Best HubSpot Apps for B2B: Top CRM Alternatives 2024

Best HubSpot Apps for B2B: Top CRM Alternatives 2024

Updated May 11, 20261,077 words7 tools compared

Finding the right CRM solution for your B2B company can make or break your sales and marketing efforts. While HubSpot dominates the conversation, the landscape of B2B CRM tools has expanded dramatically, offering specialized solutions for different business needs and budgets. Whether you're a startup looking for flexibility, an SMB seeking affordability, or an enterprise requiring advanced features, there's a CRM that fits your unique requirements.

The key is understanding what each platform excels at and how it aligns with your business goals. From HubSpot's comprehensive marketing automation to Salesforce's enterprise-grade capabilities, each solution brings distinct advantages. This guide examines the best HubSpot apps and alternatives for B2B companies, breaking down features, pricing, and ideal use cases to help you make an informed decision that will drive your business forward.

Quick Comparison

ProductBest ForStarting PriceRatingKey Feature
HubSpotSMB to EnterpriseFree4.4/5All-in-one platform
SalesforceEnterprise$25/user/mo4.3/5Advanced customization
PipedriveSMB$14.90/user/mo4.2/5Visual pipeline
CloseInside Sales$49/user/mo4.6/5Built-in calling
AttioStartupsFree4.7/5Flexible data model
FolkRelationship BuildingFree4.5/5Contact intelligence
FreshsalesSMBFree$15/user/moAI-powered insights

Scroll horizontally to see all columns

Detailed Reviews

In-depth analysis of each platform to help you make the right choice.

#1

HubSpot

Top Pick

Best For: Companies wanting integrated marketing, sales, and service tools

HubSpot remains the gold standard for B2B companies seeking an all-in-one solution that combines CRM, marketing automation, sales tools, and customer service features. Its freemium model makes it accessible to startups, while its advanced features scale effectively for enterprise organizations. The platform's strength lies in its integrated approach, eliminating the need to juggle multiple tools and ensuring seamless data flow across all customer touchpoints.

Pricing: Free plan available, paid plans start at $45/month for Starter features

Key Features

  • Marketing automation workflows
  • Lead scoring and nurturing
  • Email marketing tools
  • Sales pipeline management
  • Customer service ticketing

Pros

  • +Comprehensive feature set covers entire customer journey
  • +Strong free tier with generous limits
  • +Excellent educational resources and community support

Cons

  • -Can become expensive as you scale
  • -Learning curve for advanced features

Verdict

Perfect for B2B companies that want everything in one place and are willing to invest in a platform they can grow with long-term.

#2

Salesforce

Best For: Large enterprises with complex sales processes

Salesforce stands as the most powerful CRM platform for enterprise B2B organizations with complex sales processes and extensive customization needs. Its AI-driven features and vast ecosystem of third-party integrations make it the go-to choice for large organizations requiring sophisticated automation and reporting capabilities. The platform excels in handling high-volume transactions and complex customer relationships across multiple departments and regions.

Pricing: Starting at $25/user/month for Essentials, with Professional and Enterprise tiers available

Key Features

  • Advanced workflow automation
  • AI-powered Einstein analytics
  • Extensive customization options
  • Third-party app marketplace
  • Advanced reporting and dashboards

Pros

  • +Highly customizable to fit any business process
  • +Powerful AI and analytics capabilities
  • +Massive ecosystem of integrations and apps

Cons

  • -Steep learning curve and complexity
  • -Higher cost of ownership including implementation

Verdict

Best suited for enterprises that need maximum flexibility and have the resources to fully utilize its extensive capabilities.

#3

Pipedrive

Best For: SMBs focused on straightforward sales pipeline management

Pipedrive focuses on simplicity and usability, making it ideal for small to medium B2B companies that need an intuitive sales-focused CRM without unnecessary complexity. Built by salespeople for salespeople, it emphasizes visual pipeline management and activity-based selling. The platform excels at helping sales teams stay organized and focused on moving deals through clearly defined stages while maintaining detailed contact histories and communication logs.

Pricing: Plans start at $14.90/user/month with 14-day free trial

Key Features

  • Visual sales pipeline
  • Activity reminders and scheduling
  • Email integration and templates
  • Sales reporting and forecasting
  • Mobile app for field sales

Pros

  • +Extremely user-friendly interface
  • +Strong mobile application
  • +Affordable pricing for small teams

Cons

  • -Limited marketing automation features
  • -Fewer customization options compared to enterprise solutions

Verdict

Ideal for sales-focused B2B teams that prioritize ease of use and want to get up and running quickly without extensive training.

#4

Close

Best For: Inside sales teams with high-touch B2B sales processes

Close specializes in inside sales teams that rely heavily on phone communication, offering built-in calling, email, and SMS capabilities within a single platform. This integration eliminates the need for separate communication tools and ensures all interactions are automatically logged and tracked. The platform's AI features help automate follow-ups and capture important context from conversations, making it particularly valuable for high-touch B2B sales processes that require frequent personal communication.

Pricing: Starting at $49/user/month with free trial available

Key Features

  • Built-in phone, email, and SMS
  • AI-powered conversation insights
  • Automated follow-up sequences
  • Call recording and analytics
  • Power dialer functionality

Pros

  • +All communication tools integrated in one platform
  • +Excellent call quality and reliability
  • +AI features that actually improve sales efficiency

Cons

  • -Higher price point than basic CRMs
  • -May have more features than needed for simple sales processes

Verdict

Perfect for B2B sales teams that make numerous calls and want their communication tools tightly integrated with their CRM data.

#5

Attio

Best For: Modern startups needing flexible, customizable CRM workflows

Attio represents the next generation of CRM design, offering unprecedented flexibility in how you structure and visualize your customer data. Unlike traditional CRMs that force you into predefined fields and layouts, Attio adapts to your specific workflow and data requirements. This makes it particularly appealing to modern B2B startups and scale-ups that need a system as agile as their business model, allowing them to track custom metrics and relationships that matter most to their unique sales process.

Pricing: Free plan available, paid plans from $29/user/month

Key Features

  • Flexible data modeling
  • Custom field types and relationships
  • Modern, intuitive interface
  • API-first architecture
  • Real-time collaboration features

Pros

  • +Highly customizable without technical complexity
  • +Beautiful, modern user interface
  • +Strong free tier for growing teams

Cons

  • -Newer platform with smaller ecosystem
  • -May require more setup time initially

Verdict

Excellent choice for tech-savvy B2B teams that want a CRM that can evolve with their changing needs and processes.

#6

Folk

Best For: Relationship-focused B2B sales and networking

Folk takes a relationship-first approach to CRM, emphasizing the personal connections that drive B2B success. The platform automatically enriches contact data and provides intelligent insights about your relationships, making it easier to maintain meaningful connections with prospects and customers. Its AI capabilities help identify the best times to reach out and suggest relevant conversation starters based on recent activities and mutual connections, making it particularly valuable for relationship-driven B2B sales.

Pricing: Free plan available, paid plans start at $20/user/month

Key Features

  • Automatic contact enrichment
  • Relationship mapping
  • AI-powered outreach suggestions
  • Multi-channel contact management
  • Social media integration

Pros

  • +Excellent at building and maintaining relationships
  • +AI suggestions actually improve connection quality
  • +Affordable pricing for small teams

Cons

  • -Less robust for complex sales processes
  • -Fewer traditional CRM features

Verdict

Best for B2B professionals who prioritize relationship building and want AI assistance in maintaining meaningful connections.

#7

Freshsales

Best For: SMBs wanting AI-powered features at an affordable price

Freshsales combines affordability with AI-powered features, making advanced CRM capabilities accessible to small and medium B2B companies. Part of the larger Freshworks ecosystem, it integrates well with customer service and marketing tools while maintaining focus on sales efficiency. The platform's AI features help prioritize leads, suggest optimal contact times, and provide insights into deal likelihood, giving smaller teams access to enterprise-level intelligence without the complexity or cost.

Pricing: Free plan available, paid plans start at $15/user/month

Key Features

  • AI-powered lead scoring
  • Automated workflows
  • Email tracking and templates
  • Territory management
  • Integration with Freshworks suite

Pros

  • +Strong AI features at competitive pricing
  • +Good balance of features and simplicity
  • +Integrates well with other business tools

Cons

  • -Less customizable than premium alternatives
  • -AI features may need time to learn your patterns

Verdict

Solid choice for cost-conscious B2B teams that want modern AI features without the enterprise price tag.

Frequently Asked Questions about best hubspot apps for b2b

B2B CRMs need to handle longer sales cycles, multiple decision-makers, and complex deal structures that are common in business-to-business transactions. Key features include advanced pipeline management, account-based tracking, integration capabilities with other business tools, and reporting features that can track metrics like deal velocity and customer lifetime value. B2B CRMs also need stronger permission controls and collaboration features since multiple team members typically work on the same accounts.

Consider your primary needs: choose HubSpot if you want an all-in-one platform with strong marketing tools, Salesforce for maximum customization and enterprise features, Pipedrive for simplicity and sales focus, or Close for integrated communication tools. Evaluate your budget, team size, technical expertise, and whether you prefer specialized tools or an integrated suite. Most platforms offer free trials, so test 2-3 options with your actual data and workflows before deciding.

While enterprise CRMs offer powerful features, they often come with complexity and costs that can overwhelm small startups. Most startups benefit more from simpler, growth-focused platforms like Attio, Folk, or HubSpot's free tier that can scale with them. However, if your startup has complex sales processes from day one or technical expertise to handle implementation, enterprise solutions might be worth considering. The key is matching the tool's complexity to your current needs while ensuring it can grow with you.

Most B2B companies see initial benefits within 3-6 months of CRM implementation, with full ROI typically achieved within 12-18 months. Quick wins include better lead organization and follow-up consistency, while longer-term benefits include improved sales forecasting, customer retention, and team productivity. The timeline depends on factors like team adoption rates, data migration complexity, and how well the CRM aligns with existing processes. Proper training and change management can significantly accelerate the ROI timeline.

Conclusion

Selecting the right CRM for your B2B company ultimately comes down to understanding your specific needs, growth trajectory, and team capabilities. While HubSpot offers an excellent all-in-one solution that works well for most businesses, specialized alternatives like Close for phone-heavy sales teams or Attio for flexible workflows might better serve specific use cases. The key is to focus on your core requirements rather than getting overwhelmed by feature lists.

Start with a clear assessment of your sales process, budget constraints, and growth plans. Take advantage of free trials and free tiers to test how well each platform integrates with your existing workflow. Remember that the best CRM is the one your team will actually use consistently, so prioritize ease of adoption alongside powerful features. With the right choice and proper implementation, your CRM will become the foundation for sustainable B2B growth and improved customer relationships.

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