Learn B2B SaaS Marketing

Top CRM Tools for B2B SaaS Marketing Teams

by 

Lauren O'Bryan

Last updated: June 10th, 2024

Building and maintaining long-lasting relationships with business clients doesn’t have to be hard – if you have the right customer relationship tool by your side, of course. But, given that the CRM space is so packed with options, it can be challenging to determine which one is the best CRM tool for your team.

To help narrow down your options, we’ve handpicked the five best B2B CRM software solutions.

We’ll give you a little insight into their star features and pricing options, so you can give your B2B marketing team a solution they’ll find most beneficial. Let’s get right into it.

HubSpot CRM

HubSpot CRM is a powerful and feature-rich tool that can easily integrate with any of the other HubSpot tools or your favorite third-party platforms.

It offers a unified view of all customer interactions, making it easy to track progress and identify potential opportunities. Additionally, it provides powerful analytics that can help you understand your sales performance better and make data-driven decisions.

If you decide to use HubSpot for your CRM needs, Powered by Search offers a comprehensive HubSpot analysis to ensure you’re getting the full benefit of this platform.

Feature and functionality highlights:

• A real-time dashboard of business activity
• Optimize sales communication by receiving lead notifications
• Develop email campaigns fast with email templates
• Communicate with customers easily with a live chat function
• Customize reports and analytics
• Get an overarching view of your entire sales pipeline

Pricing

HubSpot CRM has two pricing plans that come with the full range of features:

• Professional plan: $1,600/month for up to 2,000 contacts
• Enterprise plan: $5,000/month for up to 10,000 contacts

There is also the Starter plan, suitable for small businesses – for just $20/month, you’ll have access to essential marketing tools and up to 1,000 contacts.

Customer 360 by Salesforce

Customer 360 by Salesforce is a CRM software that gives your team a centralized platform for accessing all the data and customer management insights you need. Another thing to note is that Salesforce takes data protection and security very seriously, ensuring that client data is safeguarded with Hyperforce, their own end-to-end encrypted privacy software.

Feature and functionality highlights:

• Integration with a wide range of third-party platforms
• Works in conjunction with Slack, so you can easily communicate and collaborate
• Lead and opportunity tracking from the start to the end of the pipeline
• Workflow automation
• Predictive AI tools for accurate forecasting
• Advanced reporting and customized reports and dashboards

Pricing

Salesforce has a wide range of pricing options to explore.

The Small Business package has two pricing options, but the most comprehensive is the Starter, which costs $25/user/month.

The Sales package has five pricing plans:

• Professional: $80/user/month
• Enterprise: $165/user/month
• Unlimited: $330/user/month
• Unlimited+: $500/user/month

Zoho CRM

Zoho CRM packs all the essential features you’d expect from a CRM system for an affordable price, making it a perfect pick for small businesses looking to manage costs effectively. With its wide variety of customization options, it can easily adapt and scale up alongside your business’s growth.

Feature and functionality highlights:

• Automate workflows and processes
• Use advanced analytics tools
• Make use of intelligent AI tools to reveal revenue predictions and develop budget forecasts
• Integrate with over 800 other apps
• Access the developer platform to create custom solutions

Pricing

The Free plan comes with a maximum of 3 users, while the paid plans have no limit to the number of users. You can also create your own package according to your business needs or choose one of the four standard plans with fixed features and functionality:

• Standard: $14/user/month
• Professional: $23/user/month
• Enterprise: $40/user/month
• Ultimate: $52/user/month

Pipedrive

Pipedrive promotes its platform as being specifically built by salespeople for salespeople. It has a heavy focus on sales pipelines and it’s incredibly intuitive and easy to use.

With the comprehensive set of features, you can identify leads, manage projects, and automate everyday tasks. There’s also a customizable chatbot that will engage with leads to move them through the sales funnel or act as a point of support contact for existing customers.

Feature and functionality highlights:

• Visual sales pipeline with a drag-and-drop UI
• Segment your leads to create a more personalized experience
• Develop custom forms and lead magnets
• Detailed reports and dashboards
• Forecast future revenue based on business trends and gathered data

Pricing

Pipedrive has four affordable pricing plans. All plans include unlimited pipelines, unlimited contacts, and the ability to import and export data:

• Essential plan: $9.90/user/month
• Advanced plan: $19.90/user/month
• Professional plan: $39.90/user/month
• Power plan: $49.90/user/month

Insightly

Insightly is a full-featured, modern CRM with plenty of in-built workflow automation tools. Its affordability makes it popular among small to medium-sized businesses, and getting started is a breeze due to its easy-to-use interface.

Insightly has a cool AppConnect feature that enables team members to build their own integrations or workflow tools. Alternatively, there are a ton of prebuilt integrations available to make use of.

Feature and functionality highlights:

• Streamline processes and customer relationships with a detailed sales pipeline
• Capture, segment, and personalize lead engagement
• Automate processes to improve productivity
• Engage customers with a dynamic customer support platform
• Integrate any app without the use of code
• Platform customization without the need for developers
• Produce customizable dashboards and reports

Pricing

Insightly offers three pricing plans – Plus, Professional, and Enterprise. All three plans give you access to automated, customizable emails, detailed lead tracking, reports and dashboards, and the Insightly mobile app.

• Plus plan: $28/user/month
• Professional plan: $49/user/month
• Enterprise plan: $99/user/month

SugarCRM

SugarCRM is a neat platform where you can easily organize all your contacts, nurture those leads, coordinate marketing campaigns, and drive sales. It’s intuitive to use with a simple drag-and-drop interface.

One great thing about SugarCRM is that you can use the platform in any way that suits your business. Make use of the mobile apps to work on the go, or avoid using the cloud altogether and get SugarCRM on-site on your servers. There are also tons of integrations to get any additional functionality you may need.

Features and functionality highlights:

• Customize your lead scoring models and automate them for ease of use
• Use AI insights to personalize marketing campaigns
• Automate customer follow-up and relationship engagement
• Get automatic customer support request prioritization
• Customer satisfaction scorecards provide a quick relationship health score at a glance
• The platform supports over 30 languages

Pricing

SugarCRM offers three pricing plans – Essentials, Advanced, and Premier. There isn’t a free plan, but you can get a 7-day free trial of the platform. All plans are quoted as a monthly amount but, take note, you can only select annual billing.

• Essentials plan: $49/user/month
• Advanced plan: $85/user/month
• Premier plan: $135/user/month

Copper CRM

Copper CRM is a great option for those who already work with Google Suite and would prefer to continue. It has been built intentionally to complement Google products and everything integrates seamlessly.

This platform is very simple and easy to use, which makes it great for small businesses. It has great lead and pipeline management features, workflow automation, and a mobile app that makes customer communication much easier.

Feature and functionality highlights:

• Connect to the entire GSuite
• Organize all your customer communication in one place
• Data entry is completely automated
• Integrate with a wide range of third-party platforms easily
• Track and monitor deals with a live pipeline activity dashboard
• Build reports that are fully customizable to display only the information you want

Pricing

There are three plans to choose from with Copper – Basic, Professional, and Business. Unfortunately, there isn’t a free option.

• Basic plan: $29/user/month
• Professional plan: $69/user/month
• Business plan: $134/user/month

Close

Close is a popular choice among small businesses. It’s simple enough to learn the ropes quickly, yet packed with powerful features for automation and managing large customer datasets.

Close allows you to sync all your communication channels in one place, including email, calls, and SMS. It’s also very affordable and fast to set up.

Feature and functionality highlights include:

• Built-in VoIP functionality for easier international calling
• Manually triggered or automated workflows
• Search and smart view functionality that allows you to automate call outreach
• A call assistant tool to transcribe voice calls and provide a searchable summary and action items
• Pipeline health reporting that helps quickly fix leaks and maximize sales funnel potential

Pricing

Close has three paid plans, which include:

• Startup: $59/month, allows up to 5 workflows
• Professional: $109/month, allows up to 25 workflows
• Enterprise: $149/month, allows up to 100 workflows

Unfortunately, there’s no forever-free plan, but they do offer a free 14-day trial, which includes free customer support and data migration.

NetSuite CRM

NetSuite CRM is part of the full NetSuite platform for enterprise business management. This omnichannel commerce platform lets you bring your sales, marketing, and operations teams together to improve customer communication.

The dashboard can be customized to display the data you need and you can set alerts for customer follow-up and other tasks. The platform is suitable for businesses of all sizes because it can scale with your business by adding more modules, functionality, and users as needed.

Feature and functionality highlights include:

• Centralized access to up-to-date real-time customer data
• Tracking lead activity and assessing against predefined buyer-readiness criteria
• Automated lead qualification
• A customizable customer service ticketing system and knowledge base hub
• Client relationship and operations management through a joint dashboard
• Mobile and tablet accessibility

Pricing

The NetSuite pricing system includes the core platform cost, with different modules and the number of selected users adding to the total price. For full details, though, you’ll have to contact the NetSuite customer service team.

ActiveCampaign

ActiveCampaign is renowned for its email marketing capabilities but also excels as a CRM tool. It’s perfect for businesses with large contact lists, and the advanced analytics functionality provides a ton of useful data and insights.

Feature and functionality highlights include:

• Performance monitoring of sales team activities
• Lead scoring and win probability ratings
• Detailed customer segmentation
• Workflow automation for everything from task assignments to deals won
• Full customer lifecycle tracking
• Split testing for optimizing funnels and customer engagement

Pricing

Within ActiveCampaign’s CRM and Sales Engagement package, three pricing plans are available. You can also bundle together the Marketing Automation package with the CRM and Sales Engagement package.

There’s no forever-free plan, but there is a free 14-day trial.

The CRM and Sales Engagement pricing options include:

• Plus: $19/month
• Professional: $49/month
• Enterprise: $99/month

The pricing bundle of both Marketing Automation and CRM and Sales Engagement with 2,500 contacts includes:

• Plus: $137/month for 5 users and 12 email sends per contact
• Professional: $386/month for 10 users and 15 email sends per contact
• Enterprise: $734/month for 15 users and 20 email sends per contact

LessAnnoying CRM

The LessAnnoying CRM platform is true to its name – it focuses on simplicity with its easy-to-use functionality and affordability, making it ideal for small businesses.

LessAnnoying CRM guarantees you will have advanced customization options without needing any developer skills. Importing contact lists is easy, but if you need help, their customer service team can handle it for you. Product updates are free and data is hosted on two different servers, so you can be sure you won’t lose valuable business information.

Feature and functionality highlights include:

• A simple lead report that follows the customer from first contact to their current point
• Automated email reminders about task due dates
• Unlimited user access and permission controls so you don’t have to share logins while ensuring data privacy
• Cloud-based access from anywhere on any device
• Easy integration with other platforms

Pricing

The LessAnnoying CRM pricing system is dead-easy – it starts at $15/user/month. This includes unlimited contacts, unlimited pipelines, unlimited custom fields, and all features. You also get 25GB of storage per user. If you’re not sure about committing just yet, you can try the platform for free for 30 days.

Nutshell CRM

Nutshell CRM is an all-in-one tool for managing contact information and sales funnel progress, and automating tasks. It includes built-in email marketing functionality with a free allowance of 150 email sends per month, which gives you greater communication opportunities with leads.

Nutshell CRM also harnesses the power of AI technology to generate a summary of your customer relationships. It can also produce video call transcripts, optimize writing output, and research information about leads to assist ABM implementation. Customer support is free and available as live chat and email with all the plans.

Feature and functionality highlights include:

• Customizable pipeline triggers
• Automated workflow tasks to boost productivity
• A centralized customer data hub
• Improved communication with customers and team members
• Downloadable performance reports and charts
• Customizable forms to streamline lead data collection
• A meeting scheduler that also collects information on attendees

Pricing

Nutshell CRM has four paid plans available:

• Foundation: $16/user/month and gives you unlimited data, storage, and contact management
• Pro: $42/user/month and you will also get sales automation and the ability to monitor multiple sales pipelines
• Power AI: $52/user/month and you get the AI functionality included
• Enterprise: $67/user/month and includes unlimited pipelines, API access, and a dedicated success manager

ZenDesk Sell

ZenDesk Sell is ideal if you’re already using ZenDesk for customer support because it integrates seamlessly and enhances the platform’s existing functionality. It’ll help you turn customer data into actionable insights and boost your team’s productivity.

All your customer data and metrics are processed and can be visualized in dashboards and charts, giving you a clear overview of customer interactions and accurate business forecasts.

Feature and functionality highlights include:

• Email enhancements like alerts, templates, and automatic tracking
• Targeted prospect lists and automated follow-up notifications
• Daily task management
• A power dialler that cycles through prospect lists
• Bulk email sends
• A wide range of workflow automations
• Customizable drag-and-drop dashboards
• Pipeline analytics to identify bottlenecks easily

Pricing

ZenDesk Sell offers three paid plans. There’s no free plan, but when you sign up for an account, you automatically get the first 14 days free with access to all the features. At the end of these 14 days, you can select the paid plan you want.

Paid plan options for 1 user account include:

• Sell Team: $25/month, with up to 2 sales pipelines
• Sell Growth: $69/month, and up to 10 sales pipelines
• Sell Professional: $149/month, with up to 20 sales pipelines and advanced user permissions

Freshsales

Freshsales CRM is part of a larger network of tools (Freshservice, Freshdesk, Freshchat, Freshmarketer) that all integrate with each other. The CRM functionality enables your sales and marketing efforts to join forces and get more value from customer interactions. It gives you a broad 360-degree view of all your customer information so you can provide the best possible experience.

You can communicate with contacts through a wide range of channels, like email, live chat, or phone. The standout AI-powered functionality is available with all plans, and you can also integrate Slack to improve cross-department communication.

Feature and functionality highlights include:

• The choice of data visualization in a table or kanban board
• Custom chatbots
• AI-powered lead and deal scoring
• Connect with communication tools like WhatsApp, Apple Business Chat, and Messenger
• Automate sales processes and set activity goals for the sales team
• Set customer behavior or day-based triggers for follow-up communications
• Smart suggestions powered by AI to help with task management

Pricing

Freshsales has a forever-free plan and several paid pricing options. The plan options and prices include:

• Free: allows up to 3 users, kanban boards, live chat and email, as well as customer support
• Growth: $11/user/month, with all the basic functionality
• Pro: $47/user/month, with access to the AI functionality and advanced customizations and workflows
• Enterprise: $71/user/month, with forecasting insights and next-level customizations

Can You Integrate One CRM Tool With Another?

Absolutely! While most CRM tools are comprehensive on their own, integrating them with other CRM tools can still be very beneficial. A good example is Salesforce.

Salesforce is a particularly powerful CRM tool, however, you’d be surprised to know it lacks some useful features, like email sequencing, meeting booking, call recording, and so on, which leads users to integrate third-party apps to get this missing functionality.

But, things can become costly when you start integrating app after app. That’s where a single platform like HubSpot can fill these feature gaps and save you money in the long run. By combining Salesforce with HubSpot, you can effectively have it all, and Powered by Search will walk you through the process.

In Summary

B2B CRM software is an essential element to the sustainable and customer-centric growth of your business. Take your pick from any of these top CRM tools and watch how it can streamline and improve your customer relationships, and in turn, help boost your revenue.

However, it’s important to note that even the best CRM tool won’t solve all problems. A thriving business starts with a quality demand generation strategy, so reach out if you want us to analyze your SEO challenges and recommend the exact strategies that will help you grow your business.

To kickstart the process, it’s essential to assess where your SaaS venture stands against the competition. Our SaaS scalability score self-assessment is the perfect tool to help you gauge how effectively you attract, engage, and convert prospects. Best of all, it’s completely obligation-free.