Best B2B CRM software

In today’s competitive B2B SaaS industry, where switching to a competitor is often just a click away, delivering a seamless and satisfying customer experience is critical to retaining valuable clients. Exceptional customer experiences not only ensure loyalty but also drive positive word-of-mouth referrals, which can significantly impact a SaaS business's bottom line. Prioritizing customer experience isn't just a strategic move; it's a business imperative in the B2B world. Prudent SaaS companies are conscious of these changing dynamics and are using sophisticated CRM tools that can help sales teams track, manage, convert, and offer a great experience to customers.

The CRM industry in recent years has flourished. Last year, the global CRM market size was $58.82B and this amount is expected to grow by 14% by 2030. If you are looking to find a holistic CRM tool to boost productivity for your sales team, then this article is for you.

CRM software comparison: The best tools in 2024

1. Freshsales

Freshsales, a robust crm software for sales, empowers businesses to sell smarter and close deals quicker. Trusted by over 60,000 companies, Freshsales helps high-performing sales teams achieve revenue growth through its comprehensive sales tech stack.

Utilizing AI-powered contact scoring, Freshsales identifies promising leads and streamlines follow-ups. The CRM's predictive deal insights leverage intelligent data analysis to optimize sales strategies and increase efficiency. Automation is facilitated through intelligent workflows, automating tasks like lead assignments, and email campaigns.

Additionally, Freshsales Suite unifies CRM functions for sales, marketing, and support teams, fostering collaboration and offering a single source of truth for the entire customer journey.

Here are the key features of Freshsales that make it one of the top CRM tools in the industry:

Key features

1. Unified customer view for offering an exceptional customer experience

The customer pipeline in the B2B SaaS business can be long and complex. Freshsales enables SaaS enterprises to gain a complete 360-degree understanding of their customer's information. Empower your sales teams with a unified customer view for them to provide exceptional services to clients. Unique features that help your sales teams to close deals include:

• View data in tables, lists, or kanban boards. Quickly manage tasks and access shortcuts for efficient task management.

• Track customer interactions chronologically on a timeline, showing engagements on the website, app, and more.

• Gain comprehensive insights by exploring contacts across modules, apps, and touchpoints.

• Highlight key aspects like activities, meetings, sales sequences, and contact details for actionable insights.

2. Multiple channels to connect with customers anytime anywhere

In today’s digital world, businesses with small sizes can benefit from using CRM tools for small business like Freshsales. Freshsales is the perfect CRM partner for SaaS players since it enables them to engage with their customers anytime anywhere via a channel preferred by the customers. Freshsales helps them to have value-added communication with customers directly from the CRM tool through multiple channels including:

• Email sync 

Connect your inbox with Freshsales email campaigns. Match incoming emails to the right contacts. Create and send personalized campaigns using email templates.

•  Personalized chat

Send personalized chat messages with trigger-based campaigns. Boost lead generation and qualification using customized chatbots.

• Messenger support 

Provide real-time assistance on platforms like WhatsApp, Apple Business Chat, Facebook Messenger, and LINE. 

• SMS integration 

Use SMS updates with Freshsales. Improve efficiency with automated workflows and bots. 

• Zoom integration 

Integrate Zoom for seamless scheduling, hosting, and joining meetings from your CRM.

The best thing is even if your sales team is on a holiday they can still manage customer interactions without any delay with the Call Management feature that allows them to efficiently handle voice interactions, log calls, and monitor metrics. Control call routing and voicemails during holidays.

3. Automation for unlocking higher efficiencies 

For B2B SaaS companies rely on repeat subscriptions for revenue growth. With Freshsales, your SaaS companies can be assured of enhancing sales efficiency and elevating the team's productivity by automating tasks that are repetitive or intricate. Features that help with advanced automation include:

• Workflow automation

Workflows help SaaS companies streamline sales processes and reduce manual work by setting up automated actions based on specific conditions or event triggers.

• Sales sequences

Craft engaging outreach campaigns triggered by days or specific behaviors. Manage follow-ups and reminders systematically.

• Territory management

Organize and prioritize leads using rules, and identify key territories with built-in metrics.

• Auto-profile enrichment

Get more insights about your prospects with accurate, automatic data entry from their social profiles like LinkedIn and public information.

• IntelliAssign

Direct chat conversations to the right customer expert or team using auto-routing based on skill level, conversation limits, and other factors.

4. Build a winning sales process and close deals

In the B2B world, sales cycles can be long and complex. Additionally with high competition, crossing the finish line can become extremely difficult with a long sales cycle. Freshsales can help businesses accelerate the process of closing deals and boost revenue with fully tailored sales processes as per business needs with these features:

• Multiple Sales Pipelines

Design custom pipelines to visualize how deals are moving forward. Set up sales stages that match your business requirements.

• Weighted Pipeline

Assign probabilities to different stages, track how deals convert, and predict revenue outcomes.

• Configure Price Quote

Generate and oversee invoices, quotes, and documents using customized templates. These can automatically sync with your deals and even complete the esignature process as well.

• Activity Goals

Set and monitor goals for your sales teams based on closed deals and revenue, daily, weekly, or quarterly.

• Product Catalog

Manage your product inventory and set up pricing models, and discounts in various currencies.

• Connect with Slack

Automatically sync discussions about deals between Slack and Freshsales. Collaborate effectively across your teams.

5. Make AI-powered smart decisions for business growth

In today’s data-driven world, data can be the key to unlocking valuable insights that can help businesses stay ahead. Freshsales can help B2B SaaS companies elevate decision-making with comprehensive analytics and AI. See the status of sales performance through easy-to-understand visual reports and ensure improved productivity and growth with AI-driven predictions. Some of the advanced features from Freshsales that help in making smarter decisions include:

• Contact Scoring

Identify sales-ready prospects using Freddy AI scores, considering positive and negative signals.

• Deal Insights

Forecast deal closures using Freddy AI insights from historical sales data and engagement.

• Next Best Action

Get smart suggestions from Freddy AI for tasks like managing calendars and rescheduling appointments.

• Sales Forecasting

Predict sales performance and revenue by analyzing past sales data.

6. Customize as per business needs

Many kinds of SaaS platforms simplify a variety of operational challenges for customers. For example Workday is a SaaS platform that solves finance and HR planning, Slack helps with team collaboration, Altassian helps with project management… the list goes on. Every SaaS business has its own CRM requirements. Freshsales understands the importance of customizing a CRM tool as per the business needs. Freshsales has multiple features that allow you to adapt your CRM to suit your business needs. These include:

• Custom sales activities

Design activities that match your sales process. Set goals and monitor their advancement in the sales funnel.

• Contact lifecycle stages

Follow a prospect's journey with distinct contact lifecycle stages and sub-stages.

• Layout customization

Build customized fields, groups, and custom modules to match your business approach and gather relevant details.

• Multi-currency and multi-language

View and handle data in your chosen language and manage transactions in over 150 currencies.

7. Robust security with role-defined streamlined processes 

Data security has become extremely critical today. With B2B SaaS companies dealing with critical data of global customers, it becomes even more important to choose a CRM platform that has robust security measures. To ensure a high level of data security Freshsales allows to establish roles and permission levels for secure data management with features like:

• Role-based Access - Control data access through roles and permissions.

• Record Types - Categorize data across modules for role-specific updates.

• Module Data Classification - Organize data within modules for distinct user interactions.

• Scope and Permissions - Manage field access with global, restricted, or territory controls.

• Audit Logs - Track and filter actions like edits, deletions, and changes.

8. Work from anywhere

Today most software-related businesses, including B2B SaaS companies, function round the clock with teams spread out across the globe. Freshsales, an advanced sales software, ensures that business leaders can manage their sales teams and sales pipelines from anywhere via smartphone. The Freshsales mobile CRM platform has many advanced features like:

• Offline capability - Access data even without an internet connection. Sync the data once you're back online.

• Quick links and notifications - Access documents quickly through links. Receive real-time notifications for meetings and tasks.

• Google maps & Uber integration - Easily locate your contacts. For on-site meetings, request an Uber directly from the mobile app.

• Bulk SMS and individual messages - Send personalized SMS to multiple people. Receive responses through platforms like Twilio, Zipwhip, and ClickSend.

• Zoom meetings on mobile - Schedule or join Zoom meetings using your mobile device.

9. Integration with other apps and tools for a streamlined process

Today almost all organizations are operating with multiple tools whether it is for team collaboration, field force management or HR planning. Freshsales is designed to integrate with any of the tools that you internally use to ensure efficient processes. With Freshsales SaaS companies can

• Link CRM to your preferred apps - Freshsales is designed to work together with the tools you rely on daily.

• API Access for third-party apps - Integrate your account with third-party apps and connect to various data sources.

• Incorporate apps for increased capabilities - Expand your capabilities using the Freshworks platform. Incorporate apps like Slack, Gong, G Suite, Xero, Outlook, and more into your CRM.

Pros and cons

Pros of Freshsales:

Freshsales offers a range of advanced features that significantly enhance your sales operations. With AI-driven contact and deal insights, customization options, and integrated phone features, it boosts efficiency and productivity in your B2B SaaS business. The unified customer view and automation capabilities save time and effort while ensuring a seamless customer experience. Cons of Freshsales: The only con of the Freshsales platform is that in the free version of Freshsales, access to certain advanced features like workflows, AI-driven insights, and a dedicated account manager is limited. While this may be a drawback for some, it's worth noting that the paid plans are competitively priced, making it a reasonable investment for businesses seeking a comprehensive CRM solution with substantial value for the cost.

Is there a free version available?

Yes, you can subscribe to the Forever Free version without giving any credit card information.

How is it rated?

It is rated 4.5/5 on G2.

2. Bigin

Bigin by Zoho CRM is a simple-to-use CRM software created for small businesses, startups, and teams. It simplifies tasks related to customers, like marketing automation, sales, and support.

Key features

It comes with features like pipelines for smooth management, forms that you can personalize, real-time alerts, integration with Gmail, tracking tasks and products, and automating workflows.

Collaborative tools, options for customization, analytics, and strong data security together offer a complete solution. With mobile access and strong security, Bigin has robust data privacy and safety measures in place.

Bigin is a great tool when it comes to streamlining the entire CRM process but it does lack the efficiency and customization features that other advanced CRM platforms offer.

Pros and cons

Bigin CRM by Zoho is great for managing leads and handling customer relationships, making the sales process smoother. It's good at making things efficient and managing leads well.

But, there are some downsides too. It might not be the best for reaching a lot of people at once, and there could be some delays in simple customer interactions. Also, even though it makes sales easier, the platform has a one-size-fits-all approach unlike other tools in the market that offer better customization options.

Is there a free version available?

Yes, a free plan is available that can be upgraded as needed.

How is it rated?

Rated 4.5/5 on G2 Crowd.

3. Zendesk Sell

Zendesk Sell is a complete sales CRM that provides teams with tools that help them be more productive, engage better with customers, and make tasks easier to meet revenue goals.

Key features

With Zendesk Sell you can manage leads, contacts, and accounts all in one spot. It works well with Zendesk Support too, so you get a complete picture of your customers. It also has tools for reporting and analyzing data, to help you make intelligent decisions. Zendesk Sell works well with popular apps like Mailchimp, Zapier, Google, HubSpot, Facebook, and Xerox. It also connects uniquely with Shopify.

While Zendesk is a great lead management tool, it lacks the advanced features related to customizations, automation, communication, etc. that are found in advanced CRM tools in the market.

Pros and cons

Zendesk Sell is great for sales teams to manage leads, contacts, accounts, and deals. 

However, there are a couple of downsides to Zendesk Sell. It doesn't have a free plan, unlike most customer-friendly CRM options, Further Zendesk is expensive compared to other advanced and cost-effective CRM tools.

While it works with the AI-powered tool Ada Engage for automating common interactions, it doesn't have its own built-in AI assistant.

Is there a free version available?

No, Zendesk Sell doesn't have a free version

How is it rated?

Rated 4.2/5 on G2 Crowd.

4. Pipedrive

Pipedrive CRM is a comprehensive tool with various client management and automation features.

Key features

It offers several features, including its user-friendly customization and organization options, seamless auto-tracking of calls and emails, and effective lead and deal tracking, enabling both remote work and local lead management. Its well-designed dashboard prioritizes tasks and deals for enhanced productivity.

Pros and cons

With Pipedrive CRM you can easily customize and it's really helpful for managing leads and deals, whether you're working from home or dealing with local customers. The dashboard is designed well and helps you focus on important tasks and deals.

However, there are some things it could do better. The biggest con of Pipedrive is that it is not as user-friendly when compared to top CRM platforms available in the market. You can't make your custom areas for content. It could also use more features for reporting and automating tasks. And sometimes, managing deals by dragging and dropping can be a bit tricky.

Is there a free version available?

A 14-day full-access free trial is available.

How is it rated?

Rated 4.2 /5 on G2 Crowd.

5. Copper CRM

Copper CRM is a powerful CRM with a robust collection of features designed to make customer relationship management better.

Key features

It covers everything from managing sales and leads to tracking opportunities and showing pipelines. It also comes with sales automation, tools for analyzing data, and ways to work together. The platform can be customized, works with other apps, and has security features to make sure things work well, efficiently, and safely.

Pros and cons

Copper CRM is a comprehensive CRM tool. The feature that stands out is that it makes it easy to sync and organize contacts from Gmail, which is helpful. You can customize it to fit your company's needs, especially when it comes to project management.

However, it lacks advanced features available in other comprehensive CRM tools for customizing, communication via multiple channels, data security, and more. Further it is not as intuitive as other CRM platforms in the market. Another drawback is that it also does not support easily merging duplicate contacts.

Is there a free version available?

A 14-day free trial is available for all three tiers.

How is it rated?

Rated 4.5/5 on G2 crowd.

6. Monday CRM

Monday.com is flexible work management platform that makes business tasks easier by automating workflows, managing projects, assigning tasks, and handling resources all in one place.

Key features

It can be used for different types of work, including customer relationship management (CRM). You can even use it on your phone, set up automatic actions without needing to code, connect it with other apps, and see the entire sales process. While this makes it great for many different types of businesses, Monday.com is not ideal to be used as a holistic CRM tool. While it is a great collaboration or project management tool,t lacks CRM-related features that are a must for any advanced CRM platform.

Pros and cons

Monday.com offers a strong support system that includes helpful resources like a knowledge base, customer support available around the clock, and live webinars every day. The platform encourages teamwork by giving you spaces for discussions about specific tasks. Monday.com is more of a work management tool than a CRM tool.

Also, the pricing structure might be expensive for smaller teams that don't need the maximum number of users. Besides, each plan has limits on how many actions you can do with other apps each month. For example, the Standard plan lets you do 250 actions and the Pro plan lets you do 25,000.

Is there a free version available?

There’s no free version available.

How is it rated?

Rated 4.6/5 on G2 Crowd.

7. Hubspot

HubSpot CRM is a popular platform for managing customer relationships. It comes with important features that make business interactions better and sales processes smoother.

Key features

With HubSpot CRM, you get tools to manage contacts, track leads, organize your sales process, and automate emails. It helps you keep all your customer info in one place, see how you've been talking to them, and take care of tasks that repeat a lot. This ends up making your team work better and your customers happier. 

Pros and cons

HubSpot CRM is easy to understand, whether you're new or already know a lot about this kind of tool. It fits well with other HubSpot tools, which is great for seeing everything together. It's also strong at doing things automatically, and there's even a free version that works well for different types of businesses.

On the other hand, some things might not be as great. Hubspot is a great marketing tool but it is not as sales friendly. For some features, you can't change them as much as you can in more advanced CRM tools. Also, some of the more complicated things it can do might take a little while to learn.

Is there a free version available?

A free version with basic features is available.

How is it rated?

Rated 4.5/5 on G2 Crowd.

8. Insightly

Insightly is a flexible platform for managing customer relationships. It's made to help businesses handle interactions with customers, manage how they sell things, and keep their projects on track.

Key features

It comes with lots of features that can be customized. Insightly helps in keeping track of contacts and leads, following opportunities, doing tasks automatically, sending emails for marketing, and keeping an eye on projects. It has strong features that help businesses keep their customer interactions in order.

Pros and cons

With Insightly CRM you can customize it a lot to match how your business works and it can be integrated with different tools that help you work better. It also has ways to manage projects built in, and it works well for different sizes of businesses. 

On the other hand, though it aces customer communication, it lacks key features that many leading CRM platforms have. Further, there might be a bit of learning needed to get used to everything it can do. And some people might think the cost is a bit high for the more advanced plans.

Is there a free version available?

A Free version with basic features is available.

How is it rated?

Rated 4.2/5 on G2 Crowd.

9. Salesforce Essentials

Salesforce Essentials is a comprehensive CRM solution for small businesses.

Key features

It helps with important things like keeping track of contacts and leads, following opportunities, connecting emails, and making reports and dashboards that work the way you want. It shows everything about how customers are interacting and makes selling things easier.

Pros and cons

Salesforce Essentials has features made just for small businesses. It can do a lot and grow as your business does. It works well with different apps to help things run smoothly, and you can change it to match what you need.

But, the price might be a bit much for smaller businesses, unlike other cost-effective CRM solutions. Additionally, with Salesforce Essentials there could be a bit of learning if your team is not used to such advanced CRM. It can also be a bit overwhelming for businesses looking for basic features in competitive pricing that are available with other tools available.

Is there a free version available?

A 14-day free trial is available.

How is it rated?

Rated 4.3/5 on G2 Crowd.

10. Pipefy

Pipefy is a flexible platform for managing how things get done. It's made to make things work better and faster.

Key features

It has lots of different things to help businesses do their tasks automatically and in a good way. Some important things it can do include changing how tasks are done, making things work on their own, helping teams work together, effortlessly showing data, and fitting together with other tools.

Pros and cons

Pipefy has a lot of automation options. It also helps people on your team to collaborate effectively. The reporting makes it easier to understand data with interactive dashboards, and it works with other apps to do more.

Pipefy is a great project management tool, but it lacks the flexibility, customization abilities, deal management capabilities, AI capabilities, etc. that advanced CRM tools in the market offer. Also, it might take a bit of learning to get used to how it works, especially for new users. The free version might not have all the things you need if your business has more complex tasks.

Is there a free version available?

A free version with basic features is available.

How is it rated?

Rated 4.6/5 on G2 Crowd.

11. Bitrix 24

Bitrix24 is a complete CRM platform for managing your business.

Key features

It offers features like keeping track of contacts, making sales easier, helping teams talk to each other, managing tasks and projects, sending emails for marketing, handling documents, creating a space for team communication, learning from data, working on mobile devices, and connecting with other tools. It helps businesses do a better job with customers, work well together, and get things done faster.

Pros and cons

Bitrix24 does a lot of things in one place. It has advanced automation and collaboration features. But, the learning curve might be tough especially if you have a non-tech team. There's a free version, but some advanced things need to be paid for, and that might not fit everyone's budget. It is not as intuitive and user-friendly as when compared to some of the best CRM platforms with an intuitive interface offer.

Is there a free version available?

A free version is available with basic features.

How is it rated?

Rated 4.2/5 on G2 Crowd.

How to choose CRM software for your B2B company?

When it comes to choosing the best B2B CRM software, a thoughtful approach can significantly impact your business's efficiency and success. Considering the top CRM tools available in the market is essential. Here's a breakdown of key factors to consider for making an informed decision:

1. Seamlessly store and manage customer data

Efficiently storing and managing customer data is essential. It is crucial to choose B2B CRM software that can simplify data organization and access.

2. Cross-channel communication with clients

Effective client interactions demand cross-channel communication capabilities through emails, phone calls, chats, etc. It is important to choose a B2B CRM software that offers seamless engagement across various channels.

3. Easy-to-use analytics dashboard

Advanced B2B CRM software provides a user-friendly analytics dashboard that can help in deriving actionable insights. Prioritize a CRM with an intuitive interface for informed decision-making.

4. Task and Workflow automation

B2B CRM tools provide Workflow Automation features to boost productivity. Choose a software that  uses advanced AI to automate tasks and workflows, streamlining operations.

5. Supports businesses of your size

B2B CRMs are scalable and can accommodate your business's current size and future growth. Flexibility is key for scalability and it is important to choose a B2B CRM software that can be upgraded as your business grows.

6. Data security

Protecting customer data is paramount. Select a CRM with robust security features to safeguard sensitive information.

7. Tool integration

Seamless integration with other tools enhances efficiency. Choose a B2B CRM system that can offer smooth app integrations with your existing software.

How much does a B2B CRM software cost?

CRM system costs can vary significantly depending on factors specific to your business, such as your CRM provider and future growth projections. For small businesses, expenses might range from $12 to $20 per user each month, while mid-sized companies could pay between $100 to $200. Larger B2B companies with over 100 employees might face costs of $200 to $400 or even more. However, these are just general estimates as the actual expense depends on your chosen CRM system and the features you require. For new businesses looking for budget-friendly options, an affordable CRM for startups can offer a cost-effective solution without compromising on essential features.

Freshsales offers a pricing structure that caters to businesses of all sizes. It provides a free plan that enables sales teams to initiate engagement at no cost. The paid plans – Growth, Pro, and Enterprise – offer progressively more features and automation, delivering excellent value for your investment.

This scalability ensures that businesses can access advanced tools as they grow, from visual pipelines to AI-powered insights, customization, and control. The best part is that you can start with a free account and upgrade as your business expands.

How B2B companies benefit from CRM software?

In the world of modern business, effective customer relationship management (CRM) is paramount for success. A B2B CRM software serves as the backbone of managing interactions, streamlining processes, and enhancing collaboration between sales and B2B marketing teams. But with the plethora of options available, how do you choose the best B2B CRM software for your specific needs? Here's a breakdown of key criteria to consider when making this crucial decision:

1. Supports businesses of your size:

B2B CRM should be adaptable to your business's size and growth trajectory. Whether you're a startup, mid-sized company, or enterprise, the chosen CRM should scale to accommodate your evolving needs.

2. Data security:

Protecting sensitive customer data is non-negotiable. Ensure that the B2B CRM you opt for comes with robust security measures, safeguarding your client's information from potential threats.

3. Tool integration:

Business operations often involve multiple tools. Choose a B2B CRM that seamlessly integrates with your existing software ecosystem, enabling efficient data sharing and streamlined processes.

4. Sales management:

Utilizing the best B2B CRM streamlines the entire sales cycle for B2B companies. Apptivo offers customizable sales processes with advanced tools, making sales management more efficient. Its interconnected workflows move leads smoothly, enhancing conversion rates. The lead generation process qualifies, guides, and analyzes leads' potential as loyal customers.

5. Sales and marketing alignment:

CRM strengthens the bond between sales and marketing departments. Their daily activities provide valuable information for each other. Sales learn customer triggers, aiding marketing. Marketing identifies content that sparks leads' interest, helping sales reps. CRM provides accessible, organized data for both teams to leverage.

6. Customer service:

CRM provides vital insights for personalized support. Rising expectations demand tailored experiences, crucial for B2B vendors with high-value clients. CRM offers unified views, aiding reps to excel. Unified data is pivotal - 84% of pros consider it key. Exceptional service boosts retention.

Also, service data aids sales and marketing. Insights on demands enhance both functions. CRM strengthens ties, granting shared data access.

Spreadsheets may not suffice as a B2B sales customer relationship management tool

Spreadsheet software are versatile tools, but they cannot be used as a replacement for advanced B2B solutions that can manage your entire sales and CRM lifecycle. A dedicated B2B CRM system is essential for efficient client management.

Here’s why spreadsheet software is not enough for managing client relationship management for businesses:

1. Limited functionality and fragmented data

Spreadsheets lack dedicated B2B CRM features, resulting in inefficiencies and fragmented customer data due to the absence of integration.

2. Scalability challenges and automation limitations

Spreadsheets become cumbersome with growing data, and Notion's flexibility can lead to chaos. Additionally, both lack automated workflows, affecting efficiency and follow-ups.

3. Lack of customization

Customization options of B2B processes often can't be adequately replicated on a spreadsheet.

4. Limited analytics and reporting

Spreadsheets lack real-time analytics, and their offerings are basic, hindering strategic decision-making. Moreover, both platforms struggle with generating and maintaining efficient and accurate reports.

5. Lack of collaboration

Both tools lack comprehensive team collaboration features.

6. Complex search

Finding specific customer data becomes cumbersome as records accumulate.

7. Lead scoring

The absence of lead scoring affects prioritization and sales focus.

8. Inconsistent reporting

Generating and maintaining reports lacks efficiency and accuracy.

9. Security concerns

Data security is often subpar in spreadsheets, risking sensitive customer info.

10. Cannot be used as long-term solutions

Spreadsheets are versatile tools, their limitations in handling the complexities of B2B sales and customer relationships make them unsuitable for long-term scalable solutions.