20 Best B2B CRM Software Reviewed In 2024
Best B2B CRM Software Shortlist
Here's my pick of the 10 best software from the 20 tools reviewed.
Our one-on-one guidance will help you find the perfect fit.
B2B CRM software is a valuable asset for any company. It helps teams strengthen customer relationships and boost sales efficiency. It provides tools for managing customer interactions, tracking sales leads, and analyzing data to improve business strategies. However, finding the right solution can be challenging with so many options available, each offering a range of features and integrations.
Using my experience with revenue operations software, I tested and compared several top B2B CRM platforms. I’ve compiled detailed reviews of the best options to help you find the ideal software for your specific needs. Explore the list below to discover your next B2B CRM solution.
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Best B2B CRM Software Summary
We’ve investigated the pricing and availability of free trials and demo versions so you can make a much simpler side-by-side comparison.
| Tools | Price | |
|---|---|---|
| CRM Creatio | From $25/user/month | Website |
| Salesflare | From $29/user/month (billed annually) | Website |
| OnePageCRM | From $9.95/user/month (billed annually) | Website |
| Nimble | From $25/user/month (billed annually) | Website |
| WORKetc | From $39/user/month | Website |
| Keap | From $249/user/month (billed annually) | Website |
| Apptivo | From $15/user/month (billed annually) | Website |
| Spotler CRM | Pricing upon request | Website |
| Capsule | From $18/user/month (billed annually) | Website |
| Nutshell CRM | From $19/user/month | Website |
Compare Software Specs Side by Side
Use our comparison chart to review and evaluate software specs side-by-side.
Compare SoftwareHow To Choose B2B CRM Software
It’s easy to get bogged down in long feature lists and complex pricing structures. Here's a checklist of factors to remember to help you stay focused as you work through your unique software selection process.
| Factor | What to Consider |
| Scalability | Will the software scale as your company grows? |
| Integrations | Does it integrate with the tools your team already uses? |
| Customizability | Can you tailor the CRM to fit your specific workflows? |
| Ease of Use | Is it user-friendly for your team? |
| Budget | Does it fit within your financial constraints? |
| Security Safeguards | Does it offer strong protection for your data? |
Best B2B CRM Software Reviews
Here are my detailed summaries of the best B2B CRM software that made my shortlist. Each review provides an in-depth look at key features, pros and cons, integrations, and ideal use cases to help you choose the best option for your needs.
Creatio CRM is a no-code platform designed to automate your customer relationship management processes. It offers solutions for marketing, sales, and service, allowing your team to manage the entire customer journey within a single system.
Why I picked CRM Creatio: I like its comprehensive lead management capabilities. The platform enables you to capture, track, and nurture leads through their entire lifecycle, ensuring that no opportunity slips through the cracks. By automating lead distribution and scoring, your sales team can focus on engaging with prospects who are most likely to convert. Another valuable feature is the sales forecasting tool. Creatio CRM provides customizable dashboards that offer insights into your sales pipeline, helping you make informed decisions and set realistic targets.
Standout features & integrations:
Features include a 360-degree customer view, which consolidates all customer interactions and data into a single profile. The platform also offers business process management tools that let you design and automate workflows tailored to your specific needs. Additionally, Creatio CRM supports omnichannel communication.
Integrations include Accelo, Act!, ActiveCampaign, Acumatica, Adobe Analytics, Asana, Microsoft Exchange, Excel, Mailchimp, HubSpot Marketing Hub, Google Calendar, and Tableau.
Pros and cons
Pros:
- Extensive customization options
- No-code platform
- Supports scaling businesses
Cons:
- Customization can be time-consuming
- Data migration may be complex
Salesflare is a CRM designed for small and medium-sized B2B businesses. It minimizes manual data entry and automates sales processes using existing data.
Why I picked Salesflare: It automatically logs emails, meetings, and calls with minimal input from you, so your team spends less time on data entry and more time selling. Its visual pipeline management helps you easily track and manage your deals. You can use it on the go with mobile access, ensuring your team stays connected and productive. Plus, it integrates smoothly with Google and Outlook, fitting into your existing workflow.
Standout features & integrations:
Features include automatic data entry from emails, meetings, and calls, visual pipeline management, and mobile access. Your team can focus more on selling than logging data, making tracking and managing deals easier. The integration with Google and Outlook helps blend seamlessly into your workflow.
Integrations include Gmail, Outlook, Google Calendar, Office 365, LinkedIn, Slack, Trello, Zapier, PieSync, and Mailchimp.
Pros and cons
Pros:
- Google and Outlook integration
- Easy integration
- Mobile access
Cons:
- Limited customer support options
- Steep learning curve
OnePageCRM is a CRM solution primarily for small businesses. It helps sales teams manage their contacts, sales pipelines, and follow-up tasks efficiently.
Why I picked OnePageCRM: The action-focused approach turns sales planning into a simple to-do list, helping your team stay organized and proactive. Features like lead management and sales forecasting let you keep track of potential deals and predict future sales. The contact management system allows you to store and manage all your customer information in one place. Task automation features help reduce manual work, so your team can focus on closing deals.
Standout features & integrations:
Features include task automation, sales forecasting, and lead management. The action-oriented design helps your team stay on top of follow-ups. With detailed profiles and interaction histories, you can manage contacts efficiently.
Integrations include Google Workspace, Mailchimp, Xero, QuickBooks, Zapier, Outlook, Dropbox, Evernote, Skype, and Google Contacts.
Pros and cons
Pros:
- Effective task automation
- Easy-to-use interface
- Action-focused approach
Cons:
- Limited scalability
- No built-in email marketing
Nimble is B2B CRM software designed for small businesses. It allows sales, marketing, and customer service teams to manage contacts and track business relationships. It performs essential functions like lead management and contact organization while integrating social media insights into its CRM approach.
Why I picked Nimble: Nimble combines social media integration with traditional CRM features, giving you a complete view of your contacts by pulling data from platforms like LinkedIn and Twitter. This lets you track interactions and stay updated on key prospects’ social media activity. With its unified contact management, you can merge information from various platforms into one place, so your team spends less time searching for data.
Additionally, Nimble’s built-in email tracking and engagement tools make it easier to follow up with leads and manage communications efficiently.
Features include contact management that lets you easily organize and track your relationships, social media tracking to keep you updated on your prospects’ activity, and email tracking to help your team stay on top of communications. You can access key insights about your contacts from various sources, all in one place. Nimble’s task management features also help you prioritize and follow up with leads more.
Integrations include Microsoft 365, Google Workspace, Twitter, LinkedIn, Facebook, Instagram, HubSpot, Mailchimp, QuickBooks, and Dropbox.
Pros and cons
Pros:
- Flexible task management
- Simple contact merging
- Great for small teams
Cons:
- Basic reporting features
- Limited customization options
WORKetc is an all-in-one business management software for small to medium-sized businesses. It integrates CRM, project management, and billing functionalities to simplify operations.
Why I picked WORKetc: WORKetc consolidates multiple tools into a single platform, simplifying business operations by allowing the management of sales leads, project tracking, and customer support. It also boosts team collaboration by centralizing workflows and automating tasks, which enhances productivity. With its project management integration, WORKetc suits businesses looking to simplify project execution, track progress, and manage client relationships within one unified system.
Standout features & integrations:
Features include CRM functionalities, project management, and billing. It supports time tracking and expense management, and you can also create and manage support cases.
Integrations include Google Workspace, Xero, QuickBooks, Outlook, Dropbox, Evernote, Mailchimp, Zapier, Slack, and Zendesk.
Pros and cons
Pros:
- Time tracking
- Mobile access
- Integrated billing
Cons:
- Requires ongoing training
- Steep learning curve
Keap is a small business CRM and automation platform designed to help small enterprises manage client relationships and automate sales and marketing tasks. It mainly serves small business owners looking to organize their business processes and save time.
Why I picked Keap: Keap enables lead capture, client information management, and automation of repetitive tasks like follow-ups and invoicing. It includes customizable templates, email marketing, and sales automation to optimize business operations. Reporting tools provide valuable insights for data-driven decision-making. Teams can track and nurture client relationships within a single platform.
Standout features & integrations:
Features include customizable templates, email marketing, and sales automation. You can also automate repetitive tasks like follow-ups and invoicing. Reporting tools help you make data-driven decisions.
Integrations include QuickBooks, Zapier, Gmail, Outlook, Shopify, WordPress, PayPal, Stripe, Xero, and Mailchimp.
Pros and cons
Pros:
- Good automation features
- Easy to set up
- Great customer support
Cons:
- Occasional software bugs
- Mobile app limitations
Apptivo is a cloud-based B2B software offering lead management, sales automation, and customer engagement tools for businesses.
Why I picked Apptivo: Apptivo offers a cloud-based platform for managing customer relationships, sales, and marketing operations. It's suitable for businesses of all sizes and focuses on lead management, sales automation, and customer engagement. It can customize views, layouts, and fields, automate workflows, and convert raw data into actionable insights. With tools for tracking leads, managing contacts, and closing deals, your team can simplify and enhance their sales and customer management processes.
Standout features & integrations:
Features include sales automation, customizable dashboards, and lead management tools. You can automate your sales process, track customer interactions, and create personalized marketing campaigns.
Integrations include Google Workspace, Microsoft Office 365, Slack, QuickBooks, PayPal, Dropbox, and RingCentral.
Pros and cons
Pros:
- Suitable for various business sizes
- Wide range of applications
- Highly customizable
Cons:
- Occasional lag in performance
- Can be overwhelming for new users
Spotler CRM is a cloud-based CRM software designed specifically for marketers. It helps manage sales and marketing activities for small and medium-sized businesses.
Why I picked Spotler CRM: Spotler CRM offers features that cater specifically to marketing needs, such as campaign management and tracking customer interactions. It also includes sales pipeline management to help you visualize and track your sales process. The user-friendly platform makes it easy for your team to adopt and start using quickly. Additionally, Spotler CRM provides detailed analytics to help you make data-driven decisions.
Standout features & integrations:
Features include campaign management, sales pipeline visualization, and detailed analytics. You can easily track customer interactions and manage your marketing campaigns. The user-friendly interface ensures your team can quickly start using the software without extensive training.
Integrations include Salesforce, Outlook, Gmail, Slack, Mailchimp, HubSpot, Zendesk, Asana, Trello, and Zapier.
Pros and cons
Pros:
- Detailed analytics
- User-friendly interface
- Great campaign management
Cons:
- Dependency on Internet connection
- Limited customization
Capsule is a customer relationship management tool for small to medium-sized businesses and sales teams. It helps you manage contacts, sales, tasks, and projects efficiently.
Why I picked Capsule: Capsule is recognized for its simple, user-friendly interface, enabling teams to get started quickly. It offers customization options to adapt the CRM to specific business needs. The visual sales funnel allows for effective sales pipeline management, while integration with popular tools helps streamline workflow.
Standout features & integrations:
Features include task management that lets you track and assign tasks to team members, custom fields to store the information that matters most to your business, and a visual sales pipeline to monitor the progress of your deals. Capsule also offers a contact management system that helps you keep all your customer information in one place.
Integrations include Google Workspace, Xero, Mailchimp, QuickBooks Online, Zapier, Microsoft 365, Slack, Zendesk, Dropbox, and FreshBooks.
Pros and cons
Pros:
- Visual sales pipeline
- Custom fields available
- Easy to set up
Cons:
- No built-in marketing tools
- Basic reporting tools
Nutshell CRM is an all-in-one growth software designed for sales teams. It features CRM, email marketing, and contact management and is aimed at B2B organizations to help them close more deals and manage their customer relationships efficiently.
Why I picked Nutshell CRM: Nutshell CRM offers a simple and intuitive interface that makes it easy for your team to adopt. It includes a drag-and-drop pipeline management feature that helps you track your sales process visually. Additionally, the software provides built-in email marketing tools, enabling you to manage campaigns without needing separate software. Nutshell CRM also features reporting and analytics to help you better understand your sales performance.
Standout features & integrations:
Features include drag-and-drop pipeline management, built-in email marketing tools, and in-depth reporting and analytics. You can easily track sales progress and manage customer relationships all in one place.
Integrations include Google Workspace, Microsoft Office 365, QuickBooks Online, Mailchimp, Slack, Zapier, Intercom, Twilio, RingCentral, and Zendesk.
Pros and cons
Pros:
- Built-in email marketing
- Simple pipeline management
- Easy to use
Cons:
- Basic mobile app
- Limited customization
Other B2B CRM Software
Here are some additional B2B CRM software options that didn’t make it onto my shortlist but are still worth considering.
- Vtiger CRM
Best for integrated helpdesk features
- Prospect CRM
Best for inventory management
- Less Annoying CRM
Best for simplicity in use
- HubSpot CRM
Best for sales integration
- Zoho CRM
Best for AI assistant in CRM
- Zendesk Sell
Best for sales pipeline visibility
- Freshsales
Best for AI-driven lead scoring
- Salesforce CRM
Best for extensive third-party integrations
- Bitrix24
Best for integrated communication tools
- Odoo
Best for flexible modules
B2B CRM Software Selection Criteria
When selecting the best B2B CRM software to include in this list, I considered everyday buyer needs and pain points, such as managing complex sales cycles and ensuring integration with existing tools. I also used the following framework to keep my evaluation structured and fair.
Core Functionality (25% of total weighting score)
Each solution had to fulfill these everyday use cases to be considered for inclusion in this list.
- Manage B2B companies and accounts
- Track B2B sales and lead generation
- Automate sales workflows
- Provide sales forecasting
- Offer reporting and analytics
Additional Standout Features(25% of total weighting score)
To help further narrow down the competition, I also looked for unique features.
- AI-driven sales insights
- Advanced customization options
- Social media integration
- Multi-currency and multi-language support
- Real-time B2B customer collaboration tools
Usability (10% of total weighting score)
To get a sense of the usability of each system, I considered the following.
- Intuitive user interface
- Easy navigation
- Minimal learning curve
- Customizable dashboards
- Responsive design
Onboarding (10% of total weighting score)
To evaluate the onboarding experience for each platform, I considered the following.
- Availability of training videos
- Interactive product tours
- Access to templates
- Chatbot assistance
- Webinars for new users
Customer Support (10% of total weighting score)
I considered the following to assess each software provider’s customer support services.
- 24/7 customer service availability
- Dedicated account managers
- Community forums to enhance the customer experience
- Comprehensive knowledge base
- Multichannel support (phone, email, chat)
Value For Money (10% of total weighting score)
To evaluate the value for money of each platform, I considered the following.
- Competitive pricing
- Transparent pricing plans
- Free trial availability
- Scalability of plans
- Inclusive of essential features
Customer Reviews (10% of total weighting score)
I considered the following when reading customer reviews to understand overall customer satisfaction.
- Overall satisfaction rating
- Frequency of feature updates
- Responsiveness to feedback
- Quality of customer support
- User testimonials and case studies
Trends In B2B CRM Software
In my research, I sourced countless product updates, press releases, and release logs from different B2B CRM tools. Here are some of the emerging trends I’m keeping an eye on.
- Artificial Intelligence Integration. AI is becoming central to CRM software, helping businesses with predictive analytics, customer sentiment analysis, and enhanced decision-making.
- Conversational CRM: There's a shift towards conversational interfaces, where CRMs integrate chatbots and virtual assistants to improve customer interaction.
- Advanced Data Analytics. CRM systems increasingly incorporate advanced analytics to offer deeper insights into customer behavior and sales trends.
- Personalization and Customization. CRMs offer more personalized experiences, allowing users to customize their dashboards, data fields, and workflows.
- Enhanced Data Security. With increasing data privacy concerns, CRMs focus on stronger security measures and compliance with regulations like GDPR.
What Is B2B CRM Software?
B2B CRM software is designed to effectively manage relationships with other businesses. It enables sales, marketing, and customer service teams to track interactions and manage leads, fostering improved customer satisfaction. This software often includes features such as lead management, sales forecasting, and customer analytics, which assist organizations in organizing vast amounts of data.
By using these features, businesses can predict sales trends and gain valuable insights into customer behavior, ultimately helping to strengthen client relationships. Many B2B CRM platforms offer integrations with other business tools, providing workflows and enhancing team collaboration. This allows companies to deliver more personalized experiences to their clients to help with long-term success in an increasingly competitive market.
Features Of B2B CRM Software
When selecting B2B CRM software, watch for the following key features.
- Contact management. Centralizes and organizes contact information, making tracking interactions and maintaining detailed records easy.
- Sales pipeline management. Allows visualization and management of the sales process from initial contact to closing the deal.
- Email integration. Syncs with email platforms to facilitate communication and automate email sequences.
- Lead management. Tracks and manages leads to ensure timely follow-ups and conversion opportunities.
- Analytics and reporting. Provides insights through various reports and dashboards to help make data-driven decisions.
- Automation of workflows. Streamlines repetitive tasks and processes to save time and increase efficiency.
- Mobile access. Ensures users can access CRM features on the go through mobile apps.
- Customizable dashboards. Offers tailored views and reports to meet specific business needs.
- Third-party integrations. Connects with other tools and platforms to enhance functionality and data sharing.
- Customer support ticketing. Manages customer inquiries and issues through an integrated ticketing system.
Benefits Of B2B CRM Software
Implementing B2B CRM software provides several benefits for your team and your business. Here are a few you can look forward to.
- Improved customer relationships. Track and manage all your customer interactions in one place, helping you better understand and meet their needs.
- Enhanced sales forecasting. Use historical data and sales trends to predict future sales, allowing for better planning and resource allocation.
- Increased team collaboration. Share customer information and updates easily among team members, ensuring everyone is on the same page.
- Automated workflows. Automate routine tasks like follow-up emails and data entry, freeing up more time for your team to focus on selling.
- Better data management. Store all customer data centrally, making it easy to access, update, and analyze when needed.
- Targeted marketing campaigns. Segment your customers based on various criteria and create personalized marketing campaigns that are more likely to convert.
- Enhanced reporting and analytics. To make informed decisions, generate detailed reports and insights on sales performance, customer behavior, and marketing efforts.
Costs & Pricing Of B2B CRM Software
Selecting B2B CRM software requires understanding the various pricing models and plans available. Costs vary based on features, team size, add-ons, and more. The table below summarizes standard plans, average prices, and typical features of B2B CRM software solutions.
Plan Comparison Table for B2B CRM Software
| Plan Type | Average Price | Common Features |
| Free Plan | $0 | Basic contract management, task management, and email integrations |
| Personal Plan | $7 - $25 | Advanced contract management, calendar integration, and simple reporting |
| Business Plan | $30 - $150 | Team collaboration tools, advanced reporting, automated workflows, and support |
| Enterprise Plan | $150 - $500 | Customizable dashboards, data encryption, dedicated account managers, and API access |
B2B CRM Software FAQs
Here are some answers to common questions about B2B CRM software.
How can a B2B CRM software improve your sales team's efficiency?
A B2B CRM can help your sales team by providing a centralized database for all customer interactions, making tracking and managing leads easier. Automated workflows and task management reduce manual work, ensuring timely follow-ups. Additionally, real-time data analytics can offer insights into sales performance and customer behavior, enabling your team to make informed decisions quickly.
What should you consider when choosing a B2B CRM software?
When choosing a B2B CRM, consider the software’s scalability to grow with your business. Look for features like integration capabilities with your existing tools, ease of use, and robust reporting functionalities. It’s also essential to evaluate the level of customer support provided and any customization options to tailor the CRM to your specific business needs.
How do you ensure data security in a B2B CRM software?
To ensure data security in a B2B CRM, choose a provider with strong encryption methods and compliance with relevant data protection regulations like GDPR or CCPA. Implement role-based access controls to limit who can view or edit sensitive information. Regularly back up your data and conduct security audits to identify and address potential vulnerabilities.
Can a B2B CRM software integrate with your marketing automation tools?
Yes, most modern B2B CRM systems can integrate with marketing automation tools. This integration allows seamless data transfer between sales and marketing teams, improving lead nurturing and campaign tracking. Ensure your chosen CRM has open APIs or pre-built integrations with your existing marketing platforms.
How do you measure the ROI of a B2B CRM software?
To measure the ROI of a B2B CRM, track key performance indicators (KPIs) such as sales cycle length, lead conversion rates, and customer retention rates before and after implementation. Compare the cost savings from improved efficiency and reduced manual work with the investment made in the CRM: Regularly review these metrics to assess the ongoing value provided by the CRM.
What are the everyday challenges of implementing a B2B CRM software?
Common challenges include user adoption, data migration, and system customization. To overcome these, provide comprehensive training for your team and choose a CRM with an intuitive interface. Plan your data migration carefully to ensure accuracy and completeness.
Work with the CRM provider to customize the system to fit your business processes if necessary.
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