Cloud works best with an admin or implementation partner, and costs rise as you add editions and AppExchange apps. Smaller B2B teams can start on the Free Suite for two users or Starter Suite at $25 per user a month, then move to Pro Suite for quoting and forecasting once the process matures.
Key features
- Lead, account and opportunity managementTracks leads, accounts, contacts and opportunities through configurable stages, so every B2B deal sits on the right company record with its full history.
- ForecastingRolls up forecasts by rep, team and region with manager adjustments, giving sales leaders one reliable view of the quarter.
- Custom objects and FlowBuild your own data objects, such as contracts or partner registrations, and automate approvals and handoffs with the visual Flow builder.
- QuotingOn Pro Suite and above, create quotes from opportunities so pricing stays tied to the deal and the account.
- AppExchangeA large marketplace of apps for e-signature, data enrichment and more, which lets the CRM grow with a complex B2B sales stack.
Pricing
| Plan | Price | What you get |
|---|---|---|
| Free Suite | $0 | Basic sales, service and marketing tools for up to 2 users |
| Starter Suite | $25/user/mo | Lead, account and opportunity management, email sync and simple email marketing |
| Pro Suite | $100/user/mo annual | More customization and automation, quoting and forecasting |
| Sales Cloud editions | From $195/user/mo annual | Full Sales Cloud with AI features, security options and higher data limits |
List prices as of November 2026; plans change often, so check the vendor's pricing page before you buy. 30-day free trial.
Pros and cons
Pros
- Handles the most complex B2B sales processes
- Deep forecasting by rep, team and region
- Largest ecosystem of apps and implementation partners
- Free Suite lets tiny teams start at no cost
Cons
- Needs an admin or partner to run well
- Total cost rises fast with editions and add-ons
- Slower for reps to learn than simpler CRMs
Is it right for you?
Choose Salesforce Sales Cloud ifYou sell to other businesses through several teams or regions and need forecasting, custom objects and governance that will scale for years.
Look elsewhere ifYou are a small B2B team without admin time and want a CRM reps can use on day one.
#2Best for joining B2B marketing and sales
HubSpot Sales Hub
Sales software on HubSpot's free Smart CRM, with deal pipelines, sequences, forecasting and Breeze AI on one shared database.
- Paid plans from
- $20/seat/mo (Starter)
- Free plan
- Yes (2 users)
- Best for
- Small to mid-size B2B companies, especially those using HubSpot for marketing
- Works on
- Web, iOS, Android, API
HubSpot Sales Hub suits B2B companies where marketing generates the leads and sales closes them. Contacts, companies and deals live on the same database as your marketing data, so a rep can see which content a prospect read or which form they filled in before the first call. That shared view is the main reason B2B teams pick it over sales-only CRMs.
It is also easy for new reps to learn. The free tools cover two users with deals, email tracking and meeting links, and Starter adds more pipelines and forecasting for $20 per seat a month. Sequences, lead scoring and custom reports sit on Professional, which starts from $90 per seat a month on an annual commitment plus a $1,500 onboarding fee.
Key features
- Deal pipelines and forecastingTrack B2B deals through custom stages and see forecasts by rep or team, so managers spot stalled opportunities early.
- SequencesOn Professional and above, enroll contacts in timed email and task series that stop automatically when the prospect replies.
- Email tracking and meeting linksSee when a buyer opens an email and share a booking link synced with your calendar, which speeds up first meetings.
- Breeze AIDrafts emails, summarizes records and researches companies using your CRM data, which helps reps prepare for account calls.
- WorkflowsAutomate tasks, deal updates and lead rotation, with simple automation on Starter and full workflows on Professional.
Pricing
| Plan | Price | What you get |
|---|---|---|
| Free | $0 | Contacts, deals, email tracking, meeting links and basic reports for up to 2 users |
| Sales Hub Starter | $20/seat/mo | More pipelines, simple automation, forecasting and calling minutes |
| Sales Hub Professional | From $90/seat/mo annual | Sequences, lead scoring, custom reports and full workflows, plus $1,500 one-time onboarding |
| Sales Hub Enterprise | $150/seat/mo annual | Higher limits, team-level forecasting and advanced controls, plus $3,500 one-time onboarding |
List prices as of November 2026; plans change often, so check the vendor's pricing page before you buy. Professional and Enterprise need an annual commitment and carry one-time onboarding fees. 14-day free trial of Professional.
Pros and cons
Pros
- Marketing, sales and service on one database
- Easy for new reps to learn
- Useful free CRM to start on
- Huge range of integrations, including LinkedIn Sales Navigator
Cons
- Big price jump from Starter to Professional
- Onboarding fees on Professional and Enterprise
- Costs grow quickly as you add seats and hubs
Is it right for you?
Choose HubSpot Sales Hub ifYour B2B marketing team already runs on HubSpot or plans to, and you want sales to see every lead's marketing history.
Look elsewhere ifYou need deep custom objects and enterprise-grade process control on a tight budget.
#3Best for small B2B sales teams that want fast adoption
Pipedrive
A sales CRM built around a visual pipeline and scheduled activities, so small B2B teams always know the next step on every deal.
- Paid plans from
- $14/user/mo annual
- Free plan
- No (14-day trial)
- Best for
- Small and mid-sized B2B sales teams
- Works on
- Web, iOS, Android, API
Pipedrive is the CRM small B2B sales teams tend to actually use. Deals sit on a visual board where you drag them between stages and see the value of each stage at a glance. Every deal carries scheduled calls, meetings and tasks, and Pipedrive reminds reps when something is overdue, which keeps longer B2B cycles moving.
It is not a heavy enterprise system, and there is no built-in marketing automation. Lead capture, email campaigns and documents come as paid add-ons. For a team of three to thirty reps selling to businesses with a clear process, though, it is quick to set up, and Lite starts at $14 per user a month billed annually.
Key features
- Visual pipelineDrag deals between stages and see the value of each stage, so reps and managers know which B2B deals need attention this week.
- Activity-based sellingSchedule calls, meetings and tasks on each deal and get reminders when something is overdue, so follow-ups do not slip in long cycles.
- Workflow automationSet triggers and actions, such as creating a follow-up task when a deal moves to proposal.
- AI sales assistantSuggests next steps, flags deals that need action and helps draft emails from data already in the account.
- Email and calendar syncConnects Google Workspace or Microsoft 365 so emails and meetings link to the right contacts and deals.
Pricing
| Plan | Price | What you get |
|---|---|---|
| Lite | $14/user/mo annual | Visual pipeline, lead and deal management, and email and calendar sync |
| Growth | Higher | Workflow automation, email tracking and more sales tools |
| Premium | Higher | Advanced reporting, more automation and controls |
| Ultimate | Higher | Highest limits, security and support for larger teams |
List prices as of November 2026; plans change often, so check the vendor's pricing page before you buy. Add-ons such as LeadBooster and Campaigns cost extra. 14-day free trial.
Pros and cons
Pros
- Very easy for reps to adopt
- Clear visual view of every deal
- Low entry price per seat
- Good mobile apps for field sales
Cons
- Lead capture and campaigns cost extra
- Reporting is basic on lower plans
- No free plan
Is it right for you?
Choose Pipedrive ifYou run a small B2B sales team with a straightforward process and want reps logging activity from the first week.
Look elsewhere ifYou need deep enterprise customization or built-in marketing automation.
#4Best for enterprise-style process control at a mid-market price
Zoho CRM
A highly customizable CRM with Blueprint process management, Zia AI and a free plan for up to 3 users.
- Paid plans from
- $14/user/mo annual
- Free plan
- Yes (3 users)
- Best for
- Small to large B2B businesses that want a configurable CRM
- Works on
- Web, iOS, Android, API
Zoho CRM gives B2B companies many of the controls usually found in enterprise CRMs without the enterprise bill. Custom modules let you track things beyond deals, such as contracts or partner accounts, and Blueprint maps your sales process step by step so reps complete each stage in the right order. That matters when a B2B deal needs qualification, a technical review and approvals before a proposal goes out.
The trade-off is a busy interface and setup time. Plan to spend a few weeks configuring fields, layouts and workflows. The free plan covers three users, Standard adds custom modules and forecasting for $14 per user a month billed annually, and Blueprint and Zia AI arrive on Professional and above. Teams already on Zoho Books or Zoho Desk get the most value.
Key features
- BlueprintMaps a B2B sales process step by step and makes sure each stage, such as qualification or approval, is completed in the right order (Professional and above).
- Custom modules and layoutsCreate your own record types, fields and page layouts to track contracts, partners or anything beyond deals.
- Zia AIPredicts deal outcomes, suggests the best time to contact leads and answers questions about your data on higher plans.
- Sales forecastingSet targets and track forecasts by rep and team from the Standard plan up.
- Multi-team managementEnterprise lets several sales teams work in one CRM with their own setups, which suits B2B companies with regional or product teams.
Pricing
| Plan | Price | What you get |
|---|---|---|
| Free | $0 | Up to 3 users with contacts, deals, basic workflows and standard reports |
| Standard | $14/user/mo annual | Custom modules, sales forecasting and email integration |
| Professional | Higher | Blueprint process management, AI features and inventory and quotes |
| Enterprise | Higher | Multi-team management, advanced Zia AI and developer tools |
| Ultimate | Higher | Enterprise features plus advanced analytics |
List prices as of November 2026; plans change often, so check the vendor's pricing page before you buy. Free trial on paid plans.
Pros and cons
Pros
- Deep customization for the price
- Strong process automation with Blueprint
- Connects to the wider Zoho suite
- Free plan for up to 3 users
Cons
- Busy interface with a learning curve
- Setup takes time to get right
- Best AI features sit on higher tiers
Is it right for you?
Choose Zoho CRM ifYou want enforced sales stages, custom modules and multi-team setups without paying Salesforce prices.
Look elsewhere ifYou want a minimal CRM that works with almost no configuration.
#5Best for high-volume B2B inside sales
Close
A sales CRM with built-in calling, SMS, email and dialers, made for B2B teams that sell by phone and inbox.
- Paid plans from
- $9/user/mo annual (Solo)
- Free plan
- No (14-day trial)
- Best for
- Startups and small to mid-size B2B and SaaS inside sales teams
- Works on
- Web, Mac, Windows, iOS, Android
Close is built for B2B teams whose day is calls and emails. Calling, SMS and two-way email sync with Gmail and Outlook are all inside the CRM, with recordings and messages saved on the lead. SDRs and account executives do not need a separate phone system or sales engagement tool, which cuts both cost and tab switching.
For outbound teams the dialers are the draw. Growth adds a power dialer, workflows that mix emails, calls and SMS, and bulk email for $99 per user a month billed annually, and Scale adds a predictive dialer. Close is less suited to complex enterprise deal structures or marketing automation, but for inside sales volume it is hard to beat.
Key features
- Built-in calling and SMSMake and receive calls and texts inside Close, with recordings saved to the lead, so reps need no separate phone system.
- Power and predictive dialersGrowth adds a power dialer and Scale a predictive dialer, which call through lead lists automatically so reps make more calls per hour.
- WorkflowsOn Growth and above, build multi-step outreach that mixes emails, calls and SMS, and send bulk email.
- Smart ViewsSaved, filtered lead lists, such as trial accounts not called this week, that update on their own so reps know who to contact next.
- Email sync and templatesTwo-way sync with Gmail and Outlook plus reusable templates, so every prospect email is logged automatically.
Pricing
| Plan | Price | What you get |
|---|---|---|
| Solo | $9/user/mo annual | Core CRM with built-in calling, email and SMS |
| Essentials | $35/user/mo annual | Built-in calling, email and SMS for growing teams |
| Growth | $99/user/mo annual | Power dialer, workflows and bulk email |
| Scale | $139/user/mo annual | Predictive dialer, longer call recording retention and role-based access |
List prices as of November 2026; plans change often, so check the vendor's pricing page before you buy. 14-day free trial, no card required.
Pros and cons
Pros
- Calling, SMS and email in one app
- Dialers save reps real time on outbound
- Fast and simple to learn
- Low entry price for founders selling alone
Cons
- Workflows and dialers need the more expensive plans
- Not built for complex enterprise deal structures
- No marketing automation tools
Is it right for you?
Choose Close ifYour B2B team books meetings and closes deals mainly by phone and email and wants dialers inside the CRM.
Look elsewhere ifYou run long, multi-stakeholder enterprise deals or need marketing automation in the CRM.
#6Best for tech-led B2B teams that want a modern, data-rich CRM
Attio
An AI-native, flexible CRM that builds and enriches itself from your email and calendar data.
- Paid plans from
- $40/mo (annual, 1 seat)
- Free plan
- Yes (3 users)
- Best for
- Startups, SaaS and B2B teams that want a customizable CRM
- Works on
- Web, iOS, API
Attio suits B2B teams that are tired of empty, rigid CRMs. Connect Gmail or Outlook and your calendar, and it creates company and contact records, fills them with enrichment data and shows the full communication history on every account. Founders and early sales hires start with a useful CRM on day one instead of weeks of data entry.
Its data model is flexible, so you can track deals, partners or investors in lists and views built around how you sell. Custom objects, sequences and call intelligence sit on Pro at $100 a month billed annually including one seat. Attio has fewer integrations than older CRMs and is less suited to large, process-heavy sales teams.
Key features
- Automatic enrichmentCreates and fills company and contact records from email, calendar and public data, so account records are complete without manual entry.
- Flexible objects and listsModel deals, partners or anything else and build lists and views around them, with custom objects on Pro and above.
- WorkflowsA visual builder routes new leads and updates records, and it is included even on the free plan.
- Ask AttioAn AI assistant that answers questions and researches accounts using the data in your workspace.
- Sequences and call intelligenceOn Pro and above, send timed email sequences and record, transcribe and summarize sales calls.
Pricing
| Plan | Price | What you get |
|---|---|---|
| Free | $0 | Up to 3 users with enrichment, workflows and the AI assistant |
| Plus | $40/mo annual | Per workspace including 1 seat (extra seats $35/mo annual): email sharing with AI summaries, private lists, higher limits |
| Pro | $100/mo annual | Per workspace including 1 seat (extra seats $79/mo annual): custom objects, sequences, call intelligence, advanced reporting |
| Ultra | $1,000/mo annual | Per workspace including 5 seats: unlimited objects, SSO, SCIM, audit logs, hands-on onboarding |
List prices as of November 2026; plans change often, so check the vendor's pricing page before you buy. Attio prices per workspace with included seats, plus a fee for each extra seat.
Pros and cons
Pros
- Fast, modern interface
- Fills itself from email and calendar
- Flexible data model for any B2B motion
- Useful free plan for up to 3 users
Cons
- Fewer integrations than older CRMs
- Sequences and custom objects need Pro
- Less suited to large, process-heavy sales teams
Is it right for you?
Choose Attio ifYou are a startup or SaaS B2B team that wants enriched account data and a flexible CRM without an admin.
Look elsewhere ifYou run a large sales organization with strict processes or rely on a deep integration marketplace.
#7Best for AI lead scoring on a budget
Freshsales
A sales CRM from Freshworks with built-in phone and email, sales sequences and Freddy AI contact scoring.
- Paid plans from
- $9/user/mo annual
- Free plan
- No (21-day trial)
- Best for
- Small and mid-sized B2B sales teams
- Works on
- Web, iOS, Android, API
Freshsales helps small B2B sales teams decide who to call first. Freddy AI scores contacts on their activity and profile, and deal insights flag opportunities at risk with suggested next steps. Phone and email are built in, so conversations are logged on the contact without a separate dialer or inbox plugin.
It is one of the cheapest ways to get these tools. Growth starts at $9 per user a month billed annually, with contacts, deals, built-in phone and email, and basic automation. Multiple pipelines and more Freddy AI features need Pro. Teams already using Freshdesk for support get a shared customer history across sales and service.
Key features
- Freddy AI contact scoringScores contacts based on activity and profile, so B2B reps spend time on the accounts most likely to buy.
- Built-in phone and emailCall and email from inside the CRM, with every conversation logged on the contact automatically.
- Sales sequencesTimed series of emails and tasks to prospects that keep multi-touch B2B follow-up consistent.
- Deal insightsFreddy AI highlights deals at risk and suggests next steps, which helps managers review the pipeline.
- Freshworks connectionsWorks with Freshdesk and other Freshworks apps, so sales and support share account history.
Pricing
| Plan | Price | What you get |
|---|---|---|
| Growth | $9/user/mo annual | Contacts, deals, built-in phone and email, and basic automation |
| Pro | Higher | Multiple pipelines, more automation and more Freddy AI features |
| Enterprise | Higher | Advanced customization, controls and AI for larger teams |
List prices as of November 2026; plans change often, so check the vendor's pricing page before you buy. Phone calling credits cost extra. 21-day free trial.
Pros and cons
Pros
- Very low entry price per seat
- AI scoring helps reps prioritize
- Phone and email built in
- Pairs well with Freshdesk
Cons
- Best AI features sit on higher plans
- Reporting is limited on Growth
- Smaller app ecosystem than HubSpot or Salesforce
Is it right for you?
Choose Freshsales ifYou want lead scoring and built-in calling for a small B2B team at a low per-seat price.
Look elsewhere ifYou depend on a large integration marketplace or want a free CRM.
#8Best for relationship-led B2B teams on Google Workspace
Copper
A CRM built for Google Workspace that captures contacts and activity from Gmail and Calendar automatically.
- Paid plans from
- $23/seat/mo annual
- Free plan
- No (free trial)
- Best for
- Small and mid-sized B2B teams that run on Google Workspace
- Works on
- Web, Chrome extension for Gmail, iOS, Android
Copper is for B2B teams that sell through relationships and live in Gmail. Its Gmail extension shows CRM records next to each email, and it pulls contacts, emails and meetings from Google Workspace into the CRM automatically. Account managers and founders keep complete client records without remembering to log every touch.
Deals move through pipelines with related emails, files and meetings attached, and project management lets you track client work after a deal closes. Basic costs $23 per seat a month billed annually and caps contacts at 2,500, so most growing B2B teams will need Professional for 15,000 contacts, workflow automation and reporting. It only makes sense if you use Google Workspace.
Key features
- Gmail extensionShows CRM records next to your emails and lets you create leads and update deals without leaving the inbox.
- Automatic contact capturePulls contacts, emails and meetings from Google Workspace into the CRM, so relationship history stays complete.
- PipelinesTrack B2B deals through stages, with the related emails, files and meetings attached to each one.
- Project managementTrack client work after a deal closes in the same CRM, which helps B2B service firms hand off to delivery.
- Workflow automationOn Professional and above, create tasks or update fields automatically when a deal moves.
Pricing
| Plan | Price | What you get |
|---|---|---|
| Basic | $23/seat/mo annual | 2,500 contacts, pipelines, project management, task automation, contact enrichment |
| Professional | $59/seat/mo annual | 15,000 contacts, workflow automation, bulk email, reporting, integrations |
| Business | $99/seat/mo annual | Unlimited contacts, email series, custom reports, premium support |
List prices as of November 2026; plans change often, so check the vendor's pricing page before you buy. Free trial, no card required.
Pros and cons
Pros
- Works inside Gmail
- Very little manual data entry
- Project tracking included
- Easy for non-sales staff to use
Cons
- Only makes sense on Google Workspace
- Basic plan caps contacts at 2,500
- Automation and reporting need Professional
Is it right for you?
Choose Copper ifYour B2B team runs on Gmail and Google Calendar and sells through long-term client relationships.
Look elsewhere ifYour company uses Microsoft 365 or Outlook.
#9Best for small B2B teams that want clear pipelines and reports
Nutshell
A sales CRM for small B2B teams with pipelines, automation, built-in reporting and an email marketing add-on.
- Paid plans from
- See vendor pricing
- Free plan
- No (14-day trial)
- Best for
- Small and mid-sized B2B sales teams and agencies
- Works on
- Web, iOS, Android
Nutshell is a straightforward CRM for small B2B sales teams that want structure without complexity. Deals move through custom stages on drag-and-drop boards, Gmail or Outlook emails are logged automatically, and sales automation creates follow-up tasks so deals do not stall. Reps can also update deals and log activity from the iOS and Android apps between client meetings.
Its reporting stands out at this size. Funnel, forecast and activity reports show how the pipeline is performing without building dashboards from scratch. Nutshell is known for responsive support, and an optional email marketing add-on sends newsletters and drip campaigns from the same contact data. It has fewer integrations than larger CRMs, and advanced features need higher tiers.
Key features
- Visual pipelinesTrack B2B deals through custom stages with drag-and-drop boards, so reps always know the next step.
- ReportingBuilt-in funnel, forecast and activity reports show pipeline health without custom dashboard work.
- Sales automationAutomates follow-up tasks and stage-based steps so long B2B deals do not stall.
- Team collaborationShare contacts and deals, assign leads and mention teammates on records.
- Marketing add-onAn optional email marketing product sends newsletters and drip campaigns from the same contact data.
Pricing
| Plan | Price | What you get |
|---|---|---|
| Foundation | Higher | Contact management, pipelines, email sync, basic reporting |
| Pro | Higher | More automation, advanced reporting, sales sequences |
| Business | Higher | Advanced features and higher limits |
| Enterprise | Higher | Full feature set and priority support |
List prices as of November 2026; plans change often, so check the vendor's pricing page before you buy. Plans are priced per user. 14-day free trial.
Pros and cons
Pros
- Easy to learn
- Good built-in reporting
- Responsive customer support
- CRM and email marketing from one vendor
Cons
- No free plan
- Marketing features cost extra
- Fewer integrations than larger CRMs
Is it right for you?
Choose Nutshell ifYou lead a small B2B sales team and want clear pipelines and ready-made reports with good support.
Look elsewhere ifYou need deep customization or a large app marketplace.
#10Best for B2B firms that deliver projects after the sale
Insightly
A CRM with opportunity pipelines, relationship linking and built-in project management for B2B delivery.
- Paid plans from
- See vendor pricing
- Free plan
- No (14-day trial)
- Best for
- Small and mid-sized B2B businesses and agencies
- Works on
- Web, iOS, Android
Insightly fits B2B companies where closing the deal is only half the job. Won opportunities convert into projects with milestones and tasks, so consultancies, agencies and implementation teams carry the account from proposal to delivery in one system. Relationship linking connects contacts, organizations, opportunities and projects, which shows who is involved on each account.
Professional adds lead routing, which assigns new leads to the right rep automatically, plus workflow automation for field updates, tasks and approvals. The interface feels dated next to newer CRMs, and marketing and service products are separate add-ons that raise total cost. For B2B firms that sell and then deliver, the built-in projects are the reason to pick it.
Key features
- Project managementConverts won opportunities into projects with milestones and tasks, so delivery continues in the same CRM.
- Relationship linkingLinks contacts, organizations, opportunities and projects to show how people and accounts connect.
- Lead and opportunity managementTracks leads and opportunities through pipelines with custom stages and fields.
- Lead routingOn Professional and above, assigns new leads to the right rep automatically based on rules.
- Workflow automationAutomates field updates, task creation and approvals on Professional and above.
Pricing
| Plan | Price | What you get |
|---|---|---|
| Plus | Higher | Core CRM, pipelines, email sync, projects |
| Professional | Higher | Workflow automation, lead routing, more customization |
| Enterprise | Higher | Advanced permissions, higher limits, sandbox and priority support |
List prices as of November 2026; plans change often, so check the vendor's pricing page before you buy. Plans are priced per user. 14-day free trial.
Pros and cons
Pros
- Projects built into the CRM
- Strong relationship linking
- Good automation on the mid tier
- Optional marketing and service add-ons
Cons
- No free plan
- Interface feels dated next to newer CRMs
- Automation needs Professional
Is it right for you?
Choose Insightly ifYour B2B firm hands won deals to a delivery team and wants sales and projects on the same account record.
Look elsewhere ifYou want a modern, minimal interface or a free plan.
Best CRM software by need
- Complex, multi-team B2B salesSalesforce Sales Cloud
- Marketing and sales on one platformHubSpot Sales Hub
- Small team, simple pipelinePipedrive
- Enforced sales process on a budgetZoho CRM
- High-volume calling and emailClose
- Auto-enriched account dataAttio
- AI lead scoring at a low priceFreshsales
- Teams that live in GmailCopper
- Handing won deals to deliveryInsightly
What to look for in CRM software
- Account and opportunity managementLook for company records that hold every contact, deal and activity, so B2B buying committees are visible in one place. Salesforce, Zoho CRM and Insightly are strongest here.
- Sales forecastingA B2B CRM should roll up forecasts by rep and team. Check which plan includes it: HubSpot Starter, Zoho CRM Standard and Salesforce Pro Suite all do.
- Email and calendar syncTwo-way sync with Gmail or Outlook logs every email and meeting on the right account automatically, which matters when deals run for months.
- Lead scoring and AIScoring helps reps focus on the accounts most likely to buy. Freshsales scores contacts with Freddy AI, and HubSpot adds lead scoring on Professional.
- Sales engagementSequences, built-in calling and dialers keep multi-touch outreach in the CRM. Close, HubSpot Professional and Attio Pro cover this without a separate tool.
- Customization and process controlLong B2B cycles often need enforced stages, custom fields and approvals. Zoho CRM Blueprint and Salesforce Flow handle this; simpler CRMs may not.
How much does B2B CRM software cost in 2026?
B2B CRM software costs from $0 to more than $195 per user a month. Small teams can start free or pay $9 to $25 per user, mid-market plans with automation and sequences run $35 to $100 per user, and enterprise editions start around $139 to $195 per user billed annually.
| Tier | Typical price | Tools at this level | Who it suits |
|---|---|---|---|
| Free | $0 | HubSpot (2 users), Salesforce Free Suite (2 users), Zoho CRM (3 users), Attio (3 users) | Founders and very small B2B teams testing a pipeline |
| Entry | $9 to $25/user/mo | Close Solo and Freshsales Growth ($9 annual), Pipedrive Lite and Zoho CRM Standard ($14 annual), HubSpot Starter ($20), Copper Basic ($23 annual), Salesforce Starter Suite ($25) | Small B2B sales teams with a clear process |
| Mid-market | $35 to $100/user/mo | Close Essentials ($35 annual), Attio Plus ($40/mo annual incl. 1 seat), Copper Professional ($59 annual), HubSpot Professional (from $90 annual), Close Growth ($99 annual), Salesforce Pro Suite ($100 annual) | Growing B2B teams that need sequences, workflows and better reporting |
| Enterprise | $139+/user/mo | Close Scale ($139 annual), HubSpot Enterprise ($150 annual), Salesforce Sales Cloud (from $195 annual), Attio Ultra ($1,000/mo for 5 seats) | Larger B2B sales organizations needing advanced forecasting, security and controls |
Entry prices from vendor pricing information, November 2026. Most B2B CRMs charge per user, and many list their lowest prices for annual billing.
Work out the cost for your full team at the tier you will need in a year, not the plan you start on. For B2B teams, the features that matter most (sequences, forecasting, workflows and custom reports) usually sit one tier above the entry plan. Add one-time fees too: HubSpot Professional carries $1,500 in onboarding, and Salesforce often needs a partner to set up. Calling credits and add-ons, such as Pipedrive's LeadBooster or Freshsales phone credits, also raise the real price.
How we chose the best CRM software
We started with the CRM tools in the MakeSuccessOnline directory and added well-known B2B CRMs we have not yet reviewed. We judged each one on the criteria above for B2B sales teams, using our hands-on reviews, vendor documentation and pricing, all checked in November 2026. Rankings reflect fit for B2B selling, so a tool can rank differently here than on our general CRM list.
- Account and deal managementHow well the CRM handles companies, contacts, opportunities and long multi-stage B2B pipelines.25%
- Forecasting and reportingForecast roll-ups by rep and team, pipeline reports and dashboards for sales leaders.20%
- Ease of adoptionHow quickly reps can learn it and keep data up to date without an admin.15%
- Automation and sales engagementWorkflows, sequences, calling and AI that keep follow-up consistent.15%
- IntegrationsEmail, calendar, marketing and app ecosystem connections B2B teams rely on.10%
- Pricing and valueFree plans, entry price per seat and the cost of the tier most B2B teams actually need.15%
How to choose CRM software
- Map your B2B sales processWrite down your stages, who is involved in a typical deal and how long it takes. A short, simple cycle suits Pipedrive or Nutshell; a long cycle with approvals points to Zoho CRM or Salesforce.
- Decide how sales and marketing will share dataIf marketing generates your leads, a shared database such as HubSpot gives reps every touchpoint. If sales works alone, a sales-only CRM is simpler and cheaper.
- Check forecasting and reporting needsAsk what sales leaders need to see each week. Confirm forecasting is on the plan you can afford, not only on the top tier.
- Match your outreach styleInside sales teams that call and email heavily should test Close or Freshsales. Relationship-led teams in Gmail should look at Copper or Attio.
- Confirm integrationsList the tools the CRM must connect to, such as Gmail or Outlook, Slack and your marketing platform, and check each one against the vendor's integration list.
- Price the next tier for your whole teamMultiply the per-seat price of the plan you will need in a year by your expected headcount, and add onboarding fees and add-ons.
Check during the free trial
- Can a new rep log a call, update a deal and set a follow-up in under a minute?
- Does the forecast roll up correctly by rep and team with our real deal data?
- Do emails and meetings from Gmail or Outlook attach to the right account automatically?
- Which features we tested, such as sequences or workflows, are actually on the plan we plan to buy?
- How hard is it to import our existing accounts and contacts and export them again later?
Red flags
- Forecasting, workflows or sequences are only on a tier far above your budget.
- Onboarding fees or required partners are not mentioned until late in the sales process.
- Reps need several clicks or a separate tool to log basic activity.
- The CRM cannot model accounts with multiple contacts and deals cleanly.
- Key integrations, such as your email platform or calendar, rely on workarounds.
B2B CRM software FAQs
What is the best CRM software for B2B?
Salesforce Sales Cloud is the best CRM software for B2B companies with complex, multi-team sales, thanks to forecasting, custom objects and its app ecosystem. HubSpot is the better pick if you want marketing and sales on one platform, and Pipedrive suits small B2B teams that want something reps adopt quickly.
Is there a free B2B CRM?
Yes. HubSpot and Salesforce both offer free plans for up to 2 users, and Zoho CRM and Attio are free for up to 3 users. Free plans cover contacts, deals and basic reports, but forecasting, sequences and advanced automation usually need a paid plan.
How much does a B2B CRM cost?
Most B2B CRMs cost $9 to $25 per user a month at entry level, such as Close Solo and Freshsales at $9 billed annually or Salesforce Starter Suite at $25. Plans with sequences and full workflows run $35 to $100 per user, and enterprise editions start around $139 to $195 per user billed annually.
Salesforce vs HubSpot: which is better for B2B?
Salesforce is better for large or complex B2B sales teams that need custom objects, regional forecasting and deep customization, but it needs an admin. HubSpot is better for small and mid-size B2B companies that want marketing and sales on one database and a CRM reps can learn quickly.
What should a B2B CRM include?
A B2B CRM should include account and opportunity records, custom pipelines, sales forecasting, email and calendar sync, workflow automation and reporting. Lead scoring, sequences and built-in calling help growing teams, and custom objects matter when you track things like contracts or partners.
What is the best CRM for small B2B companies?
Pipedrive is the best CRM for most small B2B companies because reps adopt it quickly and Lite starts at $14 per user a month billed annually. HubSpot's free plan and Zoho CRM's free plan for 3 users are good options if you want to start at no cost.
Which B2B CRM is best for inside sales and cold calling?
Close is the best B2B CRM for inside sales because calling, SMS and email are built in, and Growth adds a power dialer and multi-step workflows. Freshsales is another budget option, with built-in phone and email from $9 per user a month billed annually, though calling credits cost extra.
How do I choose a CRM for B2B sales?
Choose a B2B CRM by mapping your sales stages and deal length, deciding whether marketing and sales share data, and checking forecasting and integrations on the plan you can afford. Then run a free trial with real deals and price the tier you will need in a year.
About the reviewer
Editor & Reviewer, MakeSuccessOnline
William Harrison is an editor and reviewer at MakeSuccessOnline. He reviews each tools ranking before it goes live, checking plans, prices, free tiers and features against the tool's own documentation, and keeps rankings current as tools change.